[YesAuto News] “In fact, my purpose of doing timeshare leasing is very simple. The starting point at the beginning was to find a suitable model to promote new energy vehicles. Now, I think it is because I like this. Anything. Even if you face 10,000 negative factors at that time, there will always be a reason for you to persevere.” This is the feeling that Cao Guangyu, general manager of Universal Car Sharing, said in an interview with the editor of Auto Home about EVCARD since its promotion in 2015. With the closure of domestic Youyou car, EZZY and other time-sharing leasing platforms and the outflow of negative news about existing platforms, “time-sharing leasing is not profitable” seems to be a “magic curse”, causing more people to doubt its business. The legitimacy of the model. But as the “first person in time-sharing leasing” in China, Cao Guangyu has his own ideas for breaking the game: why does the time-sharing lease break out, when will it break out, and where is EVCARD's profit hope? In this interview, Cao Guangyu gave answers one by one.
When more and more automakers are transforming to travel service providers; when the money-burning battle for online car-hailing ends, Didi Chuxing is the only one; when all parties in the time-sharing leasing companies are still on fire, they have not yet formed a prairie fire; When shared bicycles began to decline in the rapid rise, and cleared the field in calmness… We are increasingly convinced that the domestic shared travel field has entered the second half. So how should the shared travel companies still present adjust their strategies and meet the challenges of the second half amidst competitive changes? These are the frontier issues we are concerned about. To this end, Autohome New Energy Channel has specially launched the “Travel +” series of topics, through in-depth dialogue with domestic shared travel companies, to present you the most realistic shared travel landscape at the moment.
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●EVCARD is a shared car rental platform under Universal Car Sharing, including time-sharing, night charter, short-term rental, long-term rental and other businesses (this article mainly relates to its main business time-sharing lease). The platform has 42,000 vehicles, covering 64 countries. Cities, with more than 4 million registered users. As of mid-November 2018, EVCARD officially stated that the daily order volume is close to 100,000, and the vehicle turnover rate is leading in the industry.
●The industry term “time-sharing leasing” was first registered by Cao Guangyu, general manager of Universal Car Sharing. From this perspective, he is regarded as the “first person in domestic time-sharing leasing.” EVCARD has been in operation for more than 3 years under the leadership of Cao Guangyu. Facing the rise and decline of similar platforms, Cao Guangyu believes that the timeshare leasing industry is returning to rationality, and predicts that the concentrated outbreak period of timeshare leasing will be in 2020.
●Although EVCARD relies on the development of SAIC, it is not SAIC's new energy vehicle introduction platform, but an independent business model and vision. At present, SAIC brand vehicles account for only 35% of the EVCARD platform. Chery, JAC, BAIC, Changan, Haima and other brands are all EVCARD partners.
●EVCARD adopts a “two-end” approach in urban layout. One end is to operate more than 8,000 vehicles in a super large city-Shanghai, and to deepen the industry experience; the other end is to settle in third- and fourth-tier cities, and understand The local environment and market operators cooperate to achieve rapid extension and replication.
● SAIC is building a customized vehicle for EVCARD specifically for sharing, and plans to launch it on the market in the fourth quarter of 2019.
● EVCARD said that it has already started to make profits in some areas of some cities, and Cao Guangyu also emphasized that EVCARD will be profitable in Shanghai in 2019.
★ Cao Guangyu tells the origin of the term “time-sharing lease”
The concept of time-sharing actually corresponds to foreign car-sharing, that is, car-sharing, so why was it later named “time-sharing” as we know it? In fact, there is a little story in it.
Since 2013, Cao Guangyu has undertaken an arduous mission in the Shanghai Electric Vehicle International Demonstration Zone: to promote new energy vehicles. At this time, he thought of a business model innovation—that is, a car rental method that satisfies people's short-term and short-distance fast travel, which is the foreign “car-sharing car-sharing”. However, when he wanted to register this business model, he encountered Here comes the problem: because the traffic management department does not yet allow private carpooling business, and car sharing is easy to think of private carpooling, so it can't be registered.
Cao Guangyu recalled: “Later I went to the transportation industry department to check and found that there are two directions as public services, one is called leasing and the other is called leasing. Ours should be regarded as an upgrade of the traditional leasing model, so we call it leasing. As for the previous attributive “time sharing”, it is because I want people in the city to have an innovative way to travel in a short time and short distance, and finally choose to use minutes as the unit and start registration with “time sharing”.”
