天猫卖车启动O2O模式 汽车电商方兴未艾

星期四, 08/29/2013 - 12:38 -- han

小陈夫妇走进了1家东风雪铁龙的4S店,指着观望已久的C4-L告知销售顾问,“我们看到了天猫汽车节的活动,在天猫上申请了试驾”。1番试驾砍价后,小陈在天猫上拍下了199元定金,最后在4S店内的POS机上付清了尾款,获得了5000元的店铺优惠券、500元的天猫红包及2000元的乘驾实物礼包,整车还优惠了500元。

这是产生在刚刚结束的天猫汽车节上的1幕,过去最多只在网上买过家具的小陈尝试了1把网上购车。

淘宝天猫商城于7月25日至8月11日举行的“天猫汽车节”,联合了东风美丽、东风雪铁龙、通用别克、通用雪佛兰、北京汽车、东南汽车、上汽乘用、吉祥、比亚迪、江淮悦悦等10大汽车厂家及800余家4S店,启动在线直销,尝试O2O(Online to Offline,线上到线下)模式:线上付定金—线下4S店试驾—4S店支付宝POS机付尾款。

“我们本次汽车节共销售出3000多台整车,成绩还算可以。但网上购车的最大问题是交易链路未完全走通,POS机目前看来还是比较顺畅的1种支付方式。”天猫公关总监颜乔向时期周报记者表示,经销商其实是欢迎天猫购车这种模式的,由于可以吸引来更多消费者。

但时期周报记者也发现,此次天猫汽车节不免有些几家欢乐几家愁,部分4S店可谓“颗粒无收”,并未获得“天猫效应”。

汽车驶进互联网

虽然网上购物已成为时下1种流行生活方式,但汽车网购尚属小众,仍处在萌芽期,盖因购车对大部分消费者来说都是1笔数额不小、需要经过试乘试驾多番考量后才能做出的1个购买决定。而网上购车程序的繁琐以及不安全感也让很多购车者望而生畏。

国内车企中,第1个吃螃蟹者当属吉祥,2011年4月它成为首家入驻天猫(原淘宝商城)的汽车品牌。“网上购车的模式我们也还在摸索中,不能讲非常成熟或完全取代线下4S店,但往下走我们认为还是有很大空间的。”吉祥汽车数字营销部部长戴世惠16日向时期周报记者表示,截至目前,吉祥汽车官方旗舰店已卖出2900多台整车,去年销量为1100台左右,增幅到达200%以上。

自2011年以来,天猫汽车以线上展现模式 电商销商模式结合,至今已陆续吸引了江淮悦悦、比亚迪、通用雪佛兰、通用别克、北京汽车、东风雪铁龙、东风美丽、东南汽车、上汽乘用、天津1汽等11家汽车厂商入驻,亦有5家经销商团体选择在天猫开店。

在此次天猫汽车节活动期间,消费者会先在天猫挑选车型,申请预约试驾,再到这些品牌的指定4S门店试驾体验、砍价,随后在天猫支付199-500元不等的定金。提车时,消费者线下到4S店由天猫免费发放的POS机上支付尾款,便完成了购车进程,还能享受天猫价值6000元的额外礼包。为提高消费者线上下单积极性,下定金的用户还有机会获得闪购码;8月7-9日3天,消费者可凭闪购码抢拍5折起售车型。

在颜乔看来,目前汽车网购的1大问题是交易链路未完全走通,而天猫向经销商免费发放的POS机便是1种试图解决问题的尝试。消费者在经销商处议价订车后,可以直接在支付宝机上刷尾款,款项直接进入经销商支付宝账户,支付宝也不会向经销商收取这部分的提成,“只不过车的尾款必须在支付宝中停留两个工作日,之后经销商便可以将钱转存到银行卡中提取。”戴世惠告知时期周报记者。

“2012年天猫商城总共卖出近1万台车。去年底解决了POS线下尾款支付问题,而且随着POS产品优化和天猫售车模式完善,今年天猫汽车销售有望快速增长。”天猫汽车类目负责人向媒体表示。

谁赚谁亏

天猫为何要卖车?作为广告投放量最多的行业之1,汽车向来都是各大媒体必争之地,而其“钱多多”且销售额巨大的特质也让天猫没法抵抗这1领域的诱惑。

时期周报记者从今年7月公布的最新天猫规则中发现,与其他行业产品入驻天猫开店只需缴纳1万至6万不等的技术服务年费(下称“年费”)不同,汽车行业销售新车或2手车的话开设旗舰店需每年年费为70万,专营店为30万,专卖店则为6万。

