In the blink of an eye, 2021 is a thing of the past. In the past year, China is still the world's largest and most potential automobile market, but the competition is also extremely fierce, both the glory of BYD and the loneliness of Evergrande, and the gap is more than one street.
Evergrande builds cars, plays high, opens and cooperates, and creates a new model of land acquisition through investment in automobile projects, but in the end it is difficult to build a good car. BYD's net profit has declined for many years, but it is still the largest domestic market capitalization car company, and there is still greater room for development and possibilities in the future.
In the final analysis, Evergrande is still too eager to make quick profits, and wants to pursue short and fast high returns. But many things need to be persisted for a long time before they gradually show their high returns. Therefore, chekei has always firmly believed that the top masters of the car circle must be long-termists.
Really smart people and businesses are doing stupid things all the time.
Huawei is strivers-oriented, user-centric, chooses a long, thick, wet track, insists on investing 10% of its annual revenue in research and development, and snowballs. In this way, Huawei has persisted for 32 years to get to where it is today.
Xiaomi started for 9 years and became one of the world's top 500 companies. As everyone knows, from 1992 to 2007, Lei Jun has been doing Kingsoft; from 2007 to 2010, Lei Jun has made angel investment and accumulated capital experience. Xiaomi's success looks like a thin hair of 9 years, but behind it is lei jun's thick accumulation of more than 30 years.
Operating profit and statements are never the end, but the starting point. Pay attention to the immediate interests, for a while can earn a lot of money, or the report looks bright and beautiful, the higher authorities are very happy, but the future road will become narrower and narrower. Pay attention to long-term doctrine, temporary profits or statements are not satisfactory, but the road ahead is getting wider and wider.
What kind of competitors are the most terrible? It is a long-term doctrine.
In the era of market take-off, many enterprises have developed very well, which is largely because the market competition is not sufficient and it is still in the blue ocean market. Once there are more and more entrants and the competition is sufficient, only the first, second, third, and fourth will be left in the market.
Flowing water does not compete, but it is endless. Long-termism can make the strategic goal of the enterprise clear, maintain focus and continue to insist on doing the right thing, which is conducive to the long-term survival of the brand, which is the code of the evergreen foundation of the enterprise.
However, the so-called long-term is not defined by the length of time, but - the cycle. The development of anything will go through a cycle of beginning, growth, peak, and decline. Long-termism is not to always hold a certain belief and principle, but to follow the cycle, find the right direction, choose a good track, and then pursue it unremittingly.
Looking back at the development process of China's automobile industry, it has roughly gone through three major stages: state-owned car companies have made China's automobile industry develop from scratch; through joint venture cooperation and the efforts of private car companies, they have gradually kept up with the pace of the world and given birth to many independent brands; under the new track of intelligent electric vehicles, new forces have risen from the ground and showed super competitiveness. Standing on a new development journey, China's auto industry ushered in the best development opportunities, and it also needs to adhere to long-termism more and eventually emerge in the global auto market.
In the next 10 years, the era of intelligent electric vehicles will be even bigger than the wave of the mobile Internet era. Intelligence allows traditional cars to evolve into super mobile intelligent terminals and scenarios that conform to Moore's Law and continue to upgrade and iterate, which will produce new "Andy. Bill's Law". This is an excellent period of development opportunities for China's automotive industry.
In the era of traditional fuel vehicles, Japanese, German, American, three-legged, as well as legal, British, Korean and other groups of heroes and heroes; and in the era of intelligent electric vehicles, the jianghu forces are redivided, Japan, Germany, the United States, France, Britain and South Korea are unified into traditional car companies, and the transformation is facing great challenges and pressures, and it cannot be reborn or declining.
Looking at all traditional car companies, electrification has been fully exerted, and the real challenge is intelligence, especially the future "automatic driving". Therefore, car companies should aim at the relevant technologies and industrial support of intelligent electric vehicles, do in-depth specialization, and precipitate core competitiveness.
The iteration of smart electric vehicles is far faster than imagined, and early deployment and planning in advance are the embodiment of long-termism. Specifically, it is to break the inherent business territory and boundaries, concentrate superior resources, continuously explore frontier areas, expand open cooperation, all-round and three-dimensional layout, gradually form and build its own industrial ecology, and turn travel tools into super mobile intelligent spaces, so as to move towards a new future.
From the perspective of internal governance, it breaks the traditional bureaucratic organization, gradually forms platform thinking, ecological thinking, and user thinking, stimulates the wolf nature, subjective initiative and creativity of the whole organization, and then makes enterprises and employees become irreplaceable and rare experts in the industry. The same is true for individuals in the organization, qualification is far from enough, you need to have long-termism, aim at the goal, continue to improve, become an expert in the position, field or industry, in order not to be eliminated by the times.
On the basis of doing a good job in technology and products, car companies should do brand promotion in depth, which is complementary, not useless. In the era of full competition, brand promotion is not to build awareness, but to compete based on one or the other. In fact, most consumers are not as loyal as they think, and they do not drive cars but brands. Long-term and continuous investment in brand promotion and the formation of intangible assets will significantly reduce the cost of product promotion.
In the era of intelligent electric vehicles, opportunities and challenges coexist, opportunities are opportunities to break through upwards, and the challenge is how to face great changes without falling behind. The automobile industry is destined to be a marathon without an end, in the face of this all-round competition + marathon of unlimited competition, only by adhering to long-termism, mastering leading technology and deep supply chain, building advantages and initiative, and then deeply cultivating product lines and marketing lines, can we live well in the next 10 years.