China Economic Review: The "Together" pattern needs to be reopened | Market | Comment
The automotive industry is highly globalized, and the prosperity of the automotive market in a major country cannot be achieved without the joint construction of domestic and foreign capital. A company that yearns to go global, a company that embraces the vast ocean of stars, not only needs independent innovation, but also needs to be good at coordinating domestic and international markets and resources, relying on global power. If there is no big picture, it is difficult for enterprises to open up the global market and win the respect of the world.
In the past two days, the controversy surrounding BYD's "Together" marketing campaign has been growing.
Previously, at BYD's 5-millionth new energy vehicle launch event, BYD released a promotional video of Chinese brand cars "Together" and displayed multiple products from its competitors on site. Among them, including the Haval Dragon MAX under Great Wall Motors. It is difficult to avoid the association that the two have abandoned their past grievances and reconciled, which has led to netizens praising BYD's "presence" and making it a hot topic.
However, as the discussion heated up, people found that although BYD's "Together" list and displayed products included Great Wall Motors, there were no new car making forces such as Zero Run and Nezha, let alone BAIC Group. If there were no Zero Run and Nezha, it would be barely understandable, after all, the first two belong to the new forces of second tier car manufacturing, but without BAIC Group, it is quite surprising.
BAIC Group is one of the six state-owned automobile groups in China today, ranking ahead of BYD in this year's Fortune Global 500 list. As an important representative of China's independent automobile brands, BAIC not only gave birth to the Beijing Jeep 212, which has influenced the memory of several generations of Chinese people, but also became a pioneer and pioneer in China's new energy vehicles, having won the sales championship of new energy vehicles for many years. Whether respecting history or facing reality, we should not be so "ignored".
Although BAIC has not made a statement on this matter so far, it does not mean that the industry agrees with such a cohesive "pattern". What is a pattern? For a company, the pattern is to have a global perspective, to have a global perspective, not only to actively strive for self-improvement, but also to be tolerant of competitors, and to jointly promote and lead the progress of the industry and society.
The automotive industry is highly globalized, and the prosperity of the automotive market in a major country cannot be achieved without the joint construction of domestic and foreign capital. The abundant supply of products, rapid technological progress, and strong innovation vitality in China's new energy vehicle market today are not only driven by the collective efforts of independent brands, but also by the joint efforts of German, Japanese, and American brands, especially Tesla's "catfish effect" that has disrupted the situation. Moreover, BYD itself is now collaborating with Toyota and Mercedes Benz, and accelerating its global production base and sales network layout overseas, aiming to become the world's number one by 2025.
Huawei founder Ren Zhengfei once said, "Not using Huawei phones does not mean being unpatriotic," and called on corporate brands and product marketing not to incite or hijack national sentiment. Huawei itself will not narrowly exclude American chips. The current economic globalization is facing a backlash, but the direction and trend of globalization will not change. A company that yearns to go global, a company that embraces the vast ocean of stars, not only needs independent innovation, but also needs to be good at coordinating domestic and international markets and resources, relying on global power.
According to the data compiled by the China Association of Automobile Manufacturers from the General Administration of Customs, the total export volume of Chinese automobiles in the first half of this year was 2.341 million, a year-on-year increase of 76.9%; The Japan Association of Automobile Manufacturers announced that the export volume of Japanese cars during the same period was 2.02 million units, a year-on-year increase of 17%. This means that in the first half of this year, China's automobile exports surpassed Japan for the first time, ranking first in the world. With the continuous breakthroughs in new energy vehicle technology and accelerated product iteration in China, the user experience and brand image of products are getting better and better. In the future, China will have more car exports and more car companies will accelerate overseas localization production and sales. If there is no big picture, it is difficult to open up the global market and win the respect of the world.
