Although the new and old eras are accelerating the separation, the "user-centric" concept of user development will not become obsolete no matter which era it is! How the traditional "elephant" should be both stable and effective to transform to new energy and intelligence, the new red flag is trying to give a new answer.
On March 12, New Hongqi officially launched the new Hongqi E-QM5 Enjoy Edition for the private user market, and the new car launched two different forms of supplemental forms, of which the official price of the new Hongqi E-QM5 431km Charging Enjoyment Edition was 165,800 yuan, and the official price of the New Hongqi E-QM5 431km Replacement Enjoy Edition was 122,800 yuan.
As the core carrier of New Hongqi's in-depth practice and implementation of Ecolin's "five-chain integration" development model and the realization of the double-carbon goal, when the new car is listed, New Hongqi also released a series of new user rights and interests from buying to using and from use to exchanging around all aspects of the user's life cycle.
Judging from the "handwriting" of the new Hongqi, it is not difficult to find that it has high hopes for the listing of the new Hongqi E-QM5 model.
It is true that for new hongqi, standing at the key node of today's new energy market transformation, facing the C-end market, although the new hongqi E-HS9 has taken a key step of "quantity and quality" for it in the new energy market, but with the pure electric market user purchase demand is getting stronger and stronger, the penetration rate of the pure electric vehicle market continues to increase, and the new red flag also needs to further expand the green product matrix.
Therefore, as the first pure electric B-class sedan product created by New Hongqi for the individual user market, the listing of the new Hongqi E-QM5 Enjoyable Edition is not only another display of new Hongqi's core technology for new energy, but also a new solution given by New Hongqi for the travel pain points of the C-end pure electricity market.
So, from the perspective of the travel scenarios of most individual users in the C-end market, what fundamental user pain points has the new red flag E-QM5 insight into?
Returning to the fierce market competition environment, as a strategic model launched by New Hongqi for the mid-to-high-end B-class new energy market, can the New Hongqi E-QM5 take on the heavy responsibility of "green transformation" of New Hongqi?
In the inheritance, innovation around the "travel scene"
People familiar with the new red flag should be familiar with the new red flag, since the official release of the new red flag brand strategy in 2018, into a new period, a new stage, by the red flag H5, HS5, HS7 and H9 and E-HS9 composed of a new product matrix, in the past few years of the conquest of the market, left the most profound impression on the end consumer group, can be roughly summarized as "luxury", "safety" and "health" these three keywords.
Thanks to the "Hongqi" gene that is in line with the new Hongqi product matrix and has the same origin, under the strict quality control of the Hongqi Prosperous Factory and the world's leading intelligent manufacturing level, the new Hongqi E-QM5 has a wait-and-see attitude towards the pain points such as safety anxiety, battery life and charging anxiety of most individual consumer groups for new energy vehicles, showing its inherent advantages from the following three dimensions.
First of all, take safety anxiety, in order to ensure the safety from the body to the battery pack, the new Hongqi E-QM5, which condenses the leading manufacturing process and core technology of the new hongqi, adopts the safety design of "national vehicle standard and triple guarantee" in terms of safety performance.
Among them, in terms of body structure, the new Hongqi E-QM5 adopts the same "9H" high-strength cage body structure as Hongqi H9. In the active safety dimension, it is equipped with FCW forward collision warning, AEB automatic emergency brake warning and other configurations. In terms of battery pack safety, the new Hongqi E-QM5 is also equipped with the original honeycomb all-aluminum super battery structure created by the new hongqi, which has undergone the verification of 16 safety tests such as extrusion and fire.
In order to solve the difficulties and pain points of slow efficiency and battery life anxiety of "replenishment", the high-capacity battery equipped with the new Hongqi E-QM5 can also achieve 431km of battery life under the NEDC cruising range.
Seeing this, some people will say that the cruising range of most pure electric vehicles can reach more than 600km, but it should be known that the charging efficiency of the new Hongqi E-QM5 is ahead of the industry, and it can travel more than 100 kilometers after charging for 10 minutes.
In addition, in order to further solve the anxiety, the new Hongqi E-QM5 also launched a three-dimensional matrix of pure electricity and power exchange two kinds of energy replacement modes, of which the power replacement time of the power replacement model is even less than 1.5 minutes.
