LeTV is the first Internet company in the world to announce the creation of a car. At the Beijing Auto Show in mid-April, LeTV's LeSEE concept car has several highlights: autonomous driving, smart internet, dynamic seats, smart electromagnetic charging, car sharing and advanced design concept.
Compared with the radical LeTV, Ali's strategy of entering the automotive field is conservative and focused on defense, and cooperation is the main focus. But the layout is quite structured, and I will explain it in detail.
I. Ali's investment layout in the field of automobile transportation
As a company with a strategic vision in BAT, Alibaba began to lay out in 2010. There are 13 publicly disclosed investments, 6 companies have received at least one investment, 4 are related to transportation, and 2 are map-related companies, among which Gaode has completed a controlling acquisition.
In terms of auto e-commerce, Ali chose to build a self-built platform. In early April, Alibaba announced the establishment of the Automotive Division (hereinafter referred to as “Ali Autoâ€); in March this year, Ali and SAIC jointly announced the establishment of a joint venture of 1 billion yuan. "Internet Car Fund."
The investment in travel, car life and car making is basically consistent with Ali's past investment fields and attitudes. In the 13 areas of investment in transportation, compared with direct capital investment, Ali pays more attention to the synergy between enterprises and their own payment and e-commerce.
Second, the layout of the four sub-areas
1, car e-commerce
Layout company: Ali Automobile Division
According to the statistics released by the Traffic Management Bureau of the Ministry of Public Security, as of the end of 2015, the number of motor vehicles in the country reached 279 million, including 172 million vehicles and 583,200 new energy vehicles. The ecology and layout of the entire automobile field will be trillions in the future. Big cake of the level.
The earliest test of the new car e-commerce in China is on the Tmall platform. In 2010, it was a cost-effective "smart" spike; in August last year, Ali and Yongda Auto signed a strategic agreement, in addition to parallel imported cars and used cars, launched the "sell a nationwide price" slogan. On the eve of the double 11th, we also reached a cooperation with Harmony Auto to prepare 300 car terminals within 2 years.
Compared with Tencent and Baidu's point-to-face investment layout in auto e-commerce, Ali, who has e-commerce gene, directly chooses a self-built platform, relying on Taobao and Tmall channels for horizontal category expansion, and then established Ali Auto in April 2015. The ministry provides one-stop service to car owners, and its car e-commerce also completes the vertical extension from new cars to used cars, aftermarket and auto finance.
However, in March of this year, the Ali new car sale with traffic and brand advantage suddenly announced the brakes. "We found a rule that if the whole car sold on the Tmall platform can be 10% lower than the offline 4S shop, It can be sold very well, but there are several OEMs that are 10% lower than Tmall's stores? Very few (there are lower than Tmall)! This is the general manager of Ali Automobile Division Wang Licheng. Testimonials.
Why brake? Analysis of the reasons, the new car as a mean product, the only difference in quality is the price. In car consumption, consumers are highly sensitive to price, and the way that e-commerce has been high-scoring before is to rely on low-cost strategies under subsidies. But unlike other retail department stores, dealers are inseparable links in the automotive industry chain. Participate in the necessary links under the cable, such as picking up the car, getting on the card, and getting insurance.
At present, the overcapacity of the mainframe manufacturers has resulted in high dealer inventory and tight capital turnover. After the low price of e-commerce, the 4S shop will become a booth, further reducing profits and even negative profits. Under the relationship between the OEM and the distributors, the low-cost gameplay of new car e-commerce will inevitably resist.
In the field of used car e-commerce, Ali's role is still a bit embarrassed: in order to achieve business development as soon as possible, Alibaba wants to play the role of "referee" and is a participant.
In December 2015, Ali announced that it would join a number of used car dealers to establish a unified service standard, and at the same time work together with the China Automobile Dealers Association to develop a report on used car inspection. But at the same time, Ali Motors relies on Taobao to be a used car channel, so it also has the identity of an athlete.
