Pay attention to the hot spots in the automotive circle that I shared with you for the first time
Who would have thought that two years later, the new crown epidemic is still threatening, and we are about to usher in the third year of the new crown pandemic;
Who would have thought that 2021 is a year of continuous rise in smart new energy vehicles, and more technology companies and mobile phone giants have crossed the threshold of car manufacturing, entered the automobile industry and even personally built cars, accelerating the transformation of the automotive industry;
Who would have thought that the auto people in 2021 would be more "core bitter" and "core barren" than ever before, and a small chip would reduce global automobile production by more than 10 million.
According to the latest data from AutoForecast Solutions, as of December 19, due to the shortage of automotive chip supply, global automobile production has been reduced by 10.272 million units, and it is expected to reduce global production by 11.31 million vehicles in 2021. Among them, the Cumulative Production Cut in the Chinese Market was 1.982 million units, and production is expected to decrease by 2.148 million units for the whole year this year.
yes! If there is no epidemic and no "lack of core" tide, perhaps, In 2021, China's automobile sales are expected to be more than 2 million more than the current one.
However, it is in this context that there is such a car company, although in the traditional camp of increasingly fierce competition in the stock market, but has a strong growth potential like a "new force", not only in the brand more than three years of establishment, into more than 500,000 families, but also in just three years, it has successfully crossed the threshold of 200,000 annual sales.
And it is Chang'an Auchan. Of course, you may say that I am exaggerating, but the data has always been the most convincing, according to the latest official data of Changan Auchan, Changan Auchan Automobile rushed into the top 10 of Chinese car brand sales in 2021, and the cumulative sales reached 228299, an increase of 49% year-on-year.
Coincidentally, on January 13, 2022, the National Passenger Car Federation also released the sales data for the whole year of 2021, according to the latest data, from January to December, China's narrow passenger car retail sales totaled 20.146 million units, an increase of 4.4% year-on-year, that is to say, Changan Auchan's 49% growth rate is 11 times that of the entire industry. For a brand new passenger car brand that has only been around for more than three years, this growth rate is impressive.
To know that in this industry, such a new passenger car brand that has been established for more than three years can only be regarded as a "newcomer", but Changan Auchan Automobile has risen rapidly in just over three years, and has also achieved a "blockbuster" phenomenon in the automotive circle, so what is it relying on? Today we may wish to take a look at it, and the last red envelope may let you find the answer you want!
Make it look like the user expects, and create a good car for the user
In recent years, it is true that the automobile market has changed greatly, but behind the changes are often opportunities, and a car brand can seize the opportunity to win the future development. But, you know what? If you want to seize this fleeting opportunity, you must not only rely on surprising victories and one-trick enemies, but also start from the most basic things, and also start from the brand solid.
I have to say that Changan Auchan is a brand that is good at seizing opportunities, a brand that dares to break through, and a car brand that understands users and young people.
The reason why Changan Auchan has been able to achieve such impressive results in just over three years is inseparable from its adherence to the car-making concept of "user-centered, building a good car for the people". In fact, this is not a superficial one-way giving, but a real product description from the user's needs.
So how do you become what users expect? How exactly did Chang'an Auchan do it? First of all, there is a strong system support. Changan Auchan Automobile and Changan Automobile, as the two wings of the upward development of Changan Group's independent passenger car business, not only share Changan Automobile's R&D system of six countries and nine places, global production and manufacturing system, global supplier system and the most stringent test and verification system in China, but also make full use of the achievements of cutting-edge technologies such as Changan Automobile's intelligent Beidou Tianshu plan. That is to say, the experience and advanced technology accumulated by Changan Automobile in the field of car manufacturing for 35 years are basically applied to the manufacturing system of Changan Auchan Automobile.
In addition, Changan Auchan Automobile also allows customers to participate in the whole process of vehicle research and development and car manufacturing. And according to these customer feedback to build vehicles, to ensure that Changan Auchan products are more in line with the needs of family cars, to Changan Auchan X7 PLUS as an example, from the 2021 Shanghai Auto Show Changan Auchan X7 PLUS debut to the 2021 Guangzhou Auto Show Changan Auchan X7 PLUS fishing version, camping version of the exhibition, many times invite users to appreciate the car, car appreciation; in the fifth season of the super tester "national public test" activity, also invite users to take a test drive, user satisfaction, in order to deliver the product to the market, Users think that good is really good. And this move also forms a virtuous circle.
In terms of product matrix, for more than three years, Changan Auchan has basically introduced it into the market at the rate of a new product every year. There are damei urban boutique SUV - Changan Auchan X7, and later upgraded high-performance intelligent control Damei SUV - Changan Auchan X7 PLUS; as well as the super sense new sports SUV - Changan Auchan X5, at the same time, Changan Auchan X5 also derived and evolved the magic reform series, youth version, sports version, and the recently listed Tiger Howl limited edition. The composition of these products also creates a more three-dimensional and diversified product matrix of Changan Auchan.
