| With the dramatic increase in the number of automotive holding volume,plus the increase in the average mileage of automotive in life-cycle,the automotive after-market in China presents there is a huge demand volume.It is predicted that by 2017 the market capacity will exceed 1 trillion.However,due to extremely discentralised market and intensified competition,together with deepen understanding from the owners to their cars,the business of each independent shop seems quite severe.Overall,the automobile beauty,maintenance,repairing are difficult to identify and judge for a large number of automobile owners due to high degree of professionalism.In recent years,with the rapid development of e-Commerce in China,it has entered all trades and professions with a variety of business models: B2 C,B2B,C2 B,C2C,O2 O,F2C,C2 F and other derivative models.Techniques already enable to form a perfect closed loop for on-line marketing,purchase,logistics,service and all kinds of diversified collaboration from manufacturer to sales channels,service provider and finally to the end users.The advantages of e-Commerce is very obvious: less hierarchy of supply channels,transparent and open information,clear orientation and filter,convenient on-line purchasing,complete mechanism of supervisory and feedback of product service,more rapid logistics,less stock space,customized production and so on.All those advantages are necessary reference for automobile after-sale marketing.3M Company started to explore e-Commerce market by setting up its e-Commerce team from the end of 2014.Within the two years,the e-Commerce team has achieved outstanding result with the top sale ranking of automobile supply category in T-mall platform.Conversely,it brought negative impacts to the huge traditional offline channels as they experienced a rapid fall in sales.At the end of 2015,it explored O2 O business model for another chance.Till now,sales data have not been significantly improved,but customer satisfaction has declined significantly.The thesis would research on the problem,and introduce other platforms & products suppliers for comparative analysis,furthermore,it will also take other industries for reference,such as mobile,catering industry and so on which take one step ahead to forecast the automobile future. |
