The auto of net earning 450 million in media transformation

Absrtact: With the auto of the New York exchange on the December 11, 2013, the establishment of the time is not long to open the trip to the public. The latest earnings data show that 2013, auto net revenue of 12 yuan 16.5 billion yuan (about 2.1 billion USD), increased 66.1%;

with a bell on December 11, 2013, the creation of a period of not long "auto" opened the listing tour. The latest earnings figures show that in 2013, auto net revenue was RMB 12, 16.5 billion yuan (about 2.1 billion USD), an increase of 66 1%, net profit of 4 yuan (about 56.2 billion USD), and a year-on-year increase of 75.4 million. 114.

This profitability is more than many people expect. It is generally curious that b b S has died out, the portal forum has also begun to decline, the media forum started with the "auto", there is no subversive technological innovation, there is no revolutionary business model, how to beat the big Internet company's car channel, so that the successful listing, and the stock price, market capitalisation. According to Auto c E o Qingeo, the value of the media is only part of the auto, and it also includes channel value, data analysis value and interactive value. "Now, auto listed, which is equivalent to our financial data get the U.S. S E C certification, natural access to the capital market recognition." ”

It's not just car media.

Many people's understanding of "auto" began from 20 13 years of "Double 11". At that time, in the days of the cat, Beijing-east (rolling information), under the siege, "Auto" high-profile launch of the "Car Festival", a sigh of 17,776 car cars, ordered the total amount reached 26 4.3 billion yuan, peak 1 seconds to set 3 vehicles. Finally, the actual car sales volume of 1.50,000 vehicles.

In this battle, "4S stores, car dealers more aware that the auto platform itself has a value not only reflected in the media forum, it also includes channel value, data analysis value and so on, we can help car manufacturers to reduce car sales and after-sales service costs." "Auto CEO Qingeo said to the South reporters, from the trend, the actual car trading links will likely be transferred to the line, but this process will not come soon, after all, real car display and test drive, such as key links, can not be replaced by online link.

Therefore, the auto business model is easy to understand, that is, for car manufacturers and distributors to provide online marketing services, such as for dealers to provide sales leads, lead customers. At present, the Auto web site has covered 22,809 car dealers nationwide, users can easily find their closer to the site of the dealer and quote information, of which 9,320 dealers have become auto paid members, and enjoy customer relationship management, interaction and data analysis and other services.

Membership service fees from reseller subscriptions have grown very rapidly. Auto earnings figures showed that in 2013, the revenue was 3 yuan 21.6 billion yuan (about 53.1 million U.S. dollars), a year-on-year increase of 129 9%, accounting for the total revenue share of 26.4%. In 2010, membership fees accounted for only 6.9% of revenue.

"Future dealer member income growth, can be more free membership into paid members, can also be to provide more value-added services, such as online booking oil maintenance services, to provide second-hand car, auto insurance online trading information, etc., to extend the dealer's trading chain is not only possible, more necessary." Qingeo said that only by generating real sales, car dealers will "pay" for you. Where this flow transformation is difficult to achieve through large-scale e-commerce platform, which is "auto" not afraid of the cat, the reason for the Beijing-East competition.

Professional content providers

Obviously, the automobile enterprise also cannot ignore this "the network Marketing" to bring the huge change. 2013, Auto set a 894.9 million yuan in advertising revenue, an increase of 51%, of which, car manufacturers advertising and dealer advertising in the proportion of 78.7% and 21.3% respectively.

This ability to absorb gold is beyond the expectation of many people. It is generally curious that b b S has died out, the portal forum has also begun to decline, to start the car forum "Auto", there is no subversive technology innovation, how to beat the big Internet company's car channels, big advertising revenue?

Qin gave the answer is very old-fashioned, is "eyeball economy." According to the IU SerT racker data, February 2014, the Auto site daily average of U V 9.45 million, daily average PV over 200 million. Users online account for 46% of the total time users spend online browsing car information, 3 times times more than the second site, and the average user spends 15.2 minutes per day on the auto site.

"Essentially, auto around the consumer groups, providing real, relatively transparent car pricing information, simplifying the car purchase process, as much as possible to help users shorten the entire purchase decision and transaction time." When we provide the information services and automotive commodity transactions near the same time, the Web site traffic monetization can be achieved. "Qingeo said," For example, our website editor according to the large data analysis found that the purchase of BMW X 1 of the users like with a model of the competition, and then planning, editing the two models performance comparison topics. Rough calculation, Auto contributed more than 80% of the internet car posts original content. ”

"Content driven" saves a lot of traffic cost for auto. "Auto" is the number one search term in CAR-related keyword searches since July 2011, the prospectus said. However, auto only in the navigation station to buy traffic, from the search engine traffic is basically free.

The result of "cutting expenditure" is obvious: 2013 their net profit was 4, 56.2 billion yuan, up 114.3%! At present, Auto's share price has risen from December 2013 IPO price 17 U.S. dollars, soared to about 42 dollars, the market value amounted to 4.3 billion dollars.

[Third party opinion] Independent electric business analyst Li Chengdong

The value of the auto is on-line drainage, and finally in the 4S shop closed-loop transaction, that is, O 2O. According to statistics, auto brought the transaction volume, almost accounted for 2012 passenger car sales 13.3 million vehicles 20%, if according to the channel influence, auto such a vertical electric business platform There is a lot of advertising growth space.

From the business model look, auto and easy car network basically consistent, vertical media platform + new car sales platform. Not the same, easy cars are more willing in the short term through Baidu and other channels to obtain a large number of traffic, so as to achieve its marketing value. And auto is better at doing content, by editing the original and user-generated content to attract the attention of the automotive consumer groups, and then extend the service to the selection of cars, car, car, replacement and other links.