西瓜有味的个人主页 - 老虎社区

西瓜有味

西瓜有味

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IP属地：北京

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6主题

0勋章

01:42

$昆腾(QMCO)$ 我就空100股看看，总有一天会显出原形.收入这么少，纯炒作

01:41

$昆腾(QMCO)$ 太猛了.恶庄

12-14

优信有望活下来！

瓜子二手车的妥协，杨浩涌的“不甘”

12-11

$昆腾(QMCO)$ 看看能不能回落到16以下。目前行情完全是投机，25空下来一些

12-11

$昆腾(QMCO)$ 停牌？我还等着看好戏呢

12-10

$乐信(LX)$ 咦，今天居然没跌，走势强于其他中概嘛

12-10

$特斯拉(TSLA)$ 预计本周会有一个10%幅度的回调

12-10

啥利好

12-10

$三倍做多富时中国ETF-Direxion(YINN)$ 今天29以下才能进

12-10

$毛戈平(01318)$ 我还得感谢环球账户不能暗盘

12-10

$老虎证券(TIGR)$ 日内空单5%MARK

12-10

$AMZN 20250321 200.0 CALL$ 亚马逊值得拥有，目前感觉比特斯拉稳

12-10

$陆金所(LU)$ 这个公司增长乏力,没啥前景，买它不如买奇富科技，但奇富科技最近涨得快了点，这个建点空单，美股就是多空自由,不错的市场。目标不多，5个点收益平仓。

12-09

$TSLA 20250117 360.0 CALL$ 总算破100了感谢特斯拉

12-09

$腾讯音乐(TME)$ 盘前这个价格合适,有空间。

12-09

$毛戈平(01318)$ 我是环球账户,不能暗盘交易

12-09

$毛戈平(01318)$ 中了100股

12-06

$TSLA 20250117 360.0 CALL$ 拿住，特斯拉太猛了

12-05

$MicroStrategy(MSTR)$ 盘前进一点,今晚情绪发酵应该会冲一冲,不过我长期并不看好，这家伙持有的比特币远高于市值了,特不靠谱上台后比特币交易更加简化,理论上机构可以容易购买比特币。2倍溢价不一定合适。

