Most people's answer is nothing more than buying an iPhone, a bag, some clothes and some big meals.

Whether you buy one or two products you want or eat a few big meals, you can only enjoy them for a while and forget them after a month, which has little effect on improving the quality of life.

In fact, it's all about the concept of consumption. There are better ways to spend 5000 yuan, but you don't know and dare to try.

65438+February 65438+June, hay! On 17, Cindy Wang (Wang Xin) of the group gave a cool answer: buy a used car.

A second-hand Chevrolet Cruze, the down payment is only 4000 yuan, and the monthly payment starts from 1000 yuan, which is equivalent to 30 Starbucks large lattes. The purchase of used cars by Xinyou 10% really makes it easy for 300 million families in China to own their first car. You only need a down payment of 10% and a down payment of less than 5,000 yuan, and you can easily drive away a car.

In order to make you accept buying a used car, the used car platform spends hundreds of millions of yuan on marketing every year.

The acceptance of used cars in China market is relatively low.

Cindy is in the hay! 17 did a small survey on the spot: how many people have bought used cars? As a result, only 1 person raised their hands at the event site of hundreds of people. More macro data shows that in the United States, the ratio of used cars to new cars is 3: 1, while in China, this figure is just the opposite, and the sales ratio of new cars to used cars is 1: 3.

The strategy adopted by various used car platforms is to let consumers have a preliminary understanding of used cars through advertisements, and then let them accept the purchase of used cars.

Where there are advertisements, there are advertisements for used cars, no matter in the streets, buses, subways, networks, film and television dramas and variety shows. The marketing investment of second-hand car platform is hundreds of millions of yuan a year, and many simple and rude brainwashing advertisements have been launched.

For example, in the final of the fourth season of "The Voice of China" on 20 15, the second-hand car broadcasted a 60-second brainwashing advertisement: Du Haitao, Wang and other stars repeatedly got on the second-hand car and cooperated with the editing of ghosts and animals, which touched many netizens, but also triggered a dispute about whether it was too low.

Cindy said in an interview after the speech that the title of 20 15 "The Voice of China" created a very distinctive or very large exposure. At that time, the second-hand car industry needed to quickly enter the consumer's field of vision, so in order to attract attention, the marketing method of high exposure or large pulse energy was adopted.

This is related to the development stage of car e-commerce or used car e-commerce. Cindy said that now consumers have a certain understanding of the used car platform, and used car marketing has turned to brand marketing. It is necessary to build a solid brand temperature and brand texture, and strive to improve the conversion rate.

For example, in this year's movie "Transformers 5", a second-hand car is implanted in line with the plot of the movie, with the purpose of precise marketing for consumers after 70 s and 80 s who watch movies and like cars.

What I want to convey through these brand marketing with temperature and texture is that buying used cars is cool. Especially for those families whose monthly disposable income is not so high, the down payment is very low, and they buy while opening the market. Travel is more convenient and the quality of life is improved.

In order to make you dare to buy a second-hand car, the second-hand car platform has conducted 150 tests.

Many consumers are reluctant to buy used cars. A big reason is that the second-hand market is complex and they dare not set foot in it easily.

Used cars are non-standardized goods. Consumers can't compare prices as standardized goods, and may be cheated because they don't know the performance of cars. Therefore, the general mentality of everyone is that it is better to spend more money on a new car than to buy a car with unknown performance at a low price.

The foreign used car industry has existed for 50 or 60 years and is relatively mature. However, we don't have an open and complete system. We need to rely on a relatively large automobile e-commerce company like Xinyou to promote the establishment of a credit system and norms.

In the hay! At the scene of 17, Cindy said that Xinyou Platform is selling more than 200,000 cars in real time, from different brands, and every certified used car is our real brand promise. The biggest obstacle for consumers to buy used cars is that they don't know the history of car conditions. We can guarantee that every second-hand car with certification has been tested by quality inspectors and passed the 158 professional test.

The image that a used car wants to establish in consumers' minds is: professionalism, help you with testing and evaluation, help you with consultation and selection, and help you solve after-sales problems.

Considering that the first-and second-tier cities in China mainly sell cars, and the third-and fourth-tier cities mainly buy cars, the second-hand cars are sinking their marketing and sales channels to the third-and fourth-tier cities and promoting them to consumers in the third-and fourth-tier cities in the form of pop-up shop and car festivals.

It is very fast for everyone to accept second-hand car e-commerce. You see, it will take four or five years for everyone to accept online shopping.

It is understood that the sales of used cars have exceeded 6.5438+million last year, and the growth rate of used car sales has surpassed that of new cars in the first few months of this year. By the end of August this year, the cumulative turnover of used cars in Xinyou has exceeded 654.38+0.25 million.