Netease Technology News January 11 news, by the 2018CES opportunity, held in Vegas Geek Park "geek night", Xiaopeng car chairman He Xiaopeng and geek park founder Zhang Peng made a Field conversation about smart cars.
He Xiaopeng believes that there is a very big difference between the internet and car makers. That is, one of the difficulties in the Internet field is finding differentiated product thinking. If an entrepreneur thinks of a new product thinking and thinks of a new operating system, it is relatively easy to do it or iterate. But in the manufacturing field, entrepreneurs are relatively easy to think of A, B, and C for some things, but if you want to balance these ideas into a single car and put it to scale, the difficulty of mass production is far greater than On the internet.
In addition, He Xiaopeng also disclosed some of the user survey data and R&D direction of Xiaopeng Automobile. For example, when doing a second user survey, they discovered that Chinese smart car users are increasing. Technology users are a very powerful consumer group and they are willing to try new things. But there is another interesting phenomenon in technology users: female users tend to have more control over buying cars in a home than men. And women's views on the value of color are far higher than those of men. Therefore, Xiaopeng’s car has basically considered the main ideas close to young female users.
When talking about the joint venture company, He Xiaopeng thinks that the Chinese joint venture is basically useless. This is because the people in the joint venture are actually two ass and two heads, that is to say, not a single heart. Therefore, if a company is making major innovations or major cross-border integration, it cannot do without a heart trying to fight. (Zion)
The following content is compiled by Netease Technology based on the two-person live dialogue:
Zhang Peng: We all may have seen in a lot of news today. Xiaopeng’s car started today with a very sleek new 2.0 version. This made me deeply impressed, because 1.0 I haven’t seen the time before Month, you actually launched 2.0. First of all, I would like to ask, what this 2.0 people see may be just some outside changes. You know best what is inside the core of this change. Do you want to share it with us? This evolution from 1.0 to 2.0 is exactly what changed?
Xiaopeng He: Actually, what we see today is mainly the value of color, but in fact it is from Xiaopeng Automobile 2.0 to 1.0, including Yan value, including the entire life, autopilot, interior, part of suppliers, etc. improve. So from a certain perspective, from a certain point of view, at the very beginning, I believe that at the earlier time last year, we all felt that when we could see that the global car manufacturers made the first car, we found that there was a problem. The quality of the first car is not very good.
Zhang Peng: The quality is not so good?
He Xiaopeng: So we are thinking that this issue is a common problem, or is it a problem we can solve? From a certain point of view, we find it difficult to solve, because all new companies will encounter this problem, so one of the things we were thinking about at that time was whether we could improve our quality at 1.0.
Zhang Peng: It is not for us to create your first one before using it. When we start buying, have you iterated several times?
He Xiaopeng: I first built less than 1,000 units of 1.0. After I finished running, I discovered a variety of problems that were resolved in 2.0. So it's actually a very early thinking and I wondered what the next update of my car was.
Zhang Peng: So you already have such a plan, a fast iteration. So this time compared with the previous one, what has made a fundamental adjustment is 2.0 to 1.0.
He Xiaopeng: For example, today's front face, as well as the buttocks, often say that the hips of the car must be very sexy. At first, we made a car on the design. Then we made a display car based on this design car. We think this change is about 5%. According to the displayed car, we again made a model car, and we found that we have moved 5% to 10% of the points. This 5 to 10 points is very painful.
Zhang Peng: Making 5% to 10% of such a big thing, this amount can be big.
He Xiaopeng: So from a logical point of view, the Internet has a very big difference with the manufacturer. It is very difficult in the Internet field to find differentiated product thinking. You think of a new product thinking, come up with a new operating system, you can do it, or iterate it easily. But in the manufacturing field, you are more likely to think that you want to think of A, B, C, but you balance it into a car, and the difficulty of mass production of it is far greater than on the Internet. of. So there is your design to R&D, from R&D to trial production, from trial production to small-scale production, from small-scale production to working conditions for everyone, from floor-to-scale production to scale production to scale distribution. process.
So at the time I wanted to say one thing. That is to say, the hips we designed at the very beginning were quite beautiful. Later, we found problems with vehicle regulations, cost issues, safety issues, and wind resistance problems. Then all the questions together, you will find a sexy hip into a sexy buttocks. Therefore, in our 2.0, the hips have also undergone a lot of changes, which means that we can solve this problem and we can pull back the Yan value.