Car easy to shoot, car cat, one car, big search car, safe car, everyone car, car king certification used car service, car 300, fair price, watch car network, sunshine car network, etc. are all Alibaba's cooperative merchants . With Ali's resources and financial strength, as long as it is implemented, it will be a "good referee", but if you want to become a good athlete, you will also face the Baidu investment in the excellent used car, Tencent's investment in the car and other giants directly challenge.
In addition, Ali also has a layout in the field of auto finance. According to statistics, in mature markets in Europe and America, new car profits accounted for 5%, used cars accounted for 12%, and auto finance profits were 23% higher. There is no doubt that a big piece of fat, and under the current banking system, the audit is difficult and the lending is slow. The other is the problem that the credit information system is imperfect, resulting in a high bad debt rate. These two pieces happen to be good at Ant Financial, and Ali Motors has introduced a car-second loan. Based on the consumption record, Sesame Credit Rating is based on the analysis of consumption, which can achieve extremely fast lending.
The second-hand car finance field is difficult to land, there are two reasons: one is that the credit data provided by the dealer 4S shop is not perfect, and there is no real “big dataâ€; the second is that the used car e-commerce company relies on trading. It is difficult to cover the cost of the commission. If you want to make a profit, you will aim at the used car finance. The Unicorn, which has mastered the car source, has its own financial services such as the car cat net, the melon sub-car direct sales network and so on.
2, traffic: all face to attack
Layout company: fast taxi, Didi Travel, Lyft, car, pick me cloud shuttle
Ali has long been concerned about the slogan of mobile travel, starting from a quick taxi in the A round of investment in May 2013, followed by a quick merger with Didi. Since then, it has successively invested in the real-time bus service provider "car is coming" and the shuttle bus pick-up "send my cloud shuttle", and invested in Lyft overseas.
Compared to the investment in the field of Tencent, Didi Travel and Lfyt, Baidu focuses on Uber, Ali seems to be stunned. There was more rumor on the sidelines. Some time ago, Ali had a 3 billion Chinese car, and it was proved to be invested by the US dollar fund of Yunfeng, which is related to the Ali system. On May 3, Uber announced that it will expand its cooperation with Alipay on a global scale. This seems to involve the inextricable links between Ali and Uber. Even the most popular car has been sent out. Ali shares in the news.
3, Internet car: cooperation as the main step by step
Layout enterprise: cooperating with SAIC to build a car
Compared with Baidu's bet on the driving technology of unmanned vehicles, Tencent cooperated with Foxconn and Harmony Auto to bet on new energy vehicles. Ali and SAIC Group took the Internet construction route. In August 2014, the two parties signed an agreement to build a new connected car, which will integrate the Yun “Operation Packageâ€, such as YunOS operating system, Big Data, Ali Communications, Gaode Navigation, Alibaba Cloud, and Shrimp Music. The latest Roewe RX5 has been unveiled at the Beijing Auto Show. It is worth mentioning that this car is not a concept car.
Ali started with the car networking system, which is small and brisk, and has a quick effect. It is a very safe way to take a step-by-step approach at this stage.
4, car life: layout core outward expansion
Layout companies: Ali Auto, Yitutong Technology, Gaode Map
Car life covers maintenance, maintenance, car washing, parking, fueling, map navigation and many other life scenarios. Ali's layout here starts with the core field map and acquires Yitutong Technology, Gaode Map and so on. With the Ali car system, the online launch of the app "car life" combined with the cloud OS system and other collaboration, and then the offline service store cooperation coverage, covering the entire life cycle of the car scene.
Ali is ambitious about the field of car life because the huge car user base and all product lines under its platform can be combined under the processing of big data. At present, there are currently exclusive beasts in various fields such as post-market maintenance and repair. The situation will be clear in the past two years, and Ali should advance rapidly in this field. It is worth noting that the Alibaba Lakeside Shannan Fund strategically invested in parking-related cubic holdings, and it seems that Ali’s appetite is not small.
(Part of this article comes from the sound signal of the Internet of Things)
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