Highland: The original car trading system to repel the trend of automobile electric dealers

News and Technology September 13, 2012 (11th session) China Internet Conference held in Beijing International Convention Center today. This session "open, integrity and integration-to meet the new era of mobile interconnection" as the theme, and for the internet, mobile Internet, E-commerce, network marketing, cloud computing, things networking, network security, innovative entrepreneurship, more than 10 subdivision areas for in-depth discussion.

Car News Network CEO Highland

Car Network CEO Highland said in the speech, China has more than 10,000 4S stores after the investment, it is likely from the 4S shop this level, or dealers, they will use their influence to curb the development and expansion of the electric business. Therefore, the car's original trading system to the car dealers in the rejection trend is increasing.

Following is the vehicle network CEO Highland Speech Record:

Highland: Today I am addressing the topic is: the car electrical business of the way up and down. We all know that the car is a special commodity, the automotive industry is also a traditional industry, talking about it with the combination of electricity quotient, I think if there are also in the field of automotive Internet enterprises, should have a lot of confusion with us. Today I want to share these puzzles with you, trying to find some solutions and paths to explore in the future.

In the automotive Internet field often say a word c2a, China's Internet products are mostly Consumer-to-consumer, car internet people do is C2A process, how to the Internet products better in the automotive industry, this is very important. Now we hope that the C2A process, so that the automotive electrical business into a very important area.

Let us first analyze the survival of the automotive Internet industry. Now the whole biosphere is very complex. But the relatively small impact of the electricity quotient, is also in the bud. Now the mobile Internet is also starting to enter the big eco-circle of automobiles, and there is some combination of the automobile industry. We can put a lot of mobile products with the car together, for example, some big car manufacturers will launch car game products, we also made a "hundred car", teach you how to buy a car, check the price of the car, query the detailed configuration. This is a small-scale attempt.

Our money is mainly from the advertising revenue, now the car industry advertising revenue ranked in the forefront of the Internet, probably a rapid increase in the trend every year, 08 is 2 billion, until last year to 5 billion, which is very fast expansion speed, So most of the car internet, including me, is panning for the advertising model. If you look at it from another angle, the car industry is 4 trillion, or even higher, in fact, including us, the car internet people are thinking about one thing, how to be able to in 4 trillion of the output value to go to gold, I think the combination of car and electric business is a best way.

We found a lot of problems in the process of doing electrical business, first of all, with the combination of automobiles, car is a large product, a few years ago also belongs to the status of luxury goods, it and more common appliances are completely different, we buy a car is very cautious, the mode of trading is relatively complex, we buy a car tax, on the card, Deals are complicated. Car and other goods are not the same, we buy a garment does not involve after-sales service, then the entire vehicle transaction and after-sales service or should be closely combined.

The auto industry is a fast-growing industry in the past 10 years, and the internet has been expanding at a very close rate to the rapid expansion of its products within 10 years. So some in the second-hand car field and so on have different standardization. The characteristics of the car led us to do the electrical business when we found that the capital occupation, the pressure will be very large. The first is the huge amount of capital, the overall mobility of the car is very poor, liquidity is very poor electric business model. Specific to the line of confusion, online really form the purchase time is very difficult.

The development that bothers now, the automobile everybody goes to buy a car, all is through the 4S shop carries on the transaction, 4S stores and users have formed a stable consumption pattern, I personally think that only in China and the United States have a relatively large 4S shop, 4S shop needs very high input, to do such a shop, a common shop in more than million is very common. China has more than 10,000 4S stores in the investment, it is likely from the 4S shop this level, or the distributor, they will use their influence to curb the development and expansion of the electric business. Therefore, the car's original trading system to the car dealers in the rejection trend is increasing.

There is also a very important reason, we have to do credit system considerations, online is the mass product. We deal with the 4S shop, many people buy a car in the heart or doubt, the car is not a new car, is not opened, then used cars exist more doubts. Because no real products are visible on the line.

