China's car navigation map industry structure entered the third stage

China's car navigation map industry has been developing for more than eight years and is currently entering the third phase.

In the first four years (2002-2005), only NavInfo was approved by the government to take the lead in the navigation map business, and the oligopolistic market was unique. After entering the second phase (2006-2009), the Chinese government began to support more map companies to enter the market in an orderly manner. Gao De, Imagination, Long Land, Yi Tu Tong, Ling Tu and other companies have been able to carry out the navigation map business and have joined the Four-dimensional map in the new competition.

At this stage, Gaode Software evaded direct competition with NavInfo, which had the status of an industry monopoly at that time, but quickly seized the high-end brand automobile market with exclusive high-tech. At present, the high-dead software has obvious advantages in high-end brand cars. The properties of the map database have high-end 3D model data that the competitors do not have, the block shows the block diagram, lane guidance, tenant floor navigation in the building, and road warning signs. The road signs are detailed kanbans, etc. These properties were quickly applied to new models such as Audi and BMW, and they are also the only navigation map companies in China that possess the attributes of these high-end navigation map databases.

At present, the three major brands of high-end rotary 3D navigation maps that China has already introduced to the market are BMW, Audi, and General GL8, all of which are provided by Gaode Software. The new NavInfo map does not yet have such high-end map technology. This is why luxury cars such as BMW and Audi only cooperate with Goldtech Software in China.

According to the research of Frost & Sullivan, the authoritative research organization of the global automotive industry, the selection of Gaode Software was awarded the “High-end Brand Leadership Award” in the China Automotive Frontloading Navigation Map, and evaluation of Gaode’s advanced map database technology for next-generation car navigation will provide drivers with no Eliminating driving pleasure and good experience." Due to the strong position of Gaode Software in the high-end car front-loading market, NavInfo's new emergency transition has evolved into the mobile navigation market and achieved a certain degree of success. Therefore, at this stage, the market has emerged a duopoly pattern of NavInfo and Gaode Software.

Since 2010, China's car navigation map industry has entered the third phase. Recently, Gaode Software and NavInfo, two leading Chinese navigation map companies, have issued the 2010 annual report. The annual report shows that Gaode has already left behind the 4D in 2010, and the revenue from on-board navigation maps has reached US$63.4 million, an increase of 75.1% over the previous year. The income of the four-dimensional car navigation map is 369 million yuan, an increase of 50.87% over the previous year. Calculated at the 2010 exchange rate, Gaudí’s vehicle-mounted navigation maps earn about 17% more than the four-dimensional, equivalent to US$8.5 million. Through the efforts of the second phase for four years, Goldtech Software has become the best company in the automotive navigation field in China. It is precisely due to the unique high-end technology and capabilities in the field of front-loading navigation that Gade took China's high-end luxury car navigation orders, especially high-end rotary three-dimensional navigation map orders into its arms, successfully avoided the price war with competitors. trap.

After entering the third stage, both NavInfo and Gaode Software have rapidly expanded from the pre-installed market, which has been firmly established, to the mass market. The active expansion of the two listed companies has caused greater pressure on other graphic companies. NavInfo has taken full advantage of Nokia’s radical mobile navigation strategy and has achieved great advantages on Saipan’s platform. Gaode Software not only aggressively entered the mass market for pre-installation and post-installation of automobiles, but also began to invade the mobile navigation market where NavInfo and Lingtu occupy an advantage. Gaode Software's navigation software quickly became the champion software product on APP STORE, and became the preferred navigation map partner for Motorola, Samsung, HTC and other mainstream brand mobile phones. Another mini map software already has more than 13 million users, covering Mainstream smart phone platforms such as iPhone, Android, Saipan, Window Mobile, and Java versions cover non-smart phone platforms. Not only has it achieved great success on various platforms in the mobile phone market segment, but also the overwhelming market share of high-definition software in the tablet PC market. In the current two major operating systems for tablet PCs, Gaode has achieved absolute superiority. In addition to the IPAD, in the increasing share of the Android operating system market, High German Software provides navigation solutions for tablet PCs such as the Samsung GALAXY and the Motorola XOOM. It is worth mentioning that Gaode took the lead to provide the only navigation system supporting Android 3.0 on the current market, and it has formed a close strategic partnership with Motorola to pre-install Gaode navigation and mini maps in its new XOOM Tablet PC. China's first computer brand Lenovo also pre-installed Gore's mini map products in its music Pad. The sharpness of the market, strong R&D strength, accurate market positioning and good user experience have made Goldtech Software a leader in the tablet PC market, and Goldman Software has demonstrated the brilliance of leading companies in the development of the third phase. .

In recent years, the market structure of China's pre-installed navigation maps is that Goldman Software has an overwhelming advantage in high-end car brands, and NavInfo and Gaode Software have their advantages in low-end and mid-range car brands. With 2010, Gaode Software began to extend its brand portfolio to mid- to low-end vehicles, and gradually brought high-end map attributes into the front-end navigation of low-end and mid-range car brands, which may have a new impact on the entire navigation map industry landscape. However, NavInfo has also significantly accelerated the pace of catch-up, especially in terms of the coverage of the map city. In fact, the map data is expected to soon be able to cover the country as well as Gaode Software's map data, so that it can further counter the aggressiveness. Competitors. At the same time, NavInfo is also trying to enter the high-end car navigation market from the mass market, trying to shake the leadership of the high German software. In addition, other planners are also actively expanding the front loading market as well as the handheld terminal market. Competition in the market will be more intense and cross-cutting collisions will intensify.