· IT giant cross-border auto industry car to open the engine touch net gold
In the upcoming 2014, for the automotive industry, the Internet torrent has come to the fore, and IT emerging giants and automobile traditions are accelerating integration.
In the sales process, car e-commerce has ushered in the real development year, car companies, dealers, e-commerce platform multiple efforts, is accelerating the stirring of car sales, trying to reshape the traditional channels for many years. In the after-sales segment, the O2O gold mine, which has not been fully tapped, is attracting strong capital and technology, trying to break the traditional channel monopoly and challenge the original industrial structure.
More critically, the Internet of Things has quietly penetrated into the manufacturing process and began to infiltrate the value-creating link, especially in the areas of product development and manufacturing.
The third industrial revolution, led by information technology and the integration of new energy technologies and biotechnology, is profoundly changing the world automobile industry. This is the most important historical opportunity for the Chinese automotive industry in the next 10 years.
"LeTV" cross-border trend has become a scale on December 9, LeTV head Jia Yueting a microblog, caused a huge shock in the car circle, its long-selling "See plan" officially launched, which is "Super (Super) + Electric (Electric) + Eco-sys-tem (Ecosystem).
It is understood that LeEco's "See Plan" mainly replicates the successful model of LeTV's vertical integration of ecology, through independent research and development, to create the best Internet smart electric vehicles, establish a car Internet ecosystem, and make the Chinese auto industry bend the suburbs of Europe, the United States, Japan and South Korea. Effectively solve urban smog and traffic congestion.
Prior to this, LeTV and BAIC Group jointly invested in Atieva, a US high-tech pure electric vehicle design company, to build a “global supplier of electric vehicle solutionsâ€.
LeTV's massive cross-border is not the first in China. It is the second domestic IT company to announce its entry into the traditional automobile manufacturing industry. It is said that before this, Xiaomi, who is in the limelight, has entered the automobile industry. Its millet car has achieved mass production, and the foundry is a well-known automobile manufacturer in China.
LeTV and Xiaomi have entered the traditional automobile manufacturing industry one after another. This is one of the biggest changes in the automotive industry in 2014, and the Internet wave began to impact the automotive industry.
Behind LeTV and Xiaomi's separate development of the car, more IT giants and car giants work together to give their own advantages and achieve industrial upgrading. Among them, SAIC held hands with Ali, and Huawei cooperated with Dongfeng and Changan respectively, and eventually pointed to the future smart cars.
Taking Huawei as the example of Dongfeng, the cooperation between the two parties will be divided into three phases: Huawei will develop WindLink products and services for Dongfeng; both parties will jointly plan future cooperation products in the field of vehicle networking; eventually, the two parties will jointly develop smart cars.
"Welcome all industries to enter the automotive industry. In this case, the car industry has inspiration and reference. The more people participate, the better. This is helpful for promoting China's automobile development." Chairman of Geely Group Li Shufu said.
Intelligentization gradually penetrates into the manufacturing process. If the IT giant is still in the planning stage, it will take 10 years for the product to be available. Then, the impact of the Internet on automotive products and manufacturing has been ubiquitous in 2014. The image of the car has gradually changed from "four wheels + two sofas" to "four wheels + one computer."
Nowadays, “intelligence†has become the main technology development trend of the future automobile. The “intelligence†of more and more models has become one of the main technologies. GM, BMW, Audi, Qoros, GAC and BYD are all in the same place to lock their future competitiveness in this field.
Not long ago, Shanghai GM proposed a new interconnection concept, including “in-vehicle information serviceâ€, “mobile entertainment and consumption†and “smart drivingâ€. It will launch OnStar Anjixing 4G LTE service next year, which is planned to be 100 by 2020. % products are interconnected.
Independent brand leader BYD proposed a "smart strategy", including smart car, smart driving, and smart security. Among them, smart car association is mainly embodied in cloud service, PM2.5 green net system, Car Pad and other intelligent configurations; intelligent driving is mainly embodied in leading technologies such as TID gold power combination and remote control driving; intelligent security mainly reflects 360° panoramic image , HUD night vision system, the latest body stability system and other safety equipment.
In addition, in September this year, BMW cooperated with Baidu to provide a highly automated driving vehicle and related service development feasibility plan for the Chinese market, involving vehicle use, driving strategies, high-precision 3D environmental maps, supporting infrastructure, relevant laws and industry standards. And so on.
As far as product technology is concerned, in the "manufacturing link" of the car's core, the Internet is also everywhere.
