On April 28, Zhou Hongyi's second-hand car auction on Douyin and Chedi Live officially started. This live broadcast was co-organized by Zhou Hongyi and Emperor Che, Zhou Hongyi handed over the Maybach S600 he had driven for 9 years to Emperor Knowing Chedi for exclusive testing and issued an appraisal report. And finally auctioned at the offline auction jointly organized by 360 and Dongchedi. After second-hand car dealers from all over the country took turns bidding, the final vehicle was sold for 9.9 million yuan.
The theme of this live broadcast is "Sell Maybach and Embrace Domestic New Energy", and choose to cooperate with head platforms such as Douyin and Dongchedi, which has attracted widespread attention from the whole society. In particular, Zhou Hongyi previously admitted in the Douyin account that after experiencing high-end domestic new energy products, he felt that he had completely surpassed foreign luxury brands. In fact, in addition to helping overseas luxury cars "disenchant" and help the development of domestic new energy, this live broadcast also has an important value: not only to help China's new energy, but also to help the development of China's second-hand car industry.
"Uncle in Red" exclusively commissioned Chedi to inspect and auction
On April 18, Zhou Hongyi, who had just returned from the United States, made a difficult decision to sell the Maybach S600 he had been sitting on for 9 years and prepare to replace it with a domestic new energy intelligent networked car. He was most concerned about two issues about this "trade-in": First, how to sell the car? Is there a car dealer willing to help him sell the car? Second, how to choose a new car, I hope to hear everyone's suggestions.
As soon as the video was released, many second-hand car dealers across the country responded one after another, seeking to acquire Zhou Hongyi's Maybach, some said that they would increase the price by 10% on the basis of evaluating the market price, and some said that they would exchange Zhou Hongyi with a certain brand of new energy vehicles.
Subsequently, Zhou Hongyi invited Emperor Che to test his car. The results of the inspection show that this Maybach S600 is not a major accident, non-fire, non-soaking, non-meter-adjusting car. In the live broadcast, Zhou Hongyi specially mentioned that the exclusive entrustment of Chedi is to ensure the transparency and authenticity of vehicle information. He also quipped: "(Understand the car emperor) They checked it so carefully, I didn't care about the different levels of wear and tear of the two seats, which shows that Mr. Zhou is very lonely." ”
It may be that there are too many people who want to buy this car, for the sake of fairness, on April 26, Zhou Hongyi released a video on Douyin again, announcing that he had discussed and decided with Emperor Che and entrusted Emperor to be responsible for organizing the auction, and the auction will be conducted offline at 6 pm on April 28, and it will be broadcast live online. And 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. He will also donate all the after-tax income from the sale of cars to the non-profit organization - Wang Xuan Care Fund.
On the day of the auction, car dealers from Qingdao, Ningbo, Tianjin, Beijing, Shanghai and other places came to the scene to participate in the auction. Although the starting price is not high, the on-site quotation quickly reached more than 1 million yuan. After that, it went through several rounds of bidding, and finally the No. 47 bidder sold it for 9.9 million yuan.
Zhou Hongyi said in the live broadcast that his market psychological price for this car was 800,000 or 900,000, and it was originally expected to be as high as two or three million. I was also "confused" about the final transaction price of 9.9 million yuan.
Technology empowers real car conditions at a glance
As we all know, for a long time, the stubborn problems of the domestic second-hand car industry are opaque information and price, scattered supply and poor user experience. When it comes to used cars, most consumers' first impression is not good. This time, Zhou Hongyi auctioned second-hand cars in Chedi, and the whole process of information was open and transparent, allowing users to see another possibility of buying and selling second-hand cars.
We can see that in the inspection video released by the Douyin account of Chedi, Chedi objectively pointed out the problems existing in the vehicle, and used new technology products such as D-BOX to make the second-hand car inspection open and transparent, and realize the scientific unity of testing and valuation standards. In the end, Zhou Hongyi's Maybach was successfully sold through the Chedi platform.
The relevant person in charge of the car emperor told the "China Automotive News" reporter that D-BOX is a testing product independently developed by the car emperor, focusing on the intelligent detection of second-hand cars, with the help of intelligent hardware equipment, intelligent detection, intelligent analysis of cloud data, and finally realize the intelligent judgment of the condition of second-hand cars.
