In late May, with continuous rainfall in Yangcheng, the Guangzhou Station of the "Hundred Cities Renewal Car Purchase Festival" arrived as scheduled, and the enthusiasm remained the same.
Multiple mainstream brand car models gathered at the scene, offering innovative car buying experiences such as immersive car viewing, multi brand comparison test drives, professional Q&A, free testing, and rapid bidding. Coincidentally, the "trade in old for new" policy has been implemented, and many consumers with demands for "viewing, buying, using, and exchanging" have emerged, creating a strong atmosphere of "new car consumption".
The "Baicheng Huanxin Car Purchase Festival" jointly created by Autohome and Ping An Property Insurance Co., Ltd. (hereinafter referred to as "Ping An Property Insurance") is being vigorously promoted in various parts of the country.
Looking back at the past year, China's automobile production and sales have exceeded 30 million units. Behind the high growth is the current situation of the end market moving towards the "stock era". The previous path of inertia and single scale expansion for increment is difficult to achieve, and the traditional sales model has shown drawbacks. How to focus on improving the quality and efficiency of the stock, accurately find customers and sell cars, and drive new increment by activating the stock has become a common problem faced by car companies and dealers.
Combining the advantages of Autohome's own platform and Ping An Property and Casualty Insurance's ecological resources, we provide a full cycle automotive consumption experience that covers both online and offline, and promote the landing of new automotive consumption scenarios such as the "Hundred Cities Revitalization Car Purchase Festival". This is the answer given by Autohome to help the industry break through, respond to the policy of exchanging old for new, and explore the new volume in the stock era.
Maximizing the integration of advantages and deeply empowering the automotive market
As a giant in the automotive platform and financial services industries, Autohome gathers a large number of users, enterprises, dealers and other resources online, while building a new retail model that empowers online and offline, providing customers with differentiated high-value services; Ping An Property and Casualty Insurance, relying on its own advantages in the automotive ecosystem, gradually connects the needs of car owners with many aspects such as car insurance products, automotive finance, and after-sales services.
The two are deeply linked, forming a full chain closed loop of "Autohome+Ping An Property Insurance=online+offline=information+display+discounts+services", empowering channels and providing users with full cycle services.
Wu Tao, Secretary of the Party Committee and CEO of Autohome, said, "The 'Baicheng Renewal Car Purchase Festival' combines the advantages of Autohome's own platform and Ping An Property and Casualty Insurance's ecological resources, supported by Ping An Property and Casualty Insurance's strong online resources and offline service operation team. Through Autohome's space station and innovative holographic caravans, it brings preferential prices and second-hand car exchange services of mainstream brands and models to consumers' doorstep."
At the event, Autohome's exclusive holographic caravan was unveiled, combining cutting-edge naked eye 3D demonstration technology and intelligent interaction technology to provide consumers with innovative car viewing experiences such as VR immersive viewing, holographic cabin naked eye 3D viewing, and 1:1 disassembly; Meanwhile, relying on abundant cooperative resources, Autohome also provides consumers with a one-stop comparative test drive service for multiple brands and models, and is equipped with professional butlers to provide explanations throughout the process.
Based on the various innovative links created by Autohome, Ping An Property and Casualty Insurance further starts from user needs and purchasing scenarios, and through linkage with Autohome and various Autohome space stations, holds multiple new energy vehicle promotion and test drive activities, enhancing consumer awareness and acceptance of new energy vehicles; We have also launched customized insurance products to provide consumers with more comprehensive protection and services.
Taking the Guangdong line as an example, according to Shen Haichen, Deputy General Manager of Ping An Property and Casualty Insurance Guangdong Branch, Ping An Property and Casualty Insurance starts from resource docking, customer invitation, exclusive protection, etc., and takes the lead in achieving government enterprise linkage through docking with local governments, expanding the influence of activities; Secondly, combining the advantages of online mobile platforms such as Good Helper, Good Life, and Good Car Owner APP, we will carry out event sharing and customer invitations to benefit more car owners; At the event, Ping An Property and Casualty Insurance provided comprehensive insurance coverage and knowledge dissemination and explanation, and launched a test drive exclusive insurance product for this project, with a coverage amount of 200000 yuan, providing consumers with a more reassuring and reassuring test drive and car purchase experience.
