How is the quality of Chery cars?
You may not know Chery very well, but when it comes to "Chery, wait in line to repair the car", maybe 8 people in 10 have heard this sentence, which has been properly spread all over the streets. Actually, I don't think you know the true meaning of this sentence. Today, I will take you to know about Chery, the most inspirational car brand in China.
Chery was founded in 1997, located at No.8, changchun road, Wuhu. At that time, it was called Anhui Auto Parts Industry Company. Because Chery didn't have automobile production qualification at that time, Chery had been secretly building cars for several years. In fact, Chery's car-making project was laid out as early as 1992, but the benefits were not good at that time. It was not until 1995 that Chery hired a person who was very important to Chery, that is, Yin Tongyue, the later chairman of Chery, that this situation was changed.
The conditions at that time were very difficult. I only have 300,000 yuan just approved by the government, which is to buy the latest Santana at that time, let alone build a car. So there is no way. Chery's r&; Team d can only work in the shabby blank factory for the first two years, not to mention air conditioning. In summer, Ren Tian can still carry it, but the computer can't stand the high temperature and always crashes. In winter, everyone's hands are covered with frostbite. It was not until 1997 that a large amount of government funds really came down. At this point, Chery officially embarked on the road of building a car.
At that time, domestic automobile manufacturing was still blank, and there was no engine at all. If you can't buy it, you can build it yourself, so Chery spent nearly $30 million to buy a second-hand engine production line from Ford, which is second-hand, because the new home will never be sold to you abroad. Even if China people can't go in and see the assembly process of the whole engine production line, in short, you can have something, and you can't learn the technology. At the same time, the foreign party was extremely uncooperative and inefficient, which took a long time to complete. Finally, in the spirit of never giving up or abandoning Chery, Yin Tongyue decided to lead everyone to do it by themselves. Finally, I finished the assembly of the production line myself. 1in may, 1999, the second-hand production line produced the first engine. In the same year 18 February 18, Chery's first car officially rolled off the assembly line, and the road to making cars in big strides began.
At the same time, problems have followed. When Chery first built a car, it didn't have a birth certificate, that is, a car license plate. Even if it is built, it can't be sold directly. To put it bluntly, the car made is illegal. In order to solve this problem, Chery has no choice but to cooperate with SAIC and obtain the production qualification from SAIC, which is also the price of 20% of Chery's shares. Moreover, at that time, Chery's own 4S shop network had not been established, and all the maintenance was in SAIC's 4S shop. Imagine at this time, if SAIC's car and Chery's car enter the store for repair at the same time, who will the 4s shop give priority to? The answer is obvious. You must fix your own brand first. At first, it was ok. Later, Chery's car caught fire and its sales continued to rise. SAIC doesn't want to cooperate with Chery, and Chery owners have no place to repair it. Chery's car can only be repaired by several cooperative repair shops of Chery. Only a long maintenance team. This is the reason why Chery Chery queued up to repair the car. It's true that Chery queues up to repair cars, but it's not because of poor quality.
Fortunately, Chery left SAIC and became bigger and bigger. Not only that, but also committed to the research and development of core technologies. It gradually formed today's Chery. The owner who has driven a Chery car must have considerable confidence in its quality. Take Tiggo 8 as an example. It is equipped with 1.6T and 2.0t direct injection engines newly developed by Chery, and promises the lifetime warranty of all models of engines. Except Chery, who dares to make such a promise? Isn't this full confidence in quality? But because of this inaccurate rumor, Chery lost many consumers invisibly, which affects today. Today, there are still some people who have this misunderstanding. I hope Chery will do its best in marketing in the future, not to mention selling advertisements and cars, but at least to convey the most correct information to consumers!
What is the customer value of Chery Automobile?
Under the background of the rise of the younger generation of consumers, the new user-centered thinking is undoubtedly profoundly changing all walks of life and even subverting the original pattern. For example, the influence of new beverage brand Yuan Qi Forest on traditional beverage brands is due to its unique young brand marketing.
The asset-heavy automobile industry is no exception. Whether a car company can think what users think and serve users in a form that users can understand and like will ultimately affect the sales of products.
In the new energy automobile market, a China automobile company also successfully expanded its circle by virtue of a series of excellent user marketing tactics, and obtained continuous income, creating an explosive model with cumulative sales exceeding 200,000 vehicles. It's Chery New Energy.
In the past, this car company, which was often used by the outside world because of technology research and development, how did it build a user-centered marketing style? How did you successfully win the favor of young consumers in this process?
Impression: Yan value is only beautiful.
According to the report of research institutions, 64% of young consumers will buy products because of more attractive packaging. In a word, "value is justice". On major social shopping media platforms, high-value styles such as minimalist style, girlish style and ins style have already become essential elements of many online celebrity products.
The same is true for buying new energy vehicles. In the past, people may be obsessed with battery life, quality and other issues, but when the battery life of products such as small ants exceeds 400km, and their excellent quality is proved by sales, they will naturally pay attention to face value first, just like buying other products.
At this time, consumers actually use the exclusion method: maybe you are good, but your face value has to pass me first.
