After the uproar of the "Guo Meimei Incident," a good public relations firm revealed Da Vinci. The issue of “Da Vinci,†which has always claimed to be a domestic high-end furniture brand, has been exposed, and public opinion has been stunned. This claim is imported from Italy, a set of sofas sold more than 300,000 international super brand furniture, is actually produced in Dongguan! After domestic production, the manufacturers shipped the furniture to Italy and then shipped back to Shanghai from Italy, completing the magnificent turn from domestic to imported. Let consumers buy these fake “foreign goods†at a high price without their knowledge.
Actually, this "stolen day" situation does not only exist in the furniture industry. There are obviously some Da Vinci in the auto market. They use different methods. They are often used for "packaged pedigree" and "confused production areas."
The so-called "packaged blood lineage" is the use of a variety of propaganda techniques to package what is originally a land brand into a foreign brand with noble foreign origin. This approach is similar to "Da Vinci." The paradigm of "packaged pedigree" should be SAIC's roewe. If you open Roewe's official website, a very conspicuous word of slogan will come into your eyes: "British luxury car style, timeless body shape", "classic British cigar body, with a long line of sturdy chrome line, The perfect hereditary British elegance intrigues. "Suddenly dressed himself as a British gentleman's style. However, in fact, Roewe is not a British brand, but is only a self-owned brand sedan of Shanghai Automotive Group Co., Ltd. As for its logo, it is also a logo of Rover's logo design - two lions supporting the watch.
Another master of "packaging blood" is the young lotus. When it comes to young Lotus cars, many people mistakenly believe that the "young lotus" produced by Zhejiang youth cars is the world-famous sports car brand LotusCars that shares the same names as Ferrari and Porsche. In fact, there is a big difference between the two. The young Lotus only cooperates with the Malaysian car manufacturer Proton Motors, the holder of the British Lotus car. Although the young Lotus is not the birth of the Lotus car, the young Lotus clearly intends to narrow their relationship with the Lotus car. Therefore, both in the promotion and marketing, the young Lotus is still related to "Lotus" everywhere, not only in its official website strategic cooperation, said "hanging the Lotus logo, and manufacturing on the Lotus technology platform", through the confusion of "Lotus Project" and " The concept of "Lotus Car" intentionally modeled its relationship with Lotus Cars. Even at the auto show, the youth car also exhibited the real Lotus car together with the cars it produced.
Other disputes such as "Is the Excelle in the end a real American car?" started earlier and can still be mentioned frequently. With the exception of Regal and the LaCrosse, whether the Shanghai Chevrolet mini vehicle Chevrolet Le Chi, small car Chevrolet Le Hao, Le Feng, compact class vehicles Buick Excelle (excelle), and even the mid-level sedan Chevrolet Epica are not purely generic models, in fact, they are all from South Korea's Daewoo's repair platform, and these vehicles are basically only sold in China. Among them, the Buick Excelle is deeply loved by the Chinese because of the "Buick" logo that represents "high-grade". Actually, its prototype is the Lacetti car of Daewoo, South Korea. A compact car is sold under the luxury car brand. Dog meat. U.S. Buick did not produce Excelle at all, and Excelle’s codename “excelle†originally belonged to Buick Hideo. In addition to the above-mentioned packaging of dog meat - the packaging of pedigree, when consumers buy a car in the country, there is a situation that may be encountered is simply not clear where the imported car production, this point with "Dafen "Odd" is also somewhat similar. When you drive imported Mercedes-Benz, BMW, Volkswagen, Toyota cars, you may not pay attention. These cars are not produced by Germany and Japan but are produced in other countries. Take Thailand as an example. International auto giants including Toyota, Honda, and BMW have already established more than a dozen production lines in Thailand. BMW's only 7 series production and assembly line in Asia is also located in Thailand. Some of the imported cars purchased by Chinese consumers are produced in countries such as Thailand and Mexico. The mark of origin of a car is only marked with a small print on the engine room or at the bottom of the vehicle, or it is marked with a car number, which is difficult for consumers to confirm. There are even sellers who do not know the origin or deceive consumers.
Of course, we are not saying that Toyota produced in Thailand is not good. In fact, every automobile company has established a set of standards to ensure that the quality of its own production plants is the same. However, consumers' right to know should be guaranteed. At least they spend so much money that they should know which country they are selling.
