Uxin invested 200 million yuan to build the automotive information platform "Chebo Le". How to sell cars after having a content ecosystem

In the mobile Internet era where "everyone is a self-media", in addition to the content itself moving towards vertical segmentation, information aggregation platforms are also undergoing a professional transformation.

On December 20, China's first interactive automobile information aggregation platform, Cheboler, was officially launched. As a content app product under Uxin Group, Dai Kun, chairman of Uxin Group and founder and CEO of Cheboler, said that Cheboler will play the role of business extension in Uxin's entire business layout and is "a real technology product."

By building a vertical content platform similar to "Toutiao", a high-quality portal is created for users to obtain and share automobile information. But what effect does this have on Uxin, which is itself a used car trading platform?

Content aggregation platform without a chief editor

It is understood that as an automotive information content aggregation platform, "Chebole" is different from traditional vertical media such as Autohome and Yiche. In terms of content production and editing, Chebole's ideal content production mechanism is UGC, but it also accommodates PGC content systems to meet the various needs of different users for consuming interesting content and special car content.

Like Toutiao, Cheboler mainly aggregates content through algorithms and cloud technology, and then uses big data analysis to recommend personalized information to platform users, while the platform's social functions allow users to participate in interaction and sharing. Cheboler uses this to obtain user portraits for accurate capture and labeling, analyze and accumulate user behavior habits, and then convert traffic to connect with Uxin used car C-end users.

In addition to algorithmic content aggregation technology, Cheboler also collects and generates structured data on a series of user behaviors such as following, liking, commenting, and searching, and analyzes the user's usage habits and interests based on the data, thereby providing users with precise content push. In addition, users can also use Cheboler's exclusive customized car-specific filters to "beautify with one click" anytime, anywhere, and take blockbuster-like photos of their cars.

In order to attract more users to join, Dai Kun announced at the press conference that he would spend 200 million yuan on rewards for original content on the Chebole platform, author support, content promotion, etc. In order to increase user activity and the richness of platform content, Chebole has signed contracts with many automotive industry bigwigs including Chen Zhen, Han Yue, Xu Qun, Xia Dong, etc., and jointly produced a number of automotive columns.

Dai Kun said, "Chebolle does not need an editor-in-chief." Currently, Chebolle's operation team mainly comes from people in the Autohome forum and user content, as well as some Uber China employees.

How will Uxin sell cars next?

Up to now, Uxin Group has made a comprehensive layout in the used car field and has multiple business systems, including the used car B2B auction platform Uxin Auction, the B2C trading platform Uxin Used Car, and the auto financial service Uxin Finance. In the second half of this year, Uxin Used Car also launched products such as "Uxin Certification" and "Pay Half" to attract more consumers.

Dai Kun said that the launch of Cheboler is an important part of Uxin Group's efforts to build a healthy automotive ecosystem. Its purpose is not only to allow everyone to speak freely, but also to allow the public to get more and more transparent automotive information. "Whether you are a professional automotive media, a senior car enthusiast, or even a beginner user, you can share everything about cars on Cheboler."

In an interview with the media, Dai Kun revealed that in 2017 Uxin Group will invest 150 million US dollars in the Chebole project.

It is not difficult to see that Uxin launched an information aggregation platform such as Cheboler, in addition to consolidating its own brand influence in the field of used cars, it also intends to strengthen its community attributes in the field of automotive e-commerce, attracting traffic and converting it by building high-quality content and platform power. This is a very clear business model. However, facing the platform construction foundation that requires sufficient high-quality and continuous content output, how will Cheboler compete with content producers such as Play Car Professor and Zhidao Used Cars that have already gathered a large number of users, and how to increase the professionalism and differentiation of the platform content, may be the current problems that Cheboler urgently needs to solve.

It is undeniable that the construction of the Chebolé platform has indeed provided a new perspective for the development of the automotive information field, and it has also provided the possibility for Uxin Group to make more attempts in the automotive industry chain.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.