Background of traditional enterprise reform under epidemic situation

In our time, there are too many people who always want to pick peaches, make quick money and get rich overnight. There are too many businessmen who can make money and too many enterprises who are eager for quick success and instant benefit.

China Auto needs real entrepreneurs and great enterprises. And the starting point of all this is now, and a firm and powerful change is needed.

0 1.

On the second day of the second lunar month, the Gengzi Nianlong looked up.

The epidemic in COVID-19 is a crucial period to further broaden our horizons and retreat from the abyss, but the results of the national campaign have begun to appear. As March approaches, the spring of 2020 is coming.

Spring has come, has the spring of China automobile industry come? A few days ago, the Passenger Car Federation released the sales data for the first half of February for the first time. The data shows that from February 1 to February 16, the retail sales of domestic passenger car manufacturers decreased by 92% year-on-year, a record high. The Passenger Car Federation predicts that the sales volume of the whole month in February will drop by more than 70% year-on-year.

What caused it? The epidemic is obviously to be blamed again. Yes, the impact of the COVID-19 epidemic on China's economy is immeasurable, and the automobile industry is naturally not immune. But if there is no epidemic, will car companies in China face a peaceful life in 2020?

The answer is obviously no, China auto market is experiencing a cold winter, and the global auto market environment is also depressed. Tearing off the fig leaf of the epidemic, 2020 will be a year of tension and austerity for most China automobile companies. Elimination is not just talk. The rumors that Haima, Lifan and Zotye withdrew from the auto market stage were circulated as early as the end of last year. The fact that Dongfeng Renault and Haima 1 month produce zero is also reflected in the financial reports of listed companies.

The epidemic only magnified the cold winter in the automobile market and became colder. It can be predicted that the auto market after the epidemic is not spring, the reshuffle of the market structure will accelerate, and more auto brands will truly become history.

Naturally, we will not do nothing, and even companies that do worse will struggle. However, in Didi Auto APP's view, in the face of the epidemic, in do or die, the innovation shortcomings of China auto companies are unobstructed!

02.

With the closure of factories and channels, the word "house" has lost the really effective communication means with users for China car companies. Car companies are not doing nothing. The automobile industry has accumulated more than 654.38 billion yuan, and marketing methods such as making masks, producing disinfectant, webcasting and publishing have emerged one after another.

But interestingly, the automobile enterprises at this time are like rats crossing the street, at the forefront of public opinion. They were also scolded for not doing anything. The reason is nothing more than squeezing profits from users, supply chains and dealers in the past 20 years, and people are resentful of the car manufacturers at the top of the pyramid. On the other hand, excessive marketing makes the reputation of car companies decline sharply. Everything is like marketing, just like harvesting IQ tax.

Even in the face of the epidemic, car companies that try live webcasting and online communication with users still change their medicine. After a live broadcast, the biggest concern is how many cars can be sold and how many goods can be brought out. Is it possible to sell cars live? Even ordinary people know very well that if you look at the anchor's face and sell cars, then you really pay IQ tax.

For quick success and instant benefit, as long as the sales volume misses the two most idle months of China people, after the epidemic has passed, no car company can really be remembered by the general public.

This is the real sorrow of China automobile industry.

03.

In the face of the epidemic, Geely is regarded as the most ruthless change among China automobile enterprises.

In February, Feng Qingfeng returned to the marketing system from R&D and Lotus System, in charge of Geely and Geometry, and partnered with Song Jun; Lin Jie continues to be responsible for Kline's brand marketing, and is responsible for the service department of the group sales company and the work in Kline, e-commerce, fine products and accessories.

Geely's strategic determination to reshape the marketing system is enough, but I think it is far from enough. Even Geely, which has made great efforts, still needs greater changes if it wants to achieve transformation in the post-epidemic era.

In terms of research and development, the future automotive technology highland is intelligent and electrified. The core of intelligence is self-driving and electrified solid-state batteries.

There is no doubt that China has the best social conditions and communication technology conditions to realize autonomous driving in the world. After the epidemic, relevant ministries and commissions have begun to speed up the commercialization of 5G. In the same period, the 4G signals in London and Paris are still intermittent.

