Automobile New Sihua Unstoppable The Opportunity of China's Auto Enterprises

Retrospective history, the Chinese auto industry has experienced two waves of builders, from the 1950s to 1985, based on historical and national strategy to form a large industrial group such as FAW, Second Automobile, South Automobile, SAIC, reflecting the then The geography of the Chinese auto industry; the second wave of carmakers emerged in the joint venture boom in 1985, and included the “market-for-tech” stage promoted by the automaker’s boom in the last decade. Driven by electrification, intelligence, e-commercialization, and sharing, China’s auto industry is experiencing a third wave of carmakers. This wave not only sweeps the Chinese auto industry, but also forms a global scale. The impact, especially the Chinese government's support for the transformation and upgrading of China's auto industry, has provided an unprecedented driving force for Chinese auto companies to realize cornering overtaking, which has also attracted attention from foreign auto makers and the government.

“Electrification, Intelligentization, E-commercialization, and Sharing” was first proposed at the 7th China Auto Blue Book Forum in 2015. On September 29, 2017, “2017 New Sihua Conference” sponsored by Auto Business Review was reopened. From the perspective of the global market, the four major trends were analyzed. Jia Ke, editor-in-chief of the automotive business commentary, further stated that "who will move against the four modernizations of automobiles will be eliminated by the times."

Electricization has become a big trend

In the Chinese market, the pace of motorization has been very rapid. From 2016, the production and sales of new energy vehicles in China exceeded 500,000 vehicles. The dual-integration policy for passenger cars was officially launched. The “Chinese speed” has already made foreign companies deeper. Feel the power of "the rise of great powers" and more or less show hidden worries. This point, before the double-integration policy has not yet landed, it is already very clear, so that there is a scene in which the Shikoku Automobile Association “letter” the Ministry of Industry and Information Technology requires a delay in the implementation of the double-integration policy. Although the Ministry of Industry and Information Technology compromised the implementation time of the double points, the formulation of the “fuel ban on fuel sales” on the agenda also reflected the Chinese government’s tough attitude towards the development of new energy vehicles.

In response to the Ministry of Industry and Information Technology's development of a “fuel sales ban” schedule, Prof. Chen Quanshi, deputy director of the State Key Laboratory of Automotive Safety and Energy, pointed out at the “New Sihuan Conference”: “The government is very clear that if implemented like this, it will result in large amounts of assets and employment. Job losses, as well as social turbulence, the huge assets, personnel system, and capital structure of the traditional auto industry may become burdens, obstacles, and destructive innovations in transformation, which cannot be broken without breaking the original pattern and creating new things. We will warn companies from the macro and avoid leading companies like Kodak and Nokia from being eliminated by new technologies."

"The ban on the sale of fuel vehicles" is a warning to companies, in order to promote the car enterprises to speed up the layout of new energy vehicles. According to Zhang Shaozhi, Chairman of the Chinese Society of Automotive Engineers, “Electricization of automobiles is an inevitable trend. Compared with 1996, it has become improbable. Each depot has made corresponding changes, including Mercedes-Benz, Lincoln, and Jaguar Land Rover. From 2020 to 2022, Volkswagen will have plans in 2025, basically after 2020."

After more than 30 years of development, China’s traditional auto companies have not gained more initiative in the “market-for-technology” phase, but nowadays, the electrification has created an unprecedented window period for Chinese auto companies. Professor Chen Quanshi believes that “China After years of hard work, our national power battery is considered to be relatively good in the world, so we still have certain advantages in new energy vehicles, whether it is production or otherwise.If some people think that foreigners always watch the moon circle, especially For new energy vehicles, I think that China has been making unremitting efforts for 30 years or doing a better job."

The ultimate goal of intelligent car is driverless

With regard to the development of new energy vehicles, Premier Li Keqiang expressed great importance. In a 2016 executive meeting, he pointed out that “the new energy automobile industry chain is very long, accelerating the development of this industry, to seize the future commanding heights, and promote industrial development. , driving employment has a great effect, can be described as more than one thing, at the same time, he also stressed the important position of the intelligent car "We must make full use of the characteristics of new energy vehicles, promote the intelligentization of vehicles and digital transformation of road network, in In the area of ​​network construction, new energy vehicles must take the key technologies and take the lead.” From a technical point of view, Yin Chengliang, deputy dean of the Shanghai Jiaotong University’s Automotive Research Institute, believes that artificial intelligence and environmental awareness and information fusion are at the “New Ninth World Congress”. The combination of various technologies, such as many, has spawned "automotive intelligence."

