在購買汽車的時候你是否會在網絡平臺上進行查詢了解?互聯網銷售已經延伸到各個產品營銷中,汽車網絡銷售也開始成為汽車銷售的一種流行趨勢,很多消費者在購買汽車之前,都會通過各大網絡社交平臺與其他用戶交流一下自己想要買的那款車型。正是在這種互聯網交流溝通銷售平臺的趨勢下,各大汽車品牌也開始走上線上銷售的路線。
我們一(yi)(yi)起梳理(li)下互聯網汽(qi)車交(jiao)(jiao)易(yi)(yi)平臺(tai)的(de)發展時間線,最(zui)初是汽(qi)車電商(shang)的(de)布(bu)局,線上巨頭們把觸手伸向汽(qi)車行(xing)業,一(yi)(yi)些汽(qi)車經銷(xiao)(xiao)商(shang)也(ye)自(zi)己布(bu)局線上,通過(guo)電商(shang)進行(xing)銷(xiao)(xiao)售(shou),然而汽(qi)車銷(xiao)(xiao)售(shou)是一(yi)(yi)種非常(chang)依賴線下的(de)交(jiao)(jiao)易(yi)(yi),因此進展并不(bu)理(li)想。隨后(hou),一(yi)(yi)大批圍繞二手車交(jiao)(jiao)易(yi)(yi)服務的(de)汽(qi)車交(jiao)(jiao)易(yi)(yi)平臺(tai)迅(xun)速(su)崛起,展開(kai)了激(ji)烈的(de)市(shi)場(chang)爭奪戰。不(bu)過(guo)也(ye)由于市(shi)場(chang)競爭過(guo)于激(ji)烈,成本(ben)迅(xun)速(su)擴張,在金(jin)融(rong)層面(mian)的(de)業務沒有完(wan)全建設(she),這(zhe)些二手車交(jiao)(jiao)易(yi)(yi)平臺(tai)很(hen)長一(yi)(yi)段時間都(dou)陷入(ru)了巨額(e)虧損中(zhong)。
直到2015年(nian),這(zhe)些平臺(tai)(tai)先后毫無(wu)例外地(di)把金(jin)融(rong)(rong)服務作為(wei)發展的重點業務之一(yi),從(cong)交易(yi)環節切(qie)(qie)入了金(jin)融(rong)(rong)服務。以(yi)瓜(gua)子為(wei)例,其2015年(nian)9月上線,第二年(nian)6月就迅速切(qie)(qie)入自(zi)營金(jin)融(rong)(rong)。而(er)從(cong)進入2017年(nian)開始,一(yi)個新(xin)的趨勢是(shi)(shi),無(wu)論是(shi)(shi)電(dian)商平臺(tai)(tai)還是(shi)(shi)二手(shou)車交易(yi)平臺(tai)(tai)都開始加(jia)碼新(xin)車銷(xiao)售業務,而(er)且(qie)是(shi)(shi)以(yi)一(yi)種本身(shen)就搭載(zai)了金(jin)融(rong)(rong)服務的銷(xiao)售方式(shi)——融(rong)(rong)資(zi)租賃,而(er)且(qie)主(zhu)要是(shi)(shi)直租模式(shi)。
這(zhe)種(zhong)模式為人(ren)稱道(dao)之處在(zai)(zai)于,用戶(hu)(hu)只需(xu)(xu)要(yao)用極低的(de)(de)(de)首付(fu)(通常(chang)是(shi)10%左右)就可以擁有(you)一輛新車的(de)(de)(de)使用權,而且牌照、保險、繳納購置稅(shui)等服務都已(yi)經配備齊全,剩下的(de)(de)(de)錢只需(xu)(xu)要(yao)像(xiang)按揭一樣按月付(fu)款即可。不過(guo)與(yu)傳(chuan)統的(de)(de)(de)信貸(dai)購車不同的(de)(de)(de)是(shi),在(zai)(zai)租車的(de)(de)(de)過(guo)程中,車始終(zhong)在(zai)(zai)公司名(ming)(ming)下,過(guo)了(le)一年(nian)左右的(de)(de)(de)租期后,用戶(hu)(hu)有(you)一定的(de)(de)(de)選(xuan)擇權,可以選(xuan)擇不再(zai)還(huan)款把車還(huan)給公司,或者將車過(guo)戶(hu)(hu)到自己名(ming)(ming)下繼(ji)續還(huan)完貸(dai)款。
順著時間線來(lai)看,這是(shi)一個(ge)很有意思的趨勢,從最早的單(dan)純把交易搬到線上,到從交易切入金(jin)融,再到最后直(zhi)接用金(jin)融的方(fang)式(shi)賣車(che),金(jin)融在其中發揮(hui)的作用越(yue)來(lai)越(yue)重要(yao)。
根(gen)據(ju)羅蘭(lan)貝(bei)格與建元資本發布的《2019中國汽車(che)金融報告》顯示(shi),在北美(mei)地區,汽車(che)金融滲(shen)透(tou)率高達80%,其中融資租(zu)(zu)賃46%,普通(tong)汽車(che)貸(dai)款為34%。相比之下(xia),國內的汽車(che)金融服務(wu)總體滲(shen)透(tou)率為35%,融資租(zu)(zu)賃滲(shen)透(tou)率僅有5%左右,只能算是剛剛開始。
據官方數據,截至6月底(di)全(quan)國汽(qi)(qi)車保有量達2.05億輛(liang),其中私(si)家(jia)車達1.56億輛(liang),占76.32%,2018年(nian)下半年(nian)以(yi)來(lai)月均增加164萬(wan)輛(liang),呈持續快速增長趨(qu)勢。在(zai)此情況下,依附于汽(qi)(qi)車存量市場規模(mo)的汽(qi)(qi)車后(hou)市場也(ye)迎來(lai)爆發,根據前瞻產(chan)業(ye)研究(jiu)院發布(bu)的信息(xi),2019年(nian)汽(qi)(qi)車后(hou)市場規模(mo)預計接近萬(wan)億。
