"Going to the cloud" and "entering the picture" are new changes and new machines in the digital car time industry.

100 years ago, Ford began the first reshaping of the automobile industry with assembly line operation, and the United States became the leader of the global automobile industry; Fifty years ago, European car companies began the second reshaping of the automobile industry with multi-category products, and the focus of the global automobile industry shifted from the United States to Europe; Today, under the impetus of a new round of scientific and technological revolution, China is becoming the main position to reshape the automobile industry in a new round.

Looking back at the key nodes of the automobile industry in the past century, we always follow the same logic, that is, from product innovation to industrial transformation, from enterprise transformation to value reconstruction, and finally complete all-round industrial reconstruction. In the past decade, emerging car companies represented by Tesla and new domestic car-making forces have set off comprehensive innovations in the fields of energy, automobiles and artificial intelligence. Nowadays, Volkswagen, GM, BMW, FAW, Geely, Great Wall and many other traditional car companies at home and abroad are also announcing the transformation from "vehicle manufacturer" to "technical service provider".

It's not just car companies that are speeding up. Under the background that the Internet entered the second half and the deep integration of digital technology and physical industry became the general trend, Internet technology companies also noticed the biggest entrance of the Internet. This is the industrial trend and the general trend.

Last June, 5438+065438+ 10, Tencent pointed out in the White Paper on Digital Transformation of Automobile Industry that the automobile industry is undergoing great changes from the traditional industrial era to the digital era, with product form, user demand and industrial value as the core.

This is the industrial trend and the general trend. Intelligentization has become the theme of automobile innovation, and behind product innovation is the deep change of enterprise operating system such as technology, management and service. With the increasingly complex strategy formulation, management model and business model of automobile enterprises, digitalization has become an indispensable booster for the development of automobile industry.

Heaven and Earth

Making travel safer and more comfortable, better service efficiency, better experience and more friendly to the environment has always been the initial intention of the development of the automobile industry. In the past century, from the loaded body to the non-loaded body, from the large-displacement internal combustion engine to the energy-saving powertrain, from passive safety to active safety, although the innovation speed of the automobile industry has been accelerating, it has never ushered in subversive changes.

Nowadays, with the development of digital technologies such as cloud computing, big data and artificial intelligence represented by autonomous driving, the automobile industry is moving from the traditional industrial era to the digital era. Automobile has become the carrier of the convergence and collision of people flow, logistics, information flow, energy flow and capital flow, and it is also the forefront of digital, intelligent and networked changes.

The underlying hardware technology is the foundation of the digital development of the automobile industry. Due to the change of power and communication mode, intelligent electric vehicles constantly produce data during operation, including instantaneous speed, instantaneous power consumption, driver behavior and so on. Therefore, intelligent vehicles have become the basic unit and data node of intelligent transportation and smart city.

Software technology makes the digital development of automobile industry more imaginative. The development of intelligence and networking has promoted the "software-defined car". A car is more like a "smart terminal on wheels", and the systems and software of "FOTA and SOTA" can be upgraded through OTA and other means. In this process, cars will interact with the outside world, generating a large number of application data to provide data support for commercial development.

So, in the digital age, what is the final direction of this round of automobile industry reform? This is a question that the industry and enterprises have been thinking about for ten years.

In fact, the policy level has given the answer. Last year, the "New Energy Automobile Industry Development Plan (202 1-2035)" issued by the State Council clearly stated: With the comprehensive transformation of automobile power source, production and operation mode and consumption and use mode, the ecology of new energy automobile industry is gradually changing from the "chain relationship" among parts, vehicle R&D, production and sales service enterprises to automobiles, energy, transportation, information, communication and other fields.

In the mesh ecology, as a multi-stream convergence node, with the evolution of high-order assisted driving and fully automatic driving functions, the amount of data carried and generated by smart cars has greatly increased compared with traditional formats. At the same time, in the era of software-defined cars and user-defined cars, it is necessary to realize the management of the whole life cycle of cars and incite the changes in R&D, management and marketing models of enterprises, which also greatly enhances the complexity of industrial transformation.

Through digitalization, it will be easy to build a new industrial digital ecology, open up the internal and external links between industries, improve the efficiency of traditional industries with the technology of emerging industries, and promote the scale of emerging industries with the market of traditional industries, thus achieving1+1>; The effect of 2. "Netted ecology" is the direction of automobile industry reform, and integration and connection is the way. The digital age provides a foundation for integration and connection. To achieve "net production", it is necessary to realize the "heaven" and "land" of the industry.

