After breaking through the city streets of department stores and media, the Internet has penetrated into the automobile industry with an annual output value of more than 3 trillion yuan. This time, it did not show the high profile of the offensive financial field, nor was it as embarrassing as the offensive real estate sector, but subtle but sharp.
On September 24th, domestic Internet giants Tencent and NavInfo released the overall solution for car Internet "WeDrive". In addition to providing Tencent product service to the owner, the program also realizes vehicle condition inquiry (mileage, fuel consumption, tire pressure, etc.), remote control (switching the door, switching lights, turning on the air conditioner, etc.), send to car (remote sending POI position information to Cars, auto-navigation, etc., and this has been done by traditional car manufacturers in the past.
Tencent has laid a number of pieces in the automotive industry, including Drips, Lubao boxes, and i-car life platforms. 21st Century Business Herald - Feife Information Researcher does not fully calculate that at least 20 Internet companies have entered the automotive industry. They have begun to change the industry from production to sales, from automotive electronics to automotive services.
On the other hand, traditional car companies have used the Internet to expand their business, and major auto manufacturers have built their own online malls. The Kaiyi Automobile, which is controlled by Chery Automobile, was developed towards Internet vehicles as soon as it was born.
In addition to confrontation, Internet companies have also cooperated with car companies. On September 21, Guangqi Honda and Yiche.com signed a three-year strategic cooperation agreement. The two sides will conduct comprehensive and in-depth cooperation in the field of automobile e-commerce. This is the first strategic cooperation between mainstream automakers and auto internet companies. Prior to this, auto manufacturers have cooperated with Internet companies such as Easy Car Network, Auto House, Tmall, Sina Weibo and so on.
Automobile manufacturing: "Internet-made cars" test Automobile manufacturers first cooperated with Internet companies to develop "Internet-made cars." The cooperation between Guangqi Honda and Yiche.com includes exclusive channels, auto finance services, used car repurchase, Internet vehicles, etc. In addition, the two parties plan to build Internet vehicles, attracting users to participate in the production and service of cooperative models. , timely reflect user needs.
"Through the Internet to attract users to participate, and respond to user needs in a timely manner, as Xiaomi enters the mobile phone industry," said the insider of the Yiche.com, "However, there is no specific solution for Internet vehicles, but a vision for cooperation between the two parties in the future." In addition, SAIC Group Signed an "Internet Car" strategic cooperation agreement with Alibaba. BAIC Group and LeTV.com are also discussing cross-domain strategic cooperation.
In addition to working with Internet companies, automakers have also built their own "Internet-built cars" system.
Great Wall Motor (601633.SH)'s Internet-built car program is mainly personalized, and the first car to be built is the new SUV H2, which was launched in July. In the H2 customization process, consumers select personalized design solutions through the Great Wall Auto e-commerce platform, Haval Mall, and customize the appearance, interior, equipment, etc., and place orders online to select dealers. Great Wall Motors produced on-demand orders based on online orders, and finally delivered them through 4S stores. Insiders of Great Wall Motor revealed that as a new model, the main order for H2 comes from Haval Mall. According to official data, in July and August, H2 sold 1,260 units and 3,859 units respectively, and the sales growth rate was obvious.
Chery Automobile's newly established car brand Kaiyi Automobile specializes in Internet-built cars. Zheng Weirui, general manager of Kaiyi Automobile, said on August 28 that Kaiyi is a future-oriented automobile company. Kaiyi will combine computer technology, Internet technology and traditional automobile technology to provide consumers with more intelligent and interconnected functions. Products, cars will no longer be just a means of transportation, but become a mobile internet terminal.
These phenomena indicate that what is happening in the mobile phone field is happening in the automotive field. Through the means of the Internet, automotive products and users will be flatter, and automobile manufacturers in manufacturing will have a tendency to become OEMs. In fact, a well-known automobile company, Zhejiang Shikong Electric Vehicle, entrusted the low-speed electric vehicle to Zhongtai Automobile (microblogging) production, and entrusted the logistics vehicle to Dongfeng Motor Manufacturing, which has already created this model.
Car sales: car e-commerce O2O model exploration Compared with the car manufacturing field, the Internet is more likely to invade the car sales field. Among them, the car home launched the e-commerce product "car mall" in early June this year, the first month of trial operation to promote 3,000 car transactions, involving 137 models of 36 car brands. Sina Weibo launched a two-week “Happy Car Season†from August 21st to September 3rd, leaving a group of people with incredible data: about 154,000 people clearly expressed their intention to buy a car. Orders of 61,726 vehicles, the total amount of orders reached 9.23 billion yuan.
Internet sales cars are the most direct impact on traditional dealers. Car dealers will not sit still and explore the "O2O model" to become the common choice of dealers, the main way is to build a mall or join hands with Internet companies.
Take the huge group as an example. The huge group online store was launched in November last year. According to reports, as of now, it has sold 10,000 units. Auto dealers such as Guanghui Auto and Property Zhongda have also established online malls.
A large group, Guanghui Auto related person to the 21st Century Business Herald - Feidi Information Researcher said that the Internet will not subvert car dealers. A large group of related people said that the car is a commodity, a key expenditure for the family, the experience is difficult to omit the program. In fact, in addition to the experience, offline stores also provide functions such as delivery, service, maintenance, etc., which cannot be completely replaced by online e-commerce platforms.
In addition to self-built malls embracing the Internet, teaming up with Internet companies is also the main strategy for dealers to respond to Internet shocks. And Internet companies have also taken the opportunity to enter the car e-commerce. At present, Taobao, Jingdong, Weibo and other large traffic users are trying to cooperate with dealers to import customer traffic.
