The new car knocked off the table, but the used car couldn't hold it anymore?

Dear second-hand car colleagues, brothers and sisters, I am a second-hand car chubby.

To be honest, today's article is written with frowning eyebrows, smoking a cigarette, and deeply feeling. The feedback from almost all the second-hand car peers in April was, Damn, they couldn't get through their lives. They couldn't get them at high prices and couldn't sell them. New cars were receiving various price reductions and promotions every day. Second-hand cars really felt like I couldn't do it anymore.

Some people say that 92% of employees in the national used car industry lost money in the first quarter. If we look at the new car in April, it is estimated that 95% will not be able to continue working!

Sometimes what people are afraid of comes with them. It is not an exaggeration to describe the wave of operations in the new car market in April as "price massacre".

Nearly 70 new models have plunged collectively. Fuel vehicles have dropped by an average of 37,000, new energy has dropped by 38,000, fuel vehicles have dropped by an average of 13.7%, and new energy vehicles have dropped by an average of 14.3%. Even a flagship like the BMW i7 dares to drop by 300,000 yuan! This is not a price reduction. This is clearly a friction between our second-hand car dealer's price system and the ground.

In the past, new cars were reduced by 10,000 to 20,000, and used cars were fast-in and fast-out, making less profits. It was reasonable to run quickly with less company, and the loss rate was acceptable within 5%.

Nowadays, new cars are often sold off at a discount of 30% or 20%. Curry's used cars have instantly become high-priced "hot potatoes". What used car peers often say now is: "I can't do it, I really can't do it anymore."

Today, Xiaopang broke it apart and chatted with everyone: the cold-blooded logic behind this wave of new car price cuts, the fatal impact on us, and the most critical point-what must we change if we want to survive.

1. Why are new cars collectively "bloodletting"? Is this trying to drive used cars to death?

Don't curse yet. This wave of operation of the new car is not aimed at us, but for self-help.

1. The inventory is so overwhelmed that you must "break your arm to survive". nbsp; In early April, retail sales of passenger cars plunged 29% year-on-year, and fuel vehicles were directly cut in half. Manufacturers are pressing on the warehouse, and the dealer's capital chain is about to be broken. If we don't cut prices for cash flow, 4S stores will die first. Who cares about maintaining the price system at this time?

2. The "meat grinder effect" under the squeeze of new energy.& nbsp; We have to admit that in the high-end market of more than 300,000 yuan, domestic new energy has stunned BBA. In order to maintain the last basic price of less than 150,000 yuan, the joint venture fuel vehicles had to reduce prices and replace the volume. This is no longer a battle for profit, but a battle for survival qualifications.

3. The industry profit margin is only 2.9%!& nbsp; Old ironies, 2.9%! Car manufacturing is not as high as bank interest. Upstream batteries and chips eat up and squeeze out profits, while downstream can only work hard inside. This wave of price cuts is an inevitable product of industry deformity.

2. The "nuclear strike" on the used car industry: the collapse of the price system and the crisis of confidence

This wave of price cuts has hurt us far deeper than we imagined, and it is a triple critical hit:

The first priority: "floating book loss" of inventory vehicles becomes "actual blood loss".& nbsp; For the quasi-new BBA, Accord, and CR-V in your hands, the charging price may be higher than the current landing price of new cars.

New cars are cheaper than used cars, which breaks the logic of business. The first thing a customer says when entering the store is: "Boss, the new car only sells for 200,000 yuan, but you want 195,000 yuan for your second-hand car? Are you kidding?"

The second level: Customers hold the currency and wait and see, and the circulation rate falls off the cliff.  Nowadays, even people who buy new cars are afraid of "buying today and lowering tomorrow". Who dares to take up second-hand cars at a high price?

The market has lost confidence, cars cannot flow, and every day the capital is pressed, you lose one day's interest. This is the most fatal chronic poison.

The third priority: Small and medium-sized car dealers are facing "elimination".  The previous model of making money based on poor information and regional price differences has completely failed. For mom-and-pop stores and small exhibition halls without refined operation capabilities and anti-risk funds, this wave may not even have any underpants left.

3. How should the industry be adjusted? "Three Ways to Live" for Second-hand Car Drivers

Xiaopang said heart-to-heart words: Complaining is useless, the market does not believe in tears." nbsp;

If we want to continue serving this bowl of rice, we must undergo major surgery and change our living methods.

The first trick: Position management is more important than the vision of closing a car-it must be "fast in and out, and cash is king."

From now on, forget the "leak detection" mentality. Cars with ultra-long warehouse age are poison. Even if there is a slight loss, we must resolutely clear the warehouse and keep the cash in our hands.

The standards for collecting cars are strict: no one is popular, no one is best, no one is good at it, no one is good at it, and no one is lucky enough to advance rashly. It would rather be half empty of the exhibition hall than a pile of devalued scrap iron. Current profits are not earned by raising prices, but by turning quickly.

The second trick: If you can't beat it, join in, focusing on "cost-effective" models.

Since the area within 150,000 yuan of new cars has been killed into the Red Sea by new cars, let's go up or explore down. We must be cautious about quasi-new cars, be cautious about new energy, and be accurately positioned and focused. The traditional model of wide collection and sales will definitely not work!

Up enough: Focus on ultra-luxury, mid-to-high-end, large-displacement, unpopular high-quality fuel vehicles that are 3-8 years old. These car owners change cars frequently, the price cuts for new cars are slow to spread, and the car-playing group recognizes used cars rather than new cars.

Look down: You just need a small car to travel for less than 50,000 yuan. No matter how much new cars drop, they will not drop 30,000 yuan. This part of the market is our moat. Including export procurement considerations.

The third trick: value-added services and doing "heavy work" that new cars and e-commerce cannot do.

Traditional second-hand car dealers sell bare cars to make a difference. In the future, we will sell trust, protection, and services.

Openness and transparency: Each car issues a third-party test report, dares to promise to repurchase it within 90 days, and uses word of mouth to hedge the price disadvantage. The brand value must have corresponding substantive content.

Deeply cultivate the private domain: Don't just think about selling one machine and making 10,000 yuan at a time. Think about serving a customer to earn money for after-sales maintenance, vehicle service, and replacement in his later life cycle.

The future profits of used cars will be derived after sales, and it would be good if the traditional price difference may cover the cost.

The era of poor resource thinking and information is really over, and it may not exist for at least three years!

In the end, Little Fatty said the heart-breaking truth:

This round of price cuts is a pain in the transformation of the automobile market and a reshuffle period for the survival of the fittest in the used car industry.

What will be washed out will be "car dealers" who speculate and deceive; what will be left will be "used car entrepreneurs" who understand operations, value service, and value integrity.

Source: Used car Xiaopang said

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