Ni Yuanyun/Wen
"Raw Stone Valley·World" - Although it is quite confusing from LOGO to the interface, this is not the name of a certain open-world adventure game, but the name of the "user value community" launched by Zhiji Auto on August 27 in the "IM Zhiji" APP.
At the Chengdu Auto Show two weeks ago, this young brand jointly created by SAIC, Alibaba and others just welcomed its first batch of 3,000 angel wheel users.
, the "Raw Stone Valley", which was launched before the auto show, is the birthplace of future form value communities - a user value community economy built on the value Internet, whose core is the value rights confirmation system of user data. Specifically, users will gather here to obtain "raw stones" by authorizing vehicle data, etc., and exchange software and hardware upgrade services to "evolve" their vehicles, thereby reaping real data rights.
From the public experience video, it can be seen that "Raw Stone Valley" adopts gamified interaction and gameplay design. In addition to authorizing enterprises to obtain "Raw Stone" using vehicle and driving behavior data, users also incorporate the "cultivation mining" model common in Internet products such as quantitative user activity points card drawing, and have a guarantee mechanism.
In addition, according to Qian Gang, Director of Digital Innovation at Zhiji Automobile, "Raw Stone Valley" will further integrate the real world and the virtual world in the future. This concept is similar to the current popular concept of "metauniverse" in the fields of games, online social networking, etc.
The first metaverse was created by American science fiction writer Neil Stevenson in the 1992 novel "Avalanche". According to the novel's description, in the future, all people in real life will have an online clone to communicate with each other in the form of virtual stand-ins. Generally speaking, the metaverse can be regarded as a virtual world parallel to the real world and highly interconnected with the real world.
strengthens the relationship between virtual cars and real cars through "Raw Stone Valley" - the user's real driving behavior data will affect the characteristics of virtual cars. The raw stones harvested during the virtual car development process will be used for the upgrade of real cars, or can be regarded as a taste of the "meta-universe".
Automobile companies have opened up users to create a "second battlefield"
Automobile companies have worked hard in user operations and seeking differentiation. In the past year, in the past, from new forces to independent brands to emerging sub-brands incubated by independent brands, the model and concept of "user co-creation" have been proposed and implemented more and more frequently.
From NIO "NIO Day", users co-create "Haval Big Dog" that was born out of nowhere, as well as the "Chuangha" and "Ark Pilot" released by brands under Great Wall, to Geely Auto launch the user co-create brand "We", SAIC MG launches the co-create platform MG Cyber Cube, Chinese Express and users create a "one-click game watching mode" scenario card, Nezha Auto launches the first issue of user funds worth 100 million yuan, etc., and every car company seems to be eager to become a user-oriented enterprise that "opens the door to build cars".
If you trace backwards, a well-known successful case of transforming from a consumer brand to a user-creating brand is Xiaomi. The situation at the beginning of Xiaomi's establishment in 2010 is similar to the current situation of many car companies. There are already many strong mainstream brands such as Apple, Samsung, Huawei, Nokia, and LG in the market. At this time, Xiaomi had nothing - one has no products, two has no users, and three has no popularity.
In order to break the deadlock, Xiaomi chose to start with users, collect all the information on the Internet that is dissatisfied with mainstream mobile phones and Android systems, conduct data analysis, find common pain points and determine priority, and make improvements based on these. After the product was launched, I had no money to advertise, so I put the names of the fans who had the most feedback from the MIUI system (the mobile operating system launched by Xiaomi) on the startup screen of my phone, and claimed that they were "a hundred dream sponsors of Xiaomi mobile phones" - these 100 people were not only the first batch of Xiaomi's seed users, but also the starting point for Xiaomi's word-of-mouth spread.
's "play" is being learned from and reused in the travel field, and combined with the characteristics of the automobile category, it has been re-converted and output by various car companies. Although there are not completely different path differences like when solving technical problems, the ways of co-creating by car companies and users is indeed different. At this stage, from shallow to deep are mainly concentrated in the following categories: First, users are involved in product marketing and brand renewal links, such as co-creating naming, co-creating LOGO, co-creating peripherals, etc.; Second, the upgrade of car owner services and activities, relaxing autonomy, encouraging users to discuss spontaneously, organizing activities, and further optimizing user experience; Third, users or core users are involved in product research and development or iterating the part of early user research, and increasing their opinions weight.
Ten years ago, shortly after Xiaomi was founded, Lei Jun said in a public speech: "The Internet's disruption of the mobile phone industry has just begun." Today, ten years later, new energy vehicle rookies have threatened to subvert the traditional automobile industry. This "subversion" is not only aimed at products, but a transformation to the entire underlying logic chain.
"inverted" is no longer the only one who "inverts" - the war has spread to the field of user co-creation on the operation side, becoming the "second battlefield" that car companies must fight for.
captures the hardcore seed user
After the top new forces have gained the first wave of dividends from users, the emerging brands that have entered the market have had to further develop in order to attract core seed users during the cold start of the project.
