An independent brand that focuses on the high-end market can be called a success in the era of stock competition in the market downturn, from the first product listing to the cumulative user of nearly 400,000, which only took more than three years, and the average price exceeded 150,000 yuan.
But if I tell you that in the context of the global covid-19 black swan in 2020, the automotive industry and even the entire industry is in recession, the brand still has seven consecutive months of double growth, and the growth rate is getting faster and faster, do you feel a little incredible?
This is Lynk & Co, a high-end brand whose business logic seems simple, but how others can't learn it. In the past October, Lynk & Co's monthly sales officially exceeded 20,000 units, setting a new record for the brand, of which Lynk & Co 06 contributed to it.
As a new upstart in the compact SUV market, the number of Lynk & Co 06 cards exceeded 3,000 in just three weeks in the month of launch. By the end of October, the cumulative sales volume of the Lynk & Co 06 had exceeded 8,000 units. Four days before the opening of the 2020 Guangzhou Car Show, the cumulative delivery of Lynk & Co 06 vehicles was officially announced to exceed 10,000. This series of soaring numbers has also jointly coined a new industry term - "Lynk & Co Speed".
Hard power impresses consumers
Just as the so-called avenue is simple, it is also as we have always emphasized - in the era of stock, products are king! One of the key reasons why "Lynk & Co Speed" can be born is that Lynk & Co's hardcore product power has impressed discerning consumers.
Technology empowers, safety breaks the circle
If this were the case, Lynk & Co 06 would not have created "Lynk & Co Speed". Because the brand power of the joint venture brand is still a high wall that Lynk & Co must face. Therefore, the killer tool that makes the Lynk & Co 06 win is actually its ultra-high-tech configuration and safety performance as a positioning "new urban functional SUV".
For example, the City Captain intelligent driver assistance system, which integrates up to 21 intelligent driver assistance technologies to achieve L2.5 automatic driving, allows Lynk & Co 06 to have black technologies including PA intelligent pilot system, RPA one-button remote control parking and 540 ° panoramic image.
Among them, the PA intelligent pilot system is the first new feature of Lynk & Co 06, which can help Lynk & Co 06 to liberate feet around the clock and even in full road conditions. For young people, this function can not only reduce the fatigue of driving, improve the safety of driving, more importantly, this powerful scientific and technological attributes, will make friends marvel that you who choose Lynk & Co 06 are the real hipsters who pursue technology, and then satisfy our vanity.
In contrast, not only do the joint venture competitors at the same price point have none of these configurations, but even the higher-priced top-end models only have a few of these functions, which is far less complete than the Lynk & Co 06. This is the "start is luxury" advocated by Lynk & Co 06.
In addition, adhering to the concept of "global safety", Lynk & Co 06 extends the traditional life safety to the health level, providing health configurations including antibacterial steering wheel and "deep forest" five-fold air intelligent purification system, providing more detailed and comprehensive protection in areas that are not involved in the joint venture.
Those who win the hearts of young people win the world
As mentioned above, Lynk & Co 06 hardcore and comprehensive product strength is one of the main reasons for casting "Lynk & Co Speed", so another reason is that Lynk & Co has captured the young population.
A data shows that in 2020, the proportion of post-90s car buyers exceeded that of other age groups for the first time, and in Lynk & Co's own owner data, the post-90s accounted for more than 40%, and the proportion of pan-90s was close to 70%, of which 71% of them were willing to recommend Lynk & Co to friends.
This illustrates an interesting fact – Lynk & Co has formed a good brand effect among young people, with a virtuous circle of word-of-mouth self-propagation channels.
So how did Lynk & Co successfully capture the young people that all brands want to capture? The first is the rejuvenation of the product, and Lynk & Co 06 is a typical example.
You know, these young people, defined as "Generation Z", it is difficult to like the "old man car" created by the aesthetics of their parents' generation, so Lynk & Co 06 not only caters to their preferences in design details, such as the use of urban opposing aesthetics to create functional wind interiors, to meet their tide-sharing visual requirements, but also to provide them with intelligent technology configurations that other brands do not have. In terms of the technology consumption needs of current Generation Z users, Lynk & Co 06 surpasses the image of the same level of technology intelligent products, bringing thousands of people's technology trends and technology travel experiences to young users; it meets their intelligent needs as Internet natives.
The second is the rejuvenation of communication. But anyone who has been deeply exposed to and understood Lynk & Co 06 will find that it is not sold as a car, but as a way of life.
From the show-like conference to the night-time auto show booth, it communicates with all users with a young mentality with the values of Z generation users. These challenges to the world's unconventional ways of playing cards are actually through typical Internet thinking to build a social ecology that young people like.
In September this year, at the listing conference that played with the life consumption scene and broadcast live with KOLs, no manufacturer leaders spoke throughout the live broadcast, making the way Lynk & Co 06 communicated with young people more thoroughly.
For example, the press conference particularly highlighted the main points of the young trend, and filled the young people's favorite beauty, DIY, fitness and other content in the conference, hoping to show the trend and youth of Lynk & Co 06 with the lifestyle of young people. Therefore, in the car purchase stage, compared with the traditional "recommendation" words, Lynk & Co 06 uses the network word "pulling grass", which greatly shortens the distance between them and young people.
Active time
From February 9, 2022 to March 25, 2022