"Before, we were chasing the manufacturers to seek cooperation, in October last year, we have no chance to take the car directly from the factory recently received several calls in a row, I am used to think 'out of reach' brand, to take the initiative to find cooperate with us. car wind network founder, CEO Wang Zuoliang told the "Financial Times" reporter. At the same time, originally thought the electricity supplier is to come "reform" their lives dealers, but also with the car wind has established good cooperation relationship. mr.wang, currently 50% of car air source from the line under the car dealers, car brought by wind volume even some 4S stores accounted for 60% of the monthly turnover. "
This is a very interesting change. According to reporter observed, in the past two years, when the "Car Electronics business" this word began to be insiders frequently mentioned, most people's view is that the electricity supplier will bring lower car manufacturer's line channels and price system impact, there are radical or even electricity supplier that the car would "reform" the traditional dealer's life. However, with the passage of time and the car gradually into the rational electricity supplier combat phase, originally incompatible assumptions being used by another kind of "win-win" situation of the break, some third-party power can bring direct "trading" Suppliers are being automobile companies and auto focus.
This shift based on two realistic background. First, with the slowdown in automobile sales, the risk of overcapacity vehicle manufacturers are gradually exposed, while the traditional dealer distribution capability is decreased; Second, through the cultivation of more than two years, the efficiency advantages of electronic business platform is highlighted . Founded less than a year automotive electronic business platform, "bought the car", monthly turnover has exceeded 200 million yuan, with the average transaction price of 400,000 yuan platform bike meter, the monthly sales volume of around 500, basically with 3 home total turnover volume comparable to a good 4S shops. Another set of data may also be used as evidence, in line with the "double eleven", car wind the line on a series of promotional activities in the first two days, the first day of on-line activity has made 4348 the turnover performance, single-day trading volume reached 850 million yuan . 4S shop to do to get the line contrast, the single-day trading volume may be a medium-sized 4S Group annual sales.
While many auto head of the electricity supplier in an interview with reporters and unwilling to "electricity supplier" and "cheap" equated, but there is no doubt that consumers choose electricity suppliers still important reason is price. The car wind car in all existing electricity suppliers stand out, relying on the most critical killer is still "cheap." A 2014 Nissan models Tiida 1.6L CVT comfort in the car wind Price 8.73 million, while the lowest offer on the car home for 92,300 yuan. "Our prices are generally lower than the market price of about 2% to 10%", Wangzuo Liang told reporters. Perhaps because of this, in just two years, volume growth has been the car winds around 30% growth in just the past 10 months, the volume of nearly 12,000. 50,000 originally planned this year's sales target, by the end of the volume may be more than 60,000. According mr.wang planning, car sales next year, the wind will reach 200,000, while in 2017, the planning figure will be raised to 1 million, the actual deal size is expected to reach 200 billion yuan.
In accordance with the 2014 performance reports of listed dealer, if the car winds can reach such a scale will undoubtedly surpass all existing dealers. So cheap car wind come from?
"We are mainly taken buyout model, one bought in large quantities from manufacturers and distributors of hand models, which will be able to get a very low discount." Wangzuo Liang told reporters, although the look, this model is relatively "heavy", but in his opinion, the only way to electricity suppliers in cooperation with the upstream vehicle manufacturers and distributors have more initiative.
"Cheap" is a prerequisite for consumers to win, but not the final result or unique. Bought cars co-founder, CEO Li Yan Zhu believes that car electricity supplier should be reflected in the value of traditional trading patterns in information asymmetry, opaque place to break. A need to increase 45,000 in Hangzhou, and the need to wait for three months of the Mercedes-Benz CLA, in the northeast there are cars not only do not need to increase, consumers bought a car platform, within three days you can get our hands on, so Efficiency is the traditional sales model can not be done. In Li Yan Zhu believes opinion, "bought the car doing that in the domestic entire car inventory system and logistics system of China's entire car to make a lateral spring, around the world we conducted a large flow of innovation."
