For car enthusiasts and car buyers, car information apps are indispensable. Car information apps can help users learn about new car news in a more timely manner. Car information apps have become a must-read subject for entry. . Let’s follow the author to analyze: The dark horse in the automobile industry understands the products of Chedi and the industry giant Autohome.

Article outline

Purpose of competitive product analysis:

I want to understand the industry status quo, competitive product strategy and future development direction of the automotive information market through competitive product analysis. Allow yourself to better understand the product before delving into features. Sort out the functional structure, advantages and disadvantages of automobile information, so as to clarify the precise needs of the automobile vertical industry and better entry points in the future.

1. Background research

The rapid economic growth and improvement of people's living standards in recent years have driven the strong Chinese automobile market, and the demand for automobile purchases has also been increasing. The automobile information platform quickly updates automobile information on the Internet. More and more users will learn about automobile information through automobile media websites to help them make purchasing decisions.

The car website provides individual users with one-stop services in all aspects of car selection, car purchase, car use, car replacement, repair and maintenance, etc. At the same time, the automotive media website also provides an advertising and marketing platform for corporate manufacturers, helps companies promote their products, and provides a news display platform for dealers and after-sales service providers.

Automotive self-media has become an important channel. The first was the auto channel of various portals, and then there were the sudden rise of vertical auto portals such as Autohome, Yiau.com, and Auto Quotation, as well as e-commerce websites for used cars. With the development of business, the recent arrival of "Knowing Cars" has become a new dawn for the industry as a professional automotive information. In 2017, most automotive e-commerce companies also transformed from original vertical media to open content platforms to build the largest and most diversified automotive PGC high-quality original content platform.

2. Industry Development Trends and Current Situation

2.1 Current Situation of the Automobile Market

After more than ten years of rapid growth, my country’s annual automobile output has increased from 5.76 million in 2005 to The number of vehicles increased to 28.02 million in 2016, and annual vehicle sales grew as high as 386% during this period. In 2017, my country's automobile production and sales showed slight growth, with annual production and sales of 29.0154 million and 28.8789 million vehicles respectively, representing year-on-year increases of 3.19% and 3.04%. In 2016, the annual output of China's automobile market accounted for 30% of the global annual automobile output, and has maintained its first position in the world since 2000.

From the perspective of the industrial life cycle, consistent with the development trend of the global automobile industry, the Chinese automobile market is gradually entering a mature period from a development period, and the growth rate is gradually slowing down and entering a stable growth period. It is predicted that the future automobile market will be Production will maintain single-digit growth, around 5%, and annual vehicle sales will be capped at around 40 million units.

On the contrary, economic development will also promote the further development of the automobile industry. With the growth of my country's per capita GDP in the next few years, there is still a lot of room for growth in the number of cars owned by 1,000 people.

2.2 Industry Pattern

Automotive vertical media seems to be unable to meet the basic needs of users. In addition to professional practicality, it also requires personalization and segmentation.

According to statistics, Autohome’s monthly browsing time in June was 38.48 million hours, ranking first in the automotive information category. The monthly browsing time of Dianchedi is 12.2 million hours. Although the total time is not the highest, the month-on-month growth rate is the highest, at 12.8%. Pacific Automotive Network, established in July 2002, can be said to be an established automotive information platform. However, in June, the total browsing time of the APP dropped the most month-on-month, down 25.2%.

Let’s briefly review several companies in the automotive information industry. In addition to Autohome and Bitauto, others such as Aika Auto, Pacific Automotive Network, and Sohu Auto have little competitiveness in various data aspects.

2.2.1 Autohome

Established in June 2005, it is committed to empowering users and customers through product services, data technology, ecological rules and resources, and building a "car home". "Media, auto e-commerce, auto finance, and auto life" four circles, transforming and upgrading from a "content-based vertical company" to a "data technology-based 'auto' company."

Autohome’s mobile products include Autohome, car quotations, violation inquiries, second-hand cars, Autohome Forum APP and Car Home.

As of the fourth quarter of 2016, Autohome’s net revenue increased by 86.3% year-on-year to 2.0149 billion yuan (US$290.2 million). For the full year of 2016, net income increased by 72.1% year-on-year to RMB 5.9616 billion (USD 858.7 million), and adjusted net profit attributable to the parent company increased by 29.4% year-on-year to RMB 1.4279 billion (USD 205.7 million). Net revenue for the full year of 2016 increased 1% year-on-year to 5.9616 billion yuan ($858.7 million).

