Why did the Internet Army head into the car?

Guide: The car has become the giants of the new competitive track. But one question is that Tesla's defeat in China is at hand, why are the Giants still so happy?
Baidu CEO Robin Li said Baidu has started to study smart cars and is working with carmakers.

China will encourage internet companies like Wei to develop electric cars because they have the potential to create new production models for the auto industry, said Minister of the ministry.

"Mobile internet era, the automobile industry is facing a great revolution," said Jia Yue, chairman of le-Vision.

......

From foreign Apple, Google to domestic bat and other giants to start the layout of the auto industry, according to market level news, Apple has launched the development of electric vehicles, the force will be put into production in 2020. In January, Google said it wanted to implement driverless cars on the road in five years.

In China, March 12, Ali and SAIC held a conference, joint venture to set up a 1 billion-yuan "internet car Fund." This is further after the strategic cooperation in the middle of last year, which marks the formal entry of Ali's cooperation with SAIC into a substantive stage. According to the news from friends, Ali and SAIC are also preparing to form a joint venture.

According to the description of the two sides, the fund will take the capital as a link, connecting the advantages of both resources, promote the "Internet car" development and operation platform construction. At the same time, the fund will be an open capital platform to attract more internet car participants in the future.

Cars have become the new competitive track for Giants. But one question is that Tesla's defeat in China is at hand, and the Giants are not going to see it, and they are still enthusiastic about entering the industry.

The real reason may be that the lure of the interconnection is irresistible compared to the defeat of Tesla, and that Tesla's failure in China is not in essence the fault of the internet car industry, but that Tesla took the wrong approach at the wrong time.

Tesla's confusion-environment, branding, service

This February, the global vice president of Tesla, Greater China CMO Jin Jun resigned. Prior to Jin Jun, Zheng Shunjing, general manager of Tesla China, resigned last April, replacing Zheng Shunjing's Wu Bixiang as Tesla.

In response to the frequent turnover of senior executives, Tesla China is undergoing a massive job-cutting, most notably because of its 30% per-year sales target in the region. (For details, see Titanium Media article "Tesla China performance is very bad, Matt tough layoffs")

To analyze Tesla's failure in China, it is easy to draw the following conclusions later.

First: environmental factors.

As a pure electric vehicle, Tesla has built more than 200 super charging piles in China and nearly 1000 destinations. It seems to be developing well.

But this is far from enough. Data released by Sinopec in 2006 showed that the number of its proprietary gas stations reached 28,000.

Second, the brand.

Tesla compared with BMW, an ordinary person at the same price, will choose which one?

Tesla's lively, in fact, currently confined to the technology circle, outside the technology circle, many people may not know the brand. For example, we are talking about the tyrants boss who has been using Nokia 1100 or Samsung clamshell. And this group is one of the most able to buy the people of the Tesla.

In addition, the Chinese people buy a car is a large part of the problem of face, if the real is for driving experience, it can only be a minority, but you buy a Tesla, and how many people know it.

Finally, service.

How many car repair shops in China can provide Tesla repairs?

Other problems, such as experience and excluding, have been rejected by almost 99% of the three users before they buy a car. In addition to the current Internet for Tesla experience and other problems of the spit, Tesla certainly difficult to sell.

Take Ali, SAIC, for example, where is the heat of the internet car?

Despite Tesla's problems, sales in China suffered a Waterloo failure, but it is clear that China's technology giants are still enthusiastic about this.

A big part of the reason is that the internet car represents the future, Tesla's failure in China is not the industry's failure, but the first to enter the industry's tuition.

Internet car-carrier, closed-loop, space

First for Internet manufacturers, the car is a natural carrier, a terminal.

This carrier can provide the role of the import, previously, Baidu has issued an intelligent interconnection vehicle products "Carn et", Tencent also launched Tencent Road Treasure 2.0 and the first car network landing products Road treasure box.

But these are part of the stage, car equipment, many of the basic functions can be replaced by smart phones, from this point of view, the car is the best hard entrance.

Many of the layouts based on the entrance to Ali will have much more room for imagination, and that is true. Previously, SAIC has announced that Inkanet vehicle information Service will integrate Alibaba's YunOS operating system, large data, Ali Communications, high navigation, Ali cloud computing, shrimp music and other resources.

Second, the closed-loop effect.

Ali in the mobile internet era behind Tencent is an indisputable fact that Tencent in the software layer relies on micro-letter of the powerful entrance to almost form a monopoly pattern.

And Ali's pay treasure, mobile phone Taobao, etc. are tool attributes, do not have a strong entrance effect, so Ali began to go up, to build Ali YunOS system, itself, to move the network of the ecological hardware >OS> software. But Ali YunOS system lack of effective landing point, Ali also invested in the charm of such a mobile phone manufacturers to seek a landing point, the cooperation with SAIC can be analogy to do for the Phantom of the investment, looking for OS end of the landing. (For more information on titanium Media related articles "SAIC Internet, Ali Ecological Circle")

Finally, space.

