"Make a car", Tencent copied the Huawei back road

Since the rapid development of the world in the 1990s, two major smart terminals with epoch -making -PC and mobile phones have appeared in the technology industry. Emerging intelligent mobile phones have different development paths:

One is represented by Google and Apple software systems, developing operating systems and intelligent application ecosystems based on this; the other is represented by mobile phone hardware manufacturers such as Apple, Huawei, Xiaomi, and creating corresponding products around hardware.

Today, cars are being regarded as third -generation smart terminals by industry people. Does this mean that similar to the mobile phone industry, after entering the intelligent era, the car will also differentiate into two ways of hardware and software? This is not exactly the case.

Since 2019, Internet manufacturers have been involved in the field of cars and mobile travel, and have launched a deeper layout in this regard. Because many players enter the car cross -border, there are not a few who have taken the soft and raised route, so the industry has become much more complicated.

Cross -border players can be roughly divided into two major camps: the vehicle manufacturing and plan supply, the typical representatives are Baidu and Huawei.

Li Yanhong claimed that Baidu did not build a car from the vow, and eventually helplessly set up a collection car with Geely; Huawei repeatedly reiterated not to build a car and only helped customers build a car to sell the car. However The car building "was changed once.

Recently, another newcomer has been added. On June 24, Tang Daosheng, CEO of Tencent Group Yun and Smart Industry Group, also stated at the smart travel conference: "No car building is a position that Tencent insists on, helping car companies to create good cars, selling good cars ... Yes, yes ... Tencent's unchanged direction. "

This sentence is like Huawei. The only difference is that if Huawei contains hardware and software in the car business, then Tencent is more inclined to software at this stage -released Tencent Smart Automobile Clouds created for smart cars.

As the two major manufacturers who do not build a vehicle camp, whether it is soft and hard or software, it will eventually need to pay for car companies, but it is clear that the large manufacturer promises to make a car or not it is no longer important. This kind of commitment is increasing People are regarded as a text game.

For car companies, as suppliers and car companies have deepened their layout in their respective fields, conflicts under stacking will become more obvious. In this context, what kind of unknown situation will you face the Huawei back road?

Step into the same river?

Although Tencent announced not to build a car to the outside world, it has not had no idea of ​​this.

As early as 2015, Tencent established a joint venture with Foxconn and Harmonious Motors to expand the business field to the entire vehicle for the first time. But by 2017, Foxconn and Tencent withdrew. Regarding the above operations, the official claims that the investment of the mainland funds at the time was blocked.

At the same time, the network of car connected by the car came, and BAT entered the horse.

In fact, as early as 2014, Ali first established a cooperative relationship with SAIC Group. Since then, the car operating system "Zebra Zhixing" collaborated on the two parties has taken the lead in carrying the new model of SAIC Roewe Model RX5. The concept of "Internet car manufacturing" has successfully attracted attention from people from all walks of life.

During the same period, on January 27, 2015, Baidu announced the launch of the car network solution Carlife, so as to use it to fully lay out the field of car networking.

Objectively speaking, it is more than one step slower than Tencent compared to the above two. In November 2017, the Tencent Car Federation launched the "AI in Car" ecosystem that provides users with personalized content push, such as QQ music, penguin FM, QQ reading, etc.

However, the market focused on whether the owner could easily send and receive WeChat when driving, that is, the car version of WeChat, but it was not until August 2019 that the product was late.

"Many drivers have caused traffic congestion and accidents because of lowering their heads. In order to solve these 'pain points' problems, we consider using full voice interaction mode and receiving WeChat messages, and can be combined with the car hardware. Sending and receiving message. "

At the World Intelligent Connected Auto Conference on October 18, 2018, Ma Huateng explained the reason why he did not launch "WeChat on the car". Unfortunately, due to privacy and security factors, the WeChat car version did not duplicate the glory on the mobile phone in the car.

As for the latest Tencent Smart Automobile Cloud, and the so -called "car cloud integrated" product strategic layout, specifically it is nothing more than smart cockpit (TAI4.0 solution), Tencent travel service mini program, smart car cloud and other products Essence

In essence, these products can be classified as cutting into the automotive field from the software level, which is similar to the layout of Huawei cars.

