Car prices off-season plus electricity sales promotion

Into the hot summer, the auto market entered the ice cave. Due to the arrival of the off-season in the traditional auto market, market sentiment has declined, and car dealerships are increasing. Recently, in order to gather popularity and open up marketing channels, many car companies will focus on e-commerce in the off-season, attract consumers through online platforms, and connect with offline services to maximize market development. It is reported that Foton Motor has officially launched the Tmall brand flagship store, while SAIC Passenger Vehicle is working together with several major e-commerce platforms to make a differentiated layout, tailoring different forms of activities for different platform characteristics and user preferences.

A variety of ways Fun "Network"

This month, SAIC Group, one of the giants of domestic auto companies, has its flagship Roewe and MG brands to work together with several major e-commerce platforms for differentiated distribution, tailored to different platform characteristics and user preferences to create different forms of activities. With multi-model, multi-platform, multi-mode online car sales activities, trying to build the most popular car carnival this summer.

Among them, at the end of the "618 Jingdong" 11th anniversary celebration, SAIC Roewe, MG will join hands in the car network, on June 15th, 16th launched in Jingdong Mall double discount car activities, both a surprise price advantage There is also a round of price cuts and bids every 3 minutes. The discount rate and sales form are relatively new. From the middle of June to the end of July, SAIC Roewe will also launch the W51.8TMT e-commerce debut at Suning Tesco, and provide personalized soft decorations to bring consumers a more fresh, convenient and user-friendly experience.

Also, from June 16 to June 19, SAIC Passenger Car will join Suning Tesco to launch a special car purchase event for the Roewe 9502.4 LEX Suning Special Edition car model. The original Roewe 9502.4 LEX Suning Special Edition model with a price of RMB 309,000 was 18.594. Ten thousand yuan was purchased at a 6-percent price.

During this period, the SAIC Passenger Vehicle Jingdong Flagship Store and the SAIC Passenger Car Suning Flagship Store will be launched on a grand scale. Together with the SAIC Passenger Vehicle Tmall flagship store launched last year, SAIC Motor’s passenger car will be differentiated by many. Platform e-commerce platform sales matrix. In the future, consumers will be able to choose their own car on different e-commerce platforms according to their own habits and preferences.

This series of measures shows that SAIC-Roewe and MG brands are actively trying out new ways to develop new platforms for brand promotion. From the perspective of SAIC Passenger Vehicles, this series of innovative marketing, and in this era of e-commerce shopping has become an important trend, SAIC Passenger Vehicle is also one of the earliest auto companies in the e-commerce platform for innovative marketing of automotive companies.

SAIC Motor’s passenger vehicles indicated that it will continue to develop strategic cooperation with various e-commerce platforms in the future, and further improve the online sales service system for distributors throughout the country. It is reported that SAIC Motor's nationwide distributor network sales team has achieved initial success. The proportion of online car sales has increased year by year. It has truly achieved online and offline O2O sales network coverage, and has also successfully upgraded the Roewe and MG brands. User awareness.

Accelerating "Fun" E-commerce

In addition to SAIC Motor's potential for further exploration of e-commerce, more car companies have also joined the e-commerce industry in this off-season to stimulate lukewarm market sentiment.

Last week, Foton Motor formally entered the Tmall Mall, which is one of the few commercial vehicle brands entering the Tmall brand. Its Parker Park and landscape commercial vehicles all appeared on the stage and became the first products of Foton Motor to achieve online transactions. This also means that Futian has realized the integration of online virtual economy and offline real economy, expanded market space, and increased marketing channels. Out of a historic step in the process of Foton Motors' internetization.

It is reported that, as early as three years ago, Foton Motor has established a dedicated digital marketing department, refined the business structure, equipped with a professional digital marketing team, and in the basic platform construction, since the media dissemination, precision push, The effectiveness of terminal sales promotion and digital customer relationship management is obvious, and the online marketing process is reconstructed according to the new consumer behavior model.

In 2014, e-commerce has reached a critical point, and O2O will get rid of the concept and really enter the fermentation period. From the perspective of the composition of car consumers, a clear trend is the younger Chinese car consumers. According to statistics, among the cars that were on the market in January-July 2013, consumers accounted for 47.5% of the amount sold after 80 and 90. The e-commercialization of consumer behavior can be said to be a prominent consumer feature of this segment of consumers.

At the same time, with the advent of the era of big data, automotive e-commerce has opened up a whole new space. It can serve car companies well in terms of product recommendation, insight mining, and analysis of buying behavior. Through customized data mining through massive user data, we recommend the best products for different users, and at the same time promote sales, we also more comprehensively grasp the customer's buying habits data, and provide a scientific market for vehicle product improvement and production line upgrade in the future. data support.