On December 3, 2021, Chen Jian, counselor of the Used Car Strategic Development Research Association of the China Automobile Dealers Association and CEO of Ningbo Zhongji Automobile City, transformed himself from a leader and investor who has been operating the used car trading market for many years, and made a wise and enthusiastic speech at the Used Car Trading Market Forum with the theme of "We are full of confidence in the face of challenges" at the Annual Conference of China's Automobile Circulation Industry in Haikou.
In today's era, every company and even everyone is talking about transformation, and the entire automotive industry is also in a special period of change. To create a sustainable development of the second-hand car industry, every veteran and new entrant in the second-hand car industry is on their own way forward, especially the physical second-hand car trading market, which is to cut through thorns and witness the development of the industry.
Chen Jianzong's "building a new market ecology and reshaping the new pattern of the industry" is not an empty phrase, but a pragmatic person's practical practice all the way. From the beginning of entering the second-hand car industry, there has always been the legend of the "youngest general manager of the second-hand car trading market", although it has now been boiled into a middle-aged uncle, but it still brings us extraordinary sharing.
The new ecology mainly revolves around the three points of field, service and marketing
The legend shows the appearance of Ningbo Zhongji Automobile City during the period of 2019-2021 and the continuous upgrading of the field.
In addition, the field upgrade of the domestic market is shared, during this time, the Xiamen second-hand car market and Chengdu Jinhe have made some adjustments and changes, whether it is the appearance image, but also said that the overall field is doing well, for your reference only.
The legend shows the field map of The Xiamen used car trading market has been established since its establishment in 1997 and completed the overall market upgrade and transformation in 2021.
Of course, there are many used car trading markets that have also done very well in this regard, not to mention one by one. But I think that the next upgrade of the traditional trading market field is imminent, because with the development of the industry, more and more independent showrooms have emerged, and some excellent second-hand car dealers in the market have found that the field is becoming more and more important on the basis of traffic under the current Internet thinking. Therefore, some dealers will think that they may do business outside the second-hand car market, the same cost can find a better location, a better place, to provide a better environment platform for consumers and fans, and therefore, the car dealers in the market will be lost. Also thinking about this level, the following figure is the second phase of the upgrading of our market, which is expected to be completed in January 2022, which can provide a better platform for dealers in the field to promote consumption environment and provide a better service environment for consumers who come to the store.
Especially focus on sharing service sectors, such as after-sales service this piece, the basic service hall certification hall, no matter from which place whether the overall image design, service machines, etc. to do is not very advanced, I hope that everyone in this piece to do some key investment, customers come to the second-hand car trading market after not like the traditional car management office to handle the same hall, personally feel that you can try like 4S shop, Mercedes-Benz, BMW, Lexus all do the field upgrade, there is a chance to go to the local 4S store to see, refer to it, You will feel that the customer's sense of experience is completely different.
In terms of service upgrades, most of the trading markets have these functions, one-stop trading services, transfers, properties, testing, insurance, mortgages, inventory, financial services, logistics support, etc., most of the trading markets are like this, and then I think it is still necessary to consider the overall service.
The first service upgrade, information construction is very important.
At the main forum in the morning of the annual meeting of the China Automobile Dealers Association, whether it is the speeches of experts, several international guests, and other professional fields in the industry, one of the key points is to be intelligent, and the future is electrification and intelligence. Therefore, I think that the intelligent upgrading of the trading market is imminent.
As shown in the figure, this is the display chart of the letter car system that our market is currently cooperating with, the car data of the rental property, the data of the vehicle in the library, the data of the transaction, the data of the operation of the car dealer, the data of the value-added business and the certification of the test.
In the past, when the second-hand car trading market management or communication with the car dealers in the venue, there was no data support at all, or the so-called data was just a simple report. Especially in the communication with the car dealers in the field to increase the rent and other issues, without the support of big data, can not clearly know the operation of the internal car dealers, in the case of the car dealers in the field complaining, the price increase may also be stopped. After systematic and intelligent management, at least at this point to communicate with the car dealer brothers, you have a real basis, showing the performance of each family and other details, which is the first.
