| Lei
As a brand of Changan, Changan Auchan, which is evaluated as "leaning against a big tree for cooling", has been facing a lot of pressure. 2021 is the third year of the establishment of Changan Auchan, under the epidemic and production capacity restrictions, how much potential Can Changan Auchan still have, has become a concern of many industry friends.
A few days ago, Changan Auchan announced its own report card: in 2021, Changan Auchan's cumulative sales volume was 228,299 vehicles, an increase of 49% year-on-year, and successfully broke into the top ten sales of Chinese automobile brands. This achievement not only reassures changan auchan car owners, makes the owners more confident in their own vision, but also allows the outside world to see the courage of the new brand from Changan.
Behind the popularity is the product force
The new feature of contemporary Chinese automobile consumption is that people are willing to spend more money on cars, and people are more inclined to pay for domestic brands. In order to live up to the expectations of the Chinese people, Changan Auchan has been advocating common growth with users and pursuing quality life with the slogan of "walking with a better life". The quality of life pursued by Changan is reflected in its moving products.
At present, Changan Auchan has more than ten kinds of models including X series, Kesai series, Keshang series, new energy series and other 5 series.
Take the X-Partne X5 of the X series, which has a starting price of 69,900 yuan and is equipped with a PM2.5 filtration system, equivalent to the N95 level of filtration capacity, which can create a cleaner and safer space in the car, isolating bacteria, viruses and particles from the outside of the car. This is very reliable for us during the epidemic, whether it is commuting, shopping, or self-driving.
To put it bluntly, some other models need to add money to have, and even add money to the configuration, Auchan X5 has achieved the standard of the whole series, calling it "100,000-level price, 200,000-level enjoyment", not too much.
And this year, Changan Auchan also followed the trend and launched the Auchan X5 Tiger Howl Limited Edition. The new car takes "Tiger Xiaohong" as a decorative embellishment, and also creates a set of limited sports kits based on Tiger Xiaohong, which not only reflects the uniqueness and uninhibited nature of Auchan X5, but also reflects that Auchan starts from the needs of young people, adheres to product differentiation and innovation, and continuously launches customized products, which fully meets the feelings and preferences of the Chinese people.
Therefore, since its listing, the Average Monthly Sales of Changan Auchan X5 has exceeded 10,000 for 13 consecutive months, with cumulative sales reaching 138681 vehicles, which is the recognition of consumers for Changan Auchan.
And the same sentiment is also reflected in the Auchan X7. Perhaps even the old owners of Changan Auchan do not know that when auchan X7 was listed in 19 years, it appeared in the Great Hall of the People. As the most important ceremony for the listing of new cars, the listing conference reflects the taste and even strength of a brand in what place and in what way.
Obviously, in the most "tall" Great Hall of the People, a medium-sized SUV appeared at the most "close to the people" price of less than 80,000, which is an affirmation of Changan Auchan's taste and strength.
Independent brands ≠ shoddy
To some extent, the success of Changan Auchan may be inevitable, because it has Changan Automobile behind it.
From the perspective of the most fundamental R&D team, behind Changan Auchan Automobile is the global intelligent R&D platform built by Changan Automobile's "10,000 R&D Team", and with the efforts of 12,000 engineering and technical personnel from 24 countries around the world, Changan Automobile's R&D strength has won the first place in China's automobile R&D strength list for many consecutive years.
In recent years, Changan has invested 5% of its annual sales revenue in research and development, and formed a global collaborative R&D pattern of "six countries and nine places" in Chongqing, Beijing, Hebei, Hefei, Turin in Italy, Yokohama in Japan, Birmingham in the United Kingdom, Detroit in the United States and Munich in Germany. At present, Changan Automobile has 16 fields and 194 international advanced laboratories, including vibration and noise, crash safety, braking performance, chassis testing, and drive systems.
Take the Blue Whale 1.5T in-cylinder direct injection turbocharged engine used by Auchan X7, which was born from the first modular power platform of the Chinese brand - the Blue Whale NE power platform. The platform was completed by 200 technical experts from Aston Martin, Jaguar, Land Rover, BMW and others with decades of industry experience and achievements, and took a total of 1460 days from design to mass production. This engine integrates the cutting-edge technology of almost all domestic and foreign internal combustion engines at present, and has the performance advantages of high power, strong torque and wide torque output platform.
At the same time, it fills the gap in the field of domestic automotive platform development and enhances the core competitiveness of Chinese auto brands among the world.
In addition to the support of the R&D team, Changan Auchan is a key part of Changan Automobile's third entrepreneurial plan, which is interconnected with the "Shangri-La" plan and the "Beidou Tianshu" platform and shares resources. And Auchan will also be based on the Ark architecture and CHN architecture, in the future to launch more models in line with the user's taste and the trend of the times.
Understanding cars is more understanding of people's hearts
Even if it is backed by Changan and shares the R&D team and technology with Changan, as a newcomer's independent brand, how to make its voice heard by more people is also a problem that Changan Auchan has to face in the process of upward development.
In the face of this problem, Changan Auchan has always adhered to the "user first" business philosophy, since its inception, deep into the market at all levels, not only carried out the "thousand people to see the car group", "light chasing action", "100 cars and thousands of miles" and "millions of users summer camp" and other activities, to achieve zero-distance contact between car companies and consumers, but also launched the Auchan style app.
On Auchan Style, every sales consultant has an electronic business card. On this electronic business card, there is very detailed product information of each model of Changan Auchan, and even news such as preferential margins and policies will be displayed on the business card. When a sales consultant gives an electronic business card to a customer, the customer can learn the information he wants through the electronic business card and place an order for him according to his own needs.
In addition to the service function of the app itself, Changan Auchan has also launched a number of promotion activities with national participation through Auchan Style.
Taking the "people's star spokesperson" as an example, we all know that in addition to the stars of the entertainment industry, there is no shortage of shining ordinary people in all walks of life, such people have both pragmatic and romantic two-way physique, they are both pragmatists and exude their own personality strength in daily life.
Changan Auchan wants to recruit such a representative group of "people", to endorse its model Changan Auchan X7. The event is open to all, and as long as the above requirements are met, you can share life stories with auchan style APP. Among them, the 7 most popular players will officially sign an agreement and become the special spokesperson of Changan Auchan X7, sharing the endorsement benefits of 10 million yuan.
In fact, at present, the automobile industry has entered the era of stock, and it is becoming more and more difficult for a model to "go out of the circle". And Changan Auchan has undoubtedly become the person who has gone from satisfying consumers to impressing consumers.
Write at the end
The cumulative sales of Changan Auchan in 2021 of 228,000 vehicles not only became a game-breaker among similar brands, but also provided a huge impetus for the upward movement of the entire Changan Automobile last year.
Earlier, when talking about the future development plan, the senior management of Changan Automobile said that in the future "14th Five-Year Plan" plan of Changan Automobile, Auchan will be a passenger car brand supported and promoted by the entire Changan Group. With the injection of more resources and the improvement of its own system, perhaps one day, this rising rookie will finally complete the transformation to the star of tomorrow.