"Four Hua" + "New Forces in Building Vehicles" Forces Ecological Reconstruction of New Energy Automobile Industry Chain

In the process of electrification, low-carbonization, informationization and intelligent development of the automobile industry, a number of new vehicles have emerged in China's new energy automobile industry. Compared with the traditional car enterprises, the new power-making enterprises have embraced the changes more actively in the trend of automobile four-turn reform, which has brought the squid effect to the development of the automobile industry. At the same time, there are still some problems and challenges in the development of new power companies. This paper sorts out the development, problems and challenges of the new forces of the car, and hopes to provide a reference for the development of the industry.

1. "Four" redefined the car

With the global warming of the fossil energy crisis and the rapid development of emerging industry technologies, a new round of technological revolution and industrial transformation has intensified. The global automotive industry is developing towards electricization, low carbonization, informationization and intelligence. The ecological and competitive landscape of the automotive industry is facing Refactoring. On the one hand, product attributes and production organization are facing changes. Automobile products and their peripheral services continue to innovate under the development trend of the automobile industry. The traditional positioning of automobile products as a vehicle is accelerating to become a new intelligent mobile living space. The demand for personalized, diversified and customized products and supporting services is down. Forced changes in the original production organization. The production methods of high-volume assembly line standardization products have evolved into an intelligent manufacturing system that is oriented to consumer demand and provides big data algorithms with vehicle parameter input. On the other hand, business models and industrial ecology began to restructure. Internet technology has been integrated into the development of the automotive industry. New technology companies have entered the field of new energy vehicles and intelligent networked vehicles. Intelligent traffic management, smart shared travel, and personalized travel service customization have become important development directions for business models. Emerging enterprises and traditional enterprises compete and cooperate in the automobile market. The R&D innovation chain, product value chain and ecological service chain have changed, and the global automobile industry ecology is being reconstructed.

2. Industry cross-border integration promotes new forces in building cars

The automobile industry is an industry that keeps pace with the times and changes with each passing day. From the perspective of the development history of the automobile industry, the automobile industry and products are important carriers for the application of new technologies. Facing the trend of the four transformations of the automobile industry, China's automobile industry has ushered in key opportunities. A group of new power-making enterprises seized the opportunity to achieve rapid development. The founding team and capital side of such enterprises mainly come from the traditional automotive field or the Internet industry. After several years of development, some of the new power-making enterprises have already had certain advantages in some areas such as capital, technology, products, brand and market competition. The market has high expectations for the listing of such enterprises.

On the one hand, traditional automotive technology and new energy, intelligent network and other multi-domain technologies cross-border integration. On the other hand, capital and talent from traditional car companies, Internet technology companies, financial enterprise groups and auto parts industries are gathering in the automotive industry. In the end, the new power-making enterprises were born in the cross-border integration of industries. The characteristics of such enterprises' automobile products across fields, industries and departments are becoming more and more obvious. Product functions and forms, consumer groups and usage methods, industrial division of labor and service models Diversification, integration, and informationization are emerging. [1] At present, new power-making enterprises have become an important part of the new ecology of the automobile industry.

According to the survey, the new elements of the automobile industry have relatively more background elements.

First, the electrification of automotive power technology has led to a reduction in the threshold for vehicle R&D and production. In the field of traditional automotive technology, powertrain technology with engine and gearbox as the core has become a technical barrier for traditional automobile companies. The relatively solidified auto parts supply chain system has become the invisible threshold for automotive R&D and production. The electrification technology of the automobile industry has led to a significant reduction in the types and quantities of vehicle-making modules and components, and the integration difficulty has been greatly reduced. The lower threshold has enabled more investors and teams from different backgrounds to enter the automotive industry, forming a number of new power companies.

Second, the new power-making enterprises have certain advantages in the field of intelligent network and information technology applications. In terms of market research and product application scenarios, companies with Internet genes fully exploit their innovation advantages and focus on user experience research. The internal diversified background team directly participates in the consumer experience ecological scene, and customizes the design based on the demand of consumer scenes. And forward development, compared with the traditional car companies to modify the fuel car platform to meet customer needs.

