Recently, according to the latest world-class market consulting firm Millward Brown (Huatong Mingluo) latest used car brand health tracking research data, 2017 Q2 melon seeds used car to maintain the leading position in the brand recognition market of used car platform, which is no prompt The first mention rate was 77% higher than last year's Q2, far ahead of the industry.

The report selected eight cities including Beijing, Guangzhou, Chengdu, Zhengzhou, Wuhan, Linyi, Baoding and Yangzhou for investigation and analysis, targeting the market, brand, user reputation, advertising, and NPS of four active brands in the field of used car e-commerce. The analysis of other dimensions provides a data basis and authoritative reference for the future development of the used car e-commerce industry.
The data shows that the first mention rate of melon sub-car Q2 brand is 45%, and the total mention rate is 77%, suggesting that 99% is mentioned. In the second quarter of 2017, the first mention rate of brand recognition of used car brands (the proportion of the first brand or thing that users responded to without any prompts) increased by 77% compared with the second quarter of 2016. On the important indicators of the brand's market position, the melon car used to perform well. In contrast, the first mention rate, the silent total mention rate and the total mention rate of other e-commerce brands of the same category showed a flat or varying degree of decline.
Analysts pointed out that melon seeds can be recognized by users and the industry and the multiple factors such as platform transaction volume, brand delivery strategy, service capability, innovation model and technology products. What is important is that the brand and transaction of the used car of melon seeds have played a dual role. As the volume of branding increases, users' awareness of the brand has also increased. More and more users believe that the melon platform is a reliable brand and absolute leader in the field of used car e-commerce. With the increase in the number of users who choose melon seeds, the accumulation of word-of-mouth has gradually formed, and the sales of the platform have been continuously promoted.
In addition to the impact of the launch strategy, platform service capabilities, innovation models, and technical product capabilities have also helped the seeds to stabilize the industry's leading position. Compared with the traditional used car field, the melon sub-car has removed the intermediate link through the innovative C2C direct selling mode. At the same time, the price of the used car is transparent, and the difference generated by the intermediate link layer is transferred to the buyer and the seller. At the same time, the melon sub-car relies on big data and artificial intelligence technology to create an unprecedentedly powerful second-hand car platform, creating a new direction for the development of the used car industry.
At present, melon seeds used a gene pool based on 3.5 million vehicle information and more than 200 million owners and potential buyers to build a powerful “branch brain” based on big data and intelligent algorithms, and has been applied to customer efficiency. Promotion, valuation and residual value estimation, transaction probability estimation, vehicle source personalization and other links. In addition, the melon seed used car has also built a strong offline team in the past year, achieving service coverage in 30 provinces and 200+ cities across the country; further improving product functions and enhancements for the new market environment. The platform service capability; through the rich financial products, provides consumers with more choices, greatly enhances the experience of used car transactions; using advanced marketing models such as big data marketing to achieve deep development of potential markets and Further improvements in user services.

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