When SAIC and Alibaba Group jointly launched the "Internet Car" news last month, many outsiders speculated that this is the rhythm of Ali's car build, and some people questioned SAIC's hype. In fact, in order to express the sincerity of cooperation, Alibaba has promised that it will never build a car. This can be seen as a resumption of Alibaba’s revenge and a desire to become a big desire. For SAIC, this cooperation is far from being as simple as building a car, but a systemic breakthrough in the future development of SAIC's own brand. As time goes by, the car cloud bacteria have a better understanding of the cooperation between the two, today we will first analyze from the perspective of Alibaba, what he played in the game. Ningbo Metal Sharing Supply Chain Management Co., Ltd , https://www.zenlesmart.com
Internet car is just a sign. Let's review the history of Alibaba's entry into the automotive industry:
In September 2010, the purchase of 205 Mercedes-Benz Smart in Taobao was the beginning of Taobao's vehicle e-commerce.
In December 2010, Geely entered Tmall Mall and became the first flagship store of Tmall.
In November 2012, new car sales entered the Double Eleven Shopping Festival for the first time.
In May 2013, Alibaba became the largest shareholder of Gaode with a strategic investment of US$294 million.
In February 2014, Alibaba announced that it would acquire Goldtech in full.
In July 2014, Ali and SAIC reached a strategic cooperation on “Internet Carâ€.
In July 2014, at the 2nd Tmall Motors Festival, Ali joined Xiaowei Finance to launch the balance treasure car.
In August 2014, Ali announced to build a second-hand O2O trading platform with Guanghui Auto.
In just four years, Alibaba has penetrated into many business segments such as auto supplies, new car sales, map navigation, auto finance, and used cars, and has intensively erupted since this year. The cooperation with SAIC is groundbreaking, not only because it is the first strategic cooperation between Ali and the car companies at the group level, but also that Ali has all the previous vehicle platforms that have accumulated all the links in the automobile chain. Mobile phones, car machines, PADs, computers, and even movie screens will be interoperable. In the future, there will be opportunities to integrate deeply with other businesses in Ali.
At present, the B2C operation mode of car companies belongs to the traditional industrial economy era, which is essentially mechanical logic. The first driving force of the value chain in the Internet economy era will come from consumers, that is, C2B, which is essentially ecological logic. However, traditional car companies do not have the ability to cope with future business. How to meet the needs of individualization, multi-variety and small batch, and establish a new mechanism of rapid response and platform cooperation is a problem that plagues car companies. With the convergence of traditional automobile manufacturing technologies such as chassis, power, and body, the dominant power to determine automobile consumption is more and more inclined to the differentiated experience of software and services, which is the pain of traditional car companies and the Internet industry to the automotive industry. The reason for the gaze is. So we can easily understand why Chen Zhixin, president of SAIC Group, is worried that "we may become Foxconn someday."
It can be expected that SAIC and Ali, "Internet car" is only the appearance, behind the SAIC Group's entire system from the strategic planning, process management, product development, manufacturing, information circulation, marketing model, re-engineering, car cloud bacteria learned, SAIC All business units are involved in the Internet car project team.
For Ali, although after several years of capital operation, it has mastered the key entrances of payment, map, car, social, entertainment and other major car owners, but whether it is domestic Baidu, Tencent, or international Amazon, Google, the layout of the automotive industry has generally entered the closing phase, although Ali's overall industrial chain layout is more abundant, but there is still a considerable gap in the vertical penetration of the automotive industry.
Ali's development ideas have always been software and e-commerce platforms, lacking hardware and entity-operated genes, and pulling on the steam into the partnership is the perfect complement of the two genes. From the cooperation content announced by both parties, the above analysis is also affirmed. The division of labor is clear. SAIC is responsible for vehicle and parts development and automobile service trade. Alibaba provides "Car YunOS" operating system, big data, Ali communication, high. Resources such as German navigation and Alibaba Cloud Computing are integrated to meet the needs of car life cycle vehicles and the Internet life circle. But the process itself also carries risks. The platform-level infrastructure application and the various vertical businesses of the car need to be closely matched to gradually grow a benign ecosystem cycle.
What kind of car internet?
If Ali and SAIC's experiments are successful and will be replicated in the future, Ali's painstakingly managed O2O life circle will be extended to the unopened smart terminal of the car, further penetrating the whole life of users choosing cars, buying cars, using cars and selling cars. The cycle, Alibaba calls it the cloud ecology that covers the cloud, the tube, and the end. Behind it is the comprehensive opening of capital flow, information flow, and logistics.
