"In the face of a more complex development environment in the future, it is imperative to build a more secure and controllable supply chain system." An Tiecheng said, "Relevant participants need to further promote the development of the industrial chain in the direction of deep integration, jointly enhance the ability of independent innovation, and work together to promote the complementary chain, solid chain and strong chain." ”
Zhang Jinhua believes that at present, the construction of China's automobile power has entered a key turning point from a point-like technological breakthrough led by market demand to a key turning point in the improvement of system capabilities led by basic research and major technological breakthroughs. Through integration and innovation, automotive enterprises should break through the core common key technologies of the industry and master the cutting-edge technologies that lead the future development.
Wu Zhixin said that the upward trend of independent automobile brands is a major task related to the construction of an automobile power, and it is also the most urgent demand for the development of China's automobile industry at present. It is necessary to do a good job in product construction, find out the brand marketing plan, create a good brand IP, and make brand marketing really bring added value to the product.
The upcoming year of 2022 will be a key year for the automotive industry to deeply implement the 14th Five-Year Plan. After a series of shocks such as the epidemic, chip shortage and rising raw material prices, China's automobile industry, which is developing in competition and moving forward in integration, is undergoing major changes, and the construction of supply chain system and technological innovation have become the top priorities; at the same time, promoting the upward movement of independent brands is also the most urgent need for the development of the current automobile industry.
On December 25th, the annual voice of China Automotive Industry Development (TEDA) International Forum was held in Tianjin. Guests from industry institutions, automobile companies and other participants, with the theme of "Integration and Competition - The Power of Change", summarized the development of the automobile industry in 2021, judged the future industrial change trend, and contributed ideas to help the high-quality development of the industry.
An Tiecheng, Party Secretary, Chairman and General Manager of China Automotive Technology and Research Center Co., Ltd. (Courtesy of China Automobile Center)
Create an independent and controllable supply chain system
"In the face of a more complex development environment in the future, it is imperative to build a more secure and controllable supply chain system." An Tiecheng, secretary of the party committee, chairman and general manager of China Automotive Technology and Research Center Co., Ltd., said, "Relevant participants need to further promote the development of the industrial chain in the direction of deep integration, jointly enhance the ability of independent innovation, and work together to promote the complementary chain, solid chain and strong chain." Especially in the field of chips, it is necessary to provide greater application space for local chip manufacturers and create an independent automotive chip industry chain through zero collaboration. ”
Previously, the National Development and Reform Commission and the Ministry of Industry and Information Technology jointly issued the "Notice on the Implementation Plan for Cheering up the Operation of the Industrial Economy and Promoting the High-quality Development of Industry" jointly issued on December 14, which also mentioned that it is necessary to "focus on key areas such as new energy vehicles and medical equipment, implement the "1 + N" industrial chain supply chain penetration project, promote the integration and innovation of the upstream, middle and downstream of the industrial chain, large and medium-sized enterprises, and promote the development of the industrial chain supply chain. ”
Yang Zhongping, Deputy Secretary-General of China Association of Automobile Manufacturers (Courtesy of China Automobile Center)
In this regard, Yang Zhongping, deputy secretary-general of the China Association of Automobile Manufacturers, pointed out that at present, domestic auto companies rely heavily on large international parts groups in the fields of core parts technology, electrical architecture, and supply system. To change this situation, one is to adhere to innovative development; the second is to strengthen the deep integration, including close cooperation between the upstream and downstream of the industry, cross-industry collaboration, and joint care of government industry institutions; the third is to jointly solve the technical problems of the card neck, the automotive industry needs to join hands with electronics, IT and other industries to accelerate the construction of key common technology platforms, jointly solve the "card neck" problems such as "lack of core and less soul", and build a truly independent and controllable automotive industry chain supply chain system.
Give full play to the leading role of scientific and technological innovation
As an advanced manufacturing industry, scientific and technological innovation is the only way to build an independent and controllable supply chain system. An Tiecheng believes that we must give full play to the leading role of science and technology, vigorously promote scientific and technological innovation, and strive to build China into a source of innovation and development of the world's automobile. It is necessary to strengthen cooperation in scientific and technological innovation, seize the first-mover advantage in strategic emerging fields, basic and key areas, and enhance the comprehensive scientific and technological innovation level of China's automobile industry.
Wu Zhixin, Member of the Party Committee and Deputy General Manager of China Automotive Technology and Research Center Co., Ltd. (Courtesy of China Automobile Center)
Wu Zhixin, member of the Party Committee and deputy general manager of China Automotive Technology and Research Center Co., Ltd., said, "Technology is profoundly changing the shape of automotive products and reshaping the automotive industry. In the future competition, cross-field and interdisciplinary scientific and technological competition will become more intense, whether it can conform to the scientific and technological competition under the new ecological environment and occupy the commanding heights of science and technology will affect the life and death of an enterprise. ”
Zhang Jinhua, executive vice president and secretary general of the Society of Automotive Engineers of China, also said that at present, China's automotive technology innovation is moving from the development stage of learning and catching up to the new development stage of "energy-saving automobile technology running, new energy vehicle technology running at the same time, and intelligent networked vehicle technology leading", and the construction of an automobile power has also entered a key turning point from the point technology breakthrough led by market demand to the system capability improvement led by basic research and major technological breakthroughs. Through integration and innovation, automotive enterprises should break through the core common key technologies of the industry and master the cutting-edge technologies that lead the future development.
Zhang Jinhua, Executive Vice President and Secretary-General of THE Society of Automotive Engineers of China (Courtesy of China Automobile Center)
It is urgent for independent brands to move upwards
It is worth noting that since the beginning of this year, in the face of a complex and severe internal and external environment, independent automobile brands have shown a trend of rising against the market and have become an important supporting force for the domestic automobile market. According to the China Automobile Association, from January to November this year, Chinese brand passenger car sales were 8.406 million units, an increase of 25.1% year-on-year, and the market share increased from 37.7% last year to 44.1%.
In this regard, Wu Zhixin said that the upward mobility of independent automobile brands is a major task related to the construction of an automobile power, and it is also the most urgent demand for the development of China's automobile industry at present. It is necessary to do a good job in product construction, find out the brand marketing plan, create a good brand IP, and make brand marketing really bring added value to the product.
Yang Jing, Director of Automotive Consumer Research Department of China Automobile Information Technology Co., Ltd. (Courtesy of China Automobile Center)
Yang Jing, director of the Automotive Consumer Research Department of China Automobile Information Technology Co., Ltd., deeply analyzed the path and method of auto brand upwards, "The brand development process is from bottom to top, first of all, a wide market share, followed by the brand image, and then the brand premium ability." Many luxury brands have relatively completely followed the bottom-up brand upward path. ”
Yang Jing suggested that in order to achieve the upward brand, it is necessary to improve from five aspects: products and services are the foundation, technology is the supporting force, marketing is the driving force, and cultural innovation is the upward pull. "No matter which path, the brand's product factors are very critical, and it is very important to do a good job." In addition, the cultural attributes of independent brands are extremely strong, and how to establish a unique and resonant brand culture in combination with Chinese culture is a very big issue. (China Economic Network reporter Chen Mengyu)