Huanqiu Thought Collection - "Decoding the "New Joint Venture" Philosophy of Jiangling Ford Technology" | Huanqiu Car Review

As the world's largest automotive market, China's SUV market share has been rising since 2014, from 20.7% at that time to 46.9% in 2020, and its market share once surpassed that of cars, and it has grown rapidly.

Nowadays, the domestic SUV market has long been a hundred flowers, whether it is a traditional joint venture car company or an independent brand, or even a new force car company, although the products launched by these companies have their own characteristics, but this undoubtedly makes consumers more hesitant when buying a car, especially in the new car era, Chinese consumers' consumer demand for auto products is not only "full" but also "fine".

In this regard, the Jiangling Ford Lingrui, which has just been officially launched on March 28, has aroused the fiery attention of the market, and the new SUV model launched by Jiangling Ford Technology has exceeded the 5,000 mark in less than a month after its listing, and this data is still rising. It should be known that such sales performance is completed under the severe challenges of the external environment such as chip shortage and the resurgence of the epidemic. In just over half a month, other models may still be in a "slow heat" state, and Lingrui has initially achieved a win-win situation of sales and word-of-mouth, which also makes the explosive point brought by Jiangling Ford Lingrui trigger a lot of thinking in the industry.

A few days ago, the Huanqiu Thought Collection - "Decoding the "New Joint Venture" Philosophy of Jiangling Ford Technology" sponsored by Huanqiu Automobile was officially held, and Wu Yingqiu, chairman and CEO of Huanqiu Automobile, connected with Xiang Dongping, president of Jiangling Ford Technology, for the first time to explore the "new joint venture" philosophy behind Jiangling Ford Lingrui becoming a blockbuster.

| Why did it become a "new joint venture force"?

For consumers, Jiangling Ford Technology is both familiar and unfamiliar. On the one hand, as one of Ford's joint ventures in China, the name of Jiangling Ford Technology can be described as quite loud, on the other hand, the word "technology" has been added, so that the market is full of expectations for its every action.

In the view of Huanqiu Automobile, Jiangling Ford Technology is not only a joint venture company in the traditional sense, but the latest joint venture "new force" in 2022, and it is also the first joint venture new force car company in China in the post-joint venture era.

In today's fiercely competitive market environment, if Jiangling Ford Technology has no innovation and no breakthrough, it is difficult to succeed if it just replicates the original model. Therefore, for shareholders, the market or users, if you want to meet their needs, Jiangling Ford Technology will inevitably appear with a new look, a new concept and a new attitude, which is the fundamental reason why Jiangling Ford Technology is defined as a "new joint venture force".

However, in the eyes of the outside world, Jiangling Ford Technology only marked the label of "joint venture new force", which is obviously not enough, more importantly, what changes has Jiangling Ford Technology made in order to become a "joint venture new force"?

Xiang Dongping said that as a technology company, the construction of the entire team of Jiangling Ford Technology is based on the direction of new Internet companies and technology companies. In terms of system, Jiangling Ford Technology abandons the traditional functional organizational structure, does not set up a sales department and a marketing department, but takes the user as the "cutting edge" of organizational construction, and builds a user insight center, a user brand center, a user communication center, a user growth center and a user experience center, as well as a user product center and a digital innovation center. In the future, Jiangling Ford Technology will focus on improving organizational efficiency and user service experience through digital technology.

So the question is, why can digital technology effectively improve the user service experience and organizational efficiency?

For users, what they feel from the front desk is the service itself; however, in the background, digitalization can better analyze user portraits and user needs; from accepting user requirements, to observing user needs, to anticipating user needs, and actively providing services. This requires the help of digital tools to "activate" sales and service data, and then form "service productivity" to provide a better service experience.

The appeal to improve the efficiency of the organization is to further improve the user service experience. From the earliest service specialist to dock multiple customers, to later upgrade to one-to-one service, and now including pre-sales, after-sales, insurance and other service commissioners to dock a customer, manufacturers have invested more manpower time, but did not generate more costs, which is behind the help of digitalization.

