Presumably, everyone knows the pre-sale price, 215,900 yuan, no more or less, just passing the edge of 200,000 yuan. Therefore, according to the popular "high opening and low walking" game in the pre-sale stage and the official listing stage, it is very likely that the starting price of Extreme Yue 07 will be lowered to about 190,000 yuan.

I won’t say much about the appearance configuration. Recently, it happened to be the Chengdu Auto Show. Friends who are free can go to the booth of the Extreme Vietnam to experience and consult. It just happened that this car is also here. Next, let’s go straight to the theme and discuss the core of Extreme Yue 07, which is also the core of this brand: AI Zhijia.

In fact, as early as two days before the Media Day of Chengdu Auto Show in 2024, Jiyue specially held a press conference to give a more comprehensive introduction to its current AI intelligent driving level, and I happened to participate.

At the meeting, Xia Yiping, CEO of Extreme Yue, first introduced the commonality between Extreme Yue and Radish Run. On the one hand, both of them are backed by Baidu, and on the other hand, everyone has L4 autopilot technology. But the difference is that Rapunzel is commercial, while Extreme Yue is domestic, so for Extreme Yue, this is the first time that L4 autonomous driving technology has empowered the family car market, which is of great significance to itself and the market.

So what do you think the family car equipped with L4 autonomous driving technology will look like? Is it like a radish running with a perception radar that is more in the way than the roof trunk, or is it like Weilai, with three bags at one head? Sorry, neither.

In their own words, they think that the system that mainly depends on "lidar+high-precision map+rule algorithm" is the classical intelligent driving, while "pure vision+end-to-end large model" is the new intelligent driving. Therefore, when Xia Yiping talked about the ASD link, in addition to the "APOLLP LP" marked with Baidu, he also marked the words "the only one in the world and the only one in China".

Indeed, in addition to Tesla’s FSD in the world, there are not many car companies that insist on adopting pure vision solutions, and even fewer can do it. If ASD can really run like a radish, and realize L4 automatic driving with pure vision scheme on private cars based on Apollo ADFM model, then it is indeed "the only one in the world and the only one in China", but the question is whether it can be done?

According to the function of the live demonstration at the press conference, whether it is high speed, city or obstacle stopping and avoiding, obstacle bypassing between lanes, parking in extremely narrow parking spaces, AEB ability, etc., the Extreme Yue 07 with ASD full of blood does have little difference from Huawei ADS 3.0, but it does not show its intelligent driving ability in rainy days, foggy days and other poor perception situations, which is exactly the essential difference between lidar and camera.

But I have to say that the price of ASD is really exciting and true conscience! Tesla’s FSD buyout is about 60 thousand yuan, while ASD is only about 30 thousand yuan, and the limited time period is only 4999 yuan. To tell the truth, this price can’t be installed with a laser radar, but it can directly buy out the high-order intelligent driving function of ASD’s complete set of pure vision solutions, so I don’t want to talk about it.

Generally speaking, whether ASD can completely replace the intelligent driving system under the laser radar scheme at present, with reference to the embarrassing situation of FSD abroad, I personally think it remains to be verified. However, as one of the few car companies in China that adopt the pure vision intelligent driving scheme, the more capable they are, the more they are.

In the automotive industry, Volkswagen LaVida is undoubtedly an influential representative model, which has won the favor of many consumers with its excellent performance and wide market recognition. Today, we have reached a brand-new milestone-The official release of Volkswagen LaVida Plus, the price range is set at 115,900 to 162,900, which makes people look forward to it.

Compared with the old model,The innovation of LaVida Plus is that it adopts Volkswagen’s latest MQB platform, which means that the structure and electronic system have been significantly improved.Externally, the brand-new design language gives it a more fashionable style.The large-size air intake grille is integrated with headlights, showing a more dynamic temperament.The improvement of tail details, such as the addition of electroplating decorative strips, adds a sense of exquisiteness, and the visual effect is more exquisite than the old model.

"Plus" is not only reflected in the name, but also the increase in body size is more significant. The length, width, height and wheelbase have been improved by 65mm and 78mm respectively, which makes the vehicle lines smoother and the interior space significantly improved.In terms of interiors, although the simple style of the public has been maintained,Adjustment and layout optimization of central control panel, making the operation more convenient and the function division more clear.

In terms of configuration, the new car is equipped with practical functions such as 6 airbags, 8-inch central control LCD screen, and intelligent driving assistance systems such as automatic parking and electronic handbrake, which meet the needs of modern consumers for safety and convenience.In terms of power, LaVida Plus switched to 1.5L and 1.4T engines.Among them, the 1.4T version with 7-speed powershift has an output power of 150 HP and a peak torque of 250 Nm, showing a balance between power and efficiency.

howeverWhether the new LaVida Plus can continue the sales myth of LaVida depends on consumers’ recognition and choice of new models.Let’s look forward to the surprise and performance brought by this new car in the market.

Nowadays, consumers pay more and more attention to space when buying a car, which is worth mentioning in terms of space performance. Let’s take a look at it together.

