Figure | Source Network
When the new forces of car-making are gradually becoming a climate in the automobile field, the new forces in the automobile circulation field are also beginning to emerge.
In 20 18 -20 19, the sales of new cars were weak for two consecutive years, and the first half of the year was even more difficult under the impact of this year's epidemic, among which the most obvious performance was that the traditional new car sales model was constantly shuffled. Relevant data show that in the first five months of this year, there were 1345 car dealers registered and cancelled, of which nearly 60% were enterprises founded within three years. The traditional new car sales model is undergoing a new round of reshuffle in the new market environment.
At the same time, the new car sales model represented by financial leasing has gradually gained a foothold, and new players in the field of automobile circulation, such as new edamame cars, are getting more and more prosperous. For example, recently, the brand spokesperson Angelababy (Angelababy) made a new advertising blockbuster with the bright label of "Start a new car with a down payment of 3,000 yuan" and the good news that "the annual turnover has exceeded/kloc-0 billion". At the same time, the popularity of official website, a new car with edamame, is getting higher and higher, with nearly 30,000 person-times of consultation in a single day.
In 20 17, the new edamame car was established. In 20 19, the annual transaction volume exceeded120,000, and the turnover exceeded 10 billion. According to the average level of the circulation industry, the average monthly turnover of an automobile 4S shop is about 80-1000, and the annual turnover is about1000. In the third year of its establishment, the new edamame car has been equivalent to the annual sales of 120 4S stores. From the monthly sales data of last year1February, the turnover of new edamame cars is comparable to that of well-known automobile dealer groups such as Lixingxing and Shanghai Yongda.
During this year's epidemic, the new edamame car was jointly launched with the main engine factory to launch the "60-day free driving of new cars" activity, which was attended by about 40 well-known automobile brands and more than 70 popular models including FAW Toyota, dongfeng fengshen, Dongfeng Fengxing, Baojun Automobile, MG Automobile, FAW-Volkswagen, Changan Automobile and Roewe, which is enough to show the appeal of the new edamame car today.
Why is it that under the same market environment, the traditional new car sales model is constantly shuffling, but the "new force" in the field of automobile circulation such as edamame new car can go against the trend? In a word, the new edamame car has achieved high quality, low price, transparent price, standard service and sinking channels through the new online and offline automobile retail model, which has opened up the difficulties in the industry, solved the pain points of consumers buying cars and seized the main force of automobile consumption growth-"small town youth".
As we all know, after the booming automobile market in China 10 years, the automobile market in first-and second-tier cities is close to saturation, mainly because of the need to upgrade and change cars, and the main beneficiaries are high-end luxury brands. The main consumer of China automobile market has already changed from urban youth to small-town youth.
Go to the third-and fourth-tier cities and the countryside! It has been nearly 10 years since the main engine factory shouted the slogan of channel sinking. However, there are very few automobile brands that can really sink their channels into small rural towns. Especially since 20 18, the automobile market has been in a downturn, the traditional novice sales model is weak, and the loan car purchase has certain requirements for the credit information of car buyers. It is often difficult for white credit households in the sinking market to cross this threshold. From the perspective of car purchase channels, the 4S shops that open to the young people's homes in the town are also rare, and the second network with sinking channels is not transparent enough.
From the perspective of business model, 4S stores are generally relatively tall. It is understood that the operating cost of a medium-sized self-owned brand 4S store, such as the salary of employees and store rent, is about 300,000 yuan a month. A joint venture brand is conservatively estimated to be around 600,000 yuan, and the luxury brand 4S store is higher. When the market is growing at a high speed and the profit of new cars is high, the 4S shop model can still support it. However, since 20 18, the decline in market sales and the intensification of industry competition have led to problems such as the upside-down sales price of new cars, the continuous reduction of profits, the implementation of new emission standards, the persistent high terminal inventory, and the sudden outbreak. The traditional new car sales model is experiencing more challenges under numerous problems.
