D: Indeed, there is a big difference between commercial vehicles and passenger cars. Commercial vehicles are more means of production, and its characteristics are that users' needs are relatively regular and easy to identify. In addition, the long-term competitive environment makes it easier to find goals.
Moderator: Just a few.
D: Yes, where are you better positioned, so that your goals are more clear. Passenger cars are more consumer goods. Since it is a consumer product, the customer's demand contains many emotional aspects, and this change is relatively fast. So for us, the uncertainty of demand is a great feature.
Second, because of the competitive environment, this benchmark is difficult to confirm. On the one hand, commercial vehicles are relatively large, and passenger cars are relatively small at present, which is not suitable in theory, because the size of the game is different, and many routines are not suitable in a sense.
On the other hand, if you look for a benchmark according to your current scale, as an enterprise like Dongfeng, will customers, media and shareholders recognize you?
Moderator: Because Dongfeng Group is very big.
D: It's just that it's hard for you to locate yourself accurately. Once you can't locate yourself accurately, your goals, inputs and specific measures in specific operations will have a sense of aimlessness, and you will feel that this is the biggest confusion.
Moderator: Dongfeng has changed a lot in the past two years, especially the brand Fengshen. Before, Fengshen gave me the impression that I was not very clear about my own positioning, or that my brand image was not very clear, but now it is getting clearer and clearer, including the release of new products. Everyone's impression of Dongfeng Shen Feng immediately changed. I think this brand is not the same as before, and the products are not the same as before, including the models with the double swallow logo, which are completely different from the outside world.
As mentioned just now, we released the new logo AEOLUS in June, and the brand rejuvenation was officially released at the Beijing Auto Show. What kind of Dongfeng Shen Feng brand do we hope to build through the new logo?
D: In the eyes of Dongfeng's customers and the public's understanding of Dongfeng, Dongfeng is a brand with excellent quality, but it is more traditional.
Moderator: More traditional.
D: Actually, our customers are getting younger and younger. At present, 70% of Dongfeng Shen Feng's customers are under the age of 30. We are also thinking about how Dongfeng Shen Feng will establish communication with customers in the next step. In fact, the release of Fengshen, a new competition standard, has such thinking. We say that the customers of Dongfeng Shen Feng are mostly dream-chasing youths who have just entered the society and cities. It should be said that they all have beautiful dreams just after entering the society, but they are also very confused. Whether you can integrate into this society, get its respect, and gain a foothold in this society is actually the same as the people in Dongfeng Shen Feng now.
We say Dongfeng Shen Feng just celebrated 13 anniversary and 13 birthday. As a passenger car company, we have just entered the society of self-owned brand passenger cars. In this camp, we don't want to be the leader of our own brand passenger cars. With such a dream, we don't want to be respected and have our own position in our own brand passenger cars.
In fact, we are facing the same problem and have a lot of hesitation. So I hope our customers are the same as Dongfeng Shen Feng now. We have just entered the society, and we have dreams, but in fact we hope to realize our dreams. In fact, we also know that we definitely need to work hard and will definitely encounter setbacks and hesitation. We look forward to working with our customers all the way. In the growing period, we will work together. When we are hesitant and encounter setbacks, we will stick to it together. We can constantly sweat in our efforts again and again, make our own efforts, and create our own glory through constant pursuit and persistence.
Therefore, Fengshen, a new competition standard, hopes to convey the enterprising spirit of taking life as the track, and also hopes to express that Dongfeng Shen Feng will pursue, accompany and pursue this dream together with our customers. Let's work hard together, persist together and pay together. Finally, I can realize my desired dream and get a perceptual voice.
Moderator: I have a point that I want to discuss with you. The concept of the brand or the slogan of the brand or the image of the brand is not so concrete. Unlike our products, what the car looks like, its appearance, interior, power, performance, safety and technology. Customers can really feel it. But the image, slogan and connotation of the brand are difficult for consumers to directly feel. How can we Dongfeng Shen Feng make our target customers feel the connotation of our brand?
D: The brand should solve the problems of "he wants me to have it" and differentiation. First of all, our customers, especially young people, are full of expectations for the improvement of their quality of life. Dongfeng Shen Feng always pursues quality leadership, and pursues quality life together with customers with excellent and reliable products. ?
At the same time, a brand-new brand slogan "enjoy driving and enjoy the journey" is put forward, which is to give customers unlimited fun. What we are talking about now is not simple control performance, but more emphasis on abundant power, arbitrary control and surprise experience brought by intelligent technology. The C 15TDR engine brought by Dongfeng Shen Feng won the title of "China Energy Efficiency Star" with a thermal efficiency as high as 4 1.07%. At the same time, the maximum power 150kW and the maximum torque are 320Nm. Strong power will bring customers a brand-new and refreshing feeling, no matter in the process of starting and accelerating. Relying on the global modular platform of CMP and the new efficient modular architecture of DSMA to be launched soon, our customers will get a track-like driving experience.
In addition, in terms of intelligence, we will bring customers the experience of blending people and vehicles, and let customers experience a more convenient and enjoyable driving experience through intelligent cockpit and intelligent driving technology.
