In 2022, Chinese cars should make a big contribution

In the past four years, the Annual Sales of China FAW Hongqi Brand has risen from more than 4,700 vehicles per year to 300,000 vehicles per year, achieving a 63-fold increase, creating a miracle in the development of high-end brands in China's auto industry and even the global auto industry. Considering the development vision and technical accumulation of the Hongqi brand itself, as well as the trend of consumption upgrading in the Chinese automobile market and the rise of the national tide, the Hongqi brand still has a lot of room for improvement. The picture shows the Hongqi H9 production line.

As a concentrated representative of the pursuit of the goal of "carbon peaking and carbon neutrality" and the construction of a high-quality development pattern, the automobile industry has once again become the focus of various inventory in 2021.

In every crucial battle, the general will inevitably send the most elite and well-equipped troops to charge the front. If it is said that becoming an automobile power is the meaning of becoming a manufacturing power, then in the face of major changes that have not occurred in a hundred years, China FAW, which is regarded as the "national team", will inevitably shoulder more responsibilities and hopes.

At the end of the three consecutive years of decline in the Chinese auto market, when the car companies posted their 2021 report cards, China FAW released a new logo with a simpler and flatter overall style, once again showing people its determination to "move forward towards the goal of world-class automobile companies".

Revenue exceeded 707 billion yuan for the first time, and the growth against the trend hides the self-improvement of Chinese automobiles

On January 18, China FAW held the 2022 China FAW and Hongqi Brand Annual Press Conference through the connection between Changchun, Beijing and Shanghai. Qiu Xiandong, director, general manager and deputy secretary of the party committee of China FAW, released the new corporate logo of China FAW at the meeting, and announced that the new brand slogan of China FAW is "China FAW Leads the Future".

The new logo adopts a single blue and golden ratio design, the overall style is more minimalist and flatter, and continues to retain the number "1" as the visual center, and the Chinese character "qi" abstraction to form an eagle. In addition, the new logo under China FAW added "FAW GROUP" English to form an overall visual effect, and the new brand proposition is "China FAW, Leading the Future". According to FAW insiders, this is the sixth revision and renewal of corporate logo in the development history of China FAW in the past 70 years.

According to reports, the number "1" of the new enterprise logo center represents the development vision of China FAW to build a world-class automobile enterprise and the enterprise spirit of pursuing the first; the main Chinese character "automobile" represents the mission of China FAW based on the main responsibility of the main business and bravely undertakes the mission of opening up a new road for the innovation and development of China's automobile industry in the new era; the form of the eagle with the word "automobile" constitutes the form of the eagle with wings spreading its wings, which marks that China FAW is full of positive and enterprising strength.

It is worth noting that the wings of "Eagle" in the new corporate logo are abstracted into two letters E, representing Environment and Enjoy respectively, implying that China FAW is committed to green, low-carbon, energy-saving and environmental protection, striving to provide users with "wonderful travel, a better life", and creating a world-class, environmentally friendly (green low (zero) carbon), consumer-loved mobility service company vision.

"In 2022, Based on the background of the profound transformation of the automobile industry, the comprehensive opening up and the uncertain impact of the new crown pneumonia epidemic on production and consumption, China FAW will firmly strategy, take the initiative, plan in advance, and prevent and control risks." Qiu Xiandong said that China FAW shoulders the national mission, national responsibility and social responsibility, always takes the people's yearning for "wonderful travel and beautiful life" as the goal of struggle, and always adheres to the spirit of ingenuity to provide users with the ultimate products and services.

Wang Guoqiang, director of China FAW and deputy secretary of the party committee, said that in the past year, in the face of severe and difficult situations such as serious shortage of chips and repeated outbreaks of the new crown epidemic, China FAW acted quickly, faced difficulties, overcame many difficulties, and minimized the impact. In 2021, it will sell 3.5 million vehicles and generate operating income of 707 billion yuan, an increase of 1.4% year-on-year.

