Changchun Motor Show Visit Dongfeng Yulong Deputy General Manager Bai Qingyuan

In July 2012, at the Changchun Motor Show site, Dongfeng Yulon luxury MPV CEO made its debut in the Northeast region. After the conference, Mr. Bai Qingyuan, deputy general manager of Dongfeng Yulon Automobile Co., Ltd., received an exclusive interview.

Moderator: Well, the media teachers are good. This morning, we will open a press conference. In the afternoon, let everyone do an exclusive interview. On behalf of our company, we would like to express our gratitude to everyone. Today we are very fortunate to have invited Mr. Bai Qingyuan, vice president of Dongfeng Yulon Automobile Co., Ltd. Always accept your exclusive interview. Then, when you ask a question for a while, please report your own media. Thank you. Then, we first ask Bai to always make a simple opening statement.

Bai Qingyuan: Good afternoon, ladies and gentlemen, I'm very glad to meet you here. I think Dongfeng Yulonna is a new brand. I hope that all the media friends have the opportunity to use this new brand with the consumer groups in Changchun. With the entire consumer group in Jilin Province, we can have even closer contact and know us. I believe that this rare opportunity this afternoon, we can further interact with me, on behalf of Dongfeng Yulon company thank you for coming to participate in media interaction this afternoon, we officially started.

Q: I would like to ask about the future direction of Dongfeng Yulon's new car.

Bai Qingyuan: I think the direction of the future development of the automobile must first look at the development trend of the entire market. Indeed, we now know that compact cars are the largest in the traditional market of 1.6 to 1.8, accounting for nearly 50%, and then compact. With small cars, this market accounts for about 20% each. If we develop at the outlets or the development of products, we will generally consider the maximum amount of access to the market. Dongfeng Yulonna Zhijie is a backward brand, so we enter the market. The strategy is not the same, we are looking at this value from the consumer trend, because in the past we are very clear that the continuous increase in the national income of consumers, has now entered the 4500 US dollars, and into the developing countries, the next decade will enter 15,000 The US dollar, which is also the growth of the national income is very fast.

Judging from the localization of the car, after entering the developing market, it will enter the second-tier and third-tier cities more quickly, especially for family vehicles. In the first-tier cities, there will be more cars in the shopping market, so from the perspective of consumer trends, we first enter the market from SUVs and terminal SUVs, and then MPVs enter the market because we can see In the past few years, the SUV market (say) has experienced rapid growth in the MPV market. In foreign countries, this market may account for 30% or even 40% of the market. Domestically, it accounts for only 15%, so there is a lot of room for development. Even though this year's auto market is not as prosperous as the past few years because of macro-control, etc., the SUV market and the MPV market are still growing, so we are different when we choose to enter the market.

In the beginning of next year, we will have a car that will enter the market, and then the next SUV will enter the market. This is our preparation for next year; at the beginning of the year we will enter the third platform. I just talked about the second platform. The first platform is part of our platform 7, the second platform is part of our platform 5, followed by platform 3, which is about 100,000 yuan, we will have another SUV, and MPV, as well as the market for cars, will probably continue to have four platforms by 2015. Eight cars will enter the market. This is the current arrangement.

The mainstream takes two lines. One is the SUV and the MPV, which is a fast-growing market; the other is the traditional large-scale sedan market, but we must have differentiated advantages to enter this large-scale sedan market. We can survive only after we enter the brand. And get the favor of different consumers, I think this is our development strategy. Thank you!

Q: I would like to ask what measures Nazhi Jie will have in the second half of the year to expand the market.

