“See the fall of a leaf and know what the old man will be; the ice in the bottle, and know the cold of the world.” The snow that has not come yet has caused some unworthy names in the winter of Beijing this year. However, the days are still unfading and quiet. Pass from fingertips. In the blink of an eye, the end of the year is approaching, the Christmas tree full of streets and New Year's gifts remind us of another cycle of years.

Many things only seem to have been experienced before they can see more; many people will always have to wait until they look back to see more real things. So, with a cup of tea and a solitary light, we began to recall the car market in the past few years, sorting out the characters and images that have been written by us. The white steam that comes out of his mouth is clearly visible, but his heart is filled with more passion and moving.

After several years of urging, small-displacement cars have finally been lifted in many cities in China. In July, Premier Wen Jiabao emphasized in his public speech on the construction of a conservation-minded society that “all unreasonable regulations that limit the use and operation of low-fuel consumption, small-displacement, low-emission vehicles” should be abolished, and small-displacement vehicles finally ushered in. spring. To mention all this, in the Changan Automobile, the “Pope”-like majesty Yin Jiaxu is as bright as a child.

Lifting the ban on small-displacement cars, Yin Jiaxu is regarded as the “first hero”. It is necessary to discuss the face of this year’s auto market. Yin Tongyao is definitely more brilliant. The leader of this Chery car, which quickly became popular in a short time, is not unfounded. Under the premise that the country advocates independent innovation and calls for national brands, the rise of Chery is like a banner, allowing the Chinese auto industry to see hope. Yin Tongyao, a seemingly weak scholar, had a stubbornness and fanaticism that ordinary people couldn't imagine when talking about national brands.

Speaking of fanaticism, one cannot but mention one person—Li Shufu. This “grassroots hero” has never had a lack of eye-catching moves to think of the news that Geely has exploded this year: Hong Kong’s successful backdoor listing, the setting up of a factory in Malaysia, and the Hong Kong Trade Development Council’s joint effort to make premium cars, participate in the Frankfurt Motor Show, and create auspiciousness Formula car, every time it attracted a report of the tide, more media evaluation: "He is full of rivers and lakes, he was born with the talent to attract the media."

Some people are happy, and naturally there will be people who are jealous. The same is the development of independent brands, but Yin Mingshan has always been depressed. Even though Lifan’s car project that was applied for a year ago has been officially approved by the National Development and Reform Commission, it should have been a great joy. Yin Mingshan, a text messaging colleague, said: “You don’t have to be overjoyed.” What are the reasons? A year ago, he threw a high degree of arrogance about the “automated selling of automobiles”. Now, he is worried about “a fair and objective law with high prices and low prices”. It can be described as “over time and different times”.

Of course, more tragic is the Oaks Group CEO Zheng Jianjiang. This, like Li Shufu, has a Zhejiang dream of “making a car dream”. He once ventured into the auto industry and announced that he would raise 8 billion yuan within five years to create a huge automobile empire. Unexpectedly, one year later, Oaks collapsed and announced his withdrawal from the auto industry. "Oxers spent 40 million to make a car dream."

Compared with Zheng Jianjiang, Xu Heyi is proud of the spring breeze. Following the title of "Top Ten News Figures for China's Economy" and "CEO of the Best Joint Venture", Xu Heyi has recently won the "Beijing Influence Media Award." At the same time, Beijing Hyundai, which is headed by it, is also “high in sesame blossoms.” From the first quarter of this year, Beijing Hyundai won the top spot of sales of Chinese car companies, and ranked the second place in China’s car business with 190,317 sales in the first 10 months of this year. From the continuous selling of Sonata, Elantra to the new product Tucson, NF Yuxiang's hit, the "modern speed" is true.

Although he was out of the same door, Hu Youlin was not so lucky. In the summer of this year, Hu Youlin’s public disclosure of internal conflicts in his “official” status triggered a heated debate. However, after many days, Hu denounced the existence of contradictions between the three parties in another public occasion. Until October 28, the second plant of Dongfeng Yueda Kia Corporation laid a foundation for high-profile adjustment and the three parties cooperated to dispel doubts with practical actions to increase investment. Things should come to an end here, but under the overall situation of overcapacity, the expansion of KIA's expansion has attracted many questions.

