Traditional supply chain model of new energy vehicles

If OEM not only takes up production capacity, but also has no jingle benefits and no background worthy of boasting and showing off ... it is

Traditional supply chain model of new energy vehicles

If OEM not only takes up production capacity, but also has no jingle benefits and no background worthy of boasting and showing off ... it is difficult for such cooperation to go too far.

Text/"Autobot" Wu Yu

On the "ministerial channel" of the two sessions, Miao Wei, Minister of the Ministry of Industry and Information Technology, said that the reform of "simplifying administration and decentralizing power, strengthening supervision and improving service" will be further intensified, and the production of new energy vehicles will be released in an orderly manner.

Although this statement is only a few words, it expresses China government's concern about the healthy development of the new energy industry, reveals its support for the "OEM" model, emphasizes the importance and prudence of the supply-side reform of automobile production, and advocates the automobile industry to further emancipate its mind and break the imprisonment.

"Orderly releasing the OEM production of new energy vehicles" seems to be a "new force" that has not formed production capacity, but at the practical level, the groups that benefit must be enterprises with system strength, brand strength and R&D strength.

The upfront cost makes OEM out of place.

When it comes to "OEM", many people will subconsciously think of "new forces to build cars".

To build a car in China, the access standard of the National Development and Reform Commission and Order No.39 of the Ministry of Industry and Information Technology are two "thresholds" that cannot be bypassed. The former is the Management Regulations for Newly Built Pure Electric Passenger Cars (implemented in July 15), and the latter is the Management Regulations for New Energy Vehicle Manufacturers and Products Access (implemented in July 17).

Some people may say that since these two regulations are aimed at new energy vehicle projects, let's build fuel vehicles. Not to mention whether the technical reserves and brand appeal of new entrants can compete with traditional car companies, Article 11 of the Regulations on Investment Management of Automobile Industry (NDRC) explicitly prohibits "building new independent fuel car companies" and "existing car companies building fuel car production capacity across passenger cars and commercial vehicles".

Even if an automobile company applies to expand the production capacity of fuel vehicles, it should fully meet the five conditions of "the utilization rate of automobile production capacity is higher than the industry average of the same product category", "the proportion of new energy vehicle production is higher than the industry average" and "the proportion of R&D expenses in the main business income is higher than 3%".

After closing the door, locking the door and throwing away the key, there is only one way for new entrants to build cars, and they will return to the "starting point" before the access standards and ministerial order No.39-new energy vehicles still need to meet the above two provisions before they can obtain the qualification to build cars. Baiteng Investment acquired FAW Huali for that scarce qualification.

Just getting the qualification, Baiteng paid 850 million yuan, in addition to buying land and building factories, buying equipment for debugging, laying the foundation of R&D system, and rationalizing the supply chain ... at least it will cost 5 billion yuan. Why are you so sure? Because someone just did.

Volkswagen -JAC joint venture project, with an annual output of 654.38+10,000 pure electric passenger cars: using JAC's existing construction land without cash payment; Only new stamping workshops, welding workshops, painting workshops, assembly workshops, battery workshops, research and development centers, public power supplies and office facilities will be built. The total investment of the project is about 5.06 billion yuan, including 2.95 billion yuan for construction and 265.438+0.9 billion yuan for working capital.

The car looks simple, but "you didn't make the car, but you can make it." Therefore, when Minister Miao said "OEM", everyone naturally thought that this was an opening for the "new forces" under the laws and regulations that were originally difficult to mediate.

Short-term benefits of capacity emptier

Objectively speaking, "OEM" provides a "temporary thirst quenching" scheme for those enterprises that lack funds and have empty production capacity.

First of all, "orderly opening up the production of new energy automobile OEMs" really came into being.

On the one hand, the fraud of Luckin Coffee made the investment bank completely lose confidence in the "China Stock Exchange". Wall Street will not pay for fake companies, so the capital market environment faced by "China Stock Exchange" and a large number of domestic listed companies can be imagined. There may be new technologies, new concepts and new models, but trust is gone and confidence is gone.

