Without modesty, Chinese car companies are already the hope of global industrial innovation.

[HC Auto Electronics News] Regardless of recognition or disapproval, the most explosive booth at the Shanghai Auto Show this year is undoubtedly Weilai and Lingke. Wei Lai needs to brush the QR code to register, and the leader will simply limit the flow. Even so, the people there are still the most.

Are these conditions very familiar? Other places where there are two kinds of admission restrictions, we have seen many in American movies or TV series, similar to Weilai is a private club, only accepting members; similar to the collar is the nightclub club, unless it is a hot lady and plug The gentleman with a small fee, otherwise there will be a long queue in front of the facade, and one can come in one.

Shanghai Auto Show Luck Platform

The Shanghai/Beijing Auto Show has been running for so many years. Even if it counts at the Guangzhou Auto Show and the Chengdu Auto Show, there are almost no brands that can really achieve this level. The similar situation only appears on the booths that invite big stars, and that basically comes with the brand. It doesn't matter, people are going to the stars.

The car brand that can make the brand as cool as a star, the history of the auto show in China for so many years, only Wei Lai and Ling Ke. Car Cloud.com said in the article on the night of Lectra's co-creation, how can people feel cool: 1. Do something different from others; 2. And prove that you are right. This standard of behavior has another bad street saying, called innovation.

Shanghai hosted the first large-scale auto show in China in 1985. After 32 years of history, these two brands finally appeared, all of which are Chinese car companies. It is said that Chinese companies are the hope of innovation in the world automotive industry, but not too much?

"Some say, if you don't do it, you don't know how easy it is."

- Cui Jian, "Rock on the New Long March"

Why Weilai and Lectra are car brands that look cooler, let's start with the most basic business innovations. Previously introduced in the article on the night of Lectra, they announced at the press conference that the brand will follow the "transparent fixed price" sales model and provide a monthly/yearly new car rental model.

(On the superiority of the standard price and of course, Che Yunwang has repeatedly elaborated on a series of articles on e-commerce, fare increase and other vehicles, which has improved the market efficiency and, more importantly, has a better experience of automobile consumption. And such a sales model is also the trend and law of the business world)

According to the plan, the traditional car enterprise background will need to recruit dealers, but it needs to conduct more strict screening and negotiation on the partners around the innovation model. The complete new brand Wei Lai has almost no dealer plan. At the China Internet Conference last year, Li Bin said in an interview with Che Yun.com that Weilai will build its own sales and after-sales system. "All things related to user experience, overall On the sales situation, Li Bin also confirmed to Che Yun.com in a private exchange, which would be a unified standard price.

The picture shows Apple's official website

Li Xiang, who announced the car-making plan almost at the same time as Li Bin, had relatively small movements of his car and home projects, and from time to time revealed some news about the production base and the appearance of the model. Its channel model is self-built small stores to provide sales and after-sales service, no accident is also the standard price form.

The innovation of business model is like a microcosm. We will find many of these theories. Traditional car companies have not raised it. Even the standard price sales, the multinational auto companies always put the terminal price control in their mouths. However, I can’t think of it, or even I can’t even think about it. This situation is also happening in the product development process.

As mentioned in a series of previous reports, the first product of the car and home will be a SEV, which can only be used by two people's electric drive car. The battery is easy to disassemble, and it is small and flexible to be easily parked in the city. This is actually a long-term travel plan that many European car companies have proposed, but they have shelved the plan because of various factors.

Geely Design Senior Vice President Peter Hobri said that he was "taking a lot of solutions that would not be used in the traditional automotive design field." 01 Leading Senior Vice President of Product Development In Weis's words, it is "the traditional car industry will not do this at all."

For the time being, whether or not these brands can be successful, or even if they don’t really know what they are doing, what we should ask is: Why are the things that traditional car companies can’t think of, or that they can’t do, are done by these car companies? ? And no matter how international teams these cars have, why are they initiated by the Chinese?

"I want to leave, I want to exist, I want to die and start all over again."

- Cui Jian, "Starting from the beginning"

Because the desire of Chinese auto industry people is too hot.

These seemingly deviant innovations are largely divided into two categories:

The first type, independent brands look at the big car companies are not good

Second, Chinese companies have seen opportunities in the automotive industry.

Separately said the same, independent brands look at the multinational car companies are unhappy, the eye is the latter's far ahead of the profit structure. Self-owned brands have been talking about high-end, and have been talking about high-end. In recent years, it seems that there has been progress. Geely Borui has performed at the mid-to-high-end product level. The GS8 has been shown in seven medium-sized SUV markets.

However, simply being able to launch a successful higher-priced product does not represent a successful upgrade of the self-owned brand. Look at the price to understand: Borui is 120,000 to 230,000, and the price range of the joint-venture brand of the same level covers 170,000 to 300,000; the price of GS8 is 160,000 to 260,000, the same level of Highlander is 240,000 to 420,000, the way to Ang is 310,000 to 520,000. (All prices are rounded off)

This price difference has always existed. Even if the self-owned brands do luxury cars, ultra-luxury cars, and super-runs, they will all succeed, but as long as they continue to follow the existing forms and rules, this price difference will still exist. The luxury car of its own brand will be 100,000 cheaper than the joint venture brand, and the ultra-luxury car and super-run will be 1 million cheaper, and will never lose its low-end identity.

