Second-hand car O2O business case

Case analysis of second-hand car O2O business

Yesterday Dingge wrote the three-point discussion of O2O entrepreneurship, which three discussions, to help you review the next, discuss a: data is value! Discussion two: O2O entrepreneurship and the Internet, electric business entrepreneurship are the same, must have a miniature pain point type Application, may be free, low-cost or killer service! Discussion three: low-frequency high-priced areas of O2O entrepreneurship, such as marriage, cars, real estate because cannot accumulate the user behavior through the high-frequency transaction, must through the community/the information service to obtain the user at low cost, in today's social network era, micro-blog, micro-letter is a good means to obtain users

There are readers asked whether in the Low-frequency high price of O2O entrepreneurial field to give a specific case, the line, Dingge today to choose a second-hand car O2O this industry to do the analysis. Used car trading market can also be called after the automobile service market, in order to help you understand, I would like to describe the current situation of China's second-hand vehicle market!

Guess how big the second-hand car trading market is? According to the Chinese Auto Circulation Association and the Ministry of Commerce data Statistics, last year, the country a total of nearly 8 million second-hand cars, trading amount of nearly 300 billion yuan. Small partners are going to be so big! is quite large, although there are already a large search car, car easy to shoot, open a new help to sell a number of start-up companies in the platform, but from the market to integrate a few oligarch-style car service platform is still early. Why is it that the Internet, which is adept at changing traditional industries, is helpless in the current second-hand market?

Problem one: The second-hand car trading market is too fragmented, too fragmented! At present, most of the country's second-hand car dealers a year can sell second-hand cars 100 is good, can do 1000 of the rare.

Question two: The system of second-hand car evaluation of the opaque so that most owners do not know how much money their cars can sell, so in and dealers are always at a disadvantage. In addition, the transaction procedures are multifarious, often encounter unscrupulous dealers.

Question three: For dealers, the current main business model is the whole overcharging, and then to increase the price to sell to have the necessary channels, such a heavy capital of the way to make it difficult to expand the dealer scale.

Then what is the Internet in which things do, a pure classification of information-type services; This platform does not intervene in the transaction closed loop, just information release, such a pattern in today's attention to the closed loop is not sexy. The other is a business-to-business information trading platform that connects distributors to 4S stores, such as car-making. The third is the C2B mode, which I would like to introduce today.

How does the new selling mode work? Control Dingge above O2O Entrepreneurship Three point discussion, I one by one for everyone.

First, data is valuable. In the new selling mode, if you want to form data, you must have closed-loop trading, closed-loop trading means that new must be involved in the transaction. One side is the dealer, the other is the seller. Sellers may sell their cars once in a lifetime, but dealers are buyers who repeatedly buy. So it's natural that the platform needs to bind the dealers through IT systems. As early as 2009, the new use of Dopod mobile phones, change the bottom, turn off the phone, short message function, using GPRS data network communications, so that the car dealers get a "fool" machine, the boot can participate in second-hand cars wireless bidding, can not have other uses. All orders can be completed on the phone.

Second, the provision of pain-point service. Because the second-hand car trading does not have high-frequency trading behavior, and the new also did not use the Internet community way to obtain users, so must provide a pain-point type of service to obtain users. In the second-hand car market, the user pain point is to be simple to process and sell as high as possible. The new model is called "3.5 hours." The first 1.5 hours of professional testing of second-hand cars, the first 2.5 hours is the organization of high-quality second-hand car merchants on the system real-time bids, the first 3.5 hours is the realization of second-hand cars and car buyers, "hand-pay the first hand," the fastest speed of the most simple process to achieve successful transactions. The new Commission is based on the transaction price to the second-hand car merchants, high Commission on the higher, so as to ensure that the platform benefits and sales of people in line.

Third, the high-frequency low-cost domain through the Internet community/information low price access to users. At this point, there is a lot of room for improvement. At present, open new in Shanghai has 10 stores, the user obtains the main by the line completes, average each customer's marketing acquisition cost at 700 yuan. Network has only done before the search engine drainage and a small number of online promotional activities, did not do site construction. We all know, now if the enterprise wants to carry on the area expansion, must the Internet first, this is like that year Wanglaoji left the Pearl River Delta before five years to advertise in the CCTV. But it is not yet known exactly what kind of Internet products they will launch to get users. Reverse view of the car's shopping guide platform easy Car Network and auto, have a strong information and community platform, which is currently biased under the line of open new is not enough.

Compared with Dingge's O2O Three paragraph theory, we take the new help to sell the case to carry on the market analysis of the second-hand car O2O, soon knew this type a typical pioneering enterprise's superiority and the insufficiency. Actually it's hard to start a business in this market and scale it up. China is too big and the market is uneven. Good things in Shanghai do not necessarily do well in other areas. So open new if you want to regional expansion, there are many challenges, the first is IT system integration, there can support the national expansion of the system, followed by the standardization of the production of cadres and management system, these may be management consulting company; The 3rd is what I said before marketing, Especially in mobile internet era mobile internet marketing;

Open the new case of inspiration is that for most internet entrepreneurs entrepreneurial way is to do the Internet information first, and then find ways to integrate the line of business, business expansion. The expansion of the offline business is often accompanied by a huge amount of financing and a huge battle to burn money. And open the new is the first in a region to do the line of the O2O closed loop, after the success, and then want to go through the line of the national expansion. I think these two kinds of play are understandable, completely look at the enterprise own resources to decide, and finally the same path. Or that sentence, the future without traditional enterprises and Internet enterprises, must be Internet enterprises!

------------

The author introduces: Tingchenling, the domestic well-known Internet electric dealer expert, the science and technology from the media person. 2013 became the Dcci selection of technology from the media 30 people. Dedicated to the study of Internet thinking, traditional enterprise Internet transformation. Is Johnson, Cyts, Lenovo and other well-known enterprises of the Internet consultant and trainer. Graduated from the Department of Electronic Engineering, National University of Singapore, and has been enrolled in the American business Certificate course at Stanford University in the United States. Welcome to him. Micro-letter public number: Tingchenling