Yu Yuting: We only do what ordinary users can read

2015 China Shanghai Automotive E-Commerce Development Forum was held at Crowne Plaza Hotel Shanghai Anting on March 26. The forum is hosted by the National Automobile and parts export Base (Shanghai), with the help of the automobile industry background of Shanghai International Automobile City, and discusses the new technology, new industry, new industry mode and model in the forefront of the automobile electric business and industry chain.

The following is an interview with Eric Yu Yuting, founder of car buyers:

Moderator: We are now inviting the car-buying co-founder Yu Yuting. Shing, Hello, you are very welcome to accept our interview.

Yu Yuting: Thank you, and I thank Eric for the opportunity to communicate with you.

Moderator: We understand that car buyers in the promotion of a lot of innovation, would you please introduce the relevant situation good?

Yu Yuting: Buy a car home is a car electric dealer's shopping guide platform, we are engaged in the automotive media industry for many years of peer-entrepreneurship projects. The current car-buying website and Android and iOS apps are online. It can be said that the current has basically completed the process of accumulation, after that is to enter the promotion cycle, we can also pay attention to.

Buy a car home this platform is positioned to help users to buy cars on their own, on the basis of electricity quotient, will show more attributes.

The most important of these is the content attribute. Based on the industry background of the founding team, car buyers will have media characteristics in the inside, for the user to show some of the purpose of shopping for the content, and the content of this guide is different from other media, we only do ordinary users can understand the content.

For example, many users are now in the process of choosing a car, there will be a lot of doubt--in the budget to buy an SUV or a sedan car? Buy domestic brand or joint venture brand? Which car is more suitable for my needs? At this time, most users will go to the car media, to see some expert evaluation, but to be honest, most users are not very understanding of those professional terminology. So, what about the user?

OK, car buyers will provide them with often grounded gas, so that users can easily read the guide-type language, to help them interpret many professional statements, to give users efficient, customized guidance. So we usually do in the choice of time, will also consider more pro-people elements in it.

Moderator: Car buyers to provide customized services to customers will have some innovation?

Yu Yuting: Yes, but also can not be completely called innovation, we are in the shopping guide in the process of a single-minded amplification of this point.

After we finish the content shopping guide, will also guide the user to the electricity market scene inside. Buy a car does not like the usual online purchase of ordinary goods, the car's customer price is too high, the product is cyclical, and after the purchase of cars, follow-up insurance procedures will be very cumbersome. In a short time, we can not fully realize the automobile electronic business, but now we have to purchase the content and the electric business combination. After the user read the online shopping guide article, we will present the recommended models, market quotes, local dealer quotes, and so on, some follow-up services are able to keep up.

In addition, car buyers will be a good way to bring new cars and used cars to the same platform, the same electric mall scene. Because many users may not understand the car, when he has 100,000 yuan budget, it is not clear what he should buy car. Then, the car buyers will be based on user-defined screening conditions, recommend a few new models. At the same time, we will be based on the user's budget, for them to recommend similar prices of second-hand cars. Sometimes users will find that their 100,000-dollar budget can buy a new version of Fox at a local dealer's store, but they can even buy second-hand Mercedes-Benz C200 at home. Users will consider whether to choose a more upscale C200. This is the car buyer to help the user show more choices.

We also have data research, the general user in the car, the heart can remember is six models of cars. After the six models have been selected, the factors that ultimately determine his choice are price factors, so the car buyers are also paying attention to this when they guide.

Moderator: You just mentioned that buying a car is a relatively low-frequency sales behavior. So how does a car buyer consider the maintenance of a user group? How to improve user viscosity in the future?

Yu Yuting: After our analysis of the data, the average user after the purchase of the vehicle, in five years or so, he may consider changing. As a result, car buyers try to create a closed loop for buying and selling. For example, the user started by buying a car home shopping guide, Electric mall King bought a car. But maybe three years and five years, he becomes a car buyer and needs to buy the next car. As a result, users can buy a car home to achieve the cycle, he can buy a car home through the sale of consignment information to sell his old car, but also through the car to provide a high-quality car source to buy a new car.

Because we have media properties and the combination of electrical quotient, can be done in the station to retain users, the equivalent of forming a closed loop, thereby improving the user's stickiness.

Moderator: By your introduction, car buyers are also very important personal sellers of such a group, this is and other electrical business shopping platform is not the same place, they may be most of the cooperation with distributors. So how do you buy a car home and other shopping platform difference?

Yu Yuting: From the foreign market view, many users are more willing to accept through the Electronic business platform to buy second-hand vehicles, but domestic users will have a lot of concerns. But we believe that future users will want to be strong in the demand for used cars.

Now most of the media are doing some car market information, are the dealer shop for a basic unit, and then show the user out of the front desk are dealers, such as a Beijing dealer now reduce the price of two cars, how much money, dealer phone number, that is, the way people show the store. But we will magnify the relationship between people in the future.

In the future, we will put forward the concept of "car manager", just like buying a house or renting a broker, put the person on the site, showing the person's photos, his previous rate, the customer's evaluation of his multi-dimensional information. If the user thinks the service is good, the added value is very high. In other words, car buyers will promote the concept of personal, through the very close relationship between people to achieve the buying and selling process.

In addition, for example, the user through a broker to buy a more satisfactory car, two years to change, will continue to find the broker, so that the user's stickiness also produced.

Moderator: That is to say, buy a car home will strengthen social function?

Yu Yuting: Yes.

Moderator: As you mentioned just now, many users will have some misgivings in the process of buying used cars. In the future in the car to promote the platform of the process, what will be the idea? That is, will it be through traditional channels or through some new media channels to promote?

Yu Yuting: The first is to remove doubts, we will be very magnified point of praise. For example, just mentioned many shopping guide media information is mostly people to shop, give people feel cold. But people are different. Therefore, we will have some data support in the inside, relying on a number of models, to multidimensional information to dispel the user's concerns as much as possible.

When it comes to transmission, car buyers have introduced a concept of limitless media media. What do you mean, no boundaries? Now most users in the reference information can not only look at a media, only to find a site, so we can not build so strong brand loyalty in a short time, therefore, we do without boundaries of media media, that is, we push the content to a lot of social media. For example, a user can use some news clients to see some shopping guide articles from a car buyer and become a car buyer.

Moderator: OK, we also look forward to a better and faster car-buying development. Cheixier always accept our interview.

Yu Yuting: Thank you! Thank you, Eric.

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