Interviewer: Fan Junyi, Deputy General Manager of Geely Brand Sales Company
[car home? People interview]? At the opening of Guangzhou Auto Show in 2020, car home talked with Mr. Fan, a brand owned by Geely, to discuss the highlights and future development direction of Geely. The following is an interview record:
Moderator: We see that Geely still has a very rich product this time. First of all, please introduce the highlights of this auto show.
Fan: Geely Automobile Exhibition Hall is at Guangzhou Auto Show 1. 1 Hall. We brought two CMA products, Xingyue and Xingrui, as well as a full range of cars, SUVs and other models to participate, covering fuel vehicles, hybrid vehicles and pure electric products. This morning, we released the first FOTA upgraded fuel vehicle. I believe that the upgraded content will bring different car experience to Xingrui users and enhance the value and quality of the whole vehicle.
Moderator: In fact, what you just said is the era of Geely 4.0, which is our premise. This perception is very good for users. What do I think is the most important core value for users to say 4.0?
Fan: First, Geely has entered an era of comprehensive architecture. We have a huge group, in addition to CMA, there is also a modular architecture of BMA, SPA and SEA, which can cover a full range of pure electric, hybrid and fuel products. Second, we build cars based on the needs of users. For example, OTA was released 20 days after Xingrui went public. Many netizens think the speed is so fast. In fact, the concept of supporting R&D was prepared at the initial stage of research and development, and many media and users gave some suggestions in the activity of not trying or selling, and then our research institute improved and upgraded the whole vehicle according to these suggestions to quickly improve and solve the pain points of consumers.
Like this FOTA upgrade of Xingrui, RPA remote parking function has been added according to the parking needs of users; According to the user's demand for short videos and information, a customized APP for volcano car entertainment was added, which integrated Tik Tok, watermelon video and car knowledge.
Moderator: I mentioned a lot just now, and there are more and more channels to communicate with users. In fact, we have also noticed that many car owners are talking about user growth and user operation. What has Geely done so far?
Mr. Fan: Geely has been paying attention to this door with users. In 20 days, it understood the needs of users and launched FOTA for the first time, which proved that the door was open. Users' needs are fed back to us at the first time, which is market-oriented and user-centered. This is not a slogan. We are doing this in practice.
In Xingrui's view, to be a subversive of a family car is to rebuild the value standard for users. Why can't the space of a-class cars exceed 2750mm or 2800mm? So this time, Xingrui broke the standard of space, and A-class cars can also have a huge space of 2800 mm In addition, the most popular A-class cars in power are 1.4T, 1.5T, and the high-equipped 1.8L, but they are all 2.0T
You can see many scenes of communication with users from Xingrui. Now some customers who buy joint venture cars feel that it is good to have enough, so they will make do with it. However, we think that China consumers have been suppressed for a long time, and the enjoyment of super-large cups should be given to China consumers without spending a penny more. In some services, we have also done a lot of sincere rights and interests, such as 4.5 years or 654.38+0.2 million kilometers of free maintenance and warranty. It is not simply to send basic maintenance, there are both big insurance and small insurance, and there is no working time fee. Used in all synthetic engine oil, any store in the country can enjoy it; There is also a two-year 7.8% discount repurchase, which exceeds the value preservation of basically all products at the same level.
Moderator: Full of sincerity.
Manager Fan: This sincerity has led to a large number of orders, which have exceeded 10,000. However, it is necessary to improve production capacity and deliver products to users quickly while ensuring quality.
Moderator: I also noticed that the sales volume was very fast. I may understand that what I just said is more about communication with users, and there are some big supports to ensure the rapid increase of product sales. What kind of market do we have in the future? Geely mentioned just now has a lot of experience. How do you view the market of 202 1, including the opportunities of some market segments?
Manager Fan: I think 202 1 must be better than 2020, at least in the first quarter. Just now we talked about the biggest impression of 2020 on other occasions. First of all, I feel changeable and changing too fast, especially the sudden outbreak in the first quarter disrupted many rhythms, and we made timely adjustments. The second is that there have been some changes in users' behaviors and decisions, from offline to online, so you can see that there are a lot more live accounts this year, which is a change in consumer demand.
For 202 1, I feel that challenges and opportunities coexist, and the needs of users and car buying scenarios have changed. In addition to pursuing the service that the car itself can bring him, it also needs some experience services other than the car. 202 1 can carry out some scene marketing activities according to the needs of users.
Moderator: OK, thank you, Teacher Fan.