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Since 2003, Ceng Qinghong, Party Secretary and Chairman of Guangzhou Automobile Group, has been elected to the National People’s Congress for three times from the 10th, 11th to 13th sessions.

Ceng Qinghong, deputy to the National People’s Congress and chairman of Guangzhou Automobile Group

The National People’s Congress in 2020 is the 13th year for him to participate in and discuss state affairs as a representative of the National People’s Congress. This time, he brought five suggestions, three of which were related to the automobile industry.

"Overall, the impact of this epidemic on the automobile industry is not small, and it may take a long time to digest and absorb these effects. However, we must also actively face up to this impact, and our confidence in the long-term development of China’s automobile industry cannot be shaken. " Recently, Ceng Qinghong said this in an interview with a reporter from The Paper.

Guangzhou Automobile Group actively carried out the work of resuming work and production.

In the interview, in addition to carefully interpreting his own suggestions, Ceng Qinghong also comprehensively analyzed various measures that Guangzhou Automobile Group was prepared to face difficulties, and responded to the latest progress of strategic cooperation with SAIC and Weilai Automobile, which were concerned by the outside world.

He revealed that although the current production and operation encountered some difficulties and challenges, the sales volume of new energy vehicles of Guangzhou Automobile Group rose by 85% against the trend in the first four months, and the group’s goal this year is to achieve a sales growth of 3%.

In his view, the future automobile market will be the world in the field of intelligent networked new energy. Guangzhou Automobile Group will further expand joint ventures and cooperation, and is willing to join hands with new forces to create a better future.

It is suggested that the cost of car purchase should be substantially reduced.

You have brought five suggestions to the two sessions this year, three of which are related to the automobile industry. Among them, the proposal to reduce the total tax burden of automobile consumption is particularly impressive. Compared with the various policies that have been introduced to promote consumption, what are the advantages of this proposal?

Ceng Qinghong:This year, I put forward suggestions related to the automobile industry from three aspects: fighting against epidemic, reducing burdens, promoting automobile consumption, and accelerating the construction of new energy automobile industrial cluster in Guangdong-Hong Kong-Macao Greater Bay Area.

Among them, further reducing the overall tax burden of automobile consumption will essentially reduce the cost of consumers’ car purchase, reduce the burden of consumers’ cars and promote automobile consumption.

One of the suggestions is to reduce the tax burden of vehicle purchase tax and vehicle consumption tax. The second is to further reduce the value-added tax burden. Third, the eligible car loan interest will be included in the special additional deduction of personal income tax to reduce the burden on residents.

Recently, countries and localities have introduced policies to promote automobile consumption, such as liberalizing purchase restrictions and subsidizing car purchases. What do you think of these policies?

Ceng Qinghong: No matter in the short term or in the medium and long term, these policies are conducive to the further development of domestic new energy vehicles.

Guangzhou Automobile Plus Car Purchase Discount, Guangzhou "Guangzhou Car Purchase" launched to promote automobile consumption.

The state has taken many measures to improve the automobile consumption environment and reduce the tax burden on automobile consumption. Especially since the outbreak of the COVID-19 epidemic this year, many departments have issued a number of policies on stabilizing and expanding automobile consumption, including subsidies, delays and financial support for national sixth and new energy vehicles, which have effectively boosted automobile consumption.

Guangzhou Automobile Group actively participates in live broadcast with goods to promote sales.

For example, on the eve of May 1 ST, Guangzhou launched the subsidy activity for automobile consumption benefiting the people. During April and May 1 ST, the passenger flow and order volume of various brand stores under Guangzhou Automobile Group increased significantly, and some even exceeded the level of the same period last year. During the May 1 ST period alone, the total passenger traffic of seven vehicle brands under GAC increased by 6% year-on-year, the number of clues increased by 19%, the order volume increased by 20%, and the terminal sales increased by 19% year-on-year. The effect of promoting sales is quite remarkable.

It takes a long time to digest and absorb the impact of the epidemic.

In April, China’s auto sales ended the negative growth for 21 consecutive months. Does this mean that the turning point of auto market recovery has arrived?

Ceng Qinghong:On the whole, the impact of this epidemic on the automobile industry is not small, and it may take a long time to digest and absorb these effects. However, we should also face up to this impact positively, and our confidence in the long-term development of China’s automobile industry cannot be shaken.

What impact did this epidemic have on Guangzhou Automobile Group? What measures have we taken to make up for the possible losses?

Ceng Qinghong:Affected by the COVID-19 epidemic, from January to April, domestic automobile production and sales were 5.596 million and 5.761 million, down 33.4% and 31.1% year-on-year; From January to April, the production and sales of Guangzhou Automobile Group were 444,000 vehicles and 472,400 vehicles, down by 30.54% and 27.49% respectively, which was slightly better than the industry average.

