The new retail model is nothing new, and it has already penetrated into our daily life. For example, supermarkets, catering access to the US Mission, hungry, and delivery become a common occurrence; For another example, today's mobile phone industry is more of an experience store offline, and sales have been combined online and offline.

It can be said that the emergence of the new retail model is a great opportunity for many physical businesses. How to reduce the cost and make profits to consumers is a problem worth thinking about.

in 2121, a sudden epidemic has accelerated the spread of new retail models. Among them, the automobile industry is particularly obvious.

The new retail of automobiles has turned into a transformation direction

It's the annual Double Eleven, and I believe that many small partners' shopping carts are already full.

Every year on the Double Eleven Day, when people concentrate on shopping spree, Tmall will also launch a variety of models for consumers to choose from, with unprecedented concessions, but generally the number is limited, and more seems to be just a gimmick, which can't make car companies profit.

It can be seen that buying a car online has not become the mainstream at present, but it is undeniable that digitalization has become the transformation direction of automobile sales in recent years, which is the so-called new retail model.

On October 8th, SAIC and Alibaba Group reached a new retail strategic cooperation, and the two sides will cooperate with their respective superior resources to focus on new retail and accelerate the digital transformation of automobile retail. Of course, as mentioned earlier, online car selling is difficult to become the mainstream at present. Therefore, SAIC's new retail is not the same as selling cars directly online, but a process of realizing offline diversion through the shopping spree of Double Eleven and using subsidies.

in addition to SAIC mentioned above, last year, Renault Brilliance Jinbei Automobile announced cooperation with JD.COM, while FAW-Volkswagen integrated online and offline resources through the official e-commerce platform, and Baowo's new retail model was promoted rapidly. Car companies have tried their best to seize the opportunity in the new industry.

of course, in addition to cooperation with e-commerce platforms, it also includes the establishment of brand experience centers or live car sales, but the benefits of the latter are not considerable. After all, cars are not like lipstick, ranging from tens of thousands to tens of millions of goods. How can they be easily sold through live broadcast? Selling cars through live broadcast is just another channel for obtaining sales leads.

and the establishment of brand experience center has become the choice of many car companies, especially the new force of making cars. Nowadays, the stores of the new force of making cars have entered major commercial centers. Take Chengdu as an example. Tesla has established brand experience stores in Taikooli, Joy City, Youfang and other places. In addition, there are brand experience stores in Weilai and LI, which are also distributed in various commercial centers.

new retail sales of automobiles are everywhere. Is it a gimmick or a real car sale?

it is undeniable that there are more and more new retail patterns of automobiles nowadays, and the concept of new retail seems to be more and more vague.

In p>2117, stimulated by the new Measures for the Administration of Automobile Sales, Ali's "automobile vending machines", Suning's automobile supermarket, Gome's store layout automobile exhibition halls, etc. emerged, and after high-profile admission, they were "short-lived" and the scene was immediately staged.

compared with clothing, home appliances and 3C, the unit price of automobiles is very high, and it also involves a series of aftermarket services. Automobile sales represent a whole set of services, so the e-commerce model cannot be directly copied.

It has become a trend for automobile brands to launch a new retail model. Compared with the traditional 4S stores that only sell cars, the 4S stores under the new retail model focus on intelligence and big data, which can provide users with intelligent services in the whole process of buying a car, using a car and after-sales maintenance. With the help of "digital tools" such as WeChat WeChat official account, enterprise WeChat, mobile payment, applets, advertisements and cloud, users can get through the closed loop of "people-car-store-factory" and enjoy a more efficient and enjoyable car purchase and car use experience in the intelligent era.

However, compared with more and more abundant marketing models, the final result still depends on the quality of the product, because the product is the final judge to judge whether this car is feasible or not. It is understandable to bring customers a better experience with the new retail model, but when expanding your new model, don't forget to constantly improve the competitiveness of the products themselves.

Good service is of course a good thing, but excessive service may lead to putting the cart before the horse. After all, in the automobile market, service is only a sufficient condition for icing on the cake, not a necessary condition for everyone to buy a car. This is like Haidilao. Although it is famous for its abnormal service, it can stand for many years and is inseparable from its taste.

Ma Yue:

In recent years, the automobile market is slowly shifting from the original incremental market to the stock market. On the one hand, it encounters the cold winter of the automobile market, on the other hand, the e-commerce model has a great impact on the traditional model. As a result, the sales of traditional 4S stores have declined greatly, so car companies have tried new retail of water cars.

but how to seize the opportunity is a problem that must be considered. In the final analysis, whether it is "new retail" or "old retail", customers can enjoy convenient, intimate, active and suitable personalized services, and through information technology and online platform on the Internet, more users can be covered, more user traffic can be obtained, users can be provided with a more efficient and convenient car buying experience, and finally greater transaction value can be created. This is the new retail system and process that can truly land.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.