Car e-commerce icebreaking trip is a one-man show
The total online purchase amount exceeded 200 million yuan
Qin Zhi, CEO of the car home, said that the main task of this year's double eleven is not to sell many cars, but to achieve a historic leap from accurate gathering to trading.
â– Reporter He Jun
The car e-commerce group, which had been highly anticipated, collectively “broken ice†and eventually became a one-man show of the car home.
According to the relevant person in charge of the car home, starting from 0:00 on November 11th, just 7 minutes later, a netizen from Shanghai purchased the Cadillac SRX 2014 3.0L comfort model at the price of 376,800 yuan. Double eleven car e-commerce online full-scale car purchase first person. As of 17:00 on November 11th, the total order quantity was 26,359 units, and the total order amount was 4.235 billion yuan, of which 2,361 vehicles were sold in full models, and the total sales amounted to 208 million yuan.
However, according to the "Securities Daily" reporter observed that in addition to the car home, other large-scale platform e-commerce and car vertical e-commerce have not launched online full-scale car purchase activities, still online payment deposit, offline payment of the old paragraph form.
It is reported that the car home double eleven crazy car buying festival, a total of 72 domestic and foreign car brands, 3838 models participated, the lowest discount is 3.7 fold. The reporter observed that many models have been sold out, and the degree of popularity is evident.
According to Ma Gang, vice president of the car home, in order to launch an online full-scale car purchase during the double eleventh period, the car home has already begun preparations, especially the difficulty of offline communication is the most difficult, and it is necessary to carry out continuous with various manufacturers and dealers. Run-in, especially the online and offline channel system, information system, etc. "This double eleven, the car home for the first time and more than 6,000 dealers nationwide tied to the payment system, to achieve financial docking, thus achieving a real sense of financial flow docking."
In the eyes of the industry, it is the biggest difficulty for auto e-commerce to pay the full amount of online payment, and this is one of the important reasons for other car e-commerce "slow half-shoot".
For a long time, car e-commerce has only served as a setter between consumers and dealers, that is, to help dealers collect sales information, which is called “collectionâ€. Due to the large amount of information asymmetry, it is often the case that the user places an order online, and the result is at the dealer, or the price is inconsistent or out of stock.
In contrast, online full-scale car purchases realize the information flow between the website and the dealer, which makes the user's transaction efficiency and car-recovering experience fundamentally improved. It is reported that this double eleven, the car home for the first time to achieve "lock inventory", to ensure that users buy a car online to pay the full amount, you can mention the car online. In addition, the "ultra-low price" service solves the problem of opaque online car purchase prices, and users can purchase cars online without having to bargain.
In the payment link, the car home opened a large amount of payment, and established more than 6,000 dealers across the country to “direct contact with the publicâ€, in which the car home assumes the role of “guaranteeâ€, after the user purchases the car, the car will be purchased. To the dealer.
"This year's double eleven, the car's main task is not to sell a lot of cars, but to lead the car e-commerce to achieve a historic leap from accurate gatherings to transactions. In the future development of car e-commerce, the car The family will constantly improve the connection between the information flow and the capital flow between the car home and the dealer to ensure that the user gets the best car experience." Qin Zhi, CEO of the car home, said.
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