* * * Enjoy the car survival guide: do the work that others despise.

Editor/Zheng Luan

The "car cemetery" was exposed.

A farmland in Wanmin Village, Jiaxing, Zhejiang Province is overgrown with weeds, and hundreds of abandoned unattended cars are parked inside, which is called "car cemetery" by local villagers. In addition to Jiaxing, there are similar * * * car "cemeteries" in Hangzhou, Tonglu, Zhejiang, Shandong, Chongqing and Xiamen.

In fact, the "car cemetery" is just the tip of the iceberg of many problems in the travel industry. Research institutions predict that the travel market of * * * will reach 30-50 billion yuan/year, but so far only a handful of * * * car companies can make a profit.

Since 20 17, * * enjoys the bankruptcy of the automobile company, the user's deposit is difficult to refund, and the employee's salary is in arrears. Yo-Yo, EZZY, Muggle Travel, car2go and other companies have stopped operating or closed down, and the number of players on this track is rapidly decreasing.

"In 20 19, we made profits in 25 self-operated cities and 29 franchised cities." Last year1October 23rd, 10, Andrew Tan, CEO of go fun Travel (hereinafter referred to as "GoFun") under China Automobile Group, publicly revealed that GoFun had made a profit.

How did GoFun do it?

Walk into the market again

"Be serious, be careful and fasten the cable."

Tan Yi used several words to describe GoFun in the past few years.

He used to be a real fast-moving man. 1994 started his career with a bright resume, having served Li Jieshi and Coca-Cola successively. During the cleaning period, Andrew Tan helped Durex achieve great success in the e-commerce channel by exploring digital marketing when Durex was a brand that could not advertise in traditional channels.

Then he entered the e-commerce industry. The experience of foreign companies and deep insight into the Internet gave him an accurate judgment and unique insight into the future trend of the Internet.

Two years of studying EMBA in Cambridge is an important node of his outlook on life and values. He realized that the Internet can greatly empower China's traditional industries, and there are too many things he can do, so he ended his "part-time" career. On 20 16, Tan Yi joined GoFun as a partner as the chief operating officer.

In Andrew Tan's view, * * * enjoys the travel industry with considerable challenges. He likes challenges and enjoys the sense of accomplishment brought by challenges.

GoFun is positioned in a field of "tradition+industry". Its time-sharing is an industry that emphasizes assets, offline, operation and capital. Just like the To B industry, it needs long-term patience and endurance, and it is impossible to have geometric equivalent explosive power in a short time.

"Looking at the automobile industry, how to establish a profitable business model is still in the exploration period, and GoFun will be the one with the best chance of success." In GoFun, it took Tan Yi 16 months, from chief operating officer to CEO, to really lead the company.

Had said Andrew Tan, and said * * * car.

* * * The story of car appreciation began on 20 14, and * * * car appreciation also participated in it under the upsurge of national entrepreneurship. PP car rental, convex-concave car rental, leisurely car rental, etc. Established one after another, with a cumulative investment of more than $65.438+0.2 billion a year.

What attracts capital and entrepreneurs to advance wave after wave?

* * * Enjoyment is the representative mode of future travel mode. In terms of products, the user's lease period is flexible, which is lower than the price of taxis and online cars. The car rental process is simple, and the whole process is convenient and fast online. This is tempting enough.

20 15, the time-sharing lease of B2C mode entered the market instead. It should not be overlooked that this is a very high threshold industry, emphasizing assets, operations and technology. According to media statistics, by the end of 20 16, there were more than 370 car-sharing platforms in China, and more than 100 were put into operation.

According to the data, by the end of 20 17, the automobile * * * has covered 35% of the national population, and the penetration rate has reached 15%, which is equivalent to 15% of all automobile mileage. "* * * * Enjoy instead of having" has become a new way of life.

From a global perspective, the development level of car enjoyment travel in China far exceeds that in the United States. Although the development of new energy vehicles, autonomous driving technology and travel platforms in the United States is relatively mature, the car enjoyment travel penetration rate in the United States is only about 3.5% in 2020 and over 65,438+00% in 2025.

