dialogue丨xia yiping of jiyue: 2025 will be the first year for non-high-end smart cars to be eliminated
2024-09-17
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on september 10, the second product of jiyue automobile, jiyue 07, was officially launched. in an interview with a reporter from beijing news shell finance, xia yiping, ceo of jiyue automobile, shared his feelings about how he and his team promoted the sales of the brand through live broadcasts and video shooting, and also shared his thoughts on the impact and changes that smart cars may bring to the market.
xia yiping, ceo of jiyue automobile. photo provided by the interviewee
xia yiping bluntly stated that by the end of 2024, a few car companies will realize the function of "intelligent driving can be driven nationwide", user awareness will be rapidly improved, and 2025 will become the first year for the elimination of non-high-end intelligent driving vehicles.
improving brand awareness does not rely on price cuts
shell finance:how does jiyue automobile plan to increase sales and brand awareness?
xia yiping:at present, we need to work harder to strengthen the dissemination of brand voice. if we want to break through the fierce competition, we cannot rely solely on marketing investment.
we reviewed the launch of our first product, jiyue 01, and felt that the entire process was not bad. however, we overlooked one point: when the first product was launched, not enough users knew our brand.
as a new brand, we have to go through a very difficult process from entering the market, letting users know about it, letting users like it, inviting them to test drive in our stores, and finally converting it into sales. from our establishment in 2021 to now, we have gone through a construction process from 0 to 1 from sales, marketing to after-sales system.
jiyue's sales have increased in recent months (monthly sales in the first half of the year barely exceeded 1,000 units, and monthly sales in the past two months were about 2,000 units). we believe this is an achievement after embracing the internet and taking a different path from other companies. our team is now focusing on video content. i personally may shoot four or five short videos a day at most. in addition, i insist on doing live broadcasts every week to communicate with users. jiyue's video matrix can be played more than 100 million times a month.
shell finance:some people think that you achieved sales growth through preferential promotions. what do you think?
xia yiping:i believe that improving brand awareness and brand trust cannot be achieved by lowering prices.
we used to offer discounts, and the intensity was also very high. now, in the competitive environment, everyone is offering discounts to sell cars, but our sales have increased by 100% in recent times. discounts are by no means the core factor in achieving sales results. it is precisely because our team broadcasts 5,000 hours of live broadcasts every month and broadcasts 100 million times that we attract users.
i was very upset when i was scolded during my live broadcast, but i didn’t feel anything after being scolded for half a month.
shell finance:can you tell us more specifically about your video strategy?
xia yiping:i am a technical person, and i was reluctant to do too much at the beginning. when i started recording videos, i was very resistant to some words and couldn't say them at all. in my mind, i should be a scientist telling stories. we started making videos on may 26 this year. according to the plan, two employees were required for each store, and we have operated 300 accounts in total. according to the data, we made 8,000 videos in july, with traffic exceeding 100 million. the results are good, but the process is difficult.
we basically don’t spend any money on traffic when making videos. video playback is content-driven and each content has a complete plan. our fans are target users, not purchased ones.
shell finance:how do you feel during the live broadcast?
xia yiping:at first, i felt bad when i was scolded, but after half a month, i almost didn't feel anything anymore. i think the video should still have some topics for everyone to talk about.
shell finance:is your traffic successfully converted into sales?
xia yiping:i think the best proof is the sales growth. after we embraced video, the number of user leads tripled and marketing investment decreased.
in this era, if you don’t focus on traffic, there is no possibility of success. we don’t take shortcuts. every month, from planning to live broadcast, slicing, and secondary creation, we have to produce thousands of videos, which is all hard work.
2025 will be the year when non-high-end smart cars will be phased out
shell finance:you mentioned at the press conference that 2025 will be the first year that non-high-end intelligent driving cars will be eliminated. what is the reason?
xia yiping:i predict that in the fourth quarter of this year, a few brands will be able to make high-end intelligent driving "available nationwide". once the technology is implemented, there will be overwhelming publicity, and brands represented by huawei and jiyue will quickly cultivate user awareness.
shell finance:what kind of support did robin li give you?
xia yiping:he would encourage me every time we met. he also mentioned live streaming to me at the end of 2023. at that time, he wanted me to become the "dong yuhui of science and engineering."
beijing news shell financial reporter bai haotian
editor: wang linlin
proofread by yang xuli
