The cumulative sales volume of China’s independent new energy brands has broken the record of 100,000 at the fastest time. How can Super Range Extender lead Deep Blue to overtake in corners?
DoNews Auto News on October 4, this is the best of times and the worst of times.
An economic and social transformation known as the “new energy revolution” has occurred violently in the past decade. Under the great changes in new energy represented by new energy vehicles, many fields have been rewritten and reconstructed.
For example, as power batteries, lithium materials, chips, algorithms, software and other industrial chain technologies related to new energy vehicles gradually mature, Tian Yulong, chief engineer and spokesperson of the Ministry of Industry and Information Technology of the State Council Information Office, said that in 2022, all The annual production and sales of new energy vehicles were 7.058 million and 6.887 million respectively, a year-on-year increase of 96.9% and 93.4% respectively, ranking first in the world for eight consecutive years.
However, the never-ending price war and the continuous involution of rapidly iterating technology, production capacity, supply chain, channels, talents, etc. also mean that the elimination of the new energy automobile industry will accelerate.
For traditional car companies, they must not only actively embrace the trend of change and gradually find their own transformation rhythm, but also continuously improve their competitiveness to remain invincible in the fierce market competition. How to achieve accelerated development in the face of “both needs” and “musts”, we may be able to find the answer from Deep Blue Auto, which is positioned as the “leader in all-scenario smart travel”.
In April 2022, the Deep Blue brand will be officially released. In July of the same year, Deep Blue’s first strategic model SL03 was launched, with orders exceeding 10,000 in 33 minutes. In December of the same year, the monthly delivery of SL03 exceeded 10,000 yuan, setting a record for the fastest monthly delivery of a new energy brand to exceed 10,000 yuan.
The Deep Blue S7, which was officially launched in June this year, delivered 10,039 units in August and 17,370 units in September. This also means that the Deep Blue S7 has achieved more than 10,000 deliveries in a single month for two consecutive months after it was launched. Up to now, the cumulative sales of Deep Blue cars have exceeded 100,000 units. From 0 to 100,000, Deep Blue only took 14 months, which also broke the sales record of China’s independent new energy brands.
Source: Deep Blue Official
So, why do the models launched by Deep Blue sell so well as soon as they are launched? What is Deep Blue’s secret to maintaining high sales?
Gain in-depth insights into user needs and pain points, and build brands with technology
During this year’s National Day Golden Week, the number of travelers across the country hit a new high. According to the “Baidu Map 2023 National Day Holiday Travel Forecast Report”, the popularity of National Day travel this year is expected to be the highest in recent years, and the total population migration may exceed last year’s 200%; the traffic on highway sections across the country will increase by 80% compared with normal times.
Source: “Baidu Maps 2023 National Day Holiday Travel Forecast Report”
While highway congestion has significantly worsened, it has also pushed the anxiety of many new energy car owners to a peak. New energy car owner Li Feng (pseudonym) told us that the new energy car he drives currently has a nominal range of 510 kilometers. According to foreign experience, charging is required after driving about 200 kilometers.
However, because the highway was too congested during the holidays, and the air conditioner was used due to the high temperature, I only ran 180 kilometers, and the battery life was only 80 kilometers. In order to ensure enough power to charge at the nearest charging service area, I can only turn off the air conditioner and get out of the car. During the waiting process, I found that there were many new energy car owners who had similar practices to me. Some new energy car owners even had no need to drive their vehicles due to exhaustion of power, and could only pay high prices to find tow trucks.
After waiting for more than two hours, I finally arrived at the charging service area and found that there were at least four new energy vehicles queuing up for charging in front of each charging pile. In order to charge as quickly as possible, some new energy car owners even grab charging guns at charging stations.
In fact, it’s not just special occasions like National Day. Extreme weather has occurred frequently around the world in recent years, and many places in our country have experienced high temperatures or extremely cold weather. The energy loss caused by power batteries in high temperatures and extremely cold weather has a serious impact on the cruising range and battery life of new energy vehicles.
Not only that, the spontaneous combustion incidents caused by new energy vehicles in recent years have also increased the safety anxiety of some consumers who want to purchase new energy vehicles. The existence of the above-mentioned anxiety not only greatly reduces the experience of owners of new energy vehicles, but also affects the increase in the penetration rate of the entire industry.
In order to solve the above-mentioned anxiety of users, Deep Blue brings users a super range extension system, which takes pure electric drive, long battery life, low energy consumption, and true safety as its core interests to break the restrictions of usage scenarios and end the range anxiety and energy replenishment anxiety of new energy users. and safety anxiety, and has firmly occupied the industry-leading range-extended technology high ground.
