The golden rule of the young market is quite applicable today. A new generation of young people - post-95s have increasingly become the protagonists of consumption, this group of young people are full of vitality, with great enthusiasm and expectations for the present and the future, dare to express their personality and attitude.
A research institute conducted a "more than 5,000 people targeted questionnaire" found that the new generation of young people mostly have four characteristics, namely: "appearance association", "afraid of trouble", "cool to use" and "pursuit of niche". Guangqi Honda's style fully meets these four characteristics, which is the result of a store visit, rather than the same cloud. Compared with the acclaim on the Internet, the number of people who come to the store to see the car, test drive, inquire and place orders can better reflect the popularity of a new car.
A timeout visit
At the national listing conference on December 16, GUANGQI Honda built an immersive stage in Haixinsha, Guangzhou, and invited a number of big names, including digital masters, new designers, and Chaochuang musicians, to use the expressions that young people like to put on the market. The author personally experienced the whole process of the conference, and like other participants, invariably formed two views: one is "Cantonese is more and more able to play", and the other is "type to fire", which also adds a lot of expectations for the next store visit.
The visit to the store is held on December 17, the day after the type is launched. It was Friday and it was a normal working day. As was customary, there wouldn't be too many people coming to the store to see the car.
But even so, in order to let the shop have a relatively generous time, the shop team began to "work" from 10 a.m. and basically did not rest at noon. As originally planned, it would end at around 3 p.m. However, the visiting shoots continued until 5 p.m. The team had to feel guilty, and cheeky, and consumers to grab time and space. The reason is that there are too many intended consumers who come to see the car. From the opening of the 4S store in the morning until 5 p.m., the customers who came to see the car were endless. Most of them came to the type, as soon as they entered the store, they went straight to the type box placed in the center of the showroom, tasted it inside and outside the car, and then made further consultations with the salesman who had been waiting for a long time next to them.
If the listing conference is held, the first step of breaking the circle of the social platform is completed. Then, the continuous increase in the number of people who come to the store to consult shows that the new car has taken a solid second step.
It is reported that the new model has been fully arrived at the store on the day after the listing, if you are interested in the type, you do not need to wait, you can now go to the various 4S stores under Guangqi Honda to see the real appearance.
Young people and personalities appreciate each other
Where there are young people, there is a type, which is the original intention of Guangqi Honda to launch the type. If you don't forget it, there will be an echo. From online release to debut, from Guangzhou Auto Show to Haixinsha, to distribution offices, you will find: where there is a style, there are young people, and there is full of passion and vitality.
In this all-day long visit to the store, we conducted a small range of statistics on the users who came to see the car, and the statistical results showed that the proportion after 95 was the highest, more than 60%; the young and small two were more than singles, accounting for 72:28.
The type of listing, the social platform to break the circle is successful, but in the end it is still the product to speak. Judging from the information collected in the day of visiting the store: the appearance, intelligence, performance and safety of the style did not disappoint the young consumers who came to see the car, so that they "came with pleasure and returned with pleasure".
In terms of appearance, the style adopts the design of "Simple sharp and cool", breaking through the design shackles of traditional cars, and creating a sports car silhouette with both sports and trend through a very aggressive front face design and sharp, three-pupil LED headlights and stretched body waistline. The style officially captures the attitude of young people who are determined to move forward and eager to break through the boundaries of the boundary, and hit the aesthetic orientation of a new generation of young people with "appearance" in one fell swoop.
"It's really beautiful", these are the three words heard the most during the whole process of visiting the store.
In the appearance, you can also see elements such as low center of gravity, wide wheel pitch, 18-inch wheels, and double exhaust pipes that the new generation of young people like. These elements are not just decorations, but the presentation of the vehicle's ultimate "performance" in appearance.
The model is equipped with a 240TURBO engine, and in addition to the CVT transmission, it also introduces a dedicated 6MT transmission. With 6MT, the driver can communicate more directly with the vehicle. The maximum torque of the car is 240N·m and the maximum power is 134 kW. Honda is one of the few companies in the industry to maximize the "maximum torque" and "maximum power" of the engine. How high the "ceiling" of a car's performance depends not only on "fast acceleration" (maximum torque), but also on "how fast it runs" (maximum power).
