After the "cold winter", many service platforms collapsed.
as the recent sudden drop in temperature, the once red door washing service came to winter, and many companies fell down. In November 2nd, after "tick washing car", "e car wash" and "Kung Fu washing car" encountered Waterloo, "I love car washing" CEO lost millions of yuan debt after losing contact. The once beautiful O2O car washing industry is now full of sadness.
another fact is that when the industry is facing shuffle, "croak car washing" has announced 100 million yuan financing recently, and the momentum of one big one is becoming more and more fierce, and it has occupied most of the business in nearly 30 service outlets in Ji'nan.
to solve the drawbacks of the traditional car wash car washing, is not a "pseudo demand"?
14 p.m., after a reporter's cell phone order about 10 minutes later, "croak car" Master Liu Zan (pseudonym) opened the car to Shun De road in the middle of the city. At the entrance of residential area, the sixth order business of the day began. Since leaving the car wash shop in June this year, Liu Zan has washed more than a thousand cars in the surrounding area. An electric tricycle full of tools, a mobile phone and a bottle of water are all his "family belongings" on weekdays.
Liu Zan's job hopping from a physical store is the last rush hour before the O2O car washing industry goes downhill. "At that time, the full street is a" 1 cents to wash the car "'free car wash gift" slogan of the tricycle, car shop employees run out more than half of the store, a lot of dry express looking at the red, also go out to wash the car.
according to the statistics of China's Chain Management Association, China's auto market in 2014 was 600 billion yuan, up 30% from the same year, and it is expected to break through trillion yuan in 2018. Under the temptations of the huge market, O2O car washing enterprises have sprung up like bamboo shoots after a spring rain, attracting more and more consumers by super low price, trying to change their way of life.
, however, in the seemingly unlimited market potential, the door to the car washing industry like a bulging balloon, after the rapid expansion of the final explosion, set off a burst of collapse. According to media reports, it was known as the largest mobile Internet car washing company in China, "e washing", which eventually laid off a large number of layoffs in October this year and stopped the car washing business. The "I love car wash", which had 70 thousand users, went bankrupt after 10 months of money war, and left about 2000000 yuan of debt and more than 100 employees who were not paid.
burning money is difficult to change customer loyalty
similar to the "thousand regiment war" and "fast" competition in the car market, the car washing enterprise also experienced a burning money war in the early stage of snatching customers.
to "e car wash" as an example, once a day to emerge twenty thousand or thirty thousand single business, covering the country's fifteen six cities, but with the cold capital, the company burned down 20 million dollars in 2 months after the closure of door cleaning and maintenance business, a large number of frustrated car washing O2O enterprises.
since the beginning of last year, the car aftermarket has been touted by capital. According to the statistics, more than 150 investment events related to the auto industry were produced in the capital market in 2014, and the investment in the rear market of the car was 10 times as much as that in 2013, reaching more than 67 times.
, however, people in the industry point out that most of the car - washing enterprises adopt the subsidy "burn money" mode to win the users, and expect to change the conversion rate of other service items with the high frequency and low price items of the car washing. The person said that the car wash is like a coupon and can't keep the customer group. Once the preferential treatment is big, the customer will come to which home, and the money can not make a good effect.
the executive vice president and Secretary General of the China Mobile Internet industry alliance, Li Yi, said that the high promotion costs make the initial entrepreneurs unsuccessful, and the leading enterprises are pushing forward the price war with their huge capital advantages, and many grassroots enterprises will be unprepared.
but, in the outside world of a car washing O2O industry singing down, "croak car", "wash car" and other projects can still be favored by investors. In April this year, "croak car" got the "58 to home" $10 million A round financing, and in the near future, announced a 100 million yuan of Pre-B round financing; "Yi wash car" also claimed to get 30 million yuan of A round financing.
by the end of June this year, the total number of motor vehicles insured in Ji'nan was 1 million 600 thousand. In the first half of 2015, the total number of motor vehicles added to the city was nearly 120 thousand, up 0.6% over the same period last year. According to the car wash 20 times a year, 20 yuan for each charge, the total car wash market in our city has a total scale of 640 million yuan.
for the "cake" in the Ji'nan car wash industry, a piece of soup, home car washing business has been in Ji'nan in 2009, but only for individual community service, not in the whole city coverage. In recent years, influenced by the "Internet", many street car drivers have sprung up in the streets of Ji'nan, but there are few enterprises in existence.
reporter search found that more than 100 certified public numbers on the WeChat platform offered to offer "door to door washing" services; there were about 50 car washing software in the apple handset software store, and there were still few normal services. The coverage of these enterprises in Ji'nan is even less.