On December 12, FAW-Volkswagen's coaching change was a blockbuster to the end of the auto market. With the "expiration of his term of office", Su Weiming, executive vice president of Volkswagen China, succeeded Li Wu as the general manager of any steam mass sales company. Yang Meihong, director of public relations for Volkswagen China, said that from January 1 next year, Su will also serve as executive vice president of Volkswagen China, in charge of marketing and sales. Sensitive positions have made the industry renewed its controversy over "the rights of foreign and Chinese joint ventures to compete for channels". Interestingly, Su Weiming joined the Volkswagen Group earlier this year. Before that, he played for the Daimler-Chrysler Group. His successor, Zhou Yongjiang, had served as general manager of FAW-Volkswagen Sales Co., Ltd. as early as 1997. The position of two people just fell out.

In addition, another figure that must be mentioned this year is Miao Wei. The Dongfeng boss who led the company out of the woods did not need to render its merits and prestige. When Miao Wei took office, Dongfeng’s cumulative loss amounted to 500 million yuan. By 2002, Dongfeng had made a profit of 5.85 billion yuan. In 2003, this figure continued to increase to 6.1 billion yuan. However, when Dongfeng’s business was booming, Miao Tao “discarded business from politics” and served as the Standing Committee of the Hubei Provincial Party Committee of the Chinese Communist Party and the Secretary of the Wuhan Municipal Party Committee.

Regarding Miao Miao’s departure, various media outlets have different opinions. However, it is undeniable that Miao Miao is a typical representative of the transition of professional managers of state-owned automobile enterprises to government officials. This will definitely leave the history of the history of Chinese automobiles.

"Independent Innovation" Yin Tongyao

Position: Chairman of Chery Automobile

Keywords: independent innovation, national brand, export

Classic quotations: "We want to make Chery 'China's business card'. We hope that we can realize that most foreigners talk about China and think that China has a Chery. China's car is very good."

Short commentary: Some people say that Yin Tongyao "has a good life." The state vigorously advocates independent innovation and the development of national brands. It is such a good prospect that it is difficult to be a model. Of course, for such doubts, more people said they did not dare to agree with it. If you have the ability, you will also look at it. Some people think that rather than saying that Yin is "good for life," it is better to say that it is Yin that has made the country aware of the importance of independent innovation.

This kind of argument is like the proposition that there is a chicken first or an egg first and it is somewhat boring. But no matter what, the whole society is beginning to realize the importance of independent innovation. It cannot but be said that it is a good thing. In this regard, Yin Tongyao has a deeper understanding than us: "There is no independent innovation, no national brand, we will always be only others' processing plants."

Chery, who was once weak, did not even qualify as a “processing factory” for people. This greatly stimulated Yin’s nerves. “If people don’t join us, we’ll do it on our own. I don’t believe that there are so many talents in China. Can't make his own car?" Yin's original idea, today's Chery. According to Yin Tongyao, many foreign companies now want to talk to them about cooperation. "Now, it is our turn to reject others."

Yin Tongyao said: “The Himalayas has a southern slope and a northern slope. Nowadays, many domestic companies are taking the southern slope and engaging in joint ventures; and we are taking a steep northern slope, which is very difficult and risky.” Why? When he did not choose the easy and easy South Slope, his reason was only two words: "autonomy."

The seemingly modest and peaceful Yin, in the eyes of the familiar people, is another fanaticism and stubbornness. "Even if there is only one person left, we will persist in the end." Yin Tongyao talked about autonomy and seemed unusually firm. He said that Chery had spent so many years on his own road and experienced many hardships and hardships. However, they persisted. Now everything Chery owns is to take this route independently. So, "will not give up."

"Not giving up" is not so much a commitment as it is Chery's gesture. When international brands have entered the Chinese market one after another and Chinese people are worrying about how to develop their own brands, Chery has signed contracts with 23 countries around the world to complete vehicle or CKD export contracts involving products such as Fengyun, Qiyun, QQ, Oriental Sons and Tiggo.

