What kind of car do we want to produce in the future? In the Internet age, the speed of popular elements has changed more than ever before, and the competition in the auto market is fierce. If you have to rely on luck or gamble on a car, once you fail, the risk will be huge, whether it is a billion-dollar research and development. Investing is still a matter of time in years. If you continue to rely entirely on the intuition and experience of engineers, designers and car executives, it seems a bit out.
The idea of ​​“Internet” has brought new opportunities to the data research of car companies, and the sample size of data research is 100 times and thousands of times of the sample size of traditional research. At the same time, the analysis of big data based on Internet is compared with the offline research of outsourcing. The method is more accurate and convenient. On the eve of the 2015 Shanghai Auto Show, Changan Automobile and the Auto House reached a strategic cooperation. The two announced that they will start cross-border cooperation in new platform construction, product optimization and product development, and establish a future business model using big data to build a car. A car that gives users a sense of participation.
Changan Automobile and Auto House is the first strategic combination to announce the use of big data to build a car. However, many car companies and IT companies that have joined the "Internet car" boom have mostly used Internet big data to better build. The content of the car. For example, SAIC and Alibaba's strategic cooperation, in the future will be customized according to consumer demand, consumers can choose their favorite color, configuration and other personalized needs.
In the view of some self-owned brands, the domestic car enterprise product strategy is more flexible, and domestic Internet applications, especially e-commerce, have surpassed foreign countries. Whether it can realize the "Internet" and quickly establish a big data-making model will be decided. Whether China's own brands can overtake joint venture brands in the next 5-10 years.
Birth background: appeal and waste "When we do data research online, consumers often want to configure the higher the better, and the dealers hope that the cheaper the better. The more the configuration, the higher the price, the configuration of the new car sometimes It is very difficult to decide how to achieve the balance between the cost of the manufacturer and the consumer's appeal is very test the judgment of the market team." Many independent car companies and the Economic Observer reporters spit.
Li Xiang, founder and president of the car home, believes: "The change in consumer demand is accelerating. Traditional car manufacturing, the pattern of the six or seven years is obviously difficult to adapt to today's changes, and even small changes every year are outdated. To build a future-oriented business and business model based on the needs of consumers, this determines the car's success and industry position in the next decade."
The reporter found that many domestic independent brands and joint venture car companies have market research teams responsible for product development front-end, ranging from a few to dozens of people. The team is mostly a group under the corporate marketing department. In particular, in recent years, the team responsible for the front end of the product has developed rapidly. For example, GAC has established a market research team of more than 10 people, and Changan, as a new brand of its own brand, will function as the public relations, communication and marketing activities of the original marketing department. The company has formed a group product planning department and is the first car company in China to set up a special department for product front-end data collection and analysis.
However, due to the limited team size of the team, the data collection is partly based on the team's comprehensive analysis of the existing best-selling models in the market. On the other hand, it comes from the outsourcing research company, but how to ensure that the data collected by the outsourcing research company is accurate, the sample is large enough and there is no water. It has become a problem.
"From the kitchen of others to steal raw materials, there is always something missing. The chef has to go down and use this to try to make flowers for the diners." Changan has been responsible for product front-end data research for many years. The analysts told the Economic Observer that “the company knows what it needs and what it likes, but there is no shortage of raw materials.”
Big Data Challenge: The choice of ingredients "There will be a big head of the car manufacturers, the manufacturers have done a lot of research, and some products still can't." Li thinks that the car home to open a big data model can effectively solve the current car companies The dilemma in product front-end development. Unlike competitors' easy-to-turn auto-steering e-commerce, Auto House has begun a new road exploration in the era of auto-media media transformation, namely “big data car service providers”.
It is understood that Changan and the car home use big data to jointly build a car model: Changan wants to improve a model, the car home will issue open-ended questions to the certified car owners registered in its forum, collecting very accurate data, such as users I hope to increase the configuration. Insiders of the car home revealed that with the advancement of the project in the future, on this cooperation platform, consumers can customize their own Internet smart cars according to their own needs.
However, the sample size is large, and how to select the dishes you need from the complicated big data ingredients is a problem. In the "Internet" era, using big data research, will not produce the problem of traditional offline research? “The information obtained by user research is not necessarily accurate. It is very likely that you can talk about what you like, and through big data, you can fully understand the user's preferences and get more accurate user behavior through the user's network behavior.” Qin Zhi, CEO of Auto House Said.
In Li Xiang's view, this kind of research that has made basic judgments and positioning for users is more accurate and effective. This is the differentiated competitive advantage of the car home to open up new business models. “This model is much better than slap the brain to design the product, or outsource the research company to find a bunch of college students to do offline research. And the outsourcing company sometimes outsources the research results according to the car manufacturer's preferences, not the results consumers want. ."
According to Wang Licheng, general manager of Ali Automotive, big data knows more about consumers than consumers. "The future application of big data is to provide consumers with personalized services. For example, if a wife wants to have a baby, her husband searches for diapers and clothes on the Internet. We know what kind of safety seat is equipped for you. There is more space on the store, the store can not do it, big data can do it." Wang Licheng said.
Whether it is the cooperation between SAIC and Ali, or the strategic cooperation between Changan and the car home is not exclusive. This means that once the two sides explore a mature business model, other domestic independent brands and joint venture car companies can enter in the future. "If we get to that business model, we are still a spectator, and this company will disappear." Li Xiang said.

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