On February 22, 2022, wuling brand held a grand brand strategy conference in Shanghai, from the perspective of time node, this should be the first blockbuster conference of domestic automobile manufacturers after the Lunar New Year. At this press conference, we officially launched the Wuling Capgemini 280T before the Spring Festival, and at the same time, Wuling also revealed new car plans including the new jiachen of seven-seat family cars and the new model of Hongguang MINIEV. However, the most important news at this conference is undoubtedly that the Wuling brand has been officially upgraded to "China Wuling" and will adopt the strategy of "flying with two wings" to be a "global brand that young people are proud of".
At that time, when I was at the press conference, when I heard the words "China Wuling", I suddenly had a bit of "memory killing". Because when we were young, Wuling Che has widely appeared in the micro-passenger and micro-card markets in our hometown. At that time, our father's generation generally called Wuling che "Liuzhou Wuling", or "Liuzhou Zai" (that is, the meaning of Xiaoliuzhou). More than 20 years have passed, the size of Wuling car is getting bigger and bigger, and that "Liuzhou Wuling" has also become a "China Wuling" that can represent the standard of Chinese car manufacturing and the concept of Chinese car manufacturing. "Liuzhou Tsai", grown up.
If I want to answer the question of the title of my article briefly here, I think it is actually three steps: first, understand consumer needs; second, launch high-quality products; and third, accurate insight into the direction of market development.
The first step is to understand the needs of consumers, which does not need to be said more, "what the people need, Wuling will create something", relevant cases have been many in recent years. Of course, there were many previous cases, but the Internet was not very developed before, and everyone did not pay too much attention to it. The second step, excellent product quality, this should also be the point that Wuling has always been very proud of. The important reason why Wuling is called "God Car" is that Wuling Car can still ensure high reliability even in high-intensity use in difficult environments.
As for the third point, it is what Wuling has been doing for a long time, and it may not be obvious to everyone. I can give an example, Hongguang MINIEV, the reason why this model is hot, but also Wuling paid attention to a market that others did not pay attention to, and has great potential, which made this product have no major competitors for a long time after it came out, and almost achieved a monopoly. At the two press conferences this year and last year, Wuling has released a full set of online and offline strategic deployments including LING CLUB, LING HOUSE, LING POWER, AND LING OS, which are also consistent with the ideas of some new forces tram brands standing at the forefront of the tide, which is of great significance to the future development of the Wuling brand.
In addition, we talk about this strategic conference, "a global brand that young people are proud of", which contains Wuling's accurate insight into the market prospects from before to now.
The first, "young people". Brand rejuvenation is what Wuling has been doing in recent years. From the previous micro-surface tool car to the mainstream market passenger car product positioning conversion process, in fact, Wuling is working hard to rejuvenate the process. Now the Cargate, Xingchen and other models in the Wuling system, although the size has been relatively large, but in fact, their positioning, user portraits, etc., are linked to youth. Before SGMW deputy general manager Xue Haitao also said when communicating with us: Now the main group of young people who buy cars, many of them already have cars at home, and even they themselves grew up sitting on their father's car, these consumers are very familiar with cars, and have their own very mature evaluation system, so the requirements for cars are also very high. What Wuling has been doing is not just shouting "young", but to make a car that can be truly recognized by young people.
The second, "pride and pride.") We often say that emotions are priceless, and when a model or even a brand is gilded, it is in a very advantageous position when it comes to car purchase decisions. So we often say, "If I have money one day, I'll go buy a Porsche and buy a Ferrari", in fact, it is not how good a Ferrari Porsche is, the main thing is that I feel proud to drive these cars. But have you found that many people with spare money in their hands like to buy MINIEV, or the light, glory and other Wuling micro-surface to change - because of Wuling's unique brand tone, will not let these people feel that changing this kind of car drops points, on the contrary, they will feel proud to change this kind of car. This is exactly the effect that Wuling has achieved in recent years by giving the brand a unique "gold plating". At present, in China's "people-friendly brand", Wuling's image temperament is unique, which is also the result of Wuling's targeted marketing work in recent years.
Third, internationalization. At this conference, Wuling can only make some small predictions in this regard, such as the new model of MINIEV will be sold to overseas markets, etc., and others have not revealed a lot of information. I think That China's auto products, especially new energy vehicles, have now reached a critical moment of "going global". At this time, Wuling sought the development of globalization under the name of "China Wuling", and the direction was definitely right, and it also reflected wuling's forward-looking. But how to follow up, or to see Wuling's own.
In particular, I personally feel that in the past two years, due to the impact of the epidemic, supply chain, policies and regulations and other factors, Chinese car companies have encountered many unexpected difficulties in the process of going to sea. Back to Wuling itself, from the release of the silver label to the present, Wuling's internationalization road has not yet achieved very outstanding results. As an international product with silver labels, the two cars of Xingchen and Capgemini are not counted as the "thighs" of Wuling in both the international market and the domestic market, and they have not yet played a dominant performance. How can China Wuling reflect Chinese characteristics and reflect Wuling's ability to discover needs, create needs and solve needs over the years, this year is indeed an extremely important year.
But through the wind and rain, from "Liuzhou Wuling" to "China Wuling", Wuling people have been bringing us surprises. This time, we can choose to believe Instills again.