The excitement and entanglement of the "Double Eleven" automobile industry

The "Double Eleven" shopping carnival in 2020 came earlier than before.

Different from previous years, this year's "Double Eleven" is no longer just 1 1, but the "chop-hand" mode of "buying while buying" is officially launched from11. At the end of 10, many manufacturers and distributors have launched their own "Double Eleven" gameplay-straight down, inflated deposit, half-price spike, multiple gift packages ... dazzling. However, behind the excitement, there are also many entanglements in the car "Double Eleven".

The tangle of promotion and non-promotion

In recent years, the influence of shopping carnival created by e-commerce has continued to circle, and the scope of "Double Eleven" subsidies has been expanding. Car companies and dealers are reluctant to "soy sauce" in this consumption feast, constantly running in and constantly trying to make mistakes.

10/0 On October 26th, Tmall announced that it would start subsidizing 200,000 vehicles, including Audi, Alfa Romeo, Volkswagen, Buick, Honda, Nissan, Great Wall and Roewe, as well as new energy brands such as Tucki, Weimar, Euler and BYD.

Among them, the maximum subsidy for bicycles is 80,000 yuan, the subsidy for 120 models is as low as 50%, and the cheapest car only sells for 24,900 yuan. Many discounts can be cut to the reserve price in the online store, and then use the subsidy "God coupon" issued by Tmall platform.

Recently, the country's favorable policies for new energy vehicles have continued, which has also catalyzed the enthusiasm for buying "Double Eleven" new energy vehicles to a certain extent.

1 65438+1October1day, the first day of Tmall's "Double Eleven" promotion. According to official data of Tmall, Xpeng received a total of 6,500 orders in the first half hour, surpassing the annual performance of Tucki e-commerce.

165438+1On October 2nd, Xpeng became the first brand of new energy vehicles with the order of "Double Eleven".

On the one hand, joint venture brands further increased cash subsidies and launched activities such as online deposit inflation, time-limited spike and single lottery to welcome the "Double Eleven".

On the other hand, independent brands seem to have higher expectations for this festival, and the subsidies for activities such as "Double Eleven Super Festival", "Double Eleven Buying Season", "Super Live Night" and "Super Bargaining" can be called annual heavyweight.

However, while many car companies and dealers are playing new tricks, there is still a phenomenon. Niu Lao, a car anchor who deals with dealers every day, told the reporter of China Auto News that he found that this year's "Double Eleven", the preferential strength of dealers has shrunk.

For example, at the end of September, the discount amount of GAC Toyota Camry was 20,000 yuan, and with the second-year commercial insurance of 6,000 yuan, the comprehensive discount could reach 26,000 yuan, but he found that the discount was only 8,000 yuan after arriving at the store a few days ago.

After the epidemic this year, many car companies have given more direct cash concessions, which cost tens of thousands or even hundreds of thousands of yuan. However, during the "Double Eleven" period, car companies often launch promotional activities.

For example, in the past, dealers could get a discount of 50,000 yuan, and manufacturers offered a promotion of 5,000 yuan to 20,000 yuan, but dealers could only get a discount of 30,000 yuan, and the overall discount rate was still 50,000 yuan. For consumers, it is actually "as heavy as carrying", and the subtle difference may be in the gift.

Niu Lao analysis, "Double Eleven" whether to vigorously promote, not only manufacturers, but also dealers. Although the standardization of new cars is very high, cars are mass consumer goods after all, and the integration of online and offline is still difficult to achieve.

The protagonist of "Double Eleven" is e-commerce. If the online promotion is not strong enough or the routine is too deep, consumers will feel that it is better to go directly to the store to buy a car. "

At present, among car companies, Tesla is the best one in online and offline integration. The key to its success lies in adopting a nationwide pricing system and abandoning the traditional distribution model.

It can be seen that the e-commerce road of traditional car companies is difficult. "

Pursuit and entanglement of chicken ribs

Talking about the attitude of the automobile industry towards the "Double Eleven" promotion, Lang, Deputy Secretary-General of china automobile dealers association, said that automobile companies and dealers will definitely take an active part.

However, some dealers use "love and hate" to describe their feelings about "Double Eleven", which not only depends on the traffic heat of "Double Eleven", but also bears the overdraft demand of "Double Eleven", which aggravates the damage of price inversion to the overall profit.

Zhong Zhang, a sales consultant of a 4S store, told the reporter that some car companies would ask dealers to seize the promotion opportunity of "Double Eleven" and even put forward the proposal of inviting on-site coffee, but they would also give dealers some financial support.

However, most of the promotion expenses still have to be paid by dealers themselves, especially under the epidemic this year, dealers are already stretched, and it is difficult to pay more marketing expenses.

More importantly, promotion is actually a double-edged sword, which will increase sales and hurt the market.

He explained that, for example, during the "Double Eleven" period, some customers with impulsive consumption will be attracted, but some customers who are willing to buy a car are not yet mature. For example, the time deposit has not yet arrived and the model has not yet been decided.

