A more than 10-year old Chen in the auto industry was doing a project called a car guard.

March 31, Lao Chen told me that he was just holding an idea in his heart not to vomit, at that time did not think can actually make a project. But after the article issued, one of his micro-letter group, a QQ group has been full. There is a friend in the Tesla to change the fluid structure, the intention to reduce the energy consumption of the Beijing people, Changan Ford product Strategy Department of the senior executives, but also have a dream of the car professional students in school. When someone tells him in the first sentence, I am very interested in your little treasure car (he was just improvising the name of the internet car) and he was embarrassed to answer people when he wanted to join your team. Group of Lively abnormal, express their opinions, precipitated a lot of content. So he decided to organize a second article to explore the advantages of the Internet team compared to the traditional car giants, refine their ideas, and start to build a team.

April 12, Lao Chen again to contribute. At this time he has his initial team, his own forum, but also the courage to go down. But this time it's not old Chen's own article, but in the forum another old Chen (temporarily called him as the old crab) sincerity of the work--discuss how small treasure should be from the actual start to the internet car this thing really do it (the group will occasionally appear some pessimistic mood, to the small treasure to question). Old Chen saw old crab article very excited, found a confidant, also found a team of another core members. So he wanted me to send the old crab article as a third article.

The core value and three-step strategy of Xiao Bao automobile

What is the core value of a small treasure car? How to realize the realization of the small treasure car from the idea to the new car? These two problems in the old Crab view, is actually a problem-to do a low-cost, realistic good products (app seems to me more practical), and then began to "Circle money" (financing), design, trial production, and finally realize the ambition of small treasure Internet car.

In my opinion, the core value of the small treasure car is the following points:

High cost performance, implementation-design based on existing templates to optimize, the use of mature modular hardware, the sale of millet-type booking hunger marketing (mainly for the continuity of factory production), production because of low prices, beautiful design and so to achieve large-scale production; profit on the low profit, rapid expansion of the model, At the same time almost cut off all middlemen; after the sale, one is "car protection model" to reduce maintenance costs, the second is the design and implementation of oil, durability and other characteristics of reducing the cost of use.

Low prices, covering a wide range of people, quickly reach the effect of expansion.

"Personalized" (Lego and Ikea) and aesthetic design.

Car Bao Join the establishment of the network and continuous expansion (extremely important, can be said to be the most solid backing and foundation of small treasure)

Intelligent overhaul hardware and software integration, so that people who do not know the car (small treasure of the important target group-the income of people who do not understand the car) thoroughly do not have to worry about being slaughtered. (less important than MIUI)

Do not think that the core value of millet lies in Miui, although it is easy to use, but its very low price (sales early near not make money) and High-performance is the real "killer" (can refer to the number of Red rice reservation).

Goal: To be a good car that anyone can afford (it seems to be Henry Ford's goal; how many of the younger generation in China can say they could afford it?) Against the fact that Americans are almost 1-16 years old to buy a car with a driver's license, Xiao Bao needs to guide a "revolution" in the popularization of automobiles.

"Three steps" strategy

The first step, I call the "Car protection strategy", the specific points are as follows:

The continuous development of car protection Bao joined the entity shop, the establishment and improvement of the franchise store margin System/Application evaluation System/FAST payment function/"Standardized operation" supervision (mainly in front of two points); The establishment of network authorization system (can be based on security, credit, evaluation, etc. authorized for several levels, but can be found by the car Bao app)

The aim of this step is to cast a net, catch fish, set up the "logistics" system of the small treasure car, while laying the foundation for the car to protect the treasure app.

Relying on the car to protect the treasure to join the store to build a car to protect the treasure app (not necessarily the car to protect the Treasure app defined as a narrow small treasure authorized repair point, it can be a car repair point of all the "Address Book", but the credibility of which is uneven, and this Taobao also experienced, and its content includes one-click booking/payment (core point , from Taobao to Rob Business, set up a small treasure of the payment platform and credit platform), auto parts/repair prices, automotive general knowledge (overhaul and so on); the owner can sell, advertise, etc. through the app.

This step is mainly to expand the car to protect the "user area", while forming a profit model. No cash flow is difficult to conduct next or to invest or finance. (If you are a guest in Beijing, please eat large chicken, hehe)

Start the development of vehicle protection software and hardware integration of intelligent fault detection equipment, if possible, corresponding to a certain or several models of sales, to test the market demand and response (if successful can obtain a certain cash return, in favor of financing or investment, if the failure is better than in the small treasure car after the failure is better, This step is equivalent to Lei first put MIUI after the millet machine)

In the car to protect the treasure to join the store, Car treasure app, car Bao intelligent fault detection System three highly integrated, and realized the profit and expansion, I think the small treasure car is mature enough to enter the design phase. At this stage, I think it will take at least one or two years, the so-called chew.

So, the second step I call the "small Treasure Car Strategy"

This step is not too much to say, if the "first step" small treasure to go steady enough, good enough, then the brand effect of small treasure must have been to tens of thousands of households, at this time, the circle of money is almost ripe, if the small treasure in this step is not disorderly, not greedy, adhere to the front of the five point "core value", I can hardly think of where to go. I personally appreciate Li Shufu, but will it help the foundry? ）

Of course, this step still needs to focus on user needs, the use of "pre-Sales" mode (first pay after delivery, to ensure the continuity of the work of the Factory), the integration of various marketing tools to ensure product quality, to find transportation channels-of course, to find a substitute factory is the most important ...

In addition, I think China's pure electric cars have no future in the foreseeable future-especially when the company is still small. The grid is hard to cover China's vast territory (a staggering cost), and the charge time is too long (would you like to charge for one hours?) ), typos dynamic performance and so on poor oil power (the same price); Xiao Bao should focus on the present, rather than the future, if five years 10 years after the revolutionary evolution of electric power, relying on the internet can still qingshenjianfei the small treasure Car transformation.

Step three, business expansion strategy

At this point, the small treasure car should also become a half "Big Mac" type of company-low-end car market near saturated, bloated staff system, profit began to decline extremely low, the company began to popular bureaucracy rather than innovative thinking, the administration began to replace the research and development staff to make the decision ...

Of course, it's just a casual talk ... As a non-HR expert, my recommendations are as follows:

Set up a small-car financial business model, such as car loans and car insurance.

Set up a complete small-treasure second-hand car recycling-renovation-sales business. (As with the car Bao app, the renovation of a second-hand car should not be limited to the small treasure of its own car, but the small treasure car can be preferred)

Should we consider using internet thinking to kill into the real estate industry? (as I said at the beginning of the micro-letter)

According to my humble opinion, Xiao Bao today is to build a car to protect the Treasure app (refers to all the car repair point of the "catalog", a similar Taobao but only do car repair/maintenance/fast payment applications).