On February 19th, the launching ceremony of the "Wanli Huanxing" new automobile certification team and the launching ceremony of the first batch of long-distance test teams were officially held in Beijing. As a pilot project of "New Energy Vehicle Super Experience Center", Huanqiu Automobile will lead the "new car" to the 2.0 era with a new attitude. The event also invited leaders of many industry associations, representatives of Huanqiu annual car judges and representatives of car companies to gather together to witness the departure of the team.
"In the era of new cars 2.0, there must be a new way to play", "Wanli Huanxing" is a large-scale experiential highway service area visit series launched by Huanqiu Automobile in early 2022, and it is also the first long-term test activity in the industry to integrate the development of the automobile industry and the development of China's road transportation infrastructure.
In the event, guests from all walks of life will be invited to test drive vehicles over long distances, experience the charm of automobile products, explore the value of China's most beautiful service areas, and show the proud achievements of China's highway infrastructure construction.
According to the plan, the theme activity of "Wanli Huanxing" will select more than 100 pairs of road service areas that are currently the most representative in China, with a route length of 5,000 kilometers, along more than 20 routes such as Beijing-Shanghai Expressway, Baomao Expressway, Shanghai-Chongqing Expressway, Lianhuo Expressway, Jingwuhuang Expressway, etc., lasting two months, and the whole process will pass through 8 provinces and 31 cities such as Hebei, Shandong, Anhui, Jiangsu, Hubei, Jiangxi, Zhejiang, covering highways, provincial highways, county roads and other road conditions.
This will constitute a comprehensive test of automotive product power, configuration, space, energy replenishment convenience, reliability, etc., and can provide users with the most authentic and useful car purchase guide. Through live interaction, visiting reports, scenery collection and other forms of panoramic display, the appearance of the mainland expressway service area and the overall improvement of China's auto products are displayed.
At the same time, Huanqiu Automobile will also unite with a number of authoritative institutions to release a series of research reports on the development of industrial development in view of consumption along the route.
"Under the development trend of new automobiles, there have been some new changes in the development of new energy vehicles." Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group, said in his speech: "In the era of new automobile 2.0, the new era pattern should establish a new coordinate system, which requires enterprises to subdivide and subdivide consumer needs, and to change to 'fine and fine' on the basis of 'big and complete'. Under the systematic guarantee of the Yangcheng Lake service area and the network of hundreds of high-speed service areas, the Wanli Huanxing trip will bring an answer to users and the market from new energy vehicle products, industries and even supporting services. ”
Zhou Weidong, president of the Machinery Industry Branch of the China Council for the Promotion of International Trade, said: "The world today is experiencing a new round of scientific and technological revolution and industrial change, and China's manufacturing industry has entered a new stage of development. Under the guidance of the new concept of national development and the spirit of building a new development pattern, the mainland has deeply promoted the structural reform of the supply side, promoted the quality change, efficiency change and power change of economic development, and injected new vitality into the transformation and development of the mainland's manufacturing industry and innovative development. ”
Han Yi, Secretary-General of the China Electrotechnical Society, pointed out: "Under the strategic guidance of the '3060' double carbon target, the rapid development of the 'new four modernizations' of the automobile, a new round of scientific and technological revolution is driving the automotive industry to undergo major subversive changes, the rules of the game of the traditional automotive industry are being rewritten in the digital era, and the organic integration of digital technology and car companies is the trend of the times." Therefore, how to use digitalization to empower the operation of the whole industry chain of enterprises? The answer to this question will not only change the product design, research and development, production and supply, and service model of automotive companies, but also affect the survival of every automotive company and brand in the future. ”
Shi Jianhua, deputy secretary-general of the China Association of Automobile Manufacturers, elaborated on the relationship between new cars and new marketing from the essence, saying: "Behind these new energy and new car marketing, relying on the national level of carbon neutrality goals, as well as the promotion of intelligent and electrification transformation.
What cannot be ignored is the change in the growth drive mode of new energy vehicles, which used to rely on policy-driven, and now it is more market-driven. This is also directly related to the improvement of the development and use environment of new energy vehicles, as well as the change of consumer concepts. ”
Chai Zhanxiang, assistant president of the Automotive Industry Branch of the China Council for the Promotion of International Trade, said: "Whether at home or abroad, China's new energy vehicles have shown a vigorous development momentum. Thanks to the long-term cultivation of New Energy Vehicles in China, the core pain points of consumers' purchase of new energy vehicles are being broken one by one, which will effectively promote the replacement of new energy vehicles with fuel vehicles from the demand side. However, from the perspective of China's automobile as a whole, it is more and more difficult to improve on the upward road, at this time, in addition to the traditional upgrading and change of products and technologies, the automobile market needs to be completely changed in consumption patterns. ”
Wang Du, deputy secretary-general of the China Automobile Dealers Association, issued a proposal from the perspective of "new marketing" of automobiles: "In recent years, we have seen OEMs replace the 4S store model with direct operation and agency models, which break the inherent thinking, intuitively understand the needs of consumers, and quickly make feedback. However, there are also shortcomings, and the production and circulation of the industrial chain are fully covered, which is bound to cause huge cost pressure. Of course, these patterns are also being tried, and how to do it is the optimal solution, which takes time and many consumers to verify. But one thing is for sure, creating a 'new' has a future, and standing still can only be eliminated. ”
Li Hongwu, President of Huanqiu Automobile Group, gave an in-depth explanation to the event, saying: "What is the new car 2.0 era? This is an era of continuous iteration of new energy and new technologies, and an era of continuous transformation of new models and new formats. All along, everyone is talking about the user is the core, so how to get closer to the user's needs? How to get closer to the user's experience and scene? It's what we're thinking about. 'Huanxing Wanli' is an unprecedented collective expedition of Chinese automobiles, and it is also a new starting point for Huanqiu Automobile to create the Yangcheng Lake model. Based on this, the new automotive super experience center built by Huanqiu Automobile will gradually cover the core highway network in the Yangtze River Delta and even the eight backbone networks of China's highway network, and open up through online and offline platforms, so that the super experience center will go from the service area to the user's living area and also into the user's heart. ”
During the free speeches of the guests at the event, Zhang Jinchang, director of the Automotive Collision Laboratory of the State Key Laboratory of Automotive Safety and Energy Conservation of Tsinghua University, Xie Penghong, chief technical expert and professor-level senior engineer of traffic and vehicles of China Quality Certification Center, Liu Shi, former vice president of Beijing Police College, Jiang Zhongjun, general manager of Beijing Dezi Future Data Technology Co., Ltd., Fan Jingtao, executive deputy general manager of BAIC BJEV, Shen Gongzhen, general manager of SAIC Volkswagen Brand North Sales Service Center, and media representatives participated in the interactive discussion. For "New Car 2.0", they gave their respective insights.
