Dongfeng is coming! Second -hand car e -commerce, the final battle?

This article was first issued from the China Used Car Self -Media Alliance
The author is a member of the alliance. Content and live recording
Foreword:
A few years ago, China’s second -hand car e -commerce field was crazy financing. The size of 10 billion yuan from the hundreds of the groups to the heroes to the three kingdoms to the three kingdoms. The car, as well as a big search car with another way, and shooting the car every day with super good luck.
Speaking of these “rivers and lakes”, the little fat seems to have the most right to speak. From the earliest complaint Youxin. After eighteen years of employment, the middle -aged greasy man always “can’t go” with these e -commerce platforms.
The people said, why are you suffering? The fierce trend of capital, the traditional industry operators who are not aggressive, are different from each other. Why do you have to find face for those “cattle” and proud “landlords” for the lonely “cattle” and proud “landlords”?
It seems to be “The Last Samurai”, so attachment to the convergence of traditional and Internet companies?
Guoxin first proposed a friend of traditional second -hand car companies. Li Jian, the founder of Renren Car, gave a speech from the heart of last year. In fact, everyone gradually understood that the industry needs a win -win cooperation, the Internet, the Internet, and the Internet. Informatization is the trend, but traditional industries also have its essence.
The second -hand cars seem to have the characteristics and industry characteristics of China. The Internet has become increasingly profound, but it is difficult to change many things in its bones. No spring.
and the epidemic in 2020, the black swan accelerated and mutated a lot. Sometimes the blessing and disaster depended on each other. When the second -hand car industry ushered in the 35th year, the breakthrough policy finally had hope. Before a round of waves came, used car e -commerce companies seemed to have found their positions and directions.
It, let’s look at this conference first. What new things do the executives of Guazi used cars say?
This Vice President Fu Jiaxiang, Vice President of the Group
“Compatible, complementary, open and win -win, and create a new pattern for future used car circulation”
Fu Jiaxiang: Thanks to the association to invite you to communicate and share with you. Guazi has been deeply cultivated in the field of used cars for five years. When I talked to Luo’s secret last time, I talked about the development of Guazi in the second -hand car industry. After walking some detours, we also summarized some methodology of solving problems.
So I want to share with you today. From the study and summary process of the past few years, how to think of the used car market, what we see in the future of the used car may be like Some things you are doing are to communicate with all guests and guests.
During the early growth process of Guazi, through continuous driving the growth of business scale, accumulated a lot of data and industry insights, and focused on the return of commercial value through refined operations, thinking about some issues from user value and industry ecological value.
Whether Luo Secret or President Xiao said, many policies are continuously promoting the development of used cars.
Is will gradually discover and solve some problems and pain points in the development status of used cars.
For example, the problem of the supply side of the car, and the issue of industry infrastructure, including the problem of market maturity.
Izon -to -seed used cars from the initial exploring C2C business to the construction of self -operated stores to the construction of self -operated stores, and now the process of promoting the ecologicalization of open platforms and business, is gradually structurally structured and standardized.
The process is actually in the market of used cars, precipitating many experienced and personalized fragmented information, artificial experience, and capabilities. We are also exploring how to combine the precipitated things.
Mo how to reconcile the width and depth of management when the market size is growing.
So we summarized the three major issues and three contradictions in the industry. By exploring these problems and contradictions solutions, thinking about where the biggest opportunity was when the second -hand car went back.
For a simple example, online transactions are likely to be a new pattern of future used car circulation.
I we compared the second -hand car market in China and the U.S. used car market.
The US company and Carvana in the United States, the market value of 39 billion in September this year, is a pure online second -hand car company.
we did several rounds of investigations at the beginning of this year, including Carvana to share it. Compared with Carmax, Carvana’s market value is the largest. We go to this company. Online transactions are doing.
We we have been discussing the problem of commercialization of a used car. Everyone knows that after the new rules and new policies come out, our used cars will also have product attributes.
The online transaction or e -commerce of a commodity may have two basic characteristics.
The first feature, this should be the one -price model;
The second is the way to return the goods or withdrawn for 7 days without reason. These two points of Carvana really did it.
We when we analyzed in the past, we always thought that the new car was a standard, and the used car was a non -standard product.
The current American Carvana has basically made non -standard used cars into standard products, and the market may be more mature. At the same time, their user groups are basically young people.
In in China, China now has a group of more than 100,000 car dealers, which has jointly established the trading system of China’s used cars. In this process, there are still more second -hand car agents to do these things. The earliest domestic transaction scale was done through this trading system throughout the country.
