责任、荣誉、国家感悟西点军校校训，做响民族自主品牌 ——华晨汽车祁玉民 |
Duty, Honor, Country
Inspiring
the West Point Motto, Making Resounding National Independent Brands -- Brilliance Auto Qi Yu Min |
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今天来参加“2006中国汽车产业发展国际论坛”，我感到非常荣幸，感谢活动主办方能建立这样一个平台，让大家畅所欲言，分享并展望中国汽车的发展和未来。 |
I am very honored to take
part in the “2006 International Forum of China Automotive Industry
Development”. Thank the host of this conference for setting up such a
platform for us to speak out freely, share and expect the development future
of China’s automotive industry. |
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应该说，今天的中国汽车产业已经得到了飞速发展的喜人成绩，汽车产业作为支柱产业的地位在我国已初步形成。据预测：到2020年时，中国将成为全球最大的汽车市场，那时汽车需要将突破2000万辆，汽车产业在中国将会有一个持续几十年的较快增长期。但是，我们也应该看到中国汽车产业的快速发展，也面临着产品结构单一、产能过剩、品牌知名度低等问题。尤其是品牌问题，在2002年世界前10位汽车生产大国中，只有我国汽车的国内销量比例高达99.1%。这说明我国汽车工业没有形成真正的国际竞争力，专家评论，我国目前汽车工业与美国1924年汽车工业规模相似。 |
Nowadays, China
Automotive Industry has got a fast growth and satisfactory achievement.
Automotive Industry has primarily become pillar industry in China’s national
economy. It is forecasted that in the year 2020 China will be the biggest
automotive market in the world. It is expected that automobile demand will
break through 20 million units at that time. Automotive industry will have a
fast growth period lasting decades in China. But we should also notice that
as China’s automotive industry developed rapidly, it also faces the problems
of simple product mix, over capacity, little-known brand names and so forth,
especially the problem of brand, in the year 2002, among the top ten
automobile manufacture countries, only China’s automobile home sales
proportion occupies 99.1%, which means that China’s automobile industry has
not yet obtained real international competitive ability. Some experts comment
that the activity range of China’s current automobile industry is similar
with America’s in 1924. |
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在国家大力倡导“十一五”战略的今天，汽车产业如何发展，我认为：做强民族品牌，将是中国民族产业的重要课题。 |
Today, Chinese government
advocates the 11th Five-Year Plan vigorously. For the question of automotive
industry development, my viewpoint is: the important task of China’s national
industries is making strong the national brand. |
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一、看中国汽车产业发展，要从产业巅峰看问题。 |
I. Seeing China’s automotive
industry development from the industrial peak |
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中国汽车工业协会会长张小虞曾经说过：现在的市场产业还有三顶帽子，一是“散乱差”；二是“自主创新弱”；三是“产能过剩”。这其中，散、乱、弱是我们汽车产业最严重的病症。长期以来，各个自主品牌各自为政、各司其职，整个民族产业呈现散乱的局面，原本能凝聚的力量变弱了。这个观点，我非常赞同。近年来，我们的汽车从200万辆发展到600万辆，一跃成为世界第四大生产国。但在成绩背后，我们的汽车产业却有着严重的弊病，这些问题我们一定要解决。 |
The president of Zhang
XiaoYu of Automobile Manufacturers China Association once said: the current
market industry still has three hats, the first one is “scattered, disorder
and poor”, the second one is “weak capacity of independent innovation”, the
third one is “over capacity”, and among which scattered, disorder and weak
are the most serious diseases. In China, each independent brand only stuck to
its own knitting and done business in its own way. The whole national
industry is in disorder, the power which might be thrown together is weaker
and weaker. I quite agree with that. In recent years, China’s automobile
output has grown from 2 million units to 6 million units, which makes China
become the world number four automobile manufacturer country. But behind
these achievements, China’s automotive industry has serious maladies which
must be solved as soon as possible. |
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应该，衡量一个汽车企业的发展好坏，不是看它投入了多少资本，获得多少回报，而是看它对给消费者带来多少利益、对国家带来多大贡献。而解决这个问题的根本所在，就是要解决品牌问题。现在，在中国汽车产业中，我们需要更多响当当的自主品牌，我们更需要更多的自主品牌汽车在中国大地上驰骋。 |
To measure the
development of an automotive enterprise is not its capital amount and its
payback, but the interest it brings to the customers, the contribution it
brings to the nation. To solve this question fundamentally is to solve the
problem of brands. Now, we need more and more clangorous independent brands,
we need more and more vehicles with independent brands gallop on China’s vast
land. |
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二、对中国汽车产业发展而言，必须要有民族责任感、荣誉感。 |