It should be said that Chery's new energy products, especially small ants, have a good foundation in design. Even today, more than four years after listing, they still look cute and smart. On this basis, Chery New Energy has planned a series of visually attractive marketing actions around the preferences of the younger generation, especially young women, and brought this advantage to the extreme.
The most striking thing is to invite Zhang Ruonan to speak for the little ant.
Among the young people born after 1995, Zhang Ruonan belongs to the category of "debut is the peak". With her outstanding performance in several popular movies, she successfully reached the top. What she is most talked about is the image of pure first love in My Love.
Chery chose her as the brand spokesperson of Little Ant, which can be described as a vicious eye. According to statistics, women now account for nearly 70% of the car buyers of small ants. Whether for young working women or young baby mothers, it is a truth to choose a girl with a beautiful image as a spokesperson, which is the same as the beauty of tender model advertisements.
Chery also skillfully integrates color marketing into it.
First of all, in Zhang Ruonan's endorsement advertisement, the cute and charming shape of the little ant is also well integrated into her temperament, especially seven days a week, one mood every day, corresponding to the seven colors of the little ant, highlighting the characteristics of the product from different dimensions, and making the little ant sublimate from a means of transportation to a big toy that young people of different ages, genders and occupations can't put down.
In fact, in catering to consumers' preference for color, Chery New Energy has not only made great efforts in color, but also further created personalized car color names such as Youle Green, Wei C Yellow, Carmine Red and Liu Yingfen.
The color names of these cars are unique.
For example, the fishing music road plays a fashionable homophonic stalk among young people, which is full of lovely taste and contains a beautiful expression of "happy sharing". Very personal, both men and women can eat. Vitamin C yellow, taken from vitamin C that brings vitality and health to life, is full of vitality in both name and color.
Carmine and cherry powder are tailored for female car owners.
Around this positioning, Chery New Energy also specially organized cooperation and live broadcast activities with well-known beauty brands such as Perfect Diary. Inspired by small ants, Chery New Energy made a beauty renovation for the guests on the spot.
Even with the theme of pink, she created a "mobile dressing table" full of queen's style, which aroused the widespread and spread of female consumers.
In addition, Chery New Energy has jointly launched the marketing plan of "Urban Fireworks Market" with Tik Tok, covering all major cities in China, and the requirements for face value and design specifications have reached very high standards.
Through the trend of youth, the form of strong fireworks, and the powerful ability of planting grass in short videos, there are countless online and offline powders.
These activities not only spread the smart and lovely image of small ants to the eyes of more potential consumers, but also fully demonstrated Chery New Energy's keen marketing sense, excellent planning and landing ability.
Create * * *: I am willing to participate in expressing my true self.
This kind of planning and landing not only reflects the online "eyeball" marketing level, offline, Chery New Energy and young users who are willing to express their true self are equally impressive.
With Antee as the core link, Chery New Energy has created Antee time series * * * innovative activities, including Antee Park Ant Powder Carnival, Antee Fun National Modification, Antee Star Fun Experience, Antee Love Public Welfare Activities, etc. It has attracted countless young consumers with a sense of participation and colorful activities.
The earliest influential public welfare activity was Antee Love.
In the past, the younger generation with the only child as the core was once labeled as "selfish" and "home". In a report on teenagers' participation in public welfare released this year, more than 90% of the respondents participated in public welfare activities, including environmental protection and energy conservation, community service, poverty alleviation and disaster relief, and 50% of them even said "frequent participation".
In fact, this is a very good window to enter the inner world of young people. Facts have proved that the younger generation is neither selfish nor autistic.
They grew up in the era of rapid development of the Internet. For the outside world, they are precocious, not satisfied with one-way information acquisition, but want to deeply participate in all aspects of society, which is the best way for them to find their sense of self-existence.
In order to arouse the same frequency of this kind of consumers, Chery New Energy began to carry out trunk library, Minqin tree planting and other public welfare activities as early as 20 17 after the listing of Little Ant, and continued to expand, attracting the enthusiastic participation of many young consumers.
This brand-new activity broke through the new style of single riders on the road in the past, making the activity more participatory and valuable. Its core is the idea of creating with users, which is also reflected in the other three Antee activities.
For example, in the nationwide refitting activities of Ante Fuen, Chery New Energy launched a refitting creative competition, which brought excellent schemes into reality and created a series of fashionable Ante refitted vehicles such as low tide running, small print video games and big off-road vehicles. The goddess dresser idea mentioned above also comes from users.
These offline activities also have their own exclusive title-Antioch Park Ant Powder Carnival.
Chery clearly realized that apart from products, the biggest advantage is the accumulation of hundreds of thousands of users, especially the 200,000 "ant powder" of small ants. So, in this offline networking activity called "Ant Powder", they fully mobilized the power of ant powder in Jining, Wuhu, Shanghai and other ant powder gathering places, and successfully detonated it at the meeting of 200,000 ant powder.
From creativity to guests to hosts, the protagonists of this conference are users. Chery New Energy invited the owners of Ant 1, 50, 100, 150 and 200 cars. Instead of inviting them to watch the press conference, they became key personnel in different links of the series of press conferences, and one of them released the price of new cars with Zhang Ruonan.
