This is also in line with the consistent tonality of Japanese brands and will never be satisfied with the breakthrough and innovation of the status quo. For example, the B-class car market in China is a wave of rhythm brought by the strength of Japanese cars such as Camry, Accord and Teana. In terms of dual-engine mixing, Japanese brands such as Camry dual-engine and Accord dual-engine have also opened the mixed market in China.
For a nation that dares to break through, it seems to outsiders that Japanese brands have never served anyone on the road of innovation, but this is not the case. Behind closed doors, Japanese brands will also "knock on the blackboard and draw key points" to determine their competitors.
Why does Chery make Japanese brands jealous?
Yin Tongyue, Chairman of Chery Automobile Co., Ltd., shared a story of Chery's "threat theory" with the post-80s and post-90s at the 3rd General Meeting of Chery Young Employees' Innovation and Creativity Competition held on October 4th, 20 18.
"One of Chery's dealers once managed to attend a Japanese dealer meeting. The press conference was highly confidential and everyone's mobile phones were confiscated. He saw a photo of Zhang greatly on the PPT of the live speech. The center of the photo is a target, and Chery is in the center of the target. "
The research reports of these brands show that the core reason why they are afraid of Chery is its innovative ability, which has been accumulated by Chery for more than 20 years.
If someone hadn't seen it with their own eyes, perhaps not many people would believe that Japanese brands' default opponents are not German and American car giants, but China brands. But from another perspective, it also reflects Chery's strength in breakthrough and innovation.
According to the information consulted by riders, in recent years, Chery's annual R&D investment has always accounted for 5%- 10% of its revenue, and it has the largest and most advanced automobile engineering center (National Engineering Laboratory for Automobile Energy Conservation and Environmental Protection) in China, which is one of the automobile enterprises with the most independent intellectual property rights in China.
By the end of 20 17, Chery had applied for 2 patents 156 12, granted 9,835 patents and owned 2,842 invention patents, ranking among the top in China automobile industry.
Obviously, Chery is not satisfied with such investment. Not long ago, Chery successively sold its shares in brands such as Qoros and Yi Kai, and adopted a series of slimming measures to concentrate its funds on technological innovation.
For Chery's strength in technological innovation, the list of many well-known institutions is more objective.
Recently, Clarivate Analytics, a global intelligent information service provider, released "Top 20 100 Innovative Enterprises in Chinese mainland in 2007", and Chery successfully made the list, ranking first in the number of invention patents in Anhui Province.
In another "China 20 17 Top 65438 Patent Operation License" issued by IPRdaily and incoPat Innovation Index Research Center, Chery holds 98 annual patent opening licenses, ranking seventh in the whole list and first in the automobile industry.
Why does Chery insist on innovation?
Due to historical and cultural reasons, China brand does not have much advantage in brand influence in the competition with foreign-funded enterprises, so China brand can only make up for this disadvantage by breakthrough and innovation the day after tomorrow.
One of the typical representatives is Huawei in the mobile phone industry. From the research of wireless technology to the self-developed HiSilicon and Kirin CPU, Huawei has always adhered to the principle of independent innovation.
Nowadays, domestic mobile phone brands headed by Huawei are constantly grabbing the market share of Apple and Samsung. At present, Kirin 970, which represents Huawei's highest level, even makes Qualcomm, the world's first mobile phone CPU supplier, fall behind. While competitors are still thinking hard about countermeasures, Huawei has proposed a 5G system, which is considered to lead the next generation of communication technology. This is why Huawei can catch up with the world's mobile phone giants such as Apple and Samsung.
Similarly, as Huawei in the automobile industry, Chery's innovation ability has been compared with Huawei by the outside world. In this game of automobile industry, independent brands will not be controlled by others only by constantly breaking through innovation and mastering core technologies.
The most direct example is that Chuanqi GS8 and changan CS95, which were all the rage, could not be further restricted by Aisin gearbox. There are even rumors that Aisin wants to cut off the transmission supply of many domestic independent brands, which makes the leaders of major car companies fly to Japan for "peace talks".
Observing the development history of China automobile industry mainly includes three stages: imitation learning, gaining a firm foothold and breakthrough. At present, independent brands are on the rise in an all-round way and need stronger innovation ability as an endorsement.
Zotye's imitation is the most direct way before. Although it has made some achievements through plagiarism, it can't last long because it doesn't have its own innovation. According to the official data released by Zotye recently, Zotye sold a total of 365,438+07,036 new cars in 2065,438+07, down 4.8% year-on-year, far lower than the average growth rate of 65,438+0.4% in China passenger car market announced by China Automobile Association in 2065,438+07, and only 79.5% of the annual sales target of 400,000 vehicles was achieved.
This is also the reason why Chery has always insisted on innovation, and in the strategy of breaking through innovation, Chery and Huawei take the same routine.
Huawei has such an unwritten rule that subordinates can directly point out the mistakes of leaders and express their views directly. Everyone is a driver and everyone is the protagonist.
Similarly, taking Chery's internal innovation and creativity competition for young employees as an example, Chery allows all young employees to participate, and all projects are completely led by themselves, giving full play to everyone's subjective initiative.
In addition, during the Guangzhou Auto Show last year, Chery released the high-end product series EXEED, and publicly collected the Chinese name of EXEED at the press conference, which is also a typical innovation.
Similarly, influenced by Chery's innovation for many years, the "crowdsourcing design" adopted by Chery Yi Kai is a typical breakthrough innovation, which is favored by young consumers.
As Yin Tongyue, Chairman of Chery, shared with the outside world at the recent "20 17 CCTV China Entrepreneurship Award Ceremony", Chery hopes to build an innovation platform to activate the brains of all the people in the company, so that they can constantly innovate and improve, thus realizing the continuous improvement of product quality and efficiency and making the company invincible.
Looking at Chery's future from Huawei's success
In fact, Huawei and Chery not only have similar technical strategies, but also have the same future development.
In an interview with the media, Yin Tongyue said, "Chery has been building expressway in the past few years. As long as the road is right, it is not afraid of the long road. "
Now looking back at Chery's technology accumulation track, it may not be difficult to understand why Chery is regarded as a bull's eye by Japanese brands. At present, Chery's latest achievements in automobile core components include: gearbox jointly developed with Gertrak; The performance of the third-generation engine independently developed even makes mainstream foreign brands such as GM and Nissan ashamed; Four independently developed modular platforms.
In addition to the outstanding competitiveness at present, in the face of the coming intelligence, electrification and interconnection, Chery has also upgraded its self-developed intelligent network connection system to the third generation, and many joint venture brands have not even started in this respect. Moreover, the Arrizo 5 jointly developed by Chery and Baidu is highly unmanned or the car has been driving on the California highway, which has opened the experience.
If we take 2020 as the node, automobile intelligence, networking and electrification will all break out in this year. When all the technology accumulation is transformed into the advantages of resource integration, look at Chery's current layout. Such foresight is enough to make the opponent shudder.
At present, independent brands have completed the stage of technology accumulation and are in an all-round rising period. When the accumulated advantages break out in 2020, perhaps we can see that Huawei makes Apple and Samsung fear the same. Chery is called a respectable and terrible rival by mainstream joint venture brands in public.
(Text/Yu)