·The eight major outbreaks of China's auto industry in the first half of 2016

new? What happened suddenly and made you unexpected? Through comprehensive considerations of the suddenness of news events, the intensity of communication, and the degree of influence on the industry, Geshi Automobile specially evaluated the eight “cold” events in China's auto industry in the first half of 2016 to readers.
I. 12-year-old run: Honda sue for double-ring infringement and counter-millions of cold-up index: 10 points Event summary: On April 27, 2016, the Hebei Higher People's Court issued a typical case of intellectual property that was completed last year, namely Honda v. Shuanghuan S-RV infringement CR-V appearance patent case. In the case, the court finally decided to reject Honda’s claim of up to 350 million yuan; and in the double-ring counterclaim Honda infringement case, it determined that Honda compensated RMB 16 million. By the end of the case, it had been 12 years since the lawsuit was filed.
As early as February 13, 2002, Honda’s submission of a design patent entitled “Automotive” to the State Intellectual Property Office of China has been granted by the Bureau. In view of this, Honda believes that the Shuanghua Noble S-RV model infringes on its above-mentioned "automotive" design patent rights. Since September 18, 2003, it has issued a warning letter to Shuanghuan and dealers for many times, requesting immediate suspension of infringement. And through its affiliates, issued a letter to the relevant Chinese government authorities, accusing the Shuanghuan products of infringement. On June 24, 2004, Honda filed a lawsuit with the Beijing Higher People's Court to stop the double-ring infringement, stop production and sales of “cottage models”, and claim compensation of RMB 348,570,400.
However, the Shuanghuan Automobile, which was sued and hugely claimed, made a counterattack, claiming that Honda’s reason for dragging the Shuanghuan into the lawsuit was because it was in the pre-IPO and pre-IPO of the similar products of the Noble S-RV model. The real purpose is to suppress and block the Chinese competing products in order to seek independence and gain unfair competition profits. Shuanghuan also blamed the S-RV's poor sales and early production suspension on Honda's behavior. It filed a counterclaim and demanded that the court deny its own infringement and sentenced Honda to infringe Shuanghuan's legal right to operate and reputation, claiming RMB 356.74 million. Bear the corresponding litigation costs.
After the trial, the court made the following confirmation: the product-related product Noble S-RV and the design patented product Honda CR-V have significant differences in overall observation and detail comparison, and the two do not constitute an approximation. The product has not fallen into the scope of patent protection involved. Honda claimed that the products involved were similar to the patents involved, and the court did not support it, so the final judgment rejected the claim. In the end, Honda was awarded a compensation of RMB 16 million for the double ring.
Comments: Considering the reality that the current domestic automobile industry is in a state of impunity, Honda’s defeat is not a big surprise. However, what shocked countless people was the reversal of the judgment. Honda’s lawsuit was not only not established, but also compensated Shuanghuan Automobile for RMB 16 million.
It is undeniable that the “cottage” is indeed a true portrayal of many independent brands, but it is not Chinese. The Japanese family began to plagiarize Europe and the United States. Later, the Korean plagiarism of Japanese, the cottage, and imitation were a shortcut for many latecomers to achieve rapid development. As for the final result, either dying or returning to the positive development path after completing the original accumulation.
For the Shuanghuan car, despite its victory in the lawsuit, it suffered a substantial defeat in the market. In February of this year, the Ministry of Industry and Information Technology issued the "Road Motor Vehicle Manufacturing Enterprises and Products" and the "Recommended Catalogue of New Energy Vehicle Models". The production qualifications of 35 car companies were cancelled. Shijiazhuang Shuanghuan Automobile Co., Ltd. was listed.
Second, the car easy to shoot lying gun car industry "3·15"
Explosion index: 9
Event summary: The annual CCTV 3.15 is a day when consumers are clap their hands and the company can't avoid it. Outsiders hold the potato chips and move the bench to watch the big show. The lying gun company is like the ant on the hot pot. However, this year's auto industry 3·15 gun, avoiding all the automakers and parts suppliers, turned to a B2B used car trading platform - car easy to shoot, let the automotive media circle stunned.
According to the 3.15 party, the car has been designed with two sets of backgrounds. The entrances of buyers and sellers are fundamentally different. The two different prices are implemented by the back-to-back operation of the car. The price difference is completely determined by the 4S shop. . The difference between the two is set to a maximum of 20,000. As long as you use the car to shoot online auctions, there will be a difference. And this part of the price difference, in the name of channel service fees, into the hands of 4S stores.
