"The Theory of the Divide: The Rift Between Early Adopters and Early Masses is the Most Critical Divide."
Friends who have a little understanding of the theory of the gap know that it mainly appears in the marketing process of technology products, and the virtual "gap" has become a watershed between the successful and the folders. Although the industry is different, as a member of the industrial products - the automobile, compared with the technology products, although there is a big difference, but with the rapid development of electrification and intelligence, this "gap" has also appeared in the automotive industry.
In the theory of the divide, an important reference value is the penetration rate of "16%", which represents the key point of the rapid popularization of the (new) technology gap to the mass market. The data shows that since July 2021, the average monthly penetration rate of China's new energy passenger cars has exceeded 15%, which means that China's new energy passenger cars are at a key node in the period of crossing the gap.
"Underlying logic: refers to the thinking method of finding a way to solve a problem from the bottom and essence of things."
As the saying goes, "the times make heroes", at this critical time node, there must be a lot of warriors facing the wind, including many veterans who have already entered the game, and more are fledgling rookies. Among these many rookies, Due to its different insights into the industry, the communication strategy derived by Nature is also more unique, "let technology serve people, everything is people-oriented, everything starts from the user's point of view", based on this underlying logic, it is naturally concerned by the industry to successfully cross the gap as the goal.
Starting from the underlying logic, the brand definition of Feifan Automobile
On October 29, 2021, SAIC Motor decided to carry out an independent brand and product spectrum layout for the development of the electric vehicle market, and officially launched the Feifan Automobile brand. As a brand that likes to start from the underlying logic, Feifan's name is naturally quite meaningful. Flying: It means to aim high, spread its wings and take off, representing the industry mission of the brand, and using the spirit of exploration that never stops, so that the industry continues to develop. Van: Represents pragmatic and resolute action, steady and far-reaching. Not only must we have ambitious and ambitious goals, but we must also be truly pragmatic and turn our dreams and goals into reality. In addition to the above meaning, where there is also the meaning of all sentient beings, Feifan Automobile hopes to create extraordinary products together with "Feifan".
Feifan Automobile's definition is mainly due to the strong system endorsement created by SAIC's decades of experience in car manufacturing. As the so-called: "backed by a big tree to cool off", Feifan Automobile is precisely under the blessing of the group's superior resources that it dares to define the brand with "extraordinary".
Starting from the underlying logic, the corporate strategy of Feifan Automobile
Automobiles have been developing for more than 100 years today. Over the past 100 years, we have witnessed the success of too many enterprises and products from zero to one. Calm down to think about the success stories, it is not difficult to find that the innovation of technology is to better serve users and achieve a better travel experience. The core here is people, and the underlying logic of corporate strategy must also serve people.
Everything serves people, simply put, it is user-centric.
User-centric is simple to say, but very complicated to do. Because users are often individuals, as the saying goes, "it is difficult to reconcile" lies in this. Starting from the underlying logic, Feifan believes that instead of serving for the sake of service, it is better to serve with users, so it has built an "authentic" brand core: not exaggerated, truly facing the user's voice, providing sincere and reliable services and products. To this end, Feifan will co-create, co-build and share the smart travel ecosystem with users, and implement the co-creation concept to every link from product definition, service design to ecological construction. On the basis of maintaining the independent operation of light assets, Feifan Automobile adheres to data-oriented and user-driven, and relies on the strong R&D strength of SAIC Motor to establish a design co-creation center, a smart driving co-creation center, a smart cabin co-creation center, and a three-electric co-creation center on the R&D end.
Specifically, we only take the Feifan automobile user-driven strategy as an example. Feifan Automobile is committed to building a new retail service system covering the whole life cycle of "purchase-use-maintenance-exchange", and truly achieves "travel as a service". Relying on the strong system advantages of SAIC Motor, as of now, Feifan Automobile has laid out 188 experience centers across the country, east to Shanghai, south to Sanya, west to Lanzhou, north to Harbin, and the core business districts of 85 mainstream cities in China.
