In Beijing, there is another "net red punch card", in The No. 1 Building of the Courtyard of No. 10 West Fourth Ring North Road, Haidian District, Beijing, from the bridge deck of the Northwest Fourth Ring Road, you can clearly see a building with a very modern design style standing. It's like an art museum, it's like a tech museum, but it's not —it's a new Lincoln Way experience center!
When night falls, the light brown façade of the building slowly lights up with "breathing lights" inspired by the Lincoln car logo, which seems to be full of the rhythm of life in the flickering. That's right, it's the ingenuity of the new Lincoln Way Experience Center, showcasing how technology and humanity can be combined in a modern building.
Not only that, but stepping into the interior of the building will feel the sense of ceremony of what is called "full grid". The lighting atmosphere, line design, spatial function pattern, easy to capture the aroma, elegant music, all fascinating. Look closely at the past, coffee bars, customer rest areas, LED digital screens, star show cars, artisan studios, American cultural experience areas, if it is not the store with exhibition cars, you will think that this is a pure "American luxury club". The dignity of being at home, the comfort of relaxation and relaxation, the experience of digital intelligence, and the joy of open social interaction are all harmonious and symbiotic here.
According to the person in charge of Beijing Fury's new Lincoln Way Experience Center, this store is currently the first Lincoln Way Experience Center in Beijing and the whole north, due to the impact of the epidemic and other factors, the store has just opened to welcome customers for less than a month, and will continue to provide customers with complete and superior services in the later stage. Previously, Lincoln had launched the country's first Lincoln Way Experience Center in Shaoxing, Zhejiang Province. In the future, the new Lincoln Way Experience Center will appear in more cities across the country.
Mao Jingbo, President of Lincoln China
Since Lincoln Motors entered the Chinese market in 2014, with its unique "Lincoln Way", it has formed a major differentiated feature belonging to the Lincoln brand. As Mao Jingbo, president of Lincoln China, said, the birth of the new Lincoln Way Experience Center is a key step in Lincoln's comprehensive digitalization from product to customer experience. Lincoln listens to young customers and drives the new upgrade of Lincoln Way 2.0 to treat customers like friends. Luxury, scenario, youth, socialization and modern American luxury club experience, it is for Chinese customers, I believe that the "Lincoln Way" will usher in a comprehensive iteration of intelligence and digitalization from now on. ”
According to the 2021 sales data released by Lincoln China, the annual sales volume reached 91,621 vehicles, a sharp increase of 48% year-on-year, and it was only "one step away" from 100,000 vehicles. In the future, driven by more new Lincoln models, the Lincoln brand is expected to further increase sales, and the new Lincoln Way Experience Center will undoubtedly provide a huge boost.
Full of ritual sense
Can American luxury life only be seen in American blockbusters? No, the new Lincoln Way Experience Center brings authentic American luxury to you. Compared with the previous Lincoln Center, the new Lincoln Way Experience Center adopts the design concept of "American Luxury Club", and its interior is unique.
Walk into the experience center, and the staff will open the double door to greet you. Immediately after that is the huge Lincoln water wall. "When you meet water, you will send it", water symbolizes wealth in Chinese culture and represents a good blessing for the Lincoln brand. Lincoln's hospitality and unique sense of ceremony do not end there, but also provide drinks and snacks to spare, exclusive connoisseur engineers will accompany the car throughout the tour, there are special escorts for personalized test drives and hospitality bags, and finally a grand delivery ceremony. Every customer who arrives at lincoln's Way Experience Center will be remembered fondly.
Bypassing the water wall, you will see the "living room" with a wide view, where the functional areas are well arranged but retracted freely, the line design is modern and American, and the light is natural and warm, which is not only pleasing to the eye but also versatile. The corridor-style exhibition car area, the intelligent and convenient brand culture digital experience area, the quiet and comfortable customer rest area, and the immersive American culture experience area are all refreshing. The digitally upgraded star model display area, the craftsman studio, the Lincoln boutique area, plus the customer co-creation area, the functional area of the new Lincoln Way Experience Center is embedded and independently distinguished, which has the noble style of the high-end living room and the relaxed sense of interactive social interaction.
The most commendable thing is that lincoln to create an immersive American cultural experience area, so that customers can personally explore step by step, to experience, from space to humanities, from hardware to exclusive services, layer by layer to reach the immersive realm. Imagine yourself doing a relaxing social event. The brand culture display area can see the lincoln brand's long history and the latest technological innovations, and at the open coffee bar, you can order your favorite "Lincoln special" flavored coffee and go to the social bar to share with friends. In the American culture experience area, watch NBA ball games, football, golf games, or experience Hollywood film culture, listen to art lectures, feel American sports, movies, fashion, culture, technology, and start a pure American cultural journey.
To provide customers with spiritual and emotional enjoyment beyond the product, this is the direction of many car brands in order to "go out of the circle" and tirelessly. The American luxury life advocated by the Lincoln brand is a powerful cultural IP, and the new Lincoln Way Experience Center has once again raised the sales and service level of the whole industry.
A digital facility connected without boundaries
At present, the entire automotive industry chain is being greatly reformed by digitalization and intelligence, and the field of customer service is no exception. In order to achieve respect and sincerity to customers, the new Lincoln Way Experience Center was designed to fully consider this need and integrate it into all the details of the experience center.