"Online+offline" comprehensive linkage, diversified services, comprehensive guarantees, and the advantages of large platforms and strong resources are evident. Autohome, together with Ping An Property and Casualty Insurance, empowers the automotive market, effectively benefiting consumers while simultaneously helping car companies and dealers continuously expand market share and improve sales.
Seemingly cross-border combinations are effectively leveraging their exclusive resources, deeply integrating and hitting the current pain points of the automotive market. They are starting to "conquer cities and territories" in the automotive ecosystem, gradually breaking through the "stock era" and paving a new path for marketing channels.
Promote the implementation of "trade in" and directly address the pain points of second-hand car transactions
Since the beginning of this year, the plan for exchanging old for new consumer goods has been updated after a 10-year gap, and the content on "exchanging old for new cars" has also been placed in an important position.
The Action Plan for Promoting the Exchange of Old for New Consumer Goods and the Implementation Rules for Subsidies for Automobile Exchange have been successively released. Local governments have intensively introduced the "exchange of old for new" policy, and many car companies have also launched preferential gift packages, carried out promotional activities, and distributed exchange subsidies.
Carrying the policy trend, the "real gold and silver" policy of benefiting the people is reaching consumers directly, and the demand for second-hand car replacement is increasing. In order to meet the second-hand car replacement needs of consumers who want to sell old cars and buy new ones, and to implement the "old for new" policy for automobiles, Autohome has also improved the second-hand car transaction process through the "Hundred Cities Revitalization and New Car Purchase Festival", leveraging the existing and incremental markets.
"On the one hand, a special channel on 'trade in old for new' has been opened online, gathering information on policy incentives, manufacturer incentives, and platform incentives, leveraging the dissemination effect of the automotive platform to quickly and comprehensively deliver the latest discounts on 'trade in old for new' to the platform users of Autohome. On the other hand, at the 'Baicheng Huanxin Auto Purchase Festival', professional inspectors from Tiantian Auto are also equipped to conduct comprehensive testing and evaluation of used cars for free, and generate authoritative testing reports on site. After the reports are generated, online auctions are conducted nationwide through the Tiantian Auto platform, achieving rapid transactions and making it more convenient for users to 'sell old for new'." The relevant person in charge of Autohome explained.
Currently, the consumption potential of China's second-hand car market is enormous. Based on a 15 year scrapping cycle, the Chinese automotive market was in a period of rapid growth from 2008 to 2010, with annual sales of passenger cars skyrocketing from 6 million to 12 million. According to the UBS car scrapping model, the market demand for this batch of scrapped and replaced old cars will reach 8.2 million units.
However, it should be noted that while the tens of millions of vehicles market is waiting to be revitalized, hidden concerns still exist.
Shen Jinjun, President of the China Association of Automobile Dealers, recently stated that the key to breaking the fundamental barriers to the development of the second-hand car market is to enable consumers to purchase second-hand cars with confidence at the market level, just like buying a new car. The core is to solve the problem of honest transactions.
The introduction of professional inspectors during the "Baicheng Renewal Car Purchase Festival" undoubtedly greatly reduces the worries of users when dealing with old cars, makes the condition of used cars transparent, and encourages more consumers to purchase used cars, accelerating the speed of replacement and renewal.
At the same time, according to Shen Haichen, in the process of car replacement and purchase, Ping An Property and Casualty Insurance will link with Autohome. In addition to providing preferential policies and convenient services, it will also fully leverage the advantages of comprehensive finance to provide consumers with comprehensive protection in second-hand car transactions. Next, both parties will gradually launch more trade in promotions to make it easier for consumers to achieve vehicle replacement.
"To activate the endogenous power of new energy vehicle consumption, we should, under the guidance of policies, deepen the entire cycle of new energy vehicle consumption through industrial and ecological coordination, and empower manufacturers to achieve efficient transactions and provide user oriented services, making car purchases worry free." This is the requirement of Longquan, Secretary of the Party Committee, Chairman and CEO of Ping An Property and Casualty Insurance, and Chairman of Autohome, to both parties.
