Selling oil and selling tires on the Internet is no longer something new. In the initial stage of domestic e-commerce, these products that belong to the auto market have been placed in online malls for consumers to choose from. Although online buying of oil, tires, and other products saves time and prices are transparent, the development of the automotive aftermarket e-commerce is not easy. Until nearly two years ago, the market that this industry was called by the industry experts as the highlight of the future of the e-commerce business gradually became accustomed to, and the sales of fake goods had also increased sharply while the number of counterfeit goods had decreased. What are the reasons for the rapid development of the automotive aftermarket e-commerce? What impact will the 4S store bring? A few days ago, the reporter conducted investigations and interviews on related issues. The gradual improvement of the e-commerce environment Turn the calendar up to 2012, and you will encounter consumer complaints online: “I bought a bottle of Total 7005W-30 oil in Jingdong in the first half of the year. After adding the engine noise, the water temperature reached 95°C, and the acceleration was weak. , Immediately opened the road to the point of repair, pulled out so that the master looked, touched the hands of the test is not sticky, the initial judgment is false oil, and later changed the R & F, the results immediately better. Jingdong Tairang People were disappointed. At that time, they were buying Jingdong's genuine commitment. The result was deceived and infuriated!" Similar complaints and news reports about Jingdong selling fake oils still appeared from time to time last year. Does Jingdong really sell fake oil and there is still no official statement. However, it is not difficult to see that the e-commerce environment in the automotive aftermarket in previous years is not optimistic, so that large self-operated e-commerce platforms like Jingdong that dare to publicly promise not to sell counterfeit goods have repeatedly exposed negative news about selling counterfeit oils. Those third-party sellers. However, the e-commerce environment has gradually improved in the past two years. Similarly, for Jingdong, for example, the reporter browsed consumer evaluation information on oil products on his website and found that although there were still individual consumers who questioned the authenticity of oil, most consumers expressed satisfaction with the oil sold by Jingdong. According to incomplete statistics, almost all motor oils have a favorable rate of over 97%, and the cumulative sales volume is very impressive. In addition, third-party sellers selling fake motor oil on other e-commerce platforms have also significantly reduced. According to a shopkeeper who had sold engine oil for many years, Taobao had previously sold counterfeit oil on Taobao, but now it should not dare to sell counterfeit goods. The main reason is that after the consumers complained to the Taobao official, shops selling fake oils would be punished, and consumers would choose reputable shops to buy oil. Over time, the remaining shops were genuine shops selling real oil. Has cultivated customer consumption stickiness Unlike automobiles, which are durable consumer goods, products in the automotive aftermarket, such as engine oil and tires, are easy-to-consume products, and consumers use it more frequently. According to a survey conducted by the reporter, with the gradual improvement of the e-commerce environment, more and more consumers will choose to purchase or even purchase multiple products after the first online purchase of automotive aftermarket products such as oil and tires. It can be said that the automotive aftermarket e-commerce has cultivated the stickiness of customer spending. “The second time we bought it, compared with the one we bought for the first time, the color and smell were the same. The seller’s service was very good and very responsible. I hope to continue to maintain this way and continue to visit later.†One bought Castrol on Tmall. Motor oil consumers wrote this evaluation. It is understood that similar favorable reviews can be found on several major e-commerce platforms. Let's take a look at the situation of selling tires online. There is a website called Mai Tire, which specializes in selling all kinds of tires. It promises genuine protection and free installation in stores. The reporter saw a lot of consumer evaluations on his website, and it was almost always praised. A consumer wrote down this purchase experience: “Today is to go to the Fengyi Bridge Store. The tire is the 17th and 18th week of 2014. Very fast and very good, the master is also very patient, not bad, afterwards The tires must be made of wheat tires, which are affordable and tire-relaxed." In addition, Article 44 of the “New Consumer Protection Law†formally implemented on March 15 this year clearly stipulates that the online trading platform shall be jointly and severally liable when the rights of online shopping consumers are infringed. If consumers cannot be held accountable by the seller or the service provider, they may be held accountable by the online trading platform. If the online platform provider knows or knows that the seller or service provider has used its platform to infringe on the legitimate rights and interests of the consumer and has not taken the necessary measures, The joint responsibility with the seller or service provider. According to the reporter's understanding, most online shopping consumers already know this new rule of the new consumer law, which also makes online shopping consumers feel more comfortable and daring to online Taobao. 