The two forces of intelligence and new energy are driving the reform of the automobile industry. At this Beijing Auto Show, new energy * * cars account for nearly 70% of * * * cars, which is a visible change. Invisibly, the Internet may penetrate into the automobile industry at a faster speed, forcing the redistribution of the automobile industry value chain, or even overturning the existing pattern. How will the automobile enterprises grasp the future from a strategic perspective?

　　To this end, the First Financial Daily invited professionals from automobile enterprises, IT enterprises, financial circles, business schools and other fields to discuss the changes and opportunities of automobiles under the Internet thinking from multiple perspectives.

　　China Business News: What are the impacts and changes of Internet thinking on the automobile industry and related industries? Where is the boundary of automobile Internet thinking?

　　Wang Hua: I think there should be three connections between the Internet and cars. The first connection is from government laws and regulations. For example, from the perspective of satisfying consumers' experience and reshaping the value chain, Tesla advocates removing the dealer link and selling cars by selling apples. On the other hand, the government tends to protect the interests of dealers more. So Tesla's way is to touch the dealer's cheese, and then it meets a boundary.

　　The second boundary actually comes from enterprises with traditional thinking. The way of thinking in the traditional automobile industry is different from that in the Internet environment. For example, auto companies do O2O and interact with consumers online, but the system behind it has not changed. There are still so many cycles to build cars, and the internal process has not been rebuilt. It seems that they have done a so-called act of embracing the Internet, but in fact, traditional manufacturing departments and other departments cannot embrace the Internet.

The third boundary is the Internet's own big data. Data and clouds are a bit like black holes, sucking everything into the black hole, which challenges security issues.

Zhang Jun: In the past year or two, there have been some impacts of the Internet on banks, including e-commerce and third-party payment. Whether it is the automobile industry or other industries, our bank is intended to serve. All participants are based on win-win cooperation. If the interests of one party are greatly affected and cannot reach equilibrium, it may become a boundary, such as Yu'e Bao.

We hope that there will be a process of capital appreciation. Yu'e Bao has been very popular for some time. * It has been affected recently. All profits must have a value-added process. If not, it may not be sustainable.

Everbright Bank was the first bank to do auto finance. The bank acceptance products designed at that time were completely based on the needs of manufacturers. Over the past 14 years, we have continuously felt that the overall demand of all auto finance participants is changing. At present, we focus on core manufacturers and upstream and downstream product innovation, focusing on different needs of different customers. Previously, all bills were offline, but now all bills are electronic and online. The Internet provides a more convenient and convenient medium. In the whole process of cooperation, if all partners have a more open, equal and transparent attitude, the benefits of multiple parties will be greater.

Daily: With the constant penetration of the Internet, will the automobile industry be subversive in the future?

Xia Jun: I think the Internet is almost everywhere, but certainly not omnipotent. Whether it is the product itself or the service provided during the entire vehicle use process, there are still many technical and safety considerations. At present, from the perspective of the entire Internet industry related to cars and services, there is much work to be done in this regard. From the perspective of users, I think the Internet still has some hidden dangers in terms of service quality and security.

The so-called user centered approach is to break the focus on vehicle manufacturers. In order to better meet the needs of users, we will first try to reach the network within SAIC's own system. In the future, we want to open up and force our own original system. Disruption is difficult for our traditional enterprises. I think it is a gradual change.

Wang Nan: The integration of Internet and automobile must be related to the essence of automobile as a transportation tool. All new applications need to be well combined with security. When we built the car infotainment system very early, once the car moves, many functions will be blocked after exceeding the speed, because it is safe in nature. You may think that the Internet is characterized by doing everything at any time and anywhere, but when driving, the driver can't do much.

One of the big problems in the integration of the Internet and cars is Internet thinking, and the terrible thing is that it is often a false proposition. Whether it is the Internet of Vehicles or not, the key to measure is whether it can truly meet the needs and experience of customers and bring users a safer and more convenient experience. The Internet of Vehicles is not an end in itself, but to meet the real experience and needs of customers is the end.

Daily: There is a point of view that car companies are now starting the O2O model, and most of them are still doing experiential experience online. Many cars need to go offline to watch, test drive and feel. Few people place orders without a test drive, so they are not optimistic about the O2O. Are car enterprises confident in the attempt of the Internet? The Internet is ushering in the age of big data. What kind of backward push will the online end bring to the production, sales and business model of auto enterprises?

Xia Jun: Some of our data can reflect that more than 80% of consumers' purchase of cars now needs to go online to select and compare some models to help them make purchase decisions. Young people are becoming the mainstream consumers. They rarely go to 4S stores before buying a car, but compare online. Therefore, our O2O model is generated by the trend. As an automobile sales enterprise in this industry, we should meet the needs of users for online search and comparison.

Whether online or offline, integrate all their behaviors and habits of choosing to consume, and then conduct mining and analysis, which in turn can provide target users with more accurate products, including the design of service products, and understand the ideas of some quite personalized consumers, especially post-90s consumers. After contacting their needs through online channels, they can make customization in this regard, The potential value of online will be greater and greater.

Daily: What opportunities does the automobile industry have in the future under the Internet thinking? How can we seize the opportunity?

Wang Hua: According to the analysis of some research institutions, in 2015, auto financial institutions alone in China should have a cake of 670 billion yuan. We should use a dynamic perspective to see whether the current troika will still be a troika in the future, and who will become a newcomer? This is the change of dynamic competition pattern. From the perspective of the whole life cycle of automobiles, who will lead the financial services and insurance services of automobiles is worthy of close attention in the future. Today's pattern is not equal to the future pattern. Of course, this kind of first mover advantage is a very scarce resource. This year, it does not mean that a company wants to break through immediately.

Personally, I believe that China's top priority now is to solve consumers' pain, and then to solve consumers' satisfaction or realize consumers' dreams. As long as this pain point of consumers exists, whoever solves this pain point will seize the opportunity. The good experience of consumers brings you much more stickiness than the power of an advertisement to impress you, which may become one of the very important strategies for the high-end of a Chinese independent brand.

Wang Nan: First, is the technology ready? Is there any technology that makes the application a bottleneck? It's a matter of time before the technology matures. Second, does the customer have such demand? If the public does not have such demand, no matter how good the technology is, it cannot become a reality. In addition, there are policy barriers to entry, such as assisted driving technology. Many laboratories around the world have been studying it for a long time, and car manufacturers have also started to do it. However, when it will become a reality in the future is still a question.