Moderator: There is a new friend on the podium today, namely Cui Weiguo, general manager of Cui. Let me introduce General Manager Cui, who used to work in GM, and now he is the project director of Roewe iMAX8. Roewe iMAX8 was basically built by Teacher Cui. Earlier, he told me that he devoted a lot of efforts to Roewe iMAX8, just like his own children. Today, Roewe iMAX8 is pre-sold, so Mr. Cui is also one of the guests interviewed. Roewe iMAX8, you can ask Mr Cui. The other two are General Manager Yu and General Manager Shao, who are old friends of everyone. Ask questions directly.
Reporter: I saw the Roewe iMAX8 pre-sale this morning and I am looking forward to it. Compared with cars, the MPV market is relatively small. Why did Roewe launch Roewe iMAX8 at this time node?
Yu Jingmin: MPV market is a rapidly developing market, because people are pursuing a better life. Shao Shuai, for example, devoted a lot of efforts to Roewe iMAX8, because he is also an MPV user, and he has two precious daughters. MPV is a good choice for families with two children. As he said in his speech just now, I was very impulsive when I watched it. At the same time, Shao Shuai also needs MPV in his work, because he is a veritable network celebrity in the automotive industry and design industry, and there are many designers in his studio, so he also needs an MPV. With people's pursuit of a better life, the MPV market is getting bigger and bigger, and we have also seen the development of the market. This is the first point.
Second, we are confident. Mr. Cui, who has just been grandly launched by the king, was named the godfather of MPV. He established the MPV market from SGM to today and dominated the market. GL8 was made by Dacui from the first payment to every replacement. Therefore, there is demand in the market, and we have the strength to develop and provide users with better choices.
Third, our team pursues the MAX spirit, Make? Attitude? Xtreme means "excellent quality, natural perfection", because we find that the value of enterprises lies in constantly innovating products, catering to and meeting the new needs of society and leading new trends. There are some MPVs on the market now, but people strongly hope to have better MPVs. We are ambitious and don't forget the initial intention of "user-centered" and launched this Roewe iMAX8. MAX is the pursuit of the ultimate, and 8 is our flagship product. This car is a better MPV and a luxurious business class with a sense of science and technology. We have the courage to call it technology luxury first class. It is a good choice to fly first class now. Our MPV has also come up with a very competitive price in the market segment, realizing our initial intention and leading ambition in this market. Thank you for your question.
Cui Weiguo: To make this MPV, where is our entry point and how to cut this cake in? We think that the market space of180,000 to 250,000 must be very large. Now, second-child families and business people have demand for MPV and want to buy IKEA, but they lack products. Many products cultivate the market. For example, people used to think that SUVs were driven in urban areas and the market was small. But now is the era of SUV, so it's not just the driving force. Later, products made the market bigger. This shows that there is a market and customer demand. The key is that the brand should have self-confidence and the product can cultivate and lead the market. Thank you.
Reporter: Hello, leaders, I have a question for Mr. Cui. The price between 220,000 and 250,000 is basically the price of mainstream joint venture brands. What advantages do we have?
Cui Weiguo: The Roewe iMAX8 car is built by us wholeheartedly, and there is no gap. It can be said that our chassis is fully suspended, followed by multiple links. We use the latest architecture, very good architecture, and the chassis is very strong. MPV pays attention to safety. The front window glass of Roewe iMAX8 is double-layered and has good sound insulation effect. Driving at a speed of120km or more is still very quiet, and the NVH quality is very good. We use the latest 400TGI engine and Aisin 8AT gearbox, and the power control is very good. It's not enough to have an engine and structure, and the interior of this car is also very luxurious. Our manager Shao always uses blue and black, which is suitable for IKEA. After all this, we are not so worried, so we put forward "magic screen" and "magic wand" to make the car very scientific and technological. There is a big screen behind the first row of seats, which is a "magic screen". You can control the zebra Venus system with the front row, which is very luxurious and noble. When the user says "Hello, I want to drink coffee" in the car, the magic wand will automatically move over, giving customers more choices.
