Wang Xiaofei: The explosion of Auchan is the result of stepping on the differentiated needs of users.

Guangzhou Auto Show 22 officially opened on November 2th. As the last grand event of the automobile industry this year, it attracted many manufacturers from home and abroad to participate. The theme of this Guangzhou Auto Show is "New Technology, New Life", with a total exhibition area of 22, square meters and a total of 98 cars.

At the auto show, Easy Car-Auto Production Network invited Wang Xiaofei, general manager of Changan Auchan Automobile, for an exclusive interview. Wang Xiaofei, general manager of Changan Auchan Automobile

He said that Auchan was able to rise against the trend this year, mainly due to three points. First, it is the foundation of a strong system. Changan Auchan and Changan Automobile * * * together form the two wings of Changan Group's passenger car. Second, it is the product layout based on the differentiation of user scenarios. Third, it is to quickly promote the layout on the new channels and build a four-terminal digital marketing system.

The following is an interview record:

Auto Sankei.com: At this Guangzhou Auto Show, Changan Auchan still highlighted two highlight models, Changan Auchan X7 and Changan Auchan X5, right? Can you tell us something about Changan Auchan X7 and Changan Auchan X5, and what's the difference between them?

Wang Xiaofei: First, they have obvious differences in the user population. In fact, they look more like models that people from two different life stages are going to buy. Changan Auchan X5 is younger as a whole. Our current order for Changan Auchan X5 has exceeded 15, units in 27 days, with an average of two and a half minutes. As can be seen from the order, its crowd is actually in line with our positioning-young, and the proportion of users under 3 in the entire Changan Auchan X5 order is very high, while in Changan Auchan X7, people aged 3 to 4 account for a relatively high proportion. Changan Auchan X5 users are mostly young people, who have not yet got married or are just getting married, while most of Changan Auchan X7 users have families and children, which account for a large proportion in society.

so we can see from these two cars that the characteristics of these two cars are actually very obvious. As a whole, Changan Auchan X5 is functional, although the functionality of Changan Auchan X5 is also very good, compared with Changan Auchan X7, X7 has more space. On the other hand, Changan Auchan X5 will give more consideration to young people in the design of some functions of its products. For example, our car system of Changan Auchan X5, such as track mode and wheat-free karaoke mode, are all combined with young people's living habits or hobbies. In fact, there is an obvious difference between these two cars in our system, whether from the crowd or from the functional characteristics of the products.

auto sankei. com: To sum up, because this year we saw an obvious explosion effect of Changan Auchan X7 compared with previous years, what do you think are the reasons for its success?

Wang Xiaofei: First of all, Changan Auchan saw a year-on-year growth of 3.8%, which is really a good result, even though the big industries dropped by almost 12 points this year. There may be several reasons behind it.

first, it is the foundation of a strong system. Changan Auchan and Changan Automobile * * * together form the two wings of the passenger car of Changan Group. Although Changan Auchan seems to be a young brand, we actually have great innate advantages. We enjoy the R&D and manufacturing supplier system of Changan Automobile, which can ensure my leading position and product quality.

the second one, of course, is the product. First, it is the layout of differentiated products based on user scenarios. For example, I have Changan Auchan X5 for young people, Changan Auchan X7 for mainstream family life, Kosai Pro for multi-population families and so on. Then the product itself can meet the needs of this part of users, and it is accurate in shape, function, positioning and pricing, as we can see from Changan Auchan X7 and Changan Auchan X5.

third, marketing. First of all, as a new brand, the layout of our entire channel must be fast. Up to now, we have nearly 4 new intelligent exhibition halls for image terminals. At the same time, we have also built a digital marketing system. Through the four-terminal integration, the four-terminal digital marketing means of the store, the client, the consultant and the car terminal have also improved the quality and combat capability of the whole marketing operation. At the same time, we are at the forefront of the industry in terms of service experience. After the listing of Changan Auchan X7, we launched a unique policy of "double guarantee and double exemption" in the industry. Almost 99% of the parts are maintained free of charge for life, and such an achievement is achieved through three levels: system, product and marketing.

auto sankei. com: how is the new retail layout of Changan Auchan planned?

we rely on the "four-in-one" marketing system in Changan Auchan's new retail system, N? 2S+1? 2S+X? House customer service system, etc., to create a safe channel to help customers see cars and buy cars with zero contact. In 22, Changan Auchan will rapidly promote the layout of new channels. At present, Changan Auchan has built 4 "Yunyingbiao" experience centers, covering 86.7% of prefecture-level cities. In addition, nearly 4 new image intelligent terminal exhibition halls have been established. By 222, this scale will reach 1,, covering 1% of prefecture-level cities in China.

sankei.com: What do you think of the development of Changan Auchan brand in the next two or three years?

Wang Xiaofei: In the next two or three years, I think the most important thing is not the sales volume. The sales volume is actually just a result. The most important thing is to shape this brand image, and make my brand value have a deep binding with my target users. As long as you have this thing, what you want, whether you say sales volume, profit or status, is only the result, which means that in fact, it is very important to improve the brand image and value of Changan Auchan in the next two years, and it is necessary to have a wide recognition and recognition among the industry and among the user groups. Our latest brand slogan is called Walking with a Better Life.

On the whole, in the future, I will develop our products for such a part of my target users, and build them according to the users' demands for a better life and based on different car scenes. The young people who just graduated may have a better life by driving a car. After getting married and having a baby, sometimes we will go out for an outing as a family on weekends, and the big family can travel together, so that the better life can be embedded in different scenes.

In fact, the more important pursuit for Auchan brand in the future is not how much sales should be achieved, but how to deepen the value, how to meet the needs of users and make them satisfied.