Let’s take a look at the appearance of KIA EV5. The front of KIA EV5 is very elegant and looks sporty. Then a simple headlight design is adopted to outline the rounded effect. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4615MM*1875MM*1715MM. The car adopts capable lines, and the side circumference looks very round. With large-sized thick-walled tires, it gives people a very young feeling. Looking back, the rear of the car looks very simple, the taillights look very individual and flamboyant, and the overall shape is still very attractive.

In terms of interior, the interior of Kia EV5 looks very domineering and stylish, which is consistent with the positioning of the car. The steering wheel of this car is well designed, and it is made of imitation leather, which is full of design sense. From the central control point of view, with the 5-inch touch-sensitive LCD central control screen, the interior design is quite layered, and the overall design of the central control is very good. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard design is remarkable and very eye-catching. The car adopts leather-like seats, equipped with electric adjustment of auxiliary seats, electric adjustment of seats with memory, seat proportion tilting and other functions, and the overall comfort is good.

Kia EV5 matched gearbox, 160KW, 310N.m, with good power performance.

The car is equipped with car networking, driving mode selection, remote control key, rear wiper, traction control (ASR/TCS, etc.), and the configuration performance is relatively good, which improves the convenience of drivers to some extent.

This car performs well in terms of space and configuration. As for the design, everyone has everyone’s aesthetics. If you are excited, you may wish to go offline and actually feel it.

We are pleased to announce that preferential activities are going on in Jinan, car home. As a new energy vehicle that has attracted much attention, the starting price of BMW i5 is only 369,900 yuan, with a maximum discount of 70,000 yuan. If you are looking for a high-performance, high-quality luxury car, then BMW i5 is definitely a choice worth considering. Please click "Check the car price" in the quotation form now, and strive for a higher discount!

BMW i5 is a fashionable and luxurious medium-sized and large-sized car, and its design is full of dynamic and technological sense. The front face design of this car system adopts BMW family-style double kidney air intake grille design, and the air intake grille is decorated with chrome, which is very delicate. The body lines are smooth and the overall style is very dynamic, which shows the sports genes of BMW brand. The body size of BMW i5 is large, with the length, width and height of 5070mm, 1900mm and 1495mm respectively, and the wheelbase is 3070mm, so the overall design is very atmospheric. The rear part adopts BMW’s classic L-shaped taillight design, plus two exhaust pipes on both sides, which is very sporty. The exterior design of BMW i5 combines modern technology and traditional elements, showing the unique charm of BMW brand, and it is a very attractive model.

BMW i5 is a luxury car with a body size of 5175*1900*1520mm and a wheelbase of 3105mm. It has spacious interior space and excellent driving performance. The body lines are smooth, and the side lines are simple and smooth, showing BMW’s consistent elegance and sense of movement. The front tread is 1621mm, the rear tread is 1658mm, and the front and rear tyre size are both 245/45 R19, providing stable handling performance and excellent braking performance. Whether traveling through the city or traveling long distances, BMW i5 can provide you with comfortable driving experience and excellent driving experience.

The interior design of BMW i5 is simple and generous, and a large number of high-quality materials are used to create a luxurious and comfortable driving experience. The steering wheel is made of leather, which supports electric up and down+front and rear adjustment, so that drivers can easily find the driving posture that suits them best. The central control screen has a size of 14.9 inches and supports voice recognition control system, including multimedia, navigation, telephone and air conditioning functions, so that drivers can control the whole vehicle more conveniently. The seat is made of imitation leather, and the main and auxiliary seats can be adjusted in four directions, such as front and rear, backrest, height and lumbar support. The front seat also supports heating function, and the driver’s seat also has electric seat memory function. At the same time, the front and rear rows are equipped with Type-C interfaces, which is convenient for users to charge and connect devices.

BMW i5 is an electric vehicle with excellent dynamic performance. Its engine has a maximum power of 210 kW and a maximum torque of 410 N·m, which gives drivers a strong sense of acceleration and excellent driving experience. At the same time, BMW i5 also adopts advanced electric technology, which can realize zero emission, low noise, high efficiency and energy saving driving experience. It is an excellent electric vehicle with both performance and environmental protection.

During our test drive of BMW i5, we found that the design of this car was excellent. As the owner of car home said, its front face looks good and its side looks ordinary, but its overall face value is quite good. The rear design of this car is quite satisfactory, but it is still very attractive. If you are considering buying a BMW i5, its design will certainly not let you down. Overall, this is an excellent model, and its performance and driving experience are also excellent. We strongly recommend that you take a test drive and experience its charm for yourself.

In appearance, the shape of this car is very beautiful, and the design of the front face is very distinctive. The middle net adopts a hexagonal design with a large logo embedded in the middle, while the middle net also adopts a hexagonal design, and the interior adopts a lattice layout. Moreover, on both sides of the middle net, the headlights are very sharp in shape and support height adjustment. This function can further improve the lighting effect of this car, and the air intake below is also designed in a penetrating way.

In the interior design, it is still familiar with the popular style, but it is more refined in some details. The center console is made of a large area of black piano paint, and chrome trim strips are added in the central control position, which improves the texture of the car to a certain extent. The layout of the central control is relatively simple, and a small number of physical buttons and multimedia knobs are added in the center console to enhance the scientific and technological atmosphere in the car. In terms of materials and workmanship, Jetta vs5 has also reached the level that this level model should have, with a large area of hard plastic and soft.

