Guo Konghui: China's autos have long travelled to international brands

Recently, Guo Konghui, an academician of the Chinese Academy of Engineering, said in an exclusive interview with our reporter: “The independent brand has become an international brand name with a long journey.”

Facing the impetuousness of the auto industry, Guo academicians always dare to tell the truth, dare to criticize, and point the way for the industry.

Brand progress and brand name

A taxi driver once asked Guo academician: "When will we have a real good car?" This made Guo academics think deeply.

Academician Guo told reporters that in recent years, China's auto industry has made no small progress, but many core technologies are still controlled by people. The "automobile power" lacks its own brand name, "heavy trucks" and "buses" are basically the world of self-owned brands. Among them, FAW's J6 is a representative and won the first prize of the National Science and Technology Progress Award. In the past two years, many new self-owned brand cars have been exhibited. It seems that there has been a lot of progress. Geely, Chery, and Changan have demonstrated that the Chinese people are making gratifying efforts. Objective The indicators may not be significantly different when tested, but there are always gaps in time-space consistency, persistence of indicators, "robustness", and subjective feelings.

Small problems and big brands

In view of the impetuous phenomenon that the automotive industry is currently ubiquitously wanting to “get short and fast,” Guo Academician criticized that most companies have sloppy manufacture, and often have problems with assembly and small defects. The phenomenon is large: the vibration and noise are large, and the damping performance is easily degraded. , Slight abnormal sound; Manipulation feels bad, shift, pedal force is not supple, responsive; cabin "odor"; quality of purchased parts, such as door handle is broken, the door is difficult to open, sun visor Loose, interior cracking; KC characteristics asymmetry. Guo academician believes that there is a small fault will be difficult to become a big brand.

Guo Jiashi believes that large enterprises pay more attention to risk avoidance, and most of them are independent cars (starting from foreign platforms) or they start to buy foreign technology. They gradually inject Chinese genes. Small and medium-sized enterprises fight hard to survive. The blood road, self-owned brand cars have made rapid progress in the past two years, but the foundation is worse than that of big companies. Due to limited power, they have adopted more tactics of "refurbishing and plagiarism in the dark." Small businesses used to emphasize cheap prices. "Looking at hundreds of thousands of dollars , Look closely at 40,000 or 50,000. Now the propaganda began to emphasize technology, but the basic strength is not easy to change in the short term. "Looking at the distance is not bad", but it always feels that the grade is not high, the time is long, and the problem is constant. , To build an independent brand into an international brand name, the journey is still relatively long.

The reason why we have a long way to innovation is because there are many problems in technology. In the depths of the problem, we should ask a few more questions. For example, why do we have minor problems, poor quality components, high noise, and poor handling? Why is the KC not correct? Why haven't you asked for the tires yet? Didn't dare to move the chassis platform? Academician Guo pointed out one by one.

The reason why the brand is inferior to people

Academician Guo believes that there is a gap in the spirit of self-improvement (than space). In the past, long-term excessive dependence on joint ventures, accumulated technical knowledge, and less chance of mastering core technologies, now we know that we must be independent and self-improvement, but we must be overwhelmed by people's control. "Less strength does not work, the old man is sad!" "Returning to the shore" is not too late, but it needs to add unanimous confidence.

Serious spirit is not enough (than foreign), lack of "meticulous" and perseverance; impetuous, satisfied with the surface of the prosperity; love exaggerated, like self bragging, self-promotion, to reach "the world's leading level".

The spirit of hard work is not enough (compared with table tennis players and acrobats). In the past, people always let people hold and do not want to go down. Now they must go to the ground. They will not want to run when they go, and they also easily claim to "break the world record." Always likes "short and fast"; likes to work around, does not like to work hard; like to play clever and speed up.