16.62%(56家) |
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16.02%(54家) |
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10.09%(34家) |
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3.56%(12家) |
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7.12%(24家) |
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2.97%(10家) |
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13.65%(46家) |
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15.73%(53家) |
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5.04%(17家) |
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0.30%(1家) |
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0.30%(1家) |
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3.86%(13家) |
2021年網(wang)(wang)(wang)(wang)(wang)站數據庫共收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)337家,其中品(pin)牌(pai)(pai)旗艦(jian)店(dian)(dian)(dian)(dian)的網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)占總比最多,達到56家,其次為(wei)(wei)(wei)(wei)(wei)京東自(zi)營店(dian)(dian)(dian)(dian),收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)54家,品(pin)牌(pai)(pai)特(te)許店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)53家,小品(pin)牌(pai)(pai)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)46家,京東旗艦(jian)店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)34家,蘇寧自(zi)營店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)24家,京東特(te)許店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)17家,品(pin)牌(pai)(pai)商城(cheng)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)13家,拼多多店(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)12家,蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)10家,唯品(pin)會店(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)1家,企(qi)業店(dian)(dian)(dian)(dian)鋪(pu)(pu)收(shou)錄(lu)網(wang)(wang)(wang)(wang)(wang)店(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)1家。
小編認為,新零售的(de)(de)本(ben)質就(jiu)是成(cheng)本(ben)、效率(lv)、用戶體(ti)驗,打(da)通線上(shang)(shang)(shang)線下(xia)。我覺(jue)得車(che)其實是非常好的(de)(de)新零售,因為有線上(shang)(shang)(shang)獲客規模(mo),有線下(xia)服務重體(ti)驗。“線上(shang)(shang)(shang)產品+線下(xia)服務”模(mo)式持續擴容(rong):數(shu)據(ju)顯示,90后(hou)對汽車(che)服務線上(shang)(shang)(shang)化(hua)認可度最高,年輕人的(de)(de)成(cheng)長(chang)終將(jiang)改變傳統的(de)(de)汽車(che)后(hou)市(shi)(shi)場消費習慣。未來(lai)一站式、標(biao)準化(hua)、品牌化(hua)的(de)(de)汽車(che)后(hou)市(shi)(shi)場平臺化(hua)服務,將(jiang)進一步(bu)促(cu)進當前(qian)市(shi)(shi)場格局的(de)(de)整合,打(da)通行(xing)業的(de)(de)物流與(yu)信息流,實現(xian)行(xing)業鏈(lian)條中多方參(can)與(yu)者的(de)(de)利(li)益共贏。