On January 20th, LeTV held a press conference and sneaked into the first-year supercar “SEE Plan†for the first time. LeTV announced the registration of LeTV Supercar (China). At the same time, LeTV released the first product related to the car-making plan, the smart car UI system - LeUIAuto version. According to the "SEE Plan" car-making idea announced by LeTV's chairman and CEO Jia Yueting on Weibo, LeTV will copy the ecological vertical integration mode practiced on the super TV project into the automotive field, through completely independent research and development. Internet smart electric vehicles to build a car internet ecosystem.
What is the purpose of LeTV as an Internet company? Does the Internet company have a future in cross-border manufacturing? What impact will it have on the entire automotive industry? In this issue, he is invited to participate in this topic by Dai Jiahui, global partner of Kearney Consulting, Li Lihua, vice president of AlixPartners Asia LLC, and Fu Zhiyong, managing director of Ruixin Zhicheng.
One of the balances, LeTV is to build a car or build momentum, what is the purpose of its car?
LeTV, which started from the Internet, has entered the automotive industry. The thresholds that need to be crossed include not only technology research and development, but also talent attraction, automobile manufacturing, logistics and distribution, after-sales service, and security. The difficulties can be imagined. Then, the problem is coming. Why do you want to build a car?
In this regard, Fu Zhiyong first said that the industrial 4.0 transformation (smart manufacturing) has arrived. "When the market's consumer demand is increasingly dispersed, the Internet platform begins to be established, and the Internet's subversion of the entire market may start from Industry 4.0." It is also facing the 4.0 change, namely intelligent manufacturing, which was first introduced from Germany. Manufacturing is a capital-intensive industry with high capital requirements. In the past 5-10 years, manufacturing has been closely integrated with finance, but in the next 5-10 years it will be more closely integrated with the Internet. Fu Zhiyong believes: "The automotive version of 4.0, guided by the order of production, the combination of intelligence and flexible demand brings the biggest advantage of the industry is more and more large-scale, from the perspective of the entire manufacturing industry, LeTV It’s not ridiculous to make a car plan."
Li Lihua said that LeTV is an extension of its industrial chain. The car is a durable consumer product. The market itself is big enough, and it is still in a period of growth. It is understandable that more companies choose to build a car. However, she also stressed that building a car is not as simple as building a TV set. From the technical and management aspects, the two are not at all a level. It is still a bit difficult for LeTV to choose to build a car.
Dai Jiahui explained his views on the issue from the perspective of social environment. He pointed out that the automobile industry has always been supported and paid attention by the government in China. The government attaches great importance to the automobile industry in every five-year plan. The government’s attention and support is definitely an attractive industry. In addition, Dai Jiahui also said: "At present, automotive intelligence is not doing very well, there is still a lot of room for improvement. LeTV is considering a more comprehensive approach to create a competitive advantage. Now, in addition to the automotive industry, Many industries are also considering the realization of Internet and intelligent, such as smart home, which is a big trend in general.
For the purpose of LeTV, Fu Zhiyong believes that the market capacity of the automotive intelligent platform is very large, which is consistent with the intelligent manufacturing of Industry 4.0. If you can purchase the right parts, according to the combination of intelligent and flexible production methods, combined with the Internet platform, the Internet has the possibility of subverting the industry. In addition, in Fu Zhiyong's view, it is the key to LeTV's own willingness to do this. It points out: "The key to LeTV's car building is to build the Internet car platform and intelligent manufacturing system platform, and do the above two things. LeTV is not a simple creation. "At present, LeTV is still in the early stage of preparation, and the specific purpose is still not easy to try, but Fu Zhiyong believes that at present, the momentum should occupy a certain proportion, not earning money in the early stage, and later affirmation There are profitable ways, such as the profit point of the drip taxi is on the back end.
