吉利杨学良：“卷”一日不消，中国汽车不会真正走遍全球

凤凰网汽车讯 “我们希望‘卷’这个字眼，能从中国汽车行业的字典里消失，‘卷’字一日不消，中国汽车就不会真正走遍全球”。在2024年中国汽车论坛上，吉利控股集团高级副总裁杨学良在演讲中如是说。

2024年上半年，新能源汽车的产销量分别达到492.9万辆和494.4万辆，同比增长率均超过30%，市场占有率更是达到了35.2%。

这一系列数据无疑彰显了新能源汽车行业的蓬勃生机与快速发展，同时也提前11年实现了2035年的渗透率目标。然而，在这繁荣的表象之下，却暗藏着不容忽视的“暗礁”——价格战。

内卷不是“上进”

一组来自花旗银行的数据显示，新能源乘用车的月综合促销幅度在过去一年中发生了显著变化，从去年年初的2.4%，一路飙升至今年4月的12.8%。与此同时，参与促销的车型数量也从最初的数十种快速增长至近百种。

从2023年开始，包括本田、日产、大众、通用、标致雪铁龙和马自达等合资车企的盈利普遍受到侵蚀，鉴于大多数合资品牌目前的净利润水平较低，甚至为负值。

不止在大众市场，据统计，多款超豪华品牌如宾利、玛莎拉蒂、阿斯顿·马丁等在中国市场纷纷降价。相较原高价位，大多降价10%左右。今年5月几乎所有超豪华品牌销量均出现两位数同比下滑，部分品牌月销量甚至不足百辆。

同时，尽管终端车企大幅降价，汽车销量和整体库存水平并未持续提高，价格下探带来的成交转化效果趋弱。其中，价格战“重灾区”自主品牌的库存系数为1.53，‌环比上升了8.5%，是行业内最高。

这种大幅度的降价促销行为，虽然在一定程度上刺激了市场需求，促进了销量的增长，但其背后所隐藏的问题却不容忽视。

首先，价格战的持续进行意味着车企利润空间被不断压缩。为了争夺市场份额，车企不得不采取降价策略来吸引消费者。

然而，这种以牺牲利润为代价的竞争方式并不利于企业的长期发展。当价格战成为常态，车企在研发投入、产品质量提升以及品牌建设等方面的投入势必会受到影响，进而影响到整个行业的可持续发展。

在频繁谈论内卷的过程中，我们或许忘记了内卷是一个贬义词，内卷是一种坏现象，内卷是不健康竞争的代名词。

警惕“虚假繁荣” 避免劣币驱逐良币

极致“内卷”带来的产业衰败，早有过前车之鉴。

上世纪末在越南市场曾风光无限的中国摩托车品牌，如今正面临“全面撤退”的严峻现实。昔日成功渗透越南等东南亚市场的企业，如今已纷纷转型，或投身电动摩托车领域，或转战农耕机械生产，以求生存之道。

据环球网报道，越南首都河内街头，摩托车商店的变迁悄然揭示了中国品牌摩托车的市场风云。商家直言不讳：“店内已多年未见中国品牌摩托车的身影。”

回溯至2000年代初期，中国摩托车企业锐不可当之势进军东南亚。越南之声等当地媒体记载，彼时，越南境内约有60家企业热衷于组装中国摩托车，其售价仅为同类日本产品的四分之一左右，约为500美元。

这一高性价比策略迅速点燃了市场热情，使得中国品牌摩托车在越南的市占率一度飙至80%。

然而，中国摩托车企业间为争夺市场份额，不惜陷入恶性竞争的漩涡，价格战愈演愈烈，成本压缩成为常态。在这场无休止的内卷中，产品质量与使用体验成了牺牲品。

重庆力帆作为早期进军越南市场的中国代表企业之一，虽在当地建立了摩托车工厂，但时至今日，其盈利状况却难言乐观。价格持续下探，不仅侵蚀了企业的研发投入能力，更直接导致了制造成本的大幅削减，产品质量因此大打折扣。

随着部分中国摩托车品牌质量问题频发，“油耗高”等负面标签逐渐在越南消费者心中生根发芽，他们开始重新审视并转向更为可靠、耐用的日本品牌摩托车。这一转变，无疑是对中国摩托车品牌的一次沉重打击，也深刻暴露了短视竞争策略的致命弊端。

