Wu Bing, who holds the three major brands, has just participated in the press conference of the new generation model D7 of the Roewe brand, and rushed to Guangzhou to "stand up" for Feifan Automobile before the auto show.
As a brand built by Wu Bing from scratch, Feifan is positioned as the main mainstream pure electric intelligent new energy vehicle market, and the word "Feifan", homophonic "extraordinary", also represents SAIC's expectations for it.
However, Feifan's "extraordinary road" is not easy, the market is getting more and more volatile, Feifan is facing pressure from internal and external, how the three major brands differentiate the competition, how to work collectively, and how to pull Feifan back to the mainstream track, break through under heavy pressure, and create a hit, is Wu Bing's most important mission at present.
Product and label positioning are multi-pronged to launch a general attack.
The market is so "volume", a good product also needs a good ** to support.
At the Guangzhou Auto Show on November 17, Feifan Automobile "made two bombs in a row", with a price of 1899-22.The 2024 Feifan R7 with 990,000 yuan will launch 3 models and give away 7 smart comfort upgrade packages for a limited time. The price is 18990,000 yuan of Feifan F7 urban version, at the same time to launch a new time-limited policy, but also to enjoy five courtesy, from the pricing point of view, directly the two cars will be positioned to 200,000 level of medium and large electric sedan, far lower than the previous industry expected 270,000 yuan high.
At present, there is no most volume, only more volume, a brand and a product sell well, in addition to the best and all kinds of factors, and for Feifan, how to first distinguish from the other two brands, but also in the domestic market to mix the brand of the first head, it is obviously not an easy task, how to let the market let consumers remember this brand?Branded labels are important.
As a Feifan brand, 'smart and comfortable mobile space' is our positioning for it. In the future, we will continue to insist on and build all of Feifan's products. Wu Bing explained the story behind the new positioning of Feifan Auto: "Now this society is very anxious, very volatile, and frankly very angry, so we hope to enter Feifan Auto and bring users a higher level of emotion and value management through intelligent comfort." Therefore, comfort and enjoyment are two important footholds of Feifan's intelligent comfort. Wu Bing hopes that intelligent comfort is the future in Feifan F7, R7 and Feifan's third-generation cars, first-generation cars and fifth-generation cars.
From the initial R standard to Feifan, although "Achieve Your Extraordinary", "Cockpit", "Screen Master", "Volume King", etc., have become the characteristics of Feifan and other brands, but from the brand level, the creation of the Feifan label is not an easy task.
No matter how powerful the product is, no matter how high the intelligence is, no matter how advanced the configuration is, and no matter how clever the technology is, at present, in the market where there are many new products, it is not easy to stand out and be remembered.
After all, driving Mercedes-Benz, taking BMW, and the safest Volvo, these brand labels are all achieved after a hundred years of precipitation and continuous building, and the market environment at that time was completely different.
Over the years, car brands have been overwhelming, although many brands are not low in popularity, but the brand label is still vague, for example, when it comes to ideals, it is said that it is "daddy car", but daddy car is just a category;When it comes to BYD, it is even more cost-effective, and cost-effective is a first-class strategy at best.
For Feifan, facing the homogenization of technology, the brand labels between automotive products are becoming more and more blurred, because what you have, others can also have, what you can say, applied to other brands, may be very different. At the same time, as an executive of a state-owned enterprise, Wu Bing faced the problem of not being "unscrupulous" or even bottomless like some enterprises, and at the same time giving consumers a real configuration, not a little sloppy, because that represents the attitude and responsibility of a state-owned enterprise to build a Chinese brand.
However, this time, when Wu Bing appeared in front of ** again, he had obviously thought a lot, and it was also a release of Feifan's overall strategy.
Three trump cards support the brand label.
When you see the words 'smart comfort', you should be able to distinguish between us and other brands. Wu Bing said that to a certain extent, even if the Feifan brand is a continuation of the original product features and highlights, it is also the first to integrate these two characteristics.
Wu Bing revealed that the intelligent comfort was proposed after investigation for the characteristics of the early car owners. In fact, in order to find this answer, Feifan Automobile has gone through all the customers of Feifan F7 and Feifan R7, which are basically divided into two categories: rational and pragmatic and delicate and self-pleasing.
We say that if the user's purchasing power is 1, intelligence and comfort are the two 0s in the back. In the past year, we have been conducting a lot of user research, user communication, and user operation. We have determined that "intelligent comfort" is the core point of Feifan's future differentiation. ”
We see that most of our customers are steady, rational, enjoyable and early adopters. Among our customers are many professionals, such as government agencies, enterprises and institutions, hospitals, and teachers. They are also basically a family of two, very few single, and they are beginning to enjoy the life experiences that family and fulfillment require.
