Nissan wants to consumer self-built electric business platform back 4S shop
The evening of August 8, Nissan announced that its large SUV in Shanghai New Loulan listing. On this seemingly conventional new conference, deputy general manager of Dongfeng Nissan Zhou Xianpeng produce low-key announcement, the beta version of the line Nissan automobile electronic business platform "car Baba." This is also the first domestic car companies dominated by the joint venture to build cars electronic business platform.
This is only a brief introduction less than a minute of new electronic business platform program, has become a topic of concern for many media. Baba is not the first domestic car by the vehicle manufacturers of automotive electronic business platform founded. As early as last March, SAIC polymeric's all sub brands, including Shanghai GM, Shanghai Volkswagen, SAIC-GM-Wuling, SAIC Motor and other companies, to create "car sharing network" electronic business platform.
Since last year, domestic car dealers face operating pressure, high inventory, profitability is difficult to become the industry norm; enter this year, but continue to spread dealer bankruptcy, foot and other bad news. The other hand, the other side of the industry, automotive electronic suppliers, O2O fast mode, a variety of "second car", continue to buy "no minimum, only lower" prices to attract people's attention.
Dongfeng Nissan announced in the car Baba line the same day, the first jointly set up by the dealer "car street" electronic business platform has just launched, is the industry known as the "car dealer hold together for warmth move."
For automotive manufacturers, dealers in erosion, undoubtedly out of control signals.
"Baba is not a car dealer contender." to the "Daily Economic News" reporter, said, "We launched the main purpose is to help Baba car dealers reduce their costs and improve operational efficiency."
According introduction, terminal sales in the first seven months of this year Nissan 540,000, an increase of 10%.
Although compared to last year, dealers have improved the inventory and profitability, but in the automobile market in the downstream environment, Nissan found significantly boost sales by dealers to achieve profitability is not easy.
"Daily News" reporter from the current beta version of the car Baba of view, this platform functionality in this stage of the car vertical electricity supplier no significant difference, namely online choose a car, booking a test drive, car loan application, etc. ʱ?? In model terms, the car Baba also only Nissan NISSAN and Kai Chen two brands, and Nissan cars, including a total of 22 imported models.
But unlike other vertical business platform it is different, Nissan dealers are not involved in the bargaining process and consumers, but also sells a variety of low-cost several thousand dollars on a car voucher Baba, to provide consumers with two times none. Including the new Teana, QASHQAI, classic Sylphy, Tiida, sunlight, potential generation of new models such as the X-Trail, you can choose to spend 299 yuan to 499 yuan, 10 times the amount of the purchase vouchers. It is also seen as Nissan "kicked upstairs" prices, subsidies dealers move.
Compared with the Internet industry vertical automotive electronic suppliers, Nissan automobile electricity supplier does not expect to make money, still it is to enhance the new car sales. In last year's "double 11" car electricity supplier shopping section, Nissan has a small test chopper, achieve order 26101, the order to pay the total amount of 34.79 million yuan, ranking first Lynx car category. Subsequently, Nissan and its dealers have worked with easy car, the car home and other platforms.
Faced with electricity, dealers undoubtedly hate and love. For dealers, new car sales, maintenance, auto finance is the source of its profits, but there are a lot of Internet companies launched a new way of selling, or provide cheaper service, dealers are breaking the industry monopoly service.
Easy car car electric provider responsible person told the "Daily Economic News", told reporters that electricity suppliers to make the car the car terminal transaction prices become more transparent, "4S shop in the short term will not be replaced, but it will gradually become 3S Even 2S. "
Under this goal, 4S shop of auto dealers even more awkward body position. But executive vice president Zhang Zheng opinion, the electricity supplier companies selling cars no solution process there are still many aspects of marketing at Nissan data center, "test drive, trade, licensing, and so on are all the electricity supplier companies can not do service. "
Despite their pain points, but Nissan whether through self-built electric business platform to potential customers back to the 4S shop, which is still unknown proposition.
