The smoke filled the air and the war broke out. This time Gome and Suning changed the battlefield.

On July 1, 2017, the "Automotive Sales Management Measures" (hereinafter referred to as "Measures") was formally implemented. The “Measures” stipulate that in the sales of automobiles, it is not possible to increase the prices and enforce the bundling of sales; there is no need for brand authorization to sell cars; the monopoly of original parts is broken and the original accessories are allowed to be sold socially. In addition, Article 12 of the new regulations mentions: “A dealer who sells a car that has not been authorized for sale by a supplier or an imported car that is not authorized to be sold by an overseas automobile manufacturing company shall give a reminder and explanation to the consumer in written form and write it in writing. Inform consumers of the responsibility of the subject."

The implication is that if dealers have enough cars, enough brands can sell across brands. In this regard, the industry has emerged in the era of car supermarkets or will come.

Recently, Suning announced the opening of an auto supermarket in Nanjing. In the future, it also stated that it wants to achieve an expansion of more than 100 scales. It is worth noting that just as at the end of last year, Gome also stated that it had entered the automotive industry. Therefore, a positive contest between the two may enter a new phase.

The system tends to be mature, and a variety of car purchase methods continue to form

In recent years, the 4S shop system has been criticized by people. It faces the pain points of high prices, opaque fees, and lack of unified industry standards. The cost of building 4S stores is too high. There are about 26,000 4S shop dealers in China in 2015. In 2008 and 2016, faced with large-scale losses, the voices of people sing and fall are coming one after another. 4S stores are moving forward with the decreasing trend of small brands; the services of 4S stores can only cover the area around the store, especially as the city expands. The more 4S shops were moved to the urban fringe area and far away from the residential areas. In addition, with the rise of new car e-commerce, the way of car purchase was continuously innovating, but faced with the constraints of the consumer experience test and after-sales service, many e-commerce platforms began to build lines. Under the service system.

Large consumer goods automotive market, with more value to tap

For large companies, no matter whether it is the supplement of the industrial ecology in the development process or the extension of the upstream and downstream businesses, there is no doubt that this "fat" in the auto market has not been bypassed. From the front end of the consumption to the extension of the aftermarket, the automotive industry chain contains enormous commercial value. Once entrepreneurs stated that in all fields, the automobile is the most complicated field, but how big it is is hard to imagine. The admission of Gome and Suning comes with funds, resources, and sales experience. Their admission is not unreasonable. From the perspective of years of sales experience, they all attempted to occupy the market through sales channels and experience. Initiative.

Gome and Suning both have their own layout.

The layout of Gome -

It is understood that Gome's layout in the automotive industry is not a matter of a day or two. As early as in 2013, Gome Online opened an automobile channel, which mainly engaged in the sales of complete vehicles and sales of automobile accessories and related products; in 2015, Gome Automotive intended Build business segments such as home appliances, finance, automobiles, and department stores; in 2016, Gome began to build automotive showrooms, and then entered the automotive aftermarket. In November 2016, Gome Online expanded its automobile center into an automotive division.

In March 2017, Gome Automotive officially released the “Guangdong Automobile 2017 Strategy”. Yiou learned that this time, Gome intends to use channel advantages to create online and offline automotive marketing channels. In the future, 31 regional distributors will be developed.

In the business development channels, Gome will rely on the three major Internet products: Gome Plus, Gome Online, Gome Butler, adapt to the automotive business, build new car sales, new car finance, auto insurance and maintenance services.

GOMEplus integrates Gome's premium merchants, based on a circle of interests, and is recommended as the core social shopping community; GOME Online is an online shopping mall. Gome Automotive will build an online butler-style car service platform to form an eco-economy of the industrial chain. Gome Motors will use a butler-style service platform to allow merchants to enter the market. Merchants stationed in Gome Automotive can enjoy car source policies, financial services, instant payment, warehouse logistics, and stores. Marketing, platform drainage, after-sales insurance, brand licensing, sales leads and other services, at present, it has cooperated with more than a dozen OEMs. At present, GOME is inviting investment in the entire automobile industry chain such as vehicle sales, auto finance, used cars, auto insurance, and travel services. According to reports, GOME has 1,670 store resources in the country, and 79 companies can store thousands of them. Car's super-large logistics warehouse.