Xie Penghong, chief technical expert and professor-level senior engineer of transportation and vehicles at the China Quality Certification Center, believes that the marketing model of automobiles in the past was an old model, and the services we received in 4S stores were too modeled. The emergence of new cars has also broken this pattern, and the way and method of differentiation is also the reason why new cars are widely loved by consumers. At the same time, the safety and reliability of vehicles, the timeliness of power exchange and charging, are also topics of great concern to consumers. Innovative marketing model, to provide users with the best experience and services, up to the car companies, down to the consumer, is a very urgent requirement.
Zhang Jinchang, director of the Automotive Collision Laboratory of the State Key Laboratory of Automotive Safety and Energy Conservation at Tsinghua University, said bluntly: "The new four modernizations - electrification, networking, intelligence, and sharing are a phenomenon. New technologies bring us new experiences, but what are the key factors behind new experiences? I think it's still safe, safety is the first priority, there is no security, everything else is classified as zero. ”
Liu Shi, former vice president of the Beijing Police College, is full of expectations for each team from the perspective of long-term measurement, he said: "China's new energy automobile industry has developed to this day, and the results are gratifying. The long-term testing activity is a true portrayal of the car use scene, but also a test for our entire Chinese automobile industry, and the final results will also be implemented to truly serve consumers. In view of this event, I would also like to focus on the safety of automobile use scenarios, and I hope that you can spread the concept and knowledge of safe driving, including technical methods. In particular, the knowledge of traffic safety education for adolescents and children is driven by our activities to reflect the concept of travel safety to every user. ”
Jiang Zhongjun, general manager of Beijing Dezi Future Data Technology Co., Ltd., said his opinion from the perspective of market positioning, he said: "China's new energy vehicle market penetration rate is close to 15%, which is an unimaginable thing, why China can achieve today's results, I think the biggest reason is that China's new energy vehicle base disk user volume is very large, the future trend will be more obvious." At the same time, the past traditional energy owners and the future larger new energy car owners, they are a completely different user group, in order to occupy a favorable position in the market, what we have to do is to eliminate the anxiety factors of these users and create a better user platform. ”
Fan Jingtao, executive deputy general manager of BAIC BJEV, made a vision for the future of new cars, no matter how the future development of new energy and intelligence, we can not forget a fundamental, that is, consumers default to the car as a travel tool, it needs to have high quality, strong experience and safer, after the product has done this, can be enough to do intelligent networking, sharing and so on. A real use scenario, an objective market atmosphere. Using real experience to tell consumers where the advantages and disadvantages of the product are are also extremely important for the growth of the brand.
After in-depth exchanges, guests from the whole system of research, production, supply and marketing highly recognized the theme activity of "Wanli Huanxing", and they unanimously agreed that "new cars" must have a "new attitude". The "Expressway New Energy Vehicle Super Experience Center" project is a connector between consumers and car companies.
At the same time, the guests are also full of expectations for the upcoming team, hoping to ensure safety in the "Wanli Huanxing" activity and bring the most authentic "car" to consumers. "The world of martial arts, only fast is not broken", the new era needs innovation, but also needs efficiency. The transformation from the media to the marketing communication service platform is a breakthrough in the old and the new, and it is also a solid battle.
As the finale of the event, Wu Yingqiu, chairman and CEO of Huanqiu Automobile Group, officially presented the flag to the three team captains who are about to depart- Ren Yi, Guo Yan and Xia Long, who are also the test drivers of Huanqiu Automobile. The holding of the flag ceremony marked the official sound of the horn of the "Wanli Huanxing" activity.
Ren Yi, the representative of the expedition, was full of confidence in the event, saying: "This Wanli Huan long-term test activity is a test and challenge for each of us. However, I believe that our team will overcome all kinds of difficulties, do a good job of reporting, do a good job of booklet, do a good job of new research, do a good job of service area research, and successfully complete all tasks under the premise of absolute safety, and live up to the mission! ”
A new journey has begun, and the arrow is on the string. It is understood that in the future, the "New Automobile Super Experience Center" built by Huanqiu Automobile will take the Yangcheng Lake Service Area as the starting point and gradually cover the core highway network in the Yangtze River Delta and even the backbone network of the eight major areas of China's expressways. With these "new car super experience centers" connecting the country's major highway networks as the core, Huanqiu Automobile will further open up online and offline platforms, so that the "super experience centers" will move from the service area to the "living area" of target consumers.
On April 16th, the Yangcheng Lake station of the Expressway New Energy Super Experience Center will be grandly opened, and the new format of automobile marketing will also be revealed, so let's wait and see!