On January 28, Aurora Big Data, a well-known mobile big data service provider, released the "2021 Q4 Mobile Internet Industry Data Research Report" (hereinafter referred to as the "Report").

The report pointed out that the auto market recovered significantly in the fourth quarter of last year, and China's auto sales in 2021 increased by 3.8% year-on-year, ending a three-year consecutive downward trend.

In this market environment, the automotive information industry has entered a state of steady development, with the penetration rate reaching 11.7% in the fourth quarter, a slight increase of 2.88% over the same period in 2020.

　　Unlike the general market of the entire automotive information industry, which entered a stable period, the leading company Yiche still achieved quite dazzling growth and continued to lead the industry.

Aurora data shows that in the mainstream automotive information apps, the average MAU of the Yiche system was as high as 49.34 million in the fourth quarter, ranking first in the industry since the fourth quarter of 2020.

　　At the same time, the number of new users of Yiche series reached 28.8 million in the fourth quarter, which is close to the sum of the main competing car family and the car-savvy family.

In terms of indicators reflecting user stickiness, the per capita daily usage time of Yiche App still maintained a leading position in this quarter, reaching 27.2 minutes, a year-on-year increase of 35.3%, while Autohome and Understanding Chedi were both less than 20 minutes, which decreased respectively compared with the same period last year. 1.5% and 6%.

　　The traffic value of Yiche has also reached a new high. The traffic value of Yiche mobile applications, including the Yiche App and the Auto Quotation Daquan App, is as high as 12.65 billion yuan, which also ranks first in the industry.

　　Accelerate the integration into the Tencent system and continue to attract traffic in the vertical automobile ecosystem

　　Since the completion of privatization in November 2020, Tencent has officially become the controlling shareholder of Easy Car, and the two parties have also accelerated business integration. By the end of the fourth quarter of 2021, Easy Car has gradually opened up the Tencent system and established a vertical auto ecosystem.

　　In the vertical ecology, the four core assets of Yiche, including content, model library, dealer library and vertical algorithm, are deeply integrated into Tencent ecology. Including WeChat Souyisou, WeChat Gongge, video account, Tencent News, QQ browser, mobile QQ and other Tencent car-related information and service scenarios.

　　For example, on WeChat, Yiche has been fully integrated with WeChat's car content, and the content of Yiche is exposed on the "WeChat Search Yisou" model search result page and the travel service-kanche channel of WeChat Gongge.

The car model library content of Yiche is embedded in the car channel of Tencent News App, and searching for the car brand or model name in Tencent News will also enter the Yiche page.

In addition, the search of QQ browser has also been embedded in the Yiche car model library, and the two parties are also promoting the embedding of Yiche content on small videos and videos of related models including QQ browser and mobile QQ.

　　Based on the Tencent ecosystem covering more than one billion users, Yiche's content and services reach more diversified users, providing car owners, prospective car owners and ordinary consumers with a full range of services in the field of car life.

　　Data shows that in 2021, Yiche will reach over 300 million pan-auto users in the vertical automobile ecosystem, which makes Tencent Ecology a massive traffic pool for Yiche to attract new and activate new users, and promote Yiche's new users and active users. of rising water.

　　The original program has become a resounding business card of Chinese auto culture

　　In fact, Yiche continues to lead the industry in key operational indicators including active users, new users and usage time, which is not unrelated to its long-term and vigorous investment in original car programs.

　　With the development of China's auto industry, the rising consumer demand for auto culture, and the decline of traditional auto content forms such as graphics and forums, leading auto information platforms including Yiche have paid more and more attention to high-quality originals in recent years. Production of car programs.

　　Yiche has established a "content video" strategy since 2020. It has set up a video program center with multiple studios. Starting from the points of interest of users, the production covers car culture, racing, extreme testing, and car play. Original high-quality video programs with different themes such as documentary, professional commentary, etc.

It has successively launched a number of self-made programs with good reputation and broadcast volume, such as "I Am a Driver", "Horsepower Showdown", "Jianghu Car God", "Easy Car Hengping Commentary", and "Do Anything You Want".

In 2021 alone, Easy Car will launch 23 columns and 303 programs, and the broadcast volume of various programs has exceeded 10 million. It is praised by car users as "a resounding business card for promoting Chinese car culture".

　　Take "Easy Car Hengping • True 100,000-kilometer long-term test" as an example, which was specially mentioned in the report. It is a popular original program launched by Easy-car at the end of last year, and it is also the first real large-scale long-term test of 100,000 kilometers on the entire network. Dismantling programs.

　　为了给消费者看车、选车和买车提供最实用直接的参考和指导，易车历时半年多，组织了超百人的团队，自购19台热门车型，累计驾驶了180天，让每台车在城市道路、高速、山路、县乡路、非铺装路等真实的用车环境跑足10万公里，并客观真实记录新车从0到10万公里路程中发生的故障、保养、油费等。在整个十万公里跑完后，栏目还将所有的车辆进行拆解，对同级竞品车进行对比，追根溯源在10万公里测试过程中车辆出现的问题和异常，帮助用户更加全面了解意向车款。

　　通过超长周期记录，全标准、多工况考核，多路况、线路覆盖，全使用过程还原，全景式展示19款车的“一生”，《易车横评•真十万公里长测》不仅创造了全网同期投入之最，也被媒体形容为“创造了国内汽车评测节目的天花板”，其在上线后不出意外地火遍全网，截至目前已上线6期，相关视频播放量高达3231万，互动量达105万。B站还专门做了专题页比较易车与懂车帝同期相似的节目谁更有人气。

　　回顾2021年车市，回暖+变革成为行业主旋律，而汽车资讯行业也在平稳发展中进入了存量竞争阶段，其中年轻用户将成为各大平台争夺的焦点。正如报告所指出的，“在汽车资讯行业中26到35岁人群的渗透率持续提升。为了持续保持行业增长，可以预见未来汽车资讯行业玩家将针对该年龄段用户展开一场旷日持久的运营拉锯战”。在这方面，极光数据显示易车新增用户中26-35岁人群占比高达49.3%，这为易车制胜汽车移动互联网下半场竞争奠定了良好的基础。