To promote the second-hand car business to a new level, Autohome and Ping An Property&Casualty Insurance actively explore new development paths in the trend of "trade in", helping policy dividends truly transform into market development momentum.
Extend service touchpoints and create a one-stop full chain service
Based on the advantageous positioning of "content ecology+tool services+trading platform", Autohome has a leading traffic pool in the vertical field and has accumulated rich resources of users, manufacturers, and brands. In order to penetrate the sinking market of the new energy track and focus on exploring potential opportunities in mid to low tier cities, Autohome's service touchpoints have begun to extend to offline, and the new retail business "Autohome Space Station" has accelerated its entry into various parts of the country, which is also an important support for some sites of this car purchase festival.
The Autohome Space Station brings together multiple brands, offering a variety of car selection solutions and innovative one-stop multi car comparison test drives. With the guidance and interpretation of professionals, it aggregates three major business modules: Autohome Retail, Autohome Second hand Car, and Tiantian Car, creating a one-stop service covering "see, choose, buy, and exchange". In today's changing marketing channels, it provides consumers with a brand new car buying experience.
"After a year of exploration and experimentation in franchise models, Autohome Space Station, as an important touchpoint for Autohome's offline services, has been established in multiple cities across the country, especially in third - and fourth tier cities with large 'blue oceans'. It further leverages the lower tier market to gain sales growth, and promotes one-stop new energy vehicle selection, purchase, and exchange services to a wider market in new tier cities," said the business leader of Autohome.
To further respond to the national call for "new energy vehicles going to the countryside" and fill the market gap, the sinking strategy is accelerating its expansion. Autohome Space Station recently launched the "Satellite Program", with the space station as a key node, radiating to surrounding secondary sales outlets. Through the cooperation between the space station and satellite stores, a close collaborative network is formed to achieve resource sharing and complementary advantages, thereby completing the comprehensive upgrade of the new retail sales network from point to surface, truly achieving the "last mile of new energy vehicle consumption".
In the sinking market, Ping An Property Insurance and Autohome have also achieved synchronous linkage, utilizing their offline advantages and resources, promoting the advantages of new energy vehicles through various channels, and enhancing the awareness and acceptance of new energy vehicles among rural users; At the same time, Ping An Property and Casualty Insurance has also launched more replacement services for rural users, providing them with a more convenient purchasing experience and helping to promote the popularization of new energy vehicles in the lower tier market.
The resource advantage has expanded from online to offline, and Autohome has gradually turned the space station into an entrance for offline traffic, continuously providing users with online and offline services, efficiently completing the process from clues to retention and conversion.
In addition to the original online traffic of Autohome and the high retention rate of users extending to offline channels, the billion level car owners held by Ping An have also become an important source of offline users of Autohome's space station, accurately catering to customers with car purchase and exchange needs, and supporting offline business extension with a huge volume.
At the same time, in conjunction with the Ping An Good Car App under Ping An Property and Casualty Insurance, starting from the needs of users for car use and maintenance, actively linking new energy vehicle companies, charging operators, etc., by building a new energy zone, constructing an electricity service matrix, providing a more comprehensive charging pile service network, battery safety testing, new energy vehicle repair and other exclusive service capabilities in the industry, further connecting online and offline service links, extending services to the automotive aftermarket, covering the entire life cycle of user use.
The retail front-end extends to the automotive aftermarket, connecting all touchpoints of general vehicles online and offline, and integrating Autohome with Ping An Property Insurance. Its service scenarios have included new car launches, brand acquisition, potential customer operation, transaction conversion, after-sales service, second-hand exchange, and other fields, expanding to "viewing, buying, using, and exchanging", connecting C2B2C, stimulating the automotive market to release new vitality and seek new growth.
The Ping An Group's automotive ecosystem, composed of Autohome and Ping An Property and Casualty Insurance, is accelerating its expansion and seeking a key stage of high-quality development in the automotive industry, providing sustained upward momentum for the industry.