But giants and high investment and rising stock price is not consistent, and not many people really understand, easy car network the company has set up fifteen years what to do.
Just three companies reached a cooperation, we have expressed a high degree of consensus for the car's electrical common vision. Easy car chairman, CEO Li Bin said, "the future of automotive electricity supplier business development of confidence." CEO Jingdong Liu Qiang Dong (microblogging) said that cooperation would "consolidate the easy car leader in the Chinese automotive suppliers in the field of electricity," said President Martin Lau, President of Tencent to "work together to build efficient car electronic business platform."
So, exactly how it intends to achieve easy car car electricity supplier? Easy car to car electricity supplier What does it mean?
It is still a form of Internet media company
From the point of view of revenue constituted, easy car is still a form of auto media Internet company, brand advertising, the effect of advertising account for most of its revenue. The third quarter of 2014, easy to drive advertising revenue $ 49.9 million, 50% of total revenue; Yi Pai platform contribution income $ 36.4 million, 36.8% of total revenue. Pai platform is easily understood as co-dealer lead generation sales leads, advertising can be seen as an effect.
While still a media model, but the environment in the automotive industry to promote the easy car business in 15 years, tremendous changes have taken place. As the middle part of the industrial chain, the Internet company car depth of the transaction is being continuously strengthened, easy car is no exception.
Easy car in 2014 has two on-line automotive electronic business platform - "Easy Car Mall" and "Hui to buy a car." Easy to store and car manufacturers, from manufacturers by "one price" direct. The benefits of buying a car and distributors, by way of auction business to the docking needs of users and dealers.
In this layout, easy car automotive electric providers out of business and there is no existing car sales system, but under the existing sales system, trying to solve the urgent needs of the consumer - price transparency; at the same time, the lock to the dealer the willingness of customers to buy more specifically, to improve the conversion rate.
Easy car Q3 earnings conference call confirmed that the benefits of buying a car car electronic business platform in the third quarter, the volume of over 29,000 units, while Q4 double eleven day single-day trading volume reached 15,000 units.
In the automotive media age, do not have the advantage of easy car entrance, it is difficult on the influence and reputation to compete with rival car home. But for the B-side is easy car dealer service strengths, the dealer this side of the accumulated wealth of experience and resources to help open up the situation quickly easy to drive the car in the open era electricity supplier.
What car is the electricity supplier at this stage?
Want to develop electric car business, a background had to face is - auto monopoly position established by national legislation, this position is difficult to replace.
At the same time in a complex interest distribution mechanism, and the formation of the manufacturers and distributors of mutual interdependence. For manufacturers it, there is the dealer system can help achieve rapid reflux of funds can be achieved even higher profits through distributors. In other words, the majority of car manufacturers of large-scale power electronic business platform to invest is not large.
Therefore, cooperation with distributors, Dataichangxi electricity business model to become the mainstream of the current car electricity supplier model. Benefits such as easy car to buy a car this platform is to choose a path to cut deals.
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In essence, this model is still the guide for sales leads, will be willing to buy a potential customer-oriented dealers. But for buyers, the business platform eliminates the need for pre-inquiry process to shop. The dealer through electronic business platform for buyers and services, to improve the original latent customer conversion rate.
Easy car CEO Shao Jingning had told Artesyn Technologies, "By means of the electricity supplier can further screening potential customers, the conversion rate will be higher than the previous three or four times." Before that, Yi Yi Pai by car dealers to bring internet sales leads (that is, the effect of the above mentioned class advertising model), transaction conversion rate is usually about 8%.
In addition, the car also means upgrading electricity supplier business model. Hui Yuan Hui, general manager of a car easy to drive platform in China Internet Conference also publicly said, "Our business model is based on transaction fees, if we become the only sales leads, it is not sincere. We (the benefits of buying a car) is now available clue is not the money, including for businesses to provide sales management software is not money, but paid by the transaction. "
Anterior car electricity supplier What?
The current electricity supplier car model to improve the conversion rate of leads, a partial solution to the problem of price opaque.
This is a business model on the progress. Sounds sexy but not enough, then the prospects for future electric car's what it should be? Is it possible to break the existing system of sales, from selling cars to help channel into their sales channels to become?
Automotive electronic business platform of cooperation with the manufacturers try to direct sales model to become a possible direction to explore.
Last September, easy to drive and Guangzhou Automobile signed a three-year electricity supplier strategic cooperation agreement, as both the first cooperation project, easy car mall will be sold exclusively Honda 2014 models Collector's Edition Odyssey, that is, the user must pass easily car electricity supplier which can order the Odyssey.
Bin at the signing ceremony that the brand through direct sales model, "according to market makers can really predict their sales, or prepare their own production plans, assume the functions of PDI and services in the middle of a traditional 4S shop, but it stock obligation not bear so much. "
He predicted that "2018 is probably four to five years, generally speaking there will be about 10% of car sales in this way is carried."
Going one step further and direct brand, which is similar to Tesla's sales model. Some brand new future can even use the Internet as the sole distribution channel. When you ordered online on a car, you can always see their own car in the logistics of what state, when shipments when home.
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