Wuling English advertising slogan

Editor | Yang Guang

Production | automobile production

"Wuling will build whatever the people need." This time, people need SUVs.

So, Wuling brought the first SUV-Silver Label-Chen Xing.

If Capgemini, the first model launched after SAIC-GM-Wuling released the global silver standard in May last year, is still a breakthrough in the MPV field that Wuling is best at, then Star is another effort for Wuling to transform into the mainstream market with standard SUV models.

But people need more than SUVs.

So on the night of Wuling brand, we met Zhou Xun, the global spokesperson of Wuling brand, and Ling OS intelligent ecosystem, a Wuling with a different impression from the past.

Zhou Shuo, deputy general manager of SAIC-GM-Wuling Division, said: "In the past, Wuling mainly focused on hardware and functions, but from now on, it should pay more attention to quality and ecology."

From an App of Lingling Gang to an ecosystem of Lingling OS, behind the evolution of Wuling around the intelligent ecosystem is a brand-oriented heart.

From Wuling to Baojun to Xinbaojun, SAIC-GM-Wuling has made various attempts around the brand, and the hot words in the market are talked about almost every time.

But this road is still dangerous.

It seems that the current stars and Ling OS are still playing young and smart cards. But in fact, the core change is that Wuling began to try to touch its own people.

Zhou Xun explained Wuling's brand-new concept of "the more driven, the more vivid": "When you are passionate about what you are doing, you will have energy inside."

A complete and emotional answer also makes everyone's mind emerge with their own Wuling.

Behind the stars, there are different Wuling.

What is Wuling in your impression? ?

Is it the color of Hong Guang mini electric car? Or the struggle of Wuling Hong Guang? But what you see from the stars is another color.

Zhou Shuo said: "In the past 30 years, the Wuling brand has never given up the pace of progress. In the face of the new energy tide, the explosion MINI EV was built, and the sales volume of Capgemini 10 exceeded 80,000 units. " ?

Stars are a step forward.

Wuling positioned it as "the world's first strategic SUV of Wuling brand", which shows the high hopes placed on it. Star wants to help Wuling find a new growth point in the SUV Red Sea market, and build a higher quality, more mainstream market and younger Wuling brand on the basis of 20 million+users.

Star continues Capgemini's design concept, making it "the SUV that people need most", focusing on high cost performance, comfort, sense of space, quality and intelligent experience. It can be said that it is an SUV that meets market standards. ?

But the stars don't stop there.

For example, changes in details. The designer chose a body color with relatively low saturation for the star, and at the same time gave it names such as bright moon, frost and blue sea of clouds, which made the star more culturally attractive and low-key and gave consumers spiritual satisfaction beyond the product itself.

The second row of car 130 adjustable seats, panoramic sunroof, 256-color ambient lights and other designs also meet the basic car needs of consumers at this price, while enjoying a little more.

The more important change is the fully upgraded Ling OS Linxi system, which will gradually cover all Wuling models in the future.

According to Wuling's description, LingOS Linxi system is a smart ecosystem that closely connects with cars, people and life through services, realizes efficient data integration, seamlessly covers the whole scene of users' travel, entertainment, social interaction and car use, and is constantly iteratively updated to accompany users to grow up at all times.

Perhaps the words "intelligence" and "ecology" are not new in the automobile circle, but they may have a deeper understanding for Wuling, which launched "Lingling Gang" five years ago and made this App the industry benchmark.

The re-launch of "Lingling Gang" was successful precisely because it brought tangible value to Wuling car owners. There may not be Weilai high-end, but preferential car maintenance and rich mall products are real money and silver benefits for Wuling users. ?

Ecology, it is easy to say "high", but it is not easy to really "ground".

Maybe you can't see many subversive innovations on Ling OS system, but Xiaowu, a car assistant with remote control, non-inductive payment and customized pictures &; Xiaoling ... These functions are to enhance the car experience for car owners.

For Wuling, this is also a big game of brand upgrading. The construction of Ling OS system means that the user operation and digital system construction have been upgraded in an all-round way, which directly connects users with enterprises. On this basis, the future marketing, user service and experience will have a broader imagination and play space.

In a sense, from "Ling state" to "Ling OS" is the transformation of Wuling from "tool car" to "life car".

Get up again

Whether it is inviting Zhou Xun to be the global spokesperson of Wuling brand, or the Wuling brand night conference held in Wuzhen, or the China classical poems and the scenery and design of the stage that are constantly pouring out in Zhou Shuo's speech, Wuling is trying its best to present a different image. ?

Despite the past attempts from Baojun to Xinbaojun, the rising road of SAIC-GM-Wuling was not smooth, but the dream never gave up.

The performance of Wuling Capgemini in the past year and the road that Wuling Yinbiao is exploring may be new hope.

Zhang Yiqin, Brand and Marketing Director of Wuling Brand Division, said: "More than 75% of consumers chose the flagship model with the price of 1 16800 yuan, which helped Wuling brand realize the' broken 10 project'." ?

Compared with traditional market cognition, Wuling Hong Guang and GL 865438+ million MPV market are actually full of challenges, but with the concept of "four big seats", Capgemini has found its own space in this market segment.

Zhang Yiqin said: "This has brought us a lot of inspiration. We can do our best around the demand point focused by a user, and we can also find our own blue ocean opportunities in the Red Sea market. "

Chen Xing's task is to find its own blue ocean in the mainstream SUV market, become a star product, drive Wuling's brand image to continue to transform into the passenger car market, and open a development channel for more silver-labeled products in the future.

Brand night, Wuling also released the global silver standard 2.0 strategy. Zhou Shuo said: "We pay more attention to quality and ecology. The core of quality is strength, and the core of ecology is communication. The highest level of communication is tacit understanding. "

Ling OS is a new bridge for Wuling to communicate with users.

The rising road of SAIC-GM-Wuling in the past is full of challenges because it is difficult to establish a brand-new brand in the Red Sea market, which has been occupied by joint venture brands and independent brands.

But in contrast, as a brand with more than 20 million users, their future consumption upgrade needs are actually easier opportunities.

Wuling hopes to establish a super account Ling ID through Ling OS, so that it can establish 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 the brand upgrade of Wuling.

With the help of Ling OS, Wuling also has the opportunity to revitalize more "fan users", so that the brand excitement brought by masks and snail powder will be precipitated and transformed, becoming a breakthrough in brand offensive and sales.

Write it at the end

Many people have questions. Why did you choose Zhou Xun as the brand spokesperson? Zhou Shuo said: "Some things look at this year, and some things look at ten years. Let's watch it a little longer. "

Maybe in the past, it was difficult for us to associate Zhou Xun with Wuling brand, but she said on the billboard, "My father likes Wuling very much, too." Another moment will connect Wuling, Zhou Xun and every ordinary Wuling user. ?

From masks to snail powder, to stalls and Hong Guang MINI EV, Wuling has created too many topics in the past two years, and has also shaped itself into a brand full of fireworks.

And the stars let people see the other side of the colorful Wuling. This is a word full of beauty and imagination. Everyone has his own "sea of stars".

The person who returns to himself may be the biggest change and opportunity in the era of Wuling Yinbiao 2.0.

As for the result, let's leave it to time to present.