The response of the car to the problem is: the price inconsistency between the buyer and the seller is actually a general charging rule for the used car e-commerce platform. Generally, the buyer pays the service fee such as taxes, agency fees, etc., and the seller generally does not bear any expenses.
Comments: In this incident, an industry insider of the circulation association said a big truth: How can any business model not want to make money from the beginning of design? How do companies that do not make money survive? How can I make money without a difference? The key is that you can't just say: I don't make a difference! Indeed, for the car easy to shoot, he does not have to charge, but simply uses the original bright means to use it in the back, and use the conditions of information asymmetry of buyers and sellers for their own standards without standard. Cooperative dealer arbitrage.
However, for the big auto industry, there are so many quality problems such as broken shaft, jitter, and burning oil. Compared with the OEM, the car is just a small target. How can CCTV see it?
Third, new energy vehicles swindle some car companies or cancel the qualifications of the cold index: 8
Event summary: At the beginning of this year, some car companies were exposed to data fraud, defrauding the state financial subsidies, forming a new energy vehicle to swindle the industrial chain, causing the outside world to be in turmoil. Subsequently, the Ministry of Industry and Information Technology, the Ministry of Finance, the Ministry of Science and Technology, and the National Development and Reform Commission jointly issued the "Notice on Launching the Verification and Application of New Energy Vehicles", and investigated all vehicle manufacturers and new energy vehicle operators through self-inspection and on-site inspection. New energy vehicle users such as buses, passenger transport, special vehicles, leasing companies, enterprises and institutions, comprehensively verify the use and management of financial funds, and the production and use of new energy vehicles.
At present, there are three main ways in which the state defines fraudulent and illegal schemes, including vehicles that fail to meet promotion standards or even produce, and obtain licenses to obtain subsidies for violations; vehicles meet the requirements, but are sold to affiliates rather than end users, and the subsidy conditions are not advanced. Seeking subsidies; vehicles are sold to end users, but they are largely idle after receiving subsidies, resulting in serious waste of financial resources.
At the same time, different measures were taken according to the violations of the car companies, including the disqualification of financial subsidies, the recovery of subsidy funds, fines, cancellation of automobile production qualifications, and removal of problem models from the list of recommended models.
"The first type of fraud-fighting companies are expected to remove the problem models from the list of recommended models, and even cancel the qualifications of automobile production. The strength is super strong." Cui Dongshu, secretary general of the Association, said that the other two types of processing should be The recovery of subsidy funds and fines will not seriously affect the future development of the company.
Comments: The fight against fraudulent compensation is conducive to saving valuable subsidy funds and laying a better subsidy environment for the development of new energy vehicles in the future. In the future, for car companies, it is necessary to introduce a combination of average fuel consumption regulations and point trading mechanisms, in order to make the development of new energy vehicles more sustainable. At the same time, crack down on fraud to provide a better subsidy environment for the development of new energy vehicles in the future. The introduction of a more comprehensive policy will be the key to the sustainable development of new energy vehicles in the future, so that the big market can stimulate strong products and make outstanding enterprises stand out. It is reported that with the release of the fraudulent investigation results, a new round of new energy subsidy policy will also be released.
Fourth, the "zombie car enterprise" delisted to speed up the well-known car companies are also "off the shelf"
Explosion index: 8
Event summary: On February 29, 2016, the Equipment Industry Department of the Ministry of Industry and Information Technology released the catalogue of “Road Motor Vehicle Manufacturing Enterprises and Products (No. 281)”, and 13 companies including Shuanghuan, Qingling and Anchi were revoked the production qualification of passenger vehicles. Nine companies, including Anchi, were disqualified from pickup production, and some models of the five companies stopped selling next year.
It is worth noting that compared with some of the previously unknown "zombie car companies", there have been some companies that have been revoked, such as Qingling Motors, Shijiazhuang Shuanghuan Automobile and Jianghuai Anchi Automobile. Qingling Motors was one of the 15 key enterprises in China's auto industry. It was led by Qingling Motors Co., Ltd., with 10 important parts and components subsidiaries and more than 200 supporting enterprises. Established in April 1988, Shuanghuan Automobile is known as the “cottage” famous model, including SCEO, Shuanghuan small aristocrats and other products directly imitating Smart.
