您当前位置: 首页 >> 站内资讯 >> 金融与保险 >> 浏览文章
邱国涛:用融资租赁重塑金融产品服务汽车行业
2018/4/16 14:21:39 金融与保险

国成宝利融资租赁(天津)有限公司董事长邱国涛.jpg

国成宝利融资租赁(天津)有限公司董事长 邱国涛


近一两年,汽车融资租赁在国内发展得如火如荼,特别是提到汽车金融和汽车新零售,融资租赁几乎成为无法跳过的话题。毫无疑问,国内的消费升级和年轻一代购车用户观念的转变使得这种新的模式开始越来越多地被人接受,也为众多的融资租赁公司提供了生存空间。市场的爆发直接带来了竞争,在国成宝利融资租赁(天津)有限公司(以下简称“国成宝利”)董事长邱国涛看来,当下国内的汽车融资租赁市场已经不仅仅是红海,甚至已经厮杀得血流成河了,正因为入局者太多,大家也都在前进中摸索,如何差异化在竞争中立足。


渠道商的发展方向要准确


汽车金融的一类渠道商(SP)为4S店,对他们来说,厂家金融公司恒定不变的风控标准无法应对不同质量的客户群体,厂家金融大都限于本品牌的金融支持,让4S店无法抗衡其品牌的金融产品对客户的吸引力。据邱国涛介绍,4S店库存当量通常在0.8~1.3之间调节,但如果遇上年底或半年冲击销售目标获取更多返点时,厂家金融授信资金明显不足,经销商不得已向民间地方金融服务机构求援,再加上试乘试驾车的长期资金占用,使得4S经销商的压力很大。


二级经销商则是另一类渠道经销商群体,他们至少具有整车销售和售后服务两个功能,事实上他们承载着每年新车销售总额60%以上的份额。由于地域大都在二三四线城市,资金及销售规模无法达到厂家要求,故没有厂家授权及厂家金融的支持。他们可以利用综合展厅,新车二手车联合汽车超市等优势获取更多客户的青睐,是个很有潜力的汽车新零售市场,但他们有着跟4S店类似的资金痛点。国成宝利要使用融资租赁多项产品帮助以上这两类渠道经销商解决资金问题,做这些渠道经销商的“联合汽车金融服务公司”。


除了上面两类之外,还有一类渠道商不能提供车辆的销售和售后功能,他们往往在寻找适合自己发展的路,在和很多汽车金融服务机构合作时,更看好高利率的返佣产品,以寻求利益最大化。有些渠道商了解金融公司风控标准底线,甚至帮助瑕疵客户获取贷款。这种发展思路经常导致这类渠道商不停地更换资金合作商。


从绩效导向上看,如果仅仅以高返利作为导向,就会降低对渠道商的要求,导致他们只看中返利而不注重服务,还对不合格的客户进行“包装”,也增大了金融风险。如果用这种方式来刺激他们,就相当于为渠道商培育了温室,把市场做乱了。邱国涛认为,金租或融租并不应该是一个暴利行业,参与者更需要自律,金融及类金融公司应该借助资金杠杆做好资金流向及风险把控,服务好实体企业。


融资租赁还可以这么做


目前,融资租赁公司的运营模式基本上是一边对接汽车主机厂,拿到有折扣的车源,一边通过渠道商找到购车客户,然后通过银行放款再把款贷给客户。在这个过程当中,经销商集客的成本往往很高,进店看车的客户并不能全部转化为车辆的买主。


而对于客户来说,他们希望购买高性价比的车型,但却没办法找到这些资源,去4S店购车也不一定能遇到。那么,如果能够想办法把这些有同样购车需求的客户集中起来,就可以从主机厂拿到更有价格优势的车型,相当于做了“团购”,不仅客户的需求可以满足,融资租赁公司也可以获得更多的业务量。


邱国涛告诉SG-Auto《汽车经营&服务》,国成宝利介入了一家银行的专项基金,银行利用大数据的手段获取到精准的有购车需求的客户并对这些客户进行预审批,审批之后再整合这些客户的需求然后导流给国成宝利。这些客户如果单独去4S店购车,并没有谈集采价格的资格,但通过融资租赁公司,就可以从主机厂争取到最优的新车资源,融资租赁公司再通过合作的经销商,把新车交付给客户。这样既有了交易场景,满足了客户的需求,又可以更好地为客户服务,客户不用再去和经销商讨价还价,相当于多方共赢。


在邱国涛看来,融资租赁的售后回租、直接租赁、委托租赁、杠杆租赁等都需要很多技巧设计出不同的业务产品,每个产品对应的风控标准及客户类型一定是多样化的。金租、融租的牌照属性不同,可优势互补。在整个业务模式的链条中,银行的优势是有充足的资金资源和客户资源,融资租赁公司是可做车辆集采,可属地化提供售后服务。融资租赁公司恰恰与银监会批复的金融机构优势资源互补。虽然一些银行也有自己的租赁公司,但是业务类型不同,管控优势分前后台,所以专业的事情要给专业的团队去做,团队不一样,结果肯定也不同。