However, the rise of this tuyere is partly due to business opportunities, and the other half is due to: for new energy points, various OEMs have launched a large number of new energy vehicle production capacity, which is difficult to digest and flows to the automobile industry.

The bigger problem is that in hundreds of companies, few people know how to operate, and some even "start a business", just waiting for capital to take over, and few people care about operating costs and profit models. It is not difficult to understand that the environment has turned cold and a large number of companies have stopped operating.

"In the past three years, we have done these invisible jobs."

Never change your mind, but your ambition has leaked out.

GoFun persisted in this matter for three years.

This requires long-term investment, as well as the establishment of software and hardware teams to test different models, which is not a small cost. However, GoFun reduced operating costs through this incident.

Andrew Tan said that the water in the automobile maintenance industry is deep, and the maintenance cost of automobile enterprises accounts for more than 50% of the total operating cost. With the filing of locomotives, the maintenance process, required accessories and maintenance price of a car can be standardized, and there is no gray space. This is the original intention of GoFun to make a car machine.

With the car, GoFun can also know the driving habits and the number of accidents of each user, and every fault caused by the user can be blamed on others. With this function, GoFun successfully transformed commercial insurance into personal timeshare insurance, and the company only had to bear compulsory insurance.

"After you get on the commercial insurance 1 year is no problem. The next year, I found that the insurance company stopped playing with you. Why? Because the dividend payout ratio is too high. "

"Such a cheap car has an annual insurance premium of 30%, 50%, or even 100%. For example, for a car with a price of more than 30,000 yuan, the annual premium is 17500 yuan. "

A trolley module reduces the maintenance cost of GoFun by 50% and the insurance cost by 25%. This seemingly simple innovation is behind an accurate analysis of the cost structure.

There will be a long tail value in the data recorded by the car machine in the future. At present, several OEMs are cooperating with GoFun to build cars on some models.

Andrew Tan's ambition does not stop there. "In fact, becoming an automobile asset management platform is GoFun's ultimate goal, but this is an industry with high difficulty coefficient, and the rising speed will not be fast and it will take time."

Learn to choose, reduce costs and improve efficiency.

At present, GoFun has covered more than 80 cities and adopted the urban layout strategy of "one city, one policy", while Andrew Tan also indicated that it will expand from 40,000 vehicles to more than100,000 vehicles this year. In the face of this high-frequency expansion, how should GoFun control it?

In terms of vehicle source, GoFun has expanded by means of "self-operation+joining". Up to now, 50% of the vehicles are self-operated and 50% are franchised. Among the 40 self-operated cities, 25 cities including Xiamen, Beijing, Foshan and Guangzhou have achieved profits; Among the 40 participating cities, 29 participating cities such as Nanchong, Suining, Dazhou and Guang 'an achieved profitability.

At the same time, joining is faster than starting your own business. Because self-management is a test field, and it is a test field for joining. In addition, the operators of self-operated cities usually operate in the industry for many years, and have software and hardware facilities such as customer resources and maintenance services. Self-operated cities are all from scratch, and the initial investment cost is high.

Previously, GoFun also admitted without hesitation that there are still some cities that are far from profitability, such as Hangzhou, Shenzhen, Wuhan and Chongqing. "But these cities are also about to make a profit. Our time in Chongqing is still very short, but now the gross profit margin has increased by 78%. " Andrew Tan said, "Now the investment return cycle is shortened. Cities that have done well in the past can only make profits in one and a half years. Now some cities have been razed in almost five months. "

In the cold winter of the automobile market, the traditional automobile 4S model is facing a huge impact. From June to June last year, the national automobile sales decreased by 9. 1%. With the increasingly difficult winter in the automobile industry, many OEMs have come to cooperate and started to join.

At the same time, GoFun also throws an olive branch to private car owners, so that idle vehicles can be managed during idle time, and "car maintenance" can earn extra income. Let the car indirectly "move" through GoFun instead of stopping to depreciate.