However, the real reason that timeshare leasing has become a common name in the industry is because of government promotion. At that time, the Electric Vehicle International Demonstration Zone hosted an international industry forum every year, which was hosted by the Ministry of Science and Technology of the People's Republic of China. During the 2014 forum, the former Minister of Science and Technology Wan Gang came to Shanghai. Cao Guangyu reported to him about this new energy vehicle promotion model. Minister Wan Gang approved this model and established a major project in the Ministry of Science and Technology to adopt time-sharing leasing. After entering, the project sites in five cities of Shenzhen, Wuhan, Shanghai, Chongqing and Changsha were identified that year. In March 2016, on behalf of EVCARD, Cao Guangyu joined the Shanghai Municipal Transportation Commission and the Shanghai Municipal Commission of Economy and Information Technology to take the lead in launching the guidance and implementation opinions of new energy vehicle time-sharing leasing in the country, gradually expanding the concept of time-sharing leasing in the industry.
On the other hand, it is EVCARD’s own efforts. Since 2015, EVCARD has just begun to operate between the campuses of Tongji University. Many young teachers and graduate students have become the first batch of users, and then they have been further promoted to the society. The time-sharing lease is the layout of the business model. As of mid-November 2018, EVCARD officially stated that the registered users have exceeded 4 million, covering 64 cities, the scale of vehicles exceeds 42,000, the daily order volume is close to 100,000, and the vehicle turnover rate ranks first in the industry.
However, these data did not satisfy Cao Guangyu. He believed that this was still a bit slower than what he expected three years ago: “At that time, it felt that as long as the vehicle was dropped, anyone with a driver's license would use it, but in fact, it still encountered a lot of Unexpected problems. Including restrictions on license plates, opening of outlets, guarantee of operating vehicles, platform carrying capacity, etc.”. As a pioneer in the industry, Cao Guangyu and the EVCARD platform he led have experienced hardships in the process of taking the lead in advancing the time-sharing leasing model, but Cao Guangyu still believes that all this is just the beginning: “Time-sharing leasing is still in the market cultivation stage, far from To the stage where competitors in the same industry compete with each other.”
★ After the cold, there will be an outbreak of lease in 2020 or when the ingredients are
Although the time-sharing leasing model has emerged earlier in China, there has not yet been a lively scene of online car-hailing and shared bicycles. Among them, the business model and user acceptance are both important influencing factors. The collapse of entrepreneurial timeshare leasing platforms and the status quo that no timeshare leasing platform has achieved profitability have also made the capital market more vigilant against the asset-intensive and operation-intensive timeshare leasing model.
The cold winter is coming, but Cao Guangyu believes that this will give the industry time for rational thinking. He believes that this business model concentrates new and innovative automotive technologies and Internet services, with convenience (use as you go) and economy (compared to There are advantages such as driver's shared travel) and autonomy (deciding the route and starting and stopping by oneself) , but in addition to external factors such as license plates and outlets, the requirements for the platform's own vehicles, operation management, and online systems are also very high. Cao Guangyu gave a more vivid example: “In June 2016, we had more than 3,000 vehicles in Shanghai, and the background dispatching suddenly failed. Before, any problems could be solved with a single call, but it really didn't work that time. “It was also through this emergency that Cao Guangyu realized the importance of an intelligent scheduling platform, and only after deepening it in one area, can it hope to replicate its experience in other areas and promote it on a large scale.
At present, it seems that the time-sharing leasing after the cold winter may usher in an outbreak with the entry of car companies. Geely, Changan, Guangzhou Automobile, Great Wall and other car companies are entering or about to enter the field of time-sharing, with huge capital and vehicle , With the entry of resources, the spring of time-sharing may be coming soon. And Cao Guangyu also believes that after the adjustment period and preparation period in 2019, 2020 may usher in an explosion of time-sharing leasing.
★ EVCARD's transformation is broken: Customized vehicles will be launched in the fourth quarter of 2019
However, if you want to get a share of the timeshare rental field, you must first understand: Which vehicles do timeshare rental users most need? In this regard, Cao Guangyu told the editor of Auto Home about his 7: 2: 1 segmentation theory and EVCARD's strategy of pushing customized vehicles.
Cao Guangyu believes that, just like online car-hailing and shared bicycles, although time-sharing is already a market segment in shared travel, time-sharing itself can still be further refined. First of all, from the perspective of users, fresh graduates and car-free office workers choose timeshare rental travel, which is different from users who are accustomed to self-driving and frequent business trips, and early adopters who are curious, and these types of users correspond to standardized needs. , Business needs, and personalized features. In order to meet the needs of various users, the choice of vehicles must also be different. At present, only about 35% of EVCARD’s 42,000 operating vehicles are SAIC-branded vehicles, and 65% are other brands, including Chery, JAC, Beiqi, Changan, BMW i3, Zotye, Haima, etc.
