yan feng from jishi auto: how to survive in the fierce competition
2024-09-18
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in an increasingly competitive landscape with elimination rounds, jisun auto, a new entrant in the chinese auto market, is adopting a unique strategy to survive the fierce market competition.
"in the next two to three years, we will continue to work steadily to improve our brand and products, and the sales volume should be around 30,000 to 50,000 vehicles." yan feng, co-founder and ceo of jis auto, recently told the first financial reporter.
yan feng's statement and the lower sales volume forecast are rare in the industry, especially for startups that need to package concepts and stories to attract capital attention, but this may also reflect the pragmatic side of jijin auto.
jisch auto is a "latecomer" in the automotive industry. it was only established in 2021 and will not start delivering its first car until the end of 2023. jisch auto is committed to building a leading brand in the field of outdoor living, not just producing an ordinary high-performance suv. jisch auto hopes to differentiate itself from other competitors in the market by providing a unique outdoor experience, a strategy that caters to the growing demand for outdoor leisure and adventure markets.
as the company's first model, jis 01 has delivered nearly 4,000 units since its launch in august 2023, with nearly one-third of customers coming from overseas markets. yan feng revealed that jis auto plans to launch a facelifted model of jis 01 in 2025, and the company is already developing its second global suv.
in terms of globalization, jishi has established business in 28 countries and has signed cooperation agreements in seven of them. the company plans to make its overseas sales exceed that of the domestic market in the next year, which shows its emphasis on the global market.
yan feng said that the complexity of the global automotive market and different regulatory requirements in different regions make market entry a complicated task. take the middle east market as an example, the demand for new energy vehicles in the region is growing, but the charging pile infrastructure is still insufficient. jisc auto has achieved initial success in this market through extended range technology and product design that meets local needs.
the financial support for jisch auto comes from many parties, including sequoia capital, tencent and weiqiao group. as china's largest aluminum company, weiqiao group's investment not only provides financial support, but also provides manufacturing capabilities and some auto parts for jisch auto.
in terms of technology, bian yuan, head of jis auto's product planning center, said that jis auto is committed to applying intelligent technology to off-road environments by working with top software and hardware partners to enhance vehicle safety and driving experience.
yan feng said that the short-term sales target of jishi auto is 30,000 to 50,000 vehicles per year. although this target may be conservative in the industry, the company is committed to achieving long-term stable growth in brand building and product quality. this steady and steady strategy reflects jishi auto's clear understanding of its market positioning and its pragmatic attitude towards future development.
previously, chang jing, the founder of jishui automobile, also told the reporter from china business network that in the history of business, the vast majority of startups did not "starve to death" due to lack of orders, but died because they "burned all" their money in their rush to expand.
(this article comes from china business network)
