Industries that are slightly related to "cars" are not as fragmented as those that enjoy cars. For example, the pet phrase Panda Auto, Gofan, Shouqi Car Rental, Daidai, Linkage Cloud, EVCARD and other enterprises have frequent problems, mostly because the financing is used up, and the next wave of financing is only enough for maintenance costs. On the one hand, enjoy the car trips operated by the OEM itself, such as Geely's trip to Cao Cao and Xpeng's car rental business.
* * * Car ownership is an immature market product.
There is a famous airplane cemetery in America. Although every plane is abandoned on land, every plane can give full play to its role when necessary. There are no airplane cemeteries in China, but there are noisy car cemeteries. Last year, many official media reported that the scene of "* * * enjoying cars" on undeveloped land in major cities was so spectacular that it reflected the embarrassment of the industry.
* * * Car-sharing used to have unlimited scenery and set off an investment frenzy. According to the data of China E-commerce Research Center, in 20 17, * * * car financing amounted to 76.459 billion yuan, making it the highest investment field in that year.
In 20 18, investors are still mainly car companies with development potential, such as Ant Financial, Volkswagen Group, Chery Automobile, GoFun, BAIC Group and SAIC Group.
However, in a short time, many business tycoons found that it was not so easy to enjoy the economy, but capitalism set a trap for investors.
During the continuous financing period, the market has experienced a serious decline, and many benchmark brands in the automobile industry have fallen in turn, which makes the financiers all puzzled.
2065438+In March 2007, Youyou Automobile announced the dissolution of the company; In June 5438+in the same year 10, EZZY announced the dissolution of the company; 2065438+In May 2008, Muggle Travel announced that it would stop serving; In June of the same year, Guan Zhong * * * was happy to see the autobots go empty; In 65438+February of the same year, some users exposed to the media: Tuge defaulted on the deposit, and the Beijing head office was empty. 20 19 65438+ 10 On October 25th, Tuge was frozen by Haidian District People's Court in Beijing, with a value of 243,000 yuan.
Tuge is a large enterprise that has completed six times of financing. From 2065438 to September 2006, the angel round financing of millions of RMB invested by Top Fund was completed. 20 17, 1, another round of financing of 25 million yuan invested by Top Fund; April 20 17, 40 million A+ rounds of financing invested by Zhenge Fund and Top Fund were completed.
20 17 10 completed the $22 million series B financing invested by SIG Heiner Asia and Zhenge Fund; 20 18, 1 month, completed the $26 million series B+ financing invested by SIG Haina Asia, Zhenge Fund and Xin Kai Capital; On June 20 18, 10, we completed the B2 round of financing invested by SIG Heiner Asia, Zhenge Fund and Xin Kai Capital.
Automobile giants such as 20 19 BMW and Mercedes-Benz found that since the low-end * * * can't enjoy traveling, it should be the industry leader of the high-end * * *.
Geely Daimler launched the trip? StarRides, BMW launched its own car travel service in Chengdu? At the same time, ReachNow (currently limited to Chengdu) provides high-end time-sharing leasing services using BMW vehicles by using the domestic mature platform Evcard. Audi chose a more common time-sharing lease and launched Audi Travel Audi? Open? Demand+but only in Beijing.
But the bosses found that our users in China simply can't afford it, and they didn't expect the analysis of the marketing department that "ordinary users in China like to experience luxury cars and will definitely occupy a large share in the market". Take the price of Audi travel as an example. The price of series below A(A(A6L) and series below Q(Q(Q5) starts from 399 yuan/day, excluding the deposit and fuel fee.
Administrative A8L needs 1999 yuan/day; There are also special models, such as S/RS high-performance sports car, convertible, more than 3000 yuan/day, R8, R8? V 10PLUS needs special training, and the price is as high as 7999 yuan/day. What class of consumers can experience? Expert analysis shows that the high-end * * * car is just a game of the main engine factory.