Dai Jiahui pointed out that its purpose is first to get support from national policies, and to expand its own Internet technology and open up a new market through new channels. “When the company develops its growth strategy, it will consider many development factors, such as regional growth, customer group growth, and product growth. LeTV builds a new customer base and uses existing products to develop new areas. â€
On the balance of the balance: In the past two years, Internet companies have to "plug in" the automotive industry is no news, Google's driverless cars have already started on the road. In China, the last wave was made by manufacturing companies such as home appliances and batteries. Successful cutters (such as BYD) also had most of the frustrated. In the past, even Toyota Motors still produced textile machinery. Therefore, for the new force to enter the auto industry, it can only be understood that capital has seen new development opportunities in the auto industry, or existing automakers do not have a core advantage in the face of new opportunities. The industry should be tolerant of this round of Internet companies entering the automotive industry. What is important is to explore the development opportunities and barriers hidden behind the bustle? It is unclear whether Internet companies will take advantage of this new opportunity to gain momentum and win the attention and pursuit of the capital market.
On the second, does the Internet company have a future in cross-border manufacturing? What are their strengths and weaknesses?
Compared with entering the TV, mobile phone and other industries, it is undoubtedly more difficult and risky for Internet companies to enter the automobile manufacturing industry. So, is there any future for Internet companies to build cars across borders?
In this regard, the interviewed experts unanimously stated that it is not easy to build a car on the Internet. However, companies that have built cross-border Internet vehicles have received some new enlightenment, which will certainly help their future development.
Fu Zhiyong said that no matter how the Internet is integrated, car construction is still a complicated system engineering. The quality and performance of the car is still very important. "In addition to the Internet model to satisfy consumers, the key to the real success of Internet car production lies in the product. Whether the system and function can reach the satisfaction of consumers, the car is different from the general standardized products, such as mobile phones, the standardization is relatively low, so the Internet will make it easier to make mobile phones.†Fu Zhiyong believes that the quality and system of the car The difficulty factor of the equipment will become the limiting factor for the Internet.
In addition, Fu Zhiyong believes that the Internet as a new thing will be a trend. "As for how it will evolve in the future, it is still not easy to judge. Just like e-commerce 18 years ago, its first version of planning is not the same as its final manifestation, but it is definitely a trend." Ma Yun in Davao, Switzerland The forum said that the most important thing about the Internet is to provide services for traditional manufacturing, and the future Internet will transform from IT informationization to IT data. Industry 4.0 has a subversive impact on industrial intelligence manufacturing, and Internet vehicles will have an important impact on traditional manufacturing.
Dai Jiahui believes that designing and manufacturing a car is a very complicated task, which is quite difficult and risky. But he also mentioned that in the relatively successful case of Tesla, the non-automobile industry across the border is not incapable of entering the industry. The key is to position itself. “When the cost of electric vehicle parts is relatively high and the price of crude oil is relatively low, economics can no longer be the main attraction for customers to purchase electric vehicles. At this time, Tesla chose to attract customers in terms of performance and innovation. Very high-end positioning is one of the factors for its success."
In addition, Dai Jiahui pointed out that a company in the non-automotive industry will not be bound by the traditional thinking of the traditional automobile industry. "When planning the structure of the electric vehicle itself, it is not necessary to arrange it like the traditional internal combustion engine. They can put all the key zeros. Parts are re-arranged to optimize space, and Tesla has a trunk in front and behind to carry luggage. In this respect, there is a certain benefit to the development of the entire automotive industry."
Facing the market space of the future, Fu Zhiyong pointed out that the biggest advantage of Internet companies in cross-level manufacturing is the Internet platform and the entire flexible order-based production model, as well as the price advantage, because it eliminated all the intermediate links. The biggest question is whether the quality of the product can meet the diverse needs of customers.
Dai Jiahui said that in the Chinese market with overcapacity and abundant products, there is little market space available. In this respect, cross-border automobile manufacturers will face enormous challenges. In the future development, they must consider the target customer groups and locate them. Good product development route, fully consider the consumer's motivation to buy cars, such as performance, new technology, security, etc., to find a differentiated positioning. “I agree with the high-end route. Those who see new technologies and technologies will be potential target customers.â€
On Heng Xiaojie: The biggest opportunity for this round of Internet companies to enter the automotive industry lies in the intelligentization of automobiles and the Internet of Vehicles and the intelligent ecosystem associated with them. Therefore, there are indeed technical fields that traditional automobile manufacturers do not have. However, this requires both a combination of intelligent software and hardware, and the need to build an intelligent living ecosystem. For Chinese companies that do not have much basic originality, it is very difficult, and car manufacturers are difficult. Internet companies can't easily go anywhere. Therefore, it is worthwhile for Internet companies to cut into this huge market opportunity from various angles, but it is impossible to make a smart electric vehicle and subvert the existing automobile industry.
