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TMCNet:  Geely opens its first online car store on Suning [Global Times]

[December 25, 2013]

Geely opens its first online car store on Suning [Global Times]

(Global Times Via Acquire Media NewsEdge) On December 12, Geely has launched its official flagship store on Suning, a large B2C online shopping platform in China. As the first automobile store on Suning, it marks Geely’s efforts in simultaneous operation on several e-business platforms; its further exploration in the new e-business mode for automobiles; and the trend towards a new era of “online business†. Various services to make it more convenient to purchase cars online Recently, the Chinese have seen the rivalry of two online shopping carnivals in November and December. On the December shopping carnival, it is found that Suning, the B2C platform known as “selling appliances†, has started to sell whopping articles like cars. It is learned that the official flagship store of Geely online, which was operated on a trial basis, is a result of an agreement between Geely and Suning.

With the online shopping boom, Geely has cooperated with Suning to offer its Emgrand EC7, Gleagle GX7, Gleagle GX2, Englon SC3 and other popular models to consumers as well as several preferential treatments, including Apple 5C and free Mobil engine oil for purchasing car. Consumers can not only get the chance to win gifts but also concessions of about 10,000 yuan.

According to the car sales director of Suning, customers can pick out their favorite cars, place orders and make payment online. Then the distributor will undertake the following procedures like test driving in 4S store, paying the balance, getting the car and a license tag. In this way, the usual complex process of purchasing vehicles can be simplified. In addition, Suning has added a new option called “Offline To Online†after selling a car, aiming to attract consumers to comment online and join in various car-related social activities held by Suning, so as to achieve the reselling of cars.

When it comes to the reason why Geely chose Suning as a partner, except for the brand strength, Suning also boasts special advantages like its advance in finance industry, over 1,600 retail stores and over one hundred million memberships. With these resources, Geely could provide diverse online purchasing solutions for consumers.

As Geely’s insider points out that, Geely could set test drive areas in Suning retail stores, which can cover a population of a hundred millions in each CBD, thereby achieving the close interaction with potential consumers. As products sold in Suning are mainly appliances and 3C products (computer, communication and consumer electronic), most of Suning’s members, who are also Geely’s potential target consumers, have high degree, high income and high consumption ability. Geely’s cooperation with Suning could save a lot on getting new customers.

Geely as a pioneer in the e-commerce industry of vehicles With the spread of new media and widening coverage of Wi-Fi, customers have easier access to the Internet through different terminal equipment like mobile phones. Advantages of on-line store such as low cost and high efficiency are increasingly felt by people. Therefore, the e-commerce mode is more a rule than an exception for automobile makers. Looking at the automobile festival on Tmall (a large online shopping website in China) and the shopping carnival in November, the concept of “e-business of automobile†has become a lasting phenomenon other than a passing trend that was discussed a few years ago.

Statistics show that, vehicle orders on three websites including Tmall, BitAuto and autohome reached nearly 170,000, which is worth a total amount of 23.5 billion yuan, on the November shopping carnival. Tmall alone has sold out 10,700 cars, with a sale reaching more than 800 million yuan, almost 5 times over that of last year. These all indicate that with the development of the Internet and e-business, online shopping has wielded a strong impact on the traditional consumption ways. Considering “online selling†an important marketing channel, automobile manufacturers and distributors, as well as e-business platforms, are all flocking to this new sector.

Geely, as the trail-blazer selling cars online in China’s auto industry, has set up the flagship store on Tmall for 2 years. Since then, thanks to its aggressive efforts and constant exploration, Geely has built up a premium platform for car dealing that is both trustworthy and reputable.

Geely has firstly launched the “Online To Offline†(“OTO†) shopping mode, by which consumers can view and review cars on online store, identify product details and purchasing procedures through online audio and video, and place orders. Online car store not only saves the trouble of going to 4S stores, but also creates a reliable service platform for consumers. By gradual improvement, Geely’s Tmall flagship has become a new channel for customers to access products, prices, manufacturers and other details, and will be an indispensable partner for car distributors.  According to statistics, Geely’s Tmall flagship store has sold out over 5,500 vehicles up to now. As for the November shopping carnival this year, the online store boasts nearly 200,000 hits, over 200 orders on November 11 and finally achieves a total sale of more than 2,000 cars. The record not only justifies Geely’s strategy towards e-business, but also means the “OTO†mode has been recognized by customers.

Industry insiders believe that, Geely, as the first auto brand entering into the e-business, has obtained lucrative market returns with its foresight into the car-purchase concept and consumption mode. Now, Geely has opened a new flagship store on Suning, which can be seen as an evidence of former successful experience, and affirmation on Geely’s confidence in e-business. It is believed that Geely will have a promising future in e-business.      (c) 2013 Global Times. All rights reserved. Provided by, an company

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