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[car home? Under the background of "internet plus", the domestic automobile travel market is growing rapidly and is loved by more young people. According to Generation Z's Insight Report on Automobile Consumption in China in 2020, Generation Z attaches importance to both online social activities and offline social activities. Their demand for travel is much higher than that of other generations, and their attitude towards travel is more diversified. Generation Z has a higher acceptance of the new * * * travel mode represented by online car ride than the non-Z generation, and nearly 40% of users are high-frequency users.

According to the travel business development mode of * * *, it can be divided into two modes: online car rental and time-sharing rental. Among them, due to the bottleneck problems such as large capital investment, slow income and security of pledge, bankruptcy cases of small and medium-sized enterprises have been staged frequently in recent years, and the market dilemma remains to be solved; The online car market has gradually been "monopolized" by Didi Chuxing since 20 16. However, due to the entry of many mainstream car companies, the market has ushered in development opportunities and regained its growth vitality.

And around the field of automobile mobile travel, what is the layout of various car companies in the network car business? What is the main idea behind these layouts? In what direction will the future develop further? With these problems, we combine the comprehensive analysis of market, policy and consumption trend to find them.

Generation Z refers to people born between 1995-2009, also known as the Internet generation and the Internet generation. In the next five years to 10, they will step into society and work in an all-round way and become the main consumers. Based on this, car home teamed up with Deloitte, a global consulting firm, to launch the Insight Report on the Automobile Consumption of Generation Z in China in 2020, to conduct online and offline research on the automobile consumption attitude of Generation Z, and to publish a series of articles on "Young People of this Year".

Based on the fields that young people love more, such as tourism, used cars and auto finance. We also invited senior practitioners in the automobile industry to write papers, analyze the development status of the above-mentioned businesses, and give suggestions for the next steps of automobile enterprises. Che Yong, an industry commentator in this issue, is the director of R&D Automobile Enterprise Research Institute. Engaged in brand strategy, product R&D, market analysis for many years, good at mining industry hotspots and trends.

The travel market is improving, and the Z generation is highly accepted.

The online car service in China can be traced back to 20 10 -20 12. At that time, online car service platforms such as "Easy to use the car", "Drip taxi" and "Fast taxi" gradually stepped onto the historical stage. After fierce competition and continuous integration and reorganization, the online car market has also jumped from the initial exploration and cultivation period to the current rapid growth and development period.

From the characteristics of users' application, the users of online car rental in China are not only widely distributed in various regions, but also have a high utilization rate, especially the younger characteristics. Among young netizens aged 20-29, the utilization rate of online car rental exceeds 74%, far exceeding other elderly groups, and young people have obvious acceptance of online car rental.

According to the survey results of 2020 China Z-generation Automobile Consumption Insight Report, nearly 70% of Z-generation respondents use it three times or more a month, which is significantly higher than that of non-Z-generation, and the gap between strength and weakness increases with the increase of usage frequency. With the growth of the younger generation and the continuous improvement of consumption power, it is bound to become an important driving force to promote the prosperity of the online car market, and the future development trend is irreversible.

Some Z-generation car owners said that due to inconvenient parking and other reasons, when traveling for a short distance, about nine times out of ten, they will choose the way of * * *. In fact, in the offline focus interview in the report, most consumers of Generation Z also said that they have regarded online car rental and car rental as a more regular way of travel, and they also expect to enjoy more convenient and labor-saving travel.

Therefore, the report believes that car companies can use digital technology to build a refreshing scene and atmosphere that meets the consumption characteristics of Z generation customers. At this stage, we need to rely on big data analysis, take * * travel platform as vehicle operation and travel service provider, and integrate resources such as automobile sales, online finance, automobile aftermarket, in-vehicle entertainment, artificial intelligence and so on. In order to achieve lower travel costs and higher quality travel experience.

From free growth to standardization system.

