Is the online sales model really worth exploring in a special period?

At the moment when the e-commerce operation mode is very developed, consumers are increasingly enjoying the convenience of online shopping and home delivery, from the most basic daily necessities, food to electronic products. Automobile, a product with unique attributes, always lingers on the edge of online mode, but it is difficult to make some breakthrough moves.

However, at the moment of the outbreak of the epidemic, many car companies have regained the "cloud sales" model due to various factors of going global. So how should we explore this sales model that seems to provide consumers with the greatest convenience and safety? Is online sales really suitable for the automobile industry?

Here, I want to pour a pot of cold water first. Nowadays, many car companies have introduced models such as "VR car watching" and "cloud sales", which are only emergency plans for special circumstances to a greater extent. Most of them will return to the original offline sales model after the epidemic is over or alleviated. Naturally, a large part of the reason lies in the complexity of the car itself.

Traditional consumers will not exaggerate the basic value of online shopping items, that is, tens of thousands of electronic products and mobile communication devices. Before buying, they will have a basic understanding of the functions and attributes of the devices. Therefore, even if consumers find that the products are practical or deviate from their inner expectations after purchase, they will not care too much. Of course, they can also be resold or replaced.

The product attributes and values of automobiles will bring more worries. First of all, the sales value of most cars is almost equal to the income of a family for a year or more, and the value of the products themselves will be higher. Therefore, in the process of choosing comparison, it is bound to be more "hesitant" and "tangled". As for the "trial and error" link, every family or car owner is unwilling to face it. Let's not talk about the difference in the residual rate of different brands. As for the characteristics of the car itself, even if it is started, the depreciation generated is unacceptable to many car owners.

Secondly, cars are different from conventional electronic products, different brands and models, from the internal design to the comfort of talents, to the power performance and driving quality, which is incomparable to any other products. In addition, in terms of the different needs of consumers for each car, "field experience" has become an indispensable part of the car purchase process.

Of course, not all online modes are "joking". Tesla, for example, is a special case. From the early days, Tesla has always adhered to the "online sales" model. Even in the first-tier cities such as China, there are few stores as big as traditional dealers. More is a clothing store-sized experience store. As for buying a car? The staff will still take you to the computer and place an order online.

So, where is the success of Tesla's "online mode"? I think the first thing is the "reliability" and "similarity" of products. The most intimate model from Tesla? 3 Want a model? S and Model? X (a domestic car model) has almost the same actual driving experience, driving range and multimedia operation except for the slight difference in appearance and interior design. This feels like an iPhone? XR and iPhone? 1 1Pro？ Max, the difference is the same. You have a very full understanding of the products and functions of this brand, so you can naturally adopt a relatively bold and radical consumption mode.

More importantly, Tesla has adopted a completely "transparent" online sales model. From vehicle price, accessories to maintenance, from order submission to manufacturing, transportation and delivery, all prices and processes are completely transparent. If there is no price difference between different stores, there is no traditional practice of "more cars and more money". It is such a simple and efficient way to gain consumers' recognition of "online mode".

Therefore, the mode of online sales is not only a gimmick, but also a beacon worth exploring, especially for the new forces that build cars. Why should we finally return to the traditional car enterprise model? Moreover, most of the "new forces" consider various realistic economic factors, and it is difficult to beat the traditional dealers in terms of "quantity", which is naturally worthy of a breakthrough.

Generally speaking, until now, I have always thought that the "online mode" like Tesla is worth exploring and capable of being realized. Whether the new car-making forces, who vowed to break the traditional car-using experience, can have a brand-new positioning and goal for their sales, products and after-sales may be the key for them to take the first step.

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