Automobile Double Eleven Poster - 330,000 units sold in 10 days. Behind the Double Eleven car sales craze, is it really selling cars or attracting attention?

11.11 Crazy Car Buying Festival Geely Auto ushered in a special discount day, with a maximum comprehensive discount of 31,000

The annual Double Eleven consumption wave has arrived, and automobile consumption has gradually become this The main force in the shopping carnival, I believe that many friends who are preparing to buy cars have also felt the sincerity of sales promotions from merchants. Of course, among the numerous and complicated models and discounts, I would also like to remind you that the safety parameters of the vehicle cannot be ignored. Although safe driving depends largely on various actual driving habits, the safety configuration of the hardware is also very important. Which car has sufficient safety configuration and has surprising discounts? Let’s take a look.

Geely Automobile has always attached great importance to the safety of its products, especially its _┤鹪诎谎狠狠梅竦妟蓖胜, which is equipped with body stability control (ESC/ESP/DSC, etc.), braking force Distribution (EBD/CBC, etc.) and ISOFIX child seat interface can better protect the safety of drivers and passengers. At the same time, Borui also provides driving assistance configurations such as automatic parking and uphill assistance to further improve driving safety.

It can be said that safety configuration is an important reference for evaluating product quality, and it is also recommended that friends not ignore this when buying a car. Of course, Borui's performance in terms of power is also worthy of recognition.

Borui combined the powerful 1.8T 184 horsepower_4 engine and the advanced 7-speed dual-clutch gearbox through good adjustment and matching, and achieved the Ministry of Industry and Information Technology's comprehensive fuel consumption: 7.3L/100km, providing Strong power ensures smooth shifting while also achieving good fuel economy.

Finally, I would like to send you good news about Borui’s discounts. Borui has brought huge discounts to the 11.11 Crazy Car Buying Festival and brought exclusive discounts: the highest comprehensive discount is 31,000. Interested friends can also receive red envelopes and enjoy exclusive discounts by clicking on the 11.11 Crazy Car Buying Festival!

In addition, other models of Geely Automobile with rich safety configurations are also receiving discounts in Hefei. The specific discounts are As follows:

Vision The highest comprehensive discount is 11,000, learn about the discount details_渭, the highest comprehensive discount is 14,000, learn about the discount details_leg, the highest comprehensive discount is 15,000, learn about the discount details_酆_S, the highest comprehensive discount is 15,000, learn about the discount details_酅, The maximum comprehensive discount is RMB 21,000, learn more about the discount

This article is from the author of Autohome Chejiahao and does not represent the views and positions of Autohome. 330,000 units in 10 days. Behind the Double 11 car sales boom, is it really selling cars or attracting attention?

The Double Eleven Shopping Festival, in which hundreds of millions of netizens participated, has come to an end. The final transaction volume of Tmall’s Double Eleven was 498.2 billion yuan, setting a record high. There is no doubt that the influence of Double Eleven this year has expanded again. In addition to traditional digital, home appliances, and clothing products, the transaction volume of "big items" represented by complete automobile products has also exceeded a record high. .

According to official statistics, during this year’s “Double Eleven” period, the Tmall platform alone attracted more than 50 car brands and more than 120 car models to join, and more than 300 car models in more than 300 cities across the country. More than 7,000 dealers are also participants in this event. At the same time, more and more consumers are looking at cars on Tmall, with the number exceeding 13 million, and the number of online orders exceeding 330,000.

Although the above data represents a big breakthrough in online transactions in the automotive industry, in the face of the Double Eleven data officially released by Tmall - 800 million user participation and 2.25 billion logistics orders, the automotive industry The size of the industry is still small.

Furthermore, looking back at the history of online car sales, there is only two years between it and the first Tmall Double Eleven Shopping Festival. From this perspective, the development speed of online car sales is too slow.

The earliest history of online car sales that can be found now is the Geely Automobile flagship store established on Taobao in 2011. But at that time, consumers just wanted to see something new and would go into the store to take a look. But not many people placed orders, and online car selling was still in its infancy at that time.

As the results of the Double Eleven Shopping Festival become more and more impressive every year, many car companies have realized that online car sales are a new sales channel, and have gradually joined the ranks of online car sales. According to official data from Tmall, during the 2016 Double Eleven Shopping Festival, online orders for complete vehicles were close to 100,000 units.

In recent years, the online live streaming industry has emerged, and live streaming has become the most popular sales method. During Double Eleven in 2019, many car companies also joined in live streaming to sell cars. More than ten car brands such as Volvo started live streaming on Taobao. Thousands of 4S stores poured in, and more than 2,000 gold medal salesmen turned into leaders. Cargo anchor.

Among them, Borgward Auto invited Lei Jiayin, Handi Geng and Taobao anchors to live broadcast in the Borgward Auto production workshop. During the two and a half hours of live broadcast, the live broadcast room received a total of 4.59 million visits, 1,623 vehicles were booked online, and the direct sales generated reached 220 million yuan.

It is not difficult to see from the above data that since 2010, more and more car brands have joined the Double Eleven Shopping Festival and participated in online car sales activities, which has become the backbone of the "Golden Nine and Silver Ten" Another sales growth point for the company. However, compared with the growth of tens of billions and hundreds of billions of total transactions during Double Eleven, the growth rate of the transaction volume and total amount of online car sales by major car companies is too slow.

Although many car companies are interested in trying to sell cars online on major online shopping platforms, there are still too few consumers who dare to buy cars online. The main reasons are as follows.

First, the traditional car sales model is the car company-dealer-customer model. This is a complete car purchase process. Consumers can test drive directly in the dealer's 4S store or direct store. vehicle, and have a clear understanding and experience of the product you want to buy.

However, close cognition and experience are exactly what the online car sales model cannot provide. For the sake of quality and safety, consumers tend to be more cautious and will not buy easily.

Secondly, most of the models listed by car companies on online shopping platforms are stock cars and unpopular models. Even if there are popular models on the shelves, they are sold in limited quantities. This is because too many popular models are on the shelves, which has an impact on dealers’ offline sales. If online and offline discounts cannot be unified, it will inevitably harm the interests of consumers and dealers. At the same time, consumers are not interested in these stock cars and unpopular models, and the sales goals of car companies have not been achieved.

Thirdly, the current after-sales system after online car purchases is not perfect enough, and users may face the dilemma of having no access to after-sales services.

The current online car sales model is not suitable for all car companies because it involves issues such as dealers, preferential policies, and after-sales guarantees. In addition, current car buyers are more rational, and they still tend to choose the more secure offline car sales model.

From another perspective, many car companies participate in online car sales activities not to really change the sales model, but more to increase online exposure and attract users to view cars offline. , buy a car and exchange traffic for sales.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.

The Double Eleven brand promotion copy is here

The Double Eleven brand promotion copy is here

1 Clothing

A woman’s true words never What you talk about only wears on your body

2 Wedding

The romance between two people is better than the carnival of tens of millions of people

3 Shoes

My feet feel super good and my feet feel great

4 Beauty Makeup

Every money you spend carefully is the capital to become beautiful

5 Vacuum cleaner

One-click "light" emptying

6 Wine industry

What you can afford is in the shopping cart, what you can't buy is in the wine

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7 Lamps

Where do you need light bulbs? I am super bright

8 Maternity and baby products

Don’t waste your only growth if it is an honest and bright development Time

9 Real Estate

With a home, all the hardships and hardships are discounted

10 Cars

True, shopping cart

11 Catering

Eating is boring

How can you live a meaningful life

12 Hair dryer

Don’t let the wind below two thousand blow through her hair