In the eyes of Yin Tongyao, Chery is his own child. Today, the "child" is 8 years old, grows well, is very strong, does not lack iron, and does not lack calcium. “Children of the poor are early to be home,” and the 8-year-old Chery is now alone and has made many great achievements that elevate “elders”.

Isn't this "children" a child of all of us?

"Car Madman" Li Shufu

Position: Chairman of Geely Holding Group

Keywords: private enterprise, export overseas

Classic quotations: "Wenzhou lighters have closed the world's lighter factories. We must sell Geely cars to the world like Wenzhou lighters."

Short commentary: Although he is worth hundreds of millions of dollars, Li Shufu often wears casually. Things that are rejected as migrant workers also happen from time to time. It is said that at a new car conference, when a reporter asked whether the domestic car was "whether or not the price was good or cheap," Li Shufu took off his shoes and asked: "How much do you guess how much this pair of shoes?" "30 Yuan, this is what I bought at a stall. It's too cheap, right? But I tell you, I've been wearing this pair of shoes for 4 years. It's very comfortable and wearable."

There are many anecdotes about the private entrepreneur in the industry. It is said that Lee also had a major feature: when he developed the party, he never sat on the stage and was busy. He was too busy to do business: He asked people to send out business cards and asked about the evaluation of the car. In addition to his distinctive behavior, Li's words are often "the language is not surprisingly endless".

The arrogance of Li Shufu is not without reason. In the past year, Li led Geely Automobile to run eastward and west suddenly, listing in Hong Kong, setting up factories overseas, and adding domestic bases. Among them, the big mention of the Frankfurt Motor Show made Geely a focus of media attention. In fact, no matter how much hype the move is suspected to be, Li Shufu is not lacking in showing off the capital—because to participate in such a motor show, it must have four conditions: one is its own brand; second is that it has successfully entered the international market; The third is to have independent property rights; the fourth is to have independent research and development capabilities. “Go on your own path and let others say go.” Li Shufu, a maverick, reportedly participated in the Detroit auto show next year. At the same time, Geely’s plan to export large quantities has never stopped. Although its claim to “sell two-thirds of its cars abroad” is quite questionable, despite the fact that the establishment of factories in Malaysia was “putting pigeons”, Li still did not give up his efforts. He said: “Basically promotes China’s auto industry. Industrial development is bound to be a private car company."

With this spirit alone, we should clapping and encouraging. However, we still have to whisper it out loud: The overseas market is turbulent and sloppy, and "staying in the mountains is not afraid of not having wood."

"Humanity" HU Youlin

Position: Chairman of Dongfeng Yueda Kia

Keywords: Joint venture, war of words

Classic quotations: "Continuing this move, the Koreans have the potential to withdraw funds. This is unimaginable for Yueda Group."

Commentary: Hu Youlin's idea is actually very simple, so that Yancheng's economy develops a bit faster, so that the Yancheng folks can be even richer, and the father and son of Yancheng go out to be more glorious. However, his simple thoughts are not necessarily realized through simple practices. Hu Youlin ignored this point.

In June of this year, in his "official" status, Hu Youlin publicly disclosed internal contradictions in the enterprise and persuaded him to retreat from the east, triggering a fierce war of words. Afterwards, people had all sorts of suspicions about the conflicts between the three parties involved, but only Hu Youlin stood up and clarified, but his words were somewhat frivolous: "There is no contradiction between the three parties in the cooperation."

Some people say that Hu Youlin has acted as a gunner for foreign investment companies; others have also reminded Hu: "Brothers are on the wall and they are outside their borders." From beginning to end, this matter is like a game played by Hu himself. Until October 28th, Dongfeng Yueda Kia Corporation's second plant laid the groundwork for high-profile and the three parties came together to stand up and explain to the outside world.

This matter has finally come to an end, but Hu Youlin's personality in the "character" is at a glance. "The man has tears and does not flick." Hu Youlin once admitted that he had flowed tears three times in order to build a car. Perhaps, after experiencing this incident, Hu, who is anxious about "Yancheng," should become more mature and more mature.