12-04

$Robinhood(HOOD)$ 最近走的还算稳健,有代表性的个股.准备拿阵子了

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太猛了.恶庄","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/382982040572272","isVote":1,"tweetType":1,"viewCount":8,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":381183128060232,"gmtCreate":1734106382570,"gmtModify":1734106384571,"author":{"id":"3432280215840950","authorId":"3432280215840950","name":"西瓜有味","avatar":"https://static.tigerbbs.com/b337ef5e96dc3a50b4071d9a1598319a","crmLevel":9,"crmLevelSwitch":1,"followedFlag":false,"idStr":"3432280215840950","authorIdStr":"3432280215840950"},"themes":[],"htmlText":"优信有望活下来！","listText":"优信有望活下来！","text":"优信有望活下来！","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/381183128060232","repostId":"2491346922","repostType":2,"repost":{"id":"2491346922","kind":"news","pubTimestamp":1734078240,"share":"https://www.laohu8.com/m/news/2491346922?lang=&edition=full","pubTime":"2024-12-13 16:24","market":"hk","language":"zh","title":"瓜子二手车的妥协，杨浩涌的“不甘”","url":"https://stock-news.laohu8.com/highlight/detail?id=2491346922","media":"市场资讯","summary":"　　从“不让中间商赚差价”到“拥抱中间商”，即将迈入创业十年的瓜子二手车，似乎已经没有新的故事可以讲了。彼时的广告效应，甚至在二手车行业有“瓜子广告叫醒二手车行业的春天”之称。　　一向高举高打的瓜子二手车创始人杨浩涌已久不出现在人前，遍布各处轮番广告轰炸的瓜子二手车也不再喧嚣。","content":"<html><body><div>\n<p>　　来源：财中汽车</p>\n<p>　　从“不让中间商赚差价”到“拥抱中间商”，即将迈入创业十年的瓜子二手车，似乎已经没有新的故事可以讲了。</p>\n<p>　　日前，无论“9.9万买报废车”，还是广州车展推出的每日9.9万元秒杀1台<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>，都将“沉寂”已久的瓜子二手车再度推至台前。只不过，时也，势也，时下的瓜子二手车，再不是当年那个影视当红“炸子鸡”孙红雷高呼“没有中间商赚差价”的“瓜子”，而是成为了二手车商与买家之间的“中间”平台。</p>\n<p cms-style=\"strong-Bold\">　　“屠龙少年终成龙”，抵不住岁月消磨的瓜子，最终还是变成了自己曾经讨厌的模样。</p>\n<p>　　作为二手车O2O（线上到线下）的先行者，2015年开始，瓜子通过广告效应让越来越多消费者关注二手车，开始接受网上买卖二手车，在推动市场认知中起到了重要作用。彼时的广告效应，甚至在二手车行业有“瓜子广告叫醒二手车行业的春天”之称。</p>\n<p>　　彼时，瓜子之外，还有<a href=\"https://laohu8.com/S/UXIN\">优信</a>（UXIN）、人人车，三者也被合称为二手车“三巨头”。但2024年，一切已经都完全不同了。</p>\n<p>　　一向高举高打的瓜子二手车创始人杨浩涌已久不出现在人前，遍布各处轮番广告轰炸的瓜子二手车也不再喧嚣。昔日明星没有了“光环”，也似乎失去了“斗志”。</p>\n<p>　　<font cms-style=\"strong-Bold\">瓜子，真的甘于平凡了吗？</font></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/72/w550h322/20241213/f6c6-45a8a9feaa6d2ca6773246f61437c5fc.jpg\"/><span></span></div>\n<p cms-style=\"align-Center\">　　杨浩涌</p>\n<p cms-style=\"align-Center color210\">　　<font cms-style=\"strong-Bold align-Center color210\">“烧钱”入局</font></p>\n<p>　　2015年，杨浩涌在不甘心中退出了自己一手创办的赶集网，只因在资本的撮合之下，赶集网和<a href=\"https://laohu8.com/S/WUBA\">58同城</a>合并，杨浩涌与58同城创始人姚劲波打了近十年的商战也因此落幕。