In the era of "user-centric", how can car companies really approach and mingle with users? For this question, Changan Automobile is giving its own answer.
With the end of the Spring Festival holiday, the auto market ushered in a wave of construction, and the five "brothers in the Greater Bay Area" (Chen Xiaochun, Xie Tianhua, Wu Zhuoxi, Lin Xiaofeng, and Liang Hanwen) officially started work as "Changan Automobile Product Experience Officer"!
On the first day of construction, we also visited the store and visited the sales in the store.
Thanks to the endorsement and blessing of the five "Greater Bay Area Brothers", the Changan Automobile Exhibition Hall is not only increasing in passenger flow, but also full of atmosphere with the blessing of materials such as the "Greater Bay Area Brothers" humanoid stands, just like a new Internet celebrity check-in place.
From the perspective of automobile marketing, the marketing model of cooperation between car companies and celebrities has long been common, but the celebrity spokespersons selected by Changan Automobile for the five star models did not blindly follow the traffic theory, but chose powerful artists.
In fact, this is also a demonstration of Changan Automobile's "calm and steady" as a state-owned enterprise.
Returning to the perspective of market competition, in the increasingly fierce auto market environment, what is the intention of Changan Automobile to make celebrity endorsements for five star models so generously? What can the arrival of the five "Greater Bay Area brothers" bring to Changan Automobile?
It is not only a symbol of strength, but also a manifestation of differentiation
When it comes to "Brother in the Greater Bay Area", it is difficult not to think of a phenomenon-level variety show IP, that is, "Brother Who Overcomes Difficulties".
I remember that when the first season of "Brother Overcoming Difficulties" was broadcast, whether it was the program idea of "overcoming obstacles", or the brotherhood between boys, and the brothers in the Greater Bay Area bringing the "classics" back to the screen, the program effect and stage quality of the first season reached the ceiling-level level.
And "Brother Who Overcomes Difficulties" has also been regarded by many viewers as a masterpiece of domestic variety shows.
Behind the success of the show and the "popularity" of the brothers in the Greater Bay Area, what is really inseparable is the brothers' solid stage skills, vivid and three-dimensional personal images, as well as their awe and modesty of the characters and the show.
Therefore, by choosing five "brothers in the Greater Bay Area" as the spokespersons of the five models, Changan Automobile wants to convey to the outside world not only the younger side of Changan Automobile, but also the expression of its original intention and awe of the car-making spirit.
Further from the perspective of the personalized acting images of the five brothers in the Greater Bay Area, the "car design" of Changan Automobile's five star models CS75PLUS, CS55PLUS, UNI-V, UNI-Z, and Yidong (parameters丨**) PLUS is actually highly consistent with the "personality" of the five brothers in their acting careers.
For example, as the sales champion of independent fuel passenger cars, Changan CS75PLUS coincides with the image of Chen Xiaochun, the elder brother of the Greater Bay Area, who is uninhibited but responsible for the family, whether it is a fashionable appearance, comfortable and reliable cockpit materials, or a rich and leading intelligent technology experience, as well as the Blue Whale power that takes into account both economy and performance, or the first performance certification of China's automobile user satisfaction.
As a high-quality family car, Edo benefits from the light and shadow aesthetic design, Blue Whale powertrain, microfiber zero-seating seat and other quality configurations, as well as the standard configuration of the whole system of "Ark cage safety body", and the endorsement of the world's high-quality merchants, not only created a 12-year cumulative sales of 1.7 million Yidong phenomenon, but also from design to comfort, to safety and power, and is also very similar to the image of product experience officer Xie Tianhua's "all-round pragmatism".
Looking at UNI-V again, as the first sports coupe of the Ark architecture, the sporty posture and fashionable styling design are exactly the same as the image of the product experience officer Wu Zhuoxi's appearance ceiling in the Hong Kong circle.
The CS55PLUS, which adheres to the spirit of youthful and high-quality products, is very similar to the image of Liang Hanwen who has always adhered to his original intention since his debut.
As for UNI-Z, Lin Xiaofeng, as its product experience officer, has developed comprehensively in many fields such as actors, singers, hosts, and radio DJs, which is a true portrayal of Chang'an UNI-Z's future in the fields of design, comfort, and technology.
Frankly speaking, if it weren't for the strong and solid intrinsic nature of these star models, even if the five Greater Bay Area brothers were blessed, it would be difficult to arouse the empathy and resonance of users.
Moreover, it is not easy to reject "nesting dolls" in the era of fierce competition, which not only requires large manufacturing costs and R&D costs, but also requires enterprises to have accurate insight into user needs.
Judging from the characteristics of the above five models with different styles and the endorsement of the five "brothers in the Greater Bay Area", this is not only a symbol of Changan Automobile's car-making strength, but also a manifestation of Changan Automobile's insistence on "user-centric" and creating a differentiated product experience.
With the help of youthful marketing, Changan Automobile has accelerated its approach to users
Undoubtedly, with the help of younger marketing, through the classic characters portrayed by the five "Greater Bay Area brothers" on the screen and their positive attitude towards life in real life, they are also likely to become a bridge for Changan Automobile to accelerate its approach to the user group and empathize with users in the real sense.