Public information shows that Huawei has three cooperation models with automobile companies, one of the Huawei intelligent selection model, followed by parts and component trading relationships, and the third is that car companies use Huawei full sets. Inside.

Among them, the Huawei Zhixuan model refers to the in -depth participation in product definition and vehicle design and channel sales. Huawei will cooperate with car companies from all aspects of product modeling, internal and external design and brand marketing; Connecting components (software and hardware).

In the HI mode, Huawei will provide a full set of solutions including Hongmeng Motor and self -developed car computing chips. "Except for chassis, wheels, shells, and seats, the rest are Huawei technology." From this point of view, Tencent cuts into the automotive field at the software level this time, but only one of Huawei's three cooperation models (parts of parts), or "discount". Considering that Huawei Zhuyu is in front, Tencent of the Buddha needs to fight for himself.

Sinking of Cloud War

After the "930" change in 2018, the Smart Traveling Department was attributed to a secondary department below the cloud and smart industry business group (CSIG), becoming Tencent's unified window for the automotive industry.

As the main highlight of this time, in the official context, Tencent Smart Automobile Cloud was pushed out in a timely manner, and it was also one of the similarity of the cloud war sinking to some extent.

Previously, in the fourth quarter of 2021, Tencent Fintech and corporate service business revenue increased by 25%year -on -year to RMB 48 billion, surpassing online games for the first time, becoming the company's largest source of revenue. Taking this opportunity, Tencent Cloud's business also ushered in the outside world for the first time.

When the outside world is looking forward to the performance of the new season of Tencent Cloud business, in the first quarter of 2022, in addition to the decline in games and online advertising business with psychological expectations in advance, the overall income of the financial technology and corporate service business of financial technology and corporate service business increased by 10% year -on -year. Essence

This is far lower than the growth rate of 15%-20%in market expectations, making Tencent To B business, which has grown high in the past, quickly falls into the altar.

Perhaps it has already been expected. At the fourth quarter financial report, Liu Chiping announced that the cloud business would next to increase income from all costs, shift to increase the quality of growth, thereby increasing profit margins.

In March of this year, according to 36 氪 reports, Tencent staged a layoffs. Among them, CSIG (Cloud and Smart Industry Business Group) was the hardest hit area, and the number of people showed that the number of multi -party sources may exceed 20%. It is learned from a number of people familiar with the matter that Tencent's layoffs will continue in the second half of this year.

For layoffs can be used as a mining measure, then which open source is also a problem.

According to the "2021 China Automobile Cloud Market Tracking Report" (referred to as "Report") released by FROST & Sullivan joint head Leopard Research Institute:

The Chinese automobile cloud industry is still in the early stages of development, and its transaction volume reached 33.52 billion yuan in 2021. At the same time, in the context of the growth of technology and market development of autonomous driving, the demand for automobile cloud service platforms will grow. Show a stable growth trend.

The market is vast and promising. From the perspective of the landing level, according to the Sisbicha research summary, the significance of the cloud on the car company is to reduce IT costs; improve business efficiency; promote software innovation; product differentiated competition, car companies and cloud manufacturers are a combination.

On this basis, cloud manufacturers have no reason not to pay attention to this fat, and Tencent Cloud is just one of them.

According to the "Report", there are many major manufacturers such as Huawei, Ali, Tencent, and Baidu in the Chinese automotive cloud industry market. Among them, the total market share of 5 manufacturers on the head of the head is over 70%, and the market concentration is high.

At present, Huawei Cloud (22.8%) of the Chinese Automobile Cloud Market (IaaS+PaaS) share. In the two segments of autonomous driving cars cloud and car road collaborative car cloud, Huawei also dominated with 26.9%and 23.6%of the market share, respectively.

Tencent Cloud ranks fourth with a market share of 13.1%. It is also in the field of segments. Compared with other cloud manufacturers, its ranking is not high.

