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Sanxiang Metropolis Daily all-media reporter Hu Rui correspondent Zhou Jiazhuang
This year's "price war" in the new car market continues to ferment, and the second-hand car industry is also facing unprecedented challenges. On May 20, a reporter from Sanxiang Metropolis Daily visited a number of second-hand car trading markets in Changsha and found that the current market is cold and there is a wave of store closures. At the same time, many second-hand car dealers have transformed their marketing models and embarked on the road of selling cars through new media such as short videos and live broadcasts, and some second-hand car dealers have eighty or ninety percent of their turnover coming from new media platforms.
【Market】
The second-hand car industry is cold, and the store is now closed
There are few customers, and many shops are crowded. On May 20, the reporter came to the Zhongnan second-hand car market and saw this scene.
"I've been doing used cars since 2013, and this year should be the hardest year." Zhao Can, a second-hand car dealer in Changsha, told reporters that he currently has 100 employees and hundreds of cars, which is a large scale in Changsha's second-hand car industry, but he still feels that business is becoming more and more difficult to do. "There is also a wave of second-hand car shop closures in the market."
"Although the volume of second-hand car transactions continues to grow, the market volatility and increasingly transparent prices have led to a decrease in profits and increased risks for second-hand car operations." Pan Guoqiang, secretary general of the Hunan Second-hand Car Dealers Association, said that the "price war" of the new car market has affected the second-hand car market, and second-hand car dealers not only have increased the difficulty of selling cars, but also it is not so easy to collect cars. "The second-hand car industry is becoming more and more volatile, with the gap between the rich and the poor, and the uneven drought and flood."
The reporter learned from the interview that due to the difficulties in the second-hand car business, some second-hand car dealers began to transform their operations. "If you can't sell old cars, you can sell new cars at the same time." Pan Guoqiang told reporters that there are still some car dealers who choose to upgrade to do second-hand car foreign trade business, "but those who can do second-hand car exports are all powerful." ”
[Observation]
Fuel vehicles are still the mainstream of second-hand car trading, and new energy vehicles have great potential
The reporter visited a number of second-hand car trading markets in Changsha and found that fuel vehicles are still the mainstream models.
In the second-hand car market in Zhongnan, Mercedes-Benz, BMW, Audi, Volkswagen, Toyota and other fuel car brand vehicles are dazzling. In contrast, there are only a handful of new energy vehicles, and even second-hand cars of popular new energy brands are rare.
"We basically don't accept new energy vehicles." A trader in the market said that in everyone's impression, new energy vehicles have the characteristics of low value retention rate and high cost of replacing power batteries, and it is difficult to sell after receiving them, and the risk of losing money is also greater, "especially this year, the new energy new car market has a large price reduction, resulting in a serious depreciation of second-hand cars." ”
According to the data of Guazi second-hand cars, the overall value retention rate of new energy vehicles in the first three years is about 60%, 50% and 40% respectively, and the value will be halved in two years. Specific to a specific model, the more expensive the car, the lower the value retention rate. For example, the mid-to-large ES8 retains value compared to the mid-size ES6, and the higher-priced coupe EC6 retains value lower than the ES6. At present, the ET5 series, which has the lowest price in the whole NIO series, has a one-year value retention rate of 76%, which is close to the Model Y, the king of new energy value retention rate.
"With the addition of various intelligent hardware and intelligent driving, new energy vehicles have more and more 3C attributes." The relevant person in charge of Guazi second-hand car said in an interview that the high cost performance of new energy second-hand cars due to the low value retention rate can further reduce the threshold of "car replacement experience". "Taking the Weilai brand as an example, as long as it costs 220,000 yuan, you can change it once a year, and experience the entire range of Weilai models, which is comparable to the rate at which ordinary people change their mobile phones."
【趋势】
Most merchants have embarked on the road of selling cars online
On May 20, when the reporter visited the second-hand car trading market, he found that the sales staff of the second-hand car dealer took out their mobile phones to start the live broadcast to sell cars. "Everyone sells cars like this, and I follow suit." A second-hand car salesperson said with a smile that most merchants in the market have embarked on the road of selling cars online.
"At the end of 2019, I inadvertently took a car and posted a video, and then there was a message in the comment area, and I got clues to buy a car, and then I started selling cars online." Zhao Can introduced, "Later, as long as I posted each car on the Internet, 99% of it could be sold." ”
"At the beginning, my method of selling cars online was very simple, that is, simply taking pictures of cars, and there was traffic as soon as I took pictures. What year is the car, what kilometer, what car condition, send these things up, maybe it will be sold in a day or two. Zhao Can said that his fans come from all over the country, such as Xinjiang, Heilongjiang, Fujian, etc.
Later, Zhao Can began to learn to go abroad to do live broadcasts, introducing cars in the camera and telling some customer stories. "I remember that there was a fan from Fujian who came to me and bought a Honda Fit, and then sent the car to Gansu to drive it for his father, and then took a plane to Fujian."
Zhao Can told reporters, "Online car sales must be honest. We have a three-day return, a seven-day replacement, a lifetime warranty, and a lifetime free maintenance. At present, 80%-90% of my sales come from the Internet. ”