Bat Next "Fight" field: Car Internet

In the past year, the domestic three major internet companies, Baidu, Ali and Tencent in the giant to the oligarchy of the evolving trend of increasingly obvious, the complex competition and the battle is becoming increasingly fierce. In such a near-incandescent scramble, the capital injection has become the most efficient and fastest strategic layout means, three frequent shots, often tens of billions, only for the high flag, refused to enemy thousands of miles away.

From mobile distribution, to map software, to group buying sites, electric business sites, taxi applications, numerous areas, there are many, even including some of its own not too much related to the field, but the bat in order to future their own long-term layout, had to advance layout. In the context of nearly all areas of the Internet, an industry that has been spied on for a long time, slowly surfacing--car Internet.

The car Internet is bound to be the field of BAT's desperate future. And as far as I know, now the three giants have begun to dabble in the front/rear of the market business, but also in the form of Third-party access in the cooperation, and there is no large-scale input, the present stage is more like a trial and groping stage.

In the face of such a layout storm as bat, the original car http://www.aliyun.com/zixun/aggregation/5162.html "> Internet site will have what choice?" This is the first of two established car sites that have already been listed- -Easy car network and auto. The rapid development of the Internet, let two also continue to adjust and optimize their own development strategy, last year by the two-led car electric business war, Bai's performance, in the Internet mercilessly brushed a sense of existence, but also accelerated the bat's footsteps in the automotive sector, while, How did the easy car network and auto Choose the way to face the coming bat storm?

According to the previous two senior leaders in the media and their respective product planning, you can sum up the development strategy of the two: Easy car is platform into development strategy, auto adhere to the media value attribute. Is the strategy sufficient to support its survival in the storm? Let's look at it from three sides.

Traffic entry

Since the two strategies are different, the perception of the flow entrance is different. Auto Walk is the media attribute route, believed that the flow can obtain through the self fermentation operation, and transforms into the actual value. However, with the constant change of users ' needs in the station, the content of the website will be difficult to keep up with the renewal of users ' needs. We often say that traffic is not loyal to say, and the root cause of the reduction of loyalty is the user needs and content of the conflict between the supply, which is the own flow in the value of the transformation of the drawbacks. Once the user generates new requirements and the content does not match, internal traffic is quickly escaping. Because this kind of flow is "to circle", not depend on already have the service content "attract" come, moreover now the auto has three years earlier than oneself the direct competition easy car, it does not have the abundant time to slowly train the station flow. Easy car because has been focused on the product's marketing tool attributes, this just gives the easy car all-round development of the external flow of the opportunity to accelerate their own platform layout. Yichao in the service content and marketing tools provided by B-end, so the access to external traffic will be more obvious to play its own value. But because the easy car network and auto business is partly coincident, so the former AM and Baidu also signed a 360 exclusive strategic cooperation. According to the meaning of the car, regardless of the flow from where to fall, it is not important, as long as the service is what I provide.

For traffic entry, Auto's view is that I am the media, there is no need to spend money to buy traffic, I can go to transformation; The view is that I am a service platform, where the user, I will appear, as for users where to appear, it is difficult for me to control.

Mobile End Development

From the two product numbers, attribute positioning and basic functions we can obviously feel different routes. Yi Car owns 15 applications, to "auto quote Daquan" as the main representative, more than a single point tool features. Auto has 5 applications, mainly "auto" as the main representative to information properties, with a little tool function. In fact, from the number of products can be verified above the different strategies, easy car because positioning as a platform, so do not worry about mobile products because of the need to be scattered, to tools as the starting point, user needs will eventually return to the platform. Auto because to adhere to the media value attribute, so the PC product translation to move, and as the main force to promote. But as we all know, mobile internet users are now more fragmented at the mobile end of the day, pay attention to the use of anywhere, need more is "results", not "process", unlike in the PC side has enough time to browse, so auto because of the "media" attributes of the constraint, and constraints on its mobile end of the development.

We look at bat three platform-level products, Baidu's light application, Ali's Alipay, Tencent's micro-letter, access to the "tools" of the application of the main, because the platform needs is the result, not frequency and browsing time, although the frequency and browse time is good, but the commercial value is low.

Cooperation and openness

I always felt that auto was very confident (or even conceited) about the need for cooperation, that I didn't need it. I produce the flow of their own, to serve their own to undertake, with what to separate a cup of soup. Last year's car electric business war, spending huge sums of money advertising to create a car festival, it shows its reluctance to play with another mentality, although after being easy to launch Yi Hui and Sohu car will narrow the road, but at least after the listing on the way to a certain cushion role. In contrast, the shelves of easy cars are not so high, who can dock my service content, we can sit down and talk about. Last year, the double 12 and Taobao, Beijing-east cooperation, a few days ago, the United East and Beijing to reach strategic cooperation, full access to its open platform, continue to insist on where the user, I will appear in the platform of the strategy. In fact, in my opinion, the easy car so cooperation there is also a consideration behind, that is, for future large-scale cooperation with bat docking pathfinder. Baidu has not given up on the pursuit of the electric business, and now a lot of glutinous rice, in the future will certainly continue to dig O2O this road. Ali Needless to say, Tencent has a micro-letter is also self-confidence, the electric dealer's small flames have been burning. Qiao is the easy car cooperation of the Jingdong is not long ago with the background of Tencent Capital, and easy car and auto control of the car O2O This resource is bat three coveted.

Although bat three now does not have a large-scale strategic docking with the easy car and the auto, but will certainly have the deep contact in the future. And now, is the best running-in and exploration phase.

Platform Strategy vs Media value

It is clear from the analysis that the easy car development strategy is smart because it is positioned in the platform, access to more resources, let themselves into the can be kept, "attack" that is, and bat has further contact, "Shou" is to keep their own service resources from erosion; auto did not give himself a plan to "attack", All on the "Shou", the advantage of such a gamble is that once the guard, it can be a few money, the disadvantage is that once you do not hold, then the city lost, no offense. With the current development rate of the Internet and the development of bat, look, "shou" I am afraid it will be very difficult, the car Internet so big market, bat never may not dabble, we can even guess under bat injection after the means of entry, Baidu continued to implement the middle page strategy, Ali access O2O map, Tencent put its own car channel packet sent to each other after the micro-letter "nine Sudoku."

In the field of automotive Internet, Bat Storm will soon come, under the storm of the Internet companies should now do is to clench their fists, planning their own strategic direction, for future capital injections, strategic cooperation negotiations ready their bargaining power chips.