The implementation of the delisting system of the automobile enterprise dates back to July 2012, when the Ministry of Industry and Information Technology issued a notice on establishing an exit mechanism for the automobile industry. The notice shows that for the automobile production enterprises and motorcycle manufacturers that cannot maintain normal production and operation, a special publicity management for two years is implemented. After the expiration of the special announcement period, if the enterprise that does not meet the eligibility requirements is required to withdraw from the market. As of November 2015, among the first batch of 48 car companies (including passenger car manufacturers and modified bus manufacturers) that were publicized in 2013, 14 failed to meet the admission requirements and were ordered to withdraw. In February of this year, the second batch of delisting car companies immediately surfaced, including many well-known car companies.
Comments: The reason why "zombie car enterprises" can exist for a long time is mainly that these car companies that have production qualifications but are in a state of suspension or semi-discontinuation have their own "benefits of wealth", that is, high-priced betray production qualifications, that is, "shell resources." Under the previous production qualification "lifetime system", local small enterprises with production qualifications may use the "empty shell" to ask the company for a price, which hinders the industry restructuring.
The government’s heavy attack on “zombie car enterprises” is to create a lifelong system for the production qualifications of automobile companies, establish a dynamic management mechanism with advances and exits, and survive and the fittest, and urge backward enterprises to increase technological transformation, transformation and upgrading, and improve The concentration of production of automobile manufacturers.
V. The traditional car enterprise executives transferred to the emerging car manufacturers in batches to report the cold index: 7.5
Event summary: If the traditional car enterprise executives have changed jobs, the Internet car manufacturers are still a new phenomenon in 2015, then it can be said that it is a new trend in the first half of 2016.
In the first half of this year, many executives chose to bid farewell to tradition and embrace the Internet. Most of them were the top leaders of mainstream joint ventures or the top leaders of foreign brands in China. The level is high. More typical, the former Dongfeng Infiniti and Infiniti China general manager Dai Lei announced his resignation, chose to join the new Internet car manufacturing company, and became the chief operating officer; former vice president of SAIC Group Zhang Hailiang became the president of LeTV Supercar (China) Co., Ltd. Zheng Xiancong, the former general manager of GAC Fiat, became the executive deputy general manager of Weilai Automobile. In addition, Fu Qiang, the president and CEO of Volvo Cars China Sales Co., Ltd., who recently left the company, chose the same place as Dai Lei and joined the new establishment of Harmony Beverly. The smart electric car company, the car company, and the CEO... This batch of job-hopping scales may lead more practitioners in the traditional auto industry to switch to entrepreneurial emerging car companies.
Comments: Earlier, some industry experts told Geshi Auto Reporter that the traditional car market veteran abandoned the traditional business sites that were familiar with the new car manufacturers, largely to pay for the salary. “The treatment of traditional auto companies is indeed better than that of emerging Internet companies. Internet companies often use the 'high price' treatment to attract big-name stations for the next round of financing.”
At the same time, for these 45-year-old auto executives who have made a name for themselves, it is still necessary to wait for a few rounds of competition to climb the top of the pagoda in the workplace. Moreover, the traditional automobile industry has built a high investment threshold and manufacturing process threshold for car manufacturers due to product structure and manufacturing mode, and it is a business with great business risk for any newly entered enterprise. And the new car industry, which has the electrification as the throne and the smart interconnect as the laurel, has risen and shines. This gives great hope and confidence to the new challengers who are eager to break into the automotive industry, especially the Internet companies that are attacking the IT industry, occupying the market and having the advantage of capital operation.
When the traditional automobile industry is gradually switching between new technologies and new markets, the new round of industrial innovation in the “smart and connected electric vehicles” on the other side is more appealing than the attractiveness of the workplace, and it is also attracting the high-ranking officials of these years. Another big reason to grab the beach.
Sixth, the market share of independent SUV declines, the cold index: 7
Event summary: Since April this year, in the SUV model sales list, the situation of the self-owned brand "reporting the king" is quietly changing. .
For the past several consecutive months, SUV sales ranked the top ten, has been the world of independent brands, Haval H6, Chuanqi GS4, Ruifeng S3, Changan CS75 is the top ten "regular customers" in this segment, The independent brand once had an absolute advantage. However, since April this year, the top ten SUV sales list, self-owned brands only accounted for 4 seats, the number of joint-venture brands exceeded their own brands for the first time, the independent brand advantage fell again in May, only 3 seats in the top ten list, The advantage of the self-owned brand SUV is small.
