刘强东拿下理想汽车，震惊行业！

起点财经2025-12-29

作者：杨瑞来源：财经三分钟文章已获授权近日一则合作消息搅动了汽车与电商两个行业。理想汽车官方商城正式独家入驻京东，同步开出官方旗舰店。这不是简单的品牌铺货，而是理想首次与第三方电商平台达成独家合作，被市场解读为刘强东在汽车领域拿下的又一大单。▲图源：微博很多人会问，不就是开个线上店铺吗？值得大惊小怪？但放在汽车行业渠道变革的大背景下，这步棋没那么简单。先看清眼前的事实。理想入驻京东，并非一蹴而就的...

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industry!","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"86618":0.6,"89618":0.6,"02015":1.95,"LI":1.95,"09618":0.9},"content_text":"作者：杨瑞来源：财经三分钟文章已获授权近日一则合作消息搅动了汽车与电商两个行业。理想汽车官方商城正式独家入驻京东，同步开出官方旗舰店。这不是简单的品牌铺货，而是理想首次与第三方电商平台达成独家合作，被市场解读为刘强东在汽车领域拿下的又一大单。▲图源：微博很多人会问，不就是开个线上店铺吗？值得大惊小怪？但放在汽车行业渠道变革的大背景下，这步棋没那么简单。先看清眼前的事实。理想入驻京东，并非一蹴而就的偶然。在此之前，京东的汽车版图早已铺得很开。2025年以来，比亚迪、广汽、小鹏、长安等主流车企先后与京东牵手，就连电池巨头宁德时代也主动入局合作。数据最有说服力。2025年京东平台新能源车品类销量同比增长高达120%。这个数字背后，是超2亿车主用户的支撑——截至2024年3月，京东年度活跃用户超6亿，其中车主用户占比三分之一。对于车企来说，这就是现成的流量富矿。但流量只是表象。车企愿意把“身家”交给京东，核心还是看中了它的全链路能力。京东到底能给车企提供什么？答案是覆盖汽车全生命周期的一站式服务。从线上选车、下单，到线下试驾、提车，再到后续的保养、维修、救援，京东都能承接。京东汽车早在2018年就已成立，经过多年布局，已经打通了线上线下的链路。▲图源：微博线下有京东京车会连锁养护门店，还有超40000家合作门店和1500家高标养车网点；线上则有成熟的零售体系和物流支撑。更关键的是，它还推出了24小时救援服务，覆盖全国97%的城市，承诺45分钟响应，超时还会赔付。这种“线上流量+线下服务”的组合，正是车企当下最需要的。新能源汽车行业发展到今天，渠道变革早已迫在眉睫。传统4S店模式越来越难满足用户需求。电商平台解决了很多痛点，能让用户足不出户就能完成大部分选车流程。更重要的是，双方打造的“线上预约试驾+线下极速体验”模式，彻底缩短了消费链路。不过，电商卖车的赛道并非一片坦途。2025年10月，京东联合广汽、宁德时代推出“国民好车”，首辆001号车的拍卖活动搞得轰轰烈烈：超21万人围观，1600人参与竞拍，最终成交价高达7819万。但热闹过后就是尴尬。这款车在交付首日就遭遇了不少退订。究其原因，核心是宣传与实际体验存在差距。很多用户期待的“国民级性价比”没有兑现，最终选择放弃。这也是笔者最想强调的一点：电商卖车的核心是提升用户体验，而不是单纯的流量变现。京东平台的服务体系再完善，也需要在实际履约中落地。回到理想入驻京东这件事上，它的意义不仅在于两家企业的合作，更在于给行业传递了一个信号：电商平台正在获得越来越多车企的认可。随着理想的加入，京东汽车生态的版图进一步扩大，形成了涵盖多个品牌的矩阵。而这种认可的背后，是行业对便捷购车、优质售后的共同追求。中国汽车市场是两个“四万亿”的大市场——新车市场规模4万亿，后市场规模也达4万亿。这么大的蛋糕，没有任何一家企业能独吞。电商平台的优势在于流量和服务效率，车企的优势在于产品研发和生产，两者结合无疑是双赢的选择。从个人角度来看，电商卖车成为趋势是必然，但这个过程需要沉淀。京东选择的这条路，方向是对的，但要走稳还需要不断打磨。汽车行业的变革从来不是一蹴而就的。从传统4S店到电商平台，从线下交易到线上线下融合，每一步都需要企业拿出足够的诚意和耐心。刘强东的汽车野心，最终能否实现，关键不在于签下多少车企，而在于能否真正解决用户的痛点。对于消费者而言，我们乐见这样的变革。因为只有竞争充分，服务才能升级，我们才能享受到更便捷、更优质的购车和用车体验。最后想说，任何新兴模式的成长都需要时间。电商卖车的赛道还很长，现在下结论还为时过早。但可以肯定的是，那些真正以用户为中心，把产品和服务做到位的企业，最终一定会赢得市场的认可。参考消息：央广网：《理想汽车官方商城独家入驻京东汽车 品牌官方旗舰店正式开业》","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"2","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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