The mall is ruthless, and everyone knows it.
But the mall is also very fair, who really worked hard, who really grabbed the user, who won the market.
(i)
One data is picking up:
According to the latest data released by the National Bureau of Statistics, in the first three quarters of 2021, China's economy actually grew by 9.8% year-on-year. Among them, the GDP of the manufacturing industry increased by 12.5% year-on-year, 2.7 percentage points higher than the overall economic growth level.
This means that Made in China is back.
Please note that the new round of Chinese manufacturing, unlike the past thinking of eating the "demographic dividend" and exchanging labor for the market, has changed its "main backbone".
So, who is supporting a new round of Made in China?
In the newly released list of the world's top 500 enterprises, 73 enterprises in China's industrial field have been shortlisted, an increase of 28 over 2012.
Behind these 73 top 500 companies are more than 40,000 "specialized and new" enterprises, more than 4,700 "little giant" enterprises, and nearly 600 manufacturing single champion enterprises.
More importantly, these enterprises are not only into the sea, have scale, but also become rings and can be closed.
This point is vividly demonstrated in the field of new energy vehicle manufacturing.
Under the influence of the epidemic, the trend of anti-globalization has accelerated, the global industrial supply chain has been tested, and the chip shortage and battery shortage have caused many traditional foreign automobile manufacturers to encounter a cold winter.
Our situation is very different.
According to the data, from January to November this year, the production and sales of new energy vehicles in China reached 3.023 million units and 2.99 million units respectively, an increase of 1.7 times year-on-year.
What does this mean?
Made in China, it is no longer big and not strong, but big and resilient.
This is not a day's work.
Exploring the reasons behind this, in addition to the accumulation of China's 40 years of industrialization, it is also related to the word "user".
To say that the rise of Chinese manufacturing, has never been inseparable from the "user-centric" thinking.
A home appliance brand has produced a new type of washing machine with a large enough motor power and a thick drain pipe for the Sichuan market, so that local users can wash clothes and potatoes;
A fan brand, in order to make the fan wind softer, not only changed the three leaves to five leaves, but also adjusted the angle of the fan after thousands of experiments.
In the past, such cases have been heard endlessly.
It is precisely by getting a little closer to the user that the product can be improved a little bit, and it is enough to make Chinese manufacturing, a little away from the inherent impression of shoddy manufacturing, from quantitative change to qualitative change.
In the past, foreign goods played the leading role in the market, and we saw that one after another domestic brands were rising.
This is happening to the new generation of manufacturing companies.
For example, emerging brands in the field of new energy vehicles:
Extreme Krypton.
(ii)
On April 15, 2021, Geely Holding Group's high-end intelligent pure electric brand, Extreme Kr, was officially unveiled.
At the launch of the Krypton brand, An Conghui, CEO of Kr, sighed:
"We have been preparing for 5 years today."
Emerging from the matrix of a mature and huge automobile empire, since the date of the project, Extreme Kr has been pinned on high hopes. Even within the company, everyone believes that "Extreme Kr is neither the electrification transformation of traditional car companies, nor should it be born like a new force."
It should be a "new species".
New species mean unlimited possibilities, and of course, they must also experience the pains of birth and the troubles of growth.
This is an important reason why It took krypton five years to sharpen a sword – before the release, the ZEEKR 001 made 342 improvements, and after the release of the production car, more than 60 product improvements continued.
For any industrial product, iteration is fate, and evolution follows everywhere.
But the most noteworthy thing about Kr is its anchor, or target:
Always with the user.
This is the unique feature of Extreme Kr - in the process of 0 to 1, the original intention of more than 400 improvements is not the leader's head decision, not the engineer's technical paranoia, but the actual user experience feedback.
The concept of "clinging to users" has been engraved in the bones of Chinese enterprises since the beginning of reform and opening up. In the Internet era, "user thinking" is regarded as a guideline by enterprises.
The question is, even if you know the four words "user thinking", can you really do it?
For many industries, products are the product of compromise and balance, and any slight change may involve the whole body, bringing about rising costs and even disrupting the restructuring of the supply chain.
This is especially true for automotive manufacturers, who are at the top of manufacturing. Many companies have products first, and then "rationalize and match" to the user's thinking, never a company like Krypton, break the boundary between and the user, when established, it proposed to be a "user enterprise".
"Get closer to the user and serve the user."
"Treat users like friends."
"The whole scene of car owners buying and using cars is all served by Krypton's own people."
In fact, from the appearance of the product, to the battery anxiety, and even the way of interaction, Kr is trying to turn "defining the product" into a "co-creation" with the user.
