Advertising title of snail powder

After three consecutive years of negative growth, China automobile market finally ushered in recovery in 20021year.

This year, the domestic automobile market ended with 26.275 million vehicles, up 3.8% year-on-year. The full-scale outbreak of new energy vehicles is the biggest highlight of the automobile market.

Who is the best-selling new energy vehicle this year? In 20021year, Wuling Hong Guang MINI EV beat Tesla and BYD, and won the new energy vehicle bicycle sales champion in China.

As the "top stream" of the automobile circle, the annual sales volume of SAIC-GM-Wuling reached 6.5438+0.76 million units, up by 654.38+0.03% year-on-year, ranking first among national brand single automobile enterprises, while the cumulative sales volume of GSEV platform (global small pure electric vehicle architecture) exceeded 750,000 units.

When asked how Zhou Shuo (Deputy General Manager of SAIC-GM-Wuling Sales Company) summed up 2026, he listed four key words: brand rejuvenation, explosive products, channel innovation and diversified marketing.

"This year, Wuling became the favorite brand of young people. The explosive products Hong Guang MINI and Wuling Chen Xing both created new sales in market segments; In terms of channel innovation, direct stores and brand centers have been established one after another; At the marketing level, let more people with communication skills join in, "he added.

In 20021year, with the accurate insight into consumer demand, Wuling opened one market segment after another in its own way. What new fields will Wuling activate this year is worth looking forward to.

First, how is the explosion practiced?

Wuling, who has always been good at creating explosions, continued to show its creativity in 202 1.

This year, SAIC-GM-Wuling brought the star of "Top 100,000 SUV Players" and the Ling OS intelligent ecosystem of "Always want to have more tacit understanding with you".

If the success of Wuling Silver Label Capgemini in 2020 is still a breakthrough in its own MPV field, then Chen Xing is another effort for Wuling to transform into the mainstream market with standard SUV models.

As a compact SUV, Chen Xing is facing the most competitive market segments in China, including Haval H6, Geely Job, Changan CS75PLUS and many other strong competitors, as well as joint venture brands such as Toyota Fangrong and Honda CR-V. ..

But even so, Wuling has shown good strength.

Less than a month after its listing, the sales volume of Wuling in Chen Xing has exceeded 1 10,000 vehicles. The data shows that the sales volume of Xingrui 19073 vehicles reached 19073 vehicles in February, an increase of 22% from the previous month. The cumulative sales volume of 202/KLOC-0 vehicles has reached 54,563 vehicles, which shows its explosive strength.

Zhang Yiqin, director of brand and marketing department of SAIC-GM-Wuling Automobile Co., Ltd., said in an interview with SAIC: "With the blessing of Ling OS and its own product strength, Chen Xing can build the best SUV within 10 million yuan." .

Wuling hopes to establish a super account Ling ID through Ling OS, so as to establish a multi-scene and full-dimensional communication connection with these users, and open up full-link ecological services to keep them in Wuling's system.

As Zhou Shuo said, Wuling hopes that every car owner can share the benefits brought by brand upgrade, and with Ling OS, Wuling also has the opportunity to revitalize more "fan users" and let the excitement of the brand precipitate and transform.

Second, channel upgrade is not limited to selling cars.

After the global brand center settled in Shanghai, the pace of Wuling's entry into first-tier cities accelerated.

202165438+February, Wuling new energy Guangzhou flagship center officially opened. Here, Wuling strives to create an open, young, fashionable "online celebrity window" that can be integrated with local characteristics.

In the past year, Wuling brand continued to innovate around the comprehensive "To C" and explored more contacts with consumers.

Offline, Wuling Global Brand Experience Center Lingwu has settled in Shanghai, Guangzhou, Zhengzhou and Liuzhou. Different from most traditional 4S offline stores, Lingjia has been transformed into a "young group communication space" where car owners can participate in community activities and experience vehicle modification and user privileges.