At present, domestic car companies have gradually applied intelligent production lines to achieve breakthroughs in radio frequency technology, industrial Ethernet, online bar code, two-dimensional code comparison, image recognition, and robot applications. Flexible production and personalized orders have become a reality.
“Many signs indicate that the Internet is beginning to penetrate the value creation link, especially in the areas of product development and manufacturing. The development of all-round network technology has also promoted the restructuring of the relationship between enterprises and customers.†Jiang Jinhua Chairman An Jin said The combination of the Internet and manufacturing technologies will play a key role in the development of the automotive industry and will lead to revolutionary changes in the way automobile manufacturing is produced.
The analysis pointed out that China's automobile manufacturing industry has been using the Internet from the previous conflict with the Internet. This will provide a new window for China's auto industry and lay a solid foundation for the next 10 years of rapid development.
The terminal market fully embraces the Internet compared to the production chain, making consumers feel more intuitive is the sales terminal of the car. New car sales, used car sales, auto parts, auto after-sales service, etc., under the wave of the Internet, car e-commerce has become the trend of the original, rapid expansion.
In terms of new car sales, car e-commerce has achieved normalization of promotions this year. In addition to the traditional sales platforms such as Auto House, Tmall, and Easy Car, Suning, Gome, No. 1 Store, Sina and other online platforms have also joined the gold rush. At the car-enterprise level, SAIC, Southeast, Toyota, Honda, GAC and many other domestic and foreign auto companies, or self-built channels, or launch corresponding models, to promote the development of online sales.
Among them, Dongfeng Nissan has set up a data marketing company to build its first auto brand O2O open platform with the vision of “e-person, e-car and e-lifeâ€. This is the first time that domestic auto brands have conducted in-depth exploration of self-built e-commerce platforms and big data services.
At present, although auto e-commerce companies are unable to circumvent the bottleneck of “online customers and offline transactionsâ€, they can achieve true “direct transactionsâ€. However, after the explosive growth of online sales of automobiles in 2014, it has already shown great vitality.
This trend is more obvious in the field of used cars, and online sales of used cars have made a big breakthrough. According to third-party statistics, in the first half of 2014, second-hand car e-commerce companies such as Youxin, Cheyi, Instant, and Happy Help achieved a transaction scale of 4.7 billion yuan, and 82,000 vehicles were sold. 3% of the total transaction volume.
At the same time, in the automotive market related fields, the Internet wave is also surging, and the traditional business model is suffering from the powerful impact of the Internet. A new automotive aftermarket business model is being established, which is the horizontal scale under low connectivity costs.
At present, auto parts suppliers such as tires, lubricants and spark plugs have opened flagship stores in Tmall and Jingdong e-commerce platforms; after the vehicle companies have vigorously developed the vehicle e-commerce platform, they have gradually extended to the after-sales field; while traditional third parties Service stores rely on their respective advantages to open up the market.
Nanfang Daily reporter Guo Xiaoge, Net Trends, and Resident Geely Automobile Deputy General Manager Chen Hongsheng:
Cars are a very traditional industry. For the Internet, the automotive industry must learn to embrace, explore and share. First of all, we must embrace the Internet and broaden our horizons so that consumers can reach out to products and brands. At the same time, we must increase our exploration efforts, that is, explore how to use the Internet to serve the automotive industry. For example, auto finance, how to deliver on the Internet after confirmation, there are car companies and network companies, financial companies to explore each other. Finally, we must learn to share, the car must be the same as the mobile phone, and will be the largest mobile terminal in the future.
Fu Yuwu, Chairman of the China Automotive Engineering Society:
In the past two years, the main promoter of the Internet of Vehicles technology was the IT enterprise, and the car companies were not interested. This is mainly because the application of the Internet of Vehicles technology has increased the cost of the whole vehicle, and consumer demand is not strong. However, with the development of technology, the Internet of Vehicles has obvious advantages in energy saving and emission reduction, and the fuel saving rate can reach 17%, which greatly enhances the driving force of car companies to use Internet technology.
From passive to active, car companies will affect the development direction of the automotive industry in the next five to ten years. Future new technologies will revolutionize the automotive industry in terms of products, production and business models. In particular, the car network that has received global attention will change the attributes of the car itself and create a new car ecology, which is a major opportunity for the Chinese auto industry to seek a big turn.
Jiang Jin Automobile Chairman An Jin:
The combination of Internet technology and advanced manufacturing technology has played an increasingly important role in the development of the automotive industry, which will revolutionize the production methods of the automobile manufacturing industry. Nowadays, more and more signs indicate that the Internet is beginning to infiltrate the value creation link, especially in the field of product R&D and manufacturing. The development of all-round network technology has also promoted the reconstruction of the relationship between enterprises and customers.
