Such changes not only come from the subversion of Internet technology on the sales industry, but also a more important reason is that after the comprehensive attack of the era of electric intelligent vehicles in the future, the whole scene mode of future vehicles will undergo subversive changes. As a new rising show, new energy vehicles are in the process of going from 0 to 1. China’s electric smart cars are ambitious to join the ranks of world leaders, as evidenced by the unprecedented pace of national policy and Internet companies. So how will we choose and experience cars in the future? Will automobile retail be like the development touch point of TWO-DIMENSIONAL code in Internet finance, which will give birth to a blue ocean of the whole future automobile?
A change in car retailing is imminent
New energy vehicles, especially pure electric vehicles, use a new electric drive system to replace the traditional fuel drive system. According to past experience, major changes in product technology often mean the reshaping of product and industrial value system, including the transformation of sales system and sales model. This change is mainly user-centered, close to users, and pursues user experience and user value maximization.
First, the structure of new energy vehicles is relatively simple, and the maintenance cost is much lower than that of fuel vehicles
The vehicle structure and technology of new energy vehicles are completely different from that of traditional vehicles, so that dealers can earn less profit in follow-up services. Therefore, consumers’ demand for and use of new energy vehicles are also very different, so the retail of new energy vehicles will adopt a new sales model. However, it also provides a great opportunity for start-ups to enter the automotive circulation industry.
Second, traditional dealers are facing difficulties and the conflict between manufacturers and dealers intensifies, leading to imminent transformation
According to the research of Automobile Dealers’ Chamber of Commerce of All-China Federation of Industry and Commerce, the survival situation of dealers is worrying from the perspective of dealers’ profits. In the first three quarters of 2016, 47% of dealers are in a loss state. Only less than 1/10 can make profits of more than 5%, indicating that the dealer industry has become an industry with low profits and high operating risks.
At the same time, there are more and more conflicts between dealers and manufacturers in the industry. In 2016, hyundai China, Changan Ford, FAW Audi and other dealers have withdrawn from the network and demanded compensation from manufacturers. It can be seen that in recent years, the growth rate of China’s automobile industry has slowed down gradually, and the contradiction between manufacturers and dealers has become prominent. The embarrassment of the situation has also prompted the transformation of automobile retail.
Third, the Internet affects the traditional car distribution model, and new retail represents the future development direction
The influence of the Internet on the automobile sales model is deepening, and the automobile e-commerce has gone through the development stage of diversion, and is entering a new development period of the combination of online and offline. Many enterprises are constantly exploring. In the future, car sales will also be an important part of the “new retail”. The auto “new retail” will shift from one-way passive sales to two-way customer acquisition, from pure offline development to online and offline full-channel integration, and in-depth integration of auto e-commerce, auto logistics, auto finance and auto services.
Tesla’s Unique sales model
Tesla is currently the most successful startup for smart electric vehicles. The current sales mode of Tesla is direct sales, that is to say, Tesla sells electric cars directly to consumers rather than through franchised dealers mainly in 4S stores. Where Tesla won’t build a car until a customer orders it. Offline, Tesla has experience stores and service centers, which are only used to create a good driving experience for consumers instead of selling cars. Consumers still need to order products online after they are satisfied with the experience and willing to buy. At present, the advantages of Tesla’s direct selling model are as follows:
First, closer to consumers, more direct contact with consumers so as to provide consumers with more personalized and high-end driving experience services
Unlike traditional car dealers who build experience stores in suburbs, Tesla’s offline experience stores are generally built in crowded areas, such as large shopping malls or downtown areas. On the one hand, it is more convenient and more frequent for consumers to experience, which is conducive to cultivating a large number of potential customers.
On the other hand, it can reduce the estrangement between consumers and obtain the most direct and effective information feedback, so as to improve the adaptability and rapid response capacity of products, and thus enhance the market competitiveness of products.
Finally, Tesla mainly explains the intelligent technology of electric vehicles to consumers and conveys the concept of science and technology and environmental protection to users, rather than the guidance for sales in traditional 4S stores, so the communication between sales representatives and consumers is more humanized rather than commercial.
Second, reduce costs, achieve zero inventory to achieve a win-win situation for consumers and automobile manufacturers
For users, the most intuitive experience is that compared with traditional 4S stores, Tesla’s direct sales do not involve dealers, which reduces intermediate links and thus reduces the purchase cost of consumers.
For Tesla, such direct sales mode of production according to order can effectively reduce product inventory and capital occupation, not only shorten operating costs, but also organize production with the deposit received.
Not only that, because Tesla offline experience stores do not have inventory, but also take from the exterior to interior to provide personalized customization. After users place an order online, in many cases, owners even have to wait half a year before they can mention the desired car. On the one hand, tesla’s long-term users are more stable, and on the other hand, tesla’s high-tech and high-quality service concept is maintained, laying a solid foundation for its long-term development.
