When all car companies shout out "do user-oriented enterprises", then how to reflect the differentiation and brand tone of enterprises in user operation has become a new topic for each company to think.
As Luo Zhenyu mentioned in the 2022 "Friends of Time" New Year's Eve speech, "in addition to the original intention, but also with heart", enterprises have the original intention of "user-centric", in the real management and user relationship, the most important thing is to be careful.
In this New Year's Eve speech, Lantu Automobile, as the exclusive title partner of the 2022 "Friend of Time", actually did not let Luo Zhenyu talk about how fast Lantu launched the new model, how the technology of increasing range pure electric dual power solved the user's mileage anxiety, and how the model of the direct store better served their users. Instead, it is required that the names of the first car owners who are willing to participate in this New Year's Eve ceremony be slapped on the big screen of the New Year's Eve speech.
This surprised Luo Zhenyu, who did not expect, "A sponsor, it turns out that he can do this." But Lan Tu told Luo Zhenyu that these do not need him to talk, consumers have their own judgment, and the way the national team does things is also changing.
As a high-end new energy vehicle brand, although Lantu Automobile was founded not long ago, behind it is Dongfeng Motor, the national team of the automobile industry that has manufactured 52 million vehicles.
But as Luo Zhenyu said, Lantu also has its own problems, after all, it is a new brand, how to make users accept?
If you still use the old way in the industry: develop the dealer team, expand the network little by little, and increase sales, in this way, how can you adapt to the rapidly changing market?
So what to do? Lantu's choice is to tear down the wall in the mind, restore the business logic to the social panorama, and manage the user relationship into a real relationship between people and people. The highest state of relationship between real people and people is not only "I am satisfied with your service", but also "I am proud of this relationship".
That's why this time in Luo Zhenyu's New Year's Eve speech, LanTu only asked to put the user's name on the big screen of the New Year's Eve speech.
That night, Luo Zhenyu and Lantu Automobile and Lantu users set a record: more than 1700 Lantu FREE user names appeared on the world's largest speech screen.
"Lantu users, while watching the New Year's Eve, take screenshots and circle their own names as proof that they and the New Year's Eve speech have been in the same frame." In the future, there will be a chance to meet, we take this proof of the same frame, and recognize each other. Luo Zhenyu said.
This is not the first time that Lantu has put users in the position of protagonists, not long ago, Lantu held a user night party in Wuhan. In a large group photo taken at that time, the user was in the middle, and the leader of Lantu was in an invisible corner. Opposite the façade of a 100-meter building, a place where the whole city can see, the names of Lantu users are flashing on a screen.
Continue to make the glory of users bigger, "the central enterprises can still do this." Luo Zhenyu finally commented.
From Luo Zhenyu's 2022 "Friends of Time" New Year's Eve speech, it can be seen that Lantu's user operation method truly puts the user in the C position and carefully makes the user's friend.
This intention also allows Lantu to harvest a stage victory and become the new brand of electric vehicles that can achieve more than 3,000 deliveries in a single month as soon as possible. On January 1, 2022, Landu Automobile was the first to announce the delivery data for December 2021, and delivered 3330 Landu FREE in December, an increase of 192% month-on-month. Since the launch of delivery in August 2021, Landu has achieved a month-on-month increase for five consecutive months, with a total of 6791 Landu FREE deliveries, with an average transaction price of more than 338,000.
According to the Titanium Media APP, in order to meet the needs of users to pick up the car as soon as possible, Lantu Automobile exerts the strength of the national team to build cars, looking for production resources around the world, and has received strong support from supplier partners. With the significant increase in production capacity in December, Lantu Automobile will shorten the pick-up cycle to one month, and before January 10, the users of Lantu FREE can pick up the car before the Spring Festival.
At present, Lantu has only one lantu FREE car, with a price range of 313.6-36.36 million yuan. In addition, Lantu Automobile also launched a new MPV at the Guangzhou Auto Show - Dreamer. Based on user needs, Landu Automobile plans to form a three-category matrix across SUVs, MPVs and cars within three years, release no less than one new model to the market every year, and continuously expand the product lineup of high-end electric vehicle brands.
At present, mileage and energy supplementation is still the biggest concern of users when choosing electric vehicles, in order to solve the user's widespread anxiety about using the car, Lantu Automobile builds an innovative business model with the user as the center, independently develops the ESSA native intelligent electric architecture, and is currently the only electric brand in the industry that chooses the extended range and pure electric dual power layout.
In the channel layout and service network, in order to reach users more widely, Lantu is accelerating the expansion speed, and it is expected that in 2022, Lantu space will increase to 105, covering 48 cities, and delivery service centers will increase to 40, covering 40 cities.
In the era of smart cars, users need a smart car that can grow. On December 27, Landu FREE opened the first vehicle remote OTA upgrade, adding K song functions; voice interaction to achieve "visible can be said", more rapid response, covering more use scenarios; the car interface is clearer, can be directly to the high-frequency function with one click, and more than 60 function upgrades make the vehicle commonly used and new.
brief summary
Be a friend of time, be a friend of the user. As Luo Zhenyu puts it, the company is no longer a manufacturer that sells products to strangers, but an organization that strives to serve people who like and trust themselves.
In addition to understanding cars, Lan Tu also understands that this is an era when people are more important than commodities. It turned out that in the matter of user operation, the national team Lantu could still do so.
Tear down the wall of thinking, and the central enterprises can start a new business, they can also walk out of an innovative and different road. Lantu's 2022 may bring new ripples and vitality to the new energy market. (This article was first published on titanium media APP, author/Zhang Min)