Who will become the "car millet" on the market?

This year's "Double 11" and "Double 12" will push online shopping to the level of carnival. A message sent by “Double 12” is worth the attention of all auto companies. MG3 sold 1,703 units on Tmall’s “Dual 12”. Even if calculated according to MG3's official minimum guide price of 69,000 yuan, sales will exceed 1.1 billion.

This can not help but think of Xiaomi who spoiled in the mobile phone market, from obscurity to sensationalism. From the aspects of quality, performance and price, Xiaomi is not better than some domestic counterparts, and even some industry insiders call it a high-end cottage. However, Xiaomi’s success is like sitting on some clouds – letting it go home and abroad. His peers are far behind.

Once, Xiaomi used his initial team to come from international giants, and production used the same OEM business with a famous brand to attract the first consumers. The former is difficult to verify, but the latter I actually verified in reality, because it and the brand which has been acquired have indeed in common - poor heat dissipation.

The key to Xiaomi's success is that it has developed a unique sales channel. The basis of this channel is that e-commerce has been recognized by mainstream consumer groups and developed to a level sufficient to influence all walks of life. The MG3's trial on the "Double 12" this year has revealed a sharp edge. If the car companies do not respond to this, the future will be fate unpredictable.

It is even more alarming for car companies that while MG3 is playing "Double 12" on Tmall, the MG brand's official e-commerce platform is also growing. Now, users can directly customize their own MG5Geek version through the official website, and complete the order operation. Will traditional 4S stores retreat into e-commerce in the future? Can "can" be more likely than "not?"

First, the future consumer groups must be getting younger and younger. They have become accustomed to spending with the mouse and touch screen. Technological progress, logistics development, and product improvement will provide more and more adequate support for this type of consumption. This point, the consumption habits of the consumer groups, is also a main reason for supporting the "will."

Second, if costs such as human resources and land continue to grow in the current state, all industries and industries will face increasing operational pressure. In the area of ​​traditional car sales, the pressure from these two aspects will be greater. Because companies have to face changes in their policies, such as restrictions on purchases, they must also face competition from the industry. This will inevitably affect the profitability of auto companies, and e-commercialization is expected to fundamentally solve this problem.

Third, when the current two factors work, the company will inevitably improve its own services. This means that e-commerce is not only worse than the 4S store consumer experience, but also because manufacturers and consumers face each other directly, and products and services will also reflect differentiation, personalization, and humanity. The recent implementation of the "Three Guarantees" vehicle has made consumers more emboldened, and the rules of the future will be more perfect.

Not to mention that 10 years ago, even 5 years ago, even 3 years ago, no one would have thought of the once overlord Nokia, Motorola, will have a desolate end today; once a brilliant card camera, it took only one or two years to seven Once and for all, telecom operators who used to be inaccessible will be wowed by WeChat. Looking back on the history of the future one day, MG's “electric shock” or a turning point is also a leap of its own—because its product management is longer than Xiaomi’s, and the momentum behind it should be even greater. Some brands, if they still believe in their own dominance of the market, also engage in so-called hunger marketing and mark-up sales. It may not only be stupid but also sad for it. Ah!

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