For car brands, the most terrible thing is not from the criticism of consumers, but from being forgotten.
As early as 1995, the establishment of Southeast Automobile injected a new force into the development of the domestic automobile market. Subsequently, the addition of Mitsubishi Motors made Southeast Automobile feel like a spring breeze, and loud names such as Ling Shuai, Wing God, and Lanser also set off a wave in the automotive circle. Once upon a time, this independent brand from Fujian also created brilliant achievements in the Chinese auto market.
However, with the transformation of the main consumer group in the past two years, the structure of the entire automobile market has undergone tremendous changes, and some old car companies have slowly faded out of people's vision, especially for young people, the name of Southeast Automobile has also become somewhat unfamiliar. Therefore, in the face of the transformation of the consumer market and the impact of the new four modernizations, Southeast Automobile chose to take the initiative to change.
On December 9, Southeast Automobile officially released a new brand LOGO in its base camp, Fuzhou, and announced the official launch of the change strategy. Under the new brand appearance and product lineup, Southeast Automobile has demonstrated to the outside world its determination to be brave in self-revolution in the face of the new wave of modernization.
With the blessing of resources from all sides, the southeast "wings" start from the "head"
In fact, as early as April this year, Southeast Automobile has begun to change, as a technical support of Mitsubishi Motors officially announced its withdrawal, its 25% stake was handed over to Fuzhou. At this point, Southeast Mitsubishi no longer exists in China, and this also lays the groundwork for the renewal of southeast automobile brands.
Under the new blood, Southeast Automobile has also opened a road of top-down change. At the brand renewal conference on December 9, Chen Wenhao, chairman of Southeast Automobile, announced that the reform of the shareholding structure of Southeast Automobile was officially launched, and the shareholders of Southeast Automobile were changed to Fujian Automobile Industry Group, Fuzhou Transportation Construction Investment Group, Minhou County Construction Investment Group and Taiwan Zhonghua Automobile.
At the same time, the shareholders of all parties also increased the capital of Southeast Automobile at the same time, and the amount of the first round of capital increase reached 2 billion yuan. Chen Wenhao introduced: "The joint blessing of the three levels of provincial, municipal and county governments to Southeast Automobile is not only more conducive to southeast automobile to integrate territorial resources and strive for territorial support, but also to form a development consensus for southeast automobile in the future, enhance strategic coordination, and integrate resource elements, which is of great help." ”
The active revolution in the equity structure has initially solved the urgent need for southeast automobile funds, and with the continuous increase in follow-up resources and capital investment, southeast automobile's "wings" will also usher in a new vitality.
Focus on market segments and actively embrace the era of electrification
Products are the biggest underpinnings of a brand, and many brand renewals also start from products, and the same is true for Southeast Auto. At the event site, Chen Wenhao, chairman of Southeast Automobile, said that based on the development trend of the new four modernizations of the automotive industry, Southeast Automobile will bring a variety of new high-end products based on the product strategy of "new energy + fuel" two-wheeled.
According to the planning of Southeast Automobile, in the next two to three years, the brand will successively create a product matrix represented by the DX9, N7 and pure electric coupe A7 manufactured on a new platform.
Among them, the Southeast DX9 is positioned as a B-class SMV, and compared with conventional SUVs, SMVs combine the advantages of SUVs and MPV. As the first model after the brand renewal, the Southeast DX9 is based on the concept of scene design, and its second row of seats is equipped with a 400mm ultra-long adjustable guide rail, with a wheelbase of 2800mm of the whole vehicle, which can flexibly adjust the layout of the car, and after leveling the second and third rows of seats, you can get more than two meters of "motorhome" space, which has both the domineering shape design of the SUV and the sufficient space of the MPV.
Along with the DX9, there was also the younger sporty A-class SUV CROSS Southeast N7. This car is mainly aimed at the young group who pursue the trend, which means to create a smart tide play scene for them. Therefore, at the body design level, N7 has a more bold line use, and at the intelligent level, N7 is also equipped with an intelligent assistance system, and the comprehensive innovation of the human-computer interaction system can greatly "liberate" the user's operation, which takes into account the personality and practicality of a young car.
Echoing the era of electrification, it is Southeast Automobile's first pure electric coupe A7. This car is intended to create a new pure electric platform scene for young users, providing users with the vision of technology and comfortable pure electric travel experience, as well as technical solutions for core links such as vehicle mileage, low temperature electricity consumption, and safety.
Therefore, whether it is the DX9, N7 that has landed, or the pure electric coupe A7 that has not yet appeared. From them, Southeast Auto shows us a completely different concept and attitude from the previous Southeast models. It can be found that the new Southeast Automobile has insight into the needs of the young era at the product level, and has a lot of upgrades in terms of trends, technology, and intelligence.
Break down marketing barriers and accurately target user demands
In addition to product performance, at the level of marketing services, Southeast Automobile will also take a series of reform measures. Specifically, Southeast Auto will be committed to creating a consistent, circled and scenario-based car purchase and service experience in the whole life cycle of consumers.
In order to accurately locate user demands, Southeast Automobile understands the life cycle of users through CRM customer information collection system and big data mining technology, and enters all service history into Southeast Automobile's database, and then shares them with each marketing or service contact point to achieve personalized services of "thousands of people and thousands of faces" and "thousands of faces".
The so-called circle layering and scenario-based car purchase service experience is to open up the "customer-shop-factory" ecosystem through differentiated and diversified cross-border marketing methods, providing users with a more warm and practical emotional social network at the same time, bringing more interesting and more fun car purchase and car experience.
In today's era of relying on Internet dividends and traffic realization, every car company that insists on doing business deserves respect, but for car companies, keeping up with the pace of the times is the key to survival. The regroupment of Southeast Automobile, both the brand and the product have shown the determination to strive for change, facing the transformation and upgrading of the new four modernizations, Southeast Automobile through the "wings" to fight hard, we also look forward to Southeast Automobile can once again soar.
Note: The above pictures come from the brand official