People in the world often say that people always have to believe in something, otherwise it is as if they have lost their purpose and meaning. This principle can also be applied to car brands. Each car brand should have its own brand spirit, otherwise it will lose the foundation of long-term development, which can be compared to the DNA in the body, which is the unique "exclusive serial number" of each brand, unique and profound.
The car brand I want to talk about is Wuling, a car brand that writes "people" into the brand spirit. As we all know, the legend of Wuling has always been talked about by the public, and has always enjoyed the reputation of "the light of domestic products" in China. The same is true of today's protagonist, "Hongguang MINIEV", known as the "people's scooter", which carves the people's needs into the DNA from multiple angles.
As the market changes, Hongguang MINIEV has set a benchmark in the new energy automobile industry
In recent years, China's auto market has entered the era of stock, and the public has higher requirements for automobiles. Only by hitting the pain points of user demand can car brands stand out in the nearly saturated arena. In the overall trend of relatively stable growth in the automobile market, the growth rate of new energy vehicles is like an arrow off the string, and the trend is strong. Whether it is luxury, joint venture or independent brand and other car companies are transforming towards new energy, in this situation, the new energy vehicle field, which is supposed to be the "fragrant food" of the market, is also facing fierce competition.
However, the "people's scooter" Hongguang MINIEV was sold well as soon as it was listed. As of December 31, 2021, the sales volume of Hongguang MINIEV series models exceeded 550,000, and achieved the top spot in China's new energy market for 16 consecutive months, ranking first in global new energy sales for five times this year, which can be said to have created a sales miracle. More importantly, as a small new energy vehicle, whether it is facing the competition of early domestic new energy vehicles or the huge pressure given by foreign companies, Hongguang MINIEV has created a new standard with strong product strength and user culture cultivation and other factors, not only for itself, but also put forward higher standard requirements for the field of new energy vehicles and set a new benchmark for the industry. Explicitly, Hongguang MINIEV shows strong strength with high sales; implicitly, Hongguang MINIEV takes the needs of the people as the basis, pursues the ultimate, and achieves a veritable leader in China's new energy vehicles.
Continue to gain insight into people's needs and open up new market trends
Today's cars have long been in thousands of households, but most families have mostly traditional cars, which are large, long and need fuel supplies. This type of car is suitable for long-distance travel, but it is slightly inconvenient to use in daily life, and at this time, a smaller model and a car with easy handling are particularly important. And Hongguang MINIEV is carefully built for this public demand.
First of all, in terms of models, Hongguang MINIEV as a whole presents a square, compact shape, both agile and trendy, to some extent to meet the concept of good opening and good parking fun; in addition to the model, the eye-catching is the color design of Hongguang MINIEV macaron, very creative, bright macaron color caters to many young consumers for the pursuit of fashion, confirming the attitude of a better life. Whether it is the model design or the bold use of color, it is innovative in the market; for users, the young users' pursuit of fashion trends and the need to express their personality are met by Hongguang MINIEV macaron, which reflects Wuling's in-depth insight and rapid response to user needs.
The initial appearance is carefully considered, and the successful Hongguang MINIEV does not stop further exploring the needs of users, but promotes product changes with dynamic changes in demand. Based on the in-depth insight into the travel needs of young people in the new generation, Wuling has successively launched a series of Models of Hongguang MINIEV Macaron and Sandwich Models, giving users greater choice in color, interior design and configuration. The needs of users are never set in stone, and Hongguang MINIEV has never been afraid of change, as long as users need it, Wuling will give the greatest satisfaction.
Backed by the GSEV platform, play hard power
Conforming to the needs of the people is considerate and meticulous care, and Wuling's production technology has always been a strong technical guarantee. Behind the fact that Hongguang MINIEV can become a new benchmark for new energy vehicles, it is inseparable from the excellent strength of the GSEV architecture.
