The industry’s big coffee talks about the “upswing” of China’s auto transformation

After 30 years of rapid development, the automotive industry has become a pillar industry. How will it develop in the future? Is it a step-by-step or a curve overtaking? Is it self-developed or used? When opinions differ, the automobile powers have pointed out the direction and goals for everyone. A few days ago, reporters participated in the 9th China Auto Blue Book Forum. The big coffeemen collided with each other and confronted each other in thoughts. We picked out the key points for the automobile industry.

The quadrization of automobiles with the connotation of electrification, intelligence, e-commercialization, and sharing is leading the auto industry forward in the direction of more in-depth transformation. Against this backdrop, the China Automotive Blue Book Forum has been held for nine consecutive years. This year, an exception was made to extend the agenda to two days. On May 5 and 6, the 9th China Auto Blue Book Forum was held in Beijing in Beijing. The star of the auto industry gathered to give speeches and debates on related industry topics. More than 500 guests attended the forum.

Independent brands are on the rise

"Only by doing our best can we possibly reach the summit. Otherwise, we can only hope to peak, and we must pursue the incredible pursuit of 'excellent quality, extreme intelligence, and extreme intelligence' in order to catch the fate of the throat." Chairman of the blue leather book forum organizing committee and editor-in-chief of automotive business commentary Jia Ke gave this explanation for the theme of the forum “Upgrade” in his opening speech.

On the first day of the forum, around the "upswing" road of Chinese cars, Beiqi, Jianghuai, Dongfeng, Weilai Automobile and other companies exchanged their views and opinions.

Xu Heyi, chairman of BAIC Group, pointed out in his speech titled “Leaping by Rising and Going on the Road” that at the beginning of April, the three ministries and commissions of the country jointly issued the “Mid-term and long-term development plan for the automotive industry”. Its core is to become bigger and stronger. Brand cars, nurturing companies with international competitiveness. “From the auto show just concluded in Shanghai, I also saw the self-owned brand's breakthrough strength and continued vitality.”

According to Xu Heyi, BAIC's own brand strategy will continue to use internationalization as its expansion space, integrate resources, and participate in the global auto market competition. As an early implementation of the internationalization strategy, BAIC has already deployed seven overseas R&D centers in North America and Europe, and also focused on building four overseas bases in the Americas, the Middle East, and Africa. The largest overseas manufacturing base is expected to end this year. Built in South Africa, there are 19 overseas matching plants. “At present, the export of Beiqi’s self-owned brand vehicles has already begun to take shape, but the construction of an international system for the entire industry chain such as our R&D, manufacturing and marketing services needs to be strengthened,” said Xu Heyi.

Xu Heyi spoke of some of Beiqi's experiences in the internationalization process during these years, saying that Beiqi’s internationalization will not rely on singles alone, and it must find a partner that is strong and suitable for BAIC. "I think the six words highlighted by the major strategy of the "One Belt, One Road, Together, Building, Sharing" are very applicable to our automotive industry."

Xu Heyi also pointed out candidly: “To meticulously cultivate and not to scatter pepper noodles. Not to say that there is a market and how to sell a few cars and to sign a contract, but to make this country, the region, and the project deep and thorough. Doing a good job, especially building brands and services, accumulating experience, and cultivating teams.From the perspective of this section of the road, BAIC's global integration of resources has now entered the benign nature of R&D, manufacturing, marketing and services. cycle."

Jiang Gang, deputy general manager of Jianghuai Automobile, spoke with Lei Ping, vice president of Dongfeng Motor Group Co., Ltd., that branding is a long process. Around the brand building, Jianghuai proposed a clear phase of development goals:

The first is values. The prerequisite for brand building is to consolidate the company's core values, because the brand is the soul of an enterprise and a product. Jianghuai's core values ​​are: respecting customer management, quality-oriented, truth-seeking and pragmatic. Under such a premise of core values, it adheres to the principle of brand upwards. In order to achieve the brand “upgrade”, there must be three supports: the first is the technological advancement, the second is the product platformization, and the third is the iterative development of product development with the times. Yan Gang particularly emphasized the first support. He believes that if there is no technologically advanced innovation capability, the brand's upward direction is empty talk.

Followed by the lean manufacturing process. There are two important indicators: one is the consistency of product quality, and the other is the constant rationalization of production costs.

This is followed by the internationalization of the market. Especially in the passenger car market, the internationalization of domestic brands and the internationalization of local brands have become a new normal. There are 2 indicators in this process: one is scale and the other is user word of mouth.

Ray Ping, vice president of Dongfeng Motor Group Co., Ltd. stressed that the self-owned brand is facing the third major development opportunities. He also gave his own suggestions on how to seize the opportunity and promote the “upswing” of self-owned brands: “One is to accelerate the promotion of the core capacity of independent passenger cars. The second is to seize the commanding heights of new energy and intelligent networked vehicles.” Adhere to the initiative to lead and deepen the promotion of joint ventures and cooperation."

The development of the automotive industry is a marathon

Changle Automobile Chairman Xu Liuping was the opening speaker on the second day of the forum and delivered a speech entitled "People-oriented, People-vehicle Integration; Dynamic Movements, Smart Coloring", describing in more detail his car "upswing" A specific understanding: "If our products can be made to make consumers extremely dreamy or screaming, I think that the automotive industry can be at a peak at present or in the future."

