·The car navigation market is now polarized

With Baidu and Gaode mobile navigation software announced to be free of charge, on September 27, Gaode once again set off a free craze: announced that human services and English navigation are free! Perhaps many consumers will now ask this question: "Mobile navigation is free, do you have to buy it with money?"
In the past month, the reporter found that in addition to the obvious impact of portable navigation, the professional navigation market like the car is not affected much. In fact, as the needs of people's car life change, the functions of car navigation are no longer single, and the trend of multi-function and Internet has taken shape. Polarization has begun to become apparent for people's choice of navigation and the future development of navigation.
Gao De once again made a phone call to the free flag and told the customer to the destination. It was convenient to send the navigation route. This kind of manual navigation service used to be only used in Onstar, G-book, etc. like GM, Toyota. It can be enjoyed on the high-end car smart terminal system, and now it can be enjoyed on the high-tech navigation software, and it is free.
After the announcement of Gaode Navigation (Chinese) for free in August, Gao De seems to be dissatisfied with its influence, saying that “taking into account the search for destinations during the driving process and setting the navigation route will greatly increase the risk of driving”, at the end of September. Announced free again: this time is manual navigation and English navigation. Prior to this, Gaode Navigation's manual navigation was charged according to the standard of 30 yuan / 180 days, 60 yuan / 360 days. It is understood that by clicking the "Manual Navigation" option on the software of Gaode Navigation, the system will automatically call the Gaode Navigation Customer Service Center. After the navigation destination is notified, the professional customer service will plan the navigation route in the background and send it to the user. on the phone.
Compared with portable navigation with several hundred yuan or even thousands of dollars, portable navigation is free of charge. The price of Baidu and Gaode mobile navigation software on APP STORE is only 30 yuan and 50 yuan respectively. However, mobile navigation software is not only low in price, but also has real-time traffic conditions, nearby gas stations, catering, entertainment and other search, and its function and portable navigation are almost the same or even exceeded. Therefore, after Baidu and Gaode announced their free, respectively, the impact on the portable navigation market is self-evident.
The reporter interviewed a number of car owners and found that although the views on how to choose are different, the use of free mobile navigation is basically considered very attractive. "The function of portable navigation, mobile phone navigation basically has, why should I spend another few hundred dollars to buy one?" After 80, Mr. Wang is a big fan of mobile navigation software, usually use a mobile phone to drive anywhere. navigation. Mr. Wang believes that the problem of small screen and insufficient power is very easy to solve. “Before you go, look at the route and get familiar with it. Listen to voice navigation while driving. As for the power, it is no problem to prepare a car charger. !"
However, although mobile navigation software has the advantage of high cost performance, it still can't solve some hard injuries. "A phone call comes over, it is possible to make your navigation software go wrong." A Jingdong professional sales navigation staff told reporters that mobile navigation software has network instability, large demand for traffic, especially in remote areas. It is easy to find the signal. Moreover, for older car owners, the use of mobile navigation software, especially the small screen, is very inconvenient to use, they still prefer professional navigation tools. However, the staff also admitted that mobile navigation software is now very popular, "there are many people around."
Car navigation to the high-end development is actually in the navigation market, in addition to portable navigation, there are more professional car navigation. If you subdivide it, car navigation can be divided into pre-installed navigation and post-installation navigation. The former generally refers to the original navigation, while the latter is the car navigation that consumers choose to install in 4S stores or car boutiques.
Compared with portable navigation, car navigation has the advantage that the former and mobile navigation software can't match. "Now the car navigation is not just a single navigation function, it can even be said that navigation is only one of the functions." Mr. Lin, an after-sales service staff member of Guangqi Honda 4S shop, told reporters that using mobile navigation software or going to Jingdong and Taobao The navigation, in fact, is only a low-end product in the navigation market. Baidu and Gaode navigation are free, and it cannot be said to have an impact on the entire navigation market.
According to the reporter's investigation, compared with the first-generation car navigation with a single navigation function and audio-visual and radio functions, the car navigation has begun to develop in the direction of multi-function and high-end. Such as wireless Bluetooth transmission, SD card, car DVD, voice control, etc., are already very popular features. At the 9th International Automobile Aftermarket Brand Exhibition held in Guangzhou in September, the reporter saw that all major car navigation manufacturers have developed car navigation to the direction of intelligence and car networking. In addition to the trend-changing functions such as diskless mass storage, large resolution, and multi-touch, the Internet has become a common trend among major brands. At the booth of Feige, the reporter saw that the combination of its products and the Internet has become a new selling point. Internet access can be easily implemented, and it is convenient to watch live video, listen to online music, pay attention to stock price changes, and check weather conditions. These can already be done on car navigation.
Free is not meant to navigate?
In fact, although it has had a certain impact on the navigation market to a certain extent, and the free software of mobile phones, the real meaning is not competing for the cake in the navigation market. In other words, the free move is really to capture more users, and this is just the first step towards the mobile Internet.
After the manual navigation and English navigation were also announced free of charge, the Gaode navigation operation interface was also fully optimized and completely upgraded. For this new version, Gao De called it "the first professional navigation product in China with unique mobile Internet features." Regardless of how it is packaged, Gao De’s intention is already obvious when it is first announced for free, that is, to transform to the Internet. Insiders analyzed that after working with Alibaba, with the powerful back-end database of partners, Gaode Navigation will gradually increase the service functions such as group purchase and mobile shopping. And these must have scale users to form economies of scale, so the free move is to compete for the number of users.
It is worth mentioning that this is also the future development trend of the navigation market. After all, portable navigation is not very convenient to carry, and car navigation is less likely to be carried around. Therefore, mobile navigation software combined with local maps has the unique advantage of interfering with mobile internet life. Nowadays, in addition to navigation, mobile navigation software, group purchase, hotel reservation, Taobao and other functions will become its main function, Internet is inevitable. More professional car navigation will continue to develop to higher-end functions, and the competition in the future navigation market will be more complicated and fierce.


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