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Kaiyi Xuandu was listed in Chengdu on October 18, this product designed by the Italian design master Lowie Vermeersch, who has many luxury brand car design experience, is completely different from the previous Kaiyi Automobile's product style, and Xuandu is also the first sports car of Kaiyi Automobile.
For Kaiyi, Xuandu is indeed a product that inherits the past and the future, it is at the time node of the alternation of the new and old Kaiyi, and it is more focused on opening a new Kaiyi car to start again.
"Car Market Pei Chat" interviewed Chen Jian, deputy general manager of Kaiyi Automobile Sales Company
In the equity reform, relocating Yibin, reorganizing the brand, appointing Guo Deqiang, a senior executive of the former FAW Mazda, as the general manager of the sales company... In fact, after entering Sichuan, Kaiyi Automobile has already experienced a deep system change. On the occasion of Xuandu's listing, "Car Market Pei Chat" interviewed Chen Jian, deputy general manager of Kaiyi Automobile Sales Co., Ltd.
System change, dumbbell mode
I remember the last time in July, when Chen Jian was interviewed on the listing of Xuanjie Pro, he gave "Car Market Pei Chat" a detailed introduction to the development planning and concept of Kaiyi Automobile from institutional functions, marketing reform and brand establishment, product planning, including new energy, so that people saw a Kaiyi Automobile that completely stepped into a new development track coming to us.
More than 3 months apart, Chen Jian, who sat in front of "Car Market Pei Chat", talked more about the details. In the face of fierce competition in the auto market, Kaiyi Automobile, which has accumulated strength, has launched changes from product research and development, dealers and marketing systems, the basis of which is from "how I want to" to "how do users think".
Dumbbell reform, focusing on two ends, one end is the client end is the sales end, is the core of the reform of Kaiyi sales company. Chen Jian said that in the kaiyi internal called profit model, that is, from the sales side, to let customers get respect and satisfaction experience, dealers have profits, manufacturers also need to make profits. Then there is process reengineering and departmental function and responsibility reorganization.
"The traditional approach is definitely not OK, the functions and responsibilities of each department, the first is to do reorganization, the original thing may have value, but vague, we give him a redividing, for some of the places we did not do in place to do addition, the institution to do restructuring ..."
Chen Jian revealed that the new general manager of Kaiyi Sales Company, Guo Deqiang, came and brought the operation experience of the joint venture, and General Manager Guo Deqiang also gave lessons to employees, talking about the Toyota Way, A3 problem solutions, one horse value marketing, etc. Many systematic things are very useful to Kaiyi.
For products, it is not just a matter of R & D personnel, but to open up all aspects of R&D, production, quality, procurement, finance, and sales, using product line management, the person in charge is called "CE", horizontal to the edge, vertical to the end of the pull.
For example, Chen Jian said that even if he is the vice president responsible for brand marketing and marketing, it is also a CE of the sales section of the product line, which drives the resources of various units in the marketing and participates from the beginning of a product research and development project.
All relevant departments are opened up in order to develop and produce products that are closer to the needs of users. And the research user, customer-centric, is placed in the highest position of Kaiyi Automobile.
User research, do it home
China's automobile market consumption upgrade, the change can be described as changing with each passing day, how to research the needs of users, the development of marketable products, whether from the product point of view, or marketing, is the first issue in front of all car companies. Customer-centric, not a slogan, but a reality.
Chen Jian said that Kaiyi Automobile has set up a functional department for customer operation, which is divided into two parts, one is to study the current customer preferences, catalyst habits, demand for configuration, pain points and slot points, which provides strong support for the rapid iteration and precision marketing of products.
The second is the study of future customers, what customers will look like in two or three years. This is also to do in-depth analysis of partial psychology, such as what color, shape, material, configuration, price, living habits, etc.
For example, take 300 samples, go to the customer's home to do a deep visit to the household, follow up the survey for 2 years, the second time every 1 month, the third time every 2 months, and so on, and analyze the changes in consumers' thinking and values, including the concept of consumption.
Chen Jian said for example, a deep visit to the household, you can see the decoration style of his home, see which side of the economic domination is the mainstay, see his preferences, whether he likes to play mahjong or play games, etc., including his preferences for color, brand preferences, according to the brand's preferences We can do different industries and cross-border cooperation in the future.
During this period, Kaiyi Automobile will do some salon activities to invite users to participate, and will also invite some psychology professors to talk to users, such as some family education issues, to observe his preferences, preferences, and reactions. "We will do more precision in the future, and it is to go to his heart, and then have more emotional empathy with users," Chen Jian said.
The benefits of this are not only to support product research and development, planning or product design and iteration, but also to make deeper preparations for marketing, including consumer rights, policies and other needs.
Chen Jian said for example: "For example, customized production, procurement and production of this piece we will do thousands of products in the future, in the production process, what goods need to be prepared, whether you need to purchase black technology, these will be studied in advance, follow-up in the process of product production, will also inform customers of the progress in stages, for example, the car ordered by the customer has reached the welding link, they can understand the production progress on the APP." ”
Therefore, Chen Jian said, now we pay more attention to the business relationship with customers, that is, from the moment we buy a car, he will become our friend, we need to run him, let him follow your brand, let him speak more for your brand, and become a partner more.
The brand is young and makes young people excited
Xuandu, the first sports car of Kaiyi Automobile, is known as "Cornering Little Cool Man", compared with Kaiyi's other products biased towards SUVs, it is a differentiated product, with excellent handling performance, and it is also very in line with the positioning of the new Kaiyi brand: "To create a car brand that makes young people excited.".
Xuandu's design does jump out of the products that Have been listed before Kaiyi, and the styling design personally handled by the Italian design master Luo Wei is most likely an early release of Kaiyi's future design elements.
Chen Jian said that we hope that the design elements of Kaiyi have some solidified things, so that people can know that it is Kaiyi at a glance, and the sports, fashionable and trend-oriented design will be the appeal of the new Kaiyi automobile with the brand characteristics of young sports.
Xuandu listing also launched a "double lifetime service guarantee", that is, in addition to the lifetime vehicle warranty, there is also a lifetime of free maintenance, which for consumers, indeed solves the worries, not to mention the need to spend money on maintenance, it is indeed very sincere.
Kaiyi Automobile may launch a new new energy vehicle brand next year. This is also fully in line with Yibin City's "electric Yibin" plan. Yibin City introduced the Ningde era the year before, and also planned a 5 square kilometer automobile industrial park, Kaiyi Automobile and Ningde Era are in the park, Ningde Era also provides supporting batteries for Kaiyi.
In addition to including the Hyunce Pro EV and E5 EV, Kaiyi's new energy models will also focus on pure electricity and hybrid. Chen Jian revealed that A00-class pure electricity, A-class cars, SUVs and even new energy pickup trucks will be launched one after another.
At next year's Beijing Auto Show, the brand renewal of Kaiyi Automobile will have a big move, in addition to releasing a new logo, it will also show the new Kaiyi appearance after brand remodeling.
Kaiyi Automobile, which has gone through detours, will be the top priority from the in-depth reform of systems, mechanisms, institutions, incentives, customer operations, channels, etc., to meet the challenges of the new automotive era. From the current point of view, the results have begun to appear.