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(che)網(wang)絡(luo)銷(xiao)售也(ye)開(kai)始成為汽(qi)車(che)銷(xiao)售的(de)(de)一種流(liu)行(xing)趨勢,很多消費者在購買汽(qi)車(che)之(zhi)前,都會(hui)通過各大(da)網(wang)絡(luo)社交(jiao)(jiao)平臺與其他用戶交(jiao)(jiao)流(liu)一下自己想要買的(de)(de)那款車(che)型(xing)。正是在這種互聯網(wang)交(jiao)(jiao)流(liu)溝通銷(xiao)售平臺的(de)(de)趨勢下,各大(da)汽(qi)車(che)品牌也(ye)開(kai)始走(zou)上線上銷(xiao)售的(de)(de)路線。
我們(men)一(yi)起(qi)梳理(li)下(xia)互聯網汽車(che)交(jiao)易平臺的發展時間線(xian),最初是(shi)汽車(che)電(dian)(dian)商(shang)的布(bu)局(ju),線(xian)上(shang)(shang)巨(ju)頭(tou)們(men)把(ba)觸手伸向汽車(che)行業,一(yi)些汽車(che)經銷商(shang)也(ye)自己布(bu)局(ju)線(xian)上(shang)(shang),通過(guo)電(dian)(dian)商(shang)進(jin)行銷售(shou),然而(er)汽車(che)銷售(shou)是(shi)一(yi)種(zhong)非(fei)常依賴線(xian)下(xia)的交(jiao)易,因此進(jin)展并不(bu)理(li)想。隨后,一(yi)大批圍(wei)繞(rao)二手車(che)交(jiao)易服務的汽車(che)交(jiao)易平臺迅速崛起(qi),展開了激烈的市(shi)場爭(zheng)奪戰。不(bu)過(guo)也(ye)由(you)于市(shi)場競(jing)爭(zheng)過(guo)于激烈,成(cheng)本迅速擴張,在金(jin)融層面的業務沒(mei)有完全建設,這些二手車(che)交(jiao)易平臺很長一(yi)段時間都陷入了巨(ju)額(e)虧損(sun)中。
直(zhi)到2015年,這些平臺先(xian)后毫無(wu)例外地把金(jin)(jin)融服務(wu)作為(wei)發展的重(zhong)點業務(wu)之一,從交易(yi)環(huan)節切(qie)入了(le)金(jin)(jin)融服務(wu)。以(yi)瓜子為(wei)例,其2015年9月(yue)上(shang)線,第二年6月(yue)就迅速(su)切(qie)入自營金(jin)(jin)融。而從進入2017年開始,一個新的趨勢是(shi),無(wu)論(lun)是(shi)電商平臺還(huan)是(shi)二手車交易(yi)平臺都開始加碼新車銷售業務(wu),而且是(shi)以(yi)一種本身就搭載了(le)金(jin)(jin)融服務(wu)的銷售方式——融資租賃,而且主要是(shi)直(zhi)租模式。
這種模式為人稱道(dao)之處在于,用(yong)(yong)戶只需(xu)要用(yong)(yong)極(ji)低的首付(fu)(fu)(通常是(shi)10%左右(you))就(jiu)可(ke)(ke)以(yi)擁有一輛新(xin)車的使(shi)用(yong)(yong)權,而且牌照、保(bao)險、繳納購(gou)置稅等服務都已經配備齊(qi)全,剩下(xia)(xia)的錢只需(xu)要像按揭一樣按月(yue)付(fu)(fu)款即可(ke)(ke)。不(bu)過(guo)與(yu)傳(chuan)統的信貸購(gou)車不(bu)同的是(shi),在租(zu)車的過(guo)程中(zhong),車始(shi)終在公司名下(xia)(xia),過(guo)了一年左右(you)的租(zu)期后,用(yong)(yong)戶有一定的選擇權,可(ke)(ke)以(yi)選擇不(bu)再還款把(ba)車還給(gei)公司,或者將(jiang)車過(guo)戶到自(zi)己名下(xia)(xia)繼續(xu)還完(wan)貸款。
順著時間線來(lai)看(kan),這是一個(ge)很有意(yi)思的趨勢,從最早的單純把(ba)交易搬到(dao)線上,到(dao)從交易切入金融(rong),再到(dao)最后直接用金融(rong)的方式賣(mai)車(che),金融(rong)在其中發揮的作用越來(lai)越重要。
根據羅蘭貝(bei)格與建元資(zi)本(ben)發布的《2019中國汽(qi)車金融(rong)(rong)報(bao)告》顯示(shi),在(zai)北美(mei)地區,汽(qi)車金融(rong)(rong)滲(shen)透(tou)率(lv)高達80%,其(qi)中融(rong)(rong)資(zi)租賃46%,普通汽(qi)車貸(dai)款為34%。相比之下,國內(nei)的汽(qi)車金融(rong)(rong)服(fu)務總體(ti)滲(shen)透(tou)率(lv)為35%,融(rong)(rong)資(zi)租賃滲(shen)透(tou)率(lv)僅有(you)5%左右,只能算是(shi)剛(gang)剛(gang)開始。
