As traditional car companies are accelerating their transformation into mobile travel service providers, a car company from China is leading the way.

On March 28, BEIJING Auto kicked off the changes in the travel field in 2020 with an online press conference with the theme of "Embracing New Retail and Enjoying the Right to Use".

At the press conference, BEIJING Automobile United Network Electric, Xiaoju Car Service, CATL, Postal Savings Bank, Uxinpai and other industry chain partners launched the first full-scenario car use rights transaction platform, and officially released the "Pengyi Plan", aiming to lead the future travel ecology.

Driven by a new round of technological revolution, the century-old automobile industry is ushering in the most significant period of change in history.

As cars transform from a single role as a travel tool to a mobile intelligent terminal, it is an inevitable trend for traditional car companies to transform into serving travel providers.

Looking back at the past century of the automobile industry, when each wave of change hits, whoever can get on the wave first will become the leader.

01

The usage rights trading market has become a blue ocean

Car usage rights trading is nothing new. Starting from the Ford Model T charging based on mileage, it has become a blue ocean. It has a history of hundreds of years, but with the emergence of new trends in the automotive industry and the Internet economy, new development opportunities have emerged.

Different from ownership transactions, which are marked by one-time sales, right-to-use transactions are a kind of sharing economy. Its consumption is immediate and recyclable. Currently, common ones include long-term and short-term rentals. There are two types of rent-to-purchase.

In the European and American markets, the car usage rights trading market is already quite mature.

According to statistics from the Qianzhan Industry Research Institute, the global car rental market reached US$160 billion in 2018. Europe and the United States are the largest and most mature markets. A large proportion of new cars are sold through leasing every year. , about 30 in North America, and more than 50 in Europe.

The operating entities include financial leasing companies established by automobile companies, as well as third-party multinational leasing companies such as Hertz, Avis, and EUROPCAR.

Compared to China, due to its late start, domestic usage rights transactions only began in the 1990s, as well as the immature automobile consumption culture and imperfect second-hand car trading system, it is still in its infancy.

But there is a huge market space here. Data shows that although China has long been the world's largest single market for automobiles, only 900,000 to 1.2 million new cars are sold through leasing every year. The market penetration rate is Not even 5.

In addition, there are hundreds of millions of people with licenses and no cars in the Chinese auto market, and the Internet generation is gradually becoming the main consumer in the future. Under multiple drivers, the use rights transaction is expected to become the next blue ocean market and enter the Chinese auto market. After the competition for existing products, it will bring new growth to car companies.

However, it is not just BEIJING Automobile that sees the opportunity here. In the past few years, investment in car use rights transactions has been favored by the capital market. However, most models still fail to solve the problems of "many, tiring, and... Most of the current usage rights trading products on the market have not substantially improved the user experience, and their profitability is not optimistic.

So why can BEIJING Auto break through? Compared with the current cases on the market, where are its model innovations and changes reflected?

02

Many years of planning

Creating a "private car" experience to break the rules

In fact, BAIC has been exploring usage rights since 2017 In terms of transaction model, we have implemented practices such as vehicle and electricity separation, leasing and selling, battery exchange taxis, and intelligent driving training, and have achieved good results.

According to BAIC, it has previously achieved sales of more than 10,000 units of "vehicle-electricity separation", more than 10,000 units of leasing and sales, more than 12,000 units of battery-swap taxis, and more than 3,000 units. Intelligent driving training car.

Based on years of practice, BAIC has gained a stronger accumulation and deeper understanding in the field of usage rights trading.

After seeing the pain points and challenges in the industry, how to solve them? The answer given by BEIJING Auto is to create a "private car" travel experience, which is more free, more convenient and happier than private cars.

Talking about the path to realizing "private cars", Li Yixiu, director of BAIC Group's Marketing Business Committee, said: "Separation and integration are the key, that is, segmenting scenarios and aggregating ecology."

The first is Needless to say, segmenting scenarios is a test of the company’s early understanding of the market and user needs. The deeper the understanding, the more detailed the segmentation of usage scenarios will naturally be.