In the early days, private cars with rich time and capacity and users with travel needs successfully docked through the Internet, which greatly improved the income of owners and the travel efficiency of passengers, and achieved a win-win situation for all parties. And close to the development process of other economic fields, the initial rise of the industry can not be separated from the country's macro-design policy of openness, tolerance, encouragement and service to innovation platforms and industries. However, when these industries develop to a certain stage, the government needs to introduce corresponding normative measures in time to escort the transformation, upgrading and healthy development of the industries.

After careful combing, it is not difficult to find that the Interim Measures for the Administration of Online Booking Taxi Service (hereinafter referred to as the Measures) jointly issued by the Ministry of Transport and the Ministry of Industry and Information Technology in July 2065438+2006 has become an important milestone in the transformation of the online car industry from a free growth stage to a rule-based and compliant operation stage. At the same time, it has become a "catalyst" to help the network car market ride the wind and waves and achieve leap-forward development.

With the promulgation of the "Measures", major local cities have successively introduced and implemented their own specific supervision measures for the trinity of the network car operation platform, drivers and network car models. According to the information of the Ministry of Communications, as of April this year, more than 140 online car-sharing platforms have obtained business licenses, and there are 2.08 million legal car-sharing drivers nationwide.

China mainly represents the city's legal requirements for automobile models.

Qualifications for network access and boarding (only show the strength characteristics of main products)

The displacement of the 7-seat passenger car is not less than 2.0 liters, and the wheelbase is not less than 3,000 mm.

The vehicle is a pure electric vehicle with a wheelbase of more than 2650 mm

The body length is not less than 4600 mm, the body width is not less than 1700 mm, the body height is not less than 1420 mm, and the displacement is not less than 1750 ml;

Equipped with anti-lock braking system (ABS), front seat airbag and front and rear seat belts.

Body length is not less than 4600 mm or vehicle wheelbase is not less than 2650 mm, body width is not less than 1700 mm and body height is not less than 1420 mm;

Equipped with anti-lock braking system (ABS), front seat airbags and front and rear seat belts, and equipped with electronic braking force distribution system (EBD);

Plug-in (including extended range) hybrid electric vehicles should also meet the condition that the driving range of pure electric vehicles is not less than 100 km.

The displacement of naturally aspirated engine vehicles is not less than 2.0 liters, and that of supercharged engine vehicles is not less than 1.8 liters, and the wheelbase is more than 2700 mm. ..

New energy vehicles have a wheelbase of more than 2650mm and a cruising range of more than 250 km.

The displacement of vehicles with supercharged engine is 1.5T or above, that of vehicles with naturally aspirated engine is 1.8L or above, and the wheelbase of vehicles is not less than 2650mm;;

Hybrid electric vehicle, the engine power is not less than 90kW, and the vehicle wheelbase is not less than 2650mm.

New energy vehicles, the engine power is not less than 90kW, the cruising range is not less than 200km, and the vehicle wheelbase is not less than 2650mm.

The wheelbase of fuel (gas) vehicles is more than 2650mm, and the taxable value of vehicle purchase tax is more than 65,438+10,000 yuan.

The new energy vehicle has a wheelbase of over 2600mm and a driving range of over 200 km.

The wheelbase of fuel and clean energy vehicles is more than 2650 mm;

The vehicle purchase tax in the taxable value exceeds 6,543,800 yuan+0.2 million yuan.

The new energy vehicle has a wheelbase of more than 2600mm and a cruising range of more than 200 km under comprehensive working conditions;

The vehicle purchase tax in the taxable value exceeds 6,543,800 yuan+0.2 million yuan.

The wheelbase of the vehicle shall not be less than 2700 mm, and the displacement shall not be less than 1.8 liter;

The taxable value of vehicle purchase tax is 6.5438+0.2 million yuan.

The wheelbase of new energy vehicles is not less than 2650 mm, and the cruising range is not less than 250 km.

Vehicles should use passenger cars with 7 seats or less, and the vehicle purchase tax in taxable value is not lower than that in taxable value.

The wheelbase of new energy vehicles is not less than 2600 mm, and the driving range of pure electric vehicles is not less than 150 km. Encourage the use of environmentally friendly vehicles such as new energy, clean energy and hybrid power.

