Zhang Wenyi Roth
Change always exists, and innovation promotes development. The trend of intelligent networking is reshaping the industry ecology, and the automobile industry is facing a once-in-a-century change. Huge waves surge forward, the changes of the times, technological innovation, tradition and cross-border, front waves and back waves push the automobile industry forward and reshape the industry pattern.
What are the new opportunities and challenges for new energy vehicles in China? How does intelligence reshape the pattern of the entire automobile industry? What changes will auto time's marketing face after the epidemic? 165438+1October 2 1, around these problems, at the 2020 China Automobile Innovation Summit hosted by 2 1 Century Business Herald, a leading figure of China Business Daily, senior industry experts and corporate coffee makers will stage a feast of thinking.
The theme of this year's China Automotive Innovation Summit is "Smart Power Future". The main framework of the summit includes the release of an industry report, two keynote speeches, three roundtable forums and the "Golden Engine" award ceremony.
2 1 Century Business Herald and roland berger, a world-renowned management consultancy, will continue to focus on the development of smart electric vehicles, the trends of time industry and technology industry in auto time after the epidemic, and the core trends of intelligence and electrification, with a view to providing forward-looking observation for the progress of the industry.
Since the beginning of this year, the automobile industry in China, which has entered the era of stock dispute, has been under the internal and external pressure of COVID-19 epidemic and complicated international situation, and a new generation of consumer groups has risen rapidly, posing challenges to the work of enterprises from product to marketing; Catfish, as a new force in making cars, has grown into an important new force in the industry, and its innovation in services and products has gradually highlighted its pulling effect on the industry.
In the keynote session, 2 1 Century Business Herald intends to invite He, vice president of Hyundai Motor Group (China), general manager of Dongfeng Kia, founder, chairman and CEO of Xpeng Automobile, to give speeches on the new marketing changes in the post-epidemic era and the enlightenment of cross-border car-making. ?
New energy vehicles are a major feature and bright spot in the overall automobile industry that has gradually stepped out of the epidemic. After more than ten years of development, the industry as a whole has taken shape, and the market is no longer driven only by policies, although it has suffered a short stall and pain due to factors such as subsidy recession.
Since the beginning of this year, with the introduction of new infrastructure targets at the national and local levels, favorable policies such as "New Energy Automobile Industry Development Plan (202 1-2035)" will still be the booster for the accelerated development of the industry in the future. However, at the enterprise level, from products to services, from cruising range to power exchange and direct sales mode, with innovation and technological progress, internal changes have taken place.
With Tesla's software first-Mover advantage, soaring product sales and market value, software-defined cars have become a hot topic this year. And it is expected to usher in the news of the first profitable fiscal year, giving greater confidence to enterprises and investors related to the electric vehicle industry chain. The era of intelligent networked cars is accelerating. Then, what are the roles of all participants, such as OEMs, hardware suppliers and software suppliers, in the era of software-defined cars or paying equal attention to software and hardware? How far is it to profit from software?
Unlike Tesla or even Musk, it is a huge IP, which is rarely different from active marketing. As far as the whole industry is concerned, marketing is an unavoidable topic. Under the catalysis of the epidemic, "everything can be broadcast live" is no longer a joke. Digital and younger marketing methods such as live broadcast with goods and cross-border marketing are frequently mentioned and applied, and the results are beginning to show. Compared with the traditional 4S shop model, the direct selling model advocated by the new car-making forces is more popular. How to do marketing well in the era of intelligent network connection has attracted much attention.
Based on the above changes and thoughts, in the round-table forum, this summit will set up three dialogues, namely, the new business geography of automobiles: new energy vehicles in China, new opportunities and new challenges; In the era of smart cars, the pattern of automobile industry chain is reshaped; New automobile marketing in the post-fashion era.
The first dialogue will be hosted by Wu Yingqiu, Chairman and CEO of Global Automotive Group. Will have a dialogue with 100 the presidents and senior executives of Zhang Yongwei China Electric Vehicle Committee, Contemporary Ampere Technology Co., Ltd. Meng Xiangfeng, Zhu Jun, Beiqi New Energy Yu, Weilai Shen Fei, Aodong New Energy Yang Ye and other industrial chain enterprises, and conduct in-depth discussions on the opportunities and challenges of China's new energy vehicle development, how China brand electric vehicles win the high-end, the development trend of charging infrastructure under the background of new infrastructure, and the feasibility of the business model of changing electricity. ?
It is worth noting that this dialogue is the fourth issue of New Business Geography of Automobile. As a large-scale video interview column jointly produced by 2 1 Century Business Herald, 2 1 University and China 100 * * Electric Vehicle Committee, the new business geography of automobiles tries to deeply record the great changes that have never happened in the automobile industry in the past century, interpret the logic and wisdom behind innovative enterprises and business models, and bring enlightenment and thinking to the industry and outside.
Previously, since its launch in early September, this column has broadcast "Win in the high-end new energy vehicle market?" (up and down) and "soft and hard, and then look at the software-defined car."
In the second round-table dialogue, Zhang Junyi, executive director of Ping An Group and deputy general manager and chief operating officer of Ping An Smart Enterprise, will be invited as the host of the summit. He will discuss with Bosch, Yi Cartoon Shen, Alibaba Zhang Chunhui, Tencent Shen Pei, Zero Run Zhu, GAC Weilai Liao Bing and other senior executives, analyze the changes in the supply chain of software-defined automobile industry in auto time, and analyze the competition and cooperation among OEMs, hardware suppliers and software suppliers, so as to give full play to the intelligence of local enterprises.
The last round-table dialogue will be hosted by He Fang, editor-in-chief of 2 1 Century Business Herald. The summit will invite relevant leaders in brand marketing fields such as Geely Song Jun, FAW-Volkswagen Ma Zhenshan, Audi Zhang Qiang, Changan Ford Song Yang and Great Wall Li Ruifeng. This paper probes into how automobile enterprises should do well in digital marketing in the post-popular era, and analyzes the new changes in automobile marketing under the background that young people of generation Z have become the main consumers and intelligence and electrification have become more and more accepted. ?
In addition, the results of the 2020 China Automobile "Golden Engine" Award will also be announced at the Innovation Summit, and a grand award ceremony will be held (including China Automobile Person of the Year & Enterprise of the Year, Elite Automobile and Automobile Financial Services).
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.