Comments: After the self-owned brand SUV continues to grow for many months, the fatigue is more and more obvious. The biggest problem is the homogenization. The car brands rely on the “price war” to attract consumers, and several hot models. From the engine, power performance, intelligent systems, etc., the competition is almost the same. The models on the market are launched more frequently, and the products are more diverse. Although the demand in the SUV market is still high, the current growth rate has gradually returned to rationality compared with the three-digit growth two years ago. Next, one of the important tasks of the independent brand is to increase the profit of bicycle sales. The homogenization of products and the price war are not sustainable. The profit growth and the enhancement of brand power can change the overall trend of the current independent SUV.
Seven, "Net Red" live new car listing release meeting upset index: 7
Event summary: Walked the car model and ushered in the net red. In June of this year, a hundred new "net red" (short for network reds, now refers to the female anchor on some live broadcast platforms) participated in the live broadcast of the new car conference, to explode WeChat friends circle. These "net red", which looks like a sneak peek, put the phone lens on their face or chest most of the time during the live broadcast. In addition to repeating the name of the car product from time to time, the most common sentence is: "Thank you. Gifts from XXX, what?~...
For the media reporters who have seen various creative and high-profile press conferences, this group of heavy makeup and uniform styles, self-timer and mobile phone network reds, will inevitably make themselves somewhat difficult to adapt, some circles. For a time, the discussion about whether such marketing methods are creative or vulgar is endless, and even some netizens wonder whether the brand is selling cars or selling people.
Comments: In the current rapid development of the Internet, the commercialization of video live broadcasts, the auto industry that has always been good at seizing the creative marketing highland will naturally not let this wave of enthusiasm, choose a more fresh, live, diversified live broadcast form, fast and Intuitively, the launch of the new car will be presented to more people. This may be the original intention of the auto company to choose the "net red" live broadcast.
However, there are some online anchors that rely on gossip, hype and other means to fight out and seek attention. These negative effects are difficult to eliminate in the short term, and it is easy for users to have targeted associations. If this influence is unconsciously brought into the automobile brand, it will have a negative impact on the long-term development of the automobile culture and the brand culture. Industry insiders who focus on auto marketing analysis said that in the current fierce competition of auto companies, if they can't rely on product strength to win, the number of roads relying on this lower limit will eventually be abandoned by society.
Eight, amateur cross-border car burst index: 6
Event summary: In recent years, Internet companies have become commonplace in the automotive industry, such as LeTV, Baidu, Weilai Automobile, etc., all without exception, all under the banner of the Internet, rushing to the traditional automobile manufacturing industry, people's enthusiasm for making cars It seems that it has never been as high as it is today. Not only Internet companies, but also other non-automotive manufacturers are rushing into the automotive industry. Recently, the clean energy company Hanergy Group has released four solar-powered vehicles, all of which are equipped with the latest achievements in thin-film solar power technology. Not long ago, Chairman of the Gree Group, Dong Mingzhu responded to the progress of Gree's car, saying that “I am going to smash this window of paper today: Gree is buying a new energy company and really wants to start making cars.”
At the same time, companies that cross-border cars are working more closely with traditional car manufacturers. At the beginning of the year, LeTV announced a partnership with luxury sports car manufacturer Aston Martin to create a new Internet smart electric car. Jianghuai Automobile and Weilai Automobile reached a strategic cooperation framework agreement, and the two sides will cooperate in new energy vehicles and intelligent network automobile industry chain. The Roewe RX5, the first mass-produced Internet car jointly built by SAIC and Ali, has been launched recently.
Comments: Today's hot words in the car circle, in addition to new energy and the Internet, is to build a car. The layman's cross-border automotive industry combines these three key words organically. Whether it is the Internet industry, IT manufacturing industry, or other social capital, its preferred position to enter the automotive industry must be new energy. It is no wonder that the rapid development of China's new energy automobile industry in recent years is obvious to all. The National Development and Reform Commission even predicted that in 2025, traditional vehicles will be replaced by new energy vehicles. Stimulated by this series of favorable factors, the new energy automobile industry has undoubtedly become the scent of the major car companies and social capital.
But what cross-border people can't ignore is that building a car is still a relatively complicated project. A car needs a long development cycle from drawings, production, quantity, and even brand precipitation. In addition, the establishment of sales channels and service networks, the construction and management of supply chain systems, as well as brand marketing and promotion, are no small challenges for emerging car manufacturers.

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