[Brand History] Professor Commager, an American critic, tried to explore "the elusive thing called the American spirit" in the book "The American Spirit", which is a combination of self-confidence, independence, enterprising, tolerance and freedom, and also contains profound confusion and confusion. Regarding the American spirit, I believe everyone has their own interpretation. If you were asked to find a brand in America that best explains the American spirit, who would you choose? The first thing that comes to my mind is not the car brands, but the Harley-Davidson we are going to talk about today.

　　Since 1903, Harley-Davidson has not only produced countless "exciting products" (Clinton’s evaluation), but also created a riding culture that embodies passion, freedom and independence. In the course of one hundred years’ development, it has experienced many baptism of war, economic recession, buyout and repurchase, foreign competition and market changes, and its success is called the legend of American traditional manufacturing industry. However, for such a brand, it is easy to be over-exaggerated and mythical. In the final analysis, it is only a means of transportation or one of the tools for people to express their personality, and it is not the only one. How to interpret the brand connotation of Harley-Davidson? I believe that a comprehensive understanding of its history is a good way.

● Milwaukee, the birthplace of legend

　　There was no expressway in Milwaukee more than 100 years ago. Most roads were paved with pebbles, and the streets were mostly gravel roads or dirt roads. Wagons are the main means of transportation in this city, while ordinary people without wagons have to walk or ride bicycles. Of course, the difficulties people faced at that time were far more than just traveling, but also incurable diseases and lack of material conditions.

　　Although the basic conditions are very poor, the industrial revolution has brought people extremely valuable wealth, which is creativity and imagination, and they are brave enough to try. In those days, gasoline-powered vehicles occasionally appeared on the roads, which always attracted crowds to watch. Most importantly, these vehicles and their related stories inspired the creativity of many young people in the early days, including William Harley, 21, and Arthur Davidson, 20.

　　William Harley and Arthur Davidson are both Milwaukee natives. Interestingly, they are both neighbors and work in the same metal factory. William Harley is a cartographer, while Arthur Davidson is a model mechanic. As amateurs, the two of them originally wanted to build a motor vehicle that relied on driving. Nevertheless, the difficulties in making such a car at that time are unimaginable now. You can’t go to the store or buy the parts you need through the mail order catalogue. Most of the parts must be designed and manufactured by yourself.

　　They are not just dreamers (), but supported by certain knowledge and technical foundation. William Harley once worked for a bicycle manufacturer and knew about the related hardware. Arthur Davidson has experience in engine model manufacturing. After two years of experiments, they made some progress, but they still needed more help, especially the knowledge about machinery, so they found Arthur Davidson’s brother Walter Davidson.

　　Walter Davidson is a highly skilled railway mechanic. After studying the design sketch, he decided to stay in Milwaukee to help William Harley and Arthur Davidson complete the engine development. At first, their experiment was carried out in the basement of their home, and the first engine was successfully manufactured and then installed on the bicycle. However, they found that the engine was too small to generate enough power, so they had to redesign it.

　　On the door panel of the wooden house, the words "HARLEY-DAVION MOTOR CO" are written, which is the first time that the two surnames of Harley-Davidson have been put together. Perhaps they wouldn’t have thought that this company, which was born in a log cabin, would develop into a legendary enterprise madly loved by car fans all over the world in the near future, and everything in the story really started here.

　　After repeated tests, the first mass-produced Harley-Davidson motorcycle was officially born in 1903, named Serial No.1 The equipment of this car is extremely simple. It can be said that it has two wheels and an engine, and the top speed is only 11km/h. The single-cylinder engine has a row and the displacement is 440ml. At present, Serial No.1 is treasured in the exhibition hall of Juneau Street.

　　Interestingly, for a long time, people didn’t know that serial number 1 was the first Harley-Davidson motorcycle. Until one day, when the repair members were disassembling some parts, they found that there was a "1" marked by the original mechanic, and the unexpected discovery made everyone excited.