With the continuous improvement of the value recognition between users and brands, Changan Automobile is also expected to stand on a new market commanding heights.
According to the official data of Changan Automobile, in 2023, which is extremely competitive, Changan Automobile's annual sales will exceed 2.55 million units, and the sales of its own brands will account for 20980,000 units, a year-on-year increase of 119%！
From the perspective of specific product structure, the cumulative sales volume of the CS series in 2023 will be 46970,000 units.
Thanks to the all-dimensional advancement of the third-generation CS75PLUS, especially the advantageous configuration of the only standard Aisin 8AT in the same class, Changan CS75PLUS will gain 24With an annual sales volume of 480,000 units, it has successfully topped the sales champion of fuel SUVs in 2023.
As an out-and-out star hit, CS75PLUS has gone through three iterations, and the cumulative sales have exceeded 2 million units. In the 9 years since it was listed, the cumulative sales volume has exceeded 2 million units, which means that the CS75PLUS has basically achieved an average daily sales of more than 600 units!
In addition to the strong growth of CS75PLUS, in the sedan market, the cumulative annual sales of Changan's "Shuangyi series" composed of Yidong and Yida also reached 22920,000 units.
As an "evergreen family car" that has been on the market for 12 years, the cumulative sales of the Yidong family are about to usher in the milestone moment of 1.7 million units, and it has also successfully won many honors such as "Favorite Family Car" for users in 2023.
From breaking the monopoly of joint venture brands in the SUV and sedan market, to maintaining a leading position in the era of newcomers in the market, and breaking through again and again, the CS75 family and the Yidong family have become the sales "ballast stone" of Changan Automobile's classic series products.
In order to more accurately meet the diversified needs of the new generation of young consumer groups, Changan Automobile has not stopped there. Based on the two cornerstones of CS series and Yidong series, Changan Automobile is still expanding its product matrix.
In February last year, driven by new energy models, the UNI-V, which walks on two legs with fuel + new energy, will also rely on 15With a total of 670,000 units, it is at the forefront of the compact sports coupe market.
Looking at the essence through the phenomenon, it is not difficult to find that the confidence of Changan Automobile to anchor the target of 2.8 million units in 2024 comes from the solid car-making skills and product strength of Changan Automobile's star models.
In terms of Changan Automobile's acceleration of approaching users and reaching the new goal of 2.8 million vehicles in 2024, if the lowest level of products and technical strength gives Changan Automobile the confidence to "strike iron and be hard", then young marketing is like a tiger for Changan Automobile.
Carry out the "warm service" to the end
Under the multi-faceted layout, Changan Automobile has also ushered in a good start in 2024.
According to the data, in January this year, Changan Automobile's retail sales exceeded 320,000 units, a year-on-year increase of 902%, of which the sales of independent passenger cars reached 2330,000 units, a year-on-year increase of 978%！
In 2024, the fierce competition in the auto market will intensify, but this achievement will undoubtedly further boost morale and continue to raise the market's expectations for Changan Automobile in 2024.
In the process of this store visit, we learned from the sales consultant that since 2024, stimulated by the new round of car purchase policies launched by Changan Automobile during the Spring Festival, the number of store purchases has increased significantly. Even during the Chinese New Year holiday, the flow of customers into the store exceeded expectations and was better than in previous years.
It is reported that at present, Changan Automobile's third-generation CS75PLUS Chongqing regional terminal discount 150,000 yuan, and the discount of the second-generation UNI-T has also reached 160,000, in addition, including Yidong, Yida, CS55Plus, UNI-V and other models have different amounts of subsidies and discounts.
Under the subsidy of real gold, the current order volume of Changan Automobile has also ushered in a significant increase after the holiday.
According to sales, from last year to this year, in the structure of reasons why customers choose Changan Automobile, the quality assurance behind Changan Automobile's five major commitments of "wisdom and initiative" accounts for a large proportion.
It is true that since Changan Automobile launched the "Third Entrepreneurship - Entrepreneurship and Innovation Plan", based on the origin of customer-centricity, Changan Automobile has not only continuously evolved and iterated around customer needs in terms of products, but also brought users a pleasant, warm, reassuring, comfortable and worry-free service experience through five commitments of wisdom and initiative in terms of service.
It is the huge user reputation that has created the confidence of Changan Automobile to continuously improve its scale, reduce costs, benefit users, and continue to carry out "warm-hearted service" to the end.
Red Dot Observation:
To sum up, it is not difficult to find that the five "Greater Bay Area brothers" formed a group to endorse the five star models of Changan Automobile, which is by no means a simple marketing for Changan Automobile, but more about the display of Changan Automobile's car-making strength.
Now that the five "Greater Bay Area brothers" have joined the company, Changan Automobile has also shown a positive, young and energetic spirit in the new year.
It is believed that in the next market competition, this spirit will also allow Changan Automobile to continue to approach a new generation of young users, and will also further approach more young families.