Everybody car Li Jian: This is a escape mode

Absrtact: This pattern is a escape pattern. Founder Li Jian has so described the car's second-hand cars consumer-to-consumer virtual consignment model, said this sentence when the team just got under the Thunder banner for capital of the 20 million U.S. dollars to fund the investment, valuation of about 150 million U.S. dollars. Transfer

"This pattern is a escape pattern. "Founder Li Jian has so described the car's Used cars Consumer-to-consumer virtual consignment model, said this when the team just got the Thunder banner under the capital of the 20 million U.S. dollars for the fund, the valuation of about 150 million U.S. dollars.

The complexity of the traditional second-hand car circulation chain is well known. A car from the original owner came out of the hands of the buyer, the digestion chain will be long after 4S stores, local car dealers, the field two batches, a number of foreign retail sales, the middle total circulation of profits in 25%-30%. And everyone car is to the maximum degree of compression intermediate link, also eliminates the cost of the line under the site, direct connection to buyers and sellers, do consumer-to-consumer virtual consignment.

But that is such a consumer-to-consumer virtual consignment mode, was described as "escape": one, used car is non-standard products, matching buyer and seller personalized demand is very difficult. And in addition to personalized issues, the seller and car buyers at both ends of the demand is still antagonistic-the owner of the lawsuit is fast to sell high prices, and buyers need to consider repeatedly, measuring price. Second, the domestic has been a lack of third-party neutral vehicle evaluation, second-hand cars mixed (accident car, "bubble water" car, legal disputes car), so many buyers deterred. So used-car consumer-to-consumer trading can only be said to be difficult, bold and naïve thinking.

But even the "escape", at the end of last year, the market has suddenly poured into the big and small players to try to positive pk--such as the early December market "all in" attitude of the admission of second-hand markets, 100 million U.S. dollars to create a "fair car", the use of the model is Consumer-to-consumer. At the end of December, after the announcement of the B-round financing by Renren, the good car soon announced a 20 million dollar round of financing.

There is a reason behind this, the capital pan-heat: According to a report released by the China Automobile Circulation Association, the number of newly registered civilian small cars in China increased by 65.1% in 2009, while the average age of Chinese used cars was 6.2 years, and it was 6 years since 2009.

In addition to the market's big prospects, the main reason for the Consumer-to-consumer's ultimate model is that it connects owners and buyers, the most valuable part of the used-car value chain, even if it is difficult. Good car Pengcheng once said: "Who can seize these two groups, to make service Word-of-mouth and brand, who will be able to master the strategic commanding heights of the second-hand vehicle industry." ”

So, under the melee, what will be the market pattern of Consumer-to-consumer used car trading? The 36 krypton to everyone car and founder Li Jian held a dialogue, the following is a talk about his current market competition patterns and trends of some views.

15% and 85%

Talking about how to look at the competition with the market, Li Jian frankly because he had been working with the fair, so at that time to hear the trend was surprised. But calm down and don't worry about it for two reasons:

First of all, for a small giant, doing vertical internal innovation itself has great challenges;

In addition, the market itself as a classified information platform, its used car traffic accounted for the overall market of about 15%, after doing the fair, they can directly import the 15% of the flow, but also means that never reach the remaining 85% of the flow (for example, from 58 with the city, auto and other platforms of traffic). And 85% of the traffic can be with a neutral third party vehicle. So everyone car although lost 15%, but it is possible to win and 85% of the flow of more close cooperation.

Make the O2O heavy, raise the user's appetite

Li Jian made a simple review: Before the beginning of group buying, the organization of several technology, sales can be done, but with the competition, the more to the back of the burning money, the more need to do a good job, deep, to ensure that the customer service experience is very good. Therefore, O2O consider not to do it lightly, but to do it heavy, heavy is the barrier. So everyone's car is thinking about how to make the business heavy, to the entrepreneurs who want to do this model to find that the start-up funds need 10 million dollars, then he gave up. Also to the user's appetite to raise, experience to achieve a five-star height.

Car wash ≠ auto market entrance

Because of the high frequency, many people put the car washing as a car after the market entrance. But Li Jian believes that this is not the case, the entrance means that everyone goes there, and the user has control, can change your direction. Baidu as a search for the entrance can control the flow of the trend, but do not have the ability to wash cars. For example, if a lathe operator washes your car, you will be more willing to trust the brand 4S store than if he were to recommend it to you. And the car this market competition is extremely intense, the light washes the car to have to layout very huge network and tens of thousands of people's team, needs the huge investment behind.

b End of the money hit the loyalty

Finally, Li Jian talked about the views of various modes in the current second-hand car trade. He thinks the business-to-business model is a bit overheated (easy to beat, good credit racket, car ride)--it's a replacement car source for the iphone store, but it's worth it for a long time because it improves the efficiency of the B-side. However, the value of this demand is not as big as imagined, B-end of the business hit the money is not to buy loyalty, not like group buying. You can never stop a 4S store from working with a new seller.

C2B Selling mode (safe and good cars, new used cars, car store, etc.)-is the individual (C) vehicles by auction way to sell to the second-hand car business (B). Li Jian believes that C2B will be difficult to start, but the future is bright, because it can be trusted and recognized by the client. But it is more difficult to operate than trading platforms because it is one-time.

One of the only Consumer-to-consumer consignment he is not optimistic (large search car, Zho Jie)-that is, online to provide information on the chain of physical stores, the reasons include consignment does not meet the needs of the user car, and the entity of the shop costs lead to small profits but quick turnover of the Consumer-to-consumer model can not scale.

Analysys International data show that 2014 used car electric Platform trading volume and transaction amount of 615,000 vehicles and 34.55 billion yuan respectively, and second-hand car online transactions accounted for the overall volume of the proportion of less than 10%. Compared to the huge traditional trading market, second-hand car electric dealers have just started. Therefore, compared to hand-to-hand competition, at this stage more need players to break down the old line of the pattern, the joint efforts to the online market bigger.