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"Drive a BMW, ride a Mercedes" word of mouth for many years, have you ever thought about it, the "A" in the BBA did not squeeze into this closely related to the experience of the slip of the tongue. What does this mean? This shows that Audi, which has always ranked among the top three in luxury car sales, is slightly inferior in the aura.
It is undoubtedly a fact that the street price of FAW Audi's products has been low compared with mercedes-benz and BMW at the same level.
In the 2021 luxury car brand retention rate list released by the China Automobile Dealers Association, the top of the list is Porsche, which has a three-year retention rate of 95.42%, followed by Lexus with 86.75%, and FAW Audi ranks sixth with a three-year retention rate of 68.55%.
The sales volume is very good, and the image is at the end, which is Audi's previous happiness and regret in the Chinese consumer market. Compared with FAW Audi's dedication to sales data, SAIC Audi made a completely different choice after studying the preferences and tastes of young people - to enhance the brand image of Audi and to do the customer experience.
The price system is never compromised
The fledgling SAIC Audi met a group of young people who were willing to spend money and knew how to spend money.
This group of young people are willing to spend thousands of dollars for their love, not afraid of change, not superstitious brand past, in the caliber of the research agency, their tag is "trendy and cutting-edge", "enterprising and bold", and in the real world sales end, their appeal is high-quality personalized service, and "SAIC Audi will reduce prices"?
How critical is price to the positioning of product and luxury segments, and why does Lexus have such a large audience in China, is it really just a service and free maintenance policy?
In short, the luxury car market is mixed with a brand with a completely different way of playing, the most important thing is that it actually won, even if countless people say that if the thunder car can be more grounded, do not adhere to the full import identity, as soon as possible to land in China to release production capacity, sales will definitely soar. Years have passed, and this brand, which is firmly at the waist of the luxury car market, is still going its own way, sales are important, but word of mouth is more important.
According to the law of capital evolution, few brands can resist the temptation of sales, but the fledgling SAIC Audi has done it under pressure, which is behind a longer-term thinking - the automobile market is changing, the Chinese market is not bad money, consumer preference diversion, the unit price of imported cars has increased year by year, the demand for products in the high consumer market is getting bigger and bigger, and only the circle of word of mouth and service can offset the consumption upgrade of this group of upstarts.
Product tone, circle reputation and class balance, the era opened a new chess game, hesitant "wait party" is not to trust the product, but the price system of SAIC Audi is still doubtful, from the interview of SAIC Audi brand executives, we see that SAIC Audi on the price system of the "will not be", it abandons the luxury brands to build the price gradient system and sales rhythm of the old method, but choose to start again, to retrieve the lost pride of the luxury brand.
Service system, starting from scratch
In the long run, the price paid by this wave of "opening the group" is really not a loss.
In recent years, from luxury joint venture brands to domestic brands and start-up car-making new forces, they are flaunting their "youthful" demands. It is easier said than done, the post-95 and even the post-00s group that will appear on the stage next has completely different consumption habits from the father and brother generation, at such a point in time, the launch of corresponding products, from scratch to build their own moat, SAIC Audi thinks very clearly, even if it is to pay a temporary price.
60% of the users who decided to Audi A7L chose the 55TFSI high-end version, the crowd portrait gathered in the 25-35-year-old population, according to the market research age stratification around 2015, this group of young people is BMW's largest audience, and the "greasy" Audi at that time has nothing to do with 2022, so that new consumers of the age level can throw an olive branch to SAIC Audi, which is of great significance.
Compared with putting the cost on the sales side, SAIC Audi has spent more effort to build its own global operation.
The specific gameplay is that through the exposure in the social field, people who do not know SAIC Audi can understand SAIC Audi, so as to introduce the traffic of the public domain into the private domain traffic pool, and through the operation of the APP to enhance the stickiness of the circle layer, thus affecting and screening out a group of high-intention users, and promoting test drives and orders.
In the last era of relying on telephone invitations, the industry black words of these high-quality users were "sales leads", but in the SAIC Audi APP community, these high-quality users are kocs (key opinion consumers) who can frequently communicate with corporate executives and employees in this chain, and they have their own joys and sorrows, and have personalized attitudes and opinions that they want to share.
In the past, these KOCs were active in the forum section of the vertical portal, or gathered in fragmented car clubs and WeChat groups, and now young SAIC Audi KOCs are more enthusiastic about sharing their car notes and car pick-up notes in the APP.
The SAIC Audi APP is a communication platform that integrates consumers and the origin of consumers' experience of SAIC Audi's physical e-commerce ecosystem. Habits are changing bit by bit.
The choice of seat style, interior style, and the arrangement and combination of appearance kits, suction doors, intelligent technology configurations, the user's fine customization needs can be realized on the APP, after the order generation of the whole process of production, transportation, delivery and other aspects of the visual tracking, such an experience for a new generation of consumers is undoubtedly full of freshness and surprise, behind is SAIC Audi from scratch to establish a set of efficient operation of the process system, but also young brands for networking, fragmentation, A high-quality problem solving in the era of personalization.
This is obviously a huge change between the enterprise and the user model, users are not content readers and distributors, they are themselves the creators of content, such a dynamic circle layer establishment, will be SAIC Audi to take the lead in leaping into the new era, the new transaction model of the bottom line, it consolidates the brand image in the hearts of private domain traffic consumers, but also promotes the transformation of SAIC Audi's brand image in public domain traffic.
Innovation system, key trade-offs
In the concept of SAIC Audi, the owner is the most important brand co-builder, SAIC Audi also adheres to the direct sales, fair trade model, to put it bluntly, compress the communication chain with users, all transparent production and marketing links are visible, while adhering to the stability of the price, not to live up to the most basic bottom appeal of each batch of car users.
The road to creating word-of-mouth has become small, behind this is a huge amount of manpower and capital investment, and it takes longer to precipitate, so that saic auto audi, a young brand, really wins the trust of consumers, and finally achieves sales growth by word of mouth. Market share and sales volume are indeed very important, but the re-establishment of word of mouth and service system is more important, which is the key trade-off between SAIC Audi and the demands of the sales model of the previous era.
Doing brand image is the main goal of SAIC Audi, the changes of the times have brought more possibilities, SAIC Audi is undoubtedly on the right new road. Those shortcomings that were once covered by sales, SAIC Audi is trying to pick them up, the difficulty is very high, but in the end someone has to do it.
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