Liu Hongwei: The "+" function of the high-speed service area helps diversify automobile sales | Long shot of Su Yunong

On February 26th, sponsored by Guoyuan Zhixing, Qianlianghui and Huanqiu Automobile Group, and guided by industry associations such as China Automobile Dealers Association, China Association of Automobile Manufacturers, Society of Automotive Engineers, Machinery Industry Branch of China Council for the Promotion of International Trade, China Electrotechnical Society, etc., the "Wanli Huanxing" New Automobile Exchange Conference with the theme of "Gathering New Scene Experience Only Users" was held at Jinan Jihu Automobile Center.

Since the launch of the "Wanli Huanxing" new car long-distance testing activity on February 19, the first batch of convoys have departed from Beijing and arrived in Jinan on February 25 through Dezhou, Binzhou, Dongying, Weifang, Zibo, Linyi and other places. The core purpose of "Wanli Huanxing" is to investigate China's new energy vehicle market and infrastructure including highway service areas on the way to travel, discover new user scenarios, so as to guide and promote the consumption of new energy vehicles, and provide a detailed sample for the transformation of China's automobiles to an intelligent and dual-carbon strategy. At the same time, it also tests hot models in the market to experience vehicle performance and peripheral services to provide guidance for consumers.

At the exchange meeting, the organizer invited representatives of car companies, industry association leaders, experts in the new energy automobile industry chain in Shandong Province, leaders of the highway network service area, senior media, etc., to jointly talk about the results of the first stop of "Wanli Huanxing", and deeply combined with the user car scene to explore the new elements of new retail development, so as to achieve innovation in marketing and service.

At the event site, Liu Hongwei, the director unit of Qianlianghui and the chief marketing officer of the electric house, looked forward to the high-speed service area from the perspective of marketing and product promotion. The emergence of the "+" function of the service area and the increase of related derivative industries have completely subverted the concept of the service area, allowing more consumers to fully experience the charm of the product, and the service area has become a new window for enterprise product promotion.

The following is the transcript of the speech of Liu Hongwei, chief marketing officer of Qianlianghui Council Unit and Electric House:

Our electric house brand is a new company, a new company formed last year by some old automakers who do traditional cars, some of us are from traditional OEMs, some are from independent brands, some are from joint venture brands, from manufacturing, from marketing supply chains, some like-minded people have jointly formed such a new company. Now the new energy vehicles are in a stage of rapid development, it can be said that it is a century-old opportunity, if the traditional car is created by foreign countries, then I think the development of new energy vehicles is opportune for our country, we have achieved curve overtaking, so we are taking this opportunity to achieve transformation.

Our brand mainly adopts the DOCK model, similar to the docking station, mainly has four characteristics:

First, we take comprehensive research and development in the research and development port, and focus on the motor electronic control, unmanned driving and other technologies to control. Other aspects integrate some of the resources of socialization.

Second, production has adopted an asset-light model, an OEM model, and does not build factories by itself. Because the production capacity of the entire passenger car in the country is now about 60 million, the annual sales of less than 20 million vehicles, the self-built factory is at least 1.5 billion or even more than 2 billion, and the cycle is relatively long, which solves the problem of rich capacity utilization.

Third, we are different from high-end brands in the service port, different from the traditional positioning, what we pursue is small and fine, with characteristics, and then the coverage should be wide.

Fourth, adopt a digital operation mode in the user port to carry out overall operation and maintenance.

So from four aspects have achieved lightweight operation, to ensure that the entire electric house products, in the same industry, the same size, the same endurance, the same configuration, our lowest cost, the highest cost performance, the first product YOUNG Light Xiaoxin also started in October last year's supply and marketing market, spent a month, now sold a thousand, now there are about 1,000 sales per month, mainly batteries and chips.