In recent years, there has been an interesting phenomenon in the auto market. The more cars that are in need of price increase, such as Q5, X6, CRV, Ruguan, Cayenne, etc., the more they queue up. The more favorable discounted business people are eager to wait for the free delivery of the car, the more nobody cares. This may be the root cause of the emergence of "Da Vinci." It is also worthwhile to follow suit in order to lose money, or is it not worthwhile to lose on the free lunch on the local board?
The damage to consumers of the “Da Vinci†in the auto market is obvious. How to prevent? Of course, it is still more strict in terms of system and law. When car products are advertised, misleading consumers should be strictly prohibited. As for the origin of imported automobiles, South Korea has stipulated that from 2012, all imported vehicles must be marked with origin. This may be a good way to guarantee the rights of consumers.
In recent years, we have become a "car big country," but the "Da Vinci" of the automotive industry has a greater impact. It lacks key technologies and integrated vehicle technology to tackle technological problems, relying on so-called partial autonomy, independent cooperation, independent alliance, and structure. It is obviously not feasible to expand self-owned brands by means of sexual autonomy, even relying solely on "Da Vinci"-style packaging. Lack of parts with core technology, where's the car dream? If we let the "Da Vinci" raging in the auto industry, when will the dream of auto powers shine into reality?
In the past two years, the largest and most frequent news events in the parts and components industry have focused on two major areas: First, multinational companies have invested in large-scale projects in China, and the momentum has far exceeded that of vehicles. It has become the world's automotive industry. A great landscape. Second, the overseas mergers and acquisitions incidents of domestic parts and components companies have been surging, and both have set a record for the amount or scale, and records have been repeatedly refreshed. Mergers and acquisitions seem to have had world-class core technology, product research and development platforms and famous brands overnight, thus becoming world-class component suppliers. From this point of view, China's auto parts industry seems to have entered the "you have me, I have you", and can even be on an equal footing with the world's leading multinational companies.
But the fact is not the case. On the one hand, it is the long-term drive of multinational corporations. As the Chinese market is further strengthened to implement technology and market monopolies, it continues to penetrate downwards to cater for the upward matching needs of local auto brands, thereby squeezing the living space of local parts companies. On the other side, local parts companies are struggling to gather in the low-end market. Although various efforts have been made to find breakthroughs, the upward opportunities and space are becoming more and more narrow and narrow... What should the local parts industry do? Where does the technical support for the development of China's auto industry come from? When will the dream of a car power shine into reality?
In the <Auto Blue Book> published by the Development Research Center of the State Council, a large amount of detailed data shows that in the field of core parts and components that are almost monopolized by foreign companies, it is difficult for domestic companies to achieve major breakthroughs and the development of the industry is worrying.
According to the statistical data in the book, the proportion of large-scale domestic-funded auto parts enterprises is still less than 1% in the whole industry, and large- and medium-sized enterprises are also less than 15%, and 90% of the market share and manufacturing capacity of domestic-funded parts and components companies. Both are concentrated in low-end products, while the remaining 10% of domestic-funded enterprises involved in high-end products also have joint ventures with foreign companies.
The data shows that the ratio of R&D investment to sales revenue of domestic auto parts companies is only about 0.6% for several consecutive years, but this proportion of multinational parts companies is more than 5%, and can even reach 7%-10%.
According to statistics, in the developed countries of the automobile, the average investment in the parts and components industry is generally 1.2-1.5 times that of the entire vehicle company, and the R&D capability of parts and components is ahead of the entire vehicle company. However, the current average investment in China's auto parts industry does not exceed 0.3 times, far below the world average.
Prior to this, the industry generally believed that local parts and components companies could achieve breakthroughs in the leap-forward development of the new energy vehicle industry. However, since 2008, new energy vehicles in China have begun to use imported key components more and more. It is generally believed that in the new energy vehicle technology field, the gap between China and foreign advanced technologies is more than 10 years, and the technology gap of traditional cars is more than 20 years. How to shorten the gap as soon as possible is the issue we must first consider.
Over the years, the Chinese auto industry has developed under the guiding ideology of “reshaping light parts and components, re-introducing light autonomy, and focusing on quantity and qualityâ€. It lacks a clear and long-term development strategy. The result of short-sighted behavior is today’s technology. Fallen. Development is the hard truth, but development is only understood as speed and efficiency, and the quality of development is seriously neglected, and even quality can be avoided. As renowned industry expert Chen Guangzu said, the impetuous automobile market has spawned a large number of Chinese companies seeking to make profits as soon as possible. They are not much interested in the research and development of core component technologies.
