On June 10, 2021, the 13th China Automotive Blue Book Forum was grandly opened in Hefei. In the next three days and nights, there will be more than 40 speeches, 17 topic discussions, a blue travel book release, and a grand signing ceremony for the joint course of Xuanyuanzhixue and Lyon Business School in France.
The three major grand ceremonies-"Blue Book Night and Xuanyuan Zhilang Phase 1 Graduation Ceremony", "The 6th Lingxuan Award Launch Ceremony" and "The 7th Jinxuan Award Ceremony" are also waiting for guests to take their seats. It is expected that more than 150 guests will participate in speeches and discussions at the conference, and the overall number of guests participating in the conference will exceed 1,000 in three days.
From 2009 to 2020, the China Automotive Blue Book Forum has been held for twelve consecutive sessions. It is determined and persevering, looking for the commanding heights of future competition, the crisis of prosperity, challenges and changes, role models, reconstruction, four modernizations of automobiles, next steps, and rising poles. , Dreams and anxiety, courage, pioneering, the theme of each China Automotive Blue Book Forum for 12 years has followed the context and trends of the development of the auto market.
This year, the theme of the 13th China Automobile Blue Book is "First Hand". This concept comes from the game of Go. Getting the first move in the game often means superiority and even victory in the game. For automobile competition, how to master the initiative and the thinking of the initiative also determine victory or defeat.
Wu Wenguang, CEO of Zhongke Chuangda, Ying Yilun, founder and chairman of PATEO Connected Vehicles, Zhou Jing, Chief Staff Officer and Vice President of Ekatong Technology, Xu Junfeng, President of Future Black Technology, Tongji University School of Automotive Engineering and School of Design and Innovation The hired professor (German, Ph.D. in Engineering, PhD supervisor) Ma Jun, Zebra Zhixing CIO Xu Qiang, expressed their opinions on the topic of “Embracing Change, How to Define the End of the New Car” hosted by Zhang Xiaoliang, the founder and CEO of SoCar Product Strategy Consulting. the opinion of.
The following is a record of the interview on the subject.
Zhang Xiaoliang (Founder and CEO of SoCar Product Strategy Consulting): We look forward to understanding the state of the end of the automobile every day. We are also the explorers and promoters of this industry. The first four have already given a speech, basically discussing their own understanding of the endgame, and I will briefly review it later, leaving the opportunity to the other two first, starting with the C position, Mr. Zhou, please talk about your understanding of the endgame Understand, when is the underlying thinking logic for judging the endgame? What will the car be like under this underlying logic? What will the industry become? What will change?
Zhou Jing (Chief Staff Officer and Vice President of Yikatong Technology): This topic is relatively big. Everyone is talking about changes and embracing changes. We are in an era of change. Everyone is talking about the scene, the future, and How to adapt to find the end. I may think backwards, I will think about what will remain unchanged in the next ten or twenty years.
I listened to the main forum in the morning, including what Mr. Ma shared just now. From horses to carts to horses, to put it bluntly, what has not changed is the ultimate user experience. From the perspective of people's emotional needs, it is a matter of safety and pleasure, and essentially a question of trust. I personally think that from the perspective of extension, people, cars, and life should be organically integrated, and it is a seamless connection, no matter what technical means are used to achieve it in the future. Today, I have heard of AR's functions and panoramic enhancements. How does it ultimately bring people the ultimate experience? What kind of technology can be realized and can support the development of such an industry.
This is my thinking on this issue. We must grasp the unchanging in order to embrace the change and seek the ability to master the change in the unchanging. At the same time, starting with the end, I use the famous saying of the Amazon CEO: change and innovation come from our ability to endure the incomprehension and even misunderstanding of the outside world for a long time, grasp a main line, and finally reach the end. This is my thinking.
Zhang Xiaoliang: There will be a lot of news every day, with the emergence of various technologies and changes in various technologies. If our ruler itself is stabilized, our understanding of the future will be clearer.