Although there are some difficulties and challenges in current production and operation, our goal of 3% sales growth has not changed, and we mainly make efforts in the following aspects:

First, make real moves in increasing sales. Strengthen product innovation, and develop vehicle products equipped with CN95 high-efficiency vehicle air conditioning filter elements; Strengthen marketing innovation, such as VR car watching, live broadcast with goods, etc.; Actively follow up local policies to promote automobile consumption.

Second, efforts should be made to replenish production and increase production. Strive for the support of all parties, stabilize the effective operation of domestic and foreign supply chains, and avoid supply interruption, especially the imported parts and components. Major vehicle companies make the best use of working days after work and weekends to arrange overtime, do everything possible to tap and improve production capacity, and strive to recover the lost output value.

Third, make a fuss about project guidance. Focusing on the construction task of "attacking the city and pulling out the village" project in Guangzhou in 2020, we will continue to strengthen the construction of independent research and development capabilities and accelerate the construction of a series of projects of Guangzhou Automobile Zhilian New Energy Automobile Industrial Park.

Fourth, tap the potential in increasing revenue and reducing expenditure. Vigorously carry out the activities of increasing revenue and reducing expenditure, reducing costs and increasing efficiency, actively expand the international market, and reduce the minor expenditures of various management affairs.

Guangzhou Automobile Group’s sales of new energy vehicles increased by 85% in the first four months of this year.

The rapid development of GAC New Energy in the past two years is obvious to all. What advantages do you think GAC has in developing new energy products?

Ceng Qinghong:Guangzhou Automobile Group has accelerated its layout and investment in the field of new energy vehicles, and its strategic transformation has achieved initial results.

From January to April, 2020, although the overall sales volume of the automobile industry suffered a double-digit decline due to the epidemic, GAC’s new energy sales volume increased against the trend. In April, Guangzhou Automobile Group sold 5,281 new energy vehicles, a year-on-year increase of 55%; From January to April, the sales volume of new energy vehicles was about 15,900, an increase of 85% year-on-year. Among them, GAC New Energy sold 4,006 vehicles in April, up 125% year-on-year and 14% quarter-on-quarter; From January to April, the sales volume was 11,900 vehicles, with year-on-year and quarter-on-quarter growth exceeding 94%.

Rendering of Guangzhou Automobile Zhilian New Energy Automobile Industrial Park

In terms of new energy vehicle manufacturing, the first phase of the Guangzhou Automobile Zhilian New Energy Automobile Industrial Park, which started construction in 2017, was completed at the end of December 2018.

The key technology of GAC Class A pure electric vehicle won the first prize of Guangdong Science and Technology Award.

In terms of pure electric platform GEP, GAC GEP platform can expand different levels of pure electric platform models, greatly saving development costs, shortening development cycle and enhancing product competitiveness. At present, three models of Aion S, Aion LX and Aion V have been launched, and a new energy vehicle is planned to be launched every six months.

In terms of new energy R&D test, in December 2019, Guangzhou Automobile South (Shaoguan) Intelligent Networked New Energy Vehicle Test and Testing Center officially started.

ADiGO (intelligent driving interconnection) ecosystem

In the future, we will jointly develop core technologies with SAIC to jointly expand overseas markets.

In December 2019, GAC and SAIC signed a strategic cooperation framework agreement.

After cooperating with Weilai, GAC announced a strategic cooperation with SAIC at the end of last year. What is the current cooperation progress and project promotion?

Ceng Qinghong:Win-win cooperation, innovative development, Guangzhou Automobile Group has always adhered to joint venture cooperation and independent innovation for common development, and we very much welcome partners who share common goals and seek common development.

Guangzhou Automobile Group and Weilai are committed to all-round cooperation in all aspects of the industrial chain. In May 2019, GAC Weilai’s brand new brand "HYCAN Hechuang" was officially released; In April this year, HYCAN 007, the first model of Guangzhou Automobile Weilai Hechuang brand, was officially launched.

In December 2019, Guangzhou Automobile Group and SAIC signed a strategic cooperation framework agreement, and Guangdong-Hong Kong-Macao Greater Bay Area and the Yangtze River Delta Economic Circle, two leading high-end manufacturing enterprises, joined hands for the first time.

At present, we are exploring the feasibility of cooperation from the technical field. Logistics, mobile travel, big data, international business, spare parts, insurance and other fields are also gradually sorting out the cooperation direction of business.

In the future, we will jointly develop core technologies and discuss joint investment and development of strategic core technologies and platforms in the fields of new energy, intelligence, networking and lightweight. Share industrial chain resources, explore cooperation in the field of manufacturing, and plan to cooperate in logistics, auto finance, insurance services, aftermarket, industrial investment and so on; Focus on new business models and jointly strengthen research and cooperation in new business models such as car sharing, travel service, and separation of vehicles and electricity; Work together to expand overseas markets.

Further expand joint ventures and cooperation, and are willing to create a better future with Ctrip, a new force in car manufacturing.

This year, the automobile market has obviously accelerated the speed of elimination. Do you think there is anything that traditional car companies can learn from the new car companies?

