The Great Wall/SAIC/Toyota has deployed online carries -up. Who can get the hearts of young people?

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  1. [Auto House? Industry] In the context of “Internet “, the domestic car shared travel market has grown rapidly and has been loved by more young people. According to the “2020 China Z Genchen Automobile Consumption Insight Report”, the Period Z of the online socialization also pays attention to offline social activities. Their demand for travel is much higher than other generations, and their attitude towards travel is more diversified. The acceptance of the new type of shared travel represented by the Internet car is higher than the non -Z generation, and nearly 40 % of the users are high -frequency users.
    If according to the shared business development model, it is divided into two models: online car rental and time -sharing lease. Among them, the time -sharing leasing due to the large amount of capital investment, the slow income, and the safety of the pledge deposit, the bankruptcy cases of SMEs have been performed frequently in recent years. At first, it has gradually been “monopolized” by Didi Chuxing, but due to the entry of many mainstream car companies, the market has ushered in development opportunities and rejuvenating growth vitality.
    and around the field of car mobile travel. What are the layouts of various car companies in online car rental business? Behind these layouts, what are the main thinking? In the future, what directions will it develop in the future? With these issues, we combine comprehensive analysis of markets, policies and consumption trends to find out.
    Z generation means people born from 1995-2009, also known as the Internet generation and Internet generation. In the next 5 to 10 years, they will fully enter the society and work and become the main consumer. Based on this, the Car House jointly launched the “2020 China Z Generation Automobile Consumption Insight Report” to conduct an online and offline survey on the consumer consumption attitude of the Gen Z -generation group, and published a series of articles on the “Young People in this session”.
    If, based on young people’s love, shared travel, second -hand cars, automotive finance and other fields, we have also written the senior practitioners in the automotive industry to analyze the current development of the above business, and give suggestions for the next steps of car companies. In this issue of industry commentators, Che Yong, the car company’s research and development director, has been engaged in brand strategy, product research and development, and market analysis for many years, and is good at excavating industry hotspots and trends. rn出行市场向好,Z世代接受度高rn中国网约车业务最早可以追溯到2010年-2012年,彼时“易到用车”、“滴滴打车”与“快After the taxi service platform, the taxi service platform has gradually appeared on the stage of history. After experiencing fierce competition and continuous integration and reorganization, the online car rental market also crossed the current period of rapid growth and development from its initial exploration and cultivation period.
    It in terms of user application characteristics, Chinese online car rental users are not only widely distributed in various regions, but the general usage rate is high, and its youthful characteristics are particularly prominent. Among young netizens at the age of 20 to 29, they are The usage rate of online car rental is more than 74%, far exceeding other aged groups, and young people’s acceptance of online car rental can be visible.
    In the results of the investigation of the “2020 China Z Generation Automobile Consumption Insight Report”, for the new type of shared travel method represented by an online car rental, nearly 70 % of the interviewees in the Z generation The above is significantly higher than the non -Z generation, and as the frequency rises, the gap between strength and weakness is greater. With the growth of the younger generation and the continuous improvement of consumption power, it is bound to become an important driving force for promoting the prosperity of the online car market, and the future development prospects are irreversible.
    has a generation of car owners, saying that due to inconvenience of parking, when traveling in short distances, there will be about seven times when traveling. In fact, in the reporting interview interviews in the report survey, most Z -generation consumers have also said that they have regarded online car rental and car rental as a more conventional way of travel, and they also expect more saving and labor -saving intelligent shared travel.
    This reports that car companies can use digital technology to build a scene and atmosphere that conform to the consumption characteristics of the Great -generation customer base. At this stage, we need to rely on big data analysis, use shared travel platforms as vehicle operations and travel service providers, and integrate resources such as car sales, online finance, post -market, car entertainment, artificial intelligence and other resources to achieve lower travel costs and higher Quality travel experience.
