Local brands need to respect the inherent development of the automotive industry

Story One: In the 1980s, when Microsoft developed rapidly, Bill Gates had mocked the speed of innovation in the automotive industry. At the time, the President of GM responded by saying: "Our customers cannot allow our products to suddenly crash on the highway and then easily restart."

Story Two: When Li Shufu was just about to start a car, there was a very famous saying: The car is four wheels and two sofas are tied. However, after more than a decade, Lee spent a large sum of money to acquire Volvo. If you think about it, this is actually a fallacy. If he takes his words seriously, there will be no such acquisition because any company that will only tie a sofa to wheels is worth $1.8 billion.

Story 3: Just a few days ago, when Wang Chuanfu met in the media, it was very touching: In the past, when the car was selling well, the meeting I hosted had only two minutes to discuss quality issues. It is not a bad thing that the speed is slowing down. This will enable us to face up to the problems of the channels and the problems of sales before we have the urgent need to improve our quality.

Are there any internal links between the above three stories? The answer can only be: to respect the inherent development of the automotive industry.

Today's China is generally riddled with a value orientation: ignoring laws and trampling laws, and proud of being able to work against the law. No wonder someone suggested: Chinese, please stop your hurry.

Under such a social background, the auto industry is naturally not immune. The sustained and rapid development of these years has caused car owners to be reluctant to seriously sum up the internal laws of the industry. Even if they have conclusions, they are not willing to admit it. In their eyes, it seems that China is always a place full of miracles and exceptions. With too rapid development expectations, a rash business strategy will be formulated, and there will be many short-sighted behaviors that are quick-money and immediate damage.

The most direct manifestation of eagerness for aggressive thinking is "ignoring the consumer and not having a minimum fear of the consumer". They believe that the rapid development of performance is a result of their own chances of being properly grasped and that consumers are “motivated to be a lot of people”. They are more willing to use subjective judgments to reach conclusions after customers use products, rather than honestly listening to feedback from the market.

At the same time, the biggest problem for companies in the rush of eagerness to express themselves is to “do not step down and improve the quality, and are more keen on the concept of hype, resulting in the long-term stagnation of the company’s core competitiveness”. In the past two years, when a domestic car company created a local brand, he once said that "how brand positioning can not be lower than modern ah", but for several years, Hyundai has ranked among the top five car companies in the world, and they seem to have made little progress. This is typical: exaggerated, self-feeling, lack of long-term strategy, and unwillingness to make tangible efforts. I ask: What company can you afford to look for in a company that even Toyota respects?

The overall automobile market in China has been slowing down. For local auto companies, despite pressure, it is a good time to return to rationality and work hard. Standing at the height of industrial development, it is a very short period of ten years and twenty years. Local car companies, as long as they carefully grasp the inherent laws of the automotive industry, and make steadfast efforts, the decade must be small, 20 years must be great.