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I still remember the first time I walked on Weihai Road, more than ten years ago.
At that time, there were not so many high-rise buildings, there were many houses on both sides, and there were many small shops, the windows were very polished, the French plane trees were very beautiful, and the decently dressed people on the road walked quickly.
Weihai Road is like a coastline lurking in the city. Listen to the older Shanghainese, many years before, it wasn't like that.
For example, 30 years ago, it was "a street of car and motorcycle accessories". There is a entry in the Shanghai local history about Weihai Road Auto Parts Street: from the 12th year of the Republic of China (1923) when Chinese merchants opened the first auto parts store in Weihai Road (formerly known as Weihai Wei Road), to 1998 when it was officially named "Weihai Road Auto Parts Street", a total of 75 years of history.
No. 20 Weihai Road was once a stable, because Weihai Road was close to the Racecourse Hall of People's Square. It is a two-storey bell tower, painted in large red and divided into two parts. Now every time I pass by it, I can still imagine it for a while based on the appearance.
Jing'an Villa, which leads to Weihai Road and Nanjing West Road, is a representative of the old Shanghai new-style Lane residence. Now it retains a lot of old appearance, red bricks, red tiles, carved floor tiles, the first floor is a patio, the second floor is a small balcony with foreign atmosphere.
The gray-haired grandma sat in a rocking chair in the doorway basking in the sun. Outside the gate, there is now a fashionable and modern Weihai Road, a 100-meter café, and a series of high-rise buildings: Xingye Taikoo Hui, Wenxin Newspaper Building, Shangshi Building, Zhongkai City Light and so on. However, separated by a wall, the new and old Shanghai of nearly a hundred years are clearly separated.
It has to be said that this space where the old and the new coexist carries a unique cultural atmosphere, activates this nearly two-kilometer road, and also opens the door for Shanghai to reminisce about the past and embrace the future.
Such a diverse and bustling section of the road, on the first day of 2022, has a new coordinate.
Just opposite IB Taikoo Hui, No. 489 Weihai Road, SAIC Audi has established one of the world's largest Audi stores, which is the first and only "Enterprising Hui" in China - SAIC Audi Enterprising Hui.
Unlike the Previous Audi City in Guangzhou, The Enterprise Can be said to be a pure brand experience terminal. At first glance, it looks more like an art gallery or brand museum.
A total of 2400 square meters, divided into 2 floors, contains 5 core scene areas. What exactly does it do?
The first floor is a space for brand corridors and product exploration, multiple exhibition cars and a variety of virtual reality devices can help consumers experience the car up close, and imagine the shape of the model in different scenarios.
The second floor is related to life. There are social living rooms, shared islands, parent-child spaces and other areas, which are for closer contact with the lives of users.
In general, SAIC Audi wants to create a circle of life for car owners and fans, realize online and offline online and offline mix, and Enterprising Hui is an excellent offline experience point.
So far, the century-old Shanghai, which has been inclusive and infinitely inclusive, has given this century-old luxury car brand a new piece of enterprising soil.
Jia Mingdi, general manager of SAIC Audi's marketing business, said: "Four automobile factories with different characteristics have been created together to form four rings, which is the Audi brand. And the spirit of Shanghai is 'inclusive and inclusive', so in many ways, this is not just a coincidence, but a fate. ”
Many people may not know that this fate has lasted for decades. As early as 1986, SAIC Volkswagen assembled the Audi 100 model. Although Audi passed by Shanghai after that, it was not until April last year that the SAIC Audi brand was officially released.
For example, SAIC Audi has less baggage from a blank piece of paper, so it can create a brand image that it wants, and it can also interpret new values or try more new ways to play, but at the same time, it cannot be too detached from Audi's original brand style.
This is also quite similar to Shanghai.
Lin Zexu's famous lianli said: "The sea is a hundred rivers, there is tolerance is great; the wall is a thousand, and the desireless is just." In my understanding, "Haina" is integration, and "wall standing" is perseverance. Shanghai is a diverse metropolis, not only to expand its own cultural camp with acceptance and integration, but also to maintain its own cultural traditions with firmness and perseverance.
One end of SAIC Audi is tied to audi's century-old cultural accumulation and historical heritage, and the other end is tied to a new mission, it is to open up new blank markets and be a pioneer.
This is the end of an era and the beginning of an era.
SAIC Audi has given some differentiated answers.
The first is the new product.
Jia Mingdi said that SAIC Audi's positioning is to do the ceiling of luxury cars produced in China, hoping to let users experience the real black technology of global luxury brands.
In the past year, SAIC Audi's product rhythm has been quite compact.
From the anticipated brand launch on April 18 last year, to the launch of A7L pre-orders in July, to the A7L pre-sale, and the unveiling of the Q5 e-tron at the Guangzhou Auto Show... Then on January 1, 2022, the A7L 55TFSI delivery, the A7L 45TFSI pre-sale, and the concept car skysphere and grandsphere representing Audi's future high-end mobility thinking were unveiled simultaneously, this day was also given a good meaning: SAIC Audi completed the butterfly change from "0" to "1".