Chassis structure, engine, mute effect, scientific and technological effect, sense of luxury, these aspects are all carefully built, for fear that something will be called a short board. So we do it very seriously. This car is relatively long, 5 meters early, and our third row can be adjusted, which is very comfortable. Every detail is afraid of shortcomings, so all aspects of the product are very advanced and the price range is very close to the people. I still have great confidence in this car.
Compere: Two weeks ago, we went to Ningde to test drive Roewe iMAX8 and tested the target models GL8 and GM8. Finally, Mr. Cui said that all our models use double glass. Cui is always in charge of purchasing, so our car is willing to spend a lot of money just to bring a good experience to users.
Cui Weiguo: We want to give our customers a very good image and feeling, and try not to have shortcomings. If there is a short board, be sure to make it up. We have done research and basically can't tell us what shortcomings our Roewe iMAX8 has.
Reporter: I have a question for Mr. Shao. The demand of traditional MPV customers for product modeling is dignified, steady, atmospheric and balanced. The new Roewe iMAX8 product model is younger, more fashionable and more personalized while retaining the basic elements of the atmosphere. Has the potential demand of MPV customers changed at present, and how does SAIC seize the opportunity to meet the change of design language?
Shao Jingfeng: This is a good question, which involves the changes of consumer groups mentioned by Yu Xiansheng. In the past, most people didn't put MPV in their own shopping column because they felt that driving MPV was like a full-time driver. It's different now, including myself and my colleagues around me, and many family members. For example, second-child families will give priority to MPV, which makes the market demand for MPV expand rapidly. In addition, the market demand has also changed. Many people have experienced cars and MPVs now. When changing cars, they really think: What am I pursuing? At this time, many people will put MPV back in his mind. Our design orientation covers many people, such as personal studio staff, network celebrities, small business owners and so on. The best configuration for their travel is MPV. At the same time, consumers' commercial demand and personal demand for MPV models are also expanding rapidly, which makes this market segment potentially explosive. Before I pushed the sports car wildly, my thoughts were constantly changing during this time. I think MPV will usher in a spring. Now the mentality of consumers buying MPV is different from that of buying MPV before. They didn't buy MPV before, but they didn't want to look like drivers. Now it doesn't matter if they drive their families out like drivers. Now MPV has a new category feeling in China market, which makes consumers show different identities when driving this car. Driving MPV now gives people a mysterious image.
Roewe iMAX8 not only has a bright spot in appearance, but also cooperates with Da Cui's profound skill to make the role of the second and third rows of this car play to the extreme. Everyone can experience it personally, and the comfort and sense of technology are excellent. It is Da Cui's hard work to control the "magic wand" to shuttle in the car through voice. We once wanted to give up, but now it has become a bright spot for everyone to talk about. The scenery is the highlight that distinguishes this car from other cars. The space of this car has also reached the standard of top MPV, and it is also equipped with technology, internet and information flow. It can meet the car purchase needs of many people, so that car owners who originally wanted to buy a 7-seat SUV can buy MPV instead. I think this reporter is close to 2 meters tall. You can invite everyone to give us a first-phase evaluation to feel whether the electric adjustment function of the seat is comfortable and how big the head space is. I believe that the evaluation results will be very good. If you are satisfied, everyone will feel it. Comfort is the focus of this MPV. Now young people turn to MPV, which represents a trend and a signal that our MPV team wants to express. I hope our team can pass on the information to consumers, so that consumers can have more choices among the seven cars and choose our SAIC MPV.
Yu Jingmin: There is a question that Mr. Shao didn't answer directly just now because he is very confident. Is this car beautiful or not? It's right there. There are drawings of this car on the wall. Just now, Mr. Shao drew it again and sat here to draw. This car is designed from the user's point of view, and he can draw at will, because the appearance of this car has been deeply imprinted in his heart.
Reporter: I want to ask some questions about marketing. I saw Roewe's cooperation with the Forbidden City and non-legacy experts on the Internet. Hongqi was also doing this activity before, which gave me the feeling that Roewe's activities and Hongqi's activities were southern marketing and northern marketing, while we went deeper in Roewe. I'd like to hear how you explain such cooperation from the marketing point of view. What are the considerations for continued cooperation between the two sides? Why do we think so?
