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(shou)也開始成為汽車銷售(shou)的(de)(de)一種流(liu)行趨勢，很多消(xiao)費者在(zai)(zai)購買汽車之前，都會通過(guo)各(ge)大網絡社交(jiao)平臺與其他用戶交(jiao)流(liu)一下(xia)自己想要買的(de)(de)那款車型(xing)。正是在(zai)(zai)這(zhe)種互聯網交(jiao)流(liu)溝通銷售(shou)平臺的(de)(de)趨勢下(xia)，各(ge)大汽車品牌也開始走(zou)上(shang)線(xian)上(shang)銷售(shou)的(de)(de)路線(xian)。
我(wo)們一起梳(shu)理下互(hu)聯網汽(qi)(qi)車(che)(che)交(jiao)易(yi)平(ping)臺的(de)發展(zhan)時間(jian)線(xian)，最初是汽(qi)(qi)車(che)(che)電商(shang)(shang)的(de)布局，線(xian)上巨頭(tou)們把觸手伸(shen)向汽(qi)(qi)車(che)(che)行業，一些汽(qi)(qi)車(che)(che)經銷(xiao)商(shang)(shang)也自己布局線(xian)上，通過電商(shang)(shang)進行銷(xiao)售，然而汽(qi)(qi)車(che)(che)銷(xiao)售是一種(zhong)非常依賴線(xian)下的(de)交(jiao)易(yi)，因此進展(zhan)并不(bu)(bu)理想(xiang)。隨(sui)后(hou)，一大批圍繞二手車(che)(che)交(jiao)易(yi)服務的(de)汽(qi)(qi)車(che)(che)交(jiao)易(yi)平(ping)臺迅(xun)速崛起，展(zhan)開了(le)(le)激烈(lie)的(de)市(shi)場爭奪戰。不(bu)(bu)過也由于市(shi)場競爭過于激烈(lie)，成本(ben)迅(xun)速擴張(zhang)，在金融層(ceng)面的(de)業務沒有完(wan)全建(jian)設，這些二手車(che)(che)交(jiao)易(yi)平(ping)臺很長一段時間(jian)都陷入(ru)了(le)(le)巨額(e)虧(kui)損中。
直(zhi)到2015年，這些平臺先(xian)后毫無例外地把金融服務作為發展的(de)(de)重點業務之(zhi)一，從交(jiao)易(yi)環節切入了金融服務。以(yi)瓜子為例，其2015年9月上(shang)線，第二(er)年6月就(jiu)迅(xun)速切入自營金融。而(er)從進入2017年開(kai)始，一個新的(de)(de)趨勢是(shi)(shi)，無論(lun)是(shi)(shi)電商平臺還是(shi)(shi)二(er)手車(che)交(jiao)易(yi)平臺都(dou)開(kai)始加碼新車(che)銷(xiao)(xiao)售(shou)(shou)業務，而(er)且是(shi)(shi)以(yi)一種本身(shen)就(jiu)搭載了金融服務的(de)(de)銷(xiao)(xiao)售(shou)(shou)方式(shi)——融資(zi)租賃，而(er)且主(zhu)要(yao)是(shi)(shi)直(zhi)租模(mo)式(shi)。
這種(zhong)模式為人稱道之(zhi)處(chu)在于(yu)，用(yong)(yong)戶只需要用(yong)(yong)極(ji)低的(de)(de)(de)(de)首付（通常(chang)是(shi)10%左右(you)）就(jiu)可以(yi)擁有一輛新車(che)的(de)(de)(de)(de)使用(yong)(yong)權，而且牌照、保險、繳納購置(zhi)稅(shui)等服(fu)務(wu)都已經(jing)配備齊(qi)全(quan)，剩下(xia)的(de)(de)(de)(de)錢只需要像按(an)揭一樣按(an)月付款即可。不(bu)過與傳統(tong)的(de)(de)(de)(de)信貸購車(che)不(bu)同的(de)(de)(de)(de)是(shi)，在租(zu)車(che)的(de)(de)(de)(de)過程(cheng)中，車(che)始終在公司名(ming)下(xia)，過了(le)一年(nian)左右(you)的(de)(de)(de)(de)租(zu)期后，用(yong)(yong)戶有一定的(de)(de)(de)(de)選(xuan)擇權，可以(yi)選(xuan)擇不(bu)再還款把車(che)還給公司，或者將車(che)過戶到自己名(ming)下(xia)繼續還完貸款。
順著時間線來看(kan)，這是一(yi)個(ge)很有意思的趨勢(shi)，從(cong)最早的單純把交易(yi)搬到線上，到從(cong)交易(yi)切(qie)入金(jin)融，再到最后直接用(yong)金(jin)融的方(fang)式賣(mai)車(che)，金(jin)融在其中發揮(hui)的作用(yong)越來越重要。
根據羅蘭貝格與建元(yuan)資(zi)本(ben)發布的《2019中國(guo)(guo)汽(qi)(qi)車(che)(che)金融(rong)(rong)(rong)(rong)報(bao)告》顯示，在北美(mei)地區，汽(qi)(qi)車(che)(che)金融(rong)(rong)(rong)(rong)滲(shen)(shen)透(tou)(tou)率(lv)高達80%，其中融(rong)(rong)(rong)(rong)資(zi)租賃(lin)46%，普通汽(qi)(qi)車(che)(che)貸(dai)款(kuan)為34%。相比(bi)之(zhi)下，國(guo)(guo)內的汽(qi)(qi)車(che)(che)金融(rong)(rong)(rong)(rong)服務總體滲(shen)(shen)透(tou)(tou)率(lv)為35%，融(rong)(rong)(rong)(rong)資(zi)租賃(lin)滲(shen)(shen)透(tou)(tou)率(lv)僅(jin)有5%左(zuo)右，只能算是剛剛開(kai)始。