In addition, Chery New Energy has carefully organized Antestar activities with interesting product experiences and factory open days as the carrier, which fully enjoyed the fun of participation and creation, and naturally realized the second spread of products and brands in their circle of friends and word-of-mouth introduction.
Chery New Energy obviously hopes that through these participatory activities, users and ants will have a happy time, thus enhancing the happy attribute of the brand in a subtle way and generating more buzz with young consumers. From the actual effect, these activities have indeed strengthened the intimacy between users and Ante products and Chery new energy brand.
Yang Personality: I am my different fireworks.
In addition to grasping the face value and spreading word of mouth among users around ant powder, Chery New Energy can continue to attract young consumers, which is also related to its strong "breaking circle" ability.
Nowadays, a series of emerging brands are emerging in all fields of eating, drinking and having fun, and the logic behind them is the personalized consumption concept of young people.
In addition to the Yuan Qi Forest mentioned above, there is also the network celebrity ice cream brand Zhongjie 1946, which endows the ice cream with a "young and fashionable" personality. Although the price is not low, it is still sought after by countless people.
In fact, young consumers have similar personalized needs for buying a car. They no longer pursue streetcars, but pursue the same aesthetics. When they buy a car, they have a strong impulse to buy a car with personality, not just a product on the assembly line, although this impulse can't be satisfied most of the time.
Chery New Energy is clearly keenly aware of this impulse.
Through a series of in-depth cooperation with trendy brands, Chery New Energy successfully completed "11>; 2 "Cross-industry cooperation.
There are joint posters and customized car stickers launched with Yuan Qi Forest, Zhongjie 1946, sweetheart leisure life, pepper and other explosive snack foods, as well as Weibo activities, e-commerce live broadcast, 12 signboard posters jointly created with famous constellations KOL * * and fellow uncles, and joint live broadcast with beauty brands such as Perfect Diary and Little Odin.
These actions * * * enable Little Ant and the Chery new energy brand behind it to continuously gain traffic outside the automobile industry circle, successfully break the circle, and finally make a large number of young users have a strong interest in Chery new energy products and brands and become potential customers.
Baidu index at the same level shows that through this series of online and offline promotion, the search volume of 200,000 ant powder reached a record high on the day of listing, which shows that the search volume is high.
For these innovative cross-border marketing and modification activities, users' feedback is also very positive, and many netizens have been circled and have a strong interest in the products.
Chuangjing: Being alive and happy is the most important thing.
Whether it is the pursuit of face value, the desire to participate or the release of personality, it can be said that it is the "happy philosophy" pursued by the younger generation. In their view, the Excellence of the product itself is only the foundation, and the content and purchase experience that are happier, more interesting and more temperature can really attract their attention.
This consumption concept has brought great challenges to the traditional content production mode of automobiles.
In the past, most automobile manufacturers, including Chery New Energy, did not mass-produce marketing communication content by themselves, but more often bought advertising or marketing content from third-party companies. The problem is that many times, they can't really create content that meets users' preferences.
Chery chose beer.
In order to launch content according to users' preferences in time, Chery New Energy has set up a special new media operation team around short videos and live broadcasts, which has significantly improved the ability to grasp consumers' appetite and the speed and quality of content creation.
For example, the video "See-saw of Body and Food Bloggers" produced by the new media team of Chery New Energy not only avoids boring theoretical explanations, but also fully conveys the advantages of products through intuitive and profound lightweight technology.
We can also see the unique advantages of our team in creative design and material preparation from this program. After all, if outsourced to a third party, it is difficult to achieve a single lightweight body material.
For the last mile of consumers' contact, that is, the dealer team, Chery New Energy provided them with continuous training and support, and guided every salesperson to shoot the self-media communication content of their products in the most grounded way, forming a spark.
On the basis of producing its own content, Chery New Energy continues to cooperate with external platforms such as Tik Tok to introduce interesting content to consumers, and through the perfect customer acquisition process design, it ensures that consumers can learn, consult, explore in stores, and finally buy, and finally happily take the small ants into the bag, thus realizing the closed loop of the whole marketing process.
abstract
There is a famous saying in The Little Prince: A sense of ceremony is to make one day different from other days and one moment different from other moments.
This may explain why today's young people always pursue higher-value products, activities that can release their personality and sense of participation, and even more interesting advertisements, because these can give them a sense of ritual in life and make the meaning of life not only busy work, but also happiness.
From this perspective, Chery New Energy continues to gain more than 200,000 users and the user marketing success of the ever-expanding ant powder group, precisely because it adheres to the user perspective when exporting content, and plans creativity and participation activities around life scenes closely related to the lives of young users, such as food, clothing, housing and transportation.
These also show us a significant change in Chery's new energy management philosophy, that is, on the basis of insisting on technology research and development and product building around users' needs, we have learned how to create and enjoy * * * with users through activities that users can understand and are willing to participate in, and finally complete the landing of users' thinking at the marketing level.
Driven by this brand-new business philosophy, getting 200,000 users of Ant Financial is obviously only the beginning, and the future road of Chery New Energy will be even more exciting. What is the quality of Chery Automobile @20 19?