Yu Jingmin: Our cooperation with the Palace Museum is not pure marketing. We don't want to attract too much traffic through this. This is not our original intention at all. We have made an in-depth interpretation of the Roewe brand. Our lion brand has a history of more than ten years and is very popular with users. However, with the changes in the market, young users have become the main consumers, the most prominent of which is the post-90 s or pan-90 s group, which can be seen from the average age of our users. Like Roewe RX5? The owner of PLUS is 3-5 years younger than our previous owner. We made statistics during the "Shake in Beijing" International Fashion Week on June 16 this month. Roewe RX5? PLUS car owners account for the largest proportion, reaching 35.8% in 1990- 1999, from which we can see that the main consumer groups in the market are changing. We have seen the strong label of China's cultural self-confidence among major consumer groups, so we have been discussing with you all the time. We have combed out with our brains that "the more open and self-confident, the more confident we are to participate in the competition and come up with better products to lead the trend and meet the needs of users", and the logic behind this is that "whoever has good things and can bring people a better life will make the society, the country and the people more confident". The post-90s generation have been in contact with each other since childhood, and they are more confident about the local culture of China. Let me give you an example. On September 23rd, I was in Shanghai, and we jointly held the "3.0T Green Surging Power" with Xinhua News Agency. China Brand Power ",invited Zhang Weiwei, Dean of China Research Institute of Fudan University. He shared a story. He said that he has a good friend who is in England now, but his friend's child was born after 1960. They stayed in England for several weeks. His friend's child said, "Dad, you can adapt to this place after 1960, but I can't adapt after 1990. There is not enough sense of science and technology here. If you want to live a better life, how can you not be empowered by technology? "Therefore, we must come up with technology. The technology I am talking about is not only digital and intelligent technology, but also technological empowerment in all aspects of life.
Teacher Shao just mentioned that our tattoo is not only an artistic creation, but also a computational aesthetics, which was made by his apprentice who graduated from Harvard. It has been studied for a long time, just to better combine art with AI technology, and there is also scientific content behind aesthetics. Everyone is worried that the MPV market is not big enough. I asked in turn, why do you think the market is not big? In fact, the demand of users is increasing now, which only shows that there are no high-quality products that can attract users' attention and lead the market development. We also build MPV to better meet the needs of users. The biggest feature of this car is "Wu Mei". Many brands are still making four-seat MPVs, but we don't do it, because the second row of this car can be moved backwards to become four seats, bringing better travel solutions.
Two days ago, it was reported that the 10th activity of Han Hong Charity Foundation was launched. We just signed a contract, 100 people help Yunnan, which is Yunnan. We delivered 65,438+00 Roewe RX8s and invited Mr. Han to Shanghai Roewe Plaza to watch Roewe iMAX8. Teacher Han said, Brother Xiaoyu, how about adding two cars to this one? I have a star friend, who is quite tall. He is a Shanghainese, hurdler and Olympic champion Liu Xiang. I asked him to sit in the second row. His legs are very long. I said that the pre-sale has started now. Our core 4S experience store, many dealers, service providers and investors are waiting for this car. I am very nervous this month because I can't wait to introduce this car to my circle of friends. There are only over 300 vehicles, but two are fine. I'll give it to you.
