· Internet giants overweight car e-commerce investment trend is clear and the challenge remains

Recently, Yiche.com, Jingdong and Tencent jointly announced that the three parties have reached an agreement. Jingdong and Tencent will invest about 1.3 billion US dollars in the form of cash and exclusive resources. At the same time, Yixin Capital, a subsidiary of Easy Car, which focuses on the automotive finance Internet platform, will receive a total of US$250 million in cash investment from Jingdong and Tencent. What is the impact of the strategic cooperation between Easy Car and JD and Tencent on the development of auto e-commerce? What does it mean for the entire automotive industry? The current industry survey of the Geshi Auto Network (the survey time from January 12 to January 18, the number of participants in 1987) is centered around the above issues. The survey has three questions. The following will be explained one by one based on the survey results and expert interviews.
After the Double Eleven, Jingdong and Tencent's capital injection into the Yiche.com once again caused widespread concern in the industry for auto e-commerce. The industry impact of the tripartite cooperation has become the focus of the discussion. The results of Survey 1 show that this is a positive attitude. The majority, 52% of participants said that the cooperation between EasyCar and JD and Tencent revealed a signal: the online e-commerce trading model has been recognized by the giants and is regarded as a major trend in the future.
The e-commerce of automobile consumption is the trend of the times. In recent years, both the car vertical websites such as Yiche.com and the car home, and the comprehensive e-commerce platforms such as Jingdong and Tmall are all adding to the automotive online business, even including some OEMs. In the attempt to build their own e-commerce platform, in terms of operating mode and value orientation, automotive e-commerce has also achieved certain development. From the early stage, the new car information supply and brand promotion value are mainly used to quickly change the guiding value realized by the transaction. Take into account the dual value of brand communication and sales transformation.
At the consumer level, the general public's acceptance of vehicle e-commerce is also much higher than expected. According to Nielsen's recent survey data, 92% of users want to know about the car through the Internet when they buy a car. In China, 86% of people are willing to consider buying cars through the Internet. It must be said that car e-commerce has already had a popular mass base, and the cooperation between the giants just confirms this argument.
However, a considerable proportion (34%) of participants said that although the automotive e-commerce has developed rapidly in the past two years, its fundamental value is still based on the collection of sales leads, which is why it was crowned The root cause of "pseudo-e-commerce", the cooperation between E-Car and JD.com and Tencent will not jump out of this category. In this view, this cooperation is more like a "combat battle" against major competitors. The alliance formed by the giants through capital operations. However, Li Bin, Chairman and CEO of Easy Car, does not agree with the above points. In his view, the funds are not very important. Easy car is a listed company. The entire financing channel is very smooth. Easy car network and cooperation with JD and Tencent. The complementarity of superior resources is the most important.
Once the tripartite cooperation of the Yiche.com was announced, what was mentioned was the most action of the car home, and what would be done by other e-commerce platforms outside the enterprise that were often bundled together. The response has also become the focus of the industry. Will the auto e-commerce association launch a new round of investment competition? Survey 2 revolved around this issue. The result is obvious. More than 60% (61%) of the participants are positive about this, and believe that a new round of car e-commerce war will kick off.
The reason for the future investment competition in the field of automotive e-commerce will be further aggravated mainly by the following points. Objectively speaking, first of all, the domestic smart internet market is ushered in a period of rapid development, and car e-commerce is part of the Internet industry and its future. The market size is expected to be very impressive. On such a scale, it is difficult to fully meet market demand by a single platform. Secondly, the diversified demand of consumers will cross in multiple industry lines. It is difficult for a single enterprise to fill the entire business chain and cross-domain cooperation to better meet the needs of the terminal.
Moreover, from the perspective of the subjective will of the enterprise, the combination of the easy-to-car network and the other giant car home in the vertical field of the car is definitely a dangerous signal. When the car network has begun to take advantage of Tencent’s mobile terminal and Jingdong The experience in the e-commerce sector outlines the blueprint for the era of auto e-commerce. As a major competitor, the car home is bound to dig deep into the e-commerce business.
The “2014 China Auto Dealer Internet Marketing Trend White Paper” released by the car home recently showed that 53% of the authorized dealers in the country had cooperated with auto e-commerce in 2014, and the dealers in the primary and secondary markets preferred it. Cooperate with vertical e-commerce companies represented by car homes and easy cars. The party on the same starting line has already stepped up. In this chase, how to highlight and consolidate its own advantages is expected to be a key issue for the car home in the near future, while other relatively weak platforms will be in the future. In the auto e-commerce war, it is even more necessary to accelerate the layout. A new round of investment competition has emerged.
Survey 3 Focus on the impact of the cooperation between JENET and JD.com and Tencent on the sales channels of the car. The results show that 30% of the participants believe that the impact is great. Through this cooperation, the e-commerce model of auto online trading will take shape. Traditional channels will be greatly affected.
However, more participants expressed different views. In their view, the tripartite cooperation may create a more-scale e-commerce platform, but it cannot eliminate the fundamental problems that restrict the development of auto e-commerce. % of the industry believes that the impact of this cooperation on the field of automotive circulation is limited.
According to the tripartite cooperation agreement, Easy Car will receive a total of approximately US$1.55 billion in investment in the form of cash and assets from JD.com, the largest of which is JD.com will invest approximately 11.5 in the form of the subscription of the new ordinary shares of E-Car. Billion dollars, including 400 million US dollars in cash and about 750 million US dollars of exclusive resources, and the so-called exclusive resources is that the car will receive all the automotive resources of Jingdong in addition to automotive supplies, including the new car, used car tears all the right to operate and income The rights are all owned by the car.
Undoubtedly, after obtaining the resources of Jingdong, the scale of the car e-commerce platform of Yiche will be raised to a new height. However, it is still necessary to discuss the impact of the three-party cooperation of the car on the car sales channel. The influence of e-commerce on the traditional distribution network has expanded the platform strength through resource sharing, but service docking is still the biggest bottleneck. The one-stop closed-loop chain of auto e-commerce is still hard to open, from information reception, conversion and sales. Many aspects of the transaction, offline services, etc. still need to be coordinated by other parties in the industry chain.
In an interview with the media, Li Bin said that the development of auto e-commerce at this stage is still in its infancy. He expects that the vehicles that are traded through the e-commerce platform will reach 10% by 2018. It can be seen that even the official website of Yiche.com is very It is clear that the automobile e-commerce is still in the exploration period, and the core issues such as the determination of the price, the purchase process and the after-sales service experience remain to be resolved.

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