At the Chengdu Auto Show, which officially opened on August 29, the Dongfeng Fengxing brand not only exhibited the new model Dongfeng Fengxing Lingzhi PLUS travel version, but also released the first strategic model after the Dongfeng Fengxing brand refresh. Model Dongfeng Fengxing T5 EVO Goddess Edition.

From the brand refresh to the release of the cool goddess version, Dongfeng Fengxing has shown us a brand that is very different from the past and has an increasingly distinctive personality in the past two years.

As for how this brand will develop next, Zeng Qinglin, general manager of the Passenger Car Sales Company of Dongfeng Liuzhou Automobile Co., Ltd., gave us a more detailed answer.

The following is the original text of the interview:

Q1: I would like to ask you to talk about the goddess version released. I also watched it. It is very beautiful. Can you talk about your feelings towards women? What do you think of the market, and what does it bring to the female community?

Zeng Qinglin: First of all, from the market perspective, with the launch of T5 EVO, more and more female users are found. In the past, women were just Act as a reference for decision-making. Judging from the data currently available, the proportion of women using cars by themselves is getting higher and higher. There is no car specifically targeted at female users in the traditional fuel vehicle market. The Dongfeng Fengxing T5 EVO model has been liked by many female users. On this basis, we will do some more targeted development to better meet their needs through an excellent car.

Based on this insight, the goddess version model was launched. It can meet user needs from three aspects. The first aspect is color. Currently, vehicle functions are actually not very differentiated. The most expressive and eye-catching thing is color. The color of popular products has a strong personality and is cool. , we absorbed some inspiration from the Bauhinia flower. Women prefer this kind of pink design, and launched the "Bauhinia Pink" color. As the main color and 2K car paint technology, the product has an exquisite and high-end appearance, highlighting the personalized characteristics of women.

The second aspect is that we have made special designs for many women in terms of details. For example, women like to drink milk tea and eat screw noodles. We designed in-car hooks specifically for women’s use scenarios and arranged colorful ones on the interior. Seat belts, bauhinia pink air outlets, including embroidered seats, are specially designed for women in detail.

The third is the control aspect. Some adjustments have been made to favor female users. The steering wheel control is lighter. A 360 panoramic image has been added to the configuration, matching the WIDC Gold Award L2 level assistance system. Through This configuration makes it easier for women to drive. It realizes women's transformation in three aspects: color, interior design, and chassis adjustment, making the product more suitable for women's use scenarios.

Q2: In addition to these advantages, what new gameplay can Fengxing T5 EVO Goddess Edition bring?

Zeng Qinglin: The degree of personalization and enrichment of Fengxing T5 EVO’s body color, Among the traditional fuel vehicles, they are the most diverse and lively. We have made many bold attempts. Judging from the results of the attempts, they have gained high recognition in the market. Currently, the proportion of users born in the 1990s is higher than that of independent brands. It's very high inside. Our goal is to be the most extreme in terms of color, so we teamed up with 3M and Fengxing T5 EVO Goddess Edition to introduce more car colors to meet more personalized needs through color changing plans. Users can design their own vehicle modifications and provide a rich color library for them to choose from, allowing users to participate and feel the beauty that color brings to life.

Q3: What other development plans are there for the future development of Dongfeng Fengxing?

Zeng Qinglin: Fengxing T5 EVO is currently launching a customized model specifically for women, and will also be specifically designed for women in the future. For men's models and other more personalized versions, Fengxing T5 EVO will continue to make modifications.

Dongfeng Fengxing’s subsequent product development plan will, on the one hand, cover the MPV market segment and consolidate Lingzhi’s leading positioning in the MPV market.

In addition to the iteration of the MPV market, Dongfeng Fengxing plans to cover the full range of household MPV products, high-end MPV, and business MPV markets within two years, consolidating Dongfeng Fengxing's leading position in MPV. In addition to focusing on the MPV field, we plan to launch two to three more competitive products in the SUV field to occupy market segments through popular models.

In the future direction, there will be electrified products in the second half of next year, an SUV product for the C-end. In the field of new energy, the electrification rate will be increased from 25 to 100 within 3 years.

Q4: Does the three-child policy have any impact on this aspect? Are there any benefits?