Ceng Qinghong:In the long run, the automobile industry is in a period of profound historical changes in the transformation of old and new kinetic energy. Electrification, intelligence, networking and sharing are the general trend of automobile development. The future cars will be self-driving cars and driverless cars to solve the problems of traffic, environment and old-age care. Artificial intelligence will change life and travel. Therefore, the future automobile market will be the world in the field of intelligent networked new energy.

Most new car-making forces are better than traditional car-making enterprises in terms of internet thinking and business model innovation. Guangzhou Automobile Group is willing to further expand joint ventures and cooperation with Ctrip, a new car-making force, and accelerate the innovation of "car+internet".

Another big news came from Huawei smart cars.

On April 16th, 2023, Yu Chengdong, managing director of Huawei, CEO of terminal BG and CEO of smart car solution BU, released some train-borne solutions and new products.

At the meeting, Huawei launched the advanced intelligent driving system ADS 2.0, announcing thatNo longer rely on high-precision maps. At the same time, announced a radical plan:It will land in 15 cities in the third quarter and expand to 45 cities in the fourth quarter.

In addition, Huawei also released a series of new products, such as AR HUD head-up display, iDVP smart car digital platform, which can replace the on-board dashboard, and predicted that HarmonyOS HarmonyOS 4.0 will be released in autumn.

According to reports, Huawei’s intelligent driving system industry pioneered the GOD network. Through the perception of multi-sensor integration such as laser radar, millimeter-wave radar and camera, special-shaped obstacles can also be identified, such as rollover vehicles, falling cardboard boxes, falling rocks, falling trees, etc. And slow down and stop, and build a safety line from the structure to make people drive safer.

In addition, HUAWEI ADS 1.0 has realized BEV architecture based on Transformer, while HUAWEI ADS 2.0 has been further upgraded.The network based on road topology reasoning is further enhanced, and various road elements such as roads and traffic lights can be understood even without high-precision maps, making it possible to drive without maps.

Yu Chengdong introduced that in the third quarter of this year, 15 cities without maps will land, and in the fourth quarter, 30 new cities without maps will land, reaching 45 cities.

On the intelligent parking assistance function,Huawei ADS 2.0 maintains a leading position in parking space identification, including automatic parking space search, 360 parking space discovery and display of parking spaces. At the same time, it supports intelligent parking of up to 160 kinds of parking spaces, such as unconventional parking spaces such as sloping parking spaces and broken parking spaces. In addition, RPA (Remote Parking Assist) solves the embarrassing scene of "cars can get in, people can’t get out" in narrow parking spaces, or it is inconvenient to take and put large luggage items in the car and trunk, thus realizing worry-free parking.

In terms of high-speed experience,ADS 2.0 optimizes the high-speed experience. After the optimization, the average manual takeover mileage is increased from 100km to 200km, and it is easy to cope with up and down ramps and channel obstacle avoidance.

Yu Chengdong also announced at the press conference that Huawei’s advanced intelligent driving system HUAWEI ADS 2.0.The M5 Huawei Advanced Intelligent Driving Edition will be launched in AITO, and the subsequent Aouita 11 and Extreme Fox Alfa S·HI versions will also be upgraded, and more models will be carried in the future.Yu Chengdong also said that according to the test data, the models equipped with Huawei ADS have been far ahead of Tesla in expressway performance such as ramp passing rate and takeover times.

Yu Chengdong also specifically explained that before, he said that the "HI" model of cooperation between Huawei and BAIC was not cooperative. "It is not non-cooperation. Our cooperation with BAIC has been upgraded to a smart selection model, and the cooperation will be deeper."

In terms of price, HUWEI ADS announced by Huawei includes basic package, advanced package and high-end package. At present, the commercial models that have been cooperated are standard with the basic package and advanced package, and the high-end package can be purchased. The above-mentioned urban NCA and AVP are all in the high-end package scheme. Among them,HUAWEI ADS 1.0 is purchased at a lump sum of 32,000 yuan, with an annual subscription of 6,400 yuan and a monthly subscription in 640 yuan. HUAWEI ADS 2.0 is purchased at a lump sum of 36,000 yuan, with an annual subscription of 7,200 yuan and a monthly subscription in 720 yuan.

At the meeting, Huawei’s self-developed AR HUD made its debut. It is understood that,Huawei AR-HUD can replace the on-board instrument, and the effect far exceeds the instrument.Compared with ordinary HUD (Head-up Display Device), it has stronger functions and better effects.

Yu Chengdong said that Huawei AR-HUD adopted Huawei’s AutOptiX intelligent vehicle light technology, which enabled the car to enter the light display era.

The scheme is equipped with LCoS (micron pixel unit, 2K resolution), three-color LED light source (entrance brightness of 12000nits, color gamut NTSC > 85%), short-focus lens (clearer image, distortion < 2%) and polarizing component (light energy utilization rate of 90%, contrast ratio of 1200:1).

In terms of specifications,Huawei AR-HUD has the largest mass-produced frame in the industry, which can achieve the equivalent display effect of 70 inches at 7.5 meters and 96 inches at 10 meters, and has the highest resolution of 1922×730 mass-produced HUD.

