The second of the internet car: The car enterprise Gao not become the pig of the Tuyere

I talked about how to systematically conceive of a car built on the Internet: a small-treasure car, a person who believes that more than 80% of the assumptions in this system are technically achievable. A few years ago there are domestic car companies in this way to build the car, unfortunately, only the hardware level to create a similar car, did not use the Internet thinking to systematically solve the design, matching, production, marketing, after-sale and other issues.

So, I have some simple judgment, has become the scale of the car, it is difficult to become the founder of the internet car, cock silk reverse attack is more likely.

The systemic innovation problem of Chinese car enterprises Gao

We know that industrial times to judge the success of a business symbol, is a plant, machinery, warehouses, brand image, such as a series of visible objects, and the Internet is a natural rejection of these heavy assets, such as each car companies have a lot of authorized 4S shop, although tall, but expensive, are heavily invested, We know that these huge sums of money will be on the owners by various means.

Imagine, if the public out of the 1.4TSI almost exactly the same car, claiming to be the internet car, named Thump, priced 70,000 yuan (of course, the specific cost of the public know), and through the internet sales. Imagine what the result would be? I have tentatively imagined several manifestations:

One is the public's thousands of dealers do not do, I shop inside the quick teng sell not to go out, swollen do? All the dealers join hands to eat all the orders (if possible), and then put them in the 4S store for sale at the same price. Second, if you do not get orders, that only joint prosecution of the public, you received the authorization fee, but their own use of other channels to sell cars, thousands of of dealers class action. One thing is certainly not for the flop this car to do after sale. Third, if the single lawsuit is useless, that is to use a period of time before the house prices fall home buyers approach, run to the public headquarters smashed.

All of these are imaginary results (don't take it seriously!) , thousands of built a heavy asset dealers, huge to have no way to turn, or turn the cost is particularly large, this problem in front of the Gao car enterprises basically no solution.

The way to profit through information monopolies is backward, even immoral.

In a perfect regulatory system of automobile countries, such as the United States, if according to China's auto industry chain monopoly, such as not open model data, monopoly of car software decoding tools, monopoly auto parts channels, and even some of the car companies will be part of the likes of nagging (rights) of the owner blacklisted. If in the United States, the owner will be very angry, the consequences are very serious.

Of course, we are talking about the problem of the automobile industry with Chinese characteristics, if the current car supporting regulations iteration slowly, can not fully let the market competition and guarantee the interests of customers, then we can only use the Internet way to solve these problems.

When a car enterprise accustomed to success, accustomed to the posture of high, fare increase, deception, excessive use of the car, profiteering and so did not bring too much loss or negative impact, how to also how to. So the Chinese auto market, for these tall car companies, is a most comfortable greenhouse, how can the greenhouse grow towering trees? (and a dog can't spit out ivory in his mouth)

When a person or organization is accustomed to a successful, comfortable environment, in fact, is not conducive to their own growth. Take the current China's automobile industry, there is no doubt that there is the possibility of three losses: vehicle owners lose, the car companies also have strategic risk, the dealer's greater risk. Like the production of mobile phone Nokia, waveguide, Changhong or Konka, the future strategic risk will be very large.

Car companies ignore the owner's pain point, can not only earn the hardware level of money

The Internet emphasizes the experience, in the traditional car sales service field is really bad, the car is mainly high quality and low price, but often meet the 4S fare increase; the owner of the appropriate maintenance, 4S but with hundred dollars in the cost of selling thousands of dollars, but also intimidated: less than 4S maintenance does not give warranty! Car owners Request Fast service, 4S but with coffee candy, let you do a simple maintenance and so on for half a day.

Our small treasure car is first of all a price matching car, because there is a compact team, flat channels, light after-sales, transparent accessories prices, all practitioners in this industry chain, there is no huge investment to bring "bad" impulse.

Small treasure Car is also a high-quality mobile terminal, almost 24 hours in the owner side, use the mobile phone when driving the door, drive with intelligent driving system; When leaving the car, the mobile phone has a small treasure of the car's app, such as the summer through the mobile phone to start early start-up and air-conditioning start-up and so on, when the need for maintenance, the driving computer will send information to the mobile phone, User One-click Advance purchase and appointment. Integrate the needs of all cars and car owners into the car app and mobile app. (described above are fully achievable mature technologies)

Small treasure Car business model design is to solve the owner of the pain point as the starting point, all based on driving, parking, maintenance, insurance, refueling, rescue, and even friends of the demand, will be integrated in the mobile phone and car terminals, the use of the frequency will be very high, the hardware level of value and imagination is far less than the Internet and information brought about by the value of This should not be difficult to imagine.

Therefore, the Internet people do such things, the efficiency may be far higher than the traditional car, but the cost will be very low.

Owners can participate more and should know more

When the owner of the dashboard appeared on the fault code, I'm sorry! You get a service store to read with a professional device. For many years, the old company such as Microsoft has been evolved from DOS to WIN8, the driving computer in addition to technical improvements, and the interaction between the car is not much improved traces, or need professional equipment to read.

This is also the mentality of the car companies and monopolistic interests driven by the common role of the results, especially the European high-end car, all kinds of induction equipment to the teeth, to replace an electrical fault light on the light, which often let the owner feel anxious.

Look at the small treasure car is how to do: when the car electrical failure, the driving computer found fault, first do not need professional equipment; second, no professional technicians to read, the third is to give a one-time solution.

For example: When a small-treasure car engine appears a cylinder does not work in trouble, the phenomenon of the vehicle jitter weakness, the crane computer found the fault, but will not be a cold red fault code in front of you, the driving computer and the central console (that is, the navigation screen) real-time interoperability, while connecting the small treasure mobile phone app, Translating professional terms into a consumer language means that the language (or text) on the owner's phone becomes this: master! Our engine lacks the nth cylinder ignition system, probably is the ignition coil out of the question, small Treasure Special service shop replacement cost is 160 yuan, also has 40% possibility is the spark plug fault, the hard exchange price 60 yuan, all contains the hour fee, in you one kilometer outside has the special service shop of the small treasure, the telephone 888888, It is recommended that you do not travel more than three kilometers now, due to insufficient power, driving too much will hurt other parts, hurriedly!

Look, this human-computer interaction is more intimate.

After sale cannot become profit field

For car companies, car sales should not be a profit-making field, but the responsibility lies. But the vehicle enterprise uses authorizes the distribution system, collects authorizes the operating expense, will a kind of beautiful and idealized automobile life sells the car owner, but the fact is the general big city the same brand has many distributors, the automobile sale profit is repeatedly diluted. So the mode of authorization 4S looks beautiful, in fact, in the beginning is wrong.

Dealers in accordance with the requirements of manufacturers to build tall authorized iphone, to know that the cost of commercial channels is ultimately amortized on the customer, authorized dealers only income on cash profits, due to the car enterprises received authorization and other additional costs (such as margin, a one-time purchase number of units, etc.). When sales profit is lost, after sale profit must be supported by profiteering, so clean an oil circuit dozens of yuan cost can receive hundreds of thousand yuan, this is still good, some time ago the problem of Hangzhou Motor Show, there is a water tanker repair 190,000, the result is not changed what parts, such deception in the current heavy asset system inside, Moral preaching is an impossible solution.

Using financial leverage method to deal with possible large area of product quality risk

Car Modularization has made the car relatively stable, mature engine, gearbox, electrical appliances, such as the brand supporting business, has not been easy to appear large-scale defective products.

But the small treasure car, because did not use the dry type double clutch, the German system turbocharged engine, also does not use the air suspension and so on the unstable technology, lets the entire vehicle the systematic risk greatly to reduce.

Traditional car companies face quality defects in two ways:

First, a small defect, to actively recall, but also large-scale publicity, both crisis PR, but also brand marketing, this relatively common. For the small treasure car, this is certainly not a problem, all the small treasure car owners are real-time online, can be at any time with the small treasure headquarters contact, advance booking, appointment recall replacement parts all online, finished to the nearest shop to replace it.

The second is a relatively large defect, if a brand burning oil is particularly strong, the most serious run 2000 kilometers of oil pressure sensor plug will be reported fault, this flaw I personally think is the early stage of this brand product strategy, because the unified repair or replacement is almost impossible to complete the task, human, financial resources are problems. Therefore, in the face of such problems, the traditional choice of car companies can cover up to cover up, can not cover the Tai Chi, it is not pushed off to repair or change, of course, such a way to save money, but not fair to the owner.

Small treasure car in the product strategy to choose a stable technology, if this can not avoid large area of defects, such as a car brand broken shaft event, because the probability of product occurrence in a relatively controllable range, using the Internet approach to solve, you can use finance to intervene and share the corresponding risks, such as insurance, through actuarial or large data, Determine a risk value, by the small treasure car for each car quality insurance, when a large area of defects, the first by the insurance company to pay, I believe that the risk is far lower than the risk of traffic accidents, which can also enhance the owner's purchase confidence.