2021 must be a milestone year in the history of the development of the automotive industry.
With the release of the "double carbon" goal and the advancement of the new energy wave, major traditional Chinese auto brands have accelerated the pace of transformation and invested in the new energy track.
Driven by technology iteration and market demand, many new changes have taken place in the new energy market, and the outbreak of Hongguang MINIEV and the potential of BYD DM-i show that Chinese brand new energy vehicles are ushering in a new "golden development period".
But among them, the popularity of Hongguang MINIEV is more eye-catching: how does a 30,000-level micro-electric vehicle take the lead in seizing the opportunity of the times, change the pattern of China's electric vehicle market, and even become the global champion of new energy vehicle sales?
This is something that the whole industry is thinking about.
products:
"Constantly rising, with countless reputations
In today's auto market, new cars are emerging in an endless stream, and Chinese brands have never lacked explosive models. But the "explosive model" of the pattern renovation is also more and more just a name, in the independent brand, such as Camry, Accord, Fit and other "model brands" that can represent corporate values, or very few, "branding" for a new car, it is quite difficult.
However, Hongguang MINIEV can be an exception. Because before Hongguang MINIEV, Wuling is already the most representative model brand in the Chinese auto market, so on the brand influence, Hongguang MINIEV has an innate advantage; secondly, on the product force, the car also represents the most extreme degree of a 30,000-level pure electric vehicle, which is destined to be extraordinary, and the market also confirms this.
According to official data, in 2021, SAIC-GM-Wuling's cumulative sales reached 1.76 million vehicles, an increase of 13.5% year-on-year, ranking first in the sales volume of national brand single car companies, and surpassing SAIC Volkswagen to become the largest sales car company under SAIC Group.
Among them, the new energy sector is the biggest highlight - Wuling's GSEV (global small pure electric vehicle architecture) annual sales reached 450,000 vehicles, an increase of 160% year-on-year. New energy models account for one-fifth of the overall sales volume, which is enough to prove that SAIC-GM-Wuling's new energy transformation is very stable and has begun to take shape.
The reason why the Wuling GSEV series has achieved remarkable results is that Hongguang MINIEV naturally contributes to it. Since its launch, the car has set new records time and again, setting industry benchmarks and shocking the industry.
As of 2021, Hongguang MINIEV's cumulative sales will exceed 550,000 vehicles, defending its title as the champion of china's total sales of new energy single models. In the past December, Hongguang MINIEV won a new record of 55,729 units, surpassing nissan Xuanyi, Volkswagen Langyi and other joint venture cars, once again winning the monthly sales of the car market, becoming the first new energy vehicle with a monthly sales volume of more than 50,000 units.
Today, Hongguang MINIEV has become the top domestic new energy vehicle sales champion for 16 consecutive months, becoming the largest new "Shenche" of SAIC-GM-Wuling, and at the same time, in January, April, July, August and October 2021, Hongguang MINIEV has been the champion of global new energy market sales for five times, and has confirmed the title of China's new energy popularizer.
In just one year of listing, the "people's scooter" Hongguang MINIEV took the "first" to get soft, not only opened up a new blue ocean, but also caused different degrees of impact on the domestic traditional fuel vehicle market and the global new energy market.
More than a year ago, Chinese brands did not have any "sitting" new energy products that could resist the "firepower" suppression of foreign car companies. At the most difficult time in the independent new energy market, Hongguang MINIEV carried the banner of China's new energy vehicles with strength and connotation. It is no exaggeration to say that in China's new energy market, Hongguang MINIEV is not only a game breaker, but also a leader and a popularizer.
Under the leadership of this divine car, the morale of Chinese brands has increased greatly, more and more excellent independent new energy vehicles have followed, and Chinese brands have achieved "curve overtaking" in the new energy track.
advantage:
『 Meet the needs of the people, strong innovation 』
Hongguang MINIEV's products are affirmed by the market, which is inseparable from the understanding of the product by the management of the enterprise and the foresight of the strategic decision-making of the enterprise.