金融的本质是回归服务


在邱国涛的商业模式构想中,要先把模式跑通,然后再做规模,才能实现整个业务闭环。当然,这个业务模式能够跑通的前提是,融资租赁公司需要有足够的合作经销商,有足够的落地能力。邱国涛在创业前曾在首汽租赁、广汇汽车等公司任职并开创了广汇汽车的融资租赁业务模式,还创造了恒昌好车O2O的互联网+汽车金融模式和好车轰轰一站式汽车产业链金融服务平台。几年的经历也积累了大量的经销商资源。国成宝利成立之后,合作的经销商已经达到了510多家,其中75%左右是二级经销商。用邱国涛的话说,金融的本质还是要回归到服务上,这也是为什么国成宝利一定要挑选合适的经销商作为合作伙伴,宁缺毋滥。国成宝利今年从银行获得了200亿元的授信额度,以此为基础构建一个积极、健康的汽车服务行业生态链。


在未来,邱国涛对业务的设想是实现区域化发展,因为不同的区域市场状况不一样,客户的需求也不尽相同,所以要采用适合各地的市场策略。另外,如果车辆牌照属地化,风险也相对小一些。国成宝利未来将采用分公司和合作商共同发展的策略,目前已经有14家分公司,主要分布在东部地区,今年的目标是发展100家分公司,覆盖国内大部分地区,同时发展2000家合作经销商。分公司并不会直接投资展厅,而是采用和当地合作商业务合伙制的方式,所以资产不会做得很重。每个分公司辐射周边20~30家合作商,分公司的管理和风控都采用国成宝利统一的标准。


与一些融资租赁公司发展品牌“体验店”的模式不同,国成宝利鼓励合作的经销商用自己的品牌。区域经销商对当地市场熟悉,也知道什么样的金融产品适合当地消费者的需求。在邱国涛看来,国成宝利的优势在于不仅可以为合作经销商提供流动资金贷款和库融资金,还可以和这些合作的经销商共同设计金融产品,进行定制化服务,然后提供资金给他们,同时帮助他们做资产管理服务,包括客户的逾期管理和后市场服务管理等。所以从另一个角度来说,国成宝利也是资金批发商,但这不同于金租公司的资金批发。对经销商来说,他们最关心的是经营成本,包括金融产品的资金成本,所以金融产品一定要有真实的首付,而且首付至少要达到20%,以充分降低风险。


在邱国涛看来,未来一个很明显的趋势,就是金租发挥自身的优势,而融租产品的灵活度更贴近市场,还可以把服务延展到汽车后市场、二手车以及出行等领域,进一步加强售后,提高客户满意度和忠诚度,让服务产生更大的价值,也让合作的经销商业务前景更广阔。


QIUGUOTAO: RESHAPING FINANCIAL PRODUCTS AND SERVICE FOR THE HEALTHY DEVELOPMENT OF THE AUTOMOTIVE INDUSTRY


微信图片_20170612160442.jpg

 

In recent years, with the upgrading of Chinese consumption and changing attitude toward car purchasing among the young generation, the car rental or leasing is becoming more and more popular. This also provides a living space for a large number of financial leasing companies. The explosion of the market brings the competition as well. In the point view of Mr. Guotao Qiu, Chairman of Guocheng Baoli Leasing (Tianjin) Co.,Ltd. , China financial leasing market is not just a Red Sea, and it has become a battle field with full blood. Because there are too many new players, all of them are trying to differentiate themselves to have a foothold in the competition.   

 

Accurate sales provider and direction

 

The first sales provider (SP) is 4S dealerships. For them, the inflexible risk control standards from captive financial services can′t cope with different customer needs. Most captive banks are only limited to their own brands. “When 4S dealers achieve the sales target in the hope of obtaining more profits, the financial credit funds of captive banks are obviously insufficient. Moreover, the 4S dealers are under the great financial pressure due to the long-term capital occupation of the test-driving cars.” said Mr. Qiu.

 

Second sales provider (SP) is the secondary dealers, who are a different group of car distributors. Most of them are 2S stores, meaning only with sales and service. However, these 2S stores are carrying more than 60% of the total new car sales. They are mostly in the 2nd, 3rd or even 4th tier cities. They can not get the financial support from OEMs because their sales and capital can not meet the requirement of captive banks. But they have a similar financial pain pint as the 4S stores, therefore it is a potential new car retial market. Guocheng Baoli will provide financial leasing products to support the two types of SPs to solve their financing problem and become a “ United Automotive Financial Service Company” to the dealers. 

