Foton Motor firmly believes: "Innovation is the soul of Futian."
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Under the pressure of European and U.S. countries and the squeeze of multinational corporations, China’s auto industry in transition has once again reached a crossroads. It continues to rely on the charity of multinational corporations to continue the so-called “market for technology†policy. Whether it is a factory in the world or is it awakening? With the Chinese spirit of being unserviced and lost, we strongly encourage independent innovation in the environment of the powers of the powers, and we work hard to achieve self-reliance and self-reliance.
Since last year, as the Party Central Committee has determined to encourage and support national industry independent innovation as a current national policy, independent innovation has become the main theme of the Chinese automobile industry. However, due to different backgrounds and development strategies, auto companies have different understanding of independent innovation, and they also have different ideas on how to implement this policy. In response to this, the newspaper has been carefully prepared to send reporters to the frontline and provide a panoramic view of the achievements, experiences and direction of future development of various companies in the area of ​​independent innovation. For the first stop of this series, we came to Foton Motor...
"Fukuda's history of development is a history of innovation. Without innovation, there is no Fukuda!"
"We can not mention performance repeatedly, but we must repeatedly mention 'innovation'!"
In Fukuda, such words often ring in the ears of reporters.
Fight commercial vehicles from agricultural vehicles
Ten years ago, at the time, Fukuda, the boss of the agricultural vehicle, decided to enter the automotive industry and opened the page that was later summarized as the first venture, that is, the stage of product operation.
"From 1996 to 2000, we mainly relied on product innovation, concentrating on limited resources, finding and discovering market opportunities, and establishing three major platforms: modern enterprise systems, automotive products, and business networks, and achieved rapid growth." As Futian's "old" "People, Zhao Jingguang, deputy secretary of the Futian Party Committee, recalled that when it came to starting a business, it was just a few.
Mentioned in the decision to enter the auto industry, Futian people always considered it a wise move. “First of all, agricultural vehicles must have a process of technological upgrading. Environmental protection is not up to standard, and high speed is not allowed. From the perspective of the history of the world’s automobiles, it is bound to be replaced. Secondly, from the perspective of industrial scale, the country’s agricultural vehicles were only 200 billion in the country at the time, and the There are more than 3,000 billion in the market. To be big, we must enter the auto industry."
Selecting a light-card product is a wise move in the second step. "If you first go to a passenger car or a heavy-duty truck that requires high technology, then the high cost of entry will inevitably lead to higher exit costs." The gap between light trucks and agricultural vehicles is the smallest, and Futian's existing personnel learned a lot. It is a car.
“In fact, our strategy was not particularly clear at the time, and we did not have a strong sense of innovation. It was entirely market-oriented.†In the auto industry dominated by large state-owned enterprises, Fukuda's starting funds are less than 200 million yuan, which is absolutely true. Cups of water, high-tech innovations at the moment would not be able to think, had to first study the market. "How to find a good product is the most urgent issue at the time."
Finding market gaps
Discussing a joint venture with a foreign company? Not a heavyweight at all. Buy foreign company's model technology and drawings? It is a short cut, but the introduction of the cost may be tens of millions, and each to sell one should also give foreign technology considerable technical fees. Whether it's self-digested or passed on to consumers, Fukuda, who is an entry-level player, can't afford it. Therefore, we must rely on a pair of innovative eyes to find a product that can fill the gaps in the market. This first subconscious innovation has come to life and death. If you can find it, you will live; if you cannot find it, you will die.
Ten years ago, China's commercial vehicle market, the typical two hot middle cold. On the one hand, the medium and heavy-duty trucks such as FAW and Dongfeng are on the one hand, and the mini-cars pushed by Tianqi and Changan on the other. The light trucks in the middle zone are silent. The original 130, 131, and 1041 models have been exhausted. Obviously, the market needs a new kind of innovation.
