BYD’s 30th anniversary book, “Soul of the Engineer,” is widely circulated as follows:

One morning, Wang Chuanfu convened a meeting with Lian Yubo, Yang Dongsheng, and the leaders of the 17th Division, saying that he had a dream about DM-i that night and came up with a technical solution. Then take out a whiteboard marker and draw the power head, gear transmission chain, etc. on the whiteboard. Yang Dongsheng said, “At that moment, I was very shocked. Mr. Wang has already invested to this extent, what reason do we have not to work hard

To be honest, this looks quite awkward, with a feeling of gratitude.

After a company succeeds, it will inevitably write something similar, but it needs to be written to a higher level and not to the point of “dreaming about DM-i”. Then, DM-i is developed, which looks too childish and readers will not believe it at all. This is poor marketing, and the key is the author’s lack of writing skills.

The evaluation of Douban is also very poor, which is probably due to public relations.

BYD is a very successful company in China, and Huawei is also a very successful company in China. Have you ever thought about a question: why does China have so many successful models, but still not a so-called “management model”?

Have you heard of Six Sigma, Lean Production, Amoeba Theory, Drucker, Weber, but have you heard of any advanced management theories exported by Chinese companies?

No,

Why not? Can’t it be a Chinese company?

If Chinese companies are not doing well, how can we explain why so many good companies have emerged in China over the past few decades? The development of the Chinese economy cannot be separated from the promotion of these good companies.

Simple: Your ability to recite scriptures is not good, do you find it unpleasant to listen to? It’s okay: my ability to summarize theories is not good.

In fact, the world is full of this phenomenon. For example, an American economist won the Nobel Prize in economics for development economics. Development economics is the study of the economic development process of low-income countries or developing countries. From this perspective, how many low-income countries have Americans improved their economies? What contribution has this person made? Why haven’t people from the truly rising developing countries in the world won awards for development economics?

It’s not that they haven’t done anything practical, it’s that they lack the ability to recite scriptures.

Reciting scriptures is an ability. What does’ ability ‘mean?

The processing of a certain metal blade model is nothing. The research on high-precision and complex multidimensional thin-walled surface precision forming technology is obviously high-end. This is something.

This is the “Advanced All terrain Power Enhancement Silent Tactical Cart” with a unit price of 170000 US dollars.

This is called an electric handcart, priced at 2400 RMB.

PDCA (cyclic quality management) is called QCC (quality control circle) when used at the grassroots level, lean production when used in production planning, Six Sigma when used in thematic improvement, and 5S management when used in environmental management. With a slight change in environment, a new concept immediately emerges.

Someone said, aren’t you fooling around?

It’s just deception, not really.

The correct term is: brand communication, brand image shaping.

Let’s take BYD’s DM-i as an example, why is BYD’s DM-i so successful? What magical ability does BYD have to surpass Toyota?

Actually, it’s not complicated to say: at medium and low speeds, first use a generator to generate electricity from the oil, then use the electricity to drive the motor, and the remaining electricity is charged into the battery. The internal combustion engine is always at its highest efficiency speed.

Why is this set done well? It is because ‘the internal combustion engine is always at its highest efficiency speed’, and most gasoline cars, due to road conditions and other reasons, are useless if the internal combustion engine efficiency is high and cannot maintain the highest efficiency speed.

Why don’t other companies, such as Toyota and Volkswagen, do this?

These companies have a large supply chain under their umbrella, such as gearboxes. DM-i does not need these things, and many companies are too lazy to consider the harsh working conditions that many companies have racked their brains for. BYD can of course not consider them, as gearboxes and other things are BYD’s weaknesses.

But for companies like Volkswagen and Toyota, there are a bunch of companies begging for food. You don’t need to say it anymore. Not only do these companies have objections, but the local government also has objections. Just kidding, how can you support this group of unemployed people?

So I also had a theory before: a century old enterprise is a curse of a country, and the reason is the same. There are too many canal workers in a century old enterprise. These canal workers may have been the great contributors to establishing the century old enterprise in the past, but times have changed, and these people have become unnecessary and cannot be laid off. Not only do they waste more money, but more importantly, they have forced the wrong path.

Of course, if we were to write a book about BYD, we wouldn’t be able to say these words, and we wouldn’t be able to say the ones mentioned in the title. So, what should we say?

For example, referring to the Whig view of history, what are the characteristics of the Whig view of history?

Believe that history has a direction, a progressiveness, an irreversible transition from backwardness to advancement, and there are people who drive and hinder historical progress.

So what if we write BYD’s’ Soul of the Engineer ‘?

Discuss the following aspects:

Firstly, technology must be the driving force behind industrial development,

Secondly, electric vehicles are an irreversible trend,

Thirdly, BYD had already established its technological model N years ago.

Why is BYD so powerful? It’s because BYD has advanced technology,

Why is BYD technologically advanced?

It is because BYD’s technology model, which was established N years ago, has driven BYD’s takeoff.

Therefore, the rise of BYD is not accidental, but necessary. BYD’s rise is destined, progressive, in line with historical trends, and in line with the direction of productivity development.

Let’s take a look at the discourse in “Soul of the Engineer” again. Isn’t it a joke that Wang Chuanfu dreamed of DM-i in his dream? This seems too accidental, it must not be accidental, it must be inevitable.

Since PDCA can become Toyota’s lean production, applying the entire BYD technology model to other technical models is not difficult at all.

This actually doesn’t require a great ability to recite scriptures, I flipped through the author of that book.

Qin Shuo.

Graduated from the Journalism Department of Fudan University, worked at Nanfengchuang and also served as the editor in chief of the First Financial Daily. It can only be said that our country’s talent is truly lacking to a certain extent.

It is common for one theory to be replaced by another. For example:

Japanese companies call it ‘lifetime employment’, while China has iron rice bowls. Japanese companies call it the seniority based salary system, China calls it the length of service system, Japanese companies call it the enterprise trade union system, and China calls it the workers’ congress.

How much difference should there be?

Then there’s word making, for example:

Bottom inflation, top deflation.

Because recently, Fu Peng, the Chief Economist of Northeast Securities, has become quite popular. In fact, he has sprayed a lot on Weibo earlier, and many people have seen the so-called internal speeches. There are countless things like the following picture in his speeches:

When he said that the worst of the past year or two was the wealthy people on the West Coast, Silicon Valley, Los Angeles, and San Francisco of the United States, I found it unbelievable. After all, everyone can see the situation of the US stock market. It is also a fact that the value of Musk, Buffett, and others is increasing. Only ordinary people, this is the sales of cars in the United States from 1980 to 2024:

The population of the United States was only 280 million in 2000, but now it is 330 million, with a population growth of 18%. On the premise of such a large growth, its car sales will not catch up with that of 2000 to 2007 at any time after 2019, or even from 2015 to 2019.

The bottom layer is indeed experiencing inflation, after all, what is the current price of Corolla?

Can income keep up with inflation? Ha… I’ll tell you something else.

As for whether the rich are the most miserable, I think it’s quite cyberpunk to say ‘the rich are the most miserable’.

But is this important? It’s not important, what’s important is that the phrase ‘bottom inflation, top deflation’ has been spread and many people really believe it.

In fact, the technique is not very clever: creating anxiety, which has been used in many marketing campaigns, but clever use can produce strong effects, with a group of people helping to dress it up.