Third, to provide the integration of car pile and ecological service model of car after-sales service authorized 4S shops, Daji Dali eat chicken together
Tesla offers home charging points, destination charging points and superchargers. Superchargers offer a free service. Meanwhile, Tesla’s profits only come from the sales of electric vehicles, and its profits do not depend on the aftermarket of electric vehicles, so it cannot bear the huge construction, operation and labor costs of 4S stores. Based on this, Tesla chooses the service center to provide after-sales service. It led to the sustained development and operation of 4S shops in the market.
But this model also has a fatal weakness, it will be the future of intelligent electric 4 s4 car brands have to think about problems, directly weaknesses, is a market coverage if solely by car brands make cost is too high it will be difficult to open, the future when tesla’s market after comprehensive globalization, “direct selling and franchise” may be the best choice.
Domestic new energy intelligent electric vehicle sales Handan xuebu
However, new energy vehicle sales are not as smooth as expected.
On the one hand, the competition between new energy intelligent vehicle brands is increasingly fierce, and manufacturers are distributing more and more spots. Take BAIC New Energy as an example. In 2015, baiC New Energy had only seven first-level dealers; In 2017, there were 19. Previously, there were only a few new energy vehicle brands on the market, and only a few models under each brand, so consumers had limited choices. Now, there are more and more new energy vehicle brands and models on the market, and the competition is increasingly fierce.
On the other hand, the sales of new energy intelligent vehicles have not yet touched the pain points of consumers, which are still dominated by sales rather than ecological services. Therefore, consumers’ purchasing decisions tend to be rational after the national new energy indicators are not enough. The profit of new energy vehicle after-sales service is low. The state clearly stipulates that the warranty period of the core three electricity (battery, motor and electronic control) of new energy vehicles is not less than 8 years or 120,000 kilometers. However, the ecological effect of electric intelligent vehicles has not been fully brought into play. At present, sellers can provide too few services to effectively promote the industry.
In the past, consumers made decisions very quickly after getting the car purchase index, and the one-time in-store transaction rate of 4S stores was more than 50%. Now, consumers in the purchase of new energy vehicles more and more rational, often shop around, to enter the store many times will buy.
However, the value orientation of consumers in different scenes and periods of automobile life will change, and the automobile industry will provide richer products and services in response to people’s personalized and diversified car use and travel needs. It also means that as consumers change, the car-related life scene will split into more market segments. These market segments not only include those directly related to automobile life, but also those that provide technical services and data support for scenarioization, such as intelligent entry, basic data, transaction services, and urban travel.
The self-evolution of new energy vehicle retailers
In the future, consumers will not only see cars as transportation tools, but also as the carrier of optimal routes or one-stop service solutions. For example, in the dining scene of travel, consumers want to know not only how to get to the restaurant they want to go to, but also the location and number of parking Spaces nearby and the nearest gas station when using vehicle navigation. Driving, parking, refueling and other different car scenarios are combined to form a complete travel demand of car owners. No matter it is new car, used car or post-market e-commerce, in order to cater to the diversified needs of consumers, they will actively expand their business in different consumption fields in different scenarios.
In the future, the front-end exhibition hall will be directly connected to the backstage data system. When consumers choose cars in offline physical stores, the system can customize personalized models for them and match the most suitable financial plan. The purchased vehicles will be integrated into the national maintenance system, which will provide the owners with violation inquiry, fuel card discount, road rescue and car use services through THE APP, while providing offline financial services such as maintenance, agency, car mortgage and replacement.
In terms of sales of new energy vehicles, dealers fully spread word of mouth online and offline, and stimulate native customers to help develop new customers, and consumers can obtain certain commissions and rewards. Like home appliances, the sales of new energy vehicles in the future may take place more and more online, with sales platforms like JD.com appearing.
In terms of after-sales service, dealers can use mobile phones and vehicle-mounted apps to monitor the sold cars in real time and remotely through the mobile Internet, timely remind consumers to carry out maintenance, and provide consumers with 24-hour rescue and on-site maintenance services.
In terms of charging pile services, consumers can accurately find charging piles through mobile apps, easily scan codes for charging, and easily pay through Alipay or wechat. Dealers can share the big data of car and charging for precise marketing of car owners. Private electric piles can be upgraded to individual shared electric piles, with dealers and consumers sharing the service fee.
It is time to start the active layout of “new energy vehicles + Internet”. When consumers of new energy vehicles and ecological participants accumulate to a certain extent, they will establish strong ecological advantages.
Article/Liu Kuang public account, ID: Liukuang110