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if chery automobile is recognized as a "science and engineering man" in the industry, then kaiyi automobile is a "low-key man". it has done a lot of things, but is rarely known by the outside world. it can endure loneliness and stand the test, secretly accumulate energy, and then suddenly give everyone a big surprise one day.

recently, at the "green movement leads the global start - global debut of kaiyi automobile's international edition new cars" event, kaiyi automobile revealed its true side to everyone. the first launch of three international edition models + accelerated globalization not only demonstrates the "kaiyi speed" in the new energy track, but also lays out the global market with high-quality products and establishes a new image of chinese brands.

facing the involutionary market and the wave of new energy and intelligentization, how did kaiyi automobile achieve a brilliant turnaround in just two or three years? with this question in mind, cheyiquan interviewed he yongping, deputy general manager of kaiyi automobile and general manager of the sales company. after an in-depth exchange with him, i had a new understanding of kaiyi automobile.

kaiyi automobile, make good products and do a good job

"after kaiyi automobile moved from wuhu to yibin, the first product was put into production in june 2020, but the epidemic hit just as it was put into production."

in the industry's view: kaiyi automobile's opportunities are not very good. in addition to the impact of the epidemic, it is still in its growth stage and has encountered changes in the automotive industry. facing the transformation of traditional automobile manufacturing to new energy, it is under great pressure. however, kaiyi automobile has great energy. relying on the endorsement of chery automobile and its own r&d strength, kaiyi automobile has quickly achieved a successful transformation from a traditional automobile company to new energy. after a short period of precipitation, this brand inevitably started its road to rise.

"starting from 2022, kaiyi's own locally developed products will be launched, such as kaiyi kunlun and shiyue. after these products were launched, users found that they were no longer the "take-it-as-it-is" of chery, but began to have their own independent ideas and consciousness. with the growth of kaiyi, the products are getting better and better, and closer to the market." in the communication with "che yiquan", he yongping also admitted that although kaiyi automobile is not well-known and has few outlets, kaiyi automobile is very hard-working and pragmatic, and it makes up for what it lacks, which has also led to the current steady and comprehensive growth of kaiyi automobile.

in terms of products, kaiyi has formed a product coverage of sedans, suvs, and mpvs, achieving the development of fuel + new energy. in the field of new energy, in recent years, it has launched a number of new energy models, forming a coverage of multiple market segments from a00-class sedans to mid-size suvs and from pure electric to hybrid, becoming an important member of the domestic new energy vehicle industry.

in terms of channels, kaiyi automobile has the opportunity to build more than 300 first-level channels this year. combined with the channel coverage of second-level direct and exclusive stores, it will effectively consolidate kaiyi automobile's terminal channel construction.

as the saying goes, "a good blacksmith must have a strong body to forge iron", he yongping believes that kaiyi automobile has been working hard in the past two years based on the starting point of doing well itself. because, for a car company, "only by making good products and quality, co-creating with users, and finding out what users really like, can we really impress users. compared with the so-called traffic and volume, user satisfaction and word of mouth are more important."

return to the essence of the product and give users extra value

the launch of kunlun ihd this year has once again attracted everyone's attention to kaiyi automobile. not because this car made a big splash when it was launched, but because of its great value.

let's put it this way. as the first plug-in hybrid mid-size suv under the kaiyi brand, the kunlun ihd is equipped with a 1.5t plug-in hybrid system. the pure electric range under cltc conditions is 80 kilometers and 150 kilometers, and the comprehensive range can reach 1,200 kilometers.

in terms of configuration, in addition to the 14.6-inch floating central control screen + 12.3-inch full lcd instrument, there are also 14 intelligent driving assistance functions such as intelligent full-speed adaptive cruise system and 540° panoramic image. such a product is powerful enough, but the surprise is yet to come. the car is priced from 109,900 yuan, and if the limited equity price is included, it will be 99,900 yuan.

what is the pricing logic of kunlun ihd? in the conversation with cheyiquan, he yongping mentioned a word, that is, "return to the essence of the product."

"the most important attribute of a product vehicle is return." he yongping said that the earliest function of a vehicle was transportation. in the later stages of development, it also had other attributes such as identity and face. however, now it should return to the commodity attributes and usage attributes of the application, which is called return.

he yongping further explained to cheyiquan that, for example, the wheelbase of kunlun ihd reaches 2.82 meters, which is similar to highlander and byd tang; the power, battery and chassis are also not inferior to the same level of cars, but the starting price is much lower than that of competitors. this is because "kaiyi is willing to subsidize users to own it, and kaiyi's product attributes and return to pricing logic are reflected in this."

