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(Reporter Wang Qiufeng presided over the finishing) The premise of the automobile society is that the public can generally enjoy car civilization. There is no doubt that the car has greatly expanded people's life radius and also changed the industrial structure, production and life style of the society. In the 20th century, the social wealth and derivative culture created by automobiles was more than the sum of the last millennium.
In the 21st century, China’s once “bike kingdom†really ushered in the era of automobiles. In recent years, the near-blowout leap forward, and the automobile-related industries have been rapidly developed without exception. Cars drive into the homes of ordinary people. Like clothing and food culture, after people's possession and use rate reach a certain level, people began to pursue deeper spiritual needs. Car culture has emerged as a new term in the 21st century in China.
However, in fact, China's auto consumption still stays at the initial stage of the auto society. Is it premature to talk about auto culture at this time? Has China's car culture really come? Corresponding to the globalization atmosphere, how will China's automobile culture develop and develop?
Economic Observer: When it comes to automotive culture, people often think of legends of companies and brands such as GM, Ford or Jeep, and Americans' love for SUVs. What do you think the scope of automotive culture is?
Liang Zhaohui: The car was originally an iron and steel object. It was a person who gave it a life connotation that influenced the way of life. In turn, this connotation is applied to human beings, which brings the distance between people and cars closer and forms a cultural category such as consumption philosophy, life appeal, and aesthetic trends, that is, the automobile culture.
In a broad sense, car culture can be divided into two aspects, one is the car itself, the other is reflected in the car, such as the Americans that freedom, the concept of atmospheric preferences. We know that after the Second World War, the car in the United States suddenly rose. The people who experienced the Second World War had a feeling of escape from the spirit. They had to be extravagant in thought and wanted to drink wine at the present time. In this distorted state of mind, a large United States was born. The car reflects the feeling of rebirth of Jedi people after World War II. In addition, there is another reason that the U.S. is a vast country, and people advocate freedom and easing. The V8 is a manifestation of American car culture.
Lei: Every culture has its own way of expression and connotation. As an epoch-making modern industrial product, automobiles have been given human values, lifestyles, and emotional needs since the day they were born, reflecting the aesthetic orientation of different ages and different groups of people and forming a unique concept of automotive culture.
Still in the U.S. as an example, its car culture contains the natural sense of humor Americans have: when driving a car, they ingeniously cut colorful stickers into letters at the rear of the car. Among them, the content related to rear-end is the most: Kiss me, it's terrible, "Don't let us know each other because of a collision," "Crash, I need money." The car here as a cultural carrier has been fully and extensively endowed with spiritual qualities that reflect Americans' personalities and feelings.
Economic Observer: The concept of automotive culture is an exotic product. Germany, the United States, Japan, and other countries all have different automotive cultures. How do we understand its causes and personality?
Lei: Cars abroad are already not a simple means of transportation. They reflect the psychological trajectory of people and have a core spiritual metaphor: the ideal temptation of private freedom and the illusion of unlimited growth of individual power. You see that in the United States, people who open giant SUVs and even drive Hummer are more than half-feminine women. They know how much they want to be powerful and powerful.
Due to the people's active participation in the concept of consciousness, free and casual attitude to life, foreign car culture is much easier than China, but also because the long-term historical accumulation has had a rich and profound connotation.
The concrete embodiment of automobile culture is mainly the design concept reflected by the automobile itself. The design elements contained in it are actually cultural elements. In the United States, Germany, Japan, and South Korea, because of different cultural elements, the results of their designs are different. When these elements are cast into cars, they show different cultures.
Liang Zhaohui: The fundamental reason for the formation of automobile culture is the historical environment and human character, while the automobile cultures in different countries have obvious differences. During this period, the cultural heritage is very important. The early automobile industry was a very delicate process of making a car. In that kind of handcrafting, the historical cultural penetration was subtle and long. With the advent of industrial assembly lines, the automobile industry has become large-scale, but at the same time it has lost some of its personality and connotation. Why is the brand value of European cars higher than Japan? Like Lexus, he has always said that he is a very good luxury brand, but the brand value has never been higher than Mercedes-Benz and BMW, because Mercedes-Benz and BMW have better cultural heritage.
