Core Insights - Beijing Off-road's BJ30 Travel Edition has officially started pre-sales at a price range of 102,900 to 139,900 yuan, aiming to redefine the perception of off-road vehicles as high fuel consumption products, thus embodying the company's strategic transformation [1] - The company reported a 103% year-on-year sales growth in the first half of the year, with sales exceeding 10,000 units for five consecutive months from April to August, indicating successful product renewal and technological upgrades [1][3] - The shift from a traditional "selling cars" approach to a user-centric model marks a significant transformation for Beijing Off-road, positioning it as a leader in user-oriented off-road vehicles [1][3] Strategic Focus - Beijing Off-road's commitment to the "off-road" and "light off-road" segments serves as a strategic foundation for its corporate renewal, allowing for precise allocation of R&D resources and team efforts towards technological breakthroughs and user needs [3] - The successful launch of models like BJ40 Extended Range and BJ40 Fuel is a result of coordinated changes in strategic positioning, management structure, user operations, and technological development [3] User-Centric Approach - The company's transformation emphasizes a user-centric perspective, as demonstrated by Chairman Wang Hao's role as "Product Experience Officer," which includes extensive real-world testing and user experience validation [4] - This shift from a technology-focused narrative to one centered on user value has fostered a company-wide culture that prioritizes user experience [4] "Off-road Equality" Initiative - Beijing Off-road has introduced the concept of "off-road equality," aiming to make off-road experiences accessible to a broader audience through a well-structured product matrix [6] - The launch of BJ40 Extended Range, which addresses high fuel consumption issues, and the subsequent introduction of BJ40 Fuel have lowered the barriers to entry for potential off-road users [6] - The BJ30 Travel Edition targets urban youth who are deterred by traditional off-road vehicle costs and fuel consumption, thus expanding the market reach [6] Brand Evolution - As a company with a rich history in China's off-road development, Beijing Off-road is redefining its brand identity from catering to hardcore enthusiasts to making off-road experiences available to the general public [7] - This shift not only broadens the user base but also translates brand influence into tangible sales growth, reinforcing the company's market position [7] User Ecosystem Development - The launch of the "Yueye·China" user ecosystem brand in May represents a key step in Beijing Off-road's transformation, creating a multi-dimensional system that connects products, services, communities, and culture [9] - Management's direct engagement with users through various platforms has accelerated product iterations and improvements based on user feedback [9] Quality Commitment - Beijing Off-road prioritizes quality, defining a problematic vehicle as a complete loss for users, and has implemented strategies to enhance delivery efficiency while maintaining quality standards [10] - The company's unique approach combines strategic focus on the off-road segment, breaking market boundaries through off-road equality, and a user-centric brand value reconstruction, setting a benchmark for the industry [10]