In 1985, the Wuling brand started in Liuzhou, and has quietly gone through 37 years of ups and downs.
In the past 37 years, the Wuling brand has grown from a small automobile factory to one of the representatives of China's national automobile brands, and has gained the favor of more than 25.5 million consumers. Especially under the influence of unfavorable factors such as lack of cores, special periods and lack of electricity in 2021, the Wuling brand still achieved annual sales of more than 1.76 million vehicles, and ranked at the forefront of sales of national brand single car companies for 17 consecutive years.
How did the Wuling brand achieve the above results? "Product" and "user" are the two magic weapons of the Wuling brand, and these two magic weapons complement each other and achieve each other. High-quality products can attract users, and the satisfaction of changes in user needs can also promote products to be more adapted to market competition.
On February 22, Wuling brand held the 2022 Wuling brand conference in Shanghai, officially releasing the brand strategy of "China Wuling Two Wings Flying Together" on the spot, and opening a new journey of brand upward with "user wings" and "technology wings".
Empower user experience online and offline
With the rapid rise of new energy and intelligent cars in the automobile consumer market, the new retail model of automobiles is also constantly innovating, "user-oriented" has become a hot word in the automobile circle, and the user's experience and satisfaction have become an important criterion for measuring car companies.
Standing on the basis of 25.5 million+ users, the Wuling brand has undoubtedly entered a new stage of development. How to break through in the new stage of development, Wuling brand also has its own thinking. Wuling brand will take "China Wuling two wings flying together" as the strategy, through the continuous improvement of user experience and technical strength, develop a comprehensive 2C user direct connection model, and continue to deepen the needs of users.
"User Wings" refers to the Wuling brand has always been user-centric, with the people's needs as the dot, continue to deepen the user's online social position LING Club, the user's offline experience center LING HOUSE, dealer channels, through the construction of online and offline user homes, more closely dialogue with users, connect users.
At present, marketing is facing many new era problems. The first is the rejuvenation of the user group, the consumer group in the automotive industry is undergoing a wide range of "downward exploration", "post-90s" crowd has become the mainstream of consumption trend is becoming increasingly obvious; and the young user group has also brought diversification of user needs, users for the old "three major pieces" of attention is more dispersed; and, consumption habits also have a certain change, for the current consumers, the brand itself will play a greater role in favorability. To this end, SAIC-GM-Wuling is determined to create a diversified social space that young people love – this is LING HOUSE.
LING HOUSE uses the display of scenarios and forward-looking vision to narrow the distance with users with immersive experience, and successfully reaches a larger and more diversified user circle by holding art exhibitions, Internet celebrity punch cards, music festivals, New Year's Eve parties and other diversified user activities, becoming a position for brand direct operation, coffee customization and sharp goods.
THE LING HOUSE USER OFFLINE EXPERIENCE CENTER HAS BEEN ESTABLISHED IN LIUZHOU, NANNING, ZHENGZHOU, SHANGHAI, HANGZHOU, SUZHOU AND GUANGZHOU, BECOMING A NEW SYMBOL OF BRAND COMMUNICATION USERS. At present, more users offline experience center LING HOUSE is under construction.
In the eyes of the outside world, Wuling has made a full range of considerations in excavating the needs of users for personalized, social and cultural co-creation of new service experiences, and the dual layout of online and offline has also made the Wuling brand more competitive in improving user experience and satisfaction.
Iterate products based on user car needs
As we all know, products are always the bridge of "dialogue" between brands and users, and they are the cornerstone of testing brands. How to create products that meet the needs of users has become the key direction of the layout of various car companies.
At the brand launch conference, the Wuling Capgemini 280T Jinqing, which is equipped with the new generation of Ling OS Lingxi system, was launched, and the new car power intelligence was renewed, and a total of 1.5T CVT automatic premium model and 1.5T CVT automatic flagship model were released.
Ling OS Lingxi system is a continuous iterative growth open intelligent ecosystem independently developed by Wuling, relying on the three open ecological architectures of hardware, software and ecology, focusing on "people's feelings", supporting functions including custom social circles and personal music libraries, starting from the most commonly used functions of users, and deeply exploring user pain points and usage scenarios.
After the OTA upgrade of the new generation of Ling OS on the Wuling Capgemini 280T, the speech recognition technology has been continuously optimized in only 0.8 seconds; the wake-up time of the Ling OS system is only 0.6 seconds; the GPS cold start positioning is accelerated to 7 seconds; and the system boot speed is optimized to 28 seconds.
It is worth mentioning that the Ling OS Lingxi system upgrade does not need to go to the store, through the OTA function, it can achieve rich functions, and the Internet of Vehicles will never be outdated. The exclusive operation team provided by Wuling can also respond to user needs in real time and create scenarios to quickly launch online.
In the case of more and more mature Internet technology, intelligent interconnection systems need to be more in line with the actual car use scenarios, and constantly upgrade and iterate. Wuling brand said that the Ling OS Lingxi system will become an ideal travel ecology for the growth of users through continuous updates and iterations in the future.
In the eyes of industry insiders, "Wuling's brand concept is 'what the people need, Wuling will create', and the slogan not only reflects Wuling's timely response to national policies, but also reflects the accurate grasp of user needs." For example, with the liberalization of the national "three-child" policy, Wuling took the lead in responding to the call of the state and announced that it will launch a new nine-seater model in response to the needs of large domestic families with multiple populations and multi-scene vehicles. It is also by solidly implementing such a brand concept that Wuling can be recognized by the market and favored by consumers in the context of the in-depth transformation of the automotive industry. ”