In recent years, car brands led by new car-making forces have tasted sweetness under the aura of "user co-creation", and the market has been very good. Under the tide of this round of user co-creation, many car companies have followed the trend and become a "user co-creation" enterprise, which is highly mentioned by more and more car companies. From new forces to independent brands to joint venture brands, it seems that without mentioning this model, it is impossible to keep up with the times, or even to be the enemy of the times.
Is user co-creation a story that car companies must tell? Are users really participating in "co-creation"? Can this road be opened? I am afraid that few car companies can give answers to these questions.
However, in the past year, the automobile market is extremely difficult, a car brand has told us with practical actions, even latecomers, can create their own user bridges through their own unique brand tone, so as to stand out in a group of "user co-creation". This brand is Dongfeng Citroen, which is against the current in the car market in 2021.
In September 2021, after the versailles C5 X was launched, Dongfeng Citroen ushered in its biggest "highlight moment" in recent years. After the new car is listed, both sales and heat have remained high, and under such a hot momentum, Citroën is also playing iron while it is hot. On January 8, in Sanya, Hainan, Dongfeng Citroen worked with customers to create the first Versailles Conference of 2022, injecting another shot of strengthening for brands and users.
Spoil every user as a "Verme Racing Master"
From the launch of the Versailles C5 X to the present, there has been no shortage of topical models. At the beginning of the listing, the car shouted a slogan: not defined, self-illuminating. Unlike the cars, SUVs and station wagons on the market, the Versailles C5 X has no specific positioning, you can define it as any type you want, and it is precisely in this way that it can be used in almost any use case.
At the Versailles Congress, the Versailles C5 X was integrated into various life scenes. In addition to the venue layout, many singer bands represented by Yu Kewei also sang affectionately for the owners of the Versailles C5 X to convey the trend-leading attitude. Through the carrier of Versailles C5 X, Dongfeng Citroen conveys a casual and romantic lifestyle to everyone, even if there is no definition, Versailles C5 X also has its own light, so that everyone in the cold winter feels warm.
In fact, since the official release of the "Five Hearts Guardian" plan at the end of 2020, the entire French car has made a qualitative leap in the user experience level. For a heavyweight product such as versailles C5 X, Citroen is the ultimate in user experience. On the basis of the previously proposed services such as "7-day refundable car", "new car commitment 1-year insurance", "new car warranty 5-year worry-free", Citroen has also upgraded the official insurance price, car delivery experience and other services, so that every Versailles C5 X owner can enjoy a full range of car protection.
Unlimited product positioning, one-step sincere price, and intimate guarantee of "five-heart guardian action" have broken the "solid ice" of users' cognition of traditional legal vehicles that are "not grounded". Commenting on the achievements of the Versailles C5 X, Qu Hongyu, deputy general manager of marketing at Dongfeng Citroen, said: "The small step of versailles C5 X's recognition has promoted the brand's complete shift to customer-centricity. You guide us and make us happen. ”
It is not difficult to see that every user has become the owner of the most Versailles, as if it has become the mission of Dongfeng Citroen.
Add "user co-creation", "131X" new family was officially established
In fact, long before the versailles C5 X was listed, "user co-creation" has been integrated into the bones of Dongfeng Citroen. Dongfeng Citroen has expanded the model design trend to a broader level, that is, using the concept of "no definition, self-illumination" to create products that are "different from you", so that consumers can feel, discover and even define versailles C5 X.
For example, after repeatedly listening to the opinions and suggestions of prospective owners and fans, Dongfeng Citroen not only added comfort features such as the central headrest in the rear row, but also cancelled the "cai version" model, and formulated a "Versailles" price system of "entry is high-end". After the Versailles C5 X "became popular", Dongfeng Citroen also successively posted the Versailles C5 X modified version co-created with users, two kinds of user color matching and so on.
However, for the Versailles C5 X, another meaning of "undefined, self-illuminating" is that it does not set limits for itself and constantly seeks breakthroughs. Therefore, after rolling out the breadth of users, Dongfeng Citroen continues to speed up the pace of "playing together" with users.
At the Versailles Conference, Dongfeng Citroen General Manager Mao Chuangxin announced to the majority of customers: "Adhering to the 'because of your difference' 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." ”
There is no doubt that this is another increase in the co-creation of Dongfeng Citroen users. The so-called "131X", that is, "1" co-creation of social brands: Smile Tower; "3" large community system (customer self-built group, Dongfeng Citroen certification community, brand friends co-creation co-prosperity platform); "1" co-construction community support plan; "X" means that co-creation is unlimited possibilities and infinite excitement. At the event site, Citroën promised to hold quarterly car owners' gatherings and will support 100 customer activities in the future to help 100 customers realize their dreams.
It can be seen that behind the Versailles C5 X "fire" is Dongfeng Citroen's meticulous care for users. From products to services to marketing, Dongfeng Citroen is close to the needs of users in every link, from ensuring the user's basic purchase and use experience to continuously improving user cohesion and creating a comfortable spiritual and cultural world. The enthusiasm ignited by the Versailles C5 X is not only the success of one model, but also the revival of the entire Citroën brand in China. This year, with the continuation of the "Versailles" phenomenon and the continuous increase of Dongfeng Citroen at the product and marketing level, we will wait and see what surprises this French brand will create.
Note: The above pictures come from the brand official