Functionally, Huawei AR-HUD is deeply integrated with intelligent driving system for the first time, which can realize real-life presentation.In addition to car-level AR navigation, it can also project reversing images on the windshield and realize giant screen viewing. The effect is very shocking.

Yu Chengdong revealed that,Huawei AR-HUD will be launched by M9.It will be carried on more models in the future.

In addition, Huawei also released new products such as the brand-new in-vehicle entertainment screen category HUAWEI xScene light field screen and HUAWEI xPixel smart car light solution.

According to reports,HUAWEI xScene light field screenIt can break through the physical space limit in the car, bring a viewing experience of 3 meters away and 40 inches, and effectively reduce visual fatigue; At the same time, the world’s first car display low motion sickness gold standard was obtained, which effectively relieved motion sickness.

HUAWEI xPixel intelligent car light solution, to achieve a million pixels of refined lighting and smart lighting expression. High-precision ADB (adaptive high beam) is altruistic and selfish; The first intelligent light carpet, to achieve security protection.

Yu Chengdong also introduced a new generation of HarmonyOS intelligent cockpit, which will be equipped with Huawei’s breakthrough technology HarmonyOS kernel. HUAWEI SOUND car audio system and a new generation of car smart screen will also be unveiled at the press conference. HarmonyOS Car Machine has joined hands with application partners, bringing over 50 top-quality applications from HarmonyOS and over 100 free applications from HarmonyOS.

Yu Chengdong also introduced the digital platform of HUAWEI iDVP smart car. HUAWEI iDVP is the foundation of realizing software-defined automobile, and the core of this architecture is hierarchical decoupling and SOA (service-oriented distributed architecture) service. At present, HUAWEI iDVP has delivered more than 800 standardized API interfaces to achieve rapid adaptation of cross-vehicle differences, and the cross-vehicle reuse rate of platform applications can reach over 90%.

At present, the shipment of intelligent components in Huawei’s smart car business has reached 2 million, five strategic cooperation models have been listed, and there are over 300 ecological partners. In addition, there are more than 10 new cars with Huawei’s advanced autonomous driving and intelligent cockpit under development, which will be launched one after another from this fall to next year.

Yu Chengdong also announced at the meeting that,Huawei HarmonyOS 4.0 (HarmonyOS OS) will be released this autumn.

It is understood that HarmonyOS OS 4.0 will realize multi-person, multi-device and multi-screen multi-tone area in the car, support sound source localization in six-tone area and concurrent control of multi-person and multi-screen multi-tone area. Compared with HarmonyOS 2.0/3.0, HarmonyOS OS 4.0 also realizes eyeball position tracking and eye state recognition in the cabin, and supports multi-screen multi-channel bidirectional circulation and multi-screen cross-device projection.

It is worth mentioning that the voice of HarmonyOS OS 4.0 intelligent cockpit will also be greatly upgraded, and the training results of Huawei’s big model will be used, and the voice of Xiaoyi will be more intelligent.

Before officially unveiling the new product, Yu Chengdong shared his views on the development trend of intelligent electric vehicles. Yu Chengdong believes that smart electric vehicles are strikingly similar to the era of smart phones more than a decade ago. Since the launch of the iPhone, the sales of smart phones have gradually increased, and feature phones have gradually withdrawn from the historical stage.

"Because I was in charge of Huawei’s terminal business ten years ago, I deeply felt at that time that with such fierce market competition or major changes in the industry, many giants may find it difficult to survive and many mobile phone manufacturers will disappear." Yu Chengdong said. Indeed, many giants in the field of feature phones have disappeared.

Yu Chengdong judged,Smart electric vehicles will reproduce the change from feature phones to smart phones. In time, 2025 will be a watershed in the era of smart electric vehicles.

"The great changes in today’s era remind us that if we don’t work hard, we can’t seize the opportunity of change in the era of intelligent electric networked vehicles, especially the opportunity of automation. No matter how powerful the company is today, it may disappear in the future. When the giant falls, he may still be warm. " Yu Chengdong stressed.

Yu Chengdong believes that in the era of intelligent electric vehicles, the first half of industry competition is electrification and the second half is intellectualization."Our first half is important in sports competitions, but the second half is the key to winning." In the electric vehicle industry, the hardware determines the experience in the first half, and the software determines the experience in the second half.

This paper is a comprehensive introduction to Guanwei, Shanghai Stock Exchange and Securities Times.

　　Our reporter Zhang Ni Our intern Liu Zhenxuan Workers’ Daily (August 9, 2022, 04 edition)

　　Reading tips

　　It has gradually become a living habit for consumers to buy goods in live webcasts. For the benefit, some anchors played emotional cards and used words and deductive routines to get fans to place orders. Many consumers spent a lot of money on this. Some experts pointed out that the chaos of live broadcast with goods needs to be rectified urgently. At the same time, consumers should also place orders rationally.

