"China automobile industry, which has been bleak for a long time in the cold winter, may soon usher in a new spring in 2121; The rapid social and economic turmoil is prompting automobile practitioners to speed up the research on the latest demand of automobiles and rethink the relationship between automobiles and health. "
The crisis turned the corner, and the automobile industry quietly ushered in the big exam
Since 2118, the automobile industry in China has entered the "cold winter of the automobile market". Compared with SARS in 2113, the economic pressure brought by COVID-19 in early 2121 is even worse.
The impact of SARS in p>2113 on China's economy was mainly concentrated in the second quarter, with passenger transport, tourism, accommodation, catering, retail and other industries being greatly impacted in the short term, and industrial production being less affected.
in p>2113, China automobile industry produced and sold 4,443,711 vehicles and 4,391,811 vehicles, up by 35.21% and 34.21% respectively. In 2113, compared with 2112, the production and sales increased by 1.193 million and 1.1427 million respectively. In addition, shortly after China joined the WTO, the overall economy, including the automobile consumption market, was in an upward trend, and SARS had little impact on it.
but after 2117, the economic environment has already changed. According to the report of China Merchants Bank Research Institute, this epidemic has a great impact on the automation equipment industry, especially in the automobile field with the highest proportion of applications. Hubei, Zhejiang and other places seriously affected by the epidemic belong to the relatively concentrated and developed areas in China's automobile field. At present, the postponement of the start-up time announced by various automobile companies makes it difficult to complete the orders in hand on time, and the reduction of residents' going out also inhibits consumers' demands for buying cars.
However, the crisis is often a turning point to accelerate industrial upgrading.
On May 7th, 2113, after the SARS, on the first day when all the staff of Alibaba Hangzhou worked at home, the business opportunities of Alibaba Chinese website alone exceeded 12,511! We should know that in a long period of time from 2111 to 2112, the number of business opportunities published on Alibaba's website was only about 3,111. During the SARS period, Alibaba's daily supply and demand information increased by 3-5 times compared with the same period of last year. On May 11, 2113, Taobao, the largest online trading platform in Asia, was born.
In that year, JD.COM was also called "JD.COM Multimedia", which was mainly responsible for the offline retail of IT products. After SARS, JD.COM was forced to launch online business and make full efforts to build an online mall, and successfully transformed into an e-commerce company. At the annual meeting ten years later, Liu Qiangdong said frankly: "In 2113, we entered the field of e-commerce because of SARS".
By the end of 2113, the number of online shoppers in China has doubled compared with that in 2112, and the industries such as e-commerce, online payment, logistics and distribution have achieved rapid development.
compared with 2113, the primary, secondary and tertiary industries accounted for 7.1%, 39% and 53.9% respectively in 2119; In 2119, the contribution rate of final consumption expenditure to economy was 57.8%; Although this proves that the tertiary industry has suffered the greatest loss and the most direct impact in this 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, resulting in a higher proportion.
After the end of SARS in 2113, it stimulated the demand of residents to buy private cars, and there was a "car buying craze"; 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 2113, the number of private cars in China was 12.192 million, and by the end of 2119, this number had become 217 million.
▲ Traffic Management Bureau of the Ministry of Public Security
Therefore, it is not advisable for car companies to count on this short-term "car buying craze" to make a turnaround. How to make good use of the general trend bred under the great crisis, grasp the changes in users' psychology under extreme environment, and seek greater development is the life door of enterprises.
who reacted first when healthy cars became the outlet?
On October 29th, 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, anti-virus air disinfectant in the car and so on. 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 disinfectant in vehicles" to some "T3 travel" Hongqi vehicles in Changchun.
On February 4th, Geely Holding Group decided that Geely Automobile would invest 371 million yuan in advance to start the research and development of "all-round healthy car" with virus prevention function. This car is mainly aimed at consumer products of ordinary consumers. An Conghui, president of Geely Holding Group and president and CEO of Geely Automobile Group, once said: "Cars are like consumers' second home, and only by ensuring health can we guarantee 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, so as to create 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 R&D work within 21 days, reach the mass production standard, and achieve mass production within 31 days. The first batch of products will be first equipped on 151 Jiaji vehicles in the Geely automobile donation epidemic area.