Third, the new power-making enterprises are in line with the high-quality development direction of the national industrial policy, and at the same time receive the support of local governments. The new power-making enterprises have shifted from product manufacturing to customer service, which has changed the chain research and development and production pattern of traditional automobiles. New technology applications, new industrial ecology and emerging business models are in line with the development direction of bigger and stronger technology innovation enterprises. In line with the high quality development direction of the automotive industry. At the same time, investment in new energy vehicle projects is an important starting point for local governments in attracting investment. The new power-making enterprises have obtained financing support such as strategic investment and bank loans with the support of local governments. They have obtained a number of support such as tax and land policy concessions, factory building construction, and fee reductions.

Fourth, the slow transition of traditional car companies has left some room for development in the new energy vehicle market. Compared with the traditional car enterprise in the long cycle of product renewal iteration, the new power-making enterprises in the car technology electrification, intelligent networking to speed up product layout, car-driven power forms, travel service innovation and shared travel business models become such enterprises in the car The differentiated competitiveness of the market.

3. Reconstructing the ecology and forcing the industry to progress

The current automotive industry has new consumption trends, new industrial layouts and business models, which will form a new industrial competitive environment. The research and development of information technology innovation, diversification of product research and development, decentralization of manufacturing processes, and diversification of business services are becoming more and more obvious, which has a certain impact on industrial development.

The first is the “squid effect” of industrial transformation. Compared with the slow pace of transformation of traditional car companies, these companies have taken the lead in the electrification, intelligence, networking and sharing of automotive products, forming a number of new products with new concepts, new designs and new functions. On the basis of automobile products, the traditional cognition is subverted, the potential demand of the market is explored, the market competition of new energy automobile products is activated, and the traditional car enterprises are deployed in new technologies and new products to promote high standards and industries of new energy automobile products. High quality development.

The second is to accelerate the ecological reconstruction of the automobile business model and promote the innovation of the management model of the automobile industry. The automotive industry is shifting from a pure product production and sales model to a new business model combining product sales with peripheral services. In the product planning stage, the new power-making enterprises will position the market with the demand for the scene and the user service platform, and build the car into a service platform for comprehensive travel scenarios. On the basis of the platform, different types of value-added services will be extended, including customized travel and social communication. Multiple business models such as interactive entertainment and lifestyle consumption.

The third is to create new independent brands and create new opportunities for China's auto industry to go global. R&D-type new energy auto companies focus on brand operation and media community brand value dissemination and promotion. Based on the distinctive functions and business models of innovative products, the product connotation and meaning are refined, and the emotional resonance and value recognition of people, cars and life are integrated to form brand cognition and loyalty, cultivate customer group stickiness and enhance brand value.

At present, the new power-making enterprises are still in their infancy, and the development prospects are still tortuous. It will take time to realize the company's vision. The advantage of the new power-making enterprise lies in cross-border entry into the automotive industry, formation of integration and innovation with various fields of the automotive industry technology, focusing on the business model of the business model based on user demand in the traditional automobile commercial channel, focusing on user life services, intelligent interconnection services, and Innovative formats such as car and battery financial services, energy services and brand care services. On the other hand, the company itself still has weak links such as weak comprehensive strength, urgent breakthrough of key technologies, batch production and quality control to be verified, and brand influence to be improved. Overall, the new power-making enterprises are better than traditional auto companies in terms of new technology acquisition and customer service capabilities, especially in the new fields such as intelligent network services and auto-related life services.

4. Grasp the trend of change and achieve high quality development

Facing the trend of the four transformations of the automobile industry, China's automobile industry has ushered in key opportunities. A group of new power-making enterprises seized the opportunity to achieve rapid development. The founding team and capital side of such enterprises mainly come from the traditional automotive field or the Internet industry. After several years of development, some of the new power-making enterprises have already had certain advantages in some areas such as capital, technology, products, brand and market competition. The market has high expectations for the listing of such enterprises. However, there are still obstacles in the production qualifications and automobile product access policies of vehicle manufacturers, and there are problems in the large-scale production and promotion of products. In the process of industrialization development, on the one hand, automobile enterprises must continuously strengthen the construction of innovation capacity. On the other hand, the competent government departments should fully consider the industrial development environment change needs to continuously improve relevant management measures, based on the two-wheel drive of policies and market players, new The energy automotive industry can achieve high quality development.