For China's auto industry, it is necessary to create a "Made in China 2025", which will enable Chinese industry to enter the 4.0 era. It is based on globalization, advanced manufacturing technology and the application and development of China's technology industry transformation and upgrading, which will definitely promote independent brands. Industrial structure upgrades and breakouts into high-end value chains.
Wang Xia, President of the Automotive Industry Branch of the China Council for the Promotion of International Trade:
China's car networking industry is still in the primary development stage, with problems such as lack of relevant standards and outstanding information security risks, and needs to be improved in cross-border coordination. To solve these problems, the first priority is that all kinds of enterprises emancipate their minds and break the boundaries of the original technical fields, so that the technologies in various fields can be continuously intersected, integrated and integrated. The second is to strengthen the cooperation between upstream and downstream enterprises and application service organizations to establish an ecological environment for R&D, production, application and service of the Internet of Vehicles industry.
Shanghai General Manager Wang Yongqing:
It was previously said that the Internet of Vehicles is a concrete manifestation of the Internet, and it is impossible to support a big country by the Internet alone. However, if the Internet is used well, it may be a child today, but tomorrow it will become a strong adult. Imagine what it is like after 5 years. In fact, it is mainly two words, car + Internet, the protagonist is people and cars, people and cars constitute the society, this is the concept of the ecosystem of people and vehicles.
For Shanghai GM, the car networking strategy is “unlimited in carâ€, and the core content is “in-vehicle information serviceâ€, “mobile entertainment/consumption†and “smart drivingâ€. How to control the impact of the automotive industry across the border, domestic auto people must think.
The Internet is not a "wolf"
The Internet and the car review the Internet is not a "wolf"
After the Internet boom swept across multiple industries, in 2014, a tentative embrace was held with the automotive industry.
This is mainly reflected in the fact that domestic IT giants are following in the footsteps of Google and Apple, and have joined the automotive-related fields one after another. The leader is the famous Xiaomi and LeTV.
Taking LeEco's "SEE Plan" as an example, the future will not only create electric smart cars, but also redefine the car's ecological environment and change the traditional value chain of automobiles.
Such a huge ambition, the auto industry shouted "the wolf is coming."
The idea that "the wolf is coming" is not a worry, but traditional mobile phone manufacturers are examples. At that time, Nokia, such a huge mobile empire, collapsed in a few years, behind the industrial upgrade brought by IT.
So, will the future auto industry follow suit? Is the "wolf" coming? In fact, the Internet and the automobile, although one is an emerging industry and the other is a traditional manufacturing, but the two are not on the opposite side. It is not the one who wants to change their lives. The better way is to “converge†rather than “deconstructâ€.
Baidu hand-in-hand BMW, Huawei hand in hand Dongfeng, LeTV hand in hand Beiqi, etc., behind these hands is more of a model of joint operation between IT companies and car companies, both of which use their respective advantages to enhance product advantages and achieve real innovation. The Internet has a direct and efficient mode of operation, and automotive traditional manufacturing has an extremely high technical threshold. This means that if the automotive industry can fully absorb the essence of the Internet, it will "learn the strengths of the students" and be able to enrich themselves.
Taking the vehicle design as an example, at the beginning of the design, how to obtain the demand of the consumer for the model, in the traditional mode, a dealer or a third-party company is required to conduct a certain amount of research on the target group, thereby forming relevant data. In the context of big data, car companies can communicate more directly and effectively through the Internet, avoiding the distortion of data and facilitating better reference.
To put it another way, the impact of the Internet on the auto industry may be an important "opportunity" for China's auto industry. Why do you say this? The technological revolution, eliminating the old model and breaking the existing industrial structure. In this tumultuous product technology upgrade, more new competitors will be born in the industry.
China's auto industry "market-for-technology" policy has been implemented for many years, and the results are not obvious. The market share of independent brands has gradually declined. This is behind the key technology of automobiles, which leads to a decline in product competitiveness. Nowadays, with the opportunities brought by the Internet, China's auto companies can use this to achieve cornering speed and shorten the technological gap with developed countries. Once the opportunity is properly grasped, it will do more with less.
2014 has become a thing of the past, and the convergence of the Internet and automobiles has been established. In the coming 2015, the story between the IT giant and the big car will be even more exciting. However, this kind of excitement is only for those who are prepared. Who can catch the Internet and make full use of the advantages brought by the Internet? Who will maintain a competitive advantage in the medium and long-term market in the future.
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