Auto-First | Linsen
2021
In the global new energy vehicle market, there was only one car that beat Tesla, that is, the Wuling Hongguang MINIEV from China.
Although one positions small and close to the people, and the other positions high-end luxury, the sales data is the most convincing. So that after the hot sale of Wuling Hongguang MINIEV, Tesla also has the idea of launching a small electric vehicle, there are not many companies that can make Musk think, saic-GM-Wuling is counted as one.
Full-year sales reached 3.4 million units, a 16-fold increase year-on-year. In 2021, new energy vehicles are undoubtedly the biggest highlight of the auto market.
Among them, Hongguang MINIEV has sold more than 550,000 vehicles since its listing. The record high of 55,729 units in December 2021 alone has exceeded the annual sales of Weima (44,157 units) and Zero Run (43,121 units) among the new car-making forces, which is unmatched by any new energy vehicle in the world.
However, the hot sale is only the appearance, and the philosophy behind the Hongguang MINIEV explosion is worth pondering.
Holding high the banner of "people's scooter", Hongguang MINIEV was born in July 2020. Before the launch of Hongguang MINIEV, there was no such a scooter on the market that met the needs of contemporary young people: small and stylish, safe and reliable, easy to drive and fun, and most importantly, easy for people to reach.
Keenly aware of user needs, SAIC-GM-Wuling quickly launched the Hongguang MINIEV aimed at short-distance travel based on the advanced GSEV technology platform, creating a small new energy scooter as a sea blue market.
The length of the car is less than 3 meters, the width of the car is less than 1.5 meters, the body is petite; the design of "cut edge geometry" is stylish and beautiful; the space layout of two doors and four seats is flexible and changeable; one parking space can park two cars, which is good to open and park; the battery has passed 16 strict safety tests and the dustproof and waterproof performance has reached IP68 level, safe and reliable; a household power supply can be charged, convenient and fast. More importantly, Hongguang MINIEV has reduced the starting price of new energy vehicles by half at once, as long as 28,800 yuan.
As soon as Hongguang MINIEV was listed, it was warmly sought after by the market. From young people wearing fashion brands in the city and pursuing individual fashion to simple and pragmatic small town youth, no car can get rid of the shackles of brand concepts like Hongguang MINIEV and achieve "all-you-can-eat" from the city to the countryside.
At the same time, Hongguang MINIEV also continues to deepen the needs of users, improve and iterate on the products of Hongguang MINIEV, and successively launch a series of models such as Hongguang MINIEV macaron and macaron autumn new car color, original customized model sandwich model, etc., to provide users with diversified travel options with a diversified product matrix. The rich product matrix continues to add impetus to the hot sales of Hongguang MINIEV, and the monthly sales have risen from the beginning of 10,000 vehicles to December 2021, with single-month sales exceeding 55,000 units, creating a phenomenon-level explosion in the history of new energy vehicles in China and even the world.
In 2022, SAIC Tong Wuling's big move is the Hongguang MINIEV convertible version that has already been unveiled at the 2021 Shanghai Auto Show. This car will break the traditional image of the convertible and become an electric convertible that young people have at their fingertips. From the explosion of popularity prediction during the shanghai auto show, it will be another blockbuster.
If the keen market insight and excellent product power have laid the tone for Hongguang MINIEV to be a blockbuster, then the Hongguang MINIEV culture created by successful user co-creation marketing has added infinite vitality to its maintaining heat and continuous hot sales.
Based on the youthful characteristics of Hongguang MINIEV products themselves, SAIC-GM-Wuling has continuously introduced new ways to adapt to young people's preferences by adopting diversified and youthful marketing methods.
Chaochuang Modification is a series of online and offline user co-creation activities that Hongguang MINIEV will focus on creating in 2021. Thanks to the "good foundation" of 80% of the Tidal area of the model itself, the Hongguang MINIEV modified car has become a "net red car" that has attracted much attention through the social platform of young users. SAIC-GM-Wuling seized this opportunity to make the communication between users from online to offline, providing users with a real offline interactive communication platform, and successively launched the "Loading and Out of the Cavity Tide Creation Ceremony - A Small Paradise for Adults" and "June 1St Happy Tide Creation Garden" and other tide modification activities.
When hundreds of unique Hongguang MINIEV tide loading cars were unveiled together, and the owners changed from netizens to friends with similar interests in life through a car, Hongguang MINIEV is not only a scooter, but has become a "big toy" for adults, and has become a new social equipment for Chinese young people.
Auto-First noticed that compared with some car brands often tens of thousands or even hundreds of thousands of yuan involving chassis, power performance and other aspects of the modification, Hongguang MINIEV modification is more popular, perhaps a few of their favorite anime character stickers, or some dolls that add personality to the interior, can dress up their Own Hongguang MINIEV differently. From this point, you will find that the Tide Creation Culture of Hongguang MINIEV is actually lightly modified and social.
That is to say, when a user buys a Hongguang MINIEV, it is the beginning of the wonderful connection between the owner's life and the world: on the one hand, it can show itself through the Chaochuang car and express independent personality propositions; on the other hand, the Hongguang MINIEV, as a business card with social attributes, gathers like-minded users together, and finally forms the Chaochuang cultural circle in the field of new energy vehicles.
