From April 25th to 27th, the highly-recognized 2018 China Automobile Forum was held in Beijing. The theme of this forum is 'New Era, New Trends, New Strategies - Focus on High-Quality Development in the Automotive Industry'. This forum was closed. Summit, forum, nine thematic forums, and three concurrent events. On the theme forum of “Trend Forward-looking Automobile Market Trends and Consumption Upgrades” held on the afternoon of April 26, Li Liheng, head of the new vehicle network of Maodou, published the title entitled ' "Financial Leasing Helps Car Consumption Upgrade" is a wonderful speech. The following is a speech record:
New soybean net net person responsible person Li Liheng
In the past ten years, although China’s automobile sales have continued to maintain its global leadership, the growth rate has been declining. In 2017, the domestic automobile sales volume was 28.88 million, a slight increase of 3%. From the perspective of car ownership, we have a total retention of 217 million vehicles. We have a population of 1.383 billion. What does this mean? In addition to the absolute amount, we have to look at other data, that is, thousands of people. From this point of view, this figure lags far behind the United States. , less than a quarter of the United States, China's current population of only 157 vehicles, while the United States is 817. Although the overall sales are slowing, but the market space is still very large.
If we look at the geographical distribution, the sum of the total car sales or the total amount of vehicles in the east accounts for more than 50% of the total, which means that the total sum of the central and western regions does not add up to the entire eastern region. What does this explain? It shows that the amount of car ownership in our country is not only Low, the geographical distribution is very uneven, that is to say there are still a large number of areas where user demand has not been met. Analysis from Morgan Stanley shows that the third and fourth tier cities will become the main force of consumption. From the perspective of edamame, we today’s A large number of users are all Internet aboriginal users. They are relatively young and born on the birth of the Internet. It is not like our generation is slowly accepting the Internet, or we are researching and developing the Internet. They were born using the Internet.
The above data can basically come to a conclusion that our car sales are indeed slowing down, especially in the mainstream first and second tier cities. The slowing rate is still quite obvious, but in the third, fourth and deeper areas We see that a large number of user needs have not yet been met, including we look at a business opportunity. This means that there are also many opportunities inside. We look at the financial situation again. There is indeed a lot of gap between China's financial penetration and the United States. Financial leasing In China, I currently estimate that it will not exceed 5%, but in the United States, there are nearly 30% or even 40%, including in European countries, the penetration rate is higher. The same is true for traditional finance, and the overall penetration of our country is still lower than that of developed countries. Some, but we can see it's rising trend is very obvious, that is to say there are more and more young users, more like to use the form of loans, or to use more flexible financial methods, such as the phased consumption of cars We can also see such changes in other industries. For example, my personal mobile phone is rented. I am not incapable of spending this one. Mobile phones, I think maybe because I'm digital, so this digital product update iterations are faster, I don't want to bear the cost of iterating, I like to enjoy it in a novel way, When I can enjoy a service anytime, anywhere, Also It means, in a sense, that I don’t need to own it, like a bicycle. In the past, we went to own a bicycle because we couldn’t use it anytime, anywhere, but today after some shared bike platforms like Mobike and OFO came out, We don't need to have such an asset. So we look at the auto financial market. Whether it is the financial penetration rate or the financing penetration rate, which is far less than that of the developed countries, the space for the auto finance market is still very large.
Next, analyze the consumption situation of the market. Many years of research have found that the consumption habits of Chinese auto users are changing. For people like me, I am engaged in the Internet. It is very fixed for the car purchase process. There is a motivation to buy. Why does the user need a car and what is behind this demand? First marriage, I just want to think about the relationship between marriage and the car. Studying it really means, for example, promotion such as moving, for example, expanding social boundaries, such as raising the economy. Income, these can constitute a factor behind a user’s motivation to buy a car. When we look at it again, these factors constitute a demand. After so many years, the popularity of the Internet has made information extremely flat, releasing a lot of efficiency. In some other places. So we can see from this perspective that there are more and more user groups that will choose a new form of consumption, including something like the Internet, including online. Then there are some features that are getting younger and younger. After 90, based on the Internet, the indigenous people of the Internet can more easily accept new forms of finance, including financial leasing, including , There is the Internet + car they are complex, it can be said the car finance leases mode, under the existing consumption upgrade, I think we should and traditional automobile consumption is a complementary relationship, should not be a substitute relationship.
