In the past 2021, the "new car-making forces" represented by "Wei Xiaoli" (represented by Weilai, Xiaopeng and Ideal) have sprung up, with annual sales of nearly 100,000 vehicles, becoming a force that cannot be ignored in the car industry.
If we talk about the color of the "new forces", there is one brand that is better, that is Auchan Motors. The data is the most convincing, in 2021 Auchan automobile cumulative sales reached 228299, an increase of 49%.
According to the latest data of the Federation of Passenger Vehicles, the cumulative retail sales of domestic passenger cars in 2021 reached 20.146 million units, an increase of 4.4% year-on-year, that is to say, the growth rate of Auchan is 11 times that of the entire industry.
Auchan's annual sales of nearly 230,000 vehicles are full of gold, which can rank among the top ten Chinese brand passenger cars and become a mainstream brand, which is only 3 years from its establishment, Auchan can be called a big "dark horse" in the market, and has also grown from "new forces" to "new strength".
Even if Weilai Automobile, the representative of the "new force of car manufacturing", has gone through 7 years, As a brand that has been established for just over three years, Auchan is a full-fledged "newcomer" in the industry, but the market performance is quite eye-catching, not only obviously superior to other "new forces", but even stronger than many traditional car companies.
When the automotive industry is facing changes that have not been encountered in a hundred years, the Chinese market has entered the stock competition, many brands are facing the problem of survival, and Auchan Automobile has sprung up, for many reasons, but most of them can be concentrated in several major aspects such as products, research and development, and marketing.
01
Star models emerge,
X5, X7 to open up the market, Z6 upwards
For most car brands, the product comes first, because consumers are primarily aware of the brand based on the product.
Looking at the global market, a strong car brand must have several star models, because the brand is attached to the model.
Countless facts show that the role of several star models is much greater than a bunch of ineffective models, through the star models, the main engine factory has the strength, can also concentrate on research and development, forming a virtuous circle.
Toyota has Corolla, Camry, Highlander, Rongfang; Volkswagen has Passat, Tiguan, Golf, etc.; to the Chinese market, Geely has Boyue, Xingrui, Emgrand, etc.; the Great Wall has Haval H6, Tank 300, etc.; Changan has CS75, CS55, Yidong and other star models.
The young Auchan is not very large, but also has two star models - X7 and X5, of which X7 evolved the PLUS version, X5 evolved the youth version, sports version. Unlike many brands, Auchan is deeply involved in the "100,000 yuan SUV" market, which is the most advantageous market for Chinese brands.
In 2021, Auchan X5 has accumulated sales of 128526 vehicles in the whole year, and has sold more than 10,000 units per month for 13 consecutive months since its listing, making it an uncompromising star model.
As a new value product focusing on the 100,000-level mainstream SUV market, auchan X5's configuration level comprehensively exceeds the market and consumer expectations, becoming the SUV that understands young people best, with face recognition, track mode, wheat-free car KTV, clairvoyant downwind ear function for the four peers.
X7 as a 100,000 yuan SUV power benchmark, the cumulative sales exceeded the mark of 210,000 vehicles, the car is equipped with Changan's latest generation of Blue Whale NE 1.5T high-pressure direct injection engine, peak power 138kW, maximum torque 300N .m, zero hundred acceleration 8.23s.
The Auchan X7 PLUS, which is derived from the X7, has accumulated orders of 42,948 units in the 76 days of listing, which has quickly become popular in the market.
Z6 is a 150,000-yuan SUV, positioning a new generation of pioneer intelligent SUV, for the Auchan brand upward blockbuster model.
In the context of the consumption upgrade of China's automobile market, it is not enough to rely on the "100,000 yuan level SUV", Auchan is still brewing a larger "king explosion" - Z6, which is Auchan's new intelligent sequence flagship model, which is expected to be priced at 150,000 yuan, which will open up the upward mission of scale, brand development and new energy layout for the Auchan automobile market.
As can be seen from the naming method, this is a model carefully built for the Z generation user group, and it is expected to become another blockbuster of Auchan.
From the perspective of size, Auchan Z6 is already a medium-sized SUV, with a length of 4699mm, a wheelbase of 2795mm, a height of 1660mm, and a shaft length ratio of 0.595, which is in the lead of SUV of the same level; its width reaches 1890mm, becoming one of the widest SUV of the same level; in terms of power, Auchan Z6 has the most abundant configuration of the Auchan brand: Blue Whale IDD global hybrid system, Blue Whale 2.0T+8AT power system, Blue Whale 1.5T+7DCT power system three kinds of power.