Zhang Peng: So when 1.0, then did not really turn it into a mass production, when you have to meet a variety of things, it is not enough for you to simply do something originally designed, 2.0 is actually closer to the vector production This pattern is further advanced. The more you look back, the more you can support your production demands, right. The front face I remember there is a big change, this is a lot of mention, this is what considerations?
He Xiaopeng: I believe that the first one is that in the original car, the design at the beginning did not consider the location of the charging port. Then place the charging port under the license plate on this front face.
Zhang Peng: So every time it is opened.
He Xiaopeng: Therefore, driving under the license plate is actually a very painful process. So in the 2.0 design, the first challenge is to remove this. The second is actually when we did the entire user survey for the second time, we found that users in China have increased. Technology users are very consuming and are willing to try new things. But there is another interesting point that we see in technology users. Female users often have more control over buying cars in a family than men. And women's views on the value of color are far higher than those of men. Basically, in the design of the front face, we basically consider the main ideas that are close to the young female users, so if they like it, we think of a family, or really...
Zhang Peng: Acceptance is relatively high.
Xiaopeng He: It will be easier to accept.
Zhang Peng: So you did a lot of design to please female users this time?
He Xiaopeng: So when we later investigated the users, we actually invited some girls. The young women looked at the car. The design of the new front face and the old front face was exactly what she considered.
Zhang Peng: So, you see that Harry just criticized Fu Sheng’s only product theory just now. At the time, I thought that Xiaopeng was also a very good product manager who was trained by the Internet and was a super product manager. Is this a high demand for super product managers?
Xiaopeng He: Yes, in fact, in the original field, I think that in the field of building the entire hardware, there are relatively few people who can read from the end to the end. For example, from the design of the car, there are sofas plus wheels, there is a Pad plus wheels, and now the artificial intelligence in the future is robot plus wheels. From the entire design and R&D area, there is basically no one who can read the light. After this is done, you have the entire supply chain, trial production, production, including the intermediate quality control process.
So the first one that I want to say is a very strong feeling that the original Internet industry was similar to technology, industry and trade, we said technology, industry and trade, some people said that trade and technology, and many Chinese enterprises are mainly trade-based. But in the Internet field, technology and industry and trade are integrated. So a product crystal is relatively easy to follow his ideas, as long as you want to differentiate and can do it, of course, iterative speed is very fast.
Zhang Peng: It changed the code.
Xiaopeng He: Because this cost is very low. You also know that we now want to change an autopilot. With regard to a hardware architecture system, we may have to start communication two years in advance. Then one of us who has returned to the factory may have to re-do six to twelve months of work. This will be done again. For example, if we don't do 1.0, we only make a few hundred cars, and we have less than a thousand. We basically lost hundreds of millions of profits. It is the Internet that does not appear at all.
Zhang Peng: Yes, after you really committed yourself to the field of car construction, did you feel very painful, and when you were doing software with the previous software, the difference was too great.
He Xiaopeng: Too big, so the first thing to balance is that you need to understand all aspects of each side and then consider how to achieve high face value, be able to achieve low cost, and be able to To achieve a high degree of differentiation, this is the first thing that I think is a very important need to consider. The second entire super product manager must be responsible for the entire original supply chain. In the original automotive Internet field, there is basically no back-to-back cooperation with others that leads to one thing. However, the difference between cars is too great. Supply chain related, the entire supply chain communication, the quality of the entire supply chain, the entire supply chain shopping guide, you see we recently had a very interesting thing, Beijing fog, affecting a supply chain of our Tianjin plant, The Tianjin plant affected one of its central factories, which then led to several parts in our entire supply chain system and several parts in production that had problems with their duration.
In the Internet field, basically the entire product manager does not think much about this, so from balanced art to full power control, to cost control, I think the challenge of the entire manufacturing product manager will be much more difficult.
The second is that our internet is all about fast iterations. In the automotive world, we must be careful about rapid iterations, which means that the supply chain is one thing, but the rapid iteration will depend on how fast you can produce. The cost of rapid iteration is very low, the recall cost is very low, and the waste cost is very low. But in the new hardware area, we are forced to think about it further. Others only do it twice. You have to do it four times. It seems that you are iterating faster, but the problem is that your cost is greatly increased, which means that the Internet is concerned with speed. In the manufacturing industry + Internet industry, I think that It is efficiency.
