From scratch, against the trend of growth, why does Changan Auchan frequently create explosive models?
We often say that the economic base determines the superstructure.
Of course, this is a bit blunt.
We can understand it this way, that is, how much money you have determines how much money you enjoy.
In the past, jue dui is the truth of the two, after all, the product-oriented field pays more attention to the value of the product itself.
But you have to know that there are always a few "special cases" in the big thousand car market, they always like to span the single concept of the product itself, focusing on the layout of the user-led service-oriented field, and the user enjoys not only the enjoyment brought by the product itself, but the service of the whole field concept interval composed of the whole.
For example, Changan Auchan Automobile, which has always adhered to the "customer-oriented".
From scratch, from yes to good
Time to 2018, Changan Auchan automobile brand was released in Beijing, when the 100,000-level SUV market was mixed with China and foreign countries, and the quality was uneven.
In the face of the situation of wolves, even if it is backed by the big tree of Changan Automobile, the "fledgling" Changan Auchan Automobile di Yibu Mai is extremely difficult.
After 2018, the cold winter of the automobile market has arrived, the market increment has slowed down, and the car companies have turned into competition in the stock market, coupled with the follow-up epidemic and the impact of "lack of core", many car companies have fallen into danger, and many familiar brands have withdrawn from the historical process.
Against the current, the true chapter is revealed
In the face of one challenge after another, Changan Auchan Automobile has not retreated, but has always adhered to the brand concept of "customer-oriented" and the product concept of "the value for customers is twice the cost paid by customers", and demanded itself with almost "harsh" research and development standards, constantly moving forward and never stopping.
In the end, the efforts of Changan Auchan Automobile have won the recognition of most users and become synonymous with quality in everyone's mind. From January to November 2021, the cumulative sales volume of Changan Auchan Automobile reached 215,480 units, an increase of 58.6% year-on-year. The results are not remarkable!
200,000 vehicles may not be much for some old cannons with a long history, but for a brand that has only been established for three years, it is a valuable milestone, and behind such sales is the user's recognition of the brand, and it is the direct touchstone of high-quality product zui.
Looking back on the past, from the "fledgling" Changan Auchan Kesai, to the Changan Auchan X7 that "soared" in order to explore the privatization of aviation technology, to the "New Four Youth" Changan Auchan X5 that redefined the SUV, and then to the Changan Auchan X7PLUS that was a hit in the pre-sale of "When the Red Self-Improvement", Changan Auchan Automobile lasted three years, step by step, steadily moving forward, firmly grasping the traffic password of the explosion, and becoming a well-deserved national SUV.
The brand is upward, and the domestic products should be self-reliant
In the past, people bought cars, there was little choice, the quality of joint venture models was better, but the price was expensive, and although the price of independent brands was low, the overall quality was worrying, so for a long time domestic products were also marked with cheap labels.
In the face of such a dilemma, some car companies choose to default, continue to cheap shells, blindly imitate, while other car companies choose to continue to develop and break through themselves.
However, subsequent facts have proved that the imitation will eventually be abandoned, and the breakthrough will be reborn.
From Changan Auchan X7 to Changan Auchan X5, and then to today's Changan Auchan X7PLUS, Changan Auchan Automobile has insight into the needs of users and builds a blockbuster model a year, which has become synonymous with popular traffic.
And Changan Auchan X7PLUS, which is also "five industry leaders, five peer leaders, five industry initiatives, and five standards of the whole system", has broken through the ceiling of the same level of product configuration value in one fell swoop, bringing product power far beyond user value expectations
The new appearance of the new natural aesthetic design is adopted, and the simple and elegant body shape is matched with the high-tech interior shape, and the overall atmosphere is beautiful and does not lose the sense of technology.
Far beyond the same level of 2786mm ultra-long wheelbase, 650L-1407L can evolve the full-scene trunk design, with the whole car 52 NVH scheme, can give users a quiet and comfortable super space.
