The general trend of the used car industry

Key words three: traffic conversion

Personal IP and private domain operations are trending

5 billion traffic hit the used car industry

Unconsciously, the used car industry has entered the flow era.

Some people say that the epidemic has led to the emergence of the second-hand car live broadcast business, and some people believe that this is the inevitable development of the traffic era.

In short, if a car dealer only relies on selling cars offline, then he will miss the dividend of traffic.

Whether it is Tangshan Komatsu Automobile, One plus One Automobile or Qinqin famous car, it is to obtain traffic through content and live broadcast and then cash out through traffic. In particular, live drainage is an important way for second-hand car dealers to get customers.

Hou Yaxia, general manager of used cars of United Automobile Group, said at the conference that live drainage is of great help to dealers' ability to obtain customers and online transformation.

In 2019, the group began to lay out the new media track, and at present, the group has about 18 second-hand car accounts, the current monthly lead volume is more than 10,000, and the conversion rate is 1.2%. In June, the one-month lead conversion rate was 7.3%, and the lead accuracy was very high.

For the commercial nature of used car new media, Li Erwei, chairman of Shanxi Carneschi One and One used car, pointed out when talking about how to return to the commercial nature of new media, that people are the carriers of new media realization, and if you want to do a good job in traffic, people are the first step and a very important step.

The second is content. Content as the core of the platform, in essence, is to do content marketing, to do for the purpose of realization of the creation.

Li Erwei frankly said that the creation for the purpose of realization is the truly meaningful content. Each of his videos is to let the audience know what he wants to pass on to the audience, such as how the product, how the service is and what is different from others, what can bring high value products or services to customers.

After obtaining clues, several elements below the line are also indispensable: 1. Abundant vehicle sources; 2. Brand endorsement; 3. Car buying experience; Reasonable price and perfect after-sales.

The last thing is persistence. Li Erwei said that entering the used car industry for more than 20 years, to see many peers in and out, each time the industry changes will see many new faces into the industry, used car people must keep pace with The Times, keep up with the development of The Times, do not be affected by some new factors, to learn to embrace the Internet.

Li Feifei, general manager of Chongqing Qinqin famous car, talked about the transformation of the private domain business trilogy - after the product is recommended out, there are three steps for customers to form purchases: the first is the precipitation of the private domain; The second is the retention of private domain active, and the last is the transformation of private domain.

In the active aspect of private domain traffic, when the customer is introduced from the public domain to the private domain, the car dealer should do some planning regularly, so that the customer can be active and continue to understand the car dealer. Customer questions, event notifications, sales pitches, expert services, etc., are all means of activating private domain users.

In the private domain traffic conversion, only by establishing trust, generating loyalty, spontaneous sharing can produce fission. In Li Feifei's view, all the traffic that can not be realized is garbage flow, and car dealers would rather not. Only by continuously entering brand value for customer groups can we achieve a good transformation, achieve lightweight operation, reduce marketing costs, prevent the loss of old customers, and also be more conducive to brand shaping.

Not only do car manufacturers focus on creating traffic, but the service platform also supports car manufacturers based on their needs and market status. At the current used car conference, Understand car Emperor announced that it has integrated and upgraded the used car business with Tiktok, and in the next year, the two sides will take out 5 billion content to support good content, good car sources, and help high-quality car manufacturers grow.

Zhao Zhifeng, head of the used car business of Understandche Di, said that after the integration of Understandche Di and Tiktok used car users, the number of users reached 147 million, and 88,000 active merchant accounts, encouraging the used car content to return to the transaction itself, so that the business operation is more efficient, the user experience is more perfect, and the industry ecology is healthier.

At present, the used car industry has entered the era of dual operation of content and vehicle source. The integration of Internet platforms represented by Zhuangche Di and Douyin is bringing digital changes to the used car trading and establishing the connection and trust between car dealers and consumers.

In order to enhance user trust, understand car Emperor and Tiktok will also increase the double-end governance around the vehicle source. At present, Knoche Di and Tiktok have established a unified vehicle source management norm, launched a real vehicle source intelligent identification model and blacklist database, and focused on the management of false vehicle sources and accident vehicles. The follow-up will also improve the blacklist mechanism, better protect the interests of users, so that businesses operating in compliance with the law can get more profits.