The three major preconditions for the icebreaker O2O

Because of its particularity, automotive products can not be separated from the so-called O2O framework for online transactions, that is, the so-called online ordering of cars, offline to store transactions. Because of the nature of “e-commerce”, some conditions have become a prerequisite that must be achieved: 1. Establish a credit system; 2. Products are clearly priced; 3. Enough to allow users to make purchasing decisions online First, the integrity system must be clear and reasonable. And there is brand reputation.

Second, it must have considerable control over both users and service providers, and should allow both parties to clearly define their rights and responsibilities and obtain a reasonable amount of “good faith money” that was paid in advance. It's hard to imagine that if the user can arbitrarily order and unsubscribe on your website, the car dealer can arbitrarily destroy his contract, and the impact on the platform's image will be enormous. It is also difficult to imagine that if the prepaid earnest money can not be recovered when the offline transaction is not completed, it will give the user's dare to try to bring much psychological obstacles.

The above two seemingly contradictions, but they must all be considered, and we must find a reasonable balance. If such a system of integrity is not established, the entire process, no matter how reasonable it seems, cannot be convincing enough to allow users to believe and try.

"Clear price" is the basic attribute of e-commerce, and it is the root of "E-commerce" that can exist and grow. Although the industry will often say that price warfare is unfavorable to the development of the industry, it will eventually come to a conclusion: In any case, this is definitely a good thing for consumers.

The practice of “marking prices clearly” is in conflict with the “maximization of interest” of businessmen, but this is undoubtedly the ultimate appeal of consumers. Your price is low and you can say it, but the transparency of price information is the eternal hope of consumers. From the standpoint of consumers, first of all, it is hoped that each seller can fully demonstrate his sincerity in sales - a reasonable price is the greatest sincerity, and then consumers can easily choose the highest level of sincerity for themselves. The most cost-effective merchant buys. Of course, this must be the situation after full competition. Some people say that if the sales price is placed too prominent, it will make everyone fall into a naked price competition. This seems very helpless, at least in the early stage is not to choose, quickly find the living space is the instinct of all operators, and rely on price Undoubtedly, the competitiveness is undoubtedly the fastest. First of all, it is necessary to imitate the successful experience of the small e-commerce business, and then according to the specific characteristics of automotive products, such as long buying decision chain, low repurchasability (long life cycle), high standardization of products, It is difficult to transport logistics (currently), etc. to plan the standard of information display. But if you can not even allow users to complete "partial" decisions on the Internet, why not just call them e-commerce? Why can you jump to the final transaction? Do you have to send a car home and collect the full amount? Obviously this is unrealistic at this stage.