The length, width and height are 4418×1841×1616mm respectively, and the wheelbase has reached 2630mm. In the same class, the wheelbase of Jetta VS5 ranks 181st. The skylight of Jetta VS5280TSI automatic flagship high-gloss version provides a larger view, which can create a better visual environment and good sensitivity for the rear passengers and increase the light entrance for the whole vehicle. Among the models of the same price and class, the trunk volume of Jetta VS5 ranks 98th. The storage space in the car is quite satisfactory and basically sufficient. The interior space of the luggage compartment is relatively regular, with very good longitudinal depth and high expansibility, and the space performance is generally ideal.

Jetta VS5 is equipped with a combination of 1.4 turbocharged engine (direct injection) and automatic manual (AT). The whole power parameters are superior in power performance among engines of the same class, which can provide better power performance. Jetta VS5′ s official measured zero-acceleration score is 10S, ranking 189th among more than 800,000 SUV models.

Jetta VS5 has complete active/passive safety configuration, includingAutomatic parking、Zero tire pressure endurance tire、Automatic parking、Steep slope descent、hill start assist control、knee airbag、HUD head-up display、Anti-lock braking (ABS)、Braking force distribution (EBD/CBC, etc.)、Brake assist (EBA/BAS, etc.)、Traction control (ASR/TCS, etc.)、Active noise reduction、Engine start and stop、Side safety air curtain、Wireless charging of mobile phone、night vision system、LED daytime running lights、Forward reversing radar、Tire pressure monitoring、Steering wheel heating、Body stability control (ESP/DSC, etc.)、Rear reversing radar、Fatigue reminder、Remote parking、Child seat interface、Lane keeping (LKAS)Equal configuration.

Among them,Automatic parkingYou can avoid stepping on the brakes for a long time or needing to pull frequently;Steep slope descentCan safely pass through steep slope road conditions at low speed;knee airbagReduce the injury of the car interior to the occupant’s knees in the secondary collision.

In order to get a more comprehensive and objective understanding of Jetta VS5, you can go to the Easy Car Jetta VS5 Forum and browse the messages of users who have bought this car in history.

On December 26 th, according to @ LatePost, AITO asked the world in 2024.The annual sales target is 600,000 vehicles.The M8 is planned to be released and mass-produced next year, when at least four models will be on sale. AITO has communicated the above sales targets to upstream supply chain manufacturers.

Cyrus responded: "The sales target is dynamically adjusted according to the internal and external environment. The goal of our joint business with Huawei to achieve production and sales of one million vehicles in 2026 has not changed. We hope to take a solid step next year."

IT House previously reported that Huawei today launched a brand-new model, the M9, with an official guide price of 469,800 yuan.Two hours on the market will definitely break through 10,000..

The length, width and height of the new car are respectively 5230/1999/1800mm, with a wheelbase of 3110mm.. The wind resistance coefficient is 0.264, and five colors are available, including two solid colors and three double colors.

The 0-100km/h acceleration time of the M9 pure electric version is only 4.3s, and that of the extended range version is 4.9s. It is equipped with 4-piston fixed calipers, and the braking distance of 100-0km/h is only 34.9m, and the maximum torques are 673N?m and 675N?m respectively. The M9 series of Wenjie is equipped with owl enhanced steering technology with a turning radius of only 5.8m..

The pure electric version is equipped with Huawei’s "Whale" 800V high-voltage battery platform, with a battery life of 150km for 5 minutes and an 800V high-voltage silicon carbide high-efficiency motor.CLTC has a comprehensive endurance of 630km..

The M9 extended range version provides 52-kilowatt-hour and 42-kilowatt-hour versions.The comprehensive endurance of CLTC reached 1402km and 1362km respectively.The pure battery life is 275km and 225km respectively.

Related reading

The official release of M9: equipped with Huawei’s latest full-stack technology solution, starting from 469,800 yuan.

Practical, affordable and comfortable are the characteristics of mainstream models. Take a closer look, they are the ones who run more on the road. The competition in the automobile market is still very fierce. What Xiaobian brings today is. Next, let’s see if its highlights can attract you with Xiaobian.

Let’s take a look at the appearance of Cadillac XT5. The design of Cadillac XT5′ s front face has taken a rounded route, and with the three-piece net, it looks very dynamic and lively. Coupled with the headlights, the momentum is quite sufficient. The car is equipped with LED daytime running lights, automatic opening and closing, adaptive far and near light, delayed closing and so on. Coming to the side of the car body, the size of the car body is 4813 mm * 1903 mm * 1686 mm. The car adopts steady lines, and the side wall looks very fashionable and sporty. With large-sized thick-walled tires, the overall visual effect is very delicate. Looking back, the Cadillac XT5 has a deep tail line, and the taillight style is more domineering and stylish. Coupled with the unique exhaust pipe, the overall shape is still very attractive.