Wangzuo Liang also believes that in order to cut the car cheap electricity supplier in do not "grab the traditional auto jobs," but to simplify transactions, resolve consumer purchase price opaque process, information is not like many pain points, and improve circulation efficiency industry virtually. He told reporters:. "Now the general dealer's inventory turnaround time in about a month, but the car did an average of only four days of wind a single cost dealer for a consumer in the 8000-10000 million, while the cost of the car wind about 1/3 of the former. "
At the same time, the reporter noted that although the number of domestic 4S already has more than 20,000 homes, but the data show that 80% of the sales volume by 20% of the dealer completed. In the context of the market downturn, declining auto sales capabilities, access to capital and consumer costs are rising, in this context, the selection and high efficiency, low-cost electricity supplier cooperation has also become a reseller bail One important way.
According to Wang Jieshao, the current car air channels in the north of Guangzhou-Shenzhen cooperation distributors nationwide, eight cities have a line under the car dealers to provide car air source, the car in a short time to help them accelerate the wind flow, "now Some dealers by sales of our platform can account for 60% of its single-store monthly sales. "
Reporters noted that the past two years is different is that the industry when talking about electricity supplier is no longer frequent the next confrontation with the line open to dealers, but the line is also frequently OCS 4S shop, before this, including Baoxin, Guanghui, more than 40 dealers began to hold together for warmth, self-built "street car" Force automotive electronic suppliers, meanwhile, Yongda, harmony such dealer group, has also started with the bottom-up Ali this electricity supplier giant hand, hoping to get through the closed loop online and offline transactions.
Has experienced more than two years of market cultivation period, compared to the existing electricity supplier in the automotive ideas and models Previously, all the more clear and explicit. Thus, the pace of growth is also faster and faster. However, the future of automotive electronic business remains challenging.
First of all, whether it is wind or car bought cars, as a platform, the need car dealers and upstream sources are subject to vendors.mr.wang admitted to reporters before last October, car air basically can not take the car directly to the plant, while the dealer to the vehicle platform, the more some inventory, slow-moving car. Bought a car, too, has been able to survive in the market caught between manufacturers and distributors, the main effect of the Internet rely on the market and no margin for unequal ads for rapid deployment. Previously when Ali and cooperation Yongda car, Yongda give to Ali "one price" model, also had already discontinued some stock car.
From the vendor perspective, the vehicle manufacturers is not possible to "low" mode will take the matter to some of the best-selling model electric business platform for underwriting the expense of the interests of the line of dealers, and the dealer is also true. What's more, now including SAIC and other large dealer groups, have begun self-built electric providers, under a large electrical business strategy, vehicle manufacturers will never resources more inclined to a third party electronic business platform.
In a sense, choose the third-party electricity supplier "close contact" is said car prices and dealer response to overcapacity and weak circulation one way current industry capacity, this intimate and long-term stability, will be with the market fluctuations and volatility.
Wang Zuoliang frankly, made certain achievements and influence in the car wind the moment, he had been before some considered "unattainable" brands have come to the car winds extended an olive branch, he said, next year the car will do a few brands of wind several models of "underwriting", the amount of each model in about 3-5 million. At the same time, its partner will also benefit from the expansion of the previous few brands to the existing more than 40. Right now, the car models sold wind has not only limited stock car, some of the hot-selling models have gradually been introduced to the internet. In Wang Zuoliang view, car dealers are not concerned about selling or not, can quickly accelerate circulation is the "benevolent."
"If we can prove that they have sufficient C (consumer) ability to obtain, can gradually affect the B-side (source side car)." Xie Ling Zhi, vice president of vehicle bought Internet Finance Division said.mr.wang also believes that the future of the automotive market in general demand will be constant from each brand on the market has made the number of shares ultimately depends on the efficiency of the channel, at this point, the electronic business platform will still be able to bring car prices to differentiated competitive advantage. However, despite this, in the future expansion of the road, so mr.wang faint worry is still a "cooperation with car prices can penetrate to what extent", at the same time, each region of the characteristics of the market will be different, how more efficiency to respond to the needs of each different market, and it is a big challenge.
Although the future is full of challenges and uncertainties, but with respect to the OEMs closely tied traditional dealers, car electricity providers have greater flexibility and initiative. In a sense, auto electricity supplier can do, not just for the manufacturer or distributor to sell cars, mining industry chain richer treasure for them, more attractive. Prior to this, he bought cars announced jointly banks and financial institutions involved in the automotive finance. In Wang Zuoliang next plan, the car will also be introduced into the wind automobile finance products. Xie Ling Chi told reporters, and all retail industries, the future of automotive electricity supplier 70% of profits, will come from the financial aspect.