On June 29, Huanzhuan and e-Driver jointly released the "Driver’s Machine and Replacement Demand Report" (hereinafter referred to as the "Huanzhuan and e-Driver Joint Report"), through a survey of nearly 1,500 drivers, to gain a deeper understanding of the mobile phone usage habits and replacement needs and preferences of the driver group.
According to the joint report of Huanzhuan and e-driver, due to the high dependence on mobile phones in life and work, nearly 60% of the chauffeurs own more than two mobile phones, which is a typical dual-phone crowd, and 20% of them are already using second-hand mobile phones. In terms of replacement demand, the replacement frequency of chauffeurs is concentrated in 1-3 years, and they are more willing to choose mobile phones with a price of 1,000 to 3,000 yuan. Huawei has become the most popular mobile phone brand. In addition, more than 20% of chauffeurs are planning to exchange for more cost-effective second-hand mobile phones; and when buying second-hand mobile phones, more than 40% will choose such second-hand trading platforms as Huanzhuan; they generally pay attention to the functions and quality of mobile phones, and pay the most attention to the inspection and quality assurance services provided by the platform.
Low-tier market demand is strong, and nearly half of the driving brothers are post-90s
With the effective control of the epidemic, production and life across the country have resumed one after another, including offline catering, leisure and other consumer formats have recovered, and to a certain extent, the demand for services such as driving has also been raised.
According to the joint report of Zhuan Zhuan and e-driving, compared with first-tier cities such as Beijing and Shanghai, Hangzhou, Nanjing, Chengdu and other second- and third-tier cities have increased their demand for driving in epidemic prevention and control so far. More than 60% of the drivers who actively receive orders come from cities outside the first- and second-tier cities.
At present, the domestic driver group is showing a younger trend, with a concentrated age distribution between 22 and 40 years old, of which 22-30 years old account for 44.59%.
The survey data shows that the current income of chauffeur groups is generally concentrated between 3,000 and 5,000 yuan.
This part of the population is highly consistent with the characteristics of the main user population of the Huanzhuan platform. According to the data of the Huanzhuan platform, in recent years, second-hand transactions have gradually "sunk" from first- and second-tier cities to third-, fourth- and fifth-tier cities, and young users have become the main consumer groups. Among them, second-hand mobile phone transactions are particularly obvious.
Analysts at the Zhuan Strategic Research Department said that in third- and fourth-tier cities, the monthly income of 3,000 to 5,000 yuan is a medium level. Considering that the work of chauffeur is relatively hard, and the rigid needs of buying a house, getting married and having children, etc., it is an important characteristic of this group to be careful in life.
Replace the machine in one to two years, and the budget for replacement of more than 70% does not exceed 3,000 yuan
According to the joint report of Huanzhuan and e-chauffeur, 59.2% of the nearly 1,500 chauffeur drivers interviewed own more than two mobile phones, making them a typical dual-machine population. Work, entertainment, and shopping have become the main needs of this group.
Due to high-frequency usage, 40% of drivers will change their mobile phones within 1-2 years, and another 43.03% will change their phones within 2-3 years. However, looking at the demand for mobile phones, more than 70% of drivers will choose mobile phones priced at 1000-3000 yuan.
It is not difficult to see that the replacement frequency of the chauffeur is high, but the replacement budget is low. Analysts from the Huanzhuan Strategy Research Department said that second-hand mobile phones can also perfectly support functional needs such as receiving orders, entertainment, and shopping, and the price is more suitable. For example, the 6 + 64G Huawei P20 Pro, with a transaction price of about 1000-1500 yuan on Huanzhuan, can smoothly run mainstream APPs, games, etc., which can fully meet the needs of chauffeur drivers. It is worth noting that 20% of the surveyed chauffeur drivers are already using second-hand mobile phones, which also shows that this part of the group attaches great importance to cost performance.
Drivers are mostly "pollen", and they still love Huawei most when changing mobile phones.
Mobile phones are a must-have item for chauffeurs to receive orders. When redeeming, chauffeurs not only value the cost performance of mobile phones, but also have a great preference for the choice of mobile phone brands. From the mobile phones used to receive orders, nearly half of chauffeurs are "pollen". Among them, 38.85% of drivers use Huawei mobile phones, and another 7.38% use Honor. In addition, the second and third most commonly used mobile phone brands are OPPO and Apple respectively.
This is also consistent with the quarterly mobile phone market report data released by Huanzhuan. According to the data of Huanzhuan platform, male users are more accepting of Huawei mobile phones than female users prefer iPhone, and Huawei is also the most popular Android mobile phone brand in the second-hand market.
Analysts from the Research Department of Huanzhuan Strategy said that Huawei’s appearance and performance are more in line with male usage habits, and most of the drivers are male drivers, and Huawei’s preference for mobile phone brands can be seen in Huawei’s more than Apple. Take Huawei’s high-end mobile phone Mate series as an example, which is positioned as a business machine and has high stability. The price of the next new model in the second-hand market is only half of that of the new model. Both practicality and price are very suitable for the needs of the driver group. In addition, OPPO pays attention to the development of offline stores, and Apple’s strong iOS ecology has also allowed its own brand to gain higher attention.
