In the past few days, the popular Beijing Auto Show has almost become an exclusive show for domestic new energy vehicles, "Wei Xiaoli", Wenjie, Xiaomi, Nezha, BYD and other local brands are competing for beauty, and many celebrities in the technology Internet industry have also appeared on the stage, fueling the flames, 360's Internet celebrity boss Zhou Hongyi is one of them.
There is a saying: the old does not go, and the new does not come. The "Red Cannon" not only came to the auto show site to experience and evaluate domestic new energy vehicles one by one, but also engaged in a unique "live broadcast of selling cars" - exclusively entrusted to know the car emperor to auction his original car Maybach S600, and said that the next car should "fully embrace domestic new energy". For a time, all kinds of local new power automobile manufacturers have come to "flirt", and the "melon-eating masses" have also continued to pour in, coming to see auctions, new cars, talk shows, and public welfare, crowded in one place.
It is worth mentioning that Zhou Hongyi's "car show" not only earned enough eyeballs for China's new energy vehicles, but also gave domestic second-hand car transactions a new model, contributing important value to the healthy development of China's second-hand car industry. After watching the live broadcast, a consumer said: "This time, Zhou Hongyi auctioned second-hand cars in Chedi, and the whole process of information was open and transparent, which allowed us to see another possibility of buying and selling second-hand cars." ”
Industry veterans pointed out that for a long time, the stubborn problems of the domestic second-hand car industry are opaque information, opaque prices, scattered industry supply, and poor user experience, "so when it comes to second-hand cars before, most consumers actually have a bad first impression."
Most of the traditional second-hand car transactions "watch people cook"
The author also had the experience of selling second-hand cars a few years ago, whether it was to the 4S store for the so-called "deduction replacement", or to the second-hand car market to find a dealer to inquire, the purchase price quoted to the author at the beginning was so low that it was "jaw-dropping". And there is no convincing reason why the purchase price is so low, starting from the vehicle itself. Seeing that the author was unmoved, these second-hand car dealers called again and again to raise the quotation as if squeezing toothpaste. The final price was 30% higher than the beginning.
In the process of communication, the author can even feel that some second-hand car dealers have basically found a potential buyer, and then go back to the author to negotiate the purchase price, but if the "potential buyer" repents, even if the purchase price has just been verbally negotiated, it will no longer be recognized by the second-hand car dealer. In short, the author has a feeling of being fooled and being "eaten" intertwined, and the experience is very bad.
It can be said that in the process of most second-hand car transactions before, middlemen had the situation of "watching people cook", rather than "getting what you pay for" to earn reasonable intermediate profits based on the principle of quality pricing. This is also the core reason why the industry has been difficult to integrate although the market size of non-standard products such as second-hand cars is large.
Some industry experts pointed out that in 2023, China's motor vehicle ownership has reached 435 million, as China has become the world's largest car ownership country, the annual transaction volume of second-hand cars is gradually approaching the transaction volume of new cars, and its transaction scale surpasses that of new cars is an inevitable trend, and second-hand car transactions are maturing, which is also of great value for the continued development of new car consumption, "In this context, it is timely for the second-hand car industry to move towards standardization, standardization and platformization."
Technology empowers users to see the real car condition and real price
On the evening of April 28, the "live broadcast of selling cars" between Hongyi and Chedi made many consumers sigh, "This is what a second-hand car transaction should look like."
Before the live broadcast officially started, Zhou Hongyi posted a video on his personal Douyin account "Uncle Zhou Hongyi in Red", saying that after discussing with Emperor Che, he set the starting price of the vehicle at 600 yuan. And the vehicle has been professionally tested by Chedi and issued a test and valuation report to ensure that the vehicle information is open and transparent.
The author saw in the live broadcast that the car emperor objectively pointed out the problems existing in this Maybach, and used new technology products such as D-BOX to make the second-hand car testing open and transparent, and realize the scientific unification of testing and valuation standards. At the auction site, Zhou Hongyi himself said: "(Understand the car emperor) They inspected it so carefully, I didn't care about the different degrees of wear and tear of the two seats." ”
After several rounds of bidding, the Maybach was finally successfully sold for 9.9 million yuan through the Chedi platform, and Zhou Hongyi also donated all the after-tax income from the sale of the car. Looking back, in this live broadcast, whether it is the evaluation of the condition of the car or the auction bidding, the process is convincing.
It is understood that D-BOX is an intelligent testing product specially developed for second-hand cars. Some second-hand car practitioners admit that compared with manual inspection, D-BOX is not limited to testing conditions, testing tools, and does not rely on human subjective judgment, "This is the most rare, whether it is a protection for the interests of second-hand car buyers or sellers." Relying on technology rather than people's subjective evaluation to solve the second-hand car evaluation standards and trust problems, understand the car emperor to achieve the real car condition, real price".
In fact, many traditional industries have solved the inherent problems of the industry itself and achieved rapid progress because of technological progress. For example, Didi eliminated many "black car" drivers, and Meituan's probability of users being slaughtered was greatly reduced. Not only has the user's consumption experience been greatly improved, but it is also a win-win situation for all participants in the industry.
This is usually possible with the investment of leading companies. Understanding Chedi is one of the product matrices of Douyin Group, and has been fully integrated with the automotive content operation of Douyin Group's Douyin, Toutiao, Xigua Video and other applications. According to public information, in February 2021, Knowing Chedi launched a second-hand car channel. By the end of 2023, the scale of second-hand car sources covered by Chedi will exceed 280,000 units, and 29,000 car dealer partners will become cooperative members, covering more than 350 cities. In July 2023, the company announced that it had been integrated and upgraded with Douyin's second-hand car business, and the number of users of Dongchedi and Douyin second-hand cars reached 147 million, with 88,000 active merchant accounts. It can be said that whether it is the technical ability of the platform, the financial ability, or the traffic advantage, the car emperor is second to none in the domestic second-hand car industry, and has the strength to take on the important task of leading the industry change.
When I learned about the car emperor experience, I found that the price and condition information of each car are very detailed and transparent, which is completely different from the traditional second-hand car transaction. Taking Zhou Hongyi's live broadcast as an opportunity, we look forward to the continuous development of China's second-hand car industry. This is of great value to both users and China's automotive industry.
Upstream News Ma Liang