"Marketing Expert" Su Weiming VS Zhou Yongjiang

Position: General Manager of FAW-Volkswagen Sales Company VS Vice President of Sales of Mercedes-Benz Beijing

Keywords: sales, professional managers

Commentary: Do you believe in the power of time? Do you believe in reincarnation? Looking back at life is really a very interesting thing. Regarding Su Weiming's grievances behind the general manager of any steam mass sales company and the scramble between Chinese and foreign parties for the right to speak, it took one year for Su Weiming to complete an important jump in life. At the same time, at the same time, Zhou Yongjiang also completed an important turning point in his life. This successive general manager of FAW-Volkswagen Sales Corporation took over as vice president of sales of Beijing Benz after Su Weiming left.

In a sense, these two individuals are both true experts in car marketing and professional managers who are frequently changing jobs. Of course, it is understandable that “people go high and water flows down”. However, with the development of China’s automobile industry, the frequent job-hopping of Chinese automobile companies’ professional managers is also a major feature.

Media speculation that Su Weiming’s predecessor, Li Wu, was mainly due to the recent poor sales of FAW-Volkswagen. The media also inferred that there will not be too much time for FAW to leave Su Weiming. We do not know whether the real situation is like this. However, as an outsider, we have a question that cannot be fully understood: How good or bad is a company's product sales, and how relevant is the relationship with professional managers?

Of course, things are not doing well and the responsible person must resign. This is a game rule that applies to shopping malls as well. However, in addition to frequent coaching changes, in addition to making the industry more impetuous, lack of responsibility, but also what?

"Undoing the Small Displacement" Yin Jiaxu

Position: President of Changan Automobile

Key words: Small-displacement, self-innovation Classic quotations: “Small-displacement cars are China’s national cars, which are hopes for independent innovation of China’s auto industry; support for small-displacement cars is to support national cars, and that is to support independent innovation of China’s auto industry. ."

Commentary: Those who have met Yin Jiaxu will be touched by his passion. Those who have not seen him will be touched by the resilience of the small-displacement car. He had vowed to fight the "micro-car limit line" to the end. He finally won, and this summer, many large cities in China have opened their warm arms to small-displacement vehicles. The phenomenon of discrimination against small-displacement cars has begun to improve.

Therefore, Yin Jiaxu is called "the first person in the microcar" and the "first hero" in the micro-vehicle lift. Under this halo, Chang'an's independent innovation is not so glorious. Some people also say that Yin Jiaxu actually "wasn't born at the right time", and perhaps he should add another depressing sentence: "Yao-Yao Yao (Yin Tong-Yao), He Shengxu (Yin Jiaxu)".

The "two Yin debate" was once talked about by many media. In fact, as both brothers, they should concentrate their firepower and be consistent with the outside world. Domestic national brands are not yet strong. Only by joining hands can we have more room for development and win bigger markets.

"Beijing Speed" Xu Heyi

Position: Beijing Modern Chairman

Keywords: Joint venture, enterprise development

Classic Quotations: “In Beijing’s modern times, the ground floor employees are not afraid of me, but people around me are afraid of me and Koreans are afraid of me.”

Short comment: What can be done in 3 years? Xu Heyi’s answer is that it can make a company from scratch, from weak to strong. On June 20, 2002, Xu Heyi completed a transition from "Red Top" to "Businessman." At the time, Jia Qinglin, the then Beijing Party Secretary, gave him a book, Jack Welch. Since then, Xu Heyi has become attached to a car.

The pace of development of Beijing Hyundai is amazingly fast. Among the many automobile joint venture companies, Beijing Hyundai, who later resides in China, can be described as a miracle director: In only three years, only by virtue of two models has it entered the top 5 in the Chinese auto market at one stroke. This year, with the introduction of SUV Tucson and NF Yuxiang, Beijing Hyundai is even more powerful.

It stands to reason that Korean cars have much room for improvement compared with European and American cars and Japanese cars. However, in the hands of Beijing Hyundai, Elantra's sales have been on the rise all the way, winning the same level for several consecutive months. In the competitive mid-level car market, NF Yuxiang has launched a "good starter" with high allocation and all-around marketing.