On the other hand, the COVID-19 epidemic has disturbed the total demand of social consumption in a short period of time, and consumer-oriented industries such as tourism, catering and transportation have suffered the most. The industrial chain with horizontal division of labor (global) shows the defects of high logistics cost and long transportation time under the epidemic situation; Under the global crises such as natural disasters, social unrest and COVID-19 epidemic, the risk of industrial chain breakage is also increasing.

In today's China automobile industry, overcapacity is not a hidden danger, but a bloody reality.

In addition to the prohibition in the Regulations on Investment Management of Automobile Industry, the Notice on Printing and Distributing the Catalogue of Government-Approved Investment Projects (20 16) issued by the State Council on 20 16 has put forward: "Strictly control the production capacity of new traditional fuel vehicles, and in principle, no new traditional fuel vehicle manufacturers will be approved."

By 20 18, the planned annual production capacity of China automobile industry has exceeded 60 million vehicles, among which the planned production capacity of new energy vehicles (in 2020) will exceed 20 million vehicles, which is 10 times of the sales target of Medium and Long-term Development Plan of Automobile Industry. According to the data of China Automobile Industry Association, in 20 19, the national automobile production and sales were 2572 100 and 25769000 respectively, and the production and sales of new energy vehicles were 1242000 and 1206000 respectively.

When Changan Ford Harbin Factory was completed and Fox rolled off the production line (20 17), the planning of Changan Ford No.5 Factory was perfectly realized, and the total production capacity climbed to10.6 million vehicles. In 20 19 years, its sales volume was only 183900 vehicles, which was only 1 1.5% of the total production capacity. Also on the exhaust capacity is Shenlong Automobile. The total production capacity of the four factories is nearly one million vehicles, and the capacity utilization rate is 20 1 1. 16%.

Take Baiteng as an example. Although you can buy FAW Huali at the cost of 1 yuan, it may be impossible to turn the open space with three links and one leveling into a production line with an investment of 3 billion yuan to meet the needs of modern manufacturing, not to mention the experience of workers, the operation of supply chain, the guarantee of quality control and environmental protection standards ... And if there is good OEM cooperation, all problems can be found with relatively simple and efficient solutions.

It can be seen that the orderly liberalization of "OEM production" can indeed promote the complementarity and mutual assistance between "de-productive people" and "new forces to build cars".

Productivity * * * enjoyment or trend

From the perspective of open development, Minister Miao talked about "OEM" in order to "rebuild the industrial chain in the tide of electrification and intelligence" in advance.

When the Dragon Spacecraft successfully lifted off with two astronauts, the control platforms of Apollo 4, the Space Shuttle and the Dragon Spacecraft also appeared. Apollo 4 has a maze of buttons on the control panel; The space shuttle reduced the number of buttons and added nine monochrome displays; The three 17-inch touch screens on Longfei Ship have replaced more than 2,000 disconnect switches such as buttons, toggle switches and control levers. Just like Tesla's autopilot, it is more intelligent and easier to operate.

It should be emphasized that replacing physical manipulation switches such as buttons and knobs with touch screens can not only show the sense of science and technology and bring better experience to users, but also help to reduce the self-weight of the control system and improve the installation efficiency of the system. The huge touch screen assembled on Tesla cars is also designed to reduce self-weight and improve efficiency.

Since Tesla's first car rolled off the assembly line, Musk has never stopped his efforts to optimize the process and improve production efficiency, and even criticized him for reducing the production efficiency of the entire production line because of the pursuit of automation. According to Tesla's data, the electrification degree of the latest model, Model Y, has jumped, and the length of the sensor harness in the car has been reduced from the original generation of 3000m to 100m!

In microeconomics, the cost of unit output decreases with the increase of scale, so enterprises gain cost advantage. In modern manufacturing industry, the direction of cost optimization is no longer limited to the increase of scale and the shortening of supply chain, but accelerated towards the pursuit of modularization and integration.

