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央广网北京8月9日消息(上海台记者孙萍)据中国之声《央广新闻》报道,近日,天猫宣布有望在年内推出一款“汽车自动贩卖机”,可以让消费者像买饮料一样方便快捷地购买汽车。评论认为马云的这一举动可能颠覆传统汽车销售模式,对4S店产生一定冲击,果真如此吗?
在宣传视频中,各种类型的汽车停放在立体车库中,消费者只需使用智能手机浏览并购买,汽车就会运送到地面,全部流程号称只需20分钟。酷炫的购物体验,让一些消费者蠢蠢欲动,但看热闹的人居多。
将汽车搬上自动贩卖机,美国和新加坡早已有之。在国内,新的《汽车销售管理办法》实施以后,汽车销售领域的“新玩家”也并不止阿里巴巴一家。苏宁易购首家汽车超市上个月正式开业。但在上海明华有道咨询有限公司执行总监封士明看来,这种模式除了售前的试乘试驾、售中的咨询服务和售后的保养维护弱于4S店,在品类的选择上也难以满足消费者的需求。汽车的组合多达几十种甚至上百种,比如我们要选择汽车的发动机排量、变速器类型、外观、内饰,这样组合起来整个贩卖机要把主流品牌涵盖住,一个摩天大楼可能都放不下。
同时,像大卖场模式一样的汽车售卖机,将不同品牌和档次的汽车放在一起,相应的品牌价值也会被稀释。当然也有吸引人的地方,那就是“首付一成提车”。在这款自动贩卖机上,只要芝麻信用积分达到750分,就可以“一成首付、支付宝缴月供”。易观汽车分析师赵香说,这是布局汽车金融的一个很好的方式,也是获取车主用户大量数据的入口。
但也有分析认为,选择这种方式的消费者,有不少是无法从商业银行获得分期贷款的,存在一定风险。现在“汽车自动贩卖机”还只是一个概念,品牌如何分布?怎么试驾?售后服务等一系列问题尚待解锁。
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