Internet "intrusion" auto industry chain dealers to the forefront

In the breach of department stores, the media and other areas of the city, the Internet has been fully infiltrated into the annual output value of more than 3 trillion yuan automobile industry. This time, it did not appear to be so high-profile as attacking the financial sector, nor as hesitant to attack the real estate sector, but rather subtle but very sharp.

September 24, the domestic internet giant Tencent (00700. HK), NavInfo (002405. SZ) released the Integrated Vehicle Internet solution "fun driving wedrive". In addition to providing the owner of Tencent Products services, but also to achieve the query (mileage, fuel consumption, tire pressure, etc.), remote control (switch door, switch lights, open air-conditioning, etc.), send to car (remote send POI location information to vehicles, vehicle automatic navigation) and other functions, And that's what traditional carmakers do in the past.

Tencent has been in the automotive industry under a number of pieces, including dropping a taxi, Lobo box, I car life platform. 21st Century Economics Report-flight flute information researcher not fully statistics, at least 20 internet companies have entered the automotive industry, they have begun from production to sales, from automotive electronics to automotive services to change the industry in all directions.

On the other hand, traditional car companies have used the internet to expand their business, the main auto manufacturers have all built online shopping malls. Chery Automobile holdings of the Kai-wing car was born to the development of the internet car.

In addition to confrontation, internet companies and car enterprises also have cooperation. September 21, Guangzhou Honda and Easy Car Network (BITA.NSDQ) signed a three-year strategic cooperation Agreement, the two sides will be in the automotive industry and other fields to carry out a full range of in-depth cooperation, the mainstream car manufacturers and automotive internet companies, the first strategic cooperation. Before that, carmakers had cooperated with internet companies such as the Easy Car network, auto (Athm.nyse), Cat, Sina Weibo (WB.NSDQ).

Automobile manufacture: "Internet car making" test

First, carmakers are partnering with internet companies to launch "internet-making vehicles". Guangzhou Honda and Easy car network cooperation content including exclusive channels, automotive financial services, second-hand car buy-back, Internet cars and other aspects, in addition to the two sides also plan to build the internet car, in cooperation with the production of models, services and other links, to attract users to participate in depth, timely reflect the needs of users

"Through the Internet to attract users to participate, and timely response to user needs, like millet into the mobile phone industry," the car network insiders said, "However, the internet car has no specific plans, but a vision of future cooperation between the two sides." "In addition, SAIC Group (600104. SH) and Alibaba (Baba.nyse) signed the "Internet Car" strategic cooperation Agreement, BAIC Group and Le Video network (300104. SZ) is also discussing strategic cooperation across the field.

In addition to working with Internet companies, carmakers have built their own "internet-making cars" system.

Great Wall car (601633. SH) The Internet car-making scheme is the main personalized manufacturing, the first car to build the H2 is the new SUV model which was listed in July. In the H2 customization process, consumers through the Great Wall automotive E-commerce platform-Harvard Mall to select personalized design, customization, including the appearance, interior, equipment, etc., on-grid list, select Distributors. The Great Wall car according to the network orders on demand production, and finally through 4S shop delivery car. Great Wall car insiders revealed that as a new model, H2 's main orders from the Harvard Mall. Official data show that 7 August, H2 sold 1260 units, 3859 units respectively, sales ramp up significantly.

The new Chery Automobile brand, Kai-wing car, specializes in making cars on the Internet. Kai Wing Automotive general manager Zheng August 28, said that the Kai Wing is based on the future of the automotive industry, Kai Wing will be the computer technology, Internet technology and traditional automotive technology, to provide consumers with more intelligent interconnection function of the car products, cars will no longer just a means of transport, and become mobile internet terminals.

These phenomena suggest that what is happening in the field of mobile phones is happening in the automotive sector. Through the means of the Internet, so that the car products and users more flat, the manufacture of automobile manufacturers will become a foundry industry trend. In fact, an obscure car company-Zhejiang space-time electric vehicles commissioned by the Low-speed electric vehicles to the Thai car production, the logistics vehicle entrusted to Dongfeng Motor production, has pioneered this model.

Automobile sales: A probe into the O2O mode of automobile electric dealer

The internet is more likely to invade car sales than the car-manufacturing sector. Among them, auto in early June this year launched the electric dealer product "The Car Mall", the pilot operation has facilitated 3000 car trades in the first month, involving 36 car brands 137 models. Sina Weibo August 21 to September 3 launched a two-week "Happy car season", leaving behind a group of incredible data: during which about 154,000 People express the intention of buying a car, total reached 61,726 orders, the total amount of orders amounted to 9.23 billion yuan.

Internet sales car most direct impact on traditional dealers. Car dealers will not sit still, explore the "O2O mode" to become the common choice of distributors, the main way for the construction of the mall or join hands with Internet enterprises.

To a large group (601258. SH) For example, the huge group of online shopping mall was launched last November. According to the disclosure, up to now has accumulated sales of 10,000 units. Guang Hui Automobile, the property is big (600704. SH) and other auto dealer groups have also set up online shopping malls.

"The internet will not subvert car dealerships," said the flight flute information researcher, a huge group and a car-related person to the 21st century Economic report. Large group of people said that the car is a commodity, a family of key expenses, experience is difficult to omit the program. In fact, in addition to experience, offline stores also provide car, service, maintenance and other functions, can not be completely replaced by online electronic business platform.

In addition to building a mall to embrace the internet, and Internet companies are also distributors to deal with the internet impact of the main strategy. And internet companies are also taking the opportunity to enter the automotive electricity business. At present, Taobao, Beijing-east (JD.NSDQ), micro-Bo and other large flow of customers to try to cooperate with distributors for its import customer traffic.