In the past, basically, speed was equal to efficiency. However, in the manufacturing industry, people's efficiency, organizational efficiency, capital efficiency, and hardware efficiency should be coupled. This is a lot of efficiency in the Internet that is not considered. So there are many times when we speed up, but in fact it means reducing efficiency. For example, in the automotive sector, the yield rate has decreased, your speed has increased, and if the yield rate has dropped significantly, your costs will increase greatly. Then is it not fast or slow? This is a very big change.
Zhang Peng: So from your perspective, I think that is really the case in the hardware field. The cars are more complicated. Because the car is the most complicated hardware in the world, I basically think that apart from the plane, it may be the car. In this system, how do you go about redefining this speed? I feel quite pretty about this feeling. It was originally a problem that I was ready to challenge you. I would say that you are a software originator and you have to do such a huge hardware. It seems that you are very quick to realize. Is this because you have this hardware system in the team to do a good job with you? This is because we are most worried about new construction vehicles.
Xiaopeng He: I think I learned from Ray.
Zhang Peng: Lei Jun?
He Xiaopeng: It is to ask more, learn more, and go to study with industry experts. But you must listen to all your studies, but you must put his generalization and summary knowledge into your big picture. We often say that snoring is a picture, a heart, and a battle. We originally put a lot of things on the Internet, whether from the product or the organization, we want to sum it up into a picture. In the manufacturing industry, actually, that figure, I think that there are tens of percent It's the same, but there are tens of percents that are completely extra to supplement. So think for different people, and then sum up the essence of this thinking on this map, and then practice on your platform, this is the most important.
Zhang Peng: So in fact it still has to become its own thing.
He Xiaopeng: Certainly.
Zhang Peng: So what you just said is a picture and a heart.
Xiaopeng He: A battle.
Zhang Peng: A heart means you make up your mind?
He Xiaopeng: No, it is all cross-border, all innovations, will encounter a problem, that is, the original and current people he is not a heart, that is, butt and head. Therefore, we often say that Chinese joint ventures are basically useless. This is because the people in the joint venture are actually two ass and two heads, that is, not a single heart. Therefore, when we are making major innovations or major cross-border integration, if we do not try to fight in this system, we cannot do so.
Zhang Peng: A picture, a heart, a battle.
He Xiaopeng: To pass a battle to get a heart out, use a trick to prove everyone's ability, of course, we must eliminate the bad ones, and then put such a screening process.
Zhang Peng: We understand it. So the so-called super product manager of the so-called Internet in the past is actually a heart here. It is to become a heart and to be able to lead it. Lei Jun was also in fact that year and led a bunch of things. There are basic people in the field of mobile phones, but there is one heart that he takes with him, instead of becoming a tradition.
Xiaopeng He: Combine into a single heart, draw a big picture, and then take everyone to fight and fight.
Zhang Peng: Just now, talk about your treatment later. You also have to write a word. At this year's CES, you feel the deepest impression, or what is the most representative one, and make an interpretation.
Xiaopeng He: Two.
Zhang Peng: Two, good. Well, these two words we see, AI, travel. Therefore, the AI ​​and AI within it must be understood by all of us. The hottest word in the past few years, why did you not write a car and write a trip? And I observed today that you are not in the car museum. You seem to be doing this in a zone called Smart Travel. What is your consideration?
Xiaopeng He: I came to CES for the first time, but my annual CES has a lot of attention. I think that there are two areas in CES that have not changed so far. One is 3C, electronic products, and the other is automotive. Each year there will be new hot spots, from VR, drones, smart speakers and a series of hot changes. This year I saw that all I have seen so far, I have not seen all the venues. The first thing I saw was that AI has come out in all walks of life.
Zhang Peng: Everywhere.
Xiaopeng He: Just like what James had just said. But I think that today's AI is still in a very early environment. For example, why the mobile internet can, especially in the late period, get very fast, I think there are two points. The first point is the entire hardware and software system platform. Already very fixed, everyone can use the same set of methods to develop. But today on AI, whether it is hardware, or OS, platform, or the platform of the entire basic capabilities, has not been achieved. So I think AI is still relatively early, but it will be fast and it will change rapidly in the next three to four years.
