The "post-70s" can no longer understand what roewe's new RX5 MAX is in conjunction with Douluo Continent.

Five years ago, the "first Internet car" in China was born, which was the Roewe RX5 jointly built by SAIC and Alibaba, and sold more than 20,000 units for two consecutive months at the beginning of the listing. Since then, the new forces of intelligent car manufacturing have been mass-produced, making Roewe's "Internet" label increasingly blurred, and it has begun to face more fierce competition and challenges. But this is not the end, as Chen Hong, chairman of SAIC Motor, said, "We want to revolutionize our lives, from automakers to a comprehensive supplier of all-round travel services and automotive products for consumers, and we must rely on innovation to win the future." ”

Start the first year of "emotional intelligence"

As the younger generation becomes the mainstream group of automobile consumption, various new things such as two-dimensional, fantasy, and mobile games profoundly affect their consumption habits, and the consumer demand of this group is also constantly evolving. At this press conference, when the national tide animation "Douluo Continent" was popular, SAIC Roewe cross-border linkage "Douluo Continent" can not only borrow the national tide out of the circle, but also better directly connect to users. "Douluo Continent" has a huge fan base, all of which are pan-two-dimensional people, and many of the characteristics of the two models will form the same frequency resonance.

Strengthen the "national tide" label

Starting with the Roewe Whale released in April this year, the outside world has found that saic's Roewe 'painting style" has begun to change. In order to better adapt to the young and intelligent market, SAIC Roewe's product strategy has begun to shift from grand and noble to small to large, in order to resonate with the hearts of young users.

"Roewe wants to convey a very important message to the outside world, that is, the change and invariance of Roewe." Sun Yijiong, deputy general manager of SAIC Passenger Vehicles, said, "Roewe is handing over the stage to young people, and what remains unchanged is the products, brands and national tide culture that persist to the end. It can be seen that Roewe's team is very young, its marketing director, sales director, marketing department marketing and public relations director are all post-80s, while most of the rest of the team are post-90s, only "young people can build cars for young people." Matching the rejuvenation of the team, Roewe's entire organizational structure and structural operating model are also developing towards the thinking and rejuvenation of young people.

For the overall performance of this year's car market, Sun Yijiong said that this year is a very difficult year for the entire automotive industry, especially the chip shortage in the fourth quarter is more serious, "In general, the fourth quarter is the most important time point for car companies to go in volume and impulse before the Spring Festival, and the increase in the lack of core in the fourth quarter will affect the achievement of year-end sales targets." However, from the perspective of Chinese brands, the sales growth rate this year is very obvious, which also proves that Chinese brands are getting stronger and stronger. As a member of the Chinese brand, Roewe will also overcome difficulties and continue to work hard, hoping that whether it is in technology or products, it must win glory for domestic products. ”

Responsible Editor: Li Yan'an Editor-in-Chief: Yu Jianping