Because of more accurate marketing, the company is more inclined to work with the auto media, the communications department said. A large group said in an interview that some of the new stores, remote shop network import customer traffic accounted for up to 50%.

In the Internet company and the dealer cooperation O2O mode, the Internet company is responsible for the online customer flow import, dealers responsible for the delivery of vehicles and follow-up services. However, dealers do not seem to be able to take this out of the passive, in Guangzhou, Honda and Easy Car network cooperation, sales of the 2014 edition of the Collector's version of the Odyssey car activities, dealers reduced to delivery channels. However, large dealers did not concede defeat, the large group said, the group O2O strategy will be self-centered, supplemented by cooperation.

Auto Post market: Maintenance network integration Wave begins

Day Cat, Beijing-east and other large electric platform have auto parts channels, brand and product coverage. At the same time, the gold fixed shares (002488. SZ) 's special-Dimension wheel, Shanghai pedestrian tiger, Guangzhou good fast province and other professional automobile parts electric platform also emerged.

21st Century Economic Report-Piper information researcher statistics the home appliance business platform data. From the cat statistics found that, as of September 23, search for "automotive supplies" keyword can find 60,020 related products, involving 201 brands, covering the interior supplies, car electrical appliances, beauty cleaning, universal seat cushion, modified upgrade, driving personal supplies, driving safety/emergency, car air purifier/ Oxygen bar and so on almost all automotive products, search "Auto Parts" keyword, you can find 7,056 related products, covering 201 brands. Search for "auto parts" keyword in Jingdong, you can find 125 brands, 28,688 products, automotive supplies can find 370 brands, 30,000 products.

From the special dimension Wheel, Shanghai Road Tiger, good Fast province's official website to see, three appliances business platform products and services similar classification, but some product categories have not yet products. In this respect, the gold-solid shares to the 21st century Economic report-flight flute information researcher said that the future of the special-dimensional wheel will be the sale of oil products category.

In the installation service level, to direct the shop as a supplement, the main branch of the maintenance network integration Wave has begun, but still need to improve national coverage. At present, the special-dimensional wheel line stores about 60, of which more than 20 stores, more than 30 stores, mainly distributed in the Yangtze River delta area. According to the company's plan, in the next two years, the company's head office number will be expanded to 300-400, to join the main shop, direct shop gradually into management, distribution, experience mainly, the franchisee to take the way to pay service fees, to tires, for example, installation costs about 20-30 yuan.

Shanghai Pedestrian Tiger Store layout more national. Shanghai Pedestrian Tiger Official website shows that the company stores have been all over the country 17 provinces and cities, but also to join the main shop. At present, the registered user is over 1 million, the actual transaction user is over 100,000. Good fast Province in Guangzhou opened 11 direct professional car maintenance stores, 2 automotive sheet Metal Spraying Center.

and the special dimension Wheel and Shanghai Road Tiger different, good fast province also with the electric business platform to reach a broad strategic cooperation, to provide installation services. Good Fast Province is the first official authorized Auto parts Installation service partners, Taobao, Cat, Gome, Pat, the United States, the public comments, and other electric business strategic partners. Good fast province by the original FAW Mazda Auto Sales Co., Ltd. Deputy general manager Yu Hongjiang was founded, and obtained Millet President Lei, easy Car Network President Li Bin venture capital.

At present, after the automobile market electric quotient pattern, the big electric business platform occupies the dominant position. Jin Gu shares of the 21st century Economic report-Fei flute information researcher, said that the company's automotive market after the customer diversion from the cat flagship store, the special dimension wheel platform own customers very few. As a result, the company will now focus on expanding the franchise, not in a hurry to promote the special dimension wheel.

Wanguo data show that China's auto market space of about 500 billion yuan. According to the public data, China's current auto supplies only 7% of the sales from E-commerce, while foreign auto supplies online shopping as high as 53%.

Car networking: Business model is still immature

At present, Microsoft (MSFT.NSDQ), Apple (AAPL.NSDQ), Google (GOOG.NSDQ) and other internet giants have launched the car operating system, and the formation of their respective large car-enterprise alliance. With the help of smart phone system to form a perfect ecosystem, the internet giant is expected to unified in the car system.

The trend is now at the beginning of BYD (002594). SZ) revealed that its new car G5 will be equipped with the Android system Carpad. Apple's iOS system, Google's Android system, is a better match for compatibility, intelligence, and the Internet than the current car-development system.

In addition to the competition for car systems, car networking services have been sword-made crossbow Zhang, bat three giants have been fully layout. In April this year, Baidu (BIDU.NSDQ) released the Intelligent Interconnection Vehicle Products "CarNet", May, Tencent announced "Road Po app+ Lobo Box +i Car Life Platform" program, and detailed description of the whole train of thought to enter the vehicle network Alibaba in the acquisition of the Software (AMAP.NSDQ), this July, Alibaba announced and SAIC to build an "internet car", will integrate Alibaba Group's YunOS operating system, large data, Ali Communications, high navigation, Ali cloud computing, shrimp music and other resources, implanted into the car.

With the car system is expected to unify, mobile Internet Information Services are expected to implant network services platform, the car will become a veritable "screen five."

However, so far, the car networking business model is still immature. Four-dimensional figure new dong Guo Minqing to the 21st century Economic report-Fei flute information researcher, the company's medium-term car networking business revenue growth this year, the main benefit from the market penetration of the front of the rise. However, the company still does not have a mature business model for the use of Tencent's platform and Internet resources, and says it is still exploring business models across the industry.

(Responsible editor: Mengyishan)