Auto, easy car quietly transposition

Second-hand car dealers and automotive Internet finance will be the next step for the automotive electric Power competition. The future path of the car dealers is the combination of marketing planning, collection of customers, finance, test drive experience, delivery in one. Auto is also trying to change in this direction.

Newspaper reporter He Fang

Intern reporter Wang Beijing report

January 9, easy car, Beijing-east, Tencent jointly announced a tripartite cooperation agreement, easy car will be Beijing east, Tencent in cash and assets in the form of investment amounted to about 1.55 billion U.S. dollars. BEIJING-East, Tencent shares easy car, car electric dealers from the previous chanting words, began formal hand-to-hand combat.

January 12, Yi Che founder, chairman and Chief Executive Officer Li bin in the 21st century Economic report interview said: "Easy car and Beijing-east cooperation focused on automotive electric vehicle for the purpose of cooperation, and Tencent's cooperation is mainly related to car finance, service is the future of the electric business, Cooperation with both will accelerate the transition from information to trade and service. ”

BEIJING-east of the resources involved include: Beijing East for the easy car exclusive open with mobile end of the application in the electric business platform of the new car and the second-hand vehicle channel, the car electric dealers (including new and used cars) are all delivered to the easy car to operate; Easy to obtain all the operating rights and benefits of Jingdong auto dealers, such as car manufacturers in Beijing to open a platform on the east, All proceeds are owned by the easy car.

Cooperation with Tencent, the car will not be involved in Tencent's business, because Tencent does not have a car electric platform, no need for easy to provide centralized entrance, and easy car will use Tencent social platform for user behavior analysis, strengthen precision set, and with Tencent in the Internet finance to strengthen cooperation.

In the easy car "alliances" a day ago, auto in response to its relatively weak car dealers, dedicated to the first "China distributor Marketing Summit", released the "2014 Chinese auto dealers internet Marketing trends White Paper" (hereinafter referred to as "white Paper"), the results show that 2014 national 53% Authorized dealers and car electric dealers have had cooperation, which secondary market distributors more favored with including auto and easy car for the representative of the vertical type of electrical business cooperation.

January 8, and the white Paper also released at the same time auto "I car Dealer" products, the move marks the auto will be the original new car set to expand into second-hand cars and automotive after-sales service field.

Auto in the dealer field of plowing, not only to help push its revenue growth, the more important significance lies in the electricity shop road, after two times "double 11" baptism, auto profoundly aware that the realization of auto and distributors between the flow of information and capital flow docking, is to achieve "true electricity quotient" of the way.

As two big vertical electric business platform, auto Advantage is the user Foundation, the advantage of easy car is industry resources and industry layout. Today, auto deep into the dealer resources, easy to join hands with Beijing-east, Tencent accelerated entrance diversion, the beginning of the new year, the two vertical platform has begun a "complementarity" of the transposition competition.

Auto Deep-Plough distributor

The white paper shows that in the General Electric automotive Professional electric business, automotive manufacturers and distributors of the four major categories of electric dealers, dealers preferred comprehensive electric and professional electric dealers, 2014 years ago three quarters of the proportion of cooperation is 32% and 31%, but the level and grade two dealers in the city more favored automotive professional electric dealers, The proportions are as high as 52% and 38%, as shown in the figure.

Not only that, the future dealers and automotive professional electric dealers will be the highest cooperation. The White paper notes that compared with the General Electric business, professional dealers in the dealer's single shop exposure, cost-effective, set the customer and deal effect, user precision, dealer customization services and price transparency and other aspects have advantages, and in the platform visibility, brand exposure and the maturity of the business model is also a short board.

The representative of the integrated Electric Company is Taobao and Jingdong, the representative of the Professional electric dealer is auto car mall and Car mall, automobile manufacturer Electric quotient to car to enjoy net as representative, dealer Electric quotient is represented by huge us. In fact, different types of electronic business platform is not clear-cut, integration has become a trend.

About the car electric business platform or make a deal, easy car and auto has made a different choice. 2014 auto created a whole online model of the new car, and achieved good results. To this end, auto CEO Qin Zhi more determined auto positioning. "We do more of the set of passengers, the original only to make a new car, but China now has 130 million cars car, after the market is about 1 trillion of the plate, so to expand." "Qingeo said.

2014, the existence of the status of the dealers has changed greatly, in addition to a substantial decline in profitability caused by the tension with the whole plant, the dealer transformation became a priority. The introduction of the "I car Dealer" product shows that the Auto mode is extended to second-hand car and auto service field at the same time, it is also auto for the auto dealer field plowing upgrade.

Prior to this, auto as a professional car vertical platform, although there are very high user stickiness, but to the external impression is in the automotive industry depth and industrial chain layout inferior to competitors easy cars, such as car dealer resource expansion.

In fact, before last year's annual report was released, the auto of data from the first three quarters of last year, including dealership advertising, regional advertising and car dealers, and distributors ' pay-for-dealer revenues had reached 51%, and the growth rate was much higher than the growth in the advertising business of carmakers.

For the first time in 2014, auto dealer-side revenue is likely to exceed the vendor's revenue. "Auto can not do a lot of things under the line, I do not think today at this moment auto should do such a thing, there are many opportunities on the line has not been excavated, I am particularly opposed to who we want to subvert." "Qingeo said.

Next：

Second-hand Car electric dealer + Internet finance?

The cooperation between Yi Che and jingdong and Tencent undoubtedly aggravated the competition between the automobile electric business platform. Under the three-party agreement, BoE will invest about 1.15 billion dollars in the form of new common shares for easy cars, including 400 million dollars in cash and about $750 million in exclusive resources.

For easy cars, in the field of electric commerce has formed the easy Car Mall, the two major platform for the car, covering the C2B to the consumer, set off to deal with a variety of forms, the urgent task is through a greater platform and access to control the flow and users. With the help of Beijing-East E-business system, the convertible can complete the conversion from the information website to the trading website, thus greatly improve the conversion rate of the electric quotient and occupy a larger market share.

Auto Internet finance is the bright spot of cooperation between Yi Che and Tencent, which is one of the strategic priorities of the 2015-year easy car. Bin Li pointed out that the auto financial business of the car is just beginning, it is expected to external financing of 250 million U.S. dollars and their own investment of nearly 150 million U.S. dollars, a total of about 400 million dollars in the size of the development of funds. The car will put half its money into auto finance, which is used as a reserve operation, including marketing, developing user habits and strengthening research and development capabilities.

At present, easy to open the opening of the loan channel for users to apply for car loans, but also with the automotive electric business cooperation in financial products, financial and sales integration into one, to provide price advantages, reduce consumer car threshold.

In addition, the easy car is currently in the field of second-hand cars to carry out various attempts, will be completed in the first half of this year, Jingdong used car channel product development. In 2014, the second-hand car market was invested by venture capitalists and various types of capital, and various service providers competed to get involved in the emerging market. Easy car combined with transaction information platform, to carry out second-hand car electric business services, in addition to the easy vehicle will be used to invest in second-hand vehicles to participate in the field of second-hand cars.

It is reported that the car has been used for second-hand cars "car king" for a round of investment, and with Yongda, huge, and other distributors such as the expansion of the group to build a platform for cooperation. "We want to build an ecosystem for used cars, and the next step is to use second-hand cars as an important part of automotive finance," he said. ”

From the layout of the easy cars, second-hand car dealers and automotive Internet finance will be the next step for the automotive electric Business competition focus. "The future of the electric business should be combined with marketing planning, collection of customers, finance, test drive experience, delivery in one." "said Bin Li.