In the post-epidemic era, youthfulness is still the key word of China automobile market, and it is also the marketing slogan constantly shouted by automobile enterprises.

For example, not long ago, SAIC-GM-Wuling Xinbaojun brand held a theme of "Rejecting Uncle Taste, BE? Young "does not hide the desire for youth.

On the topic of youthfulness, the commentary article "Perhaps, the deterioration of the automobile market began with" discrimination "against middle-aged people/youthfulness? |? Farewell 20 19 involves. We believe that the deterioration of the automobile market may begin with rapid rejuvenation and "discrimination" against middle-aged people.

To some extent, Xin Baojun doesn't seem to care about the problem of "discrimination", and even seems to be more "simple and rude" in this new car marketing communication. So what is the effect?

Why "reject uncle's taste"?

The car was the first car to enter China. Over the years, the overall design has become more and more homogeneous. In order to show their individuality, many car companies have carried out too many unnecessary overlaps on the basis of the original model design, such as fancy headlights, messy lines and various complicated shapes. This makes the overall style of the car more and more moderate, but it is also more and more greasy, which is what Xin Baojun called "uncle flavor".

In order to cater to young people's preferences and "reject uncle taste", Xinbaojun RC-5/RC-5W tries to break the greasy sight of traditional cars and interpret Yan value pragmatism.

Whether you admit it or not, regardless of age, we all have more or less control over the face value and are willing to choose products with more beautiful appearance. This is especially true in the eyes of a new generation of users. Yan value is justice, and good-looking is the last word.

Less is more, and it is the design concept that Xinbaojun wants to convey to strike a balance between functionality and personality skillfully.

For example, in terms of design, RC-5/RC-5W adopts upper and lower split headlights, star matrix air intake grille and LED daytime running lights on both sides, which highlights the combination of new Baojun technology and pioneer design. In addition, the RC-5 adopts a slip-back design, and the RC-5w presents a rare wagon shape, which meets the dual needs of consumers for body posture and luggage space.

In the interior design, RC-5/RC-5W is different from the traditional car and adopts the theme of transverse penetration. From the shape of the center console to the distribution of buttons, it is designed around the driving position. On the decorative part, RC-5/RC-5W is equipped with an integrated air outlet, which is hidden between the instrument panel and the decorative part. It is different from the traditional very complicated functional air outlet and realizes the balance between function and design.

If Yan value is the first meaning of "rejecting uncle taste", then turning the interior space into intelligent mobile space is an important plus item for RC-5/RC-5W to attract young consumers, and it is also an important indicator that distinguishes the two new cars from functional vehicles.

“Siri？ Xin Baojun can do whatever he can. Just like Iron Man has his Jarvis, we hope that the new Baojun? RC-5？ And then what? RC-5W？ You can also be your exclusive Jarvis. " At the tasting meeting, Xie, director of brand design of Xinbaojun, said.

Therefore, RC-5/RC-5W not only provides basic intelligent voice wake-up function for car owners, but also brings many humanized services. For example, if we forget the car keys, we can unlock the car by shaking the phone gently. When there is traffic jam, you can also turn on the air conditioner at home in advance, control the sweeping robot, chat with WeChat by voice, grab red envelopes and so on.

"Intelligent driving system, although not standard, has the highest equipment rate at this price and market segment." According to Han Dehong, brand communication director of Xinbaojun and administrative public relations director of SAIC-GM-Wuling, both new cars have at least L2-level assisted driving functions, including full-speed adaptive cruise system, AEB automatic braking system, lane keeping and other functions.

He said that Xinbaojun will take intelligent networking as a breakthrough to create a competitive advantage. Judging from two new cars, RC-5/RC-5W, Xinbaojun added the element of "beauty" on the basis of "wisdom" and bid farewell to functional cars, thus refusing to be greasy and "rejecting uncle taste".

And push yourself.

To some extent, behind the product theme of "rejecting uncle flavor" for RC-5/RC-5W, Xinbaojun is also forcing itself to reject the "uncle flavor" in Baojun system, thus realizing selective inheritance and innovation.

From the birth of the brand last year to more than a year now, plus these two new cars, the new Baojun brand has seven models, covering all major market segments of cars, SUVs and MPVs. Starting from RC-5/RC-5W, Xinbaojun brand has made new plans and actions for its product line.

First of all, in terms of product launch, Xinbaojun is the first to release two new cars, a car and a station wagon. Compared with other brands horizontally, such a two-car combination is rare. After all, in China, the station wagon market has always been a tepid market segment.

But for Xin Baojun, the situation is different.

Because in the traditional Baojun product system, the station wagon has always been a basic market. For example, Baojun 20 18 launched 3 10w, and its sales volume has exceeded 250,000, ranking among the top in domestic station wagon sales. Moreover, in the big data of Xinbaojun's hundreds of thousands of user groups, travel has always been in the top three of interest labels.

"Based on the situation of 3 10w and big data analysis, in fact, there is still a market in the market segment of station wagons as long as we are properly positioned." Han Dehong said in an interview with a routing agency, "Since there are no competing products, it means that this is a blue ocean market. If you use the user's tag interest to explore and guide, it may have unexpected effects. "

Judging from the positioning of RC-5/RC-5W, after the subsequent official listing, the overall guidance price range is likely to focus on 7-65438+ 10,000 yuan, slightly lower than RC-6? The price range is 8.48-124,800 yuan.

For two new cars, RC-5/RC-5w, RC-5 can be aimed at young people born after 1990s who like to be young, dynamic and upgrade their consumption, while the classic wagon model of RC-5w is aimed at people who love to travel and have feelings. The complementary positioning of the two cars can fill the gap in the compact car market below RC-6.

Secondly, in marketing strategy, Xin Baojun did not stick to traditional routines. For example, in this tasting, Xin Baojun invited Song Gang, a photographer signed by National Geographic Chinese Network, Alasow, a well-known travel blogger, a master of science and technology, and Pang Bo, a "talk show king", to help out across the border. In youth marketing, he has gone further than before.

Judging from the results, the new Baojun's strategy of "rejecting uncle taste" can be regarded as initial success. After all, in the price system, compared with the trading market of Baojun brand, Xinbaojun has been carved up.

"At present, the starting price of our RS-3 is 72,800 yuan, and the highest price is the highest price of RS-5135,800 yuan. Judging from the transaction price of hundreds of thousands of cars we sell, the main price range of Xinbaojun at present is 7-130,000 yuan. " For the terminal transaction price, Han Dehong added, "The mainstream price range of RS-3 is 7.

According to the report of the Routing Agency, the theme of "Rejecting Uncle Taste" newly launched by Xinbaojun is quite innovative, but there are still three problems on the road of brand development:

First, the definition of rejuvenation that Xin Baojun wants to express is somewhat vague. Do you mean age or mentality, or both? Will one-sided "rejecting uncle's taste" directly convince some potential consumers?

Secondly, Xinbaojun's products are intensively launched. Although a cross-border attempt has been made in this tasting activity, in the process of communication with the media and even users, product function points and product attributes are still the mainstay, lacking more direct and multi-line feedback channels.

Thirdly, in China automobile market, SUV is still a hot spot in the market. Although the auto market has picked up, due to the increasingly fierce market competition, many car companies even gave up the car business directly. At this time, is it appropriate for Xinbaojun to bet on the car and station wagon market at the same time?

Moreover, for Xinbaojun RC-6, the data of monthly sales 1000 vehicles is not outstanding. Even if RC-5/RC-5W has a more people-friendly positioning and a blue ocean of station wagons, it is still difficult for Xinbaojun to promote the sales base.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.