Wu Wenguang (Executive President of Zhongke Chuangda): When I think of the "endgame", I feel quite pressured. When I was sitting here last year, the host asked me about the industry chain. I think there will be no more industry chains in the future. It should be an industry network. As for the endgame, I don’t think there should be an endgame. We may be predicting the trend. This curve is not necessarily linear. On an exponential curve, it may be more meaningful for us to judge where we are at which point and which state. .
Tell me about my judgment trend. In the past few years, I have been talking about the physical properties of cars on several occasions. Mr. Zhou also said just now that in the space from A to B, whether it is a manned vehicle, under the load of speed, the physical space properties of the car will not change. With data, network, surrounding facilities, especially people's continuous pursuit of novel things, reduced energy input and beautiful things, the car becomes a node of the interconnection of all things. At this node, people's needs will gradually be added. , And people’s needs will be adjusted a lot with the changes in technology and vision. I think the future will become more colorful and the software space will become larger and larger.
Physical changes are generally linear, and informatization must be explosive. Demands will become richer and more unknowable. The creativity that people generate in different scenarios and their thirst for new things increase infinitely. No matter what, the realization of these needs to be based on hardware, and software will provide us with a larger stage.
Zhang Xiaoliang: So we have to look for it in the value network. Mr. Xu was talking about the mid-term, but what about the long-term?
Xu Junfeng (founder and CEO of Future Black Technology): I don’t know in the long run, I really don’t know, but the core must be to pay more attention to people. Everyone’s focus is on autonomous driving. I think of an example. There is a comparison in mobile phones. The core module is universal, and now this is increasingly becoming a capability, but in the longer term it is still focusing on people.
Zhang Xiaoliang: Just now, Xu Qiang talked about intelligent driving and intelligent cockpit. You are doing vision, and I am also thinking about the big logic of evolution. I want you to share how to help users grow grass. Today is a stock market, but there is no desire. After changing cars, how do we arouse everyone's desire? Speaking of today’s screens, to the next step of AI-enhanced display imaging, which creates opportunities for users to grow grass, will there be many points in the next three to five years?
Xu Qiang (CIO of Zebra Zhixing): I might consider a little more in five years. We will make a very sci-fi navigation with the special technology. I think there will be a big change in the next five years, with the appearance of Apple cars. At the point of time, three years later, you may see it more clearly. I especially agree with the scene that Professor Ma said, user needs, experience is the most important thing. The development of Internet technology, from search to push of thousands of people, to enhanced display, I think this is a big technology trend. It has nothing to do with the car. It is not exactly a car. Apple, Byte, and Tencent are all applying it to humans. I think there will be major changes in the next three to five years.
I have done a lot of research, including patents and layouts. I think Apple will have a big move. Its operating system will be unified, mobile phones, cars, and glasses will be unified into the same system. Developers will also be convenient for future development. The enhanced display will be It will gradually become clear in five years, and the real world will become more and more perfect. I prefer to watch three or five years later. One hundred years is too long. It is still possible to watch ten years. I want to express the point. You may think that the things in the video I just showed are a bit advanced, but Apple will be in the next three years. Such personal terminals and vehicle-mounted terminals will definitely be released, and we must make a good layout at the macro level to embrace this change.
Whether it is a company or technological innovation, the test is our judgment on the future. First look at the big picture, first look at the scene, what kind of technology, what kind of system, what kind of ecology, we find ourselves in this network s position.
Zhang Xiaoliang: In other words, there will be more disruptive technologies in five years.
Xu Qiang: It's a bit exaggerated. If Tesla is still like this, Tesla will be a BlackBerry in five years. Finally, PK, as long as you can live to that time and embrace change, then you can survive. The core of embracing change is the lifespan of the founder, because the founder can risk the world.
Zhang Xiaoliang: Calculating the total capacity from different industries and different subdivisions is also a very good perspective to see the final game. From this perspective, which areas will have a greater impact on the player's exit and entry?
