In the "Double Twelve" of last year, Didi sold 200 vehicles in 130 minutes. The first taste of sweetness made Didi increase its determination to enter the car e-commerce.
In fact, compared with other car e-commerce companies such as Tmall, Easy Car, and Car Home, Drip is a new model for driving through the test drive. However, the pony purchase of the car e-commerce business with the test drive as the entry point has already proved that there are many uncertainties in this model, and the purchase of the pony finally turns into a direct transaction.
“The innovative value of auto e-commerce is to improve the efficiency of circulation and transactions.†Wang Zuoliang told the Times Weekly reporter that “automotive e-commerce has flourished in recent years, and various development models are being tried.†As a direct e-commerce from the trading port The car wind network sold a total of 74,486 cars last year, with a transaction volume of 10.69 billion yuan, which is faster than the company itself and industry expectations.
The biggest advantage of combining the Internet with traditional industries is the improvement of efficiency. For car e-commerce, how to improve online conversion rate and transaction efficiency is the key to its success or failure. Wang Zuoliang said that the current online conversion rate of Chefeng.com is increasing: "In fact, our average conversion rate has increased from less than 2% in the beginning to nearly 15% in December last year. It is expected to rise to 20 in the first half of 2016. %."
"From the perspective of changes in consumer behavior, it is expected that 20%-30% of users will choose to purchase cars online in the future. According to this, based on the estimated sales of 25 million passenger cars per year, the imagination of future car e-commerce development is very Wang Zuoliang said to the reporter of Time Weekly, "In the case of overcapacity, the overall production capacity is currently released at around 60%. According to the five-year production cycle of automobiles, the automobile production capacity has been oversamped since 2015. The window period is laid out. The dealers' operating capacity is seriously insufficient. More than half of the dealers will close down in the next 2-3 years, and the remaining market space will be an opportunity for the car e-commerce."
In addition, the current channels of automobile manufacturers are sinking, and the traditional automobile industry is in a period of change, which is also an opportunity for the new things of automobile e-commerce. .
Different from the past two years, the industry has no longer frequently opposed it to offline dealers when talking about e-commerce, while offline 4S stores are also frequently hitting the net. More than 40 dealers, including Baoxin and Guanghui, began to warm up and build their own “automobile street†to develop auto e-commerce. At the same time, dealer groups such as Yongda and Harmony began to bottom-up. E-commerce giants like Ali are holding hands and hope to open a closed loop of online and offline transactions.
In fact, during the “Double Eleven†period last year, many dealers have cooperated with the car e-commerce platform to attract consumers to buy cars online and to pick up cars offline. To this end, how to ensure that the quality of consumer after-sales service will become the last mile of the automotive e-commerce industry.
Used car e-commerce or become the next hot spot
With the stagflation of new car sales, the trading of used cars has become increasingly active, and a number of used car e-commerce companies have also developed with the industry's east wind. Among them are the daily car auctions that are engaged in C2B business. Last year, the number of car users per day exceeded 1.3 million, and an offline trading service center was established in 13 cities across the country to help 50,000 car owners sell their cars. The total turnover in the whole year exceeded 3 billion yuan.
Wang Weiwei, founder and CEO of the car every day, told Time Weekly that the biggest challenge in taking the car every day is the balance of management efficiency in the period of rapid development, market share and profit and loss. At the same time, the time for Chinese users to change cars is still During the adjustment process, the market still needs further cultivation.
According to statistics, the overall penetration rate of used car e-commerce is less than 10%, and a large number of transactions still occur in offline dealers.
Although last year, second-hand car dealers such as Youxin, Guarzi, and Renren invested heavily in a round of advertising, giving consumers a positive impression of used car e-commerce, but it will take time to turn into actual sales. .
In addition, last year, such as car cat network, good car worry-free and big search car have been transformed, according to the daily car forecast, this year, the second-hand car e-commerce market will gradually enter the "oligarch competition" stage, C2B, B2B, B2C, Leaders in all four areas of C2C continue to emerge.
"This year's outbreak of used car e-commerce is the gradual formation of large-scale circulation in the country. The continuous improvement of car dealers' ability to take cars and the emergence of second-hand car logistics companies will help. In this big situation, every day, the car is in the car. In 2016, a new type of used car dealer financial products will be launched, which will greatly improve the car dealer's ability to take cars and promote the trading of used cars." Wang Weiwei told the Times Weekly reporter.
In fact, the quality of the price and the quality of the car is the two major pain points of the used car transaction. In addition to the price guarantee, the detection and evaluation of the used car is also a key.
"With the continuous development of the scale of the car, the car wind will gradually cut into the extended business, and the used car will be considered in the future." Wang Zuoliang told the Times Weekly that the second-hand car e-commerce business is currently under consideration. .
As an emerging sales carrier, e-commerce has demonstrated strong customer abilities, convenient pre-sales comparison and payment methods, but it also caused it to be good or bad after joining the traditional automobile marketing chain. influences.
The "Internet car" market is a real market with an output value of over one trillion yuan, and an industry that needs to be reshaped by the Internet. Stepping into 2016, we can see that car e-commerce will no longer be a gimmick, but a trend.
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