Exclusive interview with Zhilian丨Saic Roewe Feifan He Minglei: Only by serving new and old customers well can we gain loyalty and reputation

"New customers are instant contacts and instant realization customers. They will be old customers for a long time in the future. Only by serving old customers well can we bring more product value, service value and the value provided when new products are replaced to old customers." Only customers will have brand loyalty and reputation. This is what we insist on doing in the long term and is the basis for supporting the growth of our brand," said He Minglei, general manager of SAIC Roewe Feifan Division.

The 2024 Guangzhou Auto Show was successfully held. At the auto show, car companies competed to launch new technologies, products and strategies. Brand executives also explained to the outside world their strategic planning and layout in the face of new challenges. This is also the first time that SAIC Roewe Feifan has appeared at the auto show since its integration, and the brand's development and future planning have attracted much attention. In this regard, after the press conference, Youchezhilian and He Minglei, general manager of SAIC Passenger Car Roewe Feifan Division; Xie Ruiqing, director of SAIC Passenger Car Roewe Feifan Division and Product Marketing Center; SAIC Passenger Car Roewe Feifan Division , Director of Content Communication Center Weng Renjie; Hu Jiasen, Director of Roewe Feifan Business Department and New Media Customer Acquisition Center of Passenger Cars; Zhang Yuliang, General Manager of SAIC Roewe Feifan Business Department and Southeast Region respectively shared with us the development and future planning of the communication brand, and focused on sales policies. Conducted in-depth discussions with the product.

Only by serving new and old customers well can we gain loyalty and reputation.

Observing the current automobile market, the dual drive of new energy and intelligence is leading Chinese brand new energy vehicles to become the market benchmark. The latest data from the Passenger Car Association revealed that national passenger car retail sales jumped to 2.261 million units in October, a year-on-year increase of 11.3% and a month-on-month increase of 7.2%. What is particularly eye-catching is that new energy vehicles have accounted for half of the market, with a market share as high as 52.9%, ranking above 50% for four consecutive months. Self-owned brands are even more brilliant, with retail sales reaching 1.48 million units in October and market share climbing to a new peak of 65.7%. At the same time, in the first half of this year, the electric vehicle market set off an unprecedented price war, with more than 60 models reducing their prices. Behind this is the decline in the cost of raw materials for new energy vehicles, and it is also a demonstration of the company's system capabilities. However, although this price war is the only way for the industry to develop, it has also seriously consumed market confidence and caused a considerable impact on early car buyers. Under the multiple baptisms of price wars, the consumption potential of the automobile market has been greatly overstretched, and consumers have become increasingly cautious in their car purchase decisions.

Precisely because the current market competition is introducing new products faster and faster, new car launches are often a scene of backstabbing old users. Behind each new generation of new products are old users who are sacrificed. The pursuit of sales while ignoring word of mouth is also the main theme of the moment. However, in such a harsh environment, the Roewe iMAX8 DMH and the new Lu Zun have launched a "trade-in" program. The longer the old car owner, the higher the subsidy. The details of this policy are that if you originally owned a Roewe brand car and now want to replace it with the new iMAX8 DMH Lu Zun, the brand will subsidize you 5,000 yuan per year for how many years you have owned the original Roewe car. For example, if this old Roewe car has been driven for ten years, the brand will provide a subsidy of 50,000 yuan. Moreover, there is no cap on this policy, whether it is 10 years, 15 years, or 18 years, you can enjoy a subsidy of 5,000 yuan per year. Coupled with the current national subsidy and local subsidy of about 20,000, it can be said that the subsidy is very strong and very friendly to old car owners of all brands. We can also see the sincerity of the brand. But what was the opportunity for Roewe to launch such a policy?

In this regard, He Minglei said, "The reason why the brand can make such great efforts to subsidize our old car owners and consumers is that our brand is good enough for old customers. New customers are customers who are contacted and realized instantly, and they will be the ones who will be with us for a long time in the future. Old customers, only by serving them well can we bring more product value and service price to them. Old customers will have brand loyalty and reputation based on the value they provide when replacing new products. This is what we insist on doing in the long term and is the basis for supporting our brand's growth." This highlights the brand's care for old car owners. , Sincerity to old consumers, only by laying a good foundation can we implement brand improvement without any worries. In fact, when the Roewe D7EV and D7DMH were previously launched, they had launched a "lifetime commitment to zero spontaneous combustion" and a "lifetime warranty for three electric vehicles" policy, with no limit on mileage or the first owner. So far, no friendly companies have followed up. The word "lifetime" is a very important and sincere promise. There is no mandatory scrapping policy, which means that as long as users keep driving, the brand must always keep its promise.

