GNEV12 | Wang Guangyu: Sihao New Energy is fully implementing digital transformation

On February 27, the 12th Global New Energy Vehicle Conference and the First Electric Vehicle Main Congress kicked off in Beijing.

There were 25 outstanding car owners representing their respective brand car owners, focusing on core topics such as endurance and replenishment, smart cabin and intelligent driving, service, community, and "Ta era", and face-to-face communication and dialogue with 25 car company representatives.

In the starry sky speech session, Wang Guangyu, deputy general manager of Sihao New Energy Passenger Vehicle Company, deputy general manager of marketing company, shared with everyone what is the service that users are looking forward to.

The following is the transcript of Wang Guangyu's speech (slightly deleted):

Dear users, media friends, good afternoon! Our interaction just now may be more exciting than I said. I am Wang Guangyu, and I am very happy to have an exchange with you here on some aspects of Sihao New Energy. In this process of user selection, we have also put forward a lot of opinions and suggestions, so these insights will also guide our product development, user promotion and some of our service work.

Early users asked some questions, and here we have intercepted three:

The first is in the current context of electric vehicles, how to catch up with the pace of the times? I think for car companies like us, we have a responsibility to better meet everyone's needs. We believe that safety, cost, and intelligence are the user needs that we must meet at the moment. As an early domestic enterprise developing new energy vehicles, we give priority to safety as the highest level, launch products on this basis, and at the same time, there is a more obvious progress in the subsequent large-scale promotion.

The second is the cost aspect, we through the design, process and upstream and downstream linkage, so that users to obtain more valuable products. At the same time, we have also transformed our digital marketing services so that all link costs are optimal. In terms of intelligence, it is also the focus of our research and development in the 14th Five-Year Plan, we carefully build digital cockpits, intelligent security, intelligent driving, intelligent parking and other directions to be effectively satisfied. The second aspect of cooperation with Volkswagen in the future will enable us to transform and upgrade these products. In this sense, on the one hand, we are consolidating the continuous renewal of our existing main sales products, and on the other hand, we also believe that the future is still changing. We combine the needs of users, through our years of accumulation, we believe that new energy is more in line with the future development of the car, we are now also building a new platform, at the beginning of this year we will launch the first car.

The third is how to further improve service efficiency. The key is to implement a user-centric digital transformation. Good service is inseparable from our real user thinking, aside from the relationship between 4S stores and users, we will create a new type of user relationship. Service efficiency and experience through digitalization. In this regard, we have fully launched Sihao New Energy last year, becoming an important platform connecting our users in all aspects of car understanding, car ordering, and reservation services. In this regard, we believe that further efficiency is not only the hardware, but more importantly, through digital upgrades to improve the efficiency of our service to users. Of course, there are many other problems, and today I will briefly talk about these three aspects.

How can we reconstruct our brand and user relationships in the new era? Through the analysis of the data, it can be found that the evolution of first purchase and re-purchase is still very intense, with the self-exchange purchase rising to 60%, and the future forecast may be further increased to 80% by 2025. Such structural changes have led to some different states in our identification of needs, including the services we sell. In this era of stock, the core concerns of users have misunderstandings, price, brand appearance, etc., brand, quality, price, and demand points in all aspects have also undergone some new changes. Then the relationship between brands and users is changing from one-way in the past to being the co-builder of products and brands now. There has been a further shift around products and users. In such a context, what kind of car does a new generation of users need.

After a lot of research, the post-95s and post-00s are becoming the main body of car buyers, and their needs are very strong for personalization, intelligence and so on. The first wave of post-80s peak was in 2010-2015, and today it has also entered a new stage of household purchases. Women are more sensual in their interest-oriented way, both in terms of fashion and taste. The post-95 generation loves to taste early, love to socialize, and like to find categories that match their personality.

To sum up their demand points for products, they will emphasize the appearance control, like DIY, and are more willing to pay for good looks. Younger users pay more attention to appearance, personality and DIY, fashion, personality, becoming an important factor in their purchase decisions. Secondly, it is expected that the cockpit will be more intelligent and the experience will be pleasant, the human-computer interaction will be more intelligent, the web experience will be smoother, the ecology will be more open, they are more concerned about leaving a parent-child space, and hope to care more about children. The screen in the back row has functions such as smart driving or voice assistant, and I also hope that this car will become a third living space, which can travel short distances during holidays, and can operate outdoors. I also hope to have storage space, give more care, and set up some space for pets in the rear seats, trunks and other locations to meet the travel of pet lovers with pets.

With user-centric digital transformation, we always insist on co-creation with users. Goddess's makeup table, Goddess's four-piece set and so on a series of configurations are to meet the needs of our users to upgrade and use. According to their needs, we have upgraded, we are always with users, in 2021 we held more than 10,000 online and offline user activities, and experienced countless wonderful moments together, including goddess flower art activities, etc., which are more popular with users than some of the activities we have organized in the past. After the official launch of the APP, it has become an important platform for connecting cars, users and lives, not only on this can be booked, online reservation services, but also can enjoy car life, bringing users a new digital experience. In 2021, we have built 303 user experience centers, bringing users some offline experiences, where they can not only understand cars, experience cars, and maintain cars, but also a new place for users to relax and communicate.

We want to cast a world-class quality factory, from the source to provide users with better quality products. We have 16 years of long-term persistence in the field of new energy vehicles. This sixteen years of technology accumulation has enabled our vehicle to have industry-leading core technology, which also constitutes a foundation for our service to users. In 2021, we launched three cars to meet the needs of different users, the most beautiful pure electric tide car is becoming the first choice of tide youth, E50a high value, high endurance. Intelligent pure electricity, L+ high-level assisted driving will bring a more pleasant and free driving experience. It is based on the empowerment of technology and quality that we have added more than 40,000 fans in the past year, delivered more than 200,000 units, and have exceeded 7 billion kilometers. Among the composition of these users, there have also been some new changes in the structure, 60% of whom are under the age of 35 and 80% of whom are women.

In 2022, we will focus on creating intelligent star products. First of all, we launched the flower fairy model, the smartest small electric car, with the functions of the fancy cockpit, the magic key, and the most fashionable small car, we have a rich personality customization, both beautiful and intelligent. Focus on the subdivision of people who like to run, and create a series of characteristics such as smart pure electric coupe, with sports aesthetics, super endurance and so on. We have also used horizon and some of Huawei's intelligent ecology, voice system, etc. in this car, which will start pre-sale next month and be officially launched at the Beijing Auto Show.

In short, we are fully implementing digital transformation. In the future, we will continue to strengthen the user's thinking, enhance the user's stickiness, innovation, private life, re-realize the transformation of the business model from the user value, accurately meet the needs of the target users' continuously upgraded products and services, and enter the new era with a new state, striving for the golden decade, thank you!