Frankly speaking, after watching Changan Automobile's global partner conference in the field of new energy, I was a little confused, but where it was, I did not react for a while.
Indeed, the speech of Zhu Huarong, chairman of Changan Automobile, is very wonderful, and the information released is also very much, according to the official and media collation, it can be basically summarized as:
First, brand achievements: Changan Automobile's sales scale is the highest in history; Shangri-La and Beidou Tianshu plans have achieved outstanding results, and now have MPA architecture, EPA architecture, CHN platform, and will build intelligent electric vehicle architecture SDA in the future; at the same time, Changan Automobile has mastered the core of new energy such as electric drive, battery and electronic control;
2. Brand planning: Release a new digital pure electric brand deep blue; focus on building a high-end intelligent electric vehicle brand Avita; operate the UNI brand, optimize the brand strategy and positioning of Changan UNI, Changan Passenger Car, Auchan and Kaicheng, and comprehensively transform to electrification and electrification;
Third, product planning: Avita currently plans to have 4 vehicle products, respectively covering the high-end major market segments, the first model Avita 11 is about to achieve mass production; the future will launch 21 new products, including Changan deep blue brand 5, in 2022 will launch C385EV, C673EV, UNI-KPHEV, UNI-V PHEV, Auchan Z6-PHEV A total of 5 new products, the first domestic mass-produced hydrogen fuel cell car is also about to debut; the future will launch 4 new small car products LUMIN will be launched in 2022; 6 new commercial vehicle products will be launched in the future, and the mainstream bus market will be fully covered by 2025, and 2 new platform pickup truck products will be launched;
Fourth, brand target: sales volume, 2025 to reach 4 million vehicles, of which Changan brand 3 million vehicles, new energy sales reached 1.05 million, accounting for 35%; in 2030, Changan Automobile sales reached 5.5 million, of which, Changan brand 4.5 million, new energy sales reached 2.7 million, accounting for 60%; at the same time, Changan Automobile achieved carbon peak in 2027, and achieved carbon neutrality in 2045. The ultimate goal is for Changan Automobile to become a world-class brand.
It doesn't look like there's anything wrong with it, but it always feels weird. Until the afternoon when talking about this matter with an industry insider, he said: "The Chang'an brand strategy released by Zhu Huarong is very similar to the PPT of the new car-making forces in previous years, more for investors to see, rather than for users, so it is difficult to obtain effective information from the perspective of consumers." "Instantly enlightened.
As we all know, for ordinary consumers, the sense of trust in an automobile brand is derived from automotive products, if Changan wants to make a new energy track, the most important thing is to tell consumers three things: one is how to choose Changan Automobile's new energy products; the second is why to choose Changan Automobile's new energy products; the third is what kind of value recognition can be obtained after choosing Changan Automobile's new energy products.
The first level, according to the planning given by Zhu Huarong, the future of Changan Automobile will achieve electrification, including the current hot product CS series and UNI sequence, and in addition, Changan also has Avita, Benben and other brand products, as well as newly released deep blue brand products, these products gathered together, the target is what kind of consumer group, how consumers choose according to their own needs, this is the problem that Changan has to solve when rushing to the new energy transformation.
Here is a reminder that if Changan Automobile's new energy products are all from the same platform, apply the same technology, and just hang different sub-brand names, they will present different prices, which may accelerate the folding of Changan Automobile's new energy road.
Especially the deep blue brand, Changan Automobile has positioned it as a mainstream new energy brand in the future, and it is likely to be in volume, but many of the information released by its products are overlapping with Avita brand products. When Changan Automobile completes the electrification of the whole brand, the most likely brand positioning of Deep Blue is between UNI and Avita, how much room for development, Zhu Huarong needs to think seriously.
At the second level, when Zhu Huarong introduced the core technology of new energy currently owned by Changan Automobile, he did not actually elaborate in depth on the technologies that consumers are most concerned about, such as endurance, economy, convenience and so on. Indeed, Zhu Huarong introduced the results of Changan Automobile's technical research and development with a bunch of very professional "technical terms", but throughout the picture, almost no word is "big vernacular", which is difficult for consumers to get the reason for choosing Changan Automobile's new energy products.
Here to say more, what is the core technology of Changan Automobile in new energy, Zhu Huarong should have given a response. For example, Geely gave "Thor" at the brand strategy conference, and Great Wall gave "lemon" and "coffee" at the brand strategy conference, and then gave a particularly detailed and easy-to-understand explanation of its technical system, first let consumers understand, and then let consumers accept, which may be an important path to break through the transformation of new energy. Zhu Huarong can learn from this.
The third level, the development of the automobile industry to today, automotive products are not a simple means of transportation, but the recognition of user value, which is the consensus of the industry, Changan Automobile in the creation of CS series and UNI sequence products have also been well understood, but in the future planning of Changan Automobile, especially in the future planning of the deep blue brand, Zhu Huarong did not carry out a more "valuable" elaboration.
It is true that Zhu Huarong used four words "innovative reconstruction, interconnection of all things, experience and low-carbon life" to explain the four major brand values that the deep blue brand will provide for Z generation new energy users, but look closely, this is not the same as not saying, the car companies in the layout of new energy are using similar terms, where is the value?
According to the general economic theory, the user's recognition of the value of the product includes three aspects, one is the price value, the second is the product value, and the third is the service value. Of course, because Changan Automobile's new energy products have not yet appeared on the market on a large scale in addition to Benben, these three values remain to be seen, and we can only look for the bottleneck of Changan Automobile from the existing fuel vehicle field.
At present, Changan Automobile's CS series and UNI sequence products are performing well in the market, and the price and products are also recognized by consumers. However, after the consumer purchases, the customer satisfaction of Changan Automobile is not too high.
On the one hand, the user exchange rate of Changan Automobile is very low. Taking my Henan region as an example, the popularity of CS75PLUS is very high, and many relatives and friends around me have chosen this car, but according to feedback, the car has been used very well in the first three years, with wide space, abundant power, intelligent configuration, fuel-saving economy, etc., which are very prominent. However, after the sweet period has passed, the problems of increased fuel consumption, stuttering of the engine system, abnormal engine noise, and prominent wind dryness have been highlighted, so that their liking for Changan Automobile has plummeted, and they will no longer choose Changan Automobile products when they buy again. This, which can be seen everywhere on internet forums, is no longer just an individual issue.
On the other hand, Changan Automobile's after-sales service and dealer construction really need to be strengthened, which, because I am the owner of UNI-T, may have more say. Since the purchase of the UNI-T Premium Edition in May 2020, due to service problems, I have more than once reflected to the official of Changan Automobile, but have not received a substantive reply, which shows the perfunctory of Changan Automobile. (See "Why has the UNI-T First Edition lost my trust after only a year and a half?" |.) Auto Wisdom)"
Perhaps Changan Automobile has a large volume and does not care about individual car owners, but why did Changan Automobile ask to delete the post after I issued a forum post? This wave of operations, I really can't understand.
Therefore, Changan Automobile has a lot to do to rush onto the new energy track, Zhu Huarong shallowly stroked at this time, for what purpose, we mortals may not be able to understand.
But anyway, family talk. A 90-minute press conference, Zhu Huarong's burning love sharing, the presence of many suppliers, it seems that this is just a "hello me hello everyone" celebration meeting, or a "imagine the future of the future" oath meeting, the future of the new energy wave swept under the sweep, Changan Automobile as a traditional car leading enterprise worries, can not come, waiting.
Write | Wang Deyuan
Edit the | Respect for the distance