Do not be a follower of the industry, but to be the leader of the industry.
Although this matter is a challenge, you must first dare to think about it.
——Chen Hong, Chairman of SAIC
Chen Hong, who became the head of SAIC Group 4 years ago, said to the media. Now, four years have passed. In terms of performance, SAIC has not only maintained a leading position in China, but has also entered the mainstream of the world's automotive industry.
In the top 500 transcripts just released:
SAIC Motor was included in the Fortune 500 list for the 14th time with a total operating income of US$128.819 billion. This year's results have increased by 5 compared to 2017, ranking 36th, and ranking seventh in the global automotive industry after refreshing its results again. , Chinese brand auto companies ranked first.
However, from the perspective of Yuguan Auto Market, performance is not the main achievement. SAIC is most proud of the innovative concept proposed by Chen Hong, which has penetrated into all aspects of SAIC. In all business sectors, we are sparing no effort to seek breakthroughs and determination.
This requires ability and courage.
Artificial laboratories and C2B car building have become leadersOn June 29, the first artificial intelligence laboratory in China's automobile industry-SAIC Artificial Intelligence Laboratory was established. In fact, this is only the first appearance of the SAIC Artificial Intelligence Laboratory. The SAIC Artificial Intelligence Laboratory has silently established a team of nearly 70 people, bringing together talents from various universities and industries such as Peking University, Tsinghua University, Jiaotong University, Fudan University, and BAT. At the same time, in the past two years, the frequent brainwashing of "innovation and subversion" in the mouth of new car forces has made many people ignore the determination of traditional car companies to awaken and break through this round of auto industry upgrading and reform.
In fact, the energy and financial resources invested by traditional car companies on the road to innovation in the automotive industry are no less than that of new car manufacturers. The most important thing is that these investments by traditional car companies have achieved visible results.
For example, in terms of intelligent network connection, SAIC Roewe has become popular in the Internet car circle with "Hello, Zebra". Today, the overall sales of SAIC Internet cars have exceeded 700,000; in terms of car sharing, SAIC's Global Car Sharing Group The earliest time-sharing leasing provider, at this stage, has expanded its business layout to 63 cities in China, with 28,000 licensed operating vehicles.
For another example, SAIC Maxus, a subsidiary of SAIC, pioneered the C2B large-scale personalized intelligent customization mode in the automotive industry. In the first half of this year, the cumulative sales of the first model D90 under the C2B mode of SAIC Maxus reached 3,917.
In fact, as the first person to eat crabs, SAIC MAXUS has provided an excellent model for the entire automotive industry to explore the mass customization model from the concept of C2B car customization and implementation to the phased results achieved today. Promoted the transformation and upgrading of the traditional automobile manufacturing industry.
But recently, SAIC Maxus’ C2B model has been criticized by some media. I believe that when we give tolerance to the new car forces and applaud the innovative ideas they come up with, we should give them more attention to the technological and business model innovations made by traditional car companies who have the courage to break through fixed-line thinking. Many applause.
Why should we applaud traditional car companies?C2B (Consumer to Business) is personalized customization. This model is no longer a new thing in the furniture, electrical appliances, clothing and other industries, but it is still a new outlet in the automotive field.
It is called a tuyere because the traditional B2C model is matched by market forecasts with a fixed configuration, but with the advent of the new consumption era, the relationship between manufacturers and consumers is facing reshaping, especially when the post-90s and post-00s consumer groups With the rise of the automobile, the demand for personalization has become more vigorous. This part of the emerging consumer group believes that the car is no longer just a means of transportation, but a part of life. Everyone's car must be able to reflect their personality and express themselves.
What the C2B model can do is to allow consumers to participate in the product before it is manufactured, and it is up to the user to define what the product should look like.
In fact, many car companies have spied on the trend that the C2B model will become the industry outlet, and many of them have also tried. For example, Haval H6 has also explored personalized customization. Its 12 models cover 4 configuration levels, 2 engines, and 2 styling styles.
