麦肯锡:赢得竞争 — 中国汽车市场正在改变方向

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2019年12月,McKinsey(麦肯锡)发布最新报告《赢得竞争:中国汽车市场正在改变方向》(Winning the race: China’s auto market shifts gears)。报告显示,在过去十年中,中国汽车行业一直处于高速发展状态,每年平均增长15%,在此期间,占全球增长的70%。到2012年,中国已超过美国,成为世界上最大的汽车市场。但是,到2018年,汽车市场刹车,销售增长负数,这一趋势一直持续到2019年。随着中国汽车市场进入发展的全新阶段,我们称之为“ 2.0时代” ,汽车制造商面临着许多新挑战和机遇。

在中国,消费者对自动驾驶汽车的接受度为80%,是德国和美国的两倍。随着“十四五”规划的提出,中国很可能处于自动驾驶汽车发展的最前沿。与这些趋势增加汽车行业巨大成本,迫使竞争对手之间进行整合和协作。例如,宝马和梅赛德斯·奔驰已经建立了,以“下一代出行”为重点的合作伙伴关系。大众汽车和福特也联手开发了自动驾驶和电动汽车。

车辆连接平台,以及智能手机和平板电脑等数字设备,使公司可以更轻松地直接与消费者互动。汽车制造商现在可以直接了解消费者的需求,并获得精确的产品反馈。汽车制造商必须对人才进行投资,包括数据科学家和翻译人员,将其转化为客户驱动的产品创新。这要求全面改革人才管理模式,并重新定位人力资源部门,将其作为组织敏捷性的驱动力。它还要求公司通过在中国本身建立更多的创新和研究中心,继续接近中国市场。(内容来源,麦肯锡英文站点)(Useit编译推荐,微信公众号:UseITcomCn)

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