In terms of interior, the interior design takes a dynamic route, which reflects the sense of design. The car’s steering wheel is eye-catching, equipped with electric up and down+front and rear adjustment, steering wheel memory, steering wheel heating and other functions, giving people an eye-catching feeling. Let’s take a look at the central control, which is decorated with an 8-inch central control screen, which makes the interior design quite layered and looks quite fashionable. The interior feels good. Let’s take a look at the dashboard and seats. The dashboard of the car presents a delicate design style, and the trendy design elements make people remember it at a glance. The car uses leather seats, the seats are wrapped in place, and the overall ride feels soft and comfortable.

Next, look at the configuration. Cadillac XT5 is equipped with car networking, driving mode selection, remote control key, rear wiper, interior atmosphere light and other configurations.

What’s your main impression of this car after reading the whole article? Many people buy SUVs because of their stronger passability. The car is practical and fully equipped, and it is a good helper for home travel.

　　Passat is a front-wheel drive car driven by water cooling. "passat" originally means the name of a monsoon, which blows evenly and steadily from the southern Atlantic Ocean to the equator every year, persisting and persistent. Like its name, almost all passat’s water-drop shape makes people feel unparalleled fluency. Since it was first marketed in 1974, it has achieved great success in Europe. The brand-new Passat produced in 1999 is even more popular in the world. After six generations of development, the global sales volume has reached 11.3 million. Let’s take you back to the glorious history of Passat series.

　　The first generation Passat: Dasher(1973 ~1980)

　　
Passat Dasher

　

　　In 1973, the first generation Passat: Dasher was born, which replaced the original 1600 series and landed in North America. At that time, the highest-end model was called Passat TS, which was equipped with a 1.5-liter 85-horsepower four-cylinder engine and adopted a front-wheel drive mode. 0-100 km/h takes only 12 seconds, the top speed can reach 169 km/h, and 4.55 liters of oil can travel 38 kilometers, which was considered fuel-efficient at that time.

　　In the autumn of 1977, Dasher introduced a big change, especially the valve seat of the engine was strengthened, so that it could use unleaded gasoline fuel.

　　Passat B2.Quantum/Santana (1980 ~1988)

Passat B2:Santana

　

　　In 1980, the second-generation Passat B2.Quantum/Santana replaced Dasher, which was longer, wider and had more interior space than the previous generation. There are four engines to choose from, including a 1.6-liter diesel engine, 1.3-liter and 1.6-liter four-cylinder engines, and a top-class 115-horsepower five-cylinder engine.

　　In China, the cars produced became the main models in the early China automobile market.

　　Passat B3 (1988 ~1995)

Passat B3

　　In 1988, Volkswagen introduced the third generation Passat (B3) to the world. There is no front air intake grille, which is the most prominent feature in its appearance. Passat B3 is equipped with a 2.0-liter 16-valve engine, with 134 horsepower and 180 Nm of torque. It takes nearly 10 seconds for 0-100 km/h, and the top speed can reach 201 km/h.. Although B3 has some unique configurations, such as adjustable rear seats, compared with its Japanese and American rivals, its sales volume is still unsatisfactory.

　　In 1991, Volkswagen’s first Passat equipped with V6 engine rolled off the assembly line. A maximum of 172 horsepower can accelerate B3 from 0 to 100 km/h in less than 8 seconds.

　　In 1996, Shanghai Volkswagen and Brazil Volkswagen jointly developed Santana 2000 based on B3 and Santana 3000 developed by Shanghai Volkswagen on the basis of Santana 2000.

　　Passat B4 (1995 ~1996)

　　

Passat B4

　

　　In 1995, Volkswagen redesigned Passat and introduced Passat B4 series. Standard configuration includes a 2.0-liter 8-valve four-cylinder engine. The GLX model still uses a 2.8-liter engine. The former takes about 10 seconds to accelerate at 0-100 km/h, while the latter can be completed in 8 seconds. Another surprise is that B4 installed seat belts for drivers and passengers in the front row. But also restores the sense of movement. The standard configuration of B4 includes: power window, locking mechanism, electric heating rearview mirror, FM/AM cassette player, 8 speakers and CFC air conditioner.

　　Passat B4 was briefly produced by, and Chinese people basically became familiar with Passat series from this car.

　　Passat B5(1996 ~2005)

Passat B5

　　Passat B5′ s basic GLS is powered by a 1.8-liter engine. Soon Volkswagen introduced GLX and GLS V6 models that matched the 30-valve V6 engine. B5 uses the same platform technology as A6, and even the engine shares 1.8T I4 and V6 30V models with Audi. The front suspension adopts multi-link mode, and the rear suspension uses torsion beam, which effectively reduces. B5 standard configuration includes driver and front passenger airbags, side airbags, power windows, electric rearview mirrors, FM/AM cassette player, 8 speakers and CFC air conditioner. , electrically heated seat, 5-speed Tiptronic is optional. Volkswagen’s unique four-wheel drive technology has been adopted in GLX and GLS V6 models matching V6 30 valve engines.

　

　　In 1999, Volkswagen introduced Passat with red and blue background lights. It used a 1.8-liter engine with a 5-speed transmission, which was powerful and could produce 190-200 horsepower at most.

