Sunrise and work, daily influx, in the blink of an eye, 2021 is nearing the end, but also to the time of inventory of the year's hot events, of which the annual top ten network terms are the focus of everyone's attention. No, on December 6, the National Language Monitoring and Research Center released the "Top Ten Internet Terms of 2021", in order: The Age of Awakening; YYDS; Double Reduction; Breaking Defense; Metaverse; Absolute Child; Lying Flat; Not Very Hurtful, Extremely Insulting; I Can't Understand, But I'm Greatly Shocked; The Great Power Has Me.
For the above words, I believe that everyone is not unfamiliar, and even become the attitude or mantra of many people's lives. In the Chinese automotive industry, if there are also ten hot words, I think the Yixuan family can be shortlisted. After all, in the past year, the Dongfeng Fengshen Yixuan family has shined and become an absolute dark horse in the market. Take the sales volume in September this year, yixuan family sales have achieved a good result of monthly sales of "ten thousand", reaching 10207 units, an increase of 234.5% year-on-year, not only becoming the first growth rate of Chinese cars (excluding new energy), but also the first sales of China's sports car, but also the first sales volume in China's turbocharged (T-powered) car, such results can be said to be very eye-catching.
For the Yi Xuan family, after achieving excellent results, they did not stop, but constantly innovated. A few days ago, in the Guangzhou Taikoo Cang Wharf Cultural and Creative Park, China's first mass-produced mech chariot Dark Night Yi Xuan MAX was launched, with a price range of 127,900-13.79 million yuan, and eight major gifts with a total value of 40,000 yuan, such as the armor supply package, the upgrade subsidy gift, the three electric worry-free gifts, the intelligent upgrade gift, the Dongfeng financial gift, the ten-year warranty gift, the dark night delivery gift, the free rescue gift, etc. Reservations for new cars will open on December 12.
At the event site, in addition to the outstanding products, the "Dongfeng Shen DUN Bureau" Riders Association was officially established. It is organized by fans, because the fans were established to serve the fans, which means that the Yixuan family has its own exclusive organization, so that the "mutual help and co-creation of fun life" advocated by the Dongfeng Fengshen "C-bit service plan" has a new connotation and vitality, and will become a strong backing for the future car life of the Owners of the Yixuan family. Although it seems like an event, it allows us to peek into the mystery of the hot sales of the Yixuan family, and then "The Car is Obedient" will talk about this topic with you to see how it can sell well.
Product first, how to meet the needs of young people in the dark night
How does the product break the game? Precision marketing, differentiation and setting the tone, almost every car company knows it, but it is not so easy to really want to do it.
For young people, the car is their beautiful yearning for life, their needs when buying a car is no longer a simple easy to open, large space so easy to meet the requirements, the performance of the vehicle has become particularly important for them. In the face of the needs of young people, Dongfeng Fengshen Yixuan looks in the eyes and pays action, and its dark night Yixuan MAX is its representative work. Its Mach power + champion chassis has become its biggest highlight, of which Mach power and Mach hybrid (MHD) are in the high-end in performance and technology, successfully won the "Chinese heart" top ten engine honors, and the power data is very eye-catching, zero hundred acceleration only 6.81 seconds. In models at this price point, this figure is extremely lethal, hanging almost all competitors in the same class.
Of course, if you want to meet the needs of young people, it is obviously not enough to have performance, and in this era of appearance first, it is even more in line with their aesthetics. In this regard, the dark night Yixuan MAX is definitely handsome enough, the track armor grille + kryptonite brake caliper + track-level broken tail wing + track-level bilateral four-out tail throat, is completely the appearance of "track hero", sublimating the avant-garde and sports to a new height, the overall temperament is unique, running on the street will definitely bring its own traffic. From the outside and inside, in terms of the interior, the Dark Night Max large-area cool black suede wrapping, the original gold seat belt, the suede sports seat, the dark night exclusive embroidery logo, the dynamic quilting design... The sports breeze of the Dark Night MAX makes the whole air full of "adrenaline".
The current trend of rejuvenation is no secret, and more and more car companies have launched so-called sports models. But in the end, these models have a common feature, that is, they all have a sports label, but in essence, they do not seem to be "sporty" enough. Not to say that having a youthful appearance is sporty, a good sense of handling and driving experience is what a sports car should have, Dark Night Yixuan MAX is based on the DSMA advanced modular architecture in the chassis armament, adjusted by the CTCC champion team, four rounds of independent suspension to bring strong control, also shows a strong track performance.
Obviously, for the Dark Night Yixuan MAX, whether in terms of power, control, appearance, interior, etc., it is undoubtedly the best in the same class, showing outstanding strength. Of course, this is also the first factor that the Yixuan family can sell well, that is, to launch models that meet the needs of consumers, increase their own strength, and thus be recognized by the market.
In the era of fans, pet fans are the last word
With the post-80s and post-90s becoming the mainstream car buying group, the youthful characteristics of the car market remind car companies not only to start again with youthful thinking and action, but also to do more exploration and attempts in youthful ideas and playing methods. At the just-concluded Guangzhou Auto Show, many car companies have released strategies related to rejuvenation, setting off a round of enclosure campaign against the "new generation market" with young circles as the object of appeal.
Under the general trend of youthful automobile consumption, the Yixuan family relies on its insight into the trend trend, aims at the "fan economy" to cultivate internal strength, create a young series of products, and actively embrace the young consumers of Generation Z. The holding of the Yixuan Family Fan Festival and the "Dongfeng Shen DUN Bureau" Riders' Club is one of the results of the continuous deepening of the youth strategy, which will further enhance the influence and market appeal of the Yixuan family.
Of course, for the Dongfeng Wind God, it is not just a simple matter of talking, but it is reflected in reality. Take the example of the Dark Night Yixuan MAX we said above, it is to fully listen to the opinions of fans. "Double-faced handsome knight" owner Hao Shichao wants the big tail wing and the front and rear big encirclement, "temperament to pinch the real cool cover" car owner Xia Zhangyong asked for the black and gold color and embroidery LOGO, the family has a BMW he does not open the "haoheng brother" Li Zhengquan wants to open cool ... Fantastic performance, futuristic styling, price not exceeding budget. Facing the needs of fans... Countless days and nights of "bursting liver", just to fulfill the promise of "pet powder". In the end, Dark Night Yixuan MAX all meets the needs of fans, in the name of "track armor", so that performance and appearance are both expected.
Not only that, there are many more pet fan models for Dongfeng Fengshen, from the Thanksgiving Family Banquet, CTCC Viewing, Fengshen Driving Fun League, Factory Visit, Yixuan MAX Fan Party to this Yixuan Family Fan Festival, which opened a series of pet fan activities. With the continuous promotion of the "C-bit service plan", the image of the Yixuan family "embracing customers" has become more and more popular, winning more user recognition, and the market's return to the Yixuan family series of products has become reasonable.
Listen to users, product breakers, seriously pet fans. In the current red sea of white-hot car competition, the Yixuan family has found a set of its own "unique cheats", and from the current situation, this road has begun to bear fruit. It is believed that the listing of the Dark Night Yixuan MAX and the complete success of this fan festival will become a new boost for the Yixuan family to conquer the market, and future sales will bring greater surprises.