For example, Mercedes-Benz's C-Class and E-Class not only provide two completely different front face styles, namely the Big Standard and the Standing Standard, but also use the AMG-style sports package as the standard configuration of all large-standard models, which will be close to the luxurious texture of the S-Class. The sedan style kit is the standard configuration of all standard models. The individualization of this trick defeats the BMW 3 Series, where only a few high-end users can get the M style kit.
However, the exploration of traditional car companies in the C2B model has stopped here. Why does no one dare to go further? Because complete C2B is too difficult.
The complexity of car customization is far beyond the manufacture of a mobile phone or a computer, so there is still a long way to go to achieve customization from design to sales. At the implementation level, C2B will be affected by factors such as transaction costs, flexible production costs, individual demand payment capabilities, and consumer maturity. There is still a lot of uncertainty in the final landing situation.
To do C2B, it is necessary to reshape the C side. The problems inside are realistic and clear.
How to place a large number of parts reasonably, some parts may have only one user to choose, but how to solve the location of this part? Can the supplier arrive on time to ensure that the line does not stop? How to solve the cost of parts with small demand? How to complete the refined production of one vehicle and one configuration at the workstation? These are actually problems.
What about the consumer-facing B-side? The biggest difficulty is that the vast majority of consumers do not have the ability to independently customize them. They do not understand the dozens of pages of customized lists, and they are not interested in spending time to learn it. Consumers can’t understand the customized list because China’s car culture has just started. Practicality and show off are the main motivations for people to buy cars. People have not had time to learn the meaning of various configurations on cars. In today's era of severe Internet information overload, most consumers may no longer have the opportunity to calm down and learn the meaning of various configurations on the car.
Even if these barriers are passed, customized cars still have to face problems such as increased car purchase costs, longer waiting times, and after-sales service.
In this context, the spirit of SAIC Maxus going upstream can be called a clear stream in the industry, and we should applaud it.
What SAIC Maxus does is the most difficult mass customization. On August 8, 2017, SAIC Maxus launched the first domestic C2B intelligent customized full-size SUV D90, which is also the world's first user-driven business and user-participated decision-making automotive product. Different from the personalized customization made by the car companies mentioned above, the D90 has more than 10,000 configuration combinations.
D90 collected more than 1 million pieces of user information, hundreds of millions of interactive discussions, nearly 1.73 million pieces of pricing data, more than 100,000 product suggestions, 4,000 person-times of actual vehicle verification, and as many as 49 categories, 180 Multiple options of customizable content... Let consumers participate in the entire process from car definition, development, verification, matching, pricing to final improvement, and decide on their own car’s exterior, interior, configuration and price.
Why is SAIC Maxus capable of doing it?C2B large-scale personalization is so difficult, why is SAIC Maxus capable of making achievements?
From the perspective of SAIC Maxus' own business, before dabbling in the passenger car field, Chase's business mainly focused on commercial vehicles, RVs and other fields. In the course of its development, the orders for personalized manufacturing of the V80 platform have reached 40%, and the requirements for RV customers are 100% personalized. As a result, Chase has formed a small-batch multi-variety business model and flexible and personalized manufacturing system capabilities long ago, laying a certain foundation for quickly adapting to C2B business model switching.
From a strategic point of view, facing the tide of change in the automotive industry’s intelligence, connectivity, electrification, and customization, under the guidance of SAIC’s new four modernization strategy, SAIC Maxus is transforming into a digital C2B business vehicle manufacturing The business is also equivalent to a test field for SAIC Motor to promote C2B business. Therefore, in terms of talents, capital, research and development, supply chain and other aspects, SAIC will give strong support to SAIC Maxus.
As the leader of domestic auto companies, SAIC has superior resources that are self-evident. In recent years, SAIC Group has regarded digital transformation as the Group’s strategic focus. To this end, SAIC has made certain breakthroughs in new technologies such as mobile internet, big data, artificial intelligence, and cloud computing. These innovative technologies are what SAIC Maxus does. The most important cornerstone of C2B business. For example, the core of the large-scale personalized intelligent customization model of SAIC Maxus C2B-the important technical support behind the "Spider Smart Selection" smart adapter is big data.
