In the lazy and comfortable street scene and urban atmosphere of the weekend, at a time when many families are playing and sleeping, a huge warship is sailing silently underwater, and the bowstring is full. This is how the reporter of Yiche interviewed the headquarters of Changan Auchan Automobile Company in the office building of Rongjing Center on Chongqing Financial Street last weekend.
Auchan's office area also appears empty from outside the glass door, but stepping inside, employees in the leadership offices and key positions outside the large office area are holding a routine weekend work summary and exchange meeting. I walked into the office of Deng Zhitao, the general manager of Auchan Sales Company, he pressed his finger on his lips to signal me to sit down next to me, I heard that in the ongoing meeting, He Chaobing, executive vice president of Changan Group, who is responsible for Auchan Automobile, was arranging work, and several other Auchan R&D, sales, and marketing personnel were also sitting in their respective offices and quickly making data submission and market feedback according to the progress of the meeting. The sales company friend brought me tea and continued to work in the outer office area, and smiled at me self-deprecatingly: "Our absolutely fulfilling and happy weekend life of Auchan was seen by Brother Chao today haha."
This is the pre-war meeting scene of auchan X7 plus launch battle shortly after the end of the next phase of work and the launch of the new car at the Guangzhou Auto Show. I think this is also a typical moment for this brand that has only been moving forward day and night and developing at a high speed. According to the data released by Changan Auchan, in the first nine months of this year, the cumulative sales volume of Changan Auchan reached 179,300 vehicles, an increase of 65.3% year-on-year. Among them, the Changan Auchan X5 listed on November 29 last year, with its blue whale power performance, wide-body low-lying shape with great visual impact and extremely fast and convenient car control advantages, quickly became a 100,000-level mainstream SUV market zui worth starting with, with sales of 12,612 vehicles in September, selling more than 10,000 for 10 consecutive months, and driving Changan Auchan to become a dazzling star in the growth of the contrarian trend this year when the epidemic was raging and the overall car market was declining.
If the popularity of Auchan X5 is the survival of a model, then the success of Auchan X7 and X7 PLUS Gemini represents the success and survival of auchan brand. Changan Auchan X7 has sold more than 10,000 in the first month since 2019 in Renmindahuitangshang City, and has sold more than 100,000 in less than a year, entering the "SUV Club with annual sales of 100,000 units", gaining a firm foothold in the domestic compact SUV market with the top ten results of the sales list, and winning high recognition from the market and customers. Under the momentum of continuous growth against the trend, on October 17, Changan Auchan seized the opportunity to go to the next city and successfully launched the advanced strategic product X7 PLUS based on Auchan X7 and the Shenzhou No. 3 manned spacecraft in the same city. In addition to the synchronous live broadcast of the 8 mainstream platforms of the official account of Changan Auchan, the central media People's Daily client and Xinhuanet leading more than 100 big family coffee to help, 12 dealers net red beauty pin crown 12 hours of uninterrupted live broadcast, more than 50 self-media masters synchronous offline exploration stores, as well as Changan Auchan Automobile's 500 new Yunying Biao 4S stores in the country, these 500 4S stores opened until 24:00 that night and 1300 sales outlets, and 3475 sheets were harvested on the day of listing. Coupled with the pre-sale of more than 15,000 units in a month and a half, another explosive model has stood out.
Three points determine a plane. Three years of three explosive models, Auchan Automobile in just over three years of rapid rise, steady rise, this year's overall sales will exceed 200,000 vehicles, has become the automotive circle of attention to the phenomenon-level innovation brand. From zero to 200,000 units sold annually, what did Auchan Auto do right?
"We often say that the product is the ship, the marketing is the sail, and it is true," Deng Zhitao, general manager of Auchan sales, told reporters. He had finished speaking on the conference call, turned off the microphone on his desk to maintain online listening mode, and talked to reporters about the strategic significance of the X7PLUS car: the success of the X7PLUS was the beginning of Changan Auchan's official entry into the PLUS era. The two key moves of Changan Group in the past two years are to grasp the blue whale power on the product and the PLUS strategy in the market, which is also the road that Auchan will take in the future. The launch of the X7PLUS is only the initial victory of the first battle, and the market will soon see a steady stream of Auchan PLUS series models.
Speaking of the "Blue Whale Power" empowerment of the "Chang'an Faction" key two moves, Yichejun knows very well: the Blue Whale NE1.5T high-pressure direct injection engine with a strong reputation is the mainstream power in the current Chang'an system, and the core technical advantages of the dual-outlet integrated exhaust manifold technology, water-cooled intercooler, and efficient ultra-clean combustion system have made it award numerous awards. The gold power of this zui with high power of 138kW and zui high torque of 300N/m is the core selling point of Changan Auchan X7PLUS. Its manual model transmission efficiency can reach 94.3%, in the seal test 0-100km/h acceleration of 8.23 seconds, zuigao speed of 214km/h, consumers look at such a large car a tank of oil test in the 100 km fuel consumption is only 5.7L, of course, when the shot has the bottom!