How many auto companies in China have really settled down to do autonomous driving technology under favorable conditions? Even if a lot of Geely is invested, it is nothing more than getting an Emgrand adaptive ACC to challenge the marketing gimmick of Guinness Book of Records. The L2.5 driver's assistance provided by the Great Wall is also more gimmicky than practical. From L2 level to L3 level is a technological breakthrough across generations. L2.5 is still L2 at the root, but the level is not L3. Google is still the global leader in autonomous driving technology, but China Auto Company is far from it.

How much have China car companies invested in the field of solid-state batteries? BYD's latest battery scheme, which starts with batteries, is nothing more than lithium iron phosphate battery 8 1 1.

Coincidentally, multinational car companies and global technology companies have started the battle for solid-state batteries. Toyota teamed up with Panasonic to lay out solid-state batteries, and half of its employees came from China; Volkswagen has invested $6,543.8 billion in the research and development of solid-state batteries, and new and old giants such as BMW and Tesla are not to be outdone.

If technical barriers are erected in the new round of competition represented by solid-state batteries, it will be more difficult for China to find a way out in the future.

The innovation ability of China car companies is a shortcoming. What are the truly powerful and effective innovations?

04.

In the past few years, global multinational car companies have set off a wave of innovation.

Toyota is the most typical example. After taking office, Akio Toyoda, who shouted "not rich for three generations", initiated a coup-style innovation in Toyota history. What is known at present is that even Toyota's second-in-command and third-in-command are not completely consistent with Zhang Nan's idea, or even inconsistent.

Akio Toyoda took drastic measures, made drastic personnel adjustments from the headquarters to the region, and improved the marketing system in an all-round way, which contributed to TNGA and the eastward strategy. Akio Toyoda is personally in charge of the electric vehicle department. Last year, at the Tokyo Auto Show, 12 tweets were sent continuously, setting a record for China to punch in the most. He rode his bike from Shenzhen to Tsinghua University to give a speech. Toyota's innovation is a firm will from top to bottom, and it is the embodiment of Toyota's tenacious innovation ability and execution ability as a multinational automobile company.

Volkswagen has also started a self-innovation in the rear valve. In terms of personnel adjustment, high-level changes in the public can be called "palace fights", but the results are remarkable, reducing costs and increasing efficiency, and making people healthier. All of them? In terms of electrification, Volkswagen's strategy is radical.

Perhaps Volkswagen's radicalism can't guarantee 100% success, but what China auto companies need to see is that multinational auto companies have the courage and determination to put all their eggs in one basket when making a choice in the middle of the crossroads, and they will never delay as long as they need to change.

05.

When the reform of multinational automobile enterprises is surging, where is the innovation of China automobile enterprises?

You know, if even a company like Geely can't come up with autonomous driving and solid-state batteries to play, what's the use of taking Weilai? Always thinking about picking peaches, always thinking about making quick money, always thinking about getting rich overnight, always thinking about making great achievements out of nothing. What's the point of such a change?

China car companies that have no innovation ability can't escape the next turmoil and crisis even if they have escaped the robbery of COVID-19 this time.

Today, we take Geely as an example, because after 20 years of development, Geely has become one of the few enterprises that can be predicted and survive in the future car elimination in China. Today, the tolerance, enthusiasm and ideal of China users for national automobile brands are still there. It is time for China automobile enterprises represented by Geely to completely change.

Just imagine, if even Geely loses the opportunity to become Toyota and Volkswagen, who is expected to carry this banner carrying the dream of China's automobile industry in the next decade? Is it Great Wall BYD or a state-owned enterprise spinning in the whirlpool of the system?

Of course, Geely people who want to change need decisive courage in the face of crisis, firm fighting spirit, the mind and vision of leaders, the ability to see the talents in the world for their own use, and the ability to go forward quietly.

In our time, there is no shortage of businessmen who can make money, and there is no shortage of enterprises who are eager for quick success and instant benefit; What we need and yearn for are real entrepreneurs and great enterprises. And the starting point of all this is now, and a firm and powerful change is needed.

Text/Yan Jiabo

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