According to the latest data, in January, SAIC Light Passenger sold a total of 8173 vehicles, more than double the second place, and after winning the 2021 National Light Passenger Annual Sales Champion, it once again won the single-month sales list of the market segment. Among them, SAIC Maxus sold 5273 vehicles, an increase of 13% year-on-year, ahead of the second place by more than 40%, and won the first place in the national sales list of the light passenger industry at the beginning of 2022.
Almost every five light passengers sold, two are SAIC Maxus MAXUS. "It's sooner or later to win the crown, and I feel like the day is getting closer." As early as the middle of 2021, when the reporter interviewed SAIC Maxus dealers, some people predicted this.
Light passengers are thus played
Standing on the "tiger head", looking back at the ten young passenger roads of SAIC Maxus, it is not difficult to find that this decade is also a decade of rapid expansion of the user circle of China's light passenger market.
From the beginning of the street, SAIC Maxus spread the quality and reputation of MAXUS light passenger products from house to house, to later open the colorful custom magic box of light passenger under the blessing of C2B users to create customization, and then later SAIC Maxus MAXUS is no longer only "satisfied" with the customization of models, but together with users, began to use light passengers to help them broaden the circle of life.
Today, choosing a different SAIC Maxus light bus, from the order to the user to pick up the car, it is only 20 days. Seat layout redesign, rear car rear air conditioning, rear window modification LCD screen, change a wheel hub, change a privacy glass, change an automatic gear, SAIC Maxus MAXUS with C2B users to create a custom model from the market demand a little bit to open the situation, guide consumers from the use of scene needs and functions. Many "flower jobs" that even passenger cars can't play, saic maxus can play well on light passengers.
What is even more rare is that the small needs of consumers from all over the world, through the empowerment of digital transformation, SAIC Maxus will soon trickle down digital into a river, converge into big data, and turn the options that more users want into standard. In 2020, SAIC Maxus launched a light passenger product with privacy glass and aluminum alloy wheels directly as standard, making the market that was already on fire more prosperous.
For SAIC Maxus, which had initially completed the digital transformation at that time, this was just a "small test". In 2021, SAIC Maxus will make the light passengers more active.
On October 27, 2021, SAIC Maxus V90 ink was launched, "tailor-made" more refined products for high-end business people; on October 28, the new generation of light passenger Van life concept cars were officially released; on December 28, 2022, the 2022 SAIC Maxus MAXUS V90, EV90, as well as V90 Mater edition and V90 locomotive version appeared together, creating more possibilities for users' Van life.
"We don't define light passengers as just a means of production, even though its main function in the past was this. In fact, we can regard light customers as a life partner, which only bears certain logistics attributes, but can represent a life posture for users to pursue a better future. Mi Ying, general manager of SAIC Maxus Light Vehicle Division, told reporters, "We found that consumer groups are quietly changing, so we began to try to combine products with users' hobbies." So, in 2021, the concept of Van life was born at SAIC Maxus. ”
From the beginning through intelligent customization, after leading the development of the subdivision industry in terms of functionality, SAIC Maxus began to use its brains on the user circle of light passengers, whether it is V90 ink, V90 Matt version, or V90 locomotive version, all of which have allowed the industry to see a momentum, and the original light passenger can also play like this. Car owners can drive light passengers to sell coffee and breakfast, or they can talk about business in the car, drive a motorcycle to the north and south, or open a live broadcast in the gap between sightseeing.
Not only has the circle of light passenger users begun to expand invisibly, but the traditional barriers restricting light passengers have also been vaguely loosened. "In fact, if this development continues, won't the future light passengers cross over into an MPV?" Someone pointed it out to the point.
Keep the ring, not keep it
In 2021, some SAIC Maxus dealers found that it seemed that overnight, the market share of their own light passenger products suddenly increased. Getting the sales champion in the regional market every month is no longer a new thing for some head dealers.
The "old customer" is like a BUFF, which is empowered to every SAIC Maxus dealer, and those dealers who started with SAIC Maxus are even more deeply touched by this.
Maintaining old customers, building with users, and making fine base plates is one of the "magic weapons" that SAIC Maxus instills in the dealers. Sending birthday wishes to 5,000 SAIC train owners every year, it is hard to believe that this is just the daily work of a dealer in a second-tier city. In other words, they send blessings to more than 10 car owners every day. "Treating old customers as treasures and growing up with them" has been deeply imprinted in the genes of more SAIC Maxus dealers.
