Lead
Introduction
In the process of trying to become the capital of China's smart cars, it is precisely because Shenzhen provides a broad enough stage that it can give birth to a "starring" like BYD that constantly innovates itself.
Author 丨 Cui Liwen
Responsible editor 丨 Yang Jing
Edit 丨 Chic
"A good actor must have a very prominent long board, and the shaping of certain specific roles has reached the point of pure fire. At the same time, the existence of the long board should never become an excuse for stagnation, or even a shackle that hinders its development, and doing our best to make up for the shortcomings and broaden the drama road is the next thing that needs to be done. ”
The just-concluded holiday, the "Spring Festival file" has experienced the serious impact of the epidemic in the past two years, and finally gradually returned to the screen. War, youth, comedy, sports, animation, the story theme is rich enough, so that the audience who has not walked into the cinema for a long time has a sense of distraction.
And I, as a member of the movie-going army, after spending a few days and admiring several mainstream works, began to have more and more respect for the profession of "actor", especially good starring, and thus had the opening paragraph of the article.
It is important to hold the city, but only by having the courage to break through can we harvest more flowers and applause.
At this point, the attention is pulled back to the automotive industry, after receiving the topic of "Shenzhen is trying to become the capital of China's intelligent cars", many clues and pictures come to mind, but what can never be bypassed is the new energy giant born in this land and grown here - BYD.
There is no doubt that the city of Shenzhen is young and vibrant, tolerant enough, to provide it with a very broad stage. As a "starring actor" who participated in and immersed itself, BYD seized a once-in-a-lifetime transformation opportunity in the history of China's automobile industry.
At present, Shenzhen is on the way to impacting the "intelligent car manufacturing capital of China", and it urgently needs BYD's full help. In the process of BYD continuing to sit firmly in the title of "China's New Energy Vehicle Leader", it is also inseparable from Shenzhen's strong endorsement.
"Taking what they need and achieving each other" is the common mission shouldered by the two. As a bystander, I would like to share more about the bits and pieces experienced by "starring" BYD in the process, especially a qualitative change caused by quantitative changes.
Self-cultivation of the main actor
"When I was a child, watching his movies, even if I cried fiercely, I could break my nose and laugh. When I grew up, watching his movies, I often laughed and laughed and cried. ”
Many years later, revisiting Stephen Chow's "The King of Comedy", the above sentence is the most sincere feeling in my heart. And when the book "Self-Cultivation of Actors" appeared in the movie more than once, I suddenly understood the deep meaning behind it.
"There are no small roles, only small actors", which is probably what Star Ye wants to express most. Serious, everything to the extreme, do not need to care about those criticisms and questions, but also his attitude to the world has always been.
At this moment, BYD's behavior is exactly the same, and it is also trying to interpret every role it plays.
First of all, to become a new energy vehicle company that is good enough. It is undeniable that only based on the performance at the terminal as a measure, in the past 2021, BYD has undoubtedly won a complete victory.
As an argument, BYD's cumulative sales reached 730,093 units in the whole year, an increase of 75.4% year-on-year, and the cumulative sales of new energy passenger cars reached 593,745 units, an increase of 231.6% year-on-year. It is reported that this is also the highest annual sales record of new energy of Chinese car companies so far.
Especially under the impact of many unfavorable factors such as the epidemic, chip shortage, and supply chain pressure, IT is not easy for BYD to hand over such an answer sheet. It also proves its own ability to resist risks from the side, and the maturity and improvement of the entire operating system.
More importantly, when the DM-i hybrid technology was introduced, BYD gave up the ultimate pursuit of power and acceleration, and instead refocused on the lowest possible energy consumption performance and economy in the process of using the car. After thinking and choosing in this way, a number of "star models" that are good enough have been spawned.
And when independent brands have realized that the "hybrid technology route" can be used as the best entry point for the new energy track, BYD has become difficult to catch up with with the advantages of overall cost control, and it has gradually mastered the "pricing power" of related sectors.
Coupled with the safety and cost advantages of blade batteries, BYD has also gained the recognition of end users on the pure electric track.
Because of this, the strong performance in the past January is still continuing. According to its official results, BYD sold 95,180 vehicles in a single month, an increase of 126.1% year-on-year. Among them, new energy passenger cars sold 92,926 units, an increase of 367.6% year-on-year.
To be sure, if the growth rate can continue to be maintained, coupled with the arrival of more strong models similar to the Han DM-i, the possibility of hitting the sales target of 1.2 million vehicles in 2022 is still accumulating.
After gradually transforming into a new energy vehicle company that is good enough, BYD's ambitions are far more than this, and "external output" is a new route after it chooses. In other words, strive to play the role of a new energy head supplier.
In fact, as early as November 2017, at the 23rd anniversary of the establishment of the BYD brand, Wang Chuanfu, as the "helmsman", had proposed relevant strategies. According to his judgment, "in the electrification and intelligent transformation of automobiles, openness is the only way, so the automotive industry will move from closed to open, from competition to cooperation." ”
In the face of a tidal wave of transformation, BYD announced that it will share all the technologies of the "e-platform" with its global automotive counterparts, including core components such as batteries, motors, electronic controls, IGBTs, and electrical and electronics.
