"Soft power" is not a fresh concept. It can be applied to the country's politics, military affairs, society, enterprises, and individuals.
If we make a cross-cutting observation at the corporate level, we will clearly see that equipment, factory buildings, capital, personnel, and profitability are compared to the firm’s hard power, and management structures, R&D innovations, cultural concepts, and brand image are called The company's soft power, the latter is directly related to the strength of corporate competitiveness and the sustainability of vitality.
For domestic self-owned brand auto companies, it is now an era that can and needs horse racing. However, in this process, the urgent mentality of the company's employees may cause counter-productive consequences.
One of the most important cruxes is to think that starting from the beginning, the scale is required. Regardless of the product, the market share will be taken up first, and the efficiency will be considered second.
Under this circumstance, the vast investment can only be used for "dead" production line and equipment investment, but it is not the improvement of productivity and production efficiency. The bottom line is that there is no simultaneous development of soft power.
The auto industry has now become China's hottest industry, and the call for "independent innovation" is endless. Therefore, many autonomous car brands have gone far in such a situation. Similarly, we need to remind people in good faith that “autonomy†is of course a banner and a road, but it is not the details of the way of doing things and walking postures. “Innovation†is the secret of long-lasting prosperity. What needs to be tempered most is still the enterprise’s "Soft power."
Take China’s automobile R&D as an example. In the past, in the face of the international auto giants, there had been feelings of trepidation. Today, independent brands have begun to climb this peak in different ways: starting from imitation, collaborating with overseas design companies, and constantly exploring and accumulating themselves.
Independent brands must not only have strong hard power but also strong soft power to thrive.
At this point, the internationalization of SAIC Motors deserves special attention: the comprehensive deep reserves accumulated during the past years in cooperation with international auto giants, plus the team of more than 100 former MGROVER core experts, plus the previous spending of 6700 yuan. Ten thousand pounds acquired the intellectual property rights of the two models of the Rover 25 and 75 and the full range of engines. As a result, they quickly reached the core of soft power development.
In addition, Shanghai has also invested 1.8 billion yuan to establish the SAIC Engineering Research Institute, which has laid a foundation. This year it will set up a large-scale overseas R&D center with a scale of 500 people in the UK. It is not limited to the "ambition" of the domestic market and internationalization. This is evident, and this proves that SAIC Motors has paid special attention to soft power while developing its own brand. Newspaper synthesis
View related topics: independent brands, where to go?
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