Recently, the "2021 New Energy Passenger Car White Paper" released by Baidu Index and DasouChe Zhiyun pointed out that the demand for cars online is growing rapidly, and more and more consumers want to buy cars through the Internet; the official website of automobile brands & direct stores has grown strongly, surpassing traditional channels such as 4S stores.
With the continuous development and extension of the Internet in life, the traditional automotive industry is also opening up Internet sales, and gradually deeply integrated with the Internet. From the early e-commerce car purchase, to the live broadcast car sales in recent years, and then to the Online + offline as one of the Internet new retail car sales model, the Internet makes it more convenient for consumers to buy a car online. In the new auto retail model, there are new car-making forces such as Tesla and Weilai, as well as automotive new retail platforms represented by Dasouche, which quickly occupy the market through the new online e-commerce + offline functional store sales channel model, bringing new development opportunities to the automotive industry.
Auto new retail, as the name suggests, is a retail way to combine online and offline channels to reach customers for interaction, and use new technologies such as big data and artificial intelligence to enhance consumers' car purchase and service experience. Automotive new retail, quality and service quality is the foundation, "new" is the new online, digital, intelligent, so as to bring customers a new experience. The future of auto new retail is no longer a retail business model that "earns the difference by selling cars and profits by after-sales service", but should be a model that combines the wisdom of online and offline scenarios to efficiently generate traffic and efficiently monetize traffic.
Auto e-commerce is the beginning of new auto retail, whether it is the comprehensive e-commerce platform Ali, Suning, or the auto industry Internet platform Dasou, the auto sales and marketing channels extend from offline to online and form online and offline collaboration, creating a new sales choice of online car purchase, offline car buying, optimizing the whole life cycle experience of consumer car purchase.
Taking Dasouche as an example, Dasouche builds a digital car purchase service model of Internet + car. Online, Dasouche has established an online mall, consumers can watch the car online, for comprehensive comparison and reference; offline, through cooperation with dealers and car brands, Dasouche has established an automobile retail store to allow consumers to inspect and pick up the car; in the delivery process, dasou car's carrier butler provides users with high-quality car transportation services and delivers the car to home. Through linking, empowering and serving the upstream and downstream of the industrial chain, Dasouche strives to create an automobile trading and circulation ecology, and works together with all parties in the industry to provide consumers with a full range of car purchase services.
In addition, the automotive new retail platform has precipitated a large amount of user data, vehicle data and various types of business data in the operation. The platform uses big data and intelligent algorithm technology to mine the value of data, realize the digitization and data circulation of each link of the production and marketing chain, not only can realize the guidance of user data on sales and marketing strategies, but also reverse drive the model innovation of automobile manufacturers on research and development, production and manufacturing, logistics and transportation, realize the optimization of each link, and then provide users with better experience and services, obtain more online users and data, continue to optimize, and form a benign closed loop.
Previously, Geely, Chery, GAC Trumpchi and other manufacturers have cooperated with Dasouche to launch several customized models, which have added user preference data from the beginning of design to achieve personalized production and ensure that products meet the needs of the market and users; all models are sold exclusively on the Dasou car platform, and through the precision marketing of big data user portraits, product information goes directly to target customers. With the help of big data and artificial intelligence and other advantages, last year Dasouche launched the Dasouche Automobile Trading Engine, which can carry out differentiated intelligent matching according to different automobile trading scenarios, achieve the overall optimal resource allocation under limited resources, and help new cars and used cars trade efficiently. According to statistics, after the application of the automobile trading engine, the per capita browsing rate of consumers on vehicles can be increased by 20%, and the transaction rate can be increased by 5%.
The domestic auto new retail industry has a trillion-level market scale, the auto new retail platform makes full use of the advantages of Internet technology, relying on big data to empower the industry, and gradually expand the scope of services to the entire production and marketing chain, and establish a good cooperative relationship with the key roles of each link, so as to establish a new path of auto sales and service, and promote the digital transformation and development of the automotive industry.
（CIS）