 

Financial leasing can be done like this

 

Mr. Qiu told SG-Auto “Auto Business & Service” that Guocheng Baoli is involved in a bank fund that uses big data tool to obtain accurate purchase customers and pre-approve them. After approval, the requests of these customers will be directed to Guocheng Baoli. If these customers as an individual customer go to 4S stores to buy a car, they will not be able to get the best deal. But if they purchase through financial leasing companies, the leasing companies can get the best new cars and deliver the car to customers through the cooperative dealers. In this way, the trading scenario is made and the customer′s demand is met, so the customers can get better service and achieve a win-win for all the involved parties.

 

In Mr. Qiu's view, all the financial leasing methods, like hired purchase, direct leasing, lease leaseback and leveraged lease, all need lots of skills to design leasing products and each product has a different risk control standard and customer type. There are two types of financial leasing companies in China according to the nature of license and these two types of companies can complement each other in the business chain. Banks or the financial leasing companies with the license from China Banking Regulatory Commission have sufficient capital and customer resources. The financial leasing companies with the license from Ministry of Commerce, can make the collective purchase and provide localized service. In this way, the two types of financial leasing companies can complement each other with their advantage.

 

The essence of finance is service

 

In Mr. Qiu's view, the business model must first pass the market test then talking about the size. Only in this way can the business loop be closed. The pre-condition for business model to pass the market test is the financial leasing companies with license from Ministry of Commerce should have enough cooperative dealers and sufficient capacity to localize. Before starting-up Guocheng Baoli, Mr. Qiu has worked in many financial leasing companies, like Shouqi Leasing and China Grand-Auto Leasing. He has pioneered the financial leasing business models with China Grand-Auto leasing,  set up Hengchang Haoche O2O financing models and founded Haoche Honghong, a one-stop financial service platform of auto business chain. With so many years finance work experience, he has gathered a large number of dealer resources.  Now the number of cooperative dealers of Guocheng Baoli has reached over 510 and 75% are secondary dealers. In Mr. Qiu′s word, the essence of finance should be service, that is also why Guocheng Baoli must choose the right dealers as its partner. In 2018, Guocheng Baoli has got a 20 billion RMB credit from the bank. Based on this, Guocheng Baoli is going to set up an active and healthy auto service ecological chain. 

 

In the future, Mr. Qiu wants to realize regionalized development because different regional market has different situation and customer needs, so it needs to have different market strategy. Furthermore, if the vehicle license plats are local, the risk is relatively smaller. Guocheng Baoli will adopt the strategy of having branch offices to joint develop with the dealer partners. At present, Guocheng Baoli has 14 branch offices, which are mainly located in the eastern region. In 2018, it targets to have 100 branch offices and cover most of the regions in China. The target number of the cooperative dealer partners is 2000. The branch office will not have its own showroom but cooperate with the local partners, therefore there will be no heavy assets. Each branch office will cooperate with 20-30 local partners and branch offices are consistent with the national standards of Guocheng Baoli.

 

Unlike some financial leasing companies to develop the “experience stores” with their own brand. Guocheng Baoli encourages cooperative dealers to use their own brands. Regional dealers are familiar with the local market and know what financial products suit the needs of local customers. Mr. Qiu thinks that the advantage of Guocheng Baoli lies in the fact that it can not only provide floating capital loans and treasury funds to cooperative dealers, but also jointly design financial products to carry out customized services together. Funds are then provided to help the partners with asset management, including customer overdue management and aftermarket service management. So we can say that Guocheng Baoli is a wholesaler of funds, but this is different from the funds wholesale from financial companies with license from China Banking Regulatory Commission.

 

Mr. Qiu thinks that there is a very obvious trend in the future, which is that financial leasing companies with China Banking Regulatory Commission takes their advantage with flexible financial products to get closer to the market and extend their service to the aftermarket, used car business and mobility, so to further strengthen the aftersales and improve the customer satisfactory and loyalty. This will also allow the cooperative dealers to have a better business perspective. 



来源:SG-Auto徐诚


2018 SG-Auto 北京国际汽车经销商峰会


一场真正属于汽车经销商的金融与保险峰会

错过这场峰会

汽车经销商或将失去未来三年的赚钱机会!

4月27日 北京中奥马哥孛罗酒店

北京车展同期活动

长按下方二维码

立刻解锁最新嘉宾及会议议程


6365952757150330478125369.jpg




返回

电子通讯

SG-Auto《汽车经营&服务》的电子通讯为每周2期,每期电子通讯我们将以邮件的方式为您投递,为了便于您的电子通讯准确送达,建议您留下长期能收到电子通讯的邮箱地址。

官方微信公众号
手机扫描关注我司公众号
及时了解汽车经营与服务的业界经融消息新闻...




关于我们 | 广告服务 | 联系我们 | 在线留言 | 招聘信息 | 常见问题
Copyright © 2017-2018 SG-AUTO Corporation 京ICP备17034420号-1
汇中融德汽车管理咨询(北京)有限公司 版权所有