Live review| how can the automotive industry at a crossroads practice digital transformation under the great changes?

In recent years, digital transformation is in full swing, and how to grasp this strategic opportunity has become a new challenge for automotive companies to actively promote the integration and development of digital technology and the automotive industry, and accelerate the iteration of products and services.

To this end, Chuangluo Technology, together with North Tuo Capital and IDGITAL CHINA, held an online live sharing - automotive digital trends and innovative practice sharing, in order to bring more inspiration and thinking to people in the changes in the automotive industry. The following is a transcript of the speech:

The path of digital transformation of OEMs

Zheng Ke, head of automotive business and vice president of marketing operations of Trast & Technology

Based on the past digital practice, Chuangluo Technology found that the dilemma faced by traditional OEMs is more complicated than the digital path of new cars, and the so-called ship is difficult to turn around. In fact, the essence of digitalization is to digitally transform with users as the center, while the traditional main engine factory is a marketing method with dealers and channels as the core. So what does the digital transformation of the traditional automotive industry refer to?

Data-driven: A new business logic with the user as the core

In the past, the focus of OEMs was on the sales of complete vehicles and the control of channels, but now it is necessary to change to data-driven perception of users and insights into users, where data includes consumer feedback data and user experience data.

Digital strategy: Critical data operations capabilities

Digitalization itself is a strategy, a capability building from a top-down top-level architecture, and should not be done by one department. It is basically a first-hand project, a systems project, and fundamental changes must be made from the underlying architecture.

Data Operations Organizational Structure: Build and improve the data operations organization

The traditional OEM organizational structure is not necessarily suitable for digitalization, such as departments and functional personnel who lack digital operations. In addition, based on the digital transformation department or the digital innovation department, it is also necessary to slowly change and innovate the organizational structure, and match the data operation capabilities.

Digitization of business scenarios: Digital effect operations created by practice

The key to the digitization of business scenarios lies in strengthening the experience, such as the experience store or the experience ecology that actually serves the entire user. Data integration based on business scenarios drives user insight with data, and close-loop iterative practice of user-centered digital transformation.

Based on the above four points, the two most critical points from the perspective of enterprises are: the first step is to change to a user-centered concept, which involves data recording and accumulation, processing and application; the second is the change in organizational structure, the most important of which is the creation of digital capabilities.

To this end, many enterprises in the digital transformation based on user data to build CDP, but at the same time Chuangluo Technology also found that many enterprises in the transformation in the CDP system after the establishment of the CDP system did not use, the main reasons are: first, based on the main engine factory itself business architecture is more complex, in the process of system construction did not match the business, and the system within the business; second, the business product has its own characteristics, the system application process to play a role needs to have a corresponding matching of the organization personnel and operational capabilities.

In view of the above problems, Chuangluo Technology has summarized and refined the basic theoretical knowledge and methodology of digital transformation from successful practice, including some indicator systems, training courses, etc., and has also set up an operation team to help enterprises create exclusive operational capabilities. The key to how Trast Technology helps enterprises achieve digital operation capabilities lies in these three steps:

Digital Infrastructure: Service-driven CDP landing business scenarios

Based on the business-driven digital infrastructure, Trast&L Helps Enterprises open up public and private domain data, establish data governance and unified rules and standards through the construction of One-ID, and in business scenarios, implement the planning of data demand collection, data index system, data label system dimension, etc., and establish a data closed-loop iterative application system and operation capability in business scenarios.

Digital Operations: Build digital operation capabilities for closed-loop iterations

After completing the data foundation construction based on CDP, Chuangluo Technology helps enterprises build the management and refined operation of the whole life cycle of users based on data analysis and data application at the data application level, and practice the innovation and iteration of application scenarios on the basis of user insight.

Through the joint practice exploration and training of Chuangluo Technology and enterprises, we cultivate digital talents and teams at all levels and dimensions of CDP construction and operation, improve the level of digital collaborative management of enterprises, and continuously test, verify, iterate and upgrade in business scenario practice, forming a closed loop of digital operation.

Digital intelligence: an intelligent application for the future and the landing of current data

Based on digital infrastructure and digital operations, enterprises can continue to develop digital intelligence. Data intelligence is based on perfect first-party, second-party, and third-party data, and only when the data is complete can the business intelligence and business model of the data be accurately constructed. However, with the control of data security and privacy, enterprises should first do a good job in the accumulation and application of one-party data to release the value of data in the private domain.

Throughout digital transformation, it is businesses that transform past experience-based decisions into data-based decisions. Automotive companies need teams that understand business, UNDERSTAND IT systems, and better understand the ability to operate, one is because the digital chain of the entire automotive industry is very long; the other is that the process of data opening up in the automotive industry has high requirements for data operation capabilities. Based on past practice, Chuangluo Technology has accumulated a set of systems from basic cognition to methodology to application scenarios and actual cases, helping automotive companies to start from the top-level design through the transformation of digital intelligence from top to bottom, and then practice the concept of digital intelligence from bottom to top.

Trends in intelligence in the automotive sector

Zhang Hanfang, Vice President of Beituo Capital

From the invention of the first Mercedes-Benz three-wheeled car in 1886, the earliest lamps used kerosene, until the invention of electric lights, tungsten filament lamps began to be used for illumination. The electronic and electrical structure and intelligence of the automobile are in the same vein with the development of the electronic information industry, and today, an ordinary car can have hundreds of thousands, and the car chip with intelligent driving function is almost exponentially rising. The original simple way of "doing addition" has been unable to meet the growing development of automobile intelligence, and the traditional distributed architecture has gradually developed to the current domain centralized, and focuses on the future centralized.

The intelligence of automobiles mainly focuses on the gradual intelligence of the driving domain, cockpit domain and network domain. The intelligence of the driving domain focuses on the improvement of the intelligence level of bicycles, mainly reflected in the "perception layer - decision layer - execution layer", with the rapid penetration of ADAS, the camera, millimeter wave radar, and the chassis of the wire control have been rapidly developed and promoted. The cockpit domain focuses on human-vehicle interaction, and technologies such as intelligent speech recognition, gesture recognition, and personalization software are widely used. The network domain solves the car-vehicle interconnection and vehicle-road collaboration in the long run, and realizes the grander vision of intelligent transportation for mankind.

A brief count of the investment in the capital market in 2021, the two largest auto markets in China and the United States, is briefly counted. The U.S. invested $17 billion in autonomous driving last year (the highest single investment of $2.7 billion was created by Cruise, valued at $80 billion); nearly $9 billion was invested in electric vehicles, with record growth. Not to be outdone, china's investors were not to be outdone, with a total of 405 investment events in the field of automobile mobility last year, totaling more than 277 billion yuan (the highest in all industries), of which 102 incidents in the field of intelligent driving, with a financing amount of 40.7 billion, ranked in the top three of the subdivision track. Investors voted with real money and silver, expressing their high concern in the field of automotive intelligence.

Smart cars have begun to enter people's lives, and cars with L2+ assisted autonomous driving capabilities have been seen everywhere. The fully unmanned autonomous vehicles released by the upstarts in a hurry have also transformed cars from traditional "transportation tools" to "self-mobility smart spaces" more and more just around the corner. The future car can take off and land vertically; the future car will be as simple as building blocks; the future car, we can free our hands, eyes and brains, and simply enjoy the joy of travel.