Why travel? In fact, the goal of Xiaopeng Automobile has always been that, just today Fu Sheng’s problem, the company UC that I did originally was transferred to four strategic transformations.
Zhang Peng: Four transitions, right.
Xiaopeng He: Every transition is very difficult. So Fu Sheng, just asked you what he was laughing. I was also laughing. So I think that all manufacturers today will consider manufacturing, service, service, and operations in the future. And I think that the car is on the eve of a huge shift from manufacturing to operations. And today Toyota also released...
Zhang Peng: I have to make my own company.
He Xiaopeng: It said that it will be able to achieve some of its functions in 2020. I think that Toyota is such a big and slow company. Toyota is a very rigorous company. It all says that it wants to go all-in and make a transition to a company. I really feel very surprised. So today I went to see many of Toyota's conceptual models. Some of them are cars. Some of them I don't think are even cars. This is what we want to do with this Xiaopeng car in the next five years. Actually, we have begun to do something now, but we may introduce some ideas into the market in two or three years. Many of them are consistent in direction. of.
Zhang Peng: Indeed, AI + travel, especially travel, is actually a deeper understanding of transportation and the vehicle. In the end it changes a certain part of a person’s life. I can feel this. In fact, we also have arrangements. We call "Truth of Truth", but I do not want you to smoke with a problem. I would like to ask in particular. Because at this year's meeting, we all saw that in the past period of time in the country, several new car makers had made great moves in this meeting. Before this CES was Li Bin’s Weilai, this time you put this 2.0 on it. After giving up, we should go back to our General Assembly in January. There will be a formal 2.0 release at the domestic automotive industry innovation conference. As a result, the three companies have made three arrows in the near future. This is a matter of fact. I just thought about your own simple evaluation. What are your strengths and what are your characteristics? Can strike them.
Xiaopeng He: I think we are all good friends.
Zhang Peng: All are good friends and will not crack down.
He Xiaopeng: The market is to make bigger and bigger cakes, not to grab new energy that is now so small, or in this new market, this market is very small. I think there are many differences between Xiaopeng Automobile and theirs. The first point is that Xiaopeng Motor is a company that focuses on products and pragmatism. This is very different from other companies.
Zhang Peng: It is very important to be pragmatic.
He Xiaopeng: The second Xiaopeng car is very concerned about efficiency. When I used to do Internet products, I was very concerned about speed. Today, I began to pay attention to efficiency. From an efficiency point of view, I think that we are far more small than other companies in terms of the unit of time and the unit of people we spend. And in the future, efficiency is a key point for a company to get higher profits. I think it is efficiency.
The third point is that Xiaopeng’s investment in the research and development of the Internet and autonomous driving is the largest. Because we all said today that the sofa + wheels turn into Pad + wheels, I think it is still the prospects of the current mainstream OEMs. For example, Volkswagen, Toyota, or China's automakers are certain that they can make a good transition. But the future car is a new way of life. The future car is a robot. Everyone needs to know that it is very difficult to make a robot in the home because the cost of the robot is very low and the robot is very demanding because it interacts with your little ones and your old people. This is extremely difficult. High.
However, in the automotive field, there is a brain, a cerebellum, an eye, an ear, a control system, and the central nervous system has a hand and a foot, so how to develop a new brain and cerebellum in the automobile field and use it The new sensor to make a new action, whether it is inside the car intelligence, or outside the car's automatic driving intelligence, or offline, I think this opportunity is too big.
Because Xiaopeng Automobile we have seen, in all these companies, the determination of those who research and develop on these lines and the future investment are the most resolute and the largest. Basically, I think that the future technology companies must be just like the one that Ray always said recently. That is, innovation can make companies fly higher and higher, but quality makes companies go further and further. So why do we have 2.0 and 1.0 iterations, we guarantee the improvement of the value of quality care, and why our investment in research and development is the largest, we believe that innovation is a long-term strategy of a company.
Zhang Peng: Well, we thank Xiaopeng for his sincere sharing. Today is the first time you have defined your core competencies so completely. Thank you, Xiaopeng. Thank you.
Xiaopeng He: Thank you.
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