User thinking changes the traditional model

The popularity of the internet building industry is heating up again. On April 16th, Changan Automobile and Auto House formally signed a strategic cooperation agreement: The two sides will launch cross-border cooperation in the establishment of new platforms, product optimization and product development.

“The car home has strong trading power and can help car companies sell a lot of cars, but our value is more than that.” One day later, Li Xiang, founder and president of the car home who had just returned from Chongqing to Chongqing, was accepting The 21st Century Business Herald said in an interview.

After Ali joined hands with the auto company, Baidu announced plans for the Internet of Vehicles, Tencent and Foxconn, and Harmony Auto, as a vertical car website, the car home what the bottom line to build a car? “This cooperation with Chang’an is not a cooperation between car brands and car media, but the cooperation between the two companies. In Li Xiang’s opinion, the advantage of car homes lies in their understanding of precision car consumers.

According to the contents of the cooperation, the car home and Changan will no longer be limited to the consumer cycle of “selecting a car, buying a car, using a car, and selling a car”, but will increase the number of users through the online platform. Interactive experience, collecting user needs, customizing product development and sales.

User thinking changes the traditional model

Changan's hand-to-hand car home, the original intention of the cooperation between the two stems from the crisis of the traditional auto trading and manufacturing mode. “The traditional mode of automobile manufacturing and sales has now become a crisis. In the next three to five years, this business model will surely undergo a fundamental change.” Li wanted to tell the 21st Century Business Herald reporter.

The automotive e-commerce business launched by Auto House changes the traditional car sales model. This time, Changan, in hand, hopes to change the traditional car-building model. In fact, including many high-end car brands, there will be headshots in product definition. The extra configuration will not only increase the cost, but consumers will not buy it at all. The key is that these decisions are based on a variety of user research. produced.

The most popular car networking technology is a vivid example. “Now many of the features of the car networking are not even the most basic things. For example, for example, after we got on the train, the automatic connection of Bluetooth audio, this thing 9 out of 10 manufacturers are not doing well.” Li wanted to show that these things are actually not technical issues. They are problems of experience. The car brands care so much about what they must do, but they don't care if these functions are easy to use.

Obviously, the key is the mode of thinking. There are essential differences between starting from the enterprise itself or starting from the consumer. “Our biggest advantage is understanding the consumers. How can we meet the future business model? Chang’an is the most similar to the IT companies we are in contact with, and they respond quickly to the market.” Li wanted to emphasize.

“We hope that users can customize their car through the Internet, and then pay to the offline store to enjoy the service. This shop includes all the trading links, including ordering maintenance services, etc., time will be greatly shortened, thus enhancing the entire line The efficiency and satisfaction of the service," Li said.

At present, the car home and Changan have jointly established a 20-person initial team, in which the car home is equipped with a core editorial department, a data research department, and an electricity supplier department, and has established a unified workflow for this purpose.

Car home is not in a hurry to build a car

In fact, the integration of Internet companies, especially Internet companies and traditional automotive companies, is indeed a question worth exploring. As the automobile manufacturing field has basically been established, traditional cars need to be built, four processes are needed to ensure vehicle quality and safety, and the entire vehicle design process is also a long-term process, which requires a hundred years of accumulation to complete. Any Internet company wants You cannot skip these thresholds when building a car.

Li thought he was not in a hurry to make a car. “Some things are difficult to leap over. Some people say that cars can be OEMs, but car OEMs are much more complicated than mobile OEMs. Production and supply chain are the biggest challenges. We need huge land. It takes basically three years for the suppliers to get the real output from the land and the car. We will pay an unimaginable price."

To be precise, the cooperation between the car home and Changan is not a traditional vehicle builder. The core of the initial cooperation between the two parties is to define the car. In the future, the cooperation between the two parties will be completed in phases. The first phase of the cooperation will focus on changing vehicles. In the transaction phase, the automobile customization service will be carried out according to the needs of online users, and the user experience will be improved in the product experience; , Make customized models on this trading model, and create an open platform for all consumers.

In fact, the cooperation between the car home and Chang'an is also based on the concept of big data. From this perspective, it is similar to the cooperation model between Ali and SAIC, but the former has mastered more accurate car users' data information.

The challenge for the future car home is how to ensure that the data translates these precise information into real and effective information, and at the same time it is completed in a real sense. From defining automotive products, customizing personalized automotive products online, to trading online, the entire automobile chain is closed. . However, once this closed loop is passed, Car House can copy this model of cooperation with Changan to other car brands to create a new service-oriented business model.

“I think that in the future maybe five years later, our most income will come from our direct service to consumers. We provide consumers with transaction services, financial services, insurance services, and after-sales services. We are because we have provided services to us. More revenue comes directly from consumers.” Regarding the profit model of cooperation with Chang’an, Li Xiang finally stressed that if there is no competition between auto companies and 4S stores, car homes and easy cars are essentially free of commercial value.