With the explosion of the smart brand's first pure electric renewal work "smart genie #1", the small partners who like this product must have accumulated a lot of questions about the model itself, market planning and electric prospects. And today, we have invited a special guest to give you a comprehensive answer to the latest trends in the Smart brand.
Ms. Mingxia Zhang, Vice President of Sales, Marketing and After-Sales of Smart Brand Global Company
About smart's top 6 questions, let's go one by one!
Q1: As the first model of this brand renewal journey, smart genie #1 represents the positioning of the smart brand in the new era?
Zhang Mingxia: The birth of the smart brand 25 years ago has brought surprises and intimate services to many fans around the world. At present, smart has completed the brand renewal, but the original intention remains unchanged. Therefore, I hope that the friends who originally loved Smart can continue to embark on the journey of "from love and undefined" together. From the perspective of the brand, we hope to maximize the positive interaction with smart fans and car owners, maintain online and offline multi-channel benign interaction, and respect user habits and freedom to the greatest extent. At the same time, we also hope to interact with users and bring them some new surprises, whether it is the brand concept of new luxury, or the smart genie #1 more technological and intelligent configuration, hardware, software-driven urban travel services.
In short, it not only provides exclusive rights for small car owners who have already booked Smart Genie #1, but also for like-minded people who agree with the new smart brand concept and lifestyle, and actively participate in the co-creation of smart new luxury lifestyle.
Q2: How do we understand the implementation of the concept of "tomorrow's urban close friend" in the model positioning as a reflection of car life?
Zhang Mingxia: The new smart genie #1, as the first member of the new generation of pure electric vehicle family after the brand renewal, is positioned as a close friend of tomorrow's city. In the face of tomorrow, we are user-centric, working with users who also love tomorrow's infinite possibilities, and are committed to becoming their urban friends of tomorrow and exploring the undefined boundaries of tomorrow. The birth of smart, in fact, is to break the boundaries and create a common future, and is currently interpreting the core of the brand through the smart genie #1 car.
Smart Genie #1 in a lot of configurations, such as full-scene close friends customization function, we preset 10 scenes, just in the "smart car" APP in advance DIY scenes and configuration, smart genie #1 can be like a close friend, as you wish, set, think, in advance for you to do everything, these are we are actively "exploring the best solutions for future urban transportation." Therefore, smart genie #1 has interpreted the five distinct personalities as "face value, LOHAS guide, strength player, geek pioneer, and reliable partner". In urban travel, the car is not only a tool, but also a close friend who accompanies you.
Q3: As a brand with a very solid fan base, how will smart's community operation benefit car owners and promote brand development?
Zhang Mingxia: For any brand's online and offline user operation, community operation is a particularly critical business link. A community is built by a group of like-minded and like-minded close friends. At the user level and organizational structure, how to organically integrate online and offline, communicate with each other in a cooperative and co-creation way, explore and discover, and create a smart future together, which is what smart has been working on. In addition, the D2C direct sales agency business model with the core concept of "user center, digital drive" can realize more direct interaction with users online and offline, so that users can feel what they need and understand the services they want.
For community operations, the concept of "co-creation" smart was proposed very early, including smart times, which has swept the world and is a co-creation activity with millions of users. Smart used to be loyal to the fun, now more mature, everyone together to create, explore the infinite inspiration of tomorrow, make tomorrow more smart. Therefore, smart's community, whether online or offline, is also a co-creation platform, including light shows, or full-scene customization functions, which is co-creation at the product level. Co-creation at the brand level, including the trendy lifestyle brand smartidea, co-creation of some boutiques. We hope to make a user operation model in China that conforms to the characteristics of the smart brand.
Q4: As one of the brands that have stepped out of the traditional sales model, how is the D2C direct sales model planned in the smart global market?
Zhang Mingxia: In China and Europe, smart adopts the D2C direct sales agency business model with "user center, digital drive" as the core concept, based on a unified, transparent and stable price system, user-centric, to create online and offline contacts that can cover all customers. In this process, we need local partners to focus more on providing services to users than on sales. Therefore, serving users well, taking good care of users, and developing the brand benignly are also win-win measures. The ultimate benefit for users, in addition to more transparent and direct prices, is a more intimate service experience.
Therefore, in a word, the format we choose in the Chinese market should be the most suitable for smart. We are also looking forward to continuing to discuss with users and partners in the future, hoping to create a more distinctive smart format. What I just said is more focused on the Chinese market, and briefly talk about the differences in the European market. In the European market: We work closely with long-term and trusted strategic partners to build the most suitable network for smart. Featuring a newly designed smart showroom that will be integrated into Mercedes-Benz stores, reflecting the smart brand's new design DNA and new luxury look, we are the first to establish 300 sales and service outlets in 14 European markets, including the UK and Switzerland. So overall, the D2C direct sales agency business model with "user center, data driven" as the core makes smart win-win, which is a business concept.
Q5: After the official release of the first model, what kind of follow-up product updates will the smart electric matrix have?
Zhang Mingxia: As the first member of the new generation of pure electric vehicle family, the new smart genie #1 is not only the best interpretation of brand renewal, but also sets the latest milestone in the road of brand development. The new smart genie #1 features a compact body type that perfectly blends new luxury and smart technology. It is hoped that through the first family member, users can fully perceive the new luxury concept promoted by the brand from sensibility to rationality, from seeing, touching, touching and smelling. Therefore, the historical significance and strategic importance of this car are very high.
In fact, the undefined concept is completely throughout the development of smart brand enterprises, smart has changed from a single model to a matrix pure electric family system, and will also enter more different market segments to meet the different needs of users. Smart is a brand full of surprises, and the back will continue to bring surprises to everyone, at all levels, please keep an eye on it.