The supply chain system and organizational structure of traditional automobile enterprises remain unchanged

Looking back at 2021, subject to multiple uncertainties such as chip tightness, rising raw material prices, and battery shortage, upstream and downstream enterprises in the automotive industry chain are carrying heavy loads forward. This year, traditional car companies are moving forward in the storm, and the new forces of car making are walking on thin ice in the wind and rain.

However, there are still surprises and hopes under the turbulence and difficulties: after three consecutive years of decline, China's auto market finally returned to positive growth in 2021; New energy vehicles ushered in a comprehensive outbreak, showing a good development situation of market size and development quality; When the first batch of new Chinese Internet car-making forces crossed the line of life and death and initially gained a foothold, Huawei, Baidu, Xiaomi, Apple and other technology giants have poured into the car-making track, and at the end of 2021, a wave of car-making "after wave" including Light Orange Times, box cars, Niu Electric, group cars and other car-making businesses have started......

Before the Spring Festival, the article "Salute 2021 | Chinese automobile, tear down the wall of thinking" reviewed the changes of China's automobile industry in 2021, now we will combine industrial dynamics and company layout, and try to predict the new changes, new patterns and new trends of the automobile industry in 2022.

From a macro point of view, on the basis of the bright achievements of China's auto market in 2021, in 2022, for the development of China's auto industry, there are also opportunities and challenges. On the one hand, driven by the "dual carbon" strategy, China's new energy vehicle market will continue to grow; The automobile is accelerating from the traditional manufacturing industry to the high-tech industry of cross-industry integration, China's intelligent network car has a huge prospect, and China is also becoming the innovation fulcrum of the global automobile industry.

From a micro point of view, the Internet giants represented by Huawei, Baidu, Xiaomi, Didi, 360, etc., have deeply poured into the automotive industry, stirring up a pool of spring water. The traditional car companies that originally stood in the center of the stage are faced with the choice of "soul".

Not only is the change of car companies, in the marketing of new energy vehicles, many companies are carrying out a lot of exploration and practice based on their own positioning and user perspective.

By the "magic child Nezha", "Transformers" concept marketing of the United, "what the people need, we produce what" Wuling and other enterprises cross-border marketing can be said to be the wind, Euler's female marketing is winning the market favor, SAIC mass channel to make important adjustments, the new platform electric vehicle ID test water agent system...

Recently, the China Automobile Thirty think tank officially launched the "Forecast 2022" series of interviews, this dialogue invited Shen Jinjun, president of the China Automobile Circulation Association, to predict the pattern and trend of China's automobile industry in 2022 around the changes in the automobile circulation industry.

"The development of the channel to today, whether it is the authorization model or the direct marketing model, the role is to make the customer experience and customer satisfaction continue to improve." Under this premise, it is necessary to further think about how to use new technologies and new models to reduce costs and improve efficiency. In other words, the future direction of channel change, one is the customer, the second is efficiency." In the face of the channel change direction of the industry debate in the past two years, Shen Jinjun said.

In Shen Jinjin's view, the channel will always exist, but the change of the channel is inevitable, because the product is changing, consumers' consumption habits are also changing, but how to change, whether to abandon the current authorization system and re-establish a direct system, or combine the existing authorization system through digital transformation to improve efficiency, improve customer experience and satisfaction. The ideal sales model must be able to find the best balance between cost, efficiency and user experience, which is actually the most important consideration for car manufacturers.

"Although NIO and Tesla have a significant effect on the direct operation model, traditional car companies should realize that there are three differences between new forces and traditional car companies: the first is the supply chain system, the second is the organizational structure, and the third is the marketing model." The existence of these three factors is the reason why traditional car companies are difficult to copy the new power model, and the existing supply chain and organizational structure is not a system that can support the direct operation model." Shen Jinjun pointed out.