· Lin Burning: The Internet will comprehensively transform the automobile industry

This dull world does not necessarily require a thunderstorm on a sunny day, but it must be something new. The transformation of the Internet into the automobile industry is creating a new era.
Nowadays, the Internet industry is developing rapidly, and users have more demand for intelligent interconnection functions for automobiles. Intelligent applications and Internet of Vehicles have become the areas where automobile brands are competing to enter. Smart cars are based on traditional cars. Through computer technology, Internet technology and sensor technology, the entertainment, interconnection, and object-linking functions and the unmanned functions that will eventually be realized in the car will completely subvert the current car form. .
At the end of August, two incidents involving Internet cars occurred. The first is the Volvo XC90. In addition to its own Internet interactive system, Volvo also offers the Apple CarPlay system and Android Auto system for the XC90. This is seen as the beginning of Apple's invasion of the automotive industry. The second thing is the just-concluded Chengdu Auto Show. We are welcoming the birth of Kay Wing, the main Internet car license.
These two things, in the slightly dull car rivers and lakes, like the stones on the lake surface, swaying layers. This is a happy story for the self-owned brand, but it has to let us fall into new meditation. Throughout August, in the anti-monopoly banner of China's auto industry, luxury brands have cut prices, and various multinational brands reflect such a cruel reality – not so much as multinational brands monopolize parts and components, but rather multinational brands. The "brand".
Like Volkswagen, it has more than a dozen brands including Bugatti, Bentley, Porsche and Lamborghini. Multinational brands have their own sub-brands and joint ventures. On the one hand, they rely on sub-brands to defend themselves. On the other hand, joint ventures have become the vanguard of strangling their own brands. The examples here are Skoda, which re-adjusts the pricing of the products, and one is the Kaichen that entered the 40,000-car market. At the same time, the independent brands that bear the dual pressures of city purchase restrictions and joint ventures, but face the fact that the market share is facing a year-on-year decline.
Different from the traditional and muddy independent brand development road, the birth of the concept of “Internet car” provides a new path and new thinking for brand development. Kaiyi's positioning is an innovative Internet company, aiming to build smart connected cars. This positioning is very interesting, not an automobile manufacturing company, but an internet company. Internet companies are characterized by an emphasis on customer interaction. The emergence of the Apple CarPlay system and the Android Auto system, to some extent, is loosening the traditional definition of the car - just like turning a communication tool into an interconnected terminal, the future of the car will become an interconnected terminal. To a certain extent, this provides a new path for brand development, more beyond tradition, and more emphasis on experience and interaction.
In fact, the core soil for the birth of "Internet car" is mainly based on: First, the Chinese auto market is the largest market in the world, and is transitioning from the seller's market to the buyer's market. Second, China is entering the national automobile society, consumption is becoming more mature, and after the 1980s, the consumer group has risen, so the choice has become diversified. Third, the urbanization and the second childization wave, so that the increasingly wealthy Chinese have more power to consume these new concept cars.
It is worth noting that some forward-looking car companies have joined hands with Internet companies to create the concept of “Internet-making cars”. SAIC and Alibaba Group signed a "Internet car" strategic cooperation agreement to create a future-oriented "Internet car" and its ecosystem; BAIC also released a signal to the outside world that it is willing to "produce production for another Internet company LeTV." LeTV car." This shows that "smart car" and "Internet car" have become a trend.
Is there any updated gameplay for "Internet Car"? The first is a positive attempt at e-commerce. In recent years, due to the rise of e-commerce companies such as Taobao and Jingdong, almost all mainstream auto companies have sold their products through e-commerce channels. The auto e-commerce network is not only an important digital asset, but also a core asset of the company in the future. However, the current brand of online car sales is more meaningful than the meaning of sales. Kaiyi, which has no historical burden, can carry out more active e-commerce exploration. Like Xiaomi’s home, it can solve consumer online shopping products through physical stores and e-commerce. Product experience, procedures, and after-sales services.
According to the current information, Kaiyi will not only be committed to building smart connected cars, but also adopt innovative Internet thinking to carry out company operations. It will create demand through technology and business innovation, and create a research and development and marketing system with Internet thinking. . Kaiyi can be said to be lightly loaded. Product intelligence and marketing networking have become the mainstream trend in the development of the automotive industry. Kaiyi has cut the demand of the younger generation with the growth of the Internet. Today, Kaiyi’s practices can’t help but remind people of the mobile phone industry’s millet, but cars and mobile phones are very different industries. Whether Kaiyi can become “millet in the automotive industry” does require patience.
Obviously, the steps of these Internet cars need to be bigger. Like the human body, the automotive industry also needs metabolism. A mediocre life is obviously boring, and a mediocre car obviously cannot make people have too much buying interest. As for whether the Internet car can shake the current car pattern, I believe that time will explain everything.

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