面对价格战，中国车市“内卷”问题如何解？

“一味的降价，只会让行业丧失可持续发展的动力。”“内卷已成为行业热词”“出口不等于国际化”……

“价格战”“内卷”“新能源汽车出口”成为2023中国汽车产业发展（泰达）国际论坛的热议话题。

如何面对车市价格战？如何在“内卷”中突围？如何推动中国汽车品牌向上？多位车企高层给出了自己的答案。

汽车行业淘汰赛加速到来

新能源智能汽车代表了汽车产业未来的发展方向，技术的变革、商业模式的创新给新进入者带来了机会，也给资深车企带来了挑战。CXO UNION（CXO联盟）（cxounion.cn）

“随着众多造车新势力的入场和布局，新能源的赛道进入了激烈的‘群雄混战’。常胜者不再常胜，后来者迎头赶上，领跑者优势渐显，行业集中度快速提升，两极分化日益加剧，车企市场表现进入动荡调整期。”中国第一汽车集团有限公司党委常委、副总经理雷平认为，虽然我国新能源汽车市场仍然保持着高增长的态势，但是绝大多数新能源车企，都面临“增量增收不增利”的尴尬局面。

“汽车行业的淘汰赛正加速到来。”雷平介绍，“上海车展以后，内卷成为行业的热词，国内外同行都普遍认为，当前，中国汽车市场的显著特征就是内卷。”

在雷平看来，内卷的本质是同质化竞争，许多车企破局的手段单一，都是通过大幅降价、反复降价、疯狂降价，怒刷企业存在感。

江汽集团控股公司党委书记、董事长、总经理项兴初认为，价格战愈演愈烈，行业内卷加剧主要是受行业规模短期增长受限、产品同质化供给、产能过剩等因素影响。他表示，这种阵痛在产业发展的转型期是正常的。

“未来3-5年一定会很‘卷’，多方势力的角逐引发规模赛和淘汰赛交织，而交织的背后将会让产品的竞争力得到显著的提升。”深蓝汽车科技有限公司CEO邓承浩判断。CXO UNION（CXO联盟）（cxounion.cn）

车企要开放合作、跨界融合

面对越来越“卷”的汽车市场，要如何构筑产业发展新优势？

雷平指出，汽车行业还是要回归制造业的本质，用心打造真正满足用户需要的好产品。同时，汽车企业应更多地关注用户、消费者的需求变化和使用场景的需求。要坚持以用户为中心，从真正的用户需求出发，从真实的使用场景出发，用技术创新突破传统的边界、创造性的需求。拒绝复杂冗余功能的无效堆砌，做好共性技术和个性技术的分工协作。在有关安全、健康和环保等基本要求方面，加大研发力量、加大行业合作、共享研究成果。在满足消费者差异化需求、满足特定场景下的使用要求，满足特别的消费偏好等方面，打造用户感知强烈且价值卓越的产品、服务和体验。

项兴初则认为，在电动化、智能化飞速发展的大趋势下，市场与技术的力量正推动产业边界的重构，智能新能源汽车的产业链涵盖了软件、硬件、通信、系统集成等多领域。“这绝不是一个行业、一家汽车企业单打独斗就能完成这轮多技术融合发展转型的，而是需要开放合作、跨界融合，这是汽车产业发展的必由之路。”

在广州汽车集团股份有限公司副总经理閤先庆看来，“为实现中国汽车产业的高质量发展，需要政府、企业各相关方在科技创新、产业体系力、品牌向上三方面共同发力。”閤先庆建议，要重视科技创新领域，同时要持续提升产业链的体系建设，此外还需焕新品牌力。CXO UNION（CXO联盟）（cxounion.cn）

建立高科技高质量的品牌形象

“出海”也是今年汽车行业的热词。

“国际化是中国品牌向上的必经之路，但是‘出口’不等于国际化。”雷平表示，当前，中国品牌汽车经过多年的发展，在外观设计、产品质量管理和控制体系、供应链管理、供应链质量和效率、服务体系发展和创新等方面，都取得了长足的进步。产品综合竞争实力大幅提升，具备了“乘风破浪”出海的条件。CXO UNION（CXO联盟）（cxounion.cn）

但在雷平看来，中国品牌要想实现真正的崛起，就要牢牢把握海外市场需求多元化、高端化、电动化的发展机遇，相互尊重、共同成长，拒绝相互诋毁、拒绝“自杀式”的低价竞争，拒绝对用户用车服务不负责任，共同为培育和呵护中国汽车品牌，提升品牌美誉度而努力。做负责任的中国车企，共同推动中国汽车产业走出去、走进去、走上去。