More dealers start by selling their first car, and every year there are cases of old customers buying more or introducing friends to buy light passengers. From the beginning, we will treat every old customer as a treasure, continuously strengthen the maintenance of old customers, so that old customers can become the communicators of SAIC Maxus MAXUS brand and word of mouth, when the user base accumulates more, the quantitative change finally leads to qualitative change.
In 2021, SAIC Maxus won the light passenger market sales championship in more than 30 cities across the country such as Wuxi, Xuzhou, Zhengzhou, Changzhou, Jiaxing, etc. When it saw that the defenders belonging to SAIC Maxus appeared in major cities, SAIC Maxus's response was very sharp, "Keep the ring, don't keep it." "This is a brand new requirement for dealers.
Transform traditional industries with digitalization
How to let the light customer brand continue to rise? How to make light customers attract young consumers? How to further make light customers live, and continue to empathize with users? Since last year, SAIC Maxus Light Vehicle Division has begun a new round of "brain burning".
Using digitalization to transform traditional industries, in the field of light passengers, SAIC Maxus is once again at the forefront of the industry.
In recent years, with the gradual deepening of digital transformation, SAIC Maxus is gradually expanding from the multi-service scenario support that has been initially realized to derivative services, and further expanding the C2B concept from the choice of configuration to the choice of services. Based on the practice of new retail business, SAIC Maxus has realized the online trading activities of potential customers, test drives, activities, orders and derivative boutiques, established standardized digital operation products, and the whole life cycle data of after-sales products from development to after-sales products is online, which is not only visible and available, but also realizes the empowerment of the three modes of agency, direct operation and direct sales.
Only from the perspective of SAIC Maxus's rapid expansion of direct stores in 2021, due to the full-process marketing online system developed by SAIC Maxus itself, the efficiency of direct stores in some areas has far exceeded that of ordinary dealer stores, and some direct stores have opened for only three or five months, and their sales performance has been far ahead in the local area.
At the end of 2021, Lan Qingsong, vice president of SAIC Motor, said in an interview with the media, "Focusing on the intelligent new energy vehicle products co-created with users as a support, integrating and developing the channel system of authorized distribution, brand direct sales and new retail direct sales pioneered by domestic vehicle companies, SAIC MAXUS can redefine products, define models and define organizations." ”
Meet user needs with "changeable"
The red lift car that exudes the atmosphere of a tough guy is contrasted with the warm and luxurious Ferrari - just after New Year's Day, Nanjing Iveco delivered the first batch of customized light passengers to Ferrari, bringing a prosperous scene to the beginning of the New Year.
Grab it early and plan to move quickly. "In January, we held more than 300 offline events, driving more than 2,000 customers to the store." Huang Yuansheng, director of the marketing department and director of the sales department of Nanjing Iveco, told reporters that in January this year, in the case of a sharp decline in the overall market, Nanjing Iveco light passenger sales reached 2900 vehicles, and achieved a year-on-year increase in market share, winning the hard-won "opening red".
In 2021, Nanjing Iveco sold 33,387 vehicles in the whole year, an increase of 18% year-on-year. In a changing market, how can we gain a foothold and achieve steady progress? "'Versatile' is becoming the advantage of differentiated competition of enterprises, and in the new year, we must give full play to this advantage." Huang Yuansheng said. Last year, after the release of IVECO's smart customization platform, it triggered a huge response in the entire commercial vehicle industry market and opened a precedent for the smart customization of light commercial vehicles. At present, with IVECO's professional chassis as the carrier, the company has developed more than 100 basic models, which can meet more than 3,000 professional modification programs and realize the customization of various application scenarios.
"Nearly half of the users who buy IVECO Osheng have a need for modification." Huang Yuansheng said, "The engineers of the technical team quickly personalized the products after going deep into the market and understanding the different needs of each customer, which makes many professional customers very recognized by our products." "Last year, IVECO Ousheng won the first place in the market share of high-end wide-body light passengers, maintaining steady year-on-year growth in multiple industry segments such as railways, escorts, tobacco, public security, and passenger tourism. In terms of professional modification, Iveco's market share increased by 3.1% year-on-year, and it won the title of the first brand of RV modification in China with its strong modification strength, handing over a dazzling answer sheet.