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Producer: Electric Planet News
Author: Crab Boss himself
At 00:45 on January 1, 2022, Lando released their December 2021 delivery posters in the group.
This is the latest and earliest sales report I remember.
The key data given are as follows:
Delivery of 3,330 Landu FREEes in December 2021, up 192% sequentially;
Since the start of delivery in August 2021, it has risen for five consecutive months month-on-month, with a total of 6791 FREE deliveries;
The average transaction price exceeded 338,000.
There are also two determinations:
"The fastest new brand to achieve more than 3,000 deliveries of electric vehicles in a single month"
"In the 300,000-500,000 high-end electric SUV market, Lando FREE has become one of the first choices for consumers."
Seeing such data and identification, I immediately thought of two words: tengnuo and breaking.
Tengnuo is the main theme of the economist He Fan's new book "Variable 4: The Tengnuo of Great Powers".
He sees "Tengnuo" as a basic strategy in China today, a strategic tool, talking about how to break the situation under the change.
"Tengnuo" and "breaking the game" are especially suitable for the current Chinese auto industry.
Because the next three to five years will be a key time for global auto brands to be restructured and reshaped.
For traditional car companies or mature car brands, how to move, find a breaking point, and anchor themselves under a new pattern has become urgent.
From such a background, Lan Tu is the tengling of the east wind. Even whether it breaks or not, it is not only concerned about Dongfeng, but also concerned about all mature car brands.
And today's question is:
Monthly delivery of 3330, the average transaction price of more than 338,000, Lantu is not a break? And more importantly, has Lantu's practice gone through?
I. 3330
On July 29, 2020, Lantu held a brand strategy conference in Wuhan.
That evening, I wrote an article called "Wuhan's New Automotive Ambitions."
Yes, "new car ambition", it comes from Wuhan, but also from all the traditional car towns, all the mature car brands.
It was also at that press conference that Lan Tu threw out a new word - "new strength of car manufacturing".
This carefully selected vocabulary subtly reflects the self-recognition and self-definition of a mature car brand in meeting the challenge.
But such recognition and definition undoubtedly faces challenges: the high-end road of traditional car companies and state-owned car companies has been explored for more than ten years, and now it is hoped to achieve it through a new new energy brand.
Two months later, Lando released the mass-produced concept car iFree, and three months later, the mass-produced model Landu FREE was released. In June of the following year, Landu FREE was officially launched, and delivery began two months later. Up to 3330 after 5 months.
The monthly delivery of 3330 is not large at the moment. Especially compared with the "Wei Xiaoli" monthly delivery of more than 10,000 results.
But if you take into account the time, this number of deliveries is not small, and it is even worth "talking about".
Because it is really "the fastest to achieve more than 3,000 deliveries of electric vehicles in a single month of the new brand.".
Ideal month delivery over 3000 in September 2020, delivery of 3504 in that month, taking 9 to 10 months;
In September 2020, Xiaopeng delivered 3478 units in 9 months;
In November 2018, NIO delivered 3089, which was 5 months from June.
Although the current environment is different, Volkswagen's acceptance of electric vehicles and extended range vehicles is far from being comparable to more than a year or two ago, but considering the intensification of competition and the abundance of selectable products, it is really difficult to evaluate whether it is difficult to complete the monthly delivery of 3,000 in five months.
What is even more surprising is the average transaction price - more than 338,000 yuan.
Such an average price, from the current situation, has been higher than the extreme Kr 001, and even the ideal ONE.
This means that among the new Chinese electric vehicle brands delivered by mass production, the average price of Lantu has ranked second, second only to Weilai. (If you don't consider Gaohe, because the delivery volume is relatively small)
However, is this a game-breaking?
Lei Xin, CBO of Lantu Auto Technology Company, replied that Lantu has a very open, learning, new entrant and humble mentality, and now it is a fledgling, and survival is still their next challenge.
"If by 2022, Lantu FREE can stabilize at more than 3,000 vehicles, and the average transaction price is more than 300,000, it means that users have initially recognized Lantu."
Second, break the game
Such a statement is down-to-earth. Of course, there are also some words that are more aggressive.
For example, "We don't just pursue rapid growth, user experience and satisfaction are the most important concerns of our entire system."
For example: "Our core is still to return to the user itself, not to build a car for capital, and then to build a car for the user, our starting point and stage goal are different from the new forces."
Even: "At least in China's own brands, traditional state-owned enterprises, central enterprises to go to the high-end, it is a way to explore."
Well, the question to ask is: what is the road?
