Internet manufacturer smart cockpit fighting method

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In the past two years, the smart cockpit has become a trend of development of the automotive industry. Some car companies have even regarded it as an important core selling point, and the smart cockpit market has gradually ushered in an explosive window. IHS Markit predicts that by 2030, the market size of China's smart cockpit will exceed 160 billion yuan, and its global market share will increase from the current 23%to about 37%.

There is no doubt that smart cockpits are becoming a high -speed development, and giants such as Ali, Tencent, Huawei, and Baidu have entered the game to focus on their efforts. It is not difficult to guess that as the market and many players have continued to rise their enthusiasm for smart cockpies, more participants will pay more and more attention to the development of this field, and the industry situation may move towards curialization.

Similar smart cockpit

Smart cockpit takes off rapidly, and traditional car companies, new vehicles, hardware suppliers, and software developers flocked. However, because the manufacturers are similar in configuration, the homogeneity of smart cockpit has gradually become prominent.

Because of the complexity of technology, the smart cockpit needs to be closely relying on the upstream and downstream supply system, and most of the solutions provided by the suppliers to smart cockpit brands are relatively high, which leads to the significant difference between the functions it is equipped. This is not obvious. That is to say, today's smart cockpit screens and multi -screen forms are common. Functional configurations such as voice interaction, touch control, and OTA (remote online upgrade technology) are becoming more and more common.

According to the research results of 100 million think tanks, as of October 2021, the penetration rate of smart seats in Chinese passenger cars was 50.6%. Among them, the penetration rates of various functions in the smart cockpit were: 97.9%of the central control color screen, smart voice system and smart voice system and The OTA features are 86%and 50.9%, respectively.

The product configuration is convergence, and it is more difficult to open the gap between the competitiveness between the brands. In order to get rid of this dilemma, many car companies have begun to go to a differentiated main battlefield. For example, Tesla builds entertainment cockpits and introduces a variety of popular games such as "Happy Landlord" and "Cyberpunk 2077". The smart cockpit of domestic Xiaopeng Automobile can meet users of users watching, playing games, singing and other entertainment needs. Essence

It can be seen that the current smart cockpit participants do not lack differentiated gimmicks, but now the industry has gathered in the industry. Who can stand out from this 100 billion -scale market, or whether the differentiated gameplay can really get the differentiated gameplay can really get the differentiated gameplay. The favor of consumers.

In terms of differentiation, in addition to car companies with mature car manufacturing experience, Internet companies who have entered the venue later have also continued to make efforts at the smart cockpit experience and intelligent level. In the past two years , Power should not be despised. Ali, Tencent, Baidu, and Huawei are uniform and clear about the general purpose of getting involved in smart cockpit products, that is, the establishment of mobile and automotive connection bridges on cockpit products, but they have their own tricks in the specific play.

Application school: close to users, enhance experience

The development of Ali and Tencent in the field of smart cockpits "software definition", focusing on the content application side of the scene scene, related users' leisure, entertainment and work needs in the car.

Today, the solutions released by Tencent TAI 4.0 connectivity have been fully upgraded. On the one hand, the basic functions of C -end applications such as vehicle navigation and location sharing are added on the one hand; on the other hand, C -side products such as K song and Tencent Conference of the entire people also gradually get on the car. On the mobile phone, you will launch small program products such as "Tencent Travel Service" to achieve the connection between mobile phones and car scenes.

As a To B supplier, provide digital services to car companies, focusing on transplanting its own social, music, office and other mobile applications and content to the automotive end. Various signs are obviously visible. Tencent wants to continue social entertainment advantages on the smart cockpit Great ambitions.

According to data, Tencent has cooperated with 35 car companies. It turns out that such ambitions may not be impossible to complete for Tencent. After all, its content ecology is extremely rich and influential, and it is easy to form advantages at the level of smart cockpit application software.

Although Ali also has applications such as Taobao and Alipay, in contrast, most software and the scene of the in -car scene are not high, and it is difficult to form a strong competitiveness. It was profound that Ali began to change his mind and used his own cloud computing power to make an applied ecological foundation.

As we all know, the key foundation for the interconnection of smart cockpits and mobile applications is that cloud computing provides strong service capabilities, and Ali, as the leader in the field of cloud computing in China, has mastered the maximum dominance of data scheduling between clouds and ends. The operating efficiency and functional experience of the interoperability of the terminal and mobile terminals have a leading advantage.

It can be seen that Tencent and Ali both stared at the application of an article, but the difference is that the former pays more attention to the diverse scenes in the car, while the latter is to improve the operating efficiency of the application in the car. They are all to enhance the real experience of users in the scene.

