Zhou Ju, a reporter of Economic Observation Network, is an important landing point of the new four modernizations of automobiles. In recent years, Intelligent Network United Automobile has become the outlet for the layout of automobile enterprises. But in the long run, are consumers willing to pay for the smart networking capabilities of cars? According to the Global Automobile Consumer Survey 2019 released by Deloitte, 93% of Chinese consumers are willing to pay extra fees to make their cars internet-connected, leading the rest of the world. However, there are still some deviations in the degree of psychological acceptance of user data ownership.
The Deloitte report shows that 44% of Chinese consumers are willing to pay more than 2500 yuan, second only to the Indian market. The latter accounted for 50% of consumers willing to pay the above amount.
But unexpectedly, the survey shows that the most interesting networking function for consumers is not the entertainment and services that most automobile companies are currently vigorously engaged in, but the more focused on the convenience of driving and parking, that is, saving time. According to the report, 82% of Chinese consumers want their cars to update traffic congestion information and suggest alternative routes, while 82% want Netcom to provide information about parking nearby. Non-automotive products and services related to travel or destination were at the bottom of the list.
In order to seize the strategic opportunity, almost all the automobile enterprises have begun to lay out in the aspect of network integration. Especially for independent brands, due to the flexibility of decision-making mechanism and the development of localization, the process of networking is more advanced. For example, Zebra system, Geely Geely Gekko system and Changan In-Call system carried by SAIC Rongwei have been carried on many models under its flag.
The first is the use of third-party operating systems, similar to outsourcing mode of cooperation, such as zebra system in a number of brand models to carry. The advantage of this model is that the system can get on board quickly and promote sales, but the disadvantage is that it relies heavily on external suppliers. The second is more in-depth cooperation mode, that is, cooperation with BAT and other Internet companies, such as Changan and Tencent set up Wutong Chelian, Dongfeng and Baidu Duer cooperation. Compared with the first mode, cooperative development can make full use of the resources of the joint venture partners, and the host plant has a certain control over the data. The third is the self-built self-research model, which is considered to be the ultimate form of automotive systems, such as BYDs Link and Geelys Gekko system, and Tesla is also the model. Compared with the former two modes, self-built ecosystem can fully control the system construction and data, but the speed is slow, the investment is huge, and the development is limited by less installed capacity and developers in the early stage.
Zhou Lingkun, managing partner of Deloitte Automobile Industry Management Consulting, said Deloittes research shows that most of the automotive enterprises now adopt the second mode of cooperative development, i.e. in-depth development with Internet enterprises, but most of them also have plans to build their own network-linked ecology. From this point of view, the cooperative development model may be a transitional stage.
Although each car company has different underlying logic in the development of network system, from the point of view of use, the functions of network system among different brands are much the same, and there is a common problem of homogenization. In this regard, Zhou Lingkun pointed out that car companies should consider how to use big data to create unique driving parameters for each consumer, so as to create a differentiated personal ecology. This involves the problem of data ownership for a long time in the field of Intelligent Network Networking, especially in the current commonly used cooperative development model.
The ownership of data is the most conflict and contradiction between the automobile companies and Internet companies in the development of Intelligent Network. In this process, both sides must compromise. Zhou Lingkun said that there is no unified standard for the definition of data ownership in the industry, but the current practice is that vehicle data is controlled by the whole car factory, while the interactive data and consumption data of users in the car are controlled by Internet companies, and can be shared to the whole car factory as the case may be. One interesting data is that in previous Deloitte survey reports, consumers said that their most trusted privacy data managers were mainframe factories, in fact government agencies, and finally Internet companies such as cloud service providers.
Compared with independent brands, the pace of joint venture brands in smart networking layout is significantly slower, except for SAIC GM, which has less mature networking systems.
At present, independent brands have the leading advantage in networking, but foreign brands and joint venture brands have the sense of layout. They will be very fast. According to the time difference, independent brands only have a window period of 2-3 years. Zhou Lingkun told reporters on the Economic Observation Network. In fact, since last year, foreign investment and joint venture brands have generally accelerated the layout of Intelligent Networking. For example, Dongfeng Nissan developed the Intelligent + Vehicle Linkage System locally last year, BMW models have also been carrying the Vehicle Linkage System, and cooperated with high-precision maps such as Four-Dimensional Map New in Intelligent Networking, while Volkswagen plans to do so. Four billion yuan was spent to develop the networking platform. At present, the race between independent brands and foreign and joint venture brands has been launched.