In 2021, the new energy market ushered in the inflection point of full-scale outbreak; in 2022, intelligence will open the second half of the global automotive industry competition. There is no doubt that a new era of smart electricity has arrived - it not only gives birth to new players and brands, but also calls for new observers and interpreters.
On January 6, with the opening of the Haikou International New Energy Auto Show, Bronze Technology officially "went out of the street" and held the 2022 Bronze Report Release and Haikou New Energy Auto Show Marketing Summit Forum, which for the first time sent out the voice of new media forces to the industry.
On the same day, nearly 100 industry experts and car company leaders, including Wang Xia, president of the Automotive Branch of the China Council for the Promotion of International Trade, Zhao Yang, vice president of the Automotive Industry Branch of the China Council for the Promotion of International Trade, Wu Weiqiang, founder and CEO of Waterdrop Automobile, Tan Benhong, chairman and CEO of Aveta Technology, Wen Fei, CEO of Sharon Zhixing, and Yang Xueliang, senior vice president of Geely Holding Group and CMO of Extreme Kr Intelligent Technology, attended the scene to talk about the future and take the pulse of the market. At the same time, hundreds of media also participated in the event through online and offline means.
Zhao Yang, Vice President of the Automotive Industry Branch of the China Council for the Promotion of International Trade
Vice President Zhao Yang said in his speech: This year's Haikou New Energy International Exhibition has received more attention than in previous years. The high heat of everyone's participation is inseparable from the rapid growth of new energy vehicles in the past year. In the next 15 years, it will be a key window period for China's auto industry to turn from big to strong, to catch up and lead, and new energy and intelligent networked vehicles will be the most important starting point.
On the day of the opening of the 2022 Haikou Car Exhibition, Bronze Technology was officially unveiled, hoping that Bronze Technology can make its own contribution to the popularization and development of new energy vehicles.
Looking beyond the auto industry to the car, turn uncertainty into certainty
On the surface of historical experience, the progress of human society is not a smooth upward straight line, but a wavy line that constantly oscillates forward, each upward is a mutation, behind which is the fundamental change of the scientific and technological evolution tree.
Nowadays, the hot air of electrification and intelligence has been blown up, the terminal market of the automobile market and the automobile life itself have begun to change drastically, the old track cannot go back, the new industrial route has not been fully established, so various challenges, setbacks, and misunderstandings have emerged in an endless stream, which is the normal law of the development of things, but also makes users, enterprises, and even the country pay a big price.
Chip shortage, battery shortage, intelligent warfare, capital market... How to turn these uncertainties into certainties is the focus of the whole industry. The great Chinese writer Su Shi wrote a poem that "I don't know the true face of Lushan Mountain, but I am in this mountain", and the scientific giant Albert Einstein once said, "The solution to a problem cannot be sought at the level of the problem itself." As a result, it is difficult for the automotive industry to rely on its own past experience to find answers.
Yu Ning, CEO of Bronze Technology
In other words, we must jump out of the automotive industry and look at the future of the automobile in a higher dimension, which is the mission of Bronze Technology. According to Yu Ning, CEO of Bronze Technology, "The name of Bronze Technology comes from the best Science Fiction novel in China, the Three-Body Problem- the last surviving starship of mankind after the Dark Campaign is called the Bronze Age." In the new era of intelligent electrification, Bronze Technology is committed to being a new media force in the era of electric intelligence, making every effort to create a cross-circle interaction platform, and relinking the automobile industry from the multiple perspectives of new energy, new capital and new ecology. ”
Wang Lei, editor-in-chief of Bronze Technology, pointed out: "Rather than catching up with the major changes in the automotive industry that have not occurred in a hundred years, we are experiencing a new scientific and technological revolution. As the intersection of energy change and information change, the electrified intelligent car will become the third generation of intelligent mobile terminals after PCs and smartphones, redefining human life and travel. China, on the other hand, is clearly the main battlefield of this upheaval. ”
Wang Lei, Editor-in-Chief of Bronze Technology
From the perspective of "super-automobile", global competition, scientific and technological revolution, and national energy structure adjustment strategy will have an important impact on the direction of the automobile industry. Therefore, Yu Ning stressed in the "2022 Bronze Report" that "although the trend of great growth in the new energy market has been determined, at such a point in time, we should judge the situation and calmly look at the development of the new energy market."
Bronze technology comprehensive national policies and market trends predict that in 2022, China's auto market will usher in a plug-in hybrid year; by 2025, the market share of pure electric, plug-in hybrid and fuel vehicles will become a three-point trend, and the plug-in hybrid market volume will reach 1.5 million; the future will be a situation in which seven major groups are competing for deer, "car companies ultimately need to 'grasp the soul', only in the battery, perception system, intelligence and other aspects to establish their own firewall, in order to avoid becoming a supplier's foundry."
Yu Ning believes that China's intelligent manufacturing and China's creation will surely lead the automotive industry and create a new future of travel.
