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Phoenix Auto Interview (Text: Huo Hongwei) Recently, when the Shanghai flagship store of the Dolange Brand Center opened, Mr. Li Long, President of Dolange and Vice President of General Motors' high-end import business, had in-depth communication with core media and elaborated on many aspects of Dolange's brand positioning, product planning, market strategy and future prospects.

Li Long, President of Dolanger and Vice President of GM's High-End Import Business

This communication not only revealed Dolange's unique perspective as an emerging luxury brand in the Chinese market, but also demonstrated Mr. Li Long's deep understanding and forward-looking layout of the automotive industry.

As the debut of Dolange in the Chinese market, this opening ceremony not only marks a solid step forward for the Dolange brand in the Chinese market, but also heralds its unlimited development potential in the future.

User feedback and market layout

When asked about the feedback from users on the Tahoe since its debut at the Beijing Auto Show, Mr. Li Long seemed particularly confident. He revealed that as the first model introduced by Dolanger into China, the Tahoe has won the favor of the majority of users with its classic shape, large size and spacious space. Similar full-size SUVs are rare in the domestic market, which makes the Tahoe uniquely competitive in the market.

In terms of channel layout, Mr. Li Long said that Dolanger will adopt a direct sales model and plans to open brand centers, experience centers and service centers across the country in the future. The brand center will serve as a window to showcase products and brands, and is also an important place for community activities; the experience center includes full-process services such as customer experience, new car test drive and reception and delivery, aiming to reach more potential users; the service center focuses on providing users with after-sales maintenance services to ensure that users can enjoy high-quality service experience no matter where they are.

Brand vision and product planning

During the interview, Mr. Li Long mentioned several times that he hopes to build the Dolanger brand into an IP like the "Marvel Universe", where each of its models has unique charm and value like a superhero. He believes that the Chevrolet brand has always had a profound history and value, while Tahoe is like the Hulk in Marvel animation, reliable and versatile, and can give users a full sense of security at critical moments. This unique understanding and positioning of the brand has undoubtedly laid a solid foundation for the future development of Dolanger.

In terms of product planning, Mr. Li Long said that Dolanger will take into account the development of both fuel vehicles and electric vehicles. He emphasized that fuel vehicles and new energy vehicles are not mutually exclusive, but can coexist and complement each other. Dolanger will introduce GM's star models, including classic pure fuel vehicles such as Tahoe, as well as high-end electric models that may be introduced in the future. This diversified product strategy will meet the personalized needs of different consumers.

Market Challenges and Strategies

Mr. Li Long showed a clear understanding and pragmatic attitude towards the current price war in the auto market and the competitive situation in the luxury car market. He believed that under the circumstances where the overall market is facing challenges, the market segment above 600,000 yuan that Dolanger is focusing on still has certain growth potential.He expects overall sales in the segment to reach about 260,000 vehicles this year and hopes that Dolange can capture 2% to 3% of the market share with the launch of the two new models.

In order to cope with the challenges and competition in the market, Mr. Li Long said that Dolanger will adopt a variety of strategies. First, Dolanger will rely on GM's strong service network to ensure that it provides users with high-quality after-sales service experience; second, Dolanger will adopt a direct sales model to maximize the control of every touch point in the entire sales process to ensure consistent service quality; finally, Dolanger will continue to introduce GM's star models that have never been officially introduced to China, and attract consumers' attention through unique product strength.

User portrait and customer operation

When talking about the user portrait of Taihao, Mr. Li Long said that the actual user portrait of the car ordering was similar to expectations. 90% of the users were male, and they had a very high evaluation of the appearance, space and reliability of Taihao. This precise user positioning made Dolanger's marketing strategy more targeted.

In terms of customer operations, Mr. Li Long emphasized the need to do a good job in basic work and do what needs to be done well. He said that Dolanger will focus on the consistency of customer experience and enhance user stickiness through community activities, membership services, etc. At the same time, Dolanger will also achieve the purpose of diffusion and referral through the word-of-mouth effect of seed users, thereby improving customer acquisition efficiency.

Localization and globalization perspective

Regarding how to balance the authenticity of imported cars with the needs of local users, Mr. Li Long said that Dolange will adopt a two-step strategy.The first step is to introduce authentic American products; the second step is to increase localization investment to make the products more in line with the needs and expectations of Chinese users.He revealed that Lange will focus on increasing its research and development efforts in areas such as intelligent driving and intelligent cockpits in the future to meet the expectations of Chinese consumers for intelligent and personalized configurations.

When asked why Taihao did not directly quote the foreign version of the V8 engine, but used a 2.7T engine, Mr. Li Long explained that the decision was based on an in-depth study of domestic user scenarios. He pointed out that the TurboMax engine is not only powerful and responsive, but also efficient and reliable, and has been fully verified on many models such as Chevrolet and Cadillac in the US market. The engine has a maximum power of 223kW, a maximum horsepower of 303, and a peak torque of 500Nm, which can fully meet the needs of domestic consumers for daily commuting and family travel. This technical choice reflects Dolanger's strategic considerations of keeping up with global trends at the technical level and making fine adjustments for the local market.

Future layout of the pure electric market

When talking about the layout of the pure electric market, Mr. Li Long showed a long-term vision. He said that although Dolanger currently focuses on fuel vehicles, in the long run, the trend of electrification cannot be ignored. Dolanger is making full preparations for channels, services and marketing for the future sales of high-end electric vehicles. By selecting electric models suitable for the Chinese market and making early arrangements in hardware, software, after-sales and other infrastructure, Dolanger aims to provide users with the best service experience. Mr. Li Long emphasized that Dolanger is confident that it will occupy a place in the future electric vehicle market and build a more complete product matrix together with fuel vehicles.

The core value of customer experience

Throughout the communication process, Mr. Li Long mentioned the importance of customer experience many times. He believes that whether it is brand building, product planning or after-sales service, it must be customer-centric and truly start from the user's perspective. Dolanger will provide customers with a full range of service experience through the comprehensive layout of brand centers, experience centers and service centers. He emphasized that service is not only a process of solving problems, but also the key to enhancing brand value and strengthening user loyalty.

Conclusion: Moving towards the future

With the official opening of the Doragon brand center Shanghai flagship store, Doragon has taken a solid step forward in its development in the Chinese market. Doragon is moving towards the goal of becoming a rising star in the automotive market with personalized product positioning, cutting-edge technological innovation, perfect channel layout and high-quality service experience. Facing the future, Doragon will embrace change with a more open attitude, continue to innovate, and constantly surpass, bringing a more exciting automotive life experience to Chinese consumers.

The story of Dolanger has just begun.As Mr. Li Long said: "No matter what, as long as we stick to our original aspirations and move forward courageously, we will surely shine our own light on the road ahead."