With the help of the GSEV platform, Hongguang MINIEV has achieved multiple breakthroughs such as space, winter endurance achievement rate and safety. First of all, Hongguang MINIEV has excellent physical space and realizes the design concept of "minimizing mechanical space and maximizing riding space". Even if the Hongguang MINIEV model is smaller, users can still experience a great sense of space in the car. In addition to the large space, Hongguang MINIEV has also achieved excellent results in endurance, and Wuling innovatively applies battery intelligent heating and thermal insulation black technology, which can effectively solve the user's winter battery life anxiety. According to the "China Small New Energy Vehicle Low Temperature Endurance White Paper" released by China Automotive Engineering Research Institute Co., Ltd., after comparative testing, the low temperature mileage retention rate of Wuling Hongguang MINIEV reached 67.5%, higher than the industry average of 59.95%, and it was in a leading position in the industry. In addition, the safety issues that users are most concerned about, Hongguang MINIEV adopts GSEV high-performance power battery system, which breaks through the three bottlenecks of safety, durability and power of the lithium-ion power battery for vehicles, which not only realizes the lightweight of the battery, but also ensures the safety of the car as a whole; at the same time, the battery compartment adopts a frame-type high-strength steel skeleton, which can suppress deformation to the greatest extent in the event of a collision, adding a layer of protection for safety.
A good platform is crucial to the product strength of the car, Andrtech MINIEV relies on the GSEV platform to have the advantages of sufficient physical space, high winter endurance, and strong safety guarantees, and these advantages are often difficult to concentrate on another new energy vehicle at the same price. This is the incomparable superiority of the GSEV platform to Hongguang MINIEV, the powerful cornerstone laid by Wuling's advanced technology, and the indispensable focus of Hongguang MINIEV becoming an industry benchmark.
Co-create user culture, "people's main body" deeply rooted in the hearts of the people
In addition to infiltrating the people's hearts and minds at the static level of product strength, Hongguang MINIEV has achieved dynamic interaction and integration with the public. Regarding brand operation, there is often such a law: in the process of business operation, the most critical thing is often not sales volume, but the cultivation of user culture. A positive user culture means that users have an emotional trust and love for the brand. At the same time, users form groups to form a highly cohesive organization, in which users enjoy a sense of belonging and identity, and each person can find an exclusive cultural identity. Hongguang MINIEV has created a unique user culture, through innovative marketing methods, the user is fully integrated, not only selling the product, but also encircling the user, forming a unique cultural circle.
Among them, the dual creation of "Chaochuang" culture and "Chao makeup" culture, multi-touch connection to consumers, not only promotes product publicity, but also truly realizes the emotional interconnection with users, setting off a new trend of culture.
To build user culture, it is necessary to find the common cultural symbols of products and users, and "Chaochuang Culture" is the answer given by Hongguang MINIEV. With the advantage of 80% of the area of Chaochuang, Hongguang MINIEV will give the initiative of Chaochuang to the user, the user is no longer just the "owner" of the car, but also the "creator" of the car, invisibly "production" and "consumption" two links are linked, the user's sense of experience is stronger, the participation in car transformation and brand culture has been significantly improved.
In addition to "Tide Creation", there is also "Tide Makeup". With bright and colorful macarons and fashion-conscious female car owners as the starting point, brilliant colors and vibrant fashion outfits collide with the spark of "fashion makeup". Hongguang MINIEV cross-border linkage perfect diary, allowing users to build a social network in emotional storytelling, forming a close connection. This kind of user social network that emanates around the product is not only conducive to users to communicate the "fashion makeup" culture, but more importantly, it is to form a user circle centered on Hongguang MINIEV, everyone can find their own cultural value, and at the same time, the circle layer is constantly enriched in the process of communicating with each other.
Whether it is "Chaochuang" culture or "Chao makeup" culture, it is Hongguang MINIEV's cultivation of user culture, and it is an exploration of using cultural symbols to closely integrate users. And these explorations and operations in the automotive industry can be said to be extremely creative and unique, the car is no longer just a simple product, but derived from it a close group, a cultural trend, a vibrant social phenomenon. The cherishing of the user body and the accurate creation of a series of cultural symbols make the connotation of Hongguang MINIEV richer, more attractive, and more sought after by users.
"What the people need. Wuling makes something", Wuling undoubtedly proved this with actions. In the past 2021, Hongguang MINIEV has always taken the people as the faith, from the initial opening of new models in the market only to meet the needs of the people, to the continuous insight into the needs of the people and the promotion of product renewal; from the strong GSEV platform as the basis to provide users with the most solid technical support; but also from the depth of user culture, respect for the main body of the people, and create a trend culture. As mentioned earlier, Hongguang MINIEV is The leader of New Energy Vehicles in China, which is not only the leading in sales, but also the strength of product strength, but also the brilliance of user culture. And all of these, without exception, are out of Wuling's thinking and compliance with the needs of the people.
Text/Peng Peipei