Guo Qianzhi's "starting point"

Since we are all automakers in this era, we are all Chinese automakers in this era. Our topic is always inseparable from automobiles, we cannot leave Chinese cars, and we cannot leave China's auto autonomous development. His understanding of "cars" and his understanding of "Chinese cars" exceeded the limit of one car, exceeding the limit of one enterprise and exceeding the one-time limit. I even thought that in his mind, the system composed of historical vertical coordinates and horizontal coordinates of competition is far from the power of one person, but the power of a generation or even several generations of Chinese automakers.

- Inscriptions Platform Development Molding Product Temperament Guo Qian: In the automotive field, what is the feeling of “high class”? I think that is: When you do not look at the details, just look at the body, you can obviously feel that it is a grade car, has an inherent temperament. View of this car we have made this feeling more successful, this car looks very good grades.

For us, the upscale temperament is not simply a platform that can be made. Just like a person, no one can make a noble temperament by making clothes. High grade is the natural temperament that is embodied in the inner nature. High-end automobiles begin with the development of the basic structure of the basic platform for product development. Product development must start with platform development. If there is no platform development support, the proportion of the entire vehicle cannot be set autonomously, and the car's internal temperament cannot express itself freely. come out.

I'm not saying that manufacturers who do not use this platform structure are technically backward, but rather that the product is facing the user. If you copy someone's platform, it's like you copied the person's figure, then you only Based on that person's figure, you can measure how to make clothes suitable for this person's body, and then express your thoughts. If you want to get rid of the shackles of this "body," you must shape him into what you imagine, not Must be done to this effect, have to re-do the platform. Therefore, high-end product development must begin with the development of the platform, you can truly grasp the essence and temperament of the product.

Li Qingwen: Some Chinese auto companies have been working for many years and still only stay in the introduction, digestion, and absorption. In this sense, there is still a big gap between the unique temperament of automotive products.

Guo Qian: Generally speaking, Guanzhi has had several excitement points this time: first, performance; second, modeling; and third, development depth.

Many people asked me: From a technical point of view, what is the difference in the depth of development?

I think that in terms of the level of development, the first level is equivalent to learning to imitate. At this level, we can also make products. The second level is to make your own body based on the platform. The third level is to truly grasp the platform and constantly express their ideas for the target users through various changes in the platform.

Measured in this sense, I think that among current domestic companies, only QOS is the real one to start with the platform, and the performance of the product can be compared with foreign models at the same level.

If you don't have the ability to create a platform, no matter how good it is today, when tomorrow you need to respond to new user changes, and this change must be mapped to the platform's changes, you will still encounter difficulties.

Li Qingwen: It is therefore necessary to use other people's platforms to adapt to consumers. Taking someone else's platform can not reflect the company's basic concept of building a car. The concept of perception is different, and the design concept emphasizes elegance. This is actually an aesthetic pursuit of the concept of creation, and it is also the unique value created by the company for consumers.

Product development will eventually return to the starting point. This starting point is to stand on the shoulders of giants Li Qingwen: From the perspective of corporate strategy, the independent development of some enterprises is a strategic speculation. This kind of speculation is not speculative in the general sense and it is strategic. However, taking a longer time span and widening the space width is still speculative.

The difference between Qoros and some auto companies is that it is not a strategic speculative strategy. It is the creation of a brand new enterprise and brand new product from the bones. It is a truly autonomous strategy.

Guo Qian: In fact, Guan Zhi used the strategy of “returning to zero,” and companies around the world are actually starting from an inevitable starting point. To develop autonomously, we must follow the starting point rule in technology.

Li Qingwen: Now practice has proved that if you do not move forward from this starting point, you will have to return to the original point after grafting several platforms. If you do not return to the original market, you will be punished.

Guo Qian: Objectively speaking, this starting point is still a bit high for the automotive industry in China. At the beginning of development, various conditions were not available, and adopting some suitable practices to be able to initially stand on the market was also creative. But if you want to go further, you must start from the true starting point. Of course, starting from the starting point does not mean that it will succeed, but if you do not start from the starting point, it will certainly not become a truly competitive enterprise with foreign companies.

Li Qingwen: In addition, there should be a scientific understanding of the starting point. In different historical periods, the starting point's standards are not the same, and the criteria for "return to zero" are not the same. In the new century, the starting point for establishing the world auto industry level is not the same as it was ten or twenty years ago.