II. For China’s automotive industry
development, we must have sense of national responsibility and honor. |
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十年前，我在“美国将军的摇篮”西点军校参观时，西点的校训给我留下了深刻的印象：“责任、荣誉、国家”六个字简洁有力、令人震撼。这不仅成为了美国军人引以骄傲的座右铭，古往今来，多少有识之士也曾经对这六个字的内涵刻骨铭心。正是这个座右铭始终鞭策着我，使我在多年致力于民族工业制造业国产化及发展过程中深受启发和鼓励。 |
Ten years ago, when I
visited the United States Military Academy (West Point), “the cradle of
American generals”, its motto deeply impressed me: “Duty, Honor, Country”,
three simple words, brevity, but powerful. It not only becomes the pride
motto of U.S. soldiers, but also is treasured by countless people of insight
for ages. It is this motto that urges me on and on, enlightens and encourages
me in my endeavor of committing myself into homemade of national industrial
manufacturing and development process. |
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今年，国家主席胡锦涛访美期间，很多人都没有想到，中国元首访美的首次晚宴，不是在白宫举行，而是在比尔·盖茨家里举行。因为比尔·盖茨代表了微软，微软这个品牌是美国的拳头品牌，代表了美国的科技创新水平的能力，作为一个泱泱大国，在960万平方公里上，真正奔跑的民族品牌汽车少之又少，我们的民族产业正面临危机、民族荣誉正面临挑战。在中国的发展前进中，总有一批血性男儿、强势企业，为维护集体利益、国家荣誉而挺身而出。华晨骑车人愿同大家一起，承担起民族企业责任，维护产业利益、维护民族荣誉。 |
This year, during President Hu
JinTao’s visit in United States, it was unexpected for many people that the
head of state’s first dinner in America was not held in the White House but
at Bill Gate’s residence. Because Bill Gates represents Microsoft, the fist
brand of United States, which represents the innovation ability of American
technology. As such a vast country, there are very little vehicles with
national brands riding on China’s 9.6 million square kilometers land. Our
national industry is facing crisis, our national honor is facing challenge.
On the road of China’s advance, there are always a lot of high-spirited men
and mighty enterprises come forward for upholding collective interest and
national honor. The fellows of Brilliance Auto would like to undertake the responsibility
of national enterprises together with everybody upholding the industrial
interests and national honor. |
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邓小平同志曾经说，“没有自己的民族工业，没有自己的拳头产品，这个国家就没有前途。”做好自主品牌，最核心的就是把产品的品质做好、把产品做响、把产量做大，通过自有技术、自主创新做强自主品牌。 |
Comrade Deng XiaoPing once said: “The country which has
no national economy and no fist products will have no future.” The core of
making good independent brands is making good quality products, making famous
products, making a large quantity of products, and making strong the national
brands with independent techniques and self innovation. |
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三、华晨在“十一五”要怎么做、怎么走？ |
III. How will Brilliance Auto do
during the 11th Five-Year Plan? |
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“十一五”期间华晨汽车战略目标已经非常明确：坚定不移地实施“两步走、翻两翻”战略，到2007年，年销量从2005年的12.25万辆提高到30万辆，年销售收入从2005年的210亿元提高到400亿元，实现第一个翻番的目标；到2010年，实现整车销量50万辆，销售收入800亿元以上，实现第二个翻番目标，把华晨汽车建成我国汽车工业发展自有技术、自主品牌的重要研究基地，成为跨地区、国际化的大型企业集团。而目前，华晨汽车已经抢得了发展的先机。为此，十一五期间，华晨推出三大举措： |
Brilliance Auto has already had a
very specific strategic target for the 11th Five-Year Plan period: We will
stick hard and fast to implement the “Two Steps, Quadruple” strategy. That is
in 2007, our annual sales will raise from 122500 units of 2005 to 300000
units, our sales figure will raise from 21 billion RMB of 2005 to 40 billion
RMB, which is the first step; in 2010, our annual sales will realize 50 units
entire vehicles with over 80 billion RMB, which is the second step. When we
have finish this object, Brilliance Auto will become an important research
base for China’s automotive industry developing its independent techniques
and brands. At that time, Brilliance Auto will grow up to a trans-regional,
trans-national large scale enterprises group. While at present, Brilliance
Auto has already taken the preemptive opportunities, and we promote three
movements as follows: |
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1. 通过“过起点自主创新”构筑丰富产品群。 |
1. Construct abundant products group through “high
starting point of self innovation” |
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对华晨来说，要构建丰富的产品群，就要站在“高起点自主创新”的高度，瞄准市场竞争产品，按照国际一流的技术标准，从整车和发动机等核心零部件两个层面双举并进。 |
For Brilliance Auto, constructing
