In addition to the hot spots of environmental protection, people's livelihood and old-age care, the high-frequency words of the two sessions this year have added another word - "new normal". The word comes from a trip by Chinese President Xi Jinping to investigate Henan in May 2014. At that time, he said: "China's development is still in an important period of strategic opportunities. We must enhance our confidence, proceed from the current stage of China's economic development, adapt to the new normal, and maintain a strategically normal mindset."
At the APEC Business Leaders Summit on November 9, 2014, Xi Jinping first systematically expounded the characteristics of the “new normal†of China's economy: speed – from high-speed growth to medium-high-speed growth; structure – economic structure is continuously optimized and upgraded; Motivation - from factor-driven, investment-driven to innovation-driven.
As one of the pillar industries of the national economy, the automobile industry is also facing the challenges and opportunities under the “new normalâ€. After years of stabilizing the world's largest new car production and sales, China's car sales growth slowed from double digits to single digits; in more than 30 years, auto joint venture factories have blossomed everywhere, but the strategy of “market-for-technology†has been mixed; The prices of foreign-branded products continue to fall, Internet companies are eyeing, and the market share of local automakers is gradually shrinking... In the face of the new normal of China's economy, what kind of "new attitude" should Chinese auto companies take?
The reform of state-owned enterprises attracted other ownership capital. During the two sessions of the National Conference in 2014, the State-owned Assets Supervision and Administration Commission took the lead in formulating the Guiding Opinions on Deepening the Reform of State-Owned Enterprises, making the reform of state-owned enterprises a hot topic of the year. On July 15 of the same year, the State-owned Assets Supervision and Administration Commission held a press conference to announce that six central enterprises, including China National Pharmaceutical Group Corporation, China Building Materials Group Co., Ltd. and Xinjiuhua Group Co., Ltd., took the lead in launching the pilot reform of state-owned enterprises and exploring the establishment of management capital. Strengthen the institutional model of state-owned assets supervision and develop an effective path for a mixed-ownership economy.
Since January of this year, the whole country has once again entered the "two sessions" time. According to a survey conducted by People's Daily, during the local two sessions, “deepening reform†was the top leader in hot search. Deepening reforms, including rural reforms and price reforms, have been included in the key work of this year by 31 provinces.
As the world's largest auto market with more than 23 million units sold, six of China's state-owned auto companies have advanced into the world's top 500. However, behind the beautiful transcripts, many state-owned car companies cannot be separated from the joint venture company. The independent sector that truly reflects its core competitiveness is weak.
The disadvantages of low efficiency, short-term behavior, employment mechanism and unreasonable distribution mechanism have seriously affected the competitiveness of state-owned enterprises.
As early as 2013, the Third Plenary Session of the 18th CPC Central Committee proposed in the "CPC Central Committee's Decision on Comprehensively Deepening the Reform of Some Major Issues": to establish a number of state-owned capital operating companies to support the reorganization of conditional state-owned enterprises into state-owned capital investment. the company. Zhang Zhiyong, an auto analyst, believes that attracting other capital into state-owned car companies can first solve the difficulty of raising capital and save the funds for future development. Secondly, it can learn from the experience and strength of all aspects to make capital operation more efficient. Once again, the entry of more capital interests can also balance the interests of all parties and ensure that decisions are more scientific and effective.
Exploring a new model of international cooperation in the post-joint venture era On November 18, 2012, Chery Jaguar Land Rover laid the foundation stone in Changshu. The joint venture project has covered the traditional joint venture model, from vehicle production, R&D center, engine production to joint venture brand. This joint venture project is regarded by the industry as a typical case of China's post-joint venture era.
On February 1 this year, a Range Rover Aurora with a "Chery Land Rover" attached to the tail slowly landed on the stage center of the Shanghai World Expo Exhibition and Convention Center. From the foundation of the joint venture factory to the launch of the first domestic model, Chery Jaguar Land Rover took only two years.
In an interview with the media, Yin Ruiyue, chairman of Chery Automobile, divided the process of China's automobile joint venture for more than 30 years into three periods: front, middle and back. "In the era of joint ventures, local enterprises had no technology, no money, no market. Foreign companies valued the potential of the Chinese automobile market. In the era of Sino-joint ventures, local enterprises have more initiative, and the automobile market and talents have been fully utilized. Nurturing, both sides have earned money; in the post-joint venture era, the joint venture company can not only rely on the 50:50 stock ratio to maintain, but has more levels of interest appeal, such as whether it can bring new ideas and models to the auto industry. Even contributing to the laws governing the development of the world's cars."
Yin Tongyue believes that Chery’s ability to have an equal voice in joint venture projects has important implications for adhering to independent research and development over the years. "With a complete product development system, core technology with independent intellectual property rights, and overseas markets in more than 80 countries, Chery and Jaguar Land Rover can work together to meet the challenges of global markets and promote their own development, and combine their respective advantages. Strategic cooperation."
