On December 20, Chery Xingtu Star Era ES was officially launched, with a total of 5 models and a price range of 2258-33.980,000 yuan. As a latecomer, it will definitely not work without some hard power. There are many highlights of the Star Era ES, such as the standard CDC+ air suspension of the whole system, the use of 800V high-voltage platform, the longest pure electric range of 905km, and the acceleration of 000 37 seconds, etc., and strongly enter the 20-300,000 new energy car market with extremely fierce competition. 
After the press conference, Pacific Automobile was invited to participate in the exclusive interview and communication meeting, and the interviewees included Huang Zhaogen, assistant general manager of Chery Automobile Co., Ltd. and general manager of Xingtu Marketing CenterJin Xin, Executive Deputy General Manager of Xingtu Marketing Center;Fan Xing, deputy general manager of Xingtu Marketing Center. 
Huang Zhaogen, assistant general manager of Chery Automobile Co., Ltd. and general manager of Xingtu Marketing Center
Jin Xin, Executive Deputy General Manager of Xingtu Marketing Center;
Fan Xing, deputy general manager of Xingtu Marketing Center, at the communication meeting, the three leaders gave their own thoughts and views on the product layout, future market performance, energy replenishment planning, marketing strategy, and high-end brand of Xingtu Star Era. The following is based on the content of the interview as follows:
What is the product layout of the Epoch brand?What is the sales expectation for Star Era ES?At present, the pure electric 20-300,000 sedan market, the competition in this market is relatively fierce, in addition to the head model, other models are basically about 5,000, almost 1,000 or even hundreds. For Star Era, entering a market that has not yet formed a monopoly must still have a chance. Next year's sales are expected to enter the top 5 and strive for the top 3
In terms of products, in addition to the just-launched Star Era ES, there is also an SUV model, namelyEpoch ET plans to be launched in the first quarter of next year. It is worth mentioning that in addition to pure electric, the Star Era ET will also have an extended-range version, a wider audience of users. The Star Era Gemini fist products are all for the mainstream mass market, sedans and SUVs at the same time, and these two models are responsible for the sales of the entire Star Era next year. In addition, Chery Group is very good at globalization and is also an important force in representing the export of Chinese brands. Epoch ES, including ET, is built in accordance with global car standards, and there is also a large demand for high-end new energy in overseas markets. Next year, with the help of Chery Group's overseas layout, it will enter the European Union market, a very important market in the world, so that in the domestic + overseas markets, the sales volume of Star Era next year is very optimistic.
What is the difference between the Star Era ES and the Zhijie S7?How do you think about the new energy vehicle market next year?The entire brand of Zhijie is also owned by Chery, and the latest November sales announced by Chery Group are released in ZhijieAt the end of this year, Zhijie S7 will work with Xingtu's Star Era to impact high-end brands and enter the high-end new energy market. For Chery, it's a double masterpiece.
Zhijie S7 products are very good, and the dominant ones are the two dimensions of intelligence and performance, more of a sports plus Hongmeng's cockpit and Huawei's intelligent driving. Star Journey Star Era is more about comfortAll models are equipped with air suspension and CDC as standard, and are equipped with a gimbal chassis. In addition, there is also an AI large model in the cockpit, and it cooperates with iFLYTEK in terms of voice interaction, and the underlying large model is our own self-development, and the intelligent cockpit and comfort are the advantages of Star Era ES. For the entire market next year, I judge that it will definitely become more and more intense, but the overall trend, including the direction of new energy, is still optimistic. From the perspective of 2023, the overall penetration rate and sales ratio growth rate of the 20-300,000 market are the fastest among all levels. In addition, our two products, one is the Star Era ES, which is aimed at the 200,000-300,000 mainstream Volkswagen sedan market, and the other is the Star Era ET, which is an SUV that is also going to enter the mainstream market of 20-300,000 yuan. We have two mainstream and competitive products to enter the big market to grab the cake, this is an opportunity for our products.
