After more than a month after the e-commerce platform built by the SAIC Motor Co., Ltd. to enjoy the Internet, Dongfeng Motor could not stand still.
“We are planning to build an e-commerce platform for the Internet.†Zhou Min, deputy director of the Publicity Department of the Party Committee Propaganda Department of Dongfeng Motor Company, told the China Times reporter. The e-commerce platform planned by Dongfeng Motor is based on the "Dongfeng Motor Company's E-commerce Application Integration Platform (DNX)" and links its nine vehicle divisions to achieve marketing synergy.
In addition, the platform will also include users, suppliers, distributors, financial loans, used car replacement and other stakeholders into the platform system to jointly form a unified and digital “Dongfeng Motor Ecosphereâ€.
Under Dongfeng Motor's "big east wind, large autonomy, and big synergy" strategy, the establishment of an e-commerce platform will become a key step in realizing the great synergy in marketing.
Seek synergies <br> <br> In fact, Dongfeng Motor self-built electronic business platform is not the urge to move, this well prepared.
In the past two years, under the background of car companies exploring automobile e-commerce marketing, Dongfeng’s nine vehicle divisions have also realized the importance of e-commerce platforms. They have started to try e-commerce and set up digital marketing department in Tmall platform. Opened flagship stores. Dongfeng Nissan and Shenlong have successively set up a digital marketing department in parallel with the sales department, specializing in Internet marketing, collecting customer information online and offline transactions, and using brand new media such as Weibo and WeChat for brand communication.
Through these attempts, Dongfeng Motor's business segment tasted its sweetness. In 2013, Tmall "Double 11" shopping carnival, Dongfeng Citroen Tmall flagship store sales of 21.14 million yuan a day on November 11, became the "double 11" auto industry "shop" sales champion. According to data from Dongfeng Nissan, as of the end of March this year, the digital marketing department had provided a total of 3.773 million clues to Dongfeng Nissan and sold 210,000 new cars, accounting for 11% of Dongfeng Nissan's total vehicle sales.
Despite the remarkable results, Dongfeng Motor executives realized that each business segment is fighting for its own marketing, and it is difficult to form a systematic network marketing model, and synergistic effects cannot be realized. Dongfeng Motor executives began to think about promoting marketing strategy changes from the group level. "To promote the integration and development of the Internet and the automotive industry, we must have a top-level design and we must rise to a strategic level to think about issues," said Zhu Fushou, general manager of Dongfeng Motor Corporation.
The "DI163" information strategy released by Dongfeng Motor in early 2013 was born. “This year, Dongfeng will focus on promoting the establishment of 'Dongfeng Motor Company's E-commerce Application Integration Platform (DNX)' in the marketing and supply chain collaboration field. At present, this work is in an orderly process.†Dongfeng Motor relevant person in charge told “Huaxia†Times.
On May 27 and 28 of this year, Dongfeng Motor gathered more than 200 managers from more than a dozen companies in Hangzhou to hold a marketing seminar on the topic of “Smart Media Age, Big Data Marketing†to discuss the development of Dongfeng and the Internet. Integrate development strategies.
“We need to go one step further.†Xu Ping, chairman of Dongfeng Motor, believes that the opportunities brought by the Internet to the car are not brought to all car manufacturers, but to the car manufacturing industry that first integrates into the Internet and integrates effectively.
Dongfeng Motor differentiation <br> <br> that the car's electronic business platform, including digital marketing are just beginning, there is no mature experience, but there is room for innovation.
Unlike Sedan built by SAIC Motor, Dongfeng Motor will pull its auto business segment into the e-commerce platform system. Under the unified platform planned by the Group, each of its business segments will build its own “storefront†to mobilize its enthusiasm and enhance participation. . “In addition to building an e-commerce platform, Dongfeng Motor also incorporates all business units into a unified plan and is no longer going it alone. This will maximize its effectiveness.†Chen Li, executive vice president of Dongfeng Yulong, was interviewed by the reporter recently disclose.
According to the plan of Dongfeng Motor, the “Dongfeng Automobile Ecosphere†established by the DNX platform will promote the integration of upstream and downstream resources in the industrial chain. While promoting R&D collaboration, supply chain synergy, improving efficiency, and reducing costs, we will increase the relevance of product planning and increase the success rate of new products; explore and promote in the fields of automobile sales, after-sales services, supply chain finance, and automobile retail finance. Business model innovation, through the online and offline channels, in order to better meet user needs, while achieving business value-added.
But the ideal is very full and the reality is very skinny. Automobile e-commerce is not mature in many aspects and is still in the stage of “burning moneyâ€. The first "crab-eating" SAIC invested hundreds of millions of yuan in Che Xiang Wang, but there is still no clear development plan, no clear operating routine, and no clear profit model. The data shows that since the car enjoys the Internet line for 3 months, it has achieved 2,700 orders and completed delivery of 1,800 vehicles. This is almost negligible compared to SAIC's monthly sales. In May, SAIC Motor sold more than 450,000 vehicles.
Although Dongfeng Motor is at the stage of constructing an e-commerce platform, it has already experienced difficulties. “In the process of establishing an e-commerce platform, the biggest problem should be the issue of changing the minds of major business managers, and secondly it may be the collection and sharing of customer data resources,†said the person in charge of the said Dongfeng Motor.
Beat the future
In addition to SAIC Motors and Dongfeng Motors, Chang'an Group and GAC Group are just around the corner and want to build their own e-commerce platforms. In car companies, there is little consensus that the Internet and Big Data are gradually changing this era and are profoundly influencing and transforming the automotive industry. The establishment of an e-commerce platform is a general trend. Auto companies must follow the trend and work hard to integrate into the Internet to create new advantages in marketing.
By using the mobile Internet, Che Xiang Wang has not been satisfied with the simple e-commerce platform and has begun to pay attention to the entrance to the mobile terminal. On July 28, 2014, Cheung App will soon be on-line. This will make it easier for consumers to use the fragmentation time to participate in various activities on the car, even to place orders and eventually complete the purchase.
“Now, not only the automotive industry, but the entire traditional manufacturing industry is doing the Internet. The car companies are only adding a flagship store in Tmall, based on the Internet and new media sites. If the car companies can not make their own unique Internet marketing solutions , then the future in the network marketing channels will certainly be at a disadvantage." Rui Zhicheng Management Consulting Co., Ltd. partner Fu Zhiyong accepted the "China Times" reporter said.
Fu Zhiyong believes that online sales support for automobiles such as commodities, that is, Internet marketing will play an important role in its entire sales system. "Over the past five years, Internet retail sales have increased 14-fold. In the next five years, it will be difficult to say whether the online sales of automobiles can affect the status of physical stores."
IDC (Internet Data Center) report data show that in 2013 China's online retail market transaction volume reached 1.85 trillion yuan, exceeding the United States as the world's largest online retail market. IDC predicts that by 2020, the scale of China's online retail market is expected to reach 5.5 trillion yuan.
“For auto companies, the more important significance of building an e-commerce platform is the real-time transmission, sharing, and analysis of data. It is an internet marketing platform that can serve as a carrier and platform for automotive companies’ promotion. It is not a simple online shop.†Zhi Yong said, "The online shop can cooperate with an open platform such as Tmall. The auto makers are investing in the future and there will be more car companies to do this in the future."
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