"All greatness comes from a brave beginning." Cadillac's familiar slogan is the most heartfelt sentence for many Cadillac car owners. As a representative of the American luxury brand, Cadillac began its own brave journey in the era of pure electricity with LYRIQ.
At last year's Guangzhou Auto Show, cadillac LYRIQ based on the Aoteneng platform debuted and opened pre-sales, and the order exceeded 2,000 in just one hour, and the pre-price of this pure electric SUV is not tens of thousands of yuan or hundreds of thousands of yuan, but 439,700 yuan.
According to market feedback in recent years, most of the electric vehicles built by traditional car companies are not very popular with the market, because whether it is the product itself or the brand tone, it always reveals a greasy feeling of Oldschool. Therefore, even the brand advantages cast in the era of BBA and fuel vehicles cannot be invincible in the era of electric vehicles, and even will be ridiculed by the Z generation.
So the question is, why is cadillac LYRIQ, the same traditional car company, stand out?
Privately, first of all, the product highly restores the design essence of the concept car, using the basic advantages of decades of luxury brands to integrate the sense of luxury and technology on LYRIQ.
Among them, not only a large number of LED light sources are used, but also through the classic shield front face, shield logo and innovative longitudinal headlights, with the help of a dynamic effect with a sense of ceremony, more visual level of science and technology has been realized. What's more, the 33-inch curved surface with a fish screen with a resolution of 9K, a pixel density of 277ppi, and a color depth of 1 billion colors, with a Qualcomm 8155 chip and GM's newly developed "Super Cruise" super intelligent driver assistance system, directly surpasses the competitors in terms of visual effects and sense of technological experience.
Compared with the above most direct sensory stimulation, 650km+ endurance, 6.9 seconds zero hundred acceleration, 3094 mm wheelbase, AKG audio, aviation-grade seats, crystal knobs, UV-proof canopy, etc., are just the traditional skills of a century-old luxury brand, which is not surprising.
Secondly, although Cadillac is a traditional luxury brand, after being electrocuted, it has launched a new way different from the traditional car company user operation, and the official management of this new way is called "user direct connection". That is to say, tell users that you are no longer just customers, but also friends, we can help me, I can help you, and achieve each other.
The purpose of this new approach is also very clear, that is, based on the concept of "Save Time", hoping to allow users to enjoy the basic services related to the car in a time-saving and labor-saving way, and at the same time, they can also effectively "improve themselves" in the "happy life".
To this end, like all car companies that aspire to enhance the user experience, Cadillac has developed an APP called "Cadillac IQ", which is divided into three categories - interested cars, interested life, and interested circles. You see, this corresponds to the most popular closed-loop concept of "people-cars-life".
Cadillac said that the reason for this is that through their investigation, they found that under the diversified characteristics of car owners, there are also 3 common labels: progressive youth who constantly enrich themselves; life enjoyers who have their own small circles or small hobbies; and efficiency masters who save time and energy in an efficient way.
Therefore, with the intention of trying to understand and meet the deep needs of users, Cadillac has created a differentiated experience platform called "Cadillac IQ", also known as "IQ Community", where you can experience a variety of content.
For example, if you are interested in cars, you can see the car through the 360-degree panoramic function, view the product manager's product development articles, and communicate with product experts one-on-one; if you are interested in life information, you can use this platform as a little red book for car friends, understand various lifestyles, and pull grass while planting grass; if you want to improve yourself, you can learn some interesting and talkative skills through the activities released by the platform.
The function is naturally more than the above three points. Most of the circle functions and mall sections of similar apps are covered by Cadillac IQ, where you can make friends or pick some carefully selected products.
Interestingly, the "IQ Community" has two sets of APP incentive systems. One of the systems is for light players, through check-in, invitation, forwarding, etc. to earn cumulative points, which is what we often call the point system. These points can be exchanged for benefits or exchanged for mall boutiques, which is a more conventional set of operations.
The other is a growth value system for heavy players, which is also one of the core functions of Cadillac IQ for user co-creation. This system can motivate customers to participate in the co-creation process and have more voice, including cooperation with top business schools, joint development of courses, etc., so as to obtain growth value, while users with high growth value can participate in IQlub activities.
From the existing data analysis, IQlub is likely to be a kind of invitation club with a threshold, and most of the first owners of LYRIQ are middle and senior managers of some enterprises with higher education, so the fit between the two is not perfect, at least it is quite good.
In addition, because the growth value needs to continue to empower the community and be active for a long time, those users who really become heavy players will also become the private domain KOLs or KOCs of the "IQ Community", or even the principals of a certain plate, and achieve each other in co-creation.
In addition to online functions, "IQ Community" also provides offline functions to create an online and offline closed-loop service experience, in which the heavily built IQ space will become the fulcrum of the offline service experience.
At present, Cadillac has launched 11 IQ spaces in 7 cities of Shanghai, Hangzhou, Nanjing, Zhengzhou, Guangzhou, Shenzhen and Chengdu, and in the next six months, Cadillac will also plan to open 10 new IQ spaces in key cities, which are basically concentrated in supermarkets in major cities.
Different from the current common brand city showrooms, IQ space is not only used for vehicle display, but also a base for interaction and co-creation with users, and will regularly hold small or large events. Among them, the former switches the theme in monthly units, "interacts" for new users who enter the IQ space for the first time, "has new ideas" for old friends who return to the IQ space, and has a theme in the month and month, and often comes and goes. The latter exists in various forms such as festival parties, art exhibitions, concerts, talk shows, and thematic forums, which can enrich the lives of users and make the original monotonous and stereotypical exhibition car space have more possibilities and playability.
Up to this point, Cadillac's "direct user connection" model is very clear, based on high-quality products (LYRIO), through online (IQ APP) combined with offline (IQ space), to establish an IQ community based on the "co-creation" model and the concept of "Save Time", providing users with a series of services and experiences from regular services to high-end experiences, covering a series of services and experiences such as car use, life, entertainment, and social networking.
Compared with the past luxury brands from top to bottom centralized user operation mode, this "user direct connection" model has obvious mobile Internet characteristics, communication between enterprises and users will become more efficient, stickiness will become more close, and even through the circle of social, the link between users and users will become more high-energy, and eventually the entire user ecology will develop itself in benign operation, similar to the previous BBS community, Tieba.
Of course, Cadillac's idea is good, but the most important point here is whether the content and activities of the IQ community can be guaranteed to continue to have enough novelty, richness and high quality. If it can be guaranteed, then the IQ community will become an excellent case for the transformation of the operation of traditional car companies and even luxury brand users.