1. The Internet The Internet has moved from the IT era to the DT big data era. In the Alibaba automotive Internet ecosystem, the cloud is the upper structure, mainly including Alibaba Cloud, Ali Mom, Taobao Index, and Observatory. Through the analysis of transaction data, Alibaba found that 30 million of the hundreds of millions of users left their tracks by purchasing auto supplies, accessories, insurance, etc. in Taobao, and then integrated other data on the platform to track their model brands. Information about family status, income composition, and even family residence.
Compared with the previous car companies spending huge sums of money to obtain user data through offline research, transaction data based on e-commerce platform has incomparable advantages in terms of sample size and authenticity, which can solve the single dimension of user information and the lack of user behavior data. The three major automakers have a painful point of data loss, and the investment and risk are smaller than the self-built service platform of the automaker. The next move is logical. Alibaba is entering auto insurance, spare parts, Maintenance, maintenance, supplies and other links, behind each car owner is a car consumption cycle, the data in different application scenarios can provide accurate information and basis for OEMs and aftermarket players. What Ali needs to do is firstly standardize the data, and then based on the online marketing platform of Ali Mom, to improve the online marketing efficiency of all advertisers, big data has become the direction that Ali Mom will start next year.
2, the tube is the connection. In the Ali business system, the cloud and the terminal are connected through Ali communication, and the merchant and the consumer connect through the Tmall Mall or an Amoy. For the automotive industry, it is the connection between online and offline, car companies and dealers and consumers. There are two meanings here:
The first is to help streamline the process. For example, Tmall's flagship store has now shouldered the functions of new car sales and information services to a certain extent. Offline 4S stores tend to be more spare parts and after-sales 2S services.
The second is that Ali hopes to transparently display the automobile consumption process through the accumulation of data such as new car sales, financial insurance, and car maintenance, and then provide reference for the final used car transaction. When the data reaches a certain level, the model of the current used car C2B2B2C can be redefined as C2B2C. The platform mainly provides second-hand car evaluation and beauty refurbishment and maintenance services, enabling buyers and sellers to achieve a smoother flow of information and more convenient transactions. .
If the new car to the second-hand car through the entire industrial chain, naturally become a closed loop of automotive consumption demand and use. However, mobile phones and PCs cannot monitor driving information. Therefore, connected cars are the prerequisite for the success of this business model. Only by working with car companies can the problem be solved fundamentally, which is why Ali cooperates with SAIC. In order to enter the fourth screen in the car, Ali is even willing to pay for the user's traffic charges. For Ali, this can also be seen as the user's advertising fee.
Of course, the dataization and transparency of automobile consumption and use will bring other opportunities such as auto finance and insurance. Currently, Ali, Gaode, Alipay and insurance companies are cooperating to develop flexible car insurance based on driver data. At the 2nd Tmall Car Festival, which ended in July, Tmall United Alipay provided consumers with different amounts of loan purchase business through daily shopping data. They also tried to purchase the car from the balance, and manage the money while buying the car. In just 7 hours, I got paid for the purchase of the car and mentioned the new car within 24 hours. This is a consumer experience that can be realized on the Internet platform.
3. The end is an in-vehicle system based on cloud OS to develop Internet cars, and it is also the hardware platform that we can most intuitively see. Ali has developed the Car YunOS operating system for the car terminal. The bottom layer is equipped with the basic capabilities of Gaode, Alipay and Ali Entertainment. It integrates weather, map, FM, music, contacts, stock, video, application mall, accessory mall, etc. Features.
It sounds like iOS in the Car that Apple wants to do but doesn't make it. The rhythm of car companies and technology companies has always been tempered. If they try to embrace but have their own thoughts, can Car YunOS be the first to be mounted on a car? The OS system depends on the sincerity and determination of Ali and SAIC. It is understood that Ali is also preparing to open Car YunOS as an open platform, open the data to more software developers, and help to prosper the platform ecosystem.
Ali has been laying out cars for a long time, and the purpose is not the Internet car, but the car Internet. Although its cooperation with SAIC is a matter of course, the automobile industry has many deep and dangerous reefs, that is, to find the right direction, step on the rhythm, and run out of speed.
·Alibaba entered the car Internet and SAIC division of labor clearly