By Wang Weiwei

Statistics shows that around 80 percent of auto demands are from network sale in the U.S. Convenient, prompt and individualized services make such a mode of network sale changed from demand to actual purchasing power. The trait of explosive growth of China's auto sales volume makes multiple unique sales modes shaped in China's auto market. Network sale emerged several years ago, but it has not yet been mature, so China's auto industry is exploring actively how to exert the advantage of network sale.

In China, autos have not entered into families for a long time, but the explosive growth in auto market makes the auto sales mode changed rapidly. From manufacturers' direct sale to setting up solid shop, forming auto trading market and 4S shops' spread all over China, consumers have formed the habit of "looking around the market prior to buying autos" gradually in such a change course. They will firstly visit trading markets or 4S shops to look at auto types, figure down price and stretch to those autos by trying to ride or drive.

But unconsciously, consumers' purchase habit for autos has changed from "looking around the market firstly" to "searching the Internet firstly". As there are nearly one hundred brands and around six hundred auto types, it is very difficult for consumers to obtain so much information in a short time via "looking around the market", to say nothing of consulting more detailed information; plus it's mostly the first time for Chinese consumers to buy autos, they are not acquainted with such knowledge as autos' performance and configuration very well. But network's characteristics can just meet such a demand like looking for a needle in a haystack, and people begin to be accustomed to surf on the Internet for "selecting goods and comparing prices".

"The major role that the network is playing right now is information function. The network is becoming an important information tool for auto buyers, as well as an important method for manufacturers and dealers to promote products and concentrating client sources." Wang Du, Deputy Secretary General of China Automobile Dealers Association (CADA) generalized the major function of the network in China's auto sale.

Many websites are also stretching such an information function. Take www.51auto.com that does well in providing the information about second-hand autos as an example, Li Haichao, President of the net, introduced that besides insisting on the traits of fast upgrade and providing abundant information about second-hand autos, the website has also developed special tools for second-hand auto deal, i.e. the inquiry system for reference price of second-hand autos, what consumers only need to do is to input the area, auto type and manufacture date of the auto wanted, the system can show dealers' quotations and the medium price in the market.

In addition to searching data and inquiring price on the Internet, can people introduce autos into their families through clicking mouse like buying books and clothes?

If searching carefully on the Internet, it's easy to find that there exist many attempts in China's auto network sale that can make people's eyes twinkled with excitement.

After filling out an order and relative data, and passing examination and verification, select the color and configuration wanted and place the order, several days later, pay deposit on the internet, and half a month later, check new cars and make full payment, salesmen will drive the auto to the consumer's dwelling a few days later. In China, 1000-odd consumers have bought Chery A1 via such an online purchase procedure and enjoy a price preference of RMB3, 000 yuan relief.

Presently, although various auto network sales modes have appeared in China, it's impossible to realize a large scale network sale by now. Chinese consumers pay particular attention to "seeing is believing", when shopping, especially for staple consumables, what's more, the increase of individualized demand on auto purchase, the distempered network credit system, the complex auto purchase procedure and the combination to after service, all of which have become the impeditive factors for consumers' direct online auto purchase.

Currently, 4S shops and visible markets can be viewed as the major mode for auto sale in China, and a number of dealers are in the most front of auto marketing system. Chi Yifeng, General Manager of Beijing Beichen Yayuncun Auto Trading Market Center, reckoned that how to integrate and apply the resource of 4S shops and visible markets more fully, exert dealers' maximum marketing potential to make auto purchase links easier and more efficient, so as to benefit consumers more and ultimately boost the auto consumption through the network is a significant development orientation for auto network sale, which is more suitable to the development status quo of domestic auto market.

Just based on such a consideration, Beijing Yayuncun auto market is building up a new mode of network sale to establish a platform of all-win for multiple parties. Relying on such a visible market of Beijing Yayuncun auto market and applying network's traits, Chi Yifeng has designed 6 functions for www.beiyacheshi.com, including online supermarket, individual loan, online auto loan, online insurance, global procurement and online group purchase.

Individual loan and online insurance refer to concentrating those separated individual auto loan and insurance businesses via the resource of Beijing Yayuncun auto market's visible market and its website, on the one hand, the complex and fussy data examination and relative procedure can be accomplished easily and efficiently on the Internet; on the other hand, by means of concentrating businesses and forming a scale, consumers can be assisted to gain more profits.

Such a set of auto network sales plan of Beijing Yayuncun auto market may be called multi-pronged, and provided with lots of innovative points. Through the network, the sales function of visible markets has been expanded, which has linked 4S shops and visible markets more closely, and maximize both parties' sales potential exertion; through the combination with visible markets, network sale shows stronger advantage in scale, and network's functions are expanded and stretched further.