</p>\n<p>　　彼时，杨浩涌唯独拿走了创立于2014年的赶集好车，打算复刻又一个十年。同年9月，赶集好车正式更名为瓜子二手车上线。</p>\n<p>　　<font cms-style=\"strong-Bold\">在那时的杨浩涌看来，“上帝为你关上门，就会为你打开一扇窗。”而瓜子二手车，就是他的另一扇窗。</font></p>\n<p>　　2014年开始，二手车成为了最热门的投资领域之一。瓜子诞生之前，国内并非没有真正意义上的二手车电商存在，但普遍是B2B模式（企业与企业之间交易），鲜少与C端用户直接产生联系。优信二手车就是主打B2B的平台，且已经占据了较大市场份额。瓜子想要突围，除非抢夺B端市场，超越优信，或者是开拓全新的C端市场。</p>\n<p cms-style=\"strong-Bold\">　　瓜子选择了后者。</p>\n<p>　　C2C（个人与个人之间交易），瓜子成了第一个“吃螃蟹的人”。通过以“不让中间商赚差价”的精准定位，瓜子直接切入了二手车市场“水深浑浊”的腹地。</p>\n<p>　　杨浩涌认为，二手车领域已经进入了爆发期，瓜子现阶段要采取的是进攻性市场策略，通过线上轰炸式的广告投放和线下地毯式布局扩大城市覆盖量。</p>\n<p>　　<font cms-style=\"strong-Bold\">杨浩涌采用的办法，则简单粗暴、了无新意，通过延续“烧钱”的宣发习惯，换取“沸水效应”，即要么一举打响、烧到沸点，要么就别浪费柴火。 </font></p>\n<p>　　在资本的支持下，瓜子没有资金短缺的后顾之忧，二手车电商的“烧钱”大战一触即发，孙红雷口中的“瓜子二手车，没有中间商赚差价”的广告词开始响彻全国。人人车紧随其后签了黄渤，优信则找来了<a href=\"https://laohu8.com/S/0ONG.UK\">莱昂纳多</a>。三位顶流明星代言呐喊，以及背后大街小巷的广告轰炸，一度成为当时的“旷世之战”。 </p>\n<p>　　2016年，瓜子二手车宣布要投入10亿元做广告投放。到2019年，瓜子的广告投放预算足足有20亿元。杨浩涌曾表示，品牌营销的本质就是让消费者记住你，（为了这个目标），我能投20亿元，就投20亿元，永远不嫌多。</p>\n<p>　　数据显示，2015年二手车电商广告总投入为8.5亿元，2016年达到12亿元，2017年暴增至70亿元，2018年甚至超过了200亿元。 </p>\n<p>　　挥金如土的背后，是财大气粗的“金主”撑腰。比如瓜子背后，有<a href=\"https://laohu8.com/S/00700\">腾讯</a>、软银、红杉以及IDG；优信则有<a href=\"https://laohu8.com/S/BIDU\">百度</a>、高瓴，人人车有腾讯、滴滴以及小米创始人雷军。按照瓜子的公开数据，2016年至2019年间，四轮融资已接近30亿美元（约210亿人民币），估值超百亿元美金。</p>\n<p>　　当然，相较于杨浩涌的主动出击，另外两家实属有点无奈。优信CEO戴琨就曾所表示，“如果没有杨浩涌，优信二手车的市场广告费会砍掉一半”，而人人车原CEO李建也在这场争斗中无奈地表示，“只能干挺着”。</p>\n<p>　　凭借铺天盖地的广告效应，在二手车电商初战时代，瓜子、人人车以及优信成功将消费者引流至电商平台，开始接受网上买卖二手车。倒逼行业升级、改变二手车行业现状、解决消费者后顾之忧等痛点，成为彼时二手车电商们共同的目标。当然，更大的野心，还是成功抢夺到这一万亿元级别市场的蛋糕。</p>\n<p>　　<font cms-style=\"strong-Bold\">这场广告大战中，瓜子用实打实的“烧钱”，最终占据了上风。</font></p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/36/w550h286/20241213/d2cf-a67f25d5a9c7f2023e0ddc6f9ab9c6f4.png\"/><span></span></div>\n<p cms-style=\"align-Center color210\">　　<font cms-style=\"strong-Bold align-Center color210\">飞速扩张</font></p>\n<p>　　大规模“烧钱”背后，杨浩涌也想要建造起一套全新的二手车交易模式，给投资人和资本市场讲出更具想象力的故事。</p>\n<p>　　2015年开始，瓜子以C2C模式切入二手车交易，希冀完全去除中间环节，消除信息不对称导致的价格差，规范二手车交易流程。 </p>\n<p>　　为了提升运作效率，建立较高的行业竞争壁垒以及为后续业务拓展提供坚实保障，杨浩涌一直致力于打造“瓜子大脑”，试图利用人工智能技术和大数据分析预测出一辆车的价格和售出情况。</p>\n<p>　　这一系列流程，给广告引流带来的用户构建了线上交易的信心，也令巨额广告费成功“变现”。随着基础设施搭建的深入，广告投放加大品牌信任，瓜子开始被越来越多消费者信任。