Why is it that paintings created with the same paper, the same paints, the same pens, some can become great works, while others are just ordinary goods?
The fundamental reason lies in the creator's philosophy.
If you are creating with the thinking of creating a work, the first thing that comes to mind is not whether it can be sold, but whether the painting can withstand the scrutiny of the times and realize the continuation of value, then you will pour full of emotions and thoughts into it.
Such a painting is vivid and vital, it can resonate, so that people who see the painting understand what the creator experienced at that time, what he wanted to express, and through this painting, the two can break the time and space partition to communicate.
If you create with the idea of producing goods, thinking about how to sell it as soon as possible and sell well, then everything is very simple, just make this painting look better and more interesting, and the buyer will only think about its colors, lines, and expression methods, and will not think about what the creator wanted to express through this painting.
Compared with "commodities", "works" are more difficult to come out, and the results will not be easy to show for a while and a half, but the emotional and value content it contains is much higher than that of commodities, which makes it fearless of homogenization, nor of being replaced, and once recognized, it will be permanent and powerful.
Ding Lei, the founder of Huaren Express, obviously knows this well, if he had built the Gaohe brand four years ago with the logic of the value of producing goods, the sales of Gaohe HiPhi X may not be worse than it is now, or even better, but it will also become the "majority" of the popularity, rather than the "key minority" or "only" that leads to change and subverts the market.
As of February 2022, Gaohe HiPhi X has delivered more than 5,000 units in 10 months at an average sales price of 700,000 yuan, which means that in the transaction of more than 500,000 pure electric luxury models, one out of every three cars sold is Gaohe HiPhi X. It can be seen that this work whose pricing breaks through the recognition of the Chinese people is gradually being recognized by the market.
A living brand, a living car
When founding Gaohe, Ding Lei's first proposition was to "build a living brand", which was the same as the starting point he wanted to create works.
While electrification and intelligence are reshaping the automotive market, user needs have also undergone revolutionary changes. In the past, the car was only used as a means of transportation, and after the cognitive door was opened, the user hoped that the car would become a smart terminal, which could be integrated with their own lives a little closer, and then a little closer, such a demand is dynamic and continuous.
At this time, if you use the static concept of designing mechanical and electronic products in the past (commonly known as "don't you feel, I want me to feel") to develop models, the satisfaction of user needs will be relatively limited; if you want to dynamically follow up, or even run ahead of user needs, the brand itself is "alive".
Under the guidance of this value, Gaohe pioneered "scene definition design", "software-defined car" and "co-creation and definition value", which is a product development path that invites users to join in interaction and co-creation.
To put it simply, Gaohe stood on the user's point of view and built a variety of scenes, according to Ding Lei's words, that is, "one person opens the wind, two people open romance, four people sit luxuriously, and six people rejoice together";
Flexible scenarios rely on powerful software architectures, or more precisely SOA architectures (electrical and electronic architectures oriented to service scenarios), without which intelligence cannot be discussed.
In particular, the high volume of production of the world's first open electrical and electronic architecture - H-SOA superbody architecture, its biggest feature is open and sustainable evolution, that is to say, in the process of using the car, we can carry out functional reorganization and mobilization, and develop our favorite intelligent applications (that is, "scene cards"), which provides a very good opportunity for users to co-create.
The results of each car owner's participation in co-creation are a system upgrade and scene optimization, and the ultimate direction is to improve the value of the product, which also ensures that every car produced by the Gaohe brand will also be "alive", and it can achieve self-evolution in the process of linking user needs.
At present, in the market, whether it is the new energy models launched by traditional luxury brands, or most of the new force products, invariably based on the intelligent demand, on a crowded track to fight intelligent driving, chip performance, spelling book data, of course, we do not deny that Wei Xiaoli, Tesla and other brands have brought unprecedented experience impact to consumers, and some products do achieve a high level of intelligent driving on the current basis.
However, only computing power and intelligent driving do not constitute the entire connotation of intelligence. True intelligence should meet the conditions of multiple scenarios, user co-creation, and continuous evolution as mentioned above. Smart driving is just one of the scenarios.
Some people may question whether The HiPhi X seems to be weakening the importance of computing power and intelligent driving, is it lacking in this regard?
In fact, if you have tried Gaohe HiPhi X, or have understood its technology in this area, you should know that its intelligent driving level is no less than that of several strong hands on the market at present, and it is safer, the existence of a dual-redundant system can minimize the probability of system failure.
Compared with focusing on intelligent driving, Gaohe pays more attention to depicting a full range of intelligent life scenes.
For example, when a person wants to take a lunch break, he can call up a scene card about the lunch break mode - the lighting is slightly duller, the music is soothing, the fragrance should be used to help sleep, the air conditioner is adjusted to the most comfortable 26 ° C, the seat is adjusted to an angle suitable for rest, the massage function is also added, and the alarm clock is set 15 minutes before work in the afternoon... One button press and the feeling of a five-star luxury suite comes.
For example, when two people want to be romantic (taking a girlfriend's birthday as an example), most cars can provide support, nothing more than the trunk is stuffed with roses, a surprise hidden in a certain place in the car, playing her favorite music, and no amount of blessings. Here in HiPhi X, a car can play N kinds of romance.