In terms of labor costs, GoFun has improved the employment system of maintenance personnel in various outlets, and launched "crowdsourcing" service on 20 19, thus launching a software for grabbing orders-GoFun crowdsourcing. Users can complete the vehicle cleaning, scheduling and other tasks of GoFun platform by taking orders, and get paid. After registration, you can officially become a member of GoFun crowdsourcing App by passing the real-name certification and skills training exam. This is also a wonderful way to make use of social idle labor.

Facing the increase of market competitiveness, the user churn rate is also rising. Andrew Tan began to investigate, and found that most users lost because the car was not clean enough and the experience was poor. He began to think of ways to improve the user experience and reduce costs through some means while ensuring the company to "live".

In this way, Huawei entered his heart.

Empower all GoFun businesses with Huawei's basic capabilities, including computing power, cloud services and big data, and improve business level and efficiency; Using AI technology, taking photos before boarding the bus and uploading them to the background not only ensures the rights and interests of users, but also gives the company effective data.

At the same time, GoFun will also collect data from the travel industry, and the data provided by each port will be gathered in the cloud platform to empower Huawei, help Huawei deepen the travel industry, and provide a platform to realize the scene landing.

"What do you think is the most difficult thing in these three years?"

"There is no difficulty, everything is equally difficult." On the day of the interview, Andrew Tan's answer remained unchanged.

During the chat, Andrew Tan said something he regretted. Last year, he disposed of 65,438+03,000 old trams, which he decided to buy. In the face of loss handling and questioning from superiors, he also crustily skin of head.

"At that time, it was not predicted that the mileage of the car required by the user would be updated so quickly, otherwise the car with 13000 would not be bought. But if left untreated, they will always be a negative impact on assets and operations. "

After the cold winter, it must be warm spring.

"Last year, our time-sharing model basically achieved a balanced income. If you look at the rental income, it is not flat. However, if you count the non-main business income such as advertising fees and data income, it has been flat. " Andrew Tan took Xiamen and Beijing as examples with half pride.

Xiamen has the highest operating profit margin. It took Beijing a year to enter the first batch of profitable cities from huge losses.

In addition, with the development of 5G technology, it also brings a lot of convenience to * * * to enjoy the car. Since the previous year, GoFun has demonstrated its important breakthrough in the field of driverless driving. Auto-driving technology has been successfully applied to mass production vehicles, realizing automatic parking, formation scheduling, high-density parking and other functions. On 20 19, GoFun cooperated with Baidu to realize the automatic parking trial operation of Baidu Park.

In addition, Andrew Tan also said that blockchain technology is very helpful to the tourism industry, because there is no credit information system in this industry. When blockchain technology appeared, our first reaction was that it could quickly record user behavior and data storage, and gradually form a good user system. At the same time, you can also master complete and true vehicle information. Since the chain is on, the driving record and maintenance record will not be tampered with. When GoFun has enough deposit information, it can also be exported to financial companies, insurance companies, used car companies and so on. Empower the industry.

The after-sales service of the corresponding car is also needed. Including selling travel bags, installing GoFun's car machine can reduce its car purchase price, and also support the "custody" service, which actually slowly revitalized the dealers.

From heavy assets to light assets, from time-sharing lessors to travel platforms, from traditional car services to technology companies. To put it more simply, GoFun is a platform, a bit like Taobao.

The difference is that merchants sell goods on Taobao; The right to sell GoFun travel vehicles with idle vehicle resources. GoFun also calls this mode "GoFun Connect". It also launched a new system called "GoFun connect" to provide the society with driverless car services with full links of cars, people and services.

Industry experts also said that "* * * enjoying the travel big data accumulated by the private car platform can just become a catalyst for driverless development. The combination of the two will bring profound changes to the automobile industry. The whole industry, including automobile OEMs, * * * car appreciation enterprises, driverless platforms, automobile finance and insurance, and automobile aftermarket, will complete an ecological reconstruction, and * * * car appreciation will become the best way for driverless technology to land. "

Although winter is a little long, it must be spring after it.