In the 19th century, there was a famous circus king in the United States, Phineas Taylor Barnum. Judging his performance, he said he was popular because the show included ingredients that everyone liked. This is the famous "Barnum effect" in psychology.
(First from left: Barnum)
Later, the "Barnum effect" was applied to marketing, and it also achieved unexpected success. The core of it is to "put words into the hearts of consumers".
With the development of the times, the "Barnum effect" is no longer just an illusory psychological game, but has evolved to the product level, that is, "to meet the real needs of consumers with real product power".
(Smart products under the Xiaomi ecosystem)
Successful cases include many practical and affordable intelligent products under the Xiaomi ecosystem, as well as a series of models launched by Changan Auchan and so on. One of the more typical is the Changan Auchan X7 PLUS, which has just been listed for less than two months.
(Changan Auchan X7 PLUS)
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We know that the domestic car market is very serious, especially the SUV market, of which the compact SUV market is the most intense.
In such a competitive situation, it is really not easy to make consumers pay. After all, in the range of 7-140,000 yuan where The Changan Auchan X7 PLUS is located, there are more than 80 compact SUVs. Moreover, when consumers actually buy a car, the choice of model is usually not only SUVs, but also sedans and MPVs at the same price.
However, on the first day of the launch of Changan Auchan X7 PLUS on October 17, its order volume reached 3475 vehicles; by the beginning of December, its cumulative orders had exceeded 30,000 units.
Why does Changan Auchan X7 PLUS not worry about selling?
The reason is actually very simple, it is the "Barnum effect" of the new era that we mentioned earlier, that is, "everyone can find what he wants from the Auchan X7PLUS".
Let's first see what the owner has to say about it.
The places where car owners are most satisfied with Changan Auchan X7 PLUS are as follows: exterior design, space, power, cost performance, fuel consumption, comfort, handling, and interior.
From the perspective of proportion, up to 100% of car owners think that Changan Auchan X7 PLUS "looks good", 84% of users think that "space is enough", 68% of users think "power is enough", 51% of users think "cost-effective", 44% of users think "low fuel consumption", 39% of users think "comfort is good".
Judging from the items that the owners "like" the most, Changan Auchan X7 PLUS actually satisfies almost all the "fantasies" of the owners of the vehicle. In other words, the product strength of Changan Auchan X7 PLUS is more comprehensive and balanced, although it is also focused, but it is not "partial" at all.
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Let's start with designs.
When you see the Changan Auchan X7 PLUS, you will find that no matter from which angle you look at it, it looks good. There is a lot of deep thinking in the design aspect, and there are also details that fit perfectly with the whole.
In terms of details, the double-layer duplex dot matrix grille, split LED headlights, through-beam curtain taillights, 19-inch aviation turbine multi-spoke sports hubs, etc. are all in place, not only exquisite, but also reveal elegant and calm.
Zoom in on some and you will find that the entire front face of The Changan Auchan X7 PLUS is heroic and calm. The 4 trend characteristic lines that run through the side perimeter outline the dynamic and fashionable posture of Changan Auchan X7 PLUS, and the aura is full.
All in all two words: good looking!
And not only is the exterior beautiful, but the interior is also outstanding.
It uses a "Cloud Lake WideLand" surround center console, equipped with a 12.3-inch multi-touch LCD screen and a 10.25-inch LCD dashboard, which is not only friendly to the driver, but also creates a very good sense of technology.
In these aspects, car owners will feel more deeply. Let's see what they say —
In terms of space that users pay great attention to, Changan Auchan X7 PLUS also has a very good performance.
Its three circumferences are 4730mm*1870mm*1720mm, the wheelbase is 2786mm, which is one circle larger than the Toyota RAV4 and Honda CR-V, and the wheelbase is 10 centimeters longer.
With such a body size, Changan Auchan X7 PLUS has obtained a very spacious interior space. The legroom in the second row, even up to 140mm, is very comfortable, and the angle of the seat back can be adjusted.