Data show that 2014, China's new registered car 21.88 million vehicles, a net increase of 17.07 million vehicles, both indicators reached the highest level in history. By the end of 2014, the number of motor vehicles in China amounted to 264 million vehicles, including 154 million vehicles, and motor drivers broke through 300 million people, of whom more than 246 million were driving.

The car market has a huge space and continues to grow, but like other industries that are facing change, the car is a one-off benefit, and after the car is sold, the user and the manufacturer are basically out of relationship, unless maintenance.

But this group of people who can buy cars is actually a group of people with strong spending power, how to continue to gain from the group after the car is sold, which is why Ali hopes to enter the industry, because internet companies have a natural advantage in this respect.

Change-openness, innovation, integration

In other words, the traditional car industry, the past few years the traditional car industry is difficult.

According to a data show that 2014 National auto production and sales of 23.72 million vehicles and 23.49 million vehicles, the year-on-year growth of 7.3% and 6.9%. Car sales hit record highs and continue to be the world's first. But an indisputable fact is that in 2013, 22.1168 million cars and 21.9841 million vehicles were grown, up 14.76% and 13.87%.

Open to seek more opportunities

The car market is approaching saturation, which means that the market no longer have the imagination space, the car manufacturers must seek new opportunities, at this time the advent of Internet cars is undoubtedly this new opportunity, a market reshuffle licensing opportunities.

So, we see SAIC and Ali working together, and set up 1 billion Yuan fund to recruit more internet car participants.

In the face of a new era, the closed car industry is gradually opening up, which is open or forced, but this is a huge step in the industry.

In an interview with the media, the Internet Era Automobile Enterprise Transformation Research institute Secretary General, Peking University new Interactive Internet strategy Laboratory deputy Director Shili, "The car industry is no longer like the automobile industry, but the integration of a variety of factors in the composite industry." Like the lake in the heavy rain, the agitation of the water is not clear whether it is rain or lake, but the ultimate effect by who is not important. ”

When sales were 5.6 million last year, as SAIC, China's first-ever sales, began to open, other manufacturers do not need to say, it is understood that Guangzhou auto also increased in the contact with an Internet company to discuss cooperation matters, Chery and easy to wait for the cooperation, the North Steam and music has launched a cooperation, Baidu and a car manufacturer's cooperation is also steadily underway.

The benefits of openness are obvious, "in addition to cooperation, SAIC and Ali cooperation there are more points of integration, such as in the logistics of cooperation, Ali has the world's most efficient logistics system, SAIC can be in this link to cut; In addition, SAIC can also take advantage of Ali in the large data integration, Mining more potential users. "Shili said.

"We think it's time to redefine the car, which is simply defined as a vehicle, and now at least the car industry is a mobile terminal that needs more services than it does at home," said Chen, chairman of SAIC. The car can provide a one-stop solution to travel, as well as the corresponding service in the journey, certainly higher than the requirements of the home. ”

What are the areas of innovation and integration?

The innovation and integration brought by the cooperation between automobile enterprises and the Internet can be said to be multiple dimensions.

Last March, SAIC set up a car-sharing network to get through the user's entire life cycle. October, the car to enjoy the network of second-hand car trading platform "enjoy the film" on the line, SAIC officially dabbled in the field of second-hand cars trading.

In addition, SAIC has launched a timeshare-like bike-type travel solution.

But these are relatively early innovation and integration, deeper is not involved, this time with the deep cooperation with Ali may be due to this aspect of consideration.

Chen introduced that SAIC is not satisfied with the traditional positioning of the car manufacturers, the company will seek to provide consumers with products, services, the transformation of integrated service providers.

SAIC chief Engineer Cheng Thunder in the Conference also said that the Internet will become a basic vehicle properties, to help users in the car and enjoy travel services to solve the "pain point" to create "dessert." The car of the future must be Internet.

For example, we take the biggest pain point of user travel-traffic jams.

At the end of last year, Shenzhen began to limit its licences, and Shanghai will continue to tighten its control over the running time of foreign licences in the two quarter of this year.

During the two sessions this year, the National People's Congress representative, the Great Wall automobile president Wang said, "The car limits and the purchase restriction policy to" the blocking "after the short-term effect ended, its continuous governance effect is not optimistic, is" the symptom not the root cause "policy, also causes the public to the government" the lazy administration "the question. ”

There are comments that the current urban road traffic planning, construction and management of the lack of unified coordination and overall strategy, the use of new intelligent technology, the lack of comprehensive management of urban transport and other actual situation, still puzzles the smooth development of comprehensive urban transport.

and Internet cars may change these, combined with big data and lbs, which will certainly play a part in traffic and road control.

Jian, Alibaba's chief technology officer, said that the internet car, while improving the way people communicate with cars, will move towards the exchange of cars and cars, cars and roads, cars and infrastructure. The four-dimensional interaction of people, cars, roads and infrastructure is a trend that will lay the groundwork for the improvement of unmanned driving technology.

The internet is accelerating the infiltration of traditional enterprises, business model is going through a new positioning, as a vehicle representative of SAIC is the economy is the risk and opportunity of the transition period, and other car manufacturers, this is a new market change.