Looks are justice. Changan Auchan X7PLUS's stunning shape, beautiful series of standard split LED crystal light headlights and through-type light curtain taillights, so that consumers less than 100,000 prices of cars can buy comparable to 150,000 mainstream joint venture models, is also Changan Auchan X7PLUS sweeping the market. In terms of spatial performance, the Changan Auchan X7PLUS 4730x1870x1720 is also at the leading level of compact SUV - its wheelbase is 2786, the space after the second row of seats is reclined is 1407L, and it also performs well in space utilization, and the second row of legroom reaches the luxury level of 140mm. There are also 12.3-inch multi-touch LCD screen and 10.25-inch LCD dashboard HD dual screen on the intelligent configuration, on-site OnStyle3.0+ intelligent control car machine system, speed 8-core chip support 39 high-frequency function wake-free voice control, 120 car scenes, 380 voice intentions and full-scene voice control. For this level and price point of the product, such a configuration is really against the sky. Experience the Changan Auchan X7PLUS internal and external dual camera face intelligent control system, adaptive cruise system, one-key parking system, all-weather bodyguard monitoring system, transparent chassis technology, clairvoyant remote video system 2.0, child care mode these configurations, consumers can not be moved?
02 Digital empowerment of direct connection, with care for customers, Auchan provides customers with twice the value paid by customers
Because of the epidemic, sales and normal market reactions are obviously distorted - now all models have been completely cleared of inventory, and Auchan X7PLUS has been queued for a long time and cannot be grabbed. How many chips do car companies have now to have how many sales, so what is the point of doing marketing at this time? What is the focus of Chang'an Auchan's work?
Yi Chejun learned that for Auchan to still be working day and night on the weekend, what are he busy with? When there is a car to sell, we must catch the user, and if there is no car to sell, it is even more necessary to catch the user and grasp the order! Auchan is a customer-oriented car brand, must have users in mind, have orders in hand. For the people at the sales mouth, just like the warriors, when there is no ammunition to charge at full strength, it is just the right time to seize the user operation, build fortifications, and consolidate the position!
This year, Auchan is very busy, the national sales champion group live broadcast, "Le Shang car group" to witness the magic capital, project director and chief designer Shen Tao starred in the sitcom, Changan Auchan X7PLUS national public beta, the whole people car shooting, cloud tour China, punching zui hometown and douyin people and engineers hand in hand to decrypt products and other activities exploded the sky - Changan Auchan's activities are always close to customers. There are fans - there is an ecosystem - there is an experience day, and all the people who participate in these activities have accumulated more than 50,000 people, and they really interact with users. "Through the interaction with users, I have a great feeling that our younger generation's enthusiasm for OEM activities is far more involved than imagined, and their enthusiasm for their own brands is far beyond imagination. This is the future of our Chinese brand, the future of Auchan. Deng Zhitao said.
We know that Auchan has an Auchan style, Weilai app can rely on social networking to achieve daily life is very high, but Auchan's daily life is also very high, in digital marketing, how does Auchan do it?
The user operation data marketing of new car companies is doing a good job, but in fact, it is not mysterious, and it is also what Changan Auchan has been adhering to and exploring. Auchan's digital marketing is mainly reflected by the continuous improvement of Auchan style app, which has nearly 4.6 million users on this increasingly powerful app, which is a valuable user asset and data asset of Changan Auchan in addition to manufacturing base and R&D strength. ”
The first is user assets. Auchan style app has an external, to C-end for users. The mission of the To C terminal is to communicate with customers, so that customers can use the app to enjoy more things, through more direct connections to understand the information faster, can get more benefits. Problems in the user's car process can be implemented on the app. During the epidemic at the beginning of last year, this online function played a lot of roles, users do not have to go to the store, at home through the selection, purchase, use, repair, change these links can experience a lot of convenience. In order to attract users and facilitate users, Auchan has developed a way to empower style apps with tools. For example, Auchan Kesai, Auchan X5, X7, X7PLUS are through the mobile phone On Auchan styleapp for model control, user on the car unlock, pre-start air conditioning, car supplies extended warranty, maintenance packages, etc., what service resources are all on the top, of which X7PLUS is more powerful, the customer will automatically press the app service background through the mobile phone to send the navigation position to drive, the driver does not need to manually enter the operation. In this way, customers will naturally form a stickiness to the Changan Auchan app, and they can't do without it every day. It is understood that all customer model orders are now down to the Auchan style app system, similar to home appliances and 3C products, the headquarters controls the market rather than the store around the market. Through this operation, Changan Auchan put the entire customer operation on the Auchan style app, and what is the concept of nearly 4.6 million app users. For example, a user who posts an article on the Auchan style app has reached 20,000 views in just one night, which may have surpassed the real reading volume of many WeChat public accounts.
