With the post-95s and post-00s becoming the main force of market consumption, car companies also need new strategies and stylish products to win their favor. Taking the above automobile passenger cars as an example, we should sort out and adjust its three major independent brands in response to market changes. R Car is about to launch the strongest smart car ES33, which brings a lot of pressure to the new car-making forces. MG, on the other hand, inherits its century-old track DNA through more sporty products. Last year, SAIC Roewe, which replaced the new lion logo, is determined to create a new generation of "national cars", which looks more challenging.
"National car" is not a slogan, it is necessary to come up with powerful products to win the favor of a large number of users, in order to be called a national car. In March this year, Sun Yijiong became the deputy general manager of the new Saichiro Group Co., Ltd. passenger car company to become the brand helmsman, roewe to do a new generation of national cars was deeply implemented, a series of adjustments around this goal layout has begun, from the sales point of view has begun to see results.
At present, the young marketing team has been set up, of which Liu Min is the director of the Roewe brand marketing department and the sales director of the Roewe brand marketing department, and Zhao Mengjie is the marketing director of the Roewe brand marketing department. At the same time, the new Roewe RX5 MAX debuted, and SAIC Roewe is about to usher in a new development inflection point.
Take the initiative to change
In fact, it is not easy for car companies to transform and adjust, especially a large group like SAIC, which involves the whole body. In order to gain a place in the fierce market competition in the future, we can only face difficulties. If you do not keep up with the changes in the market, you can only face the fate of being eliminated. In the past two years, there are still many car companies that have been eliminated, whether it is Brilliance, which once had a joint venture with BMW, or Zotye Automobile, a listed car company that has won the market for a short time by "Baoshitai", has ended in bankruptcy.
Therefore, more and more car companies have begun to take the initiative to change, looking forward to not being eliminated in the fierce market competition. "Bid change" has become the first step in the transformation of car companies, including Volkswagen, BMW, Kia, Peugeot, Renault, Volvo and so on. Among its own brands, SAIC Roewe also took this step in April last year, releasing a new lion logo that looks younger, with a flatter shape, more transparent and simpler, giving people a personality, simplicity and uplifting visual perception. The subsequent product positioning is also clearer, and the "national tide" is combined to launch new products.
After Sun Yijiong took office, he first gave a clear brand development positioning on the Roewe brand, and made a new generation of "national cars" that are more fashionable and cooler. When it comes to "national car", in the traditional cognition of most consumers, it may still be the old three or the new three, and the leather, durability and high sales are the keywords of "national car". Now the new generation of post-90s, post-95s and even post-00s have become the main force of market consumption, and the "national car" is also quietly changing. Once Changan Ford and Beijing Hyundai, both approached or exceeded the annual sales of one million, which stemmed from the fact that they had the older generation of "national cars" such as Fox and Elantra that met the tastes of the post-70s and post-80s.
Second, young talents are used to join the Roewe family. At the "Do Something, Be Fearless" Roewe RX5 MAX design analysis meeting on October 21, Sun Yijiong not only brought the main products of the Roewe brand to be listed soon, including Liu Min, director of the Roewe brand marketing department and sales director of the Roewe brand marketing department, and Zhao Mengjie, marketing director of the Roewe brand marketing department, the new marketing team officially met with the media, and Sun Yijiong was an "old" SAIC person, but he said that the brain of the roewe new team also had an OTA.
Will meet the inflection point
The appearance of the new team can not impress the media much, and this time the new marketing team of SAIC Roewe is eye-catching. At this design analysis meeting, marketing director Zhao Mengjie's impromptu talk show vividly explained how to organically combine products and marketing. When it comes to product marketing, at present, many car companies often talk about explosive models and cross-borders, and it is not a success without creating some hot topics. And this time Zhao Mengjie's speech showed the confidence and humility of the new team.
For the "national tide", Zhao Mengjie said that the country is cultural self-confidence, the tide is cool, cool attitude, cool behavior. Doing something, it doesn't matter, this is my understanding of the national tide. Implemented in the product, Zhao Mengjie said that there should be trade-offs. At present, for car companies, it is still difficult to grasp the degree between trade-offs, and while winning some likes, there will be some people who do not like them. Roewe uses warm-hearted technology to drive technology with humanities, and finally uses technology to drive the brand, bringing everyone a different concept of national car.
"It's like a father's love for his children, you don't have to understand, but I am silently paying, this is Roewe's understanding of the national car." 」 Zhao Mengjie said. This is also reflected in Roewe's products, which have a lot of humanized designs. From Zhao Mengjie's talk show speech, it is not difficult to see that the young team of the Roewe brand has a very in-depth understanding of marketing and products, which is a very effective boost for the next work.
At the same time, the Roewe brand combines the "Classic of Mountains and Seas" with the national tide, Zhao Mengjie said that the "Classic of Mountains and Seas" as a strange book, its strange things are very simple, it is actually a geographical atlas, but it used the most fashionable expression at that time, painted some things that the people are willing to see, so it will be passed down to this day, this is where we Rongwei want to learn. It is not difficult to see that the new marketing team is very creative and has a very deep understanding of traditional culture. At the same time, there is a sense of reverence for Chinese culture, and it does not adopt a sensational marketing direction. In addition, the product is also tailored to the needs of young consumers.
Taking the upcoming new Roewe RX5 as an example, for the first time, the "subtlety" of the rhythmic design language is replaced by "toughness, stretching, rhythm, and refining", in order to cater to the tastes of young people, designers in the "national tide" Roewe, confident in the strong rise of China, the trend of homeopathic redesign, to create a new "national tide" aesthetics. Based on the pain points of driving scenarios, a new global natural intelligent human-machine co-driving phenomenon-level HMI interaction system has been launched. These futures will be necessary for the new generation of "national cars".
The creative team, stylish products and new marketing thinking will help SAIC Roewe to usher in the inflection point of development, and also provide reference and reference for the development of other independent brands. According to the data, SAIC Roewe sold more than 34,000 vehicles in September, an increase of more than 34% month-on-month, the increase is at the forefront of the industry, and the market share has also increased steadily.
In general, SAIC Roewe, which aims to build a new generation of "national cars", is moving towards a clear goal under the guidance of new teams, new models and new thinking. At the same time, SAIC Roewe's set of combined punches is also worth learning from other car companies. With the easing of the lack of cores, Roewe will become the upward engine of SAIC passenger cars!