同样的，正在经历价格战的光伏产业，也为汽车行业提供了宝贵的教训。当毛利率降至零以下时，厂商面临的不仅是亏损问题，更是生存危机。

在过往案例的警示下，“内卷”不该成为一个万亿级产业的主旋律。真正的上进，应是基于技术创新、品质提升和服务优化的良性竞争。通过提升产品附加值、优化供应链管理等方式，实现可持续发展，而非单纯凭价格出位。

正如杨学良所强调，“内卷也是一种无声的悲哀，它会消耗我们的聪明才智、 道德善良与创新能力，内卷的结果就是让参与内卷的各方共同走向失败，最终因失血而共同死亡。”

面对这一产业现状，杨学良认为，应该联合研究如何摆脱内卷，走出内卷怪圈，走向健康的竞争世界，走上规范的发展轨道。这不仅是一个汽车公司的责任，更关系到整个中国汽车行业的前途命运。

他说，“显然内卷不是好事，但我们已经身处内卷的环境，我们依然要有积极的心态。”

在此背景下，杨学良呼吁业界同仁保持积极心态，共同面对挑战，同时强调规则的重要性。他比喻汽车行业为一场牌局，吉利作为参与者之一，希望所有“牌友”都能恪守规则，对违规行为如偷牌、换牌、打假牌等行为，应自觉接受法律与市场的惩罚，而非试图通过不正当手段迫使守规矩者出局。

他表示，自己相信中国的法律一定能支持良币驱逐劣币，而不是相反。如果目前这种现象长期下去，就会出现劣币驱逐良币的悲哀。

他坚信中国法律将秉持公正，支持“良币驱逐劣币”的原则，遏制不正当竞争与违法行为，避免“劣币驱逐良币”的恶性循环。针对部分汽车企业利用政策红利却加剧内卷、挑战法律底线的行为，杨学良认为这是破坏行业生态的“潘多拉盒子”，必须予以警惕并坚决反对。

具体到近期行业内关注的常压油箱排放问题，杨学良表示相信法律会给出公平、公正、公开的结论，真相终将大白。

面对当前汽车行业的内卷挑战，杨学良认为，既不能粗心大意，也不能手忙脚乱，必须看清楚内卷的本质，积极地面对内卷挑战，坚持依法合规竞争，从长计议，坚持打基础、练内功，坚持品质、服务与可持续发展。

杨学良建议，不打简单粗暴的价格战，要打高质量价格战，不但要打高质量价格战，而且还要打技术战、质量战、服务战、品牌战，还有企业的道德战；坚持全球合规经营，坚持以国内经济大循环为主体，国内国际双循环相互促进，共同发展，坚持全球研发、全球人才、全球市场，坚持走正道、创大业，坚持时刻对品牌负责，永远让顾客满意。

“只有这样，中国汽车品牌才能真正成为全球一流品牌，才能赢得世界尊重。”

Geely's Yang Xueliang: The 'roll' will not disappear in a day, and Chinese cars will not truly travel around the world

Phoenix Auto News: "We hope that the word 'roll' can disappear from the dictionary of the Chinese automotive industry. As long as the word 'roll' doesn't disappear, Chinese cars won't truly travel around the world. At the 2024 China Automotive Forum, Yang Xueliang, senior Vice president of Geely Holding Group, said in his speech.

In the first half of 2024, the production and sales of new energy vehicles reached 4.929 million and 4.944 million respectively, with a year-on-year growth rate of over 30%, and a market share of 35.2%.

This series of data undoubtedly demonstrates the vigorous vitality and rapid development of the new energy vehicle industry, while also achieving the penetration rate target of 2035 11 years ahead of schedule. However, beneath the surface of this prosperity lies a hidden "reef" that cannot be ignored - the price war.

Internal competition is not about 'advancing'

A set of data from Citibank shows that the monthly comprehensive promotion rate of new energy passenger vehicles has undergone significant changes in the past year, soaring from 2.4% at the beginning of last year to 12.8% in April this year. At the same time, the number of car models participating in promotions has rapidly increased from dozens to nearly a hundred.