　　In the live broadcast room of a million fans in Aauto Quicker, the reporter saw such a "passionate scene" &mdash; &mdash; Accompanied by dynamic music and psychedelic lighting, the anchor affectionately shouted to the audience: "Family, everyone in this selection team stopped me from putting it on the shelves. Every time we sell more orders, we lose more money, but it is our long-cherished wish to send benefits to fans’ families. Come, link! "

　　In the online world, there are many people who fall into the "emotional trap" out of their trust in the anchor. In this case, the products they buy are not necessarily what they really need, and the quality and after-sales problems of the products are not uncommon.

　　"Family" caught in the emotional whirlpool

　　Lao Li, a 46-year-old company employee, sometimes watches the live broadcast of an anchor with 7 million fans in Tik Tok at night, and the online audience in her studio is close to one million at the most.

　　According to Lao Li, the live broadcast content of this anchor is very rich. Watching her play PK with others makes her passionate and keeps praising her. "One night when I was playing PK with a female anchor, I ordered a tea in her live room. She said that this is to fight for the dignity of herself and her family in the live broadcast room. She asked us not to brush gifts, but only to support the products of e-commerce. " Lao Li said that he was particularly excited at that time and felt that she was too difficult. He must support her. The price of tea was not expensive, but after receiving tea, he found that it was all tea stalks and could not be drunk at all.

　　When the reporter opened Lao Li’s Tik Tok purchase record and wanted to check the user’s feedback of the product, the product page display was invalid.

　　"In fact, there are many such situations. Many people in our fan base will feedback the quality problems in the group after receiving the goods, but no one cares about us at all, so I will never watch her live again." Lao Li said.

　　Because fans like to watch each other’s PK, in order to maintain the traffic data and live broadcast benefits, some anchors will choose to "play scripts" to create topics to bring goods, birthdays, engagements, and even a word and a dress will become their hype gimmicks.

　　In addition to PK anchor’s "family-style" emotional marketing, the reporter also found that most live broadcast rooms with goods will use music, words and help broadcast to incite emotions. Some anchors will tell the audience that this is a unique "mechanism", and there is not much stock left, so they must place an order immediately, thus giving the audience a psychological "sense of crisis" in purchasing.

　　"Big brands give some anchors &lsquo; Mechanism &rsquo; It doesn’t mean &lsquo; dedicated to one anchor and given to all anchors. Mechanism &rsquo; All the same, consumers must be able to identify the anchor’s words and don’t be led by the nose. " A practitioner in the e-commerce industry said.

　　When watching the live broadcast, the reporter found that when some anchors are selling products, after all the products are explained in a circular way, the products that were previously sold out will appear in the shopping cart again, and then the blogger will tell the fans again that this is the last inventory, so they must place an order immediately. After this process is repeated several times, the products will either be sold out or continue to be sold in the form of pre-sale.

　　The above-mentioned insiders said that because the live broadcast with goods lasts for several hours and the content is relatively simple, most consumers quit the live broadcast room after buying it and will not watch it for a long time. This has kept many consumers in the dark and it is difficult to find the routine.

　　Don’t let bad money drive out good money.

　　Yang Siyu is an anchor with 100,000 fans in Tik Tok, and an entrepreneur who runs skin care companies and brands. Fans call him "Grass".

　　"Take the beauty live broadcast as an example. After we send the products to the anchor, the responsible anchor will communicate with us about the experience, product formula mechanism, product packaging materials and other details, and will pass the heavy assessment before going to the live broadcast room. We will also communicate customer feedback with the anchor and adjust our products and cooperation plans. However, some anchors will skip these links and directly choose some OEM products with their own traffic and high commission. " Yang Siyu said. The essence of live broadcast with goods is still a form of shopping, and its flow logic should be a two-way consideration of "high-quality anchor+high-quality products", and should not be a dramatic emotional mobilization. From anchor selection to user ordering, we should adhere to the rationality of shopping around.

　　"I hope that in the future, the live broadcast platform can support more high-quality e-commerce experts, and more people in the industry can dare to speak out, so as not to let bad money drive out good money." Yang Siyu said that in order to quickly realize the realization of cash, after the account is made, many anchors will embark on the shortcut of "setting up people" and "harvesting" fans with emotion. Those anchors who insist on content output will not attract traffic because of strict product selection, and the live broadcast data is often bleak.

　　In addition, in order to meet the anchor’s commission requirements, some brands will continue to reduce the cost of their own product research and development and increase marketing expenses, which will lead to the decline in the quality of products that consumers get.

　　Strengthen supervision and guide correctly.

　　"At that time, your head didn’t hurt, nor did your cervical vertebrae, nor did you toss and turn in the sleepless night. At that time, your parents were still in good health. They were young, safe and happy, and grandparents were with you. You don’t really think about corn, you are thinking about yourself. " This is an impromptu explanation given by an anchor during the live broadcast of corn with goods, which caused tens of thousands of netizens to cry and once rushed to the hot search list.

　　Dong Yuhui, the former New Oriental English teacher, said this. Together with teachers like yoyo and Dunton, he became the resident anchor of the East Selection Live Room.