Bai Qingyuan: Just entering the brand with Na Zhijie’s words, the newly entered brands actually have some of the most important strategies. The first one is because you are still a white paper, so you can do a positioning; second, you have less consumers, so you can do better services. With this year's plan for Na Zhijie, our second Master CEO will be listed after the launch of our Big 7 SUV. This price will probably reach four hundred thousand, which is the second one. Then our outlets will continue to roll out. This year, 170 to 200 outlets are scheduled. Last year, we only had 40 outlets and we will roll out quickly. The logic is not to say more dealers, we are a certain development of the dealer, we will probably only develop 140-150 dealers throughout the country, but we will be in the system of the jurisdiction of the medium and large, meaning that we are processing is hope They become our partners, and our partners are long-term partners. We hope to do intensive cultivation. Because he has an economic scale, he will pay more attention to this brand. Of course, he pays attention to the hope that he will be able to do more than provide products. Good after-sales service, so this aspect is our emphasis. Therefore, the layout of our most important strategy for this year is the positioning of product brands, the height of products, and the ability of our company to do so. I think this is our most important thinking. Because the car is a durable consumer product, it needs to do a hundred years of accumulation and do long-term plans, so we need to do every step of our planning in the early stages. This is our idea.

Q: Hello, you have just mentioned the issue of differentiation earlier. We also mentioned before that Na Zhijie now has two products that are differentiated in the main market. The Big 7 has Master CEO. You just mentioned that In 2013, we will launch a compact market. We know that the competition in this market is very fierce. How do you differentiate in this market?

Bai Qingyuan: I think we can just see the difference in the formation of certain products in the market. For example, if you have 7 SUVs, you may find it difficult to buy such a big car at 200,000 to 300,000 yuan. Such a rich front end Technology equipment, I think is that in addition to the compact SUV, we provide an SUV called a large luxury city, can be achieved in two or three hundred thousand, so it has a high cost performance. Master CEO is very clear, it does not have this market, but you can basically create a new market out, he is also a separate market, the problem you just mentioned is very good, I enter the A-class car market, it is not This segment can be found, of course, into this market, the largest market is almost 50% of the structure, so you must uphold your original positioning, our large 7 SUV is 268,800, our Master CEO is Four hundred thousand cars, our A-class car basically has not yet set the current pricing, but I can tell you first, its car grid will go to the A + class car grid, its spatial optical axis is 2720, The rear seat space is as big as the Camry, its performance is 0-100 is 8.2 seconds, faster than the BMW3, its sense of technology will be stronger than the first generation.

For example, let's say that our car is a smart phone, so you can see that the screen is a smart phone, and it is stronger than a smart phone. For example, on some of the smaller designs, including our watch, the watch looks at a value that is always on it. It has six watches on top to choose from. You are in a good mood. You can use a gentleman’s watch today or you can use sports. Table, you can also use the ladies watch, advanced watch, and there are different voices on it to let you choose, you can convert your mood yourself, when you are in traffic, you see our screen is the same with the top of the tablet The aquarium, and when the wind is big, the aquatic plants will fluctuate even bigger, it is a more vivid design than the general smart phone in this, our dashboard is the aircraft type dashboard, you press the auto start button, Its dashboard will have a fighter's projection screen on it. The design of the interior is definitely the next generation of design, not the design of this generation, so you will see a lot of advanced technology and advanced technology, including the design of the center console tablet is very special, will make you feel different So it must be full of differences. From the appearance, this part I think is already the appearance of the next era will be reflected in this car, the next era is a sense of excitement, compression, friendship, and then increasing seats, and some streamlined coupe style The appearance of this car will be fully reflected. I want to talk to Lang. There will be a nice eye-catching appearance in this car. Space I have just said that the space is absolutely A+, and it has even reached the B-level space.

Performance, such a large car also has great performance, so the driving experience depends on you to open a jet machine, a jet engine's automatic projection comes up, equipped with a sense of performance, and so great, safe equipment Needless to say, because security is in fact all available in the brand, all of which are equipped. Together with our forward-looking technology, the next generation of forward-looking technology will be even more abundant in us.

Each of the same cars behind us will have a newer, forward-looking design on the car. This is the strategy we must consider when we enter this market.

Q: The concept of a car life hall that Na Zhijie has been building, I would like to ask, what is the difference between this concept and the current 4S shop concept?

