As an "old driver" who has been working in the Chinese market for more than 30 years, SAIC Volkswagen has accompanied the growth of generations of Chinese people and left a deep impression on countless families, which has also made it less "fresh" in the eyes of many young people, but in fact, after the vigorous transformation of youth in the past few years, the concept of "volkswagen is not young" has become obsolete.
According to the data, the current proportion of SAIC Volkswagen's post-90s users has reached 32%, which is significantly ahead of the industry average of 27%, and the young user group is even larger. This also makes people ask, why do young consumers "change their minds"?
Build cars that better understand young consumers
Xiao Li, 25 years old, became a new Passat owner during last year's "Eleventh". Although the parents sponsored a part of the funds in the car purchase, the idea of choosing a new Passat was not proposed by the parents, yes, from visiting the forum to watching the car reviews, the intended models were exchanged back and forth until the emergence of the new Passat. Now in Xiao Li's view, the new Passat is the most suitable car for him.
"Although I always felt that the Passat business style was too heavy and not suitable for young people, when I saw the remodeled Starry Sky version of the model, I decided that it was it. The car itself is already excellent enough in terms of comfort, sportiness, quality, etc., and now the appearance value has become younger, and the intelligent configuration is higher, so this new Passat has been impeccable. "When it comes to loving cars, Xiao Li is like a number of family treasures.
Indeed, at present, SAIC Volkswagen is focusing on "rejuvenation" to promote product transformation, and the "double front face" strategy pioneered by the new Passat family is designed for young consumers, from Xiao Li's body, it is not difficult to see that the "double front face" strategy has begun to bear fruit.
Not only that, in addition to the new Passat, the upcoming new Langyi will also carry forward the "double front face" strategy. As one of the hottest models in the domestic car market, Langyi has always been the "first choice" of many people, and after this renovation, the new car will be more accurately positioned to reach the hearts of young consumers.
In terms of the intelligent configuration that young consumers also favor, SAIC Volkswagen is also continuing to exert efforts. For example, New Tuon took the lead in applying the MQB EVO digital intelligence platform, the biggest advantage of which is that the bus bandwidth has been further improved, so it is more secure in the signal transmission process, which can effectively improve the response speed of automatic driving assistance and vehicle and machine systems.
In the face of the rise of young consumer groups, in terms of products alone, "rejuvenation" has become a topic that all car companies cannot avoid, but there are only a few who can really achieve "young" at the product level.
Stylish color scheme, dynamic rim, surging power, sporty shape... It is undeniable that they can represent "young", but they may not be recognized by young consumers, we can see the accurate insight of some car companies, but also can see countless cases of excessive force, the difference between success and failure itself is whether the car company really understands young consumers. Obviously, SAIC Volkswagen belongs to the former.
Mingle with younger consumers
It is still not enough to be young at the product level, although in the information age, "wine is not afraid of deep alleys", but it must be admitted that the same wine, sold in the alley must be better than sold at the end of the alley, and let consumers take less "detours" Is not an experience upgrade?
SAIC Volkswagen is clearly well versed in this, and in addition to anchoring the "youthful" route of its products, it also understands the needs of young consumers at the marketing level.
First of all, in order to let young consumers understand SAIC Volkswagen, SAIC Volkswagen took the initiative to walk out of traditional 4S stores and enter the business circles where young consumers often haunt. It is understood that at present, SAIC Volkswagen has built more than 50 ID.Store (X) in major cities across the country, and GM's novel design attracts young consumers, retains young consumers through interactive entertainment, and infects consumers through the opportunity of zero-distance contact with real cars. Judging from the current number of orders made by the SAIC Volkswagen ID. family in ID.Store (X), the route to enter the business district is wise and insightful.
Secondly, SAIC Volkswagen is also actively exploring on the cross-border road, including holding hands with Shanghai Fine Arts Film Studio, jointly creating a "fairy" combination with Qi Tian Dasheng; joining hands with the glory of the popular mobile game King, playing with the second dimension and "fighting" with players; and jointly calling Beast Yi Xiaoxing to open an interesting listing, creating a 230 million-read Weibo topic #Send the boss to space #......
One successful case after another has allowed young people to know and understand SAIC Volkswagen, and more importantly, on this basis, SAIC Volkswagen has also "circled fans" young consumers with the charm of products.
It is worth mentioning that SAIC Volkswagen is also working hard to promote the construction of interactive communities, such as its release of the SAIC Volkswagen super APP, in the APP, consumers can not only communicate with their cars, but also communicate with car friends, and SAIC Volkswagen communication, it is reported that the current number of registered users of the APP has exceeded 6 million.
Owner Xiao Li also downloaded the SAIC Volkswagen super APP, on the app is good to use or not, he gave a five-star praise, in his opinion, the APP's UI design, response fluency, operation logic, functions are very outstanding, and here Xiao Li also knows a lot of like-minded friends, idle can also come out together to get together.
SAIC Volkswagen, which does not limit its products to cars, has always insisted on focusing on user operations, whether it is cross-border marketing or establishing communication with users, which has been recognized by users, which not only makes users have a greater sense of belonging, but also can better listen to the voice of users, further understand consumers, and launch products that understand consumers better.