"It's not too small to use just right." This phrase at the time was unusually famous slogan brought out a wonderful new product category - small card, and the founder of this Futian also succeeded in one fell swoop. “At that time, when they visited a dealer in Yunnan, they mentioned that if there was a 0.5-ton small cargo truck that should be relatively easy to sell, we listened very carefully. We immediately conducted a wider-scale market survey and we also felt that the road was feasible and we would not hesitate to "Investment." A light truck with a low price, large cargo capacity, and a variety of road conditions suited to both urban and rural areas is ready to go.
"The first innovation was actually a kind of discovery of the market gap, and it was precisely this kind of fuzzy innovation that made Futian!"
Today, Futian, known for its high response speed, quickly organized technical personnel and innovated on the basis of digestion and absorption. It successfully achieved the first independent development in the history of the company and launched the first-generation automotive product “Fukuda Small Cardâ€. The price is not expensive, it is fuel-efficient, and it is quite capable of pulling goods, which meets the consumption capacity and needs of urban and rural users. As a result, after the 20,000-30,000 small-card hot sale, Foton quickly launched the first-generation light truck era with a price of between 30,000 and 40,000, which brought nearly 600 million yuan in revenue to Futian. Drill the first pot of gold.
Challenge the Japanese monopoly of light trucks
From 2001 to 2005, five years of rapid development of the entire automotive industry, it was Fukuda's five years. In this second venture, that is, the stage of industrial operation, Foton fully implemented the development strategy of expanding from a single product of economical light trucks to a full range of commercial vehicles, focusing on the improvement of independent innovation capabilities of commercial vehicles and its own brands, independent intellectual property rights. The construction has accumulated to form three new platforms: commercial vehicle industry platform, strategic management and operation improvement platform, and brand and technology innovation platform. The total automobile production and sales volume ranks the 5th in the Chinese automobile industry. The evaluation results of the World Brand Lab in 2005 showed that only a short history of 9 years Futian brand value of 11.932 billion yuan, ranked fourth in China's auto industry.
After many years of experience, Futian has clearly brought independent innovation to an important strategic height. "Single breed will never work again. What we need is a full range of product lines. Each product must have its own unique innovation, otherwise it will only fail in the increasingly intense competition." After the sales of lower-end products did not take off, Foton turned its sights to the high-end market occupied by Japanese light trucks. "We do not achieve technological innovation, and our high-end share will never be our share."
On March 26th, 2005, in the milestone day of Futian's technological innovation process, its self-developed AoLing light truck officially went public, becoming the successor of the Auman heavy truck and European V bus after successfully launching its own brand in 2002 and 2004. A heavyweight new product. “The significance of Aubell’s independent innovation is not limited to a company in Futian. The key is to break the pattern of the domestic light truck market that has been under the Japanese Isuzu technology for 20 years since 1985.â€
This can be regarded as a record that spans the "ring" and realizes "1+36" innovation. “A large innovative technology, 36 technologies surpassed and many domestic first-class light trucks improve.†Independent intellectual property rights do not need to pay high brand use fees, thus ensuring the high cost-effective and competitive. â€
Along with technological innovation and product innovation, Futian has a large-scale initiative in brand management innovation, subdividing its abundant products into Auman, Euro V, Landscape, Omar, Aubell, Sapu, Legend, and Era of the Times. Brands compete in various fields such as light trucks, medium and heavy trucks, light passengers, and large passengers. The world-class brand strategy generally has two major models, a single brand and a mother-child brand. Fukuda believes that the brand range should be established so as to distinguish different product grades, otherwise the mutual resistance will be greater than the lifting force.
Persisting in all-round innovation has brought remarkable results. As of 2005, Futian has produced and sold 1.3 million automobiles, all of which are independent research and development, manufacturing, owning independent intellectual property rights and independent brands, and achieved sales revenue of nearly 80 billion yuan. .