Bai Qingyuan: In fact, after the average consumer arrives at the exhibition hall, he will face the salesperson standing next to you. Sometimes he is chattering. Sometimes he does not know what you need, he will tell you a lot. Actually, we are thinking about relocating, because if you buy a car and buy a commercial vehicle without it, a commercial vehicle is a vehicle and a transportation tool. He will be more rational. Buying a passenger car is not the same. In addition to being a manned vehicle, a passenger car is an important vehicle for enhancing the value of your life. I want to buy a mobile car. You will feel that your life is more valuable. You can take your family out and play. You are in the traffic part of the commuter and you can enjoy more quality in this car. I just brought it in. Having said that, you can watch the clock in the car, you can also use different smart phones on it, it can bring quality life into it. Of course, the more advanced the more representative there is identity. So I generally say that passenger cars are a sensual consumer. What is it? It is also an improvement of car life, so we hope to bring consumers an interactive, experiential one, not to look at things from the role of sales consultants, the role of the sales industry, and to look at things from the perspective of consumers. Our design wants you to enter our front door. The living hall is like entering our living room. So our first reception room is called VIP. There are also several reception rooms where you enter my living room with a sofa. There is a screen in front of the coffee table, including the facilities of my living museum. You must understand my brand. I hope that our owner sales consultant can act as a consultant for you. Empathy is to help you What do you think of your needs, then I tell you that your needs can be behind us in the experience approach, smart interactive area, smart experience area you can know, you can find it yourself. So you will see that the second level we enter is called experience entry, a bit like a customer service center, interactive. Let you understand our inner beauty in the shortest possible time. This is your day of work, your life in the week. I am forward looking and equipped with what kind of value my hardware and software will bring to you. The value of this is experiential. ,Interactive. The interactive means that although it is a closed space, but in the test, there is a screen in front of it, the screen above, the screen is interacting with the projection of the person, as if you are driving, you will have this kind of image The feeling of driving, and what's next to it? There are also some simulators next to you. There is a simulated motorcycle. You can open the right side. We sometimes drive. In fact, driving is quite dangerous. You can't see the dead angle is terrible, especially on the expressway. It starts. We will have a dynamic simulation, so that you can see that you can't see the motorcycle next to it, but when you play the direction light, there is a camera on our screen, you can immediately see the original next to a motorcycle If you drive in, you don't know, and so on, it will be vividly understood. In the process of driving our car, you will have the information you need for a day of work, the information you need, and your leisure time for your weekend. How to buy related entertainment, etc. to show you in the car, so you can see it in a short time.

In our smart interaction area, you go by yourself and see what you want. For example, if you think of our safety or our performance, or our quality, or our design, you must not see it inside. Action, he is directly on our big screen, touch screen can be anything you find, it will have pictures, video to give you a vivid introduction, not the sales consultant to tell you there, it can run out. Even if you are going to try a test drive, it will be able to get the test drive test table out, you have to try what route your own design, design directly downloaded to the test drive to go. So when we retired Bill Gates in our car, he said he was a pity. He counted the contents of the laptop, but he could not unify two things. One was the car's screen and the other was the mobile phone. One day he could put the screen of a mobile phone or a car in the same way as a notebook computer. When he was united, he would dominate the world, but when he retired, he hadn't done it yet. But our car screen is actually a notebook computer. My car can have a home page, you can design your own, so a lot of some of the above USP, MP3, etc. different pages, you can design, you can also download, you are Office or home can be downloaded, download your itinerary. Then after a day or a week, you can go to our (FU) district on the second floor. FU is purely for you. If you buy our car and enter our service area, we have a license plate monitoring system. As soon as you come in, we will know that someone is ok. Welcome, because what? Your license plate is entered in our computer. When our camera comes in, we know who is coming in. So all your maintenance records are clear to us. Then we can arrange the station for you. Then you go upstairs. To our visual service area, the visual service area is also the same, a dedicated space, you can watch TV, watch computers, surf the Internet, etc. on this screen, and then you can also watch your car, your car. In the maintenance work position, these things I think are what we think of our customers in advance, because he wants to buy a car, he wants to serve, he wants all the information, and then also to experience the value of life This is not the same as our 4S shop.

