From January to May 2022, the domestic automobile market was in an overall downturn. The sales of most automobile companies, including leading independent brands and joint venture brands, experienced a significant decline. The downward pressure on sales and inventory pressure suddenly increased, which was once I think we have entered the darkest moment. In such an environment, the test for car companies and brands is very severe.
However, Changan Automobile , as an independent leading brand, is valuable in the downturn of the auto market. It has demonstrated strong risk resistance. In April and May, it topped the sales volume of independent brand fuel vehicles. Changan Sales of Chinese brand cars exceeded 700,000 units from January to May! Starting from June, Changan Automobile has announced a purchase tax reduction of up to 120%, striving to give back to the market and users in the overall downturn in the auto market. In addition, on June 19, Changan Automobile also "conspired" to carry out a new year's event. The organic combination of China Promotion + Music Cloud LIVE is a pioneering music festival in the industry - the 619 China Tax-Free Car Purchase Ceremony. Changan Automobile combines the hot spots of online music live streaming, closely follows the new interests and habits of users, and actively embraces the rapid changes in sales models in the new media environment. The first celebrity in-depth collaborative marketing model, which cleverly integrates brand exposure and product sales, comprehensively aggregates Douyin + video account public, private domain traffic to play with users, strongly releases the signal of brand feedback to the market, and promotes marketing conversion.
Solid product reputation and existing sales foundation, coupled with the blessing of up to 120% purchase tax exemption, give us reason to believe that in the future, In time, Changan Automobile will be able to perform better in terms of sales. Of course, for an independent brand like Changan Automobile that is undergoing transformation and upgrading, this is far from enough. Finding better ways to communicate with users and potential users, and catering to the actual needs and preferences of the new generation of users as much as possible is as important as providing good products and services, especially when the general environment is relatively sluggish.
The market environment is sluggish, and potential consumers and car owners have low "emotions" about buying and using cars. It has now become an indisputable fact, and industry sales data has explained everything. Therefore, if we can alleviate everyone's anxiety in a more relaxed and comfortable way, make the threshold for buying a car lower, and make using a car easier, it is actually very important. In recent times, online concerts have become a very popular new IP. Many singers and bands have performed online and received very good feedback. Changan Automobile has a deep understanding of the market environment and new user entertainment needs, and has combined the mid-year car sales with The music LIVE bundle brought Changan Automobile’s 619 Mid-Year Duty-Free Car Purchase Ceremony on June 19. It truly provided a wave of timely benefits and discounts to potential car owners and car owners of Changan Automobile from the user’s perspective, a single event Cumulative live broadcast exposure: 3547.6w, cumulative interactions: 1207.4w times, using explosive product performance data results to create a new brand role in user interest scenarios.
Changan Automobile’s 619 Mid-Year Duty-Free Car Purchase Ceremony is a “live streaming” event created by Changan Automobile to give back to the market and users, integrating audio-visual and car purchase discounts. A major highlight of this event is the invitation to the well-known domestic rock music band Escape Plan, "The Voice" champion singer Shan Yichun, as well as original singer Yu Dongran, Chongqing local bands Si Yijiu Band, Wu The solo band, representing singers and bands of different styles and styles, jointly presented a wonderful online concert to the audience and fans, giving users and the industry a new dimension of high-perception and highly interactive music marketing activities, starting from the middle of the year Stand out from a series of e-commerce live broadcast promotions.
Band live performance
In order to better play with users and improve user service quality, before the grand ceremony, Changan Automobile invited Shan Yichun and the Escape Plan band to launch a nationwide singing challenge on Douyin and video accounts respectively. This is also For the first time, the automotive industry launched a co-production event with celebrities on Douyin.This time, Changan Automobile used the high-traffic and highly interactive form of the two leading short video platforms to share the summer welfare bonuses with users, deeply unlock new forms of automotive entertainment, and bring users a new product interactive experience. Let more consumers who are ready to buy cars in the near future gather in the live broadcast room.
