April 27, 2023, the Avito Auto conference «Highest Gear» was held in St. Petersburg. As part of the conference, speakers from Avito Auto, Avtoteka, Avtohub shared exclusive market analytics and talked about current products for car dealers. Representatives of Rolf dealerships, Avtomir Group of Companies and Avilon Group of Companies shared successful business cases and tools that help them develop in the market today.
As part of the event, a panel discussion was held among experts from Avito, Avtohub, as well as representatives of dealerships of Avtomir Group of Companies, Avilon Group of Companies and ROLF on the topic «Replenishment of the dealer's warehouse and buyout channels: trends and forecasts.»
Avito Auto's exclusive analytics on the Russian passenger car market — new and used
Avito Auto's Key Account Manager Kamran Huseynov presented exclusive analytics on the Russian passenger car market — new and used.
The expert noted the following trends in the Russian car market:
- Redistribution of brands in the Russian new car market: Chinese brands have now become leaders in the share of supply and demand in the new car segment.
- The trend towards a decrease in the average price since the end of March 2022 in the market of new cars in the Russian Federation: in March 2023, the average price of a new car reached 3,000,000 rubles.
- The number of announcements for the sale of new cars in the country over the past 12 months has almost recovered to the levels of February 2022. +19% year-on-year.
- Restoring demand for new cars: over the past year, the peak of consumer interest in Russia occurred in August 2022.
- The number of offers on the used car market increased by 14% year-on-year in Russia as a whole.
- The trend for the recovery of consumer interest in used cars: demand growth in the first quarter of 2023 compared to the same period in 2022 in the Russian car market was 3%.
- Increased customer awareness: more calls with less contact request.
- Despite periods of decline in the average cost of a used car in 2022, Russia has seen rapid growth since December 2022: the average price increased by 20% over the year, reaching RUB 1,250,000 in March 2023.
- Private sellers still occupy the majority of the Russian market — 55%.
- The fastest growth in supply was recorded in the Far Eastern Federal District (+89%) and the Siberian Federal District (+55%). At the same time, there is no negative trend in any of the districts.
- «Parallel imports» in the Russian car market continues to gain momentum: the number of advertisements for the sale of cars from abroad reached 4,800 in January-February of this year. Voyah, Cadillac, Audi, Jetta and Ford became the most demanded car brands from abroad. Toyota, Mazda, Mitsubishi, BMW and Kia were the leaders in terms of supply.
Avito Auto tools and products that increase the efficiency of car dealers on the platform
Avito Auto product manager Yulia Mitrofanova spoke about the products of the platform for dealers and what customer problems they can solve, and shared the results of audience research.
One of the triggers that increase the interest of users in the ad is the mark «Only on Avito» — it gives dealers + 25% of views. It is also important for buyers to assess the condition and cost of owning a car — a new Avito Auto tool that allows you to filter relevant offers. In addition, the dealer rating is now placed on the search results page, which makes it more visible to users.
In addition to reviewing existing tools for dealers, the expert announced new platform products:
- «Advantages on the Dealer's Card». Among the benefits aimed at attracting users, the card will display “Dealer Guarantees”, “Gifts”, “Dealer Maintenance” and “Quick Clearance”.
- Short videos on the main page of the Avito application. Posting a video allows dealers to get into the search results on the Avito main page, get + 5% of contacts per car, and also increase the attractiveness of ads for the buyer.
Yulia Mitrofanova also shared the platform’s plans to introduce a new mark for ads in May 2023 – “Price Checked”.
Among the trends in the interaction between buyers and dealers, the growth in the number of chats is of the greatest importance. Studies have shown that the speed of response to the client directly affects the number of transactions. To increase the speed of responses, dealers can connect the auto-response function.
An important factor that sellers should pay attention to is user expectations from the ad. In the course of audience research, Avito Auto interviewed users and found out what is most important for them in a car sale ad. Interviewed users of Avito Auto highlight:
- Information about accidents/an honest number of owners/problems with the bodywork were noted by 50% of users.
- Price transparency and indication of the final cost — 20%.< /li>
- Promotions and discounts on cars are important for 15%.
- Guarantees and gifts — 15%.
Avito Auto project manager Elizaveta Lomakina, in her speech, noted such innovations of the platform as the display of ratings on search results on all platforms, a new form of collecting reviews in the category of cars and the filter «sellers with a rating of 4 and above.» The expert also shared recommendations for dealing with negative reviews. These include appealing inaccurate reviews (if they are less than three months old), as well as the ability to hide the rating and directly contact the author of the review, offering a solution to the situation.
Avtoteka Senior Business Development Manager Konstantin Boldyrev spoke about the new service features useful for business:
- Integration of the Signal automatic fleet monitoring service for partner dealers in Autohub .
- Pre-checking cars in Autohub for prompt selection of the most relevant copies.
- Service for decoding and evaluating a car according to the state. number.
- Automatic verification of individuals and legal entities.
- Clickable car dealer logo in Autoteka reports.
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