"This is the first time that FAW's revenue has exceeded the 700 billion yuan mark since it was established in 1953." He told reporters that in 2021, China FAW's own brands will continue to maintain an overall good growth trend. Among them, the sales volume of the Hongqi brand exceeded 300,000 vehicles, an increase of 50.1% year-on-year, ranking first in the second camp of high-end automobile brands in the Chinese market, and the growth rate ranked first among high-end automobile brands. Jiefang brand achieved sales of 440,000 vehicles, achieving the global "five consecutive championships" of medium and heavy truck sales and the "six consecutive championships" of heavy truck sales.

"At the same time, the joint venture has taken multiple measures to maintain the overall efficiency of continuous improvement." Wang Guoqiang said that in 2021, FAW-Volkswagen will "grab the core and maintain production", adjust the structure, deepen reform, strengthen innovation, and continue to consolidate the industry's first position. FAW Toyota bravely shouldered the responsibility, dared to fight and dare to grab, the performance was eye-catching, the quantity and profit increased, and the sales volume increased by 6.8%.

"In the past year, the main line driven by China FAW's comprehensive innovation has become more prominent, and the development potential has been greatly enhanced." He also stressed that in 2021, China FAW's total R&D investment reached 21.42 billion yuan, an increase of 3.9% year-on-year, accounting for 3% of revenue; this year, China FAW has made 63 key core technology breakthroughs, completed 4757 patent applications, and launched a large number of new products that have been recognized by consumers.

Qiu Xiandong, who has been in the automotive industry for nearly 30 years, admitted that "2021 is a difficult year."

"This year, the automotive industry has been affected by a series of factors such as the recurrence of the epidemic, the shortage of chip supply, the rise in raw materials, the impact of extreme weather on the supply chain, and the orderly power supply and power rationing. However, through our efforts, China FAW has achieved a series of results. Qiu Xiandong analyzed in a consistently calm tone that there are also regrets behind the eye-catching report card.

Taking the development of "red flag" as the benchmark, we will outline a new blueprint for high-quality development

It is worth noting that in 2021, although China FAW's sales volume decreased slightly, its annual revenue rose by nearly 10 billion yuan, an increase of 13.7% year-on-year, which means that the average price of its products has increased significantly. For the new Hongqi brand that aspires to become "China's first and world famous", this trend is like the mobilization number before the troops go out, which is quite meaningful.

In the past four years, the Annual Sales of China FAW Hongqi Brand has risen from more than 4,700 vehicles per year to 300,000 vehicles per year, achieving a 63-fold increase, creating a miracle in the development of high-end brands in China's auto industry and even the global auto industry. Statistics show that as of December 24, 2021, the cumulative number of owners of the new Hongqi brand has reached 600,000. Some analysts believe that considering the development vision and technical accumulation of the Hongqi brand itself, as well as the consumption upgrade of china's automobile market and the rise of the national tide, the Hongqi brand still has a large room for improvement.

"The Hongqi brand must accelerate its progress, achieve transcendence, continue to lead the way, and strive to become a benchmark for the group and even the industry." When talking about China FAW's work ideas in 2022, Qiu Xiandong bluntly said that it is necessary to take the development of "red flag" as the benchmark, take brand building as the guide, take the user as the center, and take the comprehensive innovation drive as the main line, resolutely fight the four major battles of "comprehensive quality improvement, supply chain security and supply assurance, large marketing innovation and energy improvement, and digital and intelligent transformation and upgrading", and conscientiously grasp the nine key tasks such as "strengthening strategic management".

"If the automobile is the crown of human industrial civilization, then the first high-end automobile brand that applies scientific and technological innovation achievements and has higher brand added value can be regarded as the crown jewel." Bai De, an independent automotive industry analyst, believes that according to past experience, behind a successful high-end brand, there is often the support of large automotive groups, "such as Audi, Porsche to Volkswagen, Lexus to Toyota."

On the basis of developing the Hongqi brand as a benchmark, China FAW will also achieve further high-quality leapfrog growth of its own brands, promote the high-efficiency transformation and growth of joint ventures, and ensure the creative growth of key productive service industries. This means that China FAW must firmly grasp the profound transformation trend and major historical opportunities of the automobile industry and create an excellent brand management system.