　　In 2000, Passat B5 produced by Shanghai Volkswagen was officially put into China market, which was newly developed according to China’s laws and regulations, road conditions and China users’ aesthetic tendency and use requirements. The prototype B5 was lengthened by 77mm, and its spacious figure made Passat more suitable for the domestic commercial vehicle market. Become a high-end product in domestic cars. And in 2006-2007, B5 was further improved, and some unnecessary configurations were subtracted while it was deeply localized, and this time it was transformed into B5 FMK internally. Shanghai Volkswagen greatly improved Passat B5 and adopted an alias: Lingyu. It is also nicknamed Passat B5.5. The internal name of Volkswagen is B5GP. Later, in order to meet the requirements of CNCAP, the seat belt configuration was specially optimized. The front co-pilot added a seat belt reminder function, and both the main co-pilot and the co-pilot provided the passenger perception function and used it as the input to confirm the airbag explosion together with the seat belt wearing signal. Now the new field of Shanghai Volkswagen PASSAT is also a derivative model based on this platform.

　　Passat B6 (2005 ~2011)

　　In 2005, Passat B6 was put on the market, and Volkswagen changed Passat’s sedate modeling concept since ancient times, and appropriately added sports elements. In 2006, Passat B6 was officially listed overseas. The production of FAW-Volkswagen in China is called Magotan. In 2007, China version of Passat B6— — Magotan is put on the market.

　　
Passat B6

　

　　B6 Passat B6 has almost and considerable spacious interior space. The overall dimensions of the new Passat B6 are appropriately increased compared with the old B5, with a length of 4.77m, a width of 1.82m and a height of 1.47m, which are 62mm, 74mm and 10mm more than the previous Passat models respectively. Its wheelbase is 2.71 meters, which is 6 mm longer than the previous one. The trunk volume is 565 liters (90 liters more than the previous paragraph). The body stiffness is 57% higher than that of its predecessor.

　　In terms of power, gasoline engine: an entry-level four-cylinder FSI engine with output power of 85kW, 110kW or 147kW. Another 3.2-liter V6 FSI engine has a maximum output of 184kW/250PS. Diesel engine: the output power reaches 77kw/105PS, 103kW/140PS or 125kW/170PS. Particulate filter will be gradually introduced into diesel engine models. Gasoline engine models can be equipped with a six-speed automatic transmission, while two more powerful gasoline engine models are assembled. 4MOTION four-wheel drive technology will also be adopted in future models. The domestic version uses 1.8TSI and 2.0TSI engines.

　　Passat B7 (available since B7(2011)　　

Passat B7

　

　　Volkswagen’s new generation Passat (Passat B7) will officially land in the China market in July 2011. The body of the new Passat B7 will be redesigned, but some designs of the current models will still be used to reduce the manufacturing cost, such as the shape of the roof. In order to ensure the status of high-end models, the new Passat B7 is expected to be equipped with reversing images, adaptive cruise control and induction headlights.

　　In terms of power, Passat B7 will have a variety of gasoline or diesel engines with a displacement of 1.2-2.0L, including 1.2TSI, 1.4TSI, 1.8TSI, 2.0TSI and 3.2V6, etc. The maximum output of 1.2TSI engine is 105 horsepower, which will replace 1.6L engine. In addition, it is worth mentioning that the only large-displacement engine, 3.2V6, may disappear from Passat models in the future, and the all-electric version will come out around 2015.

　　"This bearing requirements are high. Look at the drawings, the design error here is only allowed to be 0.02 mm, so pay special attention. " At 8: 30 in the morning, Ma Jianjun exchanged technical research points with his disciples. Ma Jianjun is a key member of the machine tool performance laboratory of Baoji Machine Tool Group Co., Ltd. in Baoji High-tech Zone, Shaanxi Province. He has participated in the development and trial production of key new products and more than 30 major national special tasks, achieved more than 20 technological innovations, and successfully completed more than 50 major special machine tool commissioning, debugging and after-sales service tasks.

　　Ma Jianjun graduated from Baoji Technical School. In July 1994, he came to the machining workshop of Baoji Machine Tool Factory and became an ordinary lathe operator. With only a degree of Chinese technical education, he suddenly felt unprecedented pressure in the face of high-precision processing equipment.

　　"I just want to learn the technology well, study with the master during the day and go home for self-study at night." Technology, programming, electricity and cutting tools are the keys to the machining technology of CNC machine tools. Ma Jianjun uses his good foundation in turning technology to learn by doing and learn by doing. When he meets problems he doesn’t understand, he asks the master and inspectors, and takes time to check the information and take notes at night. After a few years, he wrote down more than 10 study notes and applied them to well-known CNC systems freely. Ma Jianjun once won the title of "Excellent Player" in the "Qinchuan Cup" first skill competition for employees of state-owned enterprises in Shaanxi Province, and participated in many national, provincial and municipal vocational skills competitions as a referee or technical director. Since 2010, he has been awarded the "lathe technology demonstration post" by the group company, and in 2015, he became the backbone member of Tian Haorong’s national skill master (model worker innovation) studio.

　　In 2012, during his four-month equipment technical service for a company in Wuxi, he overcame difficulties, fulfilled his duties dutifully, and successfully completed the assignment abroad. In recent years, the company has successively ordered more than 100 machine tools from the company.

