According to Li Fengguo, author of this article Li Linguo, an auto industry practitioner, authorized by the author to release Lei Feng Network (search for "Lei Feng Net" public number concerned) .
Today, both the circle of friends and the media circle have been screened by the new generation of “net red†Roewe RX5. Chen Hong, the boss of SAIC Group, who has always been in suits and formal suits, even went into office wearing a T-shirt. Before Ma Yun came to power, the barrage of the live broadcast again exploded: "You are optimistic. My dad will be on the stage."
This is the difference between the Internet and auto companies in terms of brand names.
And I, just two industries have mixed, as an old driver with an innermost gossip, I will do some background introduction, both industries have introduced points.
China's Internet is only 20 years old, but China is already the world's largest concentration camp for patients with Internet addiction. . . In the era of mobile Internet, the "decentralization" of the Internet has been completely achieved. Before everyone saw news Sina, sisters are QQ chat room, now? Eat with public comments, sisters with the century good margin (sorry, is unfamiliar), see Guo mini with fighting fish (also my mini ~)
Any field that may be commercialized has been discovered, and then the fierce money is finally born to monopolize an industry. Regardless of whether or not to earn money, BAT and other groups are struggling to buy and buy... Not BAT people are stupid, and they are insidious, and they will explain later.
There are only two players in the global mobile internet - China and the United States. Did you go to other countries and ask about those apps with more than 100,000 daily active users? Perfectly miss the mobile Internet in Europe, in the future to catch up is also basically a play. So, a German person sees you on the mobile phone a few times and someone will give you a meal... You queue up at the cinema to buy the ticket. Don't get a QR code to get a ticket...
Get to this first. Remember one sentence: what the user needs is the content/service of the mobile internet . (In the past, Baidu became one of the Big Three of the BAT simply by holding the search box and selling the user to different bidders.)
| TelematicsPerhaps contrary to many people's expectations, the history of car networking is much longer than that of mobile internet, and it can almost match the history of China's Internet.
An Jixing, born in 1995. A few years later, I guess for the first time using win98, I also sneaked into Internet cafes to use the modem to brush the "Shangdu Information Port."
Why hasn't there been any breakthrough in the development of car networking for so long?
The reason is: Can you connect to the Internet at that time? Configure the car computer so low, do not want to open the web page. There was no public comment at that time. There was no WeChat shake, no ink weather...
After the advent of the mobile Internet era, we all had the possibility of bypassing Baidu, avoiding Putian Hospital, and evading phishing sites and directly accessing vertical domain services/content.
Get to this first. Remember one sentence: The car network was abused by smart phones (and the mobile internet behind it).
| Automotive industryIn addition to aerospace, automobiles are probably the industry that best represents the level of human industry.
In the history of more than 100 years, the big brands have been sustained by those families. The wind does not move, the rain does not spill, and the newcomers can’t afford to have more money. The so-called "industry barriers."
One engine has more ECU control codes than windows, and the real-time control of fuel injection requires a few milliseconds of abnormal levels. If you ping your own home gateway, it will take longer. Programmers are the darling of the new era, but they are still powerless in the automotive industry.
Yes, the code used by the automotive industry is more than a decade ago, and the hardware configuration is also very backward. But people can operate stably for 5 years and 100,000 kilometers. I know this sentence will be controversial. I will have the opportunity to expand it carefully later.
The following fact certainly will surprise the code farmers.
The car brand itself will not make a car!
The car brand itself will not make a car!
The car brand itself will not make a car!
True, the auto industry involves too much and the division of labor is very complex. As a result, it is impossible for each brand to do anything on its own, which is inefficient. The BMW transmission is very good. It is ZF. Mercedes's 1000-bar common-rail injection is pretty good. It's Bosch.
How does the car brand car come from? In a word: buy buy buy.
The core value of a car brand is the brand. The core competence is accumulated experience, system and process, and quality control. Many experience is a lesson learned from the lack of a lot of money. Many of them even come from the price of life.
Because of such a deep barrier, almost all car brands are arrogant and blind when developing new products. Why do you think that a person who started planning a car 6 to 7 years ago can predict user demand after 6~7 years?
Do not follow me with user research ... Oh, another day to write an article describes the car brand is how to develop a car for users from start to finish.
Get to this first. Remember one sentence: The car brand, Jiaojiao, has capital, and the problems cannot be eliminated.
| Ending the Foreplay, Beginning Roewe RX5Say first conclusion:
1. RX5 is currently the most integrated product in the automotive and Internet field, and has paid a lot of labor and hard work.
2. Don't expect its internet experience to reach 1/3 of your phone
Look at pricing
999,800 yuan is very low, but that configuration should not be too "anxious"...