In addition to Chaochuang culture, the fashion makeup culture based on "Wuling Girl" is another successful practice of Hongguang MINIEV in user co-creation culture.
More than 72% of female car owners are the valuable wealth of Hongguang MINIEV, they love life, understand fashion, are good at expression, become the word-of-mouth communicator and the best spokesperson of Hongguang MINIEV, and create an IP image of "Wuling Girl" on social media.
In order to better glue female users, SAIC-GM-Wuling joined hands with Perfect Diary to hold the "Wuling Girl Fashion Makeup Party" in 2021. At this party, the owners not only talked about their cars and tasted food, but also shared their beauty experience, creating a unique fashion makeup culture of "Wuling Girl". What is more different is that this party has the participation of car owners throughout the whole process, even the host is a female car owner representative, and the new product of Hongguang MINIEV Macaron Autumn Color is also released by users. Wuling set up a stage, users sang opera, and raised the "pet powder" to a new height.
From Tidal Creation to Tidal Makeup, Hongguang MINIEV has stimulated the enthusiasm of young consumers to create together, so that China's new energy vehicle consumption has its own cultural symbols, which is also the invisible competitiveness that many competitors do not have so far.
In terms of cross-border marketing, SAIC-GM-Wuling has also created many new surprises in 2021, whether it is Wuling x box horse snail powder rice dumplings, Hongguang MINIEV macaron ice cream, or cooperation with the national comic movie "New God List: Nezha Reborn", all of which convey a signal to the outside world: Hongguang MINIEV "Everything can cross borders".
Through the above series of cross-border marketing based on user co-creation, Hongguang MINIEV continues to "dialogue" with young people, co-creation and play with young people to achieve emotional interconnection, so that users can get double satisfaction at the material and spiritual levels. It not only launched the trendy attributes of Hongguang MINIEV in the industry, created a unique Hongguang MINIEV culture, but also gradually built a new value system for enterprises and users to operate together, and achieved two-way empowerment.
Super quality-price ratio of products, coupled with continuous user co-creation marketing, in just over a year, Hongguang MINIEV's footsteps throughout the country's 333 cities, east to Jiamusi City, Heilongjiang Province, west to Kashgar, Xinjiang Uygur Autonomous Region; north to Daxinganling, Heilongjiang Province; south to Sanya, Hainan. With a total of more than 140 million trips, Hongguang MINIEV accompanies the daily travel of more than 550,000 users.
Monthly sales of more than 55,000 vehicles, cumulative sales of more than 550,000 vehicles, China's new energy single model sales first, to achieve 16 consecutive months to dominate the Chinese new energy market sales champion, in 2021 five times surpassed Tesla to the top of global new energy sales first... The sales miracle created by Hongguang MINIEV in 2021 is unparalleled, not only becoming the global small new energy vehicle sales record creator, but also becoming a sample of in-depth research by major car companies around the world.
It is worth mentioning that in addition to the domestic popularity, Hongguang MINIEV is also famous. It has not only appeared on the pages of well-known media such as the United States and Japan, but also has been eagerly anticipated by overseas markets. At present, SAIC-GM-Wuling has received inquiries from more than 70 countries and regions around the world, becoming a truly global hot new energy vehicle.
For the phenomenal sales legend created by Hongguang MINIEV, Auto-First believes that it can be evaluated from at least four levels.
From the enterprise level, the hot sales of Hongguang MINIEV once again prove that SAIC-GM-Wuling has the ability to have a keen insight into market demand and quickly land. From Hongguang in the field of fuel vehicles to Hongguang MINIEV in the field of new energy, the signboard of SAIC-GM-Wuling "Shenche Manufacturing Machine" is becoming more and more shiny.
From the industry level, Hongguang MINIEV not only opens up a new blue ocean in the market of new energy scooters, triggering many car companies to follow up, more importantly, this car that can "self-hematopoiesis" provides a useful reference for the new energy automobile industry to move towards "market + policy" two-wheel drive in the era of subsidies after new energy vehicles. After all, once the subsidies for new energy vehicles are withdrawn, how to survive for production enterprises is a very realistic problem.
From the perspective of creating a new energy vehicle culture, Hongguang MINIEV is not just a car, but an outlet for contemporary young people to express their personality. It is said that 72 out of every 100 Hongguang MINIEV will be modified, so from the more than 550,000 Hongguang MINIEV, we can see the appearance of contemporary young people. Their understanding of automobiles, fashion and culture constitutes the brand culture symbol of Hongguang MINIEV, and is also the development direction of future automobile culture. From this point of view, The contribution of Hongguang MINIEV to China's new energy automobile industry is not just as simple as sales, but how to achieve an automobile culture.
Looking at the world, the Hongguang MINIEV that beat Tesla in terms of sales not only let people see the innovative vitality of Chinese car companies in the field of new energy vehicles, but also let us see the huge potential of Chinese cars to lead the global new energy vehicle market from large to strong, which is the goal for all Chinese car companies.