The auto industry, which is characterized by electrification, intelligence, e-commerce and sharing, is guiding the auto industry to move toward a deeper change. How will China's auto industry continue to transform and upgrade in the new direction and enhance its competitiveness? How to seize the new energy vehicle development and achieve the "curve overtaking"?
On May 5th and 6th, 2017, the “2017 Ninth China Automotive Blue Book Forum†was held at the Beijing Nuojin Hotel. During the two days, representatives of key and hot areas in the automotive industry spoke on controversial topics. And debate.
In the opening speech, Jia Ke, Chairman of the Organizing Committee of the China Automotive Blue Book Forum and Editor-in-Chief of Automotive Business Review, explained the concept of “Upgrade†as the theme: “In general, it should be the “upgrade†of transformation and upgrading. But now this black In the world where the swan is frequent, it is far from enough to be 'upgraded' better than yourself. It is necessary to 'upgrade'. Only by doing the best can it be possible to climb to the top, otherwise it will only hope that the peak will be met. It is an incredible pursuit of 'extremely extreme wisdom' that makes it possible to hold the throat of fate."
In the speech on the 5th, Xu Heyi, Chairman of BAIC Group, Lei Ping, Vice President of Dongfeng Motor Group Co., Ltd., Lei Xinsheng, President and CEO of EFS Automotive Consulting Co., Ltd., Shao Jingfeng, Director of Design Department of SAIC Technology Center, Chongqing Jiaotong University Public Traffic scholar Wang Jian separately discussed the "upper pole" of China's auto industry from the perspective of their expertise.
Xu Heyi said in his speech that the independent brand has continued its rise since last year. The sales growth has led the market average and the market share has further expanded. Faced with the historical opportunity of the rise of independent brands, we need to have a deep understanding of the new development trend of electric, intelligent, service and internationalization in the automotive industry, deepen new fields, integrate new technologies, expand new markets, open new models, and comprehensively enhance independence. The core competitiveness of the brand ensures that our “Great Road†is unimpeded.
“Independent brands are facing the third major development opportunity.†While reviewing the history, Lei Ping gave suggestions on how to seize the opportunity and promote the “upper pole†of the self-owned brand. “One is to accelerate the upgrading of the core of the independent passenger vehicle. The second is to seize the commanding heights of new energy and intelligent network development. The third is to insist on taking the initiative to deepen and enhance the joint venture and cooperation.
In the speech "The Calm Thinking of Modeling Design under the Four Cars", Shao Jingfeng expressed the idea of ​​"letting the right design appear in the right place at the right time". At the same time, he said that the design of pure electric vehicles at this stage should be profound. Grasp the psychology of consumers.
Wang Jian believes that shared travel can also be extended to the service sector of public transportation and play a key role in narrowing the gap in existing transportation networks.
On the 5th in the first sub-forum, Xu Heyi told the founder and chairman of Weilai Automobile, Li Bin, that "I just don't accept it!" One is the chairman of the state-owned large automobile group with a production value of 100 billion yuan, and the other is a representative of the new car-making forces in the limelight. Today, with the development momentum of new energy vehicles becoming more and more fierce, the confrontation between independent brands and emerging vehicle forces Performance, let the people of the world and the global attention at the same time focus.
“From the perspective of product development and product quality, can we compete with the joint venture brand?†In the second interactive discussion, Lei Ping and Jiang Huai Automobile’s deputy general manager Yan Gang debated the “China’s car ascendantâ€. Lei Ping believes that the development of self-owned brands is now partially surpassed. As far as Dongfeng is concerned, in the past, it was a learning partner, and now it is jointly developed with partners. Yan Gang’s answer is partially exceeded and partially insufficient.
Ai Chi billion-dimensional co-founder Fu Qiang, Qidian Auto Co-founder and CEO Shen Haijun, founder and chairman of Kaiyun Automobile, Wang Chao, founder and chairman of Taihang Automobile, Guo Guojun, discussed the feasibility of the new car alliance.
Fu Qiang believes that alliance is feasible and necessary, which will make the product gradually standardized in the development process, the gospel to consumers, and more importantly how to alliance.
On the afternoon of the 5th, the theme of the first interactive seminar was “Modeling Design under the Four Carsâ€. Shao Jingfeng and Associate Dean of Guangzhou Automobile Research Institute and Chief Director of Modeling Design Zhang Fan, under the auspices of Dong Li Nissan Qichen Automobile Modeling Director Fu Lizhi debate.
"Automotive design must not only meet the needs of consumers, but also lead the needs of consumers." Zhang Fan said, but more importantly, "modeling can not be copied first, this is not only the individual behavior of the enterprise, but also the market situation."
In the discussion entitled “Internationalization of Automobiles under the Belt and Roadâ€, Dong Haiyang, President of Beijing Automotive International Development Co., Ltd. and Yang Xiaodong, General Manager of SAIC International Business Department, interpreted their respective companies' internationalization strategies based on their own experiences.
Car sharing is a hot spot in the current industry, but there are also many development bottlenecks. In the long run, shared travel is a way of travel with great development potential and social value. At the forum “National Situation, Nationals and Travel Sharing the Futureâ€, Liu Jinliang, vice president of Geely Group and head of Cao Cao, Cao Guangyu, general manager of Global Car Rental Co., Ltd., Zhang Yong, deputy general manager of Beiqi New Energy and general manager of marketing company. Wei Dong, CEO of the first car about car, discussed this in depth.
On the 6th, Xu Liuping, Chairman of Changan Automobile, delivered a speech entitled “People-oriented car-in-one life, dynamic and intelligent double-spin†as the opening speaker, showing the biggest features of Changan’s future products – intelligent and high-value, and behind this strategy. Thinking logic.