It can be seen that digitalization plays an extremely important role in the future, which is also an important part of the transformation of Jiangling Ford Technology as a "new joint venture force".

In terms of product layout, the previous traditional joint ventures have explored the Chinese market with a big and complete idea, but in the new automobile era, the needs of users not only need to be large and complete, but also small and beautiful, small and fine. This makes Jiangling Ford Technology not only focus on the market segment of SUVs and pickup trucks, but also to make differentiation and personalization in this segment, and use the most competitive price to obtain user recognition.

In terms of marketing model, Jiangling Ford Technology hopes to achieve interaction with young users through cross-border and new user operation models, carry out accurate access to users in view of the enterprising attitude of contemporary cutting-edge young people and the pursuit of avant-garde and elegant lifestyle, and use cross-border and joint user circles to bring users new brand and product value and new experience of American off-road life.

In terms of user experience, Jiangling Ford Technology has continuously upgraded from the 1.0 user model to the "new customer experience" in the 2.0 stage, creating surprises through immersive product test drives, providing users with self-driving tour service systems, customization and community operations. And is committed to creating a "off-road peer" model, working with users to develop a full-scene off-road platform, creating a Ford-style professional off-road lifestyle.

In today's market competition, intelligence is a topic that every car company tirelessly talks about. However, in the eyes of Jiangling Ford Technology, intelligence is by no means an "arms race" that is simply stacked up in configuration, but focuses on the most direct contact point of user experience for polishing.

Taking the just-listed Jiangling Ford Lingrui as an example, in order to make its dual 12.3-inch large screen look better, Jiangling Ford Technology uses the same IPhone OCR technology and Anti-ReflectionGlass technology for this screen, which increases the light transmittance of the screen to 90%, and the external light reflectivity is only 1%. At the same time, in order to make each touch as smooth as playing mobile phones, without fingerprints, the engineers of Jiangling Ford Technology also insist on using Anti-Fingerprint anti-fingerprint coating, using nano materials to resist oil pollution and fingerprints, and sculpting the details to the extreme, which fully reflects the humanistic and caring application and different understandings of Jiangling Ford Technology on "new technology".

In order to create a differentiated corporate image in the era of "new cars", Jiangling Ford Technology has also established a more distinctive new value of enterprises. In Xiang Dongping's eyes, Jiangling Ford Technology is positioned as a "challenger" and is determined to become a pioneer of the Ford brand to challenge itself and subvert itself. Compete Like Challenger, no longer intoxicated by the positioning of a century-old traditional company, Jiangling Ford Technology needs to challenge the inherent model, inherit the pioneering and innovative spirit of The Century-old Ford, give full play to Ford's leading global design, research and development and management system, and bring a refreshing and passionate "Ford-style" professional off-road lifestyle with professional SUV products, differentiated experience upgrades, personalized user mining and youthful new Ford brand experience.

In addition to "new", Jiangling Ford Technology has also established a set of its own "new four modernization" concept.

Differentiation, focus on differentiated SUV, pickup truck segment, product differentiation, in the service experience to do differentiation, especially in the brand should also do a good job of differentiation, this is differentiation; specialization, our SUVs to become the leader of professional market segments, to do a good job of professional products, professional services, become internet celebrity-level, phenomenon-level products; personalization, now the user's service, demand is very personalized, including products also want to be different, so we also hope to have professional services, Can use personalized services to provide users with a truly comfortable, intimate customer experience beyond the general service; young, young user groups, followed by young interactive ways, including the enterprise is also a young mentality, young organization, young mode of operation, we hope that the whole enterprise to do something interesting.

In the view of Huanqiu Automobile, Jiangling Ford Technology has shown the differentiation of This car. As Xiang Dongping said, under the empowerment of the "new joint venture force" - Jiangling Ford Technology, the "quality of the joint venture, the price of independence, and the intelligence of the new forces" possessed by Jiangling Ford Lingrui allows this car to be listed once it is listed, and it can directly hit the "pain points" of current consumers' car purchases, which has also become the biggest source of power for its listing.

