I don't know if you have noticed that all walks of life will adhere to the "user-centric" and "realize user value" as the guide, deeply understand the needs of users, empower users, and let brands and users grow together, which has become the core user concept of major brands. As a company, we are well aware that "only by seizing users can we occupy the market;."Conform to the user, in order to adapt to the market;The development of users, in order to broaden the market";"From the user, to the user" seems to be the road that must be taken by brand change in the new era.
The same is true in the automotive industry, many car companies have also set up user brands for users, so as to establish closer ties with users, so that users can always feel the service and care of the brand, so as to participate in the construction of the brand and launch products that are more in line with the needs of users. Among them, a group of car companies represented by Dongfeng Honda have established a new user brand. So why did Dongfeng Honda release a new user brand?What's the point?
Recently (December 2-3), Dongfeng Honda held the first user ecological conference and user brand conference in Wuhan - "Benjia Day", Dongfeng Honda officially announced that its users exceeded 8 million on the day of the event, and at the same time, the new user brand "Benjia" was officially released.
Why does Dongfeng Honda name the user brand after "this family"?Perhaps everyone has a different understanding. In terms of surnames, the same surname can be called "honjia", that is, "own" people. Dongfeng Honda's interpretation of it is: the "root" of "this family" is not only taken from the "Honda" book, which represents the "essence" of Dongfeng Honda's car making, but also represents the "original heart" of not forgetting the original intention and sticking to providing joy;"Home" means a safe place for users. The "home" brand is different from the manufacturer's brand, but the user's own brand. It is not only the base camp of Dongfeng Honda, but also will play a role as a link, bring more diversified first-class services to the "family", and coexist, build and create together with users, so as to realize the brand feelings of resonance, empathy and resonance, and is committed to building a user co-innovation ecology.
According to reports, the "home" brand will start from the four dimensions of "home experience, home service, home community, and family growth" to create a more advanced service experience for users, accompany users to grow together, rejuvenate and set sail, and carry out changes and optimizations around all contact points of the whole life cycle of the family, so as to build a perfect user ecosystem and create a new travel experience.
Four dimensionsSpecifically:
Home Experience:Dongfeng Honda's channels will be iteratively upgraded, from space design to service mode, it will continue the concept of home and create for users"It's like home"of experiential spaces and interactions;
Home Service:That is, to upgrade the service experience in an all-round way, through all-round housekeeping, full-speed maintenance, comprehensive transparency, full quality protection, full-time protection, wholehearted selection, etc"Six major home services"to let the user in"Trusted by you"Enjoy the all-round, full-speed, full-speed, all-excellent, and all-hearted service experience in the era of intelligent electricity
This family community:Through the Dongfeng Honda APP online platform, we will build an online and offline integrated family community to bring super interesting companionship to the family
The family grows:It is a plan created for the personal growth of users, which will give full play to the creativity of the family and realize the co-creation of the brand and users.
It can be seen that "Benjia" solves the pain points of users in daily car purchase, car use, and owner communication, and closely links users with the brand.
Back to the "Home Day" event itself, it is the first large-scale brand fan festival held by Dongfeng Honda, which is not only a release of user brands, but also a homecoming journey for millions of car owners, a large-scale carnival party full of creativity and fun!Dongfeng Honda arranged ten play areas at the event site, including family gathering, Lingxi block, electric camp, track rush, tide change party, environmental protection community, e-sports players, sports tribe, smart fun block, and Benjia market, as well as rich prizes. And let users and fans from all over the country feel the extraordinary brand charm of Dongfeng Honda's "technology, wisdom and love" in the interesting project.
On the day of the event, Dongfeng Honda specially invited a number of user representatives to the stage to tell their warm stories with Dongfeng HondaAs well as the drivers Xie Xinzhe, Jack Young, Gao Gao and others who represented Dongfeng Honda Racing Team in the TCR event, they helped to tell the team's passionate story, which aroused countless resonances. It is worth noting that the male god Wu Yanzu also parachuted into the press conference site and called for Dongfeng Honda, which once pushed the event to a climax, allowing users and fans to have a lot of funThis is another embodiment of Dongfeng Honda's strength to pet fans and implement the concept of "user brand".
In addition, Dongfeng Honda brought popular models such as Civic, Civic Type R, CR-V, Inspire, XR-V, HONDA HR-V, UR-V, Elysian, E:NS1, E:NS2, and Lingxi L. Honda's CTCC racing cars and many modified cars were also displayed, giving users the opportunity to get up close and personal and feel the unique charm of these models.
Not only that, at the previous Guangzhou Auto Show, the e:NS2 model made its debut, and the new car was positioned as a "pure electric hunting coupe", which amazed the audience;In addition, the new energy brand Lingxi's first EV concept car and the "e:n SUV sequence" concept car have all been unveiled, and the new car will be officially launched in 2024. It is reported that Dongfeng Honda plans to no longer launch new fuel vehicles by 2027 and launch more than 10 pure electric models by 2030.
Conclusion:
With the changes of the times and the continuous change of user needs, the automotive industry has also ushered in great changes unseen in a century, which is both an opportunity and a challenge for Chinese auto brands. Some people say that the joint venture brand "does not understand users" and does not deeply cultivate user needs;Today's Dongfeng Honda has broken this statement, as evidenced by the release of its new user brand "Benjia". Only close to the user, in order to know the needs of the user, in order to launch a product that is more in line with the needs of the user, for Dongfeng Honda this is not an "empty word", it is practicing this concept with practical actions. It is reported that Dongfeng Honda will fully enter the "pure electric era" in 2024, and will launch more, better and more user-friendly EV products in the next time.
It is understood that this event is more like a family gathering, giving Dongfeng Honda users the opportunity to get together;While sharing happy moments, it also brings brands and users closer together;This also means that Dongfeng Honda has a brave exploration, attempt and challenge in building a user ecology. In the overall situation of this great change of automobile brand, it has great significance and far-reaching impact. We have reason to believe that Dongfeng Honda will continue to adhere to the business philosophy of "user-centric", grow together with users, and repay the trust of 8 million users with excellent service and a travel experience that exceeds expectations.