Peng Tao, executive deputy general manager of Changan Automobile Passenger Car Marketing Division, was interviewed by Sankei.com Automobile in front of the salon as a guest of the meeting.
Peng Tao, Executive Deputy General Manager of Changan Automobile Passenger Car Marketing Division, In fact, since 2020, the sales volume of Changan passenger car brand has been in a state of "outshining others".
In July, Changan passenger car brand sold 82,860 new cars, a year-on-year increase of 56.4%. Among them, Changan CS75 PLUS has achieved sales exceeding 20,000 vehicles for four consecutive months, achieved double growth in the same period of last month for five consecutive months, and led SUV sales for 65,438+00 consecutive months. Yidong PLUS has also exceeded 20,000 units for several months, once again setting off the banner of "national family car".
From June 5438 to July, the cumulative sales of Changan achieved a positive growth of 10.7% year-on-year, which was not only better than Geely and Great Wall in its own brands, but also "excellent" even in the whole automobile industry. Many auto media even speculated that Changan might point to the Geely throne this year.
However, some people think that Chang 'an's prosperity still has a small shadow, that is, there has been no real breakthrough in the price level. Even UNI-T, which claims to be a mid-to-high-end series, has not chosen to hold high the price, which may make people always get rid of the impression that Changan is "cost-effective".
So, how does Changan plan to take the high-end road? By the end of this year, is it possible for Changan's sales to surpass Geely and reach the top again? What is Changan's understanding of future customers?
In view of the above problems, Peng Tao briefly elaborated.
Not much to say, exclusive interview with the original:
Automobile production and marketing. COM: What new products will be available in the next few months in 2020? Please give us a brief introduction.
Peng Tao: This year's rhythm is like this. Yidong PLUS went on sale in June, and UNI-T went on sale in June. In the next few months, in September, we have an annual model of CS75PLUS this year. Throughout the year, we will quickly iterate over some products, which is a big product plan. Next month, it should be said that in this peak season, we will put this iterative product into a new market, and new and different things will come out every month.
In fact, the focus is nothing more than two aspects. The first blue whale powertrain, almost all our main products, will be transferred to the blue whale powertrain.
The second is around the Beidou Shu Tian Plan. In fact, since last year, we have been making continuous efforts in automation. Our Beidou Shu Tian Plan mainly explains the future direction of automobile intelligence, because the ultimate goal of Chang 'an is to transform from a traditional automobile company to a technology travel company.
Automobile production and marketing. Com: The overall sales volume of Changan and Changan recovered remarkably from June 5438 to July this year. What level will it reach by the end of this year? What do you expect from Chang 'an in the next two or three years?
Peng Tao: In terms of sales volume, I estimate that if there is no 1 million this year, it should be close to 1 million.
If you add other commercial vehicles, it must be more than this. Because of the entire independent section of Changan Automobile, we are not only passenger cars, but also Changan Auchan and Changan Kaicheng, including our new energy business section. In fact, each business segment has its own cycle and products with its own cycle rules.
I don't think this expansion trend will stop in the next two years.
We are walking on two legs at present. CS series is our most traditional original "Tomorrow's Car" series, which mainly caters to the upgrading needs of China consumers, which is also the main trend. UNI series is aimed at young people, or young customers. Judging from the last order, we do have more than 50% customers, and his age is after 90.
Based on this situation, we can see the great potential of UNI series in the future after the changes and differences in customer groups. In the future, we will ensure that at least one product will join the UNI series every year to help the whole UNI series gradually build a complete sequence. Judging from the customer base and product launch, its sales volume will definitely rise rapidly.
Automobile production and marketing. Com: Since UNI-T, have we started to try the online trading mode? What do you think is the biggest gain after being implemented for so long?
Peng Tao: Yes, what we do is the drainage of public domain traffic and the operation of private domain traffic. In fact, we use the whole network traffic operation mode to make some backflow for the offline, thus helping my entire physical store. Of course, physical stores also have their role. In fact, this is a two-way feedback. We hope to practice this model and explore something different in new marketing and new retail.
Of course, we have just begun, and we are still in the groping stage. We are now trying to generate some fission through the operation of private domain traffic, and we have also designed many schemes. If you care about Changan UNI's APP, you will definitely pay attention to these things. But you can't say that it has completely replaced the original sales model. We don't think so. We think it has been a mixed mode for a long time, just like we sometimes like to say B2B2C, B2C, or B2C2B. It is a concept of traffic pool, not just that I only do pure online.
In fact, in our current UNI-T sales, almost 30% of customers do not place orders in the traditional way. It used to be B2B2C, but now it may be more B2C2B or B2C2B. In other words, our factory can directly get consumers, establish direct contact with consumers, and then distribute this clue to my dealers, who already have such a proportion. However, at present, we are still very determined to "mix up" because we feel that there must be at least a scale. After all, we are not making a 500,000 high-end brand.
Automobile production and marketing. Com: You used to like to say that there must be a fierce battle between joint venture and autonomy. You also like to take the home appliance and mobile phone industries as examples, saying that independent brands can "kick out" joint venture brands. However, at present, it seems that both WEY and Link have quickly encountered bottlenecks, and then UNI-T has not directly targeted high-end brands in terms of price. How to treat the high-end challenges facing Chang 'an?
Peng Tao: The so-called price level is actually a relative concept. In fact, we can see that UNI-T is 4.5 meters long, and now its main product is the flagship model of 1.3 million or more. At the same time, the price of CS75 sequence, which is much higher than it, may be the main product, which is similar to UNI-T. Isn't this a kind of high-end? I think it is also an upward breakthrough.
From one point of view, you know I like to use the metaphor of home appliance industry and consumer electronics industry. Quite simply, when Huawei first broke through, the main prices of P9 and P 10 did not exceed those of Apple. Although its main sales price has not completely surpassed that of Apple, we can't ignore that it has occupied ordinary consumers and a considerable part of the mid-to high-end market. This is a truth.
For our UNI series, our position is to face the first-line brand of joint venture, or to face the competition with the head enterprise of joint venture. There will be traffic in the future, and only the head car companies can survive. We draw a conclusion from the statistics of the first half of the year that our company firmly believes that the reshuffle of the automobile market is inevitable. Therefore, this is why two years ago, Changan Automobile proposed for the third time that we should transform and upgrade, innovate and start a business, and we should change our lives. Because it is really "the times have eliminated you, which has nothing to do with you." That's why you can't wait. You must run, fight and rob yourself.
Therefore, some high-end brands have encountered bottlenecks in sales. What is my understanding? In fact, in a sense, Weilai can occupy the price of 500 thousand, how can it be said that it is unsuccessful? Of course, you should face up to the challenges of continuous upward sales, including Lectra and WEY. I think they are all in a normal breakthrough process.
You must provide products that meet the needs of consumers, so that you can impress consumers, not that people will pay because I want to build a mid-to high-end brand. In fact, in the end, everyone agrees with your product, and with this customer-centered service concept, product strength and service strength will be enjoyed together. In this way, people will gradually agree that you are a high-end brand.