At a time when the market is rolling up and the overall economy is sluggish, anxiety is written on everyone's face - worrying about unemployment, worrying about returning to poverty overnight, worrying about children's education, ......A sense of security seems to have become a scarce commodity in this era.
How to improve the sense of security of individuals requires the control of the general direction of the relevant departments, and also the joint efforts of the whole society. Sometimes, one act of kindness can warm the hearts of many strangers.
Recently, CCTV's "Newsweek" reported on the new model of Shenzhen 120 first aid - "rescue" in front of you. According to the report, at the end of 2023, on MTR (Shenzhen) Line 4, a male passenger just sat down, his head slid back and the seat was lying on the ground, and the enthusiastic passenger touched the walkie-talkie to ask the train driver for help. A minute later, the train stopped at Qinghu North Station, and the stationmaster on duty at Qinghu North Station of MTR (Shenzhen) quickly arrived at the scene and immediately carried out cardiopulmonary resuscitation, and immediately asked his colleague to take AED for the patient's first aid, and finally the patient was out of danger with only four minutes of rescue time.
This passenger can be said to be very lucky. Statistics show that there are as many as 550,000 sudden cardiac deaths in China every year, ranking first in the world, but the rescue success rate of cardiac arrest is less than 1%. This means that an average of 1,500 people die from cardiac arrest every day, and about 90% of these accidents occur outside the hospital, because for patients with cardiac arrest, high-quality cardiopulmonary resuscitation and the use of AED defibrillation equipment are required as soon as possible, and there is no condition for rapid rescue outside the hospital.
As Volvo, which engraves safety into the brand's genes, recently announced that it will join hands with all car owners who are full of love to establish the "AED Road Messenger Alliance", aiming to help more people master first aid knowledge and CPR (cardiopulmonary resuscitation) skills, and equip vehicles with AED equipment, hoping that every Volvo can become a "mobile aid station".
Compared with similar brands, as the only car company in the industry that has officially established the AED Road Alliance, Volvo is still calling on the whole society to join in this action and deliver this sense of security to every part of the society. The first batch of recruitment will cover 6 cities in Shanghai, Chengdu, Shenzhen, Guangzhou, Changchun and Xi'an, and it is planned to recruit 60 people.
This move fully proves Volvo's concern for people and safety. In this regard, Yu Kexin, President of Volvo Cars Greater China Sales Company, said: "We want to provide customers with a sense of security of emotional value, not only product safety and personal safety, but also a sense of security in their own lives. This year, we will upgrade from the 'safety' of the product to the 'sense of security' to build emotional resonance. Volvo's sense of security is not only physical security, but also psychological security. It is not only the selling point of the product, but also the brand value. ”
From safety to security, the difference between one word shows that Volvo has a deep insight into the "pain points" of current users, and hopes to form emotional resonance and emotional value with users by providing users with more "sense of security" on the basis of adhering to a very clear safety label.
A sense of security is the brand color of Volvo
At present, the automobile market is seriously involuted, and under the spread offensive of new forces, many consumers regard "refrigerators, color TVs, and large sofas" as the main criteria for measuring electric vehicles, while traditional car companies, including some luxury brands, are full of confusion and confusion in this process.
Do you stick to your existing strengths and perception of the car, or do you compromise with the market and trends? This is exactly where many car companies are confused and entangled.
For Volvo, it is to firmly "be yourself" at the same time, in some explicit experience to quickly catch up with the new forces, to make up for the shortcomings. On January 29, Volvo's first pure electric luxury MPV, the Volvo EM90, which has been launched in the mainland, officially landed in the Hong Kong market.
At the launch of the new car, Guo Jingjing, a former Chinese diving team athlete, Olympic champion and world champion, attended the scene as a prospective owner of Volvo EM90, and said: "'Sense of security' should be a peace of mind when traveling, but also a peace of mind in the space, 10 years of companionship and trust, let me firmly choose EM90, I believe that no matter what the situation, it can do its best to protect me and my family." ”
The world champion, known as the "Married Wealthy", has always been low-key, but every time she appears in public, whether it is her dress style or speech and demeanor, she reveals her elegant and stylish taste. Being able to get her affirmation is enough to prove the intrinsic value of the Volvo EM90.