In this development process, the model of offline trading offline transactions is now relatively mature, but due to the restrictions of factors such as regionalization, it is currently supported by the overall planning of the country and the support of financial and logistics. There is still a lot of room for improvement.
We last year we have done a survey. The online consumption method is being welcomed by more and more users in the process of pushing. This kind of trading scenario that is very mature in the United States. Large development space. At the same time, we found the current four major trends. We feel that under these trends, platform development is becoming a key opportunity point for opening the Chinese used car online trading market.
The most mentioned by Luo’s secret is the release of the policy level;
The second is the consumer’s level actively embrace the Internet;
The third is the infrastructure of the industry More and more perfect;
The fourth is that our car dealers have upgraded a lot of business models based on emerging markets.
The first is the policy liberalization.
I I believe everyone is talking about today. Luo has held a lot of examples. It has previously affected second -hand cars and even hindered second -hand car transactions. Either taxes, they are gradually improving.
The lower tax rate, including temporary property rights, can also solve the problem of commodity attributes. These have paved the way for second -hand cars to operate online.
It is consumers’ acceptance of online consumption.
The data we saw before were that China’s second -hand car circulation accounted for up to 28%. In the survey, more than 40%of users had the willingness to consume directly on the online platform.
This vehicles have the opportunity to get more efficient circulation by online.
we once made an attempt to set up a batch of car dealers and the cars in the used car market to sell them on our platform.
We we want to answer two questions: the first question is whether the user can accept that the real car is not seen, but the transaction occurs through remote.
The second question is how the user group exists in.
In December 2019, the car dealer group sold a lot of car sources on the Guizi platform. Most customers were all different places, and local customers accounted for very few.
We found that when our sales staff and consultants are effective in contacting communication, most users can accept the way and services of car purchase in different places without seeing real cars.
Fromicated the detailed and upgrade of the entire online consumption. We have also conducted a survey before, and the user has a choice for the car.
It’s habits of user search and car buying on the platform, the entire user base has gradually begun to segment, which is also a unique experience that online platforms can provide.
We at the same time, we look at the overall circulation. At the current regional restrictions, the existence of cross -regional circulation spreads also provides consumers with sufficient vehicle source selection and more competitive product prices.
again, the infrastructure of the industry is gradually becoming increasingly perfect.
In standardized levels, including dealers, including melon seeds, from the process of testing, evaluate pricing, transaction services, for product refund services, three packages services, from the user level, from infrastructure and other levels, all are all levels such as infrastructure and other levels. Make a lot of construction and improvement.
The trading platform has also begun to be gradually improved. The Internet traffic of the used car industry is continuously growing. We hope to set off from users to efficiently connect these traffic with merchants and car sources.
At the same time, in terms of cross -regional circulation, in terms of logistics of second -hand cars, we have also completed a lot of infrastructure construction. By covering more than 50,000 logistics lines across the country, we optimize the long -range delivery of the entire car sources in cross -zone circulation. The cost of opening the car is different.
In addition, the platform is also continuously expanding the services of financial, insurance and other car markets, connecting more goods and services, allowing merchants to use, improving user experience, and jointly constructing an increasingly complete industry to the foundation of the industry. Essence
The last trend is that the revenue model of more merchants is also changing with the market upgrade.
We were thinking about a question before: A merchant passed the passenger flow of the store, and the scale of sales increased twice or three times. The expansion of the store several times was not particularly realistic.
Placks can the merchant bring to the merchant after the platform appears?
We when we look at the previous data level, what are the benefits of the merchants.
In addition to the revenue of the transaction itself, we provide precise marketing at the customer level, which improves the turnover efficiency of the car source, and the additional income from post -service after financial insurance.
The above aspects are our opportunities for emerging market spaces for this industry, the dimension of merchants, and the platform we see. At the same time, we also show some new trends in the current C -end users.
What exactly does our users look like? We made a portrait based on the user group of Guazi, and divided the users several parts:
The first part of the user pays attention to quality services, and is willing to pay more costs, more funds, and want to get more services.
. The quality of the vehicle source is good and the service efficiency is high. At present, the American CarMAX is basically the same model.
The second part of the user needs convenient services and is willing to accept e -commerce consumption, hoping to have a convenient consumption experience and a good guarantee policy.
M these user groups are basically those who want to have the ultimate shopping experience. The representative companies are Carvana and Vroom.
The third is a larger user group.
This needs to see a large amount of car sources without leaving home. The goods are compared with three. I hope to choose the most cost -effective car for him. At the same time, the seller needs a good reputation. The platform has good integrity. system.
