Text | No hesitation
"Inside a high-end enough neighborhood, you can't live without Gaohe. If not, it means that this neighborhood is not upscale enough. ”
This is one of the most surprising car segments I heard at the end of 2021, six months after the first mass production car under Huaren Express was delivered. At present, this car has completed the delivery of more than 5,000 vehicles, and the average transaction price is higher than 700,000 yuan, ranking the top position of luxury electric vehicles. A brand new Chinese luxury technology car brand has been accepted by the Chinese market.
Previously, in the eyes of many people, the pre-sale price of HiPhi X was as high as 680,000 and 800,000, and was even regarded by many people in the industry as the performance art of founder Ding Lei. As the highest-priced high-priced high-priced car manufacturer among the new forces, it is not optimistic.
Even after HiPhi X showed a trend that far exceeded market expectations, Ding Lei's appearance as an "atypical" physicist in a space suit at the new product display of HiPhi Z, known as "the car that would have come out in 20 years", was still interpreted by some voices as a show.
In the automotive industry, I am very willing to follow Ding Lei's philosophy. In my opinion, the spiritual power that Ding Lei gave to Huaren Yuntong can be summed up in two sentences: standing on the top of the mountain and looking out at the future, creating works down-to-earth.
The former is attributed to the "want to go higher" brand wing by the Gaohe brand, while the latter becomes the other wing of the brand that has just been released as "like to create".
"Want to go higher" is written in English as "aim high". If we peel back the cocoon and go to the fake storage to really look at the new car-making movement now, we can see a lot of excellent entrepreneurs, a lot of enthusiastic entrepreneurial teams, but more companies don't seem to want to go higher in the era of drastic changes in the industry they all depict, and most of what we can see is aim big, aim fast, or aim cheat.
The AIM cheat mentioned here is not a trickster to make up for the investment fraud policy, but those who use the first-mover Internet concept, very preliminary big data analysis capabilities, and cheap scene marketing to gain market advantages.
These companies may be commercially successful and equally respected and recognized, but they are not necessary for an industry change because they are not at the forefront of core value creation for industry change.
Among all the product brands, Gaohe is currently the only automobile company in my eyes that practices AIM High from actual products to corporate philosophy. You can clearly see from this company that it is significantly higher than the corporate pursuit of its peers.
For example, Gaohe is a dual-redundant design configured for multiple systems. This idea does not mean that Gaohe should sit on the pricing, so there is excess cost that can be used to pile up. In fact, even users of million-level products do not have much expectation for the redundancy of the car's large-scale configuration system.
This is the concept, Gaohe believes that if the three wisdom systems of cars, roads and cities are used to support the future intelligent travel system, then the system redundancy settings of smart cars should be aviation-level.
For example, we have always wondered why Gaohe can make experts from many industries such as the traditional automotive industry and the Internet show a consistent temperament on such a platform. In fact, we have seen that in many enterprises, talents from technology companies and talents from traditional auto companies seem to despise each other in different dimensions. Some companies that are new to automobile manufacturing have even played a recruitment footnote that people with traditional automobile experience do not use.
I believe that the AIM high advocated by Ding Lei is the foundation for bridging differences and giving everyone a common perspective. What Gaohe pursues is the other shore where elites from any industry need to understand, change, break through, innovate, climb and persist, which is the key to bridging the differences in the background of the elite talent industry.
Aim high, looking up at the starry sky, this is the starting point of the basic mind map of physics, and it is also the basic point that runs through the development of the whole physics.
Ding Lei, a general tutor who majored in physics and all industrial links in the automotive industry, is very clear that the departure from this basic point is the biggest crux of a century-old industrial enterprise, and it is also the cornerstone of a new era of the industry. This is the concept that Gaohe and even The Chinese Express have painstakingly established and will not give up.
The rooting of this concept in Gaohe and the echo formed at the micro level of the enterprise must be the change of the company's product concept. In an industry that is solidified by maturity, the product concept of putting goods first over works has penetrated deep into the bone marrow and has great inertia. This is also one of the most difficult to change in the traditional enterprise transformation difficulties that we often talk about today.
For aim high-heeled cars, the first natural change is that works take precedence over commodities. In the language field of Internet labeling, any company that makes such an expression will first be ridiculed as a fool. But it's easy to draw objective conclusions when you actually look at a company.
A big guy composed of more than 200,000 parts, with a long industrial chain and a huge team of practitioners, the basic consensus that the work is better than the commodity, brings the enthusiasm of all work units for creating the work. For Gaohe Automobile, this enthusiasm not only runs through the entire industry chain, but also gets the empathy and participation of users.