This involves one of the "diseases" in the automotive industry: configuration bundles.
Want ESP? I'm sorry, that's 129,800 yuan.
Want to start without keys? I'm sorry, it was 138,800,000 yuan.
Want an automatic headlight or electric sunroof? Sorry, that's 148,800,000 yuan.
As for the lane departure and panoramic camera on the tall conference at the press conference, it was only available with a ceiling of 186,800 yuan.
Compared to the smart phone industry, can you imagine a low-end phone with no headphone jack, camera, and WeChat function?
If the iPhone has only 128G, there is a siri... 64G camera... hard to imagine
Do you want to cruise? Although there is hardly any increase in hardware costs, it's embarrassing that you have to buy the seat heating.
Say service and traffic for free for life
This can be said to be an attempt by the auto industry to try the Internet industry to make money by selling content and selling services. This relationship is a bit like building a house and doing a property.
It is indeed a substantial step, but the future route, how to make money, how to operate estimates are all confused.
why? Because the Internet industry itself did not think clearly. With so many "unicorns", you asked them how to make profits later. Many of the answers were "Our goal is to win the future and win users."
RX5 can't raise a bunch of bare-bones "dry sons" like BAT. You build an "internet car." In the end, it doesn't bring convenience to users and causes you to spend more money every month. It wasn't brought to the pit by internet companies.
This pit is relatively large, we all moved to the bench to see how to proceed.
Relationship between cars, users and data
Under the existing system, users are very painful to buy a car and use the car. In many cases, they are forced to slaughter at the 4S neck. No way, the car brand and the 4S shop wear a pair of pants.
In today's society, cars are probably rare alternatives - you spend money on it, and then you sell the company that sells your products. Then you have no possibility to solve the problem.
Sorry, forgot about real estate.
The core of this type of business model is "users are hello, I'm yours."
If a car brand sells a car, it loses contact with the user. If you want to understand it, you have to spend money on research. As for the investigation. . . Friendly reminder, the last S of the 4S shop is Survey Oh. Ha ha……
The truly valuable and accurate data comes from user behavior. The user behavior data from the Autohome and the Autobahn.com can analyze a lot of times with each click, check prices, compare models, and see which color has more pictures, not to mention They know which configuration of which car was sold in which city to which age?
Previously saying that big data does not make money, to recognize the car home and easy car network (the latter is more successful in this regard).
Standing on the user's head, what I need is to serve me and help me solve the problem. My brakes are broken. You have to tell me where you can buy the regular price. I went to fix an air conditioner and you told me it takes 5 days. I want to eat in Xintiandi, you better tell me in advance where parking is the best deal. In this area, users have many pain points, and many problems are caused by the auto brand itself.
Now, the relationship is clear.
What users want is the content and services of the mobile Internet. The automobile brand has the possibility of connecting the above content/service to the car. The actual content/service provider is the vertical field of each Internet.
BAT is not a stupid man, occupying a place and making sure not to miss the trend of the next era. It is an urgent need after living.
Remember a few words in the long foreplay?
What the user needs is the content/service of the mobile internet.
Car networking was abused by smartphones (and the mobile Internet behind them).
The car brand, Jiaojiao, has capital, and the fault cannot be changed.
in summary:
The Roewe RX5 is a big step forward, but there are still quite a few distances to reach the level of "Internet car" that the masses generally recognize. When you talk about the Internet, users are now using smart phones as a benchmark.
A good market has covered many terrible problems. When car sales fall, it basically begins to shuffle. China does not need so many car brands. The United States has left GM. British car brands have all fallen into dominance. The brands with the most brands are also Germany and Japan, and basically no more than five.
There are too many auto brands in China and they must be integrated later.
A car is a very complicated product and it has a variety of attributes in it. However, its "tool attributes" will slowly weaken. After you have been driving for several years, do you still care whether you are sent to work every day by Long Yat or Roewe? I would like to lie back in the back to sleep. Drops have already proved this.
From this trend, it is speculated that the Internet's invasion of cars will become more and more in depth .
Duanzi time
The SAIC people asked Ali's people: “Do you always speak to your horse? Are you prepared for the speech?â€
Ali: "We know where he wants to talk and we are not the leader..."
SAIC: "How do you take a photo when you get there?"
Ali: "He loves standing there standing there. How can we manage it?"
Why do some people want the black Roewe RX5?
Known as the first Internet car, subconsciously hit the face of all car brands. Look, my father and Ma Yun came out first.
A similar case is Liu Chao, who does not understand the level of the level, and comes out of bragging B is the initiative to pull hatred.
Another point of information
At the press conference, there were two most competing models mentioned in the barrage: Bo Yue and cx4.
Did the two claim to be "Internet cars"?
People's eyes are sharp.
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