" Water Drop Note:
Average car, driving 380,000 kilometers has been scrapped. But there is a Chinese independent brand magic car, which has just started after 380,000 kilometers.
He is Yushu, a handsome and free-spirited person in the wind, everyone knows everyone's love. The first lunar rover in China - Yutu.
Mr. Rabbit has already exceeded the task since he sent Sister Chang'e to the Moon Palace. And his bright eyes and the moon-based optical telescope are still wandering around.
Water Drop Car was lucky enough to summon this universe magic car. When he was idle and looked back at Mother Earth, he sighed and talked about the car on Earth. Isn't it fun to chat about sending lovesickness! ”
The full text of 3036 words, and it took about 6 minutes to read.
The lunar rover calls NO.22
In the next 10 years, those uncultured car brands will die
What kind of car to drive is considered to be cultured? Mr. Tu has talked about this several times. Little water droplets seem to be very ignorant. Well, today I will sort out this issue and explain it clearly. First of all, whether a car is easy to use, durable, and solid, whether it looks good or not, and whether the price is affordable, is the general demand of car owners. Secondly, after driving this car, what do your family and friends think of you? If you drive this car yourself, what kind of emotions do you want to express in your bones? What kind of identity do you want to show? This is a special need. From the current perspective, the general demand is becoming less and less important, because in modern large-scale industrial production, the performance differences between models are getting smaller and smaller. Cars in the same price range must distinguish between good and bad. That is to compete with themselves, and there is really no need. Then special needs, or personalized needs, are becoming more and more decisive. The feeling and the sense of show-off this car brand can bring determine whether the car is good or bad. In fact, the deep need for show off is called cultural identity.
In the next 10 years, smart electric vehicles will become popular, which is a big trend. In the world of electric vehicles, the differences in technology and functions tend to be more average. Therefore, the biggest challenge of choosing which car is not the subdivided function, but the shift to the pursuit of cultural interests and hobbies. In the words of Xiaoshuidou, what you love is a good car! For car owners, having education is considered to have status, and having taste is considered to have temperament. Just driving a luxury car proves that you are rich, so what is that? It can only be considered a disease. Those who have deep extravagance and desires have shallow secrets! For car companies, cars with quality but no taste will be popular but not popular; cars with sales but no brand will definitely have no potential. Little water droplets, you must have your eyes bright!
OK, what is a good car with culture and taste? Then we have to see what has determined the changes in cultural interest in the past ten years? You earthlings are on the earth and do not know the earth's affairs. When Master Rabbit looked at the moon, he was very clear! It can be said clearly that cultural pursuits and cultural identity are not formed naturally, but are implanted. Originally, the Chinese have a natural sense of identity with China's long history and culture. But for a long time, we have been implanted by Western culture and become cultural banana people. When it comes to cars, first-tier luxury brands are all BBAs, usually European cars; second-tier brands are also American, European and Japanese joint venture cars. Now, China's independent brands are growing well, and many people are still a little skeptical and are waiting and watching. How did this "ideological stamp" be branded?
This is determined by the earth's pattern. After the war, especially after the collapse of the Soviet Union and the entry of China into the WTO, the United States became a "beacon country" on the earth. American culture, like the dollar, has become a hard currency on the planet. " Fast and Furious " has been filmed for 8 episodes, but she still looks very erect. She is all muscular men and big-breasted women, who are modifying and playing with cars in different locations. Performance, speed and mechanics, as well as a series of emotions and values reflected in the life of these automobiles, freedom, impulse, adventure, sexual liberation, etc., have formed the mainstream of Western automobile culture.
Well, there are small drops of water to raise your hand, it’s not right, European cars still have pursuits, such as F1, WRC, Le Mans 24-hour endurance race, New North, and other racing cultures; there are also some small workshops in Germany, England, Italy and the West, sticking to the ultimate engineer culture. That's right! However, you can think of Western automobile culture as a Pizza Hut pizza with different seasonings, including seafood, ham, fruit, and supreme. The tastes are different, but the nutritional ingredients are almost the same! Because its bottom layer of scones and cheese is still American culture. For example, when watching movies, there are also European styles, Japanese styles, Iran styles, and Indian styles. However, mainstream movies are still Hollywood.
American culture is a strong culture in the past twenty years. Why? The US military and the US aircraft carrier plus the F22 determine all this. The United States is the maker of the earth's order. It is invincible in the world. Its hard power determines its soft power and its soft power are internalized into the cultural pursuits of other countries. You seem to think that if you don’t have a few big-breasted girls in the M1A1 tank, it’s not the best tank. If a luxury car cannot be matched with a beautiful woman’s legs, it’s not a luxury car. Well, that's implantation.
