As long as you adhere to the challenge and embrace the user, the achievements of Jiangling Ford Technology are not only leading the way

SUVs are undoubtedly the most competitive segments in the Chinese car market, among which the competitive situation in the price range of 130,000-160,000 yuan can even be described as fierce.

Here, all the competition is inward-rolled, consumer demand is more realistic and demanding, any SUV that wants to stand here, must have an absolute selling point.

In this way, Lingrui, which was listed at the end of March this year, already has a lot of dark horse potential. This is definitely a strong needle for Jiangling Ford Technology, which is still a "newcomer" in the passenger car field.

Of course, this is not just a victory at the product level, if you carefully analyze the reasons behind this dark horse, you will find that under the efforts of Xiang Jinping, president of Jiangling Ford Automobile Technology Co., Ltd., with breakthroughs and innovation as the means, by challenging the old model, opening up a new pattern, and taking the user demand as the guide, a set of worthy of study, quite targeted strategic play is an important reason why Lingrui can stand out in the Red Sea market.

Looking back on Xiang Dongping's nearly 24-year career, he has served luxury brands, deeply cultivated joint venture brands, and challenged new car-making forces.

Over the years, he has worked in the front line of automobile marketing, so that he has rich experience in brand marketing, market communication, user service, dealer network management, etc., and has formed a unique insight

Just as our dialogue opens to Xiang Pingping, this auto marketing guru has a very cutting-edge and forward-looking view on the stock competition of the auto market in this era, which is worth learning and learning from peers.

Therefore, when the "Ford China 2.0" strategy in 2019 landed suddenly, the strategic vision of "more Ford more China", which is extremely in line with the current situation of the Chinese market, has been implemented, whether it is for Ford, a century-old store that is determined to reverse the situation in the Chinese market, or Jiangling Motors, which is looking forward to going to a higher level through the strategy of "business and ride", Xiang Dongping, who has witnessed the rise and fall of the joint venture brand in the Chinese market, is undoubtedly a new joint venture force leading Jiangling Ford Technology, which is a century-old Ford, to revitalize in the context of the new era. The best person at the helm of the joint venture brand strategic transformation all the way forward.

Facts have also proved that in just over 8 months after Xiang Dongping joined the ownership, Jiangling Ford Technology, which is both a new joint venture force and an emerging enterprise in his mouth, has been renewed from the inside to the outside, and the pace of the passenger car market is gradually accelerating.

Dr. Guo Dengli, founder of Qiancheng Digital Intelligence, also concluded in the interview that Xiang Dongping's implementation of the strategic vision of "more Ford China 2.0" in the "Ford China 2.0" strategy has played a very perfect and exquisite role, focusing on users, insisting on innovation, and insisting on efficient iteration.

In our opinion, The most eye-catching stroke of Xiang dongping's jiangling ford technology is to finalize the self-positioning of "challenger".

According to him, this is a strategy based on the three angles of market development, competition and user needs under the background of the new era, and what is wanted is to "constantly break through and challenge the original tradition, break through the original limits and boundaries, and constantly make new and valuable things for users." ”

An egg broken from the outside is food, and breaking from the inside is life. For joint venture brands, although they have experienced decades of rapid development in the past and gained a lot, they are now squeezed by the triple forces of independent brands, luxury brands and new car-making forces, and there is no possibility of lying on the merit book to enjoy happiness.

If you want to go long-term, you must break the tradition in order to sail in the tide of industrial transformation. Under the leadership of Xiang Jinping, Jiangling Ford Technology hopes to break through the traditional joint venture brand model as a new force in the joint venture, burst out of new vitality in the passenger car market, and show a new attitude.

Since there are challenges, they must be accompanied by innovation. In Xiang Dongping's view, Jiangling Ford Technology should not only innovate strategically, but also innovate tactically.

Strategically, first of all, all the work of Jiangling Ford Technology is user-centric, user-based, user-oriented thinking, and even including the establishment of organizational structures, the setting of strategies and the implementation of operating systems.

To this end, Jiangling Ford Technology broke the traditional organizational structure of the joint venture company, adopted a new organizational structure to connect all the work, and set up a user insight center, a user brand center, a user communication center, a user growth center, a user experience center and a user service center with the user as the core.

The result of this innovation is that all the work of Jiangling Ford Technology is tight, real and deeply based on the user, and the user-based thinking, which is also a very clear and firm strategic direction for the Xiangping and team.

Secondly, Xiang Dongping also proposed the concept of "new four modernizations". This concept is different from the new four modernizations of automobiles that we are familiar with, but differentiation, specialization, youthfulness and personalization.

"The future direction of China's auto market is definitely in the era of stock competition market, we must find our own foothold and growth point." It is very important that it is not uniform, or general, or very impersonal. Xiang Dongping pointed out the current homogenization trend of the automotive industry and gave his own solution.

Among them, differentiation means that Jiangling Ford Technology will establish a set of distinctive brand communication methods and user link models; specialization means to focus on the SUV and pickup truck segments, become the leader of market segment specialization, and create a professional image in the minds of consumers; personalization means that the brand should be personalized, the experience should be personalized, the service should be personalized, and a distinct brand culture should be created; rejuvenation is to focus on young consumers, from organizational operation to product development to brand building, all of which should be young as the goal to innovate. Go breakout.

Innovation at the tactical level revolves around the product.

First of all, it should be clear what kind of product can be called a good product? In our view, it is to focus on user pain points, solve user needs, trigger user resonance, and finally attract users to buy with product power.

Lingrui is such a product. According to Xiang Dongping, this car has a size space that exceeds the market segment of the same level, has a power level that is not less than much, has a degree of intelligence comparable to the new forces of car-making, has a design language that meets the aesthetics of contemporary young people, and has the proud quality of the joint venture brand.

All along, a joint venture SUV with a very high comprehensive level like Lingrui will further strengthen the premium ability of the joint venture brand, but Jiangling Ford Technology has given up the premium. Xiang Dongping said that lingrui's comprehensive product strength is very strong, but we have given the price of our own brand, which is the real "dimensionality reduction blow".

Therefore, when a joint venture SUV with the quality of the joint venture brand, the intelligence of the new forces of car manufacturing, and the price of the independent brand appear in the market with the attitude of reducing the dimensionality of the price and the attitude of overstepping the product force, why not become the most powerful challenger in the market segment?

"Lingrui is just the beginning", in the face of the achievements of Jiangling Ford Technology at this stage, Xiang Dongping is very calm. At the end of the interview with Dr. Guo's Reception Room, he also once again emphasized the importance and necessity of focusing on users for Jiangling Ford Technology: "We always put users at our most core, the most original point, do not forget the original intention, we want to aspire to become a user-oriented enterprise, this is our original intention." From this point of view, the vision of Jiangling Ford Technology to become a joint venture brand that understands Chinese users best can certainly be realized.