Source: Future Automotive Daily
New forces build cars, only new wins.
Editor's Note
The century-old automobile industry is undergoing great changes, and the wave of automobile intelligence has fully invaded all corners of the industrial chain. In the field of new energy vehicles, new car-making forces have emerged, and more and more traditional car companies have opened up "secondary entrepreneurship" to incubate new brands of intelligent electric vehicles eager to overtake in curves. At the same time, xiaomi, Baidu, 360 and other technology giants have joined the car-making army, which is called the advent of the new car-making 2.0 era.
New forces, traditional car companies and crossovers are fighting each other, and the new year will become the first year of the intelligent electric vehicle war. On December 15th, the 2021 WISE Future Mobility Summit was grandly opened, and dozens of car industry leaders gathered together to talk about the future.
The following is the transcript of the speech of Zhou Jiang, president of Nezha Automobile Trading Company, which was excerpted and edited by Future Automobile Daily.
Hello everyone, I am Nezha Car Zhou Jiang. The topic I'm sharing with you today is "Sprint or Breakout?" The core competitiveness of new car-making forces". As a new power brand, Nezha Automobile's monthly sales have entered the "Ten Thousand Platforms Club", and it is a great honor to share with you some of my thoughts on new cars.
For enterprises entering the second half of new energy vehicles, if they want to obtain core competitiveness, I think there are 3 issues that must be paid attention to:
First, do consumers classify you as a "new model" or a "new brand"? Some time ago, we did a survey and found that only a few new power brands will be defined as new brands by users, and most brands will only change the name of the model in the eyes of users. On this issue, we believe that if a new brand wants to gain the acceptance and recognition of users, it must first have sales support, and also form a distinct community characteristics and value proposition, and even form a belief in the hearts of users.
Second, are you selling products or lifestyles? Now the new energy vehicle is no longer a functional, only a product with use value, it needs to bring users a better quality travel experience. Therefore, on top of the product, you need to build a consumer culture and provide users with a way of life. For example, Xiaomi Home and Huawei Experience Center, they are building a software and hardware ecology, which is the future development trend.
Third, are your users participants or owners? Today's users have completed the transition from audience to participant, and they are gradually becoming the "owners" of the brand. Now, many car companies regard users as the focus of enterprise development. We believe that for a qualified new power enterprise, the user should be the owner of the brand. The user not only owns the car, but also has the all-round experience brought by the brand, and he will maintain the image of the brand as if he loved his own image.
There is an old saying called "the world's martial arts, only fast is not broken." Our view is that "new forces build cars, only new wins". "New" is not only a temperament, but also the core competitiveness of new car-making enterprises. To sum up, Nezha Automobile has mainly achieved four "new" leaps:
First, the "new" of the car-making concept, we do not do the toys of the rich, but to build cars that the people with a population of more than 1 billion can really afford; the second is the "new" intelligent experience, really standing on the user's point of view, providing a matching and more intelligent experience within the user's expected budget; the third is the "new" of the comprehensive feeling, which is mainly reflected in the user's car purchase, car use and after-sales process; the fourth is the "new" service concept, we advocate that the user "uses 100,000-level prices and enjoys 300,000-level services".
Looking back, the reason why Nezha Automobile can achieve today's monthly sales of more than 10,000 results, we think we mainly did these four things correctly:
The first is to find the market - "from the people, to the people", this is our core value, the cars we build are not only cheap, but also valuable in quality and service.
The second is to aim in the right direction - focus on technology research and development. Sometimes, we don't even feel like a new force, but rather "hard power." Nezha Automobile is willing to invest a lot in the right places, such as in the company's most difficult year of 2020, when we only had more than 2,000 employees, including production line workers and channel teams, but we still chose to invest more resources in technology research and development.
The third is the insistence on self-righteousness. In the past, we did not make a car for 400,000 or 500,000 yuan, because we are well aware of our capabilities and resources, and we have always maintained a pragmatic attitude. Internally, we summarize it this way - the character of Nezha Automobile is to "be a pragmatic enterprise and build a pragmatic car". This is also the core competitiveness that Nezha Automobile should continue to consolidate in the second half.
The fourth is to find the right partner. There has been a great shift in the acceptance of Chinese brands by young people, and the advantages of traditional cars in manufacturing and handling will not make up for the gap between them and the new forces in smart technology in the short term. It can be said that the development of new forces already has the time and place, and only needs to supplement "people" to break through. This year, we have received strategic investment from 360 Group and CATL, and have also strengthened cooperation with well-known Internet manufacturers such as Huawei, SenseTime, and Horizon.
Finally, I would like to say that Nezha is still a growing child, and it is experiencing the childhood or juvenile era like many new energy vehicle brands. The monthly sales of Nezha cars exceeded 10,000, which only means that we have survived, and we are still in the stage of development, and we must "live more beautifully".
Thank you!