</p>\n<p>　　2016年，杨浩涌又将眼光转向汽车拍卖方向，开启C2B拍卖模式。利用瓜子C端资源，把不符合零售的车源进行拍卖处置。 </p>\n<p>　　2017年11月，瓜子二手车进一步推出一种C2B2C模式的“保卖”业务。主要流程是瓜子先以约定的价格支付卖家80%的车款，同时向其承诺14天内一定卖出，而剩下的20%的车款也会在14天内结清。</p>\n<p>　　随后，瓜子发现C2C模式本质仍是信息撮合匹配，难以形成交易闭环。因此，瓜子再次迭代了商业模式，开始通过提供稳定性车源来提升效率，实现<a href=\"https://laohu8.com/S/300959\">线上线下</a>全包围。2018年，瓜子推出严选模式，即售卖的二手车是通过瓜子严格筛选，包括官方宣称的259项检测等多项服务。</p>\n<p>　　重资产模式也成为了2018年瓜子的投资重点。<font cms-style=\"strong-Bold\">从首家严选直卖店到超过100家，瓜子仅用了3个月。要知道，就连盒马鲜生门店数量突破100家的时间，也用了三年。</font>且瓜子严选直卖店的规模庞大，100余家严选直卖店的总面积近100万平方米。以长沙一店面为例，严选直卖店共六层，营业面积超1.3万平方米，消费者进店一次可看超过300台严选二手车。而重庆的严选直卖店面积达3万平方米，能够同时展示800辆车。 </p>\n<p>　　至此，瓜子正式进入线上线下一体化的新零售阶段。据介绍，瓜子二手车2018年车源量达到近500万辆，业务范围覆盖全国200多个城市。</p>\n<p>　　在瓜子变大的过程中，杨浩涌将“不断解决问题，调整错误”视为创业乐趣，具备十足的创业家精神。但现实的情况是，瓜子一年上一个新业务，一年开上百家店，加上巨额的广告投入以及万人团队，经营模式越来越重，资金的消耗越来越多。而瓜子的“底子”，打的并没有想象中那么稳固，这也给接下来的发展埋下了重大隐患。 </p>\n<p>　　<font cms-style=\"strong-Bold\">2018年11月，北京工商部门认定瓜子二手车“创办1年成交量遥遥领先”缺乏事实依据，认定其构成虚假宣传，开出了1250万元发单，这也是行业首例千万级罚单。</font></p>\n<p>　　处罚的依据是，北京市旧机动车交易市场有限公司与北京人人车旧机动车经纪有限公司在一年内成交数量均超过了瓜子。其中北京市旧机动车交易市场有限公司成交数量为442878辆，人人车成交量为92375辆，而瓜子，只有85874辆。</p>\n<p>　　与此同时，瓜子宣称的“没有中间商赚差价”口号也被曝出与实际操作不符。只因瓜子已经从2017年起就将买卖过程中手续费从原来的3%提升到了4%。彼时网友一度吐槽“瓜子才是最大的中间商”。 </p>\n<p>　　而这一年，优信率先完成了赴美上市，成为“二手车交易平台第一股”。</p>\n<p>　　瓜子的信任度开始崩塌，但狂奔的杨浩涌却停不下来。</p>\n<div><img src=\"http://n.sinaimg.cn/finance/crawl/143/w550h393/20241213/ba67-045c1c236c3a93cbeceaee96cbab0079.jpg\"/><span></span></div>\n<p cms-style=\"align-Center color210\">　　<font cms-style=\"strong-Bold align-Center color210\">极速收缩</font></p>\n<p>　　在投入20亿元广告费的2019年，瓜子过得也并不痛快。</p>\n<p>　　2019年3月，瓜子复制优信的做法，全力推出全国购业务，通过嫁接第三方资源的车源，实现二手车的跨区域销售。这一做法，让瓜子找到了可能的盈利模式，杨浩涌决定重金投入。 </p>\n<p>　　一个最明显的变化是，瓜子的代言人从孙红雷换成了雷佳音，广告词也从“没有中间商赚差价”变成“瓜子二手车全国购，哪里价格低，帮你哪里买。” </p>\n<p>　　可以说，这时的瓜子，已经开始从“没有中间商”变为开始拥抱中间商了。</p>\n<p>　　同年9月，杨浩涌发布了一封振奋人心的内部信，信中提到，瓜子二手车业务财务模型趋于健康，将在2019年四季度实现整体盈利。</p>\n<p>　　<font cms-style=\"strong-Bold\">瓜子员工们没有想到的是，公司实现盈利的方式会是裁员。</font><font>彼时，曾经宣称要与线上平台协同发展的严选商城被迅速抛弃，广东、江苏、新疆等7个省份、12个城市的严选直卖店面都进行了搬迁，同时直营店面积也大幅缩水。人员方面，裁减比例20%-30%之间，部分地区超过50%。</font></p>\n<p>　　“瓜子大脑”并没有打败人性，也没有建立起新的规则。反而产品质量造假、信息欺诈、成交数据造假、用户数据造假、与竞争对手对簿公堂等问题，不时就被曝出。 </p>\n<p>　　<font cms-style=\"strong-Bold\">彼时有业内人士认为，瓜子的故事正变得越来越乏味，然而其创始人却乐此不疲地编制更多泡沫化故事。杨浩涌与车好多集团启动0元借壳<span><a href=\"https://laohu8.com/S/002073\">软控股份</a></span><span></span>上市事宜，最终也没有了下文。