Recently, Li Jian, the CEO of the used car C2C trading platform, revealed to NetEase Technology that since the launch of the line in April last year, the used car trading volume of Renren has been increasing at a rate of doubling every month. The monthly transaction volume exceeds 100 million yuan; in the Beijing market, the market share of Renren vehicles has exceeded 2%. In Li Jian's view, used car trading is naturally suitable for e-commerce, because the car brand lacks control over this field compared with the new car. Although the concept of car e-commerce has been spoken for many years, it is regrettable that "only the stairs are ringing, no one is coming down." Easy car and car homes still stay at the level of “online customersâ€. Ali and Jingdong respectively use Smart and Tesla to test water online direct sales, but they have not been able to achieve scale reproduction. The speed of progress of new car e-commerce is inevitably urgent, but in addition to new cars, the used car market has quietly grown. The key to second-hand car e-commerce lies in solving the problem of integrity Li Jian believes that the reason why the second-hand car e-commerce is developing so rapidly is the solution to the issue of integrity. Although the used car market in China has been developed for many years, it is still very imperfect. Users generally feel that they lack integrity. The used car trading process makes both buyers and sellers very painful. In such a typical “lemon marketâ€, car dealers and users repeatedly play, The result is that bad money drives out good money, and if the user is away, the market size will never go up. The practice of the Renren car is to establish a fully transparent C2C trading model, which is divided into three levels: the main product is “Reassuring Car†on the product, and all the car sources on the Renren car network are subject to 249 on-site inspections by the appraisers. In the written report, everyone is responsible for the test results; insist on no price difference on the price, all the price of the car is clearly marked, and the 3% service charge for the car is marked next to the price of the car. The buyer and the owner meet and trade. On-site price, to eliminate the possibility of collecting the difference; after the sale, there is a warranty, after the buyer buys the car, will also get the free warranty of one year 20,000 kilometers provided by the Renren, 14 days no reason to return the car and other after-sales commitment. In this mode, because the price difference is released, the owner can sell a higher price, and the buyer can buy the car with confidence, and the professionalism and risk are borne by the passenger car. Li Jian said: "If you want to satisfy the user, you must completely solve his needs. Users either trust you or don't trust you, only the completely transparent trading model can gain the trust of users." Word of mouth to solve the problem of low frequency trading Used car trading is a typical high price, low frequency, heavy decision-making consumption, new users have high acquisition costs, and can not cultivate consumer spending habits by burning money. These factors limit the development and growth of used car e-commerce, then everyone How to solve a startup company? For this question, Li Jian's answer is two words: word of mouth. Li Jian's career originated from Baidu. He used to be Baidu's youngest product director, and his traffic operation ability was stronger than 90% of entrepreneurs, but he valued the role of word of mouth. In the early days, the founding team of everyone's car was trading in the first line, "to spend 200% of the energy to serve the top 100 angel users", and even "remember the name of each user, with most of them drinking coffee." In the end, these 100 angel users became the early hardcore fans of Renren. Almost everyone introduced their friends and colleagues to the Renren car to sell cars and buy cars. The current user recommendation accounted for more than 20%. “Although used car trading is low-frequency, word-of-mouth communication will happen before the transaction.†Li Jian said that the first time you sell a car or buy a car, you will definitely consult a friend who knows you better than you. “In the past 20 years, China’s used car market has not produced a brand that allows users to pay tribute, and Renren is the first used car platform with a reputation.†Li Jian believes that a good reputation makes people different from the general trading platform. Whether it is the boycott of the car dealers, or the market, the blockade of 58 can not prevent the performance of the car from rising. This is a bit like Uber. Uber has been resisted by taxi companies all over the world, but it is invincible by the user's favorite. With the aura of “Lei Jun Investmentâ€, the Renren car currently covers nearly 20 cities. Li Jian said that the next step will be extended to the automotive after-sales service field.
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