Ma Lei: Closer to the user Dongfeng Qichen wants to transform into an Internet company

The Qichen brand has been independent since February 7 this year. It has passed 9 months since its establishment. The 9 months are the beginning of the second venture of Qichen and the beginning of the Kaichen brand's entry into the fast lane of development. At the Guangzhou Auto Show, Ma Lei, deputy general manager of Dongfeng Qichen Automobile Company, had an in-depth communication with reporters about the changes and growth of Dongfeng Qichen since the brand's independence.

The Energetic and Effort of the Second Entrepreneurship

Since the brand became independent, has Dongfeng Qichen changed? Perhaps the most change from the team spirit is that Ma Lei is most impressed. Ma Lei shared with us: "In the eight months since its establishment, we have felt the pressure and experienced many challenges and opportunities. We are braving for battles and are convinced that one day we will see the dawn of victory. Everyone is constantly self Encouragement, self-motivation, this spirit of dedication is reflected in each step in the growth of Kai Chen."

The team spirit is formed and consolidated from the once-offensive operations. For example, the launch of the new Qichen D60 is a concentrated expression of the Qichen brand's combat power. Ma Lei shared that this car from the inside, the preparation of the entire listing process, including the control of each node, the processing of each detail is unprecedented. We set each action as a node, have a clear responsibility, have a clear time plan, and the details are controlled in days and even in hours. We are all fighting, and the result of this fight will be listed on November 2 In just 15 days, sales exceeded 6,000 units, boosting sales in November by a sharp 60.5% year-on-year. We still have a lot of cars in transit, still on the production line to be set by customers. It is Dongfeng Qichen's enthusiasm and dedication to start another business. The overall combat capability is even more brave. It has to be said that it is an important reason why the Qichen D60 is ushering in a good start.

Hold the Internet industry tighter

In recent years, "Internet +" has become a must-win for car companies, and Dongfeng Qichen has become more and more clear in its position of smart interconnection since its independence. It is gradually making efforts in this area. Ma Lei was very happy to announce to everyone in the interview that in each of the 100 Kai Chen D60s, there are 80 vehicles with smart connected models. Ma Lei shared: “I joke with everyone in the team. Now the traditional industries are called embracing the Internet. We embrace more tightly, and even we may have to transform ourselves into Internet companies because the products we sell are all products with Internet nature. The Internet has brought us closer to our customers."

The brand new Qichen T70 just listed is the second car equipped with a smart connected system. Qichen called this car a “texture man” and has a love-loving passionate transmission. Dongfeng Qichen’s smart connected gene has become even more popular. obvious. Ma Lei said that Qichen’s car sold in the future will increase the proportion of smart connected cars. Qi Chen has the special characteristics of Kai Chen, which can be embodied in its LOGO. It has a sound of texture, a sense of science and technology, and an element of future sense. We will let everyone experience the high-tech sense in the future product creation. These high technologies are very close to your life. We do not do high cold, but let people actually use it in their lives.

Do not fight price war and fight quality war

With the rise of self-owned brands in recent years, we can clearly feel that independent brands not only slowly regained their cake in market share, but also gradually lost their strategy of winning through price wars. Under the trend of consumption upgrading in the auto market, Quality warfare gradually replaced the price war. Ma Lei analyzed that now that independent brands do not fight price wars, they are striving to make their products and services better and better, and provide many high-value things to everyone because there is no future for relying on prices to make markets. . With consumption escalation, people’s living standards are also improving. The image presented at each auto show also highlights this situation. The price can bring you development in the short term, but it is not a sustainable development method. The only way is to be more Understand your customers.

The Qichen brand is derived from Dongfeng Nissan. Its product standards are consistent with Dongfeng Nissan, which guarantees the reliable quality of Dongfeng Qichen in the three major automotive products. Ma Lei said that we have the experience of Dongfeng Nissan, high quality, high quality is the cornerstone of a brand, and the cornerstone of consumer demand. We want to convince consumers that our intentions and efforts are considered together with the future of consumers. Therefore, Kai Chen brand is working on the basis of high quality, durability, good chassis, and control, and then understands the consumers. Demand, through our integration capabilities and development capabilities to meet consumers.

To continue the SUV and new energy vehicle market in the future

The growth of sales volume needs the support of the product matrix. Kai Chen's frequent introduction of new products this year has achieved results. In the future, Dongfeng Qichen will continue to make efforts in the SUV market and new energy market. Although the SUV market growth tends to be rational, it is still the biggest engine of the auto market. Ma Lei said that in the future, the layout of the SUV product line will be more comprehensive, in addition to a comprehensive positioning, there will be many high-tech products in product features, product performance The introduction of these high-tech imports may make everyone feel that Kai Chen really entered a new era. In terms of new energy vehicles, Dongfeng Qichen is in an orderly process of product development and commercialization of technology. Ma Lei said: "In 2019, Qichen will formally work in the field of new energy, not a car, and There are several models. In 2019, we will present Qichen's value in new energy. We will not be talking about speed but acceleration.

Summary: Just 9 months of the solo flight, Dongfeng Qichen really is fast and robust. In this communication with Ma Lei, we saw the future of Dongfeng Qichen in the smart Internet, SUV models, new energy In the car market, we saw a young enterprise full of entrepreneurial strength. Perhaps next year we will feel even more real what Ma Lei said about Dongfeng Kaichen acceleration!