Guanghui Auto Public Relations said that because of the more accurate marketing, the company is more inclined to cooperate with the automotive media. In an interview, the huge group said that some new stores and remote store networks accounted for 50% of customer traffic.
In the O2O model of the car e-commerce company that the Internet company cooperates with the dealers, the Internet company is responsible for the online customer traffic import, the dealer is responsible for the delivery and follow-up services. However, the dealers seem to be unable to get rid of the passive, in the cooperation between Guangqi Honda and the easy-to-car network, the sales of the 2014 collector's edition of the Odyssey car activities, dealers became the delivery channel. However, large dealers did not admit defeat, the huge group said that the Group's O2O strategy will be self-centered and complemented by cooperation.
Aftermarket: The beginning of the integration of maintenance outlets Tmall, Jingdong and other large e-commerce platforms have auto parts channels, brand and product coverage. At the same time, Jingu shares (002488.SZ) under the Twilight, Shanghai Tohu, Guangzhou Fast Express Province and other professional auto parts and components e-commerce platform also came into being.
21st Century Business Herald - Feidi Information Researcher counts data on various home appliance platforms. From Tmall statistics, as of September 23, the search for "automobile supplies" keywords can find 60020 related products, involving 201 brands, covering interior products, car appliances, beauty cleaning, universal seat cushions, modification upgrades, Driving car personal items, driving safety / emergency, car air purifier / oxygen bar and other almost all car products; search for "auto parts" keywords, you can find 7056 related products, covering 201 brands. In Jingdong search for "auto parts" keywords, you can find 125 brands, 28,688 products; auto supplies can find 370 brands, 30,000 products.
From the official website of Twei Wheel, Shanghai Tohu, and Fast Express, the products and services of the three home appliance platforms are similar, but some products have not yet been available. In this regard, Jingu shares to the 21st Century Business Herald - Feidi Information Researcher said that in the future, Twilight will sell products such as motor oil.
At the level of installation services, the wave of integration of maintenance outlets, which is supplemented by direct stores and franchised stores, has begun, but it still needs to improve national coverage. At present, there are about 60 outlets under the Twi Line, of which there are more than 20 direct stores and about 30 franchise stores, mainly in the Yangtze River Delta region. According to the company's plan, in this year and next year, the company's total number of stores will be expanded to 300-400, mainly franchise stores, direct sales stores gradually transferred to management, distribution, experience-based, franchise stores to pay per-payment services In the case of the fee, the tire is taken as an example, and the installation cost is about 20-30 yuan.
Shanghai Tuhu store layout is more national. Shanghai Tuhu official website shows that the company's stores have spread throughout the country's 17 provinces and cities, but also franchise stores. At present, the number of registered users exceeds 1 million, and the actual number of registered users exceeds 100,000. In the province of Guangzhou, there are 11 direct-operated professional car maintenance stores and 2 car-spraying centers in Guangzhou.
Different from Twei Wheel and Shanghai Tuba, it has also achieved extensive strategic cooperation with e-commerce platform to provide installation services for e-commerce. Fast Province is the first official authorized auto parts installation service partner in Jingdong, and also a strategic partner of e-commerce such as Taobao, Tmall, Gome, Pat, Meituan, Volkswagen Review, and Juhua. Fast and fast province was founded by Yu Hongjiang (microblogging), deputy general manager of the former FAW Mazda (microblogging) Automobile Sales Co., Ltd., and obtained venture capital from Xiaomi President Lei Jun and Yi Che.com President Li Bin (Weibo).
At present, in the post-market e-commerce structure, the large e-commerce platform is in a dominant position. Jingu shares on the 21st Century Business Herald-Fei Di Information Researcher said that the current customer diversion of the company's automotive aftermarket is basically from the Tmall flagship store, and the Twilight platform has few customers. Therefore, the company will now focus on expanding the franchise stores, and is not eager to promote the Twilight.
Shenyin Wanguo data shows that China's automotive aftermarket space is about 500 billion yuan. According to public data, only 7% of China's current auto supplies are sold by e-commerce, while foreign auto supplies online shopping is as high as 53%.
Internet of Vehicles: Business model is still immature At present, Internet giants such as Microsoft, Apple, and Google have launched car operating systems and formed their own large car companies alliance. With the help of smart phone systems to form a complete ecosystem, the Internet giant is expected to dominate the in-vehicle system.
The trend has already begun, BYD revealed that its new car G5 will be equipped with Carpad with Android system. Compared with the vehicle system developed by the current car companies, Apple's iOS system and Google Android system are superior in compatibility, intelligence and Internet ecology.
In addition to vying for in-vehicle systems, the Internet of Vehicles service has also been arrogant, and the BAT Big Three have been fully deployed. In April of this year, Baidu released the smart connected car product "CarNet"; in May, Tencent announced the "Luobao app + Lubao box + i car life platform" program, and detailed the overall idea of ​​entering the car network; Alibaba in the acquisition After Gaode Software, in July this year, Alibaba announced that it will build an "Internet car" with SAIC, which will integrate resources such as Alibaba Group's yunOS operating system, big data, Ali Communications, Gaode Navigation, Alibaba Cloud Computing, and Shrimp Music. Implanted into the car.
As the in-vehicle system is expected to be unified, the mobile Internet information service is expected to be embedded in the car networking service platform, and the car will become a veritable "fifth screen."
However, the business model of the Internet of Vehicles is still immature. Guo Weiqing, Director of NavInfo, told the 21st Century Business Herald-Fei Di Information Researcher that the company's mid-term car network business revenue growth in the middle of this year, mainly benefited from the increase in the penetration rate of the pre-installation market. However, the company still has no mature business model for how to use Tencent's platform and Internet resources, and said that the industry is still exploring business models.
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