而为了鼓励商家提高服务质量和壮大经营范围,天猫也会在商家到达1定销售额及店铺评分时返还50%甚至全部年费,但在汽车类目并没有这1返还服务。不过相应地,天猫也会从商家的营业额中提取抽成(即“技术服务费费率”),或许由于汽车整车业务仍属发展期,天猫目前并未向这1块收取提成,但对于汽车零配件、美容维修等子类目则收取2%的提成。

“目前我们最看重的还是给消费者提供更多的商品选择。”在回应关于天猫汽车节的利润来源时,颜乔向时期周报记者表示。如果仅就目前的11家厂家旗舰店与5家经销商的专卖/专营店来说,年费还不足1000万,显然对于天猫来说不过是9牛1毛。不过后续的发展及商家在天猫、淘宝页面投放的广告可能才更为天猫所看重。

对于厂家来说,他们更看重的还是参与这次活动带来的访问量及宣扬作用。而对于经销商来说,新车销售利润在市场剧烈竞争下已日趋薄弱,参与天猫汽车节的优惠活动更是让他们大呼“亏钱”,对此颜乔称,“亏不亏钱只是明面上的,但其实暗面下的由天猫带来的口碑、曝光率、客户数量、塑造的品牌形象是更值钱的。”

线上对线下:结合or冲击?

“这次汽车节10多天里我们卖出了3000多台整车,你可以去问问线下4S店这是个什么概念。”颜乔接受时期周报采访时笑称,这差不多相当于国内销量最好的4S店大半年的事迹。

在此次参加天猫汽车节的10个汽车品牌中,包括4家合资品牌与6家自主品牌,对于汽车这1大宗商品来说,是否存在价格相对低廉的自主品牌在网上卖得更好的问题,颜乔表示“合资和自主品牌大概销量比为1半1半”。

而就记者查看天猫上的销量记录发现,本次天猫汽车节中,销量最好的还是自主品牌,其中吉祥销售出了1087辆整车,成为了此次购车节中销量最大的汽车厂商,单就吉祥1家便已占据了总销量的3分之1。除此之外,上汽荣威350也在天猫汽车节中取得佳绩,共卖出300多辆。

而在合资品牌方面,东风雪铁龙C4-L及世嘉3厢各卖出100余台,在合资汽车中已算成绩斐然。有消息称,本次天猫汽车节中,支付宝成交额的前3名分别为吉祥、东风美丽及上汽乘用车官方旗舰店。

线上的汽车网购业务会否对线下传统4S渠道产生冲击,是很多业内人士都在探讨的问题。对此,颜乔向时期周报记者表示,“其实应当是反过来的,网上卖车还要依靠线下4S提车,反而能够帮助4S店获得更多消费者”。

而戴世惠也持相同观点,“(吉祥的)经销商都很乐意参加这样网上购车的活动,事实上我们也做过调研,65%的客户都是网络新增用户,从天猫上看到这样的购车活动而来,只有35%是原来的潜伏客户”。

时期周报记者致电某1线城市参与此次天猫汽车节的东风雪铁龙特约经销商,了解到该店也确切在这段时间内卖出的30余台车中,有1半是经过天猫而来。

“我们为这次汽车节有特别挑选优秀的经销商来合作。”戴世惠告知时期周报记者。而为了保证能够最大限度地为合作的经销商集中客户,在此次天猫汽车节中,厂商并非布局到每1个城市,而是在1个省或地区内仅选择个别城市,而每个城市基本上只有1家经销商,这样可以聚集到附近地区内所有天猫消费者,而减少了分流。

在此次天猫汽车节中,很多汽车品牌特地推出了部分车型的天猫特别版,如东风雪铁龙的全新世嘉两厢1.6L MT乐尚型便推出1款天猫特别版,比普通版加装了原厂导航、前置雷达、真皮座椅等内容,自动挡为11.27万元。

但与前述1线城市的经销店不同,时期周报记者致电另1处于23线沿海城市的东风雪铁龙经销店则得到了不同的答案,该店内部人士告知记者,“我们店世嘉两厢手动版为11.78万元,优惠幅度在4000左右。而天猫特别版的这个价钱1定是亏钱的,我们也没有接待到从天猫来的客户。”

于是有人担忧网上卖车是否只沦为“展现厅”,没法在线着落地。吉祥汽车电商负责人曾表示过,“网上卖车这件事,展现互动的作用要远远大于销售的作用。我们更多侧重在品牌形象的展现、客户线索的收集、1定数量的成交。”