Zeng Qinglin: Three-child policy is a good signal for seven-seater cars. Dongfeng Fengxing launches household MPV Based on this consideration, we plan to launch new home MPV products at the end of this year or early next year. On the one hand, this is in line with the upgrading trend of the entire market. On the other hand, it is also based on the traditional Chinese family atmosphere of family fun, making the household MPV products bigger and stronger.

Q5: In recent years, the shortage of chips in the automotive industry has also been of great concern. Can you talk about this aspect and whether it has affected us?

Zeng Qinglin: It should still have Affected by the sudden outbreak of the epidemic, it will have a certain impact on the supply chain. Although it had an impact in the first half of the year, the feeling was not particularly strong. The second half of the year is obviously more urgent. Although chips are a short-term behavior, automotive silicon-level chips are not a technical issue. The brand also has a leading layout in chips. I believe that by the end of this year or next year There should be a relatively big relief.

Q6: I ask a question about the overall market share. From January to July this year, independent brands have reached a relatively bright moment, with a share of about 40%. Some people say that the share of our independent brands will definitely exceed 50% in 2025, and will definitely exceed 60% in 2030. Although independent brands are strengthening as a whole, the share of independent brands within them will definitely exceed 50%. Differentiation is also very strong. By 2025 or 2030, the growth of independent brands is inevitable. What positioning do you think Fengxing will take to bring development?

Zeng Qinglin: Fengxing needs to position itself based on the development of the market. . Independent brands must have their own characteristics. The characteristic of Dongfeng Fengxing is that it is deeply involved in the field of MPV. I feel confident in MPV. We make two to three flagship products in SUV. This is Fengxing's understanding of our own positioning. .

MPV is a mature market. With the development of society, the improvement of living standards and the improvement of life, household MPV, high-end MPV, and commercial MPV are already developing rapidly. As long as the products are made well , there will be good development. Dongfeng Fengxing has unique characteristics. We have our own advantages in the entire Chinese automobile market and the market prospects are very broad.

Q7: According to the mention that our products will be biased towards the travel market segment, or the home market of MPV, it is true that there are some strong competitors in the MPV market this year. What do you think of Fengxing’s expectations in the MPV market? What?

Zeng Qinglin: Dongfeng Fengxing has its own confidence in understanding MPV consumers better. When it comes to timely and accurate capture of user needs, I think this is the biggest advantage of a Chinese brand and even a Chinese MPV brand. It is difficult for foreign and even joint ventures to meet the constant needs of Chinese consumers.

Q8: I would like to ask a question at the brand level. There is a lot of effort in brand renewal this year. You just mentioned that users have changed. What are the highlights of brand renewal that are currently popular in transformation?

Zeng Qinglin: The first aspect is that the brand renewal is still reflected in the products, as well as the technical platform and design and development. The Fengxing T5 EVO launched by Fengxing based on this platform and concept, whether it is the controllability of the chassis or the chassis Whether it's performance or appearance design, there has been a revolutionary change. The feedback from sales volume or consumer research is very positive, which shows that our brand concept renewal has been recognized.

The second aspect, judging from user feedback and recognition, is that the recognition of product strength and brand services has been greatly improved, so it is another positive change brought about by the brand refresh. According to the survey, The proportion of young users has increased significantly, and the proportion of female users has also increased. Against the background of rising product prices, this shows that the brand refresh is successful in terms of quality.

The third aspect is that the brand refresh is also undergoing a very big change in terms of the tone it conveys to users. In terms of marketing, cool car colors are launched, allowing car owners to become models and participate in the Honor of Kings. Game competition, this is very bold. Whether it is some marketing activities carried out or user involvement, there has been a complete change from before. From the perspective of marketing changes, Dongfeng Fengxing's brand renewal has achieved relatively ideal results in terms of quantity and quality.

Q9: Brand renewal is a very good opportunity. It is an opportunity to reshape the brand's personality. Marketing has a great impact on the entire market. Is there any preset for the future development of the brand? Dongfeng Fengxing wants to become a What kind of brand?

Zeng Qinglin: We hope to become a more personalized and younger brand. In fact, the brand refresh also involved a trademark switch. Through the car logo refresh, Dongfeng has become a brand that is more personalized, more fashionable, and closer to young people in the series. I think our changes this year show that we are on the right track, and we have received positive feedback from the market.