For the development of intelligent cars, high expectations are expressed from the government level, the enterprise level and even the consumer level. The highest form of intelligence is the arrival of autonomous driving or even unmanned driving. At present, the popularity of China's Internet technology, especially mobile Internet, has already taken the forefront of the world. This has created conditions for the development of the smart network. However, we must admit that there is still a certain distance between China's autopilot technology and international standards.

Even if there are gaps in technology, our companies are also working hard to catch up. According to Zhou Huasheng, co-founder of Beijing Taige Zhixing Technology Co., Ltd., it is a topic that everyone is very concerned about how groundless drone lands. We think it is first implemented in commercial vehicles. “The other is fixed area and low speed. The scene first realizes driverless driving. Why? First of all safety, and second is regulations. Everyone knows that in September of this year, the United States passed a bill for unmanned driving. China currently does not have such a regulation. This is a problem that we cannot avoid. ". At the beginning of September, the co-organizer of this “New Sihua Conference”, Ai Chi Yiwei, signed a strategic cooperation agreement with NavInfo. In the future, the two parties will carry out in-depth cooperation on “car networking+”, autopilot and global business, etc. Promote the vigorous development of China's intelligent networking industry. As a manufacturer of intelligent electric vehicles, Fu Chi Qian, president of ACC Automotive, told reporters, “For E-Chi, we demand that we apply the most mature products and technologies to our production models. Currently we are Wide integration of research, production and research resources, and the possibility of close cooperation with foreign companies in the future."

As an international component giant, Bosch has many years of research in autopilot, and has many applications. Currently, it is already doing L3 level autopilot development. Chen Liming, president of Bosch Chassis Systems China, said that autopilot is a very complicated system. It is impossible for a family to eat, nor is it possible for a family to do so. The family cannot do anything. It needs the entire industry to work together. Especially in terms of new technologies and new methods, we are very open minded and we hope that we can put this most advanced today. All of the studies can understand and at the same time have the opportunity to develop some cooperation.

E-Commercialization Creates New Marketing Ideas

With the advent of the automotive industry revolution, the sales channels of automobiles are undergoing changes. Since the implementation of the new "Automotive Sales Management Measures" on July 1st, automotive e-commerce and auto supermarkets have become hot words frequently mentioned in the industry, and the concepts of "sub-" and "enjoy" have pushed a single offline dealer car model toward. O2O's approach evolved. The online platform is more responsible for data integration and vehicle sales. The offline platform is mainly responsible for after-sales services. In response to the e-commerce revolution in the automobile distribution channels, the “New Fourth World Conference” held a theme salon.

Ai Chi Yiwei President Fu Qiang expressed in the salon, e-commerce is a trend, but some of the early e-commerce business related to the car, to the present, is a bit difficult, e-commerce around the car, and has not become the mainstream, combined He analyzed that “actually, the emergence of business models will take a while to become mainstream” and the reason for this is that automobiles have such complex properties as goods. “But there is one point: the e-commerce of automotive transactions and the e-commerce of services. It is definitely what the consumer needs, as long as the consumer needs it is right, as long as it is the trend," added Qiang Qiang.

Dong Chen, deputy head of the Dongfeng Nissan Market Headquarter, holds the opposite view on the commercialization of automobiles. “When it comes to e-commerce, I would like to call the change of channels. Because of e-commerce, we define that new car e-commerce is still a used car. E-commerce, new car e-commerce, we look at the world, there is no new car e-commerce success.My judgment is under the existing circumstances, including the world, including China, new car e-commerce can be successful, or New car e-commerce, I personally hold reservations, it is very likely that car e-commerce is a trend, but new car e-commerce may be a false proposition."

Lian Xionghui, vice president of Hanteng Motor Co., Ltd. believes that currently e-commercialization channels cannot replace traditional channels. They are mutual promotion and mutual change processes. It cannot be an alternative relationship. The three main reasons are the first reason that the automobile market , is a market with a very high degree of asymmetric information, your seller and buyer, the seller owns the buyer of the information may not know all. It is a market with relatively high information asymmetry.

