IAUTO
Speed Depth Attitude
Introduction |
2021/12/31
"Don't worry too much, as long as the direction is right, do your best in every moment."
Reporter 丨Du Yuxin
Responsible editor 丨 Yang Jing
Editor 丨Zhu Jinbin
As the footsteps of time enter the New Year of 2022, what are your goals?
"Let more users be satisfied and believe in the power of users." These are the two sentences mentioned by An Conghui, CEO of Extreme Kr Intelligent Technology, in the New Year's Eve video "Outperform 2022". Obviously, from Extreme Krypton to An Conghui, they have always hidden the original intention of the user-oriented enterprise in their hearts.
Mention of user-oriented enterprises, in today's automotive industry, is no longer a new word. Extreme Kr is not the first and not the last car company and brand to build a user-oriented enterprise. After all, in the "user is God" argument, no enterprise, a brand can ignore the needs and ideas of users.
When more and more "user-oriented enterprises" linger in the ears of consumers, user-oriented enterprises are also caught in a new situation of competition, so how to really impress consumers, so that consumers can truly recognize the core connotation of user-oriented enterprises, and even jump out of the marketing -- "user-oriented", truly enter the systematic user-type enterprises, and benefit from this, but it is a new challenge.
The brand was born only 260 days after the extreme krypton, experienced bitterness and twists and turns, just like the car market shrouded in lack of cores in 2021. However, a group of explorers represented by Extreme Kr to promote the progress of Chinese automobiles have also used their strength and wisdom to subvert tradition, reshape the system, gain valuable experience, and gradually gain the recognition of users.
This long-distance run that grows together with users, even if it is difficult, is warmed by companionship, and the belief of Extreme Kr and users gathering has created the hope and strength of High-end intelligent electric vehicles of Chinese brands.
User-oriented enterprises are not just talking
There is no doubt that the user-oriented enterprise is the evolution of the automotive product value system from the original engineering thinking based on performance segmentation to the current experience-based user thinking, and it is also an inevitable result of the development of industrial competition to a more mature stage.
It is often heard that car companies say that "user-centric, to meet consumer needs", this sentence is simple to say, in fact, it is not easy to operate. If any user-type enterprise finds it easy to do, it must only be the skin of a user-type enterprise.
In fact, the user-oriented enterprise changes not only a superficial state, but also the underlying logic behind the state. For example, in the increasingly developed era of online shopping, you can find the customer service of a certain product in the middle of the night and consult some relevant information; you can also buy what you want at any time through the way of takeaway, which is behind the transformation of the entire operational thinking and operation system towards a user-centered user-oriented enterprise.
Relative to the home improvement field decoration companies mostly with "no such practice, this is impossible to achieve" to push away the real needs of users, it can be said that the automotive industry's user-oriented transformation is at the forefront of the consumer field. Users are not willing to go to suburban 4S stores to see cars, test cars, buy cars, then create conditions, put the car showroom in the business circle, put the order channel on the line, as long as the user has needs, you can even send the car to home.
If the user can not find the charging pile, charging is inconvenient, then provide on-site charging services; users feel that this configuration needs to be available, very practical, then accelerate research and development, the next version of the product is even on the current model upgrade. These are not the execution of a single task, nor are they simply adjustments made for user-oriented enterprises from the service level, but more from the full chain of research and development, production, manufacturing, and service, and from the implementation to the mechanism level of systematic changes.
In the words of An Conghui, the change of user-oriented enterprises is a comprehensive innovation from various aspects such as corporate culture, core values, brand mission, organizational structure, and team building. "Co-creation with users is not a slogan, from the change of products bit by bit to the implementation of services and things, it is a continuous harvest in the new direction and new vision of Extreme Kr." Therefore, An Conghui transformed from the original product experience officer and product manager to the user experience officer, and also changed the title of others to "Congcong" from "An Zong" to "Congcong".
From the weekly offline meetings, to the CEO's direct communication with users in person; from the user research and re-selection of the steering wheel, to the increase in piano-black motion components, seat ventilation, and light-sensitive canopy after the release of the product panel, Extreme Kr is indeed different from the traditional.
From the independent selection of motors from different suppliers, to more than 30 versions of the APP, to the improvement of more than 60 products after the release of ZEEKR 001; including the intelligence, flexibility and dataization of the extreme krypton intelligent factory, behind it is not only the change in the user-oriented enterprise, but also the upgrade of Geely's entire system from the past 30 years of car-making experience to continuously adapt to the times.
