Tencent Huawei entered the game.

Produced ｜ Pai Finance

Text ｜ Xin Youji Editor | Paid Son

Gaode's taxi was just on the safety incident, and Huawei and Tencent came in again.

A few days ago, it was reported that Tencent Traveling is on WeChat internal test taxi service. Users can search for "Tencent Travel Service" through WeChat "my"-"service"-"travel service" or in WeChat mini-programs, and it is in this one. Before the news, Huawei also launched the taxi platform Petal next door. Coincidentally, the two chose the aggregation mode of Gaode's pioneering, and the time of the entry was quite intriguing.

Counting the previous Gaode, Baidu, Meituan, Ctrip, and Didi, Tencent and Huawei's entry made the online car tracks more and more starry, but at the same time, the tracks became more crowded. Of course, there are their own considerations behind it, but the track is only so wide, and the players who can accommodate are always limited. Moreover, the disadvantages exposed by Gaode taxis have not been resolved. Are the giants who are really ready?

01 intentionally "map"?

Being able to attract so many giants to enter the venue shows that the prospect of the online car market is still optimistic.

The fact is true. According to data released by the China Internet Information Center, as of December 2021, the number of users in my country reached 453 million, an increase of 87.33 million from December 2020, accounting for 43.9%of the overall netizens; In June, the online car supervision information interactive platform received a total of 635.685 million orders, an increase of 20.7%month -on -month. This shows that users and the market are still growing rapidly

According to the "2021 Travel Industry Market Insight" report released by Wilson Automobile Intelligent Decisions, the scale of China's online car rental market is expected to reach 434.1 billion yuan in 2025, and the compound growth rate of the Chinese online car market size in 2022-2025 is about 10%. Essence

What makes the giants more likely is that the former track overlords have been injured and have been injured. At the beginning of this year, Didi still controlled the position of the accounting market share of the online car market, but the share in the online car market fell from nearly 90 % to 70 %.

This is not good news for Tencent. In Tencent's plan, through the advantages of investment and traffic, it has put half of his life into the hands of investment partners. The life was threatened. Therefore, after the incident, Tencent briefly briefed the location of Jiugongge to travel, but then changed back to Didi.

However, the threat has not been lifted, the share of Didi is declining, and the regulatory restrictions have not been lifted. However, they have already rely on the aggregate mode to gain a foothold in the field of travel, which is definitely what Tencent has to guard against.

Moreover, from a more realistic perspective, the online car rental market can also bring considerable income to the giants. Taking Gaode as an example, as a head aggregation platform, its charging standard is about 9 for passengers' real payment amount 9. %~ 12%, the connected SaaS service provider Bai Longma charged 5%~ 7%.

But from this perspective, the pattern of Tencent and Huawei will inevitably be small.

In addition to supplementing ecology, reuse of traffic, and making a quick way, Tencent and Huawei's greater ambitions should be on high -precision maps for new energy vehicles and smart cars, and even autonomous driving systems -a huge market about future increment.

In 2021, Zhong Xiangping, Vice President of Tencent and CEO of Tencent Smart Transportation and Travel, said, "In the context of the value reconstruction of the automotive industry chain, Tencent clarified its own positioning and focused on three things:" First, provide clouds. The picture shows the core 'digital infrastructure' capability; second, the connection value of the "people -centered '; third, promote the industrial ecology co -creation. "

Obviously, the role of maps is very important. In fact, a consensus in the industry is that high-quality maps are necessary weapons for high-level autonomous driving (L3-L5) system. It can obtain information such as vehicle positioning, road conditions, and peripheral environment. Perspective.

Cheng Peng, a new CEO of Siwei Map, said, "It is different from three months as a whole for navigation maps. High -precision maps are online in real time. At the speed of milliseconds, the road conditions information that changes at all times can make the vehicle respond in time."

In addition, the cost of high -quality maps is very high. A map car with a lot of sensors such as a large number of laser radar and high -definition cameras often costs millions of yuan in costs. As early as 2015, Gaode purchased five or six surveying cars with a cost of 8 million in one breath to form a team.

Compared to the huge land area, several surveying and mapping cars are obviously not enough. Now, Gaode and Baidu's high -precision maps only cover the country's highways and urban expressways, and can only be updated once every 3 months. However, this is still far from the dynamic (update frequency 1 second/time) and semi -dynamic high -precision map (frequency 1 minute/time) required for driverless driving.

But even so, Baidu relied on high -precision maps and still became the leader of autonomous driving. According to IDC Consultation, the market share of China's high -precision map solution in 2020, Baidu, Siwei map new and Yitu general market share The top three are 28.07%, 21.61%and 16.15%, respectively. At the beginning of this year, Baidu also cooperated with BYD and Dongfeng's Lantu Automobile to provide it with services such as human -computer co -driving maps. In front of Gaode and Baidu's oligarchs, although Tencent has always had a map business, it has long been far away from the head camp. Huawei's petal maps are only limited to their own use, and there is far from forming a climate. However, both have the intention of becoming Android in the intelligent automobile industry. Therefore, with online car testing and improvement of high -precision maps, it has become a common pursuit of the two.