Judging from the current majority of car scenarios where most users commute to work and travel for medium and long distances, the new Hongqi E-QM5, which has diversified choices and fast charging efficiency, is actually of more pragmatic significance.
What's more, around the user's quality travel needs, on the basis of solving anxiety, the new red flag E-QM5 also adheres to the new red flag "luxury quality".
On the new Hongqi E-QM5, it can be seen that in addition to the body length of more than 5 meters, and the center distance of 1.1 meters from the front and rear seats, it also uses the interior material of microfiber, high-grade acoustic glass and the design of 5 layers of soundproof structure.
In addition, in order to make the user's car experience in the whole life cycle of the product more convenient and intelligent, the deep binding of the Hongqi Zhilian APP and the vehicle also brings users a digital convenience experience.
Through the Hongqi Zhilian APP, car owners can not only achieve remote control, but also have real-time monitoring of vehicle charging status, mileage, health monitoring and roadside assistance services.
Not only solve the pain points, but also amplify the "sweet" points
It is not difficult to find that as an important model for the individual user market, behind the listing of the new Hongqi E-QM5, it all reveals the user concept of the new Faw-hongqi brand centered on user needs.
If new Hongqi not only solves the pain points of individual users traveling in the pure electric vehicle market through core technology, but also further enlarges the "sweet" point of the service through new user rights, is this more indicative of the competitiveness of New Hongqi E-QM5 in the high-end B-class pure electric market?
Indeed, adhering to the brand concept of "all for customers, all services for customers, all humble for customers" that New Hongqi has always adhered to, on the occasion of the launch of this new car, New Hongqi has also launched three major customer rights and interests of "easy to buy a car", "car province" and "worry-free residual value" for the charging version of E-QM5 private customers, and further constructed a whole chain of refined services from buying to using and then changing.
Specifically, the "easy to buy a car" interest is mainly to let users buy a car worry-free, launched a series of worry-free and cost-effective financial policies. The "car province" interest is mainly to allow users to save worry and money in the process of using the car, under this right, users can freely choose "portable charger, one year free public charging service, cash subsidy" one of the three rights and interests.
At the same time, users can also enjoy the service policy of lifetime free warranty, lifetime free rescue, lifetime free pick-up, and lifelong free maintenance.
The "residual value worry-free" is mainly for the user to buy a car or exchange, replacement subsidies and second-hand car repurchase retention rate of the guarantee.
Frankly speaking, although in order to dispel users' concerns about the purchase of a car, there are also many new energy vehicles in the industry that have launched corresponding service initiatives around "lifelong service", but there are few models with such a large strength.
Moreover, based on the "Hongqi User Experience Ecology" jointly built by New Hongqi and Wanda Group, that is, free movie tickets, free parking coupons, Wanda Hotel VIP cards and other rights and interests, New Hongqi also further launched a green "Flag" public welfare plan for new Hongqi E-QM5 car owners on the basis of three major rights and interests, allowing users to further win the corresponding ecological rights and interests of Hongqi by accumulating "green energy" values.
Under such a service ecology, the new red flag E-QM5, which starts from the pain points and desserts of user demand, is obviously not self-evident in the leading position of comprehensive competitive advantage in the same level of market.
Red dot observation:
As we all know, from building a fuel vehicle to building a new energy vehicle, it is not just a motor to replace the engine. In terms of stability, reliability and safety performance, the internal combustion engine of traditional oil trucks has a history of hundreds of years, and the three-electric system equipped with new energy vehicles is relatively more like a new product in the new era.
This is also why, although the new energy vehicle market has continuously made breakthroughs in quantity in recent years, the market scale is still mainly concentrated in the hands of some head car companies with core technologies and brand endorsements.
However, for the new red flag, such a competitive environment is also favorable. On the one hand, new hongqi accurately solves the pain points and anxieties of pure electric vehicle travel from the product dimension, on the other hand, it lies in the service characteristics built by new hongqi in the past, so that users also have the endorsement and guarantee of brand services in the process of using the car.
Therefore, when the new Hongqi E-QM5 aims at the individual user market, it may become another growth engine for the new hongqi in the new energy market, and it may only be a matter of time.