In September 2018, BYD held its first automotive developer conference, announcing the opening of all 341 sensors and 66 control rights of automotive companies, and working with entrepreneurs, innovators and developers around the world to accelerate the creation of an automotive intelligent ecosystem.
In March 2020, BYD announced the establishment of Fordy Company to accelerate the external sales of core components of new energy vehicles, which also marked the official advancement of the opening strategy from 1.0 to 2.0.
As for the final result, although it has not yet been officially announced, only from the news it has received so far, BYD has received a full amount of blade battery orders thrown by Tesla. In the past year, Fordy Battery has won more than 30 external OEM customers. The strong performance of BYD's DM-i hybrid system has also aroused the attention and eagerness of other car companies.
Everything seems to be moving in the direction originally envisioned. On the way to becoming a new energy head supplier, BYD has undoubtedly become more and more extreme.
The lead actor please take place
"There are no perfect actors in this world."
Returning to the topic discussed at the beginning of this article, judging the criteria of a good starring actor, sticking to the city and having the courage to break through, is indispensable. On the other hand, BYD, it is certain that the former has done a good enough job for the company, which has been established for more than 25 years, especially through the continuous rapid expansion of China's new energy market.
"The penetration rate of new energy vehicles is far beyond imagination. Last year, from the beginning of the year to the end of the year, the monthly growth was more than one point, from 5% at the beginning of the year to an estimated end of the year to 20%, an increase of almost 15%. The growth of new things is never equal, it is first low and then high. Even according to conservative estimates of equal proportions, it will certainly be in the twenties at the beginning of this year. If it is increased by another 15%, by the end of this year, the penetration rate of new energy vehicles can be as high as 35%, far exceeding the original overall plan. ”
Otherwise, in the face of the entire market, Wang Chuanfu would not have given such an optimistic forecast. The surge in penetration is enough to ensure that BYD can get a good share of the orders as a support for the basic volume. Obviously, the market has arrived, the opportunity has arrived, and what this new energy vehicle company is doing is to look at the outlet and firmly seize it.
But looking deeper, as a "starring" who stands on the stage, BYD still has a certain shortcoming in the courage to break through, at least for now. Or rather, for some characters, it is not possible to shape and interpret them with ease.
As we all know, "how to rush higher" has long been one of the biggest pain points plaguing BYD. This year, after having enough word-of-mouth accumulation in the past, the launch of a new high-end brand and product sequence has been officially put on the agenda and entered the countdown stage.
To be honest, we encourage such courageous attempts, and BYD, as a model of smart cars in Shenzhen and even the whole country, should also assume corresponding responsibilities. However, there are still three concerns.
First, channels.
Looking at the current successful breakthrough, several new energy vehicle companies in the high-end market positioning, whether Tesla or Weilai, have adopted a direct sales model, and the advantage is bound to be a more transparent price and can respond more quickly to the needs of users.
In contrast, over the years, through the traditional 4S store model, BYD has accumulated a large enough dealer network, but for the creation of high-end brands, as an offline direct contact point, it seems inappropriate. Exactly how to choose, or even reform, must come up with a set of effective programs.
Second, the energy replenishment system.
Still taking Tesla and Weilai as an example, when chatting with many car owners around them, they found that when the price of the product came to more than 300,000 yuan, whether the brand itself had a self-built energy supplement system has become a key element in their decision on whether to ultimately buy. At the perceptual level, some users just need such a "sense of exclusivity" to reflect the high-end positioning of the brand.
Therefore, it can be seen that a lot of manpower, material resources and financial resources are spent, and by the end of 2021, the Weilai replacement power station will exceed the 700-seat mark, and Tesla will also exceed 1,000 in China. So, the pressure came to the end of BYD, since you want to dabble in the high-end market, is the self-operated energy supplementary system built or not built?
Third, intelligence.
Sometimes always thinking, why all the head new energy vehicle companies at present, such as the arms race to carry out intelligent competition, whenever a new product is released, the automatic driving chip can achieve the final force, the specific model of the car chip, is always placed in the most conspicuous position?
The answer is very simple: if the timeline is infinitely stretched, electrification will eventually become the driving force and carrier in the transformation of China's automobile industry, and intelligence is the key to opening up the gap between all the players in this track.
To win the present is not necessarily to win the future. "Intelligence must rise to the highest level of corporate strategy." It's not just an empty phrase.
It is a little regrettable that at present, BYD has not seen the same concentration in the field of automatic driving and intelligent cockpit as in the field of three-electric technology, even if it has successively announced cooperation with Qualcomm, Huawei, Momenta and other companies.
Therefore, with the arrival of the first new car of the high-end brand, it is still hoped that in it, we can see the real landing of the "intelligent" self-research results. And when the problems of the above dimensions are solved, the "starring" BYD will become more and more perfect.
At the end of the article, I want to borrow a sentence from Wang Chuanfu as the end, "Innovation is the gene in the bones of Shenzhen, and it is also the gene of Shenzhen enterprises like BYD." It is precisely because of Shenzhen's open, innovative and inclusive soil that a group of Shenzhen enterprises leading the world have thrived. ”
Indeed, in the process of trying to become the capital of China's smart cars, it is precisely because Shenzhen provides a broad enough stage that it can give birth to a "starring" like BYD that constantly innovates itself.
The two, each other achieve each other. And in the future, I sincerely hope that such a beautiful story can be told forever...
| Cui Liwen |
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