From the data of Maodou's operation for half a year, consumers with a monthly income of less than 8,000 have preferred the financial leasing model, and younger users under the age of 30 accounted for more than 50%. There are many female users, and we account for 30 female users. %. Look at the distribution of Maodou sales TOP20 cities. In the Midwest, like Central China, where we have a large proportion, we are going to give priority to the needs of that place. There is a depression.
There is also a more interesting phenomenon, which may be defined in the traditional market as this product is not a particularly hot product. However, in our platform, it has become an explosion. This is a bit like the sudden burst of killing I have participated in. The entire Taobao venture, Tmall's business, when doing Taobao, made a lot of money, we think that the cost-effectiveness should be the ultimate model, in fact, today's fight is fission from the poly-computation, then why this year's fire, before No fire? There is a reason for this. I have been in Ali for more than a decade. What I failed at the most was to not buy online from my parents' church. But now they have become loyal users and I am very ashamed. I go home everyday and he says , You see I smashed one more thing. I let him go to Taobao for shopping. He said that it is too complicated. It's still more convenient. It's a lot of special products. Then the ability to find someone is particularly strong. It is possible to find some possibilities. In our eyes, it is not a particularly good product, but there is a corresponding user group behind each product. You don’t like that some people may like it, a pair of 9.9 yuan slippers, you may not, but also There are many people who need it. Today's commodity communication concept, the channels of traditional automobiles, does exist in this place. Everyone has a different motivation for visiting auto shows. The auto companies attend two exhibitions a year and can only expose ten SKUs at a time. Billion communication fees cannot be evenly distributed to every vehicle. There are fewer SKUs assigned to each. This reflects the true core capabilities of an Internet platform.
Let's revisit Maoyou. Simply put, it uses the 'four news' to recreate the consumer market for the entire new car. The first is the new region. We will find the real consumer leaders of the future. The second is the new group. We can lock in what we think is good. Users, or we can find the potential users behind each product; the third is the new model. We don't have the same map of SUVs in the traditional consumer market; the fourth is the new model. We are not directly selling or simply mortgage. We are a brand new consumption model.
We hope that Maodou can do something for this industry and for this market. We hope to make new momentum for the development of the OEM industry. We can use some advantages to empower our OEMs. For example, we have a turnaround cycle for our vehicles. We can obviously shorten By the second or third year, we have restructured the enabling vehicle enterprises through big data, and the upstream production links are more efficient, or that the future does not rule out flexible customization and cooperation in the supply chain. At the same time, we also hope to use the technology of the soybeans, Internet thinking. , Help us to make car manufacturers to make the transformation and upgrading.
First of all, in terms of users’ purchase of cars, edamame can enrich our user experience. Our financial products have lowered the threshold for down payment. Many people who do not have the strength to go to the traditional market can enjoy this service in advance. Second, we will spare no effort in the future. In terms of user experience, investing in more financial and material resources may have a word that is closer to the Internet user experience in the field of traditional sound. Calling the customer is God. The Internet user experience is not only the after-sales link, but the entire business thinking, and the user experience is Based on the foundation for our survival, we are all user-centric. We will do a better user experience this year. We have also increased the layout of the offline service experience. Soybeans are on the 1st, 2nd and 3rd lines, and the 4th and 5th tier cities have opened. A lot of offline service shops.
The four major advantages of edamame are the three-dimensional online and offline new retail formats. The second is the user linkage. Soybean and melon seeds are natural linkage scenes. After the user returns the vehicle in the future, the treatment behind us can directly link to the seeds. In the three years of development, Guazi has built the world's largest used vehicle circulation platform and channel; the third financial risk control, we are the industry's first independent research and development of the wind control system, and is also the only recognized in the third-party market. And accepted; the fourth is artificial intelligence.
Edo has established a cooperative relationship with more than forty car brands. Currently, the business covers nearly one hundred cities across the country. We are also laying out in the fourth- and fifth-tier cities. We will not rule out the presence of Edam's business in the beautiful countryside in the future. We are in the country. 11 cities have established large central warehouses and can deliver national routes and branch lines. Among the new vehicle purchase categories, MAU ranks first in the industry, accounting for nearly 70% of the total.