Original Yingjie Yingjie Vision 2022-04-25 22:43
In the 72-hour relay live challenge, the Starway S was brilliantly listed in the pentathlon championship record of "6 seconds and 000 acceleration, 85.9km/h elk test, 31.3 seconds fixed-point orbit, 9.7 seconds high-speed winding and 2 minutes and 17 seconds track racing". This immersive, passionate and powerful listing ceremony kicked off the prelude to the Xingtu brand's decisive battle for the automotive segment.
The Xingtu brand has insight into every detail of the SUV car consumer market, the off-road SUV and urban SUV that are generally recognized in the society, once again cultivated and refined, accurately positioned all kinds of consumer groups, launched a sports SUV Lingyun, fashion SUV chasing the wind, courtesy level big seven SUV to meet the needs of fashion, sports, business and home, each product is tailored for consumers, but also expanded product coverage, leading the consumer market, leading the new lifestyle of SUV.
In the past two years, the Xingtu brand has achieved a series of impressive performances, in the future, how will the Xingtu brand layout the market and layout products? To this end, the reporter interviewed Ye Lei, general manager of Xingtu Marketing Center.
Yingjie Vision: Hello Mr. Ye, Lingyun S's 72-hour continuous track competition test has been well received, how do you evaluate lingyun S this car?
Ye Lei: Lingyun S strengthens the demand for sports, for the technology of this part of the young people have a further desire, further expanded the market share in the sports market atmosphere, everyone knows the automobile sports market, is a very important segment of the automobile market, but also a direction of personalized demand after the popularization of automobiles, we see that in the auto sports market, there are already some pioneers working here, then, Xingtu brand as Chery's high-end brand, we must make a difference in such a market segment, Coupled with the fact that Lingyun S has such a good sports foundation and such a good heart, there is no reason not to stir up, fight, and fight in the market to get more consumer attention. Everyone has seen that the 72-hour Lingyun S Track Competition shows the super driving experience that the product itself can bring to consumers with the power and Mars architecture. For example, the track evaluation done this time, such as the fixed circle around the pile, elk test, 100 km acceleration, track racing, etc., there are many projects have achieved very good results, racers generally reflect that Lingyun S dynamic response is very good, the strength of the suspension is very good, both can hold up, but also can be pulled, product performance feedback is good. These evaluations sound like a little far away from consumers, but the test itself is not the purpose, not for the sake of testing, but through the test, let consumers understand the car's handling performance, safety performance, Lingyun S in extreme conditions have such excellent performance, then in daily use, its control performance and safety will be more undoubted, at the same time, Lingyun S also for people who like sports, provide a model choice that can gallop the track and cross the mountains. We have noticed that now consumers buy a car, only have a cool appearance is not enough, need both inside and outside repair, to have hard power, they are very concerned about the car's driving experience, pay attention to car safety performance and intelligent configuration of the car, in these aspects, Lingyun S for consumers to deliver a satisfactory answer. The three major systems of the Xingtu brand, the Star Core Power, the Mars Architecture, and the Xiongshi Zhiyun Vehicle 4.0 System, constitute the booster of the Xingtu brand, so that the Xingtu brand has a clear goal and a steady and steady fight along the way.
Yingjie Vision: From this test match, we have seen that the Xingtu brand has made great efforts to focus on customer experience, what actions will the Xingtu brand take in the future to improve customer experience and strengthen communication with customers?
Ye Lei: For the communication level between the Xingtu brand and users, Xingtu plans to build three platforms, one of the most important platforms is the product experience platform, the product experience platform will be planned from Lingyun S, the planning will start from May, according to the specific situation of the epidemic, we will selectively bring our product experience products to our terminals, so that more users can participate in it, feel the true feeling of the product, understand the true temperament of the product, and show the high-performance status of the product in an interactive way. Taking Lingyun S as the starting point, in the future we will have more products to join the platform, the future of this platform will cover several aspects, we roughly define it as a product experience platform called M3X, M stands for the future of this platform there are many products, in fact, according to the different characteristics of each model to experience. At the same time, we will also set up some special challenge tasks according to the specific conditions of each year, participate together, and feel the charm of the Products of the Xingtu brand through our various senses. The second platform is the lifestyle experience platform that we will launch at the end of April, in which the first appearance is the new product series of Xingtu Lanyue, in which through games and other activities, jointly build a platform for outdoor activities, travel, exploration and other dimensions to communicate with users from the user's emotional level, leading the lifestyle of the car family, in this big family, improve the quality of life. The third platform is to launch the concept of "we are not inferior" platform, focusing on female users, carrying out a series of dialogue activities that women care about, communicating in a way that women can accept, and we have noticed that the Xingtu brand has put female users as a very important group for product design and communication through the product of chasing the wind. In short, this year will strengthen communication with users from these three marketing levels of the platform.