There is a lack of innovation (compared with other industries), and it is believed that "the automobile structure is complex, the output is large, the equipment is heavy, and it is difficult to innovate because of the complexity of the equipment." The skill is not enough, the foundation is not solid, and there is not enough strength to innovate; long-term Favorable foreigners do not dare to compare with foreigners. Some leaders marvel at foreign advanced technology and do not believe that Chinese people can also come from behind. “It is still relying on foreign parties for miracles” and “will give foreigners more autonomy after 20 years of work. "Development is not too late"; the evaluation index of the cadre takes the GDP and the introduction of the top 500 as the first, and the scientific and technological innovation is not assessed, and innovation is also easy to "leak out", and may be lost.

Make concerted efforts to create a brand

Facing the disparity, Academician Guo Konghui believes that he must be on the right track. He believes that “quality and the level of improvement must have a process.” But why is our process so long? (compared with South Korea and Japan) He believes that, first of all, there is a problem with the system. For example, the company’s autonomy, lack of initiative, insufficient unequal competition, and constraints (financing system, power mechanism, and total wages), efforts to build brands will be subject to many restrictions. Second, there is a problem with culture, such as fraud. Floods and official customs are not correct, and tricks and tricks interfere with the right path. Impetuosity and the place where counterfeiting is prevalent can not be famous. Thousands of miles begin with a single step. Therefore, we should work together to focus on everything and persevere. Our great cause can be achieved.

Form three resultant forces

Academician Guo suggested:

1. The cooperation between the OEM and the supplier. The OEM should “be kind to the brothers” to coexist and win together. Building a supplier is also a great support for itself.

2. The joint force of government, industry, research, and research. The government must actively support policies and provide coordination and assistance. The main body of enterprises must be in place, universities and research institutes must assist; the enterprises that are the “main body” must do the same with the colleges and universities that serve as “limbs”. Do everything in your power, get what you want, treat each other as you like, share your honor and disgrace.

3. Synergies between external and internal sources. Nowadays, many of China's manufacturing technology levels have reached or approached the international advanced level. Enterprises purchasing domestically produced products, or adopting domestic technologies are not only cheap but also enable domestic related technology industries to develop. This is a virtuous circle.

4. Relying on the acquisition of foreign companies to build their own brands can be a relatively high starting point and a viable path. Especially in the current world financial crisis, we may not have to pay too much for this. However, in the final analysis, we must focus on cultivating ourselves. The research and innovation capability of the company truly follows the development path of "introduction - digestion - innovation".

Quiet and hard work

In view of the low quality of products, Guo academician believes that the Chinese auto industry must overcome the impetuous style, use a 120-point criterion, strictly follow every detail, and earnestly pursue foreign advanced technology. The details determine the success or failure, for example, the Japanese are Judgment of death, unchangeableness, the same number of grades, and the same number of times. The basic skills cannot be accelerated, and they need to be trained. As the saying goes: “If you don’t have a bit of cold and bones, you have to have a fragrant plum blossom.” We want to learn from our country’s Table tennis players, acrobatic athletes, "one minute on stage, ten years off the stage". We must work hard to engage in basic parts, basic techniques, and basic theory. The basic things are lacking in "displaying degrees," and they are inconvenient to boast about and are not easy to get encouragement. To raise the level of awareness among leaders and the general public, we must recognize the value of the basics. Zhu Xi once said: "Ask where the canal is so clear, it is a source of activity."

The spirit of hard work is not enough (compared with table tennis players and acrobats). In the past, people always let people hold and do not want to go down. Now they must go to the ground. They will not want to run when they go, and they also easily claim to "break the world record." Always likes "short and fast"; likes to work around, does not like to work hard; like to play clever and speed up.