4S shop monopoly status or not guaranteed An industry expert once predicted: “E-commerce will have a huge impact on the current automotive aftermarket. Standardization and transparency are the main weapons for e-commerce. Standardization can solve the worries of consumers. All accessories are and 4S. Shop-like original parts or internationally-renowned brands; transparency is to solve the price issue, 4S shop accessories and artificial labor costs will be more and more consumers will be promoted to e-commerce platform.†From the reporter's understanding of the situation, this expert's prediction is becoming a reality step by step, 4S shop original car aftermarket cake is being divided by a variety of automotive aftermarket e-commerce companies, monopoly status or will not be guaranteed. These e-commerce companies in the aftermarket have more diverse forms. Apart from the integrated e-commerce platform, there are also independent e-commerce companies involved in spare parts, auto-cosmetics, and vehicle maintenance. Of course, many consumers still choose to go to 4S stores to purchase products and services in the automotive aftermarket because of their absolute trust in 4S stores. However, this road to the ideal 4S shop will be the most clear. At present, the days of dealers are not good enough, and many dealers are at a loss. Many auto brand dealers rely on selling cars to make no money, and even lose money. They all count on relying on after-sales services to make profits. Different from the O2O model of the current auto vehicle supplier, the automotive aftermarket e-commerce can completely get rid of the reliance on offline 4S stores and complete the transaction with consumers. If the tide of e-commerce in the automotive market is fiercer, prices are more transparent, services are more attentive, and consumers are more appreciative, while 4S stores are still keeping their original ideas and models unchanged, the last cheese in 4S stores will fall into fear. The hands of others. First online selling and maintenance Shanghai GM Buick After-sale service also plays O2O A few days ago, Shanghai GM Buick announced that Shanghai GM Buick aftermarket flagship store officially entered the Tmall Mall, becoming the first car brand shop in China with the theme of after-sales service. It uses the form of online purchase, reservation and offline maintenance. The service targets include Excelle, Hideo, Encore, Regal and Lacrosse. At the beginning of the launch, the after-sale flagship store was only open to users in the Shanghai area, and it will take time for the country-wide service development. According to incomplete statistics, there are more than 30 vehicle brands that use the O2O model to sell cars online. Shanghai GM Buick was one of the brands that tested hydropower operators earlier. Now it is the first time to try to sell the O2O model to Tmall after-sales service. , For a time became a hot topic in the field of e-commerce. In an instant, the after-sale flagship store has been open for nearly a month. How was the initial effect of GM Buick's test water? What are the highlights? Does the consumer recognize it? A few days ago, the reporter started a survey with these issues. A lot of orders have been harvested Log in Tmall GM Buick's flagship store, you will find that Buick's brand Excelle, Hideo, Angkola, Regal, LaCrosse five major car series provide a large maintenance and small maintenance services, each type of maintenance is divided into affordable equipment and exclusive Equipment. In addition, parts such as wipers, tires, and batteries are also available. According to the statistics of the reporter, some maintenance services have already obtained a lot of orders, among which Excelle has the largest number of maintenance service orders, with monthly sales of 57 units, followed by Excelle's small maintenance service orders, and monthly sales have been 23 singles. In addition, some of the cars have not yet received orders, and sales of spare parts have also stayed in single digits, which is related to the short time to go online. The reporter randomly opened the “shelf†of Kaiyue’s maintenance, and learned that Excelle’s large maintenance and concessionary price was 406 yuan, including 4L of original machine oil, three filters, and working hours. The original price required 513 yuan, and it could be saved at 107 yuan. . The big maintenance and exclusive installation price was 526 yuan, including 4L shell-brand oil change, three filters and working hours, the original price was 656 yuan, and it could be 130 yuan. Is it possible to have such preferential prices directly in 4S shop maintenance? The reporter then called the after-sales service of a Shanghai Buick 4S shop. A staff member told the