Due to a lack of scientific attitude and taste of "bitter", in 2004, for too many auto companies, this lesson should be fresh in memory: do not do objective analysis and judgment, can not take a clear grasp of their own, and ultimately lead to the development of corporate frustration. At the end of last year, the heads of some companies have already reflected on this.
Recently, a message has drawn special attention: There will be more than 70 new models on the market this year. Document.write("");ad_dst = ad_dst+1; Putting this news together with the phenomenon of a rebound in the auto market sales in January this year, let us feel that if the auto company is a bit better, it will hurt and it will make a mistake. Unrealistic old problems.
Pushing a new car is of course a good thing. Every year, the North American Auto Show and the Geneva Motor Show are the time when multinational car companies push new cars with the greatest intensity. Every interview is dazzling, and people are encouraged by their strong development capabilities and the speed of the market. However, in contrast to the automotive industry in China, behind the so-called constant push of new products, our development technology and capabilities have almost no substantive improvement. The so-called new products are either taken from people's multinational corporations or they are called "new models" and they are called "doing a low-grade cosmetic refilling star."
The independent development of China's auto industry is no longer a new issue. In the past two years, this topic has been promoted the most and most acutely. In the government departments, academia, and the industry also discussed the most intense and most concentrated. Interestingly, the "Chinese-style new product" mentioned earlier performed best in those two years. If you remember correctly, in 2003, there were more than 50 "new cars" put on the market, and in 2004 there were more than 60 models. This figure is also difficult for the developed countries in the automotive industry to achieve. The speed of developing new cars is "the world's first" and the development of technologies and capabilities is "the worst in the world." Faced with this intense contrast, we cannot help but wonder if this is also an exaggeration.
From another point of view, it is worth mentioning that in the past few years, companies have launched new models unconventionally, which has undermined the company's product life cycle, which is also an important reason for consumers to buy coins last year. Under normal circumstances, after a new model is launched, the market performance should be stable during the period of 4 to 5 years. However, in the Chinese market, we have seen a new model start to sell in less than three months after launch, and in less than six months it has dropped two strange prices. This is actually the result of the blind pursuit of the so-called new models.
What is also said is that since our new products are often "taken", the cost of new products is high. If the market sales are good, you can still absorb some costs through the batch size, and you will finally get a little benefit; if you like some new models last year, “when you go out and fall,†you will lose money, and the foreign investors in the joint venture can also use “technology transfer feesâ€. "KD parts procurement profit" and other points of interest, to recover from the loss of the joint venture from where to make up?
Of course, individual automotive companies have realized that blind pursuit of new products. Ding Lei, general manager of Shanghai GM, recently told reporters: “The number of new products is not the direction to pursue.†However, the head of a joint-estate car company also analyzed the reasons for the poor performance of the company last year, and attributed it to "The new product is not fast enough, not enough."
In the face of this year's 70 new models, in the face of an already well-established fact, I really don't know what some companies think, and I really don't know how this will continue.