Less than a year after delivery, Gaohe announced another wing of its brand ethos – like to create. In my opinion, this simple and tenacious slogan is to describe and enhance the main mental outlook of all participants of this brand, including users, and is the promotion of engineeringism by an automobile brand that has the most complete understanding of the new travel era.
We take an example from the user co-creation that all car company CEOs love to hear and love to talk about. There are two main differences between the co-creation of Gaohe's users and the street goods of the same name that we see.
First, this co-creation is the co-creation of the spirit of software.
Smart cars are software products, the characteristics of software products, is the user within a reasonable range of software operation and use rights, in the face of the same software, the user's use boundaries, use methods and use of the process of huge differences; rather than like hardware, encounter problems can only spit out, look forward to the next set of improvement.
The user has the right to use the software to complete the personalized product design. When users exercise their rights and enjoy the convenience of products, in fact, they can complete the largest range, the most effective and the most in-depth product co-creation. This is neither the logic of giving you any of the four driving modes you choose, nor should it be the logic that gives you some benefits and you give more opinions.
Without user self-definition, there is no true co-creation of software products.
Second, this kind of co-creation is the user's own needs.
Just like when you change from an ordinary mobile phone to a smart phone, you certainly don't need the mobile phone company to give you hundreds of virtual coins, you will carefully examine what the phone can do, spend a lot of time and energy to explore and try.
The same is true of technologically intelligent cars, this state is what Gaohe said likes to create, and this is the real valuable co-creation. In exchange for virtual currency, it is also valuable to collect user opinions, but it can only be regarded as doing a good job of things that have not been done well in the past.
The same is true for people from various industries inside Gaohe Automobile, many people in traditional car companies have achieved great success in their past careers, and they are more within the framework of commodity priority. Ding Lei personally dug up a lot of industry big coffee to Gaohe, and his feeling is that the fundamental reason that they finally moved to a new enterprise that has not been passed down is that Gaohe will not let them feel the helplessness of creating enthusiasm in the air, but they cannot land.
The same is true of most of the elites in the technology industry, who are most afraid of coming to a traditional industry and spending a lot of time and energy to prove to the traditional industry that what has become very common in technology companies is correct. This can make people who are truly pursuing the heights of life feel bored.
But in Gaohe, they quickly found that people from all industry backgrounds are collaborating and innovating in the direction of a higher vision of the mobility industry, and each work unit likes to create, and this creation is based on a complete understanding of the future transformation of the mobility industry.
In Ding Lei's words, at the design and manufacturing level of automobiles, the Gaohe team is intoxicated with the harmonious integration of various opposites that exist in the automobile product, some of which are antagonisms caused by the chronic diseases of traditional industries, and some of which are new confrontations brought about by the difference between industry change expectations and real industrial capabilities. Based on the understanding of the end-game pattern of scientific and technological travel, Gaohe people will rely on the actual industrial chain capabilities (the connotation is far greater than the industrial chain capabilities without industry barriers of the traditional automobile supply chain) to creatively integrate.
One of the most favorite questions many people ask is why an emerging Chinese car brand should sell so expensive? Could it be that his doorknob is made of diamonds?
That's the most interesting part, not only does Collage have no door handles made of diamonds, but they don't have doorknobs at all. And this is the basis of Gaohe's ability to stand up to luxury. Because the door handle of the diamond is cold to the touch in winter, if you carry something in your hand, it is also troublesome, and it is a high state of demand and style to be able to enter and exit the car door without contact.
Luxury stacked with precious metals, rare materials and handicrafts is twilight, and in a new and transformative industry, looking at the highest place and creating at the forefront can flow out the brilliance worthy of luxury.
The great changes in the automobile industry have spawned the emergence of various new things, new enterprises, and new figures, and new industries also need to reduce talents in an eclectic manner and jointly develop a new pattern for the future. But in my opinion, plugging in the wings of "want to go higher" and "like to create" is the most needed participant variety in the industrial technology revolution.
This is not very related to success or failure, size, speed, and nobility, to borrow Ding Lei's words, this is related to whether to use the methodology of physics to think about knowledge and action: in the category of physics, people think only about the end of the development of things as the time dimension, and have never had anything to do with tenure, retirement age, IPO time, children's contention, and even the physical life of individuals. Otherwise, Musk of the physics department would not have clung to the colonization of Mars that he would not see in his lifetime.