"if everyone thinks that the cheaper the car is, the better, the higher the performance, the better, and the more well-known the brand, the better, this is a paradox. because good performance should be expensive, and good brands should also be expensive." in he yongping's view: "kaiyi automotive products do not have any extra product premium or brand premium, they just provide users with real products." it can be seen that as a pragmatic and people-friendly brand, one of the important manifestations of returning to the essence of the product is to bring consumers a more value-for-money car experience.

innovative model to accelerate the implementation of the smart industry chain

at the global launch event of the international version of kaiyi automobile, cheyiquan also gained a deeper understanding of kaiyi automobile's global layout.

let's take a look at a set of data here: at present, kaiyi automobile has exported to more than 30 countries and regions, and its business covers eastern europe, central asia, the middle east, central and south america, africa and other regions; last year, kaiyi automobile ranked top 18 in international sales, and it is expected to complete exports of more than 250,000 units by 2030, striving to enter the top 10.

"overseas exports have become an important contributor to kaiyi's auto sales." it is understood that kaiyi launched its internationalization strategy as early as 2021. at this year's world power battery conference, kaiyi's international strategy released five new cars, including the kunlun hybrid international edition, the right-hand drive xuanjie ev, xuandu ev, and two shiyue small cars.

the debut of kaiyi automobile's x7 ihd, x3 pro ev and e-qute02 will build kaiyi automobile's global product matrix. together with the x7 ihd, it will form a product matrix covering multiple levels, multiple functions and multiple power forms to meet the diverse car needs of global users.

it is worth mentioning that the amazing thing about kaiyi automobile is not only reflected in globalization, but also in comprehensive advancement in other fields. for example, it has independent research and development capabilities and can achieve independent development in the fields of car computers and software. leveraging the advantages of chengdu, a "famous software city in china", in software talents, technology and other resources, it provides effective assistance for kaiyi's new energy intelligent transformation.

"after kaiyi settled in yibin, it played an important role in promoting the regional automotive intelligent industry chain." just as the old saying goes, "if you have a phoenix tree, you don't have to worry about the phoenix." relying on yibin's perfect automotive industry chain and superior location advantages, kaiyi not only activated the local automotive supporting industry chain, but also carried out in-depth technical and industrial cooperation with new energy and technology companies such as catl, huawei, and tencent. using hard-core technology to help keep up with the new energy intelligent track is also the root of kaiyi's continuous launch of multiple new energy models in recent years.

what is commendable is that in terms of user ecology, kaiyi has become comparable to the new forces in car manufacturing, with a huge user base and a loyal fan base.

"we have a user here who has bought four kaiyi cars in the past 10 years." according to he yongping, this user has to drive to the market every day for work. in 2014, after he bought his first kaiyi car, he had a serious traffic accident. at the critical moment, the excellent quality and safety of kaiyi cars saved his life. since then, this user has identified kaiyi cars and has become a loyal fan of kaiyi cars.

consumers' recognition of kaiyi automobile not only comes from its excellent products, but also reflects kaiyi's careful care for users.

it is understood that kaiyi automobile currently has a dedicated user ecological app, and the number of online users has exceeded 150,000. in addition to providing daily services and vehicle rights protection, this app also provides users with various unexpected "surprises". for example, enjoy 25% off wuliangye, organize wedding car fleets, and provide 15% off huazhu hotel benefits for users who travel. in addition, kaiyi automobile organizes family banquets every year, and organizes users from all over the country through dealers to experience this "family culture" atmosphere together.

"i communicate with users online every day, and i answer almost every question. some users once suspected that i was a robot. i told them that it was really me." in building a user ecosystem, he yongping took the lead and transformed himself into an online customer service representative to communicate directly with users. this approach was very down-to-earth and not only efficiently solved some problems reported by users, but also reflected the pragmatic working style of kaiyi's senior management.

adhering to the concept of "user first", kaiyi automobile not only provides high-quality products and services to global users, but also creates a unique "circle of friends" for kaiyi. in the words of he yongping, "the existence of this circle expands the user's vision and space, allowing them to discover that kaiyi is an interesting company and brand, and allows them to experience the happiness of the kaiyi family."

"che yiquan" opinion: as the saying goes, "you don't know until you see it, and you'll be surprised when you see it." the low-key kaiyi automobile has transformed into a global brand in just a few years. behind this amazing achievement is more the hard work and persistence of kaiyi automobile.

in 10 years, kaiyi automobile has gone from brand creation to successful transition to the new energy track, strategically cooperating with huawei, tencent, and catl to seize the high ground of intelligent technology; building a rich high-quality product matrix, starting the globalization process, etc. in the industrial transformation, kaiyi automobile has improved both internally and externally, not only winning opportunities for corporate advancement, but also bringing strong momentum to building a regional new energy industry chain.

if being low-key is another form of hard work, then kaiyi automobile, which keeps a low profile, is a microcosm of the chinese brands' growth from small to large and from shrinking to becoming strong.

under heavy pressure, these domestic brands have not forgotten their original aspirations, and have bravely moved forward, striving to seize every opportunity for upward growth. with such a spirit of craftsmanship, who can deny that today's enterprising kaiyi automobile will not grow into a towering tree tomorrow?