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Whenever a new car brand is released, someone will always ask, "Does the China market need a new brand today?"
In fact, from the media's point of view, it is absolutely unnecessary for consumers in China market if this problem is thrown at consumers.
More than 200 new cars are released every year, which is enough for them to choose.
However, if this problem is in the China market where brands are like forests, new brands have emerged in an endless stream in the past two years, and this problem has been repeatedly thrown out.
Without it, China consumers really don't need a new brand, but for different automobile enterprises, they need a new brand to attract market attention, grab profits and cope with the transformation cost of the automobile industry.
So the formal question of this question is why do independent brands need to constantly build new automobile brands?
Today, after the epidemic, Dongfeng Motor Corporation finally unveiled the mysterious H Division, which was established on 20 19, and released the most important action of Dongfeng to build a brand on the high platform in the next decade: "Lan Tu".
How did they answer the brand questions mentioned above?
At today's press conference, You Zheng, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Company, said: "Lan Tu Automotive Technology Company will provide users with a high-end intelligent electric experience with zero anxiety with a brand-new organizational mechanism, brand-new team and brand-new business model. Yantu Automobile will also lead the brand of Dongfeng Company and the development trend of China New Energy 3.0 era. "
Lan Tu's homophonic "blueprint" means a beautiful plan and prospect. "Lan" represents the breeze in the valley and the breeze in Xulai. Fresh and natural, giving people pure and clean new energy association; "Map" is planning a new map, full of wisdom.
Another meaning is actually the political correctness of "drawing a blueprint to the end".
Lan Tu is known as "a high-end electric brand built by Dongfeng Company with the efforts of the whole group, and it is also an important strategic layout of the new energy vehicle market after the epidemic."
Lan Tu's brand mission is to "make cars drive dreams and empower a better life", and its goal is to "provide consumers with a high-end intelligent electric experience with zero anxiety in the new energy 3.0 era".
The LOGO design of Lan Tu brand is inspired by Kun Peng's wings in Happy Travel, which means to accompany users to ride the wind and waves and create a blueprint for life with their own strength and creativity. Realize self-worth.
Different from the new car-making forces, Dongfeng Company uses "new car-making forces" to describe Lan Tu, which is intended to emphasize that it has the powerful car-making strength accumulated by Dongfeng Company for more than 50 years, the stable development strength ranked 82nd among the world's top 500 companies, the technical strength in the fields of new energy and "three electricity" in 19, and the resource strength of partners in the whole value chain.
Its brand positioning "real zero-anxiety high-end intelligent electric brand" is also worth pondering: the combination of three key words, zero-anxiety, high-end and wisdom, means that Lan Tu intends to build a nearly perfect electric car.
Corresponding to this brand, Lan Tu Automobile will have a brand-new strategy, a brand-new organizational mechanism, a brand-new business model and a brand-new team, and operate independently in a market-oriented way.
Under the new organizational mechanism, Lan Tu will integrate the experience of mature car companies and the flexible innovation mechanism of new car-making forces, explore the integrated development model of "mature car companies+new car-making forces", and establish a more efficient, innovative and service model. Flat management and operation mode.
In the brand-new business model, Lan Tu will build a brand image of high-end automobile products with unique charm and great competitiveness, and build an innovative sales model and ecological services.
On the team side, You Zheng, member of the Standing Committee of the Party Committee and Deputy General Manager of Dongfeng Company, introduced the core management team members of Lan Tu Automobile at the press conference. Fang Lu, CEO and CTO, Lei Xin, Chief Brand Officer (CBO), Shen Jun, Chief Financial Officer (CFO), Jiang Tao, Chief Operating Officer (COO), and Huang Weichong, Senior Director and spokesperson of Lan Tu Automobile Brand Operation, made their official appearances.
In terms of vehicle product planning, Lan Tu's original intention is to occupy the market share in the middle and high-end vehicles with the price of 200,000-350,000 yuan by undertaking the brand-new electrification and intelligent technology of Dongfeng Company.
According to another source, the first SUV product of Lan Tu brand will adopt the pure electric vehicle S platform led by the technical center of Dongfeng Company. The new platform is based on three-electricity technology and integrates WindLink? 4.0, L3 and higher intelligent driving, C-NACP five-star safety, etc. The new product will be a B-class SUV, which will be aimed at BBA's luxury medium-sized SUV products.
It is also reported that Dongfeng "Lan Tu" brand has planned nine models, and the new car will be put into production in the upgraded original Dongfeng Renault Wuhan factory, with an annual production capacity of 6.5438+0.5 million. Dongfeng Motor has signed a framework agreement with Contemporary Ampere Technology Co., Ltd. to deepen strategic cooperation. It is also reported that in terms of sales and channel model, Lan Tu brand will also adopt the business model of combining online and offline, aiming to build a domestic high-end electric vehicle brand by combining the Internet innovation model.
No matter from which angle, "Bluebird" is the most important move of Dongfeng Group this year, and it is called "one of the most important layouts of Dongfeng Group in the next decade".