據官方數(shu)據,截至(zhi)6月(yue)底全國汽車(che)(che)保有量(liang)達(da)2.05億輛,其中私家車(che)(che)達(da)1.56億輛,占76.32%,2018年下(xia)半年以來(lai)月(yue)均增(zeng)加164萬輛,呈持續快速增(zeng)長(chang)趨勢。在此(ci)情況下(xia),依附(fu)于汽車(che)(che)存量(liang)市場規模(mo)的汽車(che)(che)后(hou)市場也(ye)迎來(lai)爆發,根據前瞻(zhan)產業研(yan)究院發布的信息,2019年汽車(che)(che)后(hou)市場規模(mo)預(yu)計接近(jin)萬億。
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2021年(nian)網(wang)(wang)(wang)站數據(ju)庫共(gong)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)337家(jia),其中品牌旗艦(jian)(jian)店(dian)(dian)(dian)的網(wang)(wang)(wang)店(dian)(dian)(dian)占(zhan)總比(bi)最多,達到56家(jia),其次(ci)為(wei)(wei)(wei)京東自營(ying)店(dian)(dian)(dian),收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)54家(jia),品牌特(te)許店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)53家(jia),小品牌網(wang)(wang)(wang)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)46家(jia),京東旗艦(jian)(jian)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)34家(jia),蘇寧自營(ying)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)24家(jia),京東特(te)許店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)17家(jia),品牌商城收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)13家(jia),拼(pin)多多店(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)12家(jia),蘇寧旗艦(jian)(jian)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)10家(jia),唯品會店(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)1家(jia),企(qi)業店(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)(wang)(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)1家(jia)。
小編認為(wei),新零售(shou)的(de)本(ben)質就(jiu)是成(cheng)本(ben)、效率、用戶(hu)體驗,打通線(xian)(xian)(xian)上線(xian)(xian)(xian)下。我(wo)覺(jue)得車其實(shi)是非常(chang)好(hao)的(de)新零售(shou),因為(wei)有(you)線(xian)(xian)(xian)上獲客規模(mo),有(you)線(xian)(xian)(xian)下服務(wu)(wu)重(zhong)體驗。“線(xian)(xian)(xian)上產(chan)品(pin)+線(xian)(xian)(xian)下服務(wu)(wu)”模(mo)式持續(xu)擴容(rong):數(shu)據顯示(shi),90后對汽車服務(wu)(wu)線(xian)(xian)(xian)上化認可度(du)最高,年輕人的(de)成(cheng)長終(zhong)將(jiang)改變傳統的(de)汽車后市場消費習慣。未(wei)來一站(zhan)式、標準(zhun)化、品(pin)牌化的(de)汽車后市場平臺化服務(wu)(wu),將(jiang)進一步(bu)促(cu)進當前市場格局(ju)的(de)整合,打通行(xing)業(ye)的(de)物流與(yu)(yu)信息流,實(shi)現(xian)行(xing)業(ye)鏈條中(zhong)多(duo)方參與(yu)(yu)者(zhe)的(de)利益共贏(ying)。