In order to implement the decision-making and deployment of the CPC Central Committee and the State Council and accelerate the digital transformation of enterprises, under the guidance of the State-owned Assets Supervision and Administration Commission, the Digital Vehicle Enterprises Sub-Forum of the Central Enterprise Digital Transformation Summit hosted by China Automotive Technology and Research Center Co., Ltd. and co-organized by Autohome, Huawei Group, China Unicom, China Telecom and Alibaba Automobile was held in Shenzhen on December 15.
Shao Haifeng, President of Autohome, was invited to participate in the sub-forum of the automotive industry, delivered a speech entitled "Preliminary Study on the Digital Transformation of the Automotive Industry", elaborated on the road of digital transformation and empowerment of Autohome, and participated in the interview on the digital transformation development needs of automotive enterprises together with the leaders of FAW Group, Chery Automobile, Guangzhou Automobile Group, SAIC-GM-Wuling, AND CHINA AUTOMOBILE Chuangzhi, talking about the innovative practices and solutions of digital transformation in the industry, and providing assistance for the continuous advancement of the industry's digital transformation work.
Take the lead in the road of digital transformation of autohome
Whoever can take the lead in changing traditional marketing ideas will have the opportunity to win the future. With the acceleration of the process of intelligentization, networking and electrification of the automotive industry, the digital transformation of the industry is imminent, and in the post-epidemic era, digital breakthrough has become a consensus.
Shao Haifeng introduced that founded in 2005, Autohome, with its own content and data advantages, gathers a large number of car enthusiasts, has the industry's leading self-media platform and the world's largest car owner forum. At present, the Autohome DAU has reached 45 million, surpassing the sum of other auto media; covering 90% of the country's 4S shop car dealers, providing more than 100 million sales opportunities every year; the transaction contribution coefficient is more than 6.7, the highest transaction contribution coefficient among all vertical media. Autohome has developed into an integrated service platform with the largest number of users, the largest number of clues and the best quality of leads.
As a vertical industry leader, Autohome has recognized the identity transformation in the digital transformation, not only the vertical media but also a participant in the digital construction of the industry. Since Ping An Group became the owner in 2016, Autohome has gone through four stages: 1.0 vertical media, 2.0 platform, 3.0 intelligence, and 4.0 ecology, transforming and upgrading into a big data and technology-driven automobile company. Under the blessing of a powerful data base disk and super computing power hub, it has formed a two-way scientific management and leading technology application advantages, and has the ability to be the first in the VR industry, AR capabilities and the first in the AI think tank industry, creating the strongest digital solutions for OEMs and dealers.
In Shao Haifeng's view, Ping An Group's strategic guidance and advantage empowerment of "finance + technology" have helped Autohome expand its boundaries in the field of digitalization. As an important online traffic entrance to Ping An's automotive ecosystem, Autohome will use a number of Ping An subsidiaries, channel companies, its own business and external data to form industry-wide coverage in 13 fields such as automotive, education, medical care, finance, insurance, industry and commerce, life, and FMCG, and work with Ping An to become a promoter of digital innovation in the industry.
Embracing change The digital "four modernizations" of Autohome promote the diversified development of the industry
The automotive industry is undergoing a century of major changes, and emerging digital technologies are the energy revolution, which is driving the automotive industry to develop in the direction of digital intelligence. Shao Haifeng pointed out that after experiencing the rapid development of industrialization and informatization, digital development is accompanied by exploration and testing of the water, and it is easy to form three major misunderstandings, namely, undifferentiated digitization, lost digitization and island-like digitalization.
Talking about how to efficiently build a digital model in the future, Shao Haifeng summarized that with user digitalization as the core, through the digitalization of management to drive the digitization of products and channels, to achieve cost reduction and efficiency of enterprises and ecosystems, that is, the "four modernizations" of users, management, channels and products, and combined with the specific cases of autohomes.
User digitalization: the foundation of digital transformation in the industry. Based on the industry's unique automotive big data, after several years of landing practice, Autohome has created a unique automotive industry user label system, including user basic information, behavior habits and purchase needs, with more than 40,000 sub-groups in the whole station and a tag user coverage rate of more than 98%, forming a unique big data application capability in the industry. With the acceleration of transformation, the data application of Autohome has gradually deepened, from the early data analysis products, to business intelligence, data concentration, to big data platforms and data application cloud services, creating unique value for partners and helping car companies and dealers accelerate digital transformation.
Managing Digitalization: The Driving Force for Digital Transformation in the Industry. After Ping An joined the Autohome in 2016, it deeply embedded the "leading" cultural values into the autohome genes. In the era of normalization of epidemic prevention, based on the advantages of leading big data and artificial intelligence, Autohome puts forward the methodology of "prophet, foresight and first" for the industry, realizes the "first win" methodology, combines specific products such as Chezhiyun to form an agile online drive system and fully empowers the main engine factory management system. Specifically, the first is to know the trend, know the user, know the competition, know the marketing, know the communication, know the public opinion, on this basis, carry out marketing monitoring, public opinion plan and processing, detect market opportunities, form a prescient accurate calculus attribution, quickly form a precursor plan, and then feed back the prophet's real-time market insight, forming a benign closed loop.
Channel digitization: Improve reach conversion efficiency. Autohome opens up "big data + AI technology", around the car purchase scenario, to create dealers online, digital, ecological, to build a three-dimensional service matrix such as software services, platform services, infrastructure services, data services for dealers, and to help auto dealers achieve digital transformation with full-scenario digital services. Through big data analysis, user trajectory visualization, communication process visualization, and internal process visualization are realized to improve operational efficiency with global supervision; secondly, based on AI technology, intelligent outbound calls, intelligent assistants, and intelligent tools that run through the whole process of showroom sales, etc., to achieve scientific evaluation of management decisions with human-machine collaboration; and to build a digital platform again to open up internal and external data of dealers and form a complete closed loop.
Product digitalization: enhance core competitiveness. In recent years, Autohome has begun to lay out in the field of data products, relying on the advantages in artificial intelligence, big data, cloud computing, etc., and has developed a series of intelligent data products such as chezhi cloud, intelligent marketing, smart network sales, and car think tanks, providing a full range of digital product services for OEMs and dealers, and accelerating the pace of digital transformation of the industry. After operation and improvement, the effect of the data product layout of Autohome has been highlighted, providing marketing services for more and more OEMs and dealers.
After years of deep cultivation and development of the industry, Autohome has become a leader, and in promoting the digital transformation of the industry, this leader for many years has incomparable advantages and capabilities. Talking about how to better embrace the digital transformation of the industry, Shao Haifeng proposed that the digital transformation of the future auto home will be combined with the current digital ecology, serving efficiency and resources, and will explore more cooperation space with automobile manufacturers and dealers with an open, inclusive and win-win attitude.