Pending market test
Editor’s note: This article is from WeChat public account “bullet finance” ( ID: wwwhygc), author Zimi, Yang Bozhen, responsible for the egg. The original title “The car home does not have “ideal””
For a car car, there is such a website that has been buried in the heart of the moonlight.
In the era of the auto vertical website, it took three years to grow from zero to the top flow of the industry. In just two years after the change of ownership, it created a wealth myth that tripled the market value.
This big black horse, which has developed rapidly from performance to wealth, is now standing at the fork and facing the choice problem.
Car home 2019 Q2 financial report shows that the total revenue in the second quarter was 3.921 billion yuan, an increase of 24.2%; net revenue was 2.309 billion yuan, an increase of 23.5%; net profit was 802 million yuan, a year-on-year increase 16%.
The revenue is mainly composed of three parts: media advertising, clue sales and online sales.
Among them, media advertising revenue was 1.028 billion yuan, up 10.5% year-on-year, mainly due to the increase in advertising quotations and increased advertising, especially the increase in the investment of used car e-commerce;
Cue sales revenue was 888 million yuan, up 20.1% year-on-year. The increase was mainly due to the increase in quotation.
As can be seen from the above data, the largest component of the car home’s revenue structure is still media revenue and clue sales revenue.
Despite the safety of the car home in 2016, the car home has embarked on the path of transformation, but the revenue structure has not changed much.
At the same time, the reliance on advertising and lead sales has also caused trouble. For car enthusiasts, the forum for the exchange of riders has become a “cartoon home”, and the growth of clue sales has also made the dealers who are wintering out of their hearts.
The car home has also been looking for ways to absorb gold outside of advertising clues.
The financial report shows that Q2 online sales revenue was 391 million yuan, up 97.2% year-on-year. The increase was mainly due to the increase in data products and auto finance income.
Some indications are that the car home is increasing investment in financial products.
Open the car home APP, you can see the “borrowing money” products on the homepage. After the opening, there will be a “home loan loan platform” loan platform. There are 19 cooperative cash loan platforms, including the speed panda. Leka borrows money (owned by Lexus), Lightning Loan, Sina Lang Xiaohua, Wane Loan (Wanda), and also provides vehicle mortgage services.
The current situation of the car market is weak, can the car home be heavy?