An interview with Beiqi Weiwang Conference

At the Beihai Weiwang 205 and 205 Extended Edition IPOs, Mr. Dong Haiyang, Vice President of Beijing Automotive Co., Ltd., Executive Director and General Manager of Beijing Automobile Sales Co., Ltd., Mr. Zhang Chaoxiang, Director of Micro Vehicles Department of Beijing Automobile Sales Co., Ltd., and Chongqing Yinxiang Industrial Co., Ltd. The Group Executive President and General Manager of Beiqi Yinxiang Automobile Co., Ltd. Mr. Shiming Tian received an exclusive interview.

Question: Beiqi Weiwang 306 is placed in Zhuzhou, Beiqi Weiwang 205 is placed in the production of Yinxiang, is it right? After all the mini-vehicles are transferred to Yinxiang here, then what is the planning of Beiqi Yinxiang's products?

Dong Haiyang: Instead of transferring the micro-vehicle to Beiqi Yinxiang, both bases will produce micro-vehicles in the future. This is the current situation.

Daytime Ming: The products of the two bases are different. The Zhuzhou base mainly produces long-wheelbase wide-body micro-passengers, while BAIC Yinxiang mainly produces short wheelbases. At present, there are Beiwei Weiwang 205 and 205 extended versions, and there are A single row of micro-goods. Then a compact MPV will be launched in April next year, similar to Changou’s Ono. In the follow-up, we will have two compact SUVs, which are the rear-drive versions. The main aim of the 7-seater is to export, and the 5-seat main market is for the domestic market. This latter-generation SUV is basically not available domestically. Toyota has one in Southeast Asia, and there is also a 7-seat compact SUV for GM in the Southeast Asia market. It may be planned to start production in Indonesia in the 13th and 14th years. Our compact SUV is also aimed at these competitors. About four new cars will be listed next year, and one new car will be listed in March, April, June and July. Other follow-up plans are also planned and are under study.

Question: What kind of platform are you planning for these plans and models?

Daylight: Based on Beiqi's own R&D platform.

Question: 307 will be on the next year? 307 is probably what kind of product?

Dong Haiyang: It is an ultra-long-axis wide-body micro-substance, a mini-car close to light passengers.

Question: The data mentioned that there will be nine vehicles listed at the end of 2013. Are these nine cars produced by all Beiqi Weiwang bases or produced at Beiqi Yinxiang Base?

Daylight: It is at Beiqi Yinxiang Base. As I have just said, there will be 4 models listed on the market next year. Today, there are 2 models. In addition, there are also modified vehicles based on these vehicles, such as refrigerated vehicles and vending vehicles.

Question: What will be the output of the nine cars listed together?

Daytime Ming: The current phase has a production capacity of 300,000, and has the capacity to produce 300,000 vehicles a year.

Question: That is to say, the Yinxiang Factory will produce 300,000 vehicles?

Daytime Ming: There is such a capacity to produce, the planned production capacity is 300,000, but to reach the planned production capacity requires a climbing process.

Question: What is the production task of Beiqi Yinxiang next year? How much is the plan?

Daytime Ming: If the next month's mission is accurate, then the group is estimated to exceed 100,000 vehicles.

Question: As you just said, BAIC Yinxiang Base is mainly export-oriented?

During the daytime, the joint venture between BAIC and Yinxiang is the one of Yinxiang’s exports. Yinxiang is a motorcycle producer. In the free export of motorcycles, Yinxiang was the first in the country last year. The export amount was 290 million US dollars. There is basically no blind spot in the overseas motorcycle sales market, including European and American markets.

Question: Is there any plan for exporting?

Daytime: Yes, we have a small plan under Dong Zongda's plan. The export volume will strive to enter the top ten in the country next year.

Dong Haiyang: Bai spent a lot of hard work on the construction of Beiqi Yinxiang Base and the following plans. It can be said that he has a magnificent goal. So he just talked about the target of 100,000 cars next year and we will fully support it. Work together to achieve this goal. However, as an auto company, on the one hand depends on whether the macro environment is favorable, and on the other, it also depends on that while we ensure sales, we must ensure that our quality, supply chain management, including the improvement of basic capabilities must be synchronized, of course, We will also challenge such a goal in one step. It is better to follow the law in order to understand it.

