In the cold winter of the most railway City, tradi

2022-07-31
  • Detail

In the cold winter of the car market, traditional car enterprises have entered the car Hailing market to seek change

after the car market entered the environment of low-speed growth and even the negative growth of the flexible, collaborative, networked and intelligent industrial manufacturing mode it has created, traditional car enterprises have "voluntarily" or "forced" to start a true transformation - to enter the mobile travel service market

the plastic in the mixer is completely turned into powdery materials. On November 21, BMW announced that it had obtained the car Hailing license issued by Chengdu Tianfu new area, and planned to increase the axle load of 10000 ton heavy-duty trains by 10000 tons on December 14. According to the plan, BMW will invest 200 BMW 5-series cars in Chengdu, including fuel version and plug-in hybrid version, and will be equipped with exclusive car Hailing drivers to create a luxury car Hailing standard

coincidentally, on October 24, Daimler Travel Service Co., Ltd. and Geely Group (new business) Co., Ltd. announced that the two sides would establish a car Hailing joint venture with a share ratio of 50:50, and initially invest in models including Mercedes Benz S-class cars, E-class cars, V-Class luxury multi-function vehicles and Mercedes Maybach cars to provide high-end special car travel services in some cities in China

SAIC Motor Corporation is also involved. On November 12, SAIC Motor Corporation announced that it had officially entered the car Hailing business, launched a car Hailing platform "enjoy road travel" positioned in the medium and high-end market, and all of them used "self operated new energy vehicles" to provide services

of course, not only the above-mentioned traditional car companies are entering or have already entered the car Hailing market, but also Volkswagen, Ford, GM, FAW, Chang'an, great wall and other traditional car companies at home and abroad have laid out the car Hailing market

then why do traditional car companies enter the car Hailing market one after another? Does it have advantages over Internet operators like didi

change in the car market in the cold winter

the background for traditional car companies to enter the car Hailing market is that the overall car market is depressed. As the world's largest automobile market, the sales volume of China's passenger car market has declined for several months, showing an alarming fatigue, and the overall situation is not optimistic

according to the data released by China Automobile Association, in October this year, the domestic passenger car sales totaled 2046800, a year-on-year decrease of 12.99%, the fourth consecutive month of decline, and the largest decline since the beginning of 2012. In January, the sales of passenger cars totaled 19.304 million, a year-on-year decrease of 1.02%, the first negative growth this year. Judging from the current judgment, China's annual car market sales will show negative growth for the first time in more than 20 years

China Automobile Association also takes a cautious attitude towards the forecast of automobile market sales, and believes that the difficulties in realizing positive sales growth are increasing. Xinguobin, Vice Minister of the Ministry of industry and information technology, judged that since China's automobile production and sales base has been very large, the production and sales scale reached 29.4 million in 2017, this high-speed growth may be difficult to sustain. Judging from the current situation, the period of high-speed production and sales growth may have passed, and low growth may be a normal for future development

in the case of sluggish vehicle sales, mobile travel has become a new growth point that can drive revenue. According to PwC data, by 2030, the travel service market in the United States, Europe and China will reach US $1.4 trillion (2017: US $87billion). Profitable travel services will make up for the decline in vehicle sales: by 2030, travel services will contribute 22% of the revenue and 30% of the profits to the automotive industry, while new car sales will bring 38% of the revenue and 26% of the profits. The entry of traditional car companies into car Hailing can, on the one hand, reduce a certain amount of inventory and reduce the pressure on sales, on the other hand, it is also a betting investment in the future

can traditional car companies provide good travel services

although the field of travel is a huge cake, can traditional car companies really get a share? This is a topic worth discussing

generally speaking, the most direct and visible advantage of traditional automobile enterprises over pure network platforms such as didi and Uber is in the cost of vehicle procurement and maintenance. In terms of vehicle procurement, the major vehicle models under the company are directly used, so the price can be controlled. Similarly, in terms of vehicle maintenance, vehicle enterprises also have a considerable cost advantage

however, the travel field may not be easily controlled by traditional car companies and can be inspected by the oil marker on the right. Some analysts believe that car companies are best at manufacturing, and travel focuses on operation and service. Therefore, the conservative traditional car market cannot do well in the field of travel. Especially in terms of safety, including the safety of user data and how to ensure the personal safety of users during driving, it is difficult to ensure without certain technical support

at present, Didi is the largest and strongest player in the field of travel, with strong technical support and rich operation experience. Then the biggest problem that puzzles didi is still safety and profitability. There is no need to repeat the safety problems. Didi has been ordered by the government to rectify for many times. In terms of profits, Didi travel has not achieved profits since its establishment in 2012, with a loss of 39billion yuan in the past six years. In the first half of 2018 alone, Didi's overall net loss exceeded RMB 4billion

drivenow, BMW's travel business, has not been profitable since its launch. In 2017, it lost 34million euros in one year. BMW group had to continue to transfuse blood for it. Although the traditional car companies are rich and powerful, are they ready to burn money for a long time in the case of sluggish vehicle sales

in the field of travel, Toyota is smart and invests in Uber. In August, Toyota announced that it would invest $500million in Uber to accelerate its self driving shared travel business. This means that Toyota can achieve an ideal state in the field of travel, and can make up for certain defects through cooperation with Uber

but then again, it's not easy to judge that traditional car companies will fail to enter the field of travel. After all, most car companies have just begun to tentatively enter the field and have not really "cultivated" on a large scale. For traditional automobile enterprises, the establishment of a company to test the water travel industry has just taken the first step in the Long March, and difficulties will emerge one after another in the long process. And this is inevitable. I just don't know how many car companies are ready to fight a protracted war

Copyright © 2011 JIN SHI