Those who eat this bowl of rice about cars, I am afraid, will not deny that the new forces of car manufacturing have a great impact on the subversion and reform of the automobile industry.
Because of their model innovation, consumers' product cognition, travel mode, purchase path, service experience, and interactive upgrade of the car have been subverted over and over again.
Today, we want to explore whether this disruption and change will work in the luxury car world.
In this regard, the best sample available is SAIC Audi.
The young SAIC Audi is assuming the role of a pioneer similar to the "new force" and actively doing various explorations and practices.
Writing this, Che Toujun thought of the nine-character strategic principle that Zhu Yuanzhang strictly followed when he pacified the world: "Build a high wall, accumulate grain in a wide area, and slowly become king."
At this moment, SAIC Audi is in the initial stage of building a high wall and accumulating grain.
Loyal fans "take one as ten", spreading ripples of word-of-mouth
China's luxury car market has long been a strong and powerful market. Therefore, there is no need for new brands, but for brands that can bring consumers a new experience and emotional resonance.
SAIC Audi takes this as its mission.
From the first day of its establishment, a differentiated track has been selected: user-centric, around the whole life cycle; relying on digitalization to change the communication and interaction between traditional car brands and consumers; linking users and brands based on the perspective of global operation to form a benign interaction.
So, from April 18, 2021 to the present, in the past year, how has SAIC Audi accumulated?
From the data point of view, SAIC Audi's related model brands have been exposed 430 million times in the social field. The number of users who truly maintained communication operations and two-way interaction reached 555,000, of which 66,000 were clear purchase intentions, and 15,000 test drive orders were completed.
While obtaining traffic from the public domain, SAIC Audi's operation focuses on the private domain, maintaining the stickiness and activity of users in the private domain.
The data shows that the number of registered users of SAIC Audi APP has exceeded 236,000. User activity is also very high, with an average of more than 20,000 logins per day. Among them, the average number of pre-subscription users logged in 37 times, and the cumulative login of small-order users was 155 times.
Before the small booking, it is to get the experience of others; after the small booking, it is to share your own experience. Even some car owners will talk about their user experience every day, such as where they went, what to kill in a second, etc., and will be very proactive to share with users who have not booked.
Mr. Li, a post-00s e-commerce entrepreneur, is the first blind booking customer of the A7L advance version. He recounted that after 200 days of waiting from booking to picking up the car, SAIC Audi Hangzhou City Store provided him with first-class service. Whether you're asking about progress or other questions, you'll get a good answer. And when the car was delivered, the store manager personally washed his car.
Another Mr. Li from Sichuan, who has his own registered liquor brand, is the owner of the A7L Black Samurai. He said that after becoming an A7L car owner, the first thing to play with mobile phones in his leisure time has become to open the SAIC Audi APP for various "shopping". The rich topics and activities in the SAIC Audi APP community allowed Mr. Li to find the feeling of the BBS forum tieba in that year, and the discussion atmosphere of various topics and activities was very good. He personally enjoys this comfortable community atmosphere of car owners, and bluntly says, "It's really 'Grandpa Qinghui'!" ”
It is not difficult to see from the voices of car owners that SAIC Audi's refined global management has been effective, so that the "user heart road" has obtained a more complete and unique brand experience, maximizing the distance between the brand and the user, and allowing the car owners to feel the "temperature" from the brand.
From trusting products to gradually superimposing the love for the brand from the heart, the owner has truly become the co-builder of the brand and is very willing to take the initiative to talk to the outside world for SAIC Audi.
Che Torjun believes that this first batch of loyal fans of SAIC Audi is absolutely "one to ten", because it is very helpful to form a ripple effect of user word-of-mouth transmission.
The three senses are "superimposed and chic", and the new luxury crowd is looking for dreams here
Speaking of loyal fans, let's take a look at what kind of people are the first to open A7L.
The Audi A7L, nearly 60% of owners under the age of 35, this result is believed to make other traditional luxury brands feel envious and jealous.
So, why can SAIC Audi's car live up to the enthusiasm, trust and desire of this year's young consumers?
Che Tojun combed through it and found that behind this stemmed from the three-fold logic of SAIC Audi that makes young people willing to pay: a sense of value, a sense of surprise and a sense of belonging.
