What is most important for used car companies? Undoubtedly integrity!
In countries such as the United States, Japan, South Korea, etc., the leading companies in the second-hand car industry will provide consumers with testing certificates that can be used as evidence in the future, and have realized the national warranty of second-hand cars, solving the problem of integrity, so the second-hand car market has shown a prosperous development. Due to the transparency of vehicle conditions and the after-sales guarantee that customers can enjoy, the number of used car transactions in the United States has maintained a level of three times the level of new car sales all year round. On the other hand, in the Chinese market, the survey shows that 80% of users do not trust the second-hand car industry enough, so they are afraid to buy second-hand cars, and the trust problem is the biggest pain point on the demand side of second-hand cars.
Integrity is the foundation of a second-hand car company
"Haier hopes to replicate the sincere service system accumulated in the home appliance industry to the second-hand car industry." Liu Qi, Director of the Board of Directors of Haier Group and Chairman of Catachi, said, "Integrity is the foundation of the foundation, and we will use the capabilities of Catachi Industrial Internet to find the most suitable car for users, and through the whole process of service, consumers can buy and use with peace of mind." ”
In order to build a solid foundation of integrity, Catachi took three steps. First, look for partners who are in line with Catage's integrity philosophy. Second, establish three transparent service standards, namely transparent vehicle conditions, transparent prices, and transparent services. Third, use the industrial Internet capability to ensure that the entire process standard is implemented.
On July 18, at the live broadcast ceremony of the Catachi Intelligent Interactive Mall, Liu Rebuke introduced to reporters the specific approach of Catachi's three-step process.
In 1985, Zhang Ruimin, the founder of Haier Group, angrily smashed 76 refrigerators with quality problems, injecting the word sincerity into Haier's corporate soul and forging Haier's entrepreneurial spirit of pursuing excellence. Later, through management innovation and business development, he brought Haier out of the country and into the world.
In 2021, a similar scene happened in the used car industry. Wang Guobao, vice president of Catachi and general manager of Catachi Meritor, smashed a Mercedes-Benz soaking car that was accidentally acquired under the witness of many peers and consumers. In his opinion, he would rather pay 300,000 yuan than let this Mercedes-Benz be put on the shelves and sold to customers. The first thing to do is to alert employees and do a good job of testing and evaluation in the future. The second is to make customers feel at ease with the brand. The third is to hope to awaken the quality awareness of the industry.
In 2022, by chance, Wang Guobao and Catage met, and soon after, Wang Guobao led the Meritor team to join in 2022, based on the common concept of integrity between the two parties.
Wang Guobao said frankly: "Catage's entry into the second-hand car industry can empower the industry through standardized and technical means, helping us to implement the concept of integrity more solidly. The used car industry needs the leadership of leading companies. Second-hand car companies do not produce cars, and our only product is integrity. “
On the basis of the common concept of integrity, Catachi has cooperated with car dealers across the country, and now has more than 40 mid-to-high-end second-hand car direct chain stores, bringing together more than 100 model brands around the world.
Three transparent + AI interactions to enhance customer experience
From its establishment in 2022 to the present, Catachi has realized the standardization of second-hand car transactions by virtue of the standardization of the whole process, and its essence is to achieve "three transparency".
With the "one car, one code", Catachi realizes the visualization and traceability of the whole process of vehicle condition detection, maintenance and quality inspection with digital standard certification, and eliminates the "three nons" problem vehicles such as fire cars, soaked cars, and major accident vehicles from the source, so as to achieve transparent vehicle conditions.
Catachi adopts a "fixed price" sales model, and the charging standard for the renovation service is open and transparent, ensuring that consumers can buy the most desirable car at the most reasonable price, so as to achieve price transparency.
It is the first in the industry to mention the "three guarantees" service standard of the national joint guarantee, obtained the first five-star service certification certificate from the China Quality Certification Center (CQC) in the second-hand car industry, and has an honest ecological service network covering more than 100 cities across the country, so as to achieve service transparency.
On this basis, Catachi released the industry's first user integrity standard system, clarifying the "five major service commitments": 9 categories of vehicle condition detection; 90-day repurchase guarantee for "three non" vehicles; 30-day vehicle warranty; 1 year and 20,000 km three major system warranty; Three-pack service, nationwide warranty. With "integrity" and "standard" as the core, Catachi is committed to enhancing consumers' confidence in the second-hand car industry and stimulating the vitality of the second-hand car market.
With the support of a standardized system, Catachi not only provides consumers with clear and transparent car purchase protection, but also improves its own service quality and operational efficiency. The establishment of this system marks an important step towards standardization and standardization of the second-hand car industry. The country's first second-hand car self-operated mall, mid-to-high-end second-hand car offline direct store, online intelligent interactive mall and national unified integrity ecological service network have formed a "three-network integration" of mid-to-high-end second-hand car direct chain network, breaking regional limitations and realizing "national buying, national selling" of second-hand cars.