Jia Mingdi said that in 2022, SAIC Audi wants to hit the target of 50,000 vehicles. This burden undoubtedly falls on the SAIC Audi A7L.
Judging from the A7L 45TFSI pre-sold this time, there are 3 models in total, priced at 459,700 yuan to 507,700 yuan. Its entry model is equipped with a 180kW high-power engine, while equipped with 5G/V2X technology, high-definition matrix LED headlights with dynamic turn signals, cruise control, virtual cockpit enhanced version, front row sports seats, frameless doors and other fifteen items of equipment, interior and configuration, are very powerful.
The arrival of the 45TFSI completes the Product Matrix of the Audi A7L family.
Of course, in order to hit the annual target of 50,000 vehicles, SAIC Audi has also prepared three new cars. In addition to the A7L that has already been listed, there is the Q5 e-tron unveiled at the Guangzhou Auto Show last year, and the large SUV fuel vehicle that will be launched in the second half of the year.
It is worth mentioning the Q5 e-tron, which was the first time in the concept car stage that SAIC Audi named it in a city around the world, calling it Audi concept Shanghai, which has never been seen before. As the first luxury SUV produced by the Audi brand in China, it also has a glorious and affectionate title called "Haipai Luxury Pure Electric SUV".
Gao Dele, general manager of SAIC Audi's marketing business, said that according to the specific needs of users, they will also launch some special customized versions. Judging from the user portraits of SAIC Audi, the 80s and 90s are the main ones, 72% are less than 40 years old, 32% are less than 30 years old, they are more energetic and fashionable and personalized, and the user population of the entire Audi brand has been perfectly differentiated and complementary.
The second is the new model.
The innovative marketing model is the biggest challenge facing SAIC Audi at present. What exactly it is, how to do it, how to do it well, in this regard, they do not have the experience of the previous car.
Jia Mingdi said that SAIC Audi is a new force of luxury brands, which is different from pure new car-making forces and traditional luxury brands. What it wants to do is a new model of efficient, direct connection, covering the whole life cycle of users - "physical e-commerce ecology".
To put it simply, whether it is audi city or audi city stores throughout the country, it only undertakes functions such as product display and experience. If you want to buy a car, you need to complete the vehicle configuration selection reservation online through the official APP, and sign the digital contract directly online.
This means that under this business model, SAIC Audi's products will be sold at a national price. In this way, agents also have no inventory pressure, lower operating costs, and their energy can be more focused on analyzing customer needs and creating a better customer experience.
SAIC Audi also opened up two links: door-to-door test drive and door-to-door delivery. No matter where the user is in the future, whether there is a store in the local area, whether he is in Sanya, Hegang or Tacheng, he can achieve zero-distance service for the user.
It can be said that SAIC Audi is the first joint venture brand in China to break the traditional dealer model in essence. What does the future hold? Jia Mingdi said frankly, "Of course, no one dares to say that new things will succeed or fail, but at least some people have to start taking this road." ”
Finally, there is the new circle layer.
SAIC Audi not only wants to absorb more young consumer groups, but also to create a fan circle.
Chinese are all living in circles, like the structure of onion heads, a circle made up of human feelings, family affection, nostalgia, and friendship, which is difficult to get rid of.
Therefore, the target audience of SAIC Audi is no longer just a single user portrait, but a group of people with the same characteristics and the same attributes. What it has to do is to build a sense of trust with them and allow them to find resonance with the car.
It's a huge project and an investment that requires long-term communication with people.
Here we have to mention that on the first day of the new year, Xiao Zhanxi mentioned the brand spokesperson of SAIC Audi. 72% of SAIC Audi users are less than 40 years old, so the choice of spokespersons should match the age group of consumers between 20-40 years old, Jia Mingdi said: "The company has been discussing for a long time, and the final choice is traffic, not only traffic, but also beyond traffic." Our brand pursues an enterprising spirit and needs to choose a spokesperson with the same enterprising spirit. ”
SAIC Audi has created its own one-stop social and service platform "SAIC Audi APP". Similar to the current new power brand APP, in addition to directly ordering new cars, you can also browse information about brands and products, sign up for car owner activities, and post in the user community, earn points, and use the earned points to buy boutiques in the mall.
In the APP, users will also have some co-creation behaviors every day, such as opening the co-creation of QQ music playlists, everyone will start voting, and a week later; Q5 e-tron's service products are also co-created by users. These co-creations will also affect the thinking of the entire team and each member of SAIC Audi.
SAIC Audi also set up a "Shanghai Aohui" fan club to achieve direct communication with users. On December 24 last year, the "Shanghai Aohui Red Circle" was also officially launched, so far, more social influence circles and more social topics will help the SAIC Audi brand and its target new generation of elites to generate more emotional links.
All of this, it can be seen that it is no longer possible to use words such as "traditional luxury car brand" to define SAIC Audi.
Just like Shanghai's inclusiveness allows all kinds of people to live and struggle freely and colorfully here, SAIC Audi is not worried about being defined and bound by any rules. It constantly breaks boundaries, extends the style and prestige of the brand, it adheres to its own innovation and pursuit, its heart is always young, and the inside is always refined.