</font></p>\n<p>　　到了2020年， 315期间，北京市消费者协会发布二手车交易消费调查结果，人人车、瓜子二手车等被曝光，二手车电商平台普遍遭到了冲击。</p>\n<p>　　吊诡的是，继2019年初曝出资金危机后，2020年人人车“卖身”给了58同城，人人车创始人李健退出。而持续亏损的优信，还开始出现套路贷、交易数据造假、资金流紧张、裁员、高管出走等问题。瓜子也变得沉寂起来。 </p>\n<p>　　直到2020年9月，瓜子宣布正式推出瓜子严选车“三包”服务，同时启动新一轮大规模广告投放。数据显示，2020年第三季度瓜子线上购车数量环比增长约40%。</p>\n<p>　　到了2021年，杨浩涌的方向再次发生改变，提出“新电商模式”将严选直卖店的车重新搬到线上来销售，同时开始引入第三方平台。代言人从雷佳音变为罗永浩的的操作，也见证着瓜子的又一次转向。</p>\n<p cms-style=\"strong-Bold\">　　按照杨浩涌的最新计划，瓜子要将二手车的交易全部迁到线上，并且提供全国范围内 7 天无理由退车的售后服务。这意味着，瓜子从“重资产”模式，彻底转为了线上模式。</p>\n<p>　　2021年6月10日，瓜子母公司车好多集团迎来了3亿美元的战略融资，其中2亿美元由H Capital领投，红杉资本<a href=\"https://laohu8.com/S/CHN\">中国基金</a>、IDG资本跟投，1亿美元由集团CEO杨浩涌个人出资，这也是瓜子最后一次获得融资。</p>\n<p cms-style=\"align-Center color210\">　　<font cms-style=\"strong-Bold align-Center color210\">回到原点 </font></p>\n<p>　　<font cms-style=\"strong-Bold\">绕了一大圈，瓜子还是在2023年宣布全面升级为第三方交易平台，也就是B2C模式。</font></p>\n<p>　　因为疫情加速了二手车线上化。一位行业人士在广州调研时听闻，当地车商近九成的潜客来自线上，用户的线上依赖度大幅上升。</p>\n<p>　　近两年，随着抖音、西瓜视频、以及快手等中短视频平台的迅速崛起，很多中小二手车商均开始借助视频平台来实现车源线上化以及跨地区收车卖车。</p>\n<p>　　2024年下半年，瓜子也开始在短视频平台密集营销。有爆料称，基本上稍微有一点影响力的短视频博主，都有收到瓜子二手车的广告。目前瓜子认证商家超一万家，但要实现线上的良性运营，对瓜子来说仍然是一项艰巨任务。</p>\n<p>　　原因在于，如果不是“自营”，瓜子对买家承诺的售后保障服务，就无法做到完全标准化。相较之下，优信集仓储、检测、整备、门店展示等功能于一身的“卖场形式”，似乎更有质量保障。</p>\n<p>　　在黑猫投诉 【下载黑猫投诉客户端】平台上，瓜子收到的投诉量累计近5000条，主要集中在货不对板、车辆频繁出现故障以及存在乱收费等问题。即便瓜子努力想要为车辆的价格、服务、售后等问题保驾护航，但从目前情况来看，中国二手车行业多年的旧疾，似乎并没有因为瓜子、优信们的进入而有所改变。</p>\n<p>　　2024年以来，在“以旧换新”政策的推动下，二手车市场迎来了大量优质车源，同时也激发了消费者的换购热情，为二手车市场的增长奠定了坚实的基础。今年1-11月，二手车累计交易量1771.39万辆，同比增长5.74%，累计交易金额为11652.43亿元。 </p>\n<p>　　或许正是借着这股东风，连跌数年的优信旱地拔葱般一飞冲天，股价从8月30日的1.4美元拉至12月12日的4.3美元，总市值回到8.16亿美元上方。</p>\n<p>　　除此之外，12月2日，优信还与<span><a href=\"https://laohu8.com/S/300750\">宁德时代</a></span><span></span>（300750）全资子公司时代电服签署了换电项目合作协议，计划打造“车电分离”二手车交易体系。 </p>\n<p>　　<font cms-style=\"strong-Bold\">反观瓜子汽车，在不断的探索、试错、调整中，似乎仍然没有找到自己的方向。对IPO（首次公开募股）失败的瓜子而言，万亿元级市场就在眼前，自己却很难到达彼岸。 </font></p>\n<p>　　那个不断给资本讲新故事的杨浩涌，也已经很少在公开场合露面。</p>\n<p>　　或许正如此前车好多联合创始人、高级副总裁白如冰所说，这几年创业历程都算不上“摸着石头过河”，<font cms-style=\"strong-Bold\">“我们过的是海，而且没有石头可摸”。</font></p>\n<p>　　二手车市场，仍然是那个“水很深”的市场。试图“颠覆行业”的杨浩涌最终还是选择了“妥协”。只是不知道杨浩涌和瓜子的第二个十年，会否又将沉寂在“不甘”中。