Q 1: What is the current achievement of Guangzhou Automobile Chuanqi's digital construction? How to promote implementation next?
Under the guidance of Guangzhou Automobile Group's "E Times Action", Guangzhou Automobile Chuanqi's digital customer experience ecology is accelerating. At the manufacturer level, our product research and development has achieved full digital modeling and full digital testing, and all new models have introduced ADiGO intelligent driving interconnection ecosystem; We have digitally transformed the existing factory and cooperated with parts manufacturers to build a fully digital supply chain management system. At the dealer level, through software and hardware upgrades, the traditional 4S store will be upgraded to a digital smart store, which will support dealers to carry out digital marketing transformation, build a "cloud exhibition hall" and launch special services such as "cloud car viewing" and "cloud experience"; Continuously upgrade products at the consumption level, so that consumers can truly feel the value of Chuanqi models, which are affordable and valuable.
Building Guangzhou Automobile Chuanqi Digital Customer Experience Ecosphere: Digitalization has penetrated into our lives and changed the way of mobile travel. Next, we will take customer experience as the core, focus on "product-service-data", drive product innovation iteration and introduce new technologies through the mining and application of automobile big data for consumers, and build a digital customer experience ecosystem.
Q2: GAC Chuanqi put forward the "Golden Triangle Strategy" before this auto show. Please introduce it to us.
The "Golden Triangle Strategy" includes 1 center, 3 major goals and 3 major initiatives. By building a closer relationship among consumers, dealers and OEMs, we will bring consumers higher-value products, higher-value technologies and higher-value services, and promote GAC Chuanqi to become a willing choice for consumers with the new kinetic energy of "technology, quality and service".
One center: customer experience as the center.
Three major initiatives: product value-added, technology value-added and service value-added
Product value-added: By strengthening and upgrading the product value, technology and configuration, we can provide consumers with more valuable car purchase options and let consumers feel that they are gaining value, using value and preserving value. The overall configuration value of Chuanqi M8 has increased by more than 20,000 yuan; GS3？ Power allocation value perception increased by 22,000 yuan; 202 1 GS4 The value perception of the new distinguished configuration increased by 6,000 yuan, and the Zhilian Technology Edition increased by 2,500 yuan.
Value-added technology: Focus on GPMA, ADiGO and power technology to bring consumers a more dynamic driving experience, a more reliable quality experience, a more energy-saving economic experience and a smarter travel experience.
Service value-added: service brand upgrade, with digitalization as the core and relying on artificial intelligence tools, to build Chuanqi digital characteristic marketing service system including three sections: one-button control, one-button access and one-button exclusive. Based on consumer big data and digital technology, we will deepen the "4S+S" cluster marketing network and continue to promote the sinking of channels.
Three goals: to increase "value" for consumers, "benefit" for dealers and "capability" for main engine factory.
Add "value" to consumers: the value of consumers can be perceived, experienced and sustained. Consumers can easily perceive and experience the high value brought by GAC Chuanqi, and regard GAC Chuanqi as the most trustworthy and willing brand in China.
Increase "benefits" for dealers: not only increase profits for dealers, but also enhance their operational capabilities. Through the integration of sales, after-sales, finance, spare parts, travel and other full value chain areas. , fully empower dealers in management structure, channel mode, horizontal career, etc., and improve their business quality, thus promoting the improvement of consumer service quality.
Empowering machinery general factory with "ability": continuously deepen the "research-production-sales integration system", focus on resources, integrate resources, improve efficiency, be closer to customers and grasp customer needs more accurately. At the same time, GAC Chuanqi will continue to build a good relationship between supply and demand, create an innovative marketing system to enhance brand awareness and promote the sustained and healthy development of Chuanqi; And constantly improve the ability to serve customers and bring more and better services to consumers.
Q3: How did GAC Chuanqi perform in marketing this year? What will Q4 do in brand and marketing?
Since the beginning of this year, GAC Chuanqi has continued to build a digital marketing system, expand sales ideas, carry out various online marketing activities and innovate sales models.
Digital innovation, deep contact with consumers: open online VR car viewing, online intelligent exhibition hall, e-commerce platform including micro mall and Tmall, and provide online financial support; Construct a three-level live broadcast system for manufacturers, regions and dealers, and in the activities such as new car listing, Guangzhou Automobile Group executives will make an on-site appearance. At the same time, the "e-buy"-Chuanqi Partner Program was launched to recruit Chuanqi partners through online platforms. It was launched less than 1 month, and it was only piloted in 50 dealers nationwide, that is, nearly 7,000 real car purchase clues were collected.
Cross-border marketing, innovative new car launch mode: Chuanqi GS4? COUPE held a 30-day online new car listing meeting to cooperate with cross-border people to bring products and a younger lifestyle to consumers; The new Chuanqi GA8 cloud conference invited famous talk show actors to participate in the event, and four guests from different industries shared their struggle stories. At the same time, the "R&D Group" of Guangzhou Automobile Research Institute helped to introduce this new car.
Next, Chuanqi has new models to meet with consumers soon, so that consumers can see the brand-new product charm under Chuanqi's digital strategy. At the same time, open up more cross-border and diversified marketing experiences, and launch the Guangzhou Automobile Chuanqi Super Partner Project, so that everyone can become our communicator; Carry out experience activities such as "Legendary World without Curves" and "Skilled Journey"; And store-side special service activities based on customer experience, so that more consumers can feel the charm of Chuanqi.
Product level
Q4: What changes have taken place in Chuanqi M8? ?
