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According to big data statistics, consumers' psychological demands for buying cars have changed. This year, consumers' acceptance of electric vehicles has declined sharply due to spontaneous combustion accidents. However, the survey shows that more than 50% of the 7.5 million pre purchasers are still interested in electric vehicles. And in the cold winter of the car market, can more new products, new technologies and new models make users pay? On October 24, during the 2019 annual meeting of China Society of automotive engineering, experts from the industry discussed topics such as user demand and enterprise transformation at the media car talk sub forum hosted by auto house. 30 seconds quick reading: 1. 80% of the people who buy cars in advance are car users, and the additional and replacement users will become the main consumer group. New energy vehicles and intelligent configuration are also the important concerns of the people who buy cars in advance. 2. Truly user-centered, starting from the user's real demand scenario, becomes the benchmark of enterprise transformation. In addition, all vehicle enterprises will take operating users as the direction of development. 3. Safety is the "ballast stone" for the development of automobile industry, and the problems of self ignition and safety of new energy vehicles are worthy of in-depth study. Although China's automobile market has shown a negative growth trend, compared with developed countries such as Europe and the United States, China's automobile market still has a huge room for improvement in the number of thousands of people. According to Liu Yanshan, chief data analyst at autohome information, the number of cars owned by thousands of people in China is 173, equivalent to 1 / 5 in the United States and 1 / 3 in Germany. It can be seen that the future consumption potential of China's automobile market is very considerable. Liu Yanshan, chief data analyst of automobile home information department, made big data analysis on 7.5 million car owners at automobile home. According to the big data analysis, nearly 80% of the pre purchased car users are car users, and the increase of replacement users will quickly become the main force of automobile consumption. From the perspective of vehicle purchase budget, the target vehicle price of 40-50% of the pre purchase population is more than 200000, and still favored by more than 50% of users. At present, users have a high acceptance of new energy, more than 50% of users are willing to buy new energy vehicles. In addition, intellectualization has also become an important reference index for users to purchase cars. According to Liu, automatic emergency braking, vehicle blind area monitoring, ACC adaptive cruise, driver fatigue warning and forward collision warning have become the five functions most concerned by users. For the field of shared travel, there are still differences between travel experience and user demand, and 80% of users will still choose to buy private cars in the future. The main engine factory has seen the new trend of user demand. Zhou Anjian, deputy general manager of new energy automobile technology company, thinks that "automobile consumption has changed from function consumption and performance consumption to emotional consumption. From the user needs a reliable car, comfortable car, gradually become the need to "understand you" car. " The car will no longer be a simple means of transportation, but will evolve into an emotional living space. Zhou Anjian, deputy general manager of Chang'an New Energy Automobile Technology Co., Ltd., despite the huge changes in user demand, there are still contradictions between supply and demand. Zhou Anjian takes new energy vehicles as an example. Although 50% of the pre purchased car users are interested in new energy vehicles, the actual market penetration rate is less than 5%. Endurance mileage, layout, performance and so on have become the main factors restricting the consumption of car owners. There is a "gap" between the user demand and the actual product experience, which means that the main engine factory needs to make subversive changes in the enterprise positioning, vehicle development, sales and other links, in order to meet the user's various new needs for the car. Taking Chang'an automobile as an example, the "third entrepreneurship plan", "Shangri La plan" and "Beidou Tianshu plan" issued by Chang'an Automobile Co., Ltd. are aimed at the innovation and transformation of enterprises as well as the transformation of new energy and intelligence. According to Zhou, Chang'an Automobile will also change its role as a traditional manufacturer and become an intelligent travel technology company that provides "products + services + travel". Based on this, in the future, Chang'an Automobile will take the user as the center, the user's actual use scenario as the starting point, and integrate big data and other scientific and technological means to provide users with high-quality and "life" automobile products. "User perception will become an important indicator for Chang'an to evaluate the quality of automotive products," Zhou said The industry closest to users' psychology is the Internet, and the transformation of the host factory is also inseparable from the support of the Internet. Lu Shengye, Assistant CEO of zebra network, said that the Internet of vehicles (in this case, the Internet of vehicles in information and entertainment) is not only the core element for car companies to sell cars better, but also an important channel for car companies to operate owners. At present, all car companies are transforming towards user operation. Not long ago, zebra network has iterated the zebra intelligent travel system to version 3.0. Based on the multi-dimensional technologies such as big data analysis application and situational intelligent AI engine, it has realized the aggregation of operation tool services. Lu Shengye said that through strong operation ability and account integration, zebra network will help vehicle enterprises quickly build an Internet based vehicle operation system. Chen chaozhuo, vice president of Zongmu technology, Lu Shengye, Assistant CEO of zebra network, expressed his views on the industry. He believed that the formation and change of the new ecosystem brought about a new business model, such as the parking scene of the priority landing in the field of automatic driving. This requires the operator of the parking factory, the main engine factory and the parts factory to jointly establish new standards and create a new business system. No matter how the consumer demand changes, and no matter how host factories, technology companies, etc. will transform around users, security is always a constant topic. In recent years, the accidents of new energy vehicles have attracted great attention of users. According to the analysis of big data of auto home, the number of spontaneous combustion safety accidents and other factors mentioned by users in January to July 2019 increased 14 times year on year. Safety issues make the new energy vehicle market "mixed", with the increase of market penetration, users' acceptance of new energy vehicles has declined by 21.5%. "Huang Luoyi, senior product manager of automatic driving in Bosch chassis control system China", another major safety discussion in the automobile industry comes from the change of new technology, especially the automatic driving makes users most sensitive. Huang Luoyi, senior product manager of automatic driving in China for Bosch chassis control system, shared a set of data to explain how hard it is to make automatic driving safer than human driving. According to the 2015 driving mileage statistics of the United States, the total driving mileage of vehicles in the United States reached 4.8 trillion axioms, with an average of 147 million kilometers resulting in one fatal accident and an average of 2 million kilometers resulting in one injured accident. If take Beijing Shanghai (about 1200 kilometers) as an example, there will not be 1 accidents in 800 round-trip cars. Only automatic driving may prove to be safer than human driving. For the self driving industry, which has not completely separated from the demo phase, the safety issue is worth pondering. Huang Luoyi said that in the research and development of automatic driving technology, 90% of the work and basic functions can be completed with only 10% of the time and energy. However, 90% or more of the time and energy will be spent to complete the remaining 10%, especially testing and safety verification. Zhou Anjian also highlighted the car safety, "the first is always high safety, the second is high reliability, the third is high quality, high convenience, high quality service." Demand is the market. Only by understanding the needs of users can we understand the real trend of the market. Especially in the period of deep adjustment of the automobile industry, the common problem for all participants is how to meet users and bring users unexpected experience. Under the guidance of the new consumption trend, enterprises need to go all out to explore the unknown part.