Chasing slogans

On the morning of March 20th, a Datong MIFA 9 slowly rolled off the production line of Nanjing factory, and SAIC Datong also ushered in the important milestone of the 654.38+0.0000 th car off the assembly line. At the same time, SAIC Chase, which was founded in March of 20 1 1, also celebrated its 12 anniversary on this day.

On this double-happiness and extremely important day, the Nanjing factory of SAIC Chase is brightly lit and the employees are excited.

Lan, the vice chairman standing at the off-line ceremony, clenched the putter with his right hand and his eyes were deep. With a cordial smile, it is not difficult to see that the "captain" is gratified by the past achievements and the blue road, and the tightly held hand shows his determination and confidence to lead Chase to further progress.

12 1 10,000 vehicles, which is the achievement made by SAIC Chase since its establishment.

Perhaps this sales data is nothing in many passenger car companies, but from the perspective of a brand from scratch and the market field where Chase is located, it is definitely an achievement worthy of praise and celebration. At the same time, the continuous positive growth since 1 1 not only tells the correctness of Datong's development route, but also deduces the speed of Datong.

Domestic and overseas: 6,543,800 vehicles, clouds and months.

12 years ago, on the occasion of the anniversary of China's accession to the WTO 10, China's economic aggregate successfully jumped to the second place in the world; Escape plan lit up many people's hearts with a song "The Brightest Star in the Night Sky"; Dallas cowboys finished crushing the Heat Big Three and successfully won the O 'Brien Cup. China automobile market ended a round of high-speed growth and entered a low market tide. ...

At that time, the automobile market had already passed the comfortable era of lying down to make money. The oncoming foreign brands, joint venture brands and independent brands kill each other. Although no new forces intervened, the price competition at that time was still extremely fierce.

In such a suburban and multi-base market environment, SAIC Chase has also completed the brand from scratch. In the first year of its establishment, it was completed and put into production, and the first car rolled off the assembly line, which set a new speed of "starting, completing and putting into production in the same year" and also opened the curtain of "opening to traffic" and showed its talents on the global stage.

As a global brand, SAIC Chase has been out of control ever since.

Since successfully signing the Australian vehicle export agreement and becoming the first China automobile brand to enter the developed market, SAIC Chase has continuously displayed the "Datong Gold Business Card" representing "China Zhizao" on the international stage. Since 12, the cumulative overseas sales have exceeded 250,000 vehicles, accounting for 25% of the sales.

As we all know, in the early stage of independent brands going out to sea, due to the core technology and brand disadvantages, they often have to rely on low-price strategy to find a way to survive. If you think that SAIC Chase's export models are making continuous progress in overseas markets, and are still taking the old road of low-price strategy of their own brands, it is all wet.

Relying on mature products and R&D system, SAIC Chase refused to take the "low-end market" as a passport, but took the high-end sea route.

"Good quality and good price" refers to overseas high-end markets. SAIC Chase launched "five-star safety" global quality vehicles such as MIFA 9 and G90, and officially entered the hinterland of Europe and other markets, leading the overseas market share of new energy, MPV and pickup trucks and leading the development of the local market.

Up to now, SAIC Chase has sold well in 73 countries and regions around the world, and its main sales markets are developed countries such as Australia, New Zealand, Britain, Norway and Chile, forming five "10,000-vehicle-class markets" in Australia, New Zealand, Mexico, South America, Europe and the Middle East, ranking first in many developed markets around the world, and even defeating Japanese and European companies that have been entrenched in the local area for many years, realizing the name recognition of their own brands.

For example, in Chile, SAIC Chase's pickup truck model won the "retail first place in pickup truck market in 2022", which broke the sales record of Chilean pickup truck market for one year 12 and ended the dominance of Japanese cars for many years. It can be said that SAIC Chase represents the brand of China, showing the growing "China Power" in the high-end developed markets around the world.

Not only that, while SAIC Chase is "killing" overseas, it has also made great achievements in the domestic market, setting a new benchmark in many market segments such as wide-body light passengers, pickup trucks and MPV.

This wide-body light passenger car, which started with a car model, has been the first brand in the industry for a long time. In 2022, the annual sales volume exceeded 75,000 vehicles, becoming the champion of single-brand light passenger car sales in China, and constantly expanding the moat of the brand in the wide-body light passenger car industry. This year, the sales volume once again ranked first in the light passenger industry for two consecutive months, surpassing Jiangling, Futian and other brands of light passengers, and continuing to consolidate the leading position of "industry sales crown".

In terms of the pickup truck family, it continued to be fully fired and continued to sell well. It just sat firmly on the throne of "domestic growth rate first and sales volume second" and led the new trend of pickup truck utilization in China in the global pickup highland; In the RV market of "no Datong and no RV", SAIC Datong has long been ranked first in the market segment of self-propelled RV and B-type RV with high sales volume; In terms of passenger cars, SAIC Chase has also been deeply involved in the field of SUV and MPV for a long time, and has made continuous breakthroughs in recent years. ...

It is worth mentioning that during the growth of 12 SAIC Chase, its insistence on products and services is deeply rooted in the hearts of the people, and it grows and develops hand in hand with dealers and other industry partners.

Fu Yun, general manager of Changzhou Jinyun, said: In the ten years since Changzhou Jinyun became a dealer of SAIC Chase, "treating old customers as treasures and growing together with customers" has been deeply imprinted in the corporate culture. Thanks to this service spirit, in 2022, SAIC Datong wide-body light passengers won nearly 50% market share in Changzhou.