On the third, how will the Internet car drive affect the entire automotive industry, and which cross-border Internet companies have more competitive advantages?
LeTV's goal is not only to make cars, but to build a complete automotive internet ecosystem. It is understood that the marketing and operation of LeTV supercars will replicate the super TV model, such as twice the price of half the price, the possibility of using cost pricing, and the establishment of a long-term ecology in the later stage. How will such changes affect the entire automotive industry?
Dai Jiahui pointed out that on the one hand, it will have an impact on the structure of the technology itself. The overall architecture and layout of an Internet car designed from a blank sheet of paper may be very different from that of a conventional car, either lightweight, or relatively large in space, or with some new breakthroughs in security. On the other hand, different methods are also considered in the human-machine interface. “Just like Tesla’s human-machine interface, although there are good and bad, the good is very flexible, you can download and upgrade to the latest version at any time, bad. It is troublesome for the user to use, and it has to be clicked many times at the beginning to get to the interface you need, but overall, on the basis of the traditional car, the human-machine interface of the smart car brings more possibilities."
Li Lihua said that the distribution channel may be affected, and the Internet e-commerce itself is a sales channel. "There have been several companies that are trying to sell cars online, but so far it has not been particularly successful, which is related to China's own market conditions." Li Lihua also mentioned that automotive products are different from ordinary consumer products, and the core is technology and products. The first is to make a good product, and then consider what channel to sell.
Fu Zhiyong expressed his views from the following aspects. First, the frequency of the whole vehicle manufacturing enterprises will be fully accelerated. The O2O omni-channel sales model will definitely accelerate the integration of online and offline. Secondly, there will be more than one dedicated Internet car manufacturer, and there will definitely be more; once again, it will have a strong impact on the entire car's ecological chain, including the cooperation of front-end component manufacturers and the after-sales service model of the aftermarket. Car insurance, finance, etc. all have fatal effects. Fu Zhiyong said: "Once the customer has been grasped, and the customer becomes sticky, the profit of the smart car must be turned back. Because it has direct contact with the consumer, it will have a huge cost advantage in terms of service and price."
Fu Zhiyong predicts that intelligent vehicles and new energy vehicles are the two major directions for the development of the automobile industry in the future. The development of new energy vehicles in the first five years is slow, and the next five years will be very fast. New energy vehicles and Internet vehicles will be built in the future. -10 years will have a relatively large impact on the automotive industry.
As for which Internet companies will have a more competitive advantage, Li Lihua bluntly said that Internet companies have no advantage in building a car. "Internet car and Internet as a channel to sell are two different things. If you are a seller, the channel may still be more effective, if you go It is of the utmost importance to build a car. Manufacturing a car requires a long-term accumulation of technology and management. It is not for anyone who wants to do it right away."
Dai Jiahui believes that the more famous Internet companies have the advantage, for the more well-known enterprises, it is easier to obtain professional resources for designing and manufacturing cars. In addition, Internet applications need to have a large user base, which is undoubtedly easier for companies that already have a certain user size.
Fu Zhiyong said that as far as the Internet is concerned, as an open platform, this ecosystem is very important for all players to come in. From the Tesla perspective, the core of this market depends on capital, and companies with capital advantages will be more competitive.
The timing of the announcement of the LeTV car plan is quite interesting. The National Development and Reform Commission issued the “Interim Provisions on the Investment Project and Production Access Management of New Pure Electric Passenger Vehicle Manufacturers†(draft for comments) (to a certain extent, the pure electric vehicle was relaxed. The production threshold has just arrived, LeTV's car-making plan has surfaced, so the industry speculates that LeTV is likely to use new energy vehicles as a car entrance.
On the balance: Smart interconnection is one of the most important development changes that the car will face in the past 100 years. The innovation of technology innovation and demand and the interaction between the two are important factors to promote this process. It is still too early to discuss which kind of power will become the dominant factor. However, what is certain is that the joining of Internet companies will play a positive role in promoting this process.
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