The so-called "heaven" means that all industrial ports under the "mesh ecology" should realize "all-round cloud access", reconstruct the business system of the enterprise based on cloud computing, realize the digital layout of the whole link, build data paths and tap the data value. After the automobile industry goes to the cloud, it can also effectively promote the macro-supervision of relevant state departments.

At present, smart electric vehicles driving on the road generate tens of TB of data every day and upload it to the enterprise-level new energy vehicle operation monitoring platform, and then upload it to the national new energy vehicle big data operation platform. The national platform can assist the government in industry management and guidance, such as subsidy liquidation and verification, to avoid fraudulent compensation.

In addition, the national platform can also assist enterprises to upgrade their business, improve vehicle safety, and realize safety early warning and technical upgrading. Relying on cloud big data, we can also analyze users' driving behavior and develop innovative insurance such as UBI. In the future, data-based collaborative applications will be more extensive. Based on the information of automobile perception, traffic control and urban management, a multi-layer data fusion computing platform of "people-vehicle-road-cloud" can effectively promote the construction of smart transportation and smart city.

The so-called "entering the ground" means that the automobile industry should "fully enter the map". Whether it is autonomous driving or commercial activities around smart cars, high-precision maps are needed to escort them. High-precision maps not only have high accuracy and real-time, but also can integrate service information.

The overall "going to the cloud" and "entering the map" of the automobile industry has opened up the barriers between all links in the industrial chain and laid the foundation for enterprise transformation and value creation. At the same time, it will also help to establish a comprehensive standard system for the integration and development of smart cars and related industries, and clarify the technical interface standards such as vehicle operating system, vehicle basic map, vehicle pile information sharing and cloud control basic platform, so as to establish a cross-industry and cross-domain comprehensive big data platform.

Subversion and transformation

In the past few decades, the investment of every new technology development and every listed product of automobile enterprises is in the order of hundreds of millions, billions or even tens of billions of dollars, and thus a perfect business model including R&D, design, manufacturing, sales and after-sales has been constructed.

However, due to the low degree of digitalization and poor linkage of all links, it is difficult for enterprises to turn around after making strategic decisions. Due to the high cost of trial and error of the asset-oriented model, dozens of automobile enterprises fell short because of decision-making mistakes in the past automobile industry transformation, and were later integrated and merged.

Today, this industrial logic has changed. In the past few years, the new forces of Tesla and China have entered the automobile industry as "subversives", creating new technologies, products and services, and attracting a number of traditional automobile enterprises to follow the transformation.

Enterprise transformation has never been an easy task. In the digital age, the business of automobile enterprises is more comprehensive, and the software, hardware, products and services are multi-pronged, and the corresponding full-link business processes will also usher in changes. Under the new business model, it is an inevitable choice for car companies to improve the efficiency of enterprises, especially the efficiency of the whole life cycle of vehicles. The core competitiveness of car companies has become to create maximum benefits in unit time and cost. ?

Digitalization has greatly changed the front desk, middle desk and background of automobile enterprises. Constructing digital organization and operation mode is the foundation of consolidating the long-term development of enterprises; Promoting the transformation of R&D to digital services is the way to improve the business ability of enterprises.

We can see that traditional car companies have noticed the trend of industrial transformation and actively made transformation and practice. Internet technology companies represented by Tencent are also deeply involved, using digital technology to help car companies serve the digital transformation of the whole link.

For example, GIP system of GAC is a comprehensive collaborative management platform integrating information publishing portal, system landing platform, system integration platform, unified work platform, work communication platform and mobile office. Based on business innovation, FAW has created an "Easy" collaborative office platform, which has realized office mobility, digitalization and thousands of people, and improved office efficiency by more than 30%.

Compared with the change of organization and operation, from R&D to sales to full link opening is the key factor for digitalization to help automobile enterprises change.

In the field of R&D, Tencent helps Changan Automobile R&D Center to build HPC (High Performance Computing) project, so that Changan Automobile can get the latest and strongest computing support every year. Tencent Cloud fully adapts to different CAE software in different scenarios to meet the diversified R&D requirements of Changan Automobile. Digitalization has also accelerated the product iteration speed of smart electric vehicles. In the past, the automobile industry strictly followed the product life cycle of 5-7 years, but now it is basically about 3 years.

In the sales model, digitalization has brought flexibility to car companies. The essence of enterprise digital transformation is to realize "transformation and upgrading" by taking advantage of digital "copy, connection, simulation and feedback".

