How Car Dealer Platform Rebranded and Evolved into a Service‑Oriented B2B Solution

Upgrade Background

To meet new business demands, the Car Dealer Platform (车商通) consolidates three apps (查博士, 优信拍, 58金融) and four core capabilities, expanding from marketing promotion to real‑time online auctions, offline inspections, and diversified merchant services. The legacy content framework could no longer support this growth, prompting a unified V5.0 upgrade across framework, presentation, and brand.

New Positioning

After multiple iterations, the product moves from a single‑tool solution to a comprehensive B2B service platform that covers the entire automotive transaction workflow—acquisition, dispatch, management, promotion, and trade. The focus now includes brand positioning, product quality, and service guarantees, aiming for higher brand recognition.

Design Strategy

Focus on User Value – Research in second‑hand car markets (Beijing Huaxiang, Xinfadi) guided a redesign that emphasizes high‑frequency tools, efficient auction triggers, and personalized recommendation exposure to boost homepage conversion. The bottom navigation bar was restructured to improve extensibility for new services.

Visual Redesign – Content layout was streamlined to increase whitespace and reduce visual complexity. Over 40 entry points were reorganized by functional scenarios and presented via tabs; algorithm‑driven frequent‑use sections now reach users more precisely, enhancing screen efficiency.

Content Enhancement – Auction sections now display dynamic content such as live auction heat, visitor animations, and real‑time messages to increase interactivity and decision speed.

Brand Upgrade

The brand adopts 58’s orange‑red for marketing/benefit attributes and a deep, low‑saturation business blue‑gray for service/rational attributes, supplemented by auxiliary blues and oranges for richer expression. The V5.0 splash video incorporates the new palette to convey brand value.

Graphic Lightweight – Icons adopt flat, clear geometric elements with gradient accents, making abstract B‑type product concepts (efficiency, rationality) more intuitive and lively.

Componentization – Page elements were standardized into reusable components (product display, content display, copy, actions, inputs, operations), improving development efficiency, consistency, and user experience.

Conclusion

The V5.0 redesign marks a strategic phase shift for the Car Dealer Platform, with ongoing brand refinement and product experience optimization driven by data insights. A forthcoming session in November will explore result measurement for the B‑end product’s transition from a tool to a service‑oriented platform.