He Minglei said, "The point of our "lifetime commitment to zero spontaneous combustion" is not that we can afford to pay if spontaneous combustion occurs, but that our Rubik's Cube batteries will not spontaneously ignite at all." From this we can see the trust that brand executives have in the product and in the users commitment. The Rubik's Cube battery won the second prize of the China Scientific Progress Award and is an important national weapon that has won awards from the State Council. Other awards also include cutting-edge scientific achievements such as Jiaolong and Fuxing high-speed rail technology and moon landing technology. There are many core technologies of the Rubik's Cube battery. For example, the self-developed EMS electrical battery management system is equivalent to adding a brain and a chip to all the cells of the Rubik's Cube battery. This chip controls every step with a millisecond-level response. The working status of the battery-saving core includes battery status, voltage status, power status, etc. Once any abnormality occurs, it can be ensured that the working temperature of all battery cells is maintained within the safest working range of 10 to 20 degrees. It is precisely with such technological achievements that the brand has the confidence to make such a promise. In addition, the "Zero Spontaneous Combustion Lifetime Commitment" has also been launched on the Feifan R7, and is shared by new and old owners. This once again highlights what He Minglei said: "Not only must we be good to our new users, but we must also be good to our old users." good."

Brand integration R logo will always exist

The 2024 Guangzhou Auto Show is also the first auto show appearance since the integration of SAIC Roewe Feifan. SAIC Roewe Feifan's new R7 was also officially unveiled. The new car focuses on new designs, new products and new services, brings a new family-like appearance design, continues the core advantages of the "smart and comfortable" family products, and injects new vitality into the medium and large pure electric SUV market. The new car is expected to be launched in the first quarter of 2025 .

The all-new R7 makes a shocking debut. This brand-new coupe SUV has once again attracted everyone's attention with its unique charm. The appearance of the new R7 has always been favored by users, and its unique recognition on the road is unrivaled. This time, the brand has streamlined and innovated the head and tail design of the new R7, eliminating complexity and simplifying it, giving it a more pure, simple and textured appearance. While maintaining the original comfort and intelligence highlights, the new R7 goes one step further. Exclusive co-pilot, 3+1 super visual intelligent interaction and other configurations bring users an unprecedented value experience. In terms of hardware, the new R7 is equally generous. Whether it is the delicate polishing of the scene or the intelligent and in-depth experience, it has been fully upgraded. Enjoying directional 3D vector sound effects in the car, or binge-watching TV shows and movies, this kind of entertainment experience makes people forget to leave. The addition of AR-HUD makes the driving process safer and the visual interaction more vivid and intuitive. But the charm of the new R7 goes far beyond that. It is equipped with SAIC's Rubik's Cube battery and has a brilliant record of zero spontaneous combustion in 300,000 vehicles. Whether you are a new R7 owner or an old F7 owner, you can enjoy the industry's highest standard of zero spontaneous combustion guarantee. This is not only confidence in quality, but also deep concern for the safety of new and old users.

However, everyone still has questions about the direction, product planning and product optimization of SAIC Roewe Feifan after the integration. He Minglei gave a clear answer in an exclusive interview, "Our R logo will always exist as a high-end product series of Roewe, and we will continue to launch new cars in the future." Xie Ruiqing, director of SAIC Passenger Car Roewe Feifan Division and Product Marketing Center, also said He added, “From a product perspective, our current hybrid technology has covered mainstream market segments, such as cars, SUVs, MPVs are all covered. Including R-labeled products, we have the previous R7, F7, etc., and we have already deployed them in each market segment. We will continue to improve and iterate on these products in the future. "SAIC Roewe Feifan will continue to explore opportunities in more market segments and will never reject any possibility." SAIC Roewe Feifan will conduct in-depth research in the future to launch smarter and more user-friendly experiences in emerging markets with huge potential. products to meet the expectations of more users. Let us look forward to the new R-labeled products and see what surprises it can bring to users!

In addition, an issue worthy of attention is that the current plug-in hybrid technology on the market can be said to be a hundred schools of thought contending and a hundred flowers blooming. BYD, Great Wall, and Geely have all launched their own hybrid technologies. How can SAIC Roewe Feifan maintain our competitive advantage in this industry? It is understood that SAIC Roewe Feifan's R&D team, including the manufacturing team, has accumulated a lot of critical thinking skills and many professional fields. As early as 2008, the brand began to lay out hybrid technology. Technology is a process of accumulation and accumulation, which requires very deep and long-lasting accumulation and accumulation. It won the second prize of the National Science and Technology Progress Award in 2017 and 2023 respectively. The recognition of these awards is also a testimony to the brand's entire technological development process. These accumulations and accumulations are easy to say, but these technologies, multi-faceted layouts, and various new research and development are the confidence of SAIC Roewe Feifan!

