How many new car-making forces are there in China?
I don't know if you remember, the first generation of new car-making forces at the 2018 Beijing Auto Show have sprung up like mushrooms, and the strong momentum is still impressive. However, in just a few years, few have survived, and even fewer have come out on top, and most of the founders who were either dreaming or capital-driven have now collapsed into the sand.
Fortunately, there are also those who have gone through the survival of the fittest and created their own piece of "jianghu". Recently, Weilai, Xiaopeng, Ideal and other new car-making forces have "sunned" their own Report Card in November, in addition to "Wei Xiaoli", which has been in the first echelon, there is another dark horse Nezha Car, which came later. Of course, in addition to this, some fuel "new forces" are also quite eye-catching.
Chang'an Auchan redefines "new forces"
The new forces of car-making, literally, the word "new" indicates that the establishment time is short. From this point of view, Lynk & Co, WEY, Auchan and so on belong to one of the new domestic car-making forces. Taking Auchan as an example, Auchan Automobile was founded in 2018, and Xiaopeng and Weilai can be said to be front and back feet, in line with the growth cycle of new forces of 3 to 5 years. From the perspective of "force", after several years of development, the new forces of car manufacturing have become the sky, and Auchan Automobile has also gained a lot in terms of scale, growth and influence, and has the attribute of being called "force".
On the eve of the Guangzhou Auto Show, Changan Auchan Automobile reported that as of November 3, the cumulative annual sales volume exceeded 200,000 vehicles, an increase of 64.7% year-on-year, and the cumulative sales of the brand exceeded the 500,000-vehicle mark. Behind the 500,000 cars are 500,000 families, which also means that Auchan Cars has entered the daily lives of 1 million to 2 million people. For a young brand that has just been established for more than 3 years, it is undoubtedly a fairly good result.
During the Guangzhou Auto Show, Auchan Automobile took advantage of the victory to chase, and released three new works of Auchan X7PLUS Fishing Edition, Auchan X7PLUS Camping Edition, Auchan X5 Sports Edition in one go, and its key models such as Auchan X7PLUS, Auchan X5, Auchan X7 EV, and Changan Auchan Kesai PRO also jointly debuted, and this "new force" cannot be underestimated.
Create explosive models with "user-led thinking"
Some people say that the core competitiveness of the new car-making forces is not in the vehicle itself, but in the Internet thinking. This is a poor word, the head of the new forces can stand out from many new forces in a short period of time, hard power - product hardware is the foundation, soft power is of course also the decisive factor.
With the changes in the business environment, the traditional product thinking has indeed no advantage. In the Internet environment, user thinking has gradually become the core competitiveness of products. What is "user thinking"? Simply put, it is to look at the problem from the user's point of view. If the user's thinking is insufficient, it is easy to cause problems in the user experience during the use of the product.
The reason why Changan Auchan has been able to enter 500,000 families in just three years is not only because of the endorsement of Changan Automobile Group's global production base and global technical resources, but also because Changan Auchan is user-led, adheres to Internet thinking, and has the speed of rapidly introducing new products in response to the rapidly changing needs of the market.
Under the "user-oriented" car-making concept, Changan Auchan has rapidly introduced the "Damei City Boutique SUV" Changan Auchan X7, the "Super Sense New Sports SUV" Changan Auchan X5, and the "High-performance Intelligent Control Damei SUV" Changan Auchan X7 PLUS at the speed of a new product every year, creating a three-dimensional and diversified product matrix.
At a time when the stock competition is becoming more and more fierce, it is not easy to quickly lay out products at the rate of one new product per year and forward-looking according to market changes. It is worth mentioning that in order to give users a better experience and a greater sense of value satisfaction, Changan Auchan has also achieved the value experience of "providing customers with value, which is twice the cost paid by customers".
Take Auchan X7PLUS as an example, this product has refreshed the configuration ceiling of 100,000 SUV. In terms of power, Auchan X7PLUS is equipped with Changan's latest generation of Blue Whale NE 1.5T high-pressure direct injection engine and Blue Whale 7-speed wet dual-clutch transmission, with a maximum power of 138 kW, a maximum torque of 300 N·m, and zero hundred acceleration of 8.23 seconds.
In terms of configuration, Auchan X7PLUS is equipped with an 8-core car chip and a full-scene OnStyle3.0+ intelligent control car machine system, and at the same time popularizes technologies such as face recognition, automatic parking, and DMS customer care system to 100,000-level SUVs, so that users can enjoy the convenience brought by the 200,000-yuan technology configuration.
At the same time, through the 140mm luxury class second row leg space, "breathing" ergonomic comfortable seats, 52 all-round NVH solutions in the whole car, 37 decibels of breathing level silent space, etc., Auchan X7 PLUS is also committed to bringing a more comfortable car experience to drivers and occupants.
Auchan X7PLUS is the first car of Changan Auchan to open the PLUS era, which realizes the comprehensive advancement of the five dimensions of power, appearance, configuration, space and quality, and breaks through the ceiling of the same level of product configuration value. After entering the market, Auchan X7PLUS performed fiercely, with orders reaching 3475 units on the first day of listing, and the cumulative orders have exceeded 30,000 units so far, helping Auchan X7 series users to achieve 200,000+ and become a phenomenon-level explosive model.
Create a sense of product value identity in the new era
There is no doubt that Changan Auchan X7PLUS has once again practiced the value concept of "the value provided to customers is twice the cost paid by customers" with an ultra-high-value practical configuration that far exceeds the expectations of users. In addition, in addition to the continuous improvement of product capabilities, Changan Auchan Automobile also meets the needs of users in the innovation of marketing system.
Changan Auchan has been very clear about its user group from the beginning of its inception, and at the Changan Auchan X7 listing conference held in the Great Hall of the People in Beijing in 2019, the user group was given the title of "popular generation". In 2020, Auchan once again launched a new value product Auchan X5, and shouted out the slogan of "young technology is a force", comprehensively linking the post-90s young people.
It is clear why people serve, and the next thing to be solved is how to serve, that is, how to practice the brand concept of "walking with a better life". Living in peace and happiness, every family's life travel is inseparable from the company of a good car, what Changan Auchan has to do is to let more "gu family enterprising family", "young is a force" of the pan-90s group can have a good car, improve the quality of life travel.
From Auchan X7 "popular generation" to Auchan X5 "young is a force", and then to Auchan X7 PLUS "popular when self-strengthening", every year there are new models, each model can go to a new level. This fully proves that Auchan Automobile's products can maintain stable sales at the terminal, while also giving consumers a strong sense of value identification with the brand.
Summary: In this era, blockbusters are what every brand is looking forward to. For a merchant, there may be a blockbuster product that may mean reversing the loss. For car brands, in a fierce competitive environment, a blockbuster model may be equivalent to saving lives. Changan Auchan can become a blockbuster every car, thanks to its insistence on the "user-led" product concept and "the value of providing customers with twice the cost of customers" value concept, with annual sales of 200,000 vehicles, and it is not surprising that it has repeatedly created "explosive models". A good car, all the way together, to help users achieve the ideal of pursuing a better quality of life, Auchan Automobile eventually refined into a "new force" brand loved by users.