· Economic growth slows down, intelligently accelerates industry transformation and upgrading

In 2015, China's economy entered a "new normal", GDP growth is shifting from high-speed growth in the past to medium-high-speed growth, economic structure optimization and upgrading, from factor-driven, investment-driven to innovation-driven transformation.
"China's economic transformation is in a critical period. This is a period full of contradictions and difficulties." In the "2015 China Industry Summit Forum and the First Travel Influential Star Awards Ceremony" held by China Business News, China Jin Hao, the president of the operating newspaper, told reporters.
Complying with the macroeconomic changes, grasping the latest developments in the industry, and making product development and marketing changes, and improving the internal management efficiency of enterprises has become the most concerned issue for current CEOs. The Chinese industry, which is dominated by automobiles and tourism, is facing A new round of adjustment period challenges.
From wealth to utility The latest data from the National Bureau of Statistics shows that GDP in the first three quarters of this year increased by 6.9% year-on-year, which is the first time since the second quarter of 2009 that GDP has broken 7%. Sheng Laiyun, a spokesperson for the National Bureau of Statistics, said that China is currently at a critical stage of structural adjustment. Traditional industries are not only going to stocks, but also going to production capacity, and in industries such as automobiles and mobile phones, market capacity has entered an adjustment period.
Under the new round of industrial transformation and upgrading, with the Chinese industry moving towards the 4.0 era, the degree of “intelligence” is constantly increasing. Jin Hao compared the image of Industry 4.0 to “just to make a brain for manufacturing”. This change has had a tremendous impact on the development of China's industry.
"In the early stage of industrialization, the development paths of countries were roughly the same, but in the era of Industry 4.0, the development path of each country is different because the cultures of different countries are different." Jin Wei pointed out that Germany's Industry 4.0 relies on manufacturing. Upgrade drivers, Germany's highly logical and refined production, no country can match; US Industry 4.0 is driven by innovation; and China's Industry 4.0, first in the trading and e-commerce fields, "because China’s industrial orientation is cheap and good, and it’s best to be free.”
This change is quietly changing the traditional travel industry. Taking the automobile industry as an example, the automobile industry has always been a pillar industry of China's manufacturing industry, providing people with the means of travel, and having a car is a representative of wealth. But for cars, the real function is not wealth, but traffic. After the Internet enters the automotive industry, it transforms the wealth function of the car into a utility function.
According to statistics, not only in China, but also in many developed countries, private cars are not running on the road most of the time, but in the parking lot, the utility function has not been played out. The development of the Internet is precisely able to dig out the idle utility of the car and let the car use it to the maximum, not possession. "As the impact of the Internet on the industry continues to deepen, in the future, only 1/8 of the cars will be able to meet people's travel needs." Jin said.
However, at present, the utility function of the domestic automobile market has not yet been exerted, and the problem of urban congestion is becoming increasingly serious. Wang Ming, deputy director of the Comprehensive Transportation Research Institute of the National Development and Reform Commission, believes that the utility function of automobiles has not been exerted more. The reason is that in the past we relied on small cars to drive economic growth and to make up for the shortage of public transportation by cars. “The low-carbon integrated travel mode is more in line with China's national conditions.” Wang Ming said that with the completion of rail transit investment construction and the improvement of inter-city public transport system, large-capacity public transport and cars play their respective roles. No., vehicle restrictions, purchase restrictions, etc. or will become history.
Industrial change In the "Internet" era, various industries are forming a new pattern. Although the concept of "Internet" has become one of the most popular vocabulary of the moment, Zhang Li, deputy director of the Institute of Electronic Commerce of the Ministry of Commerce, believes that the biggest problem in China's economy is the imbalance of industrialization, and there are widespread problems of innovation in traditional industries. The result is that many industries are “Internetized” rather than actively embracing the Internet.
The difference between the two is that they are “Internetized”, the Internet companies are leading the change, and the traditional industries are entering the downstream of the industry chain. Nowadays, both auto companies and Internet companies are stepping up efforts to develop smart cars. If the smart cars dominated by Internet companies become mainstream, traditional car manufacturers are likely to “de-brand” and become the foundries of Internet cars. This is something that many traditional companies are not willing to see.
“This requires companies to re-examine the industry from multiple dimensions of production mode, circulation model, business model and consumer change, and reshape traditional industries with Internet thinking.” Zhang Li said, integrating big data, intelligent design, and using the Internet The omni-channel circulation makes the service more refined and extreme to meet the needs of consumers more and more important.
In order to make the manufacturing industry more intelligent, many auto manufacturers in the industry are also actively working hard. The copy of Guangqi Honda's production headquarters, Zhan Songguang, said that the just-completed Guangqi Honda third plant is an attempt by the automobile industry to develop in the direction of “Industry 4.0”. The factory is 100% automated, and the robot will give the best index of welding within a certain range according to the different plates, so that the quality is fully guaranteed.
In addition, in redefining the idea of ​​“smart” marketing, Yang Xueliang, the public relations director of Geely Holding Group and the deputy general manager of Geely Automobile Group's sales company, also said that Borui Automobile achieved sales performance with the help of new media marketing and celebrity effect. The double growth of brand reputation has become a model for self-owned brand cars to go out of the “12 consecutive declines” and counter-attack joint venture brand automobile marketing cases.
Of course, under such a change, the marketing and management of enterprises will face many new problems. Huang Shengmin, a marketing expert and professor of the Advertising College of Communication University of China, believes that there is no commercial value if the products lose their commonality only to satisfy the individual needs of consumers. In its view, under the new industry changes brought by Industry 4.0 and “Internet”, enterprises need to re-examine the feasibility of business model with a “rebalancing thinking” and avoid falling into the strange circle of precision marketing. Huang Shengmin pointed out that precision marketing often does not produce commercial effects because the cost of acquiring each data is too high.
For a long time, Chinese companies have no shortage of production capacity, no shortage of manufacturing capacity, and lack of brand influence. In the era of Industry 4.0 and “Internet”, re-branding “re-balancing” requires both sales and brand consideration. Sales solve the problem of enterprise survival, and the brand solves the problem of enterprise development. In this season of fragmentation, the relationship between consumers and producers is more fragile. A microblog and WeChat may subvert the century-old foundation of the enterprise. Small challenges." Huang Shengmin said.

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