When the global automobile industry is in transition, will today's "all rivers run into the sea" be the loud cry of a world-class China brand in the future?
The best time to go to sea is where there is a will, there is a way.
This is the best time for "careerists" whose goal is the sea of stars.
According to CCTV's financial data, in 2022, China's automobile exports reached 3.4 million vehicles, up 55% year-on-year, making it the second largest automobile exporter in the world. Among them, new energy vehicles exported1120,000 vehicles, up190% year-on-year; According to the data of the Federation of Passenger Cars, in the first quarter of 2023, the export volume of passenger cars in China reached 826,000, up 82.9% year-on-year, including 248,000 new energy vehicles, up 1. 1 times year-on-year.
From these two data, we can extract a message: the increase in the export volume of new energy vehicles has become the backbone of driving China's automobiles to the sea. It is true that the arrival of the new energy era has created unprecedented opportunities for China's automobile export.
Looking at the domestic market, China brand, which occupies 80% market share, has absolute right to speak in the new energy market. In fact, there are no joint ventures and foreign brands to make new energy vehicles. Even though the traditional racing system formed in the past internal combustion engine era is difficult to shake, the times have changed now and a new track has been changed. China brand and foreign capital stand on the same starting line, and based on the mainstream car enterprises in China represented by Changan Automobile, they are still the most "capable" to make new energy products in China.
In addition, according to the data released by Changan Automobile, the market share of Changan Automobile has increased year by year since 20 19, from 5. 17% to 6.98% in 2022. In the first quarter of 2023, the market share of Changan Automobile reached 8.54%, of which the profit of Changan brand accounted for 85%, even though it has been completely liberalized.
Being able to surpass most joint ventures and independent brands is naturally because Changan Automobile has been recognized by consumers in China. In the domestic market, Changan Automobile has basically "stabilized".
To grow tall, big trees should not only take root deeper, but also take root farther. A broader overseas market can provide Changan Automobile with more room for growth.
In the first quarter of this year, the cumulative sales volume of new energy of Changan Automobile's own brand was 84,000 vehicles, up by 105.4% year-on-year, and the sales volume of Changan Zhidian iDD series also exceeded15,000 vehicles. At present, there are more than 70 new energy brands in China market, and the involution market and involution products have raised the upper limit of ideal products in consumers' minds. Changan new energy products that can be recognized in this environment are naturally capable.
To take a long-term view, technology accumulation will achieve reverse output.
Take precautions, take warning, be prepared for danger in times of peace, and seek for the long term.
160 years ago, the predecessor of Changan Automobile was born in Shanghai Yangpao Bureau of Westernization Movement, which was one of the important cornerstones of modern industry in China. Perhaps, since the establishment of Shanghai Running Bureau, "to take a long-term view" has become the experience passed down from generation to generation by Changan Automobile.
As early as 199 1, when China's independent automobile industry was still teetering under the impact of foreign capital, Changan Automobile had already begun to plan overseas business. Up to now, Changan products have been exported to more than 70 countries and regions, forming 10 key overseas markets, with more than 400 overseas sales and service outlets.
In addition, Changan Automobile's foresight is also reflected in the global R&D layout of "six countries and ten places". Perhaps from Turin in 2003, Changan Automobile's goal is not only to gather global resources to feed back the China market, but to lay the foundation for today's accumulation.
Worldwide, Changan Automobile has established 65,438+06 R&D centers for technology and products, with an international engineering team of more than 65,438+07,000 people, with members from more than 30 different countries. In 2022, Changan Automobile applied for 49 new patents10 and 3,548 invention patents, up 195% year-on-year.
But what is valuable is not that there are many technical patents, but that many technical patents can still lead the industry.
As one of the earliest new energy strategies of China brand, Changan Automobile has been an unswerving executor since the 20 17 new energy "Shangri-La" plan was put forward. At the same time, it also integrated the intelligent "Beidou Shu Tian" plan, so as to realize the "keep pace" of electrification and intelligent development.
