Reflections on the Establishment of E-commerce Platform for Vehicle Enterprises


It is reported that SAIC Motor will launch its e-commerce platform on March 28 this year and plans to carry out related after-sales services and services through the Internet. It should be said that automobile companies' sales and after-sales services through e-commerce platform are an inevitable trend in the current background of the rapid development of information and interconnection technologies. However, we should also see that online sales of cars and the implementation of after-sales related services cannot be accomplished overnight. This model needs to be gradually improved and matured.

Judging from the current development status, from the perspective of consumers, the biggest difficulty for auto companies to build e-commerce platforms is how to ensure that the auto products and services they purchase are related to the integrity protection.

When purchasing automotive products online, how can consumers believe that the auto products they purchase are brand new, have no record of repairs, and do not have quality problems? In fact, online sales have been in China for several years, but so far there have been very few car sales achieved through the Internet. Why is there such a situation? The main reason is that consumers still have the "don't worry" mentality. Some people may say that this problem can be solved by introducing methods such as “X days unconditional free returns”. However, the problem is that automobile products are different from other products such as home appliances. Trials will generate mileage, and if a certain mileage is tested The return of goods, then for car prices and electricity providers, this product can only be counted as second-hand product sales, and if it is still sold as a new product, then there are consumers who deceive consumers and damage the rights and interests of consumers. People also pointed out that the “consumers are not likely to be willing to pay money to buy a car before they actually see the purchased car product in person” and that the car manufacturer or e-commerce provider can click through on the Internet, such as “need to experience” and the like. After the demand, the car will be sent to consumers online, allowing consumers to look at the car test. This should be a good way, but the problem is that when consumers buy cars, they also like to shop around, especially consumers who buy cars for the first time. The solution to this problem is to let car companies or e-commerce companies Consumers want to shop around for several car products to allow them to look at the car test? Even if consumers finally buy one of them, the cost pressure brought by the door-to-door model for car manufacturers or e-commerce providers will not be small. What's more, there are still cases where consumers have decided to abandon their purchase after they have seen several cars tried.

Therefore, from this aspect we can conclude that the three major obstacles to the rapid development of the current automotive e-commerce platform. First, there is a lack of social credit system. Consumers are not assured of the quality of automotive products. Second, automotive products are different from other products, and it is difficult to promote ways to earn consumer trust, such as “free and unconditional return in X days”. Third, the immaturity of China's auto market, consumers do not understand the car, not only bring the goods than the three cases abound, it will also affect the consumer decision-making changes.

In the car companies to carry out after-sales service through the Internet, I believe that the key is how to ensure the attractiveness of consumers. As we all know, on the one hand, according to the government's relevant departments in charge recently announced the current car companies in more than a dozen irregularities in the field of three bags, for consumers "do not maintain the 4S shop, you can not get three bags" clear behavior For irregular behaviors, therefore, the consumers have the right to choose the place to do maintenance on the premise of obtaining the auto company's Three Guarantees service; on the other hand, the current domestic 4S shop service charge is an “expensive” word. , compared with other places such as car repair and maintenance garages, the cost can be described as surprisingly expensive. This trend is bound to cause consumers to centrifugal force 4S shop. The author believes that car companies through the e-commerce platform to carry out automotive after-sales service business, a basic premise is to ensure that the 4S shop fee standards are competitive. It should be said that if the cost is reasonable, consumers are still more willing to go to the 4S shop for repairs and maintenance. After all, 4S stores have a comparative advantage in terms of maintenance and maintenance expertise and whether the parts are genuine. Just think, if car companies through the 4S shop carried out after-sales service, such as working hours, spare parts and other charge areas compared with the fast repair shop does not have a big difference, I believe most consumers will return to 4S shop.

Therefore, the key to the success of car companies in creating e-commerce platforms is whether or not they can establish a credit system that allows consumers to “trust” them. The reality is whether an after-sales service system that allows consumers to “consume” can be established. . It should be said that the establishment of a credit system cannot be determined by which car company can do it. It must have the establishment of a social credit system, and it must have sound and sound laws and regulations as the basic premise guarantee; after-sales service system To enhance competitiveness, it is necessary for our auto companies to truly realize that the profit focus of auto companies has begun to shift from new car sales to after-sales services.


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