11 Jul / 2017

Transition failure case analysis ping an good car closed because of good

was founded in March 2013, Ping An Group invested 1 billion, set up a safe car, C2B model as a breakthrough point, to enter the entire auto industry chain. However, the loss of a good car business is serious, the average monthly traffic volume of 2000 cars online, and the efficiency of sales leads to less than 1%. Safe car closed on February 27, 2016. Where did the genetically engineered project end up?

"brief introduction of the case":

safe car is an innovative subsidiary of Ping An banner, founded in March 2013, Ping An Group invested 1 billion, set up a safe car, C2B model as a breakthrough point, to enter the entire auto industry chain. However, the loss of a good car business is serious, the average monthly traffic volume of 2000 cars online, and the efficiency of sales leads to less than 1%. Each car sold at least six thousand or seven thousand yuan loss.

"referee result":

Ping An Group issued a statement saying that the safe car was officially closed in February 27, 2016, some employees into the Ping An insurance business.

note:

C2B is the consumer to business, consumer centric, consumer masters, for users to listen to the warm, but similar to those for the safety car platform, from zero to ten again and again, is not so simple. Attract users, users, educational users, for now, are burning money.

According to Analysys think tank released "

Chinese Seminar on second-hand car e-commerce report 2015" display, peace good car is easy to shoot and train excellent letter, ranking third in the second-hand car business, occupy the market share of 8.4%. It can be seen that is a gold content of the quasi tycoon. However, why did the safe car end early?

"criminal suspect":

safe car

"the process of committing crime":

1, why is it necessary to open a subsidiary, sub business transformation, engage in second-hand car?

?

Ping An has three major businesses: insurance, banking, and investment. And a good car safely from Ping An insurance is opened up, why the choice of second-hand car, because want peace "" start from the basic necessities of life, financial services, automotive after market fun but the purchase of second-hand cars and new cars are low frequency high, when users choose, must belong to the long time account can to think that just to attract users from online, the conversion rate is low? Even if you said, with subsidies as means to attract users, how many users will because dozens or hundreds of going to

you?Since

C2B is selected as the car market after the entry, open the market, the entrance is not the best choice, the automobile market related "car insurance" (Che Jinrong), "car" and "car life" is no place to start.

, let’s say "good cars"

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