Therefore, Chery, Great Wall, and Geely will start a new battle with a brand new brand. The observation of the earliest action unfortunately provided a lesson, and its lessons taught the leader, not to challenge the Big Mac in accordance with the rules of the Big Mac. Innovation has become a necessity and necessity.

Don Quixote

For the second state, those new car companies are staring at the opportunities of the entire global automotive industry. There are too many opportunities here. The automobile industry has experienced the efforts of generations of more than 100 generations. It has already made itself into a non-mainstream industry: it can make money but it has no explosive power, the death pattern has no innovation, and there is no super commercial idol. No global influence. To sum it up: there is no motivation for innovation, no soil for innovation, and innovation is extremely scarce.

When Tesla was just successful, the traditional auto industry’s disdain was vivid, and the most deadly thing for the traditional car companies was this: "It’s not 7000 batteries, it’s Panasonic." The meaning of this evaluation is obvious, that is to say, Tesla has no core technology, and there is no sustainable development without core technology.

Core technology + sustainable development, the fascination with these two things, will kill a group of traditional car companies in the future. They have a common feature, treating core technologies like the championship trophies in the collection, and tirelessly pursuing and collecting them. Such a dead car company has, and the troubled car companies have already had, such as a self-owned brand, such as a Japanese brand.

But the products are sold to users. They don't care whether the company has core technology or what it means to be sustainable. What they want is good products and good service. It is possible to create a good product setting, and to integrate the existing solution into the best, it will achieve good results. In the later stage, the ability of core technology and the ability of industrial chain control are to cultivate the ability to turn the product idea into reality. ability.

Therefore, Apple's main sales channels are self-operated experience stores and official website malls, but production can be handed over to Foxconn and other foundries to complete. The car company is also called the main engine factory. It is nothing more than this. The core technology is not the real key. The main engine factory needs to do the insight into the users, set the products, and integrate the solutions.

All the turbulence in the business world due to technology or consumer trends is also based on this form. This is also the soil for the start-up car companies to survive. The reason why large-scale emergence in China, in the final analysis is the desire, the desire to expand the automobile industry, the large amount of capital support, and the shackles of the traditional industrial structure. Under such conditions, the opportunity is seen, like a wolf like a tiger. Not surprisingly.

"Because my illness is not feeling"

- Cui Jian, "Let me scatter wild on this snow"

ZINORO's two-point paradox: someone goes to point B at point A and goes half to point C; from C to B, half to point D; from D to B, half to point E. The cycle... The conclusion is that this person can never reach point B.

Thinking about business with a metaphysical philosophical view, there is no hope for innovation.

Traditional car companies always present some seemingly revolutionary innovations with a seemingly forward-looking vision.

Nowadays, this kind of innovation is reflected in shared travel and time-sharing, and there are too many corresponding products in the layout of multinational giants. There is only one question we want to say here: These traditional giants are really like what they say, thinking that future users no longer need cars, just need to share cars? Of course not, sales in the automotive market are still expanding, and absolute mainstream user demand has cars in the foreseeable future. So why are these car companies so keen on locating this market?

Because the shared rental market is incremental and does not have a decent impact on the traditional sales structure. To put it bluntly: this kind of innovation is less risky.

This is also the attitude of all Big Macs in the face of innovation: it is best to innovate on the basis of ensuring existing advantages, so that not only will it have less impact on itself, but also maintain its dominant position for “sustainable Develop" and continue to occupy its current status in the future.

Their attitude towards autonomous driving is the same. Therefore, newcomers in the automotive industry like Tesla, Google, Uber, and Baidu think that one step is in place, while traditional car companies follow the "additive-type" step of step-by-step evolution from assisted driving to unmanned driving.

Their attitude towards new energy is still the same. On the new energy workshop before Volkswagen's evening on the afternoon of Volkswagen on the 18th, Christian Senger, head of Volkswagen's electric vehicle R&D, used the term "high value" in explaining the value of Volkswagen's future electric vehicle products. The explanation is: There will be no fundamental changes in the next generation and this generation.

Figure on the 18th of the Volkswagen New Energy Workshop, Volkswagen's introduction to the new energy platform

In fact, in the face of the lack of innovation drivers such as new energy, (the user's driving experience will not have obvious essential changes) traditional car companies have always followed the policy. The policy's emission constraints are gradual, so plug-in hybrids will become more popular. (Start-up car companies use the extended range mode when they choose to mix, the purpose is to solve the mileage anxiety, the generator is for the motor)

All of these traditional car companies' innovations in business models, autonomous driving and new energy are all based on a gradual realization, ensuring incremental growth based on stocks.

"My eyes will no longer look at you, my nostalgia will always be memories."

- Cui Jian, "No longer cover up"

When the innovation of the automotive industry is no longer focused on the traditional giants, innovation really happens.

Fortunately, part of it happened in China, and its influence finally has the opportunity to go overseas. This is not done before BAT.

Editor in charge: Ma Ying