"Compared with ordinary 4S stores, we will pay more attention to the experience here. When we step into it, the fragrance of flowers and coffee will come to the nose. The artworks in the store will be updated in stages, which greatly enhances the spatial texture. " Wei Wei, a citizen who often goes to the Jing' an Temple business district to explore the store, said with emotion.

It is reported that the Ling HouseE @ Shanghai store of Wuling Global Brand Center is divided into two floors, which is not only a city meeting room, a young gathering place, but also a cross-border cultural center.

In order to cope with the characteristics of younger products and internet, the face of Wuling brand dealers is also quietly changing. Automotive sankei noted that the decoration, layout and reception capacity of Wuling brand flagship store have been significantly improved.

On-line, Wuling launched the user-oriented brand "Ling Club", focusing on user experience, car life and car ecology, and reaching users on the mobile side with the help of apps and applets.

Wuling hopes that through this move, it will open up the online and offline full link between Ling Club and Ling Home, which will facilitate the car owners to socialize deeply.

At present, almost all car companies are talking about "customer-centric", but for SAIC-GM-Wuling, this sentence is not a slogan, but a real practice of "from users to users".

Third, enter the menu of young people.

In the past two years, Wuling has created too many topics, from masks to snail powder to stall cars and "autumn mountain car gods". In 20021year, Wuling inherited the strong momentum in 2020, and played a "wind and water" on social media and short video platforms, once again refreshing young people's cognition of Wuling brand.

"We have established a' six-in-one' communication matrix internally to achieve saturated exposure: first, the official matrix; The second is the regional matrix, that is, overseas personnel and regional personnel; The third is the dealer matrix; The fourth is KOL matrix; The fifth is the user matrix; The sixth is the service matrix. " Zhou Shuo said that the biggest gain of Wuling in 20021year was that it took the mass line.

In July, 20021,SAIC-GM-Wuling set up a special new media center, covering official new media content production and account operation, user and dealer empowerment, digital marketing and so on.

It is worth mentioning that the average age of the team is only 28 years old. A group of young people in the Z era are becoming an important promoter of Wuling brand transformation.

As Zhou Shuo said, "This is an organizational innovation that originates from and ends in the market. I hope more people with communication skills will join us. "

Not only that, but even Wuling brand dealers have established a new media operation team at the regional level to build a "reservoir" of private domain traffic to retain users.

In terms of cross-border marketing, SAIC-GM-Wuling created more surprises in 20021year: cross-border linkage with the perfect diary of beauty brands loved by young people and Fangte, an amusement park loved by young people. .....

In the face of young people's pursuit, Wuling also generously accepted the creativity and publicity of netizens, and at the same time kept up with the trend and constantly introduced younger products aimed at the needs of young people.

For example, Hong Guang MINIEV is a good choice for young people who like to change their culture. You can have a scooter with your own style and personality by modifying the inside and pasting the outside at low cost.

"The initial intention of building this car is still based on the needs of the people. The new car reform rate is as high as 72%, forming a unique owner culture, among which the voice of Disney image is very high. " Zhang Yiqin said to automobile production and marketing.

Fourth, write it at the end.

Although it started as a commercial vehicle, it has always had a unique insight into the demand of SAIC-GM-Wuling for the passenger car market.

In the past two years, Wuling has activated many hidden markets and even built them into a brand-new market segment by virtue of its accurate insight into consumer demand.

"To achieve the ultimate goal around a demand point focused by users, you can also find your own blue ocean opportunities in the Red Sea market." Wuling insiders once commented like this.

Many times, it's not the wrong direction, it may just be that the mentality has not kept up.

202 1 While many automobile brands have laid out high-priced and high-end markets, Wuling has chosen to lay out "another high-end" and is committed to creating phenomenal products.

In 2022, Wuling still "doesn't care" whether it is an ordinary road, but continues to focus on studying a unique road that best suits itself and meets the needs of target consumers.