This are more concerned about more and provinces, the target eBay.
The user will have such characteristics for buying used cars. The data of Guazi will be exported to the partners. In August this year, we have started to build such a platform.
It’s trend of the industry and users can be seen that online consumption based on platform ecology has become a key trend in the industry.
is the head platform of the industry. What is done by melon seeds is to hope that the online transaction of used cars will become simpler, and in this opportunity period, it will create value for more users and car dealers.
mainly includes the following aspects:
The first is to promote the e -commerce ecology of the overall industry and achieve organic development of platforms and car dealers. We have been polishing this product recently.
The second is to build a integrity system in the industry and establish a way to buy and sell each other.
The carcader’s current car merchant evaluation system has begun to be built. In the field of consumer goods e -commerce, the evaluation rate of buyers and sellers has basically reached 30%of the industry. Now Guizi has achieved 68.7%of users who will leave evaluations to the merchants, far exceeding the industry level. This evaluation system is slow. Slowly accumulate a lot of data and industry foundation.
The third is infrastructure empowerment.
In melon seeds, we will have some infrastructure and standardized capabilities that we have built in the past few years. We will combine some of our own capabilities with the needs of merchants to empower more small and medium -sized car dealers through the platform system.
In addition, we also want to cultivate more head car dealers, because each merchant’s demands are different, some are lack of customers, some may not be lacking, and may lack some ability of ecological services.
The Internet company will easily standardize the industry’s experience and personalized things as possible in this work. We want to emphasize the head car dealers in more vertical fields through our efforts to establish a healthy development, establish a healthy development, and establish a healthy development. Coordinated industry ecology.
I Although the technical and model characteristics of the Internet platform will be easier to achieve standardization and upgrade, the merchants do have a lot of experience and capabilities in offline operations. The personalized advantages are complementary and organic.
Maogu seeds have always been to the second -hand car market to learn more experience with car dealers’ partners to see if they can improve the standardized space of more businesses, so as to give more merchants to more merchants Essence
We when we are talking about empowerment, it is not an empty words. We want to do something really.
In the establishment of online and offline infrastructure to establish a platform foundation for the industry for the industry, so that car dealers and users can achieve positive iteration and circular development.
The first thing is the overall traffic introduction.
It now basically introduce hundreds of merchants to our merchants every day. Through the influence of the brand and industry of melon seeds, we will solve the problem of customer source dimensions for merchants.
The second is to build a integrity system and establish its own brand system and channel path for car dealers.
At the same time, it is also contacted by the three parties to provide the merchant with the cross -regional transfer turnover process, and also provides corresponding support.
Third, we have also made a one -to -one support plan for the merchants. Professional people will have professional BD to support merchants. The platform also has tilted traffic and resources. matter.
of course, our vision of the entire industry is to hope that the way to buy and sell second -hand cars online is as simple as buying general products in Jingdong Taobao. Give merchants to upgrade the income and experience for merchants and users and the entire industry.
This is a melon seed’s idea and vision for itself. I also hope that the association’s secrets and guests, and all partners will pay more attention and support to the future business of the whole melon -to -seed opening platform, and witness us to grow together.
Thank you everyone!
The last:
Ten years ago, Beijing began to restrict purchase, and capital Internet large -scale entered the second -hand car industry.
This has talked such a paragraph with experts in another industry (in that field has already been deeply integrated with the Internet).
This and depending on the ten years of the second -hand car industry in China, and this “chaos” will definitely “Dazhi” and “Dazhi” in the future!
The biggest problems faced by the entire Chinese used car industry are not competitors.
The e -commerce and car dealers, platforms and markets, e -commerce, and car dealers are not zero -sum games.
The optimization of policies, improvement of industry system, the construction of integrity system, the foundation of digital informatization, the quantification of credit value, and the professionalism of consumers’ minds are naturally “successful”!
Mornemia will be pioneer, there will be a pioneer, even if the last people and enterprises who stay and newly enter the industry will face a new round of different challenges. In the past ten years, it seems that the logic of the script is so coincidental with a hit American drama.
is different. Dongfeng has also borrowed it, and it takes up the trend. Car dealers and markets need to evolve themselves. E -commerce and platforms must also recognize and respect, mutual help, mutual benefit and benefit!
In the next ten years, what will happen to Chinese used cars?
The second -hand car e -commerce will usher in the final battle?
I dare not speculate on yourself, understand and understand slightly, wait for you to see the officials!
-end-
This from the authors of the car home car, which does not represent the point of view of the car home.