On a Q&A platform, there is such a high praise question, "Why did no other car company build such a car before Hongguang MINIEV?" "People are more and more convinced of the significance of this car for the entire new energy automobile industry, and even the entire automotive industry, although when the Hongguang MINIEV first came out, many people looked down on this car, disliked its configuration, and disliked its price."
The ability to integrate the industrial chain is absolutely leading
But in fact, it is really difficult for other car companies to build such a "good quality and low price" car, the reason is that the industrial chain advantage of Hongguang MINIEV is very obvious. How to understand the positive significance of the Macro MINI EV in this regard?
You know, an ordinary domestic 300cc displacement motorcycle, the price can be 30,000. The Hongguang MINIEV price of 28,800 yuan needs to get the parts to buy, as well as transportation, marketing and other work, in this passenger car market that is extremely involved, it is worthy of praise in the industry.
Behind this is the test of the system competitiveness of the entire enterprise. When deciding to develop an entry-level electric vehicle in a positive direction, Wuling invited all partners in the industrial chain to discuss the positioning of the entire product or the use scenarios of users.
With its unique ability to integrate the industrial chain, SAIC-GM-Wuling has formed an efficient linkage and collaboration within the company, integrated the resources of the upstream and downstream of the industrial chain, and created a cost-effective product that satisfies users, which is the core of the "Shenche" that is difficult to be copied.
There are millions of traditional fuel vehicles every year to share the cost of the entire manufacturing system, so in the supply chain, Hongguang MINIEV has a great advantage.
Looking at the Chinese auto market, in addition to SAIC-GM-Wuling, perhaps no one can really do such a price - 30,000-level price, although it can not buy a foothold of half a square meter in the north, Shanghai and Guangzhou, nor can it buy the latest high-end apple three-piece set, but can buy a car made by the well-known car company Wuling with both safety and quality to meet the daily travel needs, there is no doubt that this is a major progress in the automotive industry!
Easy to use, value upgrade
In addition to the sincerity of pricing, in terms of product quality, Hongguang MINIEV has not lived up to the trust and expectations of the masses, which is another key to winning the respect of users.
Wuling MINIEV did not provide poor products and services to consumers because of low prices and entry-level consumer markets, on the contrary, The design, spatial performance and reliability of Hongguang MINIEV are not bad, and excellent product and technical strength have laid the foundation for it to enter thousands of households.
Chinese consumers have entered a new era of value consumption, consumers no longer pursue low-priced goods, but pay more attention to the matching of commodity prices and value, and cost performance is just needed.
In terms of design, Hongguang MINIEV can be said to be the best looking in the same level, the small shape of Founder is cute and stylish, the body is also very suitable for graffiti and tide change, on the major social sharing platforms, the car has become a "trend single" for young people to express themselves.
In the space part, Hongguang MINIEV adheres to the design concept of "minimizing mechanical space and maximizing riding space", and adopts a 4-seat design in the car, which can meet the travel needs of most families.
The rear compartment supports flat folding, and the trunk can hold two large items such as 26-inch suitcases when the trunk is put down, and up to 12 storage spaces are also set up in the car, which greatly improves the convenience of using the car.
As a miniature electric vehicle. The Miniv has a body size of 2912/1492/1597mm and a wheelbase of 1940mm. The flexible and compact body plate solves the pain points of daily travel parking difficulties and high cost of urban travel.
Japanese auto expert Masayoshi Yamamoto once publicly dismantled a Wuling Hongguang MINIEV to estimate the cost of its vehicle, and finally found that the car did not "cut corners" in all aspects, which is worth learning from Japanese companies.
Not only that, Hongguang MINIEV continues to deepen the needs of users, always maintains a keen insight, actively improves and iterates on the products of Hongguang MINIEV, and successively launches a series of models of Hongguang MINIEV macarons and sandwich models to provide users with diversified travel options with a diversified product matrix.
Such a good car that is attentive, serious and responsible for users can stand out from the vast sea of cars and become a new generation of god cars, which is a matter of course.
develop:
『 Create a marketing model to lead the upgrading of consumer experience 』
It can be seen that "what the people need, Wuling will create" is not an empty phrase, and Wuling is not limited to building the car that users want, but is more committed to opening up the internal connection with users, promoting the aesthetic upgrade between brands and users, guiding users to express their active interests and expanding their life experience.