In terms of intelligent configuration, Changan Auchan X7PLUS can be called the ceiling of 100,000-level SUV configuration. Starting from Changan Auchan X7PLUS, the car chip of Changan Auchan products has officially entered the 8-core era, with faster operation and more convenient to use, and the full-scenario OnStyle3.0+ intelligent control car machine system is more complete in function and more agile.
In terms of intelligent travel, the 6 mm wave radar equipped with Changan Auchan X7PLUS realizes dynamic tracking route + centimeter-level obstacle distance display, which can perfectly eliminate the blind spot of the body and ensure the daily driving safety of users.
Insight into the user's pursuit, and then come up with a sincere product, Changan Auchan X7PLUS obviously poked the user's zui direct pain point.
Of course, the feedback is also very obvious, the data shows that Changan Auchan X7PLUS has opened the global pre-sale so far, and its cumulative order volume has exceeded 30,000 vehicles. Every user choice is a recognition of the popular strength of Changan Auchan X7PLUS, and it is also the trust brought about by the rise of domestic products.
Domestic products have strengthened themselves, and the Chinese people have been confident!
Create a value service system in all fields with everyone's participation
In recent years, there are always car companies like to take the product itself to do the focus, often ignore the follow-up value service system, but it turns out that only "1" is not enough, to achieve exponential value embodiment, in order to better serve customers, in this regard, Changan Auchan X7PLUS is one of the excellent representatives.
Changan Auchan Automobile has always been adhering to the brand concept of "customer-oriented" and the product concept of "providing value to customers, which is twice the cost paid by customers" to create products.
Therefore, in addition to the actual value brought by the product itself, Changan Auchan X7PLUS also provides users with a caring guarantee for zui in digital marketing and follow-up services, and constructs a value service system in all fields.
In the global listing activities in October this year, Changan Auchan Automobile launched hundreds of media communication terminals and realized the simultaneous listing of 500 new Yunyingbiao 4S stores across the country.
Deeply reach the user level and call for quan mia to participate, reflecting the digital marketing system behind Changan Auchan Automobile.
In terms of social methods, Changan Auchan Automobile has realized from "shop" to "circle", from "passive" to "active", from "social" to "value co-creation and sharing".
In addition, by creating an integrated data system and platform, Changan Auchan Automobile only needs a universal user ID of the whole platform, which can fully link the "four ends" of Auchan Style client, consultant end, store end and car machine end, and quan wang triggers to open up data flow, business flow, and communication flow without breakpoint, so as to realize the value co-creation and sharing of customers, stores and brands.
In the follow-up service system, in order to allow the problems encountered by car owners in the process of car maintenance to be solved quickly and professionally, and to realize the care of customers throughout the life cycle, Changan Auchan Automobile has established an exclusive butler service group for Changan Auchan X7PLUS owners.
The exclusive butler group realizes the full-link management of customer problem initiation- problem resolution, problem satisfaction and problem closure, and sets up care reminders such as the first guarantee and the routine guarantee based on the customer's life cycle, and pushes direct evaluation coupons to customers based on the service satisfaction of the staff in the group.
Summary: In the past three years, Changan Auchan Automobile has always adhered to the "customer-oriented" from scratch, from the best to the best, and built a full-value service system with the brand, products, marketing channels and follow-up services as the core, driving the brand to go forward and continuously forge ahead.
From the launch of Changan Auchan X7PLUS, it can also be seen that Changan Auchan Automobile is determined to strive for "walking with a better life" and pays tribute to every popular striver with practical actions, which is not only the key reason for the upward development of Changan Auchan, but also represents the value core of the upward development of Chinese brands.
In the future, Changan Auchan Automobile will have many more than three years, I believe it will always launch a lot of explosive models, after all, always adhere to the people to build cars for the enterprise, and who will not love it?
Active time
From February 26, 2022 to February 26, 2022