Virtual is More Real to the Automotive Industry in China

Editor’s Note:  This article is contributed by Laure de Carayon, the founder and organizer of China Connect in Paris, the largest gathering in Europe of experts on Chinese consumer trends, marketing, digital and mobile. Follow her on Twitter at @ChinaConnectEU and on Sina Weibo at @ChinaConnectEU

Good bargain, promotions are mandatory in China, and flash sales and group buying (tuangou) are strong incentives to buy online. Buy any kind of products, be it cars, through any kind of payment, be it mobile social apps, such as Weibo or WeChat, as convenience is also a key driver.

The automotive industry experiences virtual commerce in China like no where else in the world. Back in 2010, Mercedes-Benz sold 205 Smarts in +3.5 hours on Taobao. In May 2011, Lamborghini choosed to exhibit several models on Tmall to offer netizens the ultimate thrill to shop (you could book, but there was no transaction online).

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