However, all localities continue to optimize the access conditions of network car models, and clearly require key product characteristics such as model price, size, energy type and main configuration. From the overall policy trend orientation, the low-cost and economical fuel-powered vehicle networking, which once occupied a relatively high proportion in this market, will gradually be replaced by compact and above fuel-powered vehicles and new energy vehicles, among which compact electric vehicles are its main push direction.

At the same time, in view of several earlier crimes committed by online car drivers against passengers, the social impact is bad, and in terms of safety, a relatively perfect early warning mechanism has been gradually improved. For example, the Shanghai network car supervision platform has completed docking construction for four network car companies, including Meituan Taxi and Didi Chuxing, to better ensure the safety of passengers' travel. In July this year, China Communications and Transportation Association officially issued the "Self-discipline Standard for Safe Operation of Online Booking Taxi Platform Companies", which also marked the formal formulation of the first group standard related to online car safety. The standardization of top-down policies and mechanisms has also become a prelude to the upcoming "butterfly change" in the auto market.

The front waves or the back waves, under the diversified integration, glow with new vitality.

AL Ries, a legendary master in the history of marketing, once put forward the horse racing theory in his life orientation, that is, if life is a horse race, the winner is not necessarily the best rider, and those riders who are the best in horse racing are more likely to have the last laugh.

And this theory also applies to the field of tourism. In the face of the rapid rise of mobile travel industries such as online car rental, if traditional car companies can seize this "good horse" and plan the layout in advance in the larger transportation industry where the car is located, it will surely become an important opportunity to get rid of the stereotype of traditional manufacturing companies and establish a first-Mover advantage for opening up new business maps in the future.

Wang Yue automobile industry

Main layout trends

Great Wall Motor

On August 20 18, great wall motor released Euler ORA and its * * * travel brand "Euler travel", and its online car service business is mainly Euler iQ.

It is planned that in 2020, the number of self-owned vehicles will reach 200,000, covering 200 cities.

Enjoy the journey and travel.

In August, 20 18, SAIC obtained the license of car-booking. In February, 20 18, SAIC engaged in car-booking business, mainly engaged in Roewe ei5 and Roewe ERX5.

20 19 1 month, JAC mobile travel brand "Hexing Car" was launched, and JACEV initially invested in Hefei and other cities 10. About 654.38+00000 new energy vehicles such as A50;

It is planned that 50,000 vehicles will be put into operation in more cities by 202 1.

Instant travel

2065438+May 2009,? The "Dongfeng Travel" network car business was officially launched in Wuhan, and it was launched in Xiangyang and other places in the same year, mainly with new energy vehicles such as Dongfeng Shen Feng E70;

It is planned to put in 65438+ ten thousand vehicles in 20021year.

2065438+officially put into trial operation in Guangzhou in June 2009? With Guangdong-Hong Kong-Macao Greater Bay Area as the core, Chuanqi GE3 and GAC New Energy Aion are mainly adopted. S (Ian s) and so on.

20 19, 10, for example, the corporate APP for corporate travel is officially launched, providing corporate users with special services such as official business.

2065438+In July 2009, the online car service and other businesses cooperated with Tencent, Alibaba and Suning were officially put into operation in Nanjing.

By the beginning of 2020, "T3 Travel" has been in Chongqing, Wuhan and other places, with more than 2 million registered users nationwide. It is planned to operate 300,000 vehicles in 2022, mainly in Chang 'an Yidong New Energy.

20 19, 1 1, Toyota Hainan Travel Co., Ltd. was established, and mobile travel services were laid out (at present, orders can be placed online through WeChat, etc. ). Camry and other mid-to-high-end new models are mainly engaged in short-and medium-term leasing at the beginning. According to the plan, high-class car services, such as concierge car, will be opened one after another (drivers are dealership employees who have been trained by Toyota and Lexus brand service standard systems).

Daimler group

On February 20 19, the high-quality travel brands launched by 19 were officially launched in Hangzhou, and the operating vehicles mainly included Mercedes-Benz S-class, E-class and C-class cars.

It is planned to increase operations in other major cities in China in 2020.