　　At the beginning of the company’s establishment, although there were only three founders, William Harley and the Davidson brothers still divided their work. Among them, Walter Davidson was appointed, Arthur Davidson was in charge of sales, and William Harley was the chief engineer. In 1907, William Davidson, one of Davidson’s three brothers, joined the team and served as vice president, forming the earliest entrepreneurial team of Harley Davidson. Regarding the history of Harley-Davidson’s birth, there is a video below, and interested friends can have an addiction.

More exciting videos are all on the car home video platform.

　　BEIJING, Beijing, January 10 (Lang Lang) At the end of the year and the beginning of the year, various ministries and commissions held annual work meetings one after another to sum up the work of the past year and clarify the priorities of the work in the New Year, and a series of policies and measures of social concern were released in a centralized manner. For example, improving people’s medical experience, speeding up "express delivery to the countryside", promoting garbage sorting, and accelerating the coverage of 5G networks will be implemented in the New Year.

　　Data Map: In the emergency department of Yinchuan Maternal and Child Health Hospital, parents take their children to wait for treatment. Photo by Yang Di

　　See a doctor

　　— — Improve people’s medical experience and create an environment of respecting doctors and paying attention to health

　　Problems such as expensive medical treatment, difficult medical treatment, and doctor-patient relationship have always been hot topics of public opinion. Recently, the 2020 National Health Work Conference was held, and these issues were all deployed in the New Year work plan.

　　The meeting mentioned that we should further optimize the allocation of medical resources, solidly promote the pilot work of centralized procurement and use of drugs in the country, better serve the people for medical treatment, strictly regulate medical behavior, and continuously improve the people’s medical experience. Strictly supervise the industry style and seriously investigate and deal with acts that harm the interests of the masses.

　　The meeting also called for strict control of security risks and strengthening the security and prevention capabilities of medical institutions. Further strengthen the special rectification of key areas and key links such as pharmaceutical consumables and medical service order, and persevere in rectifying discipline and fighting corruption. Carry forward the lofty professionalism of the new era and vigorously create a good atmosphere of respecting doctors and attaching importance to health.

　　Data Map: Students are happily holding gifts. China News Service reporter Yujia Zhai photo

　　poverty alleviation

　　— — Preventing the poverty-stricken population from returning to poverty and resolutely grasping the bottom of poverty alleviation.

　　2020 is the year when the goal of building a well-off society in an all-round way is realized, and it is also the year when poverty alleviation ends. Not long ago, the National Poverty Alleviation and Development Work Conference called for "completing the task of poverty alleviation for the remaining poor people and poverty-stricken counties, listing and supervising the war in deep poverty-stricken areas" and "establishing and improving the monitoring, early warning and dynamic assistance mechanism for returning to poverty to prevent the poverty-stricken people from returning to poverty and preventing the marginal population from causing poverty".

　　In the national civil affairs work conference, special emphasis was placed on poverty alleviation. The meeting called for a comprehensive investigation of the implementation of the bottom-up security policy, and all eligible poverty-stricken people who have set up files and established cards should be included in the bottom-up security coverage of social assistance such as rural subsistence allowances, so as to ensure that they should be guaranteed and rescued, and resolutely seize the bottom of poverty alleviation.

　　In addition, for special groups such as destitute people, abandoned children, and children who are actually left unattended, we will fully implement relevant parenting and security service policies to ensure that they should be fully supported. For the disabled and severely disabled with difficulties in life, we should fully implement the two subsidy policies so as to make up for them. For the left-behind children, women and the elderly in rural areas, we will fully implement the care service policy and ensure that we should do our best to help them.

　　Data Map: The staff is loading the express delivery into the car. Xinhua News Agency issued Yujia Zhai photo

　　Postal express

　　— — Speeding up the "Express Delivery to the Countryside" and Improving the Satisfaction of Express Delivery Service

　　With the development of Internet and transportation industry, express delivery has become an important part of people’s daily life. According to the data of the State Post Bureau, in 2019, the express delivery business in China reached 63 billion pieces, with 45 express parcels per capita.

