In 14 months on the market, sales exceeded 150,000 units!
This is the "heat" spawned by a Chinese brand car, and it is also the "strength" of the subversive outbreak of the car market.
This sedan is Xingrui.
As the flagship home car of Geely China Star, in the past year, from product strength to marketing power, from brand to user, Xingrui has successfully broken the situation of joint venture in the home car market with the attitude of a subversive, leading the Chinese brand car to attack the city.
As a result, Xingrui shows the spirit of the times of "dare to be" of Chinese stars to the outside world, and injects strong self-confidence into users and the industry, becoming the height of China's "star" in the home car segment.
It can be said that in the past year, Xingrui is the brightest "new star" in the car market, and it is also the trend leader of the future home car market.
So, in the face of the "copper wall and iron wall" of the joint venture brand, how does Xingrui subvert the old pattern and "dare to be" the market value shaper of the car?
Kung Fu Cars will peek into the three aspects of subversion: "depth", "strength" and "speed".
The "depth" of subversion: a comprehensive hard-hitting joint venture mainstream rival, "dare to fight for" the value of Chinese brands
As the saying goes, "no subversion, no way out." Xingrui, which holds high the banner of "family car subversive", was born for the purpose of leveraging the "home" advantage of the joint venture brand in the car market. The bottom line of Xingrui directly inserted into the hinterland of the car market is naturally the "subversive" product force.
In the previous A-class car market, joint venture brands such as Corolla, Langyi and Sagitar occupied the mainstream of the market with their selling points such as efficient and economical fuel, durable appearance, high value preservation, and large space. However, in the choice of models, these joint venture brands are not completely satisfactory to consumers, especially most of the joint venture models are not satisfactory in terms of intelligent and comfortable configuration.
Therefore, this leaves a lot of "subversion" space for Xingrui in terms of product strength. For example, the highly flexible bandwidth advantage of the CMA architecture breaks the design limitations of the A-class family car, allowing Xingrui to reduce the dimensionality of the B-class car; the CMA architecture makes the car the first fuel car that can be fully upgraded by OTA; the ultra-standard intelligent driving configuration brings excitement to young people; 2.0T power, breaking the "ceiling" of the family car power...
The "subversion" of these products is not something that Geely came up with, but is determined for the real needs and pain points of Chinese car consumers. It is also with the blessing of these product forces that Xingrui has the confidence to directly compete against the joint venture brand car.
The recent "all-round family car MVP battle" once again shows the deep subversion of the Chinese brand family car with Xingrui as the leader to the joint venture opponent.
In this competition, Xingrui showed his strength vividly through the duel with Sagitar in the extremely cold environment of minus 20 ° C, which triggered heated discussion among netizens.
"Disruptive" is first and foremost reflected in the combustion engine brake (AEB test). The project was to test the reliability of AEB's active collision avoidance system from Singrui and Volkswagen Sagitar.
In the PK process, Through its own hard-core configuration - equipped with 1 monocular camera + 1 millimeter wave radar + 4 high-definition cameras + 12 ultrasonic radar, Xingrui has a smooth and accurate recognition rate in the combustion engine brake test project, which is quick to respond and brings excellent safety experience to the driver more than Sagittarius.
Secondly, "subversiveness" is particularly intuitive in the ring racing project, which is to test the control ability of Xingrui and Sagitar.
In the process of racing, Sagitar frequently has the phenomenon of vehicle skidding out of control, understeering and idling at the start; and Xingrui has timely and effectively suppressed the above conditions under the blessing of a number of black technologies. As a result, the best lap time of Geely Xingrui was 33.27s, volkswagen Sagittarius was 34.45s, and Xingrui won another ride.
Finally, it is the "subversion" of Sagitar in the extreme driving weight. The project aims to test the weight-bearing capacity and linear acceleration ability of Geely Xingrui and Volkswagen Sagittarius. Through the advantages of its own 2.0T engine, Xingrui easily challenged the load of 1360 kg, 1380 kg and 1400 kg, and once again defeated Sagittarius.
In the three duels, Xingrui won by suppressing Volkswagen Sagittarius with a large advantage, which once again demonstrated the leapfrog leadership of Xingrui products and the leading position of CMA architecture technology.
It can be said that in the past year since its listing, in the face of mainstream joint venture rivals such as Sagitar, Corolla, and Langyi, Xingrui has eliminated the traditional advantages of its opponents with its deep and all-round subversion.
The dare to fight and fight in the past year is the best epitome of China's star "dare to fight" for the value of Chinese brands in the home car market.
The "strength" of subversion: soft power innovation, "dare to" seize the user's mind
In addition to the "deep" subversion of product strength, the innovation and forging of soft power is also crucial. Especially in the construction of marketing and user ecology, users are most talked about.
First, in the construction of experience marketing, it is full of gunpowder. After the listing of Xingrui, Geely launched the "no test, no comparison, no sale" campaign, "encouraging" consumers to test drive Xingrui and its joint venture competitors, and then decide whether to buy, which is "provocative" means a lot.
