The rapid rise of Generation Z, represented by the post-90s and even post-95s, is becoming an important force leading the future direction of the luxury car market. How to grasp the interest characteristics of Generation Z, play with them, and have fun together has become a new proposition in front of all car companies.
In the author's view, the key to solving the problem lies in the accurate grasp of the needs of young users. This grasp includes two levels, one is the grasp of the demand for the car, and the other is the insight into the psychological needs. The latter is more complex, diverse and elusive than the former.
In response to this proposition, FAW-Volkswagen Audi recently handed over its own answer sheet again. As a luxury brand with "ice and snow plot", FAW-Volkswagen Audi launched an ice and snow sports version of the model, providing users with top snow rights and interests, customizing ice and snow goodies, and officially opening "our home".
Top-notch rights create a snow or ice carnival
As a luxury car brand with indissoluble relationship with ice and snow, Audi not only has a quattro four-wheel drive system with legendary sports genes, but also controls a large number of snow resources in China. These include five top ski resorts in Beidahu, Wanda, Genting, Chengdu Sunac and Guangzhou Sunac, covering the north-south and indoor and outdoor ski areas.
Located in Guangzhou, Guangzhou Sunac Ski Resort is the largest indoor ski resort in South China and the third largest in the world. Audi car owners can enjoy Guangzhou Sunac Snow World Ticket, Water World Full Ticket, Sunac Park Happy Pass 30% discount on the rack rate once each with the Privilege Card, and enjoy exclusive VIP parking space and VIP exclusive ticket window reception.
Non-card Audi car owners can enjoy 30% discount on the store price of Guangzhou Sunac Snow World tickets with their driving license, ID card and reservation code, free VIP lounge, exclusive VIP parking space and VIP exclusive ticket window reception. In the other four ski resorts, Audi users can also enjoy the same benefits.
Despite its indissoluble relationship with ice and snow, the quattro four-wheel drive system can show powerful performance in the snow, but this is not the whole reason why Audi chose ice and snow. After market research, FAW-Volkswagen Audi found that 63% of the ski population is 20-40 years old, more than 40% of families have children, and 1/3 of the university degrees are accounted for, mainly middle and high incomes. These highly coincide with Audi's user portraits.
In order to allow users to enjoy the ultimate ice and snow experience, Audi has invested in sponsoring 5 top snow resorts in China, winning a number of exclusive rights and interests for users and providing an ice and snow carnival. In the author's opinion, through this initiative, FAW-Volkswagen Audi successfully linked users, achieved psychological communication with users, and provided them with home field advantage.
Operational innovation drives continued growth
Audi is a luxury brand with a profound "ice and snow plot", but also a brand that adheres to the user-centric, and the superposition of these two characteristics makes it pay special attention to the user's ice and snow experience. In addition to providing top snow rights, Audi has also launched an ice and snow sports version of the model, customized ice and snow for users, combined with the snow field to customize the Audi track, and supported the development of China's ice and snow industry with great enthusiasm.
In terms of models, FAW-Volkswagen Audi launched four ice and snow sports models such as A4 allroad, Audi A6 allroad, Audi Q7 and Audi Q8, all of which are equipped with quattro four-wheel drive technology, allowing users to enjoy the ice and snow scene.
In addition, FAW-Volkswagen Audi also brought users a variety of ice and snow goodies, and jointly interpreted the brand characteristics of "fun, good things, good surprises". Join hands with the world's top brands in various fields that also show their enterprising image to bring AUDI-ATOMIC joint double-board snowboard, Audi Channel Good Thing DJI Action2, etc.
FAW-Volkswagen Audi cares about the actual experience of users, but also cares about the psychological experience of users. It is the top snow field in the United Nations, launching a safer, more scientific and warmer exclusive ski slope. At the Beidaju Ski Resort, FAW-Volkswagen Audi named four pistes after Audi, Audi quattro, Audi Q7 and Audi Kids. When users indulge in these slopes, a psychological advantage of being at home comes to life.
In fact, FAW-Volkswagen Audi not only provides meticulous care for Ice and Snow for Chinese users, but also always strives to promote the development and growth of China's ice and snow industry. For more than 20 years, FAW-Volkswagen Audi has continued to sponsor the ice and snow national team, and has continuously introduced more advanced ice and snow resources and experience into China.
In my opinion, innovation is the key to solving the problem of sustained growth and finding a second growth curve. Behind the FAW-Volkswagen Audi providing users with a top ice and snow experience, it reflects Audi's new understanding of user operations, and also reflects Audi's efforts and innovations in user operations.
In July 2021, FAW-Volkswagen Audi announced the official delivery of its 7 millionth vehicle, making it the first and only luxury brand to reach this milestone. Standing at a new starting point, Zhang Qiang, deputy general manager of FAW-Volkswagen Audi Sales Division, said that we always adhere to the user-centric, comprehensive innovation-driven as the main line, through the product innovation, experience innovation, marketing innovation trinity business philosophy, to meet the future more users of luxury travel scenarios.
There is only one moat in the world, that is, enterprises continue to innovate and create long-term value in a frenzy. In the past 33 years, the FAW-Volkswagen Audi team has withstood the test of the market and users, and gained the basic disk of 7 million users. At present, FAW-Volkswagen Audi has formed a unique understanding in the field of network channel innovation and user operation innovation, and has achieved initial results. In view of this, the market and users will surely prove the value of the FAW-Volkswagen Audi team once again in the future.