Pan Zhanfu, director, party secretary and general manager of FAW-Volkswagen
From "self-creation" to "digital and intelligent transformation", it is not a word game or an empty slogan, but from the underlying logic to the core advantages, from product/service innovation to the comprehensive subversion of user experience.
Text / "Autobot" Wu Yu
The applause to celebrate the annual pin crown has not yet dissipated, and Pan Zhanfu, who is at the helm, has shouted out a new direction of "digital and intelligent transformation".
For auto companies, 2021 is destined to be difficult: first there is the epidemic to suppress consumer demand, and then there is a "lack of core" to block production capacity sales. Relying on its strong system capabilities, FAW-Volkswagen turned pressure into power: the whole system exerted force, multi-faceted coordination to ensure chip supply, efficient response, 24*7 adjustment plan, and finally achieved annual delivery of 1.858 million new cars, without suspense to win the annual sales championship.
In the face of achievements and applause, Pan Zhanfu has become more sober, and with the entrepreneurial spirit of forging ahead and turning crises into opportunities, he proposed to start a "digital and intelligent transformation" of the whole company, the whole system and the whole value chain.
The "digital and intelligent transformation" proposed by Pan Zhanfu is to firmly express the development demands of a higher level and higher quality at the moment of great changes in the industry and the recurrence of the epidemic; it is also on the basis of digitalization and interconnection, with the courage to explore new formats and new models, and to cultivate new momentum for development and draw a new picture of development with a long-term vision.
In 2021, FAW-Volkswagen is already testing the "digital and intelligent transformation", with parallel dots and lines and surfaces, and people and property are exhausted.
The Digital Transformation Office, called DTO, is the entry point for FAW-Volkswagen's self-innovation in 2021. This new organization, with the end-to-end process as the connection line, has changed from "strong functional management" to "user-centered process management", with emphasis on "breaking the departmental wall and strengthening the sense of cooperation"; with data governance and data platform as the supporting surface, it makes full use of data to carry out business while tapping the potential of business data.
The just-in-time delivery management system codenamed OTD can see the unremitting efforts of FAW-Volkswagen to fully meet the individual needs of users. After the user places an order, the platform can automatically calculate the vehicle delivery time, and significantly shorten the delivery time through big data coordination - by the end of 2021, the delivery cycle of the FAW-Volkswagen brand and the Audi brand will be shortened by nearly 30%, the Sales volume of the Volkswagen brand will increase by 178,400 units, and the Audi brand will increase by 24,000 vehicles.
The GoDigital Smart Factory Project aims at the digital transformation of all business areas of the faw-Volkswagen five production sites. At present, the overall planning of smart factory construction has been completed, and more than 700 innovative measures have been applied, saving more than 60 million yuan per year.
The goToZero strategy is a key step in the digital and intelligent transformation of the entire FAW-Volkswagen industry chain. Following FAW-Volkswagen's first green plant, the Foshan base, the Southwest Chengdu base has also begun to use 100% green energy. At present, FAW-Volkswagen strives to empower the production system with "intelligence", greatly reduce the carbon oxides in the factory and supply chain, and finally achieve complete zero-emission production.
Although it is a "test of the water", the "transformation" has achieved remarkable results, not only the production and sales volume rank first in the industry, but also the marketing quality of FAW-Volkswagen has also been significantly improved.
In terms of traditional models, high-end models such as Volkswagen Lanjing and the new Audi Q5L family fully meet the consumption upgrade needs of Chinese users; Audi has also launched a number of products such as Audi Wang Yibo joint limited edition models, Audi matte paint models, golf black samurai models, etc., to meet the needs of Chinese users for niche, personalized and high-end.
In terms of new energy products, the Volkswagen brand has accelerated the layout of MEB platform models, and sales of ID.4 CROZZ and ID.6 CROZZ have been rising since their listing; the Audi brand has brought high-end new energy models such as the luxury pure electric C-class SUV family - Audi e-tron and Audi e-tron Sportback, helping FAW-Volkswagen to win the championship in annual sales.
The transformation of digital intelligence can be described as a whole body.
At the strategic level, FAW-Volkswagen's digital and intelligent transformation relies on big data, AI, Internet of Things and other technologies to reorganize and optimize the existing business chain of the enterprise; at the tactical level, this intelligent transformation should break the existing portal, open the underlying data, sort out the data generated by all business processes such as production, sales, and finance, and enhance the links that users can perceive and what users do not need to perceive, thereby building a new core advantage.
The launch of digital intelligence transformation shows Pan Zhanfu's strategic vision of looking forward to yunfan.
Today, the world is entering the fast lane of digital economic development, and new technologies, new formats and new platforms such as 5G, artificial intelligence, and blockchain are booming, profoundly affecting global scientific and technological innovation and industrial structure adjustment.
According to the White Paper on the Development of China's Digital Economy (2021), the scale of the mainland's digital economy will reach 39.2 trillion yuan in 2020, accounting for 38.6% of GDP. Digital technologies are not only bringing economic growth, but also reshaping the business environment, and for businesses, only by achieving digital transformation can they seize new opportunities for development.
In China, the deep integration of the market digital machine economy and social development, not only to release new potential, build new channels, shape new models, it can be said that promoting digital and intelligent transformation has been a compulsory course and a must for promoting high-quality development. This strategic choice made by Pan Zhanfu is to conform to the general trend of society and seize development opportunities, and even more to carry out fearless exploration and occupy the historical initiative.
Launching the digital and intelligent transformation also shows Pan Zhanfu's entrepreneurial spirit of passionate and opportunity-finding.
On the one hand, in the process of digital and intelligent transformation, intelligent technology will reshape the business management model and build a new competitiveness of enterprises... This is both a grand strategic transformation and a cumbersome system engineering. However, it will surely guide enterprises to a higher level of competition, and can also promote the core advantages of enterprises to reach end users and implement into use scenarios.
On the other hand, the seemingly difficult to quantify and insignificant "user experience" has become the key to determining the success or failure of the enterprise. The digital and intelligent transformation can be initiated by the business department to do positive combing, and can be driven by users based on interconnection and digital means to form a reverse incentive... Seemingly simple inversion, but enough to become the best means of pursuing "user-centric".
Simply put, it is to give a unique solution to each user's needs; to provide a moderate and flexible response to every feedback of use; to continuously optimize and expand, always follow the needs of users, and take this as an opportunity to achieve self-iteration of the enterprise.
In other words, digital and intelligent transformation is only a means, a practice; and user-centric, is the goal direction.
When talking about the development in 2022, Pan Zhanfu said that we will continue to focus on the "user experience" reform and strive to build insight capabilities for Chinese users; we will continue to deepen the transformation of digital intelligence and ensure that the digital and intelligent transformation projects launched in 2021 will blossom in 2022.
From this point of view, the "digital and intelligent transformation" that Pan Zhanfu values is not only the whole system coordination today and the transformation of the whole value chain today, but also the market opportunities of tomorrow and the high-quality development of the future.
From "self-creation" to "digital and intelligent transformation", it is not a word game or an empty slogan, but from the underlying logic to the core advantages, from product/service innovation to the comprehensive subversion of user experience, and FAW-Volkswagen will also be reborn in the transformation and subversion. 【Copyright Notice】This article is the original manuscript of Automan Media, and may not be reproduced without authorization.