Wu Bing: SAIC Fan Fei, the word "SAIC" is very important.

Editor | Yang Guang

Production | automobile production

"We feel that the products delivered to users should be worthy of SAIC Fan Fei, especially the word' SAIC'." Wu Bing, CEO of Fan Fei Auto, said.

Although Wu Bing spent most of the 45-minute meeting discussing R7, he introduced how R7' s intelligent driving and intelligent cockpit were "rolled up", but in the interview after the meeting, he repeatedly stressed that the initial goal was to build a good car.

Liu Chen, general manager of Fan Fei Automobile User Development Center, said that building R7 into a "six-corner warrior" is only the foundation, and it is brand characteristics and product definition that really tear the market apart.

It is not easy to say that the transformation of traditional car companies is not easy. If it were changed to some new forces, "Hexagon Warrior" would have played on PPT.

Even in the current new energy vehicle market, the word "tradition" is still the original sin to a great extent. Even if the product strength does not lose new impetus at all, it is also a reduction in the comparison of many consumers.

But the wind is also changing quietly.

Although the new forces have the first-Mover advantage and the upper hand in marketing, there is no room for mistakes under the pressure of sales volume, cost and supply chain.

Traditional car companies are transforming with shackles and are accustomed to the mode of "doing it first and then talking". Although they can't get the upper hand in a short time, all kinds of accumulation have reached the point of chemical reaction.

As Wu Bing said: "We (SAIC) actually have too many front-end technologies, and we need to have terminal to C products like Fan Fei that represent high-end, intelligent and networked electric vehicles to carry and apply."

Frankly speaking, Fan Fei has come a long way from Roewe R-mark to independent R-car and then to Fan Fei, which also represents SAIC's attempt, failure and re-exploration on the road of transformation.

Now, maybe it's time for SAIC and Fan Fei to achieve something for each other?

Fan Fei Automobile CEO Wu Bing

No. 1

"No power, only power"

On the track of smart electric vehicles, traditional car companies and new forces have always been the opposite of the topic.

For example, Luo Yonghao believes that traditional car companies have no chance at all, and the future belongs to "Wei Xiaoli" and belongs to Huawei and Xiaomi;

But there are also BYD, when the scale effect appears, the new forces are far behind.

In fact, in this still changing process, success is not so much a conclusion as a case.

Born out of Roewe, he later became an independent R-mark and eventually became Fan Fei. In the past two years, SAIC's positioning adjustment and exploration of Fan Fei brand is actually like an exploration of new energy transformation by traditional car companies.

SAIC and Fan Fei may be ideal models for developing new energy vehicles.

It's not a short time from the appearance of the prototype concept car ES33 of R7 in March last year to the market today, but for Fan Fei, taking out a completely self-developed high-order assisted driving system can be delivered synchronously in June+10 in 5438, and the time is not long.

How to quickly form this self-research ability?

Wu Bing introduced the * * * innovation center model formed with SAIC R&D team. He said: "SAIC flies into the air, and the word SAIC is actually very important. Through SAIC's scale effect and technical effect, relying on * * * innovation model, technology can be quickly transformed into application. In fact, SAIC has too many forward-looking technologies and needs products like Fan Fei to carry and apply them. "

On the other hand, when Fan Fei R7 enters the market at such a price, it is inevitable that there will be worries about whether it can make money when the prices of raw materials are generally rising. After all, the cost of a 90kW·h battery pack is not low.

This is also the strength of traditional car companies.

As the head enterprise in China, SAIC can empower Fan Fei in terms of industrial chain layout, manufacturing experience accumulation and supplier management, so as to achieve better cost management and scale management. For example, the motor of R7 is provided by Huayu, a subsidiary of SAIC, and the battery is provided by SAIC Times, a joint venture between SAIC and Contemporary Ampere Technology Co., Ltd.

We can even guess that SAIC can rely on the profits of the joint venture department to feed back new brands in a certain period of time and cultivate the market at the expense of profits.

Fan Fei can listen to users' voices for the first time through an independent operation mode and a flatter organizational structure around users. All the 10 departments of the company report directly to CEO Wu Bing, and any questions can be quickly fed back through the User Experience Committee and iterated with the Innovation Center and Engineering Center.

Including the electricity exchange mode proposed by Fan Fei, behind which is a new company-Shanghai Jieneng Zhidian, which is jointly invested by China Petrochemical, China Petroleum, SAIC, Contemporary Amperex Technology Co., Ltd. and Shanghai International Automobile City, with a registered capital of 4 billion yuan, aiming at promoting the transformation of gas stations into comprehensive energy service stations, speeding up the layout of electricity exchange points and improving the electricity exchange experience.

According to the plan, nearly 40 comprehensive service energy stations will be built nationwide in 2022, covering first-tier cities such as Beishangguangshen and Shenzhen. By 2023, this number will reach 300, and by 2025, it will exceed 3000.

"This is for the future power exchange ecology, and these powerful strategic partners jointly empower SAIC's entire power exchange system." Wu Bing said.

Fan Fei R7 is only the first model under the power exchange system.