    In free growth, to the advancement of the standardized system
    The early online car rolls successfully connected private cars with rich time and capacity through the Internet and users with transportation demand, which greatly improved car owners’ income and Passengers’ travel efficiency, etc., has reached a win -win situation. The process of the development of other sharing economy is close, and the initial industry has risen, and it is inseparable from the country’s policies and policies that have always adhered to the innovative platforms and industries in the macro design. However, when these industries develop to a certain stage, the government needs to introduce corresponding standardized methods in a timely manner to escort the industry’s transformation and upgrade and healthy development.
    The carefully sorted out, it is not difficult to find that it was the “Interim Measures for the Management of Online Reservation Taxi Business Service Management” (hereinafter referred to as the Measures), which was jointly released by the Ministry of Transport and the Ministry of Industry and Information Technology in July 2016, and became the Internet. From the stage of free growth to the important milestone of the chapter -based and compliance operation stage, it has also become a “catalyst” for helping the Internet car rental market to take advantage of the wind and waves.
    With the introduction of the Measures, the main local cities have also released and implemented its specific regulatory measures for the three -dimensional in -three -dimensional supervision of the online car operation platform, driver and online car model. According to the information of the Ministry of Transport, as of the time In April of this year, more than 140 online platforms have obtained operating permits, and there are legal online car drivers in the country reached 2.08 million.
    The regulatory requirements of the main representative of the city’s access network appointment model
    The limited conditions for the aimuity of the network -entry car (only display the main product force characteristics)
    7 passenger vehicle exhaust volume does not exhaust volume does It is less than 2.0 liters and the wheelbase is not less than 3000 mm.
    Pure electric cars with a wheelbase of 2650 mm.
    The length of the body is not less than 4600 mm, the width of the body is not less than 1700 mm, the body height is not less than 1420 mm, and the displacement is not less than 1750 ml; Airbags and front and rear seat belts.
    The body length is not less than 4600 mm or the wheelbase of the vehicle is not less than 2650 mm, the width of the body is not less than 1700 mm, and the height of the body is not less than 1420 mm; The seat airbags and front and back seat seat belts are equipped with electronic power distribution system (EBD);
    Capons (including extended process) hybrid vehicles should also meet the pure electric continuity mileage of not less than 100 kilometers. conditions of.
    This vehicles using naturally aspirated engines have a displacement of not less than 2.0 liters. Vehicles using supercharged engines have a displacement of not less than 1.8 liters and a wheelbase of 2700 mm.
    The wheelbase distance of new energy vehicles is more than 2650 mm and a range of more than 250 kilometers.
    The vehicles using a supercharged engine, displacement of 1.5T or above, vehicles using naturally aspirated engines, displacement of 1.8L or above, the wheelbase of the vehicle is not less than 2650mm;
    hybrid vehicles The engine power is not less than 90kW, and the wheelbase of the vehicle is not less than 2650mm.
    The new energy vehicle, engine power is not less than 90kW, endurance is not less than 200km, and the wheelbase of the vehicle is not less than 2650mm.
    This (gas) vehicle wheelbase is more than 2650 mm, and the tax price of vehicle purchase tax is more than 100,000 yuan.
    The wheelbase of the new energy vehicle is more than 2600 mm, and the continued mileage is more than 200 kilometers.
    The wheelbase of fuel and clean energy vehicle is more than 2650 mm;
    The tax price for vehicle purchase tax is more than 120,000 yuan.
    The wheelbase distance of new energy vehicle is more than 2600 mm, and the comprehensive operating conditions are more than 200 kilometers;
    The tax purchase tax for vehicle purchase tax is more than 120,000 yuan.
    The wheelbase of the vehicle is not less than 2700 mm, and the exhaust volume is not less than 1.8 liters;
    The tax price for vehicle purchase tax is more than 120,000 yuan.
    The wheelbase of new energy vehicles is not less than 2650 mm, and the mileage is not less than 250 kilometers.
    If vehicles shall use 7 and less passenger cars. The tax purchase tax price of vehicles shall not be lower than the tax price of taxis of taxis in this city.
    The wheelbase of new energy vehicles is not less than 2600 mm and pure electric driving mileage must not be less than 150 kilometers. Encourage the use of environment -friendly vehicles such as new energy, clean energy, and hybrid power.
    The access conditions of the online car models in various places have also been continuously optimized. In key product characteristics, such as model prices, size, energy types, and main configurations, they have made clear requirements. From the perspective of the overall policy trend orientation, in the past, the high -priced and economical fuel version of the fuel version of the market in this market will gradually be replaced by the compact and above fuel vehicles and new energy models. Among them The type of electric vehicle is its main direction.
    At the same time, the problems of several online car drivers who have had bad social influence on passengers have gradually improved in the safety link. The “dual certificate” query comparison system completes the docking construction for four online car rental companies such as the Meituan taxi and Didi Chuxing to better ensure the safety of passengers’ travel. The release of the “Specific Self -Discipline Self -Discipline Self -Discipline” of the “Online Appointment Taxi Platform Company” also marked the official establishment of the first group standards related to the safety of online car rental. The standardization of policies and mechanisms from top to bottom has also become the prelude to the “butterfly change” in the bicycle market. rn前浪or后浪,多元化融合下焕发新活力rn营销史上的传奇大师艾·里斯在《人生定位》中,曾提出过赛马理论,即如果人生是一场赛马,赢得比赛Well, it may not be the best riders. Those rides with the best horse racing are easier to laugh at the end.
    and this theory is also applied to the field of travel, which is also applicable. Faced with the rapid rise of mobile travel industries such as online car rental, traditional car companies in the torrent of this era, if they can catch this “good horse”, planning the layout in the larger transportation industry in the car is bound to plan in advance, it is bound It can become an important opportunity to get rid of the stereotype of traditional manufacturing companies, and establish a starting advantage for the future development of new business maps.
    The online car industry
    The main layout movement
    Great Wall Motors
    August 2018, Great Wall Motors released Euler ORA and its shared travel brand “Euler Travel”. Vehicles and other businesses are mainly Euler IQ and other services;
    are planned to reach 200,000 vehicles in 2020 and cover 200 cities.
    The travel
    In August 2018, SAIC Group obtained a license plate of the Internet. In December of the same year, Xiangdao, which was engaged in the online car entry business, was launched, mainly to operate the Roewe EI5 and Roewe ERX5.
    In January 2019, Jianghuai Automobile’s mobile travel brand “Hebaoli” was launched, and about 10,000 new energy vehicles such as Jianghuai IEV? A50 in 10 cities such as Hefei; In 2021, a total of 50,000 vehicles were invested, and more cities were carried out.
    Apomplet travel
    In May 2019, the online ride -hailing business of “Dongfeng Travel” was officially launched in Wuhan. In the same year, it was launched in Xiangyang and other places. nIn 100,000 models in 2021.
    In June 2019, the trial operation in Guangzhou was officially launched in Guangzhou. With the Guangdong -Hong Kong -Macao Greater Bay Area as the core, it mainly adopts Trumpchi GE3, GAC New Energy Aion? S (Ean S), etc. On the month, Ruqi’s Enterprise Edition APP was officially launched to provide business users with official car services.
    In July 2019, online ride -hailing and other businesses jointly cooperated with companies such as Tencent, Alibaba, Suning and other companies in Nanjing were officially put into operation;
    As of early 2020, “T3 Travel” has been in Chongqing and Wuhan. In other places, there are more than 2 million registered users in the country. It is planned to operate 300,000 vehicles in 2022, mainly in Changan Yidong New Energy and other models.
    In November 2019, Toyota Hainan Travel Co., Ltd. was established to lay out mobile travel services (currently available online orders through WeChat), adopted new and high -end models such as Camry, and the initial business mainly carried out short -term leases. According to the plan, according to the plan, etc. Subsequent opening up and providing high -level car services such as rituals responsible for pick -up services (drivers are employees who have trained through Toyota and Lexus brand service standard system).
    Daimler Group
    In December 2019, the high-quality travel brands launched by the two parties were officially launched in Hangzhou. The main operating vehicles include Mercedes-Benz S-Class, E-Class, C-Class, etc.
    The plan to increase operations in other major cities in China outside Guangzhou, Beijing, Chengdu and other major cities.
