Shulou(Shulou.com)06/03 Report--

Since Uber, Didi, Shenzhou and a series of wars between enterprises have died down, the online ride-hailing market has been quiet for a long time. But in any market, there are variables, and just when people think the ride-hailing market is stabilizing, new variables appear.

Since 2017, Cao Cao's special vehicles have intensively entered various cities across the country, it is becoming a significant trend for automobile manufacturers to enter the online car-hailing market. There are Cao Cao special vehicles invested by Geely Technology Group, followed by Euler Travel led by Great Wall Motors, and recently there is an innovative mobile travel business jointly cooperated by GAC Group with Tencent, Guangzhou Public Transport Group, Didi Chuxing and other investors: "Ruqi Chuxing."

Behind the variable is an increase in entropy-precisely because of the increase in uncertainty, more opportunities appear in the market.

Entropy increases, who brings uncertainty to the travel market?

The first thing we need to understand is where the new round of uncertainty in the travel market appears.

The essential mechanism of the online car-hailing market, which flourished from the sharing economy around 2011, is the resource sharing and accelerated circulation of information in the C-end market. The ride-hailing App builds platforms to help people with spare car resources and people with travel needs establish efficient connections. There is no technological progress in this process.

However, the new wave of online car-hailing products represented by Ruqi Chuxing has obvious differences in the product itself and the market environment in which it is located:

Compared with the previous situation of Internet enterprises/sharing economy start-ups, almost all new players in the online car market are B2C models dominated or participated by automobile manufacturers. Among them, Ruqi Chuxing adopts GAC intelligent network new energy customized model, Euler Chuxing all uses Great Wall new energy model, Cao Cao special car is provided by Geely customized new energy model.

The reason for this may be related to the capacity improvement of new energy vehicles in recent years, but the centralization and customization of online car models means that new technologies such as car networking and smart cars can enter online car products in a pre-positioned way.

For example, the intelligent mobilization efficiency can be greatly improved by carrying a unified car networking system on a unified vehicle model; with a unified on-board entertainment system, the online car-booking products can better pry the entertainment demand and even consumption demand in the travel scene. Platform-based unified management can also establish better brand effect, more standardized management and safer service guarantee, and in this way, promote the improvement of commercial efficiency of online booking vehicles.

This brand-new mode is most typical in the cooperation between GAC Group and Tencent.

Five-story tower can pick stars: What problems did Tencent solve for Ruqi Travel?

Seeing this pair of partners, we can easily distinguish that GAC Group provides the new energy vehicle itself, while Tencent is responsible for providing the technology.

At the end of last year, after releasing the smart travel strategy, Tencent's travel business matrix of "four horizontal, two vertical and one middle platform" was constantly improved and upgraded. These include Tencent Auto Union, Tencent Auto Cloud and Tencent Smart 4S Store solutions for existing travel needs; Tencent autonomous driving and 5G vehicle-road collaboration technologies for future driving scenarios; Tencent location services, Tencent travel service solutions and Tencent ride codes for public transportation scenarios.

Based on the upgrading of these travel industries, Tencent can also open its own mass content, service platform and security guarantee system to automobile manufacturers. In addition, Tencent Cloud and Tencent AI provide the bottom guarantee, and automobile enterprises can establish independent car networking cloud platform and super brain.

In this product, Tencent does not participate in the operation in person, but outputs the full-stack travel service solution. In other words, Tencent can help automakers solve all other problems except the car and driver themselves, and Tencent has also shouted the slogan of Tier1, which hopes to become a travel service company.

Just like in Ruqi Chuxing, Tencent relies on its own intelligent travel technology capability to meet the five-layer demand of automobile manufacturers when building online ride-hailing products.

The first layer is the map and cloud requirements.

The fundamental of online car-hailing products is to find the driving position according to LBS and exchange information in the cloud. In the cooperation with Ruqi, Tencent provides public cloud services with high scalability and high cost performance. Combined with Tencent map location service and scene-based big data service, Tencent provides various customized services including full-platform map interface, multiple navigation modes, positioning, search, track, route, etc. for Ruqi travel, reducing the development burden of automobile manufacturers themselves.

The second level is the management requirements of the Internet of Vehicles.

