Second-hand car electric trader the Warring States period has arrived

The broad sense of the second-hand car electric business platform refers to the traditional second-hand car Internet information publishing platform, it is the first time used cars and the internet together. Although some of the second-hand car site in 2003 has been online, but the real start of large-scale marketing work, can basically start from 2005. At that time, the mainstream second-hand car site has 51 cars, excellent card second-hand car network (now easy cars predecessor), Huaxia second-hand Car network, the first vehicle network. The main web site in addition to the Chinese second-hand car network has been the promotion of electric sales, the other several are national layout, set up branches, offices, the formation of a ground gas sales team, brush face throughout the country's second-hand market, brokerage companies. From instilling Internet awareness to teaching second-hand car brokerage companies to shoot cars, start, and even help brokerage firms to shoot cars and start. At that time, a lot of second-hand car brokerage companies are not willing to send their cars online, and their lack of cooperation, take the current thinking is simply incomprehensible, hehe. Some second-hand car sites will also set up a special collection of vehicle source information Department, to the second-hand market to take the initiative to shoot cars, upload vehicle source data to populate the site's vehicle source.

The spring and Autumn period of the second-hand car electric dealer is over

This period each second-hand car website competition is to rob customer resources, that is to rob second-hand car brokerage companies and Che Yuan Resources, are in the market cultivation period. Not vicious competition, that is, to expand their market share. Later classified information Web site Bai, 58 with the city, net also set up a second-hand car plate, involved in the territory of the expansion of the war.

From 2011 to 2012, there were two very important events in the second-hand car industry: one is the appearance of the online auction platform of the second-hand cars represented by the excellent credit racket and the vehicle easy to beat; one is the appearance of the physical shop of the second-hand car king represented by the vehicle. The emergence of these two types of industry is the rapid development of the entire second-hand car industry milestone, but also the wind investment in the second-hand car industry, the landmark event.

Since then, the two keywords VCs and the Internet have become lubricants for the series of second-hand car industries. If said, will 2012 as the second-hand car industry development transition period, then 2013, the second-hand car industry really entered a period of leap development.

The author believes that from 2005 to 2013, for the major second-hand car sites to expand their market share, expand their own territory, the small war is only for territorial expansion, can be called the spring and Autumn period of the second-hand car electric dealer. And after 2013, the influx of wind, the use of the Internet will be used to connect second-hand cars, all kinds of patterns, competing patterns from the territory to alliances, second-hand car of the Warring States Period.

Second-hand car electric trader the Warring States period has arrived

After 2013, the internet companies around the second-hand car business, the second-hand car companies around the Internet entrepreneurship, have sprung up, distributed in each subdivision area.

There is a special use of second-hand car trading links in a certain link: to Happy to help sell, safe and good car-led C2B mode, to excellent Cheiling, led by the business-to-business model, Sohu second-hand car, easy cars, auto, the first car network, 51 car, etc. as the representative of the mode of the consignment; To everyone car, good car worry-free representative of the Consumer-to-consumer model and so on.

Have to do through the second-hand car trading value-added services: the first vehicle loans as the representative of the second-hand market finance company, to Bao-gu, South Heng as the representative of the car extension insurance company.

There are dedicated to solve second-hand car trust as a point of entry: to fair price, car 300, such as vehicle Pest network as the representative of the valuation company, as well as the major used cars and other certified products.

This period of second-hand cars is not the traditional sense of the second-hand car industry, but a new industry chain of second-hand cars. The war of this period is characterized by the melee, not the expansion of the territory, but probably the war against the state. Small innovative companies in order to protect themselves, and actively seek large companies to talk about cooperation, to complement the large electric business company a specific area of the replenishment, attached to the large companies, continue to intensive cultivation. For example, the innovative company that specializes in valuation can make up for the premium of a second-hand car valuation plate for a large electric business platform, and the value-added companies that specialize in auto finance and underwriting can provide quality financial products and extension services for large internet platforms. Large-scale Internet platform can make full use of these niche areas of innovative company's products, and constantly expand its own product system, and then compete with other large competitors, can not devour opponents, but also to eat away at opponents.

Powerful cooperation, strong and weak cooperation, weakly weak joint, weak cooperation, mergers, reorganization, shuffle, will be the brutal performance of this period competition pattern. The competition is very cruel, the anticipation is very good, all waits for the wind to come.

?? Got the world with the cock?

At present, the state for the second-hand car industry existing laws and regulations, and the imperfect policy, as well as the end consumer demand for used cars and the second-hand car industry is far from the development of the market can pull the rapid growth of second-hand cars. The activity of the second-hand car industry has gone far beyond the development track of the second-hand car industry.

There is a story: a customer to a relatively large, in the second-hand car circle is also a well-known second-hand car showroom to the car. Fancy a car, the salesman also introduced a very detailed, including the condition, price, after-sale protection and so on. The consumer also feels acceptable, but cannot make up his mind to pay the bill. Deadlocked for one hours, or decided to go back to consider. Half an hour later, the client returned and brought another one. The man helped the client to look at the car. Take the second-hand car professional evaluation division vision, that person really will not see the car, first look at the steering wheel, seat, roof, and then lay on the ground to see the chassis and other parts, to back and see the half hour, said this car no problem, you can buy. The client signed the contract immediately. Later learned that the original customer brought this person, is the customer back to taxi drivers. Customer talk, learned that the driver is its fellow, opened a taxi for more than 10 years, known as more knowledge of the car, the customer spent 500 yuan, asked him to come and see the car.

The story is small but profound. Used car business has spent many years to build brand, certification, services, for direct consumers may be worthless, but not as good as the first meeting of the fellow driver.

