Overseas environmental risks have soared, the domestic epidemic storm continues, the relevant departments from the overall situation and strategic height to formulate policies and guidelines, promote the construction of a national unified market, and in early April officially issued the "Opinions on Accelerating the Construction of a National Unified Market", comprehensively accelerating the transformation of the mainland market from large to strong. Can the automobile industry, which has not encountered major changes in a hundred years, decode the unpredictable unknowns in the wave of national unified large markets? With the theme of "Understanding the Big Market", Star Park interviewed a number of industry experts and industry association representatives to deeply analyze the challenges and opportunities faced by China's automotive industry, and provide a new perspective for corporate development planning and business decision-making.
SAIC-GM-68%, SAIC-VOLKSWAGEN -66%, Dongfeng Nissan-60%...... Recently, a screenshot of the insurance volume data of various brands in the first half of April went viral on social media. While most of the mainstream joint venture brands have "waist chopping", the head Chinese brands have also fallen amazingly. Obviously, this is an industrial terminal retail challenge. The wave of supply chain and the epidemic is causing the auto industry to re-evaluate the impact of external factors on the market. The Association expects domestic narrow passenger car sales to decline by nearly 32% year-on-year in April.
Mr. Luo Lei, Deputy Secretary-General of China Automobile Dealers Association
As a pillar industry, the sluggish terminal sales volume will have a direct negative impact on the efficient operation of the entire industrial chain, including the circulation of second-hand cars. Public information shows that in the first quarter, the cumulative transaction volume of used cars in the country was 3.8796 million units, and the transaction volume fell by 1.93% year-on-year. Luo Lei, a senior expert in the second-hand car industry and deputy secretary-general of the China Automobile Dealers Association, revealed in an exclusive interview with Star Car, "The unfavorable start of the first quarter is mainly due to the serious dispersion of the epidemic in March, and Shanghai and Changchun have been greatly affected. Trading volume is expected to fall by more than 10% year-on-year in April. ”
In the face of the complex global environment and increasing terminal pressure, the China Automobile Dealers Association is committed to bringing together the innovative forces of the industry, gaining insight into the changing trend of consumer demand and the direction of channel mode adjustment, and continuously promoting the reform of the automobile circulation system under the pattern of the new era. On the other hand, the circulation association continues to strengthen the role of bridge and link between the government and enterprises, dedicates itself to uploading and dispatching, and actively offers suggestions and suggestions, so as to develop the domestic automobile circulation in high quality.
At present, the relevant departments have issued documents many times to guide development and promote consumption. Whether it is the "breaking down local protection and regional barriers" in the unified large market, or the "Opinions on Further Releasing Consumption Potential to Promote the Sustained Recovery of Consumption", which mentions "the comprehensive cancellation of the second-hand car relocation policy and the implementation of inter-provincial measures for the registration of small non-operating second-hand car transactions", it is a good information to promote the development and growth of the domestic second-hand car market.
With the continuous release of favorable policies, what new opportunities will the domestic second-hand car market usher in? In Luo Lei's view, "Building a National Unified Big Market" is a programmatic document to guide market construction, and many of its contents are closely related to the second-hand car market, which is conducive to the improvement of circulation efficiency and the optimization of the model system in the second-hand car market.
The first is conducive to the establishment of a unified market system and rules; for example, restrictions on relocation, different places have different standards, and unified systems and rules can promote the true unification of the market. Second, break down local protection and market segmentation; although the overall policy is breaking down barriers, local policies such as purchase restrictions still play an objective market segmentation effect, limiting the overall market size. The third is to improve the construction of the industry's regulatory system; the revision of the second-hand car circulation measures should follow the principle of fair competition, have a unified supervision and support standard for all competitive entities, and uniformly collect value-added tax in accordance with the 1,000 and 1000 is a good start.
Most importantly, Luo Lei believes that the unified large market can give all participants a fair competitive environment, so that all business entities can give full play to their innovation capabilities in a fair competitive environment, and continuously promote the business model innovation of automobile circulation and second-hand car circulation.
