At the auto industry conference held during the Guangzhou Auto Show 2022, Xu Heyi, a member of the National Committee of the Chinese People's Political Consultative Conference, said that at a special moment when the whole country is working together to overcome difficulties, this auto show conveys confidence to the whole industry and expresses the auto industry's winning belief to break through the winter and embrace the spring.

Throughout 2022, the car industry has been carrying heavy loads. We overcome the adverse factors such as raw material price increase, chip shortage and repeated epidemic, and the whole industry has achieved hard-won positive growth. In particular, new energy vehicles continue to advance rapidly, production and sales maintain strong growth, continue to hit a record high, and market share continues to strengthen. The annual sales volume of new energy vehicles is expected to reach 6.5 million, with a penetration rate of about 24%, and the 2025 target of the new energy industry plan will be reached three years in advance.

Xu Heyi believes that the whole automobile industry presents three trends under the tide of new energy and intelligent network connection:

Industrial restructuring

When the energy revolution drives the automobile industry revolution, when "software defined automobile" has become the consensus of the industry, the new automobile industry chain and value chain have begun to be restructured, the three new supply chains of electrification, intelligence and network have gradually become the main link of automobile value creation, while the traditional supply chains such as internal combustion engine and transmission are accelerating changes. The core position of automobile enterprises in the upstream and downstream of the industrial chain is also changing. The control of the value chain of automobile enterprises is weakened, while the important suppliers in the fields of power batteries, automotive chips, etc., are gaining a greater say. In the past, OEM manufacturers forced component suppliers to lower prices every year, but now it is chip and battery manufacturers that take the lead in raising prices, while vehicle manufacturers have to passively follow or swallow the rising costs themselves. At this time, automobile enterprises need to timely adjust their mentality, re-examine their positioning, enhance the flexibility of industrial chain cooperation through timely strategic adjustment and organizational reform, and determine a clearer "self-research or outsourcing" strategy in product research and development, and establish a broad cooperation ecosystem, so as to hold the position and take the initiative.

revaluation

Today's new energy automobile industry has become an important industry that closely integrates with the capital market and enables each other. The new industrial track has given birth to a brand new industrial value-added concept and asset valuation logic. Stable sales, rich profits and even long-established brands cannot become the talisman of traditional fuel vehicle enterprises. In the eyes of picky investors, these only represent the past, and only the huge development potential for the future is the basis for high valuation and premium. Therefore, the capital market prefers the technological innovation ability of automobile enterprises to occupy the forefront of science and technology and lead the trend of The Times, pays more attention to the ability to accurately capture consumer demand and create differentiated advantages of business users, and pays more attention to the business model creation ability of building a new service ecology and creating a new profit model. Because only these capabilities can bring value to users, the majority of consumers are willing to pay for it.

rebranding

It is an era of endless automobile brands and blooming flowers, but it is also an era of fierce brand competition and great waves. No matter it is a century-old international brand, a self-owned brand that has been struggling in the domestic market for decades, or a cross-border upstart car maker, in fact, they all face the anxiety and embarrassment that their brand value is diluted and their brand image is increasingly blurred. In particular, traditional fuel car brands can no longer endorse the brand of today's new automobile species. For the new generation of Internet native consumers, the past brand accumulation is just a legend, which cannot be a reason for them to make consumption decisions. Therefore, in the era of product king, the automobile industry and automobile enterprises need to do a good job of brand remodeling. For example, Mercedes-Benz brand is trying to redefine luxury, trying to maintain its luxury and elegant style in the innovation path of intelligent technology. BMW, on the other hand, is trying to revive enthusiasm for the brand with the slogan "forward-thinking" on its latest electric car. On the other hand, Audi has always maintained the platform advantage backed by Volkswagen Group, and invested tens of billions of euros to fully electrize All in order to compete with Tesla and others.