There is a lack of innovation (compared with other industries), and it is believed that "the automobile structure is complex, the output is large, the equipment is heavy, and it is difficult to innovate because of the complexity of the equipment." The skill is not enough, the foundation is not solid, and there is not enough strength to innovate; long-term Favorable foreigners do not dare to compare with foreigners. Some leaders marvel at foreign advanced technology and do not believe that Chinese people can also come from behind. “It is still relying on foreign parties for miracles” and “will give foreigners more autonomy after 20 years of work. "Development is not too late"; the evaluation index of the cadre takes the GDP and the introduction of the top 500 as the first, and the scientific and technological innovation is not assessed, and innovation is also easy to "leak out", and may be lost.

Make concerted efforts to create a brand

Facing the disparity, Academician Guo Konghui believes that he must be on the right track. He believes that “quality and the level of improvement must have a process.” But why is our process so long? (compared with South Korea and Japan) He believes that, first of all, there is a problem with the system. For example, the company’s autonomy, lack of initiative, insufficient unequal competition, and constraints (financing system, power mechanism, and total wages), efforts to build brands will be subject to many restrictions. Second, there is a problem with culture, such as fraud. Floods and official customs are not correct, and tricks and tricks interfere with the right path. Impetuosity and the place where counterfeiting is prevalent can not be famous. Thousands of miles begin with a single step. Therefore, we should work together to focus on everything and persevere. Our great cause can be achieved.

Form three resultant forces

Academician Guo suggested:

1. The cooperation between the OEM and the supplier. The OEM should “be kind to the brothers” to coexist and win together. Building a supplier is also a great support for itself.

2. The joint force of government, industry, research, and research. The government must actively support policies and provide coordination and assistance. The main body of enterprises must be in place, universities and research institutes must assist; the enterprises that are the “main body” must do the same with the colleges and universities that serve as “limbs”. Do everything in your power, get what you want, treat each other as you like, share your honor and disgrace.

3. Synergies between external and internal sources. Nowadays, many of China's manufacturing technology levels have reached or approached the international advanced level. Enterprises purchasing domestically produced products, or adopting domestic technologies are not only cheap but also enable domestic related technology industries to develop. This is a virtuous circle.

4. Relying on the acquisition of foreign companies to build their own brands can be a relatively high starting point and a viable path. Especially in the current world financial crisis, we may not have to pay too much for this. However, in the final analysis, we must focus on cultivating ourselves. The research and innovation capability of the company truly follows the development path of "introduction - digestion - innovation".

Quiet and hard work

In view of the low quality of products, Guo academician believes that the Chinese auto industry must overcome the impetuous style, use a 120-point criterion, strictly follow every detail, and earnestly pursue foreign advanced technology. The details determine the success or failure, for example, the Japanese are Judgment of death, unchangeableness, the same number of grades, and the same number of times. The basic skills cannot be accelerated, and they need to be trained. As the saying goes: “If you don’t have a bit of cold and bones, you have to have a fragrant plum blossom.” We want to learn from our country’s Table tennis players, acrobatic athletes, "one minute on stage, ten years off the stage". We must work hard to engage in basic parts, basic techniques, and basic theory. The basic things are lacking in "displaying degrees," and they are inconvenient to boast about and are not easy to get encouragement. To raise the level of awareness among leaders and the general public, we must recognize the value of the basics. Zhu Xi once said: "Ask where the canal is so clear, it is a source of activity."

Culture is an invisible force

Why does the quality of suppliers not increase? In addition to their own reasons, there are reasons for OEMs: they cannot share common destiny, they just want to undermine self-interest, and why the triple combination is always not good? The reason is that the interests of all parties are not balanced and the main body is naturally formed. Yu Feng? Foreign countries do not seal, it seems to do a better job.

Academician Guo believes that self-motivation is also one of the reasons. Public and private, and my reasonable unity with others, this is culture. The "Cultural Revolution" talks about "recruiting for private use", and as a result, it is not fighting well. "Taking the world as its own responsibility," but some people believe that "people do not destroy themselves by nature," and counterfeiting and even selling counterfeit medicines come into being.