　　The recently held 2020 National Conference on Postal Management predicted that the express delivery business volume in China will reach 74 billion pieces this year. The conference demanded that the satisfaction of postal and express delivery services should be continuously improved, and the management of express delivery packaging has achieved positive results, making positive contributions to the country’s stable employment.

　　At this meeting, Li Xiaopeng, Minister of Transportation, also called for promoting the construction of Pratt & Whitney Post, speeding up the project of "express delivery to the countryside", accelerating the development of new businesses such as cold chain and medicine, and letting the people share the fruits of the reform and development of the postal industry. He also mentioned that "quality and quantity are completed ‘ Slimming tape ’ The packaging ratio reaches 90%, and other industries have staged targets for pollution prevention and control. "

　　Data Map: A passenger plane took off from haikou meilan international airport. Photo by Hong Jianpeng

　　Civil aviation travel

　　— — Strengthen cabin safety responsibilities Improve the service level of on-board meals.

　　In 2020, when flying, people will have more choices and gain more new experiences.

　　The National Civil Aviation Work Conference held recently made arrangements for the key tasks in 2020, such as "paying close attention to the safety special rectification of airport clearance protection and apron operation order", "strengthening cabin safety responsibilities, strengthening the health management of personnel in key positions such as flight and air traffic control" and "formulating and improving the detailed rules for coordinating airport time allocation for all flights" and so on.

　　It is worth mentioning that the meeting specifically mentioned the need to "improve the service level of in-flight meals". According to Weibo, the official of the Consumer Service Center of the Civil Aviation Administration, Feng Zhenglin, director of the Civil Aviation Administration, also pointed out at this meeting that the quality of this service should be evaluated as an assessment to encourage the development of new varieties of meals to meet the needs of short-and medium-distance passengers.

　　Data map: Zhanghu high-speed train stopped at Wulanchabu station. Li longshe

　　railway transportation

　　— — This year, the new high-speed rail line will be put into operation for 2,000 kilometers.

　　The construction and development of high-speed rail provide more convenient choices for people to travel. In 2019, China Railway put into operation a new line of 8,489 kilometers, including 5,474 kilometers of high-speed rail; The operating mileage has reached more than 139,000 kilometers, including 35,000 kilometers of high-speed rail.

　　Not long ago, the China State Railway Group Co.,Ltd. Work Conference proposed that one of the main goals of railway work in 2020 is to fully complete the railway investment tasks assigned by the state and ensure that more than 4,000 kilometers of new lines are put into operation, including 2,000 kilometers of high-speed rail.

　　For the new year’s work, the meeting called for adhering to the political red line and the professional bottom line, ensuring the safety of high-speed rail and passenger trains, and keeping railway safety stable.

　　Data map: Taxpayers collect portraits in Pinghu National Taxation Office. Photo by Fang Enhui

　　Reduce taxes and fees

　　— — Let taxpayers and payers have more sense of gain.

　　Tax reduction and fee reduction have always been the focus of social attention, and improving the sense of acquisition of taxpayers and payers has also become the focus of the tax department in the new year.

　　The recent national tax work conference mentioned that it is necessary to consolidate and expand the achievements of tax reduction and fee reduction with more solid measures and greater efforts, so that taxpayers and payers can have more sense of gain. Strictly adhere to the principle of organizing income, collect tax according to laws and regulations, actively cultivate tax sources, support the development and growth of private enterprises, resolutely not overcharge the red line of "excessive taxes and fees", and resolutely crack down on tax fraud in accordance with the law.

　　In addition, the meeting also stressed that it is necessary to comprehensively build a system of "good reviews and bad reviews" for government services, provide more convenient tax and fee services for enterprises and the masses, optimize invoice service methods, improve the efficiency of tax payment, increase the protection of rights and interests, and promote the tax business environment. More changes have been made.

