Talking about high-priced car collection

This article was first published by China Used Car Media Alliance.

The author is a member of the Alliance, originally founded by Wang Meng.

Some pictures and texts come from the Internet.

Foreword: Golden September and Silver 10 didn't come!

For the automobile industry, the annual golden September and silver tenth is definitely the best season, especially for the second-hand car industry, which experienced the off-season from July to August and resumed in September. In the three months of 10- 12, almost 40% of the annual business volume was completed.

Used car owners often joke that to be used cars, they have to work for landlords and banks in the first half of the year and employees and service providers in three months. Only these last few months are the key time to decide whether to make money and how much to earn in a year.

I thought that this year was affected by the epidemic and it was more likely to recover at the end of the year. Generally, after the National Day holiday, the peak season of used car trading begins, but this year is indeed a frequent occurrence of "black swans"!

From 10, used cars suddenly stopped selling. This is not an isolated phenomenon. Many second-hand car operators in China generally report that the retail situation is not good after the first ten days of 10!

General Manager Liu, an automobile dealer, reported that the monthly wholesale+retail sales volume was about 65,438+000 vehicles. As of1October 25th, 10, there were less than 70 vehicles, and retail sales were obviously affected.

Mr. Su, a car dealer, said that in June last year, there were 50 units in stock, 65,438+1October, 38 units in retail that month, 60 units in stock in September this year, 40 units in retail that month, 70 units in stock in June, and 65,438+1October. By the end of1October 25th, there were only 25 retail units, which obviously felt that1October was not as good as expected.

We also exchanged views on the retail of used cars inside and outside the market and 4S stores in many parts of the country. Everyone generally reflects that the peak season is not prosperous, and even declines, and the pressure is relatively high.

This paper analyzes the retail vehicle sources of some websites in the vertical field of automobiles. Many traditional best-selling vehicles have exceeded the 30-day inventory cycle. In the telephone consultation, the bargaining level is obviously improved, and the sales of car dealers are obviously "anxious"!

By comparing the data of some auction platforms, in the past two months, the auction purchase price of second-hand car dealers showed obvious signs of decline, the inventory of car dealers was at a high level, the sales cycle slowed down, the sales expectation dropped, and the purchase price obviously "cooled down".

Reason: the accumulation of various factors leads to the second-hand car can not be sold!

1, before the national "grab goods" led to a decline in the cost performance of used cars!

The off-season from July to August this year caught up with the improvement of the epidemic, so the off-season caught up with the second-hand car consumption in the "retaliatory" stage. Many second-hand car operators mistakenly believe that the second-hand car retail is getting better and better, blindly hoarding goods, and vicious competition is obvious, which leads to the approaching of the year, especially the price of Liu Guo's second-hand car is "beyond imagination".

Porsche used car retail price last year, acquired this year; Mercedes-benz e, the invoice price of new cars at the beginning of the year, and the used cars are still collected; Two years ago, Toyota Prado sold at the same price as a new car; This kind of story is told every day, and some people really accept it.

The new car is out of stock, the new car is discontinued, and the model is changed. These are all sporadic stages. Many people "speculate" in it, and the result is that the purchase price is irrational, relying on derivatives to make profits, hoping that customers "don't understand the market and have asymmetric information" to "cover up".

For example, a 20 19 Toyota Prado may cost more than the guide price of a new car. Including the purchase fee, others have been driving for more than a year, more than 20 thousand kilometers, saving less than 40 thousand, less than 2 yuan a kilometer. There is no need to spend money on it. Even if it stops production, it doesn't belong to him!

Many used cars brought by "high-end" are now "cooked" in their hands. If you sell it, it is estimated that it is too difficult to "wait for the rabbit".

2. The price/performance ratio of new cars in the market has improved, while the attractiveness of used cars has decreased.

Automobile China: A large number of new cars were put on the market around June 5438+ 10, and there were a lot of major changes, mid-term changes and vest changes. In fact, the purpose behind them is mostly to "reduce prices in disguise." Although some prices have been reduced, users don't understand "one cheap and three loves".

In addition, many new cars have made great efforts in "differentiated" derivative services, such as low down payment, zero down payment, ultra-low interest rate, agreed repurchase and preservation, exchange of thousands of dollars for tens of thousands of gift packages, reduction and exemption of car purchase fees, large replacement subsidies, and long free maintenance, extended warranty, quality assurance and so on.

As a result, the "price difference attraction" of many quasi-new used cars has declined, and derivative service providers have no advantages in terms of scale and professionalism, such as finance, insurance, after-sales, etc., which makes many users who originally considered used cars bite their teeth and buy new cars!

