If you receive an event invitation from SAIC, you may be a truck test drive, a “small bread” car will appear in your mind: you can manner. It can also pull the goods; I have to go to the mountain, and I can wear streets to walk. There will be many other brand models of LOGO, which highlights Wuling “God” in the autumn mountain track.
But since last year, this “grounding” began to become different. You will be amazed that the vapor is used to use Wuling to actually “tide”.
The slogan “What does the people need, what to create something” make Wuling’s households, and also makes Wuling’s image gradually transform. From the “Wuling Mask” “People’s Locket”, “Wuling Times”, “Wuling Times; Xi Tea” cross-border, no transformation of Wuling brand. Let them become a fun, interesting, trendy car brand in the eyes of the user, making people look at it, and also revealed the determination of the traditional manufacturing enterprise brand upgrade of SAIC.
In 2020, Shangqi General Wuling’s annual sales exceeded 1.6 million mark, accumulated sales of 1,600,057 vehicles, 2020, SAIC General Wuling is always surrounding the “people’s needs” to carry out product layout, create Hongguang Miniev, Wuling Kelie and other explosive products, becoming the first national brand of sales, and got a recognition of more than 23 million users, becoming a national auto company with most users.
Among them, the macro Miniev has been subverting the thinking of new energy vehicles since the current industry. It gave birth to a new category in the automotive industry and creating a shortening blue sea market. Since July 2020, 200 days has exceeded 200,000 units, which is equivalent to selling 1,000 units a day, making a global small new energy vehicle sales record creator.
At the same time, within 200 days, Wuling has built 215 Wuling New Energy Experience Store in 185 cities, highlighting strong channels.Road construction strength. Hongguang Miniev provides users with a new travel method and the multi-emphasized, strong impact displayed by this product, and laid it a well-deserved global small new energy vehicle leader, “the people’s tutaneous” is more realized. Why can you sell it?
The author also analyzed the reason, one is the product design and sales positioning of Wuli Hong Kong MINI EV, It is positioned in the city and the official price is 2.88-388 million yuan. It is a more suitable price for the first purchase or purchase owner; the second is that SAIC has a strong brand appeal (especially in three, four Co-cities), this has accumulated a better consumer foundation for Wuling Hong Kong Miniev; the third is that Wuling Hongguang Mini EV actively gave up subsidized dependencies, avoiding positive competition with a variety of mainstream electric vehicle models; four is “new energy car “Activities or a certain boost effect (2020” New Energy Vehicle Downs “activity is from January to December, Wuling Hongguang MINI EV list is the list of the first active models).
So the problem is coming, who is the macro MINI EV sold? – “Wuling Girl”
Officially gives a set of data: 90 owners account for 72%, women The owner accounts for more than 60%. It is worth mentioning that Shanghai monthly sales of 700 vehicles +, total sales 4,200 units +, the national city is the first. Whether it is from the owner of the owner, gender and hot cities, or the tide creation fans, it is integrated, Hongguang Mini EV is definitely not old man, but the “big toys” that have been incarnant, a fashion item, one Society new equipment.
Therefore, this fashion item, social new equipment. “Loading MIDDOT; Bumper “activity is attractive and the car owners’ own creative imagination and hands-on ability, becoming the tide of Hong Kong miniev. You can see a lot of social platforms such as Xiaohong Book, Weibo. Macro Miniev modified post, especially in the small red book app, # 五 光 m miniev transformation # Topic gets tens of millions of views, full screen is the modification of the owner of the owner, or “Kawaii” can love the wind, and Or refreshing romantic style, spectating hundreds of figures. You can also find these vehicles in “Middot; Broadlock Creative Festival – Great People” offline activities. It can be said that Hong Kong miniev is more than just a car, but It is a catalyst that triggers a cultural effect.
With more and more young people join In the tide of the fashion, Hong Kong miniev’s tide rate has been as high as 72%, which has become the new energy car in China’s tide rate. Among them, the appearance and interior have exceeded 50%. With the user, make Hongguang Miniev became China’s new energy car tide cultural creator.
Not only that, the tide creation culture also drives the rear market development, and the surroundings of Hong Kong MINIEV have formed a quite in the e-commerce platform. The size of the product cluster, with Taobao as an example, the relevant derivatives of more than 500 monthly sales is all, the sales volume is not in a small number. Under the benign driving of the ecological closed loop of Hong Kong miniev, its official derivative sales continues to rise The cumulative sales have exceeded 4.6 million yuan.
Actually, the atmosphere of the macro Miniev’s tide cultural event I seem to be a light modification and heavy social hand. After all, buy this car is not the end, but the beginning of the life of the owner and the world: On the one hand, you can express your self, express independent personality On the other hand, the macro Miniev acts as a business card with social properties, can connect more users who are keen on tidal, share, share, and formCharacter cultural circle.
In order to respond to the vast majority of the fans to create enthusiasm for appearance / color, Wuling also joined hands with PANTONE Universe as Hongguang Mini EV launched three special colors, whitening powder, avocado green and lemon yellow, using these three special colors “the most charming MINI EV” will be officially unveiled in March.
Write in the last
from the new trend of the new wave, to the small paradise of the big people, Wuli The brand has been touched by the pulse of the trend of the times. As a heavy force for Wuling brand, Hong Kong Miniev has become the most eye-catching “trend of new stars” in the new energy auto industry. In the future, I believe that Wuling will continue to give brands more vitality and innovation, so that the people are full of more beautiful imagines and expectations!