On the day of the event, Tan Benhong, chairman and CEO of Avita Technology, Wen Fei, CEO of Sharon Zhixing, and Yang Xueliang, senior vice president of Geely Holding Group and CMO of Extreme Kr Intelligent Technology, made keynote speeches respectively.
Tan Benhong said: "For the car, we believe that technology in particular is no longer a cold technical realization, but can impress the existence of our needs to feedback our own value. ”
Tan Benhong, Chairman and CEO of Avita Technology
WenFei said: "In an economic environment with serious homogeneous competition and scarce attention, differentiated product power can successfully grasp the media attention and user demand psychology.
Sharon Zhixing CEO Wen Fei
Yang Xueliang said: "To the pursuit of the ultimate performance of the product, the ultimate experience of the user without compromise, to stimulate the life experience of science and technology, as well as to create a smart life, not only to pay attention to the needs of users, but also to tap the future development trend, prejudge and meet the desires of users." ”
Yang Xueliang, Senior Vice President of Geely Holding Group and CMO of Extreme Kr Intelligent Technology
After the keynote speech of "AKr Dragon", Dong Yudong, CEO of Great Wall Motor's Euler brand, Li Yunfei, general manager of BYD's brand and public relations business department, and Guo Tiefu, senior director of public relations and communication of Huaren Express Gaohe Automobile, participated in the discussion of the sub-forum and expressed their views on the theme of "how to build a truly hard-core competitiveness in the second half of electric vehicles".
Dong Yudong, CEO of Great Wall Motor's Euler brand, Li Yunfei, general manager of BYD's brand and public relations business department, Guo Tiefu, senior director of public relations and communication of Huaren Express Gaohe Automobile, and Wu Weiqiang, founder and CEO of Waterdrop Automobile, attended the sub-forum discussion
"Popular science" and "water draft" are out, and users are eager for "immersive" interpretation and experience
In addition to jumping out of the car to see the car and looking for the direction of industry development in a higher dimension, Bronze Technology also clearly realizes that the core vein of the current industry change is the transformation from things to people, that is, respect for users.
Consumers are increasingly disgusted with preaching and flickering, paraphrasing the famous words of star Huang Xiaoming, "I don't want you to feel, I want you to feel". The quality of the car is no longer determined by the "industry standard", but largely depends on the user's love. Based on this trend, OEMs began to abandon product thinking and change to user thinking, to the greatest extent to meet the individual needs of users, and when establishing a brand image, they also paid more and more attention to empathy with users and built a core circle layer.
As a new force in the media, Bronze Technology adheres to the principle of objective and truthfulness of the media on the one hand, and on the other hand, it also believes that only by laying a profound ideological stamp in the hearts of users can the true meaning of the communication of the automotive industry be confirmed. Achieving a harmonious unity of the two is not an easy task.
First of all, in order to use objective and real data to create a professional evaluation system and become a link connecting car companies and users, Bronze Technology has established a "bronze think tank", which includes more than 1,000 people such as engineer think tank, capital circle think tank, science and technology circle think tank, professional circle think tank, etc., and they provide strong support for bronze technology in professional, cross-border, user ecology and other dimensions.
Secondly, in order to fully and truly understand the needs of electric vehicle users, Bronze Technology has collected thousands of user surveys in the past six months, and summarized the user's demand for electric vehicles into three dimensions: mask attributes, tool attributes and toy attributes, that is, brand tonality in line with identity, product hardware strength and the ability to arouse user curiosity.
Around these three attributes, Bronze Technology has established a set of "evaluation system required by users" to evaluate and analyze practical problems such as residual value, safety performance, and battery life of electric vehicles.
Among them, bronze technology 101 night winter real endurance evaluation system will be popular electric vehicles, on the winter endurance of the centralized test, to 1000 km of the ultimate goal of endurance as the standard, do not run dry and do not charge, the vehicle energy consumption, mileage, charging time, charging cost and other key indicators for statistics, and finally form a leaderboard, to provide consumers with intuitive car selection reference. In addition, the test will also perform a static power loss test on the vehicle to restore the most realistic winter car scene.
In short, "popular science" and "water draft" have been out, Bronze Technology hopes to create "immersive" content products from the user's perspective, rebuilding the relationship between enterprises and users, media and audiences.
Wu Weiqiang, founder and CEO of Waterdrop Automobile
The automobile industry, which is in the midst of intelligent and electrification, needs new car-making forces that are different, and it also needs new media forces that are watching the fire. As Wu Weiqiang, founder and CEO of Waterdrop Automobile, said in his speech at the forum: "Bronze Technology should be the strongest source in the era of intelligent electrification."
From the Bronze Carriage horse to the Bronze Age, infinite exploration is a return. Forward, is the prospect of the explosion of intelligent revolutionary science and technology; backward, is the return of the masculine and simple culture of the pre-Qin era. In this era of uncertainty, Bronze Technology will use infinite thinking and exploration to turn more uncertainty into certainty.