Low-end travel fails, high-end travel has no users, and * * * car appreciation is just a concept circle. The new game of the capitalist master is "too condescending" to be put into the market.
There are many problems in fund management.
It is not only a question of financing, but also the user's fund management and operating costs are immeasurable.
* * * cars have just appeared in China, which is largely the main intention of OEMs and capitalists to subsidize the national new energy. At that time, everyone didn't care about the operating cost, because the * * * cars on the market were mainly driven by electric energy, such as the bosses of Lei Jun, Dong Mingzhu and other industries. When they invest in new energy vehicles, they usually focus on electric vehicles.
The cruising range of the first batch of new energy vehicles in the city is less than 80km, such as the first generation Chery Ant and Zotye E 100. Later, many * * companies came to grab porridge and drink together, and the second batch of * * * cars only increased the cruising range to 120KM- 150KM.
At that time, as long as the capitalists with a little money completely turned a blind eye to the market, the subsidy interest of state subsidies and land subsidies was completely greater than the operating cost, even greater than the vehicle purchase cost, and they could easily make a profit in just one year.
Unfortunately, the new energy subsidy system has come, and there is no subsidy for new energy vehicles with a battery life of less than 250KM, which is very embarrassing. It is estimated that the money invested by the financing company is only enough for the operation cost, and the maintenance cost is not a small sum of money.
For users, we also take the trip to Lu Ge as an example. Registration deposit 1 1,000 yuan, and the upper limit is 2,000 yuan. Theoretically, we can get good service. However, many unconscious users privately remove the GPS or valuable spare parts in the car and do not park according to the rules, which costs a lot of money to enjoy the maintenance cost of the car; Most of the user's money has been taken by the * * * travel company to operate, and cars that can't be used can only be scrapped.
Operating costs include: new energy charging fee, insurance fee, dispatching fee, parking fee, gasoline vehicle and fuel fee, software engineer operating fee and so on.
Few companies can manage users' funds, and Linked Cloud may be the first company to do so. The user deposit has been confirmed to be kept by a third-party banking institution, and shall not be used for other purposes except for returning the user and deducting the arrears.
* * * The positive significance of enjoying the car shock still exists.
The first batch of * * * companies that closed down were owners of * * * cars, and a large part of them were enterprises with new energy vehicles as their main models.
Under the background that the country vigorously promotes the development of new energy market, a number of emerging enterprises have emerged in the field of electric vehicles. However, on the one hand, the overall operation ability of emerging new energy vehicle enterprises is not strong, on the other hand, the consumer acceptance is not high, which leads to a large part of electric vehicles flowing to the * * * travel industry, which has long been recognized by the industry.
Some * * * enjoyment platforms are in trouble, and industry giants have opened up new outlets. In order to realize transformation and improve profitability, automobile manufacturers have also accelerated their pace on the road of enjoyment.
Under the premise that the overall profit of the automobile industry gradually shifts from manufacturing sales to service, many automobile companies, including Toyota, Volkswagen, BMW and Mercedes-Benz, are transforming into mobile travel service providers, and they are enjoying the economic market in the new era, such as the monthly rental form of online car rental.
At present, companies with poor viability have many problems in their operation methods, and of course the proportion of users' problems is also quite large. Risks include renting a car for practice, using an uncivilized car, and even deliberately damaging the car. The direct result is that the car damage dispute is difficult to explain, the cost of car maintenance is high, and the driving experience is not good ... which directly restricts the development prospect of * * *.
Under the background of unsatisfactory development of the travel industry, the sales of new energy vehicles will also be greatly affected, which is an important reason for the poor performance of the new energy market and the main factor to further intensify the competition in the new energy market.
* * * Enjoying car failure can extract healthy competition in the new energy market. Like ancient technology, new energy vehicle companies that rely on oil to electricity, with poor product strength, poor competitive strength and poor user experience, can be directly eliminated by the market without the approval of the state and consumers. It has greatly improved the product experience and user thinking training of the new energy OEM, and better new energy vehicles will be born in the future.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.