Abner Liu
Liu Bo introduced that this time, Changan focused on launching a new generation of CS55 PLUS and UNI-K, the former mainly aimed at the post-90s generation, while UNI-K mainly aimed at people in their thirties, which Changan called a modern "Lohas".
Through the sales data in the first quarter, it can be seen that Changan's own brand has broken the pattern of joint venture brands occupying the top three for a long time. When talking about how to win this battle continuously in the future, Liu Bo said that strategically, we should firmly follow the line set by the company, make rapid transformation, put into the market and build an ecology. To sum up, we should take "software+efficiency+service ability" as the core.
The following is the original interview (the automobile production part is deleted):
Automobile sankei: Today, the new generation CS55 PLUS is on display in Chang 'an. I noticed that the design language of this car model seems to be UNI series. According to our usual understanding, it is the same sequence before using similar design languages? Why does CS55 PLUS have such an arrangement? Please introduce this product.
Liu Bo: The new generation CS55 PLUS is designed in the language of Changan's new science, technology, wisdom and aesthetics, so its product positioning and the people it faces are still young people, probably after 90 s and 00 s.. Therefore, in this product, we fully investigate and understand the scenes of young people using compact SUVs, including their needs. We developed this product according to their usage scenarios and requirements.
According to the needs of young people, this generation has changed in three aspects:
First, young people prefer to start with the appearance and interior.
Second, in order to further improve the power, we use the latest fuel power. On the new engine, our power has increased by 6-7 kilowatts, the torque has reached 300, and the fuel consumption has dropped significantly. We have adopted new technology, so users have a better experience when using it.
Third, intelligent systems are very popular among young people, including intelligent interaction. In this regard, we have adopted many latest intelligent technologies, including our automated delivery system. This product has created a brand-new RMS, that is, according to the user's performance in the driving process, through prediction and judgment, it will respond to you accordingly.
Generally speaking, the second generation CS55 PLUS should be loved by young people.
Automobile sankei: Another important car in Chang 'an this year is UNI-K. Is it different from the target group of other SUV models in Chang 'an?
Liu Bo: The new generation of CS55 PLUS mainly faces the post-90s generation, while our UNI-K mainly faces people in their thirties. We call it Modern Lohas. He pursues happiness, is different and enjoys life, so our UNI-K design is a neutral SUV, but our appearance is just aimed at the crowd. This crowd likes things with extreme appearance, low height, big tires and more technology. The interior pays attention to the sense of quality and technology, so the positioning of our UNI series products is the mass production of future technology, which is to let our current users experience and enjoy future technology in advance.
In the future technology, in our products and in subsequent products, our automatic driving, automatic parking and so-called perception and delivery systems will be continuously upgraded to meet the needs of customers.
Automobile sankei: I know UNI-K is a distinctive automobile product, and Changan has innovatively adopted the mode of completely online sales, right? No pressure at all, let the dealer act as a transit point, right?
Liu Bo: We call it a new cloud marketing model. I think the people we meet at UNI are very different, and their preferences and needs are very special, so we specially created UNI Planet, which is to let customers and manufacturers create products together. In fact, the concept of UNI Planet is to let customers and our manufacturers create products on this platform, and we will realize some good ideas and creativity of users on the products.
The other is to create exclusive services for users. For example, you don't need to go to a 4S shop to buy a car. You can place an order directly from the APP, and you will know when the car will arrive after placing the order. You can also watch it offline, but in the end you still place an order through the APP. The experience we give consumers is unprecedented, and users can see when the car has reached which stage. And if you want to maintain it in the future, we can come and help you maintain it, and we can respond quickly if there is any problem. Every customer has several special people to serve him, so that customers can truly reflect the feeling of customer first in service.
Automobile sankei: I think Changan's independent sales performance in the first quarter was excellent, which also broke the pattern of joint venture brands occupying the top three for a long time. But now the competition is fierce. Geely and Great Wall are constantly introducing new brands and products. How can Changan stabilize itself?
Liu Bo: It should be said that from last year's situation, because we all know that it was affected by the epidemic last year, but Chang 'an achieved good results in the case of a relatively large epidemic. Last year, our group sales exceeded 2 million, up 14% year-on-year, 9 percentage points faster than the industry. Changan China brand exceeded 6,543,800+0.5 million vehicles last year, with a large growth rate, and passenger cars also grew rapidly.
This year 1 quarter, the overall situation is good. Our own brand in Chang 'an, China has exceeded 360,000 vehicles, and our market share has reached a new high.
To sum up, the key to how to stabilize Chang 'an in the future lies in strategically following the line formulated by the company, that is, rapid transformation, putting into the market and building ecology. In short, the transformation to an intelligent low-carbon technology innovation company must be firm.
Second, to build our core competitiveness is to take efficiency and software as the core competitiveness of enterprises and make full preparations for improving efficiency and software. We set up a software center last year with a software team of 3000 people.
Third, we should speed up the pace of product upgrading. Now we have CS sequence and escape sequence, which are very popular with customers. We expanded the UNI sequence horizontally, that is, we expanded new people, and all the people who bought the joint venture brand moved here. Our UNI series products have a very important significance, that is, the average selling price last year exceeded 654.38+ million, which greatly narrowed the gap with the core joint venture brands, which is very important to us.
There is also technological innovation, whether it is new energy technology or intelligent technology, and the ability of our new cloud sales to reach customers directly. Generally speaking, these aspects constitute Chang 'an's sustained and stable competitiveness.
Automobile sankei: You just talked about new energy, transformation and software, which reminds me of the new car project with deep cooperation with Huawei. Sometimes I see some insiders in Chang 'an share it, and now it looks like a real car. This year, we also saw that Ford, Geely and BAIC all launched high-end new energy vehicles. How is our project going?
Liu Bo: A high-end brand built by Changan. Now our internal code name is AB brand, which is jointly built by Huawei and Contemporary Ampere Technology Co., Ltd.. The process is relatively smooth, and the product should be unveiled next year.
In fact, building a high-end brand is a very painful process, but for China brands, there are very good opportunities on the track of smart electric vehicles. There is great pressure to build high-end brands or luxury brands on traditional cars. But on the new track, there are many new imaginations. Of course, in the end, you need to give users a continuous high-end feeling. Products are the ultimate, services are the ultimate, and users have no reason not to buy your products.
Automobile sankei: Do you also think that the essence of building high-end brands is to build high-end services?
Liu Bo: What is a high-end product? That is, the user experience is high-end, and your service is high-end, which makes users feel that you are different from other brands, and users are willing to pay more for your products and services. I think high-end brands are like this.