Source: Deep Blue Official
Take the S7 equipped with Deep Blue Super Range Extended Technology as an example. It uses the Atkinson cycle with a high compression ratio, and the tank full rate is 78%. 1L of oil can generate approximately 3.3kWh of electricity, and the maximum efficiency of the generator is 96%.
The superposition of various technologies allows the Deep Blue S7 to still have a fuel consumption performance as low as 4.95L/100km even when powered. In extended-range mode, the comprehensive cruising range can reach 1120km, which can meet users’ long-distance travel needs. A pure electric vehicle has ultra-low driving costs, no range anxiety, and all-in-one economy and power.
In addition to focusing on the core technology of “super extended range”, S7 drives industry changes with its two core values of “high configuration” and “high appearance”, as well as 5 major industry debuts, 2 major first launches in its class, 31 major firsts in its class, 60+ excellent advantages at the same level, exceeding user expectations. For example, the S7 has an extreme axle length ratio, an aspect ratio of 84.2%, a technological and sporty shape, a full roof-flow headlight combination, and a yacht-style wraparound design, which also makes the S7 as close to a concept car as possible.
Source: Deep Blue Official
For another example, the S7 has hard-core configurations such as dual zero-gravity massage seats in the front row, a 12.3-inch super-sensing smart screen for the front passenger seat, and a Qualcomm 8155 chip car computer system, bringing users a car experience that exceeds expectations.
Behind the many technological breakthroughs, it actually shows that the continuous exploration of technological innovation and the ingenious polishing of ultimate products have long been engraved in Deep Blue’s “corporate DNA”. Wang Xiaofei, chairman of Deep Blue Automobile, said, “Deep Blue Automobile will invest no less than 10% in R&D every year to continue to create cutting-edge technologies, promote electric equality and smart equality, so that everyone can share the achievements and dividends of the new era of automobiles.”
At the same time, an industry insider close to Deep Blue also shared a story with us. In November last year, the epidemic forced Deep Blue to suspend production and delivery sprints. But time waits for no one, and Deep Blue must react quickly to open up a new battlefield.
Source: Deep Blue Official
Overnight, thousands of employees inside Deep Blue either rode shared bicycles or hurried back to the company directly carrying their blankets on their backs. After many difficulties, Deep Blue delivered hundreds of S7 project team members to Nanjing. One month of on-site office not only regained one month of critical research and development cycle for S7, but also laid a strong foundation for the popularity of S7 after it was launched.
2. Adhere to user-centeredness and let more consumers become blue friends
Behind its insistence on continuous product innovation is Deep Blue’s insistence on being user-centered and bringing high-quality travel to users. With the current diversification of how consumers obtain information and the increasing demand for intelligence, manufacturers only rely on micro-innovation and do not come up with products that are truly valuable and have strong technological innovation. It is difficult for consumers to buy them. Pay the bill.
A typical case is that in recent years, Apple has been repeatedly criticized by the outside world for “squeezing out toothpaste-style” innovation, which has caused the price of this year’s iPhone 15 to continue to break. Among them, on September 27, the iPhone 15 Plus green version 512GB in Shenzhen Huaqiangbei was priced at 9,030 yuan, which was 969 yuan cheaper than Apple’s official website.
But looking back at Deep Blue, each product continues to innovate on the basis of the original. Taking the new SL03 as an example, it uses pure electric drive technology and is equipped with a high-energy-density battery pack to achieve long cruising range. At the same time, Deep Blue SL03 also adopts a low-energy consumption design concept to reduce energy consumption by optimizing the body structure and power system.
Source: Deep Blue Official
In addition, Deep Blue SL03 also focuses on improving safety performance and adopts a series of intelligent safety technologies, such as collision warning, lane keeping assist, etc., to ensure the safety of drivers and passengers. This is why Deep Blue SL03 has been a hot seller since its launch.
In addition to insisting on innovation, in order to better implement the user-centered concept, Deep Blue has now formed a complete closed-loop service.
In the early stage, in the past year, Deep Blue has carried out more than 100 user co-creation meetings and achieved more than 100,000 user surveys. The co-creation areas mainly include product functions, vehicle and machine technology, community operations, service experience and other directions. , conducted in-depth discussions on more than 100 VOCs, and fed back to various business channels to provide strong support for product improvement, vehicle and machine function iteration, and service experience optimization.
