Cao Lei: There Are Many Bottlenecks In The Online Shopping Of &Nbsp; Four Major Problems Need To Be Solved.

(picture: Director of China Electronic Commerce Research Center and expert Cao Lei of China Electronic Commerce expert library)

What are the characteristics of automotive e-commerce?

I think there are four characteristics: first, the online car market can disclose the product information of automobile manufacturing in detail, and it can also use the virtual way to enable customers to enter the car interior and make full comparison choices; two, consumers can make personalized requests and get goods quickly, including e-commerce, including online purchasing, online ordering, online sales, online settlement, and three, e-commerce can significantly reduce paction costs. Generally, foreign cars can reduce the cost of 10%-15% and greatly reduce the time consumption of consumers. Four, the information provided by domestic Tencent, Sina, Sohu and online car market has no geographical restrictions on consumers, restrictions on space, restrictions on space, and relatively limited information. Cao

What problems should the auto industry deal with if it deals with e-commerce?

Cao: the online shopping of the car looks very beautiful, but there are many problems in the actual operation. There are still many bottlenecks and "injuries" in the online shopping. The four most important problems are customer trust, car licensing, how to return goods and after sale.

Trust: first, customer trust.

Compared with other daily necessities, the use of cars is much more complicated, especially the use of automobiles.

In this case, consumers must be cautious in buying cars.

Online shopping cars are difficult to make consumers face to face with the goods.

On the card: the car buying area is very strong, even if manufacturers sell good cards, local consumers do not want to buy a license plate vehicle.

All the cards on the vehicle Management Bureau require owners to provide copies of their ID cards and purchase invoices, and manufacturers simply can not play cards for consumers.

When the new car comes back, it has to run the Inland Revenue Department to pay the purchase tax. The light purchase tax requires the owner to provide a photocopy of the vehicle qualification certificate, a photocopy of the ID card, a vehicle information list, and a tax return for the purchase of vehicle invoices.

To buy insurance from the insurance company, how to solve the problem of queuing up on the vehicle management department, buying annual tickets and so on?

Return: from a dealer's point of view, there are also many problems. Online shopping cars require car dealers to follow up services. How much profit does the manufacturers give to dealers? If the vehicle finds problems, how to return them? According to the manufacturer's requirements, on-site inspection is unsatisfactory and can be returned. If customers are not satisfied with the test drive for several days, they can also return them.

Now, the three package of cars has not yet been released. It is a contract signed by a physical shop. It is difficult to buy a car home and find a problem. If you want to return directly to the 4S store, it will be more difficult. Most businesses will be responsible for repairs and will not directly return the goods.

Online shopping conditions are relaxed. Customers think that the car is deficient in workmanship. Manufacturers and dealers agree to return unconditionally. There are also problems.

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After sale: after the auto purchase comes back, there will be long term service and how to carry out after-sales maintenance. The manufacturer will only sell the after sale card to the distributor, and the sales profits will not be allocated to the distributors. Who will bear the problem after the sale? After the car is sold, only the distributors will face the consumers. These problems will not be solved one by one, which will only make consumers and dealers distrust and increase their estrangement.

At present, there is no real third party trading platform, which is selling cars online. Will such a platform appear in the future? If so, please talk about your point of view.

Cao: in real sense, selling cars on the Internet should be a form of sale that consumers can complete all pactions before they are at home. For example, in August 2009, General Motors Corporation and auction companies eBay launched a joint project in California, allowing consumers to bargain with distributors and buy new cars online.

Although there is no real third party vehicle trading platform in the country, the e-business platform that sells the entire vehicle online in the next 3-5 years is expected to produce and popularize rapidly.

For example, Geely considers building flagship stores in the city for consumers to try and test driving, and buying cars is done through online pactions.

At the same time, in the city construction of non 4S shop after-sales maintenance station, save the cost of building 4S shop.

Now, the Internet selling cars is more gimmicks, publicity is greater than the actual role.

Because even if the automobile brand manufacturers cooperate with the website to sell the car online, they also need to go through the 4S shop channel.

At present, whether SMART group purchase, or Geely, Dongfeng Nissan Machi online ordering, most of them still need to go to the 4S shop to see cars and pactions. The current situation can not be separated from the 4S store to do, because the final delivery and the whole after-sales service process still need to go through 4S shop.

From the current market share and marketing effect, the online sales situation can not replace the traditional industry chain model for a long time.

There are many group buying cars in the group buying website. Will the emergence of these websites affect the sales of car dealers?

Cao: I believe that the purpose of most group buying is not to achieve sales directly through the Internet, but rather to attract more attention by car manufacturers by buying the "group buying" concept, so as to achieve the goal of collecting customers.

For example, Taobao's Mercedes Benz smart group purchase has been accepted partly because the car itself has been preheated by traditional traditional channels, which has been widely accepted by consumers. Consumers already have a certain understanding of performance, quality and so on. On the other hand, the price is much lower than that of the traditional dealer in the case of demand and popularity, so the success or exceeding the expected group purchase can be predicted.

In addition, in 2010, a lot of group buying websites appeared on the Internet, and there were also professional websites specializing in auto group buying.

But at present, online group buying is basically an advertising effect, and can not be regarded as a full meaning online sale. It will not impact the sale of entities under the line of car dealers (including 4S stores, professional automotive markets, auto fairs, auto group buying, etc.).

Please describe the future of e-commerce in China's auto industry.

Cao: in 2009, China's automobile production and sales ranked first in the world, and 2010 was an important year in Chinese history.

At present, the development of China's automobile market is still growing at two digits, and it is also the best market in the automotive market in the world. In 2010, the target of production and marketing in China was 15 million.

In view of the impact and impact of various uncertainties, the automotive industry also needs to experience complex and fierce market competition at home and abroad. Besides the adjustment of industrial structure, product mix and market structure, marketing and channel strategy adjustment will become more and more important.

The emergence of the Internet, especially the application of e-commerce, has brought about a significant change in the way of car sales. The market has become the first channel for the vast number of consumers to purchase car information, and has become the fastest growing channel. E-commerce will definitely play a historic role in promoting China's automobile market, and the innovative channels of online retail and online group buying are particularly prominent.