This is what I want to say, these years of the second-hand car is unusually active, but are concentrated in the B-end, very few VCs will go directly to pay attention to the C-end of consumer behavior, consumption habits, let alone really for the C-end to solve the actual consumption concerns. May be some people will say, a lot of certification vehicles are in the center around C to do, in order to provide a certain C-terminal purchase security, so that the C-terminal feel assured, reliable. I think that these are only pseudo certification, floating on the surface.

The certification vehicle is originally the host factory for brand second-hand car brand characteristics, starting point is to host factory, 4S shop for endorsement effect, to solve the problem of direct customer trust. However, imitation has been a major feature of the Chinese people, basically large second-hand car operators will shout out their own certification slogans. A variety of certification vehicle source, a variety of after-sale protection, a variety of brand vehicle source and disrupted the eyes of all the people, set the hearts of the crowd.

Why do you say that? Because each of the certification slogan is basically the same, more than 200 detection, 20,000 km a year maintenance, 7 days package exchange and so on. Testing this thing, in the end how many items, consumers do not know, also do not want to know, just a concept. The author also specially asked several dozen "7 days return" slogan of the shop to consult a bit, basically are back to the car can, according to the normal rental price to pay a certain rental car costs, because the car used a few days will delay other sales opportunities, the car's use of these days will also produce miles and so on. If the car is really a problem, individual businesses can do to return the car unconditionally, there are businesses will involve a certain amount of saliva dispute. How can this user experience enhance the brand effect of the certification car?

China Automobile Circulation Association main push of second-hand car "line" certification has been introduced for some time, provinces and cities have some "line" certification authorized dealers, but I personally think "line" certification is not the starting point to solve the end consumer trust crisis, but in order to standardize the performance of the second-hand car industry standards. Only the standard of the industry has been standardized, it may allow consumers to buy the rest assured, with the shuxin, for peace of mind.

How to let end consumers to second-hand car awareness to upgrade a level, so that more end consumers are more willing to buy second-hand car, I think, second-hand car electric business platform if to sink do this thing, will be a good choice, get the world of cock silk.

Third-party certification for second-hand car electric business platform

Why is it that the electric business platform to do certification will be a good choice? Because if you do certification, you must have a national layout, set up a certification center or a testing station, vehicle detection and certification. Real-used-car brokerage firms are fragmented, and there is no single entity company that can layout the country. And the electric business platform is just the opposite, after the development of second-hand car spring and autumn times, the current large-scale second-hand car electric business platform can basically do all the layout, in all important provinces and cities have their own branch office or offices, have a certain network base and fan group. It would be a very quick and feasible thing to do if you chose dozens of important cities to lay out a second-hand car certification center. At the same time, the electric business platform is a third-party platform, not directly involved in the sale of physical stores, has a certain credibility. Therefore, the electric business platform to do third-party certification, it is appropriate.

However, according to the author, so far, no one electric business enterprises have the courage to do this thing. In fact, I think, we do not want to do, but there are many conditions are not mature it. I see a few electric business platform to do some water test action. One of the most significant should be: the home of the second-hand Car margin certification program. Select 50 of High-quality dealers nationwide, pay 50,000 or 100,000 of the margin, the dealer's vehicle can be shown as a protection vehicle source, if the consumer to buy the protection vehicle source really have problems, will be deducted customers margin of the corresponding proportion to claim consumers. It is obvious that the merchant will be restrained and managed by margin, and the end consumer should be provided with corresponding protection. But the project is more coarse ore, but also a small attempt to move. If say, I sell all is luxurious sports car, average single trolley price is in millions above, when really encounter problem car source of circumstance, then pay of this tens of thousands of dollars of margin simply cannot compensate consumer's loss. I think as an excellent car internet platform, there will be many more specific projects online.

O2O Industrial Chain Layout

To do the second-hand car certification, it will be related to consumer protection issues, that is, how to claim the problem. As a Third-party certification platform, the electric business platform must consider how to weigh the interests between the merchant and the consumer. The author believes that the electric business platform to do third-party certification, involving claims funds, there are two ways to deal with. The first is the margin plan mentioned above, but it is only a palliative and not a permanent solution. The margin is much more, the merchant is not happy, the margin is collected less, the consumer will suffer. Another method is that the electric business platform for Autonomous claims. Once the electric business platform to claim, it will involve another problem, the settlement of the problem of the car source how to deal with? This involves another industrial chain layout--o2o used car industry chain layout.

When it comes to O2O, many people will say that this concept has been said to be rotten for two years and has not yet figured out how to do O2O. Offline entity shop want to do O2O, online electric business platform want to do O2O, entity and electric business how organic combine, achievement O2O?

The author thinks, the electric commerce platform must involve the whole process of the second-hand car transaction, C2B, Business-to-business, the three link of the enterprise, can realize the entire O2O industry chain. The above question, if the electric business platform also integrates the Business-to-business service, whether such a vehicle source can be handled through business-to-business business? If the electric dealer also integrates the C2B business, whether the terminal consumer buys the authentication vehicle source to be possible through the C2B business to handle? The electric business platform claims over the problem of vehicle source, only in the realization of C2B, business-to-business, three-link through the premise, can realize the circulation.

Link through, Eminence

In China's history, through the summer, business, the Zhou Dynasty began, the emperor's ruling power gradually weakened, the vassal states of mutual melee, from the spring and autumn five tyrants, to warring, and then to Qin Shihuang eminence. And in the second-hand car industry, has ended the spring and Autumn period, stepped into the Warring States period. In the next 3-5 years, whether through mergers, acquisitions, capital injections or self-built, alliances, there will be an electric business platform, to achieve C2B, business-to-business, three-link to create a second-hand car industry O2O industry chain, may be more than one.