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Why Internet car is driving the structural changes in the automotive industry?
Source: | Author:demingcn | Published time: 2016-12-12 | 1564 Views | Share:
In early 2016, PricewaterhouseCoopers proposed in its annual survey of smart car technologies......
In early 2016, PricewaterhouseCoopers pointed out in its annual survey of "Smart Connected Vehicles" technologies that both high-end car makers and economy car makers are clearly aware that smart car technologies have an impact on their future Development is crucial. The rise in car prices can not keep up with spending on digitization, which means the ROI on traditional car parts is shrinking.
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 It is in this environment that the revolution in the automotive industry begins quietly. In the future, Internet cars may change the ecosystem of the entire automotive industry. Just as mobile phones gradually transition from past pure hardware to vertically integrated hardware and software, the most complex industry in the auto industry is also being penetrated and connected by the Internet.
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 Barbarians broke into the automobile industry, past industrial machinery is being smashed. In the words of Zhang Yong, the vice general manager of Beijing Automotive New Energy, at the upcoming 2016 Automotive Developers' Conference, we must be respectful of making cars and we must also respect the future social capital and barbarians.
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Barbarians smash traditional value modules
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 If the mobile phone industry to evaluate the current car industry, this is a "functional car" era. Today we have a manned Android and Apple today, car features are still in Nokia's key stage. Dazzling buttons and all kinds of strange places, let alone for the first time will have to pondering for a long time, that is, later often drive the wrong button.
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 If more money to high with the car will finally add a block of multi-function screen, but note that most of the car multi-function screen itself is not networked, even the navigation map is built from the very beginning of the manufacturers. Navigation map data can not be updated in real time, but also need to pay regularly to offline stores upgrade.
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 Cars really want to become smart, evolved to the "first generation of iPhone" point, mainly to do two tasks. The first is to give the car even the Internet, followed by the past in the 4S shop only service can be solved online. So today many Internet companies are trying to add this screen to the car. So Google's AndroidAuto, Apple's CarPlay have done a car vote screen system. However, what is a pity is that in this way, in essence, it is very troublesome to install a tablet computer in the car and to connect the phone.
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 With the progress of Internet cars, most cars will be equipped with sensors and connected to high-speed wireless networks to install the operating system of the car. They are driving a host of digital services while transferring a ton of important data, such as AliOS and SAIC-made YunOSAuto. The Roewe RX53 has 100,000 orders for 53 months and over 70% is online. Over time, cars equipped with these services will redefine the car's value proposition. YunOSAuto became the title sponsor of the Club of the World Cup, which means that YunOSAuto and Internet-enabled YunOSAuto cars will be unveiled on the international stage.
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 PricewaterhouseCoopers report data show that only from Germany, is expected by 2020, the German automotive industry every year for digital and Internet of Things investment will be as high as 11 billion euros. In fact, spending by the German automotive industry on R & D in 2015 is already over 40% of the planned budget. The reason why such a large expenditure, mainly from the traditional fields and digital pressure on innovation.
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 With the continuous innovation in the digital content of the automobile industry in recent years, the ROI of R & D for non-digitized components will be reduced and the ROI of traditional functional innovation research such as chassis and engine will also be diminished. In other words, barbarians represented by Internet companies and technology companies are smashed traditional value modules.
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The automotive industry is moving forward with digitization
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 With the continuous advance of digital content, the overall structure of the automotive industry will also change. This change has not happened in the past.
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 Over the past half-century, the automobile industry model has undergone great and evolving times to the division of labor. Before the 1990s, OEMs manufactured their own parts and assembled their own cars. After that, the division of labor and economies of scale became the major driving forces. In the era of automotive electronics, a tier-one supplier such as Bosch was gradually changing the game between automobile OEMs and suppliers by providing a large number of electronic components.
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 We can see from this picture that the vehicle manufacturer is actually hard to control the whole industry as it has in the past, and the vehicle manufacturers have already been in the downstream of the industry. At this time, the value of car OEMs has been a faint decline, the value of suppliers is gradually being reflected.