Imagine a picture: you park the car downstairs to pick her up from work, PML programmable smart headlights project your romantic confession to her, touch-free wing extension door system is also open to her, no need to bow her head, no need to touch, she is very elegant and noble on the car, a key to press the previously adjusted "birthday mode" scene card, the fragrance, temperature, atmosphere lights, music, etc. are all online, the 16.9-inch central control screen plays you and her happy hour, when this mood is full, you have a bouquet of roses in your left hand. A gift on the right hand, under multiple "critical hits", where will she think you are not romantic enough?
For example, when the whole family wants to travel, press the "travel mode" scene card that was previously adjusted, everyone in the car can get the most comfortable state in the shortest time, and the whole trip is also more safe and worry-free because of the blessing of the HiPhi Pilot intelligent driver assistance system...
You can participate in exploring and creating all kinds of scenes, and the potential of HiPhi X lies in how big your creativity is.
According to the application data released by Gaohe Automobile, since the start of delivery in May 2021, the "HiPhi Play" (former geek world) scene card has been downloaded more than 60,000 times, the number of users using the scene card is as high as 72%, the proportion of users who have created the scene card has reached 12.5%, and the use of the scene card has saved up to 6169 hours of time for Gaohe HiPhi X users, of which the user's single scene card is used up to 65 times in a day.
This may be what Ding Lei said, "The development of a good car must be the result of interaction with users, and the software is used, not designed." This sentence can also be understood as: co-creation without giving users autonomy is a hooligan.
So why is only The HiPhi X on the market right now?
There are probably two reasons, one is that the value ranking of Gaohe is to give priority to user needs, while other car companies either give priority to scale effects or are in the throes of transformation.
Based on the first point, Gaohe HiPhi X dares to set the price at 570,000-800,000 yuan, after measuring the product value, cost and market acceptance, this price point can let it output all the advantages without reservation, so the user gets a relatively complete, comprehensive, and cross-level intelligent experience.
Some of the competitors at the same level are because the technology is not mature enough, and some technical conditions allow it, but the brand pays more attention to the scale effect, and is more stable in pricing, and is ultimately limited by the cost, and can only delete the configuration and reduce the specifications.
Represents the luxury of science and technology in the new world
Judging from market feedback, Gaohe HiPhi X has topped the sales list of more than 500,000 luxury electric vehicles for several consecutive times, and behind it is the Porsche Taycan, Mercedes-Benz EQS, BMW iX and so on.
It can be found that on the electrified track, traditional luxury is being challenged like never before. In the era of internal combustion engine, the most core and valuable technology lies in the engine, and the traditional luxury factory relies on excellent engine technology and excellent performance to stand in the luxury territory.
But electrification is changing the energy engine and product mix, and redefining luxury. On this new track, performance and cylinder count are no longer important criteria for measuring luxury or not, giving automotive products more connotation and extended intelligence, becoming a new luxury measuring scale.
Based on this, Gaohe put forward a new concept of "technology luxury", the core of which is scene, software, co-creation, compared with "traditional luxury", it is more dynamic, but also more warm, with continuous creativity to create works that can move users.
As the first lander of the concept of "technology luxury", not long ago, Gaohe Automobile has carried out a full range of hiPhi X models. The biggest highlight of this evolution is that the Meridian British Treasure audio (17 speakers), co-pilot 19.9-inch entertainment screen, Givaudan custom intelligent fragrance system, cabin light-emitting panel, HEPA biochemical filtration device, driver sign monitoring system and other 6 scientific and technological luxury configurations to achieve the standard of the whole series.
This also means that the new 6-seat Chuangyuan version / 57-62 million yuan), with a lot of previous 680,000 versions and above only have the configuration, if you do not pursue the power performance so much, pay more attention to home orientation and scene experience, then with 650km endurance (CLTC working conditions) and rich intelligent configuration of the 6-seat Chuangyuan version / Zhiyuan version, it is indeed worth choosing.
The 6-seat flagship/luxury version is more inclined to handling and performance, and on the basis of abundant intelligent technology, it adds excellent performance such as dual motor four-wheel drive and 3.9 seconds to break 100, further consolidating the leading position of HiPhi X in the field of 6-seat luxury.
The 4-seat flagship version takes the high-end business route, and the executive 4-seat layout plus a series of luxurious business configurations such as semi-aniline leather seats, on-board smart refrigerators, imported wool refined carpets, etc., have brought high-standard courtesy to themselves or business partners.
Although it is the same car, Gaohe HiPhi X has developed suitable options for users with different scene needs according to the difference in seat layout and role positioning, and the product system capabilities have begun to take shape.
Write at the end
In a brand new competitive track, with unprecedented positioning, pricing, and concepts on the market, it is destined to cause criticism and questioning at the beginning. But if you dare not step into the situation that no one has arrived before, the opportunity will always be left to others.
Fortunately, the brand spirit of Gaohe is "want to go higher · Aim High", which challenges precisely those seemingly impossible goals, this interest unites all like-minded people, including Ding Lei, Gaohe employees, and users.
If you say, "Want to go higher· Aim High" is a value, then high in line with another brand spirit - "like to create · Live to Create" is the methodology. Creation is the basis for filling all imagination, and "like" means a positive emotion and a full state, and the combination of the two will make creativity sustainable.
The creation of the new world technology luxury brand requires the ambition of "wanting to go higher" and the action of "like to create", and at present, Gaohe is waving these wings and flying to a farther future.