A few days ago, the State Council announced the "Opinions on Vigorously Developing E-Commerce to Accelerate the New Motive Force of the Economy" to further promote the development of the e-commerce industry, which is a major positive for e-commerce companies.
As we all know, compared with home appliances, clothing and many other categories, car e-commerce is a slower push. In the Chinese auto market, the growth rate has dropped, and the pressure on auto inventory has soared. How to make breakthroughs in auto e-commerce has become a major attraction in the e-commerce industry. Fortunately, as the two leading units of car e-commerce, the car home and the car network are using rapid growth in revenue, indicating the spring of car e-commerce.
On May 6, Auto House released its first quarter 2015 financial report. The data showed that the first quarter revenue of Auto House increased by 82.1% year-on-year to 622.9 million yuan (US$100.5 million), which exceeded expectations. On May 8, Yiche.com also released its first quarter 2015 financial report. The revenue was RMB 701.3 million (US$113.1 million), a year-on-year increase of 98.4%, which exceeded the previous expectations. “Since the listing in December 2013, the Auto House’s five consecutive quarterly reports have exceeded expectations,†said Qin Zhi, CEO of Auto House, in an exclusive interview with the “Securities Daily†reporter. “The car home is constantly innovating in the business field, especially It has made strong progress in expanding the mobile platform and building a comprehensive trading business model."
Continue to increase the number of auto e-commerce financial report data, the car home adjusted net profit in the first quarter was 197.5 million yuan (31.9 million US dollars), an increase of 44.3%. Revenue and net profit growth mainly came from dealer yellow pages and auto manufacturers advertising services. In the first quarter, dealer yellow pages business (including dealer advertising and dealer subscription services) revenue increased by 96.3% over the same period last year to 321.6 million yuan. In the first quarter, Auto House provided subscription services to 17,871 dealer customers, up 41.2% year-on-year and 12,659 in the same period of 2014. In addition, revenue from automakers' advertising services increased by 69.1% year-on-year to 301.3 million yuan.
Is there a big increase in the advertising and sales of dealers and automakers? Is it not related to the increasing sales pressure? In this regard, Qin Zhi said that there are indeed reasons for this part. "Automotive manufacturers' market expenses are increasingly promoting sales services, and the car home's product services can just capture this cost, which is different from the previous banner ads," Qin said. "Current car. The contribution of the home in the Chinese car sales market has exceeded 13%, the overall is around 15%, China's annual passenger car sales of 20 million, the car home contributed nearly 3 million sales.
It is reported that in order to further highlight the advantages of the service trading terminal, in March this year, the car home also launched a new intelligent integrated marketing system i-car dealers, which can better assist dealers to manage sales leads and improve lead conversion rate and service capability.
In addition to the trading terminal, the car home, which has a large number of user preference data, is also exporting its capabilities to the R&D side. On April 16, the car home and Changan Automobile (000625, Consulting) announced a strategic cooperation. Collaboration on new platform construction, product optimization and product development. "The cooperation between the car home and Changan Automobile will be put forward to the research and development stage. The two teams will jointly develop customized cars and modified cars. This model is a huge impact on the traditional R&D system of automobile manufacturers. Changan Automobile is the first. A person who eats crabs," Qin said.
The mobile terminal business grew rapidly and the financial report data showed that in the first quarter of 2015, the mobile home mobile traffic growth was strong. In March, the average number of independent users of mobile daily average users reached 9.7 million, an increase of 131% year-on-year. What's more worth mentioning is that the mobile terminal contributed 58.7% of the sales leads in the first quarter.
It is reported that in order to increase the user's stickiness on the mobile side, the car home has also launched the "Express" and "Car Radio" services. Through the “Expressâ€, users can get real-time information about the automotive industry, such as an ongoing auto show or a new car launch. "Car Radio" mainly provides services for car owners who are on the road. “Car Home is working hard to introduce more related products to further enhance user visits and user engagement,†Qin said.
At the same time of rapid development in the vertical direction, the horizontal competitive pressure of automobile e-commerce is also increasing. After the merger of Didi and the fast, 58 city and the market, the merger of car e-commerce has also been upgraded to the focus of the industry.
In this regard, Qin Zhi believes, "We don't have any idea about the merger. Investors are more concerned than others. Why? Because for investors, this can reduce their investment risk. For example Investors also hold shares of two companies of the same type. After the merger of the two companies, operating costs and market expenses can be reduced, and financial performance will be very good. Suppose there are investors who own the car home and Jingdong. Stocks will be proposed to merge with JD. If investors have shares in car homes and other companies, they will make other suggestions."
However, for the wealth effect of Storm Technology (300431, consulting), whether the car home is considering returning to A shares, Qin Zhi clearly expressed the denial.
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