From now on, although Tencent and Ali have attracted many B -side car companies based on their own influence, and transplanted their own applications, content ecology, and cloud services into the car, attempting to in -depth intervention in user life, in fact, the game game Many in -car applications such as social networking are still questioned as "pseudo -demand", and the practicality is not strong, which also causes the two to have a lower sense of existence in the field of smart cockpits compared to Baidu and Huawei.

Technical School: In -depth integration, strengthening intelligence

Unlike Tencent and Ali participating in smart cockpits, Baidu and Huawei applied ecological backgrounds are relatively not strong, so they are more willing to shine on their technical level. In terms of current situation, Baidu and Huawei pay more attention to the deep integration of smart cockpit soft hardware, and promotes smart cars more intelligent at the existing technology level. Based on the Kirin chip and Hongmeng operating system, Huawei smart cockpit opens people, cars, and homes to achieve a deeper interconnection between mobile phones, cars, and other smart terminal devices. Specifically, Huawei's smart cockpit can deeply integrate the computing capabilities, communication capabilities, and positioning navigation capabilities of mobile phones and vehicles. In addition, smart home devices such as TV and air conditioning can be controlled.

Because it is equipped with a self -developed chip and system, there are strong compatibility between Huawei's smart cockpit soft and hardware. Third -party developers can quickly migrate the ecosystem on the mobile phone to the automotive end to save application development costs. This is in To a large extent, the resistance of car companies and developers accepts Huawei's smart cockpit.

Although Baidu is similar to Huawei's views, it is to focus on the development of technical empowerment of smart cockpits. However, among many Internet companies, as one of the few vehicle manufacturers, Baidu has regarded the smart cockpit as the gap in the smart car market gap. A key step, its attention to smart cockpits can be imagined.

Based on mature intelligent technical support, Baidu's development route in the field of smart cockpits is mainly: one is to provide solutions for B -side car companies, and the other is self -developed and self -developed smart cockpit. "Collection" on the car.

Earlier, at the Apollo Ecological Conference in December 2020, Baidu officially launched a small -time car to provide partners with a smart cockpit digital solution. In terms of intelligence, new TOP1 Q & A, Guizong recommendation engine and emotional engine to provide users with more Choose more intelligent. In June of this year, the collection concept car Robo-01 officially debuted, throwing a new technical point in the smart cockpit-the cabin fusion technology, the full offline millisecond voice, the 3D dynamic human machine co-driving map, canceled a large number of large quantities Physical button ...

It is more optimistic that so far, Baidu's smart cockpit products have cooperated with more than 70 car companies and 600 models. In addition, according to Baidu, Jiji Motors will also achieve mass production in 2023. From this perspective, Baidu's smart cockpit is more likely to take a step first than other Internet companies.

In summary, what can be determined is that whether it is Ali and Tencent, or Huawei and Baidu that focus on technology empowerment, their entry has successfully promoted the development of the smart cockpit. It has accelerated the progress of this field to a certain extent and extended the industry's imagination.

Ecology or final decisive circle

At present, the cockpit technology that can reach the user's senses is more abundant. For most cockpit manufacturers, it is not practical to rely on its own supply. It is necessary to create a highly integrated smart cockpit. Essence

In other words, car companies have a comprehensive automotive R & D, production, and supply chain system, but the capacity of software development is short. In addition, most car companies do not have a wide range of ecology as wide Internet companies. In contrast, although the Internet giants have rich application resources and strong underlying system operation capabilities, they still have insufficient experience in hardware integration and development.

However, the development of cockpit products has gradually entered high intelligence, and the trend of highly compatible and integrated software and hardware is becoming more and more significant. The form of ecological cooperation between software and hardware manufacturers in the future may become inevitable. It can be expected that as smart cockpit technology matures, Internet manufacturers such as Tencent, Ali, Huawei, and Baidu will continue to fight in ecological integration and make a decision.

However, it is worth noting that in the current market environment, new forces such as Wei Xiaoli and other vehicles, as well as traditional car companies such as Volkswagen and GM, are also trying to create their own operating system, strengthen the experience of the in -car scene, establish their own own of their own experience Ecology in the car, prepare to penetrate the smart cockpit industry.

To some extent, car companies that successfully build the ecology in the car may weaken some ecological links with Internet companies, which is undoubtedly a resistance for the development of Internet companies in the field of smart cockpits. Therefore, the next Internet factories need to think deeply about how to play their own advantages and maintain a stable ecological cooperation relationship with car companies, perhaps the key to win.

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