Customization of the automotive industry will definitely begin in the future, because every consumer has a little regret when buying a car. For example, some configuration consumers need it, but there is no such configuration in actual cars. How to make consumers less regret when choosing a car? Therefore, we started to implement auto-customization in Changan.
In fact, enterprises must make corresponding changes in order to be personalized. What new requirements does product customization have for corporate change?
The first is to purchase autonomy, which requires companies to consider product/process design as a source of profit. Although cars are fashion products, in addition to attention to design, internal design is also important;
The second is product customization, which needs to consider the issue of eliminating distribution links and finished product inventory;
The third is process automation. To be able to meet individualized customization, it must not be agile manufacturing. Otherwise, consumers in transit can't stand it. In addition, raw material inventory management is also an important issue.
The fourth is the production community, which needs to solve the complete recycling of products and high environmental protection issues.
Changan Automobile Personalization PracticeOn April 6 this year, Changan’s self-built e-commerce platform “Chang’an Mall†has been officially put into operation, mainly dealing with four major businesses: vehicle sales, personalized car, car boutique, and auto insurance (Chongqing) services. A total of 27 models are sold online, involving 964 certified dealers. On April 10, Changan launched the new model CS15, which officially launched car customization on Changan Mall.
Why does Changan want to push its own e-commerce platform? In the past, Changan was mainly sold on Tmall, but usually only one item was sold. Because there are various activities on the e-commerce, sellers are required to provide various kinds of concessions, which will disrupt the business policy of Changan. Changan does not want to push only one item, and hopes to promote it all. Therefore, I want to build Changan's own e-commerce platform to match the offline activities. Changan's business policy can be retained. Changan started to build its own electricity in 2015. Business platform. This e-commerce platform, we hope not only to sell cars, but also to provide services in the automotive aftermarket. In addition, we will train and certify all dealers' 4S stores, and must pass Changan's certification to be able to collaborate online and offline with the e-commerce platform.
This personalized custom map is actually a configuration table. Personalized customization can't be done at random. For example, changing the body and changing the shape I want, I will tell you that it will not work. Because the most expensive part of manufacturing a car is a mold, a pair of molds are tens of millions, and the manufacturing cycle of these molds is very long, so the customization of the car is limited, not unlimited, according to the standardization and modularization of the car design, plus Some configuration choices for the user.
The launch of a new car model has provided users with no more than 20 configuration options, but now it can provide a lot of configuration options. For example, the CS15 that was launched on April 10 has already achieved 15,000 configurations. It is expected that by the end of this year, tens of thousands of configurations can be implemented, giving users more choices.
Super BOM is the basis for personalizationThe automotive industry contains 4 BOMs - EBOM, PBOM, MBOM, SBOM, how to manage? How to build a super BOM to support tens of thousands or even hundreds of thousands of different configurations of the same model?
Changan's approach is: in the product definition and product planning, the configuration module will be completed. In fact, when we built the Super BOM, we found a lot of partners to consult, including Siemens, IBM, PTC. Finally, we chose a Japanese-funded company. Why did you choose it? Because this company just built a super BOM for Nissan and Renault, their management philosophy about Super BOM is exactly what Changan needs most, so they chose it and started building a super BOM in 2011. We spent a year and a half to complete the construction of a super BOM management system, enabling Changan's entire core enterprise data chain to be effectively managed.
The realization of automotive personalization also requires the construction of a customer-centric end-to-end process architecture, which involves three categories: value class, enable class and support class. Among them, the value class is the customer value creation process, and the end-to-end definition is to complete the business activities required for the customer's value delivery, and to make demands to other processes; the enabling class requires the response to the value class process to support the value. The realization; the support category is the company-based process, which exists to enable the entire company to continue to operate efficiently and at low risk.
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Wenzhou Korlen Electric Appliances Co., Ltd. , https://www.korlen-electric.com