Auto show interview: Hu Enping, Vice President of Marketing of Nezha Automobile

[Autohome? Exclusive interview] The 2020 Guangzhou Auto Show kicked off. Autohome had a conversation with Hu Enping, executive vice president of Nezha Auto Marketing Company, to discuss Nezha Auto’s exhibition highlights and future development. Direction, the following is the transcript of the interview: Moderator: How is the market performance this year? Because many guests interviewed this year said that the impact of the epidemic this year is not small. What achievements have we made this year and what are the highlights? Hu Enping: Everyone is well aware of the market situation in 2020. The sudden epidemic caught many people off guard. The first half of the year was difficult for everyone, but fortunately, the auto market began to rebound and recover in the second half of the year. Nezha Automobile's performance this year is still good. The biggest achievement is that we survived and survived this huge wave. If we look at sales alone, we have exceeded 10,000 units in the first 10 months, and in the next few months we may hit the 15,000 target, which is very promising at the moment. Second, Nezha Automobile has two new cars on the market in 2020, both of which are relatively successful. Nezha U was launched in March, and Nezha V was launched on November 3. Especially after the launch of Nezha V, the market feedback was very good, and demand currently exceeds supply. status, now we are adjusting the production rhythm and delivering Nezha V to users as soon as possible. Host: Can you introduce the car Nezha V to the netizens of Autohome? What are its highlights? Hu Enping: The Nezha V car should become a hot product among China's independent brand pure electric vehicles. It has several highlights. The first one is good looks. Nezha V is a pure electric car with a strong sense of technology and fashion. Younger and more fashionable users will like it more. Nezha V is completely different from traditional fuel vehicles. The appearance of Nezha V is a cross-border design style. The body lines are very smooth, using a dolphin streamlined low-wind resistance shape, and the roof profile is like a dolphin jumping out of the water. The shape of the waist is very sporty, with a through-type waistline on the front and back, which is very dynamic and should be liked by young people. Second and most importantly, the interior design of Nezha V is a minimalist style, which we call zero-button full touch screen. In the Nezha V cockpit, in addition to a full-touch 13-inch central screen, a steering wheel, and a digital instrument, There are almost no traditional buttons, and the overall sense of technology is very good and very simple. At the same time, its driving experience is also very simple. Our designers of this car want to focus on zero-button, no-button start. It can turn on and go without the cumbersome operation of using a key. You can easily drive and control your own car by carrying your mobile phone with you. Love cars. In addition, the full-touch 13-inch central screen covers 9 wake-up-free AI voice controls. Our voice platform comes from the Xiaomi Xiaoai voice system. The accuracy and functionality of the voice system are both industry-leading. Moreover, our voice system can also achieve AI voice control even when there is no network, and the experience is equally smooth and accurate. This is also based on our Nuance offline voice engine, which is designed to bring high-quality experience to users. ? On the other hand, we are also equipped with some luxury car configurations in traditional fuel vehicles. For example, the design of the gearbox can be completely operated blindly, which reduces a lot of lower-headed control movements. The digital instrument just mentioned, we all know the traditional instrument. Driving data and vehicle conditions are viewed through the hole in the steering wheel. If you want to view complete data, you have to move your body or head position. On the one hand, such movement has hidden dangers. On the other hand, it reduces movements and reduces driving time. fatigue. The placement of the Nezha V digital instrument panel can completely avoid such a situation. Not only does it have an excellent view, but the core information of the instrument is also clear at a glance. Of course, safety is also the gene that Nezha Auto has always adhered to. Nezha V has many intelligent and safe configurations, such as front collision warning, traffic light recognition, pedestrian collision warning, etc. that are commonly used to prevent rear-end collisions, which can bring great convenience to driving. And the most important point is that Nezha V is equipped with an in-car vital signs monitoring system. Many car owners often leave their children or small pets in the car when traveling, so Nezha V is also equipped with an in-car vital signs monitoring system as standard. High-precision sensors detect changes in the breath concentration ratio in the cabin, and automatically identify biological residues in the vehicle in conjunction with vehicle information. Once any biological residue is found, the car owner will be alerted immediately through the mobile APP, text message or phone call, and the air conditioning and ventilation will be turned on. . In terms of workmanship, we also use some INS diaphragm processes such as those used in luxury cars, which are environmentally friendly and refined, giving the interior a technological geometric texture and delicate touch, creating an optimal cockpit experience for drivers and passengers.