In the channel of purchasing mobile phones, drivers have a more balanced choice between online and offline, with Internet e-commerce platforms and mobile phone brand stores accounting for 47.58% and 44.59% respectively.
In this regard, analysts from the Huanzhuan Strategic Research Department said that, on the one hand, mobile phone offline stores in third- and fourth-tier cities are indeed widely laid, becoming one of the main channels for people to buy mobile phones; on the other hand, chauffeurs are mostly between the ages of 20 and 40, and the acceptance of online e-commerce platforms is also high, and the demand for online shopping is also very strong.
Inspection, quality assurance is indispensable, nearly 40% of drivers buy second-hand mobile phones to choose transfer
In addition to the 20% of the interviewed driver drivers who are already using second-hand mobile phones, the survey data of the joint report of Zhuan Zhuan and e-driver also shows that more than 20% of the respondents said they plan to buy second-hand mobile phones when changing mobile phones.
36.09% of chauffeurs who plan to buy a second-hand mobile phone will choose a second-hand platform like Huanzhuan to buy it. People value the function of a second-hand mobile phone more, followed by the brand and price. In addition, 40.19% of chauffeurs buy old mobile phones from real-world friends.
In this regard, analysts from the Research Department of Huanzhuan Strategy also said that the current offline proportion of second-hand mobile phone transactions is higher, many of which occur in the WeChat community and acquaintances, and the online rate accounts for only about 20%. However, with the growth of online shopping demand and the rapid development of online platforms, especially platforms like Huanzhuan that can provide contract fulfillment services, will bring more choices to second-hand mobile phone consumers, including chauffeurs.
According to the survey data, when purchasing second-hand mobile phones, the driver is most worried about quality, followed by after-sales guarantee and mobile phone pricing issues, and very much hope that the platform can provide inspection quality inspection and after-sales quality assurance services.
Since the beginning of the launch, we have taken the lead in launching machine inspection and quality assurance services in the industry, and quickly formed generally recognized quality inspection and service standards in the industry.
At present, Huanzhuan provides 66 major professional quality inspections for second-hand mobile phones traded on the platform. The proportion of platform mobile phone transaction orders choosing inspection services has exceeded 90%; in addition, the platform’s self-operated second-hand mobile phones also provide one-year quality assurance. This also means that the quality inspection and quality assurance services provided by the Huanzhuan platform are recognized by more and more users, and can fully meet the replacement needs of consumers, including chauffeurs. Many interviewed chauffeurs also said that the inspection and quality inspection services provided by Huanzhuan can significantly improve their trust in buying second-hand mobile phones, and after-sales services also make them feel more secure.
Online and offline businesses are working together to promote consumption and boost the economy
As of May 15, the total output value of the national driving market in 2020 has exceeded 3.20 billion and is in a period of rapid development. Founded in 2011, e-driving is committed to providing high-quality, safe, fast and cost-effective driving services. Users can initiate drunk driving, valet parking, door-to-door pickup and delivery, exclusive services for female drivers, business driving, travel driving and other needs through e-driving. At present, e-driving has more than 500,000 registered cooperative drivers nationwide, with an average driving age of more than 13.43 years, covering more than 400 cities such as Beijing, Shanghai, Guangzhou and Shenzhen.
For drivers whose daily income is mainly concentrated in the range of 3,000 to 5,000 yuan and who rely heavily on mobile phones for work, second-hand mobile phones are undoubtedly more cost-effective.
As a comprehensive second-hand trading platform known for second-hand mobile phone transactions, Huanzhuan is committed to providing reliable performance services, including machine inspection and quality inspection, to all consumers, including chauffeurs, through the establishment of a standardized service system, so that everyone can buy and sell second-hand with more confidence and worry, meeting the diverse consumer needs, and becoming an emerging force to boost economic development.
At present, the transfer business has covered more than 2,000 counties and cities across the country, and the demand for second-hand transactions in the lower-tier market represented by third-, fourth- and fifth-tier cities is growing rapidly.
The latest "transfer & find beautiful machine joint 618" battle report data released by the transfer group also shows that during the entire 618 promotion period from 8:00 pm on May 31 to 24:00 on June 18, the B2C transaction volume of the transfer group exceeded 357 million yuan, and the payment transaction exceeded 207,000 orders. A total of more than 180,000 mobile phones were sold.
It is worth noting that during the "peak 28 hours" from 8:00 pm on June 17 to 24:00 on June 18, the B2C business of Huanzhuan Group sold 1 mobile phone every 1.7 seconds. During the 618 promotion period, the top 5 cities where buyers were located were Shenzhen, Guangzhou, Chongqing, Beijing and Dongguan; in addition, third- and fourth-tier cities such as Foshan and Ganzhou also entered the top 10.