2021 is the 20th birthday of Ruifeng Automobile, and on March 18 last year, Ruifeng Automobile also held its own birthday party - 318 Ruifeng Brand Day. At this event last year, Ruifeng Automobile can be said to have many highlights, various welfare offers, cash red envelopes sent to the hands of users, it can be said that the pet powder is spoiled to the extreme.
With the arrival of March, the second birthday of Ruifeng Automobile after becoming an independent brand is coming, and what highlights will be worthy of our attention in 2022 318 Ruifeng Automobile Brand Day?
Set a "small goal": as a new domestic MPV, you must show strength
In the past decade, the rise of the concept of "domestic goods" is both accidental and qualitative changes in the mainland's industrial development for many years. It arose from a certain point and quickly spread across the market. From DJI drones in the technology industry to Huawei mobile phones, to Bosideng and Li Ning in the clothing industry, and even Lao Ganma's chili sauce and Liushen flower dew...
At the same time, the rise of "domestic products" is also the embodiment of the rapid growth of our national self-confidence. Since the reform and opening up, we have been buried in running, after the 2008 Olympic Games, the flow and exchange of a large number of Chinese and foreign personnel, let us realize, the original we have run so far ahead? It turns out that many of us feel that ordinary science and technology, new products, and government services have become objects of envy in the eyes of others!
From this point of view, the new theme of Ruifeng 2022 318 Brand Day - "Shine, New Domestic Products", has a different taste. It can not only reflect the joy of Ruifeng Automobile for the current rise of domestic products, but also motivate itself - Ruifeng Automobile also wants to become one of the "representatives of domestic products in the new era".
Ruifeng Automobile should have such self-confidence. As a former category of Jiangqi Group and today's independent automobile brand, Ruifeng Automobile has accumulated more than 1.5 million users in 21 years. In the case of increasingly fierce market competition and many brands have been marginalized or even eliminated, Ruifeng Automobile can survive and develop well, which in itself reflects its strength.
Ruifeng Automobile also has such capabilities. In addition to the accumulation of experience and users, Ruifeng Automobile is also backed by the advanced research and development capabilities of Jiangqi Group, as well as the quality control system brought by the joint venture Volkswagen. Today's vehicle quality has more say.
What Ruifeng Automobile needs to do is to change its development strategy - to embrace the consumer population in the new era, from building a good car for "customers" to providing high-value travel services for "users".
Conform to the "new trend": use "focus" to meet the needs of the market segment
Ruifeng Automobile said that from building cars for "customers" to providing travel services for "users", in my opinion, car building is more to meet the functional needs of products, while travel services tend to be a full range of value experience. From car building to service, it indicates that Ruifeng Automobile has changed from the goal of "selling cars" to "user experience first" after the rebranding.
Indeed, the travel needs of a new generation of consumer groups have been upgraded with the times. In the past, people were very happy to buy a car, the experience was not important, and the service was not very concerned. The decision to buy a car for a new generation of young people is much shorter, and at this time, not only the hard power of the product becomes important, but also the soft power of the travel service cannot be ignored. The success of NIO with user service as the selling point is a typical example.
How to meet the advanced consumption needs of the new generation of consumer groups. I think that the strategy of Ruifeng Automobile can be boiled down to two words: focus.
Become an independent brand, focus on the MPV market, find the right industry segment, study the user needs clearly, and then through products, policies, and services, to meet the multi-dimensional needs of users for the whole life cycle of MPV models.
From a tactical point of view, Ruifeng Automobile put forward new standards for new domestic MPV at the product level: new value, new technology, and new connection. The new appearance does not need to be said much, the current is the era of value is justice, and the new technology is mainly new energy and intelligent interconnection. It can be seen that Ruifeng Automobile attaches great importance to intelligent interconnection, and the Ruifeng M3 2022 model is the only MPV model with on-board interconnection within 100,000 at present.
In terms of new connections, Ruifeng Automobile hopes to become a node of the intelligent interconnection of users' lives through the digital transformation of marketing, and through it will connect the user's mobile phone, car and other life scenarios into one, so that the MPV will no longer be a business means of transportation, but the user's mobile life butler, so that users can enjoy high-value travel services under the development of science and technology in the new era.
Since online payment has become the standard of life for Chinese, the Internet of Everything has become the development goal of the whole society. As one of the major parts of life, the car naturally cannot be left behind, although the target user group of Ruifeng Automobile is focused on the MPV market, and this general direction is still to be firmly grasped.
2022 pet fans continue, this year's 318 discount more "inner volume"
The quality of the product is excellent, and it is supplemented by the marketing interaction and policy benefits that young people like.
This year's Ruifeng 318 pet fan carnival season is based on the theme of "Shine, New Domestic Goods", and official platforms such as Ruifeng Auto App and video number have also revealed the full pet powder benefits of Ruifeng Auto.
I deliberately went to the Ruifeng Automobile App to take a look, all kinds of car purchase red envelopes, promotional gifts, upgrade gifts, etc. there are many, both car purchase links, but also after-sales service guarantee, in line with the concept of "user experience" proposed by Ruifeng Automobile. At the same time, we should also remind all students in particular that the live broadcast activities of the 318 day should not be missed, not only the free delivery of massive "domestic goods" gifts such as drones, bracelets, and audios, but also the 50% discount to buy a car!
epilogue
It is not difficult to launch domestic products in response to the trend of national tide, and if you want to always become the representative of new domestic products, you need enough strength. Rafale Automobile has achieved excellent results in the MPV market in the past 21 years, and in the new era, if you want to maintain your advantage, you must grasp the marketing innovation under the new trend. From the 318 brand day activity with the theme of "Shine, New Domestic Goods", we can see its strategy and tactics of embracing the new era, which is obviously on the right path for Ruifeng Automobile.