The chaotic car market is slowly reconstructing faith.
With the adjustment of the structure of the automobile industry and the rise of new energy and intelligent industries, the Chinese people's belief in joint venture brands in the past has been dismantled. At the same time, more and more car companies are transforming into user-oriented enterprises, trying to establish intimate relationships with users and consolidate a warm and reliable brand image.
Following many user brands such as Changan's "Partner", Geely's "We", Lynk & Co's "Co-Guest", and DPCA's "Bosom Friend", Dongfeng Honda held its first Benjia Day on the occasion of its 20th anniversary, and at the same time released a new user brand Benjia.
At the event, Dongfeng Honda's senior management explained the expression of "Benjia" in English, Spanish, Indonesian and other Chinese, and told the more than 8 million users on the scene and on the Internet the meaning of founding "Benjia".
The same clan, this family, it is difficult to find a more precise word than 'this family' to summarize the relationship between Dongfeng Honda and users. The "root" of "Benjia" is not only taken from the "root" of "Honda", which represents the "essence" of car making, but also represents the "original heart" of not forgetting the original intention and sticking to providing joy"Home" means the user's peace of mind, and "Home" is not only the base camp of Dongfeng Honda, but also will play a role as a link to bring more diversified first-class services to the "family", and is committed to building a user co-innovation ecology. ”
Gou Tiansheng, the newly appointed deputy general manager of Dongfeng Honda Automobile, used such an opening statement to explain the original intention of Dongfeng Honda's "user-centric", and said: "This brand is Dongfeng Honda's adherence to and continuation of the user-centered creed. ”
According to reports, the brand will carry out reform and optimization around all the touchpoints of the whole life cycle of the family from the four dimensions of "home experience", "home service", "home community" and "family growth", so as to build a complete user ecosystem.
At the same time, Dongfeng Honda will upgrade and iterate on the channel, upgrade the service experience in an all-round way, build an online and offline integrated home community through the Dongfeng Honda APP online platform, and create a plan for the personal growth of users to realize the co-creation of the brand and users.
Towards the end of the year, in the context of most car companies in order to achieve KPI as much as possible, Dongfeng Honda's first home day brought a touch of warmth to the auto market.
As we all know, in the era of fuel vehicles, Honda is famous for "buying an engine and sending a car", its excellent handling and space performance has attracted more than 8 million car owners, this event, Dongfeng Honda arranged Lingxi block, electric camp, track hurricane, tide change party, home market, e-sports players and other ten creative areas, for the family from all over the country to take photos and check in, visit and experience, DIY interaction, and feel Dongfeng Honda's "technology, wisdom and love" in interesting projects.
In addition, there are also owners such as Chi Zi, the owner of the CR-V, who perfectly combines work and the CR-V, Xiong Xing, the owner of the e:NS1 who pursues impeccable everything, and Li Deyou, who bravely expands the boundaries of graffiti art creation while driving the Civic, to share their heartwarming stories with Dongfeng Honda.
At the end of the event, Wu Yanzu parachuted into the scene as a racing driver and shared the passionate moments with Dongfeng Honda Racing Team on the same stage with drivers Xie Xinzhe, Jack Young, Gao Gao and others who represented Dongfeng Honda Racing in the TCR event.
This is a successful marketing event, but also a warm two-way rush, whether it is the establishment of the home day, or the establishment of the home brand, will undoubtedly further ignite the enthusiasm of Dongfeng Honda fans, the "one Honda, lifelong Honda" to the end, in the consolidation of user relations for Dongfeng Honda at the same time, more smoothly promote the next development of the brand.
Of course, the key to the next step of development is the new energy transition. Unlike some joint venture brands that initially resisted new energy, Dongfeng Honda released a new energy brand strategy called "Seeing the Future" as early as 2018, and continued to launch a variety of products such as HEVs, PHEVs, and EVs, and is committed to building a diversified new energy product matrix such as pure electric power, hybrid, and plug-in hybrid.
Since the beginning of this year, Dongfeng Honda has accelerated on the track of electrification and intelligence, and has launched a number of new energy models including Inspie e:PHEV, CR-V e:PHEV, Honda e:NS1, etc., at the brand renewal and new energy vehicle brand ceremony held on September 21, Dongfeng Honda released the new energy vehicle sub-brand "Lingxi" in the name of love. The first model will also be officially launched next year.
With the spear of the son, the shield of the attacker", from the product layout to the user brand, Dongfeng Honda is backed by 8 million families, and has proved the awakening of the joint venture brand with a new new energy and user brand.
This is not the first joint venture brand to focus on users, and it certainly won't be the last joint venture brand to focus on users. From Guangqi Honda's Manic Dream Festival to SAIC Volkswagen's IDCarnival, as well as the "bosom friend" user brand released by DPCA at the beginning of the year, more and more joint venture brands have taken the lead in waking up and gaining the first opportunity in the competition by consolidating their strong user base.
Brands such as Weilai, Lynk & Co, and Zeekr have successfully attracted fans with their unique user operation strategies, and Dongfeng Honda, which has more fan support, understands user operation and is more committed to building a sound user system, so why not attract more consumers?