, which was once popular, was once discussed and imitated with its high-quality services; Pang Donglai, a municipal supermarket, has become the most trusted brand among Henan people with thoughtful service. , the founder of Xiaomi , Lei Jun , even visited and learned on-site how it creates the ultimate experience for consumers... There are many different opinions on the reasons for their success, but there is no doubt that they all have the awareness of providing better services to users, and this is naturally inseparable from the urgent needs of consumers.
In fact, large manufacturing industries like the automotive industry pay more and more attention to consumers. In the fiercely competitive market environment, major auto companies are also studying "red carpet-style service" to work hard to penetrate into the user group and accurately understand user needs.
According to the recently released JD.Power's report "Research on Customer Experience Value of New Energy Vehicles (NEV-CXVI)" shows that in addition to the experience of the car itself, consumers' attention to the marketing and after-sales service experience of car companies has also been increasing. This has also prompted major car companies to pay more attention to user operations and understand user needs while making quality cars, and work together from multiple dimensions to better attract consumers' attention.
As the leader of domestic joint venture brands, the same is true for SAIC Volkswagen . Since entering China, SAIC Volkswagen has been committed to creating better vehicles for users, and its outstanding vehicle strength has also received a lot of praise in the automobile market. At the same time, SAIC Volkswagen is constantly changing and learning, and its energy and capital investment in services are gradually increasing, striving to maximize user satisfaction.
So, what is SAIC Volkswagen doing first in order to better serve consumers? First, we understand consumers' needs, figure out what they want, and then combine our own abilities to give consumers what they want.
SAIC Volkswagen is well versed in service. In 2021, it proposed a transformation of consumer positioning, transforming "customers" into "users", turning focus on "product operations" into "users", and actively going to users, truly bringing marketing closer to the target audience, and at the same time making the products closer to life.
will be marketing close to the target audience
Faced with the consumer group growing up in the Internet era, SAIC Volkswagen takes the initiative to go deep into the social positions of young people, and learns about their very diverse and wide hobbies from multiple perspectives on social platforms such as B station, Douyin , Zhihu , Weibo , etc., from multiple perspectives, including games, variety shows, two-dimensional, modification, camping... SAIC Volkswagen does not fall into any of their cultural circles or niches or Volkswagen, and strives to create various touch points that can communicate with young people.
Like to play games? SAIC Volkswagen joined hands with Honor of Kings to recruit e-sports enthusiasts to carry out the ID. Cup Honor of Kings Championship, and formed 117 teams to play the black competition together. Like the two-dimensional world? SAIC Volkswagen has collaborated with Pokémon's popular character Pikachu , breaking the dimensional wall, and co-branding with the Great Sage to launch a series of animation short videos to let you dream back to your childhood... Examples of this are everywhere.
makes the product closer to life
faces the wave of "youngering" that is rushing toward all walks of life. SAIC Volkswagen has not narrowly defined age and labeled consumers, but has set an adolescence in lifestyle and life philosophy for all potential groups. For automotive products, SAIC Volkswagen is no longer a single positioning plan, but extends to a more comprehensive and multi-faceted model.
Take Xinweiran as an example. SAIC Volkswagen has positioned its positioning from a pure commercial vehicle to a balanced choice between commercial and family vehicles. As early as this year's Chengdu Auto Show , the modified car with the theme of Xinweiran camping attracted a lot of people's attention. SAIC Volkswagen broke people's stereotype of MPV with practical actions and brought MPV into a new stage of development. For consumers who have the needs of business reception and travel and camping, SAIC Volkswagen will all be satisfied with the use of a new Viran.
Of course, after the facelift was launched, Xinweiran has lived up to expectations. With the continued steady growth in the market share of B-class MPVs, sales reached 3,556 units in September.SAIC Volkswagen has also achieved sales growth for four consecutive months, with sales reaching 130,000 units in September. Under the influence of factors such as the epidemic, SAIC Volkswagen's continued growth in sales not only shows that it has withstood the pressure, but also indirectly reflects users' trust and firm choices in it.
Summary
down-to-earth marketing services and life-oriented product performance... SAIC Volkswagen continues to narrow the distance between consumers and become the preferred choice for more and more young consumers. I believe that SAIC Volkswagen, which understands life and consumers, will bring more excellent performance in the future.
SAIC Volkswagen has also achieved sales growth for four consecutive months, with sales reaching 130,000 units in September. Under the influence of factors such as the epidemic, SAIC Volkswagen's continued growth in sales not only shows that it has withstood the pressure, but also indirectly reflects users' trust and firm choices in it.Summary
down-to-earth marketing services and life-oriented product performance... SAIC Volkswagen continues to narrow the distance between consumers and become the preferred choice for more and more young consumers. I believe that SAIC Volkswagen, which understands life and consumers, will bring more excellent performance in the future.
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