In response to the current embarrassing situation of the automotive e-commerce business, my car CEO Wu Gang gave a solution: “I think it must meet the needs of the three areas. The first one is very simple for the client, the service is around, and he has to think that The most appropriate and reasonable price. Second, we must not forget that no matter what business model products we come from at the current main airport terminal, what kind of business situation you have to meet must be consistent with the entire airport’s One kind of standard or gradual growth of network form and circulation form cannot be accomplished overnight.In the third case, in terms of platformization, I think a new car supplier, a used car supplier, or a service provider Yeah, this is all isolated, and I personally think that this is not done, the new business model must be a behavioral goal, buy, sell, lease, and time-sharing, which are all travel plans and must belong to a platform-based service approach. In the second case, you have all kinds of abilities that come with your travel plans, such as the trading of new cars, the completion of new car transactions, and the completion of The product to the client, but we passed what? Passed on, only to have a solution up and down integration, including financial, need to implement a solution enabling the platform to realize the way out of circulation. "

The pain and future of car sharing

In August of this year, 1.5 yuan per kilometer, no oil, no parking fees, and shared BMW with WiFi brushed the headlines and pushed the shared car to the cusp. With the hot cycling of shared bicycles, a group of shared cars have also frequently entered the eyes of consumers. Travel-as-a-service has been portrayed as a good picture of future traffic, but present-day car sharing presents a kind of legal restriction and a conflict of actual interests. The state of chaos. Regarding the topic of sharing cars, the "New Sihua Conference" also held a roundtable discussion.

Jia Ke, editor-in-chief of the Automotive Business Review, believes that the motorization and intelligentization of automobiles bring about a revolution in the transportation field. Therefore, four modernizations in the early years, including transportation modernization, the real modernization in the future is to share travel.

Wang Fengbin, general manager of the Beijing future traveler of the Electric Vehicles Bairenhui Club thinks, “My own feeling is that the sharing age is on the one hand to revitalize the stock of social resources, the individual or the society’s stock resources. This is what we think is truly pure. Secondly, in the process of social development, it is true that some incremental assets are needed to assume the functions of shared services, because after all, China’s development speed is too fast, and there are many stages that cannot be as in some countries. A large number of unused resources, when public services are lacking, are supplemented by public services."

The vice president of Shouqi Car Rental Coveun Strategy Yuan Yuan expressed his opinion that the development of shared cars is now the state's support and support for the new energy industry. At the same time, we are seeing a significant proportion of mobile phones from payment to smartphones in China. In the past few years, regardless of BAT or the Internet, we have seen all of them regardless of traditional companies or Internet companies. In fact, we ultimately use users as Center, "I think sharing cars and sharing bikes does one thing: where is the user, we put the car next to the user, so we did one thing is just to provide users with different in the travel Solutions and Products."

Shared cars were initially active in the market in the form of "time-shared leasing." The earliest model originated from the U.S. zipcar. This company started a time-sharing leasing company in 2001 and eventually sold it to the company two or three years ago because of profitability problems. At AVIS, other countries in the world also have a time-sharing model, but so far there is no way to make it profitable.

Ji Xuehong, director of the Automotive Industry Innovation Research Center at North China University of Technology, said that the problem with time-sharing leasing is that the operating costs are relatively high. There is a contradiction that there are many vehicles and it is necessary to increase convenience, but the short-term operating costs are rising rapidly, so this contradiction cannot be solved in a short time. But the outlook is bright.

Zhang Ruiping, founder and chairman of the board of directors of the company, believes that “it is not possible to get out of this independent road.” I think there should be hope because China’s demand is very large. Population, including shared bicycles, can grow explosively in the short term, mainly because Chinese young people basically ride bicycles, so there is no need to cultivate the habits of users. There are large and medium-sized cities in China that have a high population density and can share bicycles quickly. Popularize it.

Sharing cars also needs to be able to do this step. I think there are many challenges to overcome together, including parking issues. If it is an electric car, it is a problem of charging piles. If there is parking, there is still a problem of parking fees. Violations of regulations, accidents, and problems that can be properly resolved. These problems are not as much as shared bicycles. They are still very common in the automotive industry. In particular, there are many accidents happening every day, so I think we need to overcome it through an industry. Personally, I am still optimistic. Only on a global scale, China can achieve time-share leasing as a future where independent companies and individuals can achieve sustainable profitability and survive. ”