Geely Auto, Souche ally on forming digital direct-selling platform

Shanghai (Gasgoo)- Geely Auto announced on May 18 its strategic cooperation with Souche.com, a Chinese operator of a used car trading website, to jointly build a digital automobile direct-selling network that integrates the best in physical and online retail, namely, the “New Retail” business model.

By virtue of the collaboration, Geely Auto will be the first domestic automaker that truly achieves the full-process digital direct selling. Based on Souche's big data that present users' consumption preferences, the automaker accordingly produced the “Light Knight” BSG version of the Geely Binyue PRO SUV, which hit the market via Tangeche, an automotive trading platform owned by Souche.

The particularly designed model is sold at a national fixed price of 97,800 yuan ($13,764), which is 5,000 yuan ($704) fewer than the recommended retail price. The non-negotiable pricing model will be used in the following cooperative products as well.

Under the deal, both parties plan to jointly set up a data pool by leveraging Souche's user data and digital marketing system. To seamlessly connecting automakers and buyers, they are about to invite Internet celebrities to sell cars through Souche's live-streaming platforms, intending to turn their popularity into sales.

Besides, the cooperation will allow users to place orders and make payment on online channels before they drive their cars home. Souche's widespread community outlets across the country will further facilitate users in car shopping.

“The live-streaming car sale is emerging due to the impact of novel coronavirus spread, which brings new chances to the development of Internet-based online direct selling,” said Feng Qingfeng, vice president of Geely Auto Group, “the strategic collaboration with Souche will promote the online platforms and the 4S shop-focused dealerships to draw on each other's strengths. It is also expected to help Geely lift sales and make breakthroughs in building a sales channel with 2 million-car capacity (photo source: Geely Auto).