Compere: I still have a little point I want to discuss with you. Just now we also talked about the brand connotation. You see, for example, in the end market, some products can be extended to brands, such as Fit. His slogan is very simple and particularly grounded. Let's talk about other cars, and there are some similar ones. The label that this product can make customers feel is very grounded. I just saw the charm of driving all the way, not that it was bad, but that it was difficult for consumers to perceive it. For example, BYD used to push his products to speed up my speed by a few seconds. As soon as you heard this, everyone knew what you were talking about. Looking at it now, it's a little hard to perceive. Will there be some changes in our future?
D: What you said is actually a long-term accumulation and slow construction process. We're trying. One is that we hope that through some events like CTCC, we can convey the spirit of the track and reflect the spirit of the brand just mentioned at the beginning, that is, the spirit of enterprising and hard work. This is also a positive energy that we hope to convey as a central enterprise. This is the first point.
The second point is that I hope that stimulating interest can really bring some interaction. Now, we have held the Royal Hunting Experience Camp in Kunming, Shaoxing and Wuhan, and will continue to hold it in the future. We train friends who are interested in racing and let them wear helmets to experience the feeling of racing on the track.
Thirdly, we do some activities to strengthen our perception and experience, constantly hoping to convey our interest in driving to our customers, and slowly convey the characteristics of this brand to our customers with some interactions. At Wuhan Auto Show, we took the block as the design inspiration and created a beautiful, pleasant and fun Zhichao block. Although it was the first time after the epidemic, we held it very successfully and the transaction rate was the highest among all brands. At this Beijing Auto Show, we also brought the "Zhichao Rubik's Cube" hard-core fun interactive experience area and CTCC simulation game machine to further strengthen the brand imprint, so that exhibitors can enjoy the real and virtual world and feel the brand charm of Fengshen through immersive experience. Now, we have begun to do some experience activities in the 4S shop. For example, the experience equipment of our racing car has begun to be arranged in the 4S shop, including the auto show. In the future, many 4S stores of Fengshen will have "track" related experience projects.
Moderator: Just now, you mentioned that the epidemic was the most serious from April 38 to April this year. At that time, not only Dongfeng Shen Feng, but also all car companies in China were affected. You have just arrived here, and you must have studied some sales trend data of Dongfeng Shen Feng. I'd like you to tell us something about Dongfeng Shen Feng's sales this year. As of August, it is not over yet.
D: As of August, Dongfeng was seriously affected by the epidemic this year. By August, we sold more than 30,000 vehicles, up 0.3% year-on-year, and the whole independent brand industry dropped by 65,438+05%. We increased by 0.3% compared with last year, and grew slightly against the trend. But realistically speaking, there is still a gap between our own requirements and ours.
This year's epidemic will affect us for two or three months. In the second half of the year, we will continue to strengthen our brand marketing activities through brand rejuvenation and further strengthen our communication with customers. Secondly, we also hope to seize the opportunity of brand rejuvenation in the second half of the year. Through the continuous upgrading of products, we can see from the Beijing Auto Show that we have carried out a comprehensive upgrade in intelligence and modeling. I also hope that through this upgrade, I can win the recognition of customers.
Moderator: I suddenly thought of a question, which has something to do with your previous commercial vehicle career. You come to the Beijing auto show. I guess you just saw some car brands and their products. What do you think is the main difference between Dongfeng Shen Feng and other brands?
D: I think there is still a gap in the strict sense. Compared with many brands or enterprises with independent brands, I still have a lot to work hard. Of course, we are in a relatively advanced position in the automobile system. Windlink5.0 has been fully upgraded this time, and the customer experience has been better improved. Let me tell you something, the speech recognition rate has reached 98%, whether it is Mandarin or some dialects. Originally, when windlink4.0 was used, customers recognized it very much. After this upgrade, these experiences have been better improved.
At the same time, we have made some great improvements in modeling, and it should be said that the visual effect has also taken a step forward. Of course, Dongfeng Shen Feng still has a lot to improve. At this auto show, we also showed the latest engine, which is completely independently developed and named C 15TDR engine. Not long ago, it passed the expert certification of National Quality Inspection Center and China Automobile Research Institute, and the highest thermal efficiency reached 4 1.07%. At present, this thermal efficiency level has entered the first camp of mass production of gasoline engines in the world.
Moderator: Just now, you also talked about the process of brand promotion of Dongfeng Shen Feng. What do you think of the process of brand promotion in China? Because China brand has probably gone through three stages before, and there are various problems in each stage. What do you think of these problems?
D: When you talk about brand promotion, first of all, it comes from the needs of customers. It's not that the OEM says it wants brand promotion, but that customers have such demand, because domestic customers, especially young people, have a different understanding of the national tide than before. Young people today are even different from our generation. They recognize domestic products more and think that using domestic products is a trend. Second, they have the need to improve quality. Third, they have personalized needs, show their own personality, and show their free personality. This reflects their upward demand for brands, which is the first from the demand side.
The second one comes from reality. Some quality indicators of self-owned brand cars, such as our Dongfeng Shen Feng, are close to those of joint ventures, and even some project indicators have been surpassed. Let's talk about our upcoming new platform architecture DSMA. This new architecture is completely independently developed by Dongfeng, and it is a modular architecture for mid-to high-end models. It has the industry-leading "architecture" development concept and brings together the international advanced platform technology. From this perspective, independent brands already have the foundation of brand-oriented ability, which only shows that our brands need to strengthen customer awareness. If so, we can make China brand more recognized by the public in the process of brand promotion.