Nowadays, almost all car companies have completed the clouds. Most of the vehicle manufacturers adopt a mixed cloud deployment model of private cloud+public cloud. The major cloud merchants have basically formed their own customer layout, but there are still catfish in the market.

In September last year, the newcomers in the cloud market launched the car cloud business. From the perspective of business planning, a complete vertical industry cloud plan has been launched.

According to reports, in 2023-2025, the goal of bytes is to gradually realize the customer cloud business coverage rate of more than half, "overall revenue chase Tencent." From this perspective, the market competition facing Tencent Automobile Cloud is not easy.

Blacks or masters?

In November 2015, KPMG issued a report entitled "Blacksmith or owner: the crossroads of the automotive industry in the high data era."

The content pointed out: there are only two options for automobile companies, one is a pure "blacksmith", leaving the entire battlefield to new players to compete with user data and becoming a hardware supplier. The second is to evolve into the owner of the ecological chain. External extension of its business model and creating services that run through the life cycle of user vehicle.

The fundamental difference between "blacksmith" and "ecological chain owner" is data.

This is the same as the "soul theory" of the chairman of SAIC Group Chen Hong. The latter pays attention to the solution of the car manufacturing itself -under the overall solution, who the supplier and the car company have mastered the "soul" of the car. The former pays attention to data ownership and can be regarded as a subset of "soul theory".

The facts are also confirmed by theory. Prior to this, SAIC and Ali had started controlling control with the zebra system that cooperated, and the focus was accounts and data.

Nowadays, the level of software is the same problem whether it is a vehicle system or a car cloud.

Earlier on June 7, Apple released a new CarPlay at the 2022 Global Developer Conference (WWDC). Although the new generation of CarPlay's function is very dazzling, for the connected car companies, it is always ongoing alert to build a car to build a car Whether Apple will accumulate car -making experience with the bottom data. So will Huawei, Baidu, and Tencent's vehicle products also face the same mountain?

As for the recent focus car cloud products, on the core data issue, Zhong Xuedan, vice president of Tencent Smart Travel, recently emphasized: "We do not want to use everyone’s data assets or take it as ourselves, nor is it to be based on such assets to go to some such assets to go. Build our business. "

The purpose of the cloud manufacturer's statement is to settle the hearts of the car company. Although at the floor -to -ceiling level, cloud manufacturers will also retain the data ownership of the OEM, and will also sign the corresponding agreement and reiterate the reiteration of the car to build the car.

A typical manifestation is that, in addition to the car cloud platform of cloud manufacturers, the OEM has also begun to deploy its own cloud platform, while grasping core data and improving security while weakening the "supply binding" of large manufacturers.

For example, SAIC Group established a cloud computing subsidiary Fanyi in 2017. At present, Fanyi has been the headquarters of SAIC Group, SAIC Dalong, Zebra Motors, Xiangdao, Global Cars and other 60+ home The subordinate companies provide cloud product services and solutions.

In addition, in 2018, Volkswagen announced a strategic partnership with Microsoft to help accelerate the development of the largest dedicated automotive industry, namely Volkswagen Cloud or VW.AC.

According to the data, it is expected that by 2030, CARIAD, Volkswagen Software and Technology Company, plans to connect more than 40 million Volkswagen Fighters worldwide to the car cloud to achieve a large -scale service coverage.

Obviously, the focus of car companies today is creating their own car products, so it is impossible to use cloud manufacturers' technology and low -cost resources, but when the competition level between car companies enters the stage of white thermalization, the software level of self -built car clouds and other software levels The layout is bound.

At that time, when the owner is still a blacksmith's problem, it will be re -placed in front of the car company.

@创

Author 丨 Camphor Rice Editor 丨 Yi Page

Reference materials:

Sisi Automobile Research "Auto Cloud Service Research: Based on 5ABCD, cloud services run through the R & D, production, sales, management and service of car companies"

Ji Dabai's "Cloud Computing Car Cloud Layout"

Caixin "Auto Large Screen Confidential"

Tibin does not have a string "Tencent Ali LeTV builds a car, nothing more than these four routines"

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