At the live broadcast ceremony of the Catachi Intelligent Interactive Mall, Liu Zhenyu, general manager of Volcano Engine Big Consumption Solution, demonstrated the scene of the Catachi Mall interacting with users through AI technology: entering the AI interactive interface of the mall, the voice says "can take into account the needs of commuting, suitable for a family of 6 for short-distance travel, with a powerful engine and rich entertainment system", and the AI interactive interface gives recommendations for multiple brands and models within one second. Cars are bulk consumer goods, and consumers take a long time to make decisions, whether there are multiple changes in user needs, or there is no search action, leaving only comments and barrages, Catage's intelligent interactive AI can capture and predict user needs, and match the most suitable model for him.
He said that the user's physical wallet decides whether they can buy it, and the psychological wallet decides whether to buy it or not. Consumers first pursue cost-effectiveness, but at the same time, they are also afraid of falling into the pit and trouble. The Catachi Intelligent Interactive Mall can solve the above problems. With the development of Internet technology, online shopping malls have generally gone through three stages: search, recommendation and interaction, and interactive technology can more accurately match customer needs.
The digital remanufacturing plant is the backstop
Transparency is easier said than done. At present, in the used car industry, the inspection of vehicles still mainly relies on the experience of appraisal appraisers. In this mode, on the one hand, it is difficult to scale the vehicle inspection, and on the other hand, the slightest omission in the inspection process makes it easy to lose sight.
In order to solve the above problems, after half a year of equipment research and development and process optimization running-in, Catage's "remanufacturing" digital factory was officially put into operation on July 18. Through the application of the industrial Internet platform + "one vehicle and one code", the visualization and traceability of quality, materials, services, and vehicles are realized, which has become a new paradigm for the digital transformation of the industry and the realization of high-quality development.
The reporter saw in the factory that the factory is divided into 19 nodes, including rain test, chassis and tire testing, system testing, AI gantry flaw detection, four-wheel alignment, paint repair, chassis cleaning, engine compartment cleaning, interior cleaning, dust-free film workshop and final delivery. Through the cameras set up at all angles, the four core digital scenarios of vehicle visibility, quality visibility, material visibility and personnel visibility can be realized, and users can query the vehicle's factory re-inspection report, maintenance report, offline quality inspection report, platform certification report, and three-package service report at any time in offline stores and online malls. The "ID card" of the five certificates and one code records the whole process of the vehicle from entering the factory to the maintenance and quality inspection, and all the information is 100% transparent, so that consumers can buy a car with confidence and worry about using the car.
In particular, it is worth mentioning the application of "AI gantry flaw detection" technology used in the vehicle inspection process, the vehicle can be scanned in only 15 seconds after the gantry, and the surface defects of the vehicle can be automatically identified, and the test report will be issued in 80 seconds, the chassis ultra-high-definition shooting and retention, the paint defect and detection rate are 100%, the damage accuracy can reach the millimeter level, and the labor cost can be reduced by 60%. The reporter saw that even the dents and scratches on the car surface, which are easy to ignore with the naked eye, have nowhere to hide under the detection of smart devices, and are clearly marked.
In addition to inspection and restoration, the "Remanufactured" digital factory can also provide customized services for used cars, and Catage is committed to ensuring that every new used car can fully meet the individual needs of the user. Personalized customization covers exterior customization such as car clothing, wheels, and exterior surrounding, as well as upgrades to the steering wheel, seats, interior, etc., truly realizing "my car, I customize", and unlocking unlimited car fun for users.
Liu said that the launch of the Catachi intelligent interactive mall and the use of the remanufacturing plant are to open up the interaction between users and factories, and to open up the close relationship between the demand side and the supply side. On the consumer side, it uses personalized interactive perception as a means to effectively stimulate the actual needs of consumers; On the supply side, the precise allocation of resources is realized through networked collaboration to promote flexible production. The reason why Catachi wants to empower the second-hand car industry with digital intelligence, and clearly makes "three transparency" and "five service commitments", is to bring customized, standardized and ecological scenario solutions to users. Catachi will abandon the way that second-hand car dealers rely on information difference to make money, but obtain profits through more transparent value-added services, so that users can consume clearly and sell cars in a down-to-earth manner.
As a "new species" in the automotive industry, Catachi not only pays attention to its own innovation and development, but also actively assumes industry responsibilities to promote the high-quality development of the entire automotive industry. Catachi will empower the high-quality development of the second-hand car industry and even the entire automobile industry by establishing the industry image, changing the business model, reorganizing the industry pattern, and shaping new consumption habits.
Text: Chen Meng Editor/Layout: Liu Xiaoye
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