The Internet is sweeping the car wash industry. Which model is the right one?
| The Internet is sweeping every traditional industry. The automotive after-sales service market, which accounts for 60% of the profits in the entire automotive market, has also become the object of crazy pursuit by countless entrepreneurs and investors. The automotive after-sales service market includes many aspects such as repair, car washing, maintenance, beauty, modification, auto insurance, auto finance, etc., and car washing, the most frequent automotive after-sales service project, has become the hottest and most sought-after field due to its strong market potential. From the perspective of the entire Internet car wash market, there are more than 100 large and small car wash O2O mobile applications and WeChat certified public accounts across the country, including E Car Wash, Car Wash Bao, Love Car Wash, Chediandian, Car Wash Master, Fast Car Wash, TT Express, Ganji Car Wash, Guagua Car Wash, etc. Some focus on in-store car washing, some focus on door-to-door car washing, and some do both door-to-door and in-store car washing. The Internet is sweeping the entire car wash industry like a tornado, and it has also triggered a new war in the car wash industry. The first battle: the showdown between Internet platforms and traditional chains. Currently, there are two main platforms engaged in car wash O2O services. One is a pure Internet platform, and the other is an O2O service platform built by traditional chain car washes for themselves. In contrast, the advantages of the Internet platform are as follows: First, the Internet platform adopts a platform operation model and will connect to different merchants to serve customers, so that customers can have more choices and more comparisons. Especially when customers encounter merchants with poor service, they can simply switch to another merchant. In contrast, if the platform is built by a chain of car washes, customers will have far fewer choices. Secondly, for customers, choosing door-to-door service is about convenience and saving trouble. Due to the limited number of stores on the platforms built by chain merchants, door-to-door services cannot be provided to users in many areas, which results in certain geographical limitations. As for offline car washing, the Internet platform can also provide users with more nearby car wash shops for them to choose from. Third, compared with traditional chains, Internet platform startup teams are more experienced in Internet technology and operations. Fourthly, Internet platforms, especially 58.com and Ganji.com, have also launched O2O car wash services, so they will naturally have more advantages in terms of traffic entrance. Of course, compared with Internet platforms, traditional chain car washes have their own advantages in entering the O2O service industry: first of all, they understand car wash services better than traditional Internet platforms, and are naturally more professional. If they can successfully use the Internet to serve them, they will do even better in door-to-door car wash services. Secondly, many traditional offline car wash chains have been established in multiple cities for many years, and their services have been recognized by many users. In comparison, the door-to-door car washing service they provide is easier to gain the trust of users. After all, the platform model will connect to more service providers of varying quality, which will greatly reduce the value of the platform. Third, the prices of car washes in the platform model are basically the same, but the service levels vary and there is a lack of a unified standard. In this regard, car wash shops with offline chain services have long formed their own standard service system. The second major battle: the battle between door-to-door car washing and in-store car washing models. From the current car washing O2O model, there is basically no big difference from other O2O services, which are mainly divided into door-to-door car washing and in-store car washing. First, let’s compare them in terms of convenience. For users, the biggest advantage of door-to-door car washing is convenience. Nowadays, many people are reluctant to go to a car wash to wash their cars. On the one hand, there may be traffic jams when driving to a car wash. On the other hand, there are often queues at car washes, especially in first-tier cities such as Beijing and Shanghai, where traffic is very heavy and many car washes are crowded. Second, we look at it from a cost perspective. Washing your car in a store requires store opening costs, store rent, etc., while door-to-door car washing also requires purchasing door-to-door car washing equipment, especially the significant increase in human resource costs. From this point of view, the cost of both models is not low. Third, from the perspective of price, most door-to-door services currently adopt the method of subsidizing car washes. In order to improve user experience, many platforms have launched free first-time door-to-door car washes. However, compared to washing your car in a store, door-to-door car washing is generally more expensive without subsidies. Fourth, from the perspective of user experience, the door-to-door service adopts a micro-water car washing method. Due to the small amount of water, the car wash is naturally not very thorough. At the same time, the door-to-door car wash only washes the exterior of the car, and the interior of the car is almost not touched at all. Compared with going to a car wash store, the user experience is still much worse. Fifth, comparing the difficulties and obstacles that need to be overcome, door-to-door service needs to overcome the relatively large difficulty of property management. After all, door-to-door car washing will bring a certain garbage disposal burden to the community property, while in-store car washing can completely avoid this point. Sixth, from the perspective of payment, both door-to-door car washing and in-store car washing platforms will more likely adopt the method of applying for car wash pass cards, and there is not much difference between the two in this regard. Seventh, from the perspective of cooperation with offline merchants, for many offline merchants, the staff in the store are not enough, and if they are sent to provide door-to-door service, they will be even busier. Therefore, merchants are more willing to provide in-store service rather than door-to-door service. Overall, door-to-door car washing is still more popular in terms of user convenience, but if compared from other perspectives, in-store car washing has more advantages. However, the reason why so many platforms are willing to provide door-to-door service is that they are eyeing the entire automotive aftermarket. They hope to use door-to-door car washing as a breakthrough point to provide users with more value-added services such as maintenance and beauty. The third battle: The rise of self-service car washes has posed new challenges . At the same time, in the face of the impact of door-to-door car washes, many offline car washes have also launched a very convenient in-store car washing method: self-service car wash. This type of self-service car wash is generally considered by people in and outside the industry to be a new product born out of the Internet sweeping the car wash market. First of all, this self-service car wash method will greatly save most users the time they have to wait in line at the car wash shop , which is a great attraction for many users whose time is precious. Secondly, from the perspective of the current domestic car wash market, at least more than 60% of car wash users will purchase a membership card of a certain car wash shop and then go there frequently to wash their cars, but this also brings a lot of inconvenience. If self-service car wash can become popular in all car washes, its membership card can be used in all car washes, so that users do not have to wait in line at a fixed point every time to wash their car. Thirdly, self-service car washing is also a great savings in labor costs for car wash shops. Each car wash shop only needs to provide a few self-service car washing machines, and there is no need for people to take turns on duty, and car washing services can be provided 24 hours a day. Fourthly, self-service car washing also brings new opportunities to other places. Gas stations, parking lots, communities, etc. can all provide such self-service car washing machines. Fifthly, this kind of self-service car wash will also have a price advantage. Since it is a self-service car wash, the price is naturally much cheaper. The current price of self-service car wash on the market is around 3-5 yuan, and it is also energy-saving and environmentally friendly. There is no doubt that this self-service car washing method has much more obvious advantages than the traditional in-store car washing method, and it will definitely have a subversive impact on the current traditional car washing method. At the same time, since self-service car washing machines can be provided by property companies to community car owners, it will also have a considerable impact on door-to-door car washing. Therefore, when the Internet is sweeping the car wash industry, the competition between Internet platforms and traditional chains, including the door-to-door service model and in-store car wash model they have created, may ultimately just be a wedding dress for self-service car washes. |
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