"our company entered the Ji'nan market in May this year, there are nearly 30 sites, the basic coverage of the urban area," "quack car wash" master Liu Zan told reporters that the company is now the main service enterprise in Ji'nan, "we will arrive in 10 minutes, we will be able to finish in 20 minutes." Now the company can wash nearly two thousand or three thousand cars a day.
another last year's "lizard washing car" is a local enterprise in Ji'nan. Through cooperation with major property, they have entered more than 10 residential areas and office buildings. The service range includes 2 kilometers around the garrison. Customers can enjoy the car washing and vehicle beauty ranging from 20 to 268 yuan after the WeChat order. The service has sold about more than 20 thousand car wash coupons on the platform.
"our pressure comes from within the company"
although self claimed from the industry is not very competitive, but Liu Zan's daily work is not easy. In addition to completing the task of washing 150 cars per month, we also need to expand the customer. "Our pressure comes from the company. After the operation, a subsidy of 20 yuan will be given to each vehicle. If it is not completed, it will be eliminated. "
like Liu Zan, Ji'nan "quack car wash" about 300 car washes are active every day in the streets and alleys, each person washing 8-10 cars on an average daily, to run out of two electric vehicles. "Now the company's activity is" the first single dollar, "we love this list, the customer first experience, it is possible to buy car coupons," Liu Zan said, many employees buy glass water, making billboards at their own expense, in order to retain customers.
masters are lucky. Countless employees in the same industry are owed wages after the company closes. According to media reports, the day when "I love car washing" disbanded, more than 30 employees of more than 170 employees who are not paid are gathered in front of the office building to ask for pay. They are not paid from 3000 to 70 thousand yuan, the total amount of 1 million 650 thousand yuan, the highest rank of the unpaid staff is the financial director.
in the face of this news, Liu Zan seems dissatisfied, "the company's office in Ji'nan, the monthly rent of nearly 10000 yuan per month, plus labor and consumables, now every car is paid fifteen to twenty yuan," Liu Zan said, "although the company is not very profitable, but our employees make a profit." More than before in the physical shop, the basic salary of 4000 yuan, selling car coupons to sell 25 yuan, plus car wash subsidies, a month to get more than 5000 of the income.
for the future, Liu Zan is very confident, "the company has just completed 100 million yuan of financing, will be listed next year, and will certainly be the first in the industry."
industry "cold winter" in the nature of return services in the nature of
"the first use can be free, wash is relatively clean, do not have to wait next to the car, hope that the business keep such quality, do not wait for customers to buy service after the change", "model is not wrong, in line with the needs of the user, I hope to be able to Enough and more reliable services to help the market grow "... Opening the review page of the "quack car" software, in addition to the low price, customers are more concerned about the car wash effect.
in Liu Zan's view, the quality of service itself is also the fate of the company's pursuit, "the company has a special service process, special control personnel unscheduled inspection of our work, not in place will be fined," Liu Zan said, one time because of the direct dumping of dirty water into the sewer, was controlled by the personnel After the discovery, a fine of 1000 yuan was made. "The right thing to do is to pour the waste water into the bucket first and then deal with it."
"quack car wash" Chairman Qie Jianjun said in an interview that the main reason for the collapse of the large-scale car washing O2O company was that they went into a misunderstanding, too eager to do the platform and the entrance, but ignored the car washing business itself, "they just wanted to wash the car as the rear market for the car market." One point of penetration is to subsidize users blindly, but not to serve them well.
Zhao Lin, senior engineer of the China Automotive Engineering Society, said that the emergence of door - washing is not only a technological innovation, but also a change to the consumer's consumption demand. But facing the "hard indicators" of water, environmental protection and car washing effect, the company can not only rely on discounts, free and other ways of burning money into the market. It is more self - perfecting to stand up to the competition of the market and the inspection of the owners.