Article/Jiang Bojing, columnist of Sina Financial Opinion Leader (WeChat official account kopleader)
The black PR lawsuit between Geely and Great Wall, regardless of the outcome, has made the face of China's automobile industry look bad. What the public wants to see is more the progress of technology and the expansion of scale than the rampant saliva.
check evidence of both parties at court!
Unexpectedly, the "black PR" dispute between Geely and the Great Wall will develop to such an extent.
On the website of the Haidian Court, an article entitled "Alleged to have hired a water army to discredit peers, and Geely sued‘ Great Wall Automobile ’According to the "Case Express" of "Commercial Defamation", "Zhejiang Geely Holding Group Auto Sales Co., Ltd. sued Great Wall Motor Co., Ltd. to the court on the ground of commercial defamation dispute, claiming that the other party maliciously spread false and misleading information and damaged its own commercial reputation and commodity reputation, and asked it to stop infringing and apologize. Recently, the Haidian Court accepted the case. ”
It seems that it is inevitable for the two auto companies to fight each other in court.
I know that "being hacked" is not a good thing. Even some unintentional words can spread for years. Many years ago, the "XX XX XX vehicle repair queue" has still had an impact on an automobile enterprise. Of course, after going to court, everything will be judged by the law. It is not meaningful for us to discuss the context of the case here. However, in the critical period of the development of the national automobile industry, the "internal struggle" between the two national automobile enterprises is quite sad.
Think of the two lines of the ancients: born from the same root, why is it too urgent for each other?
It is not inappropriate to apply these two verses to these two automobile enterprises.
Geely and Great Wall are outstanding private car enterprises, which can be called the leaders of national car enterprises. One acquired a famous foreign car company, and the other once competed with joint ventures on SUV models. They should have higher goals, greater insight and greater achievements in today's era. It's sad that they got angry because of the black PR incident!
In fact, this is the best time for domestic automobile enterprises!
Is there any other historical moment as exciting as it is today?
Fuel vehicles, which have a history of more than 100 years, will no longer be the leading role on the road. The era of new energy vehicles is waving to us not far away. China's auto industry, which once lagged far behind the international auto giants, is likely to take this opportunity to shorten the distance with the oldest auto companies at the fastest speed and not follow them far behind.
We have the largest automobile market, and we face the best historical opportunity. Change is in front of us.
Isn't this the best time?
Of course, for domestic auto companies, the recent period is also the most difficult period!
China's automobile market has entered an unprecedented "cold winter". In September's statistics, except for Japanese cars, the sales of all other car models declined significantly, with the sales of autonomous cars falling by 17%. Even in the SUV field, which once had the advantage of rolling, it is difficult for independent brands to regain their former glory.
If the decline in sales is the global climate, then the liberalization of foreign investment in China's automobile market will truly test Chinese automobile enterprises. "In 2018, the restriction on the proportion of foreign shares in special purpose vehicles and new energy vehicles will be lifted; in 2020, the restriction on the proportion of foreign shares in commercial vehicles will be lifted; in 2022, the restriction on the proportion of foreign shares in passenger vehicles will be lifted, and at the same time, the restriction on the number of joint ventures not exceeding two will be lifted. Through the five-year transition period, the restrictions in the automotive industry will be completely lifted." Our automotive enterprises have five years to prepare.
Not long ago, BMW began its de facto "expansion" in China, and a living case is in front of us. How should Chinese automobile enterprises face this test? Although BMW belongs to the "high-end" field, the middle and low end will always come as promised. In addition, we know that the future is an era dominated by new energy. Others are also clear about this, and everyone is working hard.
Therefore, this is also the most "testing people" era.
In an era of the most "testing people", if our car companies can survive, they will usher in the best era and see the sun through the clouds. Although there is pain, it is also worth fighting and looking forward to.
Geely, the Great Wall, was the backbone of the national car enterprises. Why should we make trouble at this important moment!
Some people say that this lawsuit is a confrontation between the top two auto companies in the period of market shrinkage. However, it is OK to go to the market to fight. Why do we engage in this "second battlefield". What's more, I think the operating conditions of the two enterprises are far from "unbearable".
Objectively speaking, the recent days of the Great Wall and Geely are really not easy. However, it is not too hard, just the bad weather.
Look at the Great Wall first.
According to the third quarter report of Great Wall Motors, the operating revenue of Great Wall Motors in the first three quarters increased by 4.00% year on year, and the net profit attributable to shareholders of the listed company increased by 36.36% year on year. However, its revenue and profit in the third quarter declined significantly, with the most obvious net profit: from July to September 2018, the net profit attributable to the owners of the parent company was 231 million yuan, compared with 460 million yuan in the same period last year.
The recent Production and Marketing Express of Great Wall Motor Co., Ltd. in October 2018 showed that in October, the sales of Great Wall SUVs fell 2.02% month on month; From January to October, the cumulative decline was 5.91%.
Look at Geely again.
Because Geely only announced medium-term results. Therefore, we only look at its sales data in October.
Looking at Geely's October 2018 sales volume, according to Geely's October sales announcement, its "total sales volume (including the sales volume of LinkedIn brand cars sold by the joint venture with 50% equity of the Group) in October was 128986, an increase of about 3% over the same period last year, and an increase of about 4% over September 2018."
However, according to the announcement, its sales of some models are not as good as last year's. For example, in October, "the sales volume of the new Emgrand model Vision cars was 20349 and 11200 respectively", "the sales volume of Geely Boyue was 20247", and "the sales volume of the Emgrand GS was 12025"; In October 2017, "the sales volume of new Emgrand models was 27033", "the sales volume of Vision cars was 11571", and "the sales volume of Geely Boyue was 30138".
In other words, Geely and Great Wall are in the throes of the overall transformation of the automotive industry.
At this moment, according to their status, they should try every means to tide over the difficulties and usher in the new era, but they really lost their status because of this black public relations event.
At this time, I thought of a report I saw at the beginning of the year. In our neighboring Japan, a large number of automobile enterprises have formed alliances to "heat up" in order to cope with the changes in the new energy automobile market.
According to the information of the domestic media, we can see that the Japanese car companies have formed four alliances: first, the Renault Nissan Mitsubishi alliance; 2、 The alliance of Toyota, Mazda, Suzuki, Dafa, Subaru and Hino (known as the National EV Alliance); 3、 Honda Automobile Alliance. In my opinion, the Toyota Alliance is the most inspiring cooperation model, because they share R&D costs and technological achievements.
In the face of this alliance "heating", should our domestic enterprises have some insights? In my opinion, our automobile enterprises should also focus on the scattered forces. After all, our automobile enterprises are too many in number, and the single force is not very strong.
But what are our car companies doing? Our automobile industry also has an alliance, but it is not about technology. According to media reports, on October 29, Great Wall Motors, Chery Motors BYD Eight Chinese auto enterprises, including Auto, Dongfeng Fengshen, Brilliance Auto, Lufeng Auto, Baowo Auto and Southeast Auto, held a meeting in Shanghai to jointly launch the establishment of the "China Auto Industry Self discipline Alliance".
Others are aligned in technology, but we are aligned in self-discipline. I wonder if this is ironic.
Come back to this black PR lawsuit, no matter what the result, it makes the face of China's automobile industry look bad. What the public wants to see is more the progress of technology and the expansion of scale than the rampant saliva.
Finally, I would like to advise the domestic car companies that they are from the same root!
(The author of this article introduces: columnist, winner of the Best News Review Award of the First World Internet Conference, and a signed columnist of iDoNews.)