The target is directly pointing to the first commercial vehicle
During the tenth five-year period, Fukuda, who appeared in the face of expanding enterprises, had a great harvest, but he was very forward-thinking in the transition to an intrinsic enterprise. “This time is a deeper level of strategic innovation. In 2005, it was known as the Foton Motor Strategic Adjustment Year, which was mainly reflected in seven major areas: the transformation of economic growth mode from the expansion of expansion to the growth of connotation, and the transition from horizontal expansion of products to vertical upgrading; Management mode shift from the SBU management mode to the group + SBU management mode; product upgrades to increase the proportion of high-tech, high value-added products; quality upgrade adjustment on the overall improvement of product quality and service quality; organizational TPS promotion and Toyota Supporting Japan's authoritative consulting companies to cooperate; Accelerate international market development and international cooperation; Improve financial service capabilities and levels."
An exciting "Eleventh Five-Year" development picture is displayed in front of Futian: In 2010, it sold more than 1 million vehicles (competitive vehicles, 94.8 million vehicles), exported 200,000 overseas vehicles, and achieved sales revenue of 80 billion yuan in trucks worldwide. The market share of 20% has become the world's first-class commercial vehicle manufacturer. "The number of passenger vehicles is not large, but the number of commercial vehicles will be the largest in the world. There are only 600,000-700,000 Mercedes-Benz vehicles." Futian is full of hope.
The realization of macro strategic goals requires the support of micro-technical products. Technological innovation and product innovation have long been the blood of people in Futian's blood vessels and have never relaxed. “The 21st century is a century of globalization. If our products cannot integrate into the international trend and lead the international trend further, we must be eliminated.†Wang Xiangyin, General Manager of Foton Marketing Corporation regards “internationalization†as the most in the new five-year plan. Important task.
At the same time, the concept of a land grab in the field of passenger cars is also under planning. “The world’s largest automotive multinational companies do not have a single commercial or passenger vehicle. From a global perspective, the growth of commercial vehicles is always less than that of passenger vehicles, and China’s 2005 is a turning point. Passenger vehicles are more than commercial vehicles. The car will never be reversed afterwards.†In the view of Futian, although passenger cars in China have undergone some ups and downs, they are still growing at a market level and foreign countries are growing at an alternative rate. We still have export competitiveness due to our price/performance ratio. “Thus, when we first decided to invest in the automotive industry, we should still be investing in the field of passenger cars today. We have accumulated many years of Fukuda, coupled with the consciousness and perseverance of independent innovation, I believe we can do a good job.â€
Futian's "independent innovation" summary
Product innovation: from the year of innovative discovery of “small card†category to the breaking of the Japanese light-duty monopoly, Aoling, to today’s high-end products targeting the international market.
Strategic innovation: First, from the stage of product operation to the stage of industrial management, from a single product of economical light trucks to a full range of commercial vehicles; then, from an expansion-oriented enterprise to an intrinsic-type enterprise, the economic growth mode will shift from expansion to expansion and from product growth. Horizontal expansion to vertical upgrade.
Innovation in the field: Resolutely entered the field of commercial vehicles ten years ago from the top of the agricultural vehicle industry, and ten years later it has been involved in the field of passenger cars innovatively from the first brand of commercial vehicles in China.
Management innovation: From the SBU management model to the group + SBU management model, according to different degrees of importance and degree of relevance, some of the business operations at the group level, and some are decentralized to various business units.
Market innovation: The international market has always been placed in an important position in the smooth development of domestic development. In 2002, it officially began to export. In 2004, it exported 9,000 units, a year-on-year increase of 458.7%, accounting for 12.3% of the country’s total automobile exports that year. It has become China’s largest export vehicle for commercial vehicles. In 2005, it exported 11,000 vehicles, accumulatively achieving foreign exchange through exports. 100 million U.S. dollars; and established CKD factories in Pakistan, Ukraine, Turkey, and Vietnam.
Futian's "Three Steps" of Independent Innovation
——Fukuda Chief Designer Yu Xuebin Describes Technological Innovation Model
Integrated Innovation Must Have Overall Goals
Southern Metropolis Daily (hereinafter referred to as “Southern Capitalâ€): The Institute of Automotive Engineering has occupied the most dominant position in Futian’s independent technological innovation. As the dean, how can you interpret the concept of independent innovation that you have in mind?
Yan Xuebin: Although it is a technician, I do not agree with those who regard technological innovation as the sole expression of independent innovation. Innovation should be full value chain innovation, including mechanisms, systems, marketing R&D, production, operations, and after-sales services.