Take Tencent Auto Cloud Digital Marketing SaaS solution as an example. The solution consists of marketing data service component+marketing SaaS product component+marketing operation service component, which can flexibly support car companies to develop and apply their own marketing links.

For example, in view of the problems existing in Geely Automobile, such as redundant sites, fragmented suppliers, and users' inability to browse through precipitation, Tencent assisted Geely to build and improve its marketing data center system, precipitated a large number of data assets, and helped Geely realize data feedback business with the help of intelligent marketing operation system.

The digital upgrade of automobile enterprises expects to reconstruct the IT technology foundation, open up the whole link and realize digital management, decision-making and business model. More and more car companies build digital platforms and develop global traceability management systems for auto parts. All the hardware of the vehicle is managed in a unified way from manufacturing to scrapping, which greatly improves the operational efficiency of the enterprise. For users, standardized and traceable auto parts will improve the convenience and reliability of use.

For example, in the power exchange mode of Weilai Automobile, each power battery has a fixed code, and each battery will flow as a commodity in the enterprise's power battery cloud platform. Relying on the cloud platform, Weilai can make flexible decisions and realize cross-regional battery scheduling.

However, it should be noted that digitalization is not a panacea, and digital transformation still has the characteristics of faltering, just like most transformation practices in the history of automobile industry. Therefore, in the digital transformation of layout, vehicle enterprises should return to the essence of enterprise development, from? Starting from the core objectives of enterprises such as "reducing costs, increasing income and improving efficiency", we constantly adjust and correct the direction of progress through digitalization.

New forms and new services

Industrial transformation has created brand-new products and services. Under the new format, the ultimate goal of automobile enterprise transformation is value reengineering. From different angles, the significance of value reengineering is different: for car companies, value reengineering represents the excavation of vehicle life cycle value; For users, value reengineering represents the whole life cycle service.

From a commercial point of view, all the values of automobile enterprises are generated around "people". The digitalization of "people-centered" means that all links in the whole process from product definition, manufacturing, digital marketing to automobile service are defined by users, which has spawned a brand-new business model.

In the past, the customer service of automobile enterprises followed the law of "1×N". Because customer service only pays attention to the "hardware" of the vehicle itself and the relationship between the two parties is "contradictory", users rarely feel the service attitude and care of the enterprise. Now, the customer service of automobile enterprises has become the "M×N" rule, and M stands for the service provided by automobile enterprises to users in the whole life cycle of vehicles, which is an increment, so the two sides have become a "cooperative partnership".

Due to a hundred years' accumulation, the N of traditional car companies, that is, the number of users and the increase, will still be higher than that of Tesla and China. However, with the development of smart car trend, the sales of the latter broke out rapidly, and the pressure of traditional car companies was obvious.

In the digital age, buying a car is "hardware+software+service". Everything that car companies do is to create the ultimate product experience for users and gather high-quality resources to provide users with ecological services. Therefore, for the new forces, increasing users is a feasible way to expand value. For traditional enterprises, expanding services is the only way to create value, which is the most important significance of digital transformation of traditional automobile enterprises.

The car enterprise services that users can feel in the future mainly include hardware services, software services and use services. Among them, the hardware service reform is mainly C2M, that is, user-defined cars.

In the digital age, C2M has opened users and factories. Users can "DIY" vehicles on the mobile side, and factories make and deliver them according to user definitions. For example, Tencent and Geely's wide-area Ming Dow * * * build a new ecology of industrial interconnection, * * * develop a large-scale flexible customized C2M suite, and use the industrial Internet platform and new intelligent manufacturing technologies to achieve a high degree of cooperation among market users, manufacturers and supply chain resources.

It should also be noted that C2M is essentially different from the original "optional package" mode. The optional package mode is essentially defined by car companies, and users only have the right to choose, while C2M mode is essentially defined by users, and car companies only provide raw materials.

Compared with hardware services, users are much more familiar with software services and automobile services. Software services combined with autonomous driving are bringing people a new understanding of cars. Relying on the automatic driving data center and the user habit data center, the car is not only a travel tool, but also more like an intelligent service housekeeper.

The future car ecology is not only built around the car itself, but will extend to all aspects of life. How to explore more potential value growth points of software and user services outside hardware is a challenge and a brand-new opportunity for all car companies.

To be sure, with the help of cross-border digital technology, the current new machine is pregnant with unlimited prospects. Both traditional car companies and emerging car companies are still standing on the same starting line.