And unlike many other models, the rear floor of Changan Auchan X7 PLUS is flat, and when there are three people sitting in the back row, the one in the middle does not have to struggle with "nowhere to put the feet", and the lady wearing the skirt does not have to worry about going out.
In order to prevent girls from walking out when wearing short skirts, the seat of Changan Auchan X7 PLUS has also been specially designed, and the seat height is just right, directly killing the embarrassment in the cradle.
Of course, the trunk of the Changan Auchan X7 PLUS is also very large, with a volume of 650 liters under normal circumstances, and the rear seats can be expanded to 1407 liters after being flattened. And because the trunk opening is relatively large, it is more convenient to enlarge the items.
It is precisely because it has enough luggage space that Changan Auchan X7 PLUS has also launched a fishing version and a camping version to meet the different interests and hobbies of users.
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What the owner cares about is the power performance and fuel economy of the Changan Auchan X7 PLUS.
In terms of power, Changan Auchan X7 PLUS is equipped with a new generation of Ne1.5T high-pressure direct injection engine that has won the "'Heart of China' 2020 Top Ten Engines", with a maximum power of 138kW and a maximum torque of 300N·m.
The engine features a number of advanced technologies, including the world's first Schaeffler third-generation Advanced Intelligent Variable Valve (VVT) control system, a new electromagnetically controlled twin-scroll turbocharging, and dual outlet integrated exhaust manifolds derived from F1 racing cars.
Does it feel a little unconscious? In fact, these do not have to be all clear, because Changan Auchan's professional engineering and technical personnel have already helped you get it done. All you need to know is that with these technologies, this engine has better power performance, faster response, and more fuel saving.
To what extent are the specific cattle?
The first is that it can be catapulted to start; secondly, from the parameter point of view, Volkswagen's EA211 1.5T evo engine and the General Ecotec 1.5T engine cannot compete with the blue whale's new generation NE1.5T high-pressure direct injection engine, and several other Chinese mainstream brother brand engines, although the power is comparable, but in terms of peak torque, it still falls a lot.
Matching the engine is the Blue Whale 7-speed wet dual-clutch transmission or the 6-speed manual transmission. Among them, the Blue Whale 7-speed wet dual-clutch transmission is designed by Changan UK R&D Center, with a transmission efficiency of up to 94.3%, fast and gentle gear changes, and can also improve fuel economy.
With the blessing of this power system, coupled with a series of other technologies, Changan Auchan X7 PLUS maintains strong power while also having excellent fuel economy.
According to the official data, the manual version of the 100 km fuel consumption, the urban area is 8.7L, the suburbs 4.8L, the comprehensive fuel consumption is as low as 6.2L; the DCT version of the model's 100 km fuel consumption, the urban area is 9.6L, the suburbs 5.0L, the comprehensive fuel consumption is as low as 6.6L.
In actual use of the car, the fuel consumption performance of Changan Auchan X7 PLUS is also good, although it is not easy to reach the 6-liter range, but most car owners are satisfied. Moreover, this car has been on the market for less than two months, the vehicles are still in the run-in period, and the fuel consumption measured by the owners will be higher than that later.
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In terms of intelligent configuration, how does Changan Auchan X7 PLUS perform?
Pretty good!
The technology configuration of Changan Auchan X7 PLUS can be divided into four aspects: intelligent technology, intelligent control car, intelligent security protection, and humanized technology.
First of all, in terms of intelligent technology, Changan Auchan X7 PLUS is equipped with a full-scene OnStyle3.0+ intelligent control car machine system.
How powerful is this system?
It can realize the voice control of the whole vehicle, you can use the chat way to let the car machine help you do a lot of things, including setting up navigation, listening to music, checking the weather, listening to the news, adjusting the air conditioning, etc., and the response is also very fast.
This is inseparable from the 8-core 2.2HGz extreme speed chip equipped with Changan Auchan X7 PLUS, which only takes 0.5 seconds to recognize speech, 1 second to recognize faces, and 1 second to set up navigation...
In short, the system of Changan Auchan X7 PLUS covers 120 car scenes, 380 voice intentions, and 39 high-frequency functions can be directly dried without wake-up.