　　Data Map: Two Guiyang citizens sorted and put garbage with the help of the staff. China News Service reporter He Junyi photo

　　living environment

　　— — 46 cities will basically build a domestic waste classification and treatment system.

　　The implementation of garbage classification in Shanghai once triggered a heated public debate. "What kind of garbage are you?" It has also become a joke that people ridicule. In the new year, more cities will implement this policy.

　　The recently held National Conference on Housing and Urban-Rural Construction proposed that in order to comprehensively promote the classification of municipal solid waste, 46 key cities should basically complete the classification and treatment system of municipal solid waste in 2020.

　　In addition, the meeting also proposed to fully promote the renovation of dilapidated houses in rural areas and ensure that all the 1.352 million dilapidated houses that need to be renovated to get rid of poverty will be completed in 2020. Strengthen the treatment of urban black and odorous water bodies, and ensure that more than 90% of black and odorous water bodies in urban built-up areas at prefecture level and above will be eliminated before the end of 2020.

　　Data map: 5G speed measuring China News Agency reporter Yin Liqin photo

　　online communication

　　— — By the end of 2020, all prefecture-level cities in China will cover 5G networks.

　　5G officially launched the nationwide promotion of commercialization and "port number transfer" … … In the past year, the changes in network communication have brought obvious convenience to people’s lives. What policy will be deployed in network communication this year?

　　The National Conference on Industry and Informatization held at the end of last year mentioned the key work deployment in 2020. The meeting proposed to steadily promote the construction of 5G networks and strive to achieve coverage of 5G networks in all prefecture-level cities nationwide by the end of 2020. Optimize and improve the quality of network supply, deepen universal telecommunications services, and focus on supporting deep network coverage in frontier and remote areas.

　　At the same time, the meeting requested that we continue to speed up and reduce fees on the Internet and implement accurate fee reduction in the field of poverty alleviation and disability assistance. Innovate the supervision of the telecommunications and Internet industries, do a good job in the comprehensive rectification of harassing calls, and do a good job in the quality of port number transfer services. Strengthen radio management. (End)

　　[XCAR Deep Observation Original]

　　In 2018, the automobile market was full of words such as "market winter" and "cliff-like decline", which was quite different from the mood of watching the automobile market rise in previous years. According to the data released by China Association of Automobile Manufacturers (hereinafter referred to as China Automobile Association), in 2018, there were 28.081 million vehicles sold in the automobile market and 23.2571 million vehicles sold in passenger cars, both of which were down compared with last year, but they still ranked first in the global automobile market for the tenth consecutive year. Despite the decline in market sales, China remains the largest automobile market in the world.Under the market background of the decline in sales in the automobile market in 2018, what challenges and opportunities will be brought to the automobile enterprises, and this issue will be interpreted in depth. (Source: China Automobile Industry Association/Aika Digital Intelligence Laboratory)

　　▼ In 2018, the sales volume of passenger car market fell for the first time in 29 years.

　　Since 1990, the sales volume of China automobile market has been singing all the way, but the continuous growth was broken in 2018. Sales data show that the market maintained a double-digit growth at the beginning of 2018, but the growth rate declined rapidly from April, and finally the sales volume began to decline year-on-year in July, and the decline rate gradually increased. The decline rate of sales in the fourth quarter remained above double digits. From the overall market point of view, cars, SUVs, MPVs and crossover commercial vehicles all showed different degrees of decline.

　　When forecasting the sales volume at the end of 2017, the China Automobile Association predicted that the automobile market would eventually grow by 2%-3% in 2018. However, under the influence of the complex macroeconomic background, the actual situation of the automobile market was quite different from the forecast. In the end, the sales of passenger cars in 2018 were 23.2571 million, down 4.08% year-on-year.