Luo Lei introduced, "The annual meeting of the association this year has established four major priorities for this year and the future, one of which is channel change, so that dealers can recognize the situation, embrace change, and smoothly achieve transformation through their own innovation." The second focus is digitalization, and digital construction is also mentioned in the big market. New car and second-hand car dealers must do digitization, the association is currently in full swing to promote, encourage and help the second-hand car trading market around the transaction process to establish a SAAS system, for consumers to make reservations, arrange numbers to provide convenience, to provide car dealers with display channels, to take the digital road. ”
While promoting innovation, the association also continues to pay attention to the development of new energy used cars. Luo Lei revealed that at present, the association has formulated the "Evaluation System for Used Car Power Batteries" to help enterprises evaluate the condition of new energy used cars, and is drafting the "New Energy Vehicle After-sales Service Specifications". In addition, the association is also accelerating the landing of second-hand car commodity attributes, further simplifying the transaction process and reducing circulation costs. "Temporary property rights are not accurate, in fact, second-hand car commodity attributes, motor vehicle management has no intermediate commodity status, as a liquid asset management." Car dealers buy it not to acquire assets, but to sell them. ”
Of course, while the policy is frequently favorable, the development of the domestic second-hand car market is still challenging.
The first is that it is still difficult to break through the barriers of local policies. For example, the relocation of second-hand cars, the top-level design put forward clear requirements 5 or 6 years ago, but the lack of local supporting policies led to little effect. Even after the 2018 national inspection, there is still a "rebound" in some places, raising the threshold for second-hand car migration through policies such as emissions. Luo Lei introduced that at present, there are still three major regions of Beijing-Tianjin-Hebei, yangtze river delta and pearl river delta in China, which can only achieve high-end inflow and low-end migration, which is contrary to the basic characteristics of second-hand car circulation of "high-end car circulation to the high-end market, low-end car circulation to low-end market", and the second-hand car trading potential in the three major regions is still considerable.
"In the third quarter of last year, the relevant departments once again carried out a major inspection of the national second-hand car policy to ensure the effectiveness of the national chess game." Luo Lei said that Beijing-Tianjin-Hebei, the Pearl River Delta and the Yangtze River Delta are developed areas for domestic second-hand car trading, accounting for about 40% of the country's transactions. At present, the second-hand car trading in the three major regions is affected by emission policies, and many vehicle sources are not abundant and the prices are relatively high. If there is no "barrier" in the three regions, it can further stimulate the domestic second-hand car market to form a global circulation market economy.
Secondly, the development of second-hand car e-commerce has not yet broken through the bottleneck. "In 2015, domestic auto e-commerce came menacingly and overwhelmingly, making great contributions to the second-hand car industry." Luo Lei believes that the advertising bombardment of second-hand e-commerce has a certain publicity effect, and the online transaction model has also promoted the popularization of transparent conditions of second-hand car trading, objectively enhancing the awareness and trust of domestic users on second-hand car transactions; however, at present, domestic second-hand car e-commerce, and even automobile e-commerce still have four major problems that need to be seriously considered - is e-commerce another way or empowering the industry? Scale or efficiency? Speed or profit? Do you want to do everything or focus?
Luo Lei said that e-commerce to subvert the industry to kill traditional car dealers, if you want to innovate and start a business, it is not that you can achieve innovation in the circulation model by confronting traditional enterprises. Before the domestic e-commerce platform, more than 10,000 people, look very beautiful, single profit difficulties, no economic benefits, can not maintain the survival of enterprises, once the financing is not in place to face the huge dilemma of "weaning". Especially driven by capital, many e-commerce platforms have expanded wildly, and they have not explored a business model that can stabilize cash flow in order to list on a scale rather than profit. At present, rather than losing itself in a large and full grain, the focus on segmentation may be more conducive to operational stability.
In any case, the promotion of a unified national market is bringing new opportunities to the development of the second-hand car market. In 2021, domestic used car transactions were 17.585 million units, an increase of 22.6% year-on-year, while the volume of used car transactions in developed countries was generally twice that of new car sales. It can be said that the domestic second-hand car market still contains huge business opportunities. In the future, with the landing of more supporting policies, the second-hand car trading model will be further improved and the efficiency of second-hand car circulation will be enhanced. Even the second-hand car e-commerce that has not been able to conquer for a long time is expected to achieve new breakthroughs. Luo Lei suggested that used car e-commerce companies should pay attention to business model design, provide valuable services in the transaction link, and take this as the core of business operation, so as to achieve follow the trend and continue to grow.