TU-TESL

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The global automobile industry is facing great structural adjustment pressure, and the domestic industry situation is more severe. This requires more transformation and innovation forces to be gathered. The digital transformation is the choice of many manufacturing enterprises, and massive data has become an important decision reference for automobile enterprises. On October 22, at the opening ceremony of saace in 2019, Lu Min, chairman and CEO of autohome, as a special guest, delivered a keynote speech titled "innovation leading breakthrough in data enabling industry". 30 seconds to read the full text: 1. The car home has realized the digital transformation, entering the intelligent era, the massive data generated by this platform will become the decision-making reference for the host plant and dealers. 2. Data can help enterprises complete content marketing accurately and improve the lead conversion rate. Meanwhile, feedback data from the market and competitive product data analysis can also help host companies shorten product development time. 3. Throughout the global automobile industry, digitalization has been the development direction of the manufacturing field. China's automobile industry should enhance the core competitiveness of future development through digitalization. There will always be people or users in the industry who ask, "how far has today's car house developed? What kind of height will the future car home reach? " Lu Min's keynote speech gave a clear answer. It took three years for the car house to realize the digital transformation. Three years ago, in the era of 1.0, automotive home was a vertical media company, which helped users select vehicles and provided decision-making reference through content and channels. The digital transformation of car house began in the era of 1.0. It has been expanding its boundaries to develop into a platform. Through "data + technology", it has rapidly integrated car content, car transaction, car life and car finance, and has raised the ability of big data to an unprecedented level. Today's automobile home has entered the intelligent 3.0 era. It integrates the C-end online entrance, AI intelligent platform and b-end business cloud, forming the C + ABC intelligent architecture. Three years ago, more than 23 million users visited car home every day. Now, more than 43 million users are active on the platform of car home every day, generating more than 500000 transaction leads every day. Lu Min said that in the past few years, the user demand of auto home has gradually changed. Now, there are car enthusiasts, potential buyers and many groups with the demand for car maintenance. Watching, buying and using cars have become the most visible labels of car house. The massive data of auto home comes from the market, including 30tb of new daily accurate consumer behavior data and 400000 pieces of new UGC content (user original content), that is, the attitude data fed back by the market, which accounts for more than 80% of the UGC of the whole network. "We have structured massive data, which is an important reference for key decisions of the host plant and dealers." Lu Min said. How can massive data promote the development of the industry? "First of all, in the field of automobile circulation, i.e. intelligent marketing, it can also be understood as precision marketing. We can promise the marketing results, that is, the transformation degree of the clue quantity, for the cooperative host factory. " Lu Min said. It is reported that car home, through the user's model analysis and insight into the user's car purchase, recommends the content of interest to the user, forms accurate content marketing, meets the user's content demand, and helps the user complete the purchase of the car. In addition, auto home can also provide data services for dealers, making online and offline connections, forming a closed-loop, further improving the marketing effect. Massive data can also feed R & D. "We hope to help OEMs improve their R & D efficiency through data services and shorten the R & D time of new models by more than a quarter. In the past, a new car took four years to develop, but now it can be realized in three years," Lu said According to the introduction, the data service of car house includes the feedback data of consumers, competitive product data, and real-time open research platform. These data can help the main engine factory to figure out the core positioning of the model, close to the market trend, and make more forward-looking and accurate decisions in the design and function matching of the model. And the popularity of the Internet of vehicles will also trigger a new blue ocean, that is, a new opportunity to use the parking lot landscape service. Intelligent network technology creates new value for the automobile industry, including the commercial value brought by terminal products, as well as the data value generated behind them. In Lu Min's view, the opportunity for China's automobile manufacturing industry is digital transformation. Throughout the global automobile industry, Germany, Japan and other countries have formed strong digital capabilities in the field of automobile manufacturing. However, their digital development in consumer car use and car maintenance is not balanced, and they can not accumulate a large number of consumer data. Therefore, for China's automobile enterprises, improving digital capabilities is an opportunity to establish the future core competitiveness. Lu Min suggested that in terms of digitalization, it is difficult for an enterprise to be independent. It is necessary for the whole industry to form a digitalization capability covering technology research and development, production and manufacturing, sales service and business management, and to use big data to feed back the development of the enterprise, so as to help China's automobile achieve faster, more accurate, newer and higher goals. The foundation of the new era of intelligent manufacturing is data. Whether it is the process of automobile R & D and manufacturing, or the process of consumer buying a car, a lot of data will be generated. Data comes from the market. Enterprises should maximize the value of data to promote product upgrading and return benefits to consumers. Digitalization can create higher value for China's automobile industry, and main engine manufacturers and dealers will also support the vigorous development of China's automobile industry through big data.