Xu Liuping pointed out that there are several particularly important factors in the development of the automotive industry today: First, insights into human nature mean that consumers need what products and services; second, the development of the automobile industry today, the ability to integrate resources is undoubtedly the most One of the core capabilities; Third, the establishment of core technology is a gradual process, because the technology itself has a cumulative nature; Fourth, the development of the automotive industry is a marathon, never a simple end, always on the road. Therefore, the stability and long-term pursuit of the corporate leadership team is the key to maintaining the prosperity of the company.

Regarding the future development trend of the auto industry, Xu Liuping believes that “three '+'s” are included: The first is the Internet+, the Internet provides a foundation and platform for ubiquitous automotive products and experiences; the second is intelligence. + The emergence of artificial intelligence and the promotion of artificial intelligence will enable cars to realize what you want and what you read. The third is new energy + which can gradually realize a virtuous cycle between car, nature and ecology. To this end, Changan Automobile has also recently introduced two new models of cars and SUVs to reflect and interpret Chang'an Automobile's understanding of automobiles in the new era. "At the end of this year, our new product will be listed on the market, and SUV will be listed next year. They are undoubtedly the products of the combination of the three major driving forces of the Internet, smart + and new energy + in the new era," said Xu Liuping.

Xu Liuping said: "Since 2006, Changan has been moving forward with a hurry. Why? Because we are not born in the wealthy people. No matter which, Changan is one of the weakest companies in the Chinese auto industry. I think the dry car is It is necessary to start from scratch at a time and lay the foundation firmly to move forward."

Win-win cooperation is the main zero relationship in the new period

In the discussion of the “Main-Zero Relationship of China’s Auto” topic, the moderator compared the main zero relationship to the mother-in-law relationship. According to Chen Xiaoguang, general manager of Valeo Wipes Asia Pacific, this depiction of the mother-in-law's era of 20 to 30 years ago is very adaptable. Now that the community has the upper hand, the industry still stays in the old age. He believes that the relationship between the main zero of Chinese cars should be 14 characters—“cooperation and win-win, reverse thinking, and joint efforts.”

Chen Xiaoguang's interpretation is: "The so-called 'win-win cooperation' is to do what you have me, and I have you. The supplier's strength, quality, service should keep up, let the host think you are relying on. For example, wipers It looks very simple, but the Chinese car wiper not only has to wipe the water, it should also be able to scratch the dust. This is why you are naturally the first choice in the eyes of the host plant."

Zhou Peng, CEO of Chinachem Power Technology Co., Ltd., said that the development history of the new energy automotive industry is not very long. Although the reshuffle between companies is also happening, the main zero relationship and tradition in this chain are different. The factory is less involved and the driving force for cooperation with parts and components is relatively large.

Lu Kejian, president of Visteon China, pointed out that China's zero-nuclear relationship construction is still in a transitional stage and has not yet fully established a strategic cooperative relationship. Host plants are constantly requesting price cuts, and small parts suppliers have no money to invest in new technologies for the future and are busy with it. However, if you want to develop in the long term, suppliers must master the technological advantages of the future. Just as Visteon concentrates on driving the cockpit, we need to consider in advance how to make consumers fully enjoy a comfortable driving experience. If the parts and components business can understand the consumer demand through the Internet and participate in the development of the future demand of the host product earlier, it will be possible to achieve a win-win situation with the host plant.

Conflict of ideas

The China Automotive Blue Book Forum is sponsored by Auto Business Review magazine, co-organized by the China Automobile Industry Advisory Committee, the China Automobile Circulation Association, and the Automotive Working Committee of the Commerce and Industry Promotion Bureau. In two days, the industry’s big coffee enthusiastically discussed more than a dozen topics. The representative of the organizer, Jia Ke, commented that the purpose of the forum was to reunite, call, share and discover. I hope everyone can talk loudly, listen carefully and share experiences and lessons. Discover new directions to the future.

The topic with the most disagreement in the forum was hybrid power. Guests from electric vehicles, electronics, electronic control, and hybrid systems had a completely different perspective on hybrid power. Some people think that it is the future direction. Some people think that it is an over-engineering plan, and some people think that it has been abandoned by the market.

"What is true car networking" is the most open topic in the forum. Wei Dong, President of Gaode Automotive Division, Wang Dapeng, President of Delong Electric Vehicles Group, Liu Junfeng, General Manager of HKUST's Automotive Business Department, Bai Xinping, General Manager of Beijing Yuante Technology, Business Director of China Automotive Infotainment and Smart Communications Business Unit, China Li Peng expressed different opinions as representatives of different industries. Among them, Wei Dong’s viewpoint is quite representative: “The development of the mobile Internet has also undergone a combination of hardware, software, systems, and services. Only when positioning, sensor capabilities, smart operating systems, big data, cloud computing, etc. are effectively combined. At that time, the real car network will come."

Li Xianjun, director of the Automotive Development Research Center at Tsinghua University, said in his speech “Road to the Utopia of a Car” that he had at least three indicators of the Chinese automotive dream country: the first to have world-class products, world-class brands, and the world The second is that the Chinese automobile industry must have absolute competitiveness in the domestic market and international market; the third indicator is that the automobile industry should become the same as the Chinese home appliance, China Aerospace, China High Speed ​​Rail, and China's communications equipment industry. The people are respected and take pride in the industry. He said with excitement that although the road to the ideal country is far away, it will certainly be achieved.

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