02
Relying on Changan's strong research and development strength
The product is the root, the technology is the present. Auchan has been able to continuously create star models in the market in just three years, because it relies on changan automobile's strong research and development strength.
In terms of technical strength, Auchan can be said to be "the second generation of the rich born with a golden key", because Auchan and Changan Group share two magic weapons of R&D process system (CA-PDS) and product test verification system (CA-TVS).
Changan Automobile's R&D strength has ranked first in China's automotive industry for five consecutive years. In the 2017-2018 evaluation results of the National Enterprise Technology Center released by the National Development and Reform Commission, Changan Automobile ranked third in the country and first in the automotive industry with a score of 96.4, ranking ahead of Huawei.
Knowledgeable people know that Changan can achieve the "third entrepreneurship" and re-emerge as the leader of Chinese brands, also because of its strong technical strength.
According to public information, Changan Group has a global intelligent R&D platform consisting of 10,000 people, more than 500 senior experts, 12,000 engineering and technical personnel, more than 1,000 R&D personnel, and the R&D and innovation capabilities of the industry for 5 consecutive years; Changan Group has 11 production bases and 31 vehicle and engine plants around the world.
Changan Automobile invests 5% of its sales revenue in research and development every year, and has invested more than 110 billion yuan so far in the "Eleventh Five-Year Plan". It has 16 fields covering vibration and noise, crash safety, braking performance, chassis testing, drive systems, etc., and 194 international advanced laboratories (including the State Key Laboratory of Automotive Noise Vibration and Safety Technology, and the National and Local Joint Engineering Laboratory of Hybrid Passenger Vehicles).
This can not meet Changan's "ambition", in the next five years, the long security industry chain will continue to invest 150 billion yuan; by 2025, Changan brand sales will reach 3 million vehicles, of which new energy accounted for 35%; by 2030, Changan Automobile will become a world-class automobile brand.
03
Fits the marketing power of young people
In this era of information overload, wine is still afraid of deep alleys, especially in the well-competitive automotive industry, good products are not enough, and there must be appropriate marketing, especially to meet the needs of young people. Auchan X5's post-90s users account for 66.7%, and Z6 is almost aimed at the young user base of Generation Z.
Who understands the reason for playing with young people, but few car brands play slippery, and Auchan is even one of the few representatives.
For example, they are all playing with young people, Auchan Online has carried out a lot of customer activities around the customer's birthday, sports and fitness, festivals, net red punch card, red tour, and truly realized the weekly activities, and there are wonderful activity scenes in the month and month; offline, in the form of car friends' associations, Xiangshang gangs, Xiangshang wedding teams, etc., to form a car friends alliance, providing car friends with wedding car services, public welfare activities and other car club activities, so that countless user families feel the care and warmth from car friends.
As a later brand, Auchan has also achieved innovation in marketing channels, and 500 stores have completed digital upgrades to become "smart stores", building a "four-in-one" digital communication mode such as client, consultant, store and car machine.
Not only that, because young people have no historical baggage, but have become the innate advantage of Auchan Automobile in marketing innovation. At present, the popular private domain traffic is a direct channel to users, and it is also a place where soldiers must fight, but it will touch the interests of dealers, and traditional OEMs generally dare not move.
At the beginning of its establishment in 2018, Auchan Automobile foresaw the necessity of private domain operation, so Auchan Automobile turned to the operation of private domain traffic early. Auchan Style has more than 5 million registered users, including 530,000 certified owners and more than 20,000 owners of other brands.
How important is private domain traffic? As long as 1% of registered users develop into hardcore fans, there will be 50,000, and how many people can see a message that can be forwarded by 50,000?
The effect of this innovative model is obvious. In 2021, Auchan Automobile Double Eleven has made remarkable achievements since the first live broadcast of goods, and on the day of "Double 11" alone, the live streaming of goods reached 270 million yuan.
Summary: This is the best of times and the worst of times. In just 3 years, Auchan Automobile ranked among the top 10 passenger car brands in China with an annual sales volume of nearly 230,000 vehicles, achieving the best results in the worst years, and Changan Automobile Group has also formed a good situation in which Auchan, Changan and UNI three series go hand in hand, and the reasons for this are worth learning from Chinese brands.
Text | DA Bin Qing Lord
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm