On December 28, 2021, Chery QQ Ice Cream Listing Conference was held in Wuhu, Anhui Province. As the first model of Chery iCar ecological empowerment, QQ Ice Cream is not only a travel tool, its listing means the arrival of a new lifestyle, representing Chery New Energy's entry into a new stage at the industrial layout level. Through this car, Chery New Energy will open up a direct connection channel from brand to user, establish a more direct, more efficient, more realistic, deeper and more personalized value interaction with users, and provide a different lifestyle choice.
The quality benchmark of the same class of cars
From the product point of view, Chery QQ ice cream is the product of the company's full insight into the market demand segment, and is a fashion item with both use value and emotional value created with the concept of scene customization.
Whether it is the appearance of Q Meng, the interior of the contrast design, the generous interior space, the safety that far exceeds expectations or the price, Chery QQ Ice Cream can fully meet the travel needs of the mass population represented by family users and Z generation young people. The "0" elbow rest for the door interior, the main driver's rest pedal, the multi-function steering wheel and the front and rear 12V power interfaces also bring a more refined experience in the subtleties, and the seat fabrics and a variety of interior environmental protection materials certified by Germany Rheinland are full of sincerity.
It can be said that compared with the existing cars of the same level on the market, this car has outstanding advantages in terms of safety, functionality and practicality, and it reflects the determination to become a benchmark for the quality of the same level with the ultimate details.
Chery iCar ecological blessing, QQ ice cream opening scene to define the automotive era
If the car as a means of transportation, consumers pay attention to the engine, transmission and chassis and other "three major pieces" performance stage, is the era of product definition of the car, then with the development of mobile Internet and the automotive industry to intelligent and networked upgrades, consumers' attention has been more concentrated in the car as a mobile terminal, the response and satisfaction of different needs in multiple life scenarios, the era of scene definition of the car is coming. Qq Ice Cream, which has intelligent network connection and Chery iCar ecological blessing, may unveil the curtain of this era.
At present, automotive companies are transforming from product manufacturing enterprises to technology-based enterprises, service-oriented enterprises and big data-based enterprises, from "car service" to "service to people". For Chery New Energy, the sales of cars are only the beginning of product development, after the user buys a car, the company through the continuous iteration of products and services to meet the personalized needs of user scenarios, and the carrier of iterative update and response to demand is the Chery iCar ecology. As Chery's "digital special zone", the iCar ecosystem takes user thinking and Internet thinking as the core, creating a cross-industry ecosystem with the automobile as the carrier and providing service value to the whole scenario of users' lives.
The empowerment of the iCar ecosystem to QQ ice cream is not only reflected in the basic vehicle remote control, online service, online vehicle detection, on-site service, auto finance and insurance, etc., but more importantly, the iCar ecology reverse guides Chery New Energy's organizational structure to change to the goal of agile response to user needs and rapid response to users. Under this new organizational structure, only the user is the focus of the entire organization. Through the digital system, the user's information in all directions reaches the relevant departments and enables a rapid and agile response.
At present, the iCar ecology has attracted Haier, Ali and other leading enterprises in different industries to continue to join, and the ecosystem under the empowerment of multiple industries has made the extension range of the car extremely broad, it links smart homes, smart cars, smart butler services, etc., and will realize the intelligent life service system that matches personal living habits with users, and realize "a thousand cars and a thousand faces".
QQ Ice Cream is the first carrier of the implementation of the strategic concept of iCar ecology. In the future, the iCar ecosystem will also integrate more outstanding enterprises from different industries, from the dimensions of service, technology, products, etc., to extend the three-dimensional service value of more dimensions and redefine the automobile from the origin of user scenario-based demand.
The new marketing model helps QQ ice cream take off
In addition to the multi-scenario service value with the car as the carrier, the iCar ecology has also brought a new marketing model that is guided by the user's "value perception" and directly connected with the user, so that users can feel the new experience different from the traditional in the pre-sale, sale and after-sales links.
Based on user operation and digital supply chain system, the iCar ecosystem online has created a new business model that directly faces users, and with the help of cooperation with the ecology, users can enjoy more transparent prices, smoother consumption channels and more efficient transaction processes. For example, users who buy QQ ice cream on Tmall can get free refund and exchange protection within 30 days provided by Tmall's "new car worry-free purchase". As the first model to sign a contract for "worry-free purchase of new cars", QQ Ice Cream showed full confidence, eliminated users' concerns about online car purchases, and guided the change of users' concepts.
Offline aspects of iCar ecology has created a "no secondary store" agency system model, light assets, zero inventory, high commissions and other means greatly reduced the burden of agent operation, so that stores can focus more on providing users with good service, at present, iCar ecology of more than 1300 stores have been laid out in 27 provinces, 233 prefecture-level cities, 1038 districts and counties, especially in key cities within a radius of 6 kilometers to ensure at least single store coverage, so that "people looking for stores" has become "store to find people".
Up to now, Chery QQ Ice Cream has accumulated more than 70,000 orders, and even though it was launched at the end of December, it still achieved 9,866 actual sales in that month. Behind the eye-catching achievements is not only the market and users' recognition of products, but also Chery's digital transformation layout based on user thinking and Internet thinking. Such achievements also give us reason to believe that the era of scene-defined cars has really arrived.