Written by | Xu Feng
Only by following the trend can we take advantage of the trend, and the new era must abide by the new rules of the game.
In recent years, the new automotive brand is rapidly rising, they dare to innovate and put everything first in the needs of users, creating a full-life cycle user experience, attracting the attention of many young consumers. Break through the shackles of stock
Changan Auchan, a young brand that has only developed for more than three years, although it comes from traditional car companies, has a heart of "new forces".
Reliable but not "pedantic", it perfectly integrates tradition and innovation, entering the fast lane of development in 2021 and becoming the most eye-catching "new force" brand in the market this year.
So, what kind of achievements have been made by Chang'an Auchan this year, it is better to review it together.
Break through the shackles of the big environment
When it comes to the word "achievement", as far as the automotive industry is concerned, the most intuitive thing is to look at sales. As early as the beginning of last year, the China Association of Automobile Manufacturers predicted that passenger car sales in 2021 are expected to increase by 5.6% year-on-year, and China's overall automobile market has entered a moderate growth stage and will continue to maintain in the future.
However, Chang'an Auchan gave us a great surprise. In 2021, the cumulative sales volume was 228,295 vehicles, nearly 230,000 vehicles, an increase of 49% year-on-year, becoming the top ten chinese automobile brands in terms of sales.
Of course, the excellent results achieved in sales are naturally inseparable from the hot sales of its star models, especially auchan X5 and auchan X7.
Auchan X5 can be said to have opened up a 100,000-level new category market, reliable brand, sincere price, rich configuration, coupled with high-value design, so that it has been recognized by the majority of users. Since its listing, it has sold more than 10,000 copies for 13 consecutive months.
Among them, the post-90s user accounted for 66.7%, which is a veritable young explosive model. We have always said that the hot sales of a model will not be without reason, and it is not surprising that auchan X5 can have such a market performance.
And with the launch of last year's Auchan X5 youth version and sports version model and the launch of this year's Tiger Howl limited edition model, it has also brought users a richer choice.
When it comes to Auchan X7, it is also the sales responsibility of Changan Auchan. Especially after the launch of Auchan X7PLUS on October 17 last year, in less than 3 months, its orders have exceeded 40,000 vehicles, which directly helped Auchan X7 series sales reach 200,000+.
Auchan X7PLUS, as the first PLUS flagship SUV of Changan Auchan, is a comprehensive upgrade on the basis of Auchan X7 products, although there is a certain user base, but in terms of product strength, it is still the leader in the same price range and the same level of models.
Especially at the configuration level, it breaks through the ceiling of the same level of product configuration value. It is not an exaggeration to say that it can bring users more than 200,000 models of configuration experience.
Technology empowerment shows more product strength
Of course, the reason why Changan Auchan can occupy a seat in the market and still make great strides in the overall market environment of slow progress, having technical hard power is the key. After all, today's users are more critical of products, and satisfying them is not an easy task.
Blue Whale Power is not unfamiliar to us, at present, some of Changan Auchan's models are equipped with Blue Whale 2.0T engine or Blue Whale 1.5T engine. Among them, the Auchan X5 equipped with the new Blue Whale NE1.5T engine can achieve 0-60km/h acceleration up to 3.63 seconds, which can be called the "traffic light starting king".
The 1.5T engine has a maximum power of 132 kW, a peak torque of 300 Nm, and a maximum thermal efficiency of 40%, which is comparable to the world-class advanced engine level.
This engine has also won the "Top Ten Engines in China" award, powerful at the same time, but also has a high fuel economy. Coupled with a gearbox with an overall transmission efficiency of up to 94.5%, the entire power combination performs well.
Another one we are familiar with is Changan Auchan's Onstyle 3.0 intelligent ecosystem, which uses Qualcomm Snapdragon octa-core car chip, which can run at a speed of 2.0GHz, which can achieve 5 seconds of boot, 1 second of networking, and 0.8 seconds of small European voice response.
In addition to the built-in entertainment functions, it also has a face recognition system and OTA upgrades. At the same time, the unique functions of remote car control such as "clairvoyance" and "downwind ear" can also make users shine.
