The wind stopped the death of the pig: the car O2O went bankrupt
standing on the mouth of the wind, it is the pig can fly up. But there's no wind? Now, this worry has finally come true, and the wind is really gone. The founder of the wash car, Ren Long's recent sleep and poor, the bad news in the industry has been the impact of his nerves - in the last month, has been regarded as a big guy in the industry to wash cars, e car washing, Kung Fu car washing or bankruptcy, or to be unable to operate. At the present time, the negative effects of the news are still reverberating in the company, even affecting the stability of the "military center", insiders say.
"as long as we survive, we have the opportunity. We have more confidence than ever before for the capital that has arrived. He was glad that he had not made the mistake of the "peer" venture, although he had been shaken by his insistence on capital and public opinion.
"this road is no longer a narrow escape, but a life of ninety-nine deaths. As the boss of an entrepreneurial company, Ren long understands the worries of employees at this time, even though he himself has prepared for the worst. "Anxiety is useless. We can only be thankful that we have another chance to survive." And this is not the only thing that the car wash team faces. Among the many auto O2O start-ups, there is a sad atmosphere that has never been seen before. "It feels like the company is going to die soon." Last week, when interviewed by the Economic Observer newspaper, a middle-class pessimistic car company was pessimistic. Just two months ago, these companies are still full of vigor, the public's population is called model and innovation, and now, many people have a great doubt about the future of the company, especially the car washing company, the company's internal staff's confidence is not as good as the morale.
this kind of restlessness and tension is understandable. In the first half of this year, almost all of the auto O2O enterprises were car washing companies, and almost every month in the first ten months of the year, such enterprises went bankrupt. Media coverage of public reports includes cloud car washing, Zhi Fu Hui, tick washing car, car 8, and e car wash, easy to wash cars, Kung Fu car wash and so on. "Their business logic is not clear, burn too much." The analysis of Ren long said.
the collapse of competitors, let Ren long pay more attention to the business mode of thinking, and in the business of continuous improvement. "Door-to-door car washing is only a supplement, and business needs more innovation to survive. Of course, we should not try to make mistakes at any time. Said Ren long. Looking to the future, the nightmare nightmare experienced by the O2O car washing companies at the moment is just a prelude to the entire O2O business.
the attitude of capital has changed dramatically. Now the demand for cash flow and other aspects of the company has obviously tightened a lot. Chen Wenkai, the founder of car maintenance worries, believes that with the slow down of capital, the real crisis of automobile O2O enterprises is beginning to show itself. "Most enterprises do not have hematopoietic function. Once the supply of funds fails, they will die."
the cause of "absurdity" is the death of
e, which is a landmark event in the field of automotive O2O. Under the catalysis of capital, e car wash rapidly grew into the largest mobile Internet wash platform in the country in a short time. In the early part of this year, the number of new users increased by twenty thousand or thirty thousand per day. In a public report, a car wash member of his company can earn about 12 thousand yuan a month, with an average of about 8000 yuan per month. But it didn't last for too long.
10 month, e car wash suddenly shut down car wash business. According to people familiar with the matter, e washed cars in 2 months and burned $20 million in financing. Whether rising or falling, e car wash can be a microcosm of the development of automobile O2O. The rise of automobile O2O is a matter of short time. Its rise is related to the rise of the "Internet Era" and is also related to the frenzied capital market. A person in the industry said.
in development, these O2O enterprises mimic the business logic of dripping and quick taxi, hoping to subsidize the users by burning money and quickly build up the consumption habits and complete the market division in this process. The "money burning war" announced the launch of "1 yuan washing" started in June 2014 with the start of "1 yuan washing" in 100 million. The "0 yuan washing", "one car wash", "free car washing and courtesy" were all over the city.
but the rigid demand for taxi travel is totally different from that of car washing customers. "Door-to-door car washing companies are not upgrading efficiency, but rather downgrading services." Yuan Baojian, the founder of custom service equipment for door-to-door maintenance and car wash business, said. "The cost of on-site car washing is too high, and customer stickiness is very low." Although Yuan Baojian has long been involved in car wash business, he has never looked forward to the profit of the business.
first, the technical threshold of car washing is low, and users are always interested in it. After subsidies are used up, they often fight for other new platforms. Moreover, under the incentive of high subsidies, the behavior of brushing is frequent. There's even a professional brush team. So far, Taobao has entered "1 cents to wash the car", and can also search a number of commodity information, through a very low price, you can get a nationwide 1 cents to wash the car qualification. This has become one of the reasons for the failure of enterprises to collapse.
, of course, the business logic at the start of the car O2O is not a simple car washing for business - using high frequency services to bring customers, and then convert them into value-added services. For example, the car wash user flow to automobile maintenance, car beauty and automobile insurance these profitable business. But in fact, this is a very difficult process. "From the car wash to maintenance, beauty and other threshold business is higher, there is no a good closed loop." Chen Wenkai said.
even if it can be transformed, the conversion rate will be very low, and the cost will be very high. For example, e car washing car wash users choose maintenance behavior conversion rate of 5%-6%. Many car wash users reach tens of millions of platforms and eventually transfer to other businesses. There may be only a few dozen or so orders per day. "The boss wanted to do this business before, but he finally gave up." Hengxin automobile Agel Ecommerce Ltd vice president Gao Quanqiang told the Economic Observer newspaper reporter.
Hengxin automobile is the seventh largest dealer group in the country. Among all the dealer groups, only a large number of cars have launched on-site maintenance service. "The cost of this business is too high to earn money is basically impossible." Gao Quanqiang said. After many years of marketing, the dealer group has been deterred. The development of subsidized enterprises is difficult to sustain in the medium to long term.
finally, the real blow to these startups is capital fever. "Capital has the spirit of adventure and gambling, but the stock market crash has reduced the flow of capital, and investors are no longer the big ones." Zhong Min Xing, director of O2O project of Chung Chun capital, said investment needs to be "more in line with value". The Katar car had also shut down its door-to-door maintenance business, the founder wrote. Until the money was burned, they failed to verify a trend and a suitable model.
the spread of the collapse of
in addition to car washing enterprises, business types of more diversified door-to-door maintenance enterprises, is also in a painful period of suffering. Zhang Yan, the founder of Mocha car, which also focuses on the business of home maintenance, told reporters that the company is looking for investors in B round financing at the moment. Although the enterprise is stable and stable in the current development, the business is stable and the revenue grows faster, but the audit requirement of capital is still very high. "On the one hand, the B round requires more capital, and on the other hand, investors also value the cash flow and profitability of enterprises." Zhang Yan told the economic observer. Mocha I car financing progress has been postponed than the original plan, and it has the same Pak Pai car, Carradine and several other home maintenance O2O enterprises. Bo Pai car plan to complete the C round of financing in September, and Carradine began the B round of financing in May, but it has not been completed. "Financing is more difficult than we expected." Insiders of a door-to-door start-up company are honest with reporters. But capital is not going to sell. Zhong Min Xing, director of O2O project of Chung Chun capital, told reporters that the company had invested in two new companies last month. "Of course, investment tends to be rational, which makes the whole industry squeeze out a lot of bubbles, and the competition in the industry will become more rational." Zhang Yan told reporters.
capital fever has caused the industry to be in disorder. After the
e car wash was closed, the Pak Pai car, which occupied the largest market share in the industry, was once widely rumored to be divestment by investors, and enterprises are facing closure. The news was promptly clarified by the Pao Pai car on the same day. But door-to-door maintenance O2O company really entered the elimination phase, the industry estimates that the first half of next year there will be a number of enterprises in trouble, or even collapse. "I heard that another family car company is going to die soon, and there are several other companies looking for A wheels. If we can't find it next year, it will be hard enough." An insider told the reporter.
in addition to door-to-door car companies, many second-hand car O2O enterprises are also in strong support. Jingdong CEO Liu Qiangdong said in a speech within the company that a second hand car, APP, which is valued at $two hundred million, has a poor trading volume. "I did a APP for a second-hand car on a mobile phone. I asked to sell a few cars, and he told me that only two cars were sold, or the employees bought them." Liu Qiangdong said.
today's second-hand car dealers are trying to cultivate consumers' buying habits through subsidies. For example, "Xin Xin Pai" does not charge any commission for each vehicle sold, and grants 3000 yuan to 4S shop. "You used the car to do the model five years ago, but we charge about 5% formalities, they give the next home 5%, and then a thousand times higher valuations, the investor's world we do not understand." Shanghai grand automobile service chain corporation e-commerce director Lei Jun Fu told reporters.
2014, China's car post market more than 100 companies, is nearly ten times in 2011, involving car washing, maintenance, car rental, auto financial insurance and other segments of the market. But since last year, the voice of bankruptcy has been constantly, apart from home maintenance, used car, before, the electronic commerce platform No. 2 garage, the car accessories maintenance services for everyone, the car network, the network service system, and provide nearby gas stations, parking lot information search "unimpeded" have been shut down.
"cut tail" self rescue
in order to survive, many car O2O enterprises have to seek reform or Baotuan heating. In the newly established "China automobile O2O ecological alliance", nearly 50 members discuss the topic most frequently each day is how to help each other. "We have intelligent equipment to reduce costs, improve service efficiency rather than burn money, while business assets increase, online and offline joint development." Said Ren long. Compared with the previous, the transformation of Yi wash car mode is very obvious, and the profit focus has been transferred to other links.
and a car washing car that belongs to the car wash, has raised the service price to about 30 yuan per single, which means that the subsidy war of burning money has entered the end period. In addition, the change of Pai Pai car is also in progress. In the second half of this year, Bo Pai car has set up more than ten lines of sheet metal workshop throughout the country, which is regarded as one of the core competitiveness of Bo Pai car. And worry free car is also upgrading services, the advantages of genuine accessories to play. "There is no doubt that heavy assets will become an important trend in the future." Chen Wenkai said.
of course, many enterprises directly changed their main business and ended up making ends meet. For example, car maintenance started from home maintenance, but has turned automobile insurance into a major business. In order to survive, many enterprises are also looking for acquisitions for large groups. "Like us, there are also companies that take the initiative to seek acquisitions, but these businesses are burdens for us." Hu Peng, vice president of Bo Pai's car, told reporters.
"the fastest one or two years, the industry will be established." China Automotive 020 ecological alliance advisory body, economic observer Research Institute, new president analysis. At the same time, the accession of the big crocodile and the prudent capital are making the process faster - the investment in O2O business is becoming a trend in the automobile mainframe and spare parts enterprises, the dealer group even the Internet Co and the large conglomerates. "This makes the industry structure more difficult to determine. Even if small companies have the advantage of mode, it is not easy to win."
2014 November 3rd, the world's largest component of Germany BOSCH launched the BOSCH Auto Union chain project, claiming to reach 1000 stores in the next three years; in March 19, 2015, BMW announced the cooperation with Tmall, launched the full product line e-commerce and opened a new O2O business channel for the dealers. The transformation of the traditional listed company Jin Gu shares started this year. The project "automobile Superman" has also been launched, and the layout has deepened every link of the industrial chain.
made entrepreneurs more frightened that the establishment of Ali Automotive Division in April 2015. In a short time, the Ali Auto department, which has a large resource, has integrated nearly 1 million 4S stores and nearly 2 million auto after-sales service outlets and other O2O cooperation resources, extending the antennae to the automobile industry chain. And the giant dealer group is also trying to expand home service. Under the two-way attack, there will be more platforms to be acquired, transformed or withdrawn from the market in the future.
"it is far from the Warring States period when the big family is competing. This industry is also a normal life and death. The market is big, but it doesn't need so many companies now. " Chen Wenkai said. Although a number of enterprises have fallen down, this is a necessary stage for the healthy development of the industry. "The whole market is in demand, the key is how to get through every link and achieve the upgrading of services. Everyone is trying and making mistakes, including capital." The new president of the economic observer and Research Institute believes that only the truly valuable O2O business with respect for normal business logic can go further.