Compared with other European countries, German automakers returned to normal more quickly after the outbreak. In this regard, countries with better epidemic control results are obviously connected faster. Recently, the exchanges between China and Germany have become more and more frequent. 10, 13, the big coffee in the automobile industry explores new opportunities for win-win cooperation at the 2020 Sino-German Automobile Congress. What kind of sparks will German, a traditional car-making country, collide with China, where new technologies are developing rapidly? What information did Hongqi brand release at this conference? What are the potential opportunities of China brand?
■ Confirm your eyes, and another "marriage" between China and Germany will land.
According to the data of the European Automobile Manufacturers Association (ACEA), in June this year, the sales volume of new cars in the European passenger car market reached 1 13 1843, a year-on-year decrease of 24. 1%. However, the sales volume in China market is showing a V-shaped rebound, especially in the high-end car market. German luxury car brands have become the "biggest winners". More than a decade ago, China rescued German automakers in the global financial crisis. This time, they can still trust China.
At the scene of the 2020 Sino-German Automobile Conference, China FAW and Audi signed a memorandum of understanding, announcing that they would set up a joint venture company to produce pure electric vehicles on the PPE platform. The first model of the new joint venture company will be put into production in 2024.
Undoubtedly, China FAW once again joined hands with Audi, which is a vivid portrayal of the in-depth cooperation between China and Germany. Previously, the Audi e-tron was mass-produced at the FAW-Volkswagen Changchun factory at the end of September. Not long ago, the Audi Q4 debuted in Asia at the Beijing Auto Show? The e-tron concept car will also be made in China at the FAW-Volkswagen Foshan factory in 2022. The signing of this memorandum has raised the cooperation between the two sides to a new height.
Audi electron accelerator
Xu Liuping, Chairman of China FAW, reviewed the cooperation between FAW and Volkswagen at the meeting. In the past 33 years, FAW-Volkswagen has produced and sold more than 20 million vehicles, with a cumulative output value of more than 3.5 trillion yuan and a cumulative tax revenue of more than 500 billion yuan. At present, the sales volume of Volkswagen in China market accounts for 39% of its global share.
"This is a' resounding' achievement of China automobile industry and even the global automobile industry." Xu Liuping said: "It can be expected that China and Germany will further develop in economy, trade, investment and cooperation in the future."
In fact, in the past two years, cases of "marriage" between Chinese and German car companies have emerged one after another. 2065438+July 2009, China and Germany signed more than 20 agreements in Berlin, with a total amount of 30 billion US dollars. Among them, the most concerned are "BMW Brilliance's long-term development framework agreement is released, and BMW iX3 model will be made in China in 2020", "Great Wall and BMW formally signed a joint venture contract of 5 1 100 million yuan to establish Beam Automobile Co., Ltd." and so on.
BMW iX3]
Some German automakers have been expanding their investment in China or developing strategic cooperation with China enterprises. In May 2020, Volkswagen became the largest shareholder of Guo Xuan Hi-Tech. Subsequently, in July, Mercedes-Benz invested in China power battery manufacturer Funeng Technology, holding about 3% of the shares; In September, the second phase of BMW Brilliance Power Battery Center was officially completed and put into operation, becoming the first production base of BMW Group's fifth-generation power battery in the world.
In recent years, China enterprises have also strengthened their reputation in the global market by acquiring German companies, thus increasing their sales. For example, Ningbo Jifeng acquired German car seat and interior supplier Grammer；; Sheng Jun Electronics acquired German Rip to provide the latest automotive electronic components for European first-line OEMs; Midea acquired 94.55% of the shares of German industrial robot giant KUKA for 29.2 billion yuan, becoming the largest controlling shareholder; Geely bought a 9.7% stake in Daimler for $9 billion.
Looking forward to the future Sino-German automobile cooperation, experts attending the meeting agreed that there is great growth potential. At present, the number of cars with 1,000 people in China is only 170, which is far lower than that in Europe and America. At present, the development of new energy vehicles and self-driving vehicles is in full swing, and the cooperation between China and Germany in the automobile industry will be stable and far-reaching.
■ China brand has been thoroughly remoulded, and joint venture and cooperation have reached a new height.
Looking back 40 years, with the birth of the first Santana car, Sino-German automobile joint venture has opened the curtain of the times. China has become the world's number one in 1 1 year from the production and sales of several thousand cars at that time to nearly 30 million now. These 40 years can be said to be the growing history of China's joint-venture automobile industry, and also the development history of China brand born out of joint-venture brand and trying to surpass it.
