"What do you think of what I said today?" He Xiaopeng asked the reporter. At this time, he has just finished his speech at the 2018 TEDA Automotive Forum and is hurriedly going from Tianjin to Beijing for a meeting. In December of this year, Xiaopeng Motors' first mass-produced car G3 sold to the public will be officially delivered. The chairman and CEO is busy for this.
In fact, He Xiaopeng not only has to solve all kinds of problems encountered in products and technology, but also to prevent unexpected "storms and thunder". At the Guangzhou brand launch conference of Xiaopeng Motors half a month ago, a PPT written "The core of smart cars is operating, not manufacturing" made him a target of public opinion overnight, which directly led him to this time. On the TEDA forum, I was a lot more cautious. So much so that before showing this PPT, he joked on the stage, "I have to pay attention this time."
However, He Xiaopeng was also "not satisfied" in his heart. In an exchange with a reporter from Yiou Automobile, he said that the remarks that have caused controversy in the outside world have become a consensus in the science and technology circle where he is located, and they are not "mouths". However, when he appeared in a gathering of people in the auto industry, he obviously had to consider integrating into the "big environment." However, in the view of Yiou Automobile, the "mouths" of new car entrepreneurs represented by He Xiaopeng and even other crossovers in the auto industry are of great significance to the industry. In fact, for a long time in the past and in the future, people have to endure: the "mouths" from new entrants in the auto industry.
Whether you like it or not.
The so-called "mouths" are nothing but new understandings and new judgments that violate existing "common sense"
When the wave of the new four modernizations of the automobile is sweeping the global automobile industry, new products, new understandings and new judgments that are contrary to the common sense of the past are definitely emerging in an endless stream. From the new interactive system that eliminated most of the buttons in the car, to the automatic driving system that can basically replace the driver on the highway, intelligence, electrification and networking are gradually bringing new changes to the automotive industry. In fact, the public is gradually accepting new products, which can be seen from the rising market share of Tesla Model 3 in the United States.
But for entrepreneurs and practitioners who are closely related to the traditional automobile industry, the learning costs and fear of the unknown brought by new technologies and new ideas are objective. For the traditional automotive industry chain, design, manufacturing, quality control, and cost are the core of everything. New knowledge such as electrification, intelligence, and the Internet has not been involved or covered in the scope of everyone's cognition in the past. However, after the initial "don't understand" and "disdain", traditional car companies have proposed their own transformation directions. Multinational giants such as Volkswagen, Toyota, and General Motors have all put forward their own ideas for the transformation of intelligence and electrification, and launched corresponding solutions and concept cars. And domestic independent car companies have also set up their own corporate plans around "Made in China 2025".
For a newly-marketed fuel vehicle, the industry has a clear standard for judging it. However, the entire industry lacks definition standards and judgment capabilities for smart cars, a "new species" that is still truly emerging. Therefore, the entire industry needs to have full discussions in the "emergent stage". In market competition, products are the core. But in fact, the standard for "defining what is a good smart car" is also an equally important competitive element. Let your company's definition of smart cars become the consensus of the industry, not only to get help from the upstream and downstream of the industry chain, but also to leave a good impression in the minds of consumers. Just as German cars have always had many problems, but because the impression of "German craftsmanship" has been deeply rooted in the hearts of the Chinese people, Volkswagen, which has been recalled endlessly, has become China's highest-selling foreign brand car.
In fact, most insiders in the automotive industry have fully realized the importance of new trends and are actively embracing changes. However, it is clear that some "media people" at the periphery of the auto industry chain did not understand the occurrence of the "new situation" in time.
The first step in getting others to help you is to realize your existence
Back in those days, Li Shufu once became the laughing stock of China’s auto industry and even private entrepreneurs with his famous saying, “Isn’t a car just four wheels and two sofas?â€, but this seemingly ignorant remark did not hinder Geely. Automobile has become one of the best-developed private enterprises in China. In fact, he was independently applying for the qualification to build a car when he said this sentence. At that time, Li Shufu not only needed to make the central leadership and competent authorities aware of a car maker Li Shufu in Zhejiang, but also let the upstream and downstream of the industry chain know his determination to build a car.
Speaking is not surprising and endless, this is also Li Shufu's "no way" in the reckless period of China's auto industry.
He Xiaopeng faces a much better industrial environment than Li Shufu a decade ago, but the challenges should not be underestimated. Although the processes of automobile manufacturing, production qualifications, and product catalogs can already be done through "foundry", to complete many functions defined by smart cars, Xiaopeng Motors must converge from traditional cars such as smart hardware, electronic communications, and in-vehicle application developers. Help from parties outside the supply chain. Therefore, it is particularly important to let upstream and downstream companies in the industry realize that Xiaopeng Motors attaches great importance to smart cars through their own voices.
"The first step in getting others to help you is to realize your existence." It is obviously impossible to achieve wide public awareness without being shocking. In fact, in the past few years, Li Bin of Weilai Motors, Shen Hui of Weimar Motors, and Shen Haiyin of Singularity Motors have all emphasized the importance of intelligent interaction for new cars. However, due to various reasons and coincidences, they did not "enjoy" He Xiaopeng's treatment this time.
Don't rush to spray, let the bullet fly for a while
It should be noted that the editor does not encourage brainless noise and grandstanding of the industry. In fact, the line between nasty hype and successful marketing is not so clear, which requires the wisdom of corporate public relations and branding departments. After all, cars are different from apps, and the reputation of the brand and product needs to be ranked before the popularity.
After understanding the above two issues, we should have a better understanding of the "mouths" of the new forces in car building. In fact, He Xiaopeng explained his remarks at the press conference on the second day of the Guangzhou press conference. He said that his original intention was that the operation of the smart car ecosystem would become a competitive point of differentiation among enterprise products on the basis that everyone generally guarantees the quality of manufacturing.
However, for the industry media, it is worth discussing whether or not to blindly spray hot spots when encountering controversial remarks. After all, traffic is important, but the prerequisite for expressing opinions is to fully understand and report the facts. After all, the owners of new car companies are worth hundreds of millions, which is absolutely rare in China and even the world. Since these people choose the All In smart car industry, the chances of them making brainless speeches are usually slim. Rather than rushing to refute their words, it is better to understand the thoughts and judgments behind their views.
After all, it takes several years to build a car, and everyone should let the bullet fly for a while.
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