GNEV12 | SAIC-GM Wuling Zhoujun: Marketing must follow the trend

On February 26 and 27, the 12th Global New Energy Vehicle Conference and the First Electric Vehicle Main Congress opened in Beijing.

In the fifth part of the conference, "Ta Times", Euler, Sihao, Wuling, Qiantu, Tesla five car owners and five car company representatives on the "goddess" and "Iron Man", what new subdivisions can be made? Expand the discussion.

In the starry sky speech session, Zhou Ju, deputy general manager of SAIC-GM-Wuling Sales Company, delivered a keynote speech on "Marketing must go with the trend".

The following is the transcript of Zhou Ju's speech (slightly deleted):

I'm Zhou Ju, take a moment to share some thoughts on the past with you. Last night because this report was knocked out with colleagues, and then we thought of a topic, marketing is going with the flow. We took some thoughts and some ideas that happened in the past on the Hongguang Mini, and looked at it with our car owners and media friends.

Hongguang MINI positioning: a supplement to the new energy vehicle market

The whole Hongguang mini this car, when we first positioned it, called the people's scooter, why is there such a car? It was at the time of the epidemic that we found that everyone did not trust public transportation, because the place where people gathered everyone felt that it was not very safe, but there was a lot of population in the general home, and there was a need for a more convenient private space to travel at home, and then there was a parking space in the home that could park two cars, or make the car smaller, then we found such a market, so when we did new energy, we were thinking about not doing a replacement for the fine car market, but a supplement to the new energy vehicle market.

So we found such a market and made this people's scooter. When the people's scooter first came out, there should be no such products on this market, and some were only called old scooters. So when we were talking about creating this category, the industry had different views on scooters. But there is nothing wrong with the concept of a scooter, but looking at who the person is, the idea is to make a people's scooter.

Why are there some new discoveries from the people's scooters?

We mainly come from cross-border cooperation, including our process also did Wuling's snail powder, because more than 95% of the product is consumed by women, so after doing Wuling's snail powder, many female friends have some changes to the brand of Wuling, and then we have cross-border cooperation with Heytea on this basis, and at the Chengdu Auto Show, we want to put this people's scooter, officially began to make some efforts in the direction of fashion and youth, and Heytea carried out cross-border cooperation and found young elements. Before it was the people's scooter was a wide range of elements, among which the young people were caught, and then the girls were found through the snail powder, so this is at this stage.

With all this, including this collaboration with Heytea, which asked us to co-create the world of this brand, we made a modified car. After the release of the modified car at the Chengdu Auto Show, it can trigger many people's views on the Hongguang Mini at the Chengdu Auto Show, including what we learned today, our owners also liked this car by seeing a lot of modifications. So when we have insight into the needs of consumers, we held a very different activity in the Chinese car market, that is, to put all the users' cars, everyone saw this photo above, we put the best Hongguang mini in the country, pulled them to Shanghai, and made a huge party on the edge of Disneyland, let The Hongguang Mini from the beginning of the people's scooter, to young women, and then down In fact, this tide change conference is to let this car slowly see the fun from good to fun. It is the tide change, and the effect of this tide change is very good.

That we are this year, just now the owner of the car in the process of asking, our inspiration is also from the tide change. Including on the basis of the tide change, we have done two things, one is to put the owner is not satisfied with the color, configuration, we launched the Hongguang mini macaron in time, to meet the group of people for the value, for fun and interesting, it is not only to change it themselves, we can create an image that can be understood, and can hear the user's voice, and launched the Hongguang mini macaron.

A new GAMEBOY is coming soon

After the macaron was listed, it should also open a lot of related brands in the back, and also did similar things. We made macarons, so we considered whether it was possible to mass-produce this convertible directly. We made an appearance at the Shanghai Auto Show, and we will officially launch it nationwide this year. This is the convertible, the last page is that we were in April, after the people's scooter, we had the macaron, after the macaron we had the convertible, after the convertible we are going to release tomorrow, is our new GAMEBOY, is called Street Fighter, is among the Wuling girls, we found some very interesting, cool these girls, and including a lot of teenagers, we call wuling teenagers. I think that the Wuling teenager and the Wuling girl are not very compatible, just like the domineering president must not be matched with a domineering wife, but should be matched with a small wife. So what we want to say is to say the corresponding Wuling maiden's macaron, we do a street bully, we hope that this trendy cool corresponds to sweet.

So we revolve around gameboy, and I believe that China's new energy vehicles have some cool, fun products that can be brought to everyone. This is some of the thoughts and ideas of our new energy around this car. Other products I will not introduce here one by one, I hope that all car owners, media partners in 2022 more attention to Wuling, but also hope that you can support Wuling, thank you for the affirmation of promising car owners! Thank you!