After observation and visit, we tried to summarize with the following three sets of keywords.
1. Differentiation
In December 2020, Lando officially released its first mass-produced model, FREE, in Shenzhen. After the press conference, I hosted a banquet for friends at a nearby barbecue restaurant. The bureau of more than twenty people, there are booking car owners invited by Lan Tu, and there are also many media friends.
During the banquet, it is natural to talk about the FREE car.
Comparison chart for December 2020
There are praises and depreciations, and the biggest question is: the monthly delivery of the ideal ONE has exceeded 6,000 units at that time, and it also takes the increase route, in the case of a small price difference, does the late Lantu FREE still have a chance?
A year later, lantu FREE's monthly delivery volume exceeded 3000, and people still put such problems in front of lantu.
However, the answer was unexpected by everyone.
"61% of our purchases come from BBA users." Huang Weichong, senior director of brand operations at Lantu Automobile, said.
As for the ideal ONE, the survey results show that there is a 15% to 20% overlap between users who pay attention to Lantu FREE and those who pay attention to ideal ONE.
That is to say, 15% of the people who pay attention to the ideal ONE pay attention to Lantu FREE, and then more than ten percent of those who pay attention to Lantu FREE also pay attention to the ideal ONE.
"I think that people who don't have a need for 6 seats will pay attention to the ideal and the Landu at the same time, because he recognizes the extended range electric."
Huang Weichong's words suddenly reminded me of the words that Lantu CEO Lu Fang said a year ago: "Replication cannot be successful, only by creating your own label can you succeed."
From the results to reverse, Lantu has thought very clearly when launching the FREE production car: in the 300,000-400,000 price range, in fact, the demand for large five seats will be higher than six or seven seats.
To stand out in the Red Sea of the Big Five, the key is not to benchmark the ideal ONE, but to differentiate.
@Zhang Yuhan, the owner of Lantu FREE, once told us that he had actually been paying attention to the ideal before deciding on Lantu FREE. But in his eyes, the ideal ONE, which can be completely comfortable, lacks a little meaning, "240kW is still small."
In his view, the ideal is the comfort of many people in the family, and Lantu is that every seat is comfortable, but the ideal "lacks the impulse to drive and run by yourself."
What is it? Differentiated business insights!
"Constraints" are elastic, you can't solve all the problems at a specific time and under certain conditions, you need to create new conditions and discover new opportunities.
In other words, when more and more consumers tend to choose smart electric vehicles (the penetration rate of New Energy Vehicles in China has exceeded 20% in December 2021, that is, two out of every ten cars sold are new energy vehicles), what needs to be considered is whether your spoon is big enough and good enough.
As long as in terms of power performance, service experience, interior intelligence, etc., the overall superiority over BBA gas trucks at the same price, space naturally appears.
The success of Landu FREE lies largely in this.
2. User
The wave of new car-making forces in recent years has brought about an essential thinking: how important is the opinion of the owner?
We have also emphasized in many articles that "user thinking" is a worldview that traditional car companies must learn from scratch if they want to adapt to the new era.
Lantu seems to have realized and elevated user operations to an extremely important position.
For example, at the product launch on December 18, 2020, Lantu invited a large number of electric vehicle owners of other brands to the scene, including but not limited to Tesla, Weilai, Xiaopeng, Ideal... Wait a minute.
For example, on October 16, 2021, Lantu held the first "VOYAH Night User Night", inviting 500 Lantu users to wuhan Zhiyin cruise ship.
For example, when sponsoring Luo Zhenyu's "Friends of Time" New Year's Eve speech, Lantu asked for the names of 1,700 car owners to be typed on the big screen.
Luo Zhenyu went on to say:
"In addition to understanding cars, Lan Tu also understands that this is an era when people are more important than goods. You see, the way the national team does things is also changing, and what I didn't expect was that the central enterprises could still do this."
The most easily perceived point of observation for outsiders is their app.
In the case of a small user base, the activity is surprisingly high.
For example, @Luo Zhenyu posted this article on the App (above), the number of comments went to 1981. When you open it, you will see a lot of users with the blue mark of "FREE" speaking, these are users who have already picked up the car.
For example, the official App New Year version update trailer. Posted a day ago, the current number of reviews is 249. There are cheers and likes, questions and opinions, and even complaints, which are very real.
What is not easy to detect is an offline, closer, and temperature series of user activities.
For example, from August 2020 to October 2021, Landu has hosted 7 global test companion events.
