Lan Tu Automobile Liu Zhanshu: Our products are very good. The key problem is marketing

Economic Observation Network reporter Wang Shuaiguo "Our mission is after ABB (Audi, Mercedes -Benz, BMW) is fully electrified, we go to the positive competition. Wei Xiaoli solves Tesla's problem. Our mission is different. I don't want to Who to become, we have our own mission and positioning. "On August 26, Liu Zhanshu, deputy general manager of Lantu Automobile Sales Service Co., Ltd., said in an interview with the media including the Economic Observation Network.

According to Liu Zhanshu, Lan Tu's first model Lan Tu FREE's target is the Audi Q5L and Mercedes -Benz GLC, not the ideal ONE that the outside world thinks. "Lan Tu FREE's workmanship and mechanical quality are no less than ABB, and in the level of performance and intelligence, we actually have a very large improvement."

The improvement of product aspect is just one aspect of an important work of a car company. Compared with the brand power accumulated for hundreds of years, Lantu Automobile has a lot of room for improvement. In Liu Zhanshu's opinion, Lantu Automobile's products are no problem. The key problem is the construction and innovation of brands, marketing and channels.

In June of this year, Liu Zhanshu just joined Lantu Automobile. He mentioned that after understanding Lantu Automobile, he found that the reason why Lantu Automobile had poor sales was that there were many basic work. Not good, our channel layout is not good, sales training is not good, these marketing actions to return to the most basic marketing (4P theory). "

"We want to make up for this course first. We will return to the most basic action first, and we will be solidly, and we will slowly." Liu Zhanxu said that Lantu Automobile is doing these tasks, and the results have already been effective. Began to appear. "Our sales increased by 33%in June and 50%in July. It is not a problem at all in August to so far. ","

At present, Lantu Automobile is trying to seek breakouts through diverse products and marketing methods. At this Chengdu Auto Show, Lantu released a personalized customized ecosystem, and at the same time, two personalized customized products were launched: Lantu Free DNA and Lan Tu Dreamor's private customized version.

The following is the selection of interviews:

Reporter: What are the marketing actions of Lan Tu?

Liu Zhanshu: I think the most concerned about Lantu's future planning in marketing is products and technology. At the Guangzhou Auto Show in November, Lantu's third product flagship sedan will officially debut. The second thing worth mentioning is that the third car of Lantu should also be the first domestic model in China that is truly based on the SOA architecture. This is product and technology. Back to the brand, we are expected to hold our Lantu users' night in October, which is also very much expecting by users.

Reporter: In the face of competition, how can Lan Tu use the advantage of the first?

Liu Zhanshu: First of all, you may be most concerned about it, and you will always feel that Lantu's business is more sensitive -sales issue, our sales volume increased by 33%in June, 50%in July. The number is completely fine. At present, the momentum of Lantu is going up every month.

Secondly, the popularity after the listing of the dreamers is better than our own expectations. It is still in short supply. After the dreamer's delivery ability comes up, Lantu's sales will go up another step.

Third, so many brothers have made new products, how to deal with Lan Tu. I think so, this track is actually getting bigger, not more people come in, in a small track. For example, for example, MPV, the traditional MPV market is at a stage of decline, but if you go to the six -seat mid -large MPV and SUV, especially the luxury level, you are going up, and The increase is very fierce, that is to say, this market is an incremental market. I don't worry about more competitors coming in.

Another one, everyone knows that the overall trend of the world is from fuel vehicles to electrification. During the transition process, although the penetration rate of electric vehicles is 25%-35%, it may be higher in Beijing, Guangzhou and Shenzhen, , From another perspective, 70%of people are still driving fuel cars and never touched electric vehicles. This market is still very large. In this process, Lantu is to adhere to long -termism. Now everyone has just ran out of the marathon's first 100 meters. It is not necessarily what happened in the future. We are happy to see competition. Technology and talents support this track to take long -termism.

Reporter: Is Lantu's products and marketing more new forces of the benchmarking car or benchmarking central enterprises and state -owned enterprises?

Liu Zhanshu: We call ourselves a new strength of car building. I think Lan Tu should not become, should not become Wei Xiao, and will not become Wei Xiao, because our genes are different, and it is impossible to become Awei Tower, it is a joint venture company, and it is impossible to become SAIC. It is a local state -owned enterprise. Lantu is a company that relies on Dongfeng, a company. It is positioned as a high -end new energy brand of the country. We go to the front competition. Wei Xiaoli solved Tesla's problem, but Lan Tu had his own mission and positioning.

Reporter: How to let more young people understand the Lantu brand, know the Lantu brand, and finally like the Lantu brand? Liu Zhanshu: At present, Lan Tu's three major pain points. After I went to Lantu to work, the core was to solve. The first is the problem of popularity. The second issue of honor, the third is the issue of sales.

知名度方面，目前岚图的计划是什么，先不去豪言壮语说一夜之间让所有人都知道，但目前的策略是占我们销量50%的8个重点城市全部打透：第一站武汉，我们In June and July, a lot of resources were invested in Wuhan, and the situation was to open in the base camp; the second was Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu. attack. Because the money in my hand is limited, it must be hit in the key market. The current effect is that the proportion of sales in key markets has been going up, which is very good for the improvement of efficiency.

The problem of youth is a very long problem. In short, the launch of the Free DNA version is to attract more young people. In the future Force; based on young people's preferences, two legs are walking synchronously, and now they have just begun.

Some time ago, the Baihua Award of the Film Festival just happened to be in Wuhan, and the popularity was very high. Many people watched this award and remembered this car. We want to make up it with more basic homework. Open step by step.

Reporter: Is Lantu have his own ideas and planning in brand building?

Liu Zhanshu: In fact, the management of the entire Lantu also saw some challenges, and we also adjusted the entire thinking.

For example, everyone feels more obvious. First of the first, we do n’t think that he should be with the new forces. Lantu cannot become Wei Xiao, and you must accept this fact, especially Lan Tu free Can't be a substitute for Wei Xiaoli. This is two competitions that are not at the level at all. I can also say frankly because I have read all the data, whether it is the source of the user, the use of the previous car, the use of the previous car The model, the decision factors of the user, or the use of the car that users considers are almost different. In marketing, there will always be only the first, there is no second, and it will always be the case.

The first thing I came was to talk to all the upper and lower R & D engineers to the product manager. I talked again. Finally, the original intention of Lantu was to solve the problem of positive competition after the comprehensive electrification of ABB. It was our original intention.

Secondly, what was the original intention of Lantu Free development. When Lan Tu Free developed two cars during development, I knew it after chatting with the product manager and design manager. And Mercedes -Benz GLC, if you have opened Lantu Free, you will find that whether it is in control, performance, space, and the stability of the chassis, and comfort, I can be very proud to say that we do very, very well, very good, very good, very good Essence

In addition, the workmanship and mechanical quality of the entire car is no less than ABB, and in the level of performance and intelligence, there is actually a very large improvement. One of the most expensive brands, our average transaction price is more than 334,000, and the dreamers are more than 420,000. This is very expensive. We hope to become a truly high -end new energy brand in China. For We have made a adjustment throughout the positioning. Why do we do this? I think this idea must be clearly ignored before setting forward.

Second, first solve the problem of popularity, I have already given examples just now, and I won't repeat it. Third, how to improve the degree of honor, very frankly, we find that every picture of our previous pictures, every video, and app has a little gap with the luxury brand. The content, poster, and app content have been made very much. We can enhance their honor from the experience of each node that users touch.

In fact, we still have a lot of basic tasks that have not been done well. We want to make up this course first. I still return to the most basic action. We will solidly the foundation. We will slowly get better.

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