What is the real pain point for consumers? Xu Liuping believes that consumers expect to have a car that is “extremely dreamy and screamingâ€. The design should be straightforward and glamorous. The shape, color, smell and sound can change with mood and scene. Also, update iterations can be made over time.
Honda has two joint ventures in China. How do you distinguish between two Hondas? Chen Binbo, executive deputy general manager of Dongfeng Honda, introduced in his speech that they spent three to four years positioning the two companies. "To a certain extent, Dongfeng Honda tends to be younger and more sporty, regardless of the model, marketing or communication methods, combined with practice." This change stems from their observation and analysis of changes in the times and changes in customers.
If the customer does not buy a car and does not repair the car, is he still willing to contact the brand? How to get more young people to touch the brand? Mercedes me, the world's largest offline experience store opened by Mercedes-Benz Beijing Sanlitun, has a cumulative customer flow of 1 million a year. It does not sell cars or sales staff. It only allows users to experience the high-end culture and lifestyle tastes advocated by Mercedes-Benz. Li Hongpeng, senior executive vice president of Beijing Mercedes-Benz Sales and Service Co., Ltd., introduced the attempt of Mercedes-Benz to change marketing thinking and transform 4S stores.
Li Guozheng, the founder of the automobile brand credit management system, brought a closing speech at the forum to introduce how companies maintain credit records. Enterprises should start from three places to ensure a good credit record: First, pay attention to the annual report in a timely and accurate manner, please check with professional institutions; second, pay attention to the official website, public number release content, every advertisement must be checked; third, pay attention to the work of marketing department, sales department, maintenance department Model, strengthen compliance training, and establish risk prevention and control mechanisms.
On the 6th, the first topic discussion, "China's Motors' Uprising 3", was launched between Xu Liuping and Li Xianjun. Xu Liuping cites Dickens's "why go forward because we are not born in wealthy people" to explain Changan's awe and hard work in building a car. He also believes that the insight into consumer demand is Changan, and that all car companies break through the core technology. driving force.
Only in this forum, there are a number of guests talking about “customer needsâ€, and the “C2B car model status and future†discussion link is to solve this problem – to meet individualized customer needs with personalized customization.
“What is the real Internet of Vehicles†is the most open topic in the forum. The discussion guests include Wei Dong, President of Gaode Automobile Business Unit, Wang Dapeng, President of Derun Electronic Vehicle Group, Liu Junfeng, General Manager of Keda Xunfei Automotive Business Department, Beijing Yuan Bai Xinping, general manager of Special Technology, and Li Peng, director of China's business of China's automotive infotainment and intelligent communication business unit, represent the voices of maps, multinational parts, voice and technology companies.
Wei Dong’s point of view is quite representative: “The development of mobile Internet has also experienced a combination of hardware, software, systems, and services, only when positioning, sensor capabilities, intelligent operating systems, big data, cloud computing, etc. are effectively combined. The real car network is coming."
It doesn't have to be said how much AI has fire. Wu Gansha, founder/CEO of QiSci Technology, Chang Hao, Senior Vice President and President of Asia Pacific, Sensata Technology, and Mr. Qi Wenrui, President of Greater China, and Shen Haijun discussed “AI and Autopilotâ€.
Shen Haijun said that 60% of the forums he participated in in the past year were in the automotive industry, and 40% were in AI. This ratio may explain the penetration of AI into the automotive industry, or the potential application of AI technology in smart cars in the future. Yan Wenrui said that AI is not a new field. In the Second World War, the Allies used the earliest AI technology to decode Nazi ciphers. Now it is clear that AI is the best time to develop.
How to do marketing in a joint venture under the new situation? Chen Binbo and Li Hongpeng and Jing Qing, executive deputy general manager of FAW-Volkswagen Audi Sales Division, discussed this new and old eternal topic. The most difficult thing for Jing Youth to sigh is to grasp the change of trend and feel the pressure at all times. Li Hongpeng believes that the biggest challenge is whether the thinking concepts and mechanisms can adapt to the new mechanism.
What is the main zero relationship of Chinese cars? In the discussion, the founder of the Xuanxuan Private Club, Wei Wei, compared the main zero relationship to the relationship between the mother and the daughter. The general manager of the Valeo wipes Asia Pacific Chen Xiaoguang believed that it was outdated and the new relationship was "cooperation and win-win, reverse thinking, 14 words with the same pains and sufferings. Lu Kejian, the president of Visteon China, believes that China's main zero relationship is still in an excessive stage, and has not yet fully established a strategic partnership. The biggest problem encountered by Zhou Peng, CEO of electric vehicle supplier Huaying Power Technology Co., Ltd., is that the development cycle of raw materials, parts and components, and electric vehicles is very different, and the development cycle is out of balance, resulting in imbalance between supply and demand.
For auto e-commerce, e-commerce subversive channels are impossible, and there is no dispute between online and offline. "Now is the era of auto e-commerce 2.0?" In the discussion, my car city CEO Wu Gang, a cat car president Lu Wei party Mr. Yan Yang, president of Xingyuan Automobile, talked about their respective views, and the car business commentary columnist Wu Jinghui presided over. Wu Gang’s point of view is: “The e-commerce of the OEM is not a commercial form. It is the portal for digital marketing. It is an Internet platform that helps 4s stores achieve brand sales results and achieve channel occupation and user occupation.â€
The development of new energy vehicles has reached the stage of closing the window period. Can the traditional automobile industry smoothly transform and upgrade, grasp the trend of new energy, can the new vehicle power take the new energy train to go abroad and go to the world? In the face of all unknowns, continuous upgrade is the only answer
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