从特斯拉被美国的NADA为首的保守势力封杀不难看出，汽车电商乃至C2B的直销模式的电商汽车已经触碰到甚至于威胁到了传统汽车经销商的奶酪，而国内汽车电商并没有发生任何相关事件，似乎连此类事件发生的任何迹象和苗头也还没有，原因何在呢？
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从特斯拉被美国的NADA为首的保守势力封杀不难看出，汽车电商乃至C2B的直销模式的电商汽车已经触碰到甚至于威胁到了传统汽车经销商的奶酪，同理可以看出国内汽车电商并没有发生任何相关事件，似乎连此类事件发生的任何迹象和苗头也还没有，那么原因何在呢？seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">首先来说国内的汽车市场环境与美国不同，国内绝大部分是以厂商授权的4S店管理模式为主体，所以制造商也就是主机厂有着对市场的绝对控制权，这方面业内人士基本都明了，拿下一个并不是那么强势的品牌的公关费用几乎都要千万之巨，可想而知这里面经销商与厂家多么的不对等，而且厂家也有随时收回经销权的可能性，没有产生利益纷争，那么一定就是还没有发生利益的纠葛使然。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">再者，就是以厂商为主导的汽车电商也才刚刚起步，业内消息上汽的汽车电商平台虽然去年就已经筹备但当下还没有上线，只是MG5的C2B模式模仿特斯拉的已经开通，但在市场上并没有引起任何波澜，是营销有问题还是消费者不买账亦或中国的消费者还没有适应这样的新模式，而针对特斯拉的疯炒仅仅只是跟风行为而并非真的消费行为就达到了可以线上人定制笔记本一样而去买车的新潮水土不服，也未为可知。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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但是，经过研究天猫汽车及可以发现端倪和各种机密，那里虽然有一百多款车型在销售，可大部分月销售额还都是零，市场没启动的证据可见一斑，为时尚早的证据链也就基本可以形成。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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那么，去年首次试水“双十一”的汽车电商可谓喜大普奔的多家电商网站的汽车网购相关数据又是怎么回事？易车网的车意达接到订单90466份，订购的总金额高达117亿元，搜狐汽车则收获销售线索605430个，订购总金额达到了92.05亿元，汽车之家的购车节项目共订出17776辆汽车，订购总额达到26.43亿元，唯一的正式电商，双11节日的始作俑者“天猫汽车”也卖出1.07万辆的好成绩，销售额达到8亿多元，总金额达到234亿的惊人数字，销量几乎达到了去年的5倍，达到了天猫系双十一活动350亿的三分之二。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">ntent="" uploads="" 2014="" 03="" 1-500x281.jpg"="" width="500" height="281" style="height:auto;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">那么几乎88万辆的订单也好销售线索也好是如何出来的？如果按照上述数据真实可信的话，我们分析一下，如果全面的网销怎么也应该达到更大一个数字，这个在2000万的销售总额里面几乎应该占到百分之几应该是没问题的吧？但即便百分之几那也还是可以令厂家欣喜，同样这部分份额也确实要让经销商感到压力的吧，但他们几乎都相安无事，合理的解释只能是数据有问题亦或他们利益均享了，但是即便当下利益均享，对于经销商可真的是与虎谋皮，网销电商最大的优势就是便利，节约成本也就意味着要削除多余环节和多余成本而简化汽车销售流程环节，那么谁是这中间的多余环节，在销售环节中经销商的渠道就一定是这个环节，经销商一定心知肚明，但他们没有压力还乐此不疲的唯一的合理解释就是，网销的汽车电商还没有真的启动，而带给他们的销售线索的增加，他们的奶酪从中不仅没有被切割反而获益了。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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其实当下的汽车电商还只是仅仅实现了导购的功能诉求，才让厂家、渠道把控者经销商和电商平台，乃至消费者同时受益了，于是，才有风平浪静式的多方皆大欢喜的共赢局面。当然，这种局面的平衡不会维持太久，互联网的最大功能就是简化流程中的多余环节，它自身就能够在运营的基础上切割多余利益分摊，实现最优化的模式，这是一个先期的利好，同时也是汽车市场利益切割的前兆。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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因为电商平台可以让消费者购车的决策依据更可靠，消费者在网上通过DSR评分和其他消费者的评价反馈，就可以很直观地知道这款车到底怎么样，避免了在不同的4S店来回奔波之苦，也避免了偏听广告或者个别消费者误导的可能性，消费者可以根据自身需要和其他消费者用车感受，做出更合适的决策。再者，消费者可以通过各种云计算应用达到价格、性能、售后等优劣的直观对比，轻松地做出最终抉择，信息的扁平化更会加快车商的竞争白热化而让消费者受益，最后让车商在扁平化的网络平台上忍痛割肉，最终达到真正的汽车电商模式的实现。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">ntent="" uploads="" 2014="" 03="" 1-500x281.jpg"="" width="500" height="281" style="height:auto;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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同时，因为是直接和汽车厂家面对面交流，消费者还可以提出一些个性化需求。对于汽车厂商来说，可以通过电商平台的大数据非常直观地知道自己的目标消费群体是哪些人，自己的产品在哪些地方还存在不足，存在改进空间，厂商及时改进对于消费者也是利好。所以，无论是对于汽车厂家，还是经销商，还是消费者，其实汽车电商都是一件大好事。那么消费者买账与否还需要市场的长期培养和类似双十一大战式的规模巨大的优惠活动的催生。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
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其实，这样的理论是我个人深思熟虑的结果，我可以举个例子，二维码现在已经风靡中国几乎可以说普遍应用了，但是我接触到的时候是八九年前了，那时在欧美甚至于在日韩都已经很普遍地应用了，但那时我找了很多国内的公司，只找到两家做这个业务的，但是2010年蜂拥而上数百家公司做二维码业务，但是，二维码真正普及的前夜大部分死掉了，我认识的就有两个公司做二维码业务，在二维码普及的前夜作为先驱死掉了。于是，同理可证，汽车电商更是个大市场，是众多角色粉墨登场方可唱车一场好戏的舞台，但是过早痴迷或者没有实力坚持不到最后同样会成为先驱或者铺路石也是在所难免的。seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">seline;color:#444444;font-family:''microsoftyahei'',''helveticaneue'',''luxisans'',''dejavusans'',tahoma,''hiraginosansgb'',stheiti;">