The second is data assets. The business and function of Auchan style app is internal, and the business and function of the To B end are established internally through the big data system, and the refinement of marketing is realized through the effective circulation and effective use of data, and the sales terminal is empowered to make it more lean and accurate. We have an electronic business card for each sales consultant on the app, after the sales consultant gives the electronic business card to the customer, the customer only needs to click on the above each model has a very detailed product information, the day's preferential range and policies, so that the customer takes away not a single page, but a set of product information. Another example is the sales call of our sales consultant, who receives, who answers, who makes the sale, the performance of this sales is who. We have recordings of customer communications, and our sales director will coach and comment on the recordings, and then input these results into the system to continuously optimize the sales process. ”
How does Changan Auchan sort out the data of these users, and how to be more in line with humanity and warmth? For example, the user's birthday, now many companies can send a birthday congratulations, but that is cold, now Auchan and the birthday and the user's purchase time to associate, for example, you are an X7 user, you will receive "Happy birthday, thank you and our X7 together for 500 days, etc.", so as to give the user a customized warm feeling. Through this way, the existing stores are digitally upgraded, data analysis is strengthened to transform and upgrade services, the online platform and offline channel marketing are deeply integrated, and the life cycle of the customer's "selection, purchase, use, repair and exchange" is run through the customer's "selection, purchase, use, repair and exchange" all-purpose car life cycle, creating the industry's only "store-side, sales consultant-end, client-side, mobile phone-side 4-in-one" marketing system, creating a more stable brand, store and user relationship through digitally empowered direct connection, and providing customers with a better user experience.
At the same time, Changan Auchan has given full play to the triple strength of employees, national dealers, and car owners, allowing them to play a great role in the product dissemination chain. 500 dealers across the country live broadcast live on the whole network synchronously, the national sales crown takes you to the cloud tour auto show, the reservation owner takes you to see the zui mei hometown, including chairman He Chaobing, general manager Wang Xiaofei, designers, intelligent engineers, quality engineers, blue whale engineers, performance engineers and Internet celebrity little master sisters and other product-related aspects of the Auchan people from behind the scenes to the front desk, become product speakers, under the epidemic to do the new car's pre-play, the sense of existence is full, such a driving force is quite huge, And it is a typical operation of small cost and large output, Auchan three explosive models in three years, and the national tide is young is the power!
Write after zui
He Chaobing, executive vice president of Changan Automobile and chairman of Changan Auchan, said that the competition between automobile companies is ultimately the competition of product strength, and in the future competition, car companies must have forward-looking thinking and corresponding technical capabilities, zui is mainly to seriously study the needs of users, so as to be invincible.
At present, Changan Automobile has formed a global collaborative R&D system in 6 countries and 9 places and a research and development team of nearly 10,000 people from 18 countries around the world, with a fine R&D organization of "7 institutes, 2 departments and 3 centers"; 194 laboratories covering 16 professional fields, forming two major scientific research magic weapons of product development process system and product test verification system; accumulatively applying for 11,257 domestic and foreign patents; a project of NE platform engine alone has gathered 10 countries, 200 engineers, and lasted nearly 5 years of R&D efforts. According to Changan's official data, from the Eleventh Five-Year Plan to the present, Changan Automobile has invested more than 110 billion yuan in research and development costs, realizing the domestic debut of 49 leading technologies such as intelligent voice and flying screen interaction, of which zui is representative of Blue Whale Power, which has lasted nearly 5 years of development, whether it is dynamics, economy and stability have been verified in multiple vehicles. Changan Automobile has won the diyi of China's automotive R&D strength industry for 5 consecutive 10 years, established the image of a high-quality product provider, and successfully selected as a national technological innovation demonstration enterprise.
In the final analysis, the automotive industry has always been an industry that attaches great importance to product research and development. As a passenger car brand of Changan Automobile, Changan Auchan Automobile fully relies on Changan Automobile's global R&D system, supplier system and product test and verification system, providing a comprehensive guarantee for the performance and quality of Changan Auchan Vehicles. In a deeper layout, Changan Automobile has formed three major platform architecture systems of "CHN+SDA+Ark", covering a variety of models, and in the next five years, Changan Automobile will launch 26 new intelligent electric vehicles around these three platforms. At present, Changan Auchan has released two pure electric new cars: Changan Auchan's first intelligent pure electric SUV "X7EV" and the first pure electric MPV "Keshan EV" are also in the line. This means that Changan Auchan's new power sequence products have officially begun to enter the era of pure electricity.
For Changan Auchan, using sales to break the doubt and stabilize the brand is just the beginning, Changan Auchan is using products, with continuous optimization of user experience, with innovative digital marketing means to continue to create a brand appeal of "when popular , when self-strengthening", and continue to lead the industry "Changan Auchan speed" to kill a world. The reporter believes that from the "popular generation" to the "march toward the shang", the rapid rise in just over three years, the "explosive" phenomenon of Changan Auchan automobile circle will break out again, becoming a high value worth looking forward to in China's passenger car brand market