With the growing base of young users and the steady rise of the domestic automobile industry, the competition between car companies has long been no longer limited to the product itself, and consumers are no longer just concerned about the product itself, but more to the competition of service and sales models, such as the direct store model.
At present, most of the direct-operated store models are mainly in first- and second-tier cities and new car-making forces or new energy brands. For example, in Guangzhou, there are many brands that have been stationed, and most of them are in major concentrated business circles, such as Grandview Plaza and Wanda Plaza, and Wuling, as a traditional car company, has also taken the lead in Guangzhou Panyu Wanda Plaza.
New store new atmosphere
Wuling New Energy Guangzhou Flagship Center is the first Wuling directly operated store in Guangzhou after the Wuling Brand Center landed in Shanghai, and according to the official, this will also be the only directly operated store in Guangzhou. This direct-operated store, like many brand direct-operated stores at present, is also dominated by new energy models, which can be seen from the models on display, a fashionable car KiWi EV Pig Xiaoba, a explosive product Wuling Hongguang MINI EV.
The direct store has just opened, just in time for the New Year's Day, Wuling chose to carry out a New Year's Eve Live in Wanda Plaza, where the direct store is located, the on-site activities are very hot, and according to the scene situation, most of the audience are young people, just take this event to talk to everyone about the recent development of this direct store and Wuling new energy brand.
As a direct store, it will often be quite different from the dealer store in everyone's impression, and the same is true of the Wuling New Energy Guangzhou flagship center, and the decoration and layout of the entire store are mainly young and trendy, including the circular product display stage, including two fashion trend items, which are very attractive to young users.
At present, nearly 100 Internet celebrities have come to Wuling Guangzhou direct store for punching, including most of the users who come to the store every day are mainly young people, which is consistent with the brand proposition of Wuling New Energy, creating a tide play brand and Net red single product with young user groups as the proposition.
The entire direct store covers an area that is not very large, just like many models of Wuling New Energy, although the space is not very large, but it is full of fun. Trend decoration coupled with a lot of interesting experience, instantly transformed into a trendy Internet celebrity punch card, just like Wuling Internet celebrity attributes are becoming more and more obvious.
It is worth mentioning that on the night of the event, Wuling also dominated the Guangzhou landmark - Canton Tower, sending New Year wishes to the people of the city. It should be known that every new year, Canton Tower is one of the most popular New Year's Eve punching places for young people, which once again confirms that Wuling has a precise control of the trend of young people.
Including the open Garden New Year's Eve Live at the event site, it not only brings users two fashionable cars, KiWi EV Pig Xiaoba and Guangzhou Tiger Special Edition Hongguang MINI, but also provides many programs and interactive links for fans on the spot, bringing the active atmosphere of Wuling to the climax.
It has to be said that from the entire brand of Wuling, to each new energy product, to the store site selection and the New Year's Eve activity, Wuling is always interpreting its own accurate grasp of the needs of young users, integrating the basic fashion that users need into the products, and then adding more of the most popular elements at the moment, and finally bringing the products that users want the most.
Products are always the foundation
This can be seen from the current product matrix of Wuling New Energy, as far as the most basic car needs are concerned, whether it is KiWi EV or Hongguang MINI EV, it is the most suitable pure electric product for young users at present, especially for young users who have just entered the society.
The sales of Hongguang MINI EV are enough to explain its product strength, monthly sales of 40,000+ is the norm, not to mention that in the new energy camp, even in the entire automotive product camp, such sales have crushed almost all car series, to know that Hongguang MINI EV will not have a whole car series or new and old sales like many models.
The success of the Hongguang MINI EV is inseparable from its extremely affordable price, but it is not limited to the price. For example, the comprehensive quality of its products, such as its modifiable attributes, just like the special edition of the Year of the Tiger on display this time, the overall use of "YinHu" element design, named Brain Axe MINI, from naming to modification are extremely cute and personalized.
In addition to a modified Hongguang MINI EV with the theme of "Year of the Tiger", Wuling also brought a modified version of KiWi EV this time, which is KiWi EV Pig Xiaoba, this car is mainly for young female users, and the fan appearance livery with its own sci-fi style design completely hits the aesthetic point of young female sisters.
In fact, regarding the modified model of KiWi EV, many different versions have been officially launched. When communicating with the relevant staff of the manufacturer, the other party said that at present, many users like to modify the appearance or interior of the vehicle after purchasing the car, and even the manufacturer is more willing to help the user modify, and the user also has the opportunity to get a free modification program and execution.
Wuling gang users free modification of the "Pikachu" KiMi EV
For example, there is a little sister in Guangzhou, and its KiWi EV has been fortunately modified by Wuling officially into her favorite Pikachu theme appearance, and the little sister often drives this car everywhere to punch in and send circles of friends.
In fact, whether it is the user to modify it himself, or the official free to help the user to modify, in fact, is a very positive and very benign relationship interaction, the user got what he wanted, and Wuling got the corresponding recognition from the user and the promotion of the brand and product.
As for why KiWi EV can also be loved and recognized by so many users, first of all, compared with Hongguang MINI EV, its properties are richer. Secondly, its product base is also relatively "luxurious", such as its comprehensive endurance can run to 305Km, basically in the urban scene can be used to fully meet the standard of oil trucks per week, even if the occasional weekend tour is no problem at all.
In addition, its space and configuration can fully meet the daily needs of households. For example, in terms of configuration, kiWi EV not only has a rear reversing radar, but even high-end models are equipped with reversing images, keyless entry/start, remote start, one-button window lifting and so on.
If that's not enough, it can also optionally feature features like 360° panoramic imagery, full-speed adaptive cruise, and automatic parking, which not only add convenience but also make it safer for everyday driving.
In addition to the product itself, let's talk about service and marketing innovation. Like cross-border marketing is also a very mainstream marketing method at present, all kinds of joint activities or theme activities are deeply loved by young users. In addition to the so-called service to help users modify these "small fights" for free, Wuling is better at walking into users and "making friends" with users.
Just like the phrase "what the people need, Wuling will create", to bring users the most needed products and extremely valuable services, which is the key to Wuling's ability to be loved by users.
Finally, it is worth mentioning that the Wuling Guangzhou directly operated store, which has only started trial operation in December, has now accumulated more than 100 orders. Such an order volume is estimated to be very popular with many car companies, but this is the charm of "people's scooters", and we also have reason to believe that with the continuous upgrading of Wuling in service, there will be more surprises for us in the future.
If you are also interested, you may wish to go to Guangzhou Panyu Wanda Plaza to see this trendy and cool direct sales store! I believe that it will definitely make your eyes shine and completely subvert your impression of Wuling.