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汽车制造商雷诺马来西亚开始着手电子商务产品! |出海马来西亚电商岛群第26期

2020-02-07 01:49:21

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汽车制造商雷诺马来西亚已通过在其官方网站上引入“购买雷诺”和“订阅”功能进入电子商务领域。 “购买雷诺”功能使消费者可以在线购买车辆,而“订阅”功能则使他们能够以数字方式申请车辆订阅。

 

马来西亚雷诺汽车的独家特许经营权持有人TC Euro Cars也与汽车共享服务平台GoCar捆绑在一起,以允许潜在买家进行雷诺Captur系列的三小时试驾。虽然其他型号的试驾车将要求客户前往雷诺陈列室,但该请求可以通过雷诺马来西亚网站在线提交。

 

借助电子商务产品,客户将能够在付款后的14天内开始驾驶所订购的车辆,具体取决于所订购的车型。那些选择了“转换计划”的人(他们可以在订购的车型之间进行转换)也可以在线请求和管理车辆。

 

TC Euro Cars首席执行官Wong Hoe Mun告诉A + M,它将专注于数字平台以进一步推广电子商务功能,并且它愿意与Lazada和Shopee等现有的电子商务平台合作。他补充说,该公司将引入新的用户利益,以进一步提高订购雷诺的价值。

 

雷诺的目标是使其电子商店至少占其订阅和购买客户的50%,并在未来六个月内将订阅客户数量增加一倍。根据Wong的说法,雷诺的订购模式于2019年8月推出,迄今为止,已经有600多个订购。

 

他补充说,雷诺在启动电子商务功能时遇到的最大挑战是改变客户的思维方式。他补充说,在线购买汽车“以前从未做过”,客户需要一段时间才能习惯“新零售体验”。

 

此外,雷诺还创建了一个数字参与中心,以简化其所有沟通渠道,无论客户使用哪种平台,都可以为他们提供一致的体验。数字参与中心的团队将在整个购买过程中为客户提供帮助,从安排试驾到协调新车的收集。雷诺公司通过一个更加集成的通信系统,旨在更快地响应其客户的需求,并减少周转时间。

 

Wong说,该公司一直在与GoCar合作,从而使这家汽车共享公司能够在其车队中拥有多辆雷诺汽车。自那以后,雷诺决定将其合作扩展到长期合作伙伴关系,以寻求通过提供更便捷的汽车试驾方式来提高客户的可及性。

 

为了庆祝雷诺电子商店的开业,该公司为前50个在线客户提供了“买一送一”的优惠。消费者将获得Captur生活方式跨界模型的六个月免费订阅,订阅可在家庭成员之间转移。

 

TC Euro Cars董事长尼古拉斯·坦(Nicholas Tan)表示:“随着新的雷诺电子商店和更多新产品的到来,我们相信我们将引领客户旅程数字化,同时扰乱整个行业。”

 

雷诺马来西亚并不是首家利用电子商务吸引消费者的汽车公司。去年,宝马亚洲与Lazada合作,在新加坡的电子商务平台上推出了BMW 1系。据说这家汽车公司准备以特别利率在宝马LazMall商店中预订11辆BMW 118i M Sport车。然后,新加坡客户可以在观看汽车并在实体展厅完成购买之前,支付500新元的预订费以确保促销。



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Renault Malaysia starts ignition on eCommerce offering

 

Automobile manufacturer Renault Malaysia has entered into the eCommerce space by introducing a “Buy a Renault” and a “Subscribe” feature on its official website. The “Buy a Renault” feature allows consumers to purchase a vehicle online, while the “Subscribe” feature enables them to apply for a vehicle subscription digitally.

 

TC Euro Cars, the sole franchise holder of Renault vehicles in Malaysia, has also tied up with car-sharing service platform GoCar to allow potential buyers a three-hour test drive of the Renault Captur series. While test drives for other models will require customers to head down to a Renault showroom, the request can be submitted online via Renault Malaysia’s website.

 

With the eCommerce offering, customers will be able to start driving their subscribed vehicles within 14 days from the payment, depending on the model subscribed. Those who opted for the Switch Plan – where they can switch between subscribed vehicle models – they can also request and manage their vehicles online.

 

Wong Hoe Mun, CEO of TC Euro Cars, told A+M it will focus on digital platforms to further market the eCommerce functions, and that it is open to partnering existing eCommerce platforms such as Lazada and Shopee. He added that the company will be introducing new user benefits to further increase the value of subscribing to Renault.

 

Renault is targeting for its e-store to make up at least 50% of its subscription and purchase customers, as well as double the number of subscription customers in the next six months. According to Wong, the Renault subscription model was launched in August 2019 and to-date, has over 600 subscriptions.

 

He added that the biggest challenge Renault has encountered while launching the eCommerce function is changing the mindset of the customers. Purchasing a car online “has never been done before” and it will take some time for customers to get used to the “new retail experience”, he added.

 

Additionally, Renault has created a Digital Engagement Centre which streamlines all its communication channels, providing customers with a consistent experience no matter which platform they use. The team at the Digital Engagement Centre will assist customers throughout the whole purchase process, from arranging for test drives to coordinating the collection of the new car. With a more integrated communication system, Renault aims to respond to its customers’ needs more quickly, and reduce the turn-around time.

 

Wong said that the company has been collaborating with GoCar, enabling the car-sharing company to have a number of Renault vehicles in its fleet. Renault has since decided to expand its collaboration to a long-term partnership, looking to increase accessibility for its customers by offering a more convenient way of test-driving its cars.

 

To celebrate the launch of Renault’s e-store, the company is having a “Buy One, Get One Free” offer for the first 50 online customers. Consumers will receive a free six-month subscription for the Captur lifestyle crossover model, with the subscriptions transferable among family members.

 

“With the new Renault e-store and more new offerings to come, we believe that we are leading the charge in digitalising the customer journey and at the same time disrupting the industry,” Nicholas Tan, chairman of TC Euro Cars, said.

 

Renault Malaysia is not the first automotive company to tap on eCommerce to engage consumers. Last year, BMW Asia partnered with Lazada to launch its BMW 1 Series on the eCommerce platform in Singapore. The automobile company was said to be putting up 11 units of its BMW 118i M Sport for booking at the BMW LazMall store with a special interest rate. Customers in Singapore can then place a SG$500 booking fee to secure the promotion, before viewing the car and finalising the purchase at its physical showroom.

 

 


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