Starting from 2023, the profits of joint venture car companies including Honda, Nissan, Volkswagen, general Motors, Peugeot Citroen, and Mazda are generally being eroded, given that most joint venture brands currently have low or even negative net profit levels.

Not only in the mass market, according to statistics, multiple ultra luxury brands such as Bentley, Maserati, Aston Martin, etc. have lowered their prices in the Chinese market. Compared to the original high price, most of them have reduced their prices by about 10%. Almost all ultra luxury brands experienced a double-digit year-on-year decline in sales in May this year, with some brands even selling less than a hundred vehicles per month.

At the same time, despite significant price reductions by end car companies, car sales and overall inventory levels have not continued to increase, and the transaction conversion effect brought about by price declines has weakened. Among them, the inventory coefficient of independent brands in the "hardest hit area" of the price war was 1.53, an increase of 8.5% month on month, which is the highest in the industry.

This significant price reduction and promotion behavior, although to some extent stimulates market demand and promotes sales growth, the hidden problems behind it cannot be ignored.

Firstly, the ongoing price war means that the profit margins of car companies are constantly being squeezed. In order to compete for market share, car companies have to adopt price reduction strategies to attract consumers.

However, this competitive approach that sacrifices profits is not conducive to the long-term development of enterprises. When price wars become the norm, the investment of car companies in research and development, product quality improvement, and brand building will inevitably be affected, which in turn will affect the sustainable development of the entire industry.

In the frequent discussion of involution, we may have forgotten that involution is a derogatory term, a bad phenomenon, and a synonym for unhealthy competition.

Beware of 'false prosperity' and avoid bad money driving out good money

The decline of industries caused by extreme "involution" has long been a lesson learned from the past.

At the end of the last century, Chinese motorcycle brands that were once flourishing in the Vietnamese market are now facing the harsh reality of "comprehensive withdrawal". Enterprises that successfully penetrated Southeast Asian markets such as Vietnam in the past have now transformed, either into the field of electric motorcycles or into agricultural machinery production, in order to survive.

According to global Times, the transformation of motorcycle shops on the streets of Hanoi, the capital of Vietnam, quietly reveals the market situation of Chinese brand motorcycles. The merchant bluntly said, "We haven't seen any Chinese brand motorcycles in the store for many years

Looking back to the early 2000s, Chinese motorcycle companies entered Southeast Asia with an unstoppable momentum. According to local media such as Voice of Vietnam, at that time, about 60 companies in Vietnam were enthusiastic about assembling Chinese motorcycles, which were priced at only about a quarter of similar Japanese products, about $500.

This cost-effective strategy quickly ignited market enthusiasm, causing the market share of Chinese brand motorcycles in Vietnam to soar to 80%.

However, in order to compete for market share, Chinese motorcycle companies are willing to fall into the vortex of vicious competition, and the price war is becoming increasingly fierce, with cost compression becoming the norm. In this endless internal competition, product quality and user experience have become sacrifices.

Chongqing Lifan, as one of the early Chinese representative enterprises to enter the Vietnamese market, has established a motorcycle factory in the local area, but to this day, its profitability is difficult to be optimistic. The continuous decline in prices not only erodes the R&D investment capability of enterprises, but also directly leads to a significant reduction in manufacturing costs, resulting in a significant discount on product quality.

With the frequent occurrence of quality problems in some Chinese motorcycle brands, negative labels such as "high fuel consumption" are gradually taking root and sprouting in the minds of Vietnamese consumers. They are starting to re-examine and turn to more reliable and durable Japanese brand motorcycles. This transformation is undoubtedly a heavy blow to Chinese motorcycle brands and deeply exposes the fatal drawbacks of short-sighted competitive strategies.

Similarly, the photovoltaic industry, which is currently experiencing a price war, has also provided valuable lessons for the automotive industry. When the gross profit margin drops below zero, manufacturers face not only a loss problem, but also a survival crisis.

Under the warning of past cases, 'involution' should not become the main theme of a trillion dollar industry. True progress should be based on a healthy competition of technological innovation, quality improvement, and service optimization. By enhancing product added value, optimizing supply chain management, and other means, sustainable development can be achieved, rather than solely relying on price.

