Self-owned brand does not want to be a "support role" must go out of the four errors

In the 51 years of development of China's auto industry, there have been a lot of non-appraisals. However, those who have the most discussion in the industry should push for self-development and independent brands. What is puzzling is why the production and sales volume of China's automobiles have all gone up. It is so difficult to engage in independent brands. This fundamental problem that has plagued the industry for many years has caused these Chinese automakers to be in a very embarrassing situation: the annual output is in a global “sit on the top of the picture”, and the Chinese auto industry has quickly become the world’s automobile stage. A big "support role" role. Jiangnan Scenery invites the first batch of BOC’s new Internet foreclosed assets to return to the photography competition to win the grand prize! The dedication to the most adorable people “China must achieve its economic success must have its own development capability and brand”. The famous economist Leisesteruo said. Although this sentence refers to more than just the automotive industry, I think this sentence is particularly important for the automotive industry. The scholar said that in the short term, China can rely on others to promote products made in China in other parts of the world; but in the long term, China’s economic success must have its own brand and it must have its own products in the world. The ability to open up the market. Therefore, we must learn to develop products and use their own brands to open up the market and achieve real "Made in China." Seizing the front and the rear, we can achieve the goal of strengthening the country and the people's prosperity while achieving economic growth. Otherwise, China, like other developing countries, is in danger of being marginalized. However, at present, China still has many misunderstandings in the development of its own brands, making it difficult for independent development. Misunderstanding 1: In the framework of the WTO, consciously and actively integrate into the existing international division of labor system of the automotive industry. This view has the illusion of "China's economic integration into the world economy." The core idea is that through the promotion of foreign multinationals manufacturing cars in China and Chinese companies manufacturing cars in China, the effect is the same. It seems that letting multinational corporations invest, not only saves a lot of domestic investment, but also avoids investment risks. Why not? This view essentially advocates "self-development is not necessary." Myth #2: Should China consider the optimization of global resources and seek multinational companies to transfer surplus productivity to China? Isn't it a win-win situation? The author believes that this is a dangerous misunderstanding. The world today is still a world of weak meat. The foundations and prerequisites for the UK, the United States, and Japan to become the world's manufacturing centers have been their technological leadership and their own intellectual property rights and brands, not because they are backward and there is a market space for shifting advanced productivity. As for the short-term interests of individuals and enterprises, climbing Shanwei may be known as the “Junjie” for gaining time and money. However, as the largest developing country in China, it must not be unyielding and irresponsible. China still has a long way to go before it reaches the level of the developed countries. It does not strive to innovate and send its hopes to others. It is impossible to achieve a successful development. Misunderstanding 3: foreign development of new products is often a billion US dollars, how can Chinese companies have the strength to engage in development? From a technical point of view, due to the maturity of traditional automotive technologies, supplemented by the development of computer technology, today's automotive product development is not only more scientific and more rapid, but also significantly lower development costs. It can be said that it is not only more difficult and more costly than the past to cultivate the product development technical team and master the existing technology, but it is easier and more economical. An automaker in the United States has long said that the money China spends on imported cars is already enough to develop its own cars. The problem in China is first of all lacking confidence. Myth #4: Some people say that when China engages in the development of automotive products, the problem cannot but not be done; there are also opposing views that it is not but not impossible. According to the author, from the perspective of the recent state of the company, it is impossible. However, in the long run, if China's economy is to succeed, it is not. The key to solving the problem is to create an atmosphere and an environment that can never be achieved and possible, but not how difficult it is to develop. This requires a new understanding, change of ideas, and institutional innovation and method innovation. The above misunderstandings in various understandings show that at present we must reconsider the importance of the issue of self-development. It should be noted that the global competition in the 21st century has not only continued the contention for resources in the last century, but more importantly is the competition for intellectual property rights. Today's auto industry is different from the past. In the past, land, plant, and equipment were the main components of costs. Today, it has been reversed. The intangible input of knowledge and skills such as creative product development capabilities, brand reputation, innovative marketing tools, and sales skills are average. Accounting for 70% of the value of automobiles, it is the intellectual factors such as product development and sales that play a key role in economic development today and in the future. Frankly speaking, anyone can now build cars. Today, multinational companies are manufacturing in China because of the large Chinese market and cheap labor. They can leave China tomorrow to make other countries. At that time, the huge surplus labor force in China will be a social instability. factor. If blinded by immediate interests, auto companies only want to make profits in the near future and make quick profits. In the end, it is still self-inflicted to lose. In short, whether we can cultivate China's auto product development capabilities and gradually own our own intellectual property rights and brands are not only the lifeblood of Chinese companies, but also the lifeblood of China's economy. Not mastering the core technologies of key industries not only causes economic losses, but also hardly has economic autonomy. Economic autonomy is the basis of national autonomy. Independent brands do not believe tears. (Lee Yong Ho)
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