From the "BYD Han EV" collision pole "Fox Alpha S", the misleading conclusion of "blade battery fire and explosion", and then to the data-oriented "small action" of the winter new energy endurance PK, I understand what role chedi plays in the automotive consulting circle?
Recently, the car emperor engaged in a test, pulled 41 new energy vehicles, in the environment of -20 ° C for the winter car pain points for comparative evaluation, what endurance, charging, air conditioning, cold start, and even elk test, climbing, ice and snow rings are compared.
As the head of the domestic auto content track, it seems that the test standards of the car emperor are unified and impartial, but the golden sign of this "professional car evaluation" has been questioned a lot.
In some car friend groups, we often hear such suspicions: "Understand the double standard of the old car emperor" and "the test standard is not rigorous at all."
Take the data of the winter test of the car emperor, and its value-oriented tendency to users can be described as a poor dagger.
In the picture on the left, the braking distance of the "Volkswagen ID.3" in the low temperature acceleration and braking project is 40.7 meters, and the snow acceleration time of 0-60km is 11.44 seconds, and the vehicle project given by the car emperor is evaluated as "average".
The magic thing came, the two data of the "dolphin" in the right picture were 34.1 meters and 10.19 seconds respectively, and the vehicle project award given by the car emperor was "poor".
Obviously, the braking distance and acceleration time of the "dolphin" are better than the "Volkswagen ID.3", how can there be such an upside-down black and white evaluation? Wouldn't bullying users look at it in comparison?
If there is a flaw in a test project, the user can understand, but in addition to the low temperature acceleration and braking project, there are similar operations in terms of battery life discount and energy consumption. With the fermentation of public opinion on this incident in the major car friend groups, perhaps realizing that his "micro-manipulation" was exposed, he understood that the car emperor "knew that mistakes can be changed" and re-readjusted the evaluation, and then canceled the comparison column.
"Our purpose is to make good content more valuable, which is where services and technology exist." He Jian, CEO of 2019, said at the Creators Conference.
Now two years later, has the vision of Chedi been achieved? In the various "double standard guardian lords", "kneeling licking joint ventures" and "do not know how to pretend to understand" questions, how far can the emperor of the car go and jump how high?
First, automotive media, the content should be thicker
According to the data of Analysys Analysis, since 2018, China's automobile consumer market has entered the stock stage, automobile sales have declined year after year, and the game of the stock market is very fierce.
Although the overall automobile consumer market has picked up in the past two years, the mobile Internet traffic dividend has peaked again, coupled with the shortage of chips and the repeated epidemics, which have brought many uncertainties to the supply side and demand segment.
In fact, the gas car business revolves around three elements, namely people, goods, fields, supply-side and demand-side "people and goods" face a lot of uncertainty, can only make a fuss on the "field", or that this "field" began to become more and more inward-
Since the PC era, the automotive information portal has been the main field for people to obtain automotive information, and autohome and e-car were born in this period.
Then, with the tide of traffic migration from PC to mobile terminals and the rise of PGC content, smartphone-based short video platforms such as Douyin and Kuaishou began to occupy the mainstream of the content market, and the automotive information track entered a stage of diversified development.
The evolution of the automotive consulting platform has never stopped, with the entry of the byte traffic ecology of "Understanding the Car Emperor", further catalyzing the process, and now, the three legs of easy car, auto home, and car understanding are standing, and the automobile business has become a larger game field.
Offline physical stores have gradually bent into trading terminals squeezed by this squeeze, and the function has gradually become single, and the value of the car consulting platform can be glimpsed from the three major auto shows in the north, Shanghai and Guangzhou, where car dealers gather, and several conspicuous booths have quietly changed hands.
Easy Car, Autohome, and Zhiche Emperor have been successively incorporated by Ping An, Tencent, and Byte. Through the understanding of their own resources and business play, these giants have communicated with their automotive information platforms and moved towards a different future.
