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No one can teach this class of young people how to spend money.
Just in time for the beginning of the post-95 generation of earning independence and free consumption, as almost the first generation of Chinese young people who can really chase themselves, their attitudes and thinking and the consumption changes brought about by them have gradually begun to change the rules of the business world.
One is the disenchantment of brands and the disappearance of stereotypes that only pay for the world they love.
Second, technology has changed lives, and they are the first to accept this, because they are never afraid of change.
SAIC Audi did not expect that the proportion of its users' youth would exceed imagination. According to their earliest prediction, the average age of SAIC Audi's user group is about 35 years old, but in fact, 70% of users are less than 40 years old, and 30% are less than 30 years old.
On the SAIC Audi APP, there is a tag called #Hello Audi, let's go together#, which is a car pick-up sticker, and the discussion is quite high. Judging from the posts that have flowed out one after another, there are those who have just returned home after studying, those who are in love at the age of 24 or 5, and those who are twenty-seven or eight years old who are ready to get married or have just finished marriage.
What is even more unexpected is that many people's earliest version of the Big Ding is blind. No test drive, no experience, just by preference, blind and brave.
After his wedding anniversary, @ Jiang Yuanliang said that he brushed the A7L's pre-owner rights poster before going to bed, and the lifelong maintenance poked his first pain point; the vehicle configuration was high, especially the frameless window was the second pain point; and then, he saw an interview with Jia Mingdi, general manager of SAIC Audi's marketing business - to the effect that since the A7L started booking, the average age of customers has gradually changed from 35 years old to 28 years old.
"I can't stand it at all, no wonder it tastes so right all the way", this is a "fatal blow" to him.
This year's young people, consumption began with novelty, rare in appearance, love in quality, but also loyal to attitude.
Is A7 without a soul still called A7? Many A7L car owners have faced this question.
Perhaps because of its name "A7L", people will preconceived it as a shadow of A7, even forgetting that its positioning itself is different from A7. I saw a car owner reply in the forum: "If you put aside the code name of A7 and try to accept such a brand new, special, tailor-made model for the Chinese market, I believe you will be as surprised as I am." ”
Unlike the previous generation of consumers, they are more assertive, willing to try new things, and more willing to give themselves the opportunity and time to look at the brand they are optimistic about.
Just like on the love anniversary with his wife, the car purchase selected the 228 limited number of @E-Kevin, and confessed to A7L on the APP: It is not easy to really live the appearance you want. I chose you because of your uniqueness, your excellence, your turmoil.
This kind of thinking is also a kind of evidence for young people to look for the same kind.
They will express themselves in the product and constantly reinforce the community affiliation and labels in which they belong: you gain recognition in your elite field, I am free in my two-dimensional world.
In this way, the circle layer is generated, and the proportion of social value is significantly enlarged.
Mr. Li, 33, is the prospective owner of the A7L Black Samurai and a liquor expert, and he always habitually opens the SAIC Audi APP in his spare time, brushes the topic and reads the comments. He enjoyed such a comfortable atmosphere, "Rich topics and community activities, let me find the feeling of the BBS forum Tieba era, it is really 'Grandpa Qinghui'!" ”
etcetera.
I spent a whole day browsing the owners of this year on the SAIC Audi APP, such a group of self-enriched, laughing and angry young people, never compromised, outlining my impression of SAIC Audi.
Also deeply remembered is a post-00s e-commerce entrepreneur, who is also the first batch of blind pre-version users, although young, but very appealing and mission-
Another self-described "overly young man," he said, "But I will try to be the elite in my own industry, and I think that's in line with Auto Audi's ideas for the future."
You have to sigh that this year's young consumers have moved from "other-oriented" to "intrinsically oriented".
At least in me and many of my peers around me, still wobbling between anxious struggle and anxiety and lying flat, this group of young people chose more, out of love, out of sincerity, out of inner motivation, and hard work.
What does the growth of new consumer forces mean for the market?
The enthusiasm, trust and desire of this generation of young people will feed back into the brand's development trajectory. SAIC Audi is clearly confirming this logic.
Jia Mingdi has a very clear vision for the future of SAIC Audi, and he hopes that SAIC Audi can become a highly recognizable luxury brand, which is younger, more personalized, more technological, and more emphasis on user experience.
As a new business, a new brand, it is like a blank piece of paper that can be built from scratch on top. Only this time, it has to turn around, face the user, turn its back on the value-creating enterprise, and turn the upstream and downstream ideas upside down.
The new needs of youth are always worth taking seriously.
Behind this is several logics that measure whether young people are willing to pay the bill:
01. Sense of value index
What they buy is not a car, but an expectation.
Expectation is the perception of value given by the brand.
Jia Mingdi said that SAIC Audi's positioning is to do the ceiling of luxury cars produced in China, hoping to let users experience the real black technology of global luxury brands.