Q: Just mentioned that there will be a sedan SUV listed next year. I would like to know what the details of this SUV are. What is the difference between it and our existing large 7 SUVs, and how can we differentiate to dominate the SUV market?

Bai Qingyuan: We are now 179 to 268,800 SUVs. The next one is called the compact SUV. The same can be revealed to you in advance. Differentiating, its tweeter will automatically rise at one click, then turn 180 degrees. The same big 5 all forward-looking equipment and content it has, and its space than the current mainstream compact SUV is not lost, space I think it may be the biggest inside. Performance should also be the best inside. The size of the car, I think it will be ranked in the front row with its car grid. I think the traditional performance, appearance, security, etc., that consumers want will be competitive enough. Plus, I'll say that some features of the SUV are needed on it, and then there are better prospects. Shown on it, in our SUV market, the more mainstream, more into the so-called second family car, we know why the SUV market will be sought after by consumers, because of what? After its appearance is more streamlined, it is actually a sedan, and its space is more convenient than the sedan because it is highly space-efficient and it is also cross-country. Of course, cross-country may not be the main one. We know that Many people do not drive SUVs to cross the mountain, but it has a feeling, so with our next SUV, the price will be below this, but the competitiveness is also very strong. In the forward-looking part I just said, there are many different wonderful worlds waiting for us.

Q: I haven't had time to experience the problem with Master CEO today. But my colleague was very happy to come back to me and feel that this car is very good, and then sat in the back row is very comfortable, but you just mentioned The price of this car is more than four hundred thousand. Although this car is very good, but after all, Na Zhijie is a brand that may not be particularly familiar to consumers, and Chinese consumers I think that the brand requirements on a global scale We value the brand very much. What do you think of this situation? How do you promote Master CEO, a brand that may not be very important to consumers?

Bai Qingyuan: This was when we were talking about our large 7 SUVs at 268,800. It was said that it was impossible. Because an independent brand would sell such a price, it would have to face certain challenges. It would be more than 150,000 in China. In order to enter the brand's value, he wants to hope (virtual) with the value of the society. Because of this national income, it is almost impossible to buy a car with such a price for five or six years or seven or eight years, so it is already represented. The value of a virtual society is seen as a thing in it, so you must make him feel that the superior person outside the brand is different.

The CEO was also listed in Taiwan. The people who bought it were the chairman of RT-Mart, the president of HTC Store Zhou Yongmin, the movie star and the legislator. What do they want? They want a private space, after work, what does a CEO need most when he goes off work? Not to bother, go to work, so much entertainment, I can at least get into the car after entering the car is my personal space, so this car is in, the front of the electronic screen pulls up is the sound insulation, you want to let it front not In perspective, pressing the electronic screen will make it very vague, and then you are talking to the front with a microphone. It is already separated. Then in this intimate space, your shoes are taken off and no one is in charge of you. Then inside is Very comfortable sofas, hair carpets, refrigerators, air conditioners, all levels of sound, first class seating, and electric massage. Suppose you have something else you want to communicate with others when you are on a business trip. Turn into an information conference room. Our front screen is a big screen and it is projected directly. What does this project out? You have a tablet or a smart phone that seamlessly connects with the car and automatically projects it. Even the secretary who is in charge of (customer service) with our operator, communicates directly with images. In addition to these, we have specially helped you. We now see that some men sometimes have their own names and they have their own names. Similarly, we have Chinese famous arts to help you design in the car. The seatbelt has its own design name. You can design it yourself. We help you design it. We can help you design car emblems outside the car. I have more than I have. I also have my own collection of things that belong to my own.