In Wuling's view, buying a car is not the end, but the beginning of Wuling and the user to go to a better future. Therefore, in 2021, Hongguang MINIEV cut into the culture of Chaochuang and Fashion Makeup, opening up and leading the user co-creation culture of China's new energy industry, bringing new enlightenment to the development of the industry.
Wuling Chaochuang culture is deeply rooted in the hearts of the people.
It is undeniable that the era of product is king, and it is quietly shifting to experience as king. At the stage where experience is king, consumers are increasingly pursuing experience, personality, and exploration, and valuing whether the brand is in tune with themselves, such as whether they can provide entertainment, interaction, and content-based product experiences. Obviously, a single function or form of service is already difficult to meet the needs of young circles.
In other words, only by focusing on the user's "pleasing oneself" and creating a strong sensory experience for consumers can the brand allow users to harvest a sense of surprise beyond expectations and form a sense of brand identity. Therefore, co-creating a brand with users and infiltrating user thinking into every aspect of brand marketing has become Wuling's brand marketing way.
How to enter the circle of young people? Wuling gave a full score demonstration.
Different from the marketing actions of most brands converging, Hongguang MINIEV has inspired 72% of car owners to join the Chaochuang army with its unique Chaochuang gene, which shows how deep the resonance of the car and young people is, which is undoubtedly a classic case of user co-creation brand marketing.
Online, users modify cars frequently brush the screen; offline, Wuling gathers all kinds of Haojie through the "loading and out of the tone" activity, continues to expand the tide culture with users, triggers a huge circle effect, and officially opens the first year of China's new energy wave culture.
The "Wuling Girl" fashion makeup culture resonates.
In addition, Wuling also cross-border cooperation with PANTONE (Pantone), ELLE magazine, Perfect Diary, etc., piles and pieces are played hand in hand with young people, connecting the life of Hongguang MINI EV owners with the world.
The younger Wuling played with young people in various circles.
User co-creation of cross-border marketing, but also for the Hongguang MINIEV sales of Changhong provides a steady stream of help: on the one hand, through the upgrading and extension of product experience, maintain the brand's youthful image, sticky communication with young people, continue to stimulate brand vitality; on the other hand, it is also conducive to seizing the minds of consumers, with the help of long-term operation to establish an industry vane.
Under the role of a series of cross-border co-branding, co-creation and co-play with young people, and constantly breaking the barriers of product scenes, Hongguang MINIEV not only successfully achieved "breaking the circle", but also leveraged the huge brand influence with the leverage of 1+1>2 and linked the new generation of consumers in multiple dimensions.
{ Write at last }
Since the slogan "What the people need, Wuling will build", SAIC-GM-Wuling has been moving in the direction of getting younger and younger. As a phenomenon-level product of Wuling's youthful transformation, the arrival of Hongguang MINIEV can be said to subvert the imagination of the market, and the brand image has been fully renewed.
This "people's scooter" redefines the entry-level electric vehicle with value upgrade; redefines the co-creation marketing of car companies and users with experience upgrade; with the improvement of brand image, Hongguang MINIEV brings a different definition to "SAIC-GM-Wuling", completely breaking the traditional stereotype of the past and reconstructing the brand label of youth.
In this process, the role played by Wuling is no longer a single content exporter, but as a companion, it is subtly integrated into the lives of the new generation of consumers, and even leads and creates new youth culture, frequently out of the circle. In the product innovation, user culture and brand marketing of the three to feed each other, the young Wuling brand image has become more and more distinct.
It is foreseeable that with the rise of post-95 and post-00 consumers, with the all-round benchmark of Hongguang MINIEV as a new starting point, SAIC-GM-Wuling's youthful and diversified upward road will become more and more determined.
Text | Hulu Baby Green Lord
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
———— END ————
law
law
look at
ask
Mr. Li Guoyong of Guangdong Green Law Firm