The rise of scenario based e-commerce the automotive aftermarket from darkness to dawn
Abstract: because of its own third-party attribute, millions of stores are operated by the shopkeepers themselves. There are inherent deficiencies in content generation, and it is impossible to establish a unified customized push standard and high-quality content. Obviously, it is difficult to turn around. The traffic dividends that store operators rely on are receding. The direct manifestation is that under the rapid development of, we media and scenario based e-commerce, the advertising revenue of traditional e-commerce platforms is declining in a straight line
what are e-commerce activities? Second kill, full reduction, buy gift, discount, optional and other ways to complete the transaction at a low price. This method is very effective in the early stage of e-commerce development. Many e-commerce companies use this method to become long, strengthen the supply chain or expand the platform. Then the rising period ends and enters a period of gentle development or even recession. Typical tmall vipshop on Taobao and JD. If Taobao and jd.com are transactional e-commerce, the current e-commerce revolutionaries - scenario e-commerce is rising. The core of scenario based e-commerce is to bid farewell to the shelf platform, take people as the core and valuable information content as the foundation
the inflection point has come. Post market scenario e-commerce represents the real future.
nowadays, more and more consumers buy goods while watching live broadcasts, opinion leaders' articles and posts. Five years ago, brands switched from offline to online, and the game rules of the market have undergone a qualitative change revolution. Now, they are changing from shelf e-commerce to scene e-commerce, and the game rules are changing again. With more and more opinion leaders and celebrities pouring into the e-commerce market, shelf e-commerce began to make adjustments one after another, and had to do one thing that did not match the previous operation, that is, adding community content next to the goods in many online retail stores, which was absolutely not allowed three years ago. The marketing guide who did not participate in the process of buying and selling, in the words of a cat waiter, was to stand outside the besieged city and watch other people's weddings
the market is never wrong, so we see that Taobao has made micro Taos and communities and jd.com have made discoveries. At the same time, we also see the red shopping guide of Yutu, a vertical e-commerce platform, the scene 4S store, the community of Jumei premium product home page, and the scene change of vipshop. It is not difficult for keen observers to find that the scenario based content e-commerce, which constitutes the leading domestic backbone enterprise of new chemical materials, has come, and has really promoted from the product centered shelf e-commerce to the people-centered scenario based content e-commerce. The real e-commerce 2.0 era is not the popularization and application of mobile tools, but the transformation of the operation core
in the huge automotive aftermarket in China, with the transformation and consumption upgrading of automotive consumers, used cars are becoming hot. Unlike real estate, car buyers are devaluing and lack of personalization. As a result, consumers' demand for cars is increasing day by day. According to the data of China Automobile Association, consumers' investment in car maintenance applications increased from 3600 yuan in 2015 to 5800 yuan in 2016. According to the big e-commerce data released by research institutions, the penetration rate of automobile users increased from 4.3% three years ago to 7.9%. Although the development is relatively late compared with the clothing and cosmetics industry, from the perspective of the overall market scale, the real market for auto accessories has reached 70billion yuan, and it is expected to achieve a purchase scale of 500billion yuan in the next three years
nowadays, with the rapid development of Internet, the mainstream audience of the post-80s and 90s has grown up. Their demand for the automotive aftermarket has become more diversified. They are no longer limited to obtaining certain promotional and reduced price goods, but require more comprehensive and professional services and better quality services and content. From 2013 to 2016, the online retail sales of auto parts and supplies grew explosively, and e-commerce was also strongly pursued by capital
scenario based shopping guide in the automotive aftermarket subverts traditional e-commerce
according to industry data, the most important change in scenario based e-commerce is that there is a large-scale separation between consumers' shopping behavior and purchasing behavior. In the past, in most cases, shopping and buying basically occurred at the same time. In order to buy things or enjoy shopping, consumers went to jd.com, tmall.com or offline new world department stores to buy goods
in the scenario based e-commerce environment, consumers are not in the mindset of "I want to shop" or "I want to shop" when buying goods. Instead, they are interacting and sharing with friends, reading information and watching live broadcasts in the form of entertainment with people around them, and spend more time on shopping experience and information acquisition
first research experts in the automotive market believe that scenario based e-commerce such as Yutu is highly competitive not only in the automotive aftermarket, but also in the multi category e-commerce system. Consumers shop on the integrated third-party platform to buy goods, and go to the scene platform like Yutu to experience life. Traditional e-commerce, due to its third-party nature, currently has a total bidding amount of railway investment of 1.35 trillion yuan. Millions of stores are operated by the owners themselves. There are inherent deficiencies in content generation, and it is impossible to establish a unified customized push standard and high-quality content. Obviously, it is difficult to turn around. The traffic dividends that store operators rely on are receding. The direct manifestation is that under the rapid development of, we media and scenario based e-commerce, the advertising revenue of traditional e-commerce platforms is declining in a straight line. It also gives the vertical platform the opportunity to grow rapidly
automobile users generally agree with scenario based purchase, and the industry has a long way to go.
from the perspective of users, differentiation and personalization also better meet the needs of young car owners for purchase. However, nowadays, a large number of e-commerce platforms in the automotive aftermarket focus on the establishment of o2o landing service system. An auto repair shop owner who has been operating in the auto aftermarket for many years said that the landing service of the auto aftermarket should also meet the experimental power, especially the undertaking from 4S stores to 3S stores and roadside repair shops. It is a fault. The service capacity is uneven. There is no unified service standard. At present, there is no force that can unify various physical repair shops in China and establish a high-quality service system. Looking at the e-commerce platforms in China's automotive aftermarket, it is true that they all have a bright vision and hope to become unicorns that establish a unified and standardized service system. However, just like the group buying era of tens of millions of platforms, those who survive in the end may not be able to make disruptive changes
in the automotive aftermarket, there are many e-businesses in the last mile, such as car washing platforms, maintenance o2o, shared parking lot platforms, community door-to-door maintenance service platforms, and there are some precedents that have to say goodbye to the ideal and transform into offline physical stores. Returning from online to offline is the embodiment of grounding gas, and it is also the beginning of saying goodbye to the high-speed growth attribute of the Internet. Scenario based e-commerce requires the efforts and persistence of more e-commerce platforms so that consumers can obtain more personalized services, which is also the opportunity and mission of the automotive aftermarket