</p>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在新浪财经APP</div>\n</div>\n<p>责任编辑：王若云 </p>\n</div></body></html>","source":"sina","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>瓜子二手车的妥协，杨浩涌的“不甘”</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n瓜子二手车的妥协，杨浩涌的“不甘”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2024-12-13 16:24 北京时间&nbsp;&nbsp;&nbsp;<a href=https://finance.sina.com.cn/jjxw/2024-12-13/doc-incziefv5902601.shtml><strong>市场资讯</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>来源：财中汽车\n　　从“不让中间商赚差价”到“拥抱中间商”，即将迈入创业十年的瓜子二手车，似乎已经没有新的故事可以讲了。\n　　日前，无论“9.9万买报废车”，还是广州车展推出的每日9.9万元秒杀1台特斯拉，都将“沉寂”已久的瓜子二手车再度推至台前。只不过，时也，势也，时下的瓜子二手车，再不是当年那个影视当红“炸子鸡”孙红雷高呼“没有中间商赚差价”的“瓜子”，而是成为了二手车商与买家之间的“中间”...</p>\n\n<a href=\"https://finance.sina.com.cn/jjxw/2024-12-13/doc-incziefv5902601.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"BK4122":"互联网与直销零售","BK4563":"昨日强势股","BK4214":"汽车零售","WUBA":"58同城","BK4505":"高瓴资本持仓","UXIN":"优信"},"source_url":"https://finance.sina.com.cn/jjxw/2024-12-13/doc-incziefv5902601.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/b0d1b7e8843deea78cc308b15114de44","article_id":"2491346922","content_text":"来源：财中汽车\n　　从“不让中间商赚差价”到“拥抱中间商”，即将迈入创业十年的瓜子二手车，似乎已经没有新的故事可以讲了。\n　　日前，无论“9.9万买报废车”，还是广州车展推出的每日9.9万元秒杀1台特斯拉，都将“沉寂”已久的瓜子二手车再度推至台前。只不过，时也，势也，时下的瓜子二手车，再不是当年那个影视当红“炸子鸡”孙红雷高呼“没有中间商赚差价”的“瓜子”，而是成为了二手车商与买家之间的“中间”平台。\n　　“屠龙少年终成龙”，抵不住岁月消磨的瓜子，最终还是变成了自己曾经讨厌的模样。\n　　作为二手车O2O（线上到线下）的先行者，2015年开始，瓜子通过广告效应让越来越多消费者关注二手车，开始接受网上买卖二手车，在推动市场认知中起到了重要作用。彼时的广告效应，甚至在二手车行业有“瓜子广告叫醒二手车行业的春天”之称。\n　　彼时，瓜子之外，还有优信（UXIN）、人人车，三者也被合称为二手车“三巨头”。但2024年，一切已经都完全不同了。\n　　一向高举高打的瓜子二手车创始人杨浩涌已久不出现在人前，遍布各处轮番广告轰炸的瓜子二手车也不再喧嚣。昔日明星没有了“光环”，也似乎失去了“斗志”。\n　　瓜子，真的甘于平凡了吗？\n\n　　杨浩涌\n　　“烧钱”入局\n　　2015年，杨浩涌在不甘心中退出了自己一手创办的赶集网，只因在资本的撮合之下，赶集网和58同城合并，杨浩涌与58同城创始人姚劲波打了近十年的商战也因此落幕。\n　　彼时，杨浩涌唯独拿走了创立于2014年的赶集好车，打算复刻又一个十年。同年9月，赶集好车正式更名为瓜子二手车上线。\n　　在那时的杨浩涌看来，“上帝为你关上门，就会为你打开一扇窗。”而瓜子二手车，就是他的另一扇窗。\n　　2014年开始，二手车成为了最热门的投资领域之一。瓜子诞生之前，国内并非没有真正意义上的二手车电商存在，但普遍是B2B模式（企业与企业之间交易），鲜少与C端用户直接产生联系。优信二手车就是主打B2B的平台，且已经占据了较大市场份额。瓜子想要突围，除非抢夺B端市场，超越优信，或者是开拓全新的C端市场。\n　　瓜子选择了后者。\n　　C2C（个人与个人之间交易），瓜子成了第一个“吃螃蟹的人”。通过以“不让中间商赚差价”的精准定位，瓜子直接切入了二手车市场“水深浑浊”的腹地。\n　　杨浩涌认为，二手车领域已经进入了爆发期，瓜子现阶段要采取的是进攻性市场策略，通过线上轰炸式的广告投放和线下地毯式布局扩大城市覆盖量。\n　　杨浩涌采用的办法，则简单粗暴、了无新意，通过延续“烧钱”的宣发习惯，换取“沸水效应”，即要么一举打响、烧到沸点，要么就别浪费柴火。 \n　　在资本的支持下，瓜子没有资金短缺的后顾之忧，二手车电商的“烧钱”大战一触即发，孙红雷口中的“瓜子二手车，没有中间商赚差价”的广告词开始响彻全国。人人车紧随其后签了黄渤，优信则找来了莱昂纳多。三位顶流明星代言呐喊，以及背后大街小巷的广告轰炸，一度成为当时的“旷世之战”。 \n　　2016年，瓜子二手车宣布要投入10亿元做广告投放。到2019年，瓜子的广告投放预算足足有20亿元。杨浩涌曾表示，品牌营销的本质就是让消费者记住你，（为了这个目标），我能投20亿元，就投20亿元，永远不嫌多。