What is the treatment of Changhong Innovation Design Center? I am a fresh graduate. What is the development prospect of industrial designers in it?

What is the prospect of China automobile? Different angles have different answers.

If we pursue assembly manufacturing, there will be great prospects for two reasons. First, China has a huge market and a large population, and the next 10 year will be a period of rapid growth of automobiles. Secondly, China's manufacturing industry has obvious advantages: low labor price, high quality and strong industrial base. Like Shanghai GM, it is a model factory for GM's five joint ventures around the world.

These two points determine the comparative advantages of China enterprises. The world's auto giants are willing to take their products to China for production. The cars made in China can not only meet local demand, but also be sold overseas. It is predicted that China will become the largest manufacturing base in the world, among which the automobile manufacturing industry has the greatest potential.

If we pursue brand and technology, China cars are full of thorns. Because, so far, China has not developed a car that sells well in the international market, nor has it created an internationally competitive brand. The level of automobile development and design in China is far from that of foreign countries. When can China look forward to a bright future when capital, technology and talents are in a weak position?

From this perspective, China has no choice. Factory and brand, China can only choose to do factory, assembly and production. As for creating brands and developing designs, that's a matter for multinational companies. China enterprises can't reach such a high level, and they will only ask for it if they insist on pursuing it. And the economy is becoming more and more global, and the automobile industry will have no borders. China should automatically integrate into the world automobile division system and do what it can honestly. If we talk about independent development and national brands, our ideas and consciousness will not only be out of date, but also be abandoned by the world cars, and we will not get any benefits.

However, there are always some experts with deep national complex who are unwilling to give up their national brands and Chinese dreams. They believe that economic globalization does not mean that the world is harmonious, and group interests, national interests and national interests exist all the time; Conflicts of interest will also occur between different nationalities and countries, sometimes even very serious. If China is only content to be a downstream factory of multinational companies and does not engage in independent development, China automobile enterprises can only passively participate in the "global restructuring", and multinational companies will proceed from their own interests. An academician of the Academy of Engineering once said excitedly at the seminar: "Without technical independence, there will be no economic independence, and there will be no political independence. With the increasing proportion of knowledge and technology in capital, this will be an inevitable trend. "

Miracle of Home Appliance Industry: Can China Auto Deduce?

When it comes to automobiles, people always think of home appliances, because both the automobile industry and the home appliance industry are assembly and manufacturing industries, with similar technology and market structure, high requirements for economies of scale and high industrial concentration. However, China's household electrical appliance enterprises fought their way out in the domestic market where the world powers disputed, cultivated and developed a number of national famous brands such as Haier, Changhong and Galanz, and occupied a high market share. Can China's cars emerge several famous brands like the home appliance industry?

By analyzing the development process of household appliances industry, we can see that the open market and full competition have created well-known brands. No matter state-owned, private or joint venture, they all stand on the same starting line, and compete in price, quality, variety and service, and the survival of the fittest will be eliminated, and well-known brands will continue to improve and grow in the competition. At present, China automobile is in the primary stage of competition. Although there are large international companies, the market has not formed a fixed pattern. Everything is changing, and new brands are surging. In addition to well-known international brands with deep pockets, there are also some private capitals that are tirelessly pursuing national brands, and no one can guarantee that none of them will rush out.

Some people say that the rise of Japanese and Korean automobile brands has alarmed European and American giants, and they will not allow new competitors to appear, leaving room for China automobile brands to develop. However, this is not the case. Counting the brands of multinational companies in China, most of them are mid-to high-end cars. German Volkswagen even publicly declared that cars under 6,543,800 yuan are not made in China, while cars under 80,000 yuan are just the development space of China cars. The price below 80,000 yuan is the price that is most in line with China's national conditions. Because of this, China automobile has great development space. As long as we seize the opportunity, we can produce national brands that are sold all over the country.

The reason why China's automobile industry lags behind the home appliance industry developed in the same period is that for a long time in the past, the country strictly restricted the access to the automobile market, making domestic enterprises, especially private enterprises, have no chance to build cars. Now the policy is gradually relaxed. If the market is completely open, domestic capital, including private enterprises, will show strong competitiveness. Because, compared with foreign capital, domestic-funded enterprises are not at a disadvantage in China. China has a capital interest rate similar to that in the international market, with employees who make special efforts to make progress and entrepreneurs who dare to take risks. The development of many industries in China illustrates this point. Although the opponent is stronger and the road is farther, what happens in the home appliance industry may also happen in the automobile industry.

What is missing to build a well-known local brand in China?

The essence of brand is the social contract under the market economy. When consumers buy a brand, they actually buy a promise of product quality and consumer safety or a credit guarantee. The brand itself is only a logo, and the key is the comprehensive competitiveness of the enterprises behind it, whether they have strong technical development ability, marketing ability and financing ability, and a good organizational management structure.

Regarding the improvement of technology development capability, experts believe that China enterprises should first improve production efficiency and increase accumulation capacity; Then take various forms of foreign cooperation, and gradually improve the development ability through learning by doing. Only in this way can we achieve the goal of independence.

In addition, Chinese enterprises should also pay attention to improving their comprehensive quality. Technology is important, but not everything. Haier can sell well at home and abroad, not because of superior technology, but because of better and faster service. The gap between domestic automobile brands and international brands lies not only in technology, but also in the management mechanism, organizational structure, marketing and financing capabilities of enterprises, and the organic combination of these factors. Although technology is the forefront of the current international automobile industry competition, it is only one of the brand elements after all. Brand competitiveness is the overall competitive strength organically linked by different competitive factors, and scattered skills, expertise and competitive factors are not competitive. It is hard to imagine that a competitive brand can be formed only by strengthening technical factors when other competitive factors are seriously lacking or underdeveloped.

Some experts said that the complexity and scale of automobile production determine the production organization and management, which is also a key factor affecting brand competitiveness. One of the important reasons why Toyota brand enjoys a high reputation in the world is the "Toyota production" model it pioneered. Through the reconstruction of industrial organization structure, especially the division of labor mode of vehicle and parts enterprises and the reform of parts procurement system, the production efficiency has been greatly improved. The "Toyota Production" model has triggered a worldwide management revolution. Since 1980s, the "lean production" mode widely practiced in the international automobile industry was born out of the Toyota production mode. It can be seen that technology is important, but compared with the organization, marketing and financing capabilities of enterprises, it is not necessarily more effective in enhancing brand competitiveness.

To become a well-known brand, China Automobile should not only pay attention to technology, but also improve the comprehensive ability of management, marketing and financing. Only in this way can they catch up and create their own famous brands.