As Yang Xueliang emphasized, "Internal competition is also a silent sadness that consumes our intelligence, moral goodness, and innovation ability. The result of internal competition is that all parties involved in it will jointly fail and ultimately die together due to blood loss

Faced with the current situation of this industry, Yang Xueliang believes that joint research should be conducted on how to break free from the vicious circle of internal competition, move towards a healthy competitive world, and embark on a standardized development track. This is not only the responsibility of an automotive company, but also related to the future and destiny of the entire Chinese automotive industry.

He said, "Obviously, internal competition is not a good thing, but we are already in an environment of internal competition, and we still need to have a positive attitude

In this context, Yang Xueliang calls on colleagues in the industry to maintain a positive attitude, face challenges together, and emphasize the importance of rules. He likened the automotive industry to a game of cards, and as one of the participants, Geely hopes that all "card players" can abide by the rules. For violations such as stealing, changing, and counterfeiting, they should consciously accept punishment from the law and the market, rather than attempting to force rule breakers out through improper means.

He said he believes that Chinese law can definitely support the expulsion of bad currency from good currency, rather than the opposite. If this phenomenon continues for a long time, there will be a tragedy of bad money driving out good money.

He firmly believes that Chinese law will uphold fairness, support the principle of "good money driving out bad money", curb unfair competition and illegal behavior, and avoid the vicious cycle of "bad money driving out good money". Yang Xueliang believes that the behavior of some automobile companies using policy dividends to exacerbate internal competition and challenge the legal bottom line is a Pandora's box that destroys the industry ecology, and must be vigilant and resolutely opposed.

Regarding the issue of atmospheric fuel tank emissions that has been of concern in the industry recently, Yang Xueliang believes that the law will provide a fair, just, and open conclusion, and the truth will eventually be revealed.

In the face of the current internal competition challenges in the automotive industry, Yang Xueliang believes that we cannot be careless or flustered. We must have a clear understanding of the essence of internal competition, actively face it, adhere to legal and compliant competition, take a long-term perspective, lay a foundation, practice internal skills, and adhere to quality, service, and sustainable development.

Yang Xueliang suggests that we should not engage in simple and crude price wars, but rather engage in high-quality price wars. We should not only engage in high-quality price wars, but also in technology wars, quality wars, service wars, brand wars, as well as ethical wars within enterprises; Adhere to global compliance management, take the domestic economic cycle as the main body, promote mutual development between domestic and international cycles, adhere to global research and development, global talent, and global markets, adhere to the right path and create great achievements, always be responsible for the brand, and always satisfy customers.

Only in this way can Chinese car brands truly become world-class brands and win the respect of the world

句子成分分析：(划分说明)  提示：框中标识可点击

[Regarding the issue (of atmospheric fuel tank emissions (that has been ofconcern [in the industry] [recently]))], Yang Xueliang believes | that the law willprovide a fair, just, and open conclusion, || and the truth will [eventually] berevealed.

句子语法结构详解：

* 第1个 that 为关系代词，引导定语从句。
* been 为系动词作谓语，采用现在完成时。这里采用 be of (no) + noun 句型
* believes 为谓语，采用一般现在时。动词采用第三人称单数形式。
* 第2个 that 为连词，引导宾语从句。
* provide 为谓语，采用一般将来时。
* 第2个 and 为并列连词，连接并列句。
* revealed 为谓语，采用一般将来时和被动语态。
* will 为情态动词。has, be 为助动词。the 为定冠词。a 为不定冠词。

句子相关词汇解释：

Vocabulary:

句子成分分析：(划分说明)  提示：框中标识可点击

Adhere to global compliance management, take the domestic economic cycle [asthe main body], promote mutual development [between domestic andinternational cycles], adhere to global research and development, global talent, and global markets, adhere to the right path and create great achievements, always be responsible for the brand, and always satisfy customers.

句子语法结构详解：

* 本句为祈使句。
* 第1个 adhere 为谓语。
* take 为谓语。
* promote 为谓语。
* 第2个 adhere 为谓语。
* 第3个 adhere 为谓语。
* create 为谓语。
* be 为系动词作谓语。
* responsible 为形容词作表语。
* satisfy 为谓语。
* the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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