Yingjie Vision: As far as the current market situation is concerned, the marketing headquarters of the Xingtu brand is headquartered in Shanghai, in this epidemic, how is the marketing situation of the Xingtu brand, and can it recover the adverse effects caused by the epidemic?
Ye Lei: For the cognition and judgment of the future market status quo, I think this year's market is very turbulent, the national automobile market in the past Three months year-on-year decline is not counted, the month-on-month decline, just in the first two weeks of April just past the same in march on the basis of the decline and further decline, this is mainly affected by several aspects, on the one hand, the impact of the epidemic, on the other hand, by the impact of the entire economic environment, resulting in tight supply of raw materials, consumption power decline. From the perspective of the supply chain, Chery should be regarded as a relatively fast response, and has also tried all means and exhausted all means to basically maintain the operation of the supply chain. From the perspective of the consumer side, in fact, not only have we been closed in Shanghai for nearly a month, but our dealers and our channels have also been affected by the epidemic, with an impact of more than 30%. Of course, we also see that there are some places that have been unsealed one after another, so for the judgment of the follow-up market, I think so, the auto market may hit the low-end market much more severely than the impact of the high-end market, so for the Xingtu brand, the price range where The Xingtu is located and the product segment, there should still be an opportunity to follow the tone set before, the pace set, the opportunity to grab back the adverse effects caused before, and there is an opportunity to further expand our market share.
Yingjie Vision: What specific measures will the Xingtu brand take?
Ye Lei: Regarding the specific measures, I think we should complete the upgrade in four aspects this year. The first is to enhance the brand image, Xingtu is a brand new brand, the brand image is not obvious enough, so this year's brand upgrade is the top priority in our work; the second is the channel upgrade, our channel upgrade not only to improve the coverage of our channels, but also to improve the service capabilities of the channels, so that the service capabilities are fully upgraded. The third is product upgrade, the most original thing for an automobile company is to do a good job in our products, continuously upgrade, on the one hand, to continue to polish the existing products according to the needs of users, so that these products can be more in line with the requirements of consumers, at the same time we also have to gradually enter the new energy market, chasing the wind ET-i is our first product, it is expected that next year we will achieve a comprehensive green brand of products. The fourth is the improvement of user experience, about the user experience, everyone is also familiar with it, that is, how to upgrade the user experience through the user's perception, so that the entire user experience can be in line with the brand tone of Xingtu, so that users can feel the sincerity of Xingtu and feel the temperature of service. So under these four upgrades, I think we still have the opportunity to achieve the tasks of the whole year according to the goals we originally set. Starting from this year, Chaofeng launched the ET-i hybrid model, and in the future, for Xingtu, it is a traditional two-wheel drive development model of fuel vehicles and new energy vehicles, and the new energy of Xingtu's existing traditional fuel vehicles will be completed within next year.
Yingjie Vision: From the courtesy-level big seven-seat SUV to the moon, the fashion SUV chasing the wind, the sports SUV Lingyun, to the hybrid SUV chasing the wind ET-i wind, the product line of the Xingtu brand is very clear, what product plans will there be in the future?
Ye Lei: In the second half of this year, we will also launch a mid-term remodeled model, a major revamp model of the moon, and a new B-class SUV will be launched at the end of this year, through this series of product combinations, the Xingtu brand will closely focus on the new state layout products displayed by intelligence, high-end and vitality. The current product portfolio includes chasing the wind, lingyun, and lanyue, and we will concentrate on these large products and make the market segments of these products bigger and stronger. At the same time, on top of the existing model technology, we will also actively expand the new energy vehicle market.
Yingjie Vision: Thank you very much for Ye Zong's sharing, and wish the Xingtu Kunpeng to spread its wings for 90,000 miles, and the long sky is without cliffs.