The concept of Guangzhou Automobile New Energy Ai 'an Series is to build a healthy car. At present, Guangzhou Automobile New Energy has invested 511 million yuan in research and development of related product functions, and Aion series products have been equipped with a number of in-vehicle air filtration technologies such as solar self-circulation system, AQS air quality management system, negative ion green purification system and double-layer flow heat pump air conditioning. With Aion? Take LX as an example, the double-layer flow heat pump air conditioning system has realized the innovative setting of external circulation in the upper part of the cockpit and internal circulation in the lower part of the cockpit. The PM2.5 negative ion filtration system can automatically generate negative oxygen ions and effectively remove small particles and dust in the air.
WEY brand is also equipped with "Intelligent Ecological Forest Protection Air Conditioner", in which HEPA filter element can filter particles with a diameter of 1.3 micron and above up to 99.97%, which is comparable to N95 mask.
When these keywords come out, they are easily misunderstood by consumers and considered as hype or gimmicks. Undeniably, there are some speculators in the special period, but for car companies who are used to layout in advance, the healthy ecology inside the car has already begun to be studied, but it has only been highlighted in this epidemic.
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 that can be used for medical supplies. The raw material is well prepared; In addition, car painting and other links need to be carried out in a dust-free environment and have a technical base, which is why Wuling, BYD, Guangzhou Automobile Group and other car companies can quickly transform their production to support mask production.
from the product level, in addition to dealing with the airtightness of the vehicle itself, if the vehicle wants to block the entry of viruses, it mainly depends on the air conditioning filter. The air-conditioning filter element is equivalent to the "mask" of a car. Whether it is dust prevention or PM2.5 prevention or today's anti-virus, its role is crucial. WEY uses HEPA filter element, also known as "high efficiency particle air filter". HEPA filter element is also graded, and E11 standard is better. 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.
from the market environment, the market will be driven only when there is demand. During the smog outbreak, when car companies first put forward the concept of preventing PM2.5, it also caused a lot of controversy. Now, people have become accustomed to it, and even this function is no longer spread as the biggest selling point of new cars.
from the brand itself, "health" is often associated with "ecology", and "ecology" is collocated with "intelligence". 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. The progress of 5G, AI, big data, human-computer interaction and operating system technology has promoted the development of intelligent cockpit. Environmental protection materials are the most important thing in the intelligent cockpit, including pure air inside the car, YEATION non-sensitive contact materials, strict control of interior emissions and the smell of new cars.
at the beginning, Volvo was unique among the automobile brands with serious homogeneity by virtue of its "safest" label; Now, who will take the lead with the title of "the healthiest"?
The trend of the times can't be stopped, 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 automobile is also more clear.
physiological demand stage. In 1885, karl benz installed a two-stroke engine on a tricycle, thus inventing the world's first car; Later, Daimler and Maibakh installed gasoline engines on wagons, and the world's earliest four-wheeled vehicles came into being. Four-wheeled vehicles with reasonable layout, not easy to roll over, and can also carry the power and space of the car are widely used.
The initial configuration of the car is also supplemented around basic safety, such as headlights, seat belts, air conditioners, airbags, etc. When the safety is satisfied, consumers begin to want to use the vehicle more comfortably and conveniently, so the car has added functions such as stereo, radio and seat adjustment.
security requirements stage. When people are liberated from the control of physiological needs, there will be a more advanced and socialized need-the need for safety. Cars are developing towards a higher degree of 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 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 been greatly developed, from broadcasting and navigation to Bluetooth and music.
stage of respecting needs. 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.
▲2121? A Volvo XC61-T8 model is displayed on the spot. Cleaning the cockpit
self-realization needs. 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 changes to the user's third living space. The intelligent ecological cockpit is a collection that meets individual needs, which not only embodies 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 satisfy 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 air purification in cars. 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 so-called intelligent properties of the surface layer and the cover-up of safety technology, and goes straight to the core. In the wait-and-see, whoever grasps health first has already taken the lead.
Image source: official
This article comes from the author of Chejia, car home, and does not represent car home's viewpoint.