Subsequently, Geely tailored national experience activities such as "One Dozen Ten" Family Car Tournament and "World Super Butterfly Bay Challenge" for Xingrui, and passed the authoritative product test project with high scores. This not only shows the product strength of Xingrui, but also shows Geely's self-confidence and the competitive mentality that Chinese brands have never had. As a result of the joint venture, without exception, Xingrui has all "won a big victory".
From product standards to sales patterns, from competitive mentality to consumer perception, what Xingrui brings to Chinese consumers is that there are products that exceed expectations, a sense of respect that cannot be felt in the joint venture brand, and a "heart" that only Chinese consumers understand.
Chinese consumers no longer need to be restricted by the rules and regulations of the joint venture brand, and can choose a high-quality product that is truly built for Chinese users. The emotional resonance in this is the "strength" of Geely's deep subversion in marketing creativity.
Second, in the construction of user ecology, subversion and innovation highlight the strength of Subversion of Xingrui.
Looking back on the past year, Xingrui has created a subversive car purchase, car use and car life experience for users, comprehensively breaking the traditional car-making logic, subverting the ecological boundaries of user service, creating a high-value upgraded experience for users, and redefining the new standard of "China Star"-style service.
As a key product of Geely Automobile towards the 4.0 era, Xingrui is also an important attempt by Geely to vigorously open up user co-creation and innovation activities, so before and after the listing of this car, Geely has been actively communicating with users to understand user feedback and personalized needs. Subsequently, Geely launched the "National Car Building Campaign", which allowed users to deeply participate in the car-making process.
For example, the Xingrui space-time version of the model was launched by Geely to listen to the needs of users. This new car not only meets more of the user's demands in terms of product strength, but also has a personalized car color such as "sky gray", which further meets the aesthetic needs of users.
On the issue of the retention rate that users are most concerned about, Geely has created a 2-year 7.8% ultra-high value retention repurchase, delivering unprecedented value on the after-sales service link and solving the doubts about the retention rate for users to buy a car.
In addition, in order to make users feel more belonging, Geely has also carefully created experience activities such as "CMA Day" and "Happy Star TALK" to create a trend life with users.
In the view of Kung Fu Automobile, through marketing and the construction of user ecology, Xingrui has achieved the subversion of soft power, refreshed the user's "stereotype" of the car market, and occupied the minds of the younger generation of consumers.
The "speed" of subversion: Xingrui heat pressures the joint venture rivalry, "dare to do" and young users in both directions
With the subversion "depth" of product power and the subversion "strength" of soft power, the subversion "speed" of Xingrui in China's car market is natural.
On November 1, 2020, Geely Xingrui was officially listed, and directly entered the main position of the joint venture family car price with a price of 113,700-152,700 yuan. In just 14 months since its listing, The cumulative sales volume of Xingrui has exceeded 150,000 vehicles, with an average monthly sales of more than 10,000 vehicles, and it has made a way out of the strongest encirclement of the joint venture family car, becoming the most concerned "new force of family car".
In addition to the sales figures, the "gold content" of Xingrui's sales is more worthy of attention. In its sales volume, 65% are high-end models, and the transaction price of the main sales model is in the range of 120,000-140,000 yuan, which can be said to be the more high-end the best-selling. This not only breaks the "ceiling" of the main sales price of 100,000 yuan for Chinese brand car, but also rises higher than many joint venture brand car, breaking the price system of joint venture car.
Kung Fu Auto learned that the reason why Xingrui has become the most high-profile car is not unrelated to its user portrait.
In the whole process of product positioning and development, Xingrui has led the trend of rejuvenation, and the current user groups of Xingrui and China Star are 25-35 years old, living in first- and second-tier cities with high academic qualifications. This is undoubtedly the most important consumer group in the current automobile market, and grasping this group of people not only means that the product can gain a firm foothold in the market, but also means that the company has grasped the most mainstream consumer demand in the market, and the future growth space is huge.
And Xingrui's killer skill, Kung Fu Auto believes, is four words "mutual achievement".
A case of corroboration is that Yips Zhang Zhao, a post-95 B station Up owner, quickly became popular because of Xingrui. As a Lexus owner, he was previously tepid in online traffic. However, since the purchase of Xingrui, it has not only brought more than one million views to his B station video, but also let him step forward to release the Xingrui Space-Time Edition for global users.
A model, not only to bring users a good car experience, but also through their own traffic to bring fire to the owner; and users also appeared to speak for this car. This two-way rush is the best portrayal of the "mutual achievement" between Xingrui and users.
Kung Fu shoots
The strong market performance of Xingrui is the rational choice of consumers to vote with their feet, the result of high recognition by the market, and the trust and praise for the "depth", "strength" and "speed" of Xingrui's subversion.
In the past year, we have not only seen The subversion of the home car market by Xingrui, but also the "growth" of this subversive. Especially under the empowerment of Geely's "China Star" brand "Dare to Be", Xingrui can look forward to the future.
The most subversive "dark horse" in the family car market is transforming into a "white horse" and becoming a big blue chip in the car market.