The recent automobile market can be described as "going crazy".
In order to grab customers, various car companies have price wars one after another. If you reduce the price by 10,000 yuan, I dare to send a full set of home appliances, and I wish I could give the car for free.
This made many ordinary people who wanted to buy a car confused and didn't know who to believe.
Just in such a mess, Dongfeng Motor, a car giant in our country, made a somewhat surprising move.
They established a new company called "Yipai Technology" and integrated its brands such as Dongfeng Fengshen, Dongfeng Yipai and Dongfeng Nano.
The general manager of the new company is Wang Junjun. He stood up and said something, which roughly means: Everyone is competing for prices, but we don’t plan to play with it.
As soon as these words were said, many people would definitely be confused.
In the shopping mall, price is the most direct weapon. Others are selling it out, but you say that you don’t lower the price, how can you sell this car?
Isn’t this obviously a loss?
What exactly does Dongfeng think of this new company?
What are they planning to attract us consumers if they don’t rely on price cuts?
There must be a complete set of ideas and plans behind this.
Let’s take a closer look at how Wang Junjun, the general manager of Yipai
The recent automobile market can be described as "going crazy".
In order to grab customers, various car companies have price wars one after another. If you reduce the price by 10,000 yuan, I dare to send a full set of home appliances, and I wish I could give the car for free.
This made many ordinary people who wanted to buy a car confused and didn't know who to believe.
Just in such a mess, Dongfeng Motor, a car giant in our country, made a somewhat surprising move.
They established a new company called "Yipai Technology" and integrated its brands such as Dongfeng Fengshen, Dongfeng Yipai and Dongfeng Nano.
The general manager of the new company is Wang Junjun. He stood up and said something, which roughly means: Everyone is competing for prices, but we don’t plan to play with it.
As soon as these words were said, many people would definitely be confused.
In the shopping mall, price is the most direct weapon. Others are selling it out, but you say that you don’t lower the price, how can you sell this car?
Isn’t this obviously a loss?
What exactly does Dongfeng think of this new company?
What are they planning to attract us consumers if they don’t rely on price cuts?
There must be a complete set of ideas and plans behind this.
Let’s take a closer look at how Wang Junjun, the general manager of Yipai Technology, explained it.
He believes that the current price reduction wave is actually a reshuffle in the entire industry, and some companies with weak strength will be eliminated, which is a normal phenomenon.
However, for Yipai Technology, they do not want to fall into this endless cycle of price reduction.
Their strategy is to not "volume price", but to "volume value".
This "value" sounds a bit abstract, but it actually contains two very concrete and realistic directions.
The first thing to "volume" is the user's reputation and experience.
This sounds like a polite word, but they are serious.
Wang Junjun directly set "user reputation" as the company's "No. 1 project", which is the top priority.
He took the lead and opened his personal Weibo. He spent a lot of time every day to read various opinions posted by users on the Internet. Whether it was complaining, complaining or being dissatisfied, he watched them himself.
Moreover, a mechanism has been established within their company, called "penetration meeting".
It means that any user's voice, even if it is just a small complaint, must be passed down layer by layer to ensure that every engineer in the company is responsible for R&D and design can hear it.
For example, if you say online that a certain key in the car is not easy to use, this opinion will soon be passed to the engineer who designed the button.
Wang Junjun mentioned in an interview that he was holding such a meeting just before he rushed to the plane.
This approach is to put users’ needs and feelings first.
They want consumers to feel that after buying their car, there is a whole team serving you, and any questions you have will be valued, which is a very important value in itself.
The second thing to "volume" is the efficiency of internal service.
Many people may have the impression of large enterprises, especially state-owned enterprises, that they may have many processes and slow reactions.
Dongfeng founded Yipai Technology this time to completely change this.
They integrated all the R&D, production, procurement, sales and after-sales services that were previously scattered in different departments into this company.
The biggest advantage of doing this is that it can greatly shorten the reaction time.
According to Wang Junjun, their management is now "no matter how long it is". When encountering problems, several responsible persons immediately held a meeting, came up with solutions on the spot, and immediately went to implement them.
In this way, the company can respond to user needs more quickly and solve the problems encountered by users.
To put it bluntly, it means making a huge organization more flexible and agile.
The internal efficiency has improved, and it is our consumers who ultimately experience the benefits.
Therefore, Yipai Technology's idea is very clear: a simple price reduction is a dead end. In the end, everyone has no money to make money, and product quality and service will inevitably be discounted.
They would rather spend their energy and costs on improving service and efficiency to truly satisfy users.
As long as the user's reputation is good and everyone passes it on word of mouth, they will naturally not worry about not being able to sell the car.
This is a strategy that focuses on long-term development, and it is betting on users' trust and loyalty.
It’s not enough to have a strategy alone, but there are also specific products to implement.
After the establishment of the new company, everyone is also concerned about how its two brands, Dongfeng Fengshen and Dongfeng Yipai, will develop, and whether the company's resources will be biased.
In this regard, Wang Junjun also gave a clear answer, that is, differentiated development, not internal competition.
The Dongfeng Yipai brand will be more inclined to young people, and its design and technology will be more fashionable and avant-garde.
The old brand Dongfeng Fengshen is repositioned, mainly aimed at two types of people: one is home users, emphasizing practicality, comfort and safety; the other is the global market, where cars should be sold abroad.
In this way, the two brands have their own clear goals and can meet the needs of different consumers.
At the same time, they are shared in the underlying technology, such as engines, gearboxes, intelligent systems, etc., which can save R&D costs and improve efficiency.
The first important product under the new strategy is the recently released Dongfeng Fengshen L8.
This car can be said to be a microcosm of Yipai's new concept of technology.
Xu Bin, the general manager of the product in charge of this car, said that the Fengshen car in the past emphasized sports and control, and it felt good to drive, but it might not be so comfortable to sit down, and the chassis was hard.
But through a large number of user surveys, they found that for most families, the most important thing to pay attention to when buying a car is "comfort".
So, this time Fengshen L8 completely changed its thinking.
They adjust the shock absorbers softer, making the car smoother when driving through potholes; make the seats thick and soft, like the sofa at home, and it is not easy to get tired when riding for a long time.
They have also added many designs that are close to family life, such as the small table board and hook in the back row, and a specially designed rear entertainment screen that considers that children will be bored when traveling for a long time.
These details all show that they are really listening to the user's voices carefully and thinking about the user.
In terms of the price that everyone cares most, Fengshen L8 also expressed sincerity, and the pre-sale price started at 129,900 yuan.
This price, coupled with the superior comfort experience it emphasizes and advanced hybrid technology, looks very competitive in cars of the same level.
Deng Liuchao, general manager in charge of sales, said that they hope that this car can be sold for 5,000 to 8,000 units per month, but he personally values an indicator, called "referral rate".
In other words, what he cares more about is how many people who bought this car are willing to recommend it to their relatives and friends.
Because this is the most true affirmation of products and services.
Overall, Dongfeng Motor established Yipai Technology and proposed the strategy of "not rolling the price and rolling the value" which is a very important strategic transformation under the current fierce competition market environment.
They no longer simply pursue low prices, but hope to win the hearts of consumers by improving user experience, improving internal efficiency, and creating targeted and good products.
This is undoubtedly a more difficult path, but if you can persist, it may really be able to create a new path for high-quality development for Chinese automobile brands.
For ordinary consumers, it is always a good thing to have such a company willing to listen carefully to our voices and work hard to improve its products and services.