On this basis, Xu Heyi has also gained numerous reputations and won the title of "Best Joint Venture CEO" in the automotive industry in 2005. In addition, the media can also give him an honor --- the most invigorating person. "Win-win" is a concept that Xu Heyi constantly emphasizes, and is also a cornerstone of Beijing's modern development. Now it seems that this concept is very suitable for enterprises and Xu Heyi himself.

"From behind" Rocky Hatsune

Position: General Manager, Toyota China Investment Co., Ltd.

Keywords: Force China

Short commentary: Toyota's leaders in China have always had a deep Chinese feeling, and Rocky Bay Zhizhi is no exception. He studied Chinese culture from a young age. His father was a middle school teacher who taught Chinese ancient literature in Japan. Until now, there are still many Chinese ancient books on the shelves of Jibei, such as Analects and Tang poems. "Chinese culture has the biggest influence on me. It's character casting." Rocky Bay seems to know quite well about himself. People who know him will also be surprised by their calmness. Since the beginning of this year, Toyota has repeatedly made efforts in China, and the magnitude of its actions has been the highest among many foreign companies. The Crown first took a stone-throwing path, and later resolutely “a stone provokes a thousand layers of waves.” By the end of the year, Cameron and the “Trump” Prius appeared to draw a perfect conclusion for Toyota’s masterpiece this year.

Toyota's development has only just begun. In the Chinese market, Toyota will continue to perform its outstanding performance in the international market. “Following on” and “sudden noises” are Toyota’s styles; “Mianliao and the Needles,” and “Everything is a must-have” are people’s comments on Rocky’s ambitions.

Toyota’s plan is to account for 10% of the Chinese auto market by 2010, and to exceed GM in the international market and become the “boss” of the auto industry. It seems that Toyota is quietly moving toward this goal.

"Sadness" Zheng Jianjiang

Position: Chairman of Oaks Group

Keywords: Car Dream, Private Enterprises, Delisting

Classic quotations: "Oaks spent 40 million for a car dream."

Commentary: Perhaps Zheng Jianjiang was a kid king when he was a child. He led a group of young boys to play games in heaven. Zheng Jianjiang who grew up, although already a veteran of a group, still misses his childhood dreams. In 2003, he led the Oaks Group to enter the auto industry in a high profile and announced that it would raise 8 billion yuan in 5 years to create a huge automobile empire.

"It has entered the five major manufacturing industries such as electric power, home appliances, communications, energy, and automobiles, and has invested in projects in fields such as real estate, logistics, and medical services," which was once the advertising language of Oakes. In the downturn of the auto market in 2004, the Oaks-produced SUV sold more than 2,000 vehicles.

However, after all, car repair is not a game. The car produced is not just a toy that you can control in your hand. A year later, Oaks returned to the market and announced that he had withdrawn from the auto industry. Obviously, Zheng Jianjiang was still immersed in childhood games. "It's not fun, I don't play with you."

Oakes' delisting has caused great dissatisfaction among consumers and caused the industry to think about the determination of delisting of auto companies. After Ox delisted, how do consumers of more than 2000 Oaks do? It is hoped that the Oaks controversy will allow all entrepreneurs who want to make a dream of building a car think twice.

"Discarding business from politics" Miao Wei

Position: Current Secretary of Wuhan Municipal Committee of the Communist Party of China, served as General Manager of Dongfeng Motor

Keywords: From politics

Classic quotations: "Can't turn a loss before 2000 and immediately resign."

Short comment: So far, in many old Dongfeng people, Miao Wei is still their irreplaceable leader. When he was appointed as the general manager of Dongfeng Motor in 1999, Miao Tao declared: “You cannot resign before 2000.” At that time Miao Wei was 44 years old. By 2002, Dongfeng had made a profit of 5.85 billion yuan. In 2003, this figure continued to increase to 6.1 billion yuan.

