The founders of the troupe network were very real and did not speak of “changing the world” or “ecologicalizing, reversing”. Through personal experience, the pains of buying cars have been felt: forum dives, brand and car selection, attention to promotional information, travel to 4s stores, and price cuts with salesmen, which cost countless efforts to achieve at most one bad result because of their isolation and information asymmetries。
The original purpose of entrepreneurship
In 2009, a friend of mine participated in a group of cars buying qqqs, which brought together people who wanted to buy the same car and cut prices with 4s. Not only is there a crowd of people, but there are a crowd of people who know how to talk, and they end up at a very satisfactory price. Because of the experience of friends, the concept of car company buys out of great minds. Soon after, the car network went online, in 2010。
In the following two years, the car network “burned” its own money. One is that the founders had a certain economic base, and the other is that in the same year, a lot of cars had to be “priced”. The car network is located between 4s stores, which do not buy at all. The network can only start with weak brands and bad businesses. In such cases, investors are not easy to find。
Until beijing took the lead in restricting purchases, the automobile market became the buyer's market and consumers had bargaining power. The car network, like the convulsion lens, brought together the bargaining power of a large number of consumers, with the “low and noble head” of the former high-rise mercedes, bmw, toyota, audi, bek, the public, modern. Investors have also begun to look at car fleet purchases differently, during which time the network successfully completed rounds a and b。
The threshold for car electricians
There is now a high prevalence of electric power, but the average per capita cost is in the range of $100 to $100. To the size of ali and kyoto, the increase in total trade value (gmv) was more than exhausting. Hundreds of thousands and hundreds of thousands of cars have become a dream of electricians. But there are many differences between car sales and sales of other commodities, the most important of which are:
One is professionalism, which requires not only a deep knowledge of cars, but also a pool of professionals, but also a professional image of consumers. Small things worth a dozen dollars can be cheap, packaged, and hundreds of thousands of “big pieces” from what channels are very well cared for by consumers. It is difficult to obtain consumer recognition for cosmetics, clothing and cars. It is likely that this was the reason why kyoto handed over its motor channels to the internet for operation。
Two is not gonna get around 4s. 4s is a professional vehicle service that combines the sale of cars (sale), spare parts (sparepart), after-sale services (service), and feedback (survey). Even if the electrician can deliver a “package” when he sells a car, what about a test drive and maintenance? Since we have to find a way to “finish” the car electrician has to have a large underground team working with the 4s (similar to a hotel contracting team for the ota)。
Because of these two thresholds, it takes a professional, large, underground team to be a good car electrician. In the case of the cluster network, for example, although it is in the entrepreneurial phase, there are more than 600 “heads” online and nearly 60 per cent of those below the line. At present, the car network has a partnership with 2,000 4s stores. Every weekend, more than 500 out-of-line purchases were organized throughout the country。
In the car electrician's boxing
After the car electrician became the “window”, internet companies such as the car house, the icca network, and the “near water” network came into the field。
The automotive house has a authentic media gene, updating 600 articles every day, uploading 1,200 photos and 10 videos. The monthly coverage exceeds 70 million people and each user spends an average of more than 16 minutes a day on the website. The cost of obtaining and maintaining the huge traffic is nearly billions of yuan a year. But even after 10 years of day-to-day visits to the car house, when you buy a car, you change it, you get a good service, you get a low price。
Similar to automobile homes, aica cars with distinct social genes have been actively involved in car sales in recent years. The two original business models were marketed on the basis of web traffic, and the main way to be an electrician today is to feed back “sales trails” to the manufacturer, plus a “high-profile” marketing campaign in conjunction with the “two elevens” car mainframe. The two were in the media and in the community, and when it came to being a car electrician, the bends were too big and too steep。
The internet is much more direct, with limited investment in the media, the community and saving time and money for accurate traffic. In april 2014, a “few-buyer” was put on line, and consumers paid $499 to the platform, which received real floor prices from various car dealers. If the deal is finally made, the amount of $499 is converted to a car purchase deposit or, in the absence of a price satisfactory to the consumer, a refund is made. This $499 means “good faith money” and shows the distributor that the consumer wants to buy a car, not simply asking. According to data provided by the internet, in 2014 there were 29,000 ex gratia car deals in q3。