Starting from the underlying logic, Feifan Automobile's products
Earlier, from the strategic level of brands and enterprises, we understand the thinking and practices of Feifan Automobile from the underlying logic. However, for users, what they really face every day is neither the brand nor the strategy, but the real products. So what kind of answer does Feifan, who likes to start from the underlying logic, give? After studying the underlying logic of users' demand for products in this alternating era, Feifan found that smarter, more warm, and emotionally interoperable is the core appeal of users for products in this era.
In between, Feifan Automobile's first flagship SUV Feifan R7 was launched. The car is positioned in a high-end pure electric SUV equipped with a PP-CEM pixel-level point cloud fusion high-order intelligent driving solution. PP-CEM adopts industry-leading pixel-level ultra-dense point cloud fusion perception technology, equipped with the world's top intelligent driving configuration including LUMINAR high-gauge lidar, Premium 4D imaging radar, NVIDIA Orin super computing intelligent driving chip, enhanced long-distance point cloud angle radar, etc., which will raise the experience and safety level of Feifan R7 intelligent driving to a new height.
Under the empowerment of SAIC's superior resources, Feifan Automobile R7 can also realize the global integration of "cloud, mobile phone, car and intelligent hardware", and truly achieve continuous evolution through the mining of data value, the training and iterative upgrading of the algorithm model, and bring users the ultimate intelligent experience of commonly used and constantly new and constantly excellent.
In addition to the internal needs, in this era of looking at the face, the level of appearance is not only the criterion for evaluating the quality of the product. The excellent design is also the embodiment of the aesthetic upgrade brought about by people's consumption upgrade. Born in Shanghai, the "capital of design", Feifan Automobile naturally understands the underlying logic of design. In November 2021, the list of the fifth batch and the third batch of national industrial design centers that passed the review was announced, and the industrial design center of SAIC Motor Group Co., Ltd. (hereinafter referred to as "SAIC Design Center") was listed, and the Feifan R7 was the product of the design co-creation center jointly built by Feifan Automobile and SAIC Design Center.
In addition to the original advantages of external and internal intelligence mentioned above, in the core sector of new energy vehicles - the energy sector, Feifan Automobile also gave its own solutions. RISING POWER Feifan energy solution can realize the battery can be interchangeable and upgradable, especially in the safety of power exchange, Feifan car also thinks more for users. Its unique QUICK CLICK reinforced battery quick change patent technology makes power exchange safe, efficient and convenient, making it easier for users to travel. With the blessing of this solution, Feifan's products give consumers the most ample opportunities and room for choice, while solving the cruising anxiety of the electric vehicle industry. The proposal of this plan also reflects the principle and spirit of Feifan Automobile's authenticity and pragmatism.
Born from SAIC Motor and relying on the group's strong soft and hard power empowerment, Feifan is the vanguard of SAIC's own brand entering the high-end new energy passenger car market, and will become the representative of SAIC Group and even China's independent automobile brand in the future. From the earliest R standard to the R brand, and then to Feifan Automobile, it carries the group's lofty strategic goals and the historical mission of crossing the gap, and even in a sense, the birth of Feifan Automobile is also a process in which large automobile enterprise groups continue to understand and deepen the development of future new energy strategies. In this process, SAIC also deeply perceived the importance of Feifan Automobile to SAIC. SAIC needs an independent company to operate such a brand and make a complete product spectrum, so as to truly meet the needs of consumers and lay a solid foundation for the beginning of SAIC's "14th Five-Year Plan".
Such a brand of great significance to SAIC Motor Group was born in the "gap" period, follows the underlying logic of user-centered in all dimensions, and strives to achieve all user-centered Feifan Automobile, and will also rely on this to cross the "gap". SAIC is extraordinary, extraordinary.
Proofreading Liu Baoqing