User operation is the noun that every smart electric car company talks about. Each company has different approaches to how to ensure user rights.
htmlOn July 12, Zhiji Auto officially announced the full opening of the "Raw Stone Valley". At the same time, Zhiji Automobile also announced the number of raw stone exchanged for high-level configurations and fully connected the raw stone mining path.
Officially stated that new users can exchange their laser radar fusion smart driving hardware system with up to 6,800 raw stones and 10,000 yuan in cash. It should be noted that the hardware system of high-precision lidar and high computing power chips is itself expensive, and the price increase of only 10,000 yuan is obviously difficult to meet. It is precisely based on the actual purchasing power of 6800 raw stones that everything is possible.
The lidar fusion intelligent driving system that can be redeemed by raw stones includes a complete set of hardware such as high-precision lidar and high-computing Orin X chips. In addition, in the future, raw stones can also be used to redeemed software and hardware upgrades, smart services, limited high-quality products, digital collections and limited experience activities, etc.
Compared with NIO, this company launched the Alder Alder system upgrade service for the old 866 model. The upgrade content includes Qualcomm 8155 chip and 8-megapixel camera upgrade, which costs 9,600 yuan or 12,600 yuan. Comparing
again, the internal behavior of Zekr’s free upgrade of 8155 can also be said to be very generous in Zhiji’s approach.
Next, let’s talk about the rules of the game in the Raw Stone Valley.
Specific game rules
Zhiji users redeem points by sharing mileage, which is very similar to playing a game.
currently plans to place a total of 300 million pieces of raw stones on the chain and store evidence, and ensure data security, information privacy, and transactions that cannot be tampered with and forged through the National Secret algorithm. Of the 0.3 billion raw stones of
html, cultivation mining accounts for 30% (90 million), and mileage mining accounts for 70% (210 million). The cultivation mining method has been launched before, and the mining of a larger number of miles is the official highlight of this time.mileage mining, that is, the effective mileage data of the user's vehicle is used as the most important input for the "mining" of the raw stone. Users can contribute mileage to mine rough stones by driving Zhiji Automobile products.
At present, autonomous driving companies all adopt data-driven strategies to use users' driving data to improve autonomous driving performance. However, few car companies pay for users' mileage data.
According to the "mileage mining" rule, the raw stone will drop a batch every 10 minutes, and a total of 144 batches will be dropped every day; the total amount of raw stones will not increase, and the total amount of drops will be halved every four years, and 500 pieces will be dropped in each batch in the first four years, and a certain proportion of participating vehicles will be "shared". In other words, the more mileage data the user provides and the earlier the time, the greater the contribution, so the greater the chance of harvesting the raw stone and the more data rights they will gain.
Zhiji Auto CEO Liu Tao said that for the first time, "Mileage mining" combines user driving experience with user data rights and interests, creating a new model of giving back by scientifically evaluating the value of user mileage data. This model is essentially different from the brand points system that enhances user stickiness.
In addition, Zhiji Automobile will launch the "IM GO!" section that combines online and offline in the third quarter. "IM GO!" will include various rough stone mining methods such as MOVING ART, the Most Beautiful Highway, CITYLIFE, TechDay, etc.
official said that in the future, the "Raw Stone Valley" will evolve into a new community in the form of the metaverse.
Why do new car manufacturers value users creating
0 The most popular fan economy is in the technology circle, such as Apple and Xiaomi and Huawei, Apple fans, Mi fans and Huawei loyal fans, have become important purchasing power, which allows car companies to see the importance of being friends with users. So we see more and more new car manufacturers pay attention to users. Including traditional luxury brand Audi, it has also joined the ranks of co-creation of users.
There are precedents for car companies to work hard on user operations and seek differentiation. In the past year, from new forces to independent brands to emerging sub-brands incubated by independent brands, the model and concept of "user co-creation" has been proposed and implemented more and more frequently.
NIO CEO Li Bin publicly expressed more than once in public that he would thank the first batch of NIO owners. Without them, NIO would be difficult to survive the difficulties. Customers are NIO's most valuable resource.
The success of NIO shows that user operation is a very important link, and this is being learned from more and more car companies.
launched the user-creation brand "we" from Geely Auto, SAIC MG launched the co-creation platform MG Cyber Cube, Chinese Express and users created the "one-click game-watching mode" scenario card, Nezha Auto launched the first issue of user funds worth 100 million yuan, etc., and every car company seems to be eager to become, or transform into a user-oriented enterprise that "opens the door to build cars".
There are also great differences in the tricks of car companies to add fans. Lantu puts the owner's name on the public screen of Luo Zhenyu's New Year's Eve Gala, so that car owners can find their names on the screen. Haval user co-creation even gave the naming rights to users, and Haval Big Dog was born. Zhiji, in a more practical way, users upgrade their car hardware configuration through data sharing.
The core of data collection of car companies 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."
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.
From user co-creation, data rights confirmation, to rapid iteration of products and brands, Zhiji's closed-loop form has been formed.
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