In the post-joint venture era, the company has Changan Automobile. In 2014, Changan Automobile stood out in the face of the 13-month decline in the overall share of its own brands. The annual sales volume was 2.54 million units, a year-on-year increase of 20%. The sales volume and growth rate ranked first among independent brands. Unlike other auto groups that rely heavily on joint ventures, Changan Auto's own-brand vehicles sold 1.38 million units, up 20% year-on-year; self-owned brand passenger cars sold 770,000 units, up 39% year-on-year, maintaining the first growth rate of the first camp.
Zhu Huarong, who just took over the president of Changan Automobile, said in an interview that Changan’s own brand has grown rapidly and has the ability to support joint ventures. This year, Changan’s self-owned model, the new Benben, will be produced by Changan Suzuki. This rewrites the cooperation model of the Chinese joint venture for more than 30 years. “Changan’s annual R&D expenses account for about 5% of sales revenue, which is higher than the international average of 3%.†Zhu Huarong believes that Chang’an’s success lies in always maintaining positive development and always surpassing joint venture quality as a production target.
On March 2nd, Dongfeng Fengshen L60 officially went offline in Wuhan No.1 Factory of Shenlong Company. Different from the previous joint venture models, the planning and design of this model is mainly based on Dongfeng and Shenlong. It is produced in the joint venture factory with Dongfeng Peugeot and Dongfeng Citroen. The logo of Dongfeng “Shuangfeiyan†is The logo, sold in the independent channel of Dongfeng, created a new model of joint venture and independence.
Liu Weidong, deputy general manager of Dongfeng Motor Co., said: "In the past, a lot of cooperation was just cooperation. The joint venture company was actually an 'OEM factory.' After decades of market-changing technology, we began to have the right to an equal dialogue, especially this. The second Dongfeng acquired PSA shares and became the PSA Group's largest shareholder. The 'dance with wolves' became the core of our global resources, and the L60 is the result of the tripartite strategic cooperation model."
Liu Weidong believes that in the post-joint venture era, the shareholders of the joint venture not only pay attention to the joint venture itself, but also pay more attention to the cooperation between shareholders. At the same time, the joint venture should participate in the global strategic cooperation division between the shareholders, from early development, manufacturing to final terminal sales full value chain development.
Embracing the strong combination of Internet car companies and IT During the Spring Festival this year, an Apple news to build a car attracted the attention of countless people. In fact, the deep cooperation between local car companies and IT companies has been booming since last year.
In July 2014, SAIC and Alibaba Group signed an “Internet Car†strategic cooperation agreement. According to the agreement, the two parties will be guided by the end-user experience, integrating Alibaba Group's big data and operating systems and SAIC's vehicle and parts development, automotive service trade and other resources to provide users with smart travel services.
Chen Hong, chairman of SAIC, said: Today, it is time to redefine the car. SAIC and Alibaba will adopt an open attitude on Internet vehicles. The use and development of the two systems will also be open to the public.
As agreed, in the two months after SAIC took Alibaba, Dongfeng Motor Corporation and Huawei also reached a strategic cooperation, laying out the car network and joining hands with "three steps." The two parties agreed to cooperate in the automotive field, including in-vehicle electronic products, car networking, smart cars and other related products as well as in-vehicle communication equipment products and solutions representing the future direction.
"The development of the Internet and the development of the automobile industry are mutually integrated and not an alternative relationship." Xu Ping, chairman of Dongfeng Motor Corporation, believes that for the automotive industry, the advantages of the Internet, mobile Internet and big data should be utilized. Transforming business for the automotive industry continues to add value.
“In 2014, BAIC’s own brand sales totaled 308,000 units, an increase of 48.8% year-on-year.†In the eyes of Xu Heyi, chairman of BAIC Group, embracing the Internet is the secret of rapid growth. In recent years, BAIC has repeatedly visited Internet companies to open up e-commerce platforms such as Tencent, Tmall, and Jingdong to expand sales channels. It also combined with well-known websites such as Lily Net and Baby Tree to create a new life circle marketing model.
While Beiqi and the video portal LeTV cooperated to build a car, although the specific details have not been announced, it is already on the line and waiting for a good opportunity. Xu Heyi believes that the degree of integration of domestic new energy vehicles with the Internet will directly determine whether the Chinese auto industry can achieve cornering overtaking. “Car companies must be in line with the times and reshape the automobile industry with Internet thinking.â€
If we want to attract other social capital to enter and explore new ways of cooperation with foreign parties, it is the innovation of the automobile enterprise system level. So embracing the Internet and cooperating with IT enterprises is the reform of the automobile enterprises at the level of thinking and concept.
At the symposium of representatives of the two associations in the automobile industry last year, Dong Yang emphasized the importance of implementing the strategy of strengthening the country by car. "Automobiles are not only manufacturing industries, but also industries that have an important impact on the national economy. The world's technological powers and economic powers are all cars. Strong country."
If we say that in the past few decades, we have proved the huge development potential of China's auto market with the rapid growth of factories and the growth of the turn-to-head. With the arrival of the “new normal†of the economy, local auto companies should continue to be in technology. Innovation, institutional reform, and international cooperation have taken on a new stance to complete the transition from a big car country to a car power.
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