For auto, there is an inflection point that moves first.

Summary: Tencent technology Zong July 29 reported to Auto, is ushering in a move for the first inflection point. This April, the auto mobile end of the active user has more than 2.5 million, the traffic exceeds the current ranked third of the Love card car pc end 2.395 million of the internet

Tencent Science and Technology Zong July 29 report

For auto, there is an inflection point that moves first.

This April, the auto mobile end of the active user has more than 2.5 million, the traffic exceeds the current ranking of the third card car pc end of 2.395 million of the Internet daily users, the second-ranking car network 2.606 million PC traffic is also a matter of time.

Looking back on the history of auto, since Auto CEO Qingeo 2007, Auto has grown from a small company of 10 million revenue to a large company of 1 billion revenue, and has become a contender for the IPO. Now mobile-end active users are growing, and they are starting to revolve around the life cycle of the car on the mobile internet.

How to lay it out, Qingeo said, forget everything you've done before.

How to overcome the dark dilemma of light?

A web site launched on the PC side to the mobile end of the layout must face some confusion: is the mobile end as a PC-side extension, or do something completely different from the PC side of the content? Neither can be done, Qingeo said.

A rule is that in a large business unit (BU) to do innovation, inevitable encounter "black light." Innovation calls for a lot of resources, but returns are poor.

How to overcome the dilemma of black innovation under the lamp? Auto has adopted the model of returning to large business unit after independent development.

There is always a difference between the PC end and the mobile end. Auto selected the initial establishment of a separate BU for independent development of the model, covering the M-end, WAP end and app three mobile Internet traffic entry, app application covers Android, IOS, WP three mainstream platform.

In the 2011, Auto was set up in operation, technology, product design, operation management, etc. are completely independent mobile bu. Qingeo this definition, like a venture capitalist team, "rebuilding a auto on a piece of white paper to get unlimited ideas on how to meet the needs of users in selecting cars, buying cars, using cars, including used vehicles, on the phone."

The auto PC end becomes the mobile end of the resource pool. "An unlimited to copy to use, will never sue you for an enterprise." Qingeo.

By the first half of this year, mobile BU has been operating independently for two years. The situation has changed.

Qin found that the mobile Internet becomes more and more large, more and more rely on the resources on the PC. If the PC-side team with the mobile end of the KPI and target completely separate, but the whole enterprise development disadvantage.

"Mobile bu Apart from the product has been scattered, and back to the entire enterprise inside." Qingeo said that mobile BU completed the return after the solo flight.

Forget everything you've done before

Qingeo recalls that the suggestion to the mobile Internet BU team was, "Please forget all the things that auto did." ”

Over the past few years, Auto has done a lot to select and buy cars for Chinese car users, moving the end to think more on the vehicle level.

Qin gave the mobile team a clear goal, in addition to the traditional business, but also need to find three kinds of application scenarios. These scenes can only be used on mobile phones, PC side can not achieve, but the future has the potential for development.

"Auto," the user survey found that looking for a car or view car information is the user's most used function. Combined with the characteristics of the mobile phone, they launched a series of functions, such as last August, the new version to increase the voice to find the car function, hoping to improve the convenience of application operations and practicality. But the effects are very different from expectations. This makes the mobile BU team very depressed.

"There are a number of functions before doing user research, users are said to use, but after the discovery of it is not a rigid demand." Qingeo said that the mobile end of the heart flower flowers do not open, inadvertently inserted willow-lined feeling is very obvious. The user uses most of a function, is not the product originally expected, but another function, so in this gap and then began desperately to do the user more commonly used functions.

But this kind of depressed also has the harvest. Qingeo realised that in the case of mobile Internet layout, everyone was at a starting line, and no one was stronger than who.

"The first three scenarios are not good, we'll find six, seven." If there's a logical filter in the initial phase of something that's most likely to be used, we do it. "Qingeo said.

Qingeo a metaphor for dumping mud. "Innovation is like dumping mud on a wall to see which mud sticks." It's still going to throw mud on the wall, but before we do that, we'll have a little bit of a peek. ”

Return to the essential business model

Qin-Zhi analysis, automotive users of the demand for the internet is basically divided into 4 dimensions-to understand, compare, buy and share, car sites, whether the PC or mobile end is to enable users from the user to attract the eye to guide the user action changes.

Following this trajectory, the car site initially made a new car, helping users choose cars, information and communities naturally. With second-hand cars in China gradually, to help users sell cars and become a vehicle website function. Auto development is the same, around the automobile consumption life cycle of each link occupies a place, and now aimed at the automotive Service market.

"Follow the user, do the O2O, from the line to the offline, the site into the user in the car service before the first stop and the last stop." "Qingeo said.

Find and become effective "sales leads", which is the most essential business model of the automotive website.

And so tight layout moving end, also with business model. "Mobile phone is more convenient, such as a new car booking, a phone will be realized." After the changes in the application scenario, the conversion rate on the phone will be much higher than the PC. ”

Talking about the internet penetration of traditional industries, Qingeo that the real estate, car, tourism, recruitment of these four are similar, are online to generate sales leads, online to complete the real conversion of sales. And this service is to be done by line down. Internet companies in this traditional industry break the value chain, the Internet to change the traditional industry, and occupy a place.