Besides the big screen and navigation, intelligent network users want it most.
[car home Industry] A few years ago, intelligent networked cars only existed in the whimsy of car enthusiasts and technology enthusiasts. Nowadays, with the gradual maturity of intelligent navigation, gesture recognition, remote control, cloud service, AI and other technologies, a large number of cars with car networking functions and services have gradually entered the homes of ordinary people, bringing new and colorful driving experiences to consumers. Today, let’s talk about the development status of car networking products in China automobile market, what value the car networking can bring to users, and what are the users’ feedback and expectations for the car networking function?
30-second speed reading:
1. The vehicle networking model is rapidly popularized and has great potential in the future;
2. Users use the car networking function in the hope of being more convenient, meeting emergency safety, pursuing entertainment and trends;
3. Users are more accustomed to the original factory’s own system; Low acceptance of paid services, one-time consumption or more acceptance;
4. Map navigation, online music and mobile phone mapping are the most commonly used functions of users at present;
5. "Screen" is the most recognized by users of car networking, and it is also what users most expect to improve.
In recent years, both the steady progress of "Made in China 2025" at the national strategic level and the strong support for the development of "new infrastructure" such as 5G technology, Internet of Things and artificial intelligence technology at the tactical level have created a comfortable macro environment for the rapid development of intelligent networked vehicles. In this context, car companies and major technology suppliers continue to pay close attention to the field of intelligent networked vehicles, and their investment in research and development is also increasing. Automotive products with networked in-vehicle information systems have gradually entered the user’s field of vision, and the functions and services based on vehicle networking technology have been continuously enriched and their capabilities have been continuously enhanced.
Viewpoint 1. The rapid popularization of car networking models has great potential in the future.
According to the data of the models on sale over the years, the products with the function of car networking are rapidly popularized, and the penetration rate of the models on sale has increased from 2.6% of the total market share in 2015 to 43.1% in 2019, almost achieving a rapid growth of one year; At the same time, the penetration rate of newly listed models increased faster.
The same conclusion can be drawn according to the data of car home’s transaction leads. The number of leads on car home platform (the number of potential customers placing orders) is strongly related to the trend of market sales, and the turnover of new cars reached by leads from car home accounts for nearly half of the total market sales. Therefore, the penetration rate of potential customers placing orders in the Internet of Vehicles (the number of new car leads for passenger cars in the Internet of Vehicles/the number of new car leads for passenger cars) can approximately describe the market penetration rate of new cars in the Internet of Vehicles. In recent years, the number of clues of car networking models has also increased year by year. In 2019, the penetration rate of clues of car networking models reached 36.4%. With the accelerated launch of new vehicles in the Internet of Vehicles and the increased recognition of potential consumers for the Internet of Vehicles, the market penetration rate of new vehicles in the Internet of Vehicles will further increase, and it is expected to exceed 50% of the market share in 2020.
With the gradual increase of the number of users who buy car-connected vehicles, users have a clearer purpose of buying car-connected vehicles, and their understanding and demand expectations for car-connected functions are also constantly improving.
Viewpoint 2: Users use the car networking function for convenience, emergency safety, entertainment and trend pursuit.
In the investigation of the purpose of using the Internet of Vehicles, 67.2% car owners use the Internet of Vehicles service to be more efficient and convenient; 56.2% of users give priority to emergency safety; The proportion of users who mainly entertain and follow the trend is 27.9% and 22.0% respectively. In the user’s demand for car use, efficient experience and convenience and safety are always the most important demands of users.
Viewpoint 3: users are more accustomed to the original factory’s own system; The acceptance of paid services is low, and one-time consumption is more acceptable.
The survey results of purchasing habits of car networking show that at present, 78.2% of car networking users in China use the front-loading system. Only 15.8% users are used to paying for the service (continue to buy traffic after the traffic given by the manufacturer is used up), and most users do not accept this model; Considering the high willingness of users to potentially purchase the car networking system (87.5%), perhaps the traditional one-time consumption mode is more acceptable to users.
Viewpoint 4: Map navigation, online music and mobile phone mapping are the most commonly used functions of users at present.
At present, in the car networking system, the main functions include map navigation, online music, mapping function, voice control, remote vehicle control, car WIFI and HUD head-up display. In the survey of common functions of car networking, map navigation, online music and mapping functions are the most commonly used functions by users at present, and the proportion of users is 28.1%, 18.2% and 16.5% respectively, which is significantly higher than other functions of car networking. These three functions are relatively mature functional applications with high demand from current users.
Viewpoint 5. "Screen" is the most recognized by users of the Internet of Vehicles, and it is also what users most expect to improve.
The owner evaluation data is the data that users actively express their concerns and opinions about a certain function without prompting. Because the owner actively mentioned it, the results of the owner evaluation data can not only reflect the user’s attention, but also reflect the user’s cognitive level from the side. According to the evaluation data of car owners in car home, among the user comments related to the Internet of Vehicles, the display screen and dashboard of the center console are the functions with the largest volume of users, and the values are far ahead; The ranking of car networking, HUD head-up display and remote control function is close behind. It can be seen that at this stage, the "screen" is still a function that users pay more attention to and recognize in the car networking function, and the recognition of other car networking functions in the user community needs to be improved.
In the ranking of user satisfaction index of car networking function (also the result of users’ active evaluation without mentioning), the overall satisfaction of voice control and GPS navigation system is ahead and recognized by most users; The rationality of navigation system route planning is the place where users vomit the most, and the whole dashboard and the whole screen of the center console are also the places where users are dissatisfied.
We cross-analyze the user voice volume and function satisfaction index of the car networking function, and we know that the overall screen of the center console and the overall dashboard have high user voice volume and low satisfaction score, which are the first projects to be improved. Although the rationality of navigation system route planning has the lowest satisfaction index, the user’s voice volume is weak, which shows that it is not a common phenomenon or the content that most users care about. For example, voice control, car networking, HUD head-up display and remote control functions have high user satisfaction, but the sound volume is not too high. It can be seen that although the functions are good, they have not been concerned and recognized by most users. Therefore, in the deepening of users’ understanding and cognition of these car networking functions, car companies can carry out more related experience activities to create opportunities for users.
In the details of the central control screen, 72.9% of users are most concerned about the image quality of the central control screen, and secondly, 20.0% of users are concerned about the size of the central control screen. 52.2% users think that 10-12 inches is the most reasonable size of the central control panel at this stage.
In the investigation of the existing problems of central control panel, slow response (56.5%) and system jam (50.9%) are the most prominent problems of user feedback, and it is expected that car companies can give priority to improving these aspects.
In addition to the above-mentioned car networking functions, users most expect real-time car condition monitoring (45.9%) and real-time road navigation service (35.0%).
Summary:
At present, although most users’ cognition of the functions of car networking is still in the primary stage of "navigation", "big screen" and "mobile phone mapping", users have a high degree of interest and willingness to buy the functions of car networking, which provides a solid market foundation for its development. While realizing new technologies and functions, automobile enterprises also need to pay special attention to their promotion and create opportunities and spaces for consumers to experience and interact. It is believed that with the improvement of user awareness and the continuous improvement of related technologies, consumers will actually experience the convenient service, fun experience and safe enjoyment brought by everything in the car in the near future. (Text/car home Liu Xiangyu)