"Sense of security" is undoubtedly the most important quality for her, and the safety of the Volvo EM90 is reflected in every aspect.
In terms of the overall structure of the body, EM90 is based on the Volvo World Tree intelligent safety system, which is based on Volvo's native pure electric platform and forms a complete set of intelligent safety system, from the traditional active and passive safety, further expanded to four different spaces of people-oriented, outside, body and interior, and uses intelligent means in the details, so as to resist more possible dangers.
In terms of details, Volvo EM90 adopts a high-strength cage body design, the body is made of a variety of high-strength steels including boron steel, and a double A-pillar design is adopted to carry out all-round safety protection for the cockpit and the weakest tail of the MPV.
At the same time, the full-stack self-developed BMS battery management system is also designed with new safety standards for the battery system, and is equipped with pilot assistance and driver monitoring systems to further protect driving safety.
In the car, Volvo EM90 also uses a large number of healthy and environmentally friendly materials, with high-efficiency air conditioning filters and active air purification technology, completely eliminating odors in the car, allowing users to enjoy fresh air when they get in the car.
Of course, security is in the DNA of the Volvo brand, but it is by no means the whole story.
As Yuan Xiaolin, Senior Vice President of Volvo Car Group and President and CEO of Volvo Cars Asia Pacific, once said: "I have always believed that the so-called luxury car should meet three levels of requirements. First, it must be a qualified car that meets the requirements of the times; Second, it must have high-level quality, so that no one has me, and no one has me; Third, it must have its own soul, luxury should never be simply equated with ** or configuration, luxury represents an attitude and value pursuit. ”
Therefore, in addition to the most basic safety essence, Volvo has actually given the EM90 multiple advantages such as artistic design, comfortable interior and premium service.
In terms of design, Volvo EM90 brings a unique Nordic style design, although it adopts a square shape, but in the details it continues to be good at Volvo's meticulous crafting, the overall design is elegant and artistic.
In the interior, the EM90 cabin is full of Scandinavian design details, from the exquisite Orich crystal gear lever, to the solid wood bamboo translucent trim of the doors, and the hidden exclusive Morse code pattern, all of which show Volvot's light luxury beauty and exclusive glory.
Service is Volvo's most significant advantage. I still remember that in 2020, there was a couple who drove themselves in the uninhabited area of Qinghai but broke down and were trapped due to an accident, and were finally rescued by Volvo's road assistance, which not only repaired the accident vehicle, but also took charge of the couple's air ticket from Xining to Chengdu and the maintenance and consignment costs of the vehicle.
In recent years, there are many brands that claim to solve problems for users, but in 2020, Volvo's worry-free service can be said to be the only one. And this undoubtedly also gives Volvo owners a sense of security at the psychological level in addition to physical safety.
As Yu Kexin said: "Volvo really can't go with eye-catching marketing, and we hope to build a network of safety, security, safety culture and customers in a down-to-earth manner, which is in line with Volvo's brand tonality." ”
2024 is the first year of transformationVolvo starts again
According to the data, in 2023, Volvo's global sales will reach 708,716 units and Greater China sales will reach 180,234 units, both reaching record highs, of which the sales share of pure electric models will reach 16%. Sales of new energy models in Chinese mainland increased by 25% year-on-year.
As Yu Kexin said: "The more turbulent the market, the more the comprehensive ability of the enterprise is tested." "Behind Volvo's good performance is the result of the joint efforts of channel reform, system construction and electrification transformation.
It is understood that Volvo will successfully test the direct sales model in 2023 and become the first traditional luxury brand that has successfully integrated the "direct sales + dealer" model.