About the energy replenishment planning of the Xingtu Star Era brand The energy strategy of the Star Era is called "4+1". The "4" refers to the 4 direct touchpoints with the user. NamelyHome Charging Piles;Use the channel layout channel to charge;Open up public network data and interconnect with each other;Build energy brand stations (mainly cooperate with the top 4 of the head).
1" is to build an overall energy platform, that is, all the charging data, site selection data, and remote support in the process of user use are all solved by relying on the energy platform. Next year's Star Era150 energy brand stations will be built, and the interconnection of energy will reach 500,000 next year.
First of all, in terms of home charging piles, other brands basically only have 30 meters of free cables, and Star Era fully considers the pain points of users and can do 100 meters for free.
The second is channel charging, there will be 200 new channels of Star Era by the end of the year, and 100 will use Xingtu's existing big stores to open up, which is equivalent to 300. These 300 have installed charging piles, including fast charging piles and slow charging piles. In this way, the coverage increases, and the user's experience radius will be reduced.
The second is the interconnection of the public network, that is, to open up the public pile, and the star era and the top 4 energy supplement systems (State Grid, Southern Power Grid, Special Call and Star) are connected, which accounts for more than 90% of the high-quality piles, so that they can be used well.
Finally, the brand station will work with the third-party charging brand to achieve a win-win situation. ExpectedNext year, 1.5 million brand stations will be built, and about 20% of the supercharging piles will be deployed. This solves the problem of 800V charging, but there is no self-built investment in heavy assets, so it is called an asset-light charging mode.
Next year's market competition will be more intense, how will Xingtu Star Era respond in terms of marketing?In this regard, Mr. Jin Xin gave the answer: in 2024, the Star Era will adhere to 4 directions.
First,Brand up。This is unswerving, and we undertake the brand upward mission of Chery Group: the four new, that is, new tracks, new people, new images, and new high-end, including overseas high-end, are actually complementary to each other.
Second,We insist that the market is outward, determined to promote the high-end products of the entire Star Era to the global market.
Third,Technology is future-proof。In the past two years, Chery Group has done science and technology days, and many of the group's new black technology products have been applied to the Xingtu brand in accordance with the company's strategy, so we do have our own advantages in the layout of technology, especially in the future-oriented technology layout.
Fourth,The integration of the entire industrial chainWe have in-depth cooperation with CATL, Huawei, Bosch and Heduo Autonomous Driving, and have more integration of the whole industry chain. For example, we have in-depth cooperation with iFLYTEK to bring a large number of user interactions and data underlying applications to its large model, which in turn can empower the automotive industry and other industries.
At the marketing level, in addition to focusing on products and after-sales, we should also pay attention to ecology and service. The delivery of electric vehicle products is the beginning of real interaction with users. The entire ecology of the back energy, the ecology of the customer cloud, and the co-creation of a large number of users are all the process of deepening and opening up the industrial chain in the back.
How to build a high-end brand?As a high-end brand of Chery, how to build a high-end brand?This is a question that Xingtu has been thinking about. At the communication meeting, Mr. Huang Zhaogen talked about his thinking.
What brand?The brand is quality + taste + lifestyle. First of all, the foundation is that the quality of the product should be particularly good, and the application of new technologies and product quality should reach the level of high-end brands and luxury brands.
The second is taste. If the product is done well, there will be a brandHuang Zhaogen believes that no, the brand must have its own taste. What is the taste?With luxury, sports, comfort, and technology, Xingtu Star Era has chosen ultra-comfort as the brand's taste.
Every era has its own brands. I think the brand is the lifestyle and values of a group of people, with the rise of China's economy, the rise of China's leading enterprises, will also give birth to Chinese brands.
What is the lifestyle and values behind the user group determines the brand spirit and taste, which is the taste and connotation. So to be a brand, the product is the foundation, but the product must have its own characteristics and characteristics, and your characteristics will form your target group, because a group of people will gather together when they buy a product with a common characteristic.
