A few days ago, data from the China Automobile Association showed that in 2021, the share of Chinese brand passenger cars maintained growth for 8 consecutive months year-on-year, and the actual sales of automobile production and sales in November were better than the forecast at the beginning of the month, and china's automobile market prospered in twists and turns. The twists and turns lie in the intensification and acceleration of competition and the survival of the fittest in the market. Prosperity is manifested in those companies and brands that can gain insight into market trends and accurately locate user needs, and they dig deep into user expectations and clarify new consumption concepts under the change to achieve growth.
The Chinese market is "big in the sea", and no difficulty can stop consumers from yearning for a better life. At the recent Guangzhou Auto Show, Changan Auchan X7PLUS fishing version, Auchan X7PLUS camping version debuted and was popular, fully explaining that the current car is no longer a means of transportation, but a mobile space, how to make the car truly integrate into life, into the customer's car scene, this is the trend of future automobile market segmentation, but also the way of "prosperity" of car companies.
As soon as it appeared, it became a hit, and Auchan built a user's "good life circle"
People's yearning for a better life is the source of social development. What Changan Auchan has been thinking about in its development is how to bring users a better and more surprising car experience. Auchan X7PLUS is the best proof, as the first PLUS flagship model of Changan Auchan, Auchan X7PLUS breaks through the ceiling of the same level of product configuration value, bringing product power that far exceeds user value expectations.
In addition to people actively fighting for their dreams, for society, and for their families, and working hard, they also yearn to relax and integrate into nature with their families and friends. To this end, Changan Auchan duly launched two models, auchan X7PLUS fishing version and auchan X7PLUS camping version, further deepening the user life circle and meeting people's higher pursuit of a better and quality life.
Changan Auchan X7PLUS has a wide trunk space of 650-1407L, which can easily be loaded with fishing equipment such as fishing tables and fishing rod bags, and the rear seats can also be reclined to maximize space. There is also a newly designed stretch drawer box in the fishing version, which has a small collapsible table, gas stove, pool, stove, proper RV equipment, you can cook and boil water like at home, and travel easily.
Behind the "picking chrysanthemums under the eastern fence, leisurely seeing the South Mountain", there needs to be surging power and performance support in order to make people "unmoved, and the heart is far away". Changan Auchan X7PLUS is equipped with the "powerful power combination" of Blue Whale's new generation NE1.5T engine + Blue Whale 7-speed wet dual-clutch transmission, with a maximum power of 138 kW and a maximum torque of 300N·m, and is not afraid of 40 degrees of steep slopes, coupled with high passability ground clearance, specializing in various outdoor complex road conditions. In addition, auchan X7PLUS's original flexible subframe can also effectively alleviate driving vibration, even if the speed is very fast, it can also drive smoothly and comfortably, and the power is completely out of the question.
When you are outdoors, you cultivate your mood and emotions. Auchan X7PLUS has a one-touch rest mode, as long as I say I want to rest, the space getaway seat is automatically adjusted to the most comfortable state. With 52 NVH optimizations in the body and 3 layers of silent structural glass in the front row to achieve a 37 dB breathing level silent space, Auchan X7PLUS allows users to rest in a quiet environment at any time and relax wholeheartedly.
It is this kind of user demand as the core to create the core competitiveness of products, so that Changan Auchan has a strong potential to create "explosive products". From January to November this year, the cumulative sales volume of Changan Auchan brand reached 2,154.8 million vehicles, an increase of 58.6% year-on-year, becoming a "potential stock" of Chinese auto brands.
Be good at interacting and playing with young people
The hot selling secret of Changan Auchan is to "come from the user, to the user", put the needs of customers in the first place, be a friend that users are willing to trust, and stand in the same position as users. For users, they can feel the sincerity and intention of the brand, and feedback to the brand through the recognition of the product.
Changan Auchan will invite potential customers to "supervise" the product before each new car is launched, such as the "Super Tester" activity held for 5 consecutive years. Before the mass production of new cars, the brand will invite automobile-related media and potential customers to experience and test the appearance, performance, intelligence, space and quality of the model, timely obtain user feedback on the new car, collect user opinions, and improve the shortcomings of the new car. This allows consumers to have a clearer understanding of the products they buy, dispelling their doubts.
The starting point of all marketing is user insights. In the face of more and more young users, if you want to get their value recognition, you need to start from the source of their love, find the circle of interest they are in, and then use effective means to communicate.
In terms of the construction of the car circle, Changan Auchan has fully combined hot events, seasonal festivals and product rhythms through Auchan StyleAPP, etc., to achieve "weekly activities, monthly wonderful". Offline, through the store, a full contact point covering the circle of car owners such as the community life circle, the commercial consumption circle, and the circle of community circle has been established to realize the chain of people and everyone in the circle.
Behind the consumer's concern for the product itself, it must be a yearning for the lifestyle and the beautiful scene of life, what Auchan has done is to build and create such a good life, especially for young people, a good life is a good product, and a good product is a good life.
In the past three years, it has accumulated 500,000+ family trust, and the cultivation of private domain traffic has achieved good results
Through the complementarity of product quality strength and precision marketing, after three years of intensive cultivation, the overall number of users has exceeded 500,000, and the choice of 500,000 Chinese families can be said that Auchan Automobile has entered the lives of 1 million to 2 million people.
In terms of user relations, Auchan has also carried out a lot of exploration, and has now formed Auchan style private domain content. Activate existing users through the construction of car circle, fan activities, special information, vehicle remote control, etc. Through a period of operation, Auchan Style product functions have gradually improved, and have successively launched five major operational products such as customer Q&A platform, owner manual, maintenance appointment, emergency rescue, annual audit agency, illegal inquiry and exclusive consultant, etc. At the same time, in the operation activities, five major operational products such as "product bargaining", "posting building", "video challenge", "red envelope fission" and "commodity spike" have been precipitated. At present, the registered users of Auchan Style have exceeded 5 million, the owner user has reached 500,000+, and the DAU is 20w+. Through the cultivation of its own private domain traffic, Auchan has played a good role in promoting the formation of user groups.
As a user-oriented automobile brand, Changan Auchan always considers from the perspective of users and grows together with users. It took only three years from its establishment in 2018 to the seventh independent brand, from a brand that few people mention to a brand that users like, it can be said that it is a "new force" in China's auto industry.
User-led, easy to say and difficult to do, there are only a few brands and enterprises that can really do it. Why can Changan Auchan gain the trust of such a large number of users? This is inseparable from its concern for user needs, which is not only the core of the Changan Auchan brand, but also the place where all domestic enterprises should learn from it.