New car on the market: used car "injured"
"At present, the pavement vacancy rate in our market has reached 40%." Recently, the deputy general manager of wenzhou used car Trading Market told reporters that many second-hand car merchants choose to change careers, suspend business or even "retire" directly. When the reporter visited the market, he found that many pavements were vacant, and the notice of "Wangpu for rent" could be seen everywhere.
What happened in wenzhou used car? In this regard, the chairman of Wenzhou Benben Used Car Co., Ltd. bluntly said that the sharp price reduction of new cars has a great impact.
At the beginning of this year, Tesla took the lead in setting off a "price reduction tide" in the world. The highest bicycle dropped by 48,000 yuan, which led brands such as Wenjie, Changan Deep Blue and BYD to follow up the price reduction. In March, Hubei Province and Dongfeng Motor jointly launched the strongest car purchase season in history, with a preferential amount ranging from 50 million to 90,000 yuan. The price reduction activities of new energy vehicles and fuel vehicles not only hit the new car market, but also greatly affected the second-hand car trading.
"The price is upside down." Car Cube used car merchants said, "For example, an Audi model with a market guidance price of 400,000 yuan usually has a residual value of about 320,000 yuan in one year, while there have been 270,000 yuan of preferential new cars in other places. Then, the sale of used cars is very embarrassing. "
The trend of new energy vehicles joining the price war also increases the risk of price fluctuation of used cars. Used car dealers have become more cautious in collecting cars. The manager of the trading department of wenzhou used car Trading Market said that not long ago, a car owner went to the market to sell a new energy vehicle worth more than 100,000 yuan four years ago. The mileage is only 70,000 kilometers, and the price quoted by used car dealers is less than 50,000 yuan. Such a drop in residual value was unimaginable in the past.
According to the Secretary-General of wenzhou used car Chamber of Commerce, in July this year 1, China will fully implement the National VI B emission standard, and the national VI inventory vehicles must be emptied before this. In other words, the "squeezing" effect of new car price reduction on used car sales will continue.
Second-hand car dealers: strive to find a way out and seek a breakthrough.
The coldness of the trading market directly led to the decline of trading data. According to the chairman of wenzhou used car Exchange Market, during the period of 1-3 in 2023, the cumulative transaction volume was 9,500 vehicles, which was the lowest except for the first quarter of 2020 (affected by the epidemic). The data of 9500 vehicles is still the result of the efforts of used car dealers to find a way out.
It is reported that in order to cope with the inventory pressure caused by the price reduction of new cars on the used car market, car dealers have reduced profits, promoted small profits, and even cleared their positions at a loss. Because it is unlikely that the price of new cars will stabilize in the next few months, if the used cars collected by car dealers continue to be sold, it will not only bring capital costs and parking costs to used car dealers, but also bring direct sales price losses. To this end, car dealers are also trying to transfer their cars to other places, broaden channels and speed up turnover.
According to reports, it is nothing new for used car dealers to switch cars nationwide. However, in the past, wenzhou used car merchants mostly allocated used car sources from other places, but now they mostly allocate car sources from other places. In addition to expanding sales channels, there are also used car dealers who intensively cultivate professional tracks and avoid market risks by doing professional work.
In Checubic Zhejiang used car merchants, the reporter had the feeling of entering the new car exhibition hall: two exhibition halls, one showing only Fujian Mercedes-Benz Weiting models and the other showing only smart and MINI models.
The person in charge said that they have long recognized the restraining effect of excessive price fluctuation of new cars on the used car market, so they narrowed the range of models and only sold Mercedes-Benz Weiting, smart and MINI models to avoid market risks through specialization. Facts have proved that under the market situation of great price reduction of new cars, it has also been affected by the market environment, and the transaction has declined. However, compared with other comprehensive used car companies, the impact will be smaller.
In the used car market, car dealers who specialize in certain models or brands are by no means unique. For example, Benben used cars have always tended to luxury models such as Mercedes-Benz, BMW and Audi. Hu Ben said that fewer models and brands are more conducive for the company to accurately grasp the price dynamics of new cars, and also facilitate the company to certify used cars. Through more reliable quality assurance, uneasy customers are more assured and more conducive to promoting transactions.
Live Broadcasting, Drainage and Warmth: Going out of the New Sales Way
With the rise of short video platform, live broadcast with goods has become a new consumption mode of new e-commerce. Second-hand car dealers have also changed from the traditional drainage mode recommended by calling old customers and sending friends to live drainage.
In the wenzhou used car trading market, the person in charge told the reporter that in order to support the car dealers in the market to carry out live broadcast business, the market has specially opened up a special venue for live broadcast for car dealers to use for free. Some car dealers have invited professional live broadcast teams to participate in the live drainage of used cars.
In the car cube, Zhejiang used cars also tasted the sweetness of live broadcast. At present, 70% of the used cars sold by the company come from live channels.
In the newly-opened second-hand car market of New Silk Road, all the cars have agreed on the rules: arrange a live broadcast station, everyone will broadcast live in turn 24 hours a day, and online channels will be added to promote the second-hand car transaction. Although it has only been in business for half a year, the average monthly sales volume of used cars in New Silk Road has reached about 100. The person in charge said that although the car dealers who settled in the second-hand car in Xinsi Road are basically experienced, have old customer resources and have rich experience in channel expansion, the promotion of live broadcast drainage to their sales is obvious.
According to reports, the new Silk Road used car is currently composed of eight used car companies and a professional car sales anchor team. Different from the ordinary used car market, the car dealers here enjoy the source of the car and determine the reserve price. No matter who owns the car or sells it, it is only necessary to give the reserve price to the car source enterprise, and the premium part belongs to the individual or enterprise that sells the car. Wenzhou New Silk Road Automobile Co., Ltd., as the organizer of the market, only charges a parking fee of 1 1,000 yuan for each trading vehicle. After the inspection and maintenance costs of vehicles, there is basically no surplus.
So what is the planning of the new Silk Road? New Silk Road used car is a platform for car dealers to serve their peers. They hope to explore a new second-hand car sales model, better regulate the second-hand car trading, better reduce market risks and gradually find new profit points.