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On the day of “Double 11′′, when domestic e-commerce sales broke sales of RMB 30 billion a day, many auto companies’ internal marketing “transformation to e-commerce model†is still only a gossip of orphans, or is still in The stage of watching the fire across the shore. The reason why they can be so "quiet" is because the traditional car marketing model is still very effective and very profitable. There is no fundamental motivation to force the auto companies to have to make a transition; the second reason is that transformation is a process of exploration and innovation. There are also risks. No one is willing to do this.
However, judging from the long-term trend, it is not so much the attitude of the auto company as a kind of demeanor of the auto company. In the eyes of those car entrepreneurs who have a long-term perspective, the e-commerce marketing model that has been vigorously launched by other consumer goods industries has long been quietly “nipping away†from the “territory†of traditional car marketing, and is evolving into the future of automobile marketing. It is an indisputable fact to challenge the forces directly. The most important thing that cannot be taken lightly is that the e-commerce model is forcing all consumer product manufacturers, including automobiles, to review the definition of “customer valueâ€.
Customer value is undoubtedly the logical starting point of all transactions in commodity society. Since its own market, free customer currency votes have always been directed at those objects that can bring them the most value. We can see that every major change in every consumer goods market is endorsed by the customer's change in customer value judgment after the comprehensive evaluation of the quality of goods, services, and prices. Therefore, the process of corporate marketing is not only the process of creating, disseminating, and delivering corporate self-righteous customer value, but also the process of identifying, monitoring, and refining the constantly changing customer value in the customer's mind.
In fact, the revolution or revolution in the information flow model based on the Internet has long changed the change or revolution in logistics and passenger flow in many industries and promoted the emergence of a new marketing model known today as “e-commerceâ€. . Active e-commerce companies, like elves’ children, are pleased with unsatisfied customers. They over-satisfaction with customer information collection, surprise customers with creative construction of product channels, and surprise customers with the most sensitive product prices. The formula is good, accelerating the attack and gradually seizing the original position of traditional marketing methods. Today, the pioneering force of this kind of attack is accelerating toward the car market, which is worth much more than a small commodity like clothes and shoes.
The customers’ understanding of automobile information is spreading from the traditional methods of word of mouth, corporate advertising, and exhibition promotion to a more three-dimensional and wider information ocean. The “good news†of information monopolies no longer exists. Whatever one does not know Local individuals may provide value supplements to information that customers want to know. This does not seem to be a reason to shake the current system of automobile marketing system, but it will certainly change the mode that the company delivers the value of its customers.
The customer's demand for car prices has long been dissatisfied with the so-called price war and discount season at 4S stores. The emerging customers who are accustomed to wanting both real goods and e-commerce-style surprises have long hoped that the proud auto dealers will be able to loose their prices. This may seem impractical, but who can say that this unrealistic demand is not a good opportunity for companies with creative innovation capabilities?
The customer's demand for car service is even more abundant due to the "electronic business". Under the new policies of the “Three Guarantees†and the new consumerism of the automobile, consumers are more emboldened to fight for greater benefits in the automotive service sector. The quality of service and integrity in any aspect of the automobile sales and maintenance process will be assessed by the customer in the value system of the E-commerce era. This initiative is in the hands of customers and is not shifted by the wishes of the automotive companies.
It seems that car marketing is destined to re-examine customer value in the expansion of consumer voice bundles brought about by e-commerce shock waves. If the value of customers is shaken, can the traditional marketing model be able to “quietly decide