BOSE sound is another highlight of the type. This is bose specially tailored with 12 speakers. According to reports, BOSE and Honda engineers spent 4 years before and after tuning, and finally the effect presented reached the professional level, not only high and low bass balance, but also layered and textured.
For the intelligent technology that the new generation of young people are most concerned about, there is also a big breakthrough in the type this time. The first is the digital key, after downloading the APP, you can put the key into the phone. With remote authorization, the vehicle can be authorized for use by family or friends. The second is the Honda CONNECT 3.0 intelligent guide interconnection system, as long as the voice interaction is not "lifting the bar", the user can communicate with the system efficiently and warmly. Finally, the car home is interconnected, on the way home, you can remotely control the smart home at home. Guangqi Honda's positioning of the type is a "fast intelligent weapon", and "intelligence" is the only two that have been mentioned as "positioning" height, which shows the great extent of this progress.
In terms of safety, the model is equipped with Honda SENSING safety super sense system, which supports black technologies such as TJA, ACC, ACL, ADB, and is equipped with 10 airbags as standard.
In the fierce competition, the automobile market is becoming more and more segmented, Guangqi Honda will focus on the new generation of young people, now look at, each feature of the type is accurate to cut into the needs of young people, in the design of hard work, to provide better performance, focus on intelligent experience, the safety to a new height, can be described to meet the new generation of young people from aesthetics to lifestyle of multiple needs, for them to create a new category of life, hobbies and travel.
Synchronize the desires of young people
To win young people, there are endless possibilities. In terms of style, Guangqi Honda repeatedly mentioned a word: synchronization - synchronizing your style, synchronizing your pleasure, synchronizing your happiness, and synchronizing your peace of mind.
"Style" corresponds to "shape", and "pleasant" corresponds to "comfort and intelligence". By analogy, "refreshing" is "performance" and "peace of mind" is safety. And "you" refers to young people.
Behind the change in expression is the determination to seize the young people's market. Studies have shown that young people today emphasize self, pay attention to attitude, advocate individuality, and pursue happiness. As a generation that has been influenced by the mobile Internet for a long time, young people are constantly looking for like-minded circle culture and self-contained language culture. Yes, young people "yearn" to get along with the world, and type wants to be able to "sync" that desire.
For the type, Zheng Heng, executive vice president of Guangqi Honda, is overflowing with confidence. He said that in guangdong, Hong Kong and Macao, "style" has influence and reputation, and young people like it. "Style, in Cantonese, means trendy, handsome, and stylish." "Owning it is a dream of young people."
Synchronizing with young people, letting dreams go further, and being a dream companion is what Guangqi Honda has always insisted on. This time, in terms of style, there is a new interpretation.
With the arrival of the type, in addition to using excellent performance and intelligent technology configuration, with the attitude of "fast intelligent weapon" to launch a strong impact on the A+ class car market, Guangqi Honda has also continuously incarnated as a "young man" and become a dream companion of "young man". The "synchronization" of the type is not only in words, but in actual action.
Pricing is in place in one step, so that more young people can afford it
In the era of youth, the car is not just a means of transportation from point A to point B, but a third space, which must be integrated with life and hobbies. In terms of shape, performance, intelligence and safety, the styling has had a profound impact on Guangqi Honda and has also resonated with consumers. To some extent, the type completely breaks through the original appearance of Guangqi Honda's products, and also refreshes people's cognition of traditional gasoline vehicles.
For this new car product, GAC Honda has quite high expectations, ANDC Honda's confidence not only comes from excellent product strength, but its pricing of 129,900 yuan to 166,900 yuan also continues GAC Honda's one-step pricing style.
As Shonori Amano, director of the Innovation Business Department of GAC Honda's First Business Division, said, "Every model in Honda has the spirit of F1, and the style is no exception. "In terms of style, we also provide an acceptable price range, hoping to make everyone feel the joy of driving."
In summary, the launch of the style is based on insights into young Chinese consumers. It not only carries the aura of sales responsibility, but also plays a pivotal role in the rejuvenation of the brand and the popularization and application of Honda's latest intelligent technology.
One Japanese field, lifelong Honda, this is a phrase often said by GUANGQI Honda users. From this, it shows that Chinese consumers recognize the brand and products of Guangqi Honda. Of course, this is related to guangqi Honda's commitment to providing high-standard products and services. With products and services, coupled with the "youthful" vigor reflected in the style, Guangqi Honda can fully look forward to the future.
(Information)