In the post-epidemic era, the pattern of social consumption has changed dramatically, various industries are facing a continuous transformation cycle, and China's automotive industry has also stood at the starting point of pattern reshaping. 2021 is a difficult and dangerous year for the automotive industry. Due to chip shortages, the automotive supply chain continues to be tight. Even so, China's auto industry still handed over a positive growth answer sheet that has violated three years, which is not easy. Entering 2022, the industry is still in a period of change, with the advent of the era of intelligent networked vehicles, the automotive industry has accelerated to the direction of digitalization, intelligence, networking, and electrification (referred to as "four modernizations"), and the rise of a number of new automotive forces is also an unprecedented challenge for joint venture car companies.
Founded in 1895, Skoda has a history of more than 100 years, and in 2005, it settled in SAIC Volkswagen as a sub-brand of Volkswagen Group and officially entered the Chinese market. In the early stage of SAIC Volkswagen Skoda's development, it has gained certain market recognition as "cost-effective" and Ashkenazi quality, and the subsequent SUV strategy has become a new growth point in China. In 2022, the automobile market has opened a new round of competition under the "new four modernizations" reform, which is the beginning of a new era for mainstream international brands such as Skoda. To break the existing pattern, it is necessary to identify market demand and target groups. To this end, Skoda actively changes and adjusts, promotes deeper localization, and enhances competitiveness.
Face the market competition to meet the tastes of users in the new era
At present, the new generation of young people has gradually become the main force of consumption, their personality is exposed, and they are willing to pursue new things. Its habits and preferences are redefining the consumer market. At the same time, Skoda is evolving in tandem. In order to better face the market competition, cater to the taste of users in the new era. Relying on SAIC Volkswagen's strong system capabilities, Skoda has gradually launched a number of models tailored to the domestic market to meet the needs of market diversification.
On the road of exploring and seeking change, Skoda did not blindly compromise with the market, but evolved on the basis of maintaining its own advantages and brand characteristics. The Komic GT, the Cool SUV, is a good example, and the traditional advantages of German cars, such as solid chassis and precise handling, are still the selling points that attract consumers. Out of consideration for the taste of the audience, the design language of Skoda crystal cutting incorporates design elements such as contrasting colors and blackening that are popular among young people. This change has achieved good results, and the proportion of female users of the Komic GT is more than one-third, which is significantly higher than the proportion of other Škoda models.
The Komic GT is just the beginning, and what is more exciting is the new Kodiak after the mid-term redesign of this year's blockbuster model. Therefore, the former Kodiak GT breaks the conventional use of slip back design, the shape is more dynamic and elegant and attracts a number of young users. The new Kodiak that has been unveiled is the floating central control design. The design is designed for Chinese consumers and is very thoughtful. The whole design makes the car full of scientific and technological atmosphere, 12.1-inch large-size suspension central control screen is placed in the center of the instrument panel, and with a 10.3-inch full LCD digital instrument, 10-color streamer atmosphere light. The appearance adopts the design style of overseas RS sport model, and adds dynamic and dynamic deep sea blue body color, which is more suitable for the individual needs of young consumers nowadays.
Layout of the new four fields of innovation measures grounded
Intelligent cars are accelerating their penetration, and consumers no longer only look at the "old three major pieces" when buying cars, whether it is traditional oil vehicles or new energy vehicles, intelligent configuration has become the appropriate "fourth largest piece". In the intelligent configuration, the most easily perceived by consumers is the car machine system, and the excellent car machine system can bring users a better car experience. As early as the beginning of 2019, Skoda cooperated with Zebra Network and took the lead in equipping the Zebra Zhixing interconnection system on Octavia models. Zebra Zhixing Interconnection System is one of the earliest vehicle and machine systems in China, taking the lead in leading the new transformation of automobiles from simple travel tools to mobile intelligent terminals. As one of the first joint venture brands to carry out in-depth cooperation with local car networking solution providers, Skoda vehicles equipped with Zebra Zhixing Interconnection System have OTA air upgrades, smart refueling, smart parking and massive third-party entertainment information applications, directly entering the era of networking. By 2020, Skoda will further expand the field of intelligent interconnection, and the intelligent vehicle connection system will be officially applied to many models such as Kodiak and Speed Pai, with five core functions of intelligent voice, intelligent navigation, intelligent entertainment, intelligent travel, and intelligent connected control car, which are used with the SAIC Volkswagen Skoda super App to provide a vehicle experience online at all times.
In order to allow consumers to have a better intelligent interconnection experience, it will access the new smart car CONNECTION MOS 3.X system, which has new functions such as AVATAR artificial intelligence partners, self-driving travel books, intelligent services for life scenes, driving video recording and photography. The system is the first time to be applied to SAIC Volkswagen Skoda models, compared with other joint venture brands, ŠKODA has accelerated the in-depth layout of the field of intelligent interconnection is ready to compete for the market in the era of "new four modernizations".
In addition to the car machine system, doing a good job in user marketing and service is also an important issue for major car companies to seize the market. With the continuous in-depth development of information technology, the trend of digitization of social economy and enterprise production operations, Skoda applies digitalization to user marketing and services based on the Internet of Vehicles. With the help of digital means in marketing, precision marketing can be carried out through intelligent customer portraits. At the same time, it can also carry out normalized customer management through service leads. Skoda increases direct interaction with users, listens to users' voices, understands users' needs, and provides marketing services that are close to users. In terms of service, Skoda uses digitalization to make users more convenient and at ease. When the fault occurs, it is prompted through the interaction of the car and the machine, and when the user has the need to repair the vehicle, the recommendation of the repair dealer can also be pushed through the 400 support. In the after-sales link that users pay attention to, the Skoda E channel APP realizes real-time interaction of electronic terminals, paperless electronic documents, remote confirmation of maintenance projects, mobile phones to pay maintenance costs, real-time push of maintenance status, and LIVE live broadcast of maintenance workshops, making the entire after-sales process more efficient, convenient and transparent.
Overall, the production and sales of China's auto market are currently at the end of short-term adjustment, and will maintain a moderate growth trend in the future. Although the competition is becoming increasingly fierce, the market imagination space is still vast. In the face of the complex and changeable market environment, Skoda forges ahead, quickly adapts to the market rhythm, takes the initiative to adjust and innovate, and implements localization to meet the needs of domestic consumers. In the field of intelligent interconnection, we continue to deepen our efforts, and I believe that we can bring many surprises to consumers. Looking forward to 2022, Skoda, which holds the "trump card" of the new Kodiak, will become a beautiful landscape in the car market.
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