Comparative Study On New Energy Vehicle Direct Selling Mode And Distribution Mode

In recent years,with the continuous support of the Chinese government for the new energy vehicle industry,the new energy vehicle industry has achieved rapid development.In 2022,the penetration rate of new energy vehicles in the automobile market has reached 30%.As participants in the market activities,how to choose the sales mode is particularly important for new energy vehicle enterprises.At present,the mainstream sales modes in the field of new energy vehicles are direct selling mode and distribution mode.The sales mode adopted by the emerging automobile enterprises is mainly direct selling mode.Most of the sales modes adopted by traditional automobile enterprises are based on distribution.However,with the development of the new energy automobile market,they also start to build their own direct sales channels,gradually replacing the previous distribution mode.The development trend of direct sales model is becoming more and more obvious.But there is a lack of research on the advantage of the direct selling mode in the new energy automobile market relative to the distribution mode.The essay will analyze this problem and enrich our research on the direct selling mode in the new energy automobile market.First of all,this paper expounds the relevant concepts of marketing channels,the diagonal theory of channels and the 4C theory,and studies the selection and development of direct sales distribution in individual industries,automobile industry and related literature of DTC mode.Based on this,this paper compares and analyzes the difference between direct selling model and distribution model from the perspective of enterprises and consumers.First,based on theories related to marketing channels,this paper takes Tesla,which adopts the direct sales model,and BYD,which adopts the distribution model,as the research object,compares and analyzes their differences in the status quo of sales model and functional commitment,and summarizes the different sales models of the new energy vehicle industry from the perspective of enterprises.Direct selling mode has the advantages of low total channel cost,high fund use efficiency,improved consumer shopping experience,high product sales efficiency and high information collection quality.Secondly,from the perspective of consumers’ shopping process and product use experience and feedback,questionnaires were designed and issued for new energy vehicle owners’ shopping experience and product use feedback.Combined with interviews with some car owners,different sales models of new energy vehicle industry were summarized from the perspective of consumers.The direct selling model has the function of exploring consumer demand,narrowing the connection between consumers and enterprises,improving consumers’ shopping experience and obtaining lasting influence for enterprises.Based on the above comparison results,this paper analyzes the advantages of the direct selling model from the perspectives of consumer demand,cost,convenience and communication of the 4C theory,and concludes that the direct selling model is a sales model that conforms to the development of the new energy vehicle market.The paper also puts forward some suggestions for traditional automobile enterprises,emerging automobile enterprises and channel intermediaries in the new energy automobile market to adapt to the development of direct selling model.