Of course, ZEEKR 001 product itself is a manifestation of humanization and temperature, the luxurious experience of hunting life, humanized intelligent cockpit design, Yamaha advanced audio, air suspension, intelligent induction automatic doors, intelligent massage seats, etc., including the current debut of intelligent driver assistance chips and other high-tech intelligent configurations, these are extreme krypton from the product aspect of the user's humane level of perception and presentation.
Behind these capabilities and systematic changes, it is not simply configuration increase and optimization, but also the need for an architecture such as SEA Haohan, while bringing high performance to products, integrating rich supply chain resources and rich scalability, using hardware embedding, module upgrades, etc., to lay a solid technical and platform foundation for a higher level of "user-oriented" gameplay.
In addition, the construction of user-oriented enterprises at the service level is also the key, intelligent, efficient and exclusive ZEEKR CARE service brand, 7 *24h exclusive think tank support association, national 300+ quality service network, the establishment and gradual improvement of ZEEKR Power replenishment system, including collaborative products to bring a full-cycle service experience, are the key to user-oriented enterprises to bring pleasure to consumers.
Do the right and hard things, and the answer is left to time
As mentioned above, the transformation from traditional engineering thinking to user-oriented enterprises is a kind of system reshaping, from product definition to the whole cycle of final user service, users are accompanied by the growth of enterprises and brands, which is the subversion of traditional engineer thinking to build cars, is a driving force on the road to change in the automobile industry, and is indispensable to usher in countless difficulties.
Presumably, Extreme Krypton also has a deep feeling about this, especially a "user-oriented enterprise" as the core and pursuit of the enterprise, on the road to the user, there have been many things that make the user unhappy, the most uncomfortable is definitely himself, even helpless and powerless, which can be felt by anyone.
In the past year, Extreme Kr has indeed encountered complaints from some users on the road to growth, but realistically speaking, these small storms are not only a normal phenomenon, but also the only way for almost a new user-type brand.
On the one hand, Extreme Kr has established an open and smooth communication channel, so that the user's voice can be truly and quickly transmitted; on the other hand, it is a new brand that has been established for less than a year, and the entire new system and process are still growing and maturing, hoping that a newborn child can run and participate in the Olympic number competition, which is not in line with the law.
From the perspective of the industry, there is almost no user-oriented enterprise that can go smoothly, including the currently highly respected new power brand, which has been tortured on the road to the development of user-oriented enterprises in the past, and even to the brink of shakiness.
In fact, the analysis of some of the turmoil of users this year, in fact, from their respective points of view, both sides have no problem, can not say that the user's needs are nonsense, after all, they spent 300,000 yuan to choose to believe in Krypton, users should enjoy the best product and service experience.
But it can not be said that Extreme Kr has not worked hard and thought for users on the road of user-oriented enterprises, at least ZEEKR 001 This product brings users a sense of value that is quite solid, but in terms of user-oriented systematization, in the face of chips, supply chains and objective environmental factors, it does take time.
For example, the new configuration such as the canopy, the objective and unbodorable time required for quality and safety verification, such as the lack of cores and the irresistible time delay brought by the supply chain link, this is a common problem in the industry, but it just happens that Extreme Krypton has encountered it at this point in time.
But from another side, the user's complaint is a spur, is not also a new opportunity to promote the development of krypton in a better direction? Just like the brand of the cultivation system, every complaint or suggestion of the user is the promoter of the extreme krypton to the road to strength.
From the past eyebrow squeezing to the final mutual achievement, the friendship between the brand and the user is the partner, and it is the most difficult to give up, which is what a user-oriented enterprise should look like.
Just like Yang Qian, the ambassador of the Krypton Zero Generation, her championship is the precipitation of time, but also the accumulation of countless times of training, pain and even failure, so that she has the glory of winning the championship for a moment. A great player, to overcome is always himself, to beat himself, to solve their own development of the dilemma and problems, to move in a better direction is the theme of the future.
An Conghui said: "The birth of Extreme Krypton is to see the right direction. Extreme Krypton's growth is like a long run without an end, don't worry too much, as long as the direction is right, go all out at every moment. Almost every successful enterprise and brand is inseparable from "doing the right and difficult things", in the era of intelligent cars, Extreme Kr needs to look down and hurry at the same time, but also look up and think, adhere to their own rhythm.
Perhaps next, Extreme Kr may encounter some new problems, but it is undeniable that the problems that Extreme Kr has encountered in the past year, and even the complaints of users, are the nourishment for the rapid growth of Extreme Kr, and will also become the cornerstone of Extreme Krypton's strengthening in the future.
On the correct exploration path of user-oriented enterprises, the system established by Extreme Kr will bring experience to China's high-end intelligent pure electric brand, and will also bring stronger faith and strength to the growth of Geely and Chinese brands.
| Du Yuxin |
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