Really burn money or beat the gun? Cluster car treasure open "permanent oil free"

Burning 200 million yuan a year to show visitors, under the current winter of capital, there is actually a car O2O company to open a new round of "free mode" to burn money.

Recently, as the "China's first direct-linked O2O car service platform," the Guangzhou-based car maintenance network cluster cluster car treasure high-profile announced that it will open the "permanent oil free" activities.

Compared to the "1 yuan car wash", "0 yuan tires" and other gimmicks are different, often at a few hundred dollars free of oil, but also permanently free of charge, is really burning money or hit the gun? Free oil, will be the market after the outlet ?

Really have a big head? Burn 2 billion yuan a year for 3 years to reach 1 billion yuan

"What? The oil is free and it's a gimmick."

When a 4S shop manager heard the trunk car treasure to do this thing immediately, this year O2O's car aftermarket Internet companies are popular Bo eye, but in the end all short-lived, it is difficult for a long time. “Ordinary repair shops are earning the money for car wash and tire replacement. If the oil in the largest block is gone, how should they survive?”

It is understood that, according to the routine maintenance of the maintenance store, only a gross margin of oil can reach 35% -40%. "Permanently abandoning this part of gross profit, this is tantamount to suicide-style operation for the maintenance of stores."

Industry analysts say that free oil marketing activities, even if they are free, are only temporary, and permanent free is too crazy.

The "motor oil free" launched by the cluster car treasure is really not empty. According to reports, this event is aimed at all private cars (including network vehicles). However, vehicles participating in oil free activities need to recharge 400 yuan, depending on the number of vehicle oil changes and the oil level, in the cluster car treasure APP system Automatic matching. The amount of recharge is directly proportional to the number of free fees. The balance is valid for a long time and is not limited to the time of consumption. Except for illegal fines and non-deductible insurance, other goods and services can be consumed.

The cluster cluster car treasure founder, said the high cluster, the "permanent oil free" campaign is jointly launched with the world's top 500 brands Delphi, with the current cluster car treasure calculation, "oil free" burned 200 million a year Yuan, if we follow the development speed of the cluster car shop, this number will climb and it is expected to reach 1 billion yuan within three years.

The O2O model of the painful burning lessons did not go too far

In April 2016, a long article announcement entitled "Recognizing for so long, saying goodbye for the first time" was broadcast on the Internet in a squeaky manner. The largest O2O car maintenance platform in China, Boao has kept the car under the condition that “the money has been burned out” and there is no new financing, they have to choose to close down. What is embarrassing is that the company had a valuation of 600 million U.S. dollars and won 18 million U.S. dollars in round B financing from JD.

In the long article announcement, "this is a sad graphic news, this time there is no welfare, no promotions, no gifts." The O2O model of the auto market is vividly expressed, "burning money" is not the market after the opening of the market .

In 2018, China's auto aftermarket will usher in a scale of trillion, which makes the startup O2O project once crazy and widely sought after by the capital. Statistics show that in 2014, more than 100 startup companies entered the automotive aftermarket, nearly ten times that of 2011, and in 2015 there were more than 40 automotive aftermarket O2O projects. However, most of the O2O companies that completed the financing during the turmoil only went to the Angels and A rounds, and only a few of them entered the B round.

With the cold winter of capital, startup companies have collapsed. Since September 2015, we have closed the door-to-door business by taking home the car washing platforms, such as easy-to-wash vehicles, e-washing, light rain car washing, car washing, car 8, and car washing. More than half of the automotive O2O projects did not survive 2016 and currently have less than 5% of their lives.

Afterwards, it was a collective reflection. These stories garnered investors to spend big sums of money by lecturing. Then O2O companies, such as “one yuan car wash”, “home car wash”, “zero yuan tires”, etc., burned money and flowed, and fell short of capital winter. Not surprising. It turns out that after mass-burning, it did not cultivate user loyalty.