The Onstyle3.0 intelligent ecosystem is still attractive to the current young group, and can completely bring users a sense of experience that they do not belong to the "new forces" brand. At present, this set has been installed in some models under Changan Auchan, and it is not difficult for consumers to experience it.
Of course, all the above mentioned is something we can experience first-hand, but in some places we can't see, Changan Auchan is also proving its hard power.
For example, the paint surface of Auchan X7PLUS has been manufactured through 21 processes, it is automatically sprayed by 70 robots, and the appearance quality of the paint surface and the anti-corrosion quality of the bottom seal have reached the leading level of Chinese brands.
It is worth mentioning that this year, Changan Auchan will also bring a blockbuster product, that is, the Auchan Z6 that was recently exposed. As the pioneering work of Auchan's new sequence and a new intelligent flagship product, Auchan Z6's technology equipment is also leading the same level, and unlike the previous two main products, Changan Auchan also created three meta-universe avatars for it.
Among them, the first meta-universe avatar "Xiaoou" that can realize 10.25-inch instrument screen, 12.3-inch central control screen, 9.1-inch small European screen, AR-HUD head-up display four-screen interconnection, plus mobile phones and smart wearable devices can also realize six-screen interconnection, which is the first in the industry.
In addition, the second metaverse virtual image "YYDS digital twin image" can be reproduced sound, and the third metaverse virtual image "Auto Robot Z6" can achieve in-car and out-of-car voice interaction, these advanced intelligent configurations can indeed bring users the ultimate enjoyment of science and technology.
Think what you think from the user's point of view
The automotive industry has entered a new era, and the connection between OEMs and users is no longer from the day of buying the car to the end of the day of picking up the car, but the entire life cycle is linked.
At the beginning of the development of the new car, the customer and the OEM were already connected until the end of the "car life". And Changan Auchan perfectly adapted to the changes in the new era, think of what users think, integrate services into marketing, and give users the most natural and comfortable experience.
Changan Auchan has held 5 consecutive seasons of super tester activities, inviting users to walk into Changan Auchan to be the experience officer, inspector and tester of the product, to accept the quality of the product, and to hand over the right to whether the product can be listed in the hands of the user.
This test is real and harsh, before changan Auchan each new car is listed, potential customers will be invited to experience the appearance, performance, intelligence, space and quality of the model, timely obtain user feedback on the new car experience, collect user opinions, and improve the shortcomings of the new car. While better optimizing products, it also lays the foundation for the masses.
In addition, Changan Auchan has now completed the digital upgrade of 500 stores and become "smart stores". Through the all-round improvement of hardware facilities, the "place online" link has been opened up, giving the 4S store terminal "wisdom".
Through the smart upgrade of the store, the collection and processing capabilities of terminal big data have been further improved, such as the frequency data of customers entering the store, the surrounding heat, the time spent next to a certain car after entering the store, etc., which will be generated through "place online", combined with the data summary of other ports, and through digital structure capabilities and analysis capabilities, clearly know the customer's demands, as well as the entire "customer journey" in each link, where the customer comes from, the customer's car demand, and where the customer has gone.
In the future, the 4S store will gradually become a data port and experience center with Internet thinking from the previous place of selling cars and watching cars.
And Auchan Style, a social life service platform tailored by the Auchan brand for riders. By 2021, there are more than 5 million registered users, including 530,000 certified owners and more than 20,000 owners of other brands.
As a content co-creation platform provided by Auchan Auto, Auchan Style has emerged many high-quality content creators, and many of their works have flowed from Auchan Style to various mainstream automotive media forums and top-stream information APP platforms. While users share their own beautiful life, they also let the influence of Auchan Automobile spread.
summary
It can be said that in 2021, Changan Auchan will not only harvest sales, but also the expectation and trust of users. Taking the user as the center, creating the whole life cycle value of the car, and inputing a steady stream of surprises for the user's car life, Changan Auchan is such a step-by-step step to consolidate the way forward.
Although it is only a young brand that has only been established for more than three years, it is full of momentum. Whether you're a prospective owner, a car owner, or not an Auchan owner, you can get involved. Following Chang'an Auchan, there will always be some to play. 【iDailycar】