Beacon Effect: When

The past year has been an extraordinary one for the Chinese auto industry. Affected by the epidemic, the trend of automobile production and sales in 2020 will first decline and then increase. According to data released by the China Association of Automobile Manufacturers on January 13, my country's automobile production and sales in 2020 will be 25.225 million and 25.311 million respectively, a year-on-year decrease of 2.0% and 2.0%. 1.9%. But what is gratifying is that new energy vehicle manufacturers such as Tesla, Weilai, Xiaopeng Motors, etc. have sprung up, and traditional cars have also grown against the trend, which is still in the difficult market situation in 2020. With ease, outperformed the market. It is worth considering that, as a traditional automobile manufacturing enterprise, SAIC MAXUS has made great efforts in the production and sales of new energy vehicles on the one hand; on the other hand, it has made great progress in customized manufacturing, which is undoubtedly a new development idea.

1. Those who get users get the "world"

In the past, it was popular to drive German cars and Japanese cars. Nowadays, after the post-80s and post-90s, who are more pursuing entertainment and personalization, become the main consumers, people find that "cars" will also "collide with shirts" when going out, so more functionality, entertainment and personalization are added to the design of cars. element.

The manufacturing industry is undergoing an unprecedented drastic change. Cars designed based on the Internet are becoming more and more "smarter", and products that focus on customization are becoming more and more prosperous. Moreover, in today's automobile market, brand competition has moved away from the pure product dimension, and has moved towards the competition of the user dimension - whoever is more pleasing to users and who can better grasp the upgrading needs of consumers in the new era may be able to truly take the lead. Whether products can meet the diverse needs of customers has also become one of the key competitiveness of manufacturing enterprises.

How to strengthen the flexible production capacity of multiple varieties and small batches under the premise of ensuring efficiency is an important issue for manufacturing upgrading, and the complexity of the manufacturing system will also increase significantly. At the same time, the demand for services in the aftermarket is rising, and service-oriented manufacturing will become the mainstream trend in the future, which puts forward new requirements for the production organization form, operation management and business model of enterprises.

With C2B innovation, SAIC MAXUS is the first person to eat crabs among domestic auto companies. But C2B is not a new thing. In the automotive industry, the combination of customized elements of BMW cars has reached hundreds of millions.

C2B is an inevitable direction for the future optimization and upgrading of the manufacturing industry. Consumer-centric, flexible production, and personalized customization will become the mainstream commodity trading forms. At the same time, the C2B model requires enterprises to have strong data collection, integration, analysis and processing capabilities, to be able to accurately locate and tap market demand based on consumer big data information, and then to arrange production based on user needs, and to reduce personalized customization through mass production. the cost of.

Under the innovative business model, the enterprise itself needs to form an ecological collaboration model with C-end consumers as the starting point, which puts forward higher requirements for the enterprise's agility, flexibility, openness, and intelligent decision-making . Specifically, it is necessary to further upgrade flexible production, upgrade ecological data integration capabilities, upgrade information flow decision-making capabilities, upgrade material turnover capabilities, and upgrade enterprise opening and expansion capabilities.

Midea Group Chairman and President Fang Hongbo once analyzed that business model innovation should create a new user-centered business model and establish a new cost advantage based on efficiency.

2. Is "private customization" a manufacturing trend?

For manufacturing enterprises, the ultimate "customer-centric" is to be able to produce products that meet the individual needs of each individual, that is, "exclusive" products, which are unique and printed with Commodities with strong personality elements, rather than products that are "one thousand people" in the industrial age. It can be said that the "Internet +" of traditional manufacturing enterprises is to really contact "every" user or consumer through information means, and to be able to produce their "exclusive" products or provide "exclusive" products. Serve.

How long does it take to build a "personalized" car? It is not surprising that it takes 4-6 months to customize imported cars and 3-4 months to customize domestic cars. According to reports, SAIC MAXUS often receives some customized orders. The most basic requirements are the seat layout from 3 to 16 seats, and the conversion of MT models into AMT models, the cancellation of the partitions of vans, and the installation of Interior, radar, step and other interior and exterior decorations and electronic and electrical accessories. The time left for enterprises is often only 1 month.

Based on the world's leading digital and intelligent manufacturing system, SAIC MAXUS can complete the entire process from ordering to delivery of customized models within more than 20 days.

At present, SAIC MAXUS has built seven platforms for online management of users and upgrades, including five digital platforms for the C-end, including our MAXUS platform, RV Living Home, Spider Smart Selection, Spider Zhilian and Engineering Online. The big notification platform for the B-side, and the i Chase platform for the internal. Through the construction of these digital products, SAIC MAXUS brings the interactive experience between enterprises, users and partners in the whole value chain, and quickly realizes the needs of users' personalized products and services, so as to truly achieve user online, business online, and organization online.

In addition, SAIC MAXUS relies on comprehensive manufacturing technologies based on cyber-physical systems, Internet of Things, cloud computing and artificial intelligence technologies, such as industry-leading intelligent analysis of engineering data, digital production technology, digital quality management system and Digital supply chain, etc., drive the intelligent transformation of production lines. Production is more transparent, efficient and smart, supporting the manufacture of up to 10 trillion vehicle models. Through the continuous iteration of the C2B model, SAIC MAXUS has realized large-scale "private customization" of all series models.

Currently, manufacturing enterprises are facing unprecedented fierce competition and challenges. The personalization and rapidity of customer needs are forcing enterprises to start transformation and upgrading. The large-scale "private customization" based on flexible manufacturing is a comprehensive integration of competitive factors such as enterprise cost, quality, flexibility and time. In order to effectively solve the conflict between demand diversification and large-scale manufacturing, modern manufacturing enterprises Provides a new competition mode. To tailor automotive products for the majority of users, advanced technologies such as big data, mobile Internet, VR, AI, CPS, 3D printing, robotics, industrial Internet, etc. need to be applied.