Today's young people are more and more aware of cars, so when they make car purchase decisions, in addition to appearance and brand, they pay more attention to the value perception given by the brand.
"The A7L advance version is listed, and we hope that it can be the ceiling of domestic luxury cars." Previously, Jia Mingdi, the helmsman of SAIC Audi, clearly outlined the brand positioning of SAIC Audi in an exclusive interview with Che Toujun. He affirmed that the A7L series, the Q5 e-tron, including the large SUV to be listed in the future, will adhere to this positioning and strive to be the best in the same class.
Jia Mingdi hopes to let users experience the real black technology of global luxury brands.
Taking the Audi A7L 55TFSI high-end version selected by 60% of users as an example, it has many "ceiling-level" high-value configurations in terms of power configuration, performance control, intelligent technology and design matching, which deeply impresses young consumers.
Air suspension, electric suction doors, laser headlights, rear electric adjustment, dynamic all-wheel steering and other configurations that were previously only equipped on the Audi A8L can be seen on the Audi A7L. In addition, A7L also provides a lot of exclusive kits and element combinations that are in line with the trend of the times to meet the needs of multi-scenario use.
Car rights and travel rights are also tailor-made. A7L provides car owners with up to 15 exclusive benefits, including 8 free basic maintenance for 4 years, 24-hour safety consultant accident handling assistance for 3 years, free original paint repair in the first year, driving in the same city, airport transfer, car wash, off-site car, and 3 years free basic service traffic.
In terms of surprise, SAIC Audi treats guests with meticulousness and high care.
Users only need to download the SAIC Audi APP, you can select the configuration on the mobile phone, to achieve refined vehicle customization. After the 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 the test drive delivery link, SAIC Audi has opened up the door-to-door test drive and off-site door-to-door delivery link. Jia Mingdi emphasized: "No matter where users are in the future, whether there are urban stores in the local area, SAIC Audi can achieve zero-distance services for users. ”
Mr. Zhuang, a 29-year-old owner of Sanya, whose car was handed over by SAIC Audi Xiamen City Store after a long-distance transportation of 1400 kilometers, was handed over with a sense of ceremony.
Each user has an exclusive "Audi Butler", which can communicate with the butler in real time and interact with the service and maintenance.
This series of unique surprises makes the stickiness between SAIC Audi and users higher and higher.
In terms of belonging, owning a SAIC Audi is equivalent to getting a ticket to the "high-end community".
In the SAIC Audi App, it is not only about cars, but also about lifestyle.
There are more than two dozen hot topics in the APP, covering travel and news, leisure and entertainment, gourmet cuisine, buying a car and so on. In the user salon experience area, there are also a variety of regular activities, such as product private meetings, test driving experiences, open classes and outdoor activities for car owners.
Under the co-creation of users, these "circles" of "Shanghai Aohui" are both real and lively, with both temperature and attitude.
The "Huixing" mechanism generated by user co-creation in the SAIC Audi APP can be exchanged for peripheral goods in the Good Things Life Hall through "Huixing".
It can be said that the superposition of value, surprise and belonging constitutes the chic gene of SAIC Audi, and also gives this batch of young people a huge dream space.
Luo Jiche Review:
As the DNA of the Audi brand, the enterprising spirit has always been the core concept that drives the development of the Audi brand.
Saic Motor Audi gave a more aggressive answer: "The new luxury is defined by me."
As one car owner said in the app: "What you need, it is worth spending more money, after all, what I want is a car that can really please me." ”
Deeply cultivating the community and expanding new retail are the active choices of SAIC Audi in response to public opinion.
As a new entrant, SAIC Audi is aiming at the blank market segment that has not yet been covered by luxury brands, looking for new consumer resonance between mainstream and personality. The Audi A7L grasps the ultimate experience appeal, the Audi Q5 e-tron seizes the emerging market of "pure electric × full scene", and the Audi Q6, which will debut in the second half of the year, aims to lead the market trend of luxury large SUVs.
As the saying goes, everything is hard at the beginning.
However, it took less than a year for SAIC Audi to find the market suitable for its own fight, find a confidant who identifies with its own values, and open up the global management that improves its own function and quality.
Of course, a year, the seniority is still shallow.
However, Che Toujun has reason to believe that after "building a high wall and accumulating grain", SAIC Audi has a great chance to become a luxury car prince who dominates one side.