According to Yu Kexin, "At present, Volvo focuses on the layout of urban center stores in first- and second-tier cities, and mainly adopts the dealer model nationwide. Compared with the model of new forces, our advantage is that we can directly use existing channel resources to assist in the transformation of existing channels, so that we can rely on the business district to increase the brand's **, and then attract customer flow. At the same time, for users, we directly connect to users, which can meet the habits of both oil and tram customers. ”
Some people may wonder how Volvo realizes the simultaneous operation of the two sets of models of "direct sales + dealers", according to reports, Volvo has built a digital lead operation and management process, an intelligent, mobile digital content collaboration platform and a newbie system, which allocates resources and automatically synchronizes customer leads and retail orders, optimizes operating costs to the greatest extent, and achieves cost reduction and efficiency increase through digital means.
For users, Volvo has established a set of user-centric, data-driven digital operation management system, which is a closed-loop system that performs its own duties and integrates the whole business of the enterprise, running through the whole business link of users, channels and business operations, covering the whole life cycle of users who understand, purchase, deliver, use cars and repurchase.
At the same time, Volvo is also ready to transform to the C-end from the bottom thinking, and to achieve user-centricity to the greatest extent.
To this end, Volvo has set up three internal departments, among which CXM (Digital Strategy and Customer Experience Management) is responsible for the strategy and implementation of customer experience and the company's digital transformation; The value chain department is responsible for the entire value chain business outside of new car sales, such as service products, after-sales management, after-sales collaboration, and value chain profitability; The PCM department (Product Commercialization Management) is responsible for accelerating product updates, integrating go-to-market resources, communicating with the Swedish group headquarters for products, and coordinating the launch of new vehicles.
The unveiling, release and launch of Volvo EM90, Volvo EX30 and Volvo EX90 are evidence of Volvo's transformation to the C-end.
In Kexin's view, for Volvo, 2024 is the first year of electrification transformation, with a large number of pure electric products on the market, and it is necessary to ensure the smooth transformation of system strength, marketing strategy, brand image and other aspects.
Among them, Volvo EM90 has the significance of opening a new era chapter, he believes: "There is no shortage of MPV in the market now, but if it is classified according to luxury and non-luxury, or with **, there are very few MPV models to the million-dollar level." At this point, the EM90 is unique. ”
Hong Kong has also become an important position for Volvo's electrification transformation. In Kexin's view, the reason why he chose Hong Kong is because Volvo is homophonic "rich" in Hong Kong, and has always been favored by the Hong Kong automobile market and has a deep market foundation; Second, Hong Kong's MPV market has formed a circle culture through celebrities, two brands, and three brands since the 90s, and Hong Kong's potential energy not only radiates to the entire Greater Bay Area, but also is Asia's bridgehead for the world.
According to the data, Volvo has achieved 100% electrification in Hong Kong, and is the first luxury brand in Hong Kong to only sell electric cars, and its sales of pure electric models in 2023 have also reached 82%, significantly ahead of luxury cars and the overall market. Volvo also believes that the Volvo EM90 with higher configuration and better safety performance can change the previous market pattern and become the main force in the high-end commercial vehicle market, and radiate to the entire Asian market.
It is understood that starting in February this year. Volvo EM90 will also be launched in Japan, South Korea, Singapore and other markets.
With the Volvo EM90 as the starting point, Volvo will open a new chapter in the electrification transformation and the overseas expansion of electric models in 2024.
Conclusion
Yu Kexin believes that this year there will be nearly 300 new cars launched, now is the stock market, the competition will be very fierce, but in the end, the big waves, whether it is a traditional luxury brand or an independent brand, as long as it can maintain the brand advantage, the real launch of marketable, the best tram products, will be competitive. ”
Because, in Volvo's view, the most important thing at present is to stick to the original intention, while continuing the brand value, to provide more secure products, and more secure emotional value.
In Huashan Lunjian's view, whether it is the brand impression from creating safe products to providing users with a sense of emotional value; Or the channel from dealer-led, to the integration of direct + dealer model, as well as the comprehensive reform of the internal operation system and dealer system; Or the market width extends from the mainland to Hong Kong and then to the world, we have seen Volvo's adherence to the core values of the brand, as well as Volvo's determination to electrify and its ambitions for the global automotive market.