Money and resources are not lacking, and Bluebird is not too late. The challenge lies in soft power.

"We must build our national brand", which was left by the top leaders during their trip to Jilin a while ago, is a red flag of FAW, but from the current situation, it is meaningful-what is "China's", "own" and "ours" has now become an unavoidable and urgent topic, and it is not limited to the automobile industry.

The revived Hongqi brand is competitive. Since the beginning of this year, the monthly sales volume has been rising, and it has doubled in July. Although the goal of selling 200,000 units a year is full of challenges, it is not Oriental Night Tan. Even if you don't buy a red flag, many people around you are happy to say that they are optimistic-one of them has finally become famous on the road of high-end domestic production.

Perhaps it is precisely because the new red flag of FAW Group has gone out of the market. A while ago, when Dongfeng Motor Group released "Lan Tu", many people in the industry would talk about the two together. It is true that there are always many inexplicable comparisons between the eldest son and the second son: comparing the achievements and styles of the two heads, comparing the financial resources, material resources and manpower of the two groups, comparing the dependence of the two groups' revenues on overseas brands, and comparing how much their own things have been produced. ...

The author thinks that he is not qualified to comment on the future development trend of Lan Tu. As a "Wuhan Ya", first of all, it's a pity that I couldn't witness the first scene of the epidemic. After such a long time, if I have to call the brand of my hometown of birth, I might as well try to understand the blueprint planned by Lan Tu from a simpler angle:

What kind of people have the opportunity to be a member of Lan Tu? If you are lucky enough to join, what kind of team do you expect to work in? Are you ready to advance and retreat with this platform and spell out an independent high-end road? By 202 1, what new energy products will have a market?

Everything is done by people, let's talk about teams and talents first. "Lan Tu" is an automobile brand, and the enterprise behind this brand is called "Lan Tu Automobile Technology Company". After reading a lot of review articles, people used to call it "Lan Tu Auto" for short, and the word "technology" was missing, which was probably a bit old-fashioned. With the advent of the 5G era and the popularization of the "new four modernizations" of automobiles, automobiles will be an important carrier of V2X. Therefore, if Bluebird enters the game at this moment, if it is limited to cars, then its strategic thinking will not prevail. Therefore, from the starting point, Lan Tu's high-end mission is not comparable to that of FAW Hongqi-the former focuses on the future, while the latter aims to revive and then adapt to the future.

Since Lan Tu defines itself as a technology company, innovation is the source of power. The enterprise mechanism is inevitably reminiscent of the new forces of automobile manufacturing and the culture, rhythm and high salary level of Internet companies. Since last year, various recruitment information of Dongfeng H Division has been circulated in the industry, such as "massive recruitment", "high salary", "Dongfeng high-end brand", "don't recruit from Dongfeng" and "have high-end brand work experience", which are quite mysterious.

Team building seems to have broken through the shackles of traditional old state-owned enterprises and attracted many people to try. Before and after the official release of Lan Tu, various interviews with leaders and public reports also emphasized that Lan Tu does not belong to any subsidiary of Dongfeng, but is a completely independent technology company. But I learned from people around me that there are still many people full of hidden worries. Before the clearer strategic planning of H Division came out, they didn't know their post value, so it was irrational to pursue "high salary" blindly. Furthermore, although I believe that the H Division exists like the "fresh wind" in the east wind, it is difficult to let go, like the ordinary entrepreneurial team, backed by large groups and intertwined with various internal resources. Moreover, after the epidemic was serious, the salary level of H division decreased compared with 20 19. With the reorganization of Dongfeng Renault, it is difficult for H Division to insist on not recruiting Dongfeng insiders, so personal development opportunities are still very uncertain.

The author thinks that whether it is internal transfer or external introduction, the most important thing is what we do together. Only when we have the same judgment and cognition on the future automobile market can we innovate and create together. Otherwise, no matter how experienced people get together, it will only be a group of working-class people-this is what enterprises and individuals do not want to see.

So, let's take a look again? Target information transmitted after the official release of Lan Tu.

Brand positioning: Lan Tu is positioned as a high-end intelligent electric brand with zero anxiety, which includes "product quality anxiety, safety anxiety, mileage anxiety, delivery anxiety, service anxiety and brand sustainable development anxiety", not just cruising range anxiety, and has basically been questioned by the public about pure electric vehicles. If there is a brand that can solve all the above anxiety, it is naturally worth looking forward to.

About product positioning and target audience: The price of future models in Lan Tu will not be less than 200,000, hoping to attract the "new backbone" force. "These people have a good educational background, innovative spirit, longing for freedom and self-worth, and pursuing quality of life". Speaking of which, it may be hard to laugh easily. The looting of the "new backbone" crowd market will only become more and more intense and even cruel in the future. Lan Tu will target in the range of 200,000-300,000, and it may be necessary to be psychologically prepared to face the squeeze of three forces:

The first share: Tesla. The data shows that in the second quarter, Tesla delivered 365,438+0,000 vehicles in the China market, accounting for 30% of its global sales, and the domestic Tesla almost showed an invasive growth. Among them, the Tesla Model in June? 3' s global sales reached 35,900 vehicles, of which the China market contributed 465,438+0.7%. Tesla's goodness, perhaps everyone's understanding is different, but with a little herd mentality, many elites will choose Tesla when choosing the second car.