After investigating the needs of users, Extreme Kr launched additional options such as black piano paint sports components, passenger seat ventilation, and EC light-sensitive sky curtain;
In order to achieve the ultimate user experience, Extreme Kr intends to spend a lot of money to build a zero-anxiety charging and energy service system;
Extreme Krypton has also created the "City of Dawn", where the user experience is invited to test drive, drink coffee at the light oxygen coffee bar, cultivate environmentally friendly green plants, and create trendy T-shirts with pioneer designers;
……
All the efforts of Extreme Kr, like a mirror, explain the four words of "user thinking" - only by truly understanding the user, caring for the user, respecting the user, and considering the specific needs of each individual, is the user thinking.
(iii)
Of course, extreme goals inevitably require a price, such as repeated improvements, such as cost pressure. But idealists always meet people in the same way.
For example, Olympic champion Yang Qian.
In September this year, Geely Holding Group officially announced through the public account that Yang Qian, the gold medalist of the 2020 Tokyo Olympic Shooting Women's 10m Air Rifle, will serve as the "Geelia Games Promotion Ambassador" and "Extreme Krypton Generation Zero Ambassador".
Putting aside the identity of fellow countrymen, this is more like the sympathy of "same goal".
At the end of the year, Yang Qian and Extreme Krypton jointly recorded a New Year's message of "outperforming 2022", telling the three keywords of "goal, change and persistence" clearly.
Whether it is for individuals, enterprises or countries, the goal is the starting point, change is the focus, and persistence is the difficulty.
The goal of success lies in "taking the initiative to do difficult and valuable things."
After 00, Yang Qian's goal is the bullseye.
The girl who was able to score 251.8 rings at the Tokyo Olympic Games on July 24, 2021 and win the first gold medal, behind the success, is "the shooting interest that ignited because of the balloon when she was a child", and also "raised the gun again and again, held breath, aimed, and fired" since then, and has constantly surpassed herself on the road of growth.
The target of Extreme Kr is "user needs".
Extreme Kr people understand: keeping up with the wind can make you quick money, but only with consumers in mind can you make the company really strong.
It has to be said that Extreme Krypton locked the future in advance.
Because an era of consumer sovereignty is coming.
An authoritative report released by the Ministry of Commerce in 2020 on the in-depth interpretation of new retail shows that the new generation of 18-35 years old and the upper middle class and the wealthy class constitute the main consumer body in China. They pay more attention to the quality of goods and services, branding, and quality of life and efficiency.
The consumption grade was pulled apart, the consumption "herd effect" gradually disappeared, and the era of herd consumption and "the factory opened the machine, and the banknotes continued to flow" was basically over.
Personalized and diversified consumer demand, large-scale rise, gradually become the mainstream. If you want to meet the higher requirements of consumers, you must be sincere, you must focus on the goal, change, and adhere to it.
How can Chinese companies be sincere?
Young Yang Qian, young Krypton, had already given the answer.
2021 is Yang Qian's "big year" and also a "harvest year" of extreme krypton efficiency and stability.
On April 15, the Krypton brand was officially released, and ZEEKR 001 opened pre-sale;
On June 15, the 2021 deliverable order volume was sold out;
On August 28, the Extreme Kr Kaicheng plan was launched in Chengdu, and the service team successively settled in the seven core areas of the country;
On October 19, the ZEEKR 001 mass production model rolled off the production line, and 199 units were delivered in the first week.
On November 19, Extreme Kr released the user service brand ZEEKR Care, opening up the channel to listen to the voices of users;
On December 31, in order to get closer to users and explore the new progress of service innovation model, the global flagship store of Shanghai Extreme Kr Center was completed.
In this process, Krypton harvests not only the affirmation of delivery, but also the connection with users:
After 5 years of precipitation, Extreme Krypton debuted, on the one hand is the "technology" power of the giant, the other hand is the insistence on pure "user thinking", and product development is done in the mode of "user co-creation".
This is indeed a "new species".
epilogue
In this world, no one can succeed casually.
Whoever really thinks about the user can win the user and win the market. Slogans are not used, what is needed is to really do solid work. Therefore, we have seen the blowout of China's new energy vehicles and the birth and growth of extreme krypton.
Yes, China was once backward in the auto industry, and when the United States was already a kingdom on wheels, China was still thinking about how to build its own cars.
However, entering a new era, China's new energy vehicles are overtaking in curves.
This is a major change in the world landscape.
Of course, any success is just a new beginning, but the goal has been determined, the direction will not be wrong, for Ji Kr and Yang Qian, now, there is only one thing left:
"Outperform yourself, no remorse.".