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 In fact, in today's automotive industry, suppliers are still located in the most upstream of the entire industry. Tier 1 suppliers design and supply components according to the requirements and instructions of the vehicle manufacturer. Subsequently, the car manufacturers and then assembled by the transport vehicle will be sent to the dealer's hands, the last vehicle through the dealer to enter the sales market.
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 But the system is also destroyed and structured by barbarians represented by the Internet. Because this is a controlled, closed ecosystem based on product-specific and retail thinking patterns. This model may be difficult to sustain after Internet intervention.
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 Gao Xu, a senior director at McKinsey, warned that 90% of the enterprise management and R & D models of the vehicle companies served by McKinsey are still following the model of mechanical products, far out of step with the revolution brought by automotive electronics. In addition to intelligent cars, the car business model also faces new challenges. As cars and cars become more and more similar, the gap between different automotive hardware levels has been shrinking over the past few decades.
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 Since the hardware is getting more and more convergent, then really can make the difference, which may be software, ecological services. And in the automotive industry, eco-friendly software development is so slow, the software ecosystem is easy to form a competitive difference.
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 PricewaterhouseCoopers report shows that the automotive industry will be a more open, more levels, pay more attention to digital services rather than a new ecosystem of specific products. The value of automotive hardware will continue to be diluted, because the car is no longer a simple vehicle in the past, but a series of value systems consisting of high-tech components, digital content, automotive operating systems and even artificial intelligence vision systems. And the value of systems and software as well as digital content will grow.
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 In this environment, the car industry will happen once the value of reconstruction. In the past, the system of tier one suppliers - OEMs - distribution companies - exclusive distributors will be broken and gradually replaced by the new structure of technology platform providers - automobile manufacturers - service providers - digital content providers.


 Even more alarming is the fact that technology platform providers and digital content providers tend to be one person easily. For example Ali Ali YunOSAuto integrated Ali entertainment content. In the past, Apple wanted to build a car, but also put all its content services in it. This value structure can easily lead automakers to finally become a channel.
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The Whole Value Reconstruction of Automotive Industry Chain
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 In the past, when interviewed by the media, Gu Feng, SAIC's chief financial officer, once mentioned that the former car manufacturers were all closed-loop operations. They not only controlled the manufacturing process but also controlled the upstream and downstream links, which were tried out 30 years ago. But today's Internet economy has overturned the thinking of traditional car companies from another perspective, with the biggest devastation being cross-border. In the era of Internet data, SAIC reluctant to do OEM factory only.
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 For SAIC, the solution is to use manufacturing advantages, the traditional shortcomings into the advantages of the Internet era. This is what we call "putting up a platform and trying to deepen the platform to provide services." Therefore, you can also regard the cooperation between Roewe and Ali as a platform for SAIC to provide services by YunOSAuto.
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 This cross-brand service platform and cooperation is actually growing. Not only is the unmanned vehicle that Ali and SAIC cooperate with Roewe series of Internet cars, Baidu, Intel and BMW, but also the cooperation between such Internet companies, technology companies and traditional car manufacturers.
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 Former vice chairman of GM, Bob Ruth, used contemptuous words to laugh: "I think some, like many Silicon Valley technicians, feel they are smarter than the automotive industry and they will do better. may."
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 This reminds me of the remark the BlackBerry co-CEO and co-founder Jim Balsillie said in February 2007: (Apple and iPhone) a bit like a newcomer trying to join an already crowded room where they spend There are many, many choices ... but if that's going to have a tsunami-like impact on the BlackBerry, I'd find it exaggerating.
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 I must admit that existing car manufacturers will produce Internet cars, but manufacturers like BMW are forced to cooperate with technology companies to produce Internet cars.
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 The automotive industry chain is in fact refactoring. Barbarians are invaded, and the barbarians are still gaining a phased victory. A series of tech companies such as Apple, Google, Ali, Baidu and Tesla, while still ignorant of the 107-year-old automotive industry, are still working on the future of automotive research. This invasion is destined to make the future of the automotive industry doomed to be completely different now.