·Industry chain transformation, the traditional field has been hit by the "Internet" under the automotive industry

The concept of "Internet +" has become a hot topic in recent days. It "infiltrates" all walks of life, and of course includes cars. It should be noted that all the original links of the automobile industry, including research and development, parts and components, vehicle, sales, aftermarket, car use, re-circulation, scrapping and dismantling, have all been caused by the concept of "Internet +". Variety.
Promoting the transformation of the automotive industry chain With the widespread application of technical concepts such as the Internet and big data, the transformation of car companies is quietly beginning. Many car companies are gradually using these technologies and concepts to understand customer needs, deploy production models, and strengthen production logistics management. More efficient production, cost savings and increased competitiveness.
At the same time, Internet companies such as Apple, Google, Tencent, and LeTV have taken the opportunity to set foot in the field of automobile manufacturing to build smart cars. Some of these Internet companies use their own advanced technology to directly manufacture smart cars, such as Google's unmanned cars that have already appeared, and some focus on the development of automotive smart software, and more to cooperate with car companies to give play to their respective advantages, such as gasoline and Ali. Join hands to build Internet cars, LeTV and BAIC to build super cars.
In addition, with the help of the Internet, car companies can better grasp the status of production vehicles, especially the status of key components, so that they can find common problems and potential failures in advance, avoid large-scale recalls, and ensure vehicle safety. It is also possible to ensure the supervision of the circulation area and the quality of the vehicle during the whole process by monitoring the parts and components, and also to protect the interests of the auto parts manufacturers. Similarly, the aftermarket of the once opaque car has become clear.
Impact on traditional marketing areas In addition to the industrial chain, automotive marketing is also deeply influenced by the Internet.
The traditional car sales model is "car companies - regional distributors - 4S stores." And now the marketing model is O2O. As early as 2010, Mercedes-Benz conducted a group purchase attempt on Taobao Juhua, which opened the first line of online marketing for auto companies. Today, mainstream car companies have basically opened specialty stores on Tmall, which has also opened up a new model for car e-commerce.
However, industry insiders said that the e-commerce will impact on 4S stores, but it will not cause qualitative changes in a short period of time. In the Internet mode, the changes in sales models require deep thinking and exchanges.
In addition, car marketing has also changed under the impact of "Internet +". For example, the proportion of investment in advertising has become more and more focused on new media, various social applications, such as Weibo, WeChat friends, and the public number of car companies.
In 2014, Changan Peugeot Citroen launched the new function “booking treasure” on the DS WeChat public account, that is, paying the deposit to get cash income every day before picking up the car. After the pre-heating of “booking car”, the DS 5LS launched a crowdfunding car fund on the market. Subsequently, the official also announced the "Partners Program", will participate in the DS network community management, organize DS community activities and interactions, and help select the models of friends who are difficult to determine among the various DS models.
On January 25th, 2015, WeChat friends circle pushed the first advertisement in history, from BMW. According to the analysis data of BMW China online marketing EMKT project team, at least 30 million brand exposures can be obtained in 3 hours and 15 minutes after the advertisement goes online, and the actual long tail effect is far beyond this, and the total exposure may exceed 100 million times.
The car itself is transforming into intelligence. The Internet is also profoundly affecting the car products themselves. This change is undoubtedly the beginning of the spurt of Internet mobile communication technology in China in recent years. As a big concept, smart cars are very broad. From the perspective of development, they can be divided into two stages. The first stage is the primary stage of the smart car, that is, the assisted driving stage; the second stage is the advanced stage, that is, Unmanned application. Now it is a special transition period. In the context of Internet technology, smart cars are in the stage of integration of assisted driving and driverless driving.
Automotive engineers have been studying how to help drivers control cars more easily since the 1970s. Today, many technologies are already very mature and concentrated in cars, such as lane departure warning systems, blind spot monitoring systems, and active cruise systems to help drivers drive cars more easily, reducing or avoiding accidents.
In the current rapid development of computers, Internet, GPS, mobile communication and other technologies, the car has realized a human-computer interaction system, which can communicate with people and vehicles. The driver knows the current state information, road condition information, cruise control settings, etc. of the vehicle through the system. . Contact the customer service center through a button, the whole voice can help the driver and passenger to solve the problem, achieve destination push, emergency assistance, and stolen vehicle positioning. At the same time, many car companies have now entered the ranks of researching unmanned driving.
We don’t know how long this “Internet+” will last, but in the era of mobile Internet, automakers will surely face various changes, such as the technological revolution experienced by the car’s centuries-old history. And it is very good to integrate the Internet concept technology into the enterprise, and it will take advantage of the trend. But if you are stubborn, it is likely to be forgotten by history. In any case, the Internet has spread like a butterfly effect in the automotive industry.

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