Activate brand-new naming: Since the release of this new product, Chuanqi GM8 has also been renamed Chuanqi M8, which not only conforms to the renaming of consumers' habits, but also represents the further upgrading of product strength and brand image, as well as the determination to continuously meet consumers' needs, and conveys the value concept of GAC Chuanqi's adherence to independent innovation.
The four major products are upgraded, and the value jumps, creating a new experience of luxury travel.
After fully understanding the pain points of consumers' actual car use, the new Chuanqi M8 has been upgraded and optimized in four aspects: appearance, Zhilian technology, luxury and comfort, and dynamic performance. On the basis of maintaining the original price, the perceived value of configuration has increased by 265,438+0,000 yuan, allowing consumers to enjoy a brand-new experience of buying, using, storing and luxury travel.
Appearance modeling: The brand-new Chuanqi M8 adopts double front face modeling, leading show series and master series in two different series and positioning to meet the car needs of different consumers. Among them, the Lingxiu series adopts a brand-new "Lingyunyi" front face shape, larger grille size, optimized front and rear protection, and the overall shape is stable and generous, revealing fashion momentum, which is suitable for IKEA. The master series adopts the design language of "shocking Tianyi", and the brand-new master logo at the tail highlights the customization attribute, which makes the vehicle feel more luxurious and valuable, and has a stronger sense of business. In addition, the new car body color is based on the original pearl white, empty bird blue and elegant black, adding the popular Hao Yue gray, which is a good choice for young and fashionable consumers. Moreover, the newly designed R 17/R 18 super-large cutting brilliant wheel hub is more domineering and upscale than ordinary wheels, which shows its strength.
Intelligent technology: The new Chuanqi M8 is equipped with ADiGO intelligent driving interconnection ecosystem, which brings together the latest achievements of GAC's intelligence and networking, and has been greatly upgraded in three aspects: automatic driving system, intelligent IOT system and artificial intelligence. Among them, the new Chuanqi M8 is equipped with ADiGO intelligent IOT system, becoming the world's first MPV model with four-screen interconnection and four-tone voice control system, allowing consumers to enjoy the wisdom and luxury comparable to Mercedes-Benz S-class. In addition, the new Chuanqi M8 follows the high-strength safety body design of GAC and Bosch ESP? 9.3 On the basis of vehicle electronic stability control system, ADiGO? L2 automatic driver assistance system provides consumers with a higher level of active safety protection through 10 intelligent automatic assistance configuration.
Interior cockpit: The brand-new Chuanqi M8 adopts yacht-style enclosed cockpit design, and provides two interior styles, the simplified layout of buttons in the central control area, and the application of three leather four-way adjustable multifunctional steering wheels and crystal texture electronic shift lever, which adds a sense of exquisiteness to the interior space. Functionally, the electric adjustment of the new Chuanqi M8 driver's seat is increased to eight directions, the electric adjustment is added to the second row of seat backs, and the adjustment function is also added to the third row of seat backs, which can make passengers enjoy a more comfortable experience. The optimization of storage space such as small table board, water cup holder and mobile phone storage slot provides more convenience for the second row of passengers. In terms of air management, the new Chuanqi M8 optimizes the air conditioning filter element to CN95 standard, and cooperates with the unique AQS air quality control system and plasma forest oxygen bar air purification system, so that every driver and passenger can enjoy fresh air.
Power performance: The brand-new Chuanqi M8 is equipped with a brand-new third-generation 390T engine and Aisin 8AT gearbox, with maximum power 185kW, maximum torque of 390n·m and fuel consumption as low as 8.3L per 100 kilometers. Moreover, the new Chuanqi M8 is equipped with a four-wheel fully independent suspension system. After careful adjustment, it not only controls the driving trajectory accurately, but also has better comfort than its peers.
Q5: What is the market expectation of Chuanqi M8? ?
Market performance of Chuanqi M8: In the first half of this year, Chuanqi M8 ranked first in 97 cities and second in 965,438+0.5 million-250,000 MPV market. In addition, it has been ranked among the top 200,000-class luxury MPV sales in China for 10 month in a row, with sales of vehicles above 200,000 yuan accounting for 73%. With high possession, high preservation rate and high market share, it has successfully entered the first camp of high-end MPV market segment and become a luxury standard that breaks through the ceiling of 200,000 yuan brand price in China.
Market expectation of the brand-new Chuanqi M8: continuously increase market share, and continuously strengthen the position of1.50,000-0.25,000 as the first brand of luxury MPV. Based on the strong product strength and user reputation of Chuanqi M8, I believe that the brand-new Chuanqi M8 will also be favored by consumers with higher value.
Q6: MPV category is the new blue ocean of the market. How will GAC Chuanqi strengthen its leading position in this category?
In the MPV market of10-150,000, Chuanqi M6 ranked first in the sales volume of 84 cities in China from June to June this year. In July, it sold as many as 3,703 vehicles, ranking among the top in the sales volume of10-150,000 MPV, and proved its strength and value with real figures.
In the first half of this year, Chuanqi M8 ranked first in 97 cities, followed by 965,438+0.5 million-250,000 MPV market, and the sales volume of vehicles above 200,000 yuan accounted for 73%.
Solve the pain points of consumers' actual needs. From Chuanqi M8 to Chuanqi M6, GAC Chuanqi deeply cultivated MPV, a blue ocean market, and solved the pain points of consumers' actual needs with hard-core products and people-friendly prices, which is also the key for GAC Chuanqi to achieve good results in the market. The fully upgraded Chuanqi M8 once again refreshed the product value of China brand high-end MPV. Together with Chuanqi M6, which just went on the market in early September, we will accurately cut into the market segment of MPV models, work together to strengthen product layout, and realize the full bloom of GAC Chuanqi in the fields of cars, SUVs and MPVs.