In addition, by focusing on small and beautiful, small and fine product ideas, user-centered marketing methods, and the operation system of "new four modernizations", Jiangling Ford Technology has made the label of "Jiangling Ford Technology" the first joint venture new force car enterprise in China's automotive industry deeply rooted in the hearts of the people. The establishment of Jiangling Ford Technology can be said to be China's first joint venture new force car enterprise, can also be seen as a product of the post-joint venture era, the post-joint venture era does not mean that the joint venture era is over, there is no joint venture, the post-joint venture era means the arrival of the new joint venture era, Jiangling Ford Technology has explored a new force of joint venture.

| Lingrui, which has become a hit, how to take the "Lingrui" to continue to explode

For Jiangling Ford Technology, although Jiangling Ford Lingrui has won the attention of the market with "opening the door", in today's rapidly developing market environment, it is obvious that there is not much time left for Jiangling Ford Technology, and how to continuously increase the sales of Jiangling Ford technology in subsequent sales has become a new issue in front of Jiangling Ford Technology.

Xiang Dongping, president of Jiangling Ford Technology, has long become a "teacher" in Wu Yingqiu's eyes with more than 20 years of experience in the automotive industry and the accumulation of rich management experience in joint ventures and new forces car companies. It is also this "teacher" who has a deep understanding of how Lingrui's car will take root in the Chinese market in the future.

In Xiang Dongping's view, whether it is the price of Lingrui or the marketing method of Lingrui, it is inseparable from the corporate culture that Ford has always adhered to, which is also the core of Lingrui's competitiveness in the SUV market in today's new era.

First of all, the corporate culture of Jiangling Ford Technology is called Composite Like a challenger, which means to participate in the market competition as a challenger. It also does not think of itself as a century-old store, but transforms the century into the advantages of Jiangling Ford Technology.

For example, Ford's current "more Ford, more Chinese" concept, of which "more Ford" is to fully play for Ford's technical advantages, research and development advantages, while "more Chinese" is to better adapt to the needs of Chinese consumers, better study the characteristics of the Chinese market, and better adapt to the needs of Chinese users. Among them, whether it is China's speed or China's strength, it actually emphasizes China's current pivotal position in the global market.

Xiang Dongping said that from the perspective of products, Lingrui's design fully considers Ford's genes, as well as the design needs of China's cutting-edge consumer users for vehicles that are more streamlined, more dynamic, more ready to go and so on. Including Ford China's "more Ford, more China" strategic background, the four major centers, five major plans, including research and development, partnership relations, design centers and other plans, is also such a "more Ford, more China" strategy is a very good landing sign.

In addition, Lingrui is more cross-border, more integrated, more versatile, more adapted to the characteristics of Chinese consumers, and more competitive advantages in the Chinese market, which actually fully reflects the characteristics of "more Ford, more Chinese" technology.

In the view of Huanqiu Automobile, based on the technological innovation advantages of a century-old Ford and the localization design idea of "more Ford and more China", the 5,000 units order of Jiangling Ford Lingrui this time is not an accidental phenomenon, but is produced on the basis of full market and industry development trend prejudgment, which is in line with the pre-judgment of the "explosive phenomenon".

Jiangling Ford Technology, which stands behind Lingrui, has both the quality and technical advantages of the traditional camp and the intelligent characteristics of the new forces, and also brings the price of its own brand to Lingrui, which allows Lingrui to fully represent Ford's latest technological achievements, and on this basis, meet the consumption habits of Chinese in the new era.

It can be said that the "new" Lingrui has successfully attracted attention for the equally "new" Jiangling Ford Technology, and it is no accident that Xiang dongping has also made the Lingrui phenomenon. For the market, Lingrui is just a beginning, the Lingrui phenomenon brought by Jiangling Ford Technology is also a beginning, and the subsequent Jiangling Ford Technology is obviously more worthy of everyone's expectation.