The key is the aggregation ecology, which is the core competitiveness of the usage rights trading platform.

Li Yixiu pointed out: "It is necessary to achieve the deep integration of the six major ecological resources of products, funds, platforms, assets, operations, and used cars. Without any one of them, the use rights transaction will be difficult to sing. ".

For this reason, BEIJING Auto proposed the "Pengyi Plan" and created the first automobile usage rights trading platform in China, aiming to create an integration of automobile companies and travel through more detailed scene cutting and broader ecological links. The platform, finance, assets, second-hand cars, charging and other resources are deeply integrated to provide an scalable cooperation platform that perfectly meets travel requirements and realize users' "private car" travel experience.

It is understood that the first batch of high-quality partners in the automotive travel ecological chain have joined the plan, including State Grid Electric, Xiaoju Automotive Services, CATL, Postal Savings Bank, and Uxin Industry leaders such as Pai, BAIC Finance Company, Huaxia Travel, Anpeng Leasing, Qingxiang Travel, Jingju, Jasmine Travel, and Weilan Travel empower the model and make a low-cost and efficient user experience possible.

03

Invest 100,000 units in three years

Meet the goal of 100 million "private car" trips

At the press conference, BEIJING Automobile and Xiaoju Car Service have reached a strategic cooperation. Through the "Pengyi Plan", the two parties will continue to invest resources in different travel scenarios to jointly promote and popularize the car usage concept and travel method of using rights trading.

According to the plan, in the next three years, with the support of ecological chain partner companies, BEIJING Auto will invest 100,000 vehicles, 10 billion in financial credit, deploy in 100 cities, and build 100 usage rights trading sites. Ultimately, the goal of meeting 100 million “private car” trips will be achieved.

BEIJING Automobile’s ambitions do not stop there. It also hopes to promote three major changes through the "Pengyi Plan": first, the automobile industry pattern will change from fragmented to open and integrated; second, the consumption model will change from ownership to open integration. Transactions have shifted to usage rights transactions, and one-time possession has shifted to full-cycle enjoyment; third, customer experience has become ecological, connected, and one-stop service.

If successful, BEIJING? Automobile will surely gain more initiative in the future stock market competition.

Now that the plan is in place and a partner has been found, how will it be implemented in the future?

In this regard, BEIJING Auto stated that it is preparing to adopt four different models to connect supply and demand parties and facilitate transactions starting from the two customer scenarios of 2B and 2C.

For B-side large customers, in view of the pain points of operating enterprise funds and costs, and the pain points of financial institutions' risk response, the BEIJING usage rights trading platform will establish a professional asset management team to serve as a good bridge between users and financial institutions. It is a bridge that allows banks to lend money and customers to borrow money; in addition, it will also unite ecological partners from charging, maintenance and used cars to help customers save operating costs.

For C-end scenarios, BEIJING Auto first launched in-depth cooperation with Xiaoju Car Service, placing vehicles on the Xiaoju Car Rental Platform, and using dealer premises as offline operation outlets to provide users with better services. travel services.

The second is to help dealers transform. According to reports, BEIJING Automobile has implemented a 6S channel model nationwide since last year, adding car rental and leasing functions to the traditional 4S model. Dealers use their own vehicles and venues, car purchasing and car rental customers can fully share resources and transform each other. Currently, 28 dealers of BEIJING Auto have launched car rental business.

"Without Peng Yishan, there will be no bird's-eye access!" When the Peng Yi Plan was released, BEIJING Automobile also issued a joint initiative to the entire industry, calling for more automobile and travel industries. Chain enterprises, join this scalable cooperation platform, and jointly realize the wishes of hundreds of millions of people for a better travel.

Network News Agency’s point of view:

This is an era of change. You must either take the initiative to change or be eliminated by the times.

The revolution for future travel has already begun. Who can get on the wave first?

Through the Pengyi Plan, BEIJING Automotive has taken a step further in its exploration of future travel, which is expected to bring considerable new increments. Under the trend of escalating challenges in the auto market, it is more confident and more hopeful to take the next step. More stable and farther.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.