You don't have to worry about the 5-meter-long body space. In the past, when you opened the trunk at the back, you might not be able to hold much luggage, but we can move not only the second row by 360mm, but also the third row by 200mm, so the luggage compartment space changes quite a lot. This technology is people-oriented. We are constantly upgrading iterative evolution, otherwise how can we come up with a "magic wand"? I have been asking users and saying hello to friends. What should this thing be called? They said it was originally called the central armrest box, but the central armrest box won't move, only has the storage function. So be imaginative, meet the demand and lead the trend. "Magic Bar" is dazzling, its functions are in place, and the voice can be called and moved in the first, second and third rows. After engaging in the "magic bar", Mr. Da Cui got out of hand and engaged in the "magic screen" to ensure better interaction between the second and third rows in the car. The seats in the second row can be adjusted to 63 degrees, which is the best angle of space seats tested by NASA. Moreover, it has a 10-layer composite structure, perforated calf leather and breathable layer, and its appearance is also very beautiful, including our powertrain, a new generation of 400TGI with 8AT, and sound insulation glass. The chassis is also professionally adjusted. It is our pursuit to make this car suitable for IKEA stores. At first, I couldn't tell whether this car was the main direction of family or business. Later, I learned that it is necessary for IKEA to be suitable for business. Now the social rhythm is very fast. If someone helps you drive, what do you want to do in the car, just rest and sleep for a while, or sit comfortably, lie comfortably and be quiet. To lead the market, it is necessary to be at a high level, so I told Shao Shuai to be a "celebrity on the Internet". He asked what the standard was, and I said that if you exceed Erffa, you must surpass Erffa, because MPV users are very young now, and there are still many startups that need this car. The original MPV selection was a little less, and the surprise was not enough, so we had to bring new choices. Thanks for asking.
Reporter: I have a question for Teacher Cui. We have seen this car, and it is really attractive. Will there be a hybrid version in the future? When? Thank you.
Cui Weiguo: Manager Yu also talked a lot about this car. I'll talk about this later. We worked really hard to build it. Originally, we wanted to have more screens, but the second row of MPV is more important, so we set up a "magic screen" where we can see navigation information, say welcome to your wife or leader in a customized way, and also have electronic banners. Passengers in the second row can also order their favorite music. Magic screen has a lot of imagination, and it is set according to the scene, not to say that it is cool to make a screen. Then answer your question, hybrid cars and electric cars. In fact, we are all considering how much cruising range is better, hybrid or pure electricity. Actually, all options are available. Now we are doing market research to see which one to do according to the future trend, or we can make two plans, which I believe will happen in the near future.
Yu Jingmin: At present, the powertrain is very popular, and the acceptance of 400TGI will be very high. I want to give a suggestion to Da Cui, and the order user will send a questionnaire. Will you recommend it to friends and family? Do you want a new choice besides the fuel version?
Reporter: Hello, Teacher Yu, I have a question. Now everyone is emphasizing a word, user-centered. Excuse me, how does Roewe build the concept of service and users? What are the differences?
Yu Jingmin: Anyone who does business or marketing services, no matter what level, should say this sentence, "user-centered", but it depends on action. Let me give you an example. When I go to a store, whether it's a business district store or a 4S store, I like to hold hands with users best. I even have some words to "tease" my team. I said I trust you or trust users. Sorry, now you are all very experienced and hard-working, but I choose to trust users and hope to have more direct feedback. Many people think that you are a cheerleader, which means that he has never done it or experienced it. I deeply understand that every feedback from users has benefited me a lot. When I hold hands with users, I will find many details. For example, when users often do maintenance, they don't come alone, they all bring friends. Besides, we just pretend, instead of saying good, challenging and unhappy, which I think is very helpful. Our services in the whole life cycle are still in place, such as Shao Jingfeng, who wears an arrow through his heart. Because users are getting younger and younger, tastes are rising, and updating iterations are fast, this trend is constantly changing. This trend especially strengthens the forward-looking requirements for Shao Jingfeng, and a large part of his team is forward-looking. I remember very clearly that at the Guangzhou Auto Show in 20 14, we launched the golden Roewe Vision-R concept car. In fact, the new model Roewe RX5 brought by 20 16 was mass-produced. We restore the concept car, not only to change the model, but also to keep in touch with users, touch the trend and lead the trend, which is also the same challenge in engineering.