2.2.2 Understanding Cars

It was officially launched as an APP in August last year. Only two months after it was launched, it was selected into the top 50 of the QuestMobile comprehensive dark horse list and became one of the top The only automotive content platform.

KnowChedi ranks among the top three in the industry in terms of core data such as user usage time and user opening frequency. Its user activity rate even far exceeds that of the industry leader Autohome, ranking first in the industry. "Since its launch to the end of March 2018, to improve the efficiency of high-quality content creation, the DAU of the DAU Chedi app has exceeded 3 million." This shows that the DAU of the DAU Chedi APP in March this year was around 3 million.

As a vertical automobile media, in addition to powerful and practical automobile information, it is also well versed in the social trends of young people.

Knowing Car Diversity is derived from the odd-numbered car channel on the Toutiao APP. Now all the car information on the Toutiao client is provided by Dianchedi. It relies on Toutiao's perfect algorithm recommendation technology and big data advantages to deeply analyze user needs and intelligently match car information and car models, helping users save time in information screening. It achieves "understanding what you want and chooses what you need" and improves the user experience.

2.2.3 Bitauto.com

Founded in 2000, Bitauto.com is a veteran automotive information platform. China’s domestic automotive professional media group provides a foothold for automotive companies and users. Localized service support for regional markets. On January 9, 2015, Bitauto (NYSE: BITA), JD.com (Nasdaq: JD) and Tencent (SEHK: 00700) jointly announced that JD.com and Tencent would invest approximately US$1.3 billion in Bitauto in the form of cash and exclusive resources. . At the same time, Yixin Capital, a subsidiary of Bitauto that focuses on the auto finance Internet platform, will receive a total cash investment of US$250 million from JD.com and Tencent.

The mobile products of Bitauto.com include Bitauto, Bitauto Used Cars, Auto Quotation Collection, Huimai Auto, Auto Manager, Home of Car Friends, Auto Know, Bitauto Magazine and Bitauto Video Community .

2.3 Factors of concern for car information

According to survey data, when using car information APP, the most important factor that users care about is whether the vehicle information is comprehensive, so that they will not be unable to search. For information on a certain car, you still need to look for other ways to find it; the car information will not be too single, and you will be able to provide unique insights and effective suggestions and guidance.

Secondly, the fast information update speed allows consumers to quickly understand the latest car model information and related information, meeting the timeliness of information acquisition. In addition, more professional information is also a factor that many users value, accounting for 37.6% of the respondents. Of course, when buying or washing a car, the platform can provide some preferential subsidies and attract many users.

3. Product Analysis

3.1 Product Environment

Test model: iphone 8

System version: IOS 11.1.2

Software version:

Knowing Car Emperor: 3.9.7

Autohome: 9.5.0

3.2 Product Positioning

The product positioning of Dianchedi and Autohome is automotive vertical media, but the difference is that it is more professional and comprehensive than the automotive portal. The content of Understand Car Emperor is rich, clear and interesting, and will be segmented and developed in the direction of the community; while Autohome, as an authoritative platform, creates more comprehensive, professional and traditional car portals.

3.3 Target Users

From the perspective of the attributes of the user population, the main age group is young and middle-aged people, and men account for the vast majority of visible attention to automotive media websites. male. The author believes that the interactive and interesting content of Qingchedi attracts more female users.

The geographical distribution of users can be seen from the regional differences of users. They are mainly distributed in eastern coastal cities and economically developed first- and second-tier cities.

3.4 User needs

Auto Home: Car consumers need to know the latest information - purchase options - in all processes including car selection, car purchase, car use, and car replacement. Model comparison - purchase and use - insurance value-added - selling and exchanging cars - forum sharing and other demands.

Understand car enthusiasts: Car enthusiasts use fragmented time to look at cars, choose cars, buy cars and other needs. Provide personalized services and social needs for the same hobbies.

The author believes that "simplicity" is the core appeal of C-end product users. Since buying a car has become a daily consumption behavior, there are more and more different platforms in the vertical automotive field. In order to buy the ideal Comparing information on car models seems to consume too much time and cost, and users cannot find the ideal car model, which cannot meet the basic needs of users. Develop in a simple direction to save time for users.

4. Competitive Product Analysis

4.1 Functional Structure Chart

Mainly study the comprehensive application of two automotive information:

Competing It can be seen from the product structure diagram that the content section provided by Autohome is very comprehensive, integrating full-service modules for car selection, car purchase, car use, and car sales.