In fact, throughout the domestic mainstream car companies, almost all have begun to test the water network car market. According to the form of car service platform of enterprise management network, Great Wall Motor's Euler Tour, Jianghuai Automobile's Riding Tour, Dongfeng Motor's Eastwind Tour, and Xpeng Automobile's Pumbaa Tour are all led by car companies and operated in the mode of self-built car service platform. Although the number of vehicles put in and the number of cities laid out are far less than those of most third-party travel platforms at present, its operating results are also remarkable. On the other hand, China FAW and Toyota Motor Co., Ltd. have carried out deeper information exchange and product development cooperation through the mode of cooperation with existing travel companies such as Didi.

Judging from the types of vehicles put into operation, there are generally few traditional fuel vehicles. Among them, Euler Travel and Pengyou Travel only operate electric vehicles, and platforms such as Guangzhou Automobile Group, such as Kai Travel, provide hybrid vehicles in addition to electric vehicles, mainly compact cars and SUV models; On the other hand, BMW's instant travel, Geely's brilliant cooperation with Daimler and so on. , operating large and medium-sized high-priced cars such as BMW 5 Series and Mercedes-Benz S-Class in Chengdu and Beijing respectively, has become a representative of providing high-quality special car travel.

If the original travel market, car companies are only passive producers, then the momentum of car companies contending in the field of online car rental is definitely an important attempt to turn passivity into initiative. According to this trend, it is not known whether the current monopoly position of Didi Chuxing will be shaken in the future.

Car companies are facing new problems, how to become travel service providers?

One of the most important reasons why automakers actively deploy online car service and bet on the travel market is that with the strong rise of young consumer groups represented by generation Z, the mainstream consumption patterns and patterns have undergone tremendous changes. Just like the "Circle Effect" said, only by knowing how to understand and please the post-95 generation of young people, the main consumer, can the future business succeed. For traditional manufacturers, how to approach and understand the new fields sought after by young people better and faster has become an unavoidable and important "gateway".

In fact, these seemingly unrelated events, whether in the field of car rental by car companies or live broadcast by popular celebrities on the Internet, have similar considerations to some extent. In addition to directly driving the sales of brand models, it is more important to establish emotional ties with young target consumers through these "marketing events" at the brand and product level and create an important window to enhance brand value recognition.

However, in view of the inherent shortcomings such as "multi-brand, multi-category" and uneven service level of car-hailing platforms such as Didi, the new generation of car-hailing platforms headed by car companies have every opportunity to create completely different travel experiences by taking advantage of their own unified models, special technologies and professional services, especially in terms of technology and intelligent auxiliary functions that attract young consumers. If we can turn the car-hailing platform into a mobile "experience store and word-of-mouth store", we can certainly do it.

In addition, according to the massive service data of the operating network car, such as user travel scenes and car frequency, the potential needs and pain points of users are deeply explored, and customized and high-yield private network car is developed to solve the low-yield problem of the current platform and drive the service upgrade of the entire mobile travel industry.

Previously, He, chairman of Xpeng Automobile, said that "the core of smart cars is operating, not manufacturing", which caused public outcry. As far as mobile travel is concerned, traditional automobile manufacturers obviously have disadvantages in operating the online car-sharing platform, especially in the face of increasingly fierce competition. How to grasp the rhythm of the lineup to ensure the efficiency and profitability of the platform, and how to control the quality of service to ensure user traffic. It has become an important challenge for car companies to change their roles from product manufacturers to travel service providers.

Full text abstract

In the current environment, although the international oil price has plummeted, the demand for online car travel has declined due to the epidemic, and various emergency policies to promote consumption are intertwined, it is an indisputable fact that car companies are having a hard time. If you are poor, change it. In the face of crisis, how to find opportunities in danger and find a way out in difficulties will test the decision of every car company. If car companies want to finally make a breakthrough in the field of travel, they can start by understanding young people. (Text/car home Industry Commentator? Che Yong)

For the full version of "Young People-Insights into the Car Consumption of Generation Z in China in 2020", you can follow the official WeChat account of "Car Market Story" and download the electronic version directly.