\n　　数据显示，2015年二手车电商广告总投入为8.5亿元，2016年达到12亿元，2017年暴增至70亿元，2018年甚至超过了200亿元。 \n　　挥金如土的背后，是财大气粗的“金主”撑腰。比如瓜子背后，有腾讯、软银、红杉以及IDG；优信则有百度、高瓴，人人车有腾讯、滴滴以及小米创始人雷军。按照瓜子的公开数据，2016年至2019年间，四轮融资已接近30亿美元（约210亿人民币），估值超百亿元美金。\n　　当然，相较于杨浩涌的主动出击，另外两家实属有点无奈。优信CEO戴琨就曾所表示，“如果没有杨浩涌，优信二手车的市场广告费会砍掉一半”，而人人车原CEO李建也在这场争斗中无奈地表示，“只能干挺着”。\n　　凭借铺天盖地的广告效应，在二手车电商初战时代，瓜子、人人车以及优信成功将消费者引流至电商平台，开始接受网上买卖二手车。倒逼行业升级、改变二手车行业现状、解决消费者后顾之忧等痛点，成为彼时二手车电商们共同的目标。当然，更大的野心，还是成功抢夺到这一万亿元级别市场的蛋糕。\n　　这场广告大战中，瓜子用实打实的“烧钱”，最终占据了上风。\n\n　　飞速扩张\n　　大规模“烧钱”背后，杨浩涌也想要建造起一套全新的二手车交易模式，给投资人和资本市场讲出更具想象力的故事。\n　　2015年开始，瓜子以C2C模式切入二手车交易，希冀完全去除中间环节，消除信息不对称导致的价格差，规范二手车交易流程。 \n　　为了提升运作效率，建立较高的行业竞争壁垒以及为后续业务拓展提供坚实保障，杨浩涌一直致力于打造“瓜子大脑”，试图利用人工智能技术和大数据分析预测出一辆车的价格和售出情况。\n　　这一系列流程，给广告引流带来的用户构建了线上交易的信心，也令巨额广告费成功“变现”。随着基础设施搭建的深入，广告投放加大品牌信任，瓜子开始被越来越多消费者信任。\n　　2016年，杨浩涌又将眼光转向汽车拍卖方向，开启C2B拍卖模式。利用瓜子C端资源，把不符合零售的车源进行拍卖处置。 \n　　2017年11月，瓜子二手车进一步推出一种C2B2C模式的“保卖”业务。主要流程是瓜子先以约定的价格支付卖家80%的车款，同时向其承诺14天内一定卖出，而剩下的20%的车款也会在14天内结清。\n　　随后，瓜子发现C2C模式本质仍是信息撮合匹配，难以形成交易闭环。因此，瓜子再次迭代了商业模式，开始通过提供稳定性车源来提升效率，实现线上线下全包围。2018年，瓜子推出严选模式，即售卖的二手车是通过瓜子严格筛选，包括官方宣称的259项检测等多项服务。\n　　重资产模式也成为了2018年瓜子的投资重点。从首家严选直卖店到超过100家，瓜子仅用了3个月。要知道，就连盒马鲜生门店数量突破100家的时间，也用了三年。且瓜子严选直卖店的规模庞大，100余家严选直卖店的总面积近100万平方米。以长沙一店面为例，严选直卖店共六层，营业面积超1.3万平方米，消费者进店一次可看超过300台严选二手车。而重庆的严选直卖店面积达3万平方米，能够同时展示800辆车。 \n　　至此，瓜子正式进入线上线下一体化的新零售阶段。据介绍，瓜子二手车2018年车源量达到近500万辆，业务范围覆盖全国200多个城市。\n　　在瓜子变大的过程中，杨浩涌将“不断解决问题，调整错误”视为创业乐趣，具备十足的创业家精神。但现实的情况是，瓜子一年上一个新业务，一年开上百家店，加上巨额的广告投入以及万人团队，经营模式越来越重，资金的消耗越来越多。而瓜子的“底子”，打的并没有想象中那么稳固，这也给接下来的发展埋下了重大隐患。 \n　　2018年11月，北京工商部门认定瓜子二手车“创办1年成交量遥遥领先”缺乏事实依据，认定其构成虚假宣传，开出了1250万元发单，这也是行业首例千万级罚单。\n　　处罚的依据是，北京市旧机动车交易市场有限公司与北京人人车旧机动车经纪有限公司在一年内成交数量均超过了瓜子。其中北京市旧机动车交易市场有限公司成交数量为442878辆，人人车成交量为92375辆，而瓜子，只有85874辆。\n　　与此同时，瓜子宣称的“没有中间商赚差价”口号也被曝出与实际操作不符。只因瓜子已经从2017年起就将买卖过程中手续费从原来的3%提升到了4%。彼时网友一度吐槽“瓜子才是最大的中间商”。 \n　　而这一年，优信率先完成了赴美上市，成为“二手车交易平台第一股”。\n　　瓜子的信任度开始崩塌，但狂奔的杨浩涌却停不下来。\n\n　　极速收缩\n　　在投入20亿元广告费的2019年，瓜子过得也并不痛快。\n　　2019年3月，瓜子复制优信的做法，全力推出全国购业务，通过嫁接第三方资源的车源，实现二手车的跨区域销售。这一做法，让瓜子找到了可能的盈利模式，杨浩涌决定重金投入。 \n　　一个最明显的变化是，瓜子的代言人从孙红雷换成了雷佳音，广告词也从“没有中间商赚差价”变成“瓜子二手车全国购，哪里价格低，帮你哪里买。” \n　　可以说，这时的瓜子，已经开始从“没有中间商”变为开始拥抱中间商了。\n　　同年9月，杨浩涌发布了一封振奋人心的内部信，信中提到，瓜子二手车业务财务模型趋于健康，将在2019年四季度实现整体盈利。\n　　瓜子员工们没有想到的是，公司实现盈利的方式会是裁员。彼时，曾经宣称要与线上平台协同发展的严选商城被迅速抛弃，广东、江苏、新疆等7个省份、12个城市的严选直卖店面都进行了搬迁，同时直营店面积也大幅缩水。人员方面，裁减比例20%-30%之间，部分地区超过50%。\n　　“瓜子大脑”并没有打败人性，也没有建立起新的规则。