Want To Do A Good Job In Car Electricity Supplier? Avoid These 5 Major Minefields.

In the past year,

Conflagration.

But there were great worries in the fire.

All say that the year's plan is in spring, but for the automotive industry, it has encountered a chilly chill. First, the safe car announced the suspension of its second-hand car business and the closing of its offline stores. Two, SAIC's car sharing network announced 25% layoffs and adjusted the business sector. What's the problem with the auto electricity supplier?

For this reason, the author and the claim

Circle knows best about cars.

Staff number 162nd, front

The partners, the co-founder of the now buying good car, and CEO Li Yanzhu conducted a detailed exchange. The five misunderstandings that Li Yanzhu put forward about the automobile business is that they all hit the nail on the head.

Sell cars directly

Many new car businesses are taking the road of electric business rather than the road of cars.

In other words, they sell their cars and use them as clothing, books and appliances, and put them directly on the electronic business platform.

Online can sell clothing, books, household appliances, digital, naturally, you can sell cars.

That's true.

But the misunderstanding is that if the car electricity supplier chooses to take the road of selling cars directly, they will sell more and more losses on this road, and they will not know if they go into a blind alley.

Although cars are the same as digital appliances, they are a complex commodity. At the same time, the unit price is relatively high, and the sales service and automobile finance are involved. Therefore, these factors directly determine that the automobile electricity supplier can not sell the car directly, because this will affect the user experience.

And experience is not good, for the automobile business will be fatal.

No offline, pure line, service difficult landing

One of the disadvantages of selling cars directly is that they only care about the line and ignore the offline.

To do a good job of the experience, the online and offline parallel is almost inevitable for the automotive e-commerce.

Because the knowledge in the car is too much, the unit price is high, and it is a very important product. Customers must ask clearly. Therefore, offline is indispensable. Pure line can only be a dead end.

In Li Yanzhu's words, "our experience with dealers is lower than the cost of acquiring customers, the efficiency of sales and the cost of capital. This is not the advantage of the Internet at all.

The trust and the two service of the store (entity dealer) are very important. It is impossible for the car to pull directly to the customer's door to complete the delivery. The landing service is too important.

By subsidies, the market price system is disrupted, and one hundred people hurt themselves three thousand.

Jingdong's online supermarket war in Tmall has been furious. The subsidy war for taxi drivers is also unambiguous. Affected by this, some auto electric providers are subsidized heavily, seeking sales volume based on subsidies.

In fact, this is very dangerous, because the car business is not the online consumer goods supermarket, the mode is not sharing the economy of the taxi car, subsidies can only disrupt the car market price system.

Specifically, auto dealers want to sell their own cars. At present, apart from "low price", online channels can not find more attractive points for consumers.

Under the catalysis of capital, many automobile electric providers will adopt one-way or two-way subsidies to subsidize oil or cash to consumers, and subsidize cash to dealers.

In this way, I agree with the view of Li Zhu, a good car, "this is a very unhealthy way. Under unhealthy conditions, the online business does not generate extra value.

So this is bound to be a loss.

Online sales, offline pportation, there are various logistics, services, capital performance costs, if the price difference has been small or even negative, this will undoubtedly increase profits.

If this goes on, it will only hurt one hundred and three thousand.

Customers should not be taken as their own.

The electricity supplier has a traffic volume, but it does not mean that customers can own their own.

It is short-sighted and short-sighted that every customer who owns his own business is short-sighted.

Because the car is a large special commodity, the electricity supplier can't take all the steps like clothing, books and appliances.

This requires the auto supplier to share the sense of customer source, and share the source with distributors so as to achieve win-win results.

I particularly agree with the conclusion of CEO Li Yanzhu, a good car, that "the customers who buy good cars are dealers".

This point of view can be said to be a pragmatic approach to automotive business.

By damaging the interests of dealers

Some car dealers are in the mire of low price competition, in order to grab a little profit, at the expense of dealers' interests.

In fact, this has misplaced the relationship between the automobile electricity supplier and the distributor.

In this regard, I think Li Yanzhu's view is reliable, that is, the relationship between automobile business and distributors should be a win-win relationship.

Car dealers should help distributors, allowing dealers to sell cars more easily, so that the efficiency of the whole industry can be improved because of the Internet.

As far as I know, buying a good car at present has become the distributor's contact, information channel and service provider to help dealers improve efficiency.

For example, the "good car" APP, which was launched recently, is trying to solve the problem of dealer's difficulty in finding a vehicle.

At the same time, buying a good car will also organize distributors to jointly purchase low-priced vehicle sources, and order hot models from overseas.

The dealer asked the car, and the supplier went to organize the source of the goods, so that everyone was not worried about pressing goods, and the efficiency was high.

One thing to be sure is that car dealers will not survive long enough to hurt the interests of dealers.

Only by winning with distributors and helping dealers to realize their interests is the correct attitude of automobile electric suppliers dealing with dealers.