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(1) A brief introduction to the development of the automobile market

Since China's reform and opening up, national income has gradually increased. By 2016, China's auto market has been ranked first in the world for eight consecutive years. According to the latest figures, car sales rose 3.81% to 13.35 million units in the first half of 2017, excluding used car sales.

Chinese consumers' perception and demand for cars are constantly changing. In the past, people would think that the car is a symbol of luxury goods and status, but now the car has gradually evolved into daily necessities and means of transportation, and the tool attributes of automotive products return to the standard. At the same time, people pay more and more attention to the service after buying a car, and tend to seek help from the online automobile e-commerce service platform, which stems from the online automobile platform to provide more personalized and humanized services.

According to Analysys data monitoring, in the overall investment and financing distribution of the automotive e-commerce industry, investment and financing projects in the automotive aftermarket account for nearly 70%, new car e-commerce accounts for about 18%, and used car e-commerce accounts for about 13%. The marketing director of QQ Cloud is very optimistic about the prospect of the automotive aftermarket. With the growth of car ownership in China, the automotive aftermarket will usher in a rapid rise.

According to the forecast of Analysys Analysys, the size of the automotive aftermarket in 2016 will reach 935 billion yuan (excluding auto finance), an increase of about 21.4% over the same period last year. It is estimated that the scale of the automobile market will exceed 1.2 trillion yuan by 2019.

(2) difficulties in the development of e-commerce in the automotive aftermarket

The automobile aftermarket has hundreds of millions of market development scale, but the proportion of e-commerce in the automobile aftermarket is still relatively low. The existence of e-commerce is not only the inevitable trend of the information age, but also the inevitable outcome of social development. Although the current penetration rate of e-commerce industry in the automotive aftermarket is less than 20%, there must be some obstacles to development, and if you break through the obstacles, you can usher in the development dividend.

First, offline services have a strong monopoly, while online competitiveness is slightly weaker.

The automotive aftermarket industry carries out online e-commerce, so it is difficult to break away from the face-to-face service and operation of offline brick-and-mortar stores. In the e-commerce environment, consumers can not actually experience product performance, manipulation, comfort and so on, and the effectiveness of online communication needs to be improved. Car purchase, accessories installation, car washing, oil change and so on all need offline terminals to complete. Complicated online operation is not conducive to the experience of consumers, resulting in consumers more dependent on offline channel consumption.

Second, the automotive aftermarket covers a wide range of businesses: up to 19 major businesses

The automotive aftermarket covers a wide range of businesses, including beauty, maintenance, professional maintenance, tire services, electronic products, car accessories, car decoration, office supplies, entertainment audio-visual system equipment, car modification, clubs, leasing, used cars, culture, financing, advertising, information, training and e-commerce.

Third, the e-commerce platform of 4S store does not realize real e-commerce.

The level of technical information is low, the market information is not well-informed, and the new service technology can not be mastered and promoted due to various reasons.

IV. Poor product structure

Due to an one-sided understanding of consumers, leading to product purchase, sales and storage confusion, product backlog, wear and tear and other problems, can not timely provide consumers with humane services, natural product sales can not go up.

Fifth, the service features of the platform are not outstanding.

The fast and convenient service features provided by the e-commerce platform are not prominent. Several business cloud customer service Meimei to some automotive e-commerce website experience found that the catalogue is more complex, it is difficult to find product information, extremely consume consumers' time and patience, and greatly reduce the desire for trading.

(3) the solution of e-commerce platform in automobile aftermarket

At present, the development of e-commerce platform in the automobile aftermarket is in the ascendant, and the main consumers in the automobile aftermarket are younger, and the overwhelming development influence of Internet e-commerce is becoming more and more significant. consumers' online shopping habits extend from general daily necessities to better vertical automobile-related products.

Because of this, even if the capital is facing a severe winter, the post-car market still receives the continuous attention of capital players. Analysys provides the latest ecological map of e-commerce industry in China's automotive aftermarket:

At present, in the field of automobile aftermarket, the main e-commerce models are vertical e-commerce (B2B), horizontal e-commerce (B2C) and service e-commerce (O2O). Among them, the vertical e-commerce model requires consumers to have the corresponding vehicle or maintenance knowledge. The e-commerce models based on ordinary consumers mainly include horizontal e-commerce model and service model.

First, the vertical e-commerce model in the automobile aftermarket

Generally speaking, the vertical model of automobile aftermarket has certain requirements for consumers' automotive professional knowledge, so it can also be understood as a professional B2B platform. Because the platform is focused and professional, this kind of model can provide consumer products that are more in line with specific groups of people and meet the specific habits of users in a certain field, so it is easier to gain the trust of users, thus deepening the impression and word-of-mouth of the products. form a brand and unique brand value.

Second, the e-commerce model at the level of automobile aftermarket

Most of the automotive aftermarket level e-commerce models belong to comprehensive B2C platforms, such as Tmall Automobile, JD.com car Butler and so on. Such platforms have general requirements for automotive professionals, with relatively low barriers to entry, and large sales are generally consumable goods (tires, wipers) and supplies (car interiors, cleaning and beauty products, etc.). The 020 mode is also being tried. This kind of model usually has the following characteristics: it can fully display enterprise products and services; complete the order of all kinds of goods and services; pay quickly and conveniently, that is, realize the payment function through the bank electronic payment system; provide services for network customers, real-time interaction with customers; customer information management; sales business information management, timely analysis of relevant data.

Third, the e-commerce model of automobile aftermarket service.

Most of the e-commerce models of automobile aftermarket service belong to O2O model, such as Tuhu car maintenance network, car ant, car sharing network and so on. This kind of platform is usually for consumers to choose the required accessory models online according to their own brand models, complete online payment for online products (offline services), and then select stores for offline services according to their needs. the process of online evaluation is completed after the offline service is completed. This kind of model usually has the following characteristics: it can fully display enterprise products and service items; online select (appointment, payment, evaluation) after-sales service and products to complete the order of all kinds of goods and services; payment is fast and convenient; the unique advantages of the Internet make it the most convenient information channel, sales and service channel to provide services for network customers, real-time interaction with customers, convenient life.

If e-commerce in the automotive aftermarket wants to develop at a high speed, it must break through the current problems. Several merchants have the courage to reform and innovate, provide advanced e-commerce platform development technology for automobile-related industries, create a perfect and reliable e-commerce trading system and service platform for customers, and eliminate worries before, during and after car purchase. and let automotive e-commerce in the promotion and application to achieve more rapid development.

Several cases of Shangyun successfully serving customers of automotive e-commerce platform:

CAR2CN: a successful case of Cross-border horizontal driving Import B2B Trading platform

Author: cloud craftsman | this article was originally created by several merchants (www.shushangyun.com). Please indicate the source if you want to reprint it. If you want to reprint it, please contact us.

[Shang Yun] is a well-known enterprise e-commerce system solution provider in China, which is based on the cross-border e-commerce experience accumulated by long-term service in the automotive industry, integrates the latest auto parts industry trends, and absorbs a large number of effective operation schemes. specializing in providing automotive e-commerce systems and solutions for enterprises.

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