2021 is a challenging year for the automotive market, under the global epidemic, chip shortages and rising raw material prices and other unfavorable factors, China's new energy vehicle market has achieved rapid growth, with annual sales of more than 3 million vehicles sales data to the world to hand over the answer.
In this extraordinary 2021, Chery QQ Ice Cream, which was listed at the end of December, not only attracted people's attention with impressive pre-sale sales and single-month sales, but also became the most topical model in the 2021 car circle.
Break through all-time records and open up entirely new categories
Chery QQ Ice Cream was officially launched on December 28, 2021, and became a popular model as soon as it "debuted", refreshing the pre-sale order record of the Chinese auto market at the pre-sale stage, and the cumulative number of orders exceeded 70,000+ units. In terms of delivery speed, Chery QQ Ice Cream also created another Chinese record: not only became the first model to achieve "listing in the month, sales in the month, and delivery in the month", but also reached an astonishing result of 9866 units delivered in the month of listing.
With these amazing records, Chery QQ Ice Cream has become a phenomenon-level model in 2021, and has opened up a new category of new energy MINI SUVs in the Chinese automotive market.
Strongly set off the "QQ ice cream phenomenon"
From the official release in July to the listing, the topic of Chery QQ ice cream continued to rise, before the listing, it manufactured 1.6 billion related network communication touches and 12.21 million WeChat index peaks, successfully focused on the attention of the automotive industry, and became the topic center at the Chengdu Auto Show and the Guangzhou Auto Show; Chery QQ Ice Cream successfully hit the pain points of modern urban users with accurate product positioning, and the pre-sale blind booking stage orders exceeded 70,000 The layout of 1,300 iCar ecological brand experience stores was completed in half a year with the fastest speed in the industry; at the listing conference site of the Wuhu Q Music Festival, the number of participants of 120,000 broke through the "ceiling" of the number of participants in the China Automobile Listing Conference.
After its release, Chery QQ Ice Cream quickly became a phenomenon-level model in the Chinese car market, creating a large number of records, and quickly gaining a large number of users and die-hard fans at the sales end, which was called the "QQ ice cream phenomenon" by the industry.
Breaking through tradition, iCar ecological empowerment is the strongest system
Rome was not built overnight, and the formation of the "QQ ice cream phenomenon" is not accidental.
The iCar ecology empowered behind Chery QQ ice cream is an ecological brand under Chery New Energy, an open, evolving and cross-industry integration platform. Under the iCar ecosystem, all product creation will take user needs as the starting point, rely on the Internet, big data technology and other means of accurate analysis, develop products and overall service systems, and build a full-scenario ecological model of modern car life through joint multi-brand cooperation. By creating a new experience and new value for users with full products, full value chain, full life cycle, and full touchpoints, users can break the physical barrier through the automotive products themselves, and can better and more conveniently link everyone's global life.
As the first product under the iCar ecosystem, Chery QQ Ice Cream is based on the insight into the market environment and public demand, Chery QQ Ice Cream integrates the advantages of boutique cars and "K-Car" category cars prevalent in developed countries and regions such as Europe and Japan, such as light, economical, practical and fun, and is carefully built in combination with the actual needs of the Chinese market. With its cute and stylish appearance, simple and lively interior, intimate and complete configuration, the strongest security protection at the same level, flexible and practical space, and the leading App remote control of the same level, QQ Ice Cream has created a new category in the new energy market with its strength and become a remarkable dark horse in the A00-level new energy market.
The Chery QQ ice cream scene car, which is full of fashion personality such as Peach Joy, Lightning, Boundless, and Boundless X, is a fashion item with both use value and emotional value through multi-channel user information collection and analysis, in-depth insight into the car needs, pain points and preferences of different user groups, based on Chery's years of car-making technology accumulation, with the concept of scenario-based design. This is also the co-creation crystallization of the iCar ecosystem as an open platform and growing with users.
The iCar ecosystem has also created a new digital marketing model based on user demand orientation. The iCar ecosystem has built a new model of digital marketing of DTC cars for users, allowing users to obtain a transparent and convenient car purchase and service experience online and offline. By creating the strongest online contact points, the strongest offline channels and the strongest user groups, the core competitiveness of the iCar ecosystem is built. iCar Ecology also cooperates with Alibaba, Haier, Tmall and other industry leaders to cooperate in many fields to achieve deep integration and empowerment of multiple ecosystems, promote ecological integration of value convergence, value-added sharing and coordinated development, and make it possible for users to experience the value of "boundless" services around the whole scene of car use.
In recent years, China's auto market has moved towards change, and it has become increasingly difficult to attract users by relying on the product itself. Therefore, only relying on the excellent product strength of QQ ice cream is also not enough to form a hot "QQ ice cream phenomenon", behind which it needs to improve the brand ecology, convenient and fast sales service system, and a variety of cross-border ecological integration value-added services, so that users can not only get satisfactory products, intimate services, but also get a rich cross-border scene value-added experience. Because of this, users will recognize the brand value of iCar ecology and Chery QQ ice cream, which is the magic weapon for QQ ice cream orders and lightning delivery after listing.
In 2022, QQ Ice Cream joined hands with small ants to impact the new target
In 2022, under the continuous empowerment of Chery iCar ecology in all directions, Chery QQ Ice Cream will make full efforts to continue to build in depth in ecology, meet the individual needs of more users, and continue to strive to create more new energy vehicle products that users really like around user thinking and Internet thinking. Chery Ant, another boutique model under Chery New Energy, will also hit the annual sales target of 300,000+ together with Chery QQ Ice Cream.