Qiu Xiandong said that one of the key tasks of China FAW in 2022 is to take brand building as the guide, optimize the brand management work mechanism, and vigorously improve the operation and management ability of the brand as the whole, "better, faster and stronger to establish national automobile brands such as Hongqi, Jiefang, and Besturn, and walk out of a new era of Chinese national automobile brands beyond the development of the road." ”

In addition, China FAW also put forward the "user-centric", so that all work focuses on users and user operations; with comprehensive innovation as the main line, to achieve technological innovation, product innovation achievements and capabilities industry leadership; to fight the "four major battles" to achieve comprehensive quality improvement, supply chain security and supply assurance, large marketing innovation and energy upgrading and other key work goals.

In terms of the overall quality improvement battle, the Hongqi brand has the unshirkable responsibility to become a "test field" again. "China FAW will insist on strengthening quality work with industry-leading and world-advanced standards, and strive to provide consumers with the ultimate in products and services." Qiu Xiandong said that in terms of supply chain security and supply assurance, China FAW will further enhance its ability to predict and respond to supply risks, and accelerate the construction of a new supply chain system that can be controlled independently and controllably; in terms of large marketing innovation and energy improvement battle, China FAW will focus on user operations, take digital intelligence as the guarantee, and build an excellent marketing system of integrated integration, lean and efficient, innovation and creation; in the battle of digital and intelligent transformation and upgrading, China FAW will take the construction of digital intelligence business as the main body of all work. Strive to achieve a complete integration of business and digital intelligence.

Some analysts believe that in the context of the global car market encountering challenges such as the shortage of automobile chips and the rebound of the epidemic, various car companies, including China's own brands, will obviously pay more attention to the brand effect. Therefore, on the basis of traditional advantages such as creating new energy and intelligent networking, more and more Chinese car companies have begun to try to release new logos, and in this way, they will pass on new brand stories and values to consumers.

Statistics from the China Association of Automobile Manufacturers show that in 2021, the production and sales of mainland automobiles will increase steadily, and the passenger car market will continue to maintain a scale of more than 20 million units, while the market concentration of key enterprise groups will remain stable. In 2021, the sales volume of the top ten enterprise groups in automobile sales totaled 22.621 million units, an increase of 1.7% year-on-year, accounting for 86.1% of total automobile sales, 1.8 percentage points lower than the same period last year.

"Automobile is an important pillar industry of the national economy, with a long industrial chain, a wide range of involvement and a high degree of internationalization. At present, it is in a critical period of technological change and ecological reshaping, and the task of ensuring stable operation and promoting transformation and upgrading is extremely arduous and heavy. Fu Bingfeng, executive vice president and secretary general of the China Association of Automobile Manufacturers, analyzed that the automotive industry has maintained stable development in recent years, which has played an important role in supporting the stable and good development trend of the macro economy.

He reminded that in 2022, the external environment for the development of the mainland automobile industry will become more complex and severe and unstable, and the difficulties and challenges it faces will also increase, and it is necessary to further strengthen confidence, innovate ideas and promote development.

In a sense, The launch of a new logo that is simpler and flatter at this time by China FAW just shows the determination of China's automotive industry to upgrade in the face of major changes.

Qiu Xiandong said that in 2022, China FAW's overall business target is: the annual planned sales of 4.1 million vehicles, an increase of 17.1%; operating income of 770 billion yuan, an increase of 8.9%; market share of 15%; R & D investment intensity of more than 3%, and strive to reach 3.5%, independent brands to reach about 8%.

From the technical battle aimed at key core technologies, to the heavy responsibility of establishing a national automobile brand; from satisfying the people's yearning for "wonderful travel and a better life", to opening up a new road for the innovative development of China's automobile industry in the new era... Chinese automobiles, represented by China FAW, will be an excellent window to observe the great changes in the industry in 2022.

China Youth Daily, China Youth Network reporter Xu Yajie Source: China Youth Daily

Source: China Youth Daily Travel Weekly