Survival Or Death: Fighting For A New Track

"Now, it's like sailing in the sea and we'll be drowned. But we are not in the blue sea, but in the Red Sea. " On August 12, Zhu Yanfeng, chairman of Dongfeng Automobile Group, described the current Chinese automobile industry.

A few years ago, the "new four modernizations" wave of automobile industry was once regarded as the vast blue ocean of automobile industry, and a number of afterwaves of automobile industry represented by Tesla and Weilai were born. Although the new forces of car making are full of controversy and difficult to move forward, these waves are also deeply involved in the new revolution of automobile industry.

In the past few years, the rising stars are becoming more and more popular, and the traditional automobile enterprises have turned around in succession. Around the electrification and intelligent network connection, the front wave and the back wave will eventually return to the same track.

"The market value and brand influence of new car makers may be comparable with traditional enterprises, which means that everyone has a good vision for the future. But from the perspective of market share, there is still a long way to go. Toyota's market value is only over 4% Li Bin, chairman of Weilai automobile, said.

Based on different strategic vision, in view of their own strengths and weaknesses, a new round of battle in the automotive market has begun.

Time window of the front wave

Tesla, as the representative of the latecomers, seems to bring more changes to the automotive industry than expected. Recently, Audi's Global CEO, Mr. dusman, said that Tesla is a leader in automotive electrification, with a two-year lead in computing, software architecture and autonomous driving. It has to be admitted that in some areas, the role of traditional car companies has become a catch-up.

In fact, facing the trend of new four modernizations, in recent years, Chinese and foreign traditional automobile enterprises are making different changes. Some enterprises with huge investment in R & D and software development have also invested heavily in the development of electric vehicles There's a huge group of car companies that are engaged in car heating.

However, in the view of Wei Jianjun, chairman of Great Wall Motors, battery technology, intelligent technology, motor technology, interconnection technology and so on are not the most important challenges for traditional automobile enterprises. The most important challenge is the reform of management mechanism.

"Traditional car companies still have a solid thinking, that is to build a high-quality, delicate and comfortable car. However, due to the rapid development of intelligent vehicles in the future, it will bring more experience to consumers. Therefore, I think the biggest challenge for traditional automobile enterprises is the reform of system, mechanism and culture. " Wei Jianjun said.

However, the development dividend of traditional automobile enterprises is still there, which makes them first think of maintaining the existing vested interests when they change. Although traditional car companies are willing to invest a lot of money and resources for new technologies, they need to think about more complex things when making decisions in a huge enterprise structure.

It can be seen that in the domestic traditional automobile enterprises, facing a new round of industry reform, the enterprises represented by great wall, Geely and BYD have changed their strategies more rapidly. To some extent, it benefits from the system, mechanism and culture of private enterprises.

The greater challenge faced by traditional automobile enterprises is the change of discourse power in the whole automobile industry. In the process of industry remodeling, new business logic will appear.

"In the past, when a single industry just controlled everything, the logic that the whole car was king was right. However, with the integration of future generations, networks and road ends, the emergence of emerging industries requires that this logic must be broken. The industrial ecology has changed from the tree structure in the past to the network structure of space. There is no doubt that the status of the main engine plant will decline in the future. " On August 13, Yin Chengliang, director of the intelligent network connected electric vehicle innovation center of Shanghai Jiaotong University, said.

Living space of houlang

"A new force can't always be called a new force, and the old one will also be intelligent. The two eventually have to be a track." Wei Jianjun said.

It is worth mentioning that for the high-end new energy vehicle market, BAIC and Dongfeng have launched arcfox brand and lantu brand respectively. Both brands regard intelligence as the direction of their own efforts and challenge Tesla.

However, some people in the automobile industry said in an interview with the reporter of the 21st century economic report that "if we still build new brands according to the thinking mode of traditional automobile enterprises, the possibility of success is not high. A lot of new forces in car making actually package themselves as a technology company. "

In Wei Jianjun's opinion, the reason why Tesla is popular is not only its intelligent characteristics, but also the reason of brand value. "If you don't open a Tesla or experience intelligence now, you'll feel a little out." Wei Jianjun said. ?

In contrast, the new energy products launched by traditional automobile enterprises in recent years, even luxury brands, continue their previous car manufacturing standards and add a series of intelligent configuration, but it is still difficult to win applause.

"If you want to change the gene, it's hard to change it. Courage is also very important. The greater the past achievements, the greater the burden, and the more difficult it is to change. " He Xiaopeng, chairman of Xiaopeng automobile, said.

With the increase of traditional car companies and the continuous expansion of electric vehicle market scale, there will be more fierce competition in this new track. How to find their own positioning and direction, out of their own way of innovation, is a difficult problem all automobile enterprises have to face.

Of course, for the new forces of car manufacturing, in any case, the characteristics of the scale economy of the automobile industry will not change fundamentally. It is difficult to reach a large enough scale when only a few products are sold for specific segments. Even if the head of the IPO car making forces, still need to face the problem of survival or death.

He Xiaopeng believes that whoever can adjust his genes fast enough and his actions fast enough will have value and opportunities. ?

In Li Bin's opinion, Weilai automobile is in the "mainstream high-end luxury brand" subdivision field, and there are no more than 56 automobile enterprises in this field. In this field, in addition to Tesla, another important competitor is apple, which is about to enter the automobile industry.

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