Our prices are also very impressive, ranging from 59,900 to 75,900, with two versions of 301 kilometers of battery life and 401 kilometers of battery life, so it should be said to be very competitive. It is also a high-quality, low-priced smart pure electric vehicle. As for cars, Nezha Automobile will pass on profits to consumers through this strategic car product. Moderator: The configuration, design, and price mentioned just now should be very attractive to consumers. You mentioned intelligence. Compared with other new car-making companies, they all emphasize intelligent technology. However, through your explanation, I think more emphasis is placed on intelligent safety. For example, Nezha’s models also have a transparent A Zhu, these are all related to security. Why did you choose such a strategy? Hu Enping: This topic needs to be extended a little more. I have always believed that cars are the product of human civilization and human technological progress. They serve human beings. Now the number of car ownership, including the popularity of cars in China, is getting higher and higher. The number of car ownership is getting higher and higher. As the number of automobiles increases, more and more traffic accidents are caused. We are reflecting on this issue. It is a social issue. Do cars benefit mankind or harm mankind? Of course, we hope that the results of human civilization will be It benefits mankind, but it causes traffic accidents and harms people at the same time. So what else can we do in the face of this seemingly insurmountable contradiction? We have been thinking about this issue. I often say something. I used to say on the Internet that when everyone is concerned about whether I am flying high, you are concerned about whether I am tired. When everyone thinks that smart technology can bring a lot of icing on the cake to mankind, we still have to Returning to travel itself, in Maslow’s theory, people have higher-level social needs and pursuits, as well as basic needs for safety. Many brands are more interested in intelligent assisted driving and driverless driving, which are more interesting and more gimmicky. Nezha Automobile is about making real things. Returning to the roots, has the safety problem of cars been solved? If there is no safety, what is the use of pursuing higher things? Therefore, we need to solve the traffic safety problems caused by the popularization of automobiles. We want to use the achievements of the development of intelligent technology to solve these safety problems to a certain extent. So we are exploring, for example, the in-car vital sign monitoring system I just talked about. Now many brands and many models have adopted it, and it is gaining popularity, which is good. Of course, you also mentioned that there are "transparent" A-pillars on Nezha U. This is the solution we gave when we found that the harm caused by car blind spots is also huge. For example, the data we saw last year, China's annual Almost 500,000 traffic accidents are caused by the blind spot of the A-pillar. This is a shocking statistic. I believe that every blind spot safety accident brings painful memories, so the "transparent" A-pillar is installed in Nezha. The effect on the U is very good. We are very confident that at least the blind spot of the A-pillar can be completely solved. Of course, there are still many safety issues for motor vehicles that we need to overcome, and this also requires our industry to explore and tackle them together. For a company to be evergreen, it must assume certain social responsibilities. We at Nezha Automobile also hope to make social contributions to the best of our ability in certain areas. Moderator: We provide so many security configurations, and as you mentioned before, we have provided sufficient materials in terms of configurations, and the price is still so low. How do we achieve this in terms of cost? Won’t this put greater pressure on costs? Hu Enping: This is a systemic problem. This actually tests the management and operation level of an enterprise. The first thing to do is to manage the cost. Nezha Auto hopes that the enterprise will use the good things with the greatest sincerity and use them for the majority of consumers. Extensive promotion at an acceptable price will enable our entire management chain, including the supply chain, to operate efficiently and reduce the cost of a single piece through economies of scale. Another thing is that a good product can also reduce marketing expenses. If my product is good, I may not need to promote it too much. A good product itself is the biggest focus. On the other hand, a new enterprise or a new brand will also need to make some strategic choices in the current development stage. At this time, is it important for us to make money or market positioning? For us, it’s a time when we can’t have our cake and eat it too. Market positioning and brand recognition are very important, but our users are even more important. When we have accumulated a certain amount of experience in these aspects, I believe that the company will make profits sooner or later.