In addition, in addition to products, high-end brands should also work services and channels, and the two complement each other. The channel of Xingtu enters 2At stage 0, nearly 20% of dealers are BBA investors, and the image of the terminal store is also in line with the high-end. At the same time, it is also necessary to pay attention to the ultimate efficiency and digitalization of the channel, and at the beginning of the product launch, more than 200 cities can enjoy the car and test drive, which is difficult for most new car manufacturers and independent electric vehicle brands to do. In the new competitive situation, digital construction is also indispensable, from the traditional fuel vehicle operation model to a new digital APP model, so the group for the first time to achieve all the functions of the focus on one APP, called Xingtu Star Era, this APP is completely in accordance with the new forces of car manufacturing, in accordance with the way of Internet companies, in accordance with the user's lifestyle.
Finally, energy supply, if you want to do a good job in electric vehicles, you must solve the problem of energy anxiety of users. Including home charging, channel charging, brand stations, etc., have been expanded earlier, and I will not repeat them here.
What has Xingtu done in the past year?Huang Zhaogen always said, ".Firmly brand upward, all the work is around building the Xingtu brand into a real high-end, so that the brand can go up.
This year's sales growth is just a process, with the average selling price increasing from 140,007 last year to 17 this year20,000 yuan, with the listing of Star Era, our average selling price can reach the range of 22-250,000 yuan, and truly enter the average selling price of China's high-end brands.
The terminal channel is also upward, this year there are more than 100 stores are upgraded from small stores to large stores, the image of the terminal has been further improved, 300 stores in the Star Era, and the overall image has changed very much compared with Xingtu.
The high-end of our team should adhere to high-end and diversified team building. There are more and more people in the team who have experienced luxury brands and joint venture brands.
The brand is upward, and only by unswervingly going up, China will definitely have its own high-end brands. Of course, it is not blind confidence, Huang Zhaogen said that he saw the opportunity of the market.
The first one isThe rise of the national tideEveryone is becoming more and more confident in their own brands, and their self-confidence is getting higher and higher, including the recognition and self-confidence of this generation of young people for domestic products. Chinese consumers are becoming more and more aware of electric vehicles, and their brand confidence is increasing, believing that Chinese electric vehicles are the best in the world.
The second isConsumption upgradesThe number of cars in China is more than 300 million, and there are 1 joint venture brands6-1.700 million vehicles, 5-10 years is the replacement period. More than half of Xingtu's customers come from the upgrades of Hyundai, Kia, Nissan, and Chevrolet five years ago, and this market opportunity is huge. As long as the product is done well, the brand is done well, and the consumer trend catches up, Huang Zhaogen believes that Xingtu will have huge growth opportunities next year. China's new energy vehicles have completed corner overtaking and become the leaderMany people are saying that the rise of China's new energy vehicles has changed us from a follower to a leader, and has completed the overtaking of the industry. In this regard, Huang Zhaogen always gave his own opinion.
He thinks,"This could be a marathon, and it's hard to say who has reached the finish line right now
China's new energy vehicles are leading in the world, we were followers in the early days, and now we may be competitors, to say that the complete lead, it has not yet reached that time.
We should be at the forefront of the world in terms of electrification and intelligence, but companies like Tesla, whether in technology or brand, are still part of the leading in China. It's not so much the frontrunner as it is the same race, and we compete on a level. As long as we work hard and persevere, we also have the opportunity to run faster than others and have the possibility to win, unlike before, which is much behind foreign brands. In the overseas new energy market, Europe is also developing rapidly, such as the new energy strength of Northern Europe is not worse than that of China, and the policies of the Middle East to encourage new energy are introduced very quickly, which may be greater than the domestic support for new energy. But in some places, such as Southeast Asia and South America, the pace of new energy is not as fast as China, but these local infrastructure is also accelerating investment, so in new energy, Chinese auto companies have a first-mover advantage, and then after the global new energy up, we are still under a lot of pressure, continue to practice internal skills to run forward, this may be a marathon, now it is difficult to say who has reached the end. (Compiler: Pacific Motors Chen Qizhen).