Mr Cui is very experienced in this field. Our engineer culture is a good culture and very reliable. In Beijing, media teachers can make a survey of pure electric vehicle users. Who has the most reliable cruising range? The answer must be SAIC. It doesn't make any sense for us to keep our word. Not only to break through, 400 kilometers is not enough, but also 500 kilometers and 600 kilometers, so that the battery life of the product will be longer and longer. We have done market research and found that another voice has come out. Users can drive 30-40 kilometers a day and 400 kilometers a week, but this figure has not entered the purchase process of users. Users' purchasing links and using links are not completely equivalent in some things. When buying, users don't want to drive 30 or 40 kilometers every day, but want to use this electric car as convenient as a gasoline car, with different needs. Teacher Cui, Teacher Jian Feng and Teacher Shao and I should pay attention to this customer demand, think from the user's point of view, and tell this demand to the most reliable engineers. Therefore, from appearance to function, and then to all aspects of quality, we need to have a true user-centered and starting MAX spirit, which is the greatest respect for users and the greatest investment in the survival and development of our own team and enterprises. This is our idea and practice. Thank you for your question.
Reporter: Good leaders. I'm from the Economic Observer. I have two questions. First, the MPV market has been talking about polarization, including the small scale. 1 The decline in sales in August this year was also higher than that in other market segments. Roewe also has high-end products, which has changed the structural upgrading of the market. How does Roewe view MPV market? What is the market share of MPV in the next change of competition pattern?
Yu Jingmin: We need to capture the potential demand from market research. We just introduced that user representatives have multiple identities, such as the second-child family market and the online celebrity market. Maybe today's data may not be fully expressed, but we are full of confidence in the development prospect of China MPV market. Second, in this segment where Roewe iMAX8 is located, there are not many choices that users can make before. There are few excellent, innovative and leading products that can fully meet the needs of users. Just like when I was working in the overseas operation preparation group of SAIC, GM was unsuccessful in Thailand. 90% of the market in Thailand was Japanese brands, which seemed to form an oligopoly of Japanese brands. Japanese brands were deeply controlled from policy to supply chain. At that time, they had become the base of right-hand drive cars, and 90% of the cars running on the street were Japanese cars. 20 1 1, SAIC decided to go to Thailand. Through the efforts of 1989, it has seized a large market share, and we are the king in some market segments. What does this mean? There are opportunities in the market, but consumers need to be given better choices. Adhering to this idea, we come up with the most competitive technology luxury MPV Roewe iMAX8, which can win in the competition and make a big cake in the high-end MPV market. Thank you for your question.
Reporter: What is the sales target of this car? As far as IKEA Shang Yi is concerned, what is its expected share in the high-end market?
Yu Jingmin: I tell you now that I am confident.
Reporter: Hello, leaders, because Yu Xiansheng just said Roewe RX5? Plus, users are generally three or four years younger than before, and I am also very convinced. Have to ask, is this MPV really for young people? Our official WeChat accounts are all gossip, and we will pay attention to some different aspects. We can see that in 20 19, the number of new-born population in China is 1645000. Some time ago, there was a data about the population born in Shanghai on the Internet, which was 1 99065438+1October1,and there were more than 2,000 newborns in Shanghai that day. 20 10, June 1 only 100 people, the difference is 18 times. Although the second child policy is now open, many people are reluctant to have children. We must analyze it. Perhaps the post-90s generation is the first group of children from middle-class families after the founding of New China, and they still have some resistance to having children.
Yu Jingmin: We want to talk about two dimensions of user composition. First, age. There are some wealthy families in first-and second-tier cities. Their predecessors were all born after 50 s and 60 s, especially after 60 s, when there was family planning. They may also be post-80 s and post-90 s. Now I don't have very detailed data. Young people are cautious about getting married, while boys get married later. After marriage, the parents of wealthy families born after 50 s and 60 s will say to their children, "I gave birth to you at that time, and now with such a good policy, I want to have more children for my parents." There are actually many such families. Second, occupation. Nowadays, the demand for MPV in third-and fourth-tier cities has increased significantly, because many innovative enterprises or more economical enterprises are booming. These entrepreneurs, whether entrepreneurs or business operators, will like the intelligent experience of technology. There is obviously a strong demand for cars with face. There are great opportunities in this market, and rejuvenation is also an obvious trend. Thank you for your question. (Compile/car home? Zhang)