The future car not only has the characteristics of a platform, but also its manufacturing will be as simple as inserting Lego: "Three Electricity" will become the foundation of the car, software will become the soul of the car, and the rest is only a vassal. In the design and development of vehicles, software engineers become the protagonists, while hardware engineers "retreat" to the second line. The former is not very persistent in improving the code. As long as there are no bugs when they leave the factory, the subsequent problems can be completed through online upgrade and instant patch.

In the future, automobile manufacturing will be reconstructed on the basis of software: users will open the App, log in the account and input their own needs according to the instructions, not to mention the color and form of the car body, the material and friction coefficient of the seat, and whether the water cup holder wants Tetra Pak fresh milk or soda water, which can be preset.

Performance can be preset, and the freight needs to be paid by yourself. Why not choose a nearby factory for production? Why not let SF and JD.COM harvest wool again? OEM production has become the mainstream-Wuhan manufacturing has a natural cost advantage, and those who have laid out in Xinjiang in advance can "monopolize the blue ocean", but the manufacturing bases in the Yangtze River Delta and Pearl River Delta need to "bid out" ...

OEM is not everything.

In OEM production, there are OEM and ODM

OEM refers to the original equipment manufacturer, which is usually a strong brand that grasps the core technology and controls the sales channels. It entrusts the production task to "others", only buys at a low price and sells it under the brand name. Foxconn entrusted by Apple is an OEM.

ODM refers to the original design manufacturer who got the production order (the design may be slightly modified) because the new design and new function of the product are favored by other brands. The entrusting party sells by OEM, which saves design resources and shortens the research and development cycle. Many products of Xiaomi have such attributes.

As an OEM, OEM has no design, brand and channel, and relies on the entrusting party to send process and quality control specialists to help improve production and process capabilities, thus ensuring product quality. Foxconn's OEM for Apple includes not only OEM fees, but also the endorsement of "Apple manufacturers", including the work of improving the experience by cooperating with Apple to develop molds ... but these are all based on the premise of Apple's brand advantage and technological leadership.

ODM has the ability of R&D, design and process support, but the product quality is completely guaranteed by itself, and OEM can only start the mode of "spelling character". In the home appliance industry, there are many similar OEM production, especially in the field of small household appliances. Because of the transmission of economies of scale, although the profit is meager, all parties in the industrial chain can benefit from it.

The automobile industry is another world, which not only emphasizes the cost advantage brought by economies of scale, but also pays more attention to the customer's control of process quality, the improvement of production efficiency and even the rhythm of market reaction.

When Changan Ford OEM Volvo S80 L and S40 cars, Volvo's "Four Dealers" only gave a "painful" evaluation of product supply. Some Volvo dealers recalled that Volvo had no "right to speak" in Chang 'an factory, which led to the slow response of production to the market: if the black S80 L sold well in the market, it would take several months for the factory to adjust its production capacity and increase the supply of black body-the market may have another "new love".

There are also various uncertainties in offshore outsourcing. Ander, who is in charge of the CKD factory in Southeast Asia, said that its complexity lies in language and cultural differences. Different countries have different understandings of the same thing. For example, organizing staff team building, climbing mountains in the morning and having a barbecue at noon will make China people feel happy, and weekends are not a problem. The locals will ask me if I want to work overtime. In addition, travel distance, working day/time zone mismatch, and building trust and long-term relationships all require greater efforts.

From the perspective of production capacity, the "new force" in "capacity hunger" seems to be the inevitable beneficiary of OEM production. But from the essence of OEM production, only enterprises with comparative advantages in brand, technology and system can "outsource" production with confidence and concentrate limited resources on a good and high-value industrial chain.

From the strength point of view, the "new power" has just entered the market, the brand has not yet formed cognition, and the product has not yet formed word of mouth, so it is difficult to throw an attractive supply contract. For the main engine factory, it has not only occupied the production capacity, but also lost the income of jingling, and there is no background worthy of boasting and showing off ... such cooperation is difficult to go too far. (Text/"Autobot" Wu Yu, part of the picture source network) Copyright statement This article is the exclusive original manuscript of Autobot, and the copyright belongs to Autobot.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.