In addition, a successful car brand needs long years of hard work and funding to build it. Another good feeling for European cars is that the brand inheritance is very high. When putting together models from one generation to the next, you can clearly see that the best they have accumulated is on the same line. In Japan, it is very fast to renovate, but after three generations of changes, you may not recognize this car. This is the difference between European and Japanese car cultures. The recognition of car culture in different regions is not the same.
The most appropriate extension of automotive culture should be lifestyle. European automobile culture is very typical. The French are romantic and unrestrained, so the cars they make are characterized by a large glass area. German cars, like the Germans, have always maintained that rigorous and conservative style. This is the formation of a bright and colorful world of automotive culture.
Different cultural concepts directly affect the user group's identity, in fact, people's different choices for life style, open the Japanese car pursuit of economy, exquisite, European car pursuit of brand, performance - and I like European brands, like that kind of Inner, non-surface, relatively eternal things.
Economic Observer: Compared to foreign car culture history, I think China's native car culture will also be an organic system with rich connotation and wide extension. With the development of automotive blowouts in recent years, do you think that the Chinese automobile culture was born?
Lei: We say whether a place has culture, history, etc., mainly depends on the story that happened here. The same is true of car culture. Countries with a short car history will inevitably have less stories, less culture, and less heritage. In a country with a long history of automobiles, there will be countless stories: successful cases, failed lessons, and related events. The fact that China’s auto industry is truly engaging with people is something that has happened in recent years. It is difficult for us to form a car culture with rich and profound connotations.
Liang Zhaohui: Cars can profoundly reflect the level of development of a country’s industry. At the same time, it is also the product that best reflects the characteristics of the national character. For example, a German car can really reflect the true character of the German people who pursues every screw. While the Japanese car is full of splendid trends, the United States has sent its atmosphere to the United States, Japan, and Germany to put together three vehicles. The difference in personality is clear at a glance.
Without a genuine model of its own, China will not be able to speak of a unique national car culture. Nowadays, people often criticize the plagiarism of Chinese cars. I think this is a normal beginning. When an industry first started, imitation was not China's unique behavior. At present, the Chinese auto industry is still in the process of learning accumulation. In the future, it will surely develop toward a healthy and mature direction. Culture will also gradually develop.
Economic Observer: There are a number of manufacturers in the current industry that use automotive culture as a selling point. How do you see this behavior?
Lei: It should be said that it is pure business behavior. A brand's automotive culture must be embodied in a full range of activities such as R&D, production, marketing, and service. If it is used only for marketing, the so-called car culture becomes a tactical slogan that cannot be honored.
Automotive culture should have two strong elements: mechanical concepts and design concepts. Among them, the design results are very important, and it is the core embodiment of automotive culture.
Liang Zhaohui: It should be affirmed that enterprises that have played the banner of automobile culture have a deep understanding and desire for automotive culture, but the formation of a national automobile culture requires the establishment of an overall aesthetic and a correct understanding of automobile culture.
The independent brand is a foundation of the national car culture. Therefore, commercial speculation is of significance. Through the dissemination of communication, we can understand what is culture and what is connotation. Consumers have such needs and can encourage manufacturers to do it.
Economic Observer: The social space for the formation and development of automobile culture is very large, but with the rapid increase in the number of car ownership, it also brings many problems to the society. In China’s automobile industry policy, it also imposes many restrictions on automobiles. Began to guide consumption, how do you see the relationship between the automotive industry and automotive culture?
LEI: National policies and automobile culture are complementary and mutually reinforcing relationships. Effective policies promote the development of automobile culture. Mature automobile culture promotes the improvement of automobile national policies. At present, China’s automobile culture is slowly taking off, and to a certain extent it still needs benign guidance. For example, the state adjusts oil prices and gradually releases restrictions on small-displacement vehicles, which are conducive to the formation of a rational consumption concept and to a conservation-oriented society. The construction.
The formation of automobile culture requires a stable consumption environment. It is closely related to the automobile-related industries (such as credit, services, etc.), social mechanisms, and social structures. These all require national policies to balance relations through regulation, and eventually To achieve unity and harmony in all aspects, creating a good environmental conditions for the healthy development of the automobile culture.