    In fact, almost all domestic mainstream car companies have begun to test the water network -load market. According to the form of an enterprise business network -car rental service platform, Great Wall Motor’s Euler Travel, JAC Motor Motor Wheels, Dongfeng Motors of Dongfeng Motors and Xiaopeng Motor You Peng Traveling are all chosen to be led by the car company side ,以自营自建网约车平台模式来经营,其投放车辆及布局城市数量虽然远不及当前的多数第三方出行平台,但其运行成果也算可圈可点;而另一边,中国一汽、 Toyota Motors and others have launched deeper information exchanges and product development collaboration through the model of cooperating with existing travel companies such as Didi.
    In terms of the category of driving vehicles, traditional fuel models are generally fewer. Among them, Euler travel and Pengyou travel only operate electric models. In addition to operating electric vehicles, such platforms such as GAC Group also operate. Provide oil and electric hybrid models, etc., mainly based on compact cars and SUV models; on the other side, the instant travel of BMW Motors, Geely and Daimler’s cooperation in Yaochu, etc., are in Chengdu, Beijing and other places. The high -priced cars of the BMW 5 Series and Mercedes -Benz S -Class have become representatives of providing high -quality special cars.
    If the initial travel market, car companies are just producers who are passive participation, then the current challenges of car companies in the field of online car rental can definitely be said to be an important attempt to turn passive active. If the evolution derivation, Didi Chuxing’s current industry monopoly position is not known in the future.
    This company facing a new topic, how to turn to travel service providers
    The vehicle manufacturing enterprise actively deployed online car rental business, betting on the travel market, one of the most important reason is that with the represented by generations Z The strong rise of young consumer groups, mainstream consumer models and forms have changed. As mentioned in the “Circle Effect”, only by understanding and pleaseing the younger generation of young people after the 95th generation of consumption, the future business can succeed. For traditional manufacturers, how to get better and faster and understand new areas sought after by young people, it has become an important “pass” that is unavoidable.
    In fact, whether it is the car company’s layout of the online car rental field, or the car company and the popular online celebrity live broadcast and bring the goods, these seemingly unsatisfactory events, to some extent, have inherent inherently Similar considerations, in addition to directly pulling the sales of brand models, more importantly, through the “marketing events” of these brands and product levels, to establish an emotional link with young target consumer groups and create an important window for improving brand value recognition.
    The on the current model of “multi -brand, multi -vehicle” and poor personnel service levels such as Didi and other online car rental platforms. Use its own unified models, specialty technologies and service services to create a completely different travel experience, especially in terms of technology and intelligent auxiliary functions that are more attractive to young consumers. The “experience shops and word -of -mouth shops” one by one can inevitably establish a leading and distinct brand cognitive image in the hearts of young consumers.
    In addition, according to the massive service data of online car rental, such as user travel scenes and frequency of car use, you can deeply tap the potential needs of users and use pain points, develop customized, high -yield special online ride -hailing cars to solve the solution The current platform is low -yielding problem and drives the service upgrade of the entire mobile travel industry.
    Earlier, He Xiaopeng, chairman of Xiaopeng Automobile, said that “the core of smart cars is operating, not manufacturing” has caused public opinion. For mobile travel, traditional manufacturing car companies have obviously disadvantaged in terms of experience in operating online car entry platforms, especially in the face of increasingly fierce competition situations. Control service quality and guarantee user traffic has become an important challenge for car companies to change from product manufacturers to travel service providers.
    The full text summary
    In in the current environment, although the demand for online car travel in international oil prices and the impact of epidemic conditions, and various localities to promote consumption policies, various vehicles are intertwined, but various cars It is not good for the company’s days, but it is an indisputable fact. Poor thinking about changes, facing the crisis, how to find opportunities in danger, discover the way out in the predicament, and test the decisions of each car company. If the car company wants to eventually achieve breakout in the field of travel, it can start with young people. (Text/Automobile House Industry Reviewer Che Yong)
    The full version of “This young man-20120 China Z Gen generation car consumer insight”, you can pay attention to the WeChat public account of “Auto Market Story”, download the electronic directly to download the electronics Version.

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