If we do not make a thorough transition from the concept of development and guiding ideology, the dream of a strong nation in the Chinese auto industry will never shine into our reality!
Actually, this "stolen day" situation does not only exist in the furniture industry. There are obviously some Da Vinci in the auto market. They use different methods. They are often used for "packaged pedigree" and "confused production areas."
The so-called "packaged blood lineage" is the use of a variety of propaganda techniques to package what is originally a land brand into a foreign brand with noble foreign origin. This approach is similar to "Da Vinci." The paradigm of "packaged pedigree" should be SAIC's roewe. If you open Roewe's official website, a very conspicuous word of slogan will come into your eyes: "British luxury car style, timeless body shape", "classic British cigar body, with a long line of sturdy chrome line, The perfect hereditary British elegance intrigues. "Suddenly dressed himself as a British gentleman's style. However, in fact, Roewe is not a British brand, but is only a self-owned brand sedan of Shanghai Automotive Group Co., Ltd. As for its logo, it is also a logo of Rover's logo design - two lions supporting the watch.
Another master of "packaging blood" is the young lotus. When it comes to young Lotus cars, many people mistakenly believe that the "young lotus" produced by Zhejiang youth cars is the world-famous sports car brand LotusCars that shares the same names as Ferrari and Porsche. In fact, there is a big difference between the two. The young Lotus only cooperates with the Malaysian car manufacturer Proton Motors, the holder of the British Lotus car. Although the young Lotus is not the birth of the Lotus car, the young Lotus clearly intends to narrow their relationship with the Lotus car. Therefore, both in the promotion and marketing, the young Lotus is still related to "Lotus" everywhere, not only in its official website strategic cooperation, said "hanging the Lotus logo, and manufacturing on the Lotus technology platform", through the confusion of "Lotus Project" and " The concept of "Lotus Car" intentionally modeled its relationship with Lotus Cars. Even at the auto show, the youth car also exhibited the real Lotus car together with the cars it produced.
Other disputes such as "Is the Excelle in the end a real American car?" started earlier and can still be mentioned frequently. With the exception of Regal and the LaCrosse, whether the Shanghai Chevrolet mini vehicle Chevrolet Le Chi, small car Chevrolet Le Hao, Le Feng, compact class vehicles Buick Excelle (excelle), and even the mid-level sedan Chevrolet Epica are not purely generic models, in fact, they are all from South Korea's Daewoo's repair platform, and these vehicles are basically only sold in China. Among them, the Buick Excelle is deeply loved by the Chinese because of the "Buick" logo that represents "high-grade". Actually, its prototype is the Lacetti car of Daewoo, South Korea. A compact car is sold under the luxury car brand. Dog meat. U.S. Buick did not produce Excelle at all, and Excelle’s codename “excelle†originally belonged to Buick Hideo. In addition to the above-mentioned packaging of dog meat - the packaging of pedigree, when consumers buy a car in the country, there is a situation that may be encountered is simply not clear where the imported car production, this point with "Dafen "Odd" is also somewhat similar. When you drive imported Mercedes-Benz, BMW, Volkswagen, Toyota cars, you may not pay attention. These cars are not produced by Germany and Japan but are produced in other countries. Take Thailand as an example. International auto giants including Toyota, Honda, and BMW have already established more than a dozen production lines in Thailand. BMW's only 7 series production and assembly line in Asia is also located in Thailand. Some of the imported cars purchased by Chinese consumers are produced in countries such as Thailand and Mexico. The mark of origin of a car is only marked with a small print on the engine room or at the bottom of the vehicle, or it is marked with a car number, which is difficult for consumers to confirm. There are even sellers who do not know the origin or deceive consumers.
Of course, we are not saying that Toyota produced in Thailand is not good. In fact, every automobile company has established a set of standards to ensure that the quality of its own production plants is the same. However, consumers' right to know should be guaranteed. At least they spend so much money that they should know which country they are selling.
In recent years, there has been an interesting phenomenon in the auto market. The more cars that are in need of price increase, such as Q5, X6, CRV, Ruguan, Cayenne, etc., the more they queue up. The more favorable discounted business people are eager to wait for the free delivery of the car, the more nobody cares. This may be the root cause of the emergence of "Da Vinci." It is also worthwhile to follow suit in order to lose money, or is it not worthwhile to lose on the free lunch on the local board?
