The story of Chang'an Auchan in the past three years is worth slowly savoring!
Unexpectedly, 2021 has reached the final stage of the sprint finale. In the face of the turmoil and instability of the automobile industry in recent years, the market is always accustomed to looking back at the twists and turns of the historical years at the end of the year, and finds some "main backbone" representatives of the domestic automobile market that maintain stability and upwards and constantly break through, as the confidence and strength to continue to fight in the future.
With the two eras of oil and electricity, the continuous collision of the two camps of tradition and new creation, with the market results of the new high every year, the new forces of head car manufacturing from scratch have become the most representative existence. However, this year, there is such a car company, although in the traditional camp of increasingly fierce competition in the stock market, but it has a strong growth potential like a "new force", not only in the brand more than three years of establishment, into 500,000 families, but also in just three years, it has successfully crossed the threshold of 200,000 annual sales.
It is Chang'an Auchan.
Frankly speaking, after China's auto industry has entered a century of unprecedented changes and turmoil, the impact of youthful thinking and the change of user demand for car manufacturing have made the competition in the entire auto market show unprecedented fierceness.
For more than three years, it is not easy for a brand new passenger car brand to gain a firm foothold, not to mention the full dimension breakthrough of volume scale, market reputation and brand image. Standing in the context of China's automobile industry becoming more and more "involuted", as a "new force" in traditional car companies, behind changan Auchan's three-year leapfrog growth, what kind of "game-breaking" logic does it have?
Take the user as the center and build a good car for the user
As we all know, in recent years, with the relationship between guests and enterprises becoming more and more important to measure the soft and hard strength of a brand, user-centered car-making thinking has become the common concept of all car companies facing the future of car manufacturing.
However, there are not many traditional car companies that can create differentiated advantages under the consensus of this industry.
Chang'an Ou Shang is one of them.
People familiar with Changan Auchan will not be unfamiliar, the reason why Changan Auchan was able to enter 500,000 families in just three years, the reason is that Changan Auchan, in view of the rapidly changing needs of the market, not only has the speed of rapid introduction of new products, but also has the endorsement of Changan Automobile Group's global superior resources, and the "technical strength" of its research and development skills for many years.
It can be seen that adhering to the car-making concept of "user-centered, building a good car for the people", for more than three years, Changan Auchan has not only rapidly introduced the Damei City Boutique SUV - Changan Auchan X7, the super sense new sports SUV - Changan Auchan X5, and the later upgraded high-performance intelligent control Damei SUV - Changan Auchan X7 PLUS, creating a more three-dimensional and diversified product matrix at the speed of a new product every year.
Among them, Changan Auchan X7 PLUS was listed in October this year, the new product popularity is still continuing to cash in at the same time, but also at this year's Guangzhou Auto Show to play a set of combination punches, launched the "user use scene as the anchor" Ofan Auchan X7 PLUS fishing version and Changan Auchan X7 PLUS camping version, further enriched the use of product scenarios, the best interpretation of the product vision of "boosting users to achieve a better life".
It is worth reminding that at the moment when the stock competition is becoming more and more fierce, it is very difficult to quickly lay out products at the rate of a new product per year and forward-looking according to market changes, not to mention that on top of this speed, Changan Auchan has also achieved the value experience of "providing customers with value, which is twice the cost paid by customers".
Taking Changan Auchan X7 PLUS as an example, thanks to the endorsement of Changan Automobile Group's global production base and global technical resources, Changan Auchan X7 PLUS not only comprehensively advanced in the five dimensions of power, appearance, configuration, space and quality, but also has the super value-added strength of "five industry leaders, five major peer leaders, five major industry initiatives, and five major system standards" in the core technologies of engine, NVH and intelligent technology.
Among them, the new generation of Blue Whale NE series engines, 75% high-strength steel ring body, PM0.1 high-efficiency anti-virus filters, split LED crystal transparent headlights and the industry's first flexible subframe of the five major series of standards, that is, from the safety, health, comfort and stability and reliability of engine technology, changan Auchan X7 PLUS product quality laid the most solid foundation.
Give users the power of "brand" in an all-round way
Sales volume is the best test of a product. According to the official data of Changan Auchan, as of now, the cumulative order of Changan Auchan X7 PLUS has exceeded 30,000, and the user camp of Changan Auchan X7 series products has exceeded 200,000+, creating another explosive "Auchan phenomenon", once again calling out!
If the products oriented by user demand for research and development are the premise of Changan Auchan's "quantitative change", then the service around the whole life cycle of the product and the user value experience as the brand driving force is the key to changan Auchan's "qualitative change" from a new brand to a mature Chinese brand since the establishment of the brand in 2018.
As we all know, in the past few years, with the crazy blowout of new car-making forces, the domestic automobile industry is not only facing the era of energy and technology, but also carries the evolutionary thinking of user ecology and service thinking.
Because the innate Internet car-making thinking of the new car-making forces can resonate with the young generation of user groups that have grown up from the Internet, the new car-making forces are more sophisticated than traditional car companies in the maintenance and operation of user relations.
However, as a national brand, Changan Auchan, which has the same growth trajectory as the new car-making forces, also has a unique understanding of the ultimate "service".
For example, in order to ensure the user's product life cycle value experience, in terms of marketing, Changan Auchan has woven a full-service network, not only establishing full contacts covering the community life circle, commercial consumption circle, social circle of friends and other car owners circle in offline stores.
Online, Changan Auchan has also built a "1+X" service ecology, that is, to establish an exclusive butler service group for each car owner, to answer users' questions in the process of using the car in a timely manner, and to set up a care reminder for the first guarantee and the case guarantee.