Among them, the forum section of Autohome always has a large amount of user information, real vehicle feedback information and certification basis, making the user stickiness extremely high and difficult to be surpassed in a short time, while the reputation of garages, models, and sales prices are extremely high. Quotes are also popular among users. In terms of complete and rich information, Autohome can be called the world's first vertical automobile website.

Understand the service module provided by Car Emperor in terms of viewing, selecting and buying cars.

Focus on creating professional car information content and car-related short videos, emphasizing user interactivity and sharing their car life. Know Car Emperor has quickly established a world in the segmented automotive information field. The route from "information" to "shopping guide" is very sufficient. Give full play to the advantages of Toutiao products in content acquisition and recommendation to form a huge advantage.

4.2 Core Function Analysis

In automobile information APP, the most important functions should be the information list, forum and automobile product library. Analyze separately below.

Homepage

From a functional point of view, the homepage of Autohome is more direct and practical for car buyers. The function buttons are new car purchase-borrowing to buy a car-second-hand resale. - Get to know Motor City - special offers. It is obvious that the development from information content to e-commerce platform, and the navigation bar on the homepage includes information-based live class previews, VR experience, car brand reputation, and the latest car market comparison. It demonstrates the professionalism and authority of Autohome's one-stop service.

The recommendation page on the first screen of Qianchedi. The information flow format is a mixture of text, pictures, videos and other information. Judging from the sources, there are both media and self-media information, as well as user posts. I won’t talk about new car introductions, vehicle reviews, car pick-up operations and other sections. The second place on the navigation bar of the "Knowing Car Emperor" app is the short video section, which contains short videos of picking up a car, test driving, showing off the car, abusing the car, and selected topics. It looks like a "car fast player".

In addition, the author noticed that the homepage search function of Autohome also has a voice search function for "Dudu Xiaomi". Similar to saying "Check out Audis under 300,000", what you said will be retrieved immediately, and the car model information will be intelligently recommended, which is equivalent to the function jumping to the car selection function. The user can conduct detailed inspection and comparison with other cars. This For car users, searching is the most comfortable and natural way to use it. After experiencing it, I think this wave of operations is excellent. This also shows that Autohome’s role as a professional car shopping guide is very mature.

Car selection function

The important part of car information is of course the car selection function. How to allow car consumers to quickly obtain the models they are looking for is the key.

Autohome’s car selection page provides references for many modules, such as best-selling rankings, new car launches, price reductions, smart car selection (voice car selection), conditional filtering, brand order, and a The main car advertising section takes up half the screen. Autohome provides users with comprehensive and extensive car selection services, and almost all factors to be considered when buying a car are used as a reference for function selection. According to current user feedback, Autohome’s advertising rankings are too many, which has long made consumers tired of buying cars.

Compared with platforms that do not have such multiple functions, Dianchedi does not use this function as a platform to make money from advertising spaces. This makes the smart car recommendation system more pure and eliminates the possibility of commercial interference. The car selection system comprehensively recommends users based on the daily browsing habits of car buyers. From intelligent filtering to personalized recommendations, it clearly provides users with what they want, rather than letting users find what they want.

This meets the pain points of users who need to easily and quickly select and view cars in fragmented time. After the basic functions, the functions seem to be rich, but they are becoming more and more redundant. It brings a very unfriendly user experience. Therefore, Dianchedi, which was launched last year, has received widespread support in just a few months because of its precise positioning and personalized recommendations.

Model display method

Model display is also a form of product details page. We use this section to look at the product function connections and experience optimization of Autohome and Dianchedi.

Autohome's car model display connects car model information, information, discussions, word-of-mouth, price reductions, dealers, second-hand, installment, special sales, etc., and connects Autohome's services into a service line. There are three types of car model display expressions: real shots, panoramic images, and videos. Clicking on each function requires switching to another page. Clicking on the detailed image or panoramic image requires waiting for the loading to be completed before viewing. After experiencing it, the author believes that the switching and loading process consumes some user time and energy in terms of experience, and it is king to accurately refine the user's intuitive needs.

Knowing Car Di’s car model display connects parameter configuration, car circle, car model list, dealers, videos, car reviews, car pick-up questions and answers, etc. It mainly solves the problem of car selection for users. Understand the needs of car information, car reviews, questions and answers. At the same time, a module for picking up a car is provided to encourage users to pre-purchase and share the joy of picking up their car.

