With the crisis as an opportunity, the automobile industry quietly ushered in the big exam.
From 20 18, China automobile industry entered the "cold winter of automobile market". Compared with SARS in 2003, COVID-19 will bring greater economic pressure in early 2020.
The impact of SARS on China's economy in 2003 was mainly concentrated in the second quarter. In the short term, passenger transport, tourism, accommodation, catering, retail and other industries were greatly affected, while industrial production was less affected.
In 2003, the automobile industry in China produced and sold 4,443,700 vehicles and 4,390,800 vehicles, increasing by 35.20% and 342 1% respectively. Compared with 2002, the production and sales in 2003 increased by1193,000 vehicles and1/42,700 vehicles respectively. In addition, shortly after China joined the WTO, the overall economy, including the automobile consumption market, was on the rise, and SARS had little impact on it.
17 years later, the economic environment has already changed. The report of China Merchants Bank Research Institute shows that this epidemic has a great impact on the automation equipment industry, especially in the automobile field with the highest application ratio. Hubei, Zhejiang and other places seriously affected by the epidemic are relatively concentrated and developed areas in China's automobile field. At present, the delayed start-up time announced by various car companies makes it difficult to complete the orders on hand on time, and the reduction of residents' going out also inhibits consumers' demand for cars.
However, the crisis is often a turning point in accelerating industrial upgrading.
On May 7th, 2003, after SARS, the business opportunities of Alibaba Chinese website alone exceeded 12500! You know, during 200 1-2002, only about 3,000 business opportunities were posted on Alibaba's website every day. During the SARS period, Alibaba's daily supply and demand information increased by 3-5 times compared with the same period last year. On May 10, 2003, Taobao, the largest online trading platform in Asia, was born.
That year, JD.COM was also called "JD". COM Multimedia is mainly responsible for the offline retail of IT products. After SARS, JD.COM was forced to launch online business, launched an online mall in an all-round way, and successfully transformed into an e-commerce company. At the annual meeting ten years later, Liu said frankly: "In 2003, because of SARS, we entered the field of e-commerce".
By the end of 2003, the number of online shoppers in China had doubled compared with that in 2002, and industries such as e-commerce, online payment, logistics and distribution had made rapid progress.
Compared with 2003, the proportion of primary, secondary and tertiary industries in 20 19 was 7. 1%, 39% and 53.9% respectively. The contribution rate of final consumption expenditure to the economy in 20 19 is 57.8%; Although this proves that the tertiary industry suffered the most losses and was directly affected by the epidemic, it also reflects that the consumption of the tertiary industry in China has developed rapidly in recent years, and the consumption level has been continuously upgraded, with a high proportion.
After the end of SARS in 2003, it stimulated the demand of residents to buy private cars, and there was a "car buying fever"; It is expected that similar effects will occur after the COVID-19 epidemic, and the pent-up consumer demand will be released after the epidemic. However, it is worth noting that in 2003, the number of private cars in China was 1.2 1.92 million, and by the end of 20 1.9, this number had become 207 million.
▲ Tuyuan Traffic Management Bureau of the Ministry of Public Security
Therefore, it is not advisable for car companies to expect this short-term "car buying fever" to turn over. How to make good use of the general trend bred in the great crisis, grasp the changes of users' psychology in extreme environment and seek greater development is the life door of enterprises.
Who is the first to react when a healthy car becomes the outlet?
65438129, the National Engineering Laboratory of Drug Gene and protein Screening of Northeast Normal University developed a series of anti-virus disinfection products, including anti-virus mask disinfectant, anti-virus disinfectant, anti-virus disinfectant wipes and anti-virus air disinfectant in the car. Among them, "anti-virus air disinfectant in the car" can be safely used for air disinfection in the car. FAW Hongqi brand and the National Engineering Laboratory jointly acted to distribute the first batch of "anti-virus air disinfectants in cars" to some "T3 travel" red-flag cars in Changchun.
On February 4th, Geely Holding Group decided that Geely Automobile would invest 370 million yuan in advance to start the research and development of "all-round health car" with virus prevention function. This car owner is mainly a consumer product aimed at ordinary consumers. An Conghui, president of Geely Holding Group and president and CEO of Geely Automobile Group, once said: "Cars are like consumers' second homes. Only by ensuring health can we ensure the quality of life. "
On February 9th, Geely set up a special project team to tackle key technical problems, and developed the first in-vehicle air conditioning filter element with "N95 mask" as the filtering standard in China, creating a unique G-CLEAN: Geely Intelligent Ecological Health Circle. By developing the industry-leading IAPS intelligent air purification system, by developing the industry-leading IAPS intelligent air purification system. Geely will strive to complete the research and development work within 20 days, reach the mass production standard, and achieve mass production within 30 days. The first batch of products will first be equipped on 150 Cargill vehicles in Geely automobile donation epidemic area.
The concept of Guangzhou Automobile New Energy Aian Series is to build a healthy car. At present, GAC New Energy has invested a total of 500 million yuan to develop related product functions. Aion series products have been equipped with solar self-circulation system, AQS air quality management system, negative ion green purification system, double-layer flow heat pump air conditioning and many other in-vehicle air filtration technologies. With Aion? Taking LX as an example, the double-layer flow heat pump air conditioning system realizes the innovative setting of external circulation in the upper part of the cockpit and internal circulation in the lower part of the cockpit. The negative ion filtration system of PM2.5 can automatically generate negative oxygen ions, effectively removing small particles and dust in the air.
