text/Xia Ning
At the Xingtu Xingera ET press conference held in mid-April, Xingtu paid tribute to Audi . After the meeting, in response to this issue and related product hot spots, Chery Group Xingtu Brand accepted media interviews. The list of leaders interviewed is as follows:
Dr. Gao Xinhua, executive deputy general manager of Chery Automobile Co., Ltd. and cto of Chery Automobile Engineering Technology R&D Institute; Dr. Gu Junli, deputy general manager of Chery Automobile Co., Ltd. and CEO of Dazhuo Intelligent Technology Co., Ltd. ; Huang Zhaogen, assistant general manager of Chery Automobile Co., Ltd. and general manager of Xingtu Marketing Center; Jin Xin, executive deputy general manager of Xingtu Marketing Center.
1. Why does Xingtu benchmark against Audi q5l
Gaoxinhua : Why choose Audi q5l? There are several factors. First, Chery has said on many occasions that Xingtu is Chery's high-end and Chery's Audi, so we want to find an Audi car to benchmark against. Abb's , BMW and are for sports travel, not our style. If you choose BMW, it will be different. It is really similar to Audi. The Q5 is indeed a very good car. The sales volume in the past two years has been very high, with an average of more than 11,000 units in the past few months. There is still a lot worth learning. Although I talked about five dimensions today, battery life, control, safety, comfort, and intelligence, they actually cover most of people’s travel needs, not including design, which is another dimension.
In this case, apart from these five dimensions of design, what are the Chinese people most concerned about after taking it out? We really believe that we hope to build ourselves (Star Era) into a brand similar to Audi. You can call it first-tier or second-tier, but "luxury" is what our people are in awe of. Thanks!
2. The users of Xingtu Xingera are high-quality and low-key people
Huang Zhaogen : The car has actually opened terminals at the end of March, and our dealers all over the country are also blindly deciding. So far, the blind determination has been until yesterday. There were more than 2,100 units at night, a real blind order, and we are not a blind order organized by the manufacturer, we are a blind order organized by the dealer. Because I have confidence in this car, the results are better, and the deposit for the blind order is relatively high. Judging from this data, I think we currently fall into three main categories of people.
The first category is users of luxury brands who want to buy electric cars. They want to buy a large manufacturer that is reliable.
The second category has a very high pursuit of comfort, so we do a very good job in comfort, especially the seats. Our car has now reached the end of the road, and there is not a single consumer who doesn’t think our seats are bad after sitting on them. The most common question our consumers ask is "What kind of technology does your seat use? What kind of performance? What kind of leather does your leather use?" So today Mr. Gao introduced a micro-velvet seat. Seats that are better than real leather because they can feel it deeper. Therefore, a large number of new users are generated at this stage, accounting for 40% of our orders. Therefore, our description of customer portrait is very simple. Customers who come in a luxury car and whose clothes are not expensive, but whose leather shoes and belts are expensive have a very high transaction rate. Therefore, the first thing our terminal dealers tell us is customer portrait.
Last time I asked a salesperson in one of our stores, I said, how do you know this customer will definitely buy it? He said that if you look at this customer, his clothes are basically very simple, but his glasses cost at least more than 10,000 yuan, so this type of user is a very low-key user, and high-quality and low-key users are our first type of users. .
The third category is joint venture brands. Customers who used to buy joint venture brands that cost around 150,000 to 250,000 yuan, when choosing new energy, are more willing to choose traditional large manufacturers like Chery, which have good manufacturing technology and reliable performance, especially In terms of safety, Chery has a very good reputation.These three types of customers,
, are our typical customers. Our current proportion has accounted for 50% of sales. In the country, the ratio of extended range and pure electric is about 60:40. 60% of users choose extended range and 40% users currently subscribe to pure electricity, but in Beijing, Shanghai, Guangzhou and Shenzhen, 60% of users choose pure electricity, and 30%+ users choose extended range. In third- and fourth-tier markets, 80% of customers choose extended range. 20% of users choose pure electricity. This is the customer profile we currently understand. The level of
customers is very high, and they continue to be Xingtu users. I told you last time that I have been with Xingtu for more than a year and found that 63% of Xingtu’s users are teachers, doctors, and civil servants. So I would like to summarize that our customers are a group of people who understand technology, pursue performance, and are low-key. crowd. So I came to Chery before and then to Xingtu. I found that when I go to the exhibition hall, I will find that there is a big difference in the clothing, shoes, and conversation among users.
3. The goal of Xingtuxingera et and es is to sell more than 10,000 per month
Huang Zhaogen: Every marketer is very sensitive to sales, especially when the current market is so volume, our team always treats et and es monthly Selling 10,000 units is our goal and also our internal goal. As for how to achieve the goal of 10,000 units, I think the realization of the sales target must also be based on product power, price power, marketing power, and communication power, so we insist on the goal of 10,000 units and continue to improve us, such as A while ago, our Star Era was not popular enough, including our Mr. Yin himself, Dr. Gao personally talking about the product, and Teacher Luo also helping us. If the traffic is not enough, we will look for it.