abundant products needs to stand on the high degree of “high starting point
of self innovation” and aim at those products with competitive ability in the
market. Brilliance Auto needs to develop the entire vehicle and engine hank
for hank according to the first class techniques standard of the world. |
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首先，针对市场需要，从战略中端上下延伸，不断优化和调整产品结构，形成宽系列、多品种的产品集群。中华系列紧紧咬住中中级车市场，采取上下延伸的策略，使产品链往下延伸到A级车，适时通过与国际知名合作伙伴合作方式使产品逐步向高级轿车延伸；金杯海狮面包车上下同时拓展产品链，向下紧紧抓住我国新农村建设的有利时机，加快产品改型，华晨不仅要扩大轻型客车的竞争优势，保持在国内的领军地位；而且要使中华轿车成为国内轿车市场的重要参与者，市场占有率从目前的0.4%提高到4%；此外，华晨要实现年销售轻型卡车15万辆，保持全国前3甲的优势。 |
Firstly, according to the market
demand, Brilliance Auto will extend the strategic middle end upward and
downward to form a products group with wide series and plenty kinds. The
ZHONGHUA series will stick to the medium-high grade passenger car market; meanwhile
extend the product chain downward to Class A and upward to custom car by
cooperating with global famous partner timely. JINBEI HAISE minibus will
extend its products chain upward and downward at the same time: for downward,
it will hold tight the favored opportunity of building new village, speeding
up the product retrofit. Brilliance Auto will not only expand its competitive
vantage on light vehicles to hold its leading position in home market; but
also make ZHONGHUA saloon become an important participant in China’s saloon
market by raising its market share from 0.4% to 4%. Besides, Brilliance Auto
will realize the goal of selling 150 thousand light trucks annually,
maintaining its dominant position of top three in China. |
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其次，华晨将打造“车心互动，用心造车”的造车思想，重点发展核心发动机项目，提高中华系列轿车的配套水平，实现优势互补，形成多品种、多系列的发动机产品，全面提高整车核心零部件配套水平，尤其值得一提的是，我们开发出国内第一款涡轮增压汽油发动机，与国际巨头争夺产业“制空权”。 |
Secondly, Brilliance Auto will
create the vehicle-producing thought, “interactions between car and heart, apply mind to make car”(free translation)，focus on develop the core engine
project and raise the suitable level of ZHONGHUA series saloon. Through
having complementary advantages of these, Brilliance Auto will produce
various kinds and series engine products and raise its suitable level of core
auto parts for entire vehicles. It is especially needed to be mentioned is
that Brilliance Auto has developed the first turbocharging gasoline motor in domestic
market, which make it can contest the “air domination” with the global
tycoons. |
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2. 做响金杯，中华两大自主品牌。 |
2. Making famous the two large brands: JINBEI and
ZHONGHUA. |
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“高起点自主创新”铸就了华晨金杯和中华两大强势自主品牌，经过多年的培育发展，“中华”品牌已经成为国人心目中引以为荣的民族汽车品牌之一；“金杯”品牌则是中国汽车市场绝无仅有的单品牌销量超过60万辆的“中国制造”，被称为占据半壁江山的常青树而广受青睐。 |
“High starting point and self innovation”
succeeds two mighty independent brands: Brilliance JINBEI and ZHONGHUA.
Through years of cultivation and development, ZHONGHUA has become one of the
national automotive brands and are taken by Chinese people as a honor. JINBEI
brand is the only “made in China” automobiles with its single brand sales
over 600 thousand in China’s automotive market. It is called the evergreen
tree occupying half of the country, and enjoying high favor among people. |
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今后一个时期，华晨将大力推进以品质为核心的“品质、品牌、品种”这三品工程。首先是以聘职位核心，我们从德国宝马聘来了首席品质官，引进宝马、丰田的品质管理理念和体系；其次是以品种为支撑，我们与国内外一流设计公司的合作，引进、消化和吸收先进设计技术，同时，坚持引进、消化、吸收再创新和集成创新；第三是以品牌为实力，塑造以“一路有我，华晨汽车”为企业品牌和中华、金杯为自主产品的强势品牌。在网络建设上，我们提出“3S”策略，建立“点线面”结合的立体式网络，从层次化、规模化以及系统化三个方面布局华晨市场。在服务方面，我们认为华晨卖的不仅是汽车，卖的更是安全、是品质、是服务，也就是今年华晨建立和完善并国内首推的“SQS”安全、品质、服务三位一体的保证体系。 |
From now on, Brilliance Auto will
vigorously promote the project “quality, brand, variety”, centering on
quality. First of all, we focus on inviting position: we have engaged Chief
Quality Officer from Germany BMW and introduced quality management idea and
system of BMW and Toyota. Secondly, we use breed as backbone: we cooperate
with the first-class design companies at home and abroad, introducing,
digesting and absorbing advanced design techniques; meanwhile, we insist on
introducing, digesting, absorbing, re-innovation and integrated innovation.
