This leads to a user's pain point: can a well-known audio brand enhance the experience of car audio?
The cooperation between Tengshi and Tivare tries to give the answer to this question.
Tengshi is the key brand of BYD's new luxury market with a layout of 300,000-500,000 yuan; Divare, a high-tech audio brand from France, is also the exclusive audio partner of Paris Opera House. The cooperation between Tengshi and Divare is the first time for this audio brand to get on the bus. The hunting SUV Tengshi N7, which just appeared not long ago, will become the first production model equipped with Divare audio.
What is the difference between Tengshi × Divare and the cooperation between other automobile brands and speaker brands?
What did Tivare do the first time he got on the bus?
In the past, the cooperation between automobile brands and speaker brands can be summarized into four modes.
The first is that car companies directly purchase the mature products of brand audio factory and use the brand of audio factory.
Second, car companies have deep cooperation with brand audio factories. The former puts forward customized technical specifications, while the latter completes the provision and tuning of audio hardware.
Third, car companies choose white speakers, and then cooperate with the brand audio factory to tune, using the brand of the audio factory.
Fourth, car companies choose white speakers and then tune them themselves.
Today, many new car-making forces will choose the fourth option. Aside from some marketing words, an important reason why the new car-making forces choose white-label audio is cost. When the output is relatively low, the cost of purchasing professional audio will be higher, which is not conducive to operating gross profit.
However, this scheme also has its shortcomings, that is, the timbre and sound field are not mature enough, and many versions often need iteration to reach a relatively stable and considered good state by most people. In this process, different versions of the voice may even be very different, and the impact on user experience and word of mouth can not be ignored.
Choosing to cooperate with professional brand audio suppliers means gaining professional experience and precipitation, and this accumulation in research and development is not overnight. But the premise is the depth of cooperation between the two sides, not a simple OEM.
Tengshi's cooperation with Divaret belongs to the latter.
On the standard of car audio, Tengshi put forward four standards: high fidelity rendering, cracked bass, extraordinary spatial stereo and adaptive sound, which solved the problems of traditional car audio, such as insufficient sound effect, low frequency, hoarse high frequency and insufficient ability to cope with complex road conditions.
At this point, Divaret's core technology will play a role.
First of all, Tengshi N7 customized 16 speakers for Divare, in which the front part is equipped with 3-channel HIFI speakers (bass, mid-bass and treble) and a central channel, which can locate instruments and sounds and create a sound field; The ceiling has a treble sound field with 4 3D speakers, which restores the treble sound field to the maximum extent.
Secondly, the bass unit of Tengshi N7 can present deep bass as low as 20Hz with the help of Tivare's SAM speaker active matching technology.
Then Tivole SPACE enhanced mixing technology can be used to display the three-dimensional sound field effect without picking the sound source.
Finally, it is equipped with Divare's unique SDVC speed sensing volume control technology, which can not only increase the volume with the speed, but also compensate the bass and treble volume levels respectively, so as to realize sound adaptive adjustment.
Therefore, Tengshi got not only a brand name from Divare, but a complete and customized acoustic system, including hardware specifications for realizing high-quality sound foundation, unique patented signal processing technology and advanced system tuning. All these make Tengshi N7 truly have a world-class sound experience.
In the past, we may only see similar cooperation depth in the flagship models of traditional luxury brands, but now Tengshi has brought such cooperation to the mainstream luxury market. Moreover, compared with older audio brands, Divare is young, but its style and tonality are more in line with today's new luxury consumer groups, which is also an important factor that impacts the new luxury pattern.
In the market of 300,000-500,000 yuan, Tengshi is continuing to exert its strength.
In this era when traditional brand assets need to be updated urgently, whoever can pay attention to technological innovation and experience innovation, create value for users from the perspective of life cycle, compare with users and go deep into users' lives will win the favor of emerging users and become a new luxury brand in users' minds.
This is an opportunity for all new forces. This has accumulated momentum in the core technology and details of making cars, and we should seize this opportunity to occupy a place in the new luxury pattern.
Since the delivery began at the end of last year 10, the sales volume of Tengshi's first model D9 has been rising. Tengshi D9, as a brand-new model, has maintained a good momentum in the extremely unfavorable automobile consumption environment at the beginning of this year, and its sales volume has exceeded 6,000 vehicles in February this year.
In this year's high-end MPV market, Tengshi D9 sales volume is second only to Buick GL8. If the price range of Tengshi D9 is above 350,000 yuan, Tengshi D9 will become the first choice for high-end MPV.
The good start of the first model also gave confidence to the second model Tengshi N7. This new car, which combines hunting and SUV design, will not only be the first to be equipped with Divare audio system, but also adopt core technologies including CTB battery body integration and self-developed air suspension. The intelligent driving level will also be equipped with Orin platform and lidar for the first time.
Moreover, in one year, Tengshi has initially established a multi-mode interactive direct selling system including Tengshi Center, Tengshi Experience Store and Tengshi MINI Center, covering 187 stores in 87 cities, all kinds of digital services and full scene experience, focusing on solving the full-process online sales and high-end services required by a new luxury brand. ?
Different from the new power brand that was born, and the traditional luxury brand with slow innovation in technology and experience, Tengshi has the foundation of building a car in its bones, but it has opened up a system for new cars from the fundamental concept and organization. The rapid establishment of this capability will also enable Tengshi to meet the higher value pursuit of emerging luxury users in the high-end car market of 300,000-500,000 yuan.
Write it at the end
Since Tengshi Automobile Sales & Service Co., Ltd. was formally established in February last year, Tengshi has highlighted the word "fast"-fast product introduction, fast channel construction, fast sales growth and fast technology application. Behind these rapids is to create an experience that meets the needs of new luxury users. This new experience comes from the integration of online full-link digital car purchase service system and offline multi-mode user space, from the opening of vehicle digital intelligent technology and social service software and hardware, from creating a more exquisite and beautiful lifestyle for users outside the car, and from the friendly companionship and * * * creation of direct communication between brands and users.
This cooperation with Divare has also created a new model of international cooperation for products of the same level. We also have reason to expect that under the framework of BYD Group, there will be more high-quality brand resources to cooperate with Tengshi in the future, opening up a new world of high-end new energy market.
This article is from Tong Jiren, the author of Good Che Yi, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.