reporter that the Excelle's maintenance, if using the original engine oil is 520 yuan, if using the Shell engine oil is 660 yuan, if you use the Mobil engine oil is 880 yuan . It seems that buying and maintaining on Tmall can indeed be a lot cheaper. In addition, the reporter learned from Buick's flagship after-sales service that consumers can choose between fast maintenance and scheduled through-train services. The speed maintenance service item only corresponds to minor maintenance. If the maintenance time exceeds 30 minutes, it will be unconditionally refunded to the consumer, but the purchase of the combination package cannot be discounted, nor can you enjoy the car wash service. Appointment of express train services can enjoy package discounts and car wash services, but it cannot be guaranteed that maintenance will be completed within 30 minutes. Make full use of brand direct sales 4S stores have always had the advantages of brand direct sales. Many consumers prefer to spend high prices but also to buy the most official products and services. Shanghai GM Buick's flagship store has also given full play to this brand advantage at a discounted price. First of all, on the front page of the flagship store, the words "brand direct sales" are marked so that consumers have the feeling that the world is the only one. Secondly, explain that the products they provide are absolutely genuine, and list in detail the benefits of using the original engine oil, the original three filter and the high-grade engine oil. Take the original three filters as an example, the Shanghai GM Buick aftermarket flagship store has three major advantages: 1. Pure oil filter, the filtration efficiency is 98%, and the filter paper inside the pure filter has a strong adhesive force with the end cap, even if When the filter element is subjected to great pressure, it will not separate and fall off. 2. Genuine accessories gasoline filter, filter paper tough, uniform pore size, good filterability; use of corrosion-resistant roll paper structure, high dust holding rate, to provide the best protection for fuel injection systems and engines. 3, pure accessories air filter, the use of high-quality filter paper, is full of synthetic resin microfiber paper, can accurately filter impurities and strong storage capacity. At the same time, the comparison of the use of the original pure engine oil and inferior engine oil has different effects and tells consumers to use the inferior engine oil to damage the vehicle. Finally, make a solemn promise: Buick sales after the implementation of O2O new mode of service - Tmall first set up after-sales service flagship store, that is, online booking, payment, and then off line to accept maintenance services, you can enjoy the line After-sales service multiple discounts, offline service completed by the Shanghai GM Buick special service center, the other can enjoy Tmall guarantee, 4S shop quality assurance, dual protection. This solemn commitment allows consumers to rest assured that if there are product and service issues, the OEM, 4S store and Tmall will jointly assume responsibility, which is fully in line with Article 44 of the New Consumer Protection Act. Provisions. High consumer satisfaction The price is transparent and offers multiple guarantees. In the initial period, it also achieved certain sales. However, to give a score to the Shanghai GM Buick after-sales flagship store or to have to pay the consumer. According to the preliminary statistics of the reporter, most consumers are satisfied with the products and services they purchase. This satisfaction is higher than other types of automotive e-commerce, and in particular, no consumers question the authenticity of motor oil. Many consumers are most satisfied with the price, and one consumer wrote this evaluation: “It's quite a maintenance. Dongchang Buick Central Store is very fast and service is very good. The key is to save money.†More consumers are most satisfied with the service. One consumer wrote this evaluation: “The 4S shop at Longwu Road did the maintenance for the first time. The service attitude was very good. The parking space was also vacated at the time of the appointment. The entire maintenance process quickly and at the same time also examined the questions I asked. In a word, I was very satisfied. I will come again next time.†Another consumer put forward greater expectations: “The speed is fast, the attitude is good, and the price is affordable. I hope I can To maintain such a friendly price, everyone is willing to go to the 4S store for maintenance." Of course, not all consumers are satisfied, and many consumers have also put forward their own suggestions. One consumer said: “There is no difference between peacetime maintenance. The only point is that Buick needs to strengthen the business knowledge of each 4S shop. After all, it is a new service, not all business people know how to deal with it.†Another consumer The person said: "Not bad, cheaper than a hundred, that is, Jiading District can only be maintained in Caoan Road Association Store, and the other two stores can not. A bit far away, I hope every future general service can be."
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