3. Beacon factory, the leader of the manufacturing industry

At present, the Industrial Internet is considered to be a key step in realizing Industry 4.0, promoting the entire manufacturing industry from "manufacturing" to "intelligent manufacturing" transformation. Large-scale enterprises are interpreting the "inertia" of the strong and the constant strengthening, and at the same time, they have also become the "light of the beacon" leading the future of intelligent manufacturing.

Previously, the World Economic Forum announced the latest list of Industry 4.0 "lighthouse factories" leading innovation. car company. This not only means that the world's first brand-new C2B smart factory built by SAIC MAXUS - Nanjing C2B factory has been affirmed in the world-wide authoritative selection, but also represents the World Economic Forum's recognition of SAIC MAXUS' C2B user-driven business development model. SAIC MAXUS has become the first Chinese OEM in the world to be included in the list of Industry 4.0 "lighthouse factories". Up to now, there are 54 lighthouse factories in the world, and China has become the country with the most "lighthouse factories" with 16. These leaders have become the guiding lights of manufacturing enterprises, and also lead the latest direction of people's living habits.

The global "lighthouse factory" is composed of manufacturing enterprises, which can not only focus on the transformation of the world's advanced manufacturing enterprises, but also provide services for manufacturing companies around the world, in various value chains and in various scales. Businesses provide a platform to share advanced technologies and best practices.

SAIC MAXUS stands out as a global OEM representative, which not only demonstrates its status as a game-breaker in the industry, but also shows that the Nanjing C2B plant is leading the trend of intelligent, efficient and customized mass production in the automobile manufacturing industry, providing global The automobile industry provides a successful demonstration of building a smart factory.

The comments received by SAIC MAXUS Nanjing C2B Plant are: "The challenging market environment has driven the plant to create a new model of mass intelligent customization, realizing an end-to-end digital value chain from users to suppliers, This increases sales and reduces costs." From the moment the order was received, SAIC MAXUS Nanjing C2B factory has customized each car, making each car unique from its appearance to its small parts.

McKinsey described the breakthrough story of SAIC MAXUS' C2B lighthouse factory as follows: "New Four Modernizations" (electrification, networking, intelligence, sharing) and changes in market supply and demand have formed China's automobile industry. Unprecedented fierce competition in the market. SAIC MAXUS Lighthouse Factory is well versed in the way of digitalization, aiming at the highly customized needs of customers, to realize the end-to-end digitalization of orders, processes, production, supply chain and supplier business value chains. Its mass private customization model has helped the company achieve continuous sales growth against the market trend, improve production efficiency, and shorten lead times.

Open the phone, you can adjust it at will, starting from the body color, fine to the detail configuration. In addition, consumers of SAIC MAXUS can place orders directly through their mobile phones, and the Nanjing C2B factory will complete the production, handing over the right to participate and decision-making to all consumers, allowing users to "select" a Dream Car in 3 minutes.

4. Is the SAIC MAXUS model worth learning from domestic auto companies?

The successful experience of SAIC MAXUS' Nanjing C2B Lighthouse Plant fully demonstrates how the adoption and promotion of Fourth Industrial Revolution technologies can improve operational efficiency, enhance supply chain resilience, and improve customer experience, while enhancing workforce skills to achieve More sustainable production systems.

And large-scale C2B customization is only one of the ten key areas of service-oriented manufacturing. As one of the nine strategic tasks and priorities of the "Made in China 2025" plan, vigorously developing service-oriented manufacturing is becoming an important path for my country's manufacturing industry to create new competitive advantages and achieve a quality revolution.

From the perspective of manufacturing, C2B ultimately has to solve three problems: the first is "Who", that is, who is the customer; the second is "What", what should be produced; the third is "How ”, how to optimize the process to achieve the goals of quality improvement, cost reduction and efficiency increase.

Through digital technology, end-to-end beacon companies achieve outstanding results in key operational metrics such as productivity, agility, speed, and customization. Increasing agility and implementing four lasting shifts in customer-centricity, supply chain resilience, speed and productivity, and improved eco-efficiency are critical for industrial companies to achieve a “great reconfiguration”.

Specifically, the lighthouse effect has achieved a huge upgrade of the four major capabilities of automobile manufacturing enterprises:

Upgrading of ecological data integration capabilities: the introduction of ecological data will make data volume, data integration, Data application and other capabilities need to be upgraded

Information and material turnover capacity upgrade: innovative business ecology is more agile, requiring rapid flow of information and materials to support decision-making

Consumer participation Capability upgrade: The starting point of consumer-oriented manufacturing determines that enterprises need to strengthen the ability to connect with consumers through ecology

Enterprise openness and expansion capabilities upgrade: open ecological enterprises need to modularize all aspects to adapt to the changing environment. Eco partners and ecological information.

The author believes that, in addition to the upgrading of some equipment and technology, management and cultural factors are also necessary conditions, whether it is the maturity of flexible manufacturing in the automotive industry or the mass customization model of Midea and Haier. Base. As Zhang Ruimin, chairman of the board of directors and executive officer of Haier Group, said: "The only way out for the manufacturing industry is to transform from the original automated mass production to large-scale customized production!" The most important thing is that enterprises must actively realize technological iteration, Focus on market research and development, and encourage all employees to innovate. Digitization and intelligence are both opportunities and challenges for Chinese manufacturing companies. In the future, more Chinese intelligent manufacturing enterprises will enter the lighthouse factory square.

References: Shanghai Automotive News every day, "Industrial Fulian Lighthouse Factory White Paper"