本案例由江南大学商学院的王丽娟教授团队撰写，江南大学商学院案例中心研究员李文涛全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：二手车电商平台正成为行业重要的交易参与者，早已度过了前期的探索阶段，目前二手车电商行业的商业模式逐步清晰，行业竞争及业务布局推动行业正向发展，行业迎来全新的发展阶段，传统的互联网+模式已经无法满足最新的市场需求。深耕细分市场、提高客户线上线下的消费体验、清除买卖信息不对等、加强品牌建设成了企业发展的主心骨。本案例着重阐释了新经济形势下二手车电商平台的变革方向并分析其遇到的问题和挑战，尝试寻找到瓜子二手车直卖网未来的发展之路。本案例有利于学员了解“互联网+二手车交易”中最新的商业模式和运营状况，同时对于其他二手车交易平台发展具有一定参考价值。

关键词：互联网+；二手车；C2C；O2O

The road to transformation for Guazi.com

Abstract: The used-car business platform is becoming an important trading participant in the industry. It has already passed the preliminary exploration stage. At present, the business mode of the second-hand car business is gradually clear, and the industry competition and business layout promote the development of the industry. The industry has ushered in a new stage of development. The traditional Internet + mode has been unable to meet the latest market demand. Deeply cultivating market segmentation, improving customers' online and offline consumption experience, eliminating the unequal trading information, and strengthening brand building have become the backbone of enterprise development. This case focuses on the transformation direction of used car e-commerce platform under the new economic situation, and analyses the problems and challenges it encounters, trying to find the future development path of used car direct selling network of melon seeds. This case is helpful for students to understand the latest business mode and operation status of "Internet + second-hand car trading", and has some reference value for the development of other second-hand vehicle trading platforms.

Key words：Internet +; used cars; C2C; O2O