Crowdfunding O2O model car rental life-saving drugs

Crowdfunding + O2O model: car rental industry life-saving drugs? As China’s auto market matured, in December last year, Germany’s Volkswagen Group, which had more than 969,000 rental vehicles in Germany, entered Beijing and Shanghai, and luxury brands such as Benz’s leasing began to lease in China.

Crowdfunding O2O model is a life-saving drug for the car rental industry? At least three points can support this pattern:

1, the lease company's resources are idle

2. Lease on an hourly basis to circumvent the traditional car rental company’s leasing on a daily basis and leaving the vehicle idle for most of the time.

3. High-end customers have low price sensitivity, and there is also a service provider allowed between the leasing company and the customer.

Crowdfunding O2O model is a life-saving drug for the car rental industry?

In April, the driver of the leasing company began to receive some car rental orders that had never been seen before. These extra orders come from Easy Cars. Unlike traditional car rental companies, customers complete online orders and settlement procedures. .

Last month, Easy Access and Guangzhou Automobile Group reached a comprehensive strategic cooperation agreement. Both parties will optimize the integration of the existing Internet platform models and the resources of the entire vehicle company. Easy-to-use vehicles can be deployed on-line to accommodate the drivers of Guangqi Car Rental Company.

“Guangzhou Automobile Leasing previously used group customers as the mainstay, including GAC Group’s internal car rental, but since last year, it has increased the number of vehicles and re-established a high-level team in an attempt to find a broader market,” said insiders at GAC.

Due to its heavy assets and fierce competition, traditional car leasing has seen many companies expand their markets through private financing (or private capital in disguised forms). The risk of capital chain breakage is very high, and illegal fundraising is on the rise. Not long ago, Zhang Xiaolin, chairman of Harmony Car Rental, one of the four major domestic car rental companies, was arrested for illegal financing.

Easy to use vehicles have formed a more mature car rental O2O model, the founder of Zhou Hang describes its business model: "Easy to use car is not a car rental company, but information sharing car provider." Easy to use the car itself does not have a The car is more like an internet company.

This model originally originated from Uber in the United States. It entered the Chinese market earlier this year and carried out similar operations in Beijing, Shanghai, and Guangzhou. Regardless of Uber or easy-to-use vehicles, the source of the vehicle is the integration of car rental company vehicles and taxi company vehicles.

Car prices do not make car rental?

Automotive companies had long ago clashed in the automotive service market. The data in the report of the China Investment Advisors can demonstrate the logic of the GAC Group: In a mature automobile market, after eliminating the profits of the vehicle, the sales profit of the automobile accounts for about 20% of the profits of the entire automobile industry. About 20%, and 50%-60% of profits are generated from services.

As China’s auto market matured, in December last year, Germany’s Volkswagen Group, which had more than 969,000 rental vehicles in Germany, entered Beijing and Shanghai, and luxury brands such as Benz’s leasing began to lease in China.

The entire vehicle company, including Guangzhou Automobile, has started leasing business mainly for group customers and for long-term leasing. “Guangzhou Automobile Leasing’s models are mainly based on its joint-venture brand vehicles, which will be replaced within three years. However, because the group customer market is narrow and the market geographical properties are obvious, the leasing business is not very big,” said the above sources.

The other type is to carry out individual short-term rental business. Among domestic automobile enterprises, Dongfeng Nissan’s easy car rental is the earliest and the most dynamic layout. Yiyi Car Rental Co., Ltd. was initially based on the national Dongfeng Nissan dealership brand and joined the chain business model. However, from 2009 onwards, during the first three years of 2012, only 140,000 passengers nationwide were eligible to rent a car, which is far lower than that of Shenzhou, Yiyi, and Zambia, leaders in the car rental market.

Because of the large number of automotive resources (including vehicles, maintenance, used car handling, etc.), car companies and distributors are still entering the market in order to find new profit points. Guanghui, Zhongjin, and large music industry financing have already entered the car rental market on a large scale. Beijing Shouqi, Volkswagen New Power, BMW Brilliance, SAIC and Great Wall Motor have also entered or planned to enter the car rental market.