Xie Ruiqing recalled, “When our first hybrid model 550 came out, the structure was still P1+P2+P3. Now it has been integrated into P1+P3, which is also leading the mainstream of the market. Our core part is the five-in-one PICU control system. , it is like a central brain that uses software to control and manage the different core components of the car, such as the engine, motor, gearbox, and heat pipe Management and air-conditioning systems, etc. These things need to be centrally controlled, like a conductor, to make them more efficient. We have been continuously accumulating and accumulating in this aspect. This is the goal of our entire SAIC R&D team. Advantages." In the future, the brand will continue to maintain its consistent style, while improving technology and working with the manufacturing system to create more possibilities for the implementation of good technology. In these aspects, SAIC has a very strong basic guarantee, which is also the advantage of SAIC Roewe Feifan over other companies, whether it is a joint venture or other independent brands.

Established a new media department to inject E-human genes into the brand

In the current era, technology alone is not enough for a car company. Whether it is for enterprises, media or life, new media has become an unavoidable topic. Many car company executives and leaders have embarked on the new media track. All major car companies are working hard on new media marketing to market their own brands and products, triggering industry public opinion and creating hot topics. In this regard, SAIC Roewe Feifan also has unique insights and layout.

Whenever we mention the SAIC brand, people usually think of a down-to-earth and low-key person who always works hard but is not good at publicity. In this regard, Hu Jiasen said, "Our SAIC should be an I person in the 16-type MBTI personality. What is an I person? We have strength, responsibility, technology, products, and good prices now, but we don't quite You can express yourself." Now, the Roewe Feifan brand of SAIC Passenger Cars has also established a new special new media department. Its biggest role is to appropriately add some E people's genes to the genes of the Group's I people. In this way, not only can the content be transmitted to the target users, but also more precise communication opportunities can be obtained from the target users.

Specifically, SAIC Roewe Feifan's playing style is called 1+4+8+NN. Among them, 1 refers to the official platform, including the official live broadcast matrix and e-commerce center; 4 means that the four major production bases have established their own employee live broadcast centers, and many front-line partners participated in the live broadcast to inform all consumers. , how are cars made; 8 means that there will be a new media talent incubation center and live broadcast center in the eight regions; the first N refers to dealer partners, which can only be promoted through a matrix. Only then can we deliver good products, good content, and good technology to target users, and ultimately reward them to users so that they can experience better, more affordable, and more valuable products; the last N refers to MCN. This is also the most important thing that the new media department will do next year. In this regard, Hu Jiasen revealed, "Our MCN organization mainly uses a large number of anchors to help all our dealers and regions have more direct contact with users. Next year this The system is built in a matrix and three-dimensional way.”

In fact, SAIC Roewe Feifan has recently made some new media changes in its communication, such as cooperating with Tingquan Jianbao. Let Brother Quan appreciate the new iMAX8 DMH Lu Zun, and let more netizens know about this product that broke the Guinness World Record. Weng Renjie said, "We believe that there will be more similar cooperation with Quan Ge in the future. We will spare no effort to explore new ideas in terms of new media transformation and use our better products in a way that is more acceptable to consumers." communicate."

write at the end

Through this exclusive interview, we can see that in this era, outstanding products are not enough, and the aroma of wine is also afraid of the depth of the alley. Nowadays, SAIC Roewe Feifan has three trump cards: technology, strength and price. In the future, how will the brand convey this quality to consumers so that they can perceive it in a more intuitive way? SAIC Roewe Feifan is actively embracing new media marketing, striving to touch the heartstrings of users with every communication and demonstrate its technical strength and responsibility. I believe that with such unremitting efforts, SAIC Roewe Feifan will usher in a new leap forward. At the same time, we can also deeply feel the importance we attach to old customers and will never backstab old car owners. New customers are customers who are contacted and realized instantly. They will be old customers for a long time in the future. Only by serving old customers well can we bring more product value, service value, and the value provided when new products are replaced. Old customers Only then will there be brand loyalty and reputation. Remember that this is what brands should insist on doing in the long term, and it is also the basis for supporting each brand to move forward.