Text/Leju Finance Jin Wenyu
"5, 4, 3, 2, 1, cut the ribbon!"
In the bloom of golden flowers, Wang Jianlin held red silk and scissors to cut the ribbon for the opening of wanda hongqi automobile flagship store. Suddenly, the red curtain behind him fell, the transparent glass room, the simple and atmospheric "red flag" LOGO, and the flagship store revealed its true face.
On January 8, the Wanda Hongqi Experience Center, the country's first new energy ecological service chain, was officially opened for business in Beijing Fengke Wanda Plaza. Wang Jianlin, chairman of Wanda Group, attended the ribbon-cutting ceremony with Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd.
In addition, as a partner, Yao Xiangjun, executive vice president of BOE Technology Group and chairman of BOE Yiyun, was also invited to attend the ceremony, and 100 Hongqi car owners attended the ceremony.
Three months ago, at the launching ceremony of the strategic cooperation between Wanda Group and China FAW, Wang Jianlin personally took the lead and announced in a high-profile manner that all senior executives above the vice president of Wanda would be transferred to Hongqi Automobile.
Fengke Wanda Plaza is located in Fengtai Science and Technology Park, Zhongguancun, Beijing, surrounded by office buildings, including the core office areas of many Chinese private enterprises, including Great Wall Motors. Beijing Fengke Wanda Plaza is also an unusual project for Wanda Group.
It is understood that Beijing Fengke Wanda Plaza is an "important test field" for the transformation of Wanda Group. This is the pilot project of Wanda's asset-light transformation, and the first Wanda Plaza to implement the O2O strategy, and when Beijing Fengke Wanda Plaza opened, Wang Jianlin, chairman of Wanda Group, also personally went there.
The Wanda Red Flag Experience Center is a new beginning for Wanda to test the sales of cars. Wang Jianlin, chairman of Wanda Group, came to the scene again, which is enough to prove that Wanda attaches great importance to these transformations.
The car ecology moved into the mall
This Wanda Hongqi flagship store is located in the atrium of the 1st floor of The Fengke Wanda Plaza Mall, and the storefront adopts a white front, which is particularly eye-catching. This is the most golden location in the whole mall, not only with a huge square in the middle, but also with escalators and straight elevators leading to all floors.
Entering this experience center, you will be greeted by the latest concept car, The Red Flag L-Concept. In addition, there are four Hongqi E-HS9, Hongqi H9 exhibition cars and EV-Concept concept cars that are currently selling.
The business area of the entire flagship store is more than 1,000 square meters, not only with an above-ground display center, but also an underground service area. In the ground display center, its front-desk shopping guide introduced "virtual digital person" technology, which can greatly enhance the technological interaction with consumers.
Leju Finance learned that the flagship store is jointly built by BOE Yiyun and BOE Digital Technology. Through its BOE picture screen, changeable screen and other products, not only can it vividly display the brand history of Hongqi Automobile and different models of promotional videos through graphics, videos and other forms, but also seamlessly load tens of thousands of global classic art works on the BOE picture screen APP platform, realizing the free switching of the cultural wall and the "art gallery" function.
This "versatile" display form is full of fun and attracts many viewers to stop and experience. Through specific somatosensory gesture recognition, the somatosensory interactive screen can DIY vehicle decoration of the model, the color of the car paint and the interior of the car, etc., providing customers with 720-degree car viewing and interactive car selection services, providing a contactless new marketing experience for the automotive business exhibition in the market work and sales link.
In addition, wanda plaza sales of new energy vehicles is not a simple car sales, but around the integration of automobile sales, after-sales service, new energy and surrounding industries, the first new car service ecological chain, including service ecology, energy ecology, member ecology, etc.
In the underground service area of this experience center, in addition to meeting the functions of new car delivery, test ride test drive, beauty film, used car consignment and light maintenance, you can also fully experience a number of trendy car technologies such as automatic parking, automatic car washing, and automatic charging.
Judging from the member ecosystem it has built, Hongqi car owners can enjoy the preferential policies for parking, movie watching, hotels, events, tourism and vacation services brought by Wanda. For new car owners, Fengke Wanda Hongqi Experience Store launched a value-added package worth 10,000 yuan for the first 108 car buyers, including free parking, free movie viewing, Baby King Experience Voucher and other dining coupons and shopping coupons.
Accelerate into the car circle
Wanda previously reached a strategic cooperation with FAW Hongqi and planned to open Hongqi car stores in Wanda malls across the country. Wang Jianlin personally took the lead, and he can be said to have personally done this matter and attached great importance to it.
On August 20, 2021, Wang Jianlin visited China FAW and signed a strategic cooperation agreement. Wanda Media, a subsidiary of Wanda Group, will integrate offline business scene resources such as plazas and theaters to open up offline commercial traffic entrances, promote consumer interaction and product experience, and expand the sales channels of FAW Hongqi Automobile.
On October 11, 2021, China FAW and Wanda Group announced the official launch of the strategic cooperation, and Wang Jianlin personally took the lead in announcing that all senior executives above the vice president of Wanda were transferred to Hongqi Automobile. After that, Wanda's layout in the automotive field has also entered the fast lane.
According to the enterprise investigation, on November 22 last year, Dalian Wanda Group and Taiqing (Beijing) Technology Co., Ltd. (hereinafter referred to as Taiqing Technology) jointly established Wanda Automobile, with the former holding 65% of the shares and the latter holding 35% of the shares. The company has a registered capital of 100 million yuan, and its business scope includes automobile new car sales, spare parts wholesale, motor vehicle charging sales, household appliances sales and professional design services.
Taiqing Technology is a new company just established on October 13, 2021, and its major shareholder is Yue Yue'an, chairman of Shandong Taiyue Group, holding 80% of the shares. Taiyue Group is the largest distributor strategic partner of FAW Hongqi brand.
According to the official website, Shandong Taiyue Industrial Group established the first 4S store in Dongying in 2004, and is currently a car dealer group of more than 30 4S stores, with four brands of Mercedes-Benz, Ford, Beijing Hyundai and Hongqi.
On December 6 last year, Wanda Automobile established Beijing Wanda Automobile Technology Service Co., Ltd. with a registered capital of 5 million yuan. After the establishment of this company, the news of wanda's first red flag experience center landing followed.
Today, the first Wanda Red Flag Experience Center has opened in Beijing Fengke Wanda Plaza. According to Wanda's plan, by the first half of 2022, the first batch of new Hongqi supermarket experience stores will be successively landed in provincial capitals across the country, and this year, 60 Wanda Hongqi experience stores will be opened in cities across the country.
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Source: Automotive V-line