The experience of the second customer is very important in the future traffic import process.
For the second-hand car market advertising what is done well, the decoration is only a part, the image improvement is only a part, and where is the service of your market? You tell customers, "You see the overall operating data of the trading market here, the data of the relocation, the data of the transfer of models, etc." The trust will soon increase, and consumers will feel that your market will be more professional, more standardized, and more modern. Especially in the face of the future Z era of 90, 95, 00 customers, their growth environment, earlier contact with electronic products, more emphasis on these things, now with him to talk about traditional things have no feeling.
The third problem I think is in the traffic service upgrade, which is also in line with the user portraits described by many enterprises today.
According to the data, more than 90% of car buyers will first choose from online, and 50% of customers are playing live broadcasting, while paying attention to Douyin, Kuaishou, and similar online platforms. So what are we doing in the traditional vertical market, the physical used car market? There are also many physical second-hand car trading markets that believe that they sell cars online, we have vehicle management offices, transfer services will definitely enter the market, and the license plate will definitely enter the market; what is more, they will feel that their market has been doing in this area for more than ten years, the old market, most of the car dealers are here in me, customers buy cars must come to me, how do they do not come to us? But if you really understand it, you will find that the domestic one that is a little bit forward, like Cai Zhongmin in the Shanghai used motor vehicle market, or Kong Wei in the Beijing Huaxiang used car market, this kind of domestic head of the old used car market, has all invested funds and teams in the online drainage related work. So please also immerse yourself in your own world, the people in charge of the trading market who have not started to do it can start to do it, have done the relevant work but the effect is not significant or the direction is not clear, you can have in-depth exchanges with these vertical platforms, I believe that the association has enough resources to empower the second-hand car trading market and give everyone more space for communication.
The fourth service upgrade is the after-sales guarantee.
These are the related businesses that Zhongji Automobile City is doing, which is reflected in how the market can do more services to C-end consumers than the actual car dealers in the field, rather than saying that the car dealers in the field give more services to consumers than the overall second-hand car market, I think this is a key issue for the market management to consider. Each place has the characteristics of each place, for example: with Dr. Cha to cooperate, it itself can be bottomed out, its service 90 days of repurchase itself is doing, the market players can establish continuous cooperation with enterprises, like we are now cooperating with it, the market brand to do testing, to push certification, but you can find a professional organization to do the bottom of the service, thereby improving the sorting of the whole chain of car sales services. At the same time, it is recommended that if possible, each market can establish its own after-sales, repair and maintenance center.
The fifth upgrade service is the expansion of marketing channels.
Just now focus on the vibrato, live broadcast marketing, this part of everyone can consider again, and the tradition or conventional website, group buying, promotion, activities, auto shows, paper media, electronic media, public numbers, and then some outdoor gate advertising, subway advertising, light box advertising, but in addition to this can pay more attention to this part of the marketing channels, that is, young people often go to the social platform, such as Xiaohongshu, B station and so on. Of course, if the second-hand car trading market has conditions, it is necessary to go to its own mini program and SAAS to integrate its own car source online, so as to be able to directly contact and dock these platforms to C-end consumers.
In addition, it is the market itself that can carry out specific marketing products and solutions, based on customer portraits, scene-based promotion, marketing number promotion, media number delivery and other content, coupled with its own market diversification services, unified output of the market, and the method of combining fists to promote.
The above is what I myself in a limited time, to share with you some of the market over the years, at present I am personally doing more interested in and research content, I hope that in the future of the new ecology, we who do the physical market used car brothers, can in the spring wind of the second-hand car industry, break the situation and continue to move forward, work together to build a new market ecology to reshape the new pattern of the industry!
WeChat public number: used car wisdom Pan Pan (id: carman228)
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