From basic survival to security, to affection, to success, what will happen? What is self-realization and self-realization? I want to be different. I don't want to wear the same clothes as others. I need a space for self-independence. When a person changes from the third to the third, the new three become the Passat, Accord, Camry, change Audi, BMW, Mercedes-Benz, changes in length, what he needs next? A backseat buyer is needed. At the time, the backseat buyer was going to take the driver. Its course is a little different, but it doesn't mean that he doesn't have this demand, but no one provided him with this demand. So it must have a strong product segmentation, and you have to be sure that the consumer's demand for the trend is not captured, so there will still be a market, I believe that our car will come out, there will be others to imitate this car I think it is because we clearly see that the needs of consumers have already come out. So you can see how the market size of luxury imported cars in the past few years? Growth is fast. When you have money, you need to pursue the value of self-realization.

Q: Hello white. I would like to ask, we are now Nazhi Jie's brand is mainly targeted at high-end crowds, just as you mentioned, we will come out with some of the more (low-end) platform appears, now facing the mainstream of first-tier cities gradually began to limit purchases, our domestic Will there be any change in the consumer market pattern, and if we take Na Zhijie as a new brand, will there be any change in strategy? For example, which markets will these low-end products tend to favor? What kind of change will there be?

Bai Qingyuan: I think that China is a diversified market. There are many hilltop markets. Coastal income is twice that of Central China. Central China's income is a portion of the income of the Central China. Therefore, it is a mountainous area. This year, Santana can also sell well in the mainland cities. APP is still a lot of sales. What does it mean? There are different consumer groups in different Shantou markets. Some cities restrict purchases because the environment cannot keep up with the growth rate of the car, so it is congested. It is contaminated. Its fuel consumption is better, but it does not mean that consumers do not have this demand. You should be clear that at the time, I did not think that restriction was the solution to the road. Congestion is the best way. I understand that in the important roads installed with automatic toll collection machines, the important road sections will be charged a higher fee. Also in public places, some important parking lots will receive higher fees, but in urban planning, urban residents It is necessary to move abroad. I think that many mature and large cities in the world are designed so that the planning of the city makes the commercial area a commercial area. However, the transportation inside, public transportation is very developed and very convenient, and then the people Living in the surrounding area, building a lot of parking lots, if you need to enter the city, I do not limit your platoon, you can receive a higher cost, which is also a way.

Returning to the most basic level, when the restriction is imposed, the first one in the restricted city must have better sales force and service force, because what? Your product has been suddenly changed from a fast-growing to a mature market. What is the mature market? It is already out of the product. It is your sales and service. So in this part, sales and service are better. This is the first one. Of course, as far as the OEMs are concerned, when I was in product strategy, I wouldn’t change my product strategy because of the restrictions on the purchase of certain cities. Every hilltop market has its needs, and you must satisfy it. Your quantity can only go up.

The second one can be found in the second and third tier markets, such as the current East China region and the county-level cities in South China, which are now growing rapidly because of what? As soon as we got there, we began to grow up. The network deployment can be relatively accelerated over there. This part can be applied to the phenomenon that the restriction of the market does not grow. We can shift there and there, This is the second strategy to be done. Of course, what is the highest one for Na Zhijie? Because since I'm a latecomer, I'm a blank, I should position it at what height, which is more important for us and there are different angles, so I said that the Yellow River and the Yangtze River can become the world (5) The Daming River has a long history due to its high altitude, because a source of Bajan Hara Mountain, a source of Tanggula Mountain, is more than five kilometers; the second is its angle, and it flows eastwards. Unlike the Nujiang River, it will become a famous river of history and an international world because it considers its origin and its perspective. Similarly, a car brand is a hundred-year brand. When you enter this market, you have to consider long-term issues. In the development of products and brands, you have to consider its height and angle. This perspective of course includes your product. Differentiation, differentiation of your sales, differentiation of your services, these differences will form your brand power, and those of you who buy my products will be a group of people who want to sell products of this value, not I am a follower, I am not a follower, I am an innovator, and the innovator has the value of an innovator. I need to see the future trend, so I am willing to go to the strategic position of a consumer. This is our strategy for development. Thank you!