Our product is currently dedicated to the second vehicle to be processed, which is an additional product. We all know that traditional cars generally go from the first purchase, exchange to additional purchase. Is a process from small to large, with the improvement of consumption level, in the past our A0 class car, large-scale manufacturing, gradually developed and upgraded, after the upgrade, the space for small cars has been compressed. Because I used to work in Chery in my early years, Chery's QQ was built by me, and this kind of car has disappeared in the market. The main models rose to the A-class car, mainly compact cars, and of course, high-end cars also accounted for a considerable share. A car not only carries the daily needs of the family, but also reflects the face. With the development of the economy and society, the second car of the family, especially the female-oriented, its use scene is basically to go to work, transportation, pick up and drop off children, shopping, grocery shopping, etc., and the daily travel is about 20 to 50 kilometers. So for this type of car, there is no need for too much face, no need for bigger, what is needed is a convenience, an economy, including the price point does not need to be too high, so we are now aiming at such a market. Especially with the development of the new energy vehicle market, compared with traditional cars, this type of car is unlimited, and even individual cities are not limited to purchase, in addition, there are some parking fee discounts, the economy of use, the convenience of parking, etc. are reflected. Therefore, this kind of car market is very large, in Shandong is already the second car of the city to the city family, even in the county and township market, there are individual families' first car, in the past, low-speed electric vehicles have been upgraded, after upgrading, there are also certain sales, so such a market is very large, the target of the crowd is mainly the urban population of the car family second car such a direction. And for the expressway, because I did sales work at FAW Audi in 1991, it has been 31 years so far, and I used to come to Shandong often, and Shandong is the highway that is absolutely NO.1 in the country. Just listened to chairman Sun's introduction, Shandong Expressway further upgraded, further improved quality. I think the highway past might have been just putting on a lot of oil, going to the bathroom, and taking a short break. After going to Yangcheng Lake last time, I feel that the concept of this highway rest area has undergone earth-shaking changes, so that you can stay for a long time and become a tourist area, such a concept. Maybe I want to invite a guest, I went to the Yangcheng Lake service area, went to the rest area, and even had some high-end consumption, and the rest area was liberalized. So we are thinking, its passenger flow is so large, a day may have tens of thousands of people's passenger flow, from the perspective of our marketing, product promotion, we will put the highway this rest area, in the past everyone said that the rest area to sell cars is not very realistic, there is not so much time, the stay time is particularly short, and now with the emergence of this service area "+" function, + cultural tourism, + small business distribution center, etc., the increase of these related derivative industries, completely subverted the concept of service area, The past crowd of people his stay time is also getting longer and longer, so we and Huanqiu Automobile, and Shen Zong integrated the Guoyuan Zhixing, the next step is to decorate before April 16th, the exhibition hall seized the good opportunity, put the vehicle into it, so that more consumers feel the charm of our products, is a window for corporate publicity.

In addition, the last time we exchanged, we also mentioned that the rest area of the highway, we also mentioned this pain point, the crowd of people coming from south to north, for example, Yangcheng Lake is not necessarily a user in Suzhou, what to do? After reading or back to the local to buy a car, because in this area is not convenient, Teacher Wu said that has opened up the surrounding provinces and cities, you can watch the car in the rest area, test drive, even order, you can even be on the card, you can be around the license plate of several provinces, in a rest area interconnection, this is also the concept I did not expect, is definitely an innovation, the vehicle management office can pull through, not only a few cities, a province, if this thing can be done, I think the concept of selling cars in the rest area, of course, we are one of the additions, One carrier. If this rest area its functions are not so complete, not so diverse, simply do the showroom, it is certainly not OK, but other aspects are complete, we car sales, display sales can be grafted into, but also as a part of the service area to be more diversified.

Today talked about a lot of charging difficulties, power replacement difficulties, is indeed the industry's problems. At present, as far as our company is concerned, although we are aiming at family user cars, basically do not run long distances, but we are also concerned about the development of the industry, we also think that today's expert leaders are indeed talking about this, because the new forces of car-making these leading founders are people in our industry, and they have also worked with each other a little bit in the past, or some intersections. The industry needs the general secretary-general of Zhang, this piece may be more to the country, the standard is not uniform is indeed a problem. Even if the power station is replaced, now like BAIC is also pushing, Weilai is pushing, Geely is pushing, it can be used for its own car, can not achieve interoperability, there is no standard interface. Transferred to consumers, the actual consumer complaints, large charging stations millions, as well as reserves, as well as operation and maintenance, so that the specific implementation of each kilowatt-hour of electricity, directly transferred to consumers, very expensive, than the charging operating costs are much higher, we from the practice, the benefits are good, but the drawbacks are also very large. Charging is difficult, like our kind of car, in the vast countryside can do very convenient, to an ordinary power supply can be. We can increase the power of the charger, speed up the charging, than charging, than the power exchange now seems to be more convenient. But if you can achieve the unity of power exchange, power exchange is definitely the best trend in the future, thank you.