3, the price reduction of new cars is more and more "not playing cards according to the routine", and the pressure of used cars is transmitted!

In the past, several well-known price-cutting brands, such as "50% off for leopard, 60% off for tiger, and 250 for listing", some second-tier brands at the same level have started to reduce their prices by 30% within three years of listing, but this year's epidemic has caused changes, and many people have not played by the routine!

Cadillac is cheaper than Buick after the discount. Buick puts pressure on similar Chevrolet models after the discount, which means BBA feels high, but some models will soon be 20% off, not much difference!

Although many new car discounts seem to be very strong, there are actually many "buried pits", but the people still don't understand that when buying a new car, after-sales parts are ridiculously expensive and the rate of preservation is terrible. Cheap is the last word, and it is comfortable to take advantage of it!

So, this also appeared. Compared with the brand-new Cadillac ATSL, the Audi A4L in mercedes benz c, which is 60,000 kilometers in 3 years and 30,000 kilometers in 65,438+0 years, has cheaper loans and more insurance benefits. It's really hard to sell, especially this year.

It is expected that there will be a large-scale and wide-ranging new car price reduction promotion at the end of the year. After all, the bank loan will be repaid at the end of the year, and the external debt pressure of 4S stores is much greater than that of used car dealers.

4. A large number of institutional vehicles are listed, which lowers the purchase price of used cars.

Due to the decline in the production and sales of new cars, the pressure on manufacturers and dealer groups has increased sharply, and various news about the shortage of funds of 4S shop groups has appeared every day. Therefore, leasing companies, activity companies, finance companies and other "institutions" have become the main digestion channels for bulk vehicle sources.

These channels will basically handle these vehicles in a short time, ranging from three years to three months, and there are more and more major brands of best-selling models. Although these quasi-new cars have various "birth" problems such as rental operation, non-operation and online car rental, they are relatively cheap in batch and still have great market demand space.

For example, low-priced electric cars that can't be sold, 20,000-30,000, are still very popular in towns and villages below the fourth line. After all, the old scooter is still around 20 thousand. The online car is 600,000 kilometers, 6.5438+0.5 million kilometers, and there are still 450,000 kilometers in two years, which is enough for home use. After all, the original price of 400,000 yuan is now more than 654.38+0.5 million yuan, and the face is enough, and the lining is not bad.

There will be a large number of such cars in the future, and there will be thousands more in the markets such as Volkswagen Golf within one month. The goods in hand will definitely not be sold now.

5, financial introduction, capital boost, novice introduction, blind optimism!

Due to the special circumstances this year, many investors, especially private capital, cannot invest in real estate and other industries. Compared with used cars, the amount of funds is large, vehicles can be mortgaged and realized quickly, so many "financial" novices enter the used car industry to "play tickets".

When capital comes in and the scale expands, more vehicles are needed. Second-hand car owners certainly welcome these "amateurs" to come in and play. Anyway, the exhibition hall has a big face. As for whether you can make money, investment is risky.

Anyway, the management of many companies just bought up. You can't sell it if you lose money. That's a sales stick. After getting the money after the acquisition, the final problem naturally comes. In particular, many novice bosses get "veterans", which is simply the reappearance of "losing their wives and folding their soldiers".

Therefore, the second-hand car dealers began to expand because of the entry of capital, and began to be blind because of the expansion of scale. Sometimes, other people's money is too easy, which is not necessarily a good thing.

Each line has its own characteristics and laws, and it is not big enough to change the industry. Let's do something practical first, or it will be a lesson that hundreds of millions of people burn in without any effect!

Some thoughts and questions.

The old-timers of used cars say that the supply of used cars is king.

Used car experts say that used car customers are king.

A new generation of used cars say that used car marketing is king.

If you have a car, you don't have to sell it. What is the concept of having a car? It's a used car with good cost performance, not a high-priced and low-priced car!

Have a customer advantage. What do you mean, customer? Customers trust you. Will you sell a car with poor price/performance ratio to others? Will this client come to you again?

Marketing is very important. What does marketing do? Eight hours a day in Aauto is faster, Tik Tok, do you still have time to manage the company and products? There is no product advantage in popularity. No matter how good it is, can it be done by promising not to fall?

Ladies and gentlemen, do you want to make a high price for this car? what do you think? Please leave me a message.

Welcome to pay attention to the WeChat video number "Say used car chubby". I won't tell him about the dry goods here!

What you share today is definitely the best way to sell your car in the near future! More than 65438+ 10,000+!

-End-

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.