It is understood that Zhiji Auto and Zekr Automobile have successively announced their 4.9% equity interest to support users in co-creation. Among them, Zekr Automobile has not yet announced its specific implementation plan. According to public information, in the equity structure of Zhiji Automobile, Shanghai Yuanshi Automobile Technology Partnership (Limited Partnership) and Shanghai Yuanmin Automobile Technology Partnership (Limited Partnership) hold 5.1% and 4.9% of the shares respectively. Zhiji Auto said that this equity structure is the first "employee + user" dual-holding platform model in the industry. The former is ESOP (core employee stock ownership platform) and the latter is CSOP (user rights platform).
"We want to share the dividends of the times with users", Qian Gang said that the logic behind it is "incorporating users like employees into the partners who are co-created by the enterprise, (and thus) truly incorporating them into the enterprise value chain." On the one hand, the income of car owners is "linked" with the company's market value to ensure that car owners share the value of the company's growth; on the other hand, the specific method of equity distribution is "Raw Stone Valley" - to confirm user value rights, apply technologies including blockchain, and use digital rights such as "Raw Stone" to confirm the data value contributed by users.
It is reported that among the first batch of 3,000 seed users of Zhiji Auto, 62% of users regard the "Raw Stone Valley" user data rights plan as the "key factor" in choosing Zhiji L7. What is more important than obtaining the first batch of seed users is the behavioral data and product feedback of these users. This is the beginning of all rapid iterative optimization, which is essentially an application of Internet thinking.
For the user data collected, Zhiji said that 70% is expected to be used for product iteration and 30% will be used for brand optimization. On the product side, from predicting demand for development of products three years in advance, to the compression cycle, iterating products with data-driven and even achieving uninterrupted OTA upgrades; on the brand side, it is similar to the "Toutiao" product, by labeling user behavior data, recommending feed stream content based on user preferences, and inviting to participate in user activities of different categories.
Like is presumptuous, but love is restraining
The core of car companies' data collection cannot avoid the automatic assisted driving system. Zhang Kai, chairman of Haomo Zhixing, once said in an interview with the media that the core competitiveness of autonomous driving companies lies in "who can obtain and mine data faster, more and less costly, and convert simple physically perceptual data into cognitive data of artificial intelligence."
However, for automotive products, the controversy over user data is not without precedent: in March, a discussion about whether Tesla monitors car owners through in-car cameras has caused concerns; in April, Tesla owners defended their rights at the Shanghai Auto Show, and their core demand was that they could not get their driving data to restore the accident scene; in August, in the accident of NIO owner Lin Wenqin, the family had doubts about the processing of the accident data and resorted to the police...
corresponds to the rapid application of new technology and publicity, which is a lag in the update of the rules system. A series of technical ethical issues involving the ownership of data rights and personal information security are becoming a "Sword of Damocles" in the digital age. Before the new common standard system is established and improved, in the face of commercial interests, how to balance the "security" and "application" of data and avoid "bloody data" will become a must-answer question for future technology giants.
Regarding this issue, Liu Tao, co-CEO of Zhiji Automobile, said in an interview that after the actual car is delivered, "the collection of user data will be very restrained", and desensitization and safety will be basic requirements, "it will only collect a small part of data related to unexpected takeovers or intelligent driving iterations through on-board filters." At the same time, Liu Tao emphasized that he would never use FACE ID, and would physically isolate the two cameras in the car to collect all the links of the complete FACE, and would perform DMS (driver status monitoring system) through local key information to complete fatigue monitoring.
If we say that in the era of traffic Internet, the greatest restraint of product managers is not to disturb users excessively, as the father of WeChat Zhang Xiaolong said, "Good products should be used up and left"; in the era of value Internet, the greatest restraint of product managers may be the restrictions on the collection of users' personal data.
In this context, the greatest significance that Zhiji Auto’s “Raw Stone Valley” user data rights plan brings to the industry may be the recognition of the value of user data - on the one hand, it specifically informs users of the purpose and where to collect data; on the other hand, users will no longer provide data to enterprises for free, and corresponding value feedback can be obtained through data confirmation.
Conclusion
From user co-creation, data rights confirmation, to rapid iteration of products and brands, although there are clear ideas, the test for Zhiji Auto may have just begun. The high-end positioning of
Zhiji L7 is destined to be relatively limited in the early stage. In terms of data accumulation, Tesla and NIO, which won the first battle, will attack from high-end to sinking markets. According to foreign media reports, Tesla will launch a mid- and low-end model of US$25,000 (about RMB 160,000) in China as early as 2023; at the second quarter financial report call, Li Bin, chairman of NIO, revealed that the core team of the sub-brand has been formed and will accelerate the attack on the mass market... Gaining a larger base of users, which means that the leading players with first-mover advantage can master more user data and provide more training samples for system iteration.
On the other hand, smart cars have not yet appeared, and it is too early for smart cars to truly arrive from "ravagination" to "awakening era". Under this premise, the market is still centered on the automotive product itself at this stage. If the complete user operation mechanism is "from 1 to N", the original "from 0 to 1" is recognized by the market and users. After the pre-sale of the Angel Wheel Edition, it will take time to verify the product experience after the delivery of the L7 real car next year.
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