长城汽车股份有限公司CTO王远力也同样对国际市场充满期待。他表示，“当前，随着新能源汽车的快速发展，我们迎来了历史机遇的转折点。今年7月，我国新能源汽车渗透率已经达到了36.1%，引领全球，除欧盟的渗透率在20%左右，其他国家均为10%以下，发展略为缓慢。利用智能新能源产品的差异化竞争优势，我们非常有机会在国际市场上获得成功。”

不过，中国汽车出海也面临严峻的考验。比如，部分国家制定严格的法规限制，特别是，欧盟近期开始执行的《欧盟电池和废电池法规》中，对电池护照的要求为中国企业进入欧盟增加了门槛，而对于碳足迹的追溯也会导致出口难度进一步加大。

除了法规维度，中国本土的产品同时还要满足不同地域、文化、驾驶习惯等全场景的使用需求，想要出海并不容易。对此，王远力表示，面对未来更严格的法规挑战，为了更好满足产品出海的要求，中国汽车需要具备全栈自研的能力，把握核心技术，才能突破技术壁垒，解决“卡脖子”问题。CXO UNION（CXO联盟）（cxounion.cn）

“中国汽车要‘走出去’，必须要建立高科技、高质量、低碳环保的品牌形象，不能成为低价低质的代名词。在产业变革升级的大潮中要坚持长期主义，遵守法律法规，既要有前瞻性的战略布局，又要有先人一步的技术储备以及应对未来的落地举措。”王远力说。

翻译：

“Blindly lowering prices will only cause the industry to lose momentum for sustainable development.” “Internal volume has become a hot word in the industry” “Export does not equal internationalization”……

“Price war”, “internal volume” and “new energy vehicle export” have become the hot topic of 2023 China Automobile Industry Development (TEDA) International Forum.CXO UNION（CXO联盟）（cxounion.cn）

How to face the car market price war? How to break through the “inside volume”? How to push Chinese car brands upward? A number of car executives gave their own answers.

Source: Pexels

The auto industry’s elimination game is accelerating

The new energy intelligent vehicle represents the future development direction of the automobile industry, and the change of technology and the innovation of business models have brought opportunities to new entrants and challenges to senior automobile companies.

“With the entry and layout of many new car-making forces, the track of new energy has entered a fierce ‘group melee’.” Often the winner is no longer winning, the latecomers are catching up, the advantage of the front-runners is gradually increasing, the industry concentration is rapidly increasing, the polarization is increasing, and the market performance of the car companies has entered a period of turbulence and adjustment.” Lei Ping, a member of the Standing Committee of the Party Committee and deputy general manager of China First Automobile Group Co., LTD., believes that although China’s new energy vehicle market still maintains a high growth trend, the vast majority of new energy vehicle enterprises are facing an embarrassing situation of “incremental income increase without increasing profits”.CXO UNION（CXO联盟）（cxounion.cn）

“The knockout game in the auto industry is accelerating.” “After the Shanghai Auto Show, internal roll has become a hot word in the industry, and domestic and foreign peers generally believe that at present, the significant feature of China’s auto market is internal roll.”

In Lei Ping’s view, the essence of the internal volume is homogeneous competition, and many car companies have a single means to break the bureau

In Lei Ping’s view, the essence of the internal volume is homogeneous competition, and many car companies have a single means to break the bureau, which is through substantial price cuts, repeated price cuts, crazy price cuts, angry brush the sense of corporate existence.

Xiang Xingchu, secretary of the Party Committee, chairman and general manager of Jiangqi Group Holding Company, believes that the price war is becoming increasingly fierce, and the industry volume is intensified mainly due to the short-term growth limitation of the industry scale, product homogenization supply, overcapacity and other factors. This kind of pain is normal in the transition period of industrial development, he said.CXO UNION（CXO联盟）（cxounion.cn）

“The next 3-5 years will be very ‘volume’, the multi-force competition triggered the scale of the game and the elimination of the intertwined, and the intertwined behind will make the competitiveness of the product has been significantly improved.” Deep blue automobile technology Co., Ltd. CEO Deng Chenghao judgment.