However, Cao Guangyu also clearly sees that for the demand for time-sharing leasing, standard users, business users and users who pursue individual characteristics have different weights. The ratio is about 7:2:1. However, if you want to make time-sharing lease this The model has a firm foothold and maximizes the benefits in terms of quantity and cost. First of all, it is necessary to ensure the needs of 70% of such targeted users. To this end, EVCARD will adopt a customized strategy to make this part of the vehicle larger and larger.
“Just like shared bicycles require smart locks, time-sharing rental cars also need customized equipment,” Cao Guangyu said: “It is necessary to have a car specifically suitable for time-sharing rental.”
At present, EVCARD customized vehicles are being produced at SAIC’s Ningde plant. The internal code is EX21. The vehicle positioning is mainly based on the 70% standardized demand part of Cao Guangyu’s description, mainly for two-door two-seater vehicles. It is expected to be promoted in the fourth quarter of 2019. market. There will be a clear distinction between customized vehicles and private vehicles sold to consumers, but they will be more secure in terms of safety and reliability, and there will be significant improvements in car networking technology and intelligent management.
★ In 2019, EVCARD will be profitable in Shanghai
With the expansion of the layout, profit has become the threshold that Cao Guangyu must face. With the increase in the number of vehicle operations, his thinking has also been changing. Among them, he began to adopt a new way of thinking in the layout of cities: the mode of super large cities + urban layout below the third tier.
Backed by the super-large cities of Shanghai and SAIC, EVCARD has become the largest time-sharing platform in China for more than three years, but the pressure on profitability is also increasing. However, after a period of exploration, Cao Guangyu found that its operations in cities below the third tier are basically very successful. Because these operators working with EVCARD know more about the local situation, they are also faster and more accurate in layout, and EVCARD relies on the operating experience of 8,000 vehicles in Shanghai, which is enough to convince these operators and actively seek cooperation. Under the influence of Shanghai's model force, it is easy to drive EVCARD's rapid deployment in third- and fourth-tier cities and take the lead in achieving profitability. However, in some hot second-tier cities, due to factors such as resources, local policies, and competition, it is difficult to achieve quick results. EVCARD told the editor of Auto House that EVCARD has already begun to make a profit in some areas of some cities, and Cao Guangyu has repeatedly emphasized that in 2019, Shanghai, the base camp of EVCARD, will become profitable.
★ Enjoy the struggle, but still face many challenges
The editor of Auto House has communicated with many time-sharing persons in charge. One thing they often say is: time-sharing is too difficult and painful, and the heavy assets are too heavy. But Cao Guangyu has a different view. He easily mentioned: “My purpose of doing timeshare leasing is very simple. The starting point at the beginning was to find a suitable model to promote new energy vehicles. Now, I I think it’s because I like it. At any time, even if you face 10,000 negative factors, there will always be a reason for you to persevere… and when a problem comes, you really come up with a solution.”, Cao Guangyu added: “It was a very happy process at that time.”
However, the challenges faced by EVCARD will continue to increase. First of all , as more car companies' timeshare leasing business advances, the speed of EVCARD's entry into more cities may be affected. Once these new platforms use subsidies to occupy the market, EVCARD will have to make a decision whether to follow up; Secondly , the pressure on EVCARD's profitability is also increasing. Cao Guangyu told the editor of Auto Home that his thinking has been changing with the advancement of operations, not only following the development of the market, but also following the investment of shareholders. He must The pursuit of shareholders must be taken into consideration. Profitability is obviously one of the biggest pursuits of shareholders. At present, Cao Guangyu is betting on the profit time of the Shanghai area in 2019, so this can be regarded as one of the big tests he is about to face; again , for the cities where Beijing is more active in time-sharing leasing, EVCARD has not yet opened up, although Cao Guangyu has started In order to quickly deploy to third- and fourth-tier cities, these cities are not enough to ignite the heat of time-sharing leasing. First-tier cities such as Beijing are still the doors that EVCARD needs to keep knocking on. Finally , SAIC Motor has recently launched the “Enjoy Road Trip”. The layout of the online car-hailing business, focusing on creating high-end travel services, and whether this platform will complement EVCARD to form a synergy, or will SAIC’s investment in EVCARD, and instead forcefully promote the operation of “Enjoy Road Travel”, is still difficult to judge.
Summary of the full text: Although there are still many unknowns in the future, the editor of Auto House was deeply impressed by Cao Guangyu’s words. He said: “I never felt that one thing could not be solved, nor did I choose to quickly choose something that is unclear. When going around.” His character is to find the problem, face the problem, and finally solve the problem. At present, there will be many important challenges waiting for him to solve in 2019.