C2B, Lighthouse Factory and the Future of Chase Bank

This is one of the labels of SAIC Datong Intensive Cultivation Brand 12, whether it is leading overseas markets or activating domestic markets. To say the most distinctive label at the core of SAIC Chase Bank, "C2B" definitely ranks first.

Shortly after the birth of SAIC Chase, it was faced with the arrival of consumption upgrading trend and users' demand for personalized cars.

For enterprises, they need to know more about themselves and their needs than users in order to go further. Therefore, by 20 16, SAIC Chase will build a customized model for C2B users according to the needs of users for automobile products and services in the new era.

At that time or now, many people would question that C2B was SAIC Chase "making trouble for itself".

Because this kind of buyer defines the seller's production and sales model, from forecast release, user ordering, planning and scheduling, parts entering the factory, to vehicle production, quality inspection and delivery, users intelligently and deeply participate in the whole process. This will cause a sharp rise in time cost and capital cost in the early design, mid-term production and post-service and is not conducive to profitability.

Looking at the whole automobile industry, only non-mass-produced ultra-luxury cars have this customized production mode.

Therefore, SAIC· Chase needed courage and determination to make a complete breakthrough.

However, SAIC Chase went to the market with a mission and rushed to consumers. With the service spirit of being the first, it has seized the "former swallow" of the old-fashioned ultra-luxury brand and provided users with more personalized choices to meet the increasingly diversified car purchase needs of the former group.

At the same time, on the road of exploring C2B, SAIC Chase actively carried out digital transformation in customization, intelligent R&D, channel reconstruction, product and service upgrade, and gradually became an innovative automobile enterprise directly connected with users and partners, and also realized a leap-forward transformation from a pure automobile enterprise to a user enterprise.

You know, what supports this C2B customization mode is the Nanjing factory which was rated as "Lighthouse Factory" of Industry 4.0 by Davos World Economic Forum.

First of all, we should know that "lighthouse factory" refers to a leading enterprise that has achieved fruitful results in the application and integration of cutting-edge technologies in the fourth industrial revolution and can be regarded as a global model. They were selected from the preliminary list of 65,438+0,000 manufacturers, and the main criteria were the achievements made by manufacturers in applying the technology of the fourth industrial revolution and improving economic and operational efficiency.

In 20 19, in the competition with more than 1000 global factories, SAIC Datong stood out from the list of 16 factories with industrial giants such as Bosch, Siemens (a leading enterprise in the field of electronic and electrical engineering) and Haier (a global large household appliance brand), becoming the only factory in China and the only one besides BMW.

With the blessing of "Lighthouse Factory", SAIC Chase started the development road of running.

Mr. Cang, an employee of the factory, said, "Since he joined the company in February 20 17, he has participated in the construction of M+E project in the painting workshop, led the previous process and material verification, experienced a leap of 350+ units per day in the workshop, and witnessed the glorious moment when the company developed into a' lighthouse factory'."

With the cohesion of the team, the correct guidance of the leaders, the team members fighting side by side, the perfect management system and various training opportunities, Mr. Cang has made continuous breakthroughs in his growth and brought his talents into full play.

Datong seeks "big" games.

Looking back, SAIC Chase grew from scratch in the mission of the times and became an important force of its own brand in the post-growth era with many suburbs and bases. Based on the current situation, SAIC Chase has achieved 654.38+0 million high-quality vehicles with a positive growth rate of 654.38+0.2 in the agitation of the times, explored and led overseas markets, and achieved a leading position in domestic wide-body light passengers, MPV, pickup trucks and other sub-sectors.

Facing the future, how should SAIC Chase seek a way out in the change of the times and start a new journey in the cycle of 12?

After watching the annual speech of Hao Jingxian, general manager of SAIC Chase, with the theme of "MAXus family sees the world together", I saw the answer of how SAIC Chase will move towards the future.

"We hope that they can get the best and warmest experience about family travel and multi-person travel, so that users can enjoy the" thousands of people "high-end passenger travel experience." At the scene, Hao Jingxian said this. In short, in the future, SAIC Chase will focus on the brand route of multi-person travel and provide consumers with the bottom.

This brand prospect is not a castle in the air.

Regarding SAIC Chase's multi-person travel strategy, including high-end and passenger use, Chase already has a very complete product matrix system. At present, it has covered many categories and market segments such as RV, high-end passenger MPV, high-end off-road SUV, comfortable multi-person travel MPV and SUV, forming a complete multi-person travel automobile product pedigree.

Among them, the first choice for the more figurative personalized multi-person travel experience brought by SAIC Chase is the high-end new energy MPV product named "Everyone MIFA 9", which is MIFA 9 rolled off the assembly line from Nanjing factory.

In the brand strategy of new energy and multi-person travel, everyone is a representative of cycling and high-end

Last year, MIFA series, as a brand-new energy brand created by SAIC Chase, led a new wave of high-end pure electric multi-person travel. Today, MIFA's Chinese name "Everyone" is officially named, which means that SAIC Chase's new energy products will help more global "big families" travel in various ways, reflecting its own advanced new energy technology and forward-looking layout.

In the future, SAIC Chase "Renren" will continue to launch more high-quality products that subvert the multi-person travel experience of users, and provide a new high-end and more luxurious travel experience for multi-person travel.

In 12 years, 1 Wanyun and Moon.

In the fleeting time, 12-year-old SAIC· Chase has experienced the baptism of years and the carving of the industry; Starting from the history of 654.38+00,000 cars and 654.38+02 years, SAIC Chase is seeking a "big" game.

This article comes from the author's automobile commune, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.