　　In 2015, the key contract delivery of a company in Chongqing was just around the corner. Due to the tight time and high technical requirements, the company leaders are very anxious. Ma Jianjun took the initiative to take this "hard bone." He "nailed" the user’s trial production site for more than ten hours in a row, worked overtime to carefully study and ponder over each equipment, compiled the processing route program diagram, made corresponding fixtures and configured appropriate tools, and finally completed the dispatching and commissioning tasks of 14 CNC machine tools.

　　Since 2014, Ma Jianjun has participated in a number of major national R&D and trial-production tasks for high-end CNC machine tools. Especially during the national major special research project and working in the machine tool performance laboratory, he was processing BTGS12 spindle, pull rod and ON— When processing parts with high precision coefficient and small tolerance range, such as rollers and D-rings in 3VII, with superb business skills, the processed parts exceeded the precision required by the drawing process and successfully completed the production task.

　　In addition, Ma Jianjun cooperated with the research group to overcome a number of technical difficulties and broke through a large number of key processing technologies of CNC machine tools. In undertaking the R&D and production of BM63150C precision CNC lathe project, he boldly innovated, optimized the oil return structure at the back end of the machine tool spindle, and eliminated the weak links that affected the reliability of the machine tool; Through numerous groping, adjusting cutting parameters and workpiece clamping methods, the hard turning process test was finally completed, and the product won the "Chun Yan Prize" in cmtba. He also successfully solved the key new product BMC— The technical problem of machining the parts of the clamping sleeve in the center of 500TV five-axis compound milling machine makes the company’s first five-axis CNC machine tool enter the high-end market.

　　Ma Jianjun has more than two suggestions for minor reform and process improvement every year, and has completed more than 30 key technical projects with studio members. In 2016, his studio passed the acceptance of the national skill master studio, and won the award of "All-China Workers’ Innovation Studio Key Project Fund". Advanced practices and experiences were promoted and exchanged in Shaanxi Province, realizing the transition from ordinary operating workers to knowledge workers, and then growing into expert talents in the new era. (Economic Daily reporter Lei Ting)

Source: connected Insight

Editor/Zhou Xiongfei

Is it better for enterprises to do marketing and seek growth by placing brand advertisements or effect advertisements?

In the past decade, the answer to this question may be more inclined to effect advertising.

According to statistics from consulting firm Bain, from 2013 to 2022, the proportion of effect-oriented advertising in the overall advertising budget increased from 20% to 70%.

It’s not hard to understand,During the ten years from the prosperity of mobile Internet, traffic has become the best business carrier and the best advertising carrier.

Even looking back at several business wars in China’s Internet history-from search to social networking, to O2O, to payment, and then to content platforms, the wars among giants have always revolved around traffic portals. Today, advertising is still one of the most important business models of these giants.

In this process, brands are faced with more channels to reach users, more ways to reach them, and lower customer acquisition costs.

To some extent, this is one of the main reasons for the popularity of effect advertising in the past decade. Enterprises continue to enter the new platform, with the help of platform bonus period for effect advertising, get traffic and get short-term sales.

However, in the past two years, with the peak of mobile Internet traffic, the overall advertising marketing environment and logic are undergoing some changes.

Brands have found that blind large-scale play is no longer applicable.

The reason is that traffic growth is getting harder and harder, and the cost of getting customers is getting higher and higher. Even if they can achieve a more accurate "thousands of people" through the marketing tools provided by the platform, the effect may not be so ideal. There are only 2-4 Internet advertisements that consumers can remember on average, but the competition is already ubiquitous and increasingly fierce.

At the same time,After a long period of downturn, the value of brand advertising is being re-examined. The mainstream marketing trend in the future is "equivalent quality and efficiency".

According to the report of "2022 China Advertiser Marketing Trend Survey", over 60% of advertisers agree with the view that "the peak of effect advertising traffic and high cost will promote the return of brand value".

Even in the longer term, the importance of brand advertising continues to increase. Under the background of the disappearance of demographic dividend, competition is gradually shifting from the production side and the channel side to the user’s mind. At this level, the compound interest advantage of brand advertising is more obvious.

Behind this, those brand marketing media that were neglected to some extent in the past also need to be revalued urgently.

For example, relying on smart TV’s big-screen advertising OTT marketing.

Recently, during the GDMS Global Digital Marketing Summit in 2023, Wired Insight had an in-depth dialogue with Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business Department, and discussed the changes in the current overall marketing environment, the marketing concept and development of Xiaomi OTT, the link collaboration that OTT has created for customer brand marketing and the commercial value of OTT.

The following is the details of the dialogue. On the basis of retaining the original intention, the connection Insight has been slightly deleted and modified.

The marketing environment has changed,

How to measure the value of effect advertising and brand advertising?

Wired Insight: what is the difference between the overall marketing environment this year and the past?

Chen Gaoming:The whole industry can be divided into three parts: product, effect and sales, which are brand advertising, effect advertising and sales promotion. According to incomplete statistics, effect and sales account for 80%, and 800 billion of China’s 1 trillion marketing market is effect advertising.? ??

There are two reasons. First, the structure of advertisers is changing. In the past, all the leading enterprises in the industry paid attention to brand marketing, and they chose traditional brand advertising forms such as placing TV advertisements, publishing newspapers, or asking celebrities to endorse them.

