On January 21, Landu Automobile announced that the 10,000th Landu FREE rolled off the production line at the Landu 4.0 digital factory. As soon as this news came out, the market once again launched a heated discussion on the "Lantu Speed".
"Lantu speed" has become a hot word, it represents the rapid development of Lantu, the product sells well, and the brand looks like it. However, the evaluation of "Lantu Speed" by the public opinion field is not one-sided. Some voices believe that the "Lantu speed" is indeed fast enough, just 205 days to complete from 0 to 10,000 vehicles, as a new car brand, Lantu has found the trick to do a good job of branding; some people think that looking at a brand can not only look at 10,000 vehicles, but also look at 100,000 or even 500,000 vehicles, Lantu challenges there are many challenges, do not rush to conclusions.
These voices do have their own merit. In the new automobile era, "Lantu Speed" is faster than efficiency, and the next challenge of "Lantu Speed" is how to stabilize this efficiency. In fact, this is also a problem that all new cars are facing, but the characteristics of Lantu are worth talking about.
In a sense, Lantu is like an old "young man", the brand is new, but you will not ignore the "label" of Dongfeng central enterprises on it. And this positioning is precisely the core that makes Lantu's 10,000 vehicles have gold content. To be honest, the fact that traditional state-owned automobile groups like Dongfeng are engaged in new energy and new cars itself means that it is much more difficult and complicated than "late entrants", especially "interlopers" in other industries. The new automobile era has also developed for a period of time, in which the outside world will be picked up by the nose and eyes of the magnifying glass when examining the state-owned traditional car companies to make new cars. But it is not easy to engage in enterprises, it is even more difficult to engage in automobiles, and it is difficult to be difficult in the attitude of the outside world. State-owned enterprises' cars must always lead, a model of sales point results are not good, each model must be sold into a hit, how to get rid of such embarrassment of traditional state-owned automobile enterprises, must be a problem.
In this context, Lantu's 10,000th off-line or "Lantu speed", at least in this time period, Lantu gave the state-owned car companies a strong breath of fresh air, or answered many people's questions, how do state-owned enterprises do new cars do "new people"? There are two data behind the 10,000 off-the-line of Lantu that are worth talking about.
First, in December 2021, the number of insurance vehicles on the Landu FREE was 3138, ranking second in the medium and large SUV of Chinese brands, and the fourth place in the high-end electric SUV, surpassing the traditional and new forces such as the NIO EC6, Mercedes-Benz EQC, Audi e-tron and other traditional and new forces luxury models. That is to say, Lantu surpasses the new energy products represented by luxury brands and new forces, which means that Lantu's high-end image is gradually recognized. Identity is very important in this era, and it reflects not only how well a company's products and brands are doing, but also the efficiency of marketing.
We believe that new cars should be efficient. Efficiency sounds simple, less time and more officers, but the key to more officers is to do accurately and do well. Lantu in this regard of the effort is somewhat ingenious, Lantu to build an innovative business model with the user as the center, and co-create and build with users to directly hit the pain points of users, from product naming and product research and development to advertising creativity and direct store layout to listen to users' opinions. In the New Year's Eve speech of Lantu Automobile and Luo Zhenyu's "Friend of Time", Lantu Automobile put the names of more than 1700 Lantu FREE users on the world's largest screen, which is a special sense of ceremony at the Key New Year's Eve node. These are destined to have obvious user attributes in Lantu automobile, which is far more straight and accurate than shouting "do user brand". Nowadays, too many brands are stuck in the stage of "accurately reaching users", in fact, they often "give" the initiative to users, and the efficiency of brand marketing will be greatly improved. After all, "playing" is the user's business, so the best way to create a "fun" scene is to let the user decide for himself. Lan Tu's awareness in this matter broke the cognition of state-owned car companies to make new cars, which was refreshing.
Second, the average transaction price of Lantu's bicycles exceeded 338,000 yuan. This price point surpasses a number of joint venture car companies to compete with first-line luxury brands and even some new cars that entered the market earlier. Today's consumers look at things not only to see the face, but also to see the inside, the rise of young people coupled with the Internet era of information exchange, mainstream consumers will do their homework when buying a car. Therefore, often we think that the structure and system of a brand is to write a good established action for the development of the enterprise, but nowadays, consumers buying a car will also unveil the appearance and look at the essence. As one of the strategic layouts of Dongfeng Company, Lantu has a new strategy, a new organizational mechanism, a new business model and a new team, using market-oriented operation and independent operation, and in practice, Dongfeng and Lantu have also explored a more efficient, innovative, pragmatic and flat management operation mode. It can be said that Lantu is the "special zone" of Dongfeng car manufacturing, providing a "Lantu sample" for the new practice of transformation and upgrading of Dongfeng and even state-owned enterprises. This is different from the traditional car model, and it is also very different from the capital car-making logic driven by venture capital investment funds.
Such a new way of playing can make users realize that state-owned car companies are not only good resources, but also more collaborative and young, which makes the competitiveness of a brand "convincing". Just like when consumers bought imported cars, they looked at the mature brand system. Lantu's flat system is also a core plus.
It is on this basis that Lantu has the ability of agile development, and Lantu Automobile will complete the landing of SUV, MPV and sedan three category projects in 2022, such an efficiency can not help but make people feel a little "terrible". State-owned car companies do have many difficulties in making new cars, and there are not many people who really break out, and Lantu is one. Lantu shows that the passive removal of traditional labels is transformed into active innovation, while seriously doing a good job of users, this advantage has achieved "Lantu speed", such an attribute is exactly where the gold content of Lantu's 10,000 vehicles lies.
Of course, Lantu has not yet fully released its own gold content, 2022 will be a year of big moves in Lantu, it is worth taking a good look.