When it comes to "new car-making forces", people will always think of a word - "latecomer advantage".
These new players on the track, different from the "giant elephant" of traditional manufacturers, turned around, due to no historical baggage, no twisting route argument, all organizational goals and resources are all directed to an offensive point "future car", the acceleration effect of full horsepower is very amazing. In just a few years, new forces, joint ventures, and autonomy have shown a "three-legged standing" trend. Which veteran powerhouse is not red in the eye at this speed of rise?
Of course, this is by no means a story of "smoke and smoke dissipation", and the former waves cannot wait for the "hand to be caught".
In March this year, with the entry of an emerging player, the track officially launched a "joint venture counterattack war", the protagonist of which is known as the "new joint venture force" of Jiangling Ford Technology. By launching a wide-body high-energy pioneer SUV that intelligently counters the "new forces" and the price of the joint venture SUV, Jiangling Ford Lingrui, it won 5,000 orders in more than half a month, shaking the old pattern of the entire SUV.
What is a "new joint venture force"?
The concept of "joint venture new forces" was born and circulated from an open interview. At that time, Xiang Dongping, president of Jiangling Ford Automobile Technology (Shanghai) Co., Ltd., customized, "We are the latest joint venture new force in 2022, and also the first domestic joint venture new force car company in the post-joint venture era"!
So what exactly is the "new joint venture force"? In terms of prospects, > new forces in the joint venture?
As we all know, with the advent of the "post-joint venture era", the foreign equity ratio has been further opened up and localization has further increased, which has become an overall trend. The concept of "1.0 joint venture" and "2.0 joint venture" is completely different, the original foreign party "dominates" and is the "technology for market" model; now the two parties pay attention to equal cooperation and joint operation. Xiang Jinping concluded, "In the old joint venture era, it was the integration of resources that could win; in the post-joint venture era, it was the two parties who really reversed the new model."
Jiangling Ford Technology is the typical result of "anti-reaction" in this context, and it is also the first joint venture new force. Jiangling Ford Technology, which was established on January 26 this year, is jointly funded by Jiangling Co., Ltd. and Ford Motor. The new share ratio structure, the new naming method of "technology company", and the new company construction mark its development path and blueprint that are completely different from traditional joint ventures.
For the new species of "joint venture new forces", Xiang Jinping used "six new" to define it in an all-round way. "The 'new' of the new forces of the joint venture: one is the new in the system, all-round to create a user-oriented enterprise; the second is the new in the product, focusing on SUVs and pickups, focusing on small and beautiful; the third is the new in marketing, the brand and young people direct communication and dialogue; the fourth is the new in the experience, upgraded to the 2.0 stage of the new customer experience; fifth, the new in the technology, focusing on the direct contact point of the user experience; the sixth is the new in value, do the ford brand self-challenge and subversion of the vanguard."
In summary, it is not difficult to find that Jiangling Ford Technology, the nature of the company is a "joint venture", and the car-making logic is more "new force" than the new force. It highly focuses on "users, co-construction, co-creation". If you take a quick look, you will find that these are not the "key cards" for the rapid rise of new forces?
Being on a par with the new power hole card is not the same as winning. Xiang Dongping is very sober, he pointed out that the key to winning the new joint venture forces lies in the implementation of the "new four modernizations": differentiation, specialization, personalization, and youth, and comprehensive competitiveness is the trump card.
A century-old heritage "new brand", zero short board technology
People in the industry understand that although the new forces are on fire, they are limited to running fast, and it is very difficult to really take off.
The reason is very simple, the shortcomings of the advantages of the latecomers must mean the disadvantages of the same latecomers. After all, car manufacturing is a matter that requires the accumulation of research and development, technology, supply chain, manufacturing, quality control and other entire systems. Perhaps, the new forces can frantically "buy, buy and buy" under the blessing of capital, and quality trial and error can be covered up through marketing, but the key to the century-old automobile industry can be fully digested overnight.
These gaps are still hidden under the blossoms and have not fully surfaced, but they still give joint venture manufacturers the initiative to regain the initiative and win the "catch-up space".
Jiangling Ford Technology has seized the opportunity to become a "new force" with no shortcomings. It is a new company, but it is by no means "self-made", and the two powerful forces strategically endorse and bless it, so that once it formulates a battle plan, it can point to where to fight.
First, let's look at one of the backers, Ford. This is a century-old car company with deep enough technical background but deeply rooted in the "innovative" DNA in its genes. In the history of the world's automobile, it has created the iconic T-model of the industrial era, and invented the "assembly line model", subverting the efficiency and industrial model of the large industrial era. For more than 100 years, it has never stopped exploring the boundaries of human travel. Especially in 2016, Ford launched the FORD+ development plan around the world, with huge funds and resources invested in full-time customer relations, electrification, and intelligent networking services, creating a full-dimensional leading industry advantage, and even the automatic driving technology is not lost to Tesla at all.