With the development of the Internet era, customers need to consider more diversified marketing scenarios. Although brand marketing is still in the planning, the birth of new formats such as e-commerce has divided the cost of brand marketing to some extent.

The second is that some emerging white-label enterprises have not yet developed to the stage of brand marketing. With the rise of the e-commerce industry, many industries in China have changed from OEM to self-management. Some emerging companies that subdivide the track have opened up a new marketing structure based on online channels. The marketing method is KOL promotion combined with e-commerce promotion. Under this logic, enterprises will focus on effect advertising in the initial stage of development.

This also leads to the change of advertising structure and share in China, and the proportion of effect advertising and sales expenses is rising.

However, judging from the strategy of budget allocation of advertisers, quality, efficiency and sales are the three major paths of enterprise marketing. I think brand advertising will still be valued, and the degree of attention will pick up in the future. Similar products and sales channels tend to be homogeneous with development, and the real difference will return to brand building.

According to the data of China Top 100 Brands List in 2023, although it is inferior to the highest level in history two years ago, the total brand value still exceeds the trillion-dollar mark, reaching 1.01 trillion dollars, which is still 13% higher than that in 2019.

As the soul of an enterprise, a brand is recognized by different customers by conveying lifestyle and value.For example, the success of Coca-Cola and Pepsi-Cola lies in their different brand tonality, but in fact, the products are not differentiated.

This is also in line with the future development trend of enterprises in China. The development of products must be from product-driven to brand-driven, especially exported to the whole world. The output is not only products, but also values and culture.

Wired Insight: everyone is talking about the value of domestic products now. What is the significance of brand building for domestic brands?

Chen Gaoming:China factory is good at making products and channels. Product parameters and pricing can be quantified and measured, and R&D innovation can also be copied. At the same time, enterprises are willing to tryVarious channels.

When product strength and channels develop to a certain extent, enterprises compete for brand building or team organizational ability. After the necessary pain, they may realize the importance of brand and start organizational and cultural construction of the whole enterprise.

First open the external market, then do brand building, which is the basic logic of the second growth.

I think many domestic brands have gone through different stages at present. Many operators are still in the forefront of the market. The company is in the stage of rapid development and has not yet returned to brand building.

Enterprises need to go through great pains and find the attribution accurately if they want to have this kind of cognitive change. When there is still room for development in other fields, the marketing of enterprises may return to the comfort zone.

Brand marketing is a kind of belief, which cannot be quantified and is difficult to predict. It can only be believed that it may get better in the future, which is different from ROI investment.

Wired Insight: what is the value of brand advertising for the long-term development of enterprises?

Chen Gaoming:Enterprises have different understandings of brand marketing. Now there are different theoretical debates. Some people think that brand power is greater than product power, and some people think that it is the era of product power. Brand power greater than product power is IQ tax, and product power greater than brand power is more cost-effective and more in line with modern consumers.

Focusing on product strength or brand strength is actually two ways that are not contradictory. Brand promotion scenarios and value orientation, while products focus on showing differentiation, with the ultimate goal of increasing sales. In fact, the two methods can be combined.

Connected Insight: In 2024, what are the opportunities and challenges for Xiaomi’s commercial marketing?

Chen Gaoming:The first is transformation, which is divided into two levels.

The first level is that many foreign customers return to the main position of brand building. No longer invest more in short-term ROI and effect. The second change is that private enterprises will exert their strength and pay more attention to brand building.

OTT marketing, why has it become a new highland of marketing?

Wired Insight: What impact does the change in the overall marketing environment have on Xiaomi’s commercial marketing?

Chen Gaoming:I think no influence is false, but Xiaomi’s commercial marketing also has its own differentiated advantages. Many of our customers’ marketing strategies are shifting to the direction of effect and small and medium-sized, which is a process of adjustment according to different stages of their own enterprise development.

There are two main messages we need to convey to our customers. The first point is to pay attention to brand building, which is the guarantee for the long-term development of enterprises. Second, there are many ways to do brand marketing. In the choice of media, OTT family scene big-screen TV advertisements are valuable.

First of all, OTT adapts to a large number of users in family scenes. In the first half of 2023, the daily life scale of domestic OTT exceeded 164 million. By the end of 2023, the number of smart TV activated households was 326 million. Secondly, compared with the small-screen mobile phone that usually receives complicated information, the impact and exposure effect brought by the high-definition presentation of large-screen advertisements and the exclusive rate of single play are better, which is helpful to impress the audience and enhance brand awareness.

I think OTT is still an undervalued potential stock, although many customers are already putting it in. I understand it as one of the four important brand media forms besides outdoor, long video and elevator advertisement.

Connect insight: what is the difference between ott launch and previous TV advertisements?

Chen Gaoming:The difference is quite big. Traditional TV advertisements are broadcast at a fixed time and may be distributed on different channels. In the past, we watched what was broadcast on TV, but now Internet TV is what we want to watch.

We designed a creative advertisement for starting the TV, which was played at the time when the TV started, and it was a real zero-level entrance service. The scope of delivery can be determined by city, province or DMP. These are all applications of Internet technology of smart TV, which are essentially different from traditional TV.

In a sense, the cost performance of smart TV customers is higher and the input-output ratio is higher.