　　The reporter found that there was no script in the Oriental selection live broadcast room, and the anchor was not screaming at the top of his lungs. With soft music, he talked about products, astronomy and poetry, and he could get excellent sales.

　　"I never watched the live broadcast with goods before, and I felt particularly fake. After I accidentally saw the live broadcast of these young people, a person who never bought anything in the live broadcast room began to place an order. Their live broadcast made me feel happy and calm, because I not only bought my favorite products in this live broadcast room, but also &lsquo; Buy &rsquo; To knowledge. " A treasure mom fan in the Oriental selection live broadcast room said.

　　"Starting from the current situation of the industry, under the premise of complying with relevant laws and regulations, practitioners in the live broadcast industry should look for breakthroughs from the incision of improving the ability to control users. Avoiding emotional temptation is not to deny emotions. High-level emotional design should be based on accurate insight into user needs. " Wei Baotao, executive director of China Advertising Education Research Association and director of advertising department of School of Journalism and Communication, Liaoning University, said.

　　Under the rectification of the relevant state departments, the atmosphere of the live broadcast industry has obviously improved, but there are still many banned anchors who continue to squeeze the remaining favorite values of fans by means of secret forms such as "the master is blocked and the apprentice broadcasts". Such live broadcast poses new challenges to the subsequent industry rectification.

Text |Tech Planet Lin Jing Wang Lin

Before the epidemic prevention and control was released, the maximum number of group purchases in the community could reach 600 a day, which could not be put in a 10-square-meter dry cleaner in Liu Miao, and the sorted goods piled up all the way to the door. Now, on the list of heads she shows to Tech Planet, there are an average of 100 to more than 200 orders per day, which has dropped sharply.

As a key bridge between the community group buying platform and users, the situation of the head of the group reflects the current situation of the community group buying track to some extent.

After the group-buying war in the community, nowadays, it is called "the new third group" and "the third group", and the life of the tenth group and the same journey has collapsed, leaving only the prosperity and optimization. Profitability has become the primary task of the platform. With the recovery of offline merchants, community group buying is also facing new challenges.

However, JD.COM has recently "killed" the group purchase in the community again, renaming Jingxi Pinpin as JD.COM Pinpin, and choosing Hefei as the first stop to expand the city. A local head of Hefei said, "JD.COM BD (Business Development) personally came to the door to talk about the cooperation of heads. They will select heads who have done well on other platforms and directly invite them to become the head of JD.COM."

Although Jingxi Pinpin had not been laid out in Hefei before, in the head’s view, the renamed "JD.COM Pinpin" was endorsed by the word JD.COM, with obvious brand power and rich incentives for innovation, and it broke the order on the first day. According to her observation, JD.COM’s capacity and other aspects have not kept up, and some commodities are out of stock.

When the whole track has died down, will the community group buying rekindle the war with JD.COM?

After the 01 fierce battle subsided, the only pioneer

Withdrawal from the city and contraction are the key words of community group buying track in the past year. The US delegation is preferably evacuated from Beijing and four northwestern provinces (Gansu, Qinghai, Xinjiang and Ningxia), and currently covers more than 20 key provinces. Xingsheng prefers to retreat from the 17 provinces with the highest peak. At present, its business is only in six provinces: Shaanxi, Hubei, Hunan, Guangxi, Jiangxi and Guangdong. Buying more vegetables has the widest coverage at present, covering 31 provinces and cities except Tibet.

Nowadays, apart from group buying in the community, Xingsheng Youxuan APP has also added the business of "Yuanben Mall", which is an e-commerce platform similar to Taobao, involving clothing, shoes and bags, department stores, food, electrical appliances, jewelry and other categories, mainly taking the cost-effective route. For example, a T-shirt for women ranges from 9 yuan to 40 yuan.

Figure: Screenshot of Xingsheng Preferred APP

According to an employee who resigned from Xingsheng, "Yuanben Mall" is Xingsheng’s preferred cooperation with external companies. In her view, categories that were not available before, such as clothing, can increase revenue for the company. A head of Xingsheng Preferred Group said that its staff had introduced new business because the single quantity was eroded by some competitors.

In today’s "new three groups", the US group preferred and bought more food as the two major heads, and competed for the "top spot" in the past year. According to the research data of Guojin Securities, as of the first half of 2022, the market share of community group buying preferred by Meituan reached 38%, second only to 45% of buying more food.

From the perspective of organizational structure, the "No.1 position" of community group buying has also changed. According to "Late", at the beginning of last year, Guo Wanhuai, vice president of Meituan, took over the fast donkey, food shopping and optimization business from Chen Liang, former senior vice president of Meituan and member of S-team, the highest decision-making body. She made a series of arrangements for Meituan’s optimization and transferred the more effective fast donkey management team to the optimization. At the same time, Meituan preferred to abolish the large-scale system and adjust the five major regions (North China, South China, East China, Central China and West China) to 17 regions, which have more decision-making power and are responsible for their own profits and losses.