For B2C car-hailing, the focus of development is to improve operational efficiency through vehicle management. From the tire pressure, electric quantity and in-vehicle monitoring of a new energy vehicle to the dispatching according to the traffic flow, it is necessary to rely on the Internet of Vehicles for unified management. Tencent's "car brain" scheme can be applied to Ruqi travel, so that the travel route of online car booking can be optimized by comparing the GPS driving route of car with the GPS driving route of mobile phone.

The third layer is user service and marketing capabilities.

After having the technology platform, how to acquire users and how to analyze and mine user data becomes the next step. According to its own advantages in Internet product matrix and accumulated data mining experience over the years, Tencent can meet the needs of user analysis, customer acquisition, marketing promotion and so on in Ruqi travel.

The fourth level is ecological service capability.

In the "first generation of online car booking" represented by shared travel, it has always been an important goal to pry the ecological service in the "end" of travel destination through the "pipe" of travel. However, the problem is that most online ride-hailing platforms lack the relevant accumulation of intelligent services and scene services. Tencent's TAI car intelligent system combines intelligent voice technology and scene-driven service recommendation to provide coherent services.

The last layer is safety and wind control capability.

What many people don't know is that, in addition to using the ride-hailing drivers need to be protected, the ride-hailing platform itself also needs to strengthen safety risk control. For example, data theft, financial security, black wool and other problems have occurred from time to time before. In the technical reserve of Ruqi Chuxing, Tencent provides the safety risk control capability of Didi Chuxing Platform, Didi Chuxing Platform and Shenzhou Chuxing Platform, so as to minimize the possibility of the above situation.

Tencent meets the five-story needs of automobile manufacturers one by one, just like building a five-story tower to help automobile manufacturers pick up stars from scratch.

Triple bonus: brilliant starry sky of automobile service

From the satisfaction of these five levels of demand, it can be seen that the collision between technology enterprises and automobile manufacturers is bringing a series of new dividends to the online car-hailing market.

The first is the division of labor bonus.

Under the circumstance that automobile manufacturers and technology enterprises perform their respective duties, the operating costs of online car-hailing enterprises as a whole show a trend of dilution. Automobile manufacturers do not need to undertake the construction of technical organization structure, even online and offline safety operation certificates and so on can be handed over to technology enterprises. For technology companies like Tencent, exporting technology solutions to automakers rather than exporting a single product means creating a technology platform that can be reused.

In this way, automobile manufacturers can focus on the production and development of automobile capabilities, and technology enterprises can focus on the improvement of technology level. On the track that he was good at, it was naturally more labor-saving to run.

Then there is the growth dividend.

One of the things we need to realize today is that technologies such as car networking, autonomous driving, vehicle-road collaboration, etc. are growing rapidly. The B2C travel service mode, with its unified scheduling platform and hardware pre-loading, happens to be the best test field for these technologies. Self-driving manufacturers such as Waymo have put forward a vision of providing self-driving online ride-hailing services in the future.

At this time, automobile manufacturers choose to carry out in-depth cooperation with technology manufacturers with technical growth capability, which can ensure that the online car-hailing platform can continuously follow up technically and maintain competitiveness at different stages.

Finally, there are ecological dividends.

Under the combination of Internet of Everything and intelligent interaction, the trend of full-scene linkage brought by an account is becoming more and more obvious. The advantage of cooperation with technology giants lies in the technology giants 'ability to control the linkage of the whole scene and the universality of their accounts, which can improve the operation efficiency and realization mode of online car-hailing.

For example, in the case of Ruqi travel, through the device of front sensor, the Internet of Vehicles can sense the electric quantity and vehicle condition of the automobile. Combined with Tencent's intelligent 4S shop layout, it can help the vehicle plan the charging pile and 4S shop route during the traveling process, and strengthen the overall grasp of the vehicle condition. At the same time, through Tencent's grasp of tourist attractions, supermarket shopping and other scenes, it can also help the online car-booking platform to connect more accurate marketing businesses. Such as distributing exclusive coupons based on user destinations, etc., all rely on Tencent's years of experience in advertising marketing.

It is not difficult to find that in the new wave of online car-hailing upsurge, the cooperation mode of technology enterprises + automobile manufacturers brings not only the lowering of the threshold of online car-hailing industry, but also more imagination space and future possibilities for this industry.

The new group of online ride-hailing players represented by Ruqi Chuxing does not aim to divide the previous market, but to find a brand-new way of self-evolution. Let the "car" change from a kind of physical object to a kind of service, thus opening up the brilliant starry sky.

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