In just one year, the ever-changing big-screen car and 4G big-screen car quickly became the mainstream of the market and evolved into the Red Sea market. The speed is so fast... another car, the smart rearview mirror began to decline, streaming media Can rearview mirrors make a comeback? This article will take you through the development status and trends behind the in-vehicle intelligent hardware industry.
In 2017, under the overall decline of the smart rearview mirror market, the market size of the car engine remained high. According to the survey of international electronic business reporters, the overall shipment volume of the car in 2017 is about 10 million units, and the shipment volume in the peak season is 1 million units/month.
At present, there are four mainstream car control solution platforms, namely MTK, Spreadtrum, Quanzhi and Ruixinwei. Among them, MTK chips mainly include MT3351, MT3360, MT8217 and MT8317; Quanzhi's current product lines mainly include T2, T3 and T8 chips, which are dual-core, quad-core and eight-core architectures, all of which have The self-developed ADAS hardware accelerator meets the temperature specification of -40 ° C ~ 85 ° C; Ruixin micro's product line has three chips PX2, PX3, PX5, of which PX5 is eight-core architecture, 28nm process.
As for the planners, due to the fierce price war, many planners who have no rapid market response capability and company financial resources have already gone out, and the pattern of car planners has been fixed. MTK's main solution providers are Yunzhi Yilian and Kaixun. The whole is the Novida, and the Spreadtrum is Dingwei. In addition, there are planners such as Pufangda, Ruilian and Ai Lian.
Figure: Mainframe chip makers and solution providers
4G big screen car into the mainstream, rapid blue sea into the red seaIn the car market has a huge market size, behind the chip, the planners have been set, but it is difficult to make money by doing car and selling cars. "When I sell the navigation and get rich, I will divorce you! He said faintly. After listening to it, her heart is warm. She thinks, there is no longer than this, the promise of the sea and the stone." This transfer from the car navigation channel friends One segment of the circle is not a hole in the wind. The information in the central control car market is transparent, lacks innovation and homogenization, leading to a serious price war.
One of the important factors is the ever-changing big-screen car that people love and hate. A variety of large screens can allow manufacturers to reduce hardware costs, but also save the channel's stocking pressure, but at the same time, the design of the car is almost the same, the public version of the public model, many manufacturers only need to put on different frames, It has become another product. The chaos in the market has greatly reduced the barriers to entry for the car, and it is a price war. Since the launch of the first ever-changing large-screen car in the East Qichen in 2016, the market has quickly followed up. By 2017, almost all the cars have become a variety of large-screen forms, and the car market has changed rapidly. It can be seen.
The in-vehicle aftermarket can be described by the words “the world’s martial arts, only fast and not brokenâ€. Another change in the market after 2017 is the rapid spread of 4G large-screen vehicles. The author visited the Kyushu Exhibition in February 2017. At that time, the ratio of the smart car (Android system) and the function car machine (WinCE system) was about 7:3, and only the flagship version of the car was equipped with 4G networking. In just less than a year, 4G big-screen cars have become the mainstream of the market, and even many manufacturers only do 4G big-screen cars.
In addition, in order to quickly bring 4G large-screen cars to the market, many manufacturers have promoted through hardware subsidies, hardware costs have approached WiFi cars, and some are even cheaper. The business logic behind it is to subsidize hardware costs with the benefits of 4G traffic. This 4G traffic split business model first appeared in smart rearview mirrors. At that time, there were many car network virtual operators on the market, which could independently distribute traffic cards, customize traffic plans, and include TSP and other services, such as wing cards, Tianan, Wei Mi, and Tiger.
In the car machine market, as product prices are getting lower and lower, and more traffic revenue is needed to subsidize hardware costs, brand manufacturers have begun to bypass virtual operators to directly purchase traffic pools from the three major operators, and operate their own traffic at their own risk. It is understood that the traffic cost of the 4G car is as high as 300-400/year, and the renewal rate is not high. Although some brand vendors' content operations and the renewal of some heavy traffic users make money, overall, the business model of relying on traffic renewal to subsidize hardware is still difficult.