Guo Qian: We used to establish our feet first under the old conditions. It is also the starting point. Today is different. The market has opened up to a certain degree. You cannot compete with multinational companies in the same arena, and there is no room for survival. Therefore, it is necessary to do things according to the basic norms of automobile manufacturing that have been accumulated for many years abroad, and this has become a new starting point.

This is also an industry topic. Comparing with the actual resource dominance of domestic independent brand enterprises, this starting point seems to be quite high, but from another dimension, if we have so many independent brand companies that have integrated all their resources together, they have considerable strength. However, this is an ideal. Logic, it is hard to do at present. However, I expect Chinese companies to have enough wisdom to achieve joint development. South Korea achieved a combination of modern and Kia in the financial crisis.

Li Qingwen: Integrating resources into an ideal state is theoretically feasible, but the practical obstacles are huge and it is almost impossible to combine them under the current institutional mechanisms.

So, the starting point now is that, as you say, the starting point of process management is high, and secondly, the starting point of technology is high and stands on the shoulders of giants. In the past, we also wanted to stand on the shoulders of others, either by grafting or by using other people's platforms to transform or innovate. However, practice has proved that this practice is not as innovative as it really stands at the starting point of the times, and is standing at such a high starting point as the overall technology and overall management level of the automobile industry.

Guo Qian: The essence is where to step on the foot, is on the basis of the method, or stepping on the basis of the product.

Li Qingwen: With the help of giants' shoulders, there are also differences. Whether you step on the shoulder of a product, or on the shoulders of the world's automotive industry, the level of technology, management, and innovation. Guanzhi did not step on any specific product, but stepped on the shoulders of a large number of world-class automotive manufacturing and management experts who represented the world-class automotive industry today.

Guo Qian: They did not bring the product, but brought the whole idea of ​​development.

During the past three years, when a number of automotive experts came to China from across the world, we were very candidly discussed on the table with us, and we were able to see whether this business model has any possibility of success. I asked this group of people three years ago. People who come to observe are not for money. They all want to do things they have not done before in the Chinese market and they can make a difference. The basic ideological foundation for all of us to merge together is to establish a brand-new, first-rate automobile company. Consistency of thought can resolve conflicts as much as possible. Everyone has problems on the desktop, doing a good job, and resolving the problems. Therefore, although the establishment process was rampant, the project proceeded smoothly according to the progress.

Li Qingwen: I think that the concept of “return to zero” that you put forward is not nothing but the level of the first-class level of the automotive industry in the contemporary world.

This gave me a new understanding of the starting point. The starting point for product development is not about the starting point of a product. For example, we are now starting from the starting point of development, we all stressed that we must honestly start from the low end, first class A car to do a good job, then on the B-class car, and then on the C-class car, most people understand this starting point. However, the starting point we just mentioned, or the starting point of our product, is the realization of a soft starting point for intelligence through the introduction of soft power, rather than a hard starting point in the general creative sense.

Guo Qian: Yes, it is not the starting point of product level. It is a basic technology management process that is based on the starting point of the internationally formed basic rules. This is called the starting point. Which product you choose depends on your goals, market, and users. For example, starting point refers to the basic "gun" used for hunting. As for what to use to beat rabbits, it is determined according to market demand. Cheap cars are not built in simple ways. The basic problem rules are the same.

Li Qingwen: In addition to watching technology, I attach more importance to logic. The logical relationship is established and what you do will be successful. After determining the strategic goals, strategic ideas, and strategic measures of the project at that time, you passed the practice test of the previous section. Looking back now, when you start a company, your thoughts or strategies are thoughtful scientific ideas. The process of forming these ideas is the process of ideological unification and ideological construction.

Many foreign first-class automotive experts are viewing the work as an important factor to return to the starting point, but in turn prove that if there is no international perspective, ideas and communication skills, these first-rate international talents may not come.

Guo Qian: Now, Guanzhi's product technology should be considered a pass. Including our engineers, including the supplier's engineers, after touching the product, everyone felt that the product itself had indeed reached the international level and was excited to do so.

However, a company's success, product technology is the foundation, not the product technology is off the hook once and for all, whether it can be accepted by the market is still a huge challenge, and it is the most crucial link to determine the success or failure.

Branding is not as good as walking one step at a time Li Qingwen: Xue Xu, a well-known marketing scholar at Peking University, believes that the marketing of self-owned brand companies lacks ideas, does not have complete ideas and systematic thinking, what is their own brand, or does not think through. So, what is the marketing idea and concept of this new brand?