Of course, forward-looking technology backstops are just one of them. Under the guidance of Ford China 2.0's "More Ford, More China" strategic vision, Jiangling Group is the other half of the strategic backer of "Understanding China Better". Jiangling Group is based on the domestic local, one is a strong manufacturing capacity, mature supply chain, superior cost capabilities, is a strong support force to create a truly cost-effective advantage of the product; the other is to better understand China's national conditions and Chinese car habits, which will greatly make up for the lack of "not local enough" in Ford's global perspective. Do not underestimate these two points, compared with all the parts and supply chains are all "saved" of the new forces, Jiangling Group will contribute to the cost advantage is not only a star and a half.
It can be said that with the blessing of a hundred years of heritage, Jiangling Ford Technology has a great win at the beginning.
Without any historical baggage, challenge like a "new force"
Seeing this, you may say, who in the joint venture does not have one or two backers? The key is an old player, how to really challenge and subvert like Wei Xiaoli's new player? In this regard, Xiang Dongping is very clear that if Jiangling Ford Technology wants to truly "Compete Like a Challenger", the most difficult essence is precisely that "Like".
First of all, the establishment of the new company of Jiangling Ford Technology, this beginning means the feasibility of "Like". The new strategy, organizational structure and operating model mean that the Global of the Century Ford and the Local of Jiangling are truly organically combined.
Xiang Dongping only grasped this important strategic starting point and made a big move around the positioning of "technology companies". According to Xiang Dongping, the entire company's genetic construction has two major characteristics.
First, a fully innovative company structure, with a full-dimensional organizational model based on "user-centric" as the basic origin. Completely different from the traditional functional departments, Jiangling Ford sister has built a user insight center, a user experience center, a user data center, etc., to accurately serve users with a highly consistent goal.
Second, there is a high emphasis on the speed of innovation iteration. Completely from the end, quick insight, action and landing, continuous iteration, improvement, perfection, and continuous upgrading of operational play.
It is not difficult to see that compared with traditional oil truck companies, Jiangling Ford Technology will naturally occupy three major highlands. First, Jiangling Ford Technology has no historical baggage, and can be more flexible, bolder and more aggressive to challenge the existing rules; second, it can allow young Chinese users to abandon stereotypes and highlight the new atmosphere of young joint ventures to the outside world; third, rapid innovation and iteration will fully meet the needs of young Chinese users under the change of the times.
In this way, how can the new forces of joint venture not represent the future?
Subverted the old order of the market and won the most difficult first battle
Of course, all business logic is based on only one: products.
From the current point of view, Jiangling Ford Technology has indeed won the first battle. Throughout the spring of 2022, the epidemic spread across the country with multi-point scattering and the sales volume of the full-dimensional waist, but Lingrui won more than 5,000 orders in just over half a month. Xiang Dongping's playing style is very simple, which can be summarized into four words: dimensionality reduction strike.
This strategy stems from Xiang Dongping's deep insight into the entire Chinese market. "Consumers' requirements for products are "three highs", one is high quality; the second is high quality, that is, consumers have higher and higher requirements for materials, materials and quality, and the third is high cost performance, and consumers hope to get a surprise or different choice."
This demand for both three has a certain barrier for joint ventures, autonomy, and new forces SUVs. The cost of the new forces remains high, the pure electric mileage anxiety has not been completely solved, and at this stage, the low-quality problem is still covered by high intelligence; the joint venture SUV is generally simple and low-end, unwilling to bow to the cost performance; the high quality of the independent SUV is still on the way to strive for the trust of the whole people.
In contrast, the Lingrui launched by Jiangling Ford Technology from a forward-looking perspective is a new species that integrates "head new force intelligence, head joint venture quality, and head independent pricing". First, in the SUV purchase space indicators that Chinese families attach the most importance to, the medium-sized SUV physique has achieved the "longest longboard" and stood out from a number of products; second, on the "intelligent" indicators that Chinese families most yearn for, with the level of Tesla completely aligned, they have achieved an agent to want to drive; third, on the most critical price indicators for Chinese family decision-making, they have built themselves into a level of cost-effective "ceiling".
Looking at the industry, almost no one has ever been able to achieve such a degree that a car "gives consumers no reason not to buy". This is also why Lingrui will usher in such a shocked exclamation at the moment when the price is officially announced.
Of course, on this "credit book", there is also the name of "new service". Due to Jiangling Ford Technology, the nationwide innovation to achieve The Landing of Family Space home space, completely skipping dealers to communicate directly with users, consumers have obtained a cutting-edge "new force" experience under the service concept of "hospitality as a parent", and brand confidence has soared, which has also become an important plus point for Jiangling Ford Technology to quickly win orders.
With the opening of the door, a large number of media have recently called Lingrui a "joint venture dark horse and Lingrui phenomenon". Hearing this kind of voice, Xiang Dongping said, "The phenomenon of Lingrui, from the enterprise level, means that we have successfully created a new model of new joint venture forces; from the product level, the successful challenge of Lingrui is by no means an accident, this is just the beginning." Jiangling Ford Technology deserves more expectations from everyone."
Write at the end:
There is no doubt that under the unprecedented automotive revolution in a hundred years, consumers in the entire market must be looking forward to "more challenges, more subversion, more like new forces like joint ventures". After all, Jiangling Ford Technology really made such an unexpected start for the joint venture front wave!