They listened to and collected more than 200 suggestions from users, and improved and optimized more than 130 times, involving detailed workmanship, vehicle-machine interaction, driving experience, NVH, intelligent driving and so on.
At present, Lantu FREE has three power modes to choose from: smart, fuel priority, pure electric priority. This function comes from the co-creation of the test companion Ren Haining.
For example, Lantu is currently the only state-owned enterprise or central enterprise that has gone through the direct operation model, and even zoomed in to all traditional automobile brands.
With the support of the digital system, Lantu has achieved point-to-point group building for all Dading users, so that users can find Lantu to solve problems at any time.
Previously, a Chongqing user reported that when going downhill at a long distance, he encountered the problem of stepping on the brakes and the vehicle had a sense of forward channeling, although it did not affect driving and safety, but brought him a very bad driving experience. After communication, Lan Tu found that although this was a small flaw in the imperfect system calibration under rare working conditions, he still organized various departments to formulate technical solutions, and sent engineers in the field of chassis electronics to Chongqing overnight, and tested with users from 12 am to more than 3 o'clock until the problem was solved.
Word of mouth and friends are established in such dialogues.
Lantu CEO Lu Put in summary of the gains and losses in 2021, but also specifically mentioned the user operation of Lantu, saying that the user's interactive reputation is the most important thing in the current Lantu, and even more important than the delivery.
The middle and senior management of Lantu must personally call the user and ask for the opinion of the car to the company. Lantu COO (Chief Operating Officer) Jiang Tao also called, and even one person made dozens of calls to users.
"In fact, from top to bottom, this is also very difficult, the practice of the entire user's thinking, including the real can be landed in reality, or born in such an innovative and change-oriented organization of a central enterprise, this is very difficult."
For Lantu, they believe that true user experience and word of mouth are more important. Delivery "is more of a result than a means."
3. Marketization
The most difficult and crucial thing is marketization.
Within the Dongfeng system, Landu is an independent corporate subsidiary, on a par with Dongfeng Limited and Dongfeng Honda.
But the difference is that Lantu is still a new company that is promoting mixed reform.
As early as June 26, 2020, when it was officially registered as "Lantu Automobile Technology Co., Ltd.", Lantu had already announced that it was jointly funded by "Dongfeng Motor Group Co., Ltd. (hereinafter referred to as Dongfeng Group)" and the core employee shareholding platform of Lantu Automobile.
Among them, the core employees hold more than 10% of the shares.
10% of the proportion, what does it bring?
Comprehensive marketization!
Even managers, even if they used to work in Dongfeng, had to resign from their original units and re-sign the contract.
Trustworthy, pragmatic and change-oriented corporate culture!
Reflected in the smallest details.
For example, if you ask for information from someone in Lantu in the middle of the night, they will say that they will give it to you soon. Shoot all night in the studio, and they will be on duty all night. So much so that our little friends came back and said that Xiao Lu was really too dedicated.
For example, a senior executive like CEO Lu Fang came out with his own bag to take a taxi, "He did it all, who do you say would dare?"
For example, Lantu's office is a very Internet layout. Simply put, even the head of the department is also like ordinary employees, sitting in the Chase shop.
Countless details are stacked down to bring innovation and pragmatism. Otherwise, even if there is a foundation and strength behind the East Wind, How can Lan Tu have a chance?"
I asked the people of LanTu privately, are you tired?
tired! Every night at 11:00 p.m., I had to do a marketing review, and the rhythm was full. But it's also very special, that feeling of "fighting for your life".
Innovation is the theme of this smart electric vehicle revolution, and it is made up of these details.
Third, finally
At the end of the interview, I asked, after the monthly delivery of 3000, will Lantu still maintain rapid growth?
At this stage, it seems that Lantu has only helped Lantu open up a node in the entire value chain.
Only when the user's mileage goes up, Lantu can say that it has completely opened up the system, that is, research and development, production, sales, service, user reputation and so on.
Of course, they have faith. Therefore, from the perspective of logical deduction, when Lantu has tens of thousands of cars running on the road next year, ask who is Lantu? There will be a lot less problems like that. The ability to strongly link with users, fully digital tools, more sales and service systems, "once this system is opened, its increment will come."
According to the plan, Lantu Automobile plans to form a three-category matrix across SUVs, MPVs and cars within three years, and put no less than one new model on the market every year. In 2022, Lantu space will increase to 105, covering 48 cities, and delivery service centers will increase to 40, covering 40 cities.
I'm looking forward to Lantu's break! Not only because of its efforts, but also because it is on the road, it is a new road of reform!
(End)
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