The annual "Double 11" once again aroused great attention from everyone, and the automotive industry is no exception. This year, more car brands have joined the "double 11" sales in the melee. Using the e-commerce platform to test the sales of water vehicles is nothing new, and it has already begun a few years ago. How much is the sales effect in a few years? I believe that the car manufacturers who are the first to get involved are the most clear. Internet marketing is already the trend of the times. It is also necessary to do it now, but at this stage, terminal sales can only be silly if it relies too much on network marketing.
Some people say that auto manufacturers engage in online marketing, which will touch the interests of terminal sellers. It will be very difficult to advance in depth. If online marketing can really be immediate, and it can easily become the main channel for selling products, manufacturers do not want to mess up the sellers, simply and rudely and drastically "shut down and turn". The problem is that the current e-commerce platform does not have such a status in the rivers and lakes, and auto manufacturers can't get it.
Online shopping has already entered thousands of households. Our life is inseparable from online shopping. Many aspects of physical stores are indeed better than online stores. The two main points are price and service.
Then the problem is coming. If automakers want to make e-commerce the most important sales channel, the price that is first sold online must be the lowest price in the market for a long time. Otherwise, consumers will turn to the lowest-priced 4S shop deposit after they shop around (the common phenomenon in the car sales industry).
As for the service, it is even more than the strength of the e-commerce platform. Judging from the unique service needs of the automotive industry, the e-commerce platform can only give consumers a "limited company". The e-commerce platform should make the service a normal state. In today's situation, the difficulty is even more difficult than that of the sky, unless the e-commerce boss opens hundreds of service-oriented physical stores across the country.
In order to improve the network marketing effect on an important sales node, auto manufacturers can open a current market minimum price on the e-commerce platform within a certain period of time, such as the "Double 11" node. At the same time, automakers can also provide 4S shops with services for vehicles sold on e-commerce platforms, as a coordinator, while ensuring the profitability of existing 4S stores.
However, in the short term, it is no problem to do "good deeds and good deeds". It is necessary for 4S shop owners to do "throwing tigers for a long time". I believe that the problem will not be so simple. It is necessary to ring the bell to solve the bell, and the e-commerce should be mainly anti-customer, or to take the initiative in the price, especially the service.
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