When our scale reaches a certain level, brand awareness and loyalty will also increase. At that time, whether at the product sales level, the capital market level, or the entire social cognition level, we will have A better improvement, that is to say, this should be viewed from a longer-term perspective. We believe that at this stage, we need to make a good product at a good price and reach a certain scale, which may be more beneficial to this brand and this company. is important. Host: The scale you mentioned has just been mentioned as sales have exceeded 10,000 units this year. Does it have a lot to do with our channel layout? What is the channel layout like this year? Hu Enping: Nezha Automobile has made relatively big steps in this regard this year. We have shown a certain degree of courage. In the first half of the year, we resolutely expanded our channel network. Nezha Automobile’s channel layout is to take into account both online and offline direct sales and franchises. . In addition, we have carried out many cooperation with Autohome, such as online experience activities. We also have two types of stores offline. One is directly operated, which may be deployed in first-tier or new first-tier cities. In the past three or four months, we have opened more than 20 directly operated stores in more than a dozen cities in China. store, allowing users to quickly come into contact with the Nezha automobile brand. There will also be franchised dealers in cities below the third and fourth tiers. In addition, we are also developing e-commerce platforms, both online and offline, as well as direct franchises. We have a comprehensive and three-dimensional layout. Currently, there are about 200 offline stores nationwide. Moderator: Speaking of channels, as a new power brand, we are now paying special attention to service. I found that we have also launched Nezha power-up service, and have cooperated with some companies on vehicle and battery separation. There are also many improvements in service. Innovation, what progress is there now in after-sales or various services? Hu Enping: Because some users of pure electric vehicles still have consumption obstacles or anxiety, a relatively high proportion of them are worried about charging problems, especially in big cities or new first-tier cities or above, where parking is difficult and parking spaces are not available for charging. Piles and building piles are more difficult for these users, especially in many cities with limited license plates. Users want to buy electric vehicles, but they cannot solve the charging problem. Just such a problem can become an obstacle that prevents him from buying or choosing an electric car. I think it is a pity that such a small problem can become an obstacle, so we just want to solve it for you. If you want to charge, where are you? You can make a reservation with just one click on the Nezha Auto APP and we can come to pick up the car for you. We will help you charge it and deliver it to you. All this requires you to trigger it with just one click. In September this year, we have already started to promote the Nezha power-up plan. Yes, for Nezha U users, it is free in the early stage. It can run four to five hundred kilometers on a full charge and does not need to be recharged for a week. It is almost enough for commuting to work in the city. In fact, what we hope more is that users can have it themselves. With this ability, after several times of charging on behalf of customers, we slowly taught the user how to use it and how to find charging piles near home or work, completely reducing his anxiety about using electricity. The second thing you mentioned about car battery separation and battery banking is that since the user has concerns about the battery, it is actually difficult to convince him through words when he has not experienced it personally, so we will simply dispel your concerns. When you buy a car, you don’t have to pay for the battery. You only use part of the car and the battery to rent, which means you don’t have to pay for your worries. Just rent it and replace it if it doesn’t work. , and you don’t have to pay so much money for the first time. Besides, if there is a problem with the battery, you can replace it at any time. You no longer have to worry about the residual value. We have many packages. You can choose which one you feel comfortable driving. Just use this one first, and if it doesn’t work, replace it with another one. We will also have plans to recycle Nezha car batteries at a high price to preserve the value, because we still have confidence in our products. This is also a plan to build users’ confidence in electric vehicles. In fact, after driving an electric car, most users will think it is really good. I am an example. Host: Let’s talk about next year’s plans. Next year we will consider going on the market. We will also have more new models next year. Are there any other new marketing strategy changes? Hu Enping: We also hope that Nezha Auto will make a new development leap in the upcoming 2021. Standing on a new development level, we have to do several things well. The first thing is to make good products, such as The Nezha U product will be launched as an annual model next year, and the Nezha V car will continue to track user feedback to ensure that this popular car has real long-term vitality. Second, we need to do a lot of work on the marketing system or soft power.

For example, we still have room for how to improve the digital efficiency of the entire marketing system, how to improve user experience, and how to trigger or directly reach users. Third, as for the listing issue you mentioned just now, Nezha Automobile is indeed making preparations in this regard. You will also hear some good news this year. We will see the situation next year and when the time is right, we will also enter the capital market. Moderator: Is it convenient to disclose the progress to the public now? Hu Enping: There are already some investment banks, including some institutions, working on site. It is difficult to disclose the details. Of course, if there are key developments, we will definitely inform everyone and announce them to the public. We also hope that more people will pay attention to the development of Nezha Automobile. Host: I wish us a successful listing and hope that Nezha V will continue to sell well.