Why do you want to hang fake foreign brands (Flooding FAW signs, affixing Toyota signage)? Why "Pentium" to reduce prices 20,000 or 30,000 but also sell "Ma 6" Why does government procurement focus on foreign brands? Guo academician believes that foreign worship is colonial Cultural and social colonial culture is still alive. Why is it better than luxury, high-end, and lavish, and it is a feudal culture. To remove the influence of bad culture, we need everyone to work together for a long time.

Not serious is a common problem

Not serious is the great enemy of famous products. Academician Guo believes that the "Cultural Revolution" has made everyone not serious about many things, and even gradually became a cultural accumulation. Why overloading is more than prohibition? Not only damage the road, the car is too heavy to brake Staying in the car also caused frequent traffic accidents. The road maintenance fee changed the fuel tax to benefit the country and the people, but it was difficult to change the pattern of interests and it was impossible to implement it for a long time. Building a house, repairing the bridge was not serious, and common accidents caused by the "bean curd project"; new houses, The pass does not work, it should not flow everywhere.

The fake and shoddy products and products with excessive levels of harmful ingredients flood the market, and food and drug frauds are adversely affected. It is difficult to stop them. The cars of Lashizi are rushed to the side, and the newly repaired roads are quickly damaged. Teachers do not teach them seriously. It is the title of “professor” who constantly devalues; students learn not to be serious, and cheating is prevalent. The main goal is to mix a diploma. “Not serious, and further is fraud.” Why is our exaggeration more serious than developed countries? Because of exaggeration There is a need for fraud. There are markets. It is impossible to produce brand-name products in an environment that tolerates exaggeration and falsification. These phenomena are not mainstream yet, but the effects are very bad and far-reaching and must be attacked.

How difficult it is to develop and manufacture a good car

Some people always think that car development is a very difficult thing, so it is still as far as possible to rely on foreigners.

"But we have been relying on it for more than 20 years. Should we also go down to our own land and learn how to walk while watching others?" said Guo academician.

In fact, he believes that none of the well-known companies in foreign countries did not do it themselves; they did not always do it at the beginning. They did a good job in learning and growing their talents. They meticulously and meticulously and gradually created brand names. But if they tolerate exaggerated fraud, they will certainly not become brand names. It is a high-tech product composed of tens of thousands of complex parts. It is difficult to develop and manufacture. However, China has a population of 1.3 billion, and all aspects are developing rapidly. Even if there are tens of thousands of difficulties in car development and manufacturing, Divided by 1.3 billion is a trivial matter!

Academician Guo believes that we must work in a division of labor to form an industrial chain. "Two bombs and one star", manned space, we can all do it. The car has more parts and components, larger quantities, and stricter cost requirements; each component is separated. It's not too complicated. Therefore, as long as we are good at division of labor, it is not difficult. The so-called "differentiate after doing the points first" and then the difficult problem as long as you start from the unit, "the first part after the merger", the difficulty will be Resolve it.

Perseverance, dripping through the stone

Academician Guo said that “the country’s rise and fall have responsibility” and we should not engage in “dangerous words” without being targeted. However, we should seriously face our existing problems in a realistic manner. To face up to the dark side, we must not but look at the mainstream, but we must also see Progress and Brightness. China is still the most vibrant place in the world. As long as the road goes positively, every effort is made to correct the shortcomings, remove the filth in culture, carry forward the essence of Chinese culture and the tradition of hard struggle, and give play to the intelligence and intelligence of the Chinese people. It will certainly continue to progress. He cited a company's slogan "A little bit of progress every day," sincerely said that perseverance, wear water through the stone. Adhere to "independent, serious, hard training, innovation," will be able to successfully create a Chinese car brand.

Finally, Guo Yishi humorously metaphorically stated that I would like to open up a prescription for "Four Tastes, Hearts and Dan". Its four components are autonomous seven points, earnestly twelve points, practice hard, innovation five points, and four of its. Efficacy corresponds to cultivate talents, breed brands, make achievements, and master the future!