IAUTO
Speed Depth Attitude
Introduction |
2022/01/10
"Quietly work hard, and then amaze everyone." It is most appropriate to use this sentence to describe the east wind Citroen in the past two years.
Reporter 丨 Xu Jinkai
Responsible editor 丨 Cao Jiadong
Editor 丨Zhu Jinbin
"All Verme racing owners are the spiritual shareholders of Dongfeng Citroen." When Qu Hongyu, deputy general manager of Dongfeng Citroen Marketing, shouted this slogan at the scene of the Versailles Conference on the evening of January 8, there was a long-lasting applause and shout from the audience.
Obviously, the "shareholders" are positive about citroën's performance, on the one hand, because Dongfeng Citroen "gives back to shareholders" through various forms such as "Versailles Congress", on the other hand, "shareholders" have truly felt the changes of Dongfeng Citroën and seen the hope of the future development of the brand.
The reason why Dongfeng Citroen can get such a high level of recognition from consumers is because Dongfeng Citroen integrates the concept of co-creation and mutual benefit into the relationship between consumers, not to mention that the Versailles Conference held successively throughout the country is an important link between Dongfeng Citroen and consumer co-creation, and the newly established co-creation of the "131X" new family will also greatly enhance the cohesion of the owner community, and promote the further development of Dongfeng Citroen on the basis of co-creating and carrying forward the French culture. It is this state of mutual benefit and mutual trust that allows Dongfeng Citroen to gain the confidence of Versailles.
The results are the best proof.
According to the sales data released by Dongfeng Citroen, dongfeng Citroen sold 49,511 vehicles last year, an increase of 137% year-on-year, of which the Versailles C5 X contributed. Since its official launch in late September, in just over three months, the Versailles C5 X has achieved 20,000 orders and successfully delivered nearly 13,000 vehicles, which not only makes it the annual sales king of the French system, but also makes it the most successful model launched by DPCA in the past seven years.
Co-creation of the "Versailles Phenomenon"
Perhaps few people have noticed that the Versailles C5 X is the first model in the history of DPCA to test the water with "blind booking", and it is also one of the few models in the automotive circle that lasted for more than half a year from debut to listing.
Behind this is both the active change component and the passive postponement factor, and consumers play an important role in this.
From the perspective of active change, "blind booking" can be a good test of market feedback, weathered Shenlong can no longer withstand the toss, "blind booking" testing, consumer feedback timely modification, than a one-time market "forced" consumers to accept more secure. Such attempts have received positive feedback from consumers, and the reduction of the central headrest in the rear row and the reduction of "the lowest-equipped model" are the results of Dongfeng Citroen's rectification and co-creation in close proximity to user needs.
From the perspective of passive postponement, the lack of cores has put pressure on the production and delivery of versailles C5 X, and the blind booking of customers on June 16 has generally waited for nearly five months, which is the key to the success of Versailles C5 X, and waiting for one more day means that Versailles C5 X faces a greater risk.
In order to solve such a state as soon as possible, Dongfeng Citroen on the one hand from the production end to adjust the rhythm, accelerate the production of Versailles C5 X, on the other hand is also trying to hold a variety of activities, in order to strengthen communication with consumers at the same time, relieve consumers and other cars of distress, and this mode of operation is rich in the soil of co-creation, but also for the future development of Dongfeng Citroen has accumulated valuable experience.
If the blind booking strategy creates a possibility for "user co-creation", the frequent interaction activities with consumers further clarify the important role of consumers in the development of Dongfeng Citroen.
The positive response to consumers has laid the foundation for versailles C5 X to win the trust of consumers, and it is worth mentioning that according to Dongfeng Citroen statistics, "in the customer portrait of Versailles C5 X, 80% are illegal car users, converted by other brands; 80% of users are between 25 and 35 years old, 20% of orders are obtained through the new retail model, and in the past Dongfeng Citroen's traditional weak areas of Jiangsu, Zhejiang, Shanghai and Guangdong, the number of orders is also very high." ”
Thus was formed the "Versailles phenomenon".
It is worth mentioning that driven by the Versailles C5 X, Dongfeng Citroen's models on sale have shown an upward trend of development, of which the annual sales of the new C3-XR increased by 300% year-on-year; the annual sales of C6 increased by 600% year-on-year, so the outstanding results are also a good return for Dongfeng Citroen's insistence on doing "conscience car, assured car, safety car".
Where the user is in the service, it is where it is
Frequent interaction and outstanding configuration, versailles C5 X to a large extent changed the French car "top with the bottom of the version" stereotype, on the basis of such product strength, Dongfeng Citroen has upgraded the "five hearts to protect" policy, to provide consumers with a comfortable car life to provide protection.
Comfort is Citroen's brand gene, in order to allow consumers to enjoy a better and comfortable car life, Dongfeng Citroen continues to improve its service level on the basis of the "five hearts guard" policy, from the previously proposed "7 days can be returned", "new car promise 1 year insurance price", "new car warranty 5 years worry-free", to now the official insurance price to increase the overall price of used cars; from the previous increase in the general manager complaint line, to now for car owners and fans to provide "many to one" service, and reply to customer complaints within 2 hours From the previous channel of weak consumers to buy a car, to today's "car delivery" service to home, such a real change, so that consumers' car experience has risen sharply.
The most worth mentioning is that affected by the previous sales performance, Dongfeng Citroen's sales channel layout is not comprehensive, in the context of the Versailles C5 X fire, channel sales ability can not catch up with the growth rate of sales, for this reason, Dongfeng Citroen opened the exploration of new retail, for the 4S store covered areas, Dongfeng Citroen brand direct operation center synchronously provide door-to-door delivery services, so that customers where, service is where, to provide customers with convenient home quality services. At present, it has successfully provided door-to-door delivery services for customers in more than ten regions such as Jiamusi, Ordos, Xingtai and Nanyang, so that consumers can truly feel the transformation of Dongfeng Citroen.
The co-creation of the "131X" new family established this time has further narrowed the distance between consumers, as Mao Chuangxin, general manager of Dongfeng Citroen, said: "Dongfeng Citroen hopes to live with customers for a lifetime, '131X' is Dongfeng Citroen's confession to the majority of customers, but also we are eager to accompany customers for a lifetime, create a happy car life, achieve each other, and walk together with one heart." Adhering to the principle of 'because of your differences' and 'home-like care', Dongfeng Citroen will create a warm, loving and enjoyable "131X" new family with 3 million car owners, opening a new chapter in Dongfeng Citroen's co-creation community. ”
If the improvement of type configuration and service level is the material basis for Dongfeng Citroen to build a comfortable life for consumers, then successive marketing activities are an important means to create a comfortable spiritual and cultural world, which has always been the focus of Dongfeng Citroen's work, but the emergence of Versailles C5 X has made more consumers realize the Dongfeng Citroen with such efforts.
"Quietly work hard, and then amaze everyone." It is most appropriate to use this sentence to describe the development of Dongfeng Citroen in the past two years.
From such a state, it is not difficult to see that on the one hand, it is through the Versailles C5 X to attract attention, on the other hand, through the outstanding product strength and colorful activities for consumers to create a comfortable and beautiful car life, such a positive and enterprising route not only laid the foundation for dongfeng Citroen to double the growth, but also pointed out the direction for citroen's development in China, with the passage of time, Dongfeng Citroen will be able to show a blockbuster strength and regain the glory of the past.
| Xu Jinkai |
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