According to Shenwang, since September last year, Temu, a cross-border e-commerce business, has been one of the most important strategic projects in Pinduoduo, led by Gu Yaoxian, the main person in charge of buying more vegetables.

With the full liberalization of the epidemic, retaining existing customers has become a top priority for community group buying platforms. In some areas, many people who buy more vegetables and choose the best leaders of the US delegation told Tech Planet that after the epidemic was released, the platform adjusted the latest rules in time. Originally, the commission was mainly calculated according to the order quantity. Now, users must enter through the link shared by the leader. As long as the order amount exceeds 1 yuan, the leader can get a commission of 1 to 2 yuan through this user.

When the whole track stopped, unlike the subsidy war and the influx of capital in the past, JD.COM restarted the community group buying business, which was inseparable from the sinking strategy of the whole group.

In 618 this year, Xu Ran, the new CEO of JD.COM Group, who made her first public appearance, revealed the next strategic task of the Group. Among them, sinking the market has become one of JD.COM’s three major strategies and was first mentioned. Xin Lijun, CEO of JD.COM Retail, once put forward one of the four must-win battles of JD.COM Retail 2023 in JD.COM, which is also sinking the market.

To create a low-cost mind, community group buying is undoubtedly one of the important starting points. In the past, the community group buying business in JD.COM made a rough progress. Jingxi, once led by Liu Qiangdong personally, went through the personnel adjustment and withdrew from the city, leaving only two markets, Langfang and Beijing.

In terms of organizational structure, JD.COM now belongs to the newly established Innovation Retail Department of JD.COM Group, which is headed by Yan Xiaobing, a veteran who returned to JD.COM, and reports to Xu Ran, CEO of JD.COM Group.

Compared with the radical expansion of the city, JD.COM’s spell is now a small step. A head of Hefei revealed to Tech Planet that JD.COM began to recruit heads in mid-July. Judging from the current Hefei new site, JD.COM’s spelling is still carried out through the head mode, and there are still too many innovations in the business model.

For JD.COM, high-quality logistics experience and rich 3C categories have made it accumulate huge high-net-worth users’ minds, but they have also become shortcomings in exploring the sinking market. Moreover, in the "short-chain logistics" of community group buying, JD.COM can’t directly use the advantages of the previous warehouse network distribution system.

In the eyes of a consumer investor, community group buying competes for supply chain and efficiency, and wins by scale. After the reshuffle of the industry, the pattern has been initially determined. JD.COM will enter the game at this time and must find a new breakthrough to have a certain chance of winning.

Zhuang Shuai, an e-commerce retail analyst, believes that JD.COM’s brand image, supply chain advantages and self-operated logistics are all great advantages, but JD.COM has not accumulated particularly good methods and teams in social organization management (the head of the group is a freelancer, not a direct employee) and head expansion, and the organizational structure and process cannot well support the business model of community group buying, so it needs to be adjusted and optimized accordingly.

The bitter business of "bending down to pick up steel shovel" ushered in a new rival of "group shop"?

Community group buying, which carries the ambitions of Internet giants, is actually a bitter business. Yang Yi, an investor who entered the community group purchase in the early days, once calculated an account. The gross profit of the goods selected by Prosperity is around 20 points, and the profit rate of each order is only two or three points after deducting the commission and performance fees of the store. The customer’s unit price is ten yuan, and each order can only earn a few cents.

"Purchasing-warehousing-distribution-outlet-head -C (consumer), which involves too many links, the supply chain process is too long, and if the business process is not completely run through, the loss rate of fresh food is too high", an original orange heart optimization middle-level once analyzed to Tech Planet. This means that the homework that Internet manufacturers need to do most may be how to operate finely, and the price difference of a catty of vegetables should be considered by a few cents.

This seems to be not good for the big Internet companies. They still use the money-burning subsidies that they have always been good at for the market, shouting that there is no upper limit for investment and All In slogans, and it is easy to fall into the quagmire of losses.

Judging from the financial report data, from 2021 to 2022, the operating losses of the new business represented by Meituan Youxuan were 35.9 billion yuan and 28.4 billion yuan respectively. Previously, the financial report data released by JD.COM Group showed that in 2021, when Jingxi made every effort to expand the market, the accumulated loss of new business in JD.COM reached 10.6 billion yuan.

In the past year, players from all walks of life have relied on their own resource advantages to explore. Buy more vegetables relying on the advantages of the original supply chain of agricultural products, and build a low-price model with the help of the supply chain advantages of direct source mining; Meituan’s optimization is to change its positioning to "Tomorrow’s Day" supermarket. One advantage is that from fresh labels to supermarkets, it can cover more categories and SKUs and enhance gross profit; Amoy Caicai merged with Amoy Xianda (an instant retail business with one-hour delivery) and changed its name to Taobao to buy vegetables. This can effectively avoid traffic dispersion and reduce product distribution costs and commodity procurement costs.