The second part: the mixed extrusion of first-and second-tier luxury brands and joint venture high-end models. The upgrading of automobile consumption cannot be simply defined as buying more expensive cars or cars with louder brands. When many people buy/change cars, in addition to the face demand, more and more consumers will prefer models with more prominent scene advantages (such as off-road and sports) or more individual opinions, and some people will choose flagship products with stronger comprehensive strength in joint venture brands, such as Ford Explorer and Buick avenir series. Besides,? BBA camp and several luxury second-tier brands have been overweight to stabilize consumers in the past two years, and prices and product positioning have been declining. And with the follow-up of new energy vehicles, consumers really have many choices in the range of around 300,000.

The third share: the new force of making cars. Nowadays, new car-making forces such as Weilai, Tucki and Ideality are forging new strength through hard work. Although their sales are not as good as Tesla's, their gains cannot be underestimated. In the second quarter, good news about the financing of these companies continued, and after Weilai, Ideal has been successfully listed in the United States. It is reported that Tucki will also be listed in August. After breaking through the capital bottleneck and accepting stricter supervision, enterprises will be prompted to build better products and services in order to obtain greater sales and income. With the increase of investment in offline stores, in the near future, with 200,000-300,000 hands, consumers will have more opportunities to get in touch with Tucki, Ideal and Weilai-and when it comes to brand tonality and feelings, these stories are paid.

Similarly, when Lan Tu released it, he also emphasized that he was not a new force to build cars, but a new force to build cars. There is no doubt that relying on the group, Lan Tu can save the embarrassing stage of running around to pull funds. On the day of the conference, Lan Tu can invite not only provincial and municipal leaders, but also the chairman of Contemporary Ampere Technology Co., Ltd. and the president of Huawei Smart Car Division ... This ostentation and extravagance can be seen. Not only that, Lan Tu also served a hard dish: ESSA? Native intelligent electrical architecture.

For people in the industry, a startup with a technical framework or platform means that the company has long-term planning and forward-looking. This platform first represented the start-up team's concept of building a car-the materialization of this concept, that is, the product. Wait until next year. It is understood that from 202 1? Since, Lan Tu has introduced at least one new model to the market every year, from 202 1? Since 2008, Lan Tu has introduced at least one new model every year. If it is a high-end boutique car, I think this rhythm is reasonable and there is no financing pressure.

Think about it, Lan Tu, which is not short of money, contacts and technical partners, is facing the biggest challenge in the near future, which is also the shortcoming of Dongfeng Group's independent passenger car sector. Going back to the product positioning and target group description just mentioned, I think there is still a lot of room for refinement in Lan Tu. Who is the most accurate customer portrait? In fact, the team members of Lan Tu Automotive Technology Company seem to be the target customers of Lan Tu models: they have good educational background, innovative spirit, desire for freedom and self-worth, and pursue quality of life ... don't they?

Therefore, one year later, the author sincerely hopes that the first new car listed in Lan Tu must first reach the satisfaction level of the founding team, and spend 200,000-300,000 yuan to buy this car, which is worthwhile, dignified, convenient and reassuring. In other words, if the team can't break the rules, Qi Xin will try to impress himself and create an attractive model, which may be difficult to impress more people.

At the same time, it is worth noting that the vehicle itself is only one of the factors that hinder the development of new energy vehicles. How to solve the problems in the use of new energy vehicles and revitalize the after-sales value is the same pain for all new energy vehicles. The market is still young, so Bluebird is not too late. The author has an immature idea. In the first stage of promotion, can Lan Tu turn customer orientation's management consumer groups in government agencies and institutions into prophet experience officers? First, they fit Lan Tu's target portrait and can give accurate product feedback; Secondly, only people with more social resources can personally experience the good and bad of new energy vehicles, and it is possible to promote some things to change ... If this can be promoted, the social value highlighted by Lan Tu will be no less than the rise of the new red flag.

Whether it is the current market structure or the further growth of national industries, domestic high-end is indeed a difficult way to go-and Dongfeng Group, which developed from Raul Automobile, naturally has a mission and a heavy burden. Lan Tu's design concept is "light, quiet and elegant", not noisy, unassuming and impetuous; Pattern, mind and taste. In my mind, Lan Tu people who want to enter the domestic high-end should do the same! Lan Tu, which is still recruiting talents, is in a critical period of organizational formation ... Although there are difficulties and obstacles, opportunities will always open the door for those who are prepared.

Lan Tu, this is really not starting from scratch.

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.