From June to June, the automobile retail market decreased by 23% year-on-year. Although the sales data in July and August have picked up, the overall market is still in a chill.
In the fierce market changes, various car companies are seeking all-round opportunities in the constant changes. Changan Automobile is one of the largest independent car companies this year.
"Changan LOGO has changed, hiding a lot of important information; The most important thing is that it indicates the revival process of Chang 'an from the inside out. "Zheng Chen, general manager of Changan Automobile Brand Public Relations Department, said when referring to the change of Changan automobile logo.
Not only the LOGO, but also a series of recent "changes" of Changan Automobile. Zheng Chen said that this is a process of "brand rejuvenation" of Changan Automobile.
In fact, since the beginning of this year, countless automobile brands have shouted various slogans of "brand rejuvenation" during the transformation.
But only Changan Automobile, not only staying in slogan propaganda, but constantly attacking from the sales side, has achieved practical results in "brand rejuvenation".
Like this year? After the listing of Yidong PLUS, the sales volume of Yidong automobile series continued to climb, not only ranking first in the sales volume of self-owned brands frequently, but even once becoming the only independent brand in the top ten automobile sales list. In the field of SUV, the sales volume of CS75 car series is also rising, and the gap with Haval H6 is getting smaller and smaller.
Then, what is the difference between Changan Automobile's "brand rejuvenation" and other car companies, and why can it achieve sales results so efficiently?
In this regard, Zheng Chen revealed the "secret" of Changan brand rejuvenation to Kung Fu Automobile-"For a brand,' brand rejuvenation' should be divided into two parts, one is product innovation, and the other is brand upward."
1, the product is new, starting with the "rejuvenation" of the LOGO.
If there is anything that best represents a car company, it is undoubtedly LOGO.
It is not only an external symbol of the brand of car companies, but also a bridge connecting the soul of car companies and the hearts of consumers.
At the just-concluded Beijing Auto Show, the LOGO change of Changan Automobile was a major event.
At first glance, Changan Automobile's new LOGO seems to have changed little. However, as long as you look closely, you will find that Changan Automobile changed the original LOGO from "thick outside and fine inside" to "thick inside and fine outside" of the new LOGO.
At the same time, the center of gravity of its core "V" is raised to the optimal longitudinal ratio of 0.6 18, in which the angle of the angle is skillfully set to 46.7 degrees (that is, the angle at the intersection of the Yangtze River and Jialing River).
This design looks not only in line with today's flat Internet style, but also more textured.
Zheng Chen said: "In fact, the changes brought about by these adjustments have made the whole brand younger and more fashionable. LOGO and logo design are also flatter and more scientific. "
Quite attentively, Changan Automobile has also developed and designed a brand-new font-Changan Gravitation Body with Founder Font Team.
This font, called "Gravitational Body" by Changan Automobile, adopts the asymmetric design method of "left straight and right arc", which skillfully inherits Changan's brand value, sense of science and technology and caring, and at the same time shows its personality to a great extent.
Zheng Chen said: "When you put the past and present signs together, we can see that they are the products of two different eras, which is also the brand innovation of Changan Automobile has changed from the inside."
In fact, every bid change of car companies in the past means a change.
Behind this, in addition to facilitating visual presentation, it also means that brand products have developed to a new stage and need a new image to match it.
Compared with the current car logo, Changan's new car logo has a more international visual effect after reducing unnecessary complex decorative elements, which is more in line with the trend of younger users and the "new four modernizations" of the market.
At the same time, the logo transforms this "performance". Not only does it mean that its products have reached a new stage, but it is essentially a new manifestation of Changan Automobile's various technology, experience and cognitive changes.
2. Brand building is also a "money saving process" from the inside out.
"From 20 17, when we put forward the idea of the third venture-'Innovation and Entrepreneurship Plan', we made a series of preliminary preparations from the inside out, including system, organization, operation structure, technical reserve and product research and development. Therefore, the changes you see today are actually the result of our long-term efforts. " At the meeting, Zheng Chen said sincerely.
The implication is that the brand rejuvenation of Changan Automobile is not due to the choice of "branding" at this time, but the natural result after a series of preparations.
Zheng Chen said: "A brand is an account. No matter every sentence, every product and everything, we are constantly saving money. "
Today, Changan Automobile's down-to-earth "saving money" on the brand has finally achieved fruitful results.
In September this year, Changan Automobile achieved a sales volume of 205,543 vehicles, an increase of 28.65% compared with 65,438+059,774 vehicles in the same period last year. The cumulative sales volume of 1 0-September 65438 reached 1 370,881vehicle, an increase of 12.0438+0% compared with the same period last year.
Even comparing the whole industry horizontally, the sales volume of Changan passenger car brand increased by more than 10% year-on-year, outperforming the whole industry by nearly 30 percentage points.
Undoubtedly, this is the staged answer given by Changan in the process of brand rejuvenation.
In addition to sales volume, another gratifying achievement is that 55% of the users who buy Changan UNI-T are post-90s owners.
This also means that the overall image of Changan automobile brand has begun to change in the consumption structure and consumer groups, which is favored by more and more young people.
The market performance of UNI-T further proves that the arrival of high-end UNI gravity sequence of Changan Automobile is like putting a "big gold coin" into the "piggy bank" of Changan brand.
According to the plan, there will be five new cars under the UNI product sequence in the next five years, including SUVs and cars.
It is not difficult to speculate that in the future, with the launch of Changan Automobile UNI product series, it will further cover all the market segments that meet the needs of young users, and will accelerate the process of its brand from "quantitative change to qualitative change".
3. Kung Fu is angry
Whether the product is new or the brand is up, Changan Automobile is practicing the process of brand rejuvenation step by step.
As Zheng Chen said, "We need to move up step by step. After all, the brand road needs to be consolidated step by step. "
Those who do often succeed, and those who do often arrive. It can be expected that relying on the third innovation and entrepreneurship strategy, the increasingly perfect and huge new product-oriented system and down-to-earth brand-oriented strategy, Changan Automobile, which dares to break the routine, will soon usher in another bright moment of its own.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.