Both the A7L and the previously unveiled Q5 e-tron are products built specifically for the Chinese market. During product research and development, SAIC Audi will ask itself to observe the intention behind the surface demand from the perspective of Chinese users and the scenes of Chinese users.
60% of users who have decided on the A7L have chosen the 55TFSI Premium Edition, and you can find many highlights in it, such as its high-level noble configuration in power, performance control, intelligent technology and color matching.
This year's young people are getting more and more aware of cars, they know what they want and what SAIC Audi can give. For example, the "overly young young man" in the front, he said, attracted him was "four frameless doors, a sharp front face, and I dare not think of air suspension and dynamic all-wheel steering."
The starting point may be driven by technology. But the final destination will eventually return to demand.
For example, when the mobile phone first came out, everyone used big brothers. But after many years, everyone's mobile phone is different, because of the variety of needs, I like this look, I want that function.
SAIC Audi is keen on this opportunity. It offers a lot of exclusive kits and elements that meet the trend of the times, and has multiple A7L technology configurations to meet the needs of multiple scenarios.
Sometimes, consumer expectations become particularly specific, such as after-sales.
Previously, when the A7L advance version was launched, SAIC Audi conducted a wave of voting among users, and finally used thousands of votes to select everyone's favorite car and travel services, and designed the A7L advance version of the "car rights service package" and "travel rights service package" accordingly.
Today, the A7L, which is being delivered, also provides car owners with 15 exclusive benefits, including 4 years and 8 free basic maintenance, 3 years free 24-hour safety consultant accident handling assistance, first year free original paint repair, same city driving, airport transfer, car wash, off-site car use, and 3 years of free basic service traffic.
02. Surprise Index
The sense of surprise often comes from "user-centricity", that is, you don't move, you sit well, I run around you.
To this end, SAIC Audi took up the "multiplier knife" and fiercely cut off the inefficient middleman link.
In the traditional dealer model, the user is the "asset" belonging to the dealer, and it is difficult for the car company to directly contact the user, unable to control the user's experience of car purchase and after-sales service, and even unclear what kind of people bought his car in reality.
Now, users can download the SAIC Audi APP, you can choose the car configuration on the mobile phone, arrange and combine according to their own preferences, and realize refined vehicle customization. After the new car order is generated, the order information can also be understood in real time on the APP, and the whole process of production, transportation and delivery can be visually tracked.
In addition, you can enjoy different ways such as in-store delivery or door-to-door delivery. Even each user has an exclusive "Audi butler" who can communicate with the butler to harvest an unforgettable "customized pick-up experience".
Mr. Zhuang, 29, is the first owner of the A7L in the southernmost part of the motherland at 18 degrees north latitude. After experiencing blind ding, Dading and Xiamen down payment, SAIC Audi City Store arrived in Sanya after transporting his car for 1400 kilometers, and delivered it to him with a sense of ceremony.
Mr. An from the westernmost part of the motherland is an Audi loyal fan, there are three imported Audis at home, he ordered A7L on the SAIC Audi APP for the first time, got the exclusive limited number 041, out of Chinese taboo on "4", he and the service staff communicated, and quickly got a response, SAIC Audi opened the "4 for A channel" on the APP, and replaced his number with "0A1".
The high stickiness between SAIC Audi and users is achieved through these direct, detailed and high-quality service systems.
03. Belonging Index
Like some new energy vehicle companies, you can say that SAIC Audi is also selling tickets for the "high-end community".
Not only interaction, but also a sense of belonging, which determines that the SAIC Audi APP must carry more functions.
It is indeed an excellent model.
Car owners, intended car buyers, executives, and employees are all gathered here and are active in the APP's "Shanghai Aohui". At present, there are more than two dozen hot topics that can be seen, about travel and news in their lives, leisure and entertainment, true feelings, and all aspects of buying a car. All of this makes this "circle" more real, lively, and more warm and attitude.
The user-created model is also the unique gene of SAIC Audi.
For example, they voted on the APP to participate in the limited number exchange of the first edition of the owner, co-created the QQ music playlist, and various product service rights, and even the product configuration will be the same.
The name of the owners' club "On Aohui" is also voted out by users. Some car owners interpret it as: Shanghai Aohui, let us all gather in the big family of Shanghai Aohui. Another 30% of users chose the name of "Red Circle", and the "Red Circle" will also be created into a circle of glory after that, focusing on the more influential KOL users in the Aohui.
From online to offline, the form of this "community" is gradually diversifying.
Like Enterprising Hui and Audi City, special areas have been planned to create a user salon experience area exclusive to "Shanghai Aohui". There are also a variety of regular activities, such as private product meetings, test drive experiences, open classes and outdoor activities for car owners.
The fragmentation of the city makes people need not only living space, but also dream space, which contains emotional cultural identity, individual expression and social attributes.
Such a "community" is the antidote for this generation of young people looking for the space of their dreams.
SAIC Audi, with its own products and channels, dug a moat. This unfathomable moat protects its most important asset: its young owners.
How much value it can create for young people, how tall it can grow into a giant.