Judging from the sales data released by auto companies in September, it is a foregone conclusion that the China auto market will rise after the epidemic. China car companies such as Geely, Great Wall, Chang 'an and Hongqi have developed to the point where they can compete with joint venture brands in terms of sales volume, models and research and development capabilities. In a sense, they are all representatives of China's modern automobile industry.
Among these China brands, Red Flag is not only a product, but also a feeling of many "autobots", which witnessed the growth of China automobile industry. From June 5438 to September 2020, Hongqi's market performance was particularly eye-catching, achieving sales of130,000 vehicles, up 104.4% year-on-year. The red flag is accumulating, and the sales volume has increased by 42 times in three years. Judging from the current sales trend forecast, Hongqi has great hope to achieve this year's sales target.
According to the plan put forward by Xu Liuping, the sales volume will be doubled to 400,000 vehicles on the basis of this year, and it is planned to increase to 500,000-600,000 vehicles in 2022, from 600,000 vehicles in 2025 to 700,000-800,000 vehicles, and reach the sales target of 6,543,800 vehicles in 2030.
Xu Liuping emphasized at the conference that China FAW will walk on two legs in the next 5- 10 years. The first is that China brand can lead China and be advanced in the world; The second is the joint venture brand, that is, our partners, especially Volkswagen, can push the subsequent series of cooperation to a higher and stronger level.
"China may become the only country in the major economies that has achieved positive growth after the epidemic." Liu Dianxun, director of the Investment Promotion Bureau of the Ministry of Commerce, said. Looking ahead, China will grow bigger and bigger, and China and Germany will also face new opportunities for cooperation and development.
■ In the face of anti-globalization, China brands need to accelerate their rise.
Although global economic integration continues to develop on the whole, there are ups and downs in the process. "With the gradual prevalence of the financial crisis and local protectionism, the resurgence, coupled with the outbreak of the epidemic on a global scale, further catalyzed the anti-globalization trend." Zheng Yun, senior global partner of roland berger and vice president of Greater China, said, "Anti-globalization will inevitably affect China's manufacturing industry, including automobiles, but China can retain some foreign capital due to its good industrial base and broad market demand, but it still needs independent breakthroughs in high-end technology."
Looking back on the development of China brand, China is now the largest automobile country in the world, with more than 20 million passenger cars sold, of which China brand accounts for 1/3. However, as can be seen from the sales structure, the sales price of Chinese brands is low, mostly between 50-65,438+0.5 million yuan. The manufacturing industry in Germany relies on exquisite machinery manufacturing and technology. After 100 years of prosperity and development, it has become synonymous with "high quality" recognized worldwide.
In the future, what are the specific points of China brand's further rise? "Pay attention to the changing trend of electrification, intelligence, networking and enjoyment of the global automobile industry, and realize the leap-forward improvement of the overall strength of China brand." Qiu Xiandong, director and general manager of China FAW, said this. At the same time, he shared four experiences:
The first is to master the core technology, focusing on the key technologies such as three-electricity technology, sensors, and some operating systems, including the current' software-defined car', to achieve self-improvement;
The second is to provide users with the ultimate products. In addition to the technology itself, this' extreme' is more important to understand the customer's psychology, that is, update the iteration according to the customer's needs;
The third is innovative marketing. Digitalization is an important means and carrier in the new era. China brand needs to respond to customers' voices at any time, solve market problems in time, and truly realize the new marketing pattern of online and offline interaction;
The fourth is to improve the ecology, build standard systems of different enterprises, industries and governments around the development of the new four modernizations, and continuously reduce users' safety concerns about the new generation of automobiles.
Chen Demei, vice president of SAIC, also put forward two suggestions: brand power building is the top priority, including automobile product quality and customer reputation. We should not be impatient now, but should have a series of long-term plans. Secondly, China brand should borrow local resources and strength from China to build an automobile ecosystem and integrate automobile life service into online and offline, which is based on China brand's understanding of the local area and its ability to penetrate China culture.
Chen Hongliang, president of BAIC, suggested that China brand should learn from Hongqi to build brand premium ability. He believes that the younger generation of consumers have their own understanding of brand awareness and may not necessarily support "big names". It is reported that Red Flag H9, which has been on the market for only one week, has achieved 13 19 vehicles. According to the feedback from the terminal, due to the high attention of the car, there are no existing cars for sale in many 4S stores in Beijing, and it takes several months to book.
■ Summary:
China and Europe have strengthened cooperation in an all-round way, injecting more stability factors into this unstable world. In the second quarter of this year, China surpassed the United States for the first time and became the largest German export market. Meanwhile, German cars have achieved double-digit sales growth in the China market since the second quarter. It can be said that during and after the epidemic, Sino-German relations between by going up one flight of stairs and Sino-German cooperation in the automobile field will have a broader prospect. (Text/car home? Peng Fei)