They are not conservative people and are willing to try new things, but this kind of early taste is on the basis of stable construction. Therefore, they are willing to buy intelligent new energy vehicles with the quality of large manufacturers. To sum up, it is a group of people who are "stable and cutting-edge" to find the smart comfort they like.
Therefore, Feifan specially asked Lu Yi to endorse him, he is no longer a traffic niche. "In fact, several of our spokespersons have been relatively mature. We are not chasing trends, we are not looking for traffic stars, we must be looking for the right people who can resonate with our consumers. Wu Bing said.
With the determination of the Feifan brand label, Wu Bing once again answered the difference between the three brands.
MG is about passion, always young, and global cars. Roewe, enterprising is the core value, in the enterprising era to build a national car, is the goal of Roewe. Provide DMH, long-distance superhybrid, plug-in hybrid technology and core technology to be the strongest in China. Wu Bing said that in the future, Feifan Automobile will focus on the core of intelligent comfort to develop products in a targeted manner. This also means that although there may be crossover on the first, the driving form in the future may one day also converge, but in terms of brand positioning and image, the three brands have achieved differentiation.
Meet the driving force behind "both want and want".
Of course, the words smart and comfortable are easy to say, but it is not easy to really do. "We are also constantly strengthening and consolidating the concept of "smart comfort" through technology-driven, digital-driven and user-driven. Wu Bing said.
How to understand intelligent comfort, this first requires a deep insight into the needs of users. Although the Feifan automobile brand has only been established for more than two years, Wu Bing is indeed the "old man" in the automotive industry.
He entered the automotive industry in 1998 and experienced 20 years of rapid development in the automotive industry from 1998 to 2018. With 20 years of experience accumulation, I also have more feelings and insights for the understanding of car owners.
Smart comfort is what Feifan is good at. Since its establishment, Feifan Automobile has taken a route of "screen master" and "volume king" around intelligence, pointing at Tesla and Xiaopeng Motors at the brand level.
The Feifan ** cockpit raises the sense of luxury and comfort to a certain height. "We know from big data that 637% of users are here for the Feifan ** cockpit, and comfort has become the primary factor for many users to choose F7. Wu Bing said that we have received good feedback from users, which is what we feel happier.
We found that the smart comfort we delivered was highly consistent with the factors of the end user's car purchase, and we felt that this was the right path. The subsequent product dissemination, product creation, and user operation will also revolve around the four words "smart comfort".
Of course, the ultimate in intelligent comfort, but also means that the cost is not compromised, in order to give consumers a better experience of intelligent comfort, Feifan launched a unique intelligent and comfortable three trump cards, the first one, the first cockpit, on behalf of intelligence. The second card, the multi-energy solution, is that the battery is rechargeable, swappable, and upgradable. The third trump card is the Bay Area driving system. Feifan R7 and F7 have a large number of sensors and intelligent driving hardware, and the high-speed navigation function has been opened in 205 cities across the country.
But behind the three trump cards also means high costs. However, Wu Bing believes that equal rights in science and technology is the natural ability of Feifan Automobile to rely on SAIC Group, and the key to supporting Feifan Automobile to achieve real intelligence and comfort is that Feifan Automobile is "backed by a big tree".
SAIC's progress and planning in the field of new energy, including vehicle platform architecture, solid-state batteries, 800V electric drive, intelligent driving, and intelligent cabin, are the confidence of Feifan Automobile.
Feifan Auto was born from SAIC's latest pure electric exclusive platform - Nebula platform, which is abbreviated as MSP (Modular Scalable Platform), which is a scalable modular platform based on the exclusive characteristics of pure electric vehicles, and is a gradient super platform. The biggest highlight of the platform: gradient, scalable, iterative upgrade. The car born on the "Nebula platform" can be loaded with SAIC's "** computing + regional control" full-stack 3., which has been iterated to the third generation0 intelligent car solution, so that the vehicle has super self-learning Xi, self-evolution and self-growth capabilities, so that it is often used and always new.
On the basis of sharing the technical base of SAIC, Feifan also co-creates technical routes with different departments of SAIC in the fields of intelligent driving, intelligent cabin, intelligent electric and ergonomic solutions.
Feifan has the endorsement of SAIC, and we believe that we still have to do it within the DNA range that we are best at and break through. Wu Bing said.