Figure | Source Network
At present, the new energy market is still on the eve of competition, and the real curtain is slowly opening. The site circled in advance does not mean that it has permanent ownership. When more choices are placed in front of users, how will Gu Huinan lead Guangzhou Automobile Aian, a ship that has just entered the deep sea, to find the real direction?
At the Guangzhou International Auto Show, which is known as the "final battle" every year, Guangzhou Automobile Group, as the host, will naturally not give up this main stage and announce several major events in the form of a joint press conference. Among them, the most noteworthy thing is that GAC New Energy Brand officially changed its name to GAC Ai 'an to achieve brand independence.
In the new energy market that is almost coming to an end in 2020, all kinds of "new and old players" are expanding at a speed visible to the naked eye. New energy vehicle companies such as Weilai Automobile and Xpeng Automobile have initially removed the label of "new power", and joint venture brands such as Volkswagen and Toyota have also put heavy new cars on the agenda.
Under such conditions, the identity of GAC Aian naturally transformed into a "defender". How to maintain the previous advantages and further expand the market share on this basis? Gu Huinan, general manager of Guangzhou Automobile Aian, gave the answer of "independence": "Mixing traditional brands with new energy vehicle brands will make it difficult for ordinary people to recognize brands." Coupled with the good performance of GAC Aian in the market in recent years, it is natural for Aian's brand to be independent.
Although it seems easy to say, it is not easy to build a brand-new independent brand. GAC ean has been preparing for this for three years. Only do one thing in three years, that is, establish a clear brand label. Only with a unique label can brand independence get rid of "complacency" and be truly recognized by consumers.
"Everyone is very interested in our products and services." In Gu Huinan's view, "fun" is a unique brand label of GAC Aian. "I think fun and fun are different concepts. For example, watching movies may be interesting, but there is no interaction; And fun is a participatory and interactive technical experience that we want to bring to users. "
It can be seen that the "trump card" that GAC Aian is committed to building is actually an advanced technological experience that can interact with users at high frequency. Specializing in this advantage is of immeasurable significance to the brand independence of GAC Aian and the subsequent brand value enhancement. "Now there are two ways for the brand to go up. Expensive or luxurious is not the way out. The key is whether your product can bring value to customers, and customers feel valuable, so that the brand can last for a long time. " In charge of the new energy business for three years, Gu Huinan also summed up his own brand concept.
After the establishment of the new brand, the fledgling GAC Aian also has its own small goals. In this regard, Xiao Yong, deputy general manager of Guangzhou Automobile Aian, has different views. In his view, the internet thinking of the automobile industry makes the meaning of sales more complicated. "There may be more than ten generations of changes in the previous models, but there may be no chance to correct mistakes in the new round of automobile brand competition. Why? Because once the technical route is wrong, competitors will not let you turn over. "
Therefore, GAC Aian's sales growth target is no longer a specific number, but based on ranking. "If you want to do it, you will become the top three in the industry and even become the first. Our goal is to become the first in the field of electric vehicles. If it must be specific, I think it should be improved by at least 50%. "
The goal is full, but the reality before GAC Aian is not very optimistic. As mentioned at the beginning, the current new energy market is still on the eve of competition, and the real curtain is slowly opening. The site circled in advance does not mean that it has permanent ownership. When more choices are placed in front of users, GAC Aian will continue to "circle the powder" not only by the general direction, but also by practical measures.
Gu Huinan summed up the brand building methodology of Guangzhou Automobile Aian from 0 to 1, which represents the originality, exclusiveness and leading of a brand.
The first is originality. "Everyone's first concern is the growth of R&D ... The second is the quality assurance ability of product manufacturing, and the third is the innovation ability of brand marketing." Gu Huinan believes that technological innovation will inevitably become the development focus of GAC Aian, and the main focus of this innovation will be EV (pure electric) +ICV (intelligent network connection). At Guangzhou Auto Show, the new car Ai 'an Y released by Guangzhou Automobile Ai 'an is a work that combines EV+ICV technology. "We have made many attempts in the field of electric vehicles and ICV. I hope this kind of attempt can help our products break the marketing circle and become a pure electric vehicle that can' enter' the hinterland of fuel vehicles. " Xiao Yong added.
In terms of travel mode, Gu Huinan will hope to bet on the field of autonomous driving. "By 2025, driverless cars will really enter the market; By 2030, it will be on a large scale. According to this logic, a new intelligent driving identity will be generated in the next few years, which will change the current operation mode. " Faced with this trend, new energy vehicle companies represented by Guangzhou Automobile Aian are also destined to participate in it and carry out all-round route changes.
"Besides selling cars, we still have a lot to do." In Gu Huinan's view, the application software does not have to be done by itself, but the application must be done by itself. Although the automobile factory can't fully exert its strength at the level of intelligent software, it needs to occupy more dominance at the hardware level. "We can fully participate in the operation and lead the resource integration of the whole industry chain, which will be a project starting at the level of 100 billion."
Three years ago, when GAC New Energy just entered the market, the word "smarter company" became the slogan and label of the brand. Since the brand was established three years ago, under the guidance of "advanced, fun, trendy and high quality", both the volume and sales volume have lived up to expectations. It is worth mentioning that on the day when the press conference of Guangzhou Automobile Group was held and Guangzhou Automobile Aian announced the brand independence, the stock price of Guangzhou Automobile Group ushered in a rare daily limit. For this small boat that has just sailed into the deep sea, the real voyage has just begun.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.