Question: We have all seen that there are many micro-vehicles in the past few years. For example, hippocampus also has micro-vehicles, and Huachen also uses a Chongqing company to produce micro-vehicles. In the past few years, many micro-vehicle companies, but like Beijing Auto Weiwang last year, Only after it began to release this brand, this year it has suddenly emerged as the most shining star in the mini-vehicle market, and the growth rate is the highest. Then you can summarize that in the micro-vehicle field where everyone is attacking, Beijing Vanguard can achieve success. What is the experience?

Dong Haiyang: Let me talk about the bigger ones. The specific President Zhang has more say. As a latecomer, BAIC Weiwang, in fact, we are also learning from peers. We all work very hard. Perhaps the greatest advantage of Beijing Automotive and Beijing Automotive Weiwang is that we manage R&D, procurement, manufacturing, and supply chain. , Including our quality management, sales and service, the entire value chain's capabilities should be reflected in Beiqi Weiwang 306, which has been brought into play, so presented to the user is a design, appearance, quality, durability , safety, price and after-sales service are very good products, so there will be a very good market performance. In particular, we are concerned that in such an era of “fast marketing”, Beiwang Weiwang’s “slow marketing” is doing very well, which means that its word-of-mouth spread rate is 15%-20%, which is in the mini vehicle product. The middle is the best product performance. Therefore, if this momentum continues to develop, as our group grows stronger and its growth grows faster and faster, I think that Beijing Vanguard has made such a small progress today. On the one hand, we have done a lot. On the other hand, it also comes down to the support of our own system capabilities, including our current Beiqi Weiwang 205, which will be strongly supported by Beiqi Yinxiang's entire value chain, because market performance is the last stick of the baton, and the other front rods If you do a better job, you will have the final good market performance. In the market, you tell Zhang.

Zhang Chaoxiang: Just now you asked this question. Dong Zong made an analysis from the whole system. In fact, the success of each product is not a unilateral factor. Now there is no means and trick to “go to the table”. Therefore, it should be said that the first point, I think that when we enter the micro-vehicle market, the first choice of the target market is very accurate. Beijing Weiwang 306 is a long-axis wide body, long-axis wide body in the entire mini-vehicle market In recent years, the share has grown from 20% to 22% to 25%. It is said that the trend of this development is going upwards. It is precisely that the products we have entered are also very accurate. Our product quality and user reputation, including those mentioned by Dong Zong just now, have made our current sales growth faster. This is a factor.

The second factor I will not discuss in detail, because Mr. Dong said, is the quality of our products. The quality of our products, if I let myself say that is self-inflicted, I also said at the Guangzhou Motor Show, I contacted many users to us, that is, Beiqi Weiwang this car is very real. There are several aspects of this, one is that our workmanship is more concrete, the use of materials is more realistic, and then our service ability, level and service attitude are also more realistic, this is an evaluation given by the user. In fact, there is another important reason for the rapid development. I think that is the channel, product is the foundation, and the channel is protection, which guarantees that our sales will rapidly increase. In the field of minicars, you just said that all the companies are entering, and all dealers are also operating these products. When we entered, Dong Zong developed a very clear channel model for us. "1+N+ X", I have also done a lot of explanations. In fact, this model is mainly to solve a problem that the marketer is most concerned about - how to ensure the profit. From now on, the profits of the dealers we cooperate with are guaranteed. He has profitable income, then his investment in our entire product, including the investment in the development of the microcar business, will be strengthened. With confidence, his actions will also be followed by many things. Our micro-vehicle team is at the company’s The close cooperation with our distributors under the leadership and our media friends made a good spread of our new brand, which prompted us to grow faster in the past 17 months. However, as Mr. Dong said, we must learn from competing products because Beiwang Weiwang, although the noun is very high, but the gap with the previous few is still quite large.

Question: Beiqi Weiwang 205 has an extended version and a standard version. The internal space is much different. Will the model of the standard version and the extended version be launched in the future?

Dong Haiyang: Beiqi Weiwang 205 is 3.94m?, Beiqi Weiwang 205 extended version is 4.13m?. The mini-vehicle market is not the same as a sedan. For a crossover type passenger vehicle, it is IKEA-friendly. It can be used both for household purposes and for production materials to transport goods. Its role and purpose are different. What kind of space is required to pull the wood board, what kind of space is needed to pull the fruit, and what kind of space is required to pull the beer? Therefore, we will customize and lengthen or shorten it according to user needs and market segments. Yes, we have some special modified cars, such as refrigerated trucks.

Zhang Chaoxiang: I'll give you an explanation of this matter you said. See if I understand it. Just now, Beiqi Weiwang 306 is in the long-axis widebody market segment, while Beijing Auto Weiwang 205 is the main short-axis market. If there is a subdivision in this, the short-axis market has short-axis narrow bodies and short axes. Standard and short axis wide body. The 205 and 205 extended editions that we now enter actually correspond to a certain market segment in the short-axis market. Then you said that if we join 307, 308, and 309 later, we will not have the standard version and Longer version of this model, this is based on the target market to decide.

Question: Just talking about our products to ensure the development of dealers and profits, you are in the process of guarantee, but for customers, they need the product's cost-effective have other advantages, then this maintenance is not convenient? Is the maintenance cost high? On this aspect, how can we ensure that we can better meet the needs of users compared with competing products? In addition, because the short-axis market accounts for more than 60% of the market, Beijing Automotive Vanguard also launched an extended version, then compared with the 306, the market positioning and the difference is what? In addition, Bai always talks about the MPV and SUVs that will be listed next year. Now Weiwang 205 and 306 are the same channels. Will MPVs and SUVs be listed next year, and will they be sold in Weiwang channels? Can I understand that MPV and SUV, like Weiwang, are the main cities of the second and third tiers?

Dong Haiyang: This question is very good. Regarding the overall environment and the philosophy of marketing, we must put users first, dealers second, and ourselves third. Because we have to look at dealers, we can say that it is a great dealer. From the user level, there are as many as 21 companies in the micro-car, Beiqi as a latecomer, can provide consumers with what differentiated advantages to win the favor of consumers. Because our brand awareness is not high and consumers are not familiar with our products, how can we make consumers understand us? Therefore, we have taken several decisions. The first is to do enough work on the product. Just as Zhang Chaoxiang talked about reality, it means that we must be a real car, whether it is doing work or material, including the entire manufacturing quality. The second point is to make personalized configurations for consumers based on market segmentation needs. For example, the ergonomics of the 306 is very good. It is a sedan-style driving enjoyment, including multiple storage boxes, cold and warm boxes, and so on. It is very human. In addition to the quality of the car and the durability of the car, humanized design is also considered. In terms of after-sales service and sales, we must consider the consumer's consumption radius and service radius. Therefore, we have introduced the 1+N+X channel model, which is closer to consumers and uses the car to look after us. In the spare parts industry, we previously set up spare parts warehouses in eight locations nationwide to ensure that consumers can quickly obtain spare parts when they need to repair vehicles. This is the work we did when we were just on the market.

In terms of vehicle after-sales service, we have also introduced new services one after another. For consumers, having a good car is a joy to buy, use the worry, and repair the peace of mind. At the same time, we will introduce new policies to address the micro-car market, unlike all micro-car companies. For example, in the area of ​​cars, Beijing Automotive launched the nation’s first “Three Guarantees”. Will we do the same in micro-cars? In February of next year we will give a reply to the national consumer. We must not only do a good job of products, but also must dare to be the best in the world and do the best and the most wonderful. When consumers use our car, they can get real benefits instead of relying on manufacturers to boast and say that their products are good. This is also the purpose of our Beijing car.

Bright during the day: It depends on the market to identify the quality. The micro-car customer's consumption form is very special. He has high requirements on the intrinsic quality of mini-vehicles. Our minicars do not do well, but this is rarely the case in foreign countries. It is only happening in some places in Central Asia. This is Chinese characteristics. On the one hand, it is a means of production, a means of making a living, so this customer group is very special. How can we build the intrinsic quality of Weiwang Microcar? From two points, the first is based on our manufacturing base. Our processes and equipment are done according to the procedures. You can go to the workshop in time to see, our stamping, Welding, painting and assembly are also very good for mid-size cars. This is a good comparison with the domestic microcar products. On the other hand, it is the concept of building a car and the requirements for quality control. Weiwang 306 has been on the market and the same management has been copied to Beiqi Yinxiang at Beiqi Southwest Base. Our management quality control in the manufacturing process should be said to be relatively good for similar companies.

There is also this part of the supplier. After this meeting is over, we will communicate tomorrow. We must tell our suppliers because we are not an ordinary micro-car company and cannot be measured by the average social level. We are using the highest requirements and standards to promote our supply and marketing and gradually launch the Weiwang brand. For your second question, MPV may also use Weiwang's channels. SUVs have to look at BAIC's arrangements.

Dong Haiyang: I just mentioned why Beijing Beiwei Weiwang was rising so fast. I think it is because Beiqi is conscientiously doing micro-cars to make Beiqi Weiwang. Regardless of the seriousness of the design, the seriousness of quality assurance, and the seriousness of sales services, we did not regard him as a mini-vehicle to deal with it, including our equipment investment and production process design. We are very real and have no cutting corners and skills. Therefore, the mini-vehicle market user groups use money to vote. They actually understand micro-cars very well. If our cars are really not in place, they are very clear, so we say that our word-of-mouth spread is for this reason.

Bright during the day: In addition, BAIC has two other features. The first is in the aspect of experimental verification. According to BAIC's development process, the link of this experimental verification is basically to the G6 valve for micro-vehicles. This section I think is among other colleagues where we can have advantages in the future.

Dong Haiyang: Our development process is the same as that of a sedan. Starting from the G8 and then going to the G6 valve, G4 valve, G3 valve, G2 valve, and G1 valve for testing, each valve can only be SOP after it passes. Start the market. This is the same standard and process as a car.

During the day: We now sell mini-vehicles and services, and should be one of the best compared to several brands. Feedback on customers, including troubleshooting, customer satisfaction is very good, our team is very professional and dedicated.

Question: Some villages now have large demand for micro-vehicles, such as Wuling Village and Chang'an Village. Some villages can sell hundreds of vehicles. However, from a network point of view, there are only 1 prefecture-level cities, and often mini-cars and cars are not the same. Consumers are very sensitive to practicality. When there are problems with the products, consumers have to make repairs and maintenance if there are many outlets. Their convenience should be very high. Now we have more than 100 outlets. How can we guarantee consumers?

Zhang Chaoxiang: Whether it is Wuling Village or Chang'an Village, the village is big and small, because the village level is not the same, we also have Weiwang Village. The mode we adopt for the channel is "1+N+X". This is a mode, and it is also the solution to the current coverage from provincial capital cities, prefecture-level cities, county-level cities, and even large towns. The first is in a large central city where there is a 4S shop. This is the 180 channels I have mentioned. Actually, we have N, which is a satellite shop, and X, which is a number of secondary outlets. At present, the number of satellite shops and secondary outlets has reached 532, but we have not spread the figure of our overall network, because this is based on the model of our channel. The three or four-line market that you are concerned about is even the problem of service in the town and village. Because we have a 1+N+X model in the network development, we have a word behind the network service that the sales service must be integrated. The meaning is who sells the car and who is responsible. In other words, if you have a 4S shop in a central city, you will definitely have a standard service facility service shop. At N and X, as the region shrinks, we will set up different service stores in different regions based on the maturity of the regional auto market and the maturity of users. Of course, their service level is not the same, and no one will build a standard 4S shop in a village. To meet this level of city, we use our N service to cover it with X, which basically can achieve the convenience of the service. This does not mean that we have already achieved 100% service in all regions of the country, because we are new brands. Through this 1 or 2 years of development, we will solve problems in the later stages by improving our sales network and service network. Users' awareness of our brand and satisfaction with our brand will also increase.

Question: The information mentions that Beiqi Yinxiang’s products rely on Saab technology acquired by BAIC Group. Will new models be available next year?

During the day: With the cars developed through the Saab platform, there may be some models built on this base. Now this is the group's overall product plan.

Question: Is Yinxiang's production equipment built in accordance with BAIC's high-end car design? Saab models produced at this site will not be different from those produced by BAIC's high-end car base?

Daytime: There will definitely be.

Dong Haiyang: Saab technology is a general concept. We have developed an M-trix platform based on Saab technology. We hope that the platform's products will be used in high-end models. These technologies will also be shared on our platform. Because we purchased from Saab three models, three engines, two gearboxes, and 2.5 tons of drawings, as well as information on R&D, procurement, design, and manufacturing. This knowledge will be shared on all platforms of our Beijing Automotive Group.

Question: We are now a sales channel for two production bases. I have seen that the Beiqi Weiwang 205 extended version is more than 4 meters long. This is similar to the 306 in terms of product features and prices. Between the two bases and the products they produce. Will there be competition?

Dong Haiyang: Our product planning, whether it is Beiqi Yinxiang, or Beiqi Zhuzhou, product planning is a table out, the product of the time gradient is separated, corresponding to each market segment, so it will not appear That kind of situation. Including product configuration, size, price, will take this factor into account. In terms of user interface, all are Beiqi Weiwang, users can choose the long axis wide body, narrow axis long body, short axis wide body according to their own needs.

Question: Will Beiqi Silver Chess do anything in the mini-vehicle?

Daylight: In the future, full coverage will be provided in the mini vehicle field.