Car companies should open up cooperation and cross-border integration

In the face of the increasingly “volume” automobile market, how to build new advantages in industrial development?CXO UNION（CXO联盟）（cxounion.cn）

Lei Ping pointed out that the automotive industry should return to the essence of manufacturing and create good products that truly meet the needs of users. At the same time, automobile companies should pay more attention to the changes in the needs of users and consumers and the needs of use scenarios. It is necessary to adhere to the user as the center, start from the real user needs, start from the real use scenario, and break through the traditional boundaries and creative needs with technological innovation.

Reject the ineffective stacking of complex redundant functions, and do a good job in the division of labor and cooperation between common technologies and individual technologies. In terms of safety, health and environmental protection and other basic requirements, increase research and development strength, increase industry cooperation, and share research results. In order to meet the differentiated needs of consumers, meet the use requirements in specific scenarios, meet special consumption preferences, etc., to create products, services and experiences with strong user perception and excellent value.

Xiang Xingchu believes that under the general trend of the rapid development of electrification and intelligence

Xiang Xingchu believes that under the general trend of the rapid development of electrification and intelligence, the power of market and technology is promoting the reconstruction of industrial boundaries, and the industrial chain of intelligent new energy vehicles covers software, hardware, communication, system integration and other fields. “This is not an industry, an auto company alone can complete this round of multi-technology integration development transformation, but the need for open cooperation, cross-border integration, which is the only way for the development of the auto industry.”

In the view of He Xianqing, deputy general manager of Guangzhou Automobile Group Co., LTD. “In order to achieve high-quality development of China’s automobile industry. It is necessary for the government and relevant parties of enterprises to make joint efforts in three aspects:. Scientific and technological innovation, industrial system strength and brand improvement.” He Xianqing suggested that we should pay attention to the field of scientific and technological innovation. And continue to improve the system construction of the industrial chain, in addition, we also need to refresh the brand.

Establish a high-tech high quality brand image

“Going to sea” is also a hot word in the auto industry this year.

“Internationalization is the only way for Chinese brands to go up, but ‘export’ does not mean internationalization.” Lei Ping said that at present, after years of development, Chinese brand cars have made great progress in appearance design, product quality management and control system, supply chain management, supply chain quality and efficiency, service system development and innovation. The comprehensive competitive strength of the product has been greatly improved, and the conditions for “riding the wind and waves” have been met.CXO UNION（CXO联盟）（cxounion.cn）

However, in Lei Ping’s view, if Chinese brands want to achieve a real rise. They must firmly grasp the development opportunities of diversification, high-end and electrification of overseas market demand, respect each other and grow together, refuse to slander each other, refuse to “suicidal” low-price competition, refuse to be irresponsible to user car services. And work together to cultivate and care for Chinese car brands and enhance brand reputation. To be a responsible Chinese auto company. And jointly promote the Chinese auto industry to go out, go in and go up.

Wang Yuanli, CTO of Great Wall Motor Co., Ltd. is also full of expectations for the international market. He said, “At present, with the rapid development of new energy vehicles. We have ushered in a turning point of historical opportunity. In July this year, China’s new energy vehicle penetration rate has reached 36.1%, leading the world. In addition to the EU’s penetration rate of about 20%. Other countries are below 10%, the development is slightly slow. Leveraging the differentiated competitive advantages of smart new energy products. We have a good chance to succeed in the international market.”

However, Chinese cars are also facing a serious test.

For example, some countries have developed strict legal restrictions. In particular, the EU recently began to implement the “EU battery and Waste battery Regulation”,. The battery passport requirements for Chinese enterprises to enter the EU increased the threshold. And the carbon footprint traceability will lead to further export difficulties.CXO UNION（CXO联盟）（cxounion.cn）

In addition to the regulatory dimension, China’s local products also have to meet the needs of different regions, cultures, driving habits and other scenarios, and it is not easy to go to sea. In this regard, Wang Yuanli said that in the face of more stringent regulatory challenges in the future. In order to better meet the requirements of products going to sea. Chinese automobiles need to have the ability of full stack self-research and grasp the core technology in order to break through technical barriers and solve the “jam neck” problem.CXO UNION（CXO联盟）（cxounion.cn）

“If Chinese cars want to ‘go out’, they must establish a high-tech, high-quality, low-carbon and environmental protection brand image, and cannot become synonymous with low price and low quality.” In the tide of industrial transformation and upgrading. We must adhere to long-term doctrine, abide by laws and regulations, and have a forward-looking strategic layout. But also a step ahead of the technical reserves and measures to deal with the future.” Wang Yuanli said.

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于中国工业报,作者：马艳；编辑/翻译：CXO UNIONCXO联盟小宁檬。

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