“两年前确切是这样,(网上卖车的)展现功能更大于销售作用。”戴世惠告知时期周报记者,但今年吉祥计划网络销量到达4000辆,明年增至6000辆,相信未来汽车网购还是大有可为的。

“我想短时间内网上购车应当还影响不到线下4S店的利益,毕竟现在销售新车的利润很薄,主要还是靠售后,而这就只能靠4S实体店了。”广东1家未参加天猫汽车节的经销商团体内部人士表示。

汽车网购:转正只是时间问题

“我1直觉得汽车不可能搞电子商务。”易车网CEO李斌曾如此对媒体表示。不过,李斌口中的“不可能”已经逐渐成为了可能。

首届“天猫汽车节”正在将这种可能性推向了另1个高点。在这1场长达半个月的网上活动中,天猫商城联手10大汽车厂家的10几个品牌进行在线直销。有别于以往“网上订车,网下买车”的B2C模式,此次购车节采取了O2O(Online to Offline)模式,实现线上销售线下取车相结合。

只要鼠标轻轻1点,就能足不出户订购到自己心仪的汽车,汽车电子化毫无疑问是未来的趋势所在。在车市竞争日渐胶着而利润不断被摊薄的情况下,另辟蹊径提振销量以争得更多的市场份额是汽车厂商最为迫切的任务。而试水电子商务市场则是放长线钓大鱼,是投资未来市场盈利点的不2之选。

不过,把汽车销售搬到网上,在目前看来更多是厂商宣扬的1种噱头。对于刚刚起步的网络售车而言,要真正实现走量仍然有着诸多限制。

除了消费人群和地域等方面受限外,网络售车在车型的选择上也较为单1。更重要的是,对于普通消费者而言,购买汽车并不是1槌子买卖,而即使是在传统的4S店销售中,售后服务仍旧落后于生产速度和销售速度,那么在新兴的电商市场,售后服务体系是否已经足够成熟地能和网售形成线上线下联动?

疑问固然存在,并且在经过1番热炒之后,网络售车仍未能真正形成气候,但随着电子商务的崛起,再加上汽车厂商和电子商务企业对抢食这1块蛋糕的渴望,所存在的各种缺点并不妨碍我们去假想它潜伏的可能性。

热衷于互联网的80后、90后,乃至00后是未来汽车市场的消费主力。当网络售车在品牌推广上的作用逐渐显现时,越来越多的厂商以及来自不同地区的经销商将不谋而合地加入到这1场互联网的盛筵中。届时,竞争将打破地区限制,在不同地区间形成各种角力。这也意味着,消费者将享受到更多的优惠。

另1方面,网售汽车将不再局限于汽车厂商的官网和天猫的官方旗舰店上,所销售的产品也不再只是全新整车,在淘宝普通的卖家间亦会催生选择更多元、信息更丰富的2手车转让市场,进1步加码目前已被多家汽车电商看好的2手车市场。

据统计资料显示,2012年我国互联网上的2手车交易平台高达17000多个。以车易拍、优信拍、即时拍为代表的汽车电商已切入2手车市场,虽然仅实现了5万辆的销售事迹,但这个数字在全国2手车交易范围中所占的份额已经超过1%。普通卖家间的2手车转让市场如果得以成形,将带动2手车交易逐步成为1种大众的消费行动。

从小众行动到大众主流,摸着石头过河的汽车网购还需要经过1段漫长而崎岖的道路。在业内人士看来,由于目前网络售车的支付环节不全是在网络上完成,因此严格来说,这不算是真正意义上的网络销售,而电商渠道也只是对传统销售渠道的补充。不过,汽车电商转正也就是时间上的问题罢了。

冷知识:天猫上卖车的主要模式

第 1 种

完全的线上专供模式,代表车型为江淮悦悦。这款车并不在线下销售,只通过线上销售,2012年通过天猫共卖出了过千辆。

第 2 种

厂商提供的天猫专供款车型,这类车型大体上和线下并无差别,但是加装了DVD、导航、倒车雷达等等,或在原车型基础上做了轻度改装,代表车型为3菱翼神天猫版、吉祥蓝白熊猫等等。

第 3 种

同款车型在线上线下同时销售,但是线上只提供市场指导价,消费者在线上支付定金,在线下和经销商具体议价、成交,代表车型为吉祥全球鹰、东风雪铁龙、美丽等等。

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