Actively implement the B2C sales model Chinese manufacturers need to deal with
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North American car dealers are facing and facing the challenges posed by Internet technologies. Dealers use the website as a window for their brand promotion. At present, Chinese car dealerships and sales companies or manufacturers have begun to pay attention to building websites. However, many of the basic ideas and methods of website design are quite different from those of foreign websites. In 1999, the explosive growth of the Internet caused individual American car manufacturers to send out the idea of ​​reselling dealerships. Their original idea was to build bigger and stronger websites and build the website into an important platform between manufacturers and consumers. This requires the website to have a higher aesthetic quality, rich product information and a full range of functions, such as filling out loan applications online, calculating monthly payments, and so on. Consumers can also search the car for various information through the website. Once the consumer’s car purchase application is approved, they can either pick up the car at the regional warehouse or have it delivered by a branded professional. The sales approach is similar to the sales model of Dell Computer. Obviously, the Internet model selling cars bypasses the way dealers sell their cars to the final car consumers. This has obvious advantages for manufacturers in reducing costs and increasing their ability to compete on prices. Unlike successful online sales of software, books, and other small commodities, automobiles are high-tech products. The American Automobile Dealers Association first questioned this type of sales, arguing that the role of car dealers should not be eliminated in the automotive industry. Manufacturers also acknowledge that online direct sales of automobiles cannot solve the various personalized services that customers need in many pre-market automotive links. For example, the absence of sales staff is obviously unfavorable for branded cars, lack of technology-intensive cars. The detailed explanations, and even the inability of sales personnel to provide customers with on-site trials and on-site assessment of replacement of used vehicles, and more importantly, manufacturers must request dealers with expensive equipment and specialized training in order to realize the recall of vehicles. Technical workers to complete. With the increasing degree of automotive electronics, brand cars increasingly rely on the maintenance departments of brand dealers to solve a large number of recalls and disputes within the warranty period. Ordinary distributors cannot complete such work. At the end of the last century, people realized that the cancellation of brand dealers was an unrealistic idea. Dealers really played an inestimable role in the sales of auto manufacturers' products. A senior manager of the North American Toyota Motor Corporation stated that car dealers are non-human alternative heroes in completing car recalls and brand protection. However, some consumers (especially white-collar consumers) are reluctant to deal with car dealers. They think that dealers are tedious and waste valuable time in handling various procedures. Plus, there are indeed some dealers who are involved in loan sales. Fees and other hidden matters, so consumers are keen to buy cars through the Internet. With the improvement of Internet application technology and the improvement of web design, a large number of high-quality websites (such as:, etc.) have emerged. Many consumers can learn about car types and features through the Internet and calculate monthly payments online. Loan amount and application for loan etc. Online Car Dealers Attract Dealers Since 1999, the IT industry has seen many ups and downs to eliminate many websites that are not honest, and the competition has produced many well-known websites. Online sales of cars have evolved into a way for distributors to join: The website attracts a large group of white-collar consumers by virtue of its large amount of information, rich content, and convenience. They can sit at home and use the website to handle various certifications of used cars they want to replace (such as car accident reports, flood reports, recall repair reports, theft reports, and loan status reports) and consumer personal credit reports. Through the evaluation of the information provided by the consumer on the car to be replaced by the consumer, it is possible to roughly understand the condition of the used car that the consumer wants to replace. Then, the consumer can follow the price agreed with the site or the loan. Pay the price monthly to the designated dealer to pick up the car. Dealers do not refuse to introduce such mediations. These well-known websites are often backed by big companies with great credit. The dealers can get personal credits and used car report materials provided by the intermediary. The materials are complete and Ready-made, more than a customer why not? Only the dealers need to take a closer look at the cars they want to replace, check the information they provide, and pay the agency fee. High-quality websites have more than 500,000 hits per day. If 1% of visitors calculate the last transactions, they can actually obtain 150,000 clients per month and sell more than 1.8 million vehicles each year! The website is not only a platform for dealers and car consumers, but also a store of corporate data. When a company's location is devastated (such as the September 11 terrorist attacks), remote servers on the other side can save a considerable amount of information. B2C is essential to dealers At present, more than 95% of North American car dealers have their own websites. These websites provide customers with functions such as querying car features, communicating with salespeople via e-mail, consulting dealership inventory, loan application and calculation, and appointment of time and commissioning with sales staff, and after-sales service. However, car consumers ask questions about the price through the Internet, which makes the contradiction between distributors intensify. Therefore, some dealers require employees who handle e-mails not to quote through emails. The establishment of a covenant by a distributor in a region makes this development controlled. Most dealers only designate one salesperson to be responsible for responding to inquiries through website content updates and emails. At present, it is impossible to sell cars directly online. In addition to the above reasons, it is because people are familiar with the traditional way of buying cars, and many consumers are also skeptical of online car quotes. The emergence of the Internet has caused many troubles for dealers, such as some car consumers to try out and not to buy a car, or to try out a car at one dealer and to consult the Internet. After these consumers learned about a car model on the Internet and reached an