At Changan Automobile’s 619 Mid-year Duty-free Car Purchase Ceremony, in addition to the artist band bringing memorable hit songs such as "The Brightest Star in the Night Sky", "Dancing in the Night", "Empty Ear" and other famous songs to fans, Changan Automobile has implemented user benefits to the fullest, and has prepared 30% off car purchase coupons for UNI-T, 30% off car purchase coupons for CS35 PLUS, car purchase coupons of up to 10,000 yuan, fuel cards of up to 5,000 yuan and many other car benefits for fans. Etiquette, when it comes to "pampering" users, Changan is full of sincerity.
Escape Plan Band Live Performance
Shan Yichun Live Performance
As potential consumers, you can obtain car purchase coupons and cash car purchase coupons through lottery draws, hand speed competition, etc. in the live broadcast room. For friends who are ready to buy a car, grab it The corresponding car purchase discounts can still save a lot of money. This is equivalent to a very large profit-sharing activity for Changan Automobile. Of course, lottery draws, hand speed competition and other methods also make participants more interesting.
Welcoming "new friends", Changan Automobile does not forget its "old friends"
The "carnival" of potential car owners will naturally bring more "customers" to Changan, but Changan Automobile has never given up on old car owners who have already purchased cars, so even if In events such as the mid-year car buying ceremony, we have not forgotten to provide benefits to car owners who have purchased or ordered cars. Winning the "hearts" of old car owners is as important as gaining new car owners. For users who ordered cars from June 1st to June 18th, many physical prizes were prepared on site to give back to car owners, in exchange for a happy "summer" for users with full sincerity. It can be seen that this is another step in the field of Changan Automobile's user operations. The performance of sincerity is also Changan Automobile's brand spirit of deeply understanding user needs and taking user pleasure as its core value.
Changan Automobile’s 619 Mid-Year Duty-Free Car Purchase Ceremony, under the continuation of multiple songs sung by bands and singers, the audience and potential consumers enjoyed some of Changan Automobile’s models through draws and other methods in a relaxed and enjoyable atmosphere. Old car owners also feel the strength of Changan Automobile's "favorite fans" through car purchase discounts. It not only caters to the new entertainment habits of consumers nowadays, but also reflects the spirit of giving back to users and focusing on user-centered services.
The band performs live
Whether it is the celebrity seats that Changan Automobile has invited to the mid-year tax-free car purchase ceremony, or the surprise discounts prepared by Changan Automobile for potential car owners, various car purchase coupons, and even the raffle gifts prepared for car owners and friends, They are all sending us clear signals: Changan Automobile can sense that in the current environment, it is not just the matter of buying and using a car itself, but many times the difficulty of life is more difficult than buying and using a car! If Changan Automobile launches a mid-year tax-free car purchase ceremony, allowing consumers to spend less money and get more surprises, then Changan Automobile has done its best for these friends; even if the vast majority of the audience does not When buying a car, you didn’t get discounts or small benefits. At least you got a wonderful online concert for free, right?
Interacting with fans on site
A few words
With the purchase tax reduced by half and the subsidies of Changan Automobile, purchasing many products of Changan Automobile is already very economical in nature. Now, you can enjoy more benefits and discounts during the 619 Mid-year Duty-Free Car Purchase Ceremony. The online concert format also makes the whole process more relaxed, comfortable, and even more resonant.
Of course, we are more willing to believe that Changan Automobile's mid-year tax-free car purchase ceremony is not just to "facilitate" its new car to the friends in the live broadcast room, but to show the attitude of the brand itself! In the recent difficult environment, many people are in a state of anxiety and uneasiness. If such an event by Changan Automobile can reduce the cost of friends who are preparing to buy a car, music can bring a bit of comfort to the anxious people. , isn't this the most direct manifestation of Changan Automobile's "user-centeredness"?
In an era of rapid changes, Changan Automobile actively embraces changes, embraces new media, embraces young consumers, continuously innovates marketing, and seeks brand turnaround in the industry crisis. The foresighted move to prepare for a rainy day will help Changan Automobile achieve high quality and high speed. The road to development is getting better and better!
There is not a cold winter that will not pass, and there will not be a spring that will not come. The difficult times will eventually pass, and people who move forward side by side in difficulties will always cherish each other. We believe that Changan Automobile, which has provided care and welfare to its fans and car owners in difficult times, will definitely give Changan Automobile more generous feedback when the automobile industry as a whole is improving and its core technological advantages are brought into play in the future.
