A few days ago, the idea of ​​"Internet +" gradually infiltrated all walks of life and began to drive the Chinese economy to the next slogan. Both the traditional industry and the Internet industry are actively carrying out self-reform and traditional subversion. Automotive intelligent hardware is a prominent member in the "Internet + car" tide, "vehicle OBD", "smart navigation", "car networking", "cloud service", "car owner social", various products and services emerge one after another. So in the eyes of the owners, what are the functions provided by the car's intelligent hardware, which are important to them?
Through the basic research project of Hangzhou Research Institute in 2015, we found that for mid- to high-level owners, navigation has the highest importance (76%) in all functions, far higher than other functions. In addition, car GPS positioning (56%), real-time road conditions (54%), fuel consumption reminder (49%), tire pressure monitoring (40%) also accounted for a higher proportion in navigation and data monitoring. In the security, intelligent control, entertainment functions, Bluetooth calls (54%), speeding alarms (50%), rescue (48%), collision alarms (43%), car wifi (35%) are more important. On the contrary, the “car owner social†“car network cloud service†that had been vocal in the Internet field may not be so important to car owners.
In fact, in the survey, we found that the installation requirements of automotive intelligent hardware are mostly in vehicles below 300,000; while the vehicles above 300,000 are generally higher-grade, or mostly top-grade models of mid-size vehicles, with relatively complete configuration. And advanced. Therefore, the installation needs are less.
Automotive intelligent hardware is at the intersection of the three industries of automobile, hardware and Internet. Many of its functions can be provided by automobile manufacturers as automobile configurations, or by individual hardware manufacturers or Internet companies; for example, car navigation, tires Pressure monitoring and the like are mostly of this type. As for the current OBD (on-board diagnostic system), it actually overlaps with the driving computer function. Car owners have more choices about the installation channels and methods of automotive smart hardware.
In order to consider the importance of functions, Internet companies need to analyze the functional coverage of the target model market, market substitutes/competition products, users, etc., in order to find out the real market opportunities and users. Just need.
In general, the current opportunities for car GPS positioning, car wifi, collision alarms, and illegal message pushes are greater. The GPS positioning of the car has a low coverage rate in the current mainstream A-class and B-class vehicles, and the owner said that there are often cases where the car cannot be found in the parking lot. In qualitative interviews, the demand for car wifi is very strong. Most users, especially in long-distance driving, do not want to consume too much traffic and power of their mobile phones. At the same time, they also hope that car wifi can be provided for accompanying rides. The opportunity for people to watch and entertain. The collision alarm is in line with the need for the owner to deal with collisions, scratches and even theft accidents when people are not in the car. The violation of the message push function hits the blank point of the market and goes further than the violation of the message. In addition, although Bluetooth call and tire pressure monitoring have become the trend of standard configuration of middle and high-end cars, there are still certain market opportunities and improved needs. For example, how Bluetooth calls will improve the privacy of car owners is a topic worth discussing.
Successful automotive smart hardware products should cover at least one or two functions. The real market opportunity points are exactly what the users need, and the product functions should be comprehensive.
In the qualitative evaluation, Yuanzheng GOLO, Che Jianxing, and Che Zhixin have higher acclaim, surpassing Tencent Lubao, Cheyingbao and other several automotive intelligent hardware products. The three well-received products cover the core functions of vibration alarm, collision alarm, GPS positioning and overspeed alarm, and other functions have different degrees to meet the needs of owners of different levels and different configurations.
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