Le Shi Raohong called Li Shufu, saying that as far as LeTV is concerned, it is moving forward at a much faster speed than traditional auto companies. It’s a traditional car company that calls for the entire auto industry. It’s a kind of alarmist, but I think LeTV may be able to build a very modern and smart car with a traditional car, but the premise can only be traditional. Car companies cooperate, and will not be a myth of the traditional car companies to create super smart cars.
The automotive industry does need Internet thinking to transform a car industry. People have lamented that the core of Internet thinking is not Internet, but the thinking of users. The automotive industry is a very heavy manufacturing industry with very high barriers to entry. Coupled with the fact that in the past ten years of earning a lot of money, naturally there is not enough motivation to transform themselves. So the entire industry is based on manufacturing-based "value-added" thinking, not product thinking. For example, car electronics are changing with each passing day, and the cost is very low. It can be used as a weapon to enhance the competitiveness of products. Unfortunately, the competition in the automotive industry is not intense enough, so it can only be obtained on tens of thousands or even hundreds of thousands of "high-fit" cars. Complete convenience and comfort configuration.
This is also true. This low-allocation and high-matching industrial thinking is very popular in the automotive industry. Even the same engine has been tuned into "high-power version" and "low-power version", artificially producing tens of thousands or even hundreds of thousands. difference in price. In order to buy a reversing image with a cost of no more than one thousand pieces, you must pay tens of thousands of dollars to buy a high match! In the computer and on such a high and low distribution, it only shows the CPU speed, memory and hard disk capacity, and other configurations are exactly the same; even on the mobile phone, Apple will not take the camera on the lower price product. Drop it. In this way, consumers will not have the discomfort of "my machine is simpler than others" and "lower people".
Internet thinking is the user's thinking, which is the ultimate thinking, which can be based on the real needs of users. Tesla, which has successfully used this kind of Internet thinking, is a good example of the automotive industry. Tesla first made the electric car's acceleration ability the same as the super run. Never artificially engage in a 4 second, 6 second, 8 second, and then sell different prices, and will not be a big difference because of the addition of four-wheel drive.
Therefore, it is very necessary to think about Internet thinking to transform the automobile industry.
Cars are not simple Internet companies will not easily take the position Rao Hong said: "LeTV's competitors should be Internet companies such as Uber, Google, etc." It seems that the implication is that traditional car companies are not enough, the reality is with Google, Microsoft Internet giants such as Apple, Alibaba and LeTV have entered the auto industry. Some public opinion has begun to regard it as a dangerous opponent. Even pessimists believe that challengers from the Internet will directly copy their fields in the traditional retail industry. Success, subvert the automotive industry.
Voice recognition, iris scanning start car and huge dazzling LCD controller and widthless hub motor, open door system and other dazzling technology configuration and ultra-avant-garde design, coupled with car networking and other high-tech is the current Internet car The main killer.
This is faintly remembered by Dongfeng Yulong Nazhijie 7 in the early years. It once tried to win the market by creating a "200,000 cars, 700,000 configuration" high-fit concept corner overtaking, but in fact this did not give Zhijie 7 brought success, and it sold less than a thousand vehicles last month.
Subversion, as the name suggests, refers to the revolutionary change. Perhaps, Nokia's old-fashioned and old-fashioned achievements have made Apple's counter-attack; perhaps, the more convenient business model has made Taobao, JD, WeChat and other e-commerce and communication software subvert the traditional industry... but if it leads to the full-fledged business model The root cause is actually due to the improvement of the user experience and the change of consumption habits.
However, the automobile industry has long proved that it is not a simple game of four wheels plus two rows of sofas. Although the above-mentioned various killers are not truly comparable to those of Nazhijie 7, they can only be regarded as value-added services. The core value of the car. Still to meet the travel needs of the audience. But the lack of experience in building a car is precisely the fate of Internet companies. If it is difficult to guarantee performance and security, how can we create a car product that consumers can trust by relying on fancy decorations?
If consumers don't buy it, everything will be lost.
From this point of view, unless the automotive industry is brought to comprehensive innovation in marketing, user experience, product value, corporate ecosystem or business model, Internet companies rooted in the emerging virtual soil and following completely different game rules are difficult in the short term. Inciting the status of traditional car companies.
Taken together, for a long time, the main significance of the Internet in the automotive industry is still synergy and win-win. In this regard, Fu Yuwu, chairman of the China Automotive Engineering Society, publicly stated that automotive products are shifting towards electrification, intelligence and light weight. Internet companies are more timely and accurate in grasping consumer demand, while traditional automobile companies have stronger The technical support system, the two sides need to play their respective advantages, and finally enjoy the dividend of collaborative innovation.
Industry perspective link:
Zhu Huarong, president of Changan Automobile: "The value created by the traditional automobile industry cannot be replaced. It (the Internet) cannot subvert the traditional car, but it is a very good tool, it is a very good means, it can be a good carrier, It is a product.†He said that the Internet is changing the automotive industry, changing the car's range of functions from market research, product development to manufacturing, to organizational structure, to marketing, and affecting the car. At the same time, he stressed that the value created by the traditional automobile industry itself cannot be replaced, including its manufacturing links, design links, and user service experience links.
Wu Jian, executive vice president of the Automotive Engineering Research Institute of Guangzhou Automobile Group: The safety requirements of automobiles are very high. For example, the strict test of the "three highs" test is unimaginable in the traditional home appliance industry or IT industry. So I want to say that it is difficult for the Internet to overturn the technology of the current automotive industry.
Rong Hui, Assistant President of BAIC Group: The real subversives have not yet come out. This kind of subversive must understand the Internet technology and know the car technology. This kind of person is the most terrible. It uses Internet thinking to redesign the car. At that time It is really called subversion. In fact, this kind of subversive, I think it will definitely be in China.
Jiang Jingfang, vice president of Bosch Chassis Control Systems China: Let's not talk about who overturns the problem, because there is no such superman in the future. This person knows Internet technology and knows car technology. Then everyone must be complementary. For example, Bosch, we cooperate with the OEM and cooperate with Internet companies.
Xu Hui, head of the automotive electronics division of Infineon Technologies (China): I think the problem that needs to be solved now is that Internet companies should not aim at subverting the automotive industry, but how to jointly promote the development of the automotive industry. Perhaps everyone thinks that Tesla is a success story to subvert the auto industry, but why Tesla's first car is called ModelS, Ford was popular with ModelT in the world, so Tesla is not so subversive, there are some signs to simulate the automotive industry. way of doing.
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