Chapter 1018 [Can't afford to lose and can't lose]
In the past ten years, people have witnessed the rise of an era in the automotive industry.
Domestic brands have carried out a large-scale "war of annihilation" in the past ten years, first expelling joint venture cars with a class of 50,000 to 100,000, and then carrying out a high-intensity attack on joint venture cars with a class of 100,000 to 150,000.
Nowadays, the rise of Tianchi Technology has begun to hunt for joint venture cars in the 150,000 to 200,000 class.
When entry-level models with poor safety and high profits such as the Kia K2 and Ford Fiesta are abandoned by the market, consumers don't even notice.
What people can see now is that under the checks and balances of domestic brands, the main market for joint venture cars has retreated to more than 200,000 cars.
Even so, those with levels above 200,000 are still feeling a huge threat. As Tianchi Technology’s autumn conference is approaching, its latest generation products are rumored to be Tianchi Technology’s move towards high-end manufacturing.
It is worth noting that in the domestic market, the passenger car market of 50,000 to 200,000 yuan is the core part of the Greater China market. It has a huge sales base, making it easier for brands to build two core labels.
It can be said that joint venture cars are forced to give up the market of less than 200,000 yuan.
Before 2010, domestic brands had basically no achievements in the passenger car market. There was no design team or R&D center, and even the most basic power systems were purchased.
After realizing the broad market prospects and the disadvantages of not having core technology, domestic brands launched a lengthy price war.
With larger products, richer configurations and advantages, and selling at a lower price, through price wars, the first batch of domestically produced passenger cars have gained a firm foothold in the market and competed for the position of joint venture cars.
Price wars are still used even in the era of Tianchi technology.
The current "Shenchi" models are still in use. The most direct "carpet development" model is to lose money on every sale. Fortunately, with the crazy surge in sales, the cost is continuing to be evenly shared, and the sales will be continued.
The range of vehicle losses in the past is continuing to shrink.
The more we sell in the future, the overall cost will continue to be evenly shared, because the "Shanchi" model will not have greater investment in research and development, and it will just continue to produce according to the existing technical reserves until the market can no longer sell it.
Therefore, if you sell one of the current "Shanchi" models, the cost will be amortized a little bit. Even if it is insignificant, it will be considerable if the volume increases over time. In addition, the most important thing is the future vehicle data platform, which is the most valuable.
place.
In the past ten years, especially in the past year, new energy vehicles have actually brought unprecedented shock to those players in the traditional automotive field. The technological changes of the times are too fast. In just a few years, it is enough
Changing the industrial structure that has existed for decades has truly affected the fate of millions or even tens of millions of people.
Among traditional fuel vehicle players, it is not that there are those who are wary of danger in times of peace, but the old vested interests are too powerful and do not have the courage to transform.
No, also today, news came out from abroad, which made Zheng Hongrui, the head of Tianchi Technology, very happy to see it.
According to foreign media reports, the head of the Volkswagen Group wants to promote Volkswagen's transformation into electric vehicles and believes that Volkswagen is expected to surpass Tianchi Technology and become the world's largest electric vehicle manufacturer in five years.
However, electric vehicles have fewer parts than fuel vehicles, and the production process is optimized, so Volkswagen's transformation means large-scale layoffs. The head of Volkswagen recently proposed to lay off one-tenth of Volkswagen's employees, which was opposed by the labor union.
Strongly dissatisfied.
The supervisory board is the highest body of the Volkswagen Group, and the union occupies half of the seats. Therefore, the result of the conflict of interest is that the head of Volkswagen encountered strong opposition when he wanted to transform.
To transform, one-tenth of the employees will be laid off. If the transformation fails, it is not ruled out that Volkswagen may go bankrupt and all employees will lose their jobs. Therefore, the transformation proposed by the current head of Volkswagen has encountered unprecedented resistance internally.
Can't pass.
