Since the Premier of the State Council Li Keqiang proposed "developing the 'Internet +' action plan" last year, there has been an upsurge in "industry Internetization" across the country. Not only the major traditional automobile companies are actively researching unmanned driving and automatic driving technology, but a large number of Internet companies have also entered the automobile circle, trying to build a car networking ecosystem. The leading Internet companies such as BAT have also begun to occupy the beach layout.
Recently, Baidu and Changan reached a strategic cooperation to create a "smart car"; while the high-end group of the Ali Group and Jaguar Land Rover reached a cooperation to jointly launch multi-screen Internet navigation products.
Among them, as the second signboard of the Chinese Internet, AB's Internet battle is naturally a wonderful show; but for as many as a hundred years, there are decades of history, and the world's auto giants are swarming. The Internet's younger generations are not trustworthy. They need fresh blood to keep themselves alive, instead of being thrown into the grave as a sullen old man.
Then the problem is coming. Ali and Baidu, who have already begun to deploy the Internet of Vehicles, will be the ones who will eventually be favored by the car giants?
Strategic positioning: Ali is on the platform, Baidu goes straight to control
Positioning determines the position of a company in an industrial chain, and whether it can smoothly cooperate with upstream and downstream. In general, Ali and Baidu are relatively clear about their position in the automotive industry.
Ali's car network thinking is a platform as a whole, and currently has three clear development route plans: car sales, service, and complete vehicles. Specifically: 1. The Ali Automotive Division leads the automotive Internet e-commerce and will assume all matters related to e-commerce; 2. Ali Internet Vehicle Application and Service System currently focuses on navigation and audio, and the most important of them Undoubtedly the navigation led by Gao De. 3. Internet car business. In cooperation with automakers, Ali mainly exports cloud capabilities and the underlying operating system, opening up the platform to make the vehicle products more intelligent. This part of the business is currently mainly responsible for the Ali YunOS team.
Compared with Ali Gaode, Baidu's action on the Internet of Vehicles basically continues the idea on the mobile phone: grab the entrance, control the user's attention and time. In 2014, Baidu launched Carnet. By 2015, Carnet evolved into Carlife, combining the Internet of Vehicles with the LBS service and O2O business in Baidu, and rose to the layout of the life service portal. A similar approach has been seen once in the mobile phone industry. After a number of Internet companies entered, they quickly lowered the overall price of mobile phones in the form of subsidies. Baidus would not care about the profit of hardware. After all, for Internet companies, the number of applications is active. It is the most important thing. The low price and high popularity is of course a good thing. This kind of gameplay is not the same thing in the car circle, but Baidu's idea is relatively clear: the traditional car hardware, become the carrier of Baidu's core application.
From this perspective, Ali is based on the original industrial chain of the car, basically covering all aspects of car companies' concerns, including products, technology, marketing, sales, data, etc., for car companies that are eager to use the Internet to upgrade. Said, it is still a more comprehensive solution; in contrast, although Baidu seems to provide car companies with a solution to the concept of car networking, but overall it is still inherent in the mobile Internet, and does not fully consider the car The law of the industry, if this set of ideas can be successful is Baidu's success, for the old car companies can only be a good or bad.
Product Strategy: Ali Gaode is steadily advancing, Baidu is holding high
The strategy on the product determines the attitude of the company to the industry. AB doubles also appeared at this level.
Ali's car business has always been relatively low-key and pragmatic. For example, as a subsidiary of Alibaba, Gaode Maps' data, technology and products are an important part of Ali's battle in the Internet of Vehicles. It is understood that the current stage and future layout of Gaode Automobile are centered on the “unobtrusive†“navigation Internetizationâ€: in the existing product layout, A-LINK and AMAP AUTO application services are designed to help motorists connect cars quickly. The cloud realizes functions such as data update, real-time traffic, and intelligent avoidance of congestion.
Obviously, the core competitive advantage of Gaode based on the market lies in the cross-border integration of the two capabilities of the Internet and maps, forming a complete upper body (product) and lower body (data) competitiveness; Baidu car network starting from the Internet lacks data. This important support point, traditional map data vendors have accumulated insufficient in the Internet field. In terms of car companies, it is basically a safe way to promote mass production and commercialization. At present, Honda, Jaguar Land Rover, and manufacturers like Changan and Geely have accepted Aligod's Internet navigation ideas and started to use them in mass production products. Although not very sexy in concept, the key is to implement it.
Baidu chose to hold high and hit high. In December last year, Baidu driverless car conducted a road test. Since then, all of Baidu’s voice has almost fallen to the concept of “unmanned drivingâ€. But there are still many people who are suspicious of whether Baidu's brain and existing driverless technology can achieve their goals. In fact, Baidu is rushing in the field of driverless cars, rushing to mass-produce cars, a large part of the reason is to share its competition in the bat, the strategic layout of the mobile Internet is under pressure, while posting, searching, The negative image of Baidu's family barrels and other products has risen sharply. Baidu now needs to have such a major breakthrough in the pioneering industry, at least in this period, to maximize the effectiveness of public relations, ease Baidu's brand decline.
In all fairness, it is not difficult to invest millions in a test vehicle, and the accumulation of basic technology is not just a slogan, but also a down-to-earth. When Baidu proposed to achieve the goal of mass production of driverless cars within five years, Gaode has also made rapid progress in autonomous driving. On the high-precision map, Gaode obtained the first commercial order, and the object recognition and vehicle control also carried out in-depth strategic cooperation with the current few Delphi, the manufacturer that truly realizes the mass production level of the driverless vehicle, in the car and the cloud. In terms of synergy, Alibaba Cloud is used for resource integration.
The future of the Internet of Vehicles is not to see who is slogan louder, nor to see who is showing something more cool. A loud slogan may be more eye-catching and ultimately requires real capacity accumulation. But even if you have the technical strength to do a good job, you need to look at the tonality and the car companies are not in harmony - work together, take what you need, instead of replacing them, you can go further.
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