agreement with the site operator on the price, they then went to a dealer in a nearby area to test the car. This unlucky dealer not only provided the service of the salesperson, but also It also squandered the amount of fuel and the number of kilometers that dealers spent on trying out new cars for consumers. Both dealers and salespeople suffered losses and were defrauded. When I was working in North America, I learned that none of the distributors' owners were ignorant of Internet technology and brought them a lot of trouble and losses. However, North American car dealers are facing and facing the challenges posed by Internet technologies. Dealers use the website as a window for their own brand promotion. What dealers really want to do is make full use of e-commerce, provide consumers with online information, and attract consumers to distributors. The Internet is an important means to gain more consumers. At present, Chinese auto dealers and sales companies or manufacturers are beginning to pay attention to building websites. However, there are still quite a few gaps between the basic ideas and methods of designing many websites and foreign websites. Any company that depends on the customer base to survive should pay attention to the construction of the B2C website. It is an important means to promote the company's own brand and win more customers. There are two basic aspects between business and customer (B2C, BusinesstoCustomer): The first is to win new customers, and the second is to establish relationships with old customers. If the company uses the market as the economic lifeline, the B2C website is the company's portal. The B2C website should have three main contents: corporate image promotion, product introduction, and after-sales service. The Chinese company B2C website has been developing rapidly in 2002, and many companies have spent considerable effort to produce and promote their websites. The number of customers who have access to the Internet before shopping is increasing. The proportion of customers accessing the Internet is proportional to the degree of economic development in the provinces and cities. The survey shows that the number of online users in Guangdong, Shanghai, and Beijing ranks in the top three in the country. There are more than 500 million Internet users in the world and 21% in the Asia-Pacific region. China is the country with the fastest growth rate, and its rate is more than 30%. The B2C website is extremely important to a business. The development and construction of the North American B2C website also experienced a process from immature to maturity. The initial period of development from 1997 to 1998: Many websites were designed with FLASH animation as the main theme, blindly pursuing how to “jump†and ignoring the actual amount of information the website should have. This “eye-bright†website standard was immediately denied by people. The browsing process is a process in which a viewer downloads a file or picture from a distant computer (server) to his own computer. If the content of the website includes many pictures or cartoons, it will directly affect the download time of the viewer. Surveys in the North American market revealed that viewers will lose patience and will not wait to download large picture files when they cannot fully see the content of the webpage in 7 seconds. It is recognized that the first criterion for a high quality website should be "simple." Online car sales are gradually moving towards perfection. Immature outbreak growth period 1999-2000: CEOs of many large companies in North America believe that online omnipotence, various types of transactions can be done and so on. Each major company spent a great deal of power to enter the IT field during this period. In this period, websites designed with FLASH animation as the main body have been eliminated, and database-based designs dominated. From 2001 to 2002, the website designers agreed that the quality and beauty of the website were generated on the basis of simplicity, clarity, intuition, and practicality. Easy to use menus, rich information is the quality of the site. Therefore, a well-recognized good website should be: fast downloading of pages—flashcards that may be less likely, fewer and more exquisite pictures, easy to use, and user-friendly—the menus are easy to use and visitors can find what they are looking for. Information; the identity and consistency of each page design -- the font of each page of text, the consistency of typesetting and color; the information is rich and varied --- automotive websites not only introduce relevant automobile content, but also involve other contents such as automobiles. Knowledge, automotive technology, environmental protection, etc.; information is organized and text descriptions are simple. Most of the B2C websites of many Chinese companies still stay at the level of North America five years ago, and some magazines also use the “jumping eyes†animation effect as the standard for website evaluation. Some websites do not provide customers with a convenient user interface. Before customers look for vendors, they let customers reluctantly fill out personal information such as the date of birth, ID number, and income level. Both Chinese and North American customers are disgusted with this, and such B2C websites are undoubtedly losing customers. The customer inquiry page should be as simple as possible. In the design technology, a personalized feedback page is designed using PHP, ASP or COLD FUSION language. That is, after the customer clicks, a “response pageâ€, a “confirmation pageâ€, and an “inquiry page†should be immediately generated for the contents of the customer inquiry. ". In the websites of many Chinese companies, the "response page" is too simple and there is no personalized design for the "response page" for the information entered by the customer. There is no "confirmation page", and the sales department does not manage the "query page" email address. It should be said that the B2C website is priceless. It plays an invaluable role in the company’s image promotion, the promotion of the company’s brand and products, and communication with customers. It should be pointed out that many Chinese companies have not paid enough attention to the B2C website. A considerable number of companies are outsourced to the IT companies by the company's sales department. These IT companies are responsible for making the companies who do not know how to sell. Generally do not understand the basic principles as stated above) There is a "eye-light" feeling and a lot of animation is used. There is a huge shortage of management talents who understand both sales and corporate image promotion in China's enterprises and are proficient in IT. In the enterprise portal webinar held in Shanghai in 2002, only one person from the company came to the conference, while others were all from IT-related companies. None of the Chinese companies have established a Chief Information Officer (CIO).