New building cars and car companies launch a series of innovation in marketing, the traditional car companies are limited by the 4 s shop cooperation pattern and large volume, reaction significantly slow a beat, the personage inside course of study, according to the analysis of the Volvo try direct on line, or will drive up the traditional car companies a new round of marketing innovation, but also has the view that traditional auto enterprises is still in the water outlet of the preliminary exploration, promotion is very difficult.

    With the acceleration of digital process and the decrease of customer flow due to the epidemic in the first half of the year, the online marketing layout of traditional auto enterprises has been significantly accelerated. Not only are new product releases mostly held in the cloud, but online car sales have also witnessed a new climax that has never been seen before.

    From the form, the car companies in recent years gradually from group-buying activities and electric business platform to sell cars to live after further extended to sell cars and other forms, recently have a new pattern, a few days ago, Volvo's formal its V60 models online direct marketing, sales model to become the first comprehensive give up offline channels, direct on line of traditional car companies products.

    New building cars and car companies launch a series of innovation in marketing, the traditional car companies are limited by the 4 s shop cooperation pattern and large volume, reaction significantly slow a beat, the personage inside course of study, according to the analysis of the Volvo try direct on line, or will drive up the traditional car companies a new round of marketing innovation, but also has the view that traditional auto enterprises is still in the water outlet of the preliminary exploration, promotion is very difficult.

    From drainage to transformation, online direct selling becomes a new method

    As a measure to expand sales coverage, in recent years, more and more auto companies have tried to extend their sales coverage to the online market from the pure traditional offline channels. Now, it is not uncommon for a new car to be listed on Tmall, jingdong and other e-commerce platforms.

     however, depends on online sales of electric business platform, although various models diverse category, but overall, brings to the car companies, there is no significant sales conversion, reporter survey found that although car companies in a variety of electric business platform opened its official flagship store, but goods are usually just a deposit deduction models such as volume, drive experience, look from the experience of actual process, consumers drive experience or still need to rely on offline channels to complete the car, compared to offline store directly, the electric business platform did not give the user purchases in a process of facilities, in a sense, because of excessive, but more complicated.

    In contrast, the emergence of official direct sales, opened a new stage of online marketing car companies.In August last year, Lynk & Co took the lead to open the sale of high-performance model 03+ on the official Lynk & Co mall in the form of limited sales. Users can only buy cars through online booking. As it bypasses offline channels, 03+ adopts the form of fixed price, making it a rare traditional car brand model that adopts online direct selling in the industry.

    Official statistics, as of July 20, collar, 03 + have been completed a total of nine rounds of sales, is still hard to get a car, the collar, also on 03 + online direct route was adjusted, said if the user to snap up failure, can go around the collar g offline channels to register, giving according to offline to collect the system order to 1-2 sets each store offline qualification.

    Different from Lynk & Co, Volvo has changed to the V60 model of online direct selling this time, which is not a limited product, but also a more thorough separation from the offline. Consumers can only buy cars online, and sales representatives are also the corresponding online specialists. The offline channels will no longer carry out the sales work of this model.

    Reporter visited Beijing Volvo brand experience center learned that at present Beijing area only individual stores also offer its V60 below, if you need a car only to the designated sales outlets, in addition, its V60 price also become a fixed after online direct marketing, 4 configuration provide different preferential price, is the official based on retail price discount.

    "At present, V60 provides door-to-door test driving service, which does not require in-store experience. In addition, if users really need in-store experience, they can make an appointment through communication in advance, and we can also get the exhibition car to the designated store for them."Beijing Volvo Brand experience center related person in charge said.

    As for the reasons for turning V60 into online direct selling, Volvo told blue whale automobile that compared with traditional car purchasing, the official direct selling price is transparent on the whole network, which reduces the time and energy spent in car purchasing. In terms of service, WeChat exclusive customer service for the whole process of 1:1 can greatly save users' communication cost in car purchasing process.Through the official direct sale, Volvo can communicate with consumers directly, receive feedback from the market more quickly, and continuously optimize products and services according to the market and consumer demand, so as to continuously bring better experience to consumers.

    Volvo also told Blue Whale to change V60 to official direct sale, mainly because the target group of this model is willing to try new things and keen on online shopping. At present, consumers in many regions of China have ordered V60 models through official direct sale, and part of the orders have been delivered.Separately, Volvo said it would not rule out the official direct-sale model being rolled out to more Volvos in the future.

    Channel problems to be solved, short - term difficult to become the main force

    The personage inside course of study says, Volvo choose its V60 as online direct marketing model, in addition to the official explanation reason, also related to market its V60 itself particularity, as a luxury brand station wagon, positioning its V60 model belongs to the audience in the Chinese market is more unique market type, market scale is not large, instead of the official marketing, on the one hand, can better maintain price stability of the vehicle, on the other hand, also reduced the dealer's operating costs and inventory for niche model slow inventory pressure, offline store can focus more on the king pin models.

    "V60 corresponds to a relatively fixed group, and true love is the basic thing to buy a car."Volvo sales representative told reporters.

    Traditional car companies into online direct marketing, however, is not just a selected models as simple as that, compared to building cars new forces in the marketing channel's change of view, the 4 s inn in pre-sales and separation is the tesla, wei to new building cars such as the brand one of the biggest differences with the traditional car companies building cars new forces are usually makes the experience center for large business circle construction, and the more remote areas such as in the suburbs to provide delivery, maintenance and other services, on the one hand can save the cost for the construction of 4 s shop, in addition, the light asset after the store were also more likely to experience into the core business, improve the effect of brand publicity.

    In addition, most of the channels for new car brands are self-established and self-run systems. In contrast, the 4S shop model of traditional auto companies is usually a form of alliance. This cooperative business model is difficult for auto companies to quickly realize reform and adjustment solely on their own, and at the same time, it involves too many interests.

    Cui Dongshu, secretary general of the Federation, believes that at the present stage, the traditional automobile enterprises' direct selling on the waterline is still an exploration, which is very difficult.

    "4S domestic passenger car dealership has been ridiculed for its large floor space, high decoration cost, high operating cost and high inventory pressure.However, the 4S shop model has high service standards and good customer experience brought by reception standards. Most consumers are willing to look at and buy cars in the 4S shop.The 4S shop is an effective channel for consumers to recognize the brand value of the vehicle enterprise, which has also contributed a lot."

    "Although the price difference between entry and sale of 4S stores is 6% or even less, the cost of brand promotion, road show and advertising under market competition is much higher than the price difference between entry and sale. In addition, the complex distribution shop operation and rebate system designed by the elite of the Marketing Department of the auto company makes the offline shop head operation indispensable.It is difficult to maintain the official website sales only relying on strong product power. In the future, the multi-channel sales, especially the offline experience, will still be an inseparable link.""Cui dongshu said.