　　In 2018, under the complex macroeconomic background, the sales volume of the automobile market declined, which was not unrelated to the policy and the psychology of consumers buying cars. After April, China’s economy entered the stage of deleveraging, which will affect the source of funds for consumers to buy cars with loans to a certain extent, which is also an important reason for the weakening of the automobile industry in the second half of the year. After April 4, 2018, the Sino-US trade dispute became more intense. Although this only increased to the tariff on imported American-made vehicles, it had little impact on the automobile industry. However, with the intensification of the dispute, people’s confidence in the future economy was insufficient, and their expectations for future income also declined. Several factors combined, many people chose to postpone the car purchase plan.

　　▼ With the increase of the number of brands, the survival of marginal brand products becomes more and more difficult.

　　In recent years, the sales volume of the automobile market in China has continued to grow, and many brand-new automobile brands have emerged one after another. In 2018, in the face of the decline in the overall sales volume of the automobile market, the "Matthew effect" of the strong Hengqiang has become more and more obvious, and the market has concentrated on more advantageous brands and products. With the increase in the number of domestic automobile brands, it has become increasingly difficult for "marginalized" automobile brands to survive due to product strength and other reasons.

　　Changan Suzuki is one of the representatives of the brand that has been gradually marginalized. After Changan Suzuki reached the historical peak of 220,000 vehicles in 2011, its sales volume continued to decline, which eventually led Suzuki to choose to withdraw from China. On September 4, 2018, Changan Automobile issued a statement in official website. Chongqing Changan Automobile Co., Ltd. and Suzuki Co., Ltd. reached an agreement on the acquisition of equity of Chongqing Changan Suzuki Automobile Co., Ltd., and Changan Automobile acquired 50% equity of Changan Suzuki held by Suzuki. After the completion of the acquisition, Changan Automobile holds 100% equity of Changan Suzuki, and Suzuki Automobile has officially withdrawn from the China market.

　　Suzuki’s withdrawal from the China market is worth pondering. Changan Suzuki was founded in May 1993. As the first Japanese company to enter China to produce cars, Suzuki was the fourth Japanese car company in sales in China before 2014. With the upgrading of consumption and the increasingly fierce competition in the China market, Changan Suzuki brand has been gradually marginalized due to the slow introduction of new models and other factors. Since the sales volume of Changan Suzuki reached the historical peak of 220,000 vehicles in 2011, the sales volume of Changan Suzuki has been in a state of decline. Changan Suzuki, who has been deeply involved in the China market for more than 20 years, finally chose to withdraw from the China market.

　　▼ Cars are consumer goods that are difficult to drive by the star effect.

　　Before the official launch of 2018 fifa world cup, WEY signed a contract with cristiano ronaldo (C Ronaldo for short) and invited C Ronaldo to be the first spokesperson of WEY brand. During the World Cup, C Ronaldo, the world footballer, spoke for WEY, which caused a sensation and attracted a lot of attention. For WEY brand, signing C Ronaldo endorsement is an important step forward in marketing communication.

　　However, with the gradual dilution of the World Cup fever and the passage of time, C Ronaldo’s endorsement of WEY has gradually been forgotten by everyone. Previously, many first-line stars spoke for car companies, Jackie Chan spoke for Mitsubishi, and Jay Chou spoke for Na Zhijie. The coffee spots of the stars were not weak, and they all ended in "bleak". The main reason is that cars, as an industrial-intensive, technology-intensive and labor-intensive asset-oriented commodity, are difficult to achieve sales growth by relying solely on marketing.

　　Haval H6 is the "evergreen tree" in the sales list of SUV models, which concentrates the sales risk on one model and forms two competition circles with other strong independent brands. At present, WEY’s biggest competitor in the competition is Lectra. Although the "Focus Strategy" was first introduced by Great Wall Motor, Geely Automobile is the car company that brought it into full play. At present, Geely (including Lexus and New Energy) sells more than 20 mainstream models. Geely exerts a balanced force in the car and SUV market, especially for the compact market. In the first 11 months of this year, the proportion of compact retail sales was 55.25%, which was significantly ahead of the market share of medium-sized and small-sized market segments.