We often say that sales volume is the best test of a product. So what kind of report card did these explosive products hand over? As a high-performance intelligent control Damei SUV Changan Auchan X7 PLUS, with its cross-level strength, refreshes users' value expectations for the 8-130,000-level PLUS flagship SUV. According to the data, the cumulative orders of Changan Auchan X7 PLUS in the 76 days of listing are 42,948 vehicles, and the cumulative sales of Changan Auchan X7 all series of products exceeded 210,000 vehicles.
Changan Auchan X5, another star model under Changan Auchan, also fully explains what is a new value product in the 100,000-level mainstream SUV market. It has to be said that the configuration level of Changan Auchan X5 comprehensively exceeds the market and consumer expectations, face recognition, track mode, wheat-free on-board KTV, clairvoyant downwind ear function is unique to the four peers, 0.30Cd ultra-low wind resistance, new Blue Whale NE1.5T engine, new plastic light design concept, 40 decibels idle working conditions, Qualcomm Snapdragon 8 core car chip shaping Onstyle3.0 intelligent ecosystem and other five configurations have achieved the same level of leadership, established" A new benchmark for the value of 100,000 mainstream SUVs". According to the data, in 2021, the cumulative sales of Changan Auchan X5 128526 vehicles, and the average monthly sales of 13 consecutive months exceeded 10,000 in the 13 months of listing, and the cumulative sales of models reached 138681 vehicles, which was loved by young users.
Of course, in addition to technology and products, in terms of marketing is also a major "killer" of Changan Auchan Automobile's success, in marketing, Changan Auchan has woven a full-service network, not only offline stores to establish a full contact covering the community life circle, commercial consumption circle, social circle of friends and other car owners circle.
Online, Changan Auchan has also built a "1+X" service ecology, that is, to establish an exclusive butler service group for each car owner, to answer users' questions in the process of using the car in a timely manner, and to set up a care reminder for the first guarantee and the case guarantee.
What is more worth mentioning is that in order to respond to customer needs 24 hours a day and in an all-round way, and to establish a whole life cycle care for users, Changan Auchan has also created a series of fun and practical values such as circle layer socialization, content co-creation, car sharing, etc. Oushan Style APP, which not only breaks through the barriers between the client, consultant, store and car machine, brings greater convenience to use and maintain cars, but also takes the initiative to enter users and establishes an all-round value system from "use" to "maintenance".
Up to now, the user registration scale of Auchan Style has exceeded 5 million, of which more than 530,000 are certified owners, and there are more than 20,000 owners of other brands.
It is not difficult to see that starting from all dimensions, touching users in an all-round way, and realizing value co-creation and sharing with users, Changan Auchan not only has the depth of product strength, but also takes into account the temperature of the brand. For young people who pay more attention to emotional appeals and service quality, it is undoubtedly the biggest shining point of "remembering" Changan Auchan. And this is also an important part of Changan Auchan's continuous strengthening.
The real policy is also very tempting, and you can still receive red envelopes when waiting for the car
Limited by the supply of chips and the hot sales situation of terminals, the current supply of all models of Auchan Automobile is in short supply throughout the country, and there is a possibility that "orders cannot be delivered before" are possible.
Based on Auchan Automobile's long-standing "customer-centric" concept and the attitude of adhering to the attitude of maximizing the interests of customers, on January 13, 2022, Auchan Automobile announced the launch of the first New Year "Waiting for Car Red Packet" in 2022: before 24:00 on January 30, 2022, users who order Auchan X5 (excluding manual transmission) and Auchan X7 PLUS (excluding manual comfort type) and do not pick up the car will enjoy 2888 yuan in cash red envelopes. The red envelope of 2888 yuan for waiting for the car can basically cover the taxi fare during the Spring Festival, which can be considered very thoughtful.
A business that is responsible for its customers is a good business. There are delivery difficulties in the entire industry, and Auchan Automobile is in the supply, grasp the production at the same time, at the same time for the customer's careful consideration directly extended to the customer to pick up the car, so that 100% of the customer's sake of Auchan Automobile is trustworthy, but also worth choosing.
Write at the end:
In this era of "lack of core" and "repeated epidemics" and fierce competition in stock cars, it is not easy for Changan Auchan Automobile to achieve such impressive results. Behind such achievements is inseparable from the efforts of Changan Auchan in technology research and development, product sales and service operations. What is even more valuable is that Changan Auchan not only achieves "user-centric", but also gives users the greatest sincerity. After all, a brand that dares to give back to consumers with real money and silver will surely be sought after by consumers. Let us look forward to the future development of Changan Auchan to go further.
essence
color
return
look at