Thirdly, we use brands as strength, creating strong brands with “Having me
all the way, Brilliance Auto”
(free translation) as company brand and ZHONGHUA, JINBEI as independent
products. On the network construction, we put forward the “3S” strategy,
building the cubic network of “dot, line, surface” combination. We arrange
the market of Brilliance Auto from three aspects: layering, scoping and
systemizing. On service, our idea is that Brilliance Auto not only sell cars
but also sell safety, quality and service, which is the trinity security
system of “SQS”(safe, quality, service) buildup, complete and first release
by Brilliance Auto this year. |
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3. 搞好两个市场“国内市场、国际市场”、实现两个经营“产品经营、资本经营”。 |
3. Do well on the two markets: “domestic market and
global market”, realize two managements: “product management and capital
management” |
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华晨在将国内市场做大、做强的同时，将眼光投向了国际市场。华晨将借晋级国家级出口基地的机遇，加快实施国际化经营和出口基地建设，在“十一五”期间完成到海外战略“三级跳”，坚持“高起点自主创新”，以技术提升为先导，以品质提升为保障，打造国际化出口平台，是自主品牌走出国门的关键，华晨始终将技术、品质、服务视为支撑“三级跳”的最重要的跳板。“第一跳”跳出国门；重点开发了中东、非洲、亚洲和前独联体地区市场，站稳海外脚跟；“第二跳”从发展中国家跳入发达国家市场；先开发中、南美洲和东欧市场，逐步拓展欧盟、美国、德国等市场；“第三跳”跳向“同步世界”的舞台：具体目标是，到2010年实现整车出口6万辆，创汇6亿美元。在海外市场形成华晨自己的品牌效应。 |
While Brilliance Auto making large
and strong on the domestic market, we also throw our vision abroad. Taking
the opportunity of promotion to state-level export base, Brilliance Auto
speeds up to carry out international management and export base construction.
We plan to finish the “triple jump” in the 11th Five-Year Plan
period: persist on “high start point
self innovation”, go ahead the techniques advancement, and upgrade the
quality. Creating international export platform is the key for independent
bands going abroad. Brilliance Auto considers techniques, quality and service
as the important springboard supporting the “triple jump”. The first step is
jumping out of China: lay heavy stress on exploiting market in Middle East,
Africa, Asia and Commonwealth of Independent States; the second step is
jumping from developing countries to developed countries; we will exploit
middle and south American market and east Europe market, then gradually
expand to EU, US and Germany; the first step is to jump on the “synchronous
world” stage. Our concrete object is that in 2010, Brilliance Auto will
realize entire vehicles export up to 60 000 units, earn foreign exchange US$
600 million and form Brilliance Auto’s own brand effect in foreign market. |
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产品经营与资本经营是华晨基本经营模式。华晨走的路不会变，即“汽车产业与资本市场相结合”的道路，华晨目前有三支上市股票，这意味着华晨将利用资本市场的优势，获得自我积累资金的能力，迅速提高造血功能，并提升技术研发水平、产品优势、以及产品营销等，以最大化提升产品竞争力。只有品质提升了、产品做大了，品牌才能做响。 |
Product management and capital
management are Brilliance Auto’s basic managing mode. We will not change our
road which is “combination of automotive industry and capital market”. At
present, Brilliance Auto has three listed stocks, which means that it will
take advantage of the capital market to obtain finance self accumulation. By
this, Brilliance Auto can increase hematopoietic ability rapidly, raise its
technique R&D level, product vantage and product marketing, which will maximize
the upgrading competitive ability of the products. When the quality is
promoted and the variety is plentiful, the brand will become well-known. |
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华晨今天能有良好的发展态势和局面，是在过去几代人积累的基础上取得的，是广大员工心血和汗水的结晶。今后，华晨将谨记“责任、荣誉、国家”，同所有扛起民族大旗的企业一起，共同撑起民族工业的蓝天！ |
That Brilliance Auto has such a
favourable momentum of development situation is a long accumulation of hard
work of the past generation of employees. From now on, Brilliance Auto will
remember “Duty, Honor,
Country” by heart,
together with all the enterprise which lift the national flag to support our
national industries. |
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感谢各位的支持与关注，谢谢大家！ |
Thank you all for your attention.
Thank you very much! |