Ying Yilun (founder and chairman of PATEO Connected Vehicles): Many people are dead. We PATEO has accumulated a certain amount of products and technology, but there are fewer product ideas. So many people are doing it. You don’t have to Go ahead and do it first. At this stage, the first is industry. Internet technology and automobile industries are together. Today's ideals are doing very well, while Weilai is doing very well. In fact, if there is no accumulation of capital, it may be gone. In other words, many companies today seem to be dead, but as long as there are some combinations, it may take off. I don't think you can get out of the game. You must at least be in the game and do it honestly.
FAW and Dongfeng have invested in us, and we and Xinhua News Agency also have investment companies. We must not position ourselves. Huawei will change and all kinds of things will change. Just follow him and don’t be thrown out. If one day he asks you to be a software packaging company, then you will be a software packaging company. , It doesn't matter, as long as it is still in the game.
In fact, we and Xu Junfeng are also discussing together, how to make the ecology have more business to do, what is the end of the car? I think that only the inner, middle, and outer rings will be deployed well. Regardless of whether the technology is self-developed or joint venture, they are all deployed. When the final game is in, at least you are not outside. This is our experience. It may be a copycat, but I think it is a particularly important one. If you bet on one point to make a product, or one point to build a car, I think that death is a high probability thing, because in the end this track is not played by a company like ours, and we can earn a little more on this track. If after a few decades, all chips are made in China, and you still follow Android, you won’t even have to play. So let's not talk about the end, first of all, don't get out. This is my experience. This is how we view the world. Zhang Xiaoliang: Two more summaries. Today, we can't talk about the finality. At least ten years. What kind of company can go beyond ten years?
Ying Yilun: We talk about product innovation and business model innovation. Capital is also an innovation, knowledge is also an innovation, and talent is also an innovation. The first ten years are more product innovations. Now we need to stop and set the pattern. , Go first. The automobile industry is actually an era of super information asymmetry. We have just established an international business department and have recruited a very good auto parts president to join. He said that international business is completely different from domestic business. I want to talk about a logic. Whether it is the Internet industry or the technology industry, you must always regard yourself as a "nobody". This industry is full of information asymmetry. You only need to find symmetry in this information asymmetry industry.
Zhang Xiaoliang: The chain is definitely asymmetric, and it used to be distributed. Now in the process of reorganization, there will be new opportunities for layout. Teacher Ma, returning to the first question just now, which experience do you think is eternal?
Ma Jun: The final game is really hard to talk about, and this is precisely the reason why everyone on the forum has to collide. I am very fortunate that I do not have the social responsibility of the five entrepreneurs present here. I teach and educate people. I can think outside of this circle. The end result is two for me, one is the day of retirement and the other is the industry.
I think it should be seen on the day of my retirement. The car will be divided into two categories. About 10% of it will be a toy. I have been in Germany for 15 years. If there is a scratch on the German car, he will definitely not let it. It stays overnight. The Chinese don't care. My wife is the most typical and never washes the car.
Now our car companies are divided into two categories. One is like most car companies in China, kneeling and licking users, thinking about how to cater to the needs of users. The real rich aristocrats in Europe, he will not lick the users, 1% to 5% of the products will go in this direction, we must create the ultimate Chinese products. The people who want to survive and create GDP really need the ultimate solution, cheap, safe, convenient, and ultimate. At this time, it is fun, cute, and interesting, but it will not be quickly iterated by new technologies. Will definitely go in.
We have a team that makes smart wearables (devices). Last year we released a cheongsam. The driver will change the color. BMW is doing it now. It can be implanted in the GDP industry in large quantities. Finally, it will bring users Explosion point. My thoughts on the endgame are: 1. It's fun. 2. Extreme, cheap and convenient.