Although Wu Bing did not disclose more specific information about the layout of power exchange, the outside world can already see the future from this statement.

In four years, Weilai has completed the layout of 1 100 power exchange station, which also makes the power exchange station a unique competitive advantage of Weilai car series. On the other hand, Weilai has always been unable to get rid of the outside world's doubts about the sustainability of the business model of exchanging power for profit.

Fan Fei will also face such a problem. Now that R7 has been listed, this question may be even bigger, but the layout of power stations is still more on ppt.

However, it must also be admitted that the starting point of SAIC's power exchange system is much higher, and its sustainability should be predictable.

second

How to convince users of Fan Fei?

Wu Bing said frankly: "The biggest challenge at present is to convince users that SAIC Fan Fei can make a good car and establish a high-end brand image."

Fan Fei R7 is facing the largest market segment of 300,000 yuan in the field of electric vehicles at present: there are new brand models such as Weilai ET5, Tucki G9, Ideality L8, Wenjie M5, Oita 1 1, as well as the layout of traditional car companies such as Volkswagen ID.6 and BYD Tang, and even Nissan ARIYA ARIYA listed on the same day has similar prices.

To what extent is it rolled?

Tucki G9 received poor feedback from users within 48 hours of listing, and then it was urgently adjusted and re-released; Aouita adjusts the rights and interests of lock users, increases lifetime warranty and gives advanced assisted driving; Ideal also advanced the time to market of L8 to September 30th.

As a "latecomer" in Wu Bing's mouth, Fan Fei R7 doesn't bring its own topic like the new forces, and Wu Bing doesn't want to be a "big mouth", so he can only bring his own sincerity.

The starting price of Fan Fei R7 subsidy is 289,900 yuan. If you choose the "separation of vehicles and electricity" mode, the starting price is only 205,900 yuan.

Such a price should be considered malicious enough and can be compared from several dimensions.

Such as performance.

The performance premium version of Zero Hundred Acceleration 3.8s is 326,900 yuan, which is faster than it, but much more expensive than it, such as Porsche Taycan and Extreme Focus Alfa S Hi version, while the cheap version is not as big as it, such as Smart Wizard # 1 BRABUS performance version.

Such as battery capacity.

The price of the 90kW h battery version is 309,900, and the price of the Aouita 1 1 with the same battery capacity is 349,900. The Model Y rear-drive version with similar price is only 60kw h.

Another example is smart driving.

The lowest price of Tucki G9 XNGP version is 349,900 yuan, but at present, four models of Fan Fei R7 all provide the same hardware configuration, and at the same time, they are given an advanced intelligent driving software package worth 30,000 yuan, which can be used without optional laser radar.

Don't forget, this is a medium and large SUV with a length of 4.9 meters. At least, judging from books and materials, Fan Fei R7 is worthy of the title of "King of Volume".

Products are only the first step, and users need brand communication, channels and experience to believe and recognize Fan Fei. Together with the products, it constitutes the four core pillars of Fan Fei brand, which are indispensable.

Fan Fei's R7 talent 1/4, new brand communication, channels and experience remodeling are still questions that Fan Fei has not fully answered.

"What you see today may only be a high-end product, but it doesn't mean that we can definitely make the brand high-end. Therefore, we spent a long time this year to improve channel construction and sort out what Fan Fei represents. " Wu Bing said.

In addition to the brand DNA of "truthfulness, pioneer and taste" published before, Wu Bing elaborated his thoughts on the word "Fan Fei" in more detail.

Where is the mainstream; Flying is a constant breakthrough.

"Every mainstream person, every hard worker, is constantly breaking through and surpassing himself. Maybe they have achieved great things, maybe they just broke through themselves, but they are all' extraordinary'. "

It sounds like chicken soup, but in fact it also represents a state of most target groups, which is Fan Fei's own positioning.

Just like Wu Bing spent most of his time talking about the intelligent cockpit and intelligent driving, the flying R7 itself, as an automobile attribute, has not been ignored.

"Don't forget why you started just because you walked too fast."

Wu Bing once again mentioned the "soul theory". In his view, only solid digital technology and strong software and hardware integration can form a complete intelligent travel experience.

third place

Write it at the end

Rising, this is the English name of Fan Fei Automobile. Perhaps this "ing" is also very suitable for the current state of Fan Fei-it is still in progress.

Wu Bing said that he completed the listing conference in only one episode, but for Fan Fei, this series has just begun.

How can Fan Fei tell a good story about the new brand after missing the first-Mover advantage? How to adapt to the new market demand under the original direct selling channel system? The power exchange mode sounds good, but it won't work until it lands. Despite the foundation of R brand, everything is not much different from reconstruction.

Wu Bing said frankly, "Let's talk less, do more, and then do it well. So I hope that everyone will give Fan Fei some time and confidence. "

This may be the character of brands with the background of most traditional car companies. Just don't open your mouth, and you may not have an advantage in the current public opinion field.

Traditional car companies have no future in the end, or they can roll up new forces with one force. Fan Fei may be able to give an answer.