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    價值競爭時代來臨

    2019-07-01 03:52:04 汽車觀察2019年3期

    王俠

    2018年,中國汽車市場遭遇了28年來的首次負增長。今年前兩個月,這種下滑的態勢有增無減,同比降幅達到兩位數,車市寒冬并沒有因為春天的到來而結束。可以說,整個汽車產業要做好從過好日子到過緊日子、再到過苦日子的心理準備。

    我認為,在形勢嚴峻的2019年,銷量競爭的時代會結束,取而代之的是價值競爭時代的真正來臨。高價值產品和服務會繼續好賣,低價值的產品和服務將沒有市場,優勝劣汰會提速。

    首先,傳統燃油車將由增量競爭轉向存量競爭,轉向市場份額的爭奪。這意味著有車企份額增加,就有車企份額減少,銷量的競爭必將更加慘烈,甚至是你死我活的。只有注重提升產品和服務的價值和挖掘全產業鏈的價值,才能贏得新生。

    其次,新能源車領域雖然有增量可以預期,但競爭變數劇增。2019年會有更多新勢力實現量產交付,合資車企向新能源車的戰略轉型開始落地,政府補貼退坡導致成本壓力進一步凸顯,合資股比放開會帶來新的不確定性。這些因素疊加到一起,會讓競爭變得激烈起來,真正高價值的產品會擴大其優勢地位。

    再次,各種創新技術也會在市場的檢驗中出現分化。近年來,技術變革的大潮讓汽車成為各種新技術的試驗場,各種新奇的體驗讓消費者興奮不已。但是,炫酷的技術只能奪人眼球,能給消費者帶來真正實用價值的成熟的技術才能讓人買單。

    最后,各種新的商業模式也會接受價值的拷問。汽車不僅是新技術的試驗場,也是新商業模式的發源地。不少聽上去很美的新模式,換來的卻是巨額虧損甚至爛尾。只有那些能夠給社會、給消費者、給企業帶來真正價值的才是好模式,靠燒錢燒不出好模式,市場的下滑同樣會成為商業模式的試金石。

    面對外部輸入性風險上升、國內經濟下行壓力加大、實體經濟困難增加的現狀,李克強總理在今年的兩會政府工作報告中明確了一系列提振實體經濟尤其是制造業的舉措:加大減稅降費力度、繼續執行新能源汽車購置優惠政策、完成交通領域投資2.6萬億元、設立科創板、促進先進制造業和現代服務業融合發展、打造工業互聯網平臺、深化大數據和人工智能研發應用等。

    這一系列利好政策措施,無疑會惠及汽車產業。但我們也要清醒地認識到,這些都是普惠的利好,具體到每一個企業個體,誰能從中受益,還是取決于企業的能力。當市場經濟環境越來越成熟、市場對資源配置的決定性作用越來越明顯時,所有企業都面對同樣的競爭環境和社會資源,這時真正的核心競爭力就是人,是人的創新能力、拼搏精神、持續抗壓能力、對細節的極致追求、對用戶體驗的極端重視。這些是最底層的核心競爭力,而新技術新產品等都是次生的競爭力,都是人干出來的。

    我想說的是,如何才能抵御春寒,實現逆生長?只有擼起袖子加油干,此外別無他法。我們不要害怕逆境,中國的汽車市場只有經歷過真正的逆境,才能真正成熟起來。

    ?
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