[News-Oxcart Network]
Recently, the annual voice of the 2021 China Automotive Industry Development (TEDA) International Forum was held in Tianjin.
In the face of repeated epidemics, chip shortages, supply chain system loopholes and other situations, industry experts and car company leaders jointly discussed how the automotive industry will develop in the future under the dual carbon target, and judged the future development direction of the automotive industry.
The trend of industrial integration has intensified
Looking back at the upcoming 2021, several important scenes make every "autobot" remember vividly: chip shortage, car company BOSSes personally go down the line of fire to "grab" chips, Bosch vice president Xu Daquan was forced to send a circle of friends to "want to jump off the building"; new energy vehicle sales exceeded 3 million for the first time, power battery companies opened a "global mineral war"; Xiaomi, Baidu, Huawei and other Internet companies directly or indirectly joined the camp of new car-making forces, and the transformation and upgrading of traditional car companies is imminent...
In recent times, the interaction between industries has become the norm, the "butterfly effect" is on the verge of erupting, the invisible "new crown virus" and the colorless and odorless "carbon dioxide" are constantly invading the global economy, and the automobile industry is not spared. And when the spread of the effect will stop, no one can make an accurate prediction.
At this stage, we are in the most significant energy revolution in human history, and the dual carbon target is reshaping the global political and economic landscape, and in this decarbonization competition, we are also experiencing unprecedented challenges.
From January to November this year, the production and sales of new energy vehicles in China reached 3.023 million units and 2.99 million units respectively, an increase of 1.7 times year-on-year, and the market penetration rate continued to increase to 12.7%, and it is expected to reach 3.4 million units in the whole year, an increase of 1.5 times year-on-year.
Yang Zhongping, deputy secretary-general of the China Association of Automobile Manufacturers, pointed out that the demand for new energy vehicles is strong, and the transformation from policy-driven to market-driven consumption has basically been realized. Total vehicle sales are expected to reach 27.5 million units in 2022, up 5.4% year-on-year, of which new energy vehicles are expected to reach 5 million units.
Promote the orderly progress of the automotive supply chain
Market demand determines the development trend and direction of the industry, and in the context of the vigorous development of new energy vehicles, the industry's demand for supply chain is also intensifying. Zhu Yanfeng, chairman of the board of directors and secretary of the party committee of Dongfeng Motor Group Co., Ltd., believes that since the global pandemic of the new crown epidemic last year, the sequence of production, division of labor and cooperation and supply chain formed in the context of globalization in the past few decades have exposed a fragile side in the face of the new crown epidemic and frequent natural disasters, and the chip is a typical representative.
Zhu Yanfeng pointed out that while unswervingly meeting the challenge, we must see that double carbon is a complex project and a long-term task. The coordinated development of traditional fuel vehicles and new energy vehicles is a realistic choice at this stage.
So how should the automotive supply chain move forward in a healthy and orderly manner? Yang Zhongping, deputy secretary-general of the China Association of Automobile Manufacturers, gave this view: adhere to innovative development, strengthen deep integration, jointly solve the technical problems of the card neck, and ultimately promote the integration and development of the automotive and automotive chip industry chain.
Zhu Yanfeng also put forward three suggestions for this: first, to accelerate the construction of a safe and controllable industrial chain ecology under the trend of five modernizations, the ecology of integrated development, and strengthen the localization layout of key areas such as chips and operating systems; second, to vigorously promote scientific and technological self-reliance, further master core technologies and resources, and make technical preparations for the transformation of China's automobile industry from large to strong; third, actively implement the dual-carbon target, and the new energy automobile industry has entered a new stage of market leadership from policy guidance.
At this stage, the gap between China's semiconductors and the international advanced level is obvious, the coordination between the automobile and semiconductor industries is insufficient, and there is a lack of domestic core Tier1 enterprises connecting the two industries. As a domestic car company, daring to get on the car and try to use domestic chips first is a practical way to break the situation.
Create a national automobile brand upward road
At the time of external and internal troubles, independent brands are also facing the arduous task of brand upwards.
Yang Jing, director of the Automotive Consumer Research Department of China Automobile Information Technology Co., Ltd. and an expert in the field of consumer research insight, said that due to the influence of the stereotypes of domestic brands in the past, national brands are not at the forefront of the trend. Therefore, when they launch high-end products, brand owners are worried that the market does not recognize, the price can not meet expectations, and use non-Chinese character display methods. In particular, the national industry has encountered some problems in the past development, and national brands in different industries want to go up and are trying different upward paths.
Xin Ning, president of China Automotive News, said that in order to achieve brand upwards, it is not only necessary to solve the core competitiveness of products, but also to solve the ability to communicate and interact with users, and the brand upwards need to be cultivated from the inside out in research and development and manufacturing, improve the hard core strength of products, open up the industrial chain, and achieve integrated development.
Yin Tongyue, secretary of the party committee and chairman of Chery Automobile Co., Ltd., also expressed a similar view, believing that the new generation of customers now is different from the traditional customers in the past. In the past, car companies have been developing, developing performance, development technology, development costs, and development quality. Today, it has become the development of emotions, the development of ecology, more is the development of young people's different lifestyles, the development of different needs.
Yin Tongyue especially pointed out that car companies should take customer needs as the origin and also as the end point, and quickly transform the latest technologies and latest scenarios that appear in society into product selling points. This is the deep expansion of Internet thinking.
In the face of unconscious industry changes, Wu Baojun, co-founder, director and president of Zhejiang Zero Run Technology Co., Ltd., also has a deep feeling about this, and the ecological reconstruction breaks the traditional retail model, smashes the traditional 4S store function integration, concentrates on the sales model of the automobile factory or automobile street, and makes the functions and services of the 4S store separate, distributed around customers and users, and can be seen everywhere.
Under the joint action of sharing and co-creation platform, under the joint action of retail format innovation, technological development and consumption upgrading, the service industry bid farewell to the one-stop model and opened up the life and work scenarios close to users for fragmented services. For the automotive industry, the identity of OEMs has also begun to change, from traditional transportation providers to mobility service providers.
In the future, the products provided by car companies to users will not be limited to physical cars, but will even extend to the scenes of mobile space and car life that are often said in the industry.
Whether from the government or the industry level, the national brand upward has been urgent, and car companies are also facing a profound change in identity role, how to enhance the overall competitiveness of the car brand, to build an automobile power to make due efforts, is every car company needs to think about the top priority.
epilogue:
"Integration", "competition" and "development" are the most frequent words in this forum, and also indicate the future development direction and trend of the automobile industry, with the deepening of a new round of energy revolution, the industrial integration and development trend of intelligent vehicles and new energy vehicles has been unstoppable, firm confidence, find the direction, it is possible to achieve the final victory.