據(ju)官方數據(ju)，截至(zhi)6月底全國(guo)汽(qi)車保有(you)量達2.05億輛，其(qi)中私家車達1.56億輛，占76.32%，2018年(nian)(nian)下半(ban)年(nian)(nian)以(yi)來月均增加164萬輛，呈持續快速增長趨勢。在此(ci)情況下，依附于汽(qi)車存量市場(chang)規模的(de)汽(qi)車后(hou)市場(chang)也迎來爆發，根據(ju)前瞻產業研究院發布的(de)信(xin)息，2019年(nian)(nian)汽(qi)車后(hou)市場(chang)規模預計接近萬億。
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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） |
0.30%（1家） |
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3.86%（13家） |
2021年(nian)網(wang)(wang)(wang)站(zhan)數據庫共收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)337家(jia)(jia)(jia)，其中品牌旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)的(de)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)占總比最多，達(da)到56家(jia)(jia)(jia)，其次為(wei)(wei)京東自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)，收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)54家(jia)(jia)(jia)，品牌特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)53家(jia)(jia)(jia)，小品牌網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)46家(jia)(jia)(jia)，京東旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)34家(jia)(jia)(jia)，蘇寧自營店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)24家(jia)(jia)(jia)，京東特許店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)17家(jia)(jia)(jia)，品牌商城收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)13家(jia)(jia)(jia)，拼多多店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)12家(jia)(jia)(jia)，蘇寧旗(qi)艦店(dian)(dian)(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)10家(jia)(jia)(jia)，唯品會店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)(jia)，企(qi)業店(dian)(dian)(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)(dian)(dian)(dian)(dian)為(wei)(wei)1家(jia)(jia)(jia)。
小編認為，新零售的(de)(de)本質就是成本、效(xiao)率、用戶體驗(yan),打(da)通線(xian)(xian)(xian)上線(xian)(xian)(xian)下(xia)。我覺得車(che)其(qi)實是非常好(hao)的(de)(de)新零售，因為有線(xian)(xian)(xian)上獲客規模，有線(xian)(xian)(xian)下(xia)服(fu)務重體驗(yan)。“線(xian)(xian)(xian)上產品(pin)+線(xian)(xian)(xian)下(xia)服(fu)務”模式持(chi)續擴(kuo)容(rong)：數據顯示，90后對汽(qi)車(che)服(fu)務線(xian)(xian)(xian)上化認可度最高，年輕(qing)人的(de)(de)成長終將改變傳(chuan)統的(de)(de)汽(qi)車(che)后市場(chang)消費習慣。未(wei)來一站(zhan)式、標準化、品(pin)牌(pai)化的(de)(de)汽(qi)車(che)后市場(chang)平臺(tai)化服(fu)務，將進(jin)一步(bu)促進(jin)當前市場(chang)格局的(de)(de)整(zheng)合，打(da)通行業(ye)的(de)(de)物流(liu)與信息(xi)流(liu)，實現行業(ye)鏈條中(zhong)多方參(can)與者的(de)(de)利益共(gong)贏。
奧迪
梅賽德斯奔馳
寶馬
瑪莎拉蒂
特斯拉
雷克薩斯
沃爾沃
凱迪拉克
大眾
豐田