Guo Qian: The brand question you mentioned is another basic issue. We have been discussing what the brand is during the past three years. The market will always need to have a characteristic brand, and such a brand will never be more.

Li Qingwen: For example, if you hold a mobile phone made by Steve Jobs, it is a latecomer as a mobile phone. It is not a strong player when it comes in. Facing strong players is not without opportunity. It overturns the strong players. However, the process of subversion requires strong ideas and culture. The refinement and formation of ideas and culture are the most difficult. It is easy to ask questions and answer questions.

Guo Qian: Therefore, we must determine the characteristics of a brand. We must abstract this feature, and use what kind of enterprise mechanism to continuously maintain and dig to make this feature more clear. From the perspective of the history of the world's auto industry, there are two paths for the establishment of a car brand. One is to determine the brand's goals, and then start directly at this point; the second is to determine a goal step by step. Our more traditional approach is to go up step by step.

In fact, in the process of brand building, there is a problem of comparison of resource inputs. On the face of it, if we follow the first path, the resources that must be invested by the enterprise to reach the target at one time must be more than the initial resources required for the second path. However, if the final brand wants to achieve the same goal, step-by-step resource input must be much more than the resource investment to achieve the goal.

Li Qingwen: Actually, the energy consumed by step-by-step steps is more than the energy consumed to directly reach high steps.

Guo Qian: Step by step, every time you rise again, you must overcome the brand inertia that has formed in the past. For example, if a company makes a car, you feel that it is doing better than before. You and the user say that I am doing better than before. The user does not feel observant for some time. You will not believe it next time. If you go step by step, you will go through this process every step. If one step goes up to a certain height, the final amount of money to be spent will be smaller. Therefore, step by step, it is better to walk. Of course, the initial investment in one step is large, and the difficulties encountered are many. To be unwavering, it is possible to succeed.

Li Qingwen: It can be said that many auto companies in China are precisely tangled in this contradiction. Entangled in what place? For example, we often heard that the data was accumulated in a little bit. The tests were made one by one. The car was running out of a kilometer and a kilometer. Is this right? It's right. However, in retrospect, today's information technology is highly developed and these arguments are not comprehensive.

Guo Qian: South Korea is a good example. At first, they would not be cars. In the first 20 years of development, they could not develop independently, but they honestly started from the starting point. It turns out that once it overcomes the threshold, they rise. This experience shows that if you don't start from the starting point, you feel that you are going fast and you have to go back.

Li Qingwen: When some companies are developing technology, their eyes are only on the tangible thing of the product and they don’t see the intangible power behind the product. Therefore, we introduce a model and it is very good. After it is made, it will bear a burden. Multinational companies have come to new models, and we'll come back one more time. Our lesson is that we have not found the most fundamental thing. We only look at the product.

Guo Qian: So, our understanding of marketing is not better than who is better than bad, but it is not the same. This is our marketing concept. This marketing starts with the definition of brand.

Li Qingwen: Define your own company, define your own brand, and define your own team as a fundamental job.

Guo Qian: Our definition is not the same. It starts with all the interfaces that the product and the user contact. Even the interface that the user doesn't touch has to be taken into account. It is a full-scale definition and a brand-new image with distinct personality. The definition of the brand is not to find a word, a sentence, then say it, it is a three-dimensional nurturing process. It is a prerequisite for an overview of brand propositions in a concise and clear language. It is also a comprehensive, vivid, and vivid series of display and contact. Of course, the product is the core, the representative, and the foundation. The spirit of the brand is expressed through the product. When people look at this product, they feel it has a unique temperament.

Only the unique temperament of the product is not enough, but also to cultivate a corporate culture to support brand positioning. The cultural atmosphere of a company is closely linked with the concept of the main leaders of the company. The business leaders of the company, including myself, are all types that are more in pursuit of perfection. Business leaders use their taste, cultural orientation, and philosophical thinking to determine the atmosphere of a company and use this atmosphere to support brand positioning.

Li Qingwen: Now in the company, from the beginning of each employee should advocate the atmosphere, to shape and education.

Guo Qian: We have done so. We have a systematic framework and processes. Of course, resources are not enough. We are still busy with products. Even if a product is not doing well, as long as the company's personality remains unchanged, it can continue to do so.

Li Qingwen: Being a company with outstanding personality characteristics is the ideal of entrepreneurs. I wish Guanzhi to become such a company.