In the display of car models, the first priority is to view panoramic pictures. The panoramic car viewing function of "KnowChedi" blocks all external factors. For detailed and complex real-shot pictures, panoramic pictures show users the most realistic side of the vehicle. . You can get a good car viewing effect without any clicks and additional cumbersome operations, providing users with the shortest path to obtain information. If you look carefully, you can find that the 'see only differences' mode and configuration menu selection are provided in the reference configuration, making the long menu configuration options tightly organized and clear.

Reward mechanism

Looking at the preferential benefits in the personal center, we can see how the two automotive information APPs encourage users to create content, retain users, and provide interactivity for content flow.

Autohome has divided a welfare area in the personal center. From receiving subsidies, giving away money, winning cash, and shaking up gas money, we can see that the preferential benefits are very real and directly linked to money, but as a There will be two situations in the consumer's psychological reaction. First, the user thinks that the cash benefit is very attractive. If you click on it and use it, the benefit is indeed great, which meets the user's expectations. 2. If the user clicks in with full expectations and finds that the benefits are very small and boring, then the user will not click again later. Therefore, the author believes that the welfare module can appropriately increase the user's interaction mechanism.

Knowing Car Emperor has established a separate "Knowing Car Emperor Points" section in the incentive mechanism, from user points, sign-in rewards, limited-time redemption (exchange for car funds, drones, cars, etc.), Task points and my prizes are more interactive and interesting in form, such as a game point software that gives users points ranging from 100 to 10,000 from browsing content - sharing content - answering questions - creating videos, etc. Points can be redeemed for prizes, and the prize benefits give users a great discount.

5. Product model

5.1 From the perspective of attributes

Understand the car emperor prefers media/Auto Home prefers tools

Automobile The explosion of popularity has passed, and users no longer need such vertically professional pre-decision-making tools.

The comprehensive services provided by Autohome do not seem to be able to meet the basic needs of users very well. Users are constantly observing the news in the car industry, and they also have to consider their budget to determine their ideal car model, and they also need to compare models and prices on major portals. Over and over again, buying a car actually consumes too much time and cost on information.

Autohome’s own advantage is complete information. As a comprehensive automobile information service, it has its own business barriers to develop content and social networking.

Knowing Car Emperor has learned how to maximize strengths and avoid weaknesses, allowing more people who want to buy cars to see the new trend of automotive information, and it also seems to break the situation where vertical automotive media grasps information without detailed classification.

In view of car model comparison, which is a headache for countless car buyers, Dianchedi also provides zero-threshold professional data interpretation services, using graphics and videos to allow all users to easily understand automotive terminology. Make looking at cars, selecting cars, and buying cars a pleasant experience.

5.2 Judging from the advantages of traffic and content

The car-savvy person who was born in the headlines has no shortage of traffic, but self-media and comprehensive car home information rely on traffic. Service is a different concept.

The former is a media attribute, while the latter is more like a tool. Therefore, there is still a certain gap between the vertical products of giant auto portals such as Autohome and Bitauto in terms of penetration rate of network traffic compared with Toutiao products. Does Autohome’s content and services need to be streamlined and personalized services developed? The business model needs to be taken into consideration.

As current-end decision-making becomes simpler and the focus of the car purchase process shifts to the aftermarket, vertical car content will become less important. All users will eventually become car novices, and they will be able to understand car emperors. Like Douyin, it fully utilizes the advantages of UGC content, algorithms and the advantages of Toutiao's entire network to be more in line with user behavior and needs, maximizing the duration and user stickiness.

Although Dingchedi has become a rookie in the automotive industry, it is still difficult to surpass the giant industry of Autohome, but I believe that it will become more and more powerful with its unique and personalized product road.

6. Summary and Thoughts

Summary

As a comparison of two automotive information APPs, Autohome is like a stable adult. , after the tempering of time and tasks, he has a strong basic accumulation, needs to maintain his current users and situation, and be careful about product functions and content. The Emperor who understands cars is like a returning teenager, with an uninhibited atmosphere. He pays more attention to current trends and entertainment in product positioning and strategies, meeting users' personalized and exclusive needs for automotive content, and quickly making friends with the same values. friend.

Thinking

When cars become fast-moving consumer goods, no one will ponder on some vertical car websites every day, or visit forums to ask experienced drivers for advice. Where will the demand shift to at this time?

-Turn to e-commerce transaction websites and financial service providers.

Then if self-driving cars become more popular and autonomous driving comes on the road, the demand will be endless and a wave of interesting functions will be launched.

Look forward to it tomorrow!

This article was originally published by @awakeningDelores on Everyone is a product manager.

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The title image comes from Unsplash and is based on the CC0 license