In 2017, ByteDance split the "car channel" and entered the vertical market of automobiles, the giant sat on the double insurance of traffic + funds, and the car emperor attacked the city as an iron army under the seat, which seems to be a win-win situation.
Byte follows the consistent accurate recommendation algorithm, the traffic of the short video platform to help play, to support the rise of the car emperor, into xiao he defeat Xiao He, different from other content on the Internet, automotive information is not in the hands of traffic can roughly meet the needs of users.
First look at the data, the car consulting track has been established in three countries, the number of new users in the third quarter of the easy car series was 25.381 million people, ranking first; the understanding of the car emperor ranked second, the number of new users was 13.877 million people; the auto home ranked third, adding 9.2 million people.
Looking at the analysis, the Matthew effect of the "easy car system" is significant, the number of new users is the sum of "understand the car emperor" and "car home", the easy car system can maintain rapid user growth, the power comes from its high-quality original content, understand the car emperor also has its own content matrix, but the two lines are not the same.
It can be understood in this way that the various contents of the two companies, the route of easy cars is "playing with cars", which is related to the fun of cars, and the route of understanding the car emperor is "defining cars", which is related to the good or bad voice of a car.
For example, the second season of "Horsepower Showdown" and the second season of "I Am a Driver" launched in the third quarter of EasyCar are built around the content of car culture and feelings.
On the other hand, understanding the car emperor, in the form of car evaluation, car owner driving experience and so on, is mainly in the form of car evaluation, which is naturally contrary to the media attributes of the car information platform. The push flow of the headline system is indeed very strong, but the error in the direction is easy to cause the reverse force and row in the opposite direction.
The collision experiment between "BYD Han EV" and "Polar Fox Alpha S" is a typical example, and then to the user value orientation of the recently launched new energy vehicle winter test, although it can be seen that the car emperor is eager to improve the "professionalism".
However, the shackles of "evaluation + media" are the double dilemma of understanding the identity of the car emperor, and the "blade battery fire" is changed to "it catches fire after two days of standing", which is a contradictory product of both traffic and professionalism.
This makes the dilemma of understanding the car emperor very obvious, there is traffic, there are users, the lack of is precisely the car industry gene, easy car compared to the understanding of the car emperor is more "smart", professional evaluation that is the rice bowl of the chinese insurance researchers, an security point to do a car culture transmission medium is enough.
Huang Hengle, the big V of Zhihu Automobile, once said: "If you look closely for a few days to understand Chedi, you will find that this is not a small commodity distribution center in Yiwu, but a landfill." In an answer to Zhihu, he wrote: "A random search for a keyword on the emperor of the car, 'Land Rover refueled', can search for more than 30 fake news ..."
In this era of stock where the Internet traffic dividend has bottomed out, high-quality content will become the most effective moat between automotive information platforms, of course, the premise of this river is "quality" rather than "traffic orientation".
Second, there is traffic but into a trading dilemma
Why does Che Di have to rely so intently on evaluation to compete for the right to speak? From the traffic monetization logic of the car consulting platform, you can get a glimpse of one or two, provide information and services to users for free, and then provide the obtained information to car companies and dealers to complete the realization.
"Content-advertising-transaction-content", to make up for the closed-loop link map of automobile services, commercial value and strategic value can be equally important, especially in the cold winter of the automobile market traffic dividend peaked, the financial owners pay more attention to the integration of products and effects, value the real sales and transactions around automobile derivatives.
Whoever can eat the maximum value of traffic in the entire chain can gain the advantage of the largest pattern in the competition, or go to the data first.
According to the analysys analysis report, the traffic value of the e-car APP is 8.05 billion yuan, ranking first in the industry and ranking 19th in all categories of apps, surpassing the well-known apps such as AutoNavi Map, 58.com, and Ctrip.
The traffic value of the car emperor and the car home is 7.38 billion yuan and 7.24 billion yuan, which is one notch behind the easy car, but this data statistics ignores a point.