When Zheng Hongrui saw such news, he had no reason to be unhappy and silently thanked the local labor union for their full efforts to prevent Volkswagen from transforming.
In fact, not only Volkswagen, but almost all traditional automobile giants are facing similar difficulties.
On the contrary, in the Greater China market, since there are basically no major achievements in the traditional automobile market, there is no baggage. It can fully embrace new technologies and changes of the times, step on the trend and lead the changes of the times, and there is almost no internal resistance.
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The burden of traditional fuel vehicle players is too heavy and the resistance is too great. They have gradually become laggards who cannot keep up with technological changes and have entered a death spiral situation: falling behind, trying to change, taking too big steps, causing crazy internal fighting, and immediately
Shrinking, sudden death...
This kind of death spiral has been confirmed in smartphones, 4G/5G communications, and the Internet. Nokia is a textbook case. Now it is the turn of the automotive field, which is also facing this kind of death spiral.
Traditional fuel vehicles cost over 200,000 yuan and don’t even think about their performance, but new energy vehicles have no pressure. The "Flash" model, which costs over 200,000 yuan, can accelerate from 100 kilometers to 100 kilometers and kill a lot of traditional fuel vehicles in an instant.
Car of famous brand luxury car.
In the new energy era, the performance threshold has long been significantly lowered by electric vehicles.
Among the players in the traditional automobile field, some people with a real sense of crisis are really shocked and even horrified. The old car giants such as Germany and Japan have been laying out internal combustion engines, gearboxes, etc. for decades. These technologies and industries have
Being run over by the wheel of the times at a speed visible to the naked eye.
Volkswagen and Toyota are still the world's largest car companies. This does not mean that they are not strong enough, but that they have no future.
The most terrible thing is that the speed of this judgment of fate is too exaggerated, which must mean the fall of the giant, and it may be a sudden death, and he will become a corpse for others to eat before he has eaten all his money.
Moreover, many people within these established car giants obviously do not accept such a fate. They have spent decades of their lives in this powerful brand and powerful collective. How many people can feel the crisis?
How can we admit that we need to change?
In fact, they have done nothing wrong. They have always won in the past. You suddenly tell them that they are going to lose in this favorable situation? How can they accept this? How can they be willing to admit it?
Even if a doctor has various means to save a patient, he will never be able to save a person who wants to die. The current situation of these old car giants is like a patient who wants to die.
The automobile industry is unprecedentedly complex, and in theory it is difficult to have disruptive innovations. However, the two major new energy vehicle giants in the East and the West today, Tesla in North America and Tianchi in Greater China, are two major new energy manufacturers.
In their respective positions, from technology to sales, from hardware to software, we have revolutionized everything, all-round subversion, which can be called a dimensionality reduction strike.
Although Lu Ming is not an expert in direct technology, he can imagine the terrifying level of competition in the entire industry in the future. If you fall behind, you will lose everything.
That's why he supported Tianchi's technology at all costs, gave him whatever he asked for, and tried his best to meet Zheng Hongrui's requirements. The only thing he didn't allow was that Tianchi's pace must not stop. Not only could he not stop, but he also had to speed up and gallop.
Because I can’t afford to lose!
You know, Tianchi Technology is currently suffering hundreds of billions of losses every year. This is an astronomical figure, and it really cannot afford to lose.
You can’t afford to lose, let alone lose!
Zheng Hongrui was not only happy to see the slowness and internal friction of the traditional automobile giants, but Lu Ming was also very relieved to see it. After all, the century-old heritage of these old traditional fuel vehicle players should not be underestimated, and it would be very troublesome to fully awaken.
Tianchi Technology not only cannot afford to lose, it not only has to fight its way out of the siege, but also shoulders a major historical mission. The future industrial competition among major countries will definitely be a knife-edge battle. It will seal the throat with a sword, and it will become the king and the loser in a few years.
At this critical time point, at such a juncture, Tianchi Technology did not dare to stay too long even for a short break.