Ying Yilun: Everyone said that turning into a network and becoming an ecology, one of the most difficult things is that you have to believe in this matter, and business has to be life and death. I think the first one is to be kind. Many people think that character has nothing to do with business. I think there is a very big relationship. The second is openness. Don’t always think that the business in the world is only yours. We have a very good cooperation with the All-in-One Card, and we also cooperate with Ali Zebra. We and a company are engaged in each other during the litigation period, but they are also now. Talk about cooperation with that Internet company. When you cooperate with a big company, the first thing you want to think about is to eat it. This is natural, so you need to be kind to him once, twice, three times, and finally reach the negotiating table and cooperate again in order to do a good job. Cooperation. As long as you maintain a good attitude, I think cooperation is to learn to endure hardships and requires a certain ability, but once you cooperate, you will not be thrown out. This is particularly important.
Zhang Xiaoliang: Let me ask Mr. Ma, what kind of company can go to a temporary end in ten years?
Ma Jun: I discussed with an investor from a European fund company. He said whether the term "centennial enterprise" is good for the automobile industry? Germans are also thinking about the century industry. I now think whether a small and beautiful company will live a happier life in the future, because it is small and turns around quickly. It is extremely difficult for a large company to transform, and it has a great burden on him. I have been thinking about whether there will be a lot of small and medium-sized, interesting and extreme companies in the next ten years.
Frankly speaking, last year, I felt tired in one word. Being a teacher and a professor are so tired. It's too exaggerated. You have to think about how your students will not go to a car company after graduation. What about the subject of automobile. The place where fresh water and sea water intersect is the most nutritious, so I think small and beautiful companies are very easy to achieve results and turn around quickly. Everyone is talking about marginal companies, and most of them are calculated by the edge.
In the future, there must be cooperation. You have me in you, and you in me. Today you will be the leading point, and tomorrow I will be the leading point. Everyone will go to draw the cake together. I still believe in food, clothing, housing and transportation. Although the industry is at the end, it is just needed. How to make the GDP of the car cake bigger is the biggest challenge for all Autobots. First have the cake, and then divide it.
Zhang Xiaoliang: We often compare cars with mobile phones. The previous Nokia has already fallen out, but those people are still making mobile phones, but they are doing Android, Apple, etc. The same is true for cars. Mr. Zhou, what do you think?
Zhou Jing: After listening to Teacher Ma’s sharing, I was particularly impressed. When it comes to the ultimate product and user experience, I would like to quote the world-renowned cloud computing company Amazon: any advanced algorithm is no match for experience Accumulation.
All of you here have come from small to large, step by step, I hope we can accumulate a lot of experience in the process of fighting step by step in the game. In this process, we have accumulated considerable scientific and technological capabilities, research and development capabilities, plus some forward-looking layouts, such as the aforementioned enhanced display and multimedia interaction, including the computing power requirements of smart electric vehicles, and deep integration of software Function, control the car.
For this area, a relatively strong layout is required, chips, computing power, and software architecture capabilities in central computing. When you are doing these things, do you have a forward-looking layout to do this kind of thing. For example, if an electric car has 100 degrees of electricity, it will consume 25% and 30% of the electricity if it runs on the road for 15 hours a day. The remaining electricity capacity will also support the car's running. We are at the car level. In terms of chip design and power consumption, something forward-looking cannot be required.
I want to say, first of all, we must survive, have experience accumulation, have technology precipitation, at the same time, we must have a forward-looking layout, and be determined to go well. Only in this way can we support the challenges of multiple scenarios for the next ten years. .
Wenguang Wu: What kind of company can survive? Is it related to the company's form? Is it related to the size of the tissue? Or is it related to the company's mechanism? I think they may all be related, but the core is development. Development is based on several levels of openness. First of all, this company must be open in its thinking mode. Everyone in the entire industry maintains an open attitude to exchange information and go Support each other to promote the development of the industry and look at this matter from the perspective of industry development.
If you keep an open state, you know what is happening outside, and you know what adjustments and preparations you need to make next. If you stay open, you can have many friends in the industry network. In terms of chips, we have been cooperating with Qualcomm and Huawei for many years; on top, with operating systems, and Android; on top, we have cooperation with BAT in the cloud, and we also have cooperation with Zebra, that is, you will not refuse some Variety. If you want to survive, you must first adapt to these changes. You must maintain an open attitude and an open mind. The organization also needs to be open, iterate constantly, and bring forth the new.