In the field of new energy, Changan Automobile has mastered more than 600 low-carbon core technologies, and built an industry-leading "zero-fire" battery and a "seven-in-one" Changan smart core. In addition, at present, Changan Automobile has more than 200 core technologies including visual perception and multi-mode integration, and more than 80 advanced technologies that can be mass-produced, such as IACC, APA6.0, intelligent voice and flying screen interaction.
In addition, Changan Automobile also has three new energy sources: hydrogen fuel cell system, Changan Zhidian iDD and Force Electric, as well as MPA architecture compatible with ICE and its electrified products, EPA architecture for the mainstream electric vehicle market, CHN platform jointly built with Huawei and Contemporary Ampere Technology Co., Ltd., SDA organization of "software-defined automobile", and Zhuge smart brand that can bring users three core experiences of "Zhuge interaction, Zhuge intelligent driving and Zhuge ecology".
At the beginning of the development of China's automobile industry, foreign capital entered the China market with its accumulated technical advantages for many years, and seized a large number of market shares. Now, Changan Automobile, which has achieved the technology "rushing to the beach", has made phased achievements in brand scale, management quality, innovation ability, R&D level, brand layout and brand value. It is time to lead China automobile industry to "reverse export" to overseas markets.
"Adapting to local conditions" goes to the world, covering 90%+ global market.
The so-called orange is born in Huainan and orange is born in Huaibei. It tastes different.
Just as many car companies introduce their products into the China market, they must adjust according to the habits and needs of China users. If Changan Automobile wants to become a world-class China brand and make products recognized by overseas users, it must adapt to local conditions.
To this end, Changan Automobile has formulated the "five major layouts" on production capacity products, brand building, marketing services, improving the market and organizing talents.
First of all, based on the planning of "one region, one policy, one country, one policy", Changan Automobile plans to launch a 60+ global car in 2030, and the same car will have various versions such as China version, American version and European version.
At the same time, traditional cars are mainly promoted in South America and the Middle East, which are highly dependent on oil. Promote pickup trucks in South America, ASEAN, Australia, New Zealand and other areas that pursue practicality and have no policy restrictions; As the most radical region of new energy vehicle policy, Europe has long planned to ban the sale of fuel vehicles, and the market penetration rate of new energy vehicles in some Nordic countries even exceeds 50%. For example, in February this year, the Norwegian market reached 92%. Based on this, Changan Automobile will mainly promote new energy vehicles in the European market.
In order to enhance the brand's overseas influence, Changan Automobile will enter the two key regional markets of ASEAN and Europe in 2024, and the global market will account for more than 90% in 2030. It will establish more than 20 localized marketing agencies in overseas markets, build 3,000+overseas outlets, complete the construction of Southeast Asia Division and European regional headquarters, and establish regional headquarters in the Americas, Africa and other regions in due course.
Based on the "right rudder production base" to be built in Thailand, it will radiate the global right rudder products markets such as Australia, New Zealand, Britain and South Africa. Taking this as a springboard, it will take 2-3 years to complete the layout of major European markets, thus achieving the sales target of breaking through 300,000 in the European market.
Many domestic enterprises "go global", many just set up factories overseas and "re-carve" China local products overseas, so it is difficult to open up market gaps overseas. Overseas market is not a blank. "Time-honored" enterprises such as Europe, America, Japan and South Korea have already embarked on the road of brand globalization. To be on an equal footing with them, they need more flexible strategies. Compared with some brands that just "go out to sea" for "gilding", Changan Automobile sincerely wants to explore overseas markets.
Kan car said:
One day, I will ride the wind and waves, raise the Yun Fan and cross the sea. Changan Automobile has the mind and ambition to make all rivers run into the sea, with a history of 1.60 years, as profound as the sea. In the century-old internal combustion engine era, China Automobile only participated in an ending. Facing the future, with Changan Automobile as the strength leader, China Automobile will be the protagonist in the next century in the new energy era.
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