I think it will be completed bit by bit. I hope ET can sell 5,000 units per month in the first half of the year. I think this car is full of opportunities, because the extended range can be joined, which further opens up the market. The extended range market Whether it is the east-west, north-south or third- and fourth-tier markets, the opportunities are huge, and the extended-range market is more in line with Chery users' understanding of new energy and is more satisfying to Chery users' needs for new energy.
Therefore, the extended range market capacity will further grow, and we have huge advantages in doing extended range. First of all, we are doing range extension on a pure electric platform, so the starting point and technical foundation of range extension are higher than those of other companies. The second range extension mainly depends on the engine. We are the world leader in terms of engines. The thermal efficiency of the engine equipped this time has reached 44.5%, which is also a very high thermal efficiency. So we definitely have a very good advantage in the extended range field. I think we have two versions, extended range and pure electric. By the end of the year, I believe I will be able to achieve monthly sales of 10,000. Therefore, our internal teams, including channels, are also rapidly adjusting.
Jinxin : The sales target comes from two dimensions. One is the market data dimension. Now in the extended-range market, the M7 with a price range of 250,000 has sold more than 30,000; ideal l7 sells for 300,000, and the sales volume is about 28,000 to 20,000. six. We have entered a market segment that is relatively promising, and our product capabilities are strong enough, so we can guarantee sales with a high probability.
Audi q5l currently has a market sales volume of about 10,000. Today, when President Gao benchmarks, it is a completely different era, but in terms of product strength, et has sufficient product strength. Therefore, regarding product strength and market analysis, including the support of the entire group, I think we must achieve this sales target.
4. Xingtu is taking the same end-to-end purely visual smart driving route as Tesla
Gu Junli: Smart driving is still a technological luxury now. Especially systems with more than 20,000 to 30,000 users. It is scientific that the truly industrialized system should account for 3-5% of the entire vehicle. It can be seen that this system and the entire vehicle have a linear growth rate. There are two cores in end-to-end, pursuing advantages with technology:
First, it can cover more scenarios. How much time can be released for the same price is the value that users really care about.
Second, I hope to achieve global coverage at the light image or even no image level. Because Chery's user base is in two large markets, domestic and overseas, it is impossible to rely on a certain service provider or sell to 80 countries. As you can imagine, the technical complexity of this is still relatively high.Once the industry becomes large, it is impossible to limit the working range, and you are forced to solve the problem of the ultimate form of industrialization. So now we are not catching up step by step, we are basically required to catch up at the top level.
I think it is still time to answer how to create the ultimate product? The ultimate product does not mean the most expensive technology, but the best experience at the most suitable price. Penetration around this:
First, how to quickly develop products with the help of ecological power. It’s not about self-research on the whole stack, but controllable self-research.
Second, platformization. In the past few years, it has been very difficult for all Tier 1 and autonomous driving start-up companies to productize. Our advantage now is to be driven by the market and return to the market to complete a closed loop that can cover the entire chain from product definition to product platformization to technology research and development and integration. of.
Third, the industry has cultivated good companies, and in the future, whether it is algorithms, maps, or computing platforms, they can all be shared. Nowadays, when making laptops, we will never say that after making the chip, we will make the keyboard, and after making the keyboard, we will make the screen. So we are now in the industrialization stage, which is how to lead autonomous driving into the z era. The z era must have different value propositions, please people, be rich, and focus on experience. Around this is our "golden window". At present,
top grid is a unique track left to Chery by God, which is to go international. We hope to lead the international high-end intelligent market as soon as possible. Currently, international users are about 3-4 years behind domestic users in terms of sensitivity and demand for intelligence. This is also the window for us to exert our efforts.
We are a vision-based solution. We mainly hope that most users can enjoy all aspects of driving comfort and save time that smart driving brings to them. However, due to the high-density urban scene in China, most users of lidar are still in urban areas, so it also provides blessings for everyone from the safety aspect. But at the same time, we are also looking at more sensors, such as millimeter waves. I believe that the sensor ecosystem itself will become more and more abundant in the future, so I think this depends on the evolution of the product and the price and overall price of the ADAS system just mentioned. Car prices fluctuate in proportion.
A very important concept I learned at Chery is that cars must rely on ecology. There is an issue of ecological chain and ecological value, but there is also a core logic in it, the logic of whose user experience it is. Focusing on this, Dazhuo Zhijia is Chery's intelligent brand, including Dazhuo Intelligent employees, including nearly a thousand R&D employees. Focusing on the mission of providing users with a smart driving experience that is most suitable for them at the best price, we will take the three products into our own hands.
product mental definition capabilities include experience and product system definition capabilities, including the entire platform planning for the next five years, including technical KPI application capabilities. Different product lines have a very rich variety of market models, and it is impossible to do all the projects by ourselves. In fact, the project is no longer the most critical at this stage, but the third force of the product, so different product lines are now also working as ecological partners. A week later at the Beijing Auto Show, Dazhuozhijia was announced as a brand strategic partner.
So now I am very grateful that Chery has very good ecological traction in the market. Many partners also realize that in the end it is the market that drives it, because together we do some joint product development, some product accompaniment, and some joint delivery. We must do the same to reflect the style of a large company. So far in industrialization, we have moved forward together with our ecological partners to quickly deliver such cost-effective products to users. This is also the key to our success.
