[Autohome? Character Interview] Host: Hello, Mr. Kang, thank you for taking the time from your busy schedule to participate in our exclusive interview with Autohome. We have been in the epidemic for more than half a year, and then the Beijing Auto Show It opens in Beijing. What do you think of this auto show? Kang Kai: Overall, I have been looking forward to this auto show for a long time. Due to the impact of the epidemic, it has finally opened after many twists and turns. As a dealer and exhibitor, this is a platform for us to display. In this environment, especially Shanghai The impact of the entire epidemic in the first half of the year has had a relatively large impact on our automobile industry. It is also a boost. This time point is very, very good, and for the entire market this year, especially dealers, it is a great boost for car dealers. In a twist, this is my take on this car show. Host: So what models of our brand are participating in the Beijing Auto Show this time? Are there any models that you can recommend to netizens to buy? Kang Kai: Because we now operate a variety of brands, let’s talk about the Buick brand first. This year we launched the new energy Weilan 6, which is a hybrid. In fact, it is more selective for customers than the previous pure electric version. It's stronger because its driving range is more stable than previous pure electric cars because it still has an engine. There is also our new Weilan 7. This car can be said to be a car that Buick has invested heavily in the new energy market this year and focused on. In addition to its configuration, it has improved interior texture. Another one is the single-pedal function, which makes everyone look and feel like a toy car. At the same time, before the auto show, we launched the new Envision model, the Envision S. We have experienced driving this car, and it is better overall. Most of them are suitable for the younger generation, but for customers like me who are around 40 years old and also pursue power and control, it is very good because its entire tuning, including the interior design, is It is configured for driver training, and its comfort is also very strong. As we all know, GL8 is now hard to find, also because it is the main product of Buick's main brand, although we did not see it at this year's auto show. We have not brought more new products, but based on our existing products, we are confident enough about the market in the second half of the year. This year, we recommend the Envision S in addition to the GL8, because new energy vehicles have always been targeted at the Beijing market. A must-have. If you have a license plate, you must buy this car. You can take a look at our Weilan 7. In addition to its handling, the size of this small car is very suitable for the road conditions in Beijing. It is more interesting. Its light pedal function makes it look more like driving a big toy. And for the WM brand, we have invested very heavily this year. In addition to a new 6-seater SUV, we have two standard models. Customers, including families who are in urgent need this year, I suggest them to choose more of our older EX5-Z, because the current market recognition of this car, as well as customer satisfaction, are increasing with our continuous product improvement? , is improving, and everyone understands the whole thing, because the relevant policies are also very favorable. These are our two cars that I recommend. If you recommend other brands, I am actually paying more attention to Hongqi and Blueprint this year. Hongqi has been gaining momentum during this period, and Blueprint is a brand I have been paying attention to. This year, it also has a large booth with two models. A pure electric pickup truck may be launched in the first half of next year. Moderator: So in the context of the younger generation of these mainstream car consumer groups, we can see that some car brands have relatively young marketing strategies, such as Great Wall. Do you have any marketing strategies for these brands targeting younger people? Would you like to introduce this kind of direction to the majority of netizens? Kang Kai: In fact, many new things have emerged due to the epidemic this year, such as Douyin and Kuaishou, which are very convenient.
Regarding online live streaming, both our brands are doing it. In fact, this is more aimed at the exposure of some online customers and some brands, and the two brands coincidentally did something this year. , it means marketing, it means going out. For example, the Buick brand is still touring business districts. Some time ago, we did a "just call" new energy vehicle community outreach and other methods. Weimar is also doing this kind of marketing. For today's young people and the current fast pace of life, it is not to let them come to our store, but to come to them more. After all, whether it is a manufacturer or our dealer, the key is to let customers know first. So this year, whether it is Buick or Weimarane, we are all doing marketing, and the results are very good. We go to customers, there are many young people, and let them experience and feel for themselves. Regarding the overall market positioning of our car, we are more friendly to customers. Host: One last question for you, that is, what kind of changes do you think the sales model and service model of our 4S store will see in the next few years?
Kang Kai: The sales model has shifted more to online. For this year, during the epidemic, I am not actually saying that I participated in the Autohome interview this year to compliment Autohome. Indeed, the entire The one that brought me the most leads in the first half of the year was Autohome. At the same time, we participated in several online activities of Autohome, and the results were very good, because people may now be more willing to choose a car and view it without leaving home. , this kind of differentiated marketing at the sales level and service level is very important to improve the customer experience, because in the past two years, whether it is our older generation, the younger generation, or our next generation , those born in the 90s and 00s are more about what I want and what I need you to give me. In this case, it may be the need to break the traditional model of 4S stores. In fact, what I agree more with is Haidilao and some star hotels. Service and customer experience are enhanced, which is actually helpful for improving brand power. Moderator: What do users need? Kang Kai: We give users what they need. That’s why we have marketing. Customers need us to be by their side more. Host: OK, thank you Mr. Kang for accepting our interview today. We can learn a lot about your two brands. The interview will end here today. Thank you very much for your hard work.