China's auto market is experiencing two major irreversible changes, the first is the maturity of the market system, the Matthew effect intensified, the future of only some of the remaining head brands will seize most of the market share, the existing dozens of hundreds of middle and downstream car brands will be mostly marginalized; the second is the transformation to the era of full electrification, under the support of official policies, the new energy vehicle market penetration rate continues to increase, so it seems that the fierce competition in the market, in fact, it is an important time for enterprises to win the new era of electrification tickets.
As early as 2017, Changan Automobile launched the third entrepreneurship - innovation and entrepreneurship plan, put forward forward forward-looking development concepts and plans such as "life dynamic, intelligent color double rotation", "Shangri-La plan", "Beidou Tianshu plan", and put them into practice one by one in the following years, so Changan Automobile can achieve today's scale and has the confidence to hold the 2022 Changan Automobile Global Partner Conference held on April 13. We have set an annual sales target of 5.5 million by 2030.
Continue to make history, determined to sell 5.5 million in 2030
Perhaps other brands targeting such a huge number will make people feel that this is nonsense, but Changan Automobile will not. As the earliest company to trace its traces back to the Western movement, Changan Automobile has a history of 160 years and is continuously creating history.
First of all, with the blessing of UNI series, CS75, CS55, Yidong and other high-quality products, in 2021, Changan Automobile achieved a cumulative sales of changan brand exceeding 1.75 million, an increase of 16.7%; at the same time, it also achieved good results in the field of new energy, with cumulative sales exceeding 100,000 and ranking among the top ten ranks of brand sales in the field of new energy, and in terms of going overseas, Changan Automobile also walked in the forefront of its own brands, exporting more than 100,000 products in 2021, refreshing export results for 3 consecutive years.
By 2022, according to the data released by the Association of Automobile Associations, in March 2022, Changan Automobile surpassed FAW-Volkswagen and SAIC-Volkswagen with a sales volume of 132483 vehicles and a year-on-year increase of 20%, becoming the enterprise with the highest wholesale sales of manufacturers, and achieved a stage victory in the face of strong joint venture brands, winning the first time in the sales of all brands.
Along with the growth of sales, Changan Automobile's increasing brand influence, strong brand endorsement lays a good foundation for the best-selling of products, which in turn paves the way for the development of the brand. Obviously, Changan Automobile has created a good cycle for its own development, which is a rare state of healthy development among Chinese brands. In 2022, 36 new products, including UNI-V and the second-generation CS75 PLUS, will be gradually introduced.
Therefore, for Changan Automobile, the 2022 annual target of producing and selling 2.45 million vehicles, an increase of 6.5% year-on-year, is not difficult to achieve, and the goal of total sales of 4 million in 2025 and 5.5 million in 2030 (4.5 million in the autonomous sector and 2.7 million in new energy sales accounted for 60%), is not impossible to achieve.
Grab the beach new energy, pure electricity brand "deep blue" was born
In recent years, Chinese enterprises have landed in the era of "new four modernizations of automobiles", controlling nearly eight costs of new energy market share, in fact, as early as 2001, Changan Automobile has begun to develop the field of new energy, 20 years of experience and technology accumulation has been concentrated today, so today a new digital pure electric brand "Deep Blue" was born.
It is reported that Changan Automobile will launch a total of 25 new products in the future, including 5 models of Changan deep blue brand, of which C385EV, C673EV, UNI-KPHEV, UNI-V PHEV, Auchan Z6-PHEV will soon meet with us in 2022, and the first mass-produced hydrogen fuel cell car in China will soon meet with us.
At the technical level, Changan Automobile insists on investing 5% of its sales revenue in research and development every year, and has invested more than 110 billion yuan so far in the "Eleventh Five-Year Plan", and has 194 international advanced laboratories in 16 fields such as crash safety, chassis testing, and drive systems. According to Changan Automobile's planning, in 2025, it is expected to invest more than 80 billion yuan in key areas such as new energy, intelligence, scientific and technological innovation, and digital transformation, and the number of R&D personnel will exceed 20,000, so as to achieve technology-driven brand forward.
It is reported that in the future, Changan Automobile will break through 800V high voltage, oil-cooled motor and other technologies, build a 450V/800V all-in-one electric drive platform, realize the industrialization of battery chassis integration technology and solid-state battery research and development, and establish a research and development manufacturing and testing system, which will also be one step ahead of the hydrogen fuel vehicle line, and the E0 three-body "new car" project under the intelligent electric super digital platform architecture SDA is also moving in an orderly manner.
In addition, Avita, a high-end intelligent electric vehicle brand that integrates the superior resources of Changan Automobile, Huawei, and Ningde Times, has gradually developed its strength, as the first high-end intelligent electric vehicle brand equipped with Huawei HI in the whole series, Avita has planned 4 complete vehicle products.
Practice is greater than slogan, and user thinking is extremely exerted
In recent years, there is a popular saying in the automotive circle that "in the era of stock competition, service is king". Although the resources are limited, but there are still more than 80 companies in the market are sparing no effort to seize more market share and efforts, in fact, in order to increase customer stickiness, most brands have put forward similar to the "customer-centric" slogan, but some are just slogans shouted loudly, some even if there is a heart is powerless.
There are few companies like Changan Automobile that have sufficient capital and are willing to practice. Under the core concept of the customer-oriented brand, Changan Automobile has created a customer experience standard business system and a CA-NPS indicator system, and in 2019, Changan Automobile put forward the "Zhiyin Partner Plan" and "Five Commitments of Honest Service", and it is reported that nearly 14,000 people have participated in the operation of the Zhiyin Partner Experience Officer.
As an extremely "pet powder" brand, Changan Automobile fans can also directly dialogue with the senior management of Changan Automobile, the data shows that in 2021, the total number of direct interactions of Changan Automobile's high-level direct connection reached 462,600, of which 634 were identified as high-value suggestions, and 559 were improved, so changan this brand can be placed, and he really listens to opinions.
At the same time, Through 30 communication channels such as "95 Hotline", official website online, official APP, WeChat, Weibo, etc., Changan Automobile has created a 24-hour 24-hour service system, and built a C-CLUB club, shared resources with customers, carried out user co-creation business, and carried out a series of user experience activities such as Changan OpenDay and SueprDay, which can be described as exerting user thinking to the extreme.
In today's highly developed Internet, Changan Automobile is also committed to building a digital platform to better serve users, take customers as the origin, and establish a unified marketing digital middle platform through the combination of online and offline models, and in the future, through mobile terminals, you will be able to enjoy first-class services, master the transparent product manufacturing process and orders, logistics and other information.
Written in the end: Now the development of China's automobile industry is about to usher in an inflection point, although the whole is still full of challenges, but the trend of "new four modernizations" of automobiles has brought unprecedented opportunities for the development of China's automobile industry, on this basis, Changan Automobile's third entrepreneurship - innovation and entrepreneurship plan has been changed to version 5.0, through a series of measures to "new automobile + new ecology" company transformation, into the high-quality development channel of enterprises.