Car home new retail business: When the dealer does not make money, the dealer how to go

Future businesses will build on online services, data, and algorithms. Any great pioneer must define a new way of user experience while continuing to optimize on the big data engine. From this perspective, the O2O space experiment of Mango Motors is an entirely new paradigm for automotive e-commerce development from interconnection to intelligence.

From the first year of the 2013 automotive e-commerce business, we will soon have a double-eleventh in the fifth auto e-commerce business. From the group purchase model, the deposit model, the full payment model, the underwriting model, and the C2B model, the automotive e-commerce companies have experienced ups and downs in the past few years and have learned a lot. If you let everyone down, the content is probably the same: "selling cars is not difficult, but it is really difficult to sell cars to make money." Although the car is just a demand for Chinese families, the oversupply and homogenization cause the entire profit to be squeezed.

In 2015, Hunan Happy Broadcasting's Happy Purchase and Auto House jointly established Mango Motors at a ratio of 51:49 and transformed a 40,000 square meter offline store at Qingzhu Lake in Changsha. Mango Motors is a futuristic automobile eco-experience pavilion that tests new ways of car sales and automotive culture. The goal is very simple, in order to really run the car e-commerce. In the words of Wu Yue, the general manager of the new car e-commerce division of the car home and the CEO of Mango, Mango Motors has to find a model that is how dealers go when buying and selling cars do not make money.

If an automotive e-commerce company that was once seen as an outlet is a bold venture in the online retail market for Internet users, then the mango car under the line of O2O exploration is to act as a reformer rather than a disrupter. The traditional car retail regains vitality. Two years later, Mango Motors officially announced that it would export its model to the country. It plans to go from Hunan to Hubei, Jiangsu, and Zhejiang in 2017. By 2018, it will expand to 30 provinces across the country.

Wu Yue believes that to solve the problem of selling cars, the answer is not in the car itself, but in the vicinity of the car. Therefore, we must go from car sales to car finance, and then go to the car life. He quoted Kevin Kelly's words, "Hardware will go free in the future, the key is to find out what value behind the hardware."

When it comes to car finance and car life, some people may think that this is nothing innovation. In the traditional offline or online car model, finance has a relatively high penetration rate, and the peripheral products related to car life. It is not hard to see at 4S shop. But if you understand the online and offline process design of mango car, you will find that his innovation is to really solve the "efficiency" and "experience" two problems.

Just to name a few examples:

1. The mango car implements a price, no counter-offer, no additional consumption.

2. Mango Motors does not have sales consultants. Vehicles are meticulously integrated into children's playgrounds, kitchens, outdoor products, food bars, car games, and car accessories shops. They are just like life. If you are interested in a new car, scan the QR code on the car to view the car information online and submit the order. Car peripherals can checkout in a unified pick-up area, just like shopping at IKEA. This approach not only saves on sales costs, but also makes it easier for users, especially young users, to complete shopping without the pressure of sales consultants.

3. If you need to pay in installments at the time of purchase, you only need to submit relevant information online to avoid the tedious process of online. At present, the financial penetration rate of new car sales in the industry is about 30-40%, but Mango Motors has reached 55%. Mango Motors delivered 100% of its orders to 10 delivery stores in Hunan Province with financial services, which increased the profitability of its cooperative outlets.

4. The traditional 4S shop, entering the store, tracking customers, handling the delivery of a car is a person, the high requirements of sales consultants, long training cycle. Mango Motors cuts the process professionally, allowing professional people to do professional things. It can undertake more clues, more traffic, and provide higher quality of service.

5. In the process of delivery, customers can complete all the procedures from inspection, invoicing, installation, beauty, insurance and on-board registration, according to the digital guidelines. There is no need to go west and the whole process can be completed in 1-2 hours. .

6. Mango Motors dismantled the vehicle inspection process into 6 azimuths and 6 tasks, all of which confirmed the completion of the entire delivery. The users of Xiaobai can also understand how to inspect the vehicle and ensure the standardized service flow. The user's own confirmation method also eliminates the monitoring cost.

This is the result of the mango car exploration in the past two years. In a word, it is "new car retail." Wu Yue believes that the so-called new automobile retail is using the Internet as a tool to increase the sales efficiency of automobiles and at the same time extend the space for automobile marketing. The space here is from car to thoughtful and car-related services, so that everyone is no longer tangled in the price when buying a car online.

However, from a deeper perspective, the above-mentioned business model innovation is essentially driven by technology. At the press conference that day, Car House Mall also launched the Optimus system, which is a data intelligence decision platform built by the car home, from the identification of users - docking vehicles - sink channels - rich Products - smart logistics - standard delivery, a series of product sets to enable the above-mentioned processes and experience to be standardized to achieve a closed loop of online and offline interaction, and help dealers reduce operating costs and expand sales channels.

With the help of these tools, mango cars have begun to use data to empower themselves. Since last year, Mango Motors has been dynamically controlling inventory according to the Big Data. At the most appropriate time, at the best prices, the most popular models in the region are purchased, there is no pressure in the off-season, and there are plenty of cars in the peak season.

A single spark can start a prairie fire

The current auto industry is undergoing tremendous changes, the growth rate has slowed down significantly, and market increments have increasingly appeared in the fourth and fifth-tier cities. However, the 4S system cannot penetrate the small but fast-growing markets where single brands are difficult to survive in such small markets. Insufficient supply leads to the emergence of a large number of secondary networks.

At present, Mango Motors has expanded ten second-tier businesses as delivery stores in ten cities in Hunan, while Mango Motors is equivalent to the "march" of Hunan Province. This mode of “dominant + delivery shop” will be promoted throughout the country. Each province is an alliance and the alliance is generally a dealership group. The allies will convert the orders of the car home according to the standards of the mango car, and then transfer Each delivery shop allocates orders.

When such a network is formed throughout the country, the car home will use this system to directly export orders to the car dealers, instead of the current clues. The entire automotive e-commerce capital flow, transaction flow, logistics, information flow, and customer service system, technical service system will be brought together in a unified online platform for management.

This model has two advantages. One is that it can help the leaders to open up channels quickly, and through the car home car shop, it can cover the network of prefecture-level cities and county-level cities that were difficult to cover. In a county-level city, monomer brands are difficult to survive, but the overall auto supermarket survival rate is greatly increased. In helping the alliance to open up the channel, but also for the second network to solve the car problem. The second is to achieve more efficient financial transformation and increase the profitability of businesses.

It is worth noting that Mango Motors will not purchase vehicles directly from car manufacturers and will only cooperate with dealers. This is also a lesson learned from the unsuccessful past of the automobile e-commerce business, positioning itself as an empowerment business, rather than competing for food. However, Wu Yue admits that the biggest problem in the current model set up by Mango Motors is that it has not completely cured the model. Fortunately, this model is technology-driven and will continue to self-optimize. Only when everything is standardized can it be copied quickly. He also hopes to work with dealer partners to explore the appropriate cooperation.

summary

With the termination of the mobile Internet traffic dividend, the offline scene is becoming a new place of value, which also makes the traditional business with a mature commercial system have more transformational advantages. The future business will be built on top of online services, data, and algorithms. Any great pioneer must define a new user experience approach to a problem, while continuing to optimize on the big data engine. From this perspective, the O2O space experiment of Mango Motors is an entirely new paradigm for automotive e-commerce development from interconnection to intelligence.