The whole industry's non-standard has also led to a lot of problems, including a lot of deliberate price reductions, indeed, including some large distributors, such as individual electric operators still have very irregular behavior. We have also encountered such a problem, people say that car so cheap, all of a sudden cheaper 200,000? That's why, there must be a problem with the car, and then we found out that the car was really soaked in water.

For the automobile electric business, after the sale is very important, is also affects a car electricity dealer to have not the follow-up support strength very importantly the restriction factor.

The plight of funds, if we really do car electric business, there will be a certain amount of inventory, then the pressure on inventory will be very large. If 100 cars are unsustainable for an electric dealer, 1 to 200 million of the money will be needed, and 1000 vehicles may be stocked with more than 1 billion of the money. The logistics system is the same, automobile logistics is more specialized than other logistics. For example, our trailer cost and so on are much higher.

Liquidity is very large, the overall change is a cycle, the Chinese people in the world is the first two, but most of us change is two years, this is a continuous consumption of products.

The system of 4S stores has already been in place, and the chain of interest distribution has been stabilized in the past decade, and when we want to innovate, we are challenging the inherent pattern. There are some paths for internet power providers, and we are also exploring and looking forward.

The life cycle of car consumption, the whole chain is very complex, from the beginning of the purchase, the purchase of a very much information. For example, SMS and so on, there are some suggestive information, the first purchase after the customer will have a growth period, the growth will be purchased, when the purchase of his various needs have changed, and then import his interest level, such a cycle of the core of the impetus there are several points.

1, the entire original sales system, 4S shop to provide convenience.

2, follow-up service support.

3, the overall formation of the purchase after the After-sale service system support.

These are all very important. We discuss the new car electric dealer, is currently the most resistance piece, such as a car manufacturer to find interest in the visitors, the intention to dive guests, the purchase of these guests, most of these are collected from the Internet.

Group buying, now for cars is a common behavior ah, such as "small fat Car Group" is the mode of group buying, everyone gathered up to buy a car, relatively speaking in the eastern part of the influence, car news also made a group buying channel, now also groping forward.

Used car, to the present is the whole foreign automobile electric dealer transaction main body, China's car ownership has more than 100 million vehicles, and immediately entered the peak of the second-hand vehicle trading, so far used cars, electric dealers can provide to everyone is a trading platform, there is an evaluation system, there is an auction system, is a whole system.

By 2020, the national ownership of the car is the highest 200 million, the market potential is huge, after the market in the field of automotive electricity is relatively rich, Taobao Car Mall, the main transaction is backed by the trading in the market. We hope to make a combination of the model, the public comment network model into which we now have thousands of members in Beijing.

Break through the road, think of breakthrough time, the car as a diversified mode of business model to explore, it is possible to reach the goal we want. For example, the demand is very diverse, all kinds of points are different, we have to work out each point, means is also diversified, a variety of models combined with the electrical business to do, including to do a car test drive and a variety of seconds to kill. Including the car we do, the promotion of the same time, combined with our car friends will do the electric dealer, there may be the most appropriate way.

We have to combine online and offline, such as figure, information funnel, we are more common to the car manufacturers the most cutting-edge earnings, gradually thinning out, including all the models of car dealers, I personally said that the car electric dealer is a semi-electric, we put online and offline management, if you want to break through, for the electrical business we still have to sober, We want to do more light parts of the line, to pay attention to the user experience, so that users feel very relaxed, we go to accumulate, do some activities. We need to focus on data, and concentrate on enriching data, from sales leads to customer follow-up.

The automotive Internet is the most accurate data competition in the next decade. We want to accumulate a people who can buy the most direct car, we do group buying, demolition car, every month two cars, our car buyers will look at our dismantling process, this column has accounted for the entire site One-third of the traffic, to bring us the most direct car buyers, we are to do data marketing, to heavy data, More accurate marketing, this is the whole car electrical business outlet. Thank you!

Microblogging questions: The database must do a lot of the situation to achieve accurate results, then your database accumulation is how to achieve?

Highland: We have been trying to do our user center, the user Center contains the information online, we also through the relationship of cooperation, with a number of large brokerages to cooperate, their data we can share, to provide users with car services. The first is to build our own, and the second is to contact more customers.