First of all, we are still talking about the traditional automobile industry chain. According to the global survey of PWC, the current global market of the automotive industry is unevenly distributed, such as sales in several indicator markets such as North America, Europe, China, and Russia. For the traditional automotive industry, the industry is being promoted by three major trends:
First, the user's needs are changing: I hope that the lower the price of the car, the better, and the difference, and I hope that the car factory can provide other services;
Second, safety and energy into focus: In recent years, the fraud cases of car manufacturers have had a negative impact on the ecology. In the future, the government will adopt stricter regulations to avoid similar incidents.
Third, information and data can be readily available: the advent of the era of big data, how the car factory will make good use of this information for the next phase of the development of unmanned vehicles.
These three trends will have the following effects on the automotive industry: increased electronic and software content, different product mix changes in response to regulatory requirements, platform modularization in the next phase, and adjustments in the retail industry. At this point, this also greatly promotes the development of "traditional car + Internet".
However, because the front end of the supply chain is too dependent on offline heavy assets and the participants do not involve C-end users, Internet thinking is difficult to bring positive effects to this part of the supply chain, but instead is the retail that is closest to the customer's back-end dealers. Businesses such as used car resale and after-sales services are more likely to be combined with the Internet to create new business models earlier.
figure 1
It can be seen that the development of "traditional car + Internet" has penetrated into the major consumer experience scenes of the toC end, and the service scenes of the toB end are constantly being dig. The new car e-commerce plays a channel of marketing, collecting and diverting. There is still a lot of imagination in the future development mode of new car e-commerce.
figure 2
The new car e-commerce has entered the development start-up period, and the entire market has also shown the pattern of four camps competing for new car e-commerce:
image 3
As shown in the figure, most of the new car e-commerce companies still stay on-line information exchange, user diversion and transaction matching, and the mature profit model remains to be explored.
Figure 4
From the perspective of future development, the industry believes that the more ideal mode is the all-e-commerce model, that is, the automobile e-commerce platform takes the car from the OEM through various modes such as automobile group purchase, cuts into the online transaction link, and provides after-sales service. The other links cooperate with the 4S shop, and after the sale, the user will be diverted to the platform to promote community communication. After not attacking the interests of the dealers and the OEMs, the company will eventually build a car life ecosystem.
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