So what is the future Chinese automobile culture? It's very simple, just do it in the opposite direction of the speed boost, it's fine. Why? Because of the pattern of the earth, it began to change. As a "beacon country", the United States has become a dog baby who has been trying to find waste and stumble on the world after so many years of poverty. Its power has been consumed in endless local wars, and now it is surviving. Therefore, the cultural order it constructs will also change.
Before, the United States did not care about industry. It sucked blood from the financial industry and made money. During the financial crisis, it almost broke General Motors. Germany and Japan are industrial countries in the American order. Their role is to serve dishes, wash dishes and cook for the American market. After Trump came up, he began to shrink the front line, build a wall, withdraw from environmental protection agreements, cancel the TPP, and even start to engage in cultural conservatism. What does it mean? The United States no longer wants to be the boss. It only wants to protect itself, but is not willing to spend any more energy to promote its culture. In other words, the source of mainstream Western culture is about to dry up.
Therefore, from now on, the cultural map on the earth will be reconstructed in the next 10 years. In the automotive industry, "localization" will become a keyword. How to localize it? Automobile brands must strengthen their local characteristics to establish their own industry status. However, China is the world's largest and most growth-potential automobile market. On this main battlefield, "localization" means sinicization. Whether it is independent brands or joint venture brands, only by using Chinese culture as the support and background to win the trust and sought after Chinese consumers, and to have emotional resonance with the preferences of Chinese consumers in the deepest heart, can such automobile brands find their endless driving force. After
10, Chinese culture will become the core of dominant automotive culture. What is China's cultural pursuit? Obviously, it is not the instinctive impulse of fast-acting. For five thousand years, China has been a well-educated ethnic group. We pursue the elegance of Confucianism, the simplicity and innocence of Taoism, the solemnity and understanding of Legalism, etc., and have extremely rich cultural resources to explore, but we will not let the car become just another bed.
can be clearly seen that in the next 10 years, if a car cannot become a cultural symbol, it will surely die. And if you cannot build your own brand with Chinese culture as the core, at least in the Chinese market, it will surely die. The Western automotive culture will lose its appeal in China due to the dimness of the American lighthouse and encounter serious disagreement. From the perspective of the inner cultural needs of Chinese people, there are too few cars that have a sense of taste in joint venture brands such as the United States, Europe and Japan. Those who are now sought after are either dressed up for the sake of face or maintained a little pitiful vanity. In essence, they are all pathological and will be corrected sooner or later.
Well, based on the outlook of the general trend, make some predictions.
Korean cars, Hyundai, Kia, etc., because their own cultural resources are too poor, they may be the first to be awake and seek support from brand elements in Chinese culture. Their strategies will be flexible and become the fastest.
Japanese cars are the most difficult to change due to their rigid and old-fashioned culture and their dependence on the US market. Relatively speaking, Toyota Honda may be difficult to change, Nissan may have a difficult transformation.
European cars, their cultural self-esteem is very strong, but with the rapid changes in the market structure, they will make compromises in the Chinese market. Europeans praised Chinese culture very well during the Renaissance, almost just kneeling and licking. German and French brands must be established. BBA's luxury position is their fortress. As long as Chinese brands make breakthroughs, their self-esteem will become self-deprecating. Other brands have long been seeking China's support. In terms of culture, the pattern of strength and weakness is still changing, and the fermentation of automobile brands will further deepen.
American cars, American culture is relatively superficial, pragmatism is prevalent, they value sales the most, and do not care much about character and tone. The US market is still big enough to maintain one's own strength. However, the cost of manufacturing in the United States is too high. Apple is not produced in China, it is just an apple core. So what about GM and Ford? Once it loses the supporting facilities of the global industrial chain, it may not even have the ability to manufacture independently. Therefore, American car brands are likely to face the risk of division. For example, Tesla is having a quarrel with Trump, and is eager to build a factory in China. When talking about culture, the best quality of American culture is to dare to think and do it, without any restraints and less burden. In this regard, it is not ruled out that they will still find their own limited market in China.
Chinese cars, needless to say, there is a great winning rate in the global perspective and home field battles. What independent brands lack the most now is to break the superstition of Western automobile culture and recreate a new business model based on Chinese culture. Smart electric vehicles are only at the functional level. If a car wants to become educated, it is necessary to speak. What do you say? Of course, I have to speak Chinese. For example, the 100-degree temperature difference challenge made by Geely Boyue , a nationwide tour to find and discover the cultural characteristics of different regions of China is a good sign, although it seems a little superficial.
just say this! I am tired from 380,000 kilometers away and still care about your heart in the vast universe. However, the general trend of culture is related to future life and death, and it must be observed. Let's talk about it next time.
text/Rabbit Sansheng
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