Are there common consumer preferences for people who buy milk powder and those who buy cars? Through the big data in the Internet era, people's consumption behavior can be seen more clearly. Starch Machine,Cassava Starch Machine,Starch Making Machine,Potato Starch Machine Shuangfeng Nongjiabao Machinery Technology Co., Ltd , http://www.starchmakingmachine.com
At a recent auto forum, Zheng Xin, general manager of Hailuo Consulting, which specializes in big data work, told reporters that the current car ownership in China has exceeded 140 million. "If you digitize the behavior of each car, it will produce 164PB (1PB is about 400 billion pages of text) data, and the US Museum of History's all book data is only 2PB. If these data can be used by car companies, it will have great value to the industry."
In the process of promoting the use of big data, automotive e-commerce is regarded as an important breakthrough. According to relevant data, about 60% of e-commerce consumers come from the third- and fifth-tier cities, which are also potential growth markets for auto sales. Some insiders believe that the future automotive e-commerce platform will no longer be a mere trading platform, but also a stage for companies to display big data marketing.
Big data multi-dimensional infiltration marketing services "At present, industrial big data is in a preliminary stage, the main engine has a lot of data, if these data can be used to generate great value." Zheng Xin told reporters.
Previously, a third-party organization specializing in big data had done an experiment. Among the 10,000 Cruze owners, 3,000 owners were also Alipay users. After matching their car consumption information with Taobao consumption data, they found that these owners The time of buying a car is very consistent with the time of buying a section and a second section of milk powder on the shopping website.
“This shows that the children within one year of age may also be the target consumers of Cruze. The family consumers with children have a very strong demand for cars.†Zheng Xin gives an example.
Zheng Xin said that in terms of R&D, big data is also conducive to optimizing product manufacturing. “Consumers have different opinions on the power, performance and fuel consumption of automotive products through the Internet. There may be tens of thousands of these data. Mining can better help companies to design products."
Previously, Zhu Fushou, general manager of Dongfeng Motor Corporation, said, “At present, it is about 2 billion yuan to develop a car. In the stage of commodity planning, enterprises need to spend a lot of time and money to hire professional investigation companies to conduct research. Even so, still There is no guarantee that the product plan will be accurate."
He believes that the open, interactive and social characteristics of the Internet are changing the traditional user research model. If these information feedbacks are captured in time, the success rate of the products will be greatly improved. In fact, in the 3C industry, Xiaomi mobile phone has become a successful case under this research and development model.
In addition, in the after-sales service field, if the owner's maintenance record in the 4S shop can be opened, the customer will be provided with customized services to enhance the user experience. According to Zhao Guodong, secretary-general of the Zhongguancun Big Data Industry Alliance, the use of big data can tap user needs from multiple angles and provide an important basis for the refined service of car companies.
The activation of data is the primary premise. "If the car is not online, the data of the car and the data of the owner are the data of 'dead'." In the view of Zhou Wei, vice president of Gaode Software Co., Ltd., the primary premise of the use of big data is how to put the data. activation.
Car e-commerce, which is heating up, is seen as an important breakthrough. According to a report from the consulting firm Nielsen's previous auto demand report, 77% of new car purchases in a year come from third- and fifth-tier cities. Not long ago, the China Auto Consumers Forum report showed that 62% of the users on the Internet giant Alibaba platform came from the third- and fifth-tier cities. Therefore, e-commerce channels are seen as an important way to understand users and tap user needs.
More and more vehicle companies are beginning to implement business electronicization, and gradually expand the offline business to the online. Recently, many automobile brands including Shanghai Volkswagen, Dongfeng Nissan and Dongfeng Citroen have successively opened flagship stores on Tmall.
Some car groups are taking a bigger step. Last March, SAIC launched its e-commerce platform car enjoyment network. In addition to providing online car sales services, it also established a service and points system from second-hand cars, re-purchase cars, vehicle maintenance and maintenance to auto insurance. It aims to build an information interaction platform around the "car life cycle".
It is understood that Dongfeng, Changan and other large group companies are also planning to launch their own e-commerce platform, intending to use a unified operational background to conduct a centralized analysis of user data. It is worth noting that how to open up user data is more difficult than setting up an online platform. For example, a consumer who has viewed Baidu and Ali pages at the same time does not have a common data interface. How this data is opened will also involve data protocols between the two platforms.
From a business perspective, even within the same car group, different sub-brands are strictly controlled by their own user data. "Although the group level hopes to open the sub-brand user data to seek resources 'inside loop', for example, Cruze owners may purchase Regal in the future, but Chevrolet also hopes that these people can become potential upgrade users of Mai Rui Bao." Industry insiders who are concerned about car e-commerce pointed out.