For example, the effect is more real, with a third party monitoring, and the data can be controlled online; Second, the network delivery effect is better. Traditional TV advertisements need to deliver many channels, and there is a problem that the reach of users may overlap. Smart TV benefits from the operation of the algorithm, which makes the authenticity and cost performance of customers’ input and output far exceed that of traditional TV.

Wired Insight: Other TV brands are also talking about OTT, but so far it has not reached popularity. What are the reasons?

Chen Gaoming:The educational achievements are far from being achieved. We see that the current situation of some customers is that they have not invested money in brand building, but have focused on ROI and effect advertising. But there are also some big companies that have realized this. Building a brand affects people’s minds and enhances users’ sense of identity. If people are looking for goods, they will not worry about buying channels.

Many big brands are still looking for goods. In fact, this cost is not cost-effective, because he invested so much, did not add new users, but only transferred the sales channel. For example, decision makers in some enterprises do not watch TV at ordinary times, but consumers are actually watching TV, which forms an information gap.In fact, the cost performance and return of advertising in OTT family scenes are much higher than other media, and it is also a low value.

The first thing we do to promote OTT is to explain to users that our form is innovative and cannot be evaluated by traditional TV OTV. After the cooperation is reached, we will also cooperate with the third party to verify the advertising effect in three time periods: before, during and after the investment.

In fact, it is not easy to adhere to OTT, because we are not only meeting the demand, but also creating the market, and at the same time creating and promoting the norms and standards of this industry.

Wired Insight: What is the real form innovation of the advertisement in Xiaomi OTT Ecology?

Chen Gaoming:The first aspect is visual impact.This is very important for advertising. We have always made breakthroughs in advertising creativity, and we have a professional marketing creative team. For example, the 3D creative starting materials we created are not only compatible with various media, but also can be directly reused in outdoor and other large-screen media. These high-quality and shocking content materials can also be directly provided to customers.

The second aspect is the exploration and innovation of OTT, mobile phone and TV interaction. For example, add AI interaction when giving live college broadcasts to customers; Put a QR code or clickable link after the TV advertisement is played, and jump directly to the brand page. In the AR multi-screen interactive project we made for Volvo, in just 6 days, the exposure of AR exceeded 350w, and the total exposure of OTT terminal also exceeded 500 million.

These innovations in the OTT industry are actually Xiaomi OTT’s first exploration and seeing the actual effect, which is also the differentiation and innovation breakthrough that I have been asking the team to do.

Connected Insight: What effect did Xiaomi OTT’s advertisement bring to customers?

Chen Gaoming:Our advertising has two effects. The first effect is that users choose to experience after watching advertisements, and this kind of data may be hundreds of thousands or millions. The advertising effect of the second layer is to treat the user experience as an event marketing and make a diffusion effect.

For example, Pepsi-Cola makes an automatic cooking machine, and the advertising content is about an automatic cooking intelligent device that can be implanted with Pepsi’s customized menu. The number of first-tier advertisements that attract users to buy machines may not be large, but you can ask Gourmet KOL to cook with this smart device. The video taken as a content spreads on the Internet, which is the second-tier effect of advertisements and its real value.

Connect Insight: Xiaomi OTT ecology, is there a project linked with Xiaomi ecology? Are there any advertisers who consider advertising based on the ecological chain?

Chen Gaoming:If the advertisement is placed on the whole ecological chain of Xiaomi, it must be us and the customers who have deep cooperation, whether it is our mobile phone, TV, speaker or bracelet. Maybe only Xiaomi in China can really do intelligent ecological linkage and do some AIoT projects like this.

First of all, we will choose a particularly suitable customer. When the customer’s brand tonality, the pursued user experience or some scenes are adapted to us, and the value of Xiaomi ecological chain is recognized, we will deepen innovation and development with customers.

For example, the cooperation project of Merrill Lynch antipyretics with Xiaoai classmates and second-second intelligent thermometers, through AI plus IoT, can ask Xiaoai assistant to record the baby’s temperature changes in real time and provide nursing tips. This is a joint cooperation between advertisers, OTT and Xiaomi ecological chain. This integrated marketing of AIoT is the advantage of Xiaomi’s business ecology, and the project plan and implementation need to be repeatedly scrutinized.

Wired Insight: What do you think of the OTT marketing "breaking the circle" in 2024?

Chen Gaoming:The real broken circle is not caused by factors, but by internal problems. Due to the large number of players in the industry and the lack of a unified big market, OTT’s circle breaking speed is slow.

I hope to explore with players in the industry, focusing on value: creating value, transmitting value and verifying value.First of all, creating value includes the upgrading of marketing theory and the acceptance standard of big screen and other industry trends. Secondly, pass the value to customers and industries to promote cooperation; Finally, verify the realization of value.

Wired Insight: if you use three keywords to set the tone for the marketing trend in 2024, which three will you use?

Chen Gaoming:The first is rationality. Don’t expect too much from the market. Don’t be too pessimistic.

The second is the breakthrough, not only the action, but also the breakthrough of thought, idea and cognition.

The third is growth. In essence, all marketing problems are growth problems. The goal of all brands is to grow. At present, we are far from the ceiling of the industry, and there is still a lot of room for growth.

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