This article was first published from the China Used Car Self-Media Alliance
The author is a co-founder of the alliance, the original reprint authorization please contact: xiaopangfans
Special note, used car practitioners after reading this article may cause anxiety, such as psychological is not strong, with a speculative mentality into this industry, please read with caution.
Original: Wang Meng Image: Internet
Data: CADA China Automobile Dealers Association
Source: Interview with well-known used car companies and car dealer groups across the country
preface:
2021 is another year full of changes for China's automotive industry, an unexpected year, repeated epidemics, chip tossing, electric hilarity, a series of various "black swans" and "gray rhinoceros" alternately appeared.
For the world's largest automobile consumer with more than 300 million car ownership, the era of "alternating old and new" in China's automotive industry is accelerating.
And where do we go from here in these changes? How should consumers serve?
The mystery behind the data:
According to the statistics of China Automobile Dealers Association, in 2021, China's used cars traded 17.5851 million units in the whole year, an increase of 22.62% year-on-year, and the transaction amount was 113.1692 million, an increase of 27.32% year-on-year.
The average transaction price of second-hand cars was 64,500 yuan, and the fourth quarter fell significantly, with a significant year-on-year decline.
According to the data of new car traffic insurance, the annual automobile production and sales in 2021 were 26.082 million units and 26.275 million units, up 3.4% and 3.8% respectively year-on-year.
Passenger car sales were 20.146 million units, up 4.4% year-on-year.
If you compare and analyze the above two data (new car sales and used car transaction volume), the comparison data of new and old cars in China is 1:0.67.
In addition, according to the relevant data of the Ministry of Public Security, there are 30.48 million transfer registrations of motor vehicles, and cars account for 95.9%.
Since 2016, the ratio of the number of used car transfer registrations to new car registrations has increased from 0.67 to 1.11, which means that the ratio of new and old cars in the data of the Ministry of Public Security is 1:1.11.
A statistical caliber is that the transaction volume of used cars is 2/3 of that of new cars, and a statistical caliber is that used cars exceed new cars, reaching 1.1 times, do you know the logic and problems between these two data?
1, cake X2, eat cake people X3, grab food:
In 2015, China's used car trading volume was 9.41 million, and there were about 180,000 related companies and 700,000 direct employees.
In 2021, China's used car trading volume was 17.58 million, with about 700,000 related companies and more than 2 million direct employees.
To put it simply, the cake doubled, the number of people who ate cake tripled, the per capita annual car is less than 8 cars, according to the average price of 65,000 yuan, the profit margin of 5% of the bicycle, the per capita difference income is 25,000 yuan, less than 30% of our average GDP of 12,000 US dollars Chinese.
Of course, we can't just look at each person, after all, if me and The Three Horses are per capita, it will be great!
However, in the past six months, I have come into contact with many new people who want to enter the industry, such as auto repair shops, modifications, auto finance, leasing, as well as layman real estate, advertising, media, after all, compared with some industries, the second-hand car field can still live, and some areas, you know!
2, high starting point, high education, a large number of masters are coming:
Now the new people entering the used car industry are getting stronger and stronger, and with the help of technological development and professional training systems, their growth and competitiveness are not what they used to be.
When I entered the industry in 2003, the statistics of personnel in the country's largest second-hand car market, more than 6,000 people, the first degree of university undergraduate only 10, automotive graduates counted me 3, most of them are "halfway from the jianghu".
At that time, doing second-hand cars, blindfolded to sell a lot of people, just look at the spray paint to learn a year to start, are the boss with guys, where is the systematic learning, systematic training, guys 3 years to get started, 5 years to do their own, now how many used car owners, are fissioned out at that time?
In 2021, China Used Car Appraiser Competition, the contestants have more than 50% of their undergraduate degrees and 10% of their postgraduate degrees, and this industry has attracted a large number of outstanding talents to enter, and many colleges, universities, higher vocational schools, and secondary schools have used car majors with special training for enterprises.
In the past, the second-hand car circle to find a professional, understand English, can do PPT, that is simply, now, the car dealer group, e-commerce, manufacturers, enterprises to cultivate more and more high-quality talents, although the academic qualifications do not represent all the ability, but the starting point is high, the progress is fast, the competitive pressure can be imagined!
With the changes in other industries, more and more "powerful" talents have entered the used car industry, are you under much pressure? What to do?
3, good car source, express car source, never returned:
The original used car, and even now the second-hand car in many places, is still "the source of the car is king", but these so-called "king car sources" are like this in the understanding of traditional used car people!
The year is near, the car is in good condition, the record is complete, the purchase price is low, the sales price is high, the sale is fast, even if it cannot be sold in the short term, it will make money in two months of wholesale!
