After 50 years of development of the Chinese auto industry, after the automotive industry has reached a considerable scale, and when we cheer for China becoming the world’s third largest automobile production country, we should also soberly realize that as long as the automobile industry exists for one day, To have independent intellectual property rights and independent brands, we cannot evade the historical mission of society and the industry to pick one's shoulders -
Since its inception, the Chinese auto industry has shouldered two missions: one is the social mission and the other is the industry mission.
The social mission, in concrete terms, is that the Chinese auto industry needs to provide the Chinese people with inexpensive and high-quality automotive products to meet consumers’ car consumption needs. This is a fundamental task that the auto industry undertakes to society and is its society. mission. Yan Yanfeng, general manager of FAW Group, once said: "A well-off society is a car society." Getting a car into the home is not only a social mission of the auto industry, but also the ultimate goal of its struggle. On the other hand, the auto industry itself has a very high industrial correlation, which has contributed to the expansion of domestic demand, promotion of consumption upgrades, and growth of the national economy. According to reports, there are currently 2 million people directly engaged in the automotive industry in China. One employee brings about 6-7 job opportunities to relevant industries. According to this calculation, nearly 14 million people directly and indirectly engage in this industry. The state has both increased taxes and provided employment opportunities. The development of China's auto industry will have a huge role in promoting China's economic development. This is another level of the social mission of the Chinese auto industry.
While China’s auto industry is shouldering its social mission, it must also complete its industrial mission. The industry mission is to be able to maintain the self-development of the industry, self-improvement, and catch up with the level of the automotive industry in developed countries. The core of the industry's mission is to have independent design and development capabilities, independent intellectual property rights and competitive products with independent brands.
At this stage, a fundamental problem facing the Chinese auto industry is the opposition and conflict between the social mission and the industry mission. This is the root cause of all problems in the Chinese automobile industry. Due to historical reasons, China's auto industry has experienced 50 years of development, and it is still not possible to accomplish two missions at the same time today. Since the reform and opening up, the objective reality has demanded that China's auto industry must provide a large number of car products that do not lag behind the times, along with the development of the national economy and the improvement of people’s living standards. The state-owned backbone auto enterprise groups must strive to survive. This is Social mission requirements for the Chinese automotive industry. Can we rely on the power of our own automotive industry to do this?
the answer is negative. As a result, there was a joint-venture vehicle company that opened in China, and another foreign car product was listed in China. This is the choice for the Chinese auto industry to fulfill its social mission and is the choice that the Chinese auto industry must survive. This choice is painful in a sense because it comes at the expense of sacrificing the development mission of the Chinese auto industry for a long period of time. Car companies enrich the products for the vast number of consumers each year. Last year, nearly 50 new cars were launched, including economical, mid-to-high-class cars, as well as off-road vehicles and utility vehicles, with a production capacity of 2 million cars. Our manufacturing level, product quality and parts quality have all greatly improved. Each automobile production company has made remarkable progress. The company has grown bigger, the employment has been stable, and the associated industries have been driven. If we only pursue the use of collectivism and fulfill our social mission, our auto industry can stop there. However, the general manager of FAW-Yuan Zhao Zhaojie believes: "I have no product development, just producing other people's brands, it is just an assembly plant, not a complete automobile company, which is very dangerous, no matter how much your share, you There is also no control over the joint venture. You have to ask people for food all day long. If you don't give you new products, you can't live."
Therefore, while the Chinese auto industry is striving to fulfill its social mission, it is constantly being questioned by the industry development mission that cannot be avoided: Do we want to develop the national auto industry? What is China's national automobile industry? How can we obtain the ability to independently develop and design? When will you have your own real brand car product? China’s auto industry has historically chosen the path to ensure the completion of the social mission and then solve the problem of the development of the industry. How does this path go?
The practice of the development of the Chinese automotive industry has provided us with three major development models: the three major group models, the Chery Hafei model, and the Shanghai universal model.
Three major group models. The three major groups refer to First Automobile Group, Dongfeng Motor Company (also known as Second Automobile Group) and SAIC Group. These three major companies are all state-owned large-scale state-owned enterprises. Prior to the joint venture with foreign companies, our state-owned enterprises had many employees and were too burdensome. FAW and FAW are both the origins of dry trucks. Trucks are not mass consumer products. They cannot be scaled up. Naturally, the benefits will not go. There will be no FAW, and they will not be able to save FAW. Judging from the development of the developed countries' auto industry, only cars can represent the development level of a country's auto industry, and it can bring huge benefits. Therefore, we must push China from the era of trucks to the era of cars. To dry a car, it must be a joint venture with foreign countries. From the joint venture in the past 20 years, this road is on the right track. According to the latest statistics from China Association of Automobile Manufacturers, in 2003, the production and sales volume of the three major groups accounted for 48% of the country, reaching 2.1 million vehicles. Provide a wealth of products for the vast number of consumers, while bringing benefits to the enterprise. This mode is for survival but not for survival, but survival is for development. The three major groups have a goal: to make the company bigger and stronger. From the current point of view, it has become sufficiently large that the three major groups have successively cooperated with two foreign large companies to produce automobiles. All are full cooperation, from trucks (including heavy, medium and light trucks), buses, cars, commercial vehicles, off-road vehicles (SUVs) and utility vehicles (MPVs). However, these products are basically developed, designed and developed by foreign companies, and the brand is owned by others (except Dongfeng trucks of FAW Jiefang and Dongfeng Automobile). To be strong, the back is to have their own brand support. Can you be stronger if you grow big?