Enter the experience center, when you want to know more about the history and culture of the Lincoln brand, you can walk to the brand history digital wall to browse freely, just through the iPAD screen below the big screen with a light swipe, you can find your favorite content like surfing the Internet. This is richer, more interactive and friendly than the paper or picture materials provided in most car sales stores.
Technology is not cold, all customers who complete the appointment in the Lincoln mall through ONE ID in advance, scan the code to punch the card, you can see their name appear on the digital wall, experience the warmth from Lincoln. Throughout the process of viewing the car, you can choose your favorite reception method, order a cup of coffee through the IPAD, and do not have to worry about being "disturbed" by the staff. If you have any questions in mind, feel free to call the staff via IPAD.
In the star car exhibition area, you only need to get close to the star car area, the model will rotate gracefully, and you can also freely control the turn of the car through the digital standing plate. Is this intelligent control very convenient and worry-free?
After being selected as the model of your choice, you can further experience personalized customization in the craftsman's studio. First of all, the selected models are viewed through the IPAD projection screen, and the background can be called to three major scenes of Chicago, san Francisco Bay Area, and colorado Rocky Mountains, and the posture of the vehicle can be simulated from different perspectives, or static or dynamic. If you prefer, you can also log on to the e-commerce platform to share your car as your own video and share it with your friends.
The new Lincoln Way Experience Center has more fun and intelligent applications waiting for customers to explore. It is worth mentioning that all the digital facilities and touchpoints used in the experience center support OTA upgrades in content and functions, which means that customers can continue to enjoy a rich and fresh digital experience in the future.
Customers create and share new experiences
4S stores are not just selling cars, this has long been the consensus in the field of car sales and services, tasting coffee and experiencing American culture is only one of Lincoln's exclusive services for customers, and there is more space for customers to play by themselves. At present, the customer base has become younger and younger, and brand co-creation with customers has become a hot word in the industry, allowing customers to actively create, share content and form customer communities and fan culture circles, which is what many brands are doing.
As a pioneer in luxury brands, the Lincoln brand dares to try new formats, creating exclusive customer co-creation projects at the new Lincoln Way Experience Center, and creating multi-functional living exclusive spaces and shared office areas for customers. Customers who come here can fully carry out their work and socializing in addition to car viewing, booking and test driving.
From 2021 onwards, Lincoln will launch a series of new customer co-creation experience projects, including "one-day store manager" and "Lincoln moment" exclusive experiences, which will treat car owners as "family" and participate in brand building together, achieving a customer experience that exceeds expectations and enjoys American luxury.
The Lincoln brand, which previously focused on the classic "many-to-one" service, is now specially equipped with a flexible personalized service team to support customer co-creation. At the new Lincoln Way Experience Center, where the customer's free needs always come first, the Lincoln Services team will help customers build their ideal life here.
What does co-creation space bring? The answer is that it allows customers to achieve almost most life scenarios outside the home. In the co-working area, you can temporarily work for meetings, in the customer's exclusive space you can plan an art exhibition, hold a parent-child activity, and so on.
Of course, while holding these co-creation activities, it will also create some new profit points for Lincoln dealer partners. In other words, brands, distributors, and customers have achieved mutual benefit and win-win results here.
The forerunner of new retail
The upgrade and change of the new Lincoln Way Experience Center, from architecture to humanities, from hardware to software, from dealer partners to customers, has realized the link between space and culture, and the digital intelligent experience runs through online and offline, becoming the "trend vane" of architecture, experience and social networking. This is a milestone in the innovation of Lincoln Way 2.0 that will help brands achieve high-quality development.
Lincoln Motors has entered the Chinese market for the 8th year, from the past import car period to the later localization period, Lincoln Motors has always taken the Lincoln Way customer experience as one of the key magic weapons to win, and now Lincoln Car sales have approached the 100,000 mark, creating a new history of the brand, verifying the importance of sales service experience. In the face of the new era of automobile consumption, Lincoln once again started from the customer experience link and actively innovated the new retail model, which will become another major accelerator for brand development.
The luxurious sense of ceremony, digitally connected devices, and customer co-creation spaces at the new Lincoln Way Experience Center make up several aspects of the new retail experience of the future of cars. Customers can not only enjoy the professional service of watching cars and buying cars here, but also expand their social life radius and get many unexpected new experiences in their original lives.
In September 2021, the first Lincoln Way Experience Center was successfully completed in Wanming, Shaoxing, and five Lincoln Way Experience Centers were opened during the year. This year, more new Lincoln Way Experience Centers will open across the country, allowing more customers to enjoy the American luxury club experience that keeps pace with the times. Anning Chen, President and CEO of Ford China, said, "The 'Lincoln Way' is the way to support Lincoln's rapid growth. Everyone is welcome to visit here and experience the pure American luxury experience that Lincoln has prepared for you. ”
Chen Anning, President and CEO of Ford China
"Luxury has its own way", Lincoln's way follows the pulse of the times and constantly innovates, providing a strong impetus for the continuous growth of the Lincoln brand in the Chinese market. In the future, with the continuous expansion of the new product matrix and the continuous upgrading of the Lincoln Way customer experience, we will bring you an American luxury experience that exceeds expectations.
Shen Fei/Wen