Source: Deep Blue Official
Deep Blue CEO Deng Chenghao pointed out that user-centeredness is by no means a slogan, it must become Deep Blue’s real action. Whether there are problems with technical solutions, service processes, design experience, etc. cannot be determined by Deep Blue internal personnel. The final evaluation criterion must be whether users are satisfied.
Therefore, in the plan formulation stage, it is necessary to introduce customer experience evaluation and design and select plans from the customer’s perspective. Deep Blue must become a user-driven brand and create and grow together with users. This is a strategic mission that Deep Blue must adhere to.
In the production stage, unlike new forces that use foundries, Deep Blue currently has its own smart factory in Nanjing. It has a planned annual production capacity of 200,000 vehicles and has five major workshops: stamping workshop, body workshop, painting workshop, final assembly workshop, and battery workshop. It has four major characteristics: new energy, intelligence, personalized customization, and net zero carbon.
It is at the top level in the industry in terms of automated production, intelligent manufacturing technology, flexible production, quality control, and green environmental protection. Adhering to independent production has laid the foundation for Deep Blue to provide higher product quality and continuously improve the trust and repurchase rate of Deep Blue car owners.
In the after-sales service stage, so far, Deep Blue has deployed 746 order centers, 390 mobile showrooms, 427 delivery centers, 528 maintenance centers, and 1 online and offline housekeeping center covering the country, forming a user-oriented As the core service ecological closed loop. It is expected that by 2025, Deep Blue will build thousands of order centers and tens of thousands of order, delivery and maintenance contact points across the country, forming a service network with thousands of centers.
With the subsequent establishment of these service networks, more users will become Blue Friends. The in-depth dialogue with Blue friends also enabled Deep Blue to better listen to the voices of consumers, thereby polishing more high-quality products, and ultimately helped Deep Blue form an ecological closed loop with healthy development and continue to set new sales records.
3. The era of new energy exploration will help the high-quality development of China’s automobile industry
A few days ago, the German media expressed concern that “China’s electric vehicle development is already a generation ahead of us.” “China’s automobile industry is developing too fast. This is a turning point.” In fact, the anxiety of the German media is not groundless.
For example, in the past, overseas brands had to enter the Chinese market through joint venture brands, commonly known as “exchanging technology for market.” But now, China has a mature and complete supply chain for new energy vehicles and smart driving, so now technology providers have become independent brands, and overseas brands have to start relying on China’s supply chain, thereby feeding back the global market.
However, it should be pointed out that some recent EU measures against Chinese new energy vehicle brands have also made the market anxious. Among them, the European Commission announced on September 13 the launch of a countervailing investigation against Chinese electric vehicles. In addition, the EU’s import tariffs on new energy vehicles, the new battery bill, and the localization of supply chains will all become hurdles for Chinese independent brands to enter Europe and go overseas.
Therefore, if Chinese new energy vehicle brands want to maintain their leading position in the world in the future, they must rely on innovation. But similar to the autonomous driving technology in new energy vehicles, technology follows people. Therefore, for domestic car companies, the early stage of innovation must be to establish an explosive and cohesive team internally. This is the key to testing the innovation of car companies.
Taking Deep Blue as an example, in the early days of the launch of SL03, there were problems such as Nu Skin’s marketing model that had not yet been effectively adapted, the delivery process was not smooth, and efficiency could not be improved. In order to solve the above problems, Deep Blue’s internal youth commando team quickly assembled and took the initiative to the front line. They stationed at the temporary delivery center 24/7 for three months to solve terminal needs, repeatedly deduced the supply guarantee path, optimized manufacturing efficiency, and fully promoted the production and volume increase of SL03. .
Source: Deep Blue Official
Obviously, this explosive and cohesive team within Deep Blue has laid a strong foundation for Deep Blue to launch more technologies that transcend the industry. It is worth noting that since Deep Blue’s establishment, its “Deep Blue strength” is being highly recognized at home and abroad. Among them, SL03 has won more than 20 authoritative awards including the German Red Dot Award “2023 Product Design Award” and the 2023 WIDC World Intelligent Driving Challenge Gold Award. The extended-range version ranked among the mainstream plug-in hybrids in the JDPower 2023 China New Energy Vehicle Product Charisma Index Study The market ranks first.
As Deep Blue continues to develop core technologies, it will be of great significance to continue to promote the development of China’s automobile industry towards higher quality. And we also firmly believe that Deep Blue will definitely become a bright business card of China’s new energy vehicles in the global market in the future.
2023-10-04 14:52:24
#cumulative #sales #volume #Chinas #independent #energy #brands #broken #record #fastest #time #Super #Range #Extender #lead #Deep #Blue #overtake #corners #DoNews