WEY brand is also equipped with "Intelligent Ecological Forest Protection Air Conditioning", in which HEPA filter element can filter particles with a diameter of 0.3 micron and above up to 99.97%, comparable to N95 mask.
When these keywords come out, they are easily misunderstood by consumers as hype or gimmicks. It is undeniable that there are indeed some speculators in the special period, but for car companies that are used to layout in advance, the healthy ecology inside the car has already begun to be studied, and it was only in this epidemic that it was highlighted.
Is a healthy car a false proposition or a real demand?
From a technical point of view, car companies actually have great advantages in doing health. For example, the raw material for the production of masks is mainly polypropylene, and the sound insulation cotton on the car is also a high-standard material polypropylene, which can be used for medical supplies. Raw materials are fully prepared; In addition, car painting and other links need to be carried out in a dust-free environment, which has a technical foundation, which is why Wuling, BYD, Guangzhou Automobile Group and other car companies can quickly transform production to support mask production.
From the product level, in addition to dealing with the air tightness of the vehicle itself, if the vehicle wants to stop the virus from entering, it mainly depends on the air conditioning filter. The air conditioning filter element is equivalent to the "mask" of the car. Whether it is dust prevention, PM2.5 prevention or today's anti-virus, its role is crucial. WEY adopts HEPA filter element, also known as "high efficiency particulate air filter". HEPA filter elements are also graded, and the effect is better if E 1 1 is above the standard. It is said that the filtering effect can reach 99.97%. The purification standard of IAPS intelligent air purification system being developed by Geely has also reached the N95 mask level.
Judging from the market environment, demand will drive the market. During the smog outbreak, when car companies first put forward the concept of preventing and controlling PM2.5, it also caused a lot of controversy. Now, people have become accustomed to it, and even no longer use this function as the biggest selling point of new cars to spread.
From the brand itself, "health" is often associated with "ecology", and "ecology" and "intelligence" are collocated together. When the car wants to change from the traditional means of transportation to the user's third living space, the intelligent ecological cockpit will be the best connector. Advances in 5G, AI, big data, human-computer interaction and operating system technology have promoted the development of intelligent cockpit. The most important thing in the intelligent cockpit is environmental protection materials, including clean air in the car, YEATION non-sensitive contact materials, and strictly control the emissions in the car and the smell of new cars.
At the beginning, Volvo was unique among the car brands with serious homogenization by virtue of the "safest" label; Now, who will take the lead with the title of "the healthiest"?
The trend of the times is unstoppable, and consumption upgrading drives industrial iteration.
The history of automobile development is actually the history of consumer demand purification, and the automobile industry has been iteratively upgraded according to the evolution of consumer demand. According to Maslow's hierarchy of needs, that is, the order of physiological needs, safety needs, emotional and belonging needs, respect needs and self-realization needs, the development of the whole vehicle is more clear.
Physiological demand stage. 1885, karl benz installed a two-stroke engine on a tricycle, thus inventing the world's first car; Later, Daimler and Maibakh installed a gasoline engine on the station wagon, and the world's earliest four-wheeled vehicle was born. Four-wheeled vehicles with reasonable layout, not easy to roll over and bearing the power and space of the car are widely used.
The initial configuration of the car is also completed around basic safety, such as headlights, seat belts, air conditioners, airbags and so on. When the safety is satisfied, consumers begin to hope to use the vehicle more comfortably and conveniently, so the car has added functions such as stereo, radio and seat adjustment.
Security requirement stage. When people are liberated from the control of physiological needs, there will be a more advanced and socialized demand-the demand for safety. The automobile is developing in the direction of higher automation and higher safety, and various active and passive safety measures, automatic driving assistance functions and intelligent safety configuration emerge one after another.
Emotion and belonging stage. As consumers become more and more accustomed to using the Internet and electronic products, they are eager to transfer their preferences and social relationships on mobile phones to cars. In-vehicle entertainment information system has made great progress, from broadcasting and navigation to Bluetooth and music.
Respect the demand stage. It is undeniable that today's cars are still an important tool to reflect social status; Consumers hope to highlight their social status through cars and get recognition from others.
▲2020? A Volvo XC60-T8 model was displayed on the spot. Clean the cockpit
The need for self-realization. At this stage, consumers' demand for cars is escalating and reaching its peak. And the car is no longer a simple means of transportation, but really changed into the user's third living space. Intelligent eco-cockpit is a collection to meet individual needs, which not only reflects consumers' ownership of intelligent interconnection, but also expresses consumers' pursuit of healthy life.
It can be seen that with the continuous improvement of consumer demand level, the ultimate development trend of automobiles is to meet the self-demand of car owners. A trend is a trend because it is irreversible. Previously, the industry has reached a * * * understanding of the four major trends of automobile electrification, intelligence, networking and enjoyment, and the change of "new four modernizations" has also put forward new topics for indoor air purification. The epidemic only exposed consumers' deep demand for health, and also accelerated the pace of car companies to create a healthy space.
A healthy car, like a needle of catalyst, penetrates the cover of so-called intelligent attributes and safety technology on the surface and goes straight to the core. On the sidelines, whoever catches health first will be ahead.
Image source: official
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.