However, in comparison, Huawei's goal may be more pure. As early as 2019, Huawei believes that Huawei Cloud and automobile business have the potential to become cash cows, especially the automotive business. There is no strong player, everything is possible.

Therefore, this time we can see that the map data adopted by Petal's travel is from the petal map of Huawei. Although the petals map has not yet been launched in the domestic market, the M5 and M7 under the AITO in cooperation with Huawei are also equipped with petals maps. Essence Some people in the industry have analyzed that Huawei's launch of PETAL travel is likely to enrich the use scenarios to the petals map while improving high -precision maps.

From this point of view, Tencent and Huawei cut into travel business is undoubtedly an excellent choice. Partners use their own map services to rich map ecology and make fast outside. More importantly Dupping. Otherwise, it is difficult to explain why the two entered the taxi field a year after the Didi incident, instead of immediately grasping the window period like Meituan and Gaode.

02 The golden age of aggregating car delivery

The climax of the aggregation mode must be rectified from Didi, and the beginning is dating back to Gaode in 2017.

That year, Gaode Map gave birth to a simple idea: Putting the taxi function on Gaode to serve users, can it work? Wang Guixin, vice president of Gaode Map, said in an interview with the media that there are two functions for the taxi business, one is the map and the other is to pay. Didi, fast, Shenzhou special car, and Cao Cao's earliest travel solutions were provided by Gaode with positioning and navigation. "We find partners very simple to put the service on Gaode. This is the origin of the business. This is the origin of the business. ","

When the aggregation mode was born, even Wang Guixin and Gao De president Liu Zhenfei did not expect that this model would be hot. "We are also very surprised. There is no plan in the early days. The later aggregation mode. "

But such an inadvertent idea and functional realization, it stirred the entire online car market in the following years.

With more and more online car platform access, Gaode's aggregation model has grown rapidly. At the beginning of July last year, the full series of Didi Chuxing was removed from the shelves. According to media reports, in July 2019, Didi ’s domestic daily single volume was about 24 million, Gaode daily volume was 700,000, and Meituan was 40 ~ 50 Thousands of orders; By August 2021, the average single volume of Didi was reduced to about 20 million, and the Meituan turned three times to about 1.2 million.

Obviously, in the newly opened aggregate mode, Gaode has become the biggest winner, and the key to "win" is that Gao De brought the most needed traffic to the small platforms outside Didi, and also brought users to users. Come value. Initially, when Gaode taxis just launched, Didi had enthusiastically accepted, but as a super player in the track, Didi quickly found that on the Gaode taxi platform, some of them had Gaode, but Gaode did not. and also.

Gaode's traffic injection and data, risk control, payment, finance and other functions have reduced many long -tail network car entry platforms to reduce the threshold for customer acquisition. The platforms no longer worry about traffic. They only need to consider drivers and passengers. The problem can be. With the traffic that is no less than Didi, other small network car dating platforms have the same chance of receiving orders as Didi, which directly leads to the market share that originally belongs to Didi. Get away.

In other words, in this model, in addition to Didi, Gaoge, third -party platforms and passengers are beneficiaries, especially Gaode, very light assets, but leveraged the large -scale online car rental car. The market and considerable commission income can be described as more. But on the other hand, there is also a problem with insufficient barriers in such a model, and other players with traffic and technology are also capable of entering the game.

After the Didi incident in 2021, second -headed companies like T3 travel decided to fight the window period given by Didi by 40 days of working in 007. The long -term suppression of the bottom of the Internet car rental platform also ushered in spring. According to statistics from the online car supervision information interactive platform, as of June 30, 2022, a total of 277 online car rental platform companies in the country obtained online car rental. The platform operating permits increased by 3 month -on -month; a total of 4.53 million driver permits were issued in various places and 1.837 million vehicle transportation certificates were issued, with a month -on -month increase of 3.1%and 4.3%, respectively.

The outbreak of the online car platform brings further ride of transportation resources and aggregation models. After the first adopters of Gaode, there are currently more than 100 online car entry platforms, while Didi, Baidu, Ctrip, Meituan followed closely, and even Geely and other players have gathered at the end. And Tencent and Huawei, which holds traffic and technology, are the latest players. In fact, Huawei may be a novice, but Tencent cannot be regarded as "new." As early as 2020, WeChat Jiugongge launched the travel service entrance, mainly providing users with car owner services, driving navigation and bus planning content. Two months ago, Tencent quietly released the taxi business, and the publicity and distribution of the relevant announcement still emphasized that travel services are mainly serving owners.

