Wei Wen
Analyst · Stone Street
Hello, and thank you, everyone, for joining us on our fourth quarter and the full year earnings call today. During the fourth quarter, the downturn of the overall market and auto industry continued, and the full year 2019 finished with an 8.2% year-over-year decline in China vehicle sales. With that being said, for 2019, we still achieved a 2% increase in the number of automobile sales transactions we facilitated with an 1.2% decrease in GMV compared with the prior year, outpacing the overall auto market.
We are handling this short-term setback in stride and remain fully committed to our strategic execution for long-term growth in 3 specific areas. These include further optimization of our core auto show business with a focus on generating high ROIs, accelerating the development of special promotion events, and finally, our growth initiatives in virtual dealerships and online marketing services.
Now let me provide highlights on our business segments for the fourth quarter. First, for our offline marketing services, we continue to optimize our core auto show business with a focus on generating higher ROIs. We successfully organized 321 auto shows across 149 cities compared with 331 auto shows in 167 cities in the fourth quarter of 2018. We expanded our sales operation to 148 cities compared with 138 cities a year ago. Going forward, we plan to strategically focus on cities with higher potential ROIs in an effort to ensure satisfactory margins and sustainable growth for our business. Additionally, in the fourth quarter, we leveraged our deep insights in automotive transactions and are focused on the development of our special promotion events, which we customized for each auto dealer and OEM. This allowed them to further monetize their customer basis by improving the customer experience leading to improved sales conversion rates. In the fourth quarter, we organized 269 special promotion events achieving revenues of RMB 7.1 million, representing a 18.3% quarter-over-quarter improvement.
Next, let's move on to our growth initiative in virtual dealership and online marketing services. In the fourth quarter of 2019, we recorded revenues of RMB 5.3 million for this segment, which represented an increase of 8.2% year-over-year. In terms of auto show -- auto sales, we continue to see opportunities in lower-tier cities as car ownership in these cities is still at a relatively low level compared with the first- and second-tier cities in China. Moreover, many auto brands lack strong presence in these lower-tier cities due to inadequate resources.
We believe our virtual dealership model provides ideal solution to the OEMs in this market as it's a great complementary sales and marketing channel to the existing traditional 4S dealer systems but specifically for cost-efficient geographic coverage. For online marketing services, we made further progress with the close of the Longye International acquisition in January 2020. By leveraging Longye's leading social CRM cloud system for China's automotive industry and with major online partners such as Tmall, we can now further pursue online-to-offline model. This empowers OEMs with the ability to reach customers more directly and more efficiently through systematic digitalization of our massive offline customer traffic and our accumulated consumer insights. In addition, our innovative and data-driven online automotive transaction progress -- process will also provide Chinese consumers with superior, smarter and more transparent automotive shopping experience.
As most are aware, our nation and the rest of the world have been facing difficult challenges during the COVID-19 pandemic. In light of the continuously developing status of the pandemic and the vital importance of containment efforts, we suspended all auto shows and special promotion events previously scheduled in February and March. In addition, we believe it's in the best interest of public health to continue suspending more -- most of the company's offline sales events in April, but expect a gradual recovery of offline sales events in May and June with the pace of recovery subject to further development of the epidemic. As such, we are anticipating both financial and operating results for the first quarter and a significant part of the second quarter to be materially and adversely impacted by the epidemic, which will be reflected in the revenue guidance that our CFO, Troy, will provide later on this call.
That being said, we believe great opportunities often arise from [indiscernible]. We have seen an increase in public interest in online automotive sales, demonstrated by the rising popularity of online streaming of sales promotion events and online car going through panoramic VRs. We will continue to increase investment in our online systems and explore new online marketing methods. We are optimistic we can leverage our powerful offline network and expertise in data analysis to capture the opportunities being presented by increasing the awareness of online automotive marketing services.
In summary, despite the challenges we are facing, we will continue to complement our core auto show leadership with special promotion events, virtual dealerships and online marketing services. Through capitalizing on our data analytics capabilities and collaborating strategically with more stakeholders in the automotive value chain, we are striving to provide additional compelling value propositions to OEMs, dealers and the consumers, ultimately, reshaping the auto retail landscape and further fortifying our unique position as an omnichannel automotive marketplace.
Now I will turn this call over to Troy, our CFO, for a closer look at our financial performance in the fourth quarter.