Do you think that with such used car resources, how many units can you meet in a year? The more developed the urban area, the more standardized the automobile circulation environment, such second-hand cars are less and less, most of them are "homogeneous", relying on relationships, the resources of "tea money" under the table, can they last?
Now many standardized car dealer groups that do well, 4S stores are introduced into the auction, rather than the "black box" of the second-hand car manager", and in recent years, the second-hand car managers have "folded in" less?
Therefore, in the future, there is no so-called "good car source", everyone is basically the same, the advantages of the resource era, no, do a good job of brand, service, efficiency, may be the way out.
4, people stupid money, believe you take the goods, good customers are gone:
The second-hand car business, its own trust is the key, and now there may be "acquaintance" relationships in some second- and third-tier cities, but this relationship is different from before!
In the past, it was full trust, including a series of problems such as car condition and price, and now, people also have to go online to understand the basic market, basic information, and then find you, there will be no more "stealing" in it.
Moreover, there has always been a problem, many traditional used car old merchants, why do your old customers lose one by one, is it "too cruel under the knife", people trust you, the car you sell to others, expensive, and not good, resulting in "killing" short-sighted?
Did you know how much it costs to develop a new customer for our used car? Have you ever counted? How much does it cost to maintain an old customer, and the old customer brings you a new customer?
We don't produce cars, we don't repair cars, what is the core product of our used car companies? What are the core values? Aren't these our customers who have trusted us?
5, vertical price increase, live inner volume, clues are very expensive:
Chinese used cars, most of them, most of them are imitators, few innovators, many are "others have done", I have to keep up, but other people's "successful experience" is not suitable for you?
Speaking of live broadcasting, during the epidemic period, everyone began to broadcast live, used cars are indeed out of several so-called "big", but now there are 60,000 used car companies every day eager to live broadcast 24 hours a day, many of which are bosses and bosses in person!
"Old iron, discounted", "Brother, come and see", 60,000 companies per day, each put a variety of red envelope clue package 100 yuan to start, people platform 6 million daily income, what about us? Is the real effect suitable for everyone?
Nowadays, the boss lady does not have to worry about the boss to sing, because every day "tired" on the live broadcast, the effect, have you ever calculated, how much money has been put in a year? How many units were sold?
Vertical websites, the effect is getting worse and worse, after all, the competition is fierce, there are so many clues, and there are fewer people who are flat!
Therefore, the vertical field must be put into operation, and the "portal impact" of live broadcasting must also be done, but how to do it accurately and professionally? How to do it reliably? How to coordinate energy and talent, can not only care about the clues, give up their own service quality and products, users come, our car is not good, the price is also high, people rely on you to buy a car?
Do a good job of internal strength, and then do marketing, otherwise it is a waste of resources and tired!
6. Standardize operation, pay taxes according to law, and the cost is high:
As the industry becomes more and more standardized and the enterprises become more and more large-scale, China's second-hand car practitioners are rapidly changing from "car dealers" to "entrepreneurs", and the "wild road" of the previous dozen people and seven or eight guns can no longer adapt to the new era!
Formal operation, many costs will feel significantly increased, such as the five social insurance and one gold for hiring employees, corporate disability insurance, contract stamp duty, value-added tax on second-hand car operations, brokerage price difference income tax, enterprise cost amortization, corporate income tax, personal income tax, shareholder dividend tax and so on.
It can be said that as long as your company scale exceeds 5 people, the monthly transaction volume exceeds 20 units, it is unlikely that you will be informal, the boss collects the car, the daughter-in-law manages the account, the guy sells the car, this family workshop model, but also gradually formalized.
This is a big trend and a must, but this cost is far higher than everyone thinks, a guy to get 10,000 a month, your company pays a cost of more than 13,500 yuan, in the north, Shanghai, Guangzhou, Shenzhen may be more, are you ready for the boss?
Final thoughts: How much does the return on investment count as a pass?
Bosses, thank you for sticking to seeing this, anxious?
In 2021, according to the survey data of Little Fat Brother, the annual return on investment of about 15% of the second-hand car companies with their own funds is very good, and it is absolutely a fengmao corner to exceed 20%.
If it is the use of external funds to operate with loans, the annual return on investment can exceed 8%, and even many bosses settle accounts at the end of the year, busy for a year is to work for landlords and employees, and they usually open some wages.
The larger the second-hand car enterprise, the lower the return on investment, the lower the per capita efficiency, and the faster the cost growth, which is the current situation, but it will not be without a solution!
In 2022, 700,000 used car companies, who will be strong, who will stay, who will lose money?
Today's 6 "gray rhinos" may be the front row, and the back is, cruel no?
Dear bosses, welcome to leave a message to discuss, next, how do we "survive in the jungle"!