The logic that car manufacturers don't do well with car leasing is simple. In addition to making money in the car rental market, they have four purposes: to directly promote new car sales; to increase customer experience for the product; to increase the supply of used cars; and to increase the profitability of financial services.

Compared with professional car rental companies, car manufacturers are not "simple" and carry a heavy "crucifix" for car leasing, which has become the biggest problem hindering their development. The person in charge of the Dongfeng Nissan Easy Car Rental Division once stated that the purpose of the Easy Car Rental is to increase the sales of Dongfeng Nissan.

Car rental competition tends to become heated, and not occupying the market means demise. Dongfeng Nissan also understands that no one is renting a car, and promoting new car sales is an empty talk. Yiyue Car Rental has announced plans to rapidly expand the market. By 2015, Yiyue Car Rental will have a total of 500 service outlets and 40,000 vehicles nationwide.

However, the situation in the car rental business that failed to keep pace with the market has not changed. According to the comparison of the 21st Century Business Herald reporters, the general car rental company commonly uses Car Sunshine, and the daily rental price of Dongfeng Nissan Easy Car Rental is as high as 280 yuan, while many car rental companies only need 156 yuan, and the price is nearly 80% higher.

Crowdfunding mode O2O mode

The professional short-term mainstream car rental companies seemingly look beautiful, but in fact have also been caught in a quagmire of price war due to fierce competition, such as the most famous Shenzhou, Yixi, and Supreme in the market.

According to a research report released by Deloitte, the overall market is still highly fragmented, and the market share of the top 10 car rental companies is only 12%. From the perspective of category breakdown, short-term rental companies have the largest number of cars due to the large amount of funds, vehicle and network support.

The dilemma of the car rental industry has prompted the integration of the Internet and automotive services. Uber of the United States has promoted this entrepreneurial plan in 2009 and has already reached a certain scale by 2013. Uber's financial report data shows that last year's gross revenue was approximately $1.068 billion, and gross revenue was 20% in revenue, which means that annual revenue may exceed $200 million.

The business model of Uber and Easy Access is actually a solution to the dilemma of car rental. According to Wang Xiaofeng, general manager of Uber China, Uber's vehicle source in China is similar to that of an easy-to-use vehicle. It mainly integrates the vehicles of small and medium-sized car rental companies. These vehicles already possess operational qualifications and there is no problem of illegal operations.

There is a large amount of such resources in the domestic car rental market. An easy-to-use vehicle survey found that there are only 20 rental companies with more than 300 vehicles in the domestic market. Most companies have 5 drivers and 50 vehicles. The resources of the entire industry are relatively loose.

From the perspective of the overall model, easy access vehicles are similar to Uber, forming a substantial "death." Uber and Easy to Rent Cars have considerable overlap in their target customers and service content: they are all aimed at high-end people;

The only difference is the execution method. For example, the Uber booking method is to use the GPS system user to select the nearest Uber private car to make a car request; and the easy car to use the Easy Car Platform App or the call center to call the car, and the driver chooses whether to take orders. .

There are also differences in the profit model. Vehicle rental is divided by Uber and the agreement leasing company. Generally, 20% is drawn; the easy-to-use model is that the easy-to-use car, car rental company and driver are divided into three categories.

However, Wang Xiaofeng has great confidence in the development prospects. Because at least three points can support this crowdfunding O2O model: First, the car rental company resources are idle, customers can not find services and leasing companies can not find customers coexist; second, hourly leasing, to avoid the traditional car rental company leased by the day Causes the vehicle to be idle most of the time; Third, the high-end customers have low price sensitivity, and there is also a service provider allowed between the car rental company and the customer.

“The car manufacturer’s main business is still selling cars, and it is often difficult to do business such as car leasing, so the best way is to use the information sharing platform to do leasing business. First, the leasing will be bigger in order to drive sales and other business.” Guangqi Business According to people.

The combination of the Internet and the automobile service chain provides the greatest advantage in providing enough convenience: the order is immediacy, and the vehicle is on call; the high-end customer payment is completed online; the driver is rated by the score to guarantee the service quality.

The derived service may change the ecology of the car: the order may provide free real-time traffic information for the owner in the future, and how many parking spaces there are in the target parking lot. In this application, not only car rental, users can also fight private cars, borrow cars, and share all the information related to the car.