Lan Tulufang: Consumption has shifted from focusing on the function and performance of products to the emotional satisfaction brought by products

On March 25-27, 2022, the China Electric Vehicle 100 Forum (2022) was officially held. With the theme of "Meeting the New Stage of Market-oriented Development of New Energy Vehicles", the conference conducted in-depth discussions on many challenges and opportunities such as the development of the new energy automobile industry, double carbon targets, climate change, supply chain adjustment, in-depth application of information technology and intelligent technology, change of human travel mode, competition and cooperation among major countries, etc.

At the new generation of automobile market and consumption forum held on the morning of the 27th with the theme of "Exploring market paths and consumption changes", Lu Fang, CEO and CTO of Lantu Automobile Company, delivered a speech around the theme, and the main views were as follows:

1: This year will release a new platform, users to participate in co-creation, and open to ecological partners, to help Lantu in the personalization and customization of more exploration;

2. Change the relationship with users, create a direct user experience with seamless online and offline links, and establish a more lasting and deeper connection with users;

3. The values and habits from various industries and companies in the past are constantly converging, and the sincere interaction with users makes the ecology of Lantu and users better and better.

The following is a transcript of the speech:

Distinguished leaders, industry colleagues, and friends who attended the meeting online, good morning, I am Lu Fang of Lantu Automobile.

Thank you very much for giving Lantu such an opportunity to China Electric Vehicle 100, let me share with you Lantu's views on the new energy automobile industry, market, products and users, as well as the exploration and practice of auto central enterprises in the new energy track under the background of the new era.

At present, China's automotive industry is experiencing major changes unprecedented in a century, and the application of the latest industrial revolution achievements such as 5G, AI and new energy is developing in depth; at the same time, consumption is gradually changing from focusing on the function and performance of products and demanding "a thousand faces", to paying more attention to the emotional satisfaction and consumption brought by brands and products. Technological upgrading and consumption upgrading superimposed resonance, so that the current automotive market, especially the new energy market, is undergoing profound changes and iterations.

As an important strategic layout for the transformation and upgrading of Dongfeng Company, Lantu carries the dual mission of Dongfeng Company's brand upward and explores a new model of independent brand development, which determines that Lantu must innovate and change. Therefore, from the very beginning, we have determined the concept of "user-centered" and the positioning of "user-oriented technology enterprises", and have been focusing on thinking and exploring how to use the deep car-making strength of central enterprises in the window period of technological upgrading, consumption upgrading and service upgrading to achieve the blueprint of a better travel life for users.

The theme of this sub-forum is "User-centered comprehensive improvement of the competitiveness of new energy vehicle products", this discussion is of great practical significance to the current market development, in this regard, I combined with the exploration and practice of Lantu, to share our experience and experience with you.

From 2019 when we defined the first product, the keyword of Lantu user-oriented enterprise has a different form of display, that is, to integrate the user front into the entire process of product 0-1, in other words, before the car is produced, the choice is handed over to the user.

At the beginning of its business, Lantu carried out detailed user research and communicated with users from many aspects such as brand name, shape, and function. For example, in order to bring users the most extreme car experience, Lantu insisted on configuring the air suspension that is usually only configured by more than 600,000 SUVs, and for the first time, the models that match the air suspension configuration were lowered to 300,000 levels to improve the user's riding comfort. In addition, safety has a veto right in Lantu, we take the actual scene of the user's car as a foothold, from preventive warning to active intervention, from body safety, cockpit protection to battery safety, to give users a full range of peace of mind and reliable car ownership experience, redefine the safety standards of new energy vehicles, all in order to create a warmer and more reliable good product for users.

In order to realize the continuous evolution of the product, around the lantu first car lantu FREE, we held 7 global test companion activities, attracting more than 2,000 people to actively participate, collected more than 200 optimization suggestions, and implemented more than 130.

In 2021, we will fully upgrade the "Global Test Companion Activity" to the "Global Creator Companion Program", with users as the center, to achieve comprehensive co-creation from products, services to the ecological chain. In December last year, the first stop of the Global Creator Companion event was launched in Wuhan, and the judging team composed of users and media preemptively experienced the super cockpit of Lantu Dreamer, and gave us very good suggestions in the seat and cabin space.