反而产品质量造假、信息欺诈、成交数据造假、用户数据造假、与竞争对手对簿公堂等问题，不时就被曝出。 \n　　彼时有业内人士认为，瓜子的故事正变得越来越乏味，然而其创始人却乐此不疲地编制更多泡沫化故事。杨浩涌与车好多集团启动0元借壳软控股份上市事宜，最终也没有了下文。\n　　到了2020年， 315期间，北京市消费者协会发布二手车交易消费调查结果，人人车、瓜子二手车等被曝光，二手车电商平台普遍遭到了冲击。\n　　吊诡的是，继2019年初曝出资金危机后，2020年人人车“卖身”给了58同城，人人车创始人李健退出。而持续亏损的优信，还开始出现套路贷、交易数据造假、资金流紧张、裁员、高管出走等问题。瓜子也变得沉寂起来。 \n　　直到2020年9月，瓜子宣布正式推出瓜子严选车“三包”服务，同时启动新一轮大规模广告投放。数据显示，2020年第三季度瓜子线上购车数量环比增长约40%。\n　　到了2021年，杨浩涌的方向再次发生改变，提出“新电商模式”将严选直卖店的车重新搬到线上来销售，同时开始引入第三方平台。代言人从雷佳音变为罗永浩的的操作，也见证着瓜子的又一次转向。\n　　按照杨浩涌的最新计划，瓜子要将二手车的交易全部迁到线上，并且提供全国范围内 7 天无理由退车的售后服务。这意味着，瓜子从“重资产”模式，彻底转为了线上模式。\n　　2021年6月10日，瓜子母公司车好多集团迎来了3亿美元的战略融资，其中2亿美元由H Capital领投，红杉资本中国基金、IDG资本跟投，1亿美元由集团CEO杨浩涌个人出资，这也是瓜子最后一次获得融资。\n　　回到原点 \n　　绕了一大圈，瓜子还是在2023年宣布全面升级为第三方交易平台，也就是B2C模式。\n　　因为疫情加速了二手车线上化。一位行业人士在广州调研时听闻，当地车商近九成的潜客来自线上，用户的线上依赖度大幅上升。\n　　近两年，随着抖音、西瓜视频、以及快手等中短视频平台的迅速崛起，很多中小二手车商均开始借助视频平台来实现车源线上化以及跨地区收车卖车。\n　　2024年下半年，瓜子也开始在短视频平台密集营销。有爆料称，基本上稍微有一点影响力的短视频博主，都有收到瓜子二手车的广告。目前瓜子认证商家超一万家，但要实现线上的良性运营，对瓜子来说仍然是一项艰巨任务。\n　　原因在于，如果不是“自营”，瓜子对买家承诺的售后保障服务，就无法做到完全标准化。相较之下，优信集仓储、检测、整备、门店展示等功能于一身的“卖场形式”，似乎更有质量保障。\n　　在黑猫投诉 【下载黑猫投诉客户端】平台上，瓜子收到的投诉量累计近5000条，主要集中在货不对板、车辆频繁出现故障以及存在乱收费等问题。即便瓜子努力想要为车辆的价格、服务、售后等问题保驾护航，但从目前情况来看，中国二手车行业多年的旧疾，似乎并没有因为瓜子、优信们的进入而有所改变。\n　　2024年以来，在“以旧换新”政策的推动下，二手车市场迎来了大量优质车源，同时也激发了消费者的换购热情，为二手车市场的增长奠定了坚实的基础。今年1-11月，二手车累计交易量1771.39万辆，同比增长5.74%，累计交易金额为11652.43亿元。 \n　　或许正是借着这股东风，连跌数年的优信旱地拔葱般一飞冲天，股价从8月30日的1.4美元拉至12月12日的4.3美元，总市值回到8.16亿美元上方。\n　　除此之外，12月2日，优信还与宁德时代（300750）全资子公司时代电服签署了换电项目合作协议，计划打造“车电分离”二手车交易体系。 \n　　反观瓜子汽车，在不断的探索、试错、调整中，似乎仍然没有找到自己的方向。对IPO（首次公开募股）失败的瓜子而言，万亿元级市场就在眼前，自己却很难到达彼岸。 \n　　那个不断给资本讲新故事的杨浩涌，也已经很少在公开场合露面。\n　　或许正如此前车好多联合创始人、高级副总裁白如冰所说，这几年创业历程都算不上“摸着石头过河”，“我们过的是海，而且没有石头可摸”。\n　　二手车市场，仍然是那个“水很深”的市场。试图“颠覆行业”的杨浩涌最终还是选择了“妥协”。只是不知道杨浩涌和瓜子的第二个十年，会否又将沉寂在“不甘”中。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：王若云","news_type":1},"isVote":1,"tweetType":1,"viewCount":16,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":380501145760000,"gmtCreate":1733929933939,"gmtModify":1733929935459,"author":{"id":"3432280215840950","authorId":"3432280215840950","name":"西瓜有味","avatar":"https://static.tigerbbs.com/b337ef5e96dc3a50b4071d9a1598319a","crmLevel":9,"crmLevelSwitch":1,"followedFlag":false,"idStr":"3432280215840950","authorIdStr":"3432280215840950"},"themes":[],"htmlText":"<a 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