If they figure out the reserve price during the "Double Eleven" period, they will bargain with the merchants with the "Double Eleven" reserve price even before the end of the year, which will inevitably undermine the price stability of the distribution system.

Some dealers describe "Double Eleven" as "chicken ribs", which is tasteless to eat and a pity to abandon. Just like the auto show, competing products participate, and if you don't participate, it will reduce sales opportunities; But if you participate, you will find that it is not very effective.

However, the reporter found in the interview that there are still quite a few dealers actively embracing the "Double Eleven". Jin Ao, deputy general manager of Hailian HSBC Investment Management Group Co., Ltd., which is mainly engaged in FAW-Volkswagen, told reporters that "Double Eleven" is a mature consumption season, and its origin and rapid growth benefit from the rapid penetration of e-commerce in China's consumption field.

At first, "Double Eleven" was just a symbol and gimmick of the automobile industry, but it has gradually become a consumption habit. In the past, the auto industry always seemed to enjoy the popularity of "Double Eleven", but it didn't get any benefits.

But now car companies and e-commerce platforms are gradually discovering that if the promotion is in place, the interests of all parties can be taken into account. In the "Double Eleven", the car can be changed from "hot" to "hot".

He took the "Double Eleven" promotion of the 4S store under Hailian HSBC Investment Management Group Co., Ltd. as an example. At the beginning, each store only gave a comprehensive discount of several thousand yuan, but this year's gameplay includes online shopping "double insurance" service and SUV giving away the original pedals.

1 cent lottery, the grand prize can enjoy the vehicle configuration upgrade, that is, the low allocation is changed to the middle allocation, and the middle allocation is changed to the high allocation. And these are all based on e-commerce platforms, not limited to the previous offline offers.

It is not difficult to find that the car "Double Eleven" is getting closer and closer to the Internet.

Judging from the transaction effect, the automobile market will usher in an absolute sales peak in the past 65438+February, but now the sales volume in165438+1October is increasing year by year and approaching 65438+February.

"I didn't go home for the New Year, and I didn't get a year-end bonus. Why is the sales of 1 1 increasing year by year? In fact, it has something to do with the early release of demand by' Double Eleven'. " Jin said.

With the continuous running-in of the e-commerce platform and the automobile industry, it laid the foundation for the "Double Eleven" promotion activities. The methods and means are more and more appropriate and advanced, the preheating time is longer and longer, and the effect is getting better and better.

The entanglement between immediate and long-term

In fact, there has always been a saying in the industry that "the stunt of' Double Eleven' is bigger than reality", and Niu Lao is deeply touched by this. He bluntly said that some models have a discount of 40% to 50%, and many dealers with operational difficulties sell their stock cars in order to withdraw funds.

"Double Eleven" can actually achieve better marketing effect, but the dilemma now lies in the inconsistency between manufacturers and distributors.

It is meaningful for car companies and dealers to work together to create a consumption atmosphere of "Double Eleven is more suitable for buying a car", make full use of this grand consumption season and cultivate consumption habits.

Lang Hongxue believes that the significance of "Double Eleven" for the automobile industry lies not in trading, but in marketing.

Cars and FMCG are promoted in different ways. Some car companies and dealers offer a limited number of cars for limited discounts, more to attract attention than to pursue sales.

Moreover, the rhythm of production and sales in the automobile industry does not allow centralized consumption and ups and downs, or we should pay attention to the brand promotion effect.

Jin ao also holds a similar view. In his view, it is unrealistic to expect a qualitative leap in this year's car "Double Eleven", but the car "Double Eleven" has been iteratively upgraded on the road to Internet marketing.

"Double Eleven" has given the automobile industry the opportunity to embrace Internet marketing. Its benefits are not only reflected in the popularity and order increment brought by the "Double Eleven" in a certain year, but also in the way of promoting automobile Internet marketing, which is a kind of promotion for the whole industry.

After the "Double Eleven" every year, there will always be good marketing cases and methods, which is the greater significance that the "Double Eleven" brings to the automobile industry.

Gemdale believes that the automobile industry should be passionate and ready for the "Double Eleven", but at the same time, it should maintain a normal heart.

First of all, during the "Double Eleven" period, manufacturers will inevitably launch promotional activities and give support, and dealers should make good use of manufacturers' policies;

Secondly, dealers also have their own traffic and attention, so they must make good use of their traffic and package the promotional activities of manufacturers and e-commerce into more targeted marketing programs.

"More importantly, although salespeople should regard' Double Eleven' as an excellent sales opportunity, it does not mean that they should be eager for quick success. In addition to increasing turnover, they should also increase brand attention and brand awareness.

Customers obtained during the' Double Eleven' period may not close the deal immediately, but they are likely to close the deal on the day of' Double Twelve' or some day after, so we should treat and grasp the opportunity of' Double Eleven' comprehensively. "Jin Ao said.

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.