Autohome is backed by Ping An, its commercial value is reflected in addition to the data, in 2016 when Ping An acquired part of the shares of Autohome, it issued a statement saying: it will use Ping An's 150 million financial customers and 50 million auto insurance customers to help Autohome from a single auto media to a full-service ecosystem strategic transformation and upgrade.
In Ping An's view, the car loans, car insurance and high-income groups involved in the automotive Internet platform are a natural extension of matching the needs of finance and services, and this is not the transaction in the "content-advertising-transaction-content" chain.
The easy car series naturally also relies on Tencent's unique way of playing, which is the poisonous strategy summed up by Tencent after the 3Q war, expanding the territory from the consumption scene as the origin, and the To B end such as car insurance and auto finance is included in Tencent's business scope, which can be attacked and defended.
That understands chedi in addition to the byte system algorithm push flow, traffic ecology what else?
Compared with platforms such as Autohome and E-Car, Chedi appears to be "too shallow in seniority", whether it is Autohome or E-Car, it has already experienced a long stage of accumulation in terms of professional content, accurate users and industrial resources.
This is not only to understand that Chedi was established relatively late, but also includes many aspects such as model library, quotation inquiry, brand dealer resources and so on.
Take dealer resources as an example, it has previously been exposed that the car purchase coupons grabbed by the "live group purchase festival" of the car emperor have not been able to be used in offline distribution stores.
Many consumers complained on the headline number of the car emperor, and some of the cars that were killed in the second at the "live broadcast group car festival" event hosted by them were either discontinued or could not use coupons in the store, and even used the cars that had been reduced in price as platform credit.
This is another problem that hinders the deep penetration of the link of "content-advertising-transaction-content" of chedi in addition to content.
However, the content ecology of the byte system is rich, since 2019, the rise of live streaming with goods, which has given the understanding of the car emperor a new idea in the form of content, in October of the same year to understand the car emperor began to live broadcast business, hoping to achieve link reinforcement through live car.
However, for the car, the byte play characteristics are still the old problem, shallow taste, continue to go deep is too difficult, the car is a low-frequency high-priced commodity, consumers for the car live trading acceptance and trust is still in the initial stage, from the live broadcast room to sell a heavy experience of the car is far less simple than selling a lipstick or a piece of clothing.
The same byte weakness also occurs in the happiness business sector, and chedi is still a long way from "trading".
Easy cars, auto homes, and car emperors are like mirrors of the automotive industry. More than a decade of rapid progress has given birth to a huge commercial picture with 281 million cars and 410 million car users.
Nowadays, the increase in the automobile consumer market has turned into stock, the mobile Internet dividend has disappeared, the giants have entered, the industry has been shocked, and the automobile consulting platform should cultivate its internal strength.
Auto Understands Chedi must come up with a finer granularity in service, providing users, OEMs and dealers with richer value scenarios.
The flood irrigation of the flow of water and the unbridled grafting of content ecology have long ceased to be applicable, and how to seek a more cost-effective transformation is a compulsory course for understanding Chedi.
Autohome and EasyCar have also had similar situations in five or six years, and to complete the link penetration of 410 million potential users, tens of thousands of 4S store terminals, and hundreds of brands, it can only rely on time to slowly precipitate.
Understand the car emperor back to the byte system ecology, traffic and algorithm is its absolute advantage in the track, in the methodology, the need for bytes to find accurate scenes, understand the car emperor to find accurate users, dealers to find accurate conversion, the intersection of these three is to understand the way out of the car emperor.
I hope that before I understand the car emperor, don't move and then "overturn the car".
Resources:
1 Titanium media: eager to sell cars to understand the car emperor "overturned"
2 36 Kr: From understanding the car emperor to "selling cars": ByteDance can't put down the "dream of selling cars"
3 Sina Finance: Inquiring about a price on the APP is "sold"? Measured auto home, understand the car emperor, easy car three platforms
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