In the test report released by Chedi, a large number of details were pointed out in detail: for example, the engine has burned oil, 4025 kilometers since the last maintenance, 103 days of oil consumption of 1.5 liters, and the estimated maintenance cost is relatively high. During the live broadcast, users can watch the inspection report at any time, so as to better understand the real condition of the vehicle. This approach uses technology rather than relying solely on human subjective judgment and displays information publicly, which can effectively help consumers build trust in the vehicle and the platform.
Before Zhou Hongyi sold second-hand cars this time, Han Han also exclusively entrusted his car to the emperor who knew how to sell it. Celebrities themselves have a spotlight effect, putting the "black box" second-hand car sales process in the past into the spotlight, allowing users to see the real and transparent car condition and sales process. This in itself is exemplary for the used car industry.
Promote the used car industry
Standardization, standardization, and platformization are at the right time
As China has become the world's largest car owner, the annual transaction volume of used cars is gradually approaching that of new cars. According to the data released by the China Automobile Dealers Association, the ratio of the number of second-hand car transfer registrations to the number of new car registrations in China in 2023 will be about 1:2, while in developed countries, the ratio of the second-hand car market to the new car market transaction scale is 3:1. China's used car industry has great potential but has not been fully unleashed.
In the long run, it is an inevitable trend for the scale of used car transactions to surpass that of new cars. Moreover, the maturity of second-hand car transactions is also of great value for the development of new car consumption. As Luo Lei, assistant to the president of the China Automobile Dealers Association, said in an interview with the media before, as an important driving force to activate the entire automobile market, second-hand car consumption can not only boost new car sales, but also promote the upgrading of automobile market consumption.
As for why China's second-hand car industry has not ushered in the long-awaited outbreak, the reason is still dragged down by consumers' low trust in the industry. The scattered supply of the industry, the non-standard products, and the opaque price and product information all affect the experience of consumers buying second-hand cars.
Nowadays, it is the right time to promote the second-hand car industry to standardization, standardization and platformization. Especially since the beginning of this year, the state has issued a number of policies to encourage car replacement consumption. On April 12, the Ministry of Commerce and 14 other departments issued the "Action Plan for Promoting the Trade-in of Consumer Goods" officially released to the public, clearly proposing to increase fiscal and financial policy support and carry out car trade-in. The central government and local governments will work together to arrange funds to support the scrapping and renewal of automobiles, and encourage qualified localities to support the replacement and renewal of automobiles. Among them, it is more clearly stated that it is necessary to promote the safe and convenient transaction of second-hand cars. We will continue to implement facilitation measures such as "reverse invoicing" for second-hand car sales and registration of transactions in different places, and break down all kinds of invisible obstacles. Give full play to the advantages of the second-hand car trading platform directly connecting buyers and sellers, and promote the reduction of links, costs and efficiency of second-hand car transactions.
From these policy statements, it can be seen that the efficient circulation of second-hand cars plays a vital role in whether the effectiveness of the car trade-in policy can be 100% played. For a platform-based enterprise like Chedi, the current is undoubtedly an important period of policy and strategic opportunities.
According to public information, by the end of 2023, the scale of second-hand car sources covered by Chedi has exceeded 280,000, and its business covers more than 350 cities. In July 2023, the company announced the integration and upgrading of its second-hand car business with Douyin, and the number of users of the second-hand car of Dongchedi and Douyin reached 147 million, with 88,000 active merchant accounts. By promoting standardized vehicle testing and information openness and transparency, leading platform enterprises can and should undoubtedly play a more important role in promoting the second-hand car industry to scale and standardize.
This time, Zhou Hongyi sold cars in the live broadcast of Know Chedi, which allowed consumers to see the possibility of establishing "trust": relying on technology rather than people's subjective evaluation to solve the problem of second-hand car evaluation standards, and solving the problem of opaque second-hand car information and price through online. Understand the car emperor to achieve "real car condition, real price", which is valuable to the second-hand car industry and consumers.
Zhou Hongyi's live car sale is not only a traffic event, but also shows the rapid progress of China's second-hand car industry. It is believed that the auction of Maybach S600 by Zhou Hongyi will be an opportunity to make consumers re-understand China's second-hand car industry and promote the second-hand car industry to move towards high-quality development. Zhou Hongyi also said in the exchange with the auctioneer after the auction that he hoped to reshape the image of the second-hand car industry through this auction, and the second-hand car market has broad prospects in the future.
Text: Chen Meng Editor/Layout: Liu Xiaoye
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