On May 6th this year, Zhu Yanfeng, Chairman and Party Secretary of Dongfeng Motor Group Co., Ltd., wrote a letter to employees of H Division, in which he defined H brand as the "person in charge, practitioner and pioneer" of Dongfeng to promote the transformation of traditional fuel vehicles to new energy vehicles, saying that it "held up the heavy responsibility of the whole Dongfeng brand and conveyed the courage of Dongfeng to fly high".
In addition to this slogan, the outside world should see Dongfeng's understanding of its own institutional constraints and its reference to the new forces of building cars.
This depends on Dongfeng's sincerity in seeking innovation and change from the faucet to the inside.
In other words, it is difficult for the ship to turn around, especially for central enterprises like Dongfeng Group, and it is not easy to take the initiative to seek change.
Dongfeng group's attention and layout of new energy vehicles began at 200 1.
At that time, Dongfeng Group established Dongfeng Electric Vehicle Co., Ltd., and since 19, it has completed the technical development of the core three-electric system, and launched products such as hybrid buses and pure electric special vehicles.
In 20 17, Dongfeng company formally put forward the strategy of "five modernizations", namely, light weight, electrification, intelligence, networking and enjoyment, and began to comprehensively promote the relevant layout.
During this period, on 20 16, Dongfeng Group made an attempt to upgrade its brand, that is, Dongfeng A9.
But Dongfeng A9 launched by Dongfeng Shen Feng is actually a shell-changing model of Dongfeng Citroen C6, enjoying PSA? EMP2 platform and powertrain set the highest price of a Dongfeng independent brand at 6.5438+0.8 million yuan.
Then talk about the market reaction.
Later, the senior management of Dongfeng decided to start the "H Plan" around the end of 20 18, and set up the "Dongfeng H Division" in April of 20 19.
2065438+At the beginning of 2009, Dongfeng established another enterprise named Zhixin Technology Co., Ltd., and said at that time that it would carry out all-round exchanges and cooperation with Lan Tu brand in the fields of three-electric system, fuel cell and intelligent driving of new energy vehicles.
Today, Lan Tu only released the brand name and vision, and revealed some information about the specific factory manufacturing. According to other media reports, Lan Tu brand will mainly rely on a plan called "Yunfeng Plan".
The project is officially described as "Dongfeng Group Co., Ltd. Passenger Car Capacity Expansion Project", which is located in Wuhan Economic and Technological Development Zone (Hannan District) with a total investment of about 9.85 billion yuan. The foundation stone was laid at the end of 20 18, and the project officially started in June of 20 19. It is planned to be completed in September 2020 with a production capacity of 300,000 vehicles, including passenger cars and others.
According to early reports, Yunfeng project is regarded as "an important strategic goal of Dongfeng Motor", and the new factory will become a world-class benchmark factory leading the development trend and trend of the automobile industry.
According to media reports, as one of the "Double Billion Projects" in Wuhan, Yunfeng Project has started to resume work. In related reports, it was mentioned: "Despite the epidemic, the Yunfeng project has been fully resumed. The plant is scheduled to be completed in September and put into production early next year. It will produce the latest products equipped with three electric system technologies, car networking technology and autonomous driving technology. "
You Zheng said: "Lan Tu brand will stand on the shoulders of Dongfeng Company to innovate and operate, and strive to become synonymous with high-end electric brands in China. This is our strategic choice to enhance the brand of Dongfeng Company with new organization, new mechanism and new model. As a' new force to build cars' in China, Yantu Automobile will bring users a truly zero-anxiety intelligent electric experience, empower users with a better life and lead the development of the new energy 3.0 era. "
One of the core reasons why China automobile manufacturers try to brand is that the profits generated by the low-price strategy are too low. At present, the further price reduction of foreign brands has depressed the living space of independent brands. At present, the market share of independent brands in China has reached an all-time low. (For details, please refer to "China's Automobile Industry Without Losing Dignity in the First Half of 2020: Record Production and Sales in June, Independent Brand Crisis Unsolved")
Therefore, brand promotion is a compulsory topic, but these car makers often go astray. You Zheng had previously told the media: "At present, the maximum price of China brand products under Dongfeng Group is 6.5438+0.4 million yuan, but with the upgrading of automobile consumption in China, the mid-to-high-end market of 200,000-350,000 yuan is growing rapidly. Only this price market can carry the electrification and intelligent technology of Dongfeng Group in the future."
Brand promotion is always simplified as price promotion.
Upward price is the cornerstone of car configuration and quality, but from the perspective of building a perfect electric car, we should abandon these rules and regulations set by price and stand on the real needs of China consumers. Low price does not mean low quality, which can avoid the price trap that is often unavoidable.
The core of a brand is trust, not price. This is just the result.
Since Xu Liuping took charge of Hongqi brand, its performance in the market shows that as a central enterprise, automobile manufacturing enterprises can produce the products expected by the market, and we hope Dongfeng can also make this move.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.