In addition, the constant compression of hardware costs can not guarantee the quality of the car's products. In addition, the aftermarket of the car is different from the pre-installation. The quality and high temperature resistance of electronic components do not conform to the car-level. Once quality problems occur, The high cost of after-sales also affects word of mouth. This statement is not alarmist. 2016 is the year when the rearview mirror began to slide down. One of the reasons is that the summer heat caused the after-sales problem.
Whether it is a big change screen or a smart 4G car machine, there are advantages and disadvantages. It is imperative to get rid of the strange circle of price war just after the outbreak of the market, and let the car machine market gradually return to rationality.
Smart rearview mirrors are falling, will streaming media be a new way out?Compared with the stable market size of the car in recent years, the shipment of smart mirrors has further declined in 2017, and many players have begun to find another way, such as the planners of the rearview mirrors, Yunzhi Yilian, Ruilian, and Ailian. Waiting for the main force to invest in the car market. The reason is that the function of the smart rearview mirror is not a strong alternative. It seems that the driving record function of the driving recorder and the navigation function of the car are integrated, and they actually put themselves in a very good position. The location of the product, the product penetration rate is always unsatisfactory.
In 2017, the streaming media rearview mirror became the hot spot for the market to chase. It is the rearview mirror that replaces the traditional glass rearview mirror with the car "camera + LCD display". The rear image of the car is projected onto the display through the camera. The viewing angle is three times larger than that of the conventional rearview mirror, solving the blind spot problem.
Figure: Streaming rearview mirror, 3x viewing angle to avoid visual blind spots
The product originated from Cadillac, and then BMW and other car manufacturers began to follow the "streaming rearview mirror" project. Since there is a front loading platform and endorsement, the market will naturally not miss this opportunity. Chip makers such as Ruixinwei and planner Lusheng Technology have launched corresponding solutions to increase the function of “streaming media†based on smart rearview mirrors. In addition, some smart rearview mirror manufacturers such as Sesame Technology's streaming media rearview mirror M6 are more radical, drastically cut off some driving records, FM radio, navigation and other functions, highlighting the rear view of this function.
From the price positioning of the product, the price of the streaming rearview mirror is similar to that of the ordinary smart rearview mirror. In Jingdong, there is even a streaming rearview mirror as low as 399 yuan. However, from the perspective of product quality requirements, as a streaming rearview mirror that provides drivers with a view of the rear view, the rear-view camera or the rearview mirror itself has more stringent requirements.
First of all, the camera has high definition and large viewing angle. It is required that the video transmission display cannot be delayed too long to avoid the driver's driving judgment. Otherwise, it is a car crash. There are currently 30 frames and 60 frames. . More importantly, the WDR indicator, the driving environment is erratic, and the streaming rearview mirror requires clear and visible rearview video display regardless of the high and low illumination environment, and strict requirements for strong light suppression.
Secondly, the rearview mirror has anti-glare requirements, not only the anti-glare of the rear car headlights, but also the video display is not dazzling. In addition, the product should meet the requirements of the vehicle standard (working temperature -40 ° C ~ 125 ° C), but most of the automotive products in the aftermarket can only reach the work level (-40 ° C ~ 80 ° C). In particular, the high temperature resistance is likely to become a barrier to the popularity of streaming rearview mirrors in vehicle rearview mirrors.
In 2016, the shipment of smart mirrors began to decline. One of the important reasons is that many products are not resistant to high temperatures. Especially after a long period of exposure in the summer, a large number of products have failed. Originally, the rearview mirrors have low profit and high repair rate. The manufacturers are overwhelmed, and the labor costs of some products are even more expensive than the cost of the products. Therefore, there is a “beautiful talk†that directly sends a new rearview mirror. As a more life-safe product, streaming media rearview mirrors need to be strictly controlled to avoid disorderly competition and price wars.
to sum upThere are people who have grievances, and there are rivers and lakes. The aftermarket is such a river and lake, and the market in 2018 will be a sword and a lively event. Voice recognition vendors such as HKUST, Cibis, Yunzhisheng, and other map platforms such as Baidu, Gaode, Kay LiDE and other Internet platforms such as Wingka and Titanium will continue to deploy around data, and when data and traffic will be realized. The car aftermarket is ushered in the spring.
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