The industrial transformation driven by new energy and intelligence is rapidly shaping new modes of travel and becoming a certain direction for the future development of the automobile industry. China's auto market is undergoing great changes, and car companies have also ushered in a period of excellent opportunities for upward breakthroughs.
"Starting today, it has a new name – China Wuling!" On February 22, 2022, in the venue near Shanghai's trendy landmark Shanghai Fish, when Zhou Ju, deputy general manager of SAIC-GM's Wuling Wuling Business Department, shouted this sentence, the Huge Screen on the stage outlined the Wuling Silver Label, and the applause from the audience rose and fell.
In the midst of cheering, my thoughts can't help but pull back to May 2020, which is the beginning of the story - when in order to meet the diversified needs of users under the consumption upgrade, Wuling set sail again with "silver label" and "red label", trying to find a unique attack between domestic and international markets.
After that, the "big four-seater family car" Capgemini was red, the stars were red, the Hongguang MINIEV exploded, and Wuling was also tide!
On the one hand, the data represents hard power: in 2021, SAIC-GM-Wuling has accumulated sales of 1.76 million vehicles, ranking first in the sales volume of national brand single car companies for 17 consecutive years, of which Wuling Capgemini ranks first in MPV sales of the same level, Wuling Xingchen ranks first in annual sales of SUVs within 100,000 yuan, and Hongguang MINIEV has exceeded 580,000 units, ranking first in China's new energy vehicle sales for 17 consecutive months. (Here from the official data of the manufacturer)
At the same time, for Wuling, the brand upward is a "matter of life and death", the breakthrough battle of demand upgrading has begun, accelerating the brand upward and accelerating the snatching of users has become the focus of car companies, and SAIC-GM-Wuling, which has 25.5 million base disk users, is retelling a new story.
User thinking empowerment is not only about selling cars
With Tesla, Weilai, Xiaopeng and other first wave of new car-making forces stirring up a pool of spring water in the automotive industry with new playing methods and logic, forcing traditional car companies to transform into user-oriented enterprises, how to truly achieve user-centricity has become a new issue that brands and enterprises that aspire to cross the era must face.
Many people may be scornful of a brand that sells cheap cars, but the iterative changes in the automotive industry, from the era of fuel vehicles bought and sold with a hammer into the era of electric vehicles that pay more attention to user stickiness, low prices do not equate to cheap experience, and the huge user base also provides advantages for Wuling to do a good job in user operation, creating value for users while it is expected to achieve a new leap with more empowerment from users.
Compared with the pretentious and advanced concept stacking, Wuling's user strategy is more simple and easy to understand.
When the Wuling LOGO changed from the well-known metallic red to a slightly flattened, more technologically pleasing white, Wuling's genes were engraved with the aesthetic imprint of diversity and youth.
The "User Wings" in the two wings are through the construction of online and offline online and offline e-commerce platforms such as THE ONLINE ONE-STOP SOCIAL E-commerce Platform LING Club, THE USER OFFLINE EXPERIENCE CENTER LING HOUSE, THE USER LING SENSE BASE AND DEALER CHANNELS TO MEET THE NEEDS OF USERS FOR A NEW SERVICE EXPERIENCE CREATED BY PERSONALIZED, SOCIAL AND CULTURAL CO-CREATION.
LING Club focuses on the upgrading of users' full-link experience and the creation of car life ecology, covering aspects from car purchase and car use to social networking, shopping, and personalized customization. At present, the LING Club platform has more than 14.5 million registered users, and is a leading online sales service platform for automobile brands in China.
Wuling built the LING HOUSE User Experience Center, using the display of scenes and forward-looking visions, through art exhibitions, New Year's Eve parties and other activities, to create an open trend of the Internet celebrity window, reaching a wider and more diverse young circle. At present, LING HOUSE has been completed in Liuzhou, Nanning, Zhengzhou, Shanghai, Suzhou and Guangzhou, and the number is still expanding.
It is worth mentioning that in addition to the layout of LING HOUSE in the commercial centers of major cities, it will also land on the user base of Chongli Cuiyun Mountain in Xuedu.
Technological innovation builds a brand moat
In the new era of intelligent networking in which mechanical performance-defined cars shift to "software-defined cars", the identity of automobiles has accelerated its transformation, evolving from traditional means of transportation to another intelligent terminal, and the experience and interaction attributes have been unprecedentedly enhanced.
The essence of intelligent networked vehicles is to meet the new needs of users by digital means rather than traditional mechanical means.
According to the "2020 China Automobile Sales Satisfaction Study" released by J.D. Power, the post-90s (32%) car-buying group exceeded the post-85s (30%), post-80-84 (22%) and pre-80s (17%) for the first time, becoming the main force of car purchases and the highest satisfaction. The demand of the younger generation for cars, in addition to good design, reasonable price, safety and reliability, is more enthusiastic about the pursuit of intelligence.
As an important support for intelligent technology, the emergence of Ling OS Lingxi System, the first intelligent open ecosystem independently developed by Wuling, is opportune.
Better communication with users and accompany users to grow, the new generation of Ling OS carries the hope of Wuling.
Ling OS has changed the previous closed car machine system, and can provide an anthropomorphic, social and intelligent travel ecological experience by building a tacit intelligent ecosystem of cars, people and life. In the daily driving process, with the help of the system, users can interact with the 3D real-time rendering car assistant - Xiaowu Xiaoling to achieve custom wake words, continuous dialogue, multi-voice commands and other functions. In addition, the Ling OS Lingxi system supports WeChat location sharing, one-click realization of destination presets and other functions.
It is worth mentioning that after the new generation of Ling OS is upgraded by OTA, the speech recognition takes 0.8 seconds, the wake-up time of the Ling OS system takes 0.6 seconds, the GPS cold start positioning speed is accelerated to 7 seconds, and the system boot speed is optimized to 28 seconds. With the opening of the new brand strategy of Wuling in 2022, the Ling OS Lingxi system will be upgraded again, the image of Xiaowu xiaoling will be upgraded, and the WI-FI function of the car machine will also be updated and opened.
The Wuling Capgemini 280T, equipped with the new generation Ling OS Lingxi system, was launched simultaneously on the night of the event, and a total of 2 models were released, and the official guidance price was 115,800 yuan and 125,800 yuan respectively.
In terms of power, capgemini 280T is equipped with a new 1.5T turbocharged in-cylinder direct injection engine, with a peak torque of 90N m, a maximum horsepower of 177Ps, and a turbo intervention speed of 1000rpm, bringing a strong power output experience.
With a user-oriented attitude, Wuling has opened a systematic journey for the new era, and technological innovation is the driving force for the upward development of wuling brand.
When the "User Wing" builds a bridge between Wuling and 25.5 million users around the world, the "Technology Wing" promotes integrated technology breakthroughs, from the global small electric architecture, Wuling chips, to intelligent micro-power exchange systems, Ling OS open intelligent ecosystem, and smart power brand Ling POWER, to achieve technological breakthroughs.
From Wuling in Liuzhou to Wuling in China, Wuling firmly rushed to the road of brand soaring, blooming the strength of thick accumulation.