Wu Yingqiu: The auto market needs more "real" brands| long shots of Su Yunong

The "Fei Fan" car came. It's unfamiliar to a lot of people. Their own description is: an automobile company and brand from Shanghai, originating from SAIC, and gathering high-tech. I believe that these three meanings are enough to express the whole thing. From now on, the automotive market has a new brand. In a few months, the new car "Feifan" R7 will be on the market. Judging from the preheating of the listing, this R7 positioning "extremely intelligent high-end pure electric SUV" has a good response among consumers.

But for a business, it may not be enough to sell just one car well. Especially for a brand new enterprise, a brand new brand, to achieve success, the first thing is its positioning. Whether the positioning of the enterprise is right or not, the brand positioning is accurate, it must be something that the "Feifan" car must first figure out. In my opinion, this is also something that the "Feifan" car is more difficult to do than other peers. It tested Wu Bing, CEO of Feifan Automobile, who had been in office for three months.

Without exception, the birth of the "Feifan" car will also raise questions: Does the automotive industry need a new company and a new brand? This question has been repeatedly raised since very early on. In recent years, with the continuous influx of new car-making forces, more and more people are willing to see the back wave push the front wave and acquiesce to the fact that new entrants have been acquiesced. For "Feifan", this question is more concerned about the independent undertakings of SAIC Group after it has roewe, MG, and Zhiji, where is the location of "Feifan"? In particular, the "Zhiji" automobile is a new energy intelligent vehicle newly built by SAIC Motor in the era of new energy electrification and intelligence. In the eyes of many people, Roewe and MG are one wing, Zhiji is a wing, SAIC Group's independent camp is flying together, the business pattern is very comprehensive, at this time there is another "Feifan", what role will it play? Just like the "Feifan" R7, it is positioned as "extremely intelligent high-order pure electricity", and it seems that "Zhiji" has interpreted such attributes into it. This is somewhat thirst-quenching.

New energy pure electric, intelligent is the direction that all automobile companies are working on in recent years. Many concepts and labels have been pasted on their own brands. Perhaps "Feifan" can also find a little different "thing" to flaunt itself, but in the case that peers have preconceived notions, such labels are difficult to form their own distinct product brand personality.

Three months proved that Wu Bing was smart. A few days ago, in his exchanges with him, he mentioned that the DNA of the "Feifan" brand is: authenticity, pioneering and taste. Authenticity: sincere and reliable products and services; pioneering: self-evolution, not utopian, with innovation to meet user needs; taste: not blindly follow, to create rational thinking.

Perhaps no one expected that Wu Bing and his team had determined such a position for the "Feifan" car. In the eyes of many people, the "Feifan" car must first label itself as a "new car", and then a very cool concept. But they didn't. Behind the "authenticity", Wu Bing must have done their homework. They noticed that "new cars" have different views among current consumers. In other words, it's risky to position yourself directly as a new car. In any case, the awareness and trust of today's consumers in the new car is not enough, skeptical. In fact, after a period of "new car" fever, everyone's call for real products and services is getting louder and louder. The "Feifan" car uses authenticity as an entry point for communication with consumers, which is a very pleasing choice at this time. Describing oneself in a real way, such an expression in the car industry, did not exist in the past, did not have it now, or only "Fei Fan" alone. Compared with the description of many peers' fancy phrases, the personality of Feifan Automobile is simple and clear, and there is nothing wrong with it.

This brings me to two points:

First, it is time for the new automotive industry to return to its "authenticity". This is not to say that new cars cannot be innovative, new cars must be new. But now there are indeed some car companies and brands that have built a lot of "castles in the air" for the so-called "new". Some of these "castles in the air" are not deep in foundation and shake whenever the wind blows; some simply float in the air, looking beautiful and useless. Too many quality problems and service inconsistencies are because consumers get different from what the manufacturer described before after experiencing the product, and it feels unreal. Now everyone is doing market analysis, red ocean, blue ocean, many institutions have also made a lot of market judgments, I don't know if someone sees whether there is an "authentic" market? In fact, this is a question worth pondering.

Returning to "authenticity" is an attitude. Some people may think that the positioning of the "Feifan" car is "authentic" because there is no bright spot in the product technology, and they just want to find a gimmick and play a concept. Some people talk about "authenticity" and think of cost performance. Other than that, there seems to be no other interpretation. In fact, "authenticity" is to meet the needs of consumers. Over the years, everyone has been talking about building cars for consumers and bringing good products and services to consumers. However, on the question of what consumers need, they have never understood and understood. To keep saying it means not to do it all the time, and the answer to this question is to be answered from the attitude. Fei Fan's "authenticity" is a correct posture and a good attitude.

The second is that everyone has been discussing whether the market needs one more brand, but there are always new brands coming out, and often these late entrants seem to be alive and well. Like the "Geely" of that year, today's "Weilai", they are all accepted by consumers in a wave of doubts. What does it say? Isn't it worth thinking backwards? Should we let go of the entanglement of past thinking and think about why so many companies and brands can do a thorough job of "meeting consumer needs"? In this sense, there are not more such brands in the market, but fewer. I believe that Feifan's "authentic" positioning must have seen the shortcomings of this market, and such positioning is targeted. There are many car brands in the current automobile market, and the shortage is the "real" brand!