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Continuous growth of auto e-commerce expects further innovation

日期: 2022-11-16
浏览次数: 0

With the end of the annual e-commerce 'Double 11' promotion, the automotive industry has handed over a brilliant report card. This cannot be separated from the 'new playing method' that the industry cooperates with e-commerce. It breaks the traditional practice of simply collecting sales leads and promotions, and achieves the effect of both sales performance and brand exposure in the face of strong exposure and large audience traffic.

However, many problems existing in auto e-commerce itself, such as opaque pricing, cumbersome transaction process, low order conversion rate, are still long-term and systematic, and auto enterprises still need to work for a long time - effective measures to consolidate breakthroughs, and deficiencies continue to improve.

First of all, adhere to precision marketing, hold up the 'long-term principle', and create the sustainable value of the brand. Automobile has the consumption attribute of high price and low frequency, and its sales are slow and need to be promoted continuously. Hoping on a single online shopping promotion can not quickly improve sales. What is gratifying is that this year's auto manufacturers are more rational and sincere than the previous years, when they were prone to '10 billion yuan subsidy' and 'half price car purchase'.

The author has noticed that auto manufacturers with good sales and reputation generally adhere to the 'long-term principle'. At the same time, it is good at using e-commerce platforms to improve brand exposure, analyze and understand the needs of target users, so as to carry out precision marketing in the future and achieve effective precipitation of users.

Secondly, we should continue to innovate the marketing model, advocate the 'real order quantity' as the basis of sales data, encourage manufacturers and dealers to try new channels and methods, and really help auto e-commerce companies move forward from customer collection to transaction stage. The emergence of auto e-commerce is a change in the sales system of the entire auto industry.

In recent years, affected by multiple factors such as the market environment, car enterprises have used the Internet to carry out marketing publicity. In particular, new forces have used the Internet to explain new cars, promote preferential activities for vehicles, and operate and maintain car owners' communities. Based on this, auto enterprises should closely focus on user thinking, introduce new marketing concepts, and try to adapt to the new trend of consumer demand.

Finally, we should pay more attention to the vitality and potential of automobile service consumption, and accept and meet the rising demand of emerging consumers for a better life and services. Data shows that during the 'Double 11' promotion period of e-commerce this year, the sales data of auto decoration and beauty services have all increased several times.

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