Look at the Chery Hafei model again. At present, Chery, Hafei and Geely are recognized as independent brands. In the automotive industry Chain, the design, development, and independent intellectual property rights to eventually produce its own brand are in the upstream stage. An automotive product is carried out in this order. These companies do not have joint ventures with foreign companies and do not have strong research and development opportunities. They cannot compete with large companies in terms of policy, funding, technology, and talent. However, they start with their own brands, buy them without an engine, or invite foreign companies to design. It's okay to buy or design others. One thing that can't be changed is that the brand is Chinese. Jin Yibo, general manager of Chery’s sales company, told reporters when talking about self-owned brands: “We learned to do it, then we did it, and we did it.†The company's Oriental Son, the engine was developed by Mitsubishi, although it is foreign "Heart", but it has a resounding Chinese "name." Some people may ask: Is this a bit of national narrowness? In today's global economic integration, from the perspective of China's national conditions, we must first start with the brand, and then have independent intellectual property rights, and finally carry out independent design and development. This is a road of Chinese characteristics with an industrial mission. FAW's general manager Miao Zhaojie said with deep feelings: "Companies like Chery and Hafei are engaged in the development in full swing. Although there is no strong product research and development organization, they can ask others to make up for their own inadequacies, but the more interested them, the more concentrated they are. It is uncertain that this path will become a climate in China.†The key to the success of this road is whether these companies can continue to launch competitive products and eventually form their own independent development capabilities.
Shanghai Universal Model. The model mentioned here is based on consideration of the long-term development of joint ventures. Joint ventures cannot rely on other people's products to live and cannot become foreign processing plants. Just starting to avoid the need to buy someone else's technology, the key to your ability to integrate, including the power of the market, the ability to manage the project, and ultimately have the ability to dominate. Must first participate in the design and development, the knowledge into their own things. Chen Hong, vice president of SAIC and general manager of Shanghai General Motors Corporation, once stated that Shanghai General Motors insists on “taking a world-class vision†to integrate domestic and international advantageous resources, and continues to carry out “indigenous innovation†development.
Shanghai GM’s Buick Regal was developed under the joint venture’s lead on the U.S. GM Buick product platform. Regal's interior design is the United States' ARIA Group. The project is VIS-TEON. The exterior design from design to project are all designed by Shanghai Pan Asia Company. However, the management of all the project nodes, how much money is spent, when it is completed, and the design is improved and approved. The improvement of the plan is all controlled by Shanghai GM. Of course, how can Shanghai GM’s joint venture, Chinese and foreign companies, develop the road for automotive products in the domestic market, how far they can go, whether they can go through, and whether they can launch their own branded sedan products of the joint venture company. We have to take these days. To see clearly.
The Shanghai Universal Model can be said not to be an autonomous development in the true sense, but it has worked hard in this direction. For the future to achieve independent development, production of independent brands, has laid a good foundation.
This model can be said to be a shortcut to independent brands. But foreigners will not give up their own brand. This is a problem. It is also a question of how much intellectual property and product brand rights Chinese have for the co-developed car products.
In fact, there should be a potential development model in theory - the brand resurrection mode. I wonder if this model is already a development strategy for certain state-owned auto groups. People over the age of 50 should remember the Hongqi car. It was once the pride of the Chinese. After the joint venture between FAW and the German Volkswagen, the old red flag was replaced by the Audi 100. However, the red flag has not yet fallen; people over the age of 40 must not Will forget the Shanghai brand (originally called Phoenix) car. From 1958 to 1991, a total of 77,054 vehicles were produced. At that time, only cadres at or above the county level were able to ride. They had also enjoyed decades of scenery. Although the shape is to imitate Mercedes-Benz, it is after all a Chinese name. In the first two years, Dongfeng Motor Co., Ltd. independently designed a small car called the Little Prince. Later, I wondered why it was stranded. The brands of these brands have been remodeled or disappeared. This is because at the beginning of the joint venture, we were very backward and we could only follow the foreign command. 20 years later, in today's long-awaited self-owned brand, why can't we resurrect the old brand? For example, SAIC Group can build a small-scale factory and use the technology and talents of the joint venture company to create the “Shanghai†brand sedan. The reporter has just learned from FAW Car Corporation that a new red flag sedan will be launched in 2007.
The return of old brands to the market should be very good, because the people of the country are too familiar with these brands. In today's world where self-owned brand goods can live, the resurrection of the brand is a game for our automotive industry to complete its industrial mission.
The social mission is the purpose of the development of the Chinese auto industry, and the mission of the industry is to ensure the fulfillment of the social mission. Both of them will be the highest realm of the Chinese auto industry. The existence of these development models is the reality of China's auto industry, and it is also the only way. Although this road is full of thorns, some of them may be left to fend for themselves, and some will continue on a long, difficult road, but when the two missions collide, they are already The integration of the two has taken an important step.
When talking about the mission of the industry, Yu Yanfeng, general manager of the First Automobile Group, said: "We must be able to withstand loneliness, and we may have to wait 20 years." "Before I retired, Dongfeng must be able to produce its own brand of products." Dong Feng, general manager Miao Wei said. Hu Maoyuan, President of SAIC Group, said with confidence: “SAIC Motor will produce 50,000 self-owned cars in five years.†Waiting or just a few years can be achieved. One thing to note is that Chinese auto companies, especially large enterprises At the time of initial completion of the social mission, it has directly faced the mission of the industry mission.
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