Lantu has truly become a brand recognized by users, and it must create a car with thousands of faces, giving different users a personalized car experience, which requires technology to support. Lantu's central integrated SOA electronic and electrical architecture, as well as service-oriented software architecture, etc., will meet the needs of users through intelligent technology in the future, which will also be the unique ability of Lantu in the future to build users and our direct connection. This year, we will release a new platform for users to participate in co-creation and open to ecological partners to help Lantu do more exploration in personalization and customization, so stay tuned.

At the same time, we have also changed another relationship with the user, the traditional car brand and the user is only the relationship between the buyer and the seller, and at the moment when the sale is reached, the relationship is over; and for a user-oriented enterprise such as Lantu, at the moment when the order is reached, the relationship with the user has just begun.

As the first brand in the central automobile enterprise to adopt the direct operation model, Lantu focuses on the user's full life cycle car journey, creating a direct user experience with seamless online and offline links, and establishing a more lasting and deeper connection with users. Users can connect with us online through the Lantu APP and the official Mini Program, and offline can establish contact with us at all times through the Lantu space, and Lantu is responsible for collecting and processing user opinions and suggestions, which are reflected in the follow-up OTA. If you compare the car to a newborn baby on the day of delivery, with continuous upgrading, it will continue to grow, warmer and warmer, and understand you more and more.

Lantu believes that it is necessary to manage user relationships into real people-to-people relationships, so in addition to providing users with high-end experience products and services, we also hope to build a user social platform to establish a connection between users and users.

Last year, we held the first DAYAH NIGHT Lantu User Night, inviting nearly 500 users from all over the country to gather on wuhan Zhiyin, which is a user-centered tailor-made party and an exclusive "festival" for Lantu users. Now, we are also holding the theme activity of "Zhiying Painted Lantu Driving in Spring", inviting users to come to Wuhan to drive Lantu FREE, enjoy the beauty of Wuhan, the "City of Cherry Blossoms", and enjoy a beautiful travel life. With the help of these activities, Lantu has helped users expand their circle of friends and helped more users realize their dreams of going far away and to freedom.

Many people will wonder how you people from traditional car companies do it. I've been saying in the past, don't judge a person's tradition by the company's resume, there is no traditional company, only traditional thinking.

Lantu has many innovative people, entrepreneurial spirit of people, we have created a high-level talent team from "all over the world", including a large number of high-end talents who have worked in high-end brands such as BBA for many years, as well as elites from machinery manufacturing, energy, aerospace, construction, education, media, Internet and other industries, people with a variety of backgrounds and multiple thinking come together to collide with each other and produce a new thinking logic.

At the same time, in order to achieve the transformation of the thinking of all employees, we have carried out a series of actions that may be incredible to everyone, such as all management positions in Lantu must regularly participate in user phone return visits and track to the closed loop; a certain proportion of the time above the middle level of the company must be on duty in the terminal store; recently we have sunk the management post to the terminal store to serve the user together with our MATE. Through these actions, we have continuously converged the values and habits from various industries and companies in the past, sincerely interacted with users, made friends with users, and made the ecology of Lantu and users better and better.

Starlight lives up to the passers-by. With the joint efforts of us and users, the current Lantu brand and products have been initially recognized by the market and consumers. Our first model, Lantu FREE, has exceeded 10,000 units since its launch and delivery in August last year, and 97% is a top-end model, 61% is from the BBA and other luxury brand owners of the additional purchase, the average transaction price is 338,600, this proportion and price ranked first among mature car companies, ranked second in the number of new power brands, creating a new height in China's brand value.

Here, I also do a small advertisement, our second product Lantu Dreamer, will be listed in April 2022, this car is also the crystallization of our co-creation with users, I believe it will bring more surprises to everyone, welcome everyone to continue to pay attention to Lantu.

At present, the new energy vehicle market is booming, consumption upgrading is accelerating, and the "national tide" wind has blown. Lan Tu believes that this era belongs to every down-to-earth person, to every person who is constantly evolving. In the new era and new track, we will continue to deepen the reform of central enterprises, continue to evolve, and will do a deep job of co-creation with users, so that more users will fall in love with cars and fall in love with China's intelligent manufacturing.

Thank you.