Free oil cluster car treasure rely on what fun

Motor oil, as a carrier that can provide nearly 40% of profits for maintenance services, plus the cost of hundreds of dollars at a time, even when the 020 startups are frantically burning money, few people take the oil to make a fuss.

At present, only those vehicles that have once invested 100 million yuan and lapped to 100+ million vehicle owners have put forward the service of “buy insurance delivery and maintenance”. The slogan is “Spend a one-time maintenance fee to enjoy the annual maintenance plan”, but at present, From the perspective of the project, the project has stopped and eventually it cannot be burned.

The traditionally cautious cluster car treasure at this time high-profile announcement of "oil free" burning mode, is not afraid to burn himself? "We differ from the previous mode of burning money, because the oil is the first choice for burning money, is After entering the market, the best entrance to the automobile can really form a sticky customer and not enter the vicious circle of burning money. Because the oil cost is very high, it is difficult to be imitated and replicated. "High clusters indicate that the most crucial part of this burn is money. The point is based on the mature operation of the cluster car treasure. Cluster car treasure upgrades and transforms traditional industries through new technologies such as big data, informatization, and the Internet. It is an integrated system tailored to the automotive aftermarket. At present, the system platform integration has been completed and the basic capabilities of “standardization, data, information, and intelligence” integration have been achieved.

It is understood that at present, the cluster car Baomen store will reach 70, under this system, the store part of the line to achieve profitability, completed its own hematopoietic function. “We have completed the construction of the platform. Now we need to open the door to allow more people to come in, so when the cluster car treasure comes to burn money,” said the high cluster, the permanent free oil will be the next basic national policy of the cluster car treasure. Permanent execution.

Is free oil the key to unlock the rear door of a car?

Lei Jun said, “Standing on the air, pigs can fly”. However, on the occasion of the trillion-car market after the arrival of the market, no one has found the best key to enter yet, even falling into the “burning money will die” cycle. Because the real pain points in the market are in service rather than cheap. Money-burning subsidies can bring traffic, but collecting passengers and other measures are not a permanent solution. The business of car washing, maintenance, etc. has a meager profit, but it can't bring high profit items such as blowouts, accidents, insurance, and finance.

However, careful analysis of those closed aftermarket O2O companies, almost without exception, is an online mode of light assets, that is, only through the online platform to set passengers, do not open physical stores, use home maintenance and car wash, etc., to reduce the entity Storefront investment, light asset management. The pure online project without a terminal under the line is a “paper tiger” and cannot standardize the service projects and service processes, and the physical terminal without an online platform has already been OUT, and cannot improve operational efficiency. The "carrying asset model" of the cluster car + direct chain + Internet seems more promising.

Perhaps as high as the cluster said, oil is the best entrance to shake the car after the market, in order to truly form a customer stickiness, and because the high cost of oil, it is difficult to be copied. However, it burns 200 million yuan a year and reaches 1 billion yuan in three years. It is not a verbal digital game. How far can the "motor oil is permanently free" built by the cluster car treasure go? It is worth looking forward to. (Fu Hua)

digital

200 million

According to the Ministry of Public Security Administration of Communications, as of the end of March 2017, the number of motor vehicles in the country exceeded 300 million for the first time, of which 200 million were automobiles.

The transportation department expects that the average growth rate of China's auto aftermarket will exceed 30% in the future, and the scale of the market after 2018 is expected to break trillions of yuan.

440,000

At present, there are as many as 440,000 auto repair shops in China, which means that the average number of customers in each shop is less than 400. Problems such as small, miscellaneous and chaotic have plagued the market.

July 1

On April 14 this year, the "Automotive Sales Management Measures" was promulgated, allowing the separation of sales and after-sales, and was formally implemented on July 1. On May 12 this year, the Ministry of Communications issued the "About the Development of Electronic Maintenance Health Records System for Automobile Maintenance. The "Notice" further accelerates the in-depth integration and innovation and development of the automobile maintenance industry and the Internet, promotes the transformation and upgrading of the automobile maintenance industry, and effectively safeguards the legitimate rights and interests of consumers.