With the courage and courage of Miao Miao, the state-owned enterprises that used to be “profound and hard-working” have radiated their youth and vitality. From 2002, Miao Wei began drastic reform of Dongfeng. He first restructured with Jiangsu Yueda Kia Corporation and established Dongfeng Yueda Kia Motors Co., Ltd.; then, Dongfeng introduced Nissan as a strategic investor and established Dongfeng Motor Co., Ltd. In addition, Dongfeng also upgraded its joint venture with Citroën to the level of the entire PSA Group and formed a joint venture of Dongfeng Yueda Kia, Dongfeng Honda, etc. Dongfeng and Renault’s sedan joint venture project is also underway.

Miao Wei described this as a “joint mountain and mountain joint venture”. In 2004, Miao Wei was named “Star of Asia” by the “Business Weekly” of the United States. “Business Week” commented Miao Wei: “The operation of Miao Wei” Next, Dongfeng "has become the most important automobile company in China and even in the world." However, the voice of criticism has been heard from time to time. Some people say that due to this comprehensive joint venture, Dongfeng has become a wage earner for foreign companies.

It was also at this time that Miao Wei “discarded business from politics” and served as the Standing Committee of the Hubei Provincial Party Committee of the Communist Party of China and the Secretary of the Wuhan Municipal Party Committee, becoming a typical representative of the transformation of professional managers of state-owned auto companies to government officials.

"On Car Sales" Yin Mingshan

Position: Chairman of Lifan Group

Keywords: private enterprise car repair, "car sales theory" theory

Classic Quotations: “The price of 125CC motorcycles in the 1997 price is 16,000 yuan, and it’s only 3,000 yuan, which is 14 yuan/catty. Jetta and Santana are about 50 yuan/catty. I predict that these cars will drop after 8 years. To 20 yuan / kg. The 8 years is my chance."

Short commentary: If you are a generational investor, Yin Mingshan should be regarded as the “third Yin” of the Chinese automobile industry. Although Yin Tongyao and Yin Jiaxu have long enjoyed a good reputation, Yin Mingshan has no intention of giving in and accepting defeat. When it was just stated that it had stepped into the automobile circle, it had thrown out a "world-wide attention" theory: autos were selling.

In fact, Yin Mingshan had already passed the age of “gimmick” to earn eyeball, and he did not bother to do so. Because Yin Mingshan is already a legendary figure even if he is not a car—the 54-year-old was a monk and made motorcycles. With a RMB 200,000 “coffin”, he has accumulated a worth of 1.8 billion yuan in 10 years; since 2000, every year, Ranked among the 50 richest people in the Forbes Mainland China.

Building a car is a dream for this private entrepreneur who dares to challenge the limit. The “small old man” who is good at calculating is not unambiguous when it comes to dreaming: By 2010, Lifan Motor Co., Ltd. will annually produce 100,000 mini-vehicles and passenger cars, and Junma Industry and Trade Group will produce trucks and trucks annually. 30 10,000 cars. In other words, Lifan Motors will reach a scale of more than 500,000 vehicles per year after four years, and will promote the Group’s annual output value to quadruple its current level and eventually reach 20 billion yuan.

However, the National Development and Reform Commission has been reluctant to approve and has given a lot of cold water to this car. It was during this period that Yin Ming calmed down and relied on this full of passion and dreams. Even if it was really conceived, the car was reduced to 20 yuan/jin, which is a car with a weight of 1000 kilograms, which is 40,000 yuan for a car. This price is really not much impact. Chery QQ has fallen to more than 20,000 yuan, and Geely has also been committed to manufacturing 20,000 yuan less than the car.

If the price cannot be preemptive, then what advantage can Lifan have? With painstaking thoughts, when the NDRC's approval finally arrived, Yin Mingshan was never pleased again. He finally questioned his previous theories: “Is there a reasonable price?” For many years, Yin Mingshan’s insight into the market is actually much deeper than many people. He began to shout: "The car exports, can no longer take the old road of motorcycle exports. China's products are sold overseas, often have not been suppressed by many foreign companies, the harm is from domestic compatriots."

"Desperately fighting for price wars can only end up losing both sides. Without profits, how can we engage in technology research and development, upgrade equipment, and how to do a good after-sales service?" We hope that domestic auto companies can really listen to the teachings of "Yin old".

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