Really you will choose to buy a new car online?

Last Saturday was the night of September 2, this year's most eye-catching car in a new car - Land Rover Range Rover Star announced the official guide price. At the launch conference, Jaguar Land Rover announced at the same time that it officially launched the exclusive launch of the Range Rover Nebula at the official Tmall flagship store, and since the announcement of the price that evening, the sales volume of the clock has been nearly 700 at Tmall. Forget about when, when the new car went public, it became popular to start selling on the e-commerce platform. I remember that in March this year, when Alfa Romeo Giulia was listed, the first 350 Giulia Milano limited-edition models exclusively for the Chinese market were sold out in just 33 seconds on the Tmall.

In the past, when we wanted to buy a car, we usually first created an alternate list in mind, and then went to the 4S store where they were located to see the real cars, information about promotions, test drives, and so on, according to the models on the list. So what is the process of buying a car on an e-commerce platform? With a strong curiosity, I spent a full day browsing several e-commerce platforms that can buy cars. It was a rewarding experience. So, is buying a car online as convenient as buying daily necessities? Will you accept the Internet to buy a car?

Prior to this, I specifically interviewed my classmates and friends and asked what they knew about the ways to buy a car. Not surprisingly, almost all people blurted out without thinking: 4S shop. Then I asked them if they knew that there were some internet platforms that could buy cars. Most people knew that there was this thing. But when I asked if I would choose to buy a car on the Internet platform, 90% of people would choose not to, and the remaining 10% would be hesitant. Of course, when new things just come out, they all need an acceptance process, which is worth understanding. However, compared with advertisements such as Youxin, Guazi and Renren, which are overwhelmed by the use of pre-owned platforms, e-commerce platform advertisements are rarely seen. It can be seen that these e-commerce platforms are also conservative in this regard.

In fact, as early as April 2011, the first store in China's auto shopping network - Global Hawk flagship store has settled in Taobao Mall. At present, most of the automotive brand online marketing activities are based on topics such as “limited edition release”, “new car launch” and “high-distribution model”. Manufacturers usually avoid dealers' hot-selling models and hot-selling configurations to avoid disturbing the normal market price. Most of the models participating in the Tmall.com double-eleven event did not clearly indicate the price, but instead sold the vehicle with a net purchase deposit.

As far as consumers are concerned, most people still have concerns about car purchase on the Internet. They will have a car purchase process that does not depend on reliability. Because they can only see pictures, they cannot see the actual car. There is no difference between the service and traditional car purchase, etc.

In response to these problems, I decided to choose e-commerce platforms that consumers trust more and target the four major e-commerce platforms, including Tmall, JD.com, Gome, and Suning. After all, I’m usually buying everyday products and household appliances. At the same time, I often visit these 4 e-commerce platforms. The four platforms are relatively large and have a wide variety of products, so I decided to experience them in these four home appliance stores.

Are there really many brands of cars that have entered the e-commerce platform?

When I buy everyday items, I often use Lynx Mall. So at this time it is customary to open the Tmall Mall. It is not difficult to search for cars in Tmall, and there is an option for cars on the left side of the Tmall Home page. In the automobile column, roughly divided into four brands: Chinese brands, European brands, American brands and Japanese and Korean brands. However, I counted about 50 car brands, which is still relatively small compared to the current car brands.

After visiting Tmall, I opened the Jingdong Mall. The Jingdong Mall has a lot of car brands. There are roughly 60 car brands. However, a problem was found. The shop on Jingdong Mall did not seem to be the official flagship store. All the new cars were. It was provided by "Hui Buying Car" and "Yi Che Hui." Afterwards, after opening the model, it was discovered that many of the products had already been removed, so it was decided to look at another platform.

In general shopping, Tmall and Jingdong can often meet the demand, but this time I chose to look at the two platforms again, so I chose Gome Online and Suning Tesco, but I was disappointed, the two brands of cars settled in less I was poor. Gome Online is still very good, at least less than 20 flagship stores, turn to look at Suning Tesco, there are only 6 car brands.

How hard is it to buy a car?

After browsing these 4 home appliance business platforms, I finally chose Tmall Shopping Mall to in-depth experience because there were more businesses, more complete brands, and more models sold.

1, difficult to find a car

When I was looking for a new car, I found that the problem was that in each flagship store, not only new cars but also auto parts, decorations and new car deposits were sold. Therefore, in more than 50 flagship stores, fewer than 38 flagship stores sell brand new vehicles. In these 38 stores, individual merchants only sell one or two models, not to mention the new models, but for those popular models that I am concerned about, Geely Boyue, Chuan Qi GS4, Haval H6 and so on, Tmall There are still new cars for sale in the mall.

Among these official flagship stores, the most "Exotic" may be the official flagship store of Ford Motor Company. There are no cars for sale in the store, almost all of them are auto parts; followed by FAW-Volkswagen, all the new cars sold in the shops are already available. Price, but there is a sentence at the bottom of the page "This baby is only for advertising display, the actual sales price is based on the sales price of local FAW-Volkswagen dealer stores."

In the process of retrieving a new car, a more important problem was revealed, a word game. According to the "new car deposit" in the screening conditions given by Tmall Mall, the search is for the "deposit" of the sale of new cars. Only one word difference can cause heavy losses to consumers. Deposits and deposits are word games played by individual unscrupulous merchants. I was taken aback by the presence of Tmall's official flagship store. At this point, I think it's not easy to find a suitable new car.

2, difficult to pick up

Selecting online shopping is for convenience, and the purchased goods may be sent directly to home, but for the car, this is impossible. Whether it is the sale of a new car deposit or the purchase of a brand-new vehicle, it is necessary to make an appointment at the 4S shop to pick up the car and go through the relevant formalities. In other words, online shopping cars can save time when visiting 4S stores, but they still need to go to the store when they decide to buy a car.

3, bargaining is difficult

I believe that every consumer will face a problem when he buys a car. That is how to bargain. The use of this technique is often used to show the desire to buy a car, and then it is too expensive to abandon the new car. When it is time to go, the 4S shop The sales staff will use the discount or add something to keep customers. For consumers who buy cars online, when they go to bargaining in 4S stores, this technique is not very good. After all, the deposit has already been paid.

There are advantages and disadvantages

Experienced in the process of online shopping found that the advantages of online shopping is still quite a lot, such as time and effort, certification of 4S shop reliable, and there is a 24-hour exclusive service consultant, etc., these are the network to sell The advantage of the car. However, for the time being, the reason most consumers will not choose to buy a car online is because it is still not perfect and there are more disadvantages than advantages. For example, it still takes a certain amount of time to browse through shops, there may be situations where there are no new cars, there are also word games for deposits and deposits, and so on. In addition, after the purchase of a car, it is necessary to go to the 4S shop to pick up the car and go through the relevant formalities. There is no difference with the traditional way of car purchase. Although online shopping is hot, the traditional car model has existed for many years. It is impossible to replace the 4s electric model with online shopping for a short period of time. But after reading what I said above, Lao Tie, would you also choose to buy a car online?