The traditional new car sales channel represented by 4S stores is often incompatible with the consumption level and consumption mode of young people in small towns because of its high operating costs. About 900 million people in China live in rural areas and small towns, and there are 600 million people whose monthly income is below 1000 yuan. Such a national situation determines that spending more than 100,000 yuan on a car is a luxury for most young people in small towns.
It is difficult for high-cost 4S shops to open at the doorstep of young people in small towns. What about the second network in the traditional new car sales model? The second network with lower cost and lower price is indeed common in the third-and fourth-tier markets, but the brand selection is limited, limited to a few automobile brands that have done well in multi-channel sinking, and mainly independent brands, and there are not many joint venture brands.
More importantly than the limited choice of brands and models, the service of the second network is often not reliable and transparent, and the price of bare cars may be very cheap, but the real transaction price often implies that it is tricky, even looking at new cars, buying stock cars, etc., and consumers suffer losses. Things are constantly staged. There are too few and too far 4S shops, which are inconvenient. The price and service of the second network are not transparent enough, and there are too many pits. For young people in small towns, the two channels have their own problems and pain points.
And new players like the new edamame car have more advantages. A notable label of the novice sales model represented by financial leasing is that the threshold for buying a car is greatly lowered. For example, the low-threshold financial leasing model of "starting a new car with a down payment of 3,000 yuan" and "providing for 9.9 yuan every day" introduced by Maodou New Car has lowered the threshold for buying a car, which has enabled blue-collar workers, entrepreneurs and young people in small towns who have little money but a stable income to realize their dream of buying a car ahead of time and enter the fast lane on the road of starting a business and getting rich.
Secondly, as a new automobile retail model focusing on one-stop service, another major feature of edamame is the combination of online and offline, transparent price, and uniform national standards, so that consumers can buy with confidence. For example, the new edamame car can realize the inquiry of many models online, the price and configuration are transparent, and the offline stores are built in a unified national standard and the service is standardized. At present, more than 50 central warehouses and urban warehouses have been established for new edamame vehicles in China, which are matched with the intelligent supply chain system, so that vehicles can be deployed together nationwide. After the user buys the car, the background will intelligently coordinate the warehouses for optimal deployment, and there will be no car or waiting for a long time.
In terms of vehicle source, edamame has strict and transparent standards, and only purchases vehicles within three months from the main engine factory to ensure that the cars bought by consumers are the latest. At present, the new edamame car has established cooperation with dozens of mainstream car brands, and the mainstream hot-selling models in the market can basically be bought in edamame.
In addition to purchasing directly from manufacturers, edamame has further cooperated with OEMs to launch customized cars that better meet the needs of young people in the town. The new edamame car once cooperated with SAIC-GM-Wuling to build a customized version of 730 edamame, and the price of the new car was 63,800 yuan. Through the financial products of the new edamame car, consumers can enjoy a minimum of zero down payment and a monthly payment as low as 1899 yuan. This customized version of 730 edamame with Wuling logo is only sold exclusively in the new edamame App and offline stores, and the transaction volume has exceeded 100 in just three days. At that time, tens of thousands of users expressed their purchase intention on edamame.
In addition, since 20 19, new edamame cars have held special activities to drive to the countryside in Henan, Hebei, Guangdong, Nanchong, Sichuan, Xianyang, Shaanxi and other places. While consolidating their advantages in channel sinking, they have also been recognized by local governments and local users.
For young people in small towns, the new edamame car provides a low-threshold, accessible, safe and guaranteed car purchase channel. For OEMs, the new edamame car provides them with a ready-made sinking channel to help them expand new markets and new users. The cooperation between the new edamame car and SAIC-GM-Wuling in the customized car verifies the deep excavation and accurate control of consumer demand by the Internet and big data, which is a new sample of the trend of automobile customization.
After the baptism of the epidemic, the survival of the fittest and the pace of transformation and upgrading in various fields of the automobile industry have accelerated, and new forces such as soybean new cars will also usher in better development.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.