Not long ago, the 2017 Shanghai Auto Show came to a successful conclusion. The most worthy of our attention at this auto show is not a certain high-priced luxury car, nor is it a popular model that will become the leader in the sales list, but a new force that has not yet been understood by the public.
The new force of the car refers to a number of new car companies with Internet genes established in recent years, including Wei Lai, Che He Jia, Wei Ma, Yun Du and so on. These companies have gathered elites in the automotive and Internet industries and have gained a lot of capital power. At the 2017 Shanghai Auto Show, these new car-building forces began to go under the spotlight and officially set foot on them to change the auto industry landscape.
The current new car-making force is just a weak butterfly, which can only buff a breeze, but its impact may far exceed our imagination.
This kind of influence will not only exist in the production and manufacturing of automobiles, but will also spread to the sales and after-sales fields of automobiles and change the entire industrial chain.
With the help of Internet thinking and an international team, the new forces of the car have the ability to design and manufacture good products, but it is another matter to achieve good sales. The increase in sales depends on the improvement of sales channels, and the construction of channels can only be improved one by one, which requires a lot of time, personnel and funds, but these are very valuable resources for the new forces of the car. Therefore, what we can foresee is that the new forces of the car will innovate in the sales process, introducing intelligent and networked ideas and technologies that they are familiar with and good at.
In the innovation of sales, VR/AR technology definitely has a pivotal position. Especially after the introduction of mobile VR technology, consumers can wear a portable mobile VR headset with their family at home, experience intent models in virtual scenes, view various vehicle details, and conduct virtual test drive, and You can communicate with sales consultants in real-time in virtual scenarios, and salespeople can answer consumer questions at any time, just like in online stores. After the consumer has seen the car, he can even make a car booking operation online. At the same time, the powerful intelligent system will automatically collect the consumer's car preference, determine the car purchase intention, and feedback to the offline dealership in real time to help the entire pre-sales link. And the whole process is completed online, without the need for consumers to go to the dealership to compare and ask.
Of course, it is undeniable that the form of the offline store is still necessary. The real car experience and the test drive are still an irreplaceable part of the car purchase process. However, after consumers have intelligently screened through mobile VR+SaaS technology, the intention to buy a car has been very clear, and physical stores do not need to maintain high density and large area coverage. As a result, the cost of the company's sales channel construction will also be greatly reduced. Therefore, "precise sales" is bound to be a key part of the automotive intelligent sales process.
Although VR technology is a treasure for automakers, simply looking at a VR car does not directly help sales. It is more of a gimmick. I believe this is also a consensus within the industry. VR is just an imaging tool. How to apply VR's unique "immersive experience" to the actual sales process, you need to integrate the high-quality content, accurate data, artificial intelligence and other means to play the biggest role. . In other words, a car VR that cannot bring convenience and practical value to car sales is not a good VR. It is undoubtedly a necessary understanding of the automobile sales innovation environment.
It is understood that there are already some technology companies aiming at the broad prospects of virtual sales of automobiles. For example, ZeroLight from the UK, its PC-side car visual interactive system allows consumers to not only observe all aspects of a car in the store, but also change colors and options as needed to instantly show the full effect of the vehicle. Reduced the pressure on the exhibition car in the dealership. At present, ZeroLight has already started a tentative cooperation with Audi and Pagani, but the interactive experience based on PC-side VR is relatively "heavier". It has high requirements for space and hardware equipment, and needs to be deployed in the dealership. For some super run and luxury car brands.
In China, Cheitu Technology is the leader in the field of intelligent vehicle sales, and its concept is different from that of its counterparts at home and abroad. Cheitu Technology has independently developed the "VRAUTO Matrix Experience Car Sales Kit" with mobile VR as the core and covering a variety of immersive experience devices, allowing automakers and dealers to choose different levels of interactive experience according to their needs. Easy to build your own online virtual dealership and realize multi-platform data interconnection, real-time car display on the line. At the same time, a set of DMS systems built by Chess Technology for manufacturers and dealers can also comprehensively collect the submersible clues for virtual experience, fully understand the preferences of submarine car purchases, and help sales consultants realize real-time online extensions and shopping guides.
The rise of the new forces of the car has become an unchangeable fact. Although it is difficult to say how many of the dozens of emerging car companies can finally succeed, we can be sure that the VR and big data are intelligent. Sales technology will have a positive and far-reaching impact on the sales of the car.
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