Greece has a philosophical thinking. A ship is going to sail the sea. The board is rotten and needs to be replaced. If all the boards are replaced, will it still be the same ship? This is a philosophical question, but I think about the changes in our organization and the internal organization. It turns out that the right people are selected to get into the car. How to adjust the wrong people should be kept open at the organizational level. At the same time, we remain open in technology. We must always have a basic judgment on technology. This judgment is based on the entire industry. We absorb the voices of customers, the practices of opponents, previous experience, including internal innovations, and transform these technologies from point to surface. Become a system, and continue to build such an open technology iterative system. Once closed, it is quite difficult to progress, and if imprisoned, it will be eliminated.
Zhang Xiaoliang: To maintain metabolism.
Wu Wenguang: Yes. In the industry, the cockpit is absolutely leading. In the future, we are working on how to get the technology, the driving domain and other domains open. When I answer your question, I will condense it into two words "open".
Xu Junfeng: What Mr. Wu said just now is similar to my point of view. To put it simply, we call strategic flexibility. You have to be very flexible. For example, you have to have a general direction for operation. This depends on the founder and organization. The first important thing is strategy and strategic flexibility. There is no unchanging strategy. You can do intelligence analysis once a quarter. In this, I think the founder’s brain cannot have too many problems, the organization cannot have too many problems, and there must be a methodology. .
The second most important thing is the execution ability of the organization. As soon as I walked in, I saw Bill Gates saying "I will always use a telescope to see the future." I often say that the saddest thing about Bill Gates is that he Live, but also lost to Jobs. The retirement of Bill Gates, on the track of the mobile Internet, made him impossible in the next digital twin.
Bill Gates’ strategy is very OK, but his organizational skills are very bad. A founder who retired at a very young age and gave the organization to someone else to do it is very terrible. I said that the strategy depends on the founder and the organization, and the organization depends on the founder and the organization. Strategy × organization = whether it can be successful, strategy needs to be flexible, and organization needs to be open. It is easy to say but very difficult to do.
Let me add another sentence, until that time, the founder had no problems in his mind, and iterated and iterated his own organization, flexible and flexible.
Zhang Xiaoliang: In the auto industry, maybe the founder is still alive, only in China's auto industry. Tesla is the only one left, and many of the rest are not even in the family.
Xu Junfeng: To be alive is very important, but to be alive is only a necessary condition, not a sufficient condition.
Xu Qiang: I agree with what Mr. Wu and Mr. Ying said just now. Let me add one point, that is, focus. This industry is particularly hot. In this forum, we have to figure out what we are good at from chips, operating systems, middleware, AI, product definitions, new materials, and batteries, and make them in the fields we are good at. value. For us, our core is the operating system. We do a good job of perception, connection, and calculation, and then develop product definition capabilities and product development capabilities to help partners build and sell cars, and ultimately let users make good cars. There are so many things that everyone wants to do, and that may also be problematic.
Zhang Xiaoliang: To find the node.
Xu Qiang: Yes, you must find your own value and cultivate your own value deeply. Don't do everything too far.
Zhang Xiaoliang: The last question is that we have had a three-wheeled car building movement. The market value of the first round of IPO was very high, and it was very scary. In the second and third rounds, we saw new logic. Everyone in this room can say something practical. What did your company do today?
Xu Qiang: We just do our own vehicle operating system, do a good job of hardware and chips, and then develop product definitions.
Xu Junfeng: As a startup company, we have two responsibilities, one is to survive and the other is to innovate. The first one, based on the current situation, serves the vast number of customers, survives, and makes orders of 1 billion, 5 billion, and 10 billion. This is the most important thing. Second, I want to find some partners who believe that Apple will do some earth-shattering things in the next three years, and find some like-minded customers and partners to do these things, and they will be able to survive in the bureau five years later, and Live well.
