Shao Jingning, president of Bitauto: The three stages of e-commerce in the automotive industry
Date：2024-01-14 Source: This website
Shao Jingning, president of e-Car, said at the annual iResearch summit that the auto industry, as a large and elite industry, has been more slow to integrate with the Internet than other industries.
Shao Jingning believes that the automobile, as an important civilian solid manufacturing industry with a hundred years of history, has a deep manufacturing thinking and is very "proud and stubborn", which has caused the slow integration with the Internet.
According to a survey of 51 domestic automobile companies, 55% of the Internet Marketing Department is set under the Marketing Department, about 10% is under the sales department, 12% is not set, and only 3% is a unique sales Internet Marketing Department.
Shao Jingning believes that the marketing and e-commerce of the automotive industry are still in the integration stage, the concept has not yet been formed, and it is still trying and exploring the business. Perhaps in the next few years the boundaries will become clearer. The process goes through the following three stages:
In the first stage, e-commerce is only used as a gimmick, which is also the main stage at present. E-commerce is just a gimmick, the products are still dominated by traditional products, 4S stores are mainly offline sales channels, and car manufacturers have not seen sales growth, and the efficiency and effectiveness of their operations have not been substantially improved. From the perspective of the C-side experience, the link of car purchase has not been more optimized, and the user has not obtained a better user experience.
In the second stage, relying on the 4S store system to carry out sales under the factory, this stage, from the perspective of consumer experience, is the latest trial experience. Relying on the 4S store system to sell under the factory, dealers are responsible for display and service, and bear light inventory. Shao Jingning believes that this way can solve the problem of rigid wholesale tasks caused by production and sales, and a large amount of inventory and price decline once the market is not sold.
The third stage is the development and production of C2B model, that is, the establishment of a consumer-centered service system, and users can deeply participate in the process of brand research and development and marketing. Thus, it will eventually affect the change of the highest level of brand level, resulting in the human-oriented car brand of Internet thinking. Shao Jingning believes that this should be the highest stage that the industry can imagine and foresee at present.
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