In the exhibition hall design, there are currently 800 stores that meet the requirements. The “comprehensive store model for automobiles and household appliances” will be transformed. Gome’s store floor will be independent and will be used as a car business. The number is based on geographical conditions. All partners including 4S stores can choose to join Gome.

Suning's layout -

In July 2017, Suning organized the opening of Suning Tesco Automobile Supermarket in Nanjing Suning Lifestyle Plaza. Its services included vehicle sales, financial leasing, motorcycle electric vehicles, auto parts, after-sales maintenance, automobile maintenance, and used car transactions. field.

In terms of new car sources, its main forms of cooperation with brands are currently being developed. Currently, a number of brands including Maserati, Cadillac, BMW, Audi, Buick, and Chuanxi are cooperating.

Suning Automobile Supermarket has introduced a partner such as a safe car housekeeper. The head of a safe car housekeeper said that this cooperation vehicle steward mainly assists Suning in supporting car finance leasing and helps users do car purchase guidance. In the auto sales model, Suning Auto Supermarket mainly has the following ways: 1. In cooperation with Ping An Leasing, the user pays advance payment through the mode of time-sharing lease, drives the car back home, pays the rent in the later period, and carries out the vehicle two years later. Transfer, to achieve the use of rent and sales; 2. Use Suning Finance, Suning Bank, do more financial products and services with auto sales.

In addition to automobile and vehicle accessories, Suning Supermarket also provides a series of automotive services, from car maintenance to annual inspection of insurance to rider clubs, and Suning E-shop supermarkets and Nanjing Drivers' Home to provide series services for car owners. Including the vehicle management office of the vehicle management office, the agency responsible for buying and selling second-hand vehicles, vehicle maintenance and repair appointments, member club self-driving tours, and vehicle daily inspection services.

From the perspective of the development of the two, the two sides have taken a similar road, but in reality they are slightly different.

In terms of model selection, Gome’s major models cover low, medium, and high models; in terms of model, Gome’s main open platform model is available to car dealers, secondary networks, automotive showrooms, 4S stores, and after-sales service providers across the country. Recruitment of merchants with certain resources and experience; in terms of development intentions, Gome intends to create an Internet ecosystem for the automotive industry, radiating automobiles as the core to automobile manufacturing, automotive parts, automotive peripherals, car services, after-sales services, and automobile circulation. Industry breakdown. Its development direction is mainly centered on the idea of ​​post-transaction e-commerce. Based on the open platform, it gradually intervenes in transactions, realizes the integration of resources, and adopts omnichannel, new scenarios, and strong link strategies. Its channel construction mainly includes: authorized channels, cooperation channels, store channels, and online 2b2c channels. In the future, it will infiltrate into the financial system, sales system, logistics warehousing system and value-added business system.

Suning is mainly targeted at high-end car brands, and the user population is high-income people. Yi-Europe believes that the important business of Suning's e-shop supermarkets may be auto financing, insurance links, and automotive services. Because from this introduction of safe car stewards, it can be seen that Suning's layout of financial services is a top priority in development. The person in charge, Liu Dongxuan, once stated that he will use Suning Finance to stimulate more consumer car purchases and encourage users to purchase cars. As for the future, whether Suning has more car layout does not show too much Suning. There are also industry sources that the logic behind Suning's car sales is still the establishment of value chains, insurance, maintenance and repair systems.

From the impact on the 4S store, Yiu Ou believes that both businesses complement the 4S store system business, including Gome, which has also welcomed the participation of 4S stores.

After all, retail + cars are obviously different from the sale of small items. It faces three major problems: pre-sales, sales, and after-sales. Pre-sale, selling car side need to consider the issue of large venues, cars; sales, need to consider the diverse display of products, consumer experience, automotive finance and disposal of used cars in the latter part; after the sale is facing the maintenance and quality of the car problem.

Compared to US supermarkets selling cars, the model is mainly based on close cooperation with dealers. Therefore, regardless of the future development of the automobile + retail industry, we must maintain a good car source and maintain a close relationship with the pain distributors, so as to penetrate into the extension of various services.