Wu Wenguang: Do your things well. The current technology iteration is very fast. It is not a few years, but a round of iterations in a few months. Every time a new car is released, there are new technology applications. I have been talking about trends and openness. This is something I have in mind. Companies like ours will deal with all OEMs. We will consider what their users need to create differentiation. In this process, we have a clear judgment on the trend, and a single company will have a biased judgment. Therefore, our judgment will be more accurate and our products are more suitable for customers. We make a new iteration of the tool chain, and then promote it, and launch products that meet the requirements of the development cycle. At the same time, looking at the trend, we have also made arrangements for autonomous driving. Last year we raised 1.7 billion yuan (RMB). There are quite a few projects, and there are also capital advantages. In this way, we can open up all domains and move towards autonomous driving. Domain fusion has been clearly done. The car is one of the Internet of Everything, and the mobile phone is the most frequently used. How to integrate the scene of the car with these, we are now doing these thinking.
Zhang Xiaoliang: This is also the core track.
Wenguang Wu: The main body is still at the end of the operating system, and then extended, from the bottom layer, to middleware, and then to the top application, to provide customers with a full site connection, and then join the global layout. After the separation, it provides us with greater market space and technical imagination. For example, if this chip can't be sold there, and that chip can't be sold there, we can make a software nest, which can fully meet the requirements of customers. Let me talk about these steps first, one is to be able to live, and the other is to promote industrial change, industry development and increase in social well-being. If these are done well, then what you do will be valuable and meaningful.
Zhou Jing: We believe that the era of smart electric vehicles has come, and it is unstoppable. In such a track, a car has four parts, namely, the body, the battery, the charging experience, and the central computing. Strength, do better. On this basis, it can be deeply integrated with the operating system and some software, so that there can be good interaction and control of the entire vehicle. On this basis, we ourselves have also received the support of Class A maps. We hope to lay out in this field to achieve a relatively global integration.
Zhang Xiaoliang: Low-level ability.
Ying Yilun: On the one hand, innovation is very important. We are doing the cockpit of Magotan's 48-inch car. We are still applying for patents, such as air refueling, automatic tracking, free charging technology. The following strategies, one is to ensure that the company on the basis of innovation, the center of the inner ring, central and outer ring layout. The second is to invest in some small brands. We are doing some small retail stores, including new businesses such as mobile bazaars. We invest 30 to 40 million yuan a year on them. Some things are not placed inside the company. I am doing it myself.
Ants came to our company two days ago and they talked to us about a cooperation with Xiaopeng, and the whole model changed. We need to ensure innovation, but more importantly, ensure that we are not thrown out in this track, so the layout is very important. The third aspect, dare to try, we will continue to invest in some relatively new things. I firmly believe that the cars that Apple will come out in the next three or four years must be digital twins. I think I maintain my intellectual property rights and innovation, and put my own internal and external The layout is good, to ensure that our new business also has some deployment, and our mission is to lead the ultimate experience of smart cars and reconstruct the lifestyle of mobile space.
As for whether we can see something emerge in the next ten years, I used to think that my product is very strong, but many people told me that if there is no definition in the United States, do not define it, and if you do it, you will do it for nothing. I thought, yes, the car will definitely have the ultimate interaction and the best design. The best design of the car is far from being reached. In the past five years, you live in it and you are not out of it. Every bitcoin and Buy two Dogecoins and there is nothing wrong with it.
Zhang Xiaoliang: The correct route depends on trial and error and sufficient coverage.
Ma Jun: We have been talking about industry-university-research, what should I do. In theory, an ideal university should do two things, one is basic research and the other is future research. You see, basic research was destroyed by him, and future research was destroyed by that side. I personally walk on the edge of cross-border. I am cross-border and never cross the boundary. Can we bring back the blood-cutting wrist technique and bring in the outside stuff? This is the advantage of the university. We will insist on doing two things. The thing, he is selling water and shovels, I am selling excavators.
Ying Yilun: I will go and see with you then.
Ma Jun: We want to provide methodology for the companies present here. We should bring in the outside stuff and use it for everyone. This is a small summary.
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