The damage to consumers of the “Da Vinci†in the auto market is obvious. How to prevent? Of course, it is still more strict in terms of system and law. When car products are advertised, misleading consumers should be strictly prohibited. As for the origin of imported automobiles, South Korea has stipulated that from 2012, all imported vehicles must be marked with origin. This may be a good way to guarantee the rights of consumers.
In recent years, we have become a "car big country," but the "Da Vinci" of the automotive industry has a greater impact. It lacks key technologies and integrated vehicle technology to tackle technological problems, relying on so-called partial autonomy, independent cooperation, independent alliance, and structure. It is obviously not feasible to expand self-owned brands by means of sexual autonomy, even relying solely on "Da Vinci"-style packaging. Lack of parts with core technology, where's the car dream? If we let the "Da Vinci" raging in the auto industry, when will the dream of auto powers shine into reality?
In the past two years, the largest and most frequent news events in the parts and components industry have focused on two major areas: First, multinational companies have invested in large-scale projects in China, and the momentum has far exceeded that of vehicles. It has become the world's automotive industry. A great landscape. Second, the overseas mergers and acquisitions incidents of domestic parts and components companies have been surging, and both have set a record for the amount or scale, and records have been repeatedly refreshed. Mergers and acquisitions seem to have had world-class core technology, product research and development platforms and famous brands overnight, thus becoming world-class component suppliers. From this point of view, China's auto parts industry seems to have entered the "you have me, I have you", and can even be on an equal footing with the world's leading multinational companies.
But the fact is not the case. On the one hand, it is the long-term drive of multinational corporations. As the Chinese market is further strengthened to implement technology and market monopolies, it continues to penetrate downwards to cater for the upward matching needs of local auto brands, thereby squeezing the living space of local parts companies. On the other side, local parts companies are struggling to gather in the low-end market. Although various efforts have been made to find breakthroughs, the upward opportunities and space are becoming more and more narrow and narrow... What should the local parts industry do? Where does the technical support for the development of China's auto industry come from? When will the dream of a car power shine into reality?
In the <Auto Blue Book> published by the Development Research Center of the State Council, a large amount of detailed data shows that in the field of core parts and components that are almost monopolized by foreign companies, it is difficult for domestic companies to achieve major breakthroughs and the development of the industry is worrying.
According to the statistical data in the book, the proportion of large-scale domestic-funded auto parts enterprises is still less than 1% in the whole industry, and large- and medium-sized enterprises are also less than 15%, and 90% of the market share and manufacturing capacity of domestic-funded parts and components companies. Both are concentrated in low-end products, while the remaining 10% of domestic-funded enterprises involved in high-end products also have joint ventures with foreign companies.
The data shows that the ratio of R&D investment to sales revenue of domestic auto parts companies is only about 0.6% for several consecutive years, but this proportion of multinational parts companies is more than 5%, and can even reach 7%-10%.
According to statistics, in the developed countries of the automobile, the average investment in the parts and components industry is generally 1.2-1.5 times that of the entire vehicle company, and the R&D capability of parts and components is ahead of the entire vehicle company. However, the current average investment in China's auto parts industry does not exceed 0.3 times, far below the world average.
Prior to this, the industry generally believed that local parts and components companies could achieve breakthroughs in the leap-forward development of the new energy vehicle industry. However, since 2008, new energy vehicles in China have begun to use imported key components more and more. It is generally believed that in the new energy vehicle technology field, the gap between China and foreign advanced technologies is more than 10 years, and the technology gap of traditional cars is more than 20 years. How to shorten the gap as soon as possible is the issue we must first consider.
Over the years, the Chinese auto industry has developed under the guiding ideology of “reshaping light parts and components, re-introducing light autonomy, and focusing on quantity and qualityâ€. It lacks a clear and long-term development strategy. The result of short-sighted behavior is today’s technology. Fallen. Development is the hard truth, but development is only understood as speed and efficiency, and the quality of development is seriously neglected, and even quality can be avoided. As renowned industry expert Chen Guangzu said, the impetuous automobile market has spawned a large number of Chinese companies seeking to make profits as soon as possible. They are not much interested in the research and development of core component technologies.
If we do not make a thorough transition from the concept of development and guiding ideology, the dream of a strong nation in the Chinese auto industry will never shine into our reality!
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