However, because it is a technician, I only talk about technology. The existence of technology is to serve the end user. The user needs the performance rather than the purchase of parts. I think there are 16 kinds of subdivisions in the car. How R&D personnel balance these 16 kinds of performance is the most important. For example, if you want speed, you will have big fuel consumption. If you want to be safe, you will be heavy and expensive. There is always a certain contradiction between each other. . The first master designer must balance the optimal performance system, which naturally requires innovation.
Nandu: In terms of technology, what specific content practices are innovations embodied in?
Yan Xuebin: Actually, innovation points are divided into three categories: digestion, absorption, integration, innovation and originality innovation. Domestically, the first two are the main ones, and Japan has done the best in these areas. For automobiles, integrating innovation is very important. We really don't need to start with the nature of the wheels. First of all, it is necessary to analyze the technical route. Secondly, the key to analyzing technological solutions is to have an overall goal. This overall goal is also a manifestation of innovation. If there is no goal, we do not know why integration is meaningless.
Fuzzy comprehensive judgment model goes to the world
Nandu: As a chief designer, what are the steps for independent innovation in Futian?
Qi Xuebin: The realization of independent innovation can be summarized as a three-step strategy. The first is to conduct a market survey. However, the results obtained from the survey are qualitative. They can only give one direction and cannot form indicators for engineering design. Therefore, we used the fuzzy mathematics theory to create a fuzzy comprehensive judgment model, organically combined investigation and execution, and solved the problem of how to be faithful to the original information. This model of self-innovation was published at an international seminar in Austria in June 2005. It is the first time that the domestic automobile judgment model has reached the world. I can say with great pride that this is also very innovative not only in the Chinese automobile industry but also in the world automobile industry.
The second is to focus on the development of the R&D system. The process from the indicator to the car offline is called project management capability. We learn from GM, Ford and Toyota to create their own project management capabilities. Many innovations have led to lower R&D expenses and shorter time.
The third is the integration of heavy resources. It should be acknowledged that many jobs cannot be done at home. For example, a breakthrough in modeling technology is not just Fukuda. It is difficult for the entire country to have such capabilities. However, Fukuda's advantage is that it never makes "turnkey projects", but only people do one of the links. It is best to do it in Fukuda, but you can't do it with you, and Fukuda engineers will participate throughout.
Nandu: The innovation of domestic companies often encounters difficulties. In recent years, there have been a number of cases in which foreign auto companies filed lawsuits on patent issues. How do you view this phenomenon?
Qi Xuebin: Of course, we have considerable respect for intellectual property rights, either buying you, or else it is reasonable to avoid, and will not step on landmines. I think the cooperation with foreign partners and the reorganization of existing resources will go through three major stages. The key is to develop their own abilities, from others to do what we see together and then to me to do your acceptance. For example, our cooperation with Lotus, the two sides form a strategic partnership, there are three engineers to work in Fukuda, but whether it can make good use of its technical resources, it depends on our own receiving and transformation capabilities. (Reporter Lu Jinglian)
Fukuda Events
Foton Motor was established in Beijing.
On June 2nd, "Futian Automobile" (600166) was opened on the Shanghai Stock Exchange.
Futian proposed the "new three-step" development strategy for 2001-2006.
Foton ranks among the top five in the industry.
The Futian Brand Identity System (BIS) strategy was fully launched and entered the brand management stage.
Futian officially opened the call center's international service hotline; the Euro V bus officially went public.
Fukuda's 1 millionth vehicle is off the assembly line, creating the fastest-growing record in the history of China's automobile development.
Fukuda was awarded the title of "My Favorite Chinese Brand" by CCTV 2005 and the title of "Most Made by China's Self-Branded Enterprises in the Industry". The brand value of Foton was 11.932 billion and ranked fourth in China's auto industry.
Fukuda Sanouqi unveiled and marched to the passenger car.
View related topics: Beiqi Futian, Futian Automobile brand value of 22.157 billion yuan