According to "Late" news, as of June this year, except Sichuan, Chongqing, Guangdong, Xiangbei and Hangzhou, at present, the gross profit of buying more vegetables has turned positive in other regions of the country, but the US Mission has not yet achieved gross profit.

In addition, when the big Internet companies are caught in a profit quagmire, the group store model has become a new trend in 2023, mainly based on local group buying platforms. At present, Shijiazhuang’s "Jamlom Home" has opened more than 600 group stores all over the country, and the number of stores in Miaomeilian and Meilin Taotao has exceeded hundreds. In March of this year, Zhihua Zhiguo started the group store business and plans to open 1000 stores nationwide.

Different from the traditional community group purchase, in the group store mode, the head of the group is equivalent to the franchisee of the platform, no longer relying on commissions, but relying on the difference between the purchase and sale of goods to make money. This makes the community group buying platform itself reduce the financial pressure.

An investment promoter who "arrived home from Jamlom" introduced to Tech Planet that it was mainly aimed at middle-aged and elderly people, and Jamlom’s secret book of arriving home was "violent innovation" in the early stage. The new team leader needs to pay a promotion fee of 10,000 yuan. On the opening day, the headquarters will send employees to quickly set up a private domain group by distributing leaflets, and continue to pull new products through "a few kilograms of potatoes for one dollar".

The operation and maintenance of the WeChat group is the key. The head of the group also needs to "warm up" irregularly, take out part of the turnover regularly, and carry out new discount activities to ensure the stickiness of users. In addition, Jamlom’s home business has also been expanded to local life services such as eating, drinking and having fun, and the original private domain traffic has been directed to package tours and home service with higher unit price, thus achieving "everything can be organized".

According to Lingwu Media, Xingsheng Youxuan has set up a group store business unit, which is one of its key strategies in the next three years, and plans to open 100,000 group stores by the end of 2024.

03 tens of billions of investment, far from the end.

There has never been a shortage of challengers in the trillion-scale fresh retail. They used to be full of pride, but the fate of the challengers was not smooth. There were only 55 employees, and the daily fresh food that was once on the verge of delisting, Yiguo Fresh, and the ten clubs invested by Ali were all lost in the fresh track.

Even so, it can’t stop the enthusiasm of Internet companies, especially after "picking the drooping fruits". The year of 2020, when both Meituan and Pinduoduo attacked on a large scale, was the brightest year for community group buying. In this year, Meituan invested tens of billions in community group buying.

The optimization business has brought high user growth to Meituan. As of December 31, 2021, the number of trading users of Meituan was 690 million, an increase of 35.2% compared with 510 million in the same period of last year. However, on the other hand, it has also brought huge losses. The new business where Meituan is optimized is one of the business sectors with the largest losses.

Meituan hopes to infiltrate users in the fourth and fifth tier cities by optimizing them, with a view to transforming them into users of take-away and wine tours. However, the consistency between community group purchase and take-out/wine tour is poor, with the unit price of the former being around 30 yuan, while the unit price of take-out is around 50 yuan.

However, the US Mission did not give up. Compared with elephant fresh food, food encyclopedia, etc., optimization has been the most successful exploration of the US Mission in the field of fresh food. In June this year, after nearly two years of "reducing costs and increasing efficiency", Meituan preferred to restart its growth strategy.

A person in charge of a community group buying cloud warehouse told Tech Planet that the number of dealers who buy more food is decreasing now. In his warehouse, the GMV preferred by Meituan has surpassed that of buying more food, but the gross profit of buying more food is higher.

A partial victory does not mean the end. In his area, buying more food was profitable as early as a year ago. Not only that, according to "Late" report, a number of secondary market analysts predict that in 2022, buying more vegetables will realize the gross profit (commodity price minus purchase price, local operating costs, etc.) of half of the provinces and regions in China.

Now, Pinduoduo has devoted his energy to Temu, and many shopkeepers have become Temu’s investment promotion personnel, who send out investment promotion advertisements in the circle of friends every day.

Compared with Meituan’s optimization, Pinduoduo didn’t even make a separate APP for buying more food, because the original main APP crowd was enough to meet the user portrait of community group purchase, which meant higher efficiency of new shopping. In addition, the original accumulation in the agricultural products industry has made Pinduoduo more familiar with the supply chain.

HAYDEN CAPITAL estimates that buying more vegetables will achieve overall profit from 2023. According to conservative estimates, by 2025, this business will contribute at least about 14 billion yuan of earnings before interest and tax to Pinduoduo. This will become another big profit source for Pinduoduo, providing sufficient food and grass for its cross-border business exploration.

In addition to the "New Three Groups" of Internet giants, Xingsheng Youxuan is the only startup company that has successfully resisted the "Li Bao" of Internet giants. Community group buying is its core business and is related to the company’s lifeline.

No enterprise, whether it is a big Internet company or a survivor of the "Old Three Group", is willing to give up. Community group buying bears the ambitions of Internet companies for fresh retail and the lifeblood of startups. Even if everyone knows that it is extremely difficult to make money in the field of fresh food.

(Liu Miao is a pseudonym in the text)