Secondly, in terms of intelligent control car, Changan Auchan X7 PLUS is equipped with Geeker internal and external dual camera face intelligent control system, which can directly brush the car door and ignite the car door without taking the car key, and it will automatically adjust the seat to the memory position according to your identity, and carry out a series of personalized matches.
In addition, it is equipped with the latest version of the ACC adaptive cruise system in mainland Germany, as well as the industry-leading APA5.0 one-button parking system, which can make you worry-free, labor-saving and safe when driving on the road, and you don't have to worry about it when you arrive at the parking lot.
And it is also equipped with the same level of leading transparent chassis technology, you can see the whole car 540 ° high-definition image in real time, whether it is parking, reversing, or crossing the narrow road, avoiding obstacles, are hand to hand, convenient and worry-free.
The third is the intelligent security guardian system. If the vehicle receives external force infringement in an unattended state, the all-weather bodyguard monitoring system equipped with Changan Auchan X7 PLUS can automatically record video and send it to the owner's mobile phone for evidence retention and ensure the safety of the vehicle itself.
In addition, it has "clairvoyance" and "tailwind ear". Through the clairvoyant function, you can use the mobile phone APP to view the situation around the vehicle in real time; through the downwind ear function, you can use the mobile phone to remotely voice commands, let the vehicle take pictures, navigation and so on. And if you can't find a car in the parking lot, say to your phone, "Xiao Ou, where are you?" "The car will immediately flash lights and honk in response to you, very sweet.
Of course, through the mobile APP, you can also check the location, open and close the door, window, air conditioning, and you can also use the "friend mode" to drive the car away directly without the car key.
Finally, there is humanized technology.
Including smart watches can remotely view vehicle conditions and control vehicles, one-click closing of windows, sunroofs, gesture control, no wheat car KTV and other functions when washing the car, which is indeed very humane.
But what impressed me was the Baby in car child care model. After opening the children's mode, the car machine will push a selection of children's songs for children, the air conditioner is automatically set to 25 ° C, and after the rapid acceleration, sharp deceleration, and sharp turns exceed the limited number of times, the system will carry out voice reminders, very reliable!
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Through the introduction of the core selling points of the vehicle in the front, it can be seen that Changan Auchan X7 PLUS has a high appearance, a very spacious interior space, a strong power system, and a rich intelligent configuration.
At this time, if you add the price dimension (7.99-13.39 million yuan), you will know why many car owners think that Changan Auchan X7 PLUS is "cost-effective".
Can you imagine? A high-value SUV with such a big size and such a strong power has a starting price of less than 80,000 yuan!
Moreover, the entry-level model is equipped with tire pressure monitoring, braking force distribution, brake assist, traction control, body stability control, door unclosed reminder, uphill assist, reversing image, LCD instrument, 7-inch central control screen, mobile phone Interconnection, LED headlights, headlight delay off, exterior mirror electric adjustment, pm0.1 filtering in the car and a series of configurations. Such a start is not stingy, and it is also one of the key points for Changan Auchan X7 PLUS to win users.
In addition, although there are some differences due to different configurations of the price, the body structure of Changan Auchan X7 PLUS is unified.
It adopts a 75% high-strength steel ring body, with the industry's first flexible subframe, to ensure the safety of drivers and occupants, pedestrians, non-motorized vehicles; the whole car has 52 places to do NVH mute treatment, the top model also uses a 3.96mm three-layer silent structure of silent glass, so that the car has a breathing level silent space as low as 37 decibels and so on. These are the sincerity of Changan Auchan X7 PLUS.
Obviously, the reason why Changan Auchan X7 PLUS can gain the favor of users is not only because the price is close to the people, but more importantly, it is actually its "non-partial" overall product strength, good looking, energetic, fuel-saving, intelligent, quiet... All of this has created the "reliable child" of Changan Auchan X7 PLUS in people's minds.
Among these keywords, there are one or more, which is exactly what consumers care about most. And what consumers care about is exactly what Changan Auchan X7 PLUS does well.
At this time, people find out: Isn't this what I want?