At present, the existing scale and growth potential of the domestic used car market are very large. According to the Ministry of Commerce, the volume of used cars last year was 4.79 million, and the annual growth rate will remain above 10%. The transaction amount should be several hundred billion. If you refer to a mature market in Europe and America, the first time On the road to the frequency of trading 3-5 times before the final retirement, there are trillions of plates in this market. Another factor is the serious imbalance between the domestic used car and the new car trading volume.
In the mature markets of Europe and the United States, the transaction volume of used cars can reach 2.5 times of the new car trading volume. In China, the used car trading volume is only 1/3 of the new car trading volume, so the domestic second-hand car market has a huge growth space. In addition, according to the forecast of the second-hand car circulation association, the transaction volume of used cars is expected to exceed 6 million this year. In Beijing and Shanghai, the transaction volume of used cars has surpassed that of new cars. The trend of second-hand car outbreaks in the future should be very obvious.
According to the current data, in the past five years, China’s new car sales exceeded 68 million, and car ownership increased by 57 million. Over time, five years of used car development will emerge from 2014, second-hand trading in 2020 It will reach 20 million vehicles, and the output value of used cars will reach 1 trillion yuan.
From the development experience of mature automobile market in Europe and America, used car trading will play an important role in stimulating new car sales, promoting dealers' transformation and upgrading and expanding business scope. After the implementation of the purchase restriction policy in Beijing, the city with the largest car ownership in China, used car replacement has become the most important way to sell new cars.
In Beijing, where the car ownership reached 5.2 million vehicles, since the implementation of the purchase restriction policy in 2011, the new car sales have been limited to 240,000 vehicles, which is undoubtedly a drop in the car for more than 700 car 4s stores in the region. In order to expand sales, auto dealers began to vigorously explore the replacement business. At the same time, because of the scarcity of purchase qualifications, Beijing consumers' demand for used cars has dropped sharply, which has become the source of the phenomenon of Beijing's second-hand car transactions.
In just two years, the Beijing-Tianjin-Hebei used car business circle centered on Beijing has taken shape. With the continuous growth of second-hand car transactions in Beijing, the regional circulation of used cars has expanded to Inner Mongolia, Shanxi, Shandong, Liaoning, Shaanxi, etc. area.
The new market has new opportunities. After the increase in the volume of used cars in Beijing and the large circulation of regionalized, the traditional used car trading model has become the bottleneck in the development of the used car market. A group of e-commerce companies that use the Internet, especially mobile internet technology, have entered the field of used cars. With the advantages of scale and convenience, they have quickly attracted the attention of car manufacturers and car dealers.
At present, used cars can be divided into portals, life service platforms and vertical websites. The portal category is represented by the car channels of major portals. The main source of profit for this type is advertising. It does not involve e-commerce, and the service is relatively simple. The main purpose of users coming to the website is for information, and the purchasing consciousness is not strong. The main service platform is life service platform. Refers to 58 city, this type mainly provides information release, traffic is relatively large, users have strong consumer awareness, but not designed to offline transactions; the third is vertical website, vertical website is divided into two types, One is 51 car network, the second car network, mainly to provide information release, the other is 273 second-hand car trading network, car easy to shoot and other websites, not only provide information platform, but also formed a closed loop of transactions.
Different ways to choose, the development path is not the same, Sina, Sohu and other information portals provide a relatively simple service, strong media attributes, the main profit path is still advertising. Of course, in the PC era, this model has a lot of room for survival, but on the mobile side, the position of advertisement display is very limited, so the mode of providing information and selling advertisements should be relatively risky. And 58 city and car easy to shoot directly into the transaction service level, in the process of matching the buyer and seller to reach a transaction to provide ancillary services and charge a service fee, in fact, is already O2O mode. This is also the current mainstream form of the Internet transformation of the used car market. In this form, the advantages and disadvantages of each family are also very obvious. Compared with the vertical platform that the car is easy to shoot, the comprehensive platform such as the 58 city has great advantages.
The traffic advantage of the comprehensive classified information website is very obvious, and more than 60% of the visiting users are young people aged 23-29, who are also the main force of used car consumption. 58 cities in the same city every day about the number of used cars to reach 40,000, such activity is not to say vertical sites, even the market has a big gap. Another difference is that 58 cities belong to the national trading market, and there are 4,000 cooperative merchants in 58 cities. The vertical websites such as Che Yi Pai and 273 are still regional markets, and the projects involving local services are very expansion. Slow, 58 cities have been doing for many years. Therefore, the vertical website has a long way to go.
From the perspective of vehicle source, the vertical website is mainly based on dealers' sources, and the 58 cities have rich sources of vehicles, especially the personal source. This is also very important. Many buyers are more inclined to trade directly with the owner because they are worried that the dealer will sell the accident car at a high price.
People with common sense in economics should be aware that the used car market is a typical lemon market. Because of the information and the asymmetry of the buyers and sellers, the phenomenon of bad money expelling good money is very common. Who can solve this problem to the greatest extent? Who will stand out in this industry. In this respect, the consumer protection plan in the same city of 58 is relatively comprehensive. The service of car condition certification, agency transfer, original warranty and so on basically dispels the buyer's concerns. It can be said that 58 city has played a trust in the transaction process. The role of the agent, on the one hand, the vehicle condition is certified, so that the price of the car is in line with the car condition, on the other hand, it provides a relatively complete after-sales service, and the after-sales service is maintained by a very strong ground team. Before many people sprayed the same city with 58 labor-intensive, 5,000-person ground team was seen as a burden of 58 cities. From another perspective, this is precisely an advantage, and this advantage can build a barrier, other opponents are very short-term Difficult to do.
Used car trading
It is foreseeable that the outbreak of the used car market is approaching. Whether it is a comprehensive website like 58 City or a vertical platform like Car Easy and 51 Auto, the future is very beautiful.
Although the sales of used cars in China have grown rapidly in recent years, due to imperfect regulations on used car transactions, unequal taxation, opaque information, lack of integrity, etc., it is difficult to form a second-hand car business, which seriously restricts the development of the used car market. Relative to the entire Chinese auto market, the transaction volume of used cars is still low, and the main players are low-priced cars and old cars. The consumers who pay attention to used cars are far less than the new car customers, so the market potential is huge.
The Chinese economy express train is on the verge of a dusty, and the matching credit system has not been established. Many emerging industries' standards and standards are in a blank state. Establishing an orderly and regular market environment is an important challenge for China's economic growth in the next step.
The rise of Taobao and Jingdong in the e-commerce field proves that China's e-commerce cannot copy any mature market business model, and needs to explore its own development path. The e-commerce enterprise must be in the credit system. It can be achieved on the basis of the establishment of the standard system.
As a combination of used car trading and e-commerce, the second-hand car network trading platform successfully completes the innovation of the trading mode, and gains double benefits while facing the common challenges of the two industries. The three major problems of vehicle condition information transparency, vehicle pricing standards and after-sales service guarantee are the three major obstacles restricting traditional used car transactions. The development of e-commerce requires the establishment of effective credit rules and the cultivation of merchants and consumer groups that abide by the rules.
It is imperative to formulate used vehicle inspection standards, establish a second-hand vehicle after-sales service mechanism, and build a second-hand vehicle integrity system. From the perspective of mature market practices, the establishment of credit systems and industry standards and standards must be completed by the government and industry associations.
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