Observation chamber
Written by | Zhao Wenhua
Because of the arrival of the Versailles C5 X, 2021 has become dongfeng Citroen's most Versailles year in recent years - less than 4 months after the listing, the Versailles C5 X has delivered more than 12,000 vehicles, and if there is no impact of missing cores, the actual delivery volume will be higher. Driven by the C5 X, the annual sales of DPCA reached 137% year-on-year, and completed the target of 100,000 vehicles ahead of schedule.
The market never pities the weak, and the Versailles C5 X has been successful for two fundamental reasons:
First, excellent products. The unique French design has finally grown on the aesthetic point of the Chinese people this time, and the mainstream car machine system, intelligent driving assistance system and other scientific and technological configurations are not missing, and more importantly, the driving quality of this car can withstand practice, according to the 4S shop, "as long as you come to test drive, basically willing to place an order."
Second, reasonable pricing. With the pricing of the Versailles C5 X, I must give a thumbs up to the dragon that voted with his brain. The entry-level model and main sales model of versailles C5 X accurately cut into the space zone of joint venture and autonomy, regardless of whether your storytelling ability is strong or not, for hundreds of thousands of family cars, high cost performance is the strongest competitiveness.
If good products and good prices are carbon in the snow, then good marketing is the icing on the cake, as the most successful model launched by DPCA in the past seven years, Versailles C5 X also shoulders the heavy responsibility of reviving the Citroen brand.
Who is the God of branding? Users, of course. Versailles C5 X's degree of attention to users can be said to be the highest in history, and the user-centric "user co-creation" is also allowing the Citroën brand to regain long-absent consumer confidence.
In fact, the naming of versailles C5 X is decided by the user, and then, Versailles C5 X moved the listed cloth into the villa of a user in Shanghai, enough versailles, right? Not only that, the delivery ceremonies in Wuhan, Shanghai, Chengdu and other places have also been co-created into various "Versailles Conventions", from Christmas to the brightest stars on the Huangpu River to international street dance competitions... All kinds of trendy and interesting elements have been taken to Versailles.
At last year's Guangzhou Auto Show, Dongfeng Citroen once again exported a wave of co-creations, such as Versailles blue, pop yellow and other body colors, "roof loaded with luggage" and other modified cars are the crystallization of "user co-creation".
The more the tide gets happier and the younger the tide gets, the Versailles C5 X not only brings citroën more than 85% of new customers, but more importantly, its young customers account for 80%. Obviously, the proportion of young users has become the second key index that determines the fate of Citroën in addition to sales. Because the reason for the future of the young people is well matched, everyone understands.
Just last weekend, Dongfeng Citroen created a large-scale Versailles scene in Sanya - "C5 X Leading Tide Co-creation Night", in addition to hundreds of car owners, but also invited the campus punk band "Grapes Are Not Angry", Fu Longfei, Xue Daifei and other new generation songs to join, they used their own musical methods to express their young ideas that they did not want to be defined.
"The wind and rain are flowers, time can't catch up with the white horse, are you still clinging to the dream words of your young palm?" A song sung by Yu Kewei, "Time to Cook Rain", just expresses citroën's desire - it is still young and dreamy, and does not want to lose its way again.
So, on this big lie, I'm trying to find the Citroën's glowing point, to find something else to do in addition to the Versailles C5 X.
About Versailles
If any brand names its model after Versailles, you're probably going to find it cheesy and crafty. But Citroën is an exception.
In 1919, a Parisian spirit boy named André Citroën founded the Citroën Company, and 6 years later, at the Paris World Expo, he arranged a Versailles scene that shocked the world - the Citro n hung up the Eiffel Tower lit with 250,000 light bulbs, and continued to light up for 9 years.
What really polishes the citroën Versailles temperament is the "Mediterranean melting pot" Paris, the water of the Seine, the coffee on the left bank, the fashionable xiangjie, the collection of the Louvre, the legend of Notre Dame... Casually carry it, it is all high-level Versailles.
As Tang Lei (masterpiece "Lilacs"), a special guest and music producer with three Citroëns at the same time, said, he likes not only the unique handling of French cars, but also the distinct culture and brand tone of French cars. To know how much culture and tonality are the dreams of brands, because only brands can enter the emotional world of users.
Another newlywed couple at the scene also expressed their recognition of the Citroën brand, they are the world's first subscribers, the Versailles C5 X produced in China but also sold to Europe is their wedding car - this is another kind of Versailles, and you can smell a trace of "dog food" of happiness to show off.
General Xun said that the beauty of all life is aimed at resisting one word — busy. To put it bluntly, life needs Versailles. Versailles family, Versailles outing, toast yourself with a glass of Versailles-style wine, respect tomorrow... Everything can be Versailles, probably the citroen brand of romance, which can still impress the special existence of young people.
About 131X
The success of the Versailles C5 X has allowed Dongfeng Citroen to see the great value of "user co-creation", and at the "Co-creation Conference", Dongfeng Citroen launched the "131X" user co-creation plan.
Mao Chuangxin said that dongfeng Citroen co-construction group is divided into three major systems: self-built, certification and brand close friends, the self-built community is divided into interests and regions, the certification community is based on the core of the car friends club, and the brand best friends will invite KOC as the brand partner. Simply put, you buy not only a car, but also a Versailles life, the so-called X, is dongfeng Citroen left to the user's self-defined rights.
Compared with the concept of "131X", the author is more happy to see the transformation of Dongfeng Citroen in the user's thinking, IMHO, in the matter of "pet powder", the overall level of independent brands wins the joint venture a few streets, the more peers set off, the easier it is for Dongfeng Citroen's user marketing to shine.
Of course, user marketing is like serious love, it has to be fun, it has to be serious, and the focus is to stick to it, so in 2022, we hope that "131X" can come up with a better Versailles story and toast to time.
『 Write at the end 』
There is no doubt that for Dongfeng Citroen, the Versailles C5 X is a "strong heart pill", users say that Versailles made them believe that French cars are a good choice; dealers said that Versailles let them collectively see the hope of Citroën, and the young team of Dongfeng Citroen said that Versailles made them unlimited possibilities.
Perhaps, Dongfeng Citroen can no longer return to its former peak moment, but as long as the direction is not deviated, the product has sincerity, continue to work hard to let users Versailles, live a well-off life is no problem.
-END-
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Zhao Wenhua
Mixed car circle for 20 years, the biggest advantage is more true, love to tell the truth
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