By the end of 2014, the cluster network had accumulated over 200,000 new vehicles sold, with a total turnover of over 30 billion, with a sales target of 300,000 for the 2015 fiscal year (three times the 2014 figure). Car electricians are already powerful, not to say ali, kyoto, but only cars houses and internet networks, which are market companies worth billions of dollars, and it is a miracle to have a network of b wheels that can counterbalance giants in the jungle。
Lee xiao long's “technology of boxing” created by china's martial arts, western boxing and swordsmanship has focused on practicality and has abandoned the complex forms of traditional chinese martial arts. The middle ground of the battle goes hand in hand with the counterattack, and even the enemy is not prevented. The car network is an anti-behavior among car electricians, and the media, the community, and sales trails are put aside, telling consumers what models they can buy, buy, and group on weekends to cut prices。
Vendors want to sell, consumers want to be cheap and car lifts from shop 4s, and car electricians collect commission for the sale of cars and do not have to bend around。
Business model questions and answers
Q: the purpose of the cluster network? Can it become a price butcher like the united states
A: the purpose of the car network is to efficiently obtain safe and affordable prices for consumers. Market information is asymmetric, and it is not easy for consumers to get low prices without traps or deception. "pricing butcher"? It's not that scary, u. S.-c. Underline, spending billions on tens of thousands of air conditioners. We cut prices within the bottom line of 4s。
Q: is the profit of a merry-go-round net from a consumer cutting
A: no. This is related to the cost structure of 4s, with any 4s with a marketing department, a national product card with a marketing budget of about hundreds of thousands a year, a joint brand that could be millions and an imported brand that could be millions. The budget is distributed between newspapers, radio, networks, etc. Direct orders obtained through group purchases are the most economical and accurate relative to media placements. The commission for the car network comes from the marketing budget of 4s。
Q: what are the channels and costs of getting visitors to the network
A; online access is mainly through search engines, portals, forums, including new media. Underline activities and the dissemination of monuments also account for a significant proportion of users. Because we do offline activities, including long-suspensed group purchases, this natural, user-to-user branding capability is still strong enough to bring us some more accurate users with real demand for cars。
Q: how much is it going to cost a client
A: it is inconvenient to disclose, but the cost of getting a car network is one of four s, or even one of ten, which is our advantage。
Q: how much can the network save consumers
A: in general, a car network can be 1 to 2 per cent lower than the price that consumers can get themselves, sometimes up to 3 and 4 per cent. In the case of a strong branded hot-seller, it may be only 0. 5 percentage points lower (from $500 to $4,000 per 100,000 purchase). The cut-off of the car network is also time-related. The price of automobiles is somewhat like the stock market, and the price fluctuates throughout the year, as is usually the case in the run-up to the spring festival, when prices peak。
Q: can the metronet be balanced
A: first, we have venture capital (vc always advocates burning money for the market). Second, we have a very low commission, with only a few percentage points less the fee. So, for the time being, the investment is being consumed。
Q: are you in direct contact with the car host
A: we're in contact with the mainframe, and this is what the cluster network wants to do in the future. The mainframe plant is currently primarily concerned with maintaining its own 4s shop system, which is its main distribution channel. However, the shortcomings of the system are also clear, the marketing chain is not efficient enough and needs internet-based adaptation。
Q: how many brands were involved last year? How many cars do you buy in each group
A: more than 50 brands are involved in beijing and around 20 in other cities. The car network and 4s are normal partnerships, and they do not require a threshold to be met for each buy. Three cars may have been sold this week, but 13 or 20 will have to be sold next week. This is in the interest of consumers and does not delay the purchase of cars because of insufficient numbers。
Q: is the use of the used vehicle network starting to make it because of the profit margin
A: it's only fair to say that second-hand cars have a bigger imagination, but in fact used-car electricians are miserable, they're paying crazy subsidies and burn more than new cars. It has been more than a year since the use of the car network as a second-hand car, not because of red eyes, but on the basis of consumer demand. After beijing began rocking, the replacement rate of old vehicles reached 70 per cent. Consumers usually have to deal with old vehicles while buying new ones, and the second-hand vehicle network is both fortified and prepared. The attack is to sell consumers a good price and expand our business. Compliance means that if we do not address the needs of the users, the users may lose. The size of second-hand cars in the group network now stands at 1,000 per month (all in beijing), with 80 per cent of users participating in new group purchases. # it's a zero-cost part of the game #
Tiger sniffs: wanted to report for the same company? So long as you are having an impact on the industry, or if you may have subversive effects in the future, you are all the subjects of concern — big and small。