In the first half of this year, the "Spider Smart Selection" smart matcher iterated twice in a row, allowing users to customize their own DreamCar in just 3 minutes. It is reported that, in the future, C2B business will be applied to Chase and other products under SAIC Motor.
What is the value of C2B?The value of the C2B model is not only to meet the individual needs of consumers, but also to create a truly online and warm relationship between users and enterprises.
From the perspective of the automotive industry, SAIC Maxus, which pioneered the C2B large-scale personalized intelligent customization model, opened the prelude to automotive mass customization, setting a good benchmark for other car companies to explore C2B, and boosting the transformation and upgrading of the automotive industry. "User independence" promotes Chinese auto brands to get rid of purely stacked configuration, take the correct path of positive research and development, and create an upward model of independent brands.
Of course, for Chase itself, through the C2B model, user needs are collected to form big data, thereby accelerating quality improvement and product iteration. At the same time, the word-of-mouth communication accumulated through the products will also greatly enhance the brand value of SAIC Maxus.
Most importantly, in the process of continuous exploration, changes, and breakthroughs, SAIC Maxus has also transformed from a traditional car company to a member of the Internet's new car power.
The difference is that SAIC Maxus combines the powerful system capabilities of traditional car companies with the innovative thinking of new car companies.
The joint venture stock ratio released a thunder, some panicked, but some calmed down. why? Because some people have been seeking innovation and breakthroughs, and have been building their own core competitiveness, while others are just content with being a foundry for joint ventures.
The automotive industry is undergoing an unprecedented change. The market structure reshaping brought about by the liberalization of stock ratios, the disruption of new forces’ car manufacturing, and the innovation and transformation of traditional car companies, Yuguan Auto Market believes that the ultimate winner must be an "innovator" "Instead of "followers."
In April 2017, SAIC proposed a new four industrial development strategy of "intelligence, connectivity, electrification and sharing", and made corresponding deployments around these four major directions.
According to public information, in terms of smart travel, SAIC's Global Car Sharing business has entered 62 cities across the country, with 27,000 licensed operating vehicles and more than 2.5 million registered members. Titanium Media learned that SAIC's online car-hailing business will also be launched in September this year, and will be the first to start trial operations in Shanghai in the fourth quarter of this year.
Anji car rental under SAIC has deployed in 38 cities across the country, with 120 stores, a fleet of 10,000 vehicles, and nearly 2 million individual members.
In terms of smart manufacturing, SAIC Group also launched the SUV model Chase D90 developed by mass customization through Chase last year. It uses the Internet platform to achieve direct connection and interaction with more than 2.5 million “fansâ€, allowing users to deeply participate in product definition, Six major links, including development, pricing, and matching, meet the needs of individualized automobile consumption.
At the same time, according to reports, SAIC is still promoting the industrial Internet project for parts and components companies. At the end of this year, three prototype factories will be formed in advance to achieve transparency in the entire supply chain, improve operational efficiency, quickly respond to customer personalized needs, and produce and deliver in time. .
In terms of hot smart driving, SAIC has completed the development of two generations of smart driving vehicle platforms, as well as an IoV platform that integrates 5G communication technology, and has carried out closed proving grounds, highways, specific parks and urban areas, ground and underground parking lots. In the research of intelligent driving technology in other application scenarios, the total vehicle test mileage exceeds 60,000 kilometers.
The sales of SAIC Internet cars equipped with Zebra's intelligent driving system have exceeded 600,000 units, and massive amounts of user driving and behavior data are generated daily, providing big data support for SAIC's intelligent driving technology research.
In September of this year, the Roewe MARVEL X equipped with the "last mile" autonomous parking function will also be officially launched, becoming China's first intelligent networked mass-produced model that truly realizes the "unmanned driving in specific scenarios" function. Other technologies such as high-speed fleet autonomous driving and urban autonomous driving will also be put into commercial application in the next and next year.
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