Obviously, the new entry into Tencent is extremely low -key and cautious in travel services. Compared with Gaode's third -party platforms, Tencent's taxi service currently only supports Beijing, Shanghai, Guangzhou, Shenzhen and other regions. Taking Beijing as an example, Tencent travels three services for users with economy, preferred, and comfortable types. Among them, the economic and comfortable type is provided by Cao Cao's travel, sunshine travel, and first auto travel. The preferred travel service provider is Sunshine Travel. Users can check multiple service providers to call online car rental services at the same time.

Huawei is more cautious. At present, only three cities in Beijing, Shenzhen, and Nanjing are supported, and only two options are connected to Shouqi car and Shenzhou special cars. It provides economy, comfort, business 6, and luxury models. Four options.

The two giants entering the market in the market for the aggregation model have become a foregone conclusion. Regardless of their technical level, resource capabilities, or hard indicators such as traffic foundation, both have the ability to achieve the same stage with other giants. But from the perspective of paper strength, the two definitely have the opportunity to get a piece of cake from the market.

03 Stir the Internet about the car

It is worthy of fun that when Huawei and Tencent have reported the news of opening the aggregate travel service, it is precisely when Gaode taxis was blown on the public opinion wind. The one who was compared, I believe it also felt a threat.

Because essentially speaking, the reason why Changwei.com is willing to join the aggregate platform such as Gaode is mainly because it needs to use the advantages of the polymerization platform traffic. From the perspective of market competition, there are many online car rental companies that have joined the aggregate platforms such as Gaode, and the recommendation order of the polymerization platform is generally priority when the user takes a taxi, and users can also manually choose the price range. The lower the price, the greater the chance of being "selected" by users.

And this reality is determined. On the one hand, the third -party online car rental platform is extremely eager for traffic, but the loyalty to the aggregation platform is not high; on the other hand, the continuous price war allows small platforms to from the driver and Squeezing profits on the vehicle, which will undoubtedly bring serious compliance issues.

For example, the recent accident is an elephant car. Without Gaode's traffic flying, I believe that most people will probably not intersection with the "Elephant Car" in their lives. Competition gives an elephant room for survival.

As early as July 2021, Gaode taxis now faces the process of quantitative changes. At that time, a large number of taxi users flowed to Gaode taxi, but at the same time, Gaode's related user complaint incidents It also increased. According to the statistics of Black Cat complaints, in July of that year, Gaode taxi complaints increased by 168%month -on -month, an increase of 1131%year -on -year.

It was also before the Gaode taxi incident, and the post -doctoral plate and Lin of the China Institute of Finance Sciences had stated that in the original online car ride model, once disputes or disputes occurred, the platform was the platform. Under the "aggregation mode", how to ensure the safety of third -party vehicles, the target of the accountability after the accident is the platform or the third party, and whether the user will become "the ball that is kicked and kicks". In addition to solving the tension of capacity, the problem of the aggregation mode may not be less.

Therefore, in response to the compliance issues exposed by Gaode, Tencent and Huawei have adopted a relatively cautious market entry strategy, and selected partners such as Shouqi and Shenzhou car blooms on the access platform. A wise choice. Taking the Gaode incident as a set off, the reputation of Huawei, Tencent, Gaode, Baidu, and Meituan will have a contrast and differentiation, which is the concern that the latter has to face.

Such a cautious attitude will inevitably restrict Huawei and Tencent in terms of business expansion and breadth.

However, as far as Tencent and Huawei is concerned, this does not seem to be a big problem. After all, the former has the premier WeChat traffic pool in China, which only needs time to cultivate users' consumption habits; and Huawei has a very much in the domestic Internet market. High appeal, the success of high -end mobile phones, smart devices, smart cars, Hongmeng systems and other products is evidence.

It should be pointed out that although the Tencent and Huawei tracks are the same and the launch time is similar, there may be differences in the development direction of the two. For example, as the king of traffic, Tencent once provided key support on the road of Didi burning money, and required money to give money, traffic and traffic. In the future development, it is likely to continue to play the role of supporters. +Investment to bind more partners, and form a relative advantage with the foot platform on the Gaode taxi platform. Huawei's goal may be more biased towards the car itself. Taking Petal's travel to the Shenzhou special car as an example, its car sources come from Shenzhou car rental, and the latter has always been the largest single car buyer in China. Billions of dollars. By cooperating with Shenzhou special car, Huawei has the opportunity to match more sales scenarios for the seminar and partners.

However, no matter what direction, Huawei and Tencent are aimed at the aggregation mode of Gaode and behind. The goal is the cakes of the sub -online car to support their business ecology. Under this situation, even the third -party platform Didi is difficult to get out of the matter. Next, it is inevitable to see how Didi and the aggregated players respond.

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