However, although there are many latecomers, there are very few who really make achievements and form their own brand characteristics.
165438+ On the media day of Guangzhou Auto Show on122, when we interviewed Lin Jie, vice president of Geely Automobile Group and general manager of Link Auto Sales Co., Ltd., Link APP was also one of the highlights he introduced to us.
For a long time, on the road of the rise of China brand, Kelin is famous for its distinctive features. Then, when this unique brand is building an APP, what will be different or worth learning from its thinking?
In Lin Jie's view, the slogans of "born in the world, open and interconnected" and "leading, not just cars" emphasized by Link are first reflected through APP.
0 1.APP, a bridge between car companies and car owners.
According to Lin Jie, at present, Link APP has accumulated 600,000-700,000 users and has a monthly activity of 76,000. Perhaps this data is far from the APP of many Internet products, but for a car brand, especially a brand-new brand with a total of 230,000 car owners, this figure is still meaningful.
More importantly, simply downloading numbers is not the ultimate pursuit of automobile manufacturers. How to connect car owners/potential car owners and car companies through APP to generate regular interaction, so that users can recognize the brand and enhance brand loyalty is the proper meaning.
Similar to Weilai APP, which is considered as a model of car companies' apps, and Lingling Help APP of Wuling, on LINK APP, users can learn about the purchase and use policies of new cars, make an appointment for a test drive or even book a car; You can also see the latest information of Lectra, the car reports of various car owners, and sign up for official offline activities. The owner can also connect the mobile phone with the car machine through the APP, check the vehicle status through the mobile phone and carry out remote control; Appointment maintenance service, online grading service.
In addition to these regular contents, the peripheral products in Link APP Mall are also unique, corresponding to links with "trend" and "fashion" labels. Co-branded clothing, concept creation and digital products, which are more popular among young people, occupy the mainstream.
Link APP interface According to Lin Jie, in recent months, the monthly sales of peripheral products on Link APP have reached nearly 3 million yuan, and the annual sales have exceeded 20 million yuan. Although this is not an independent business at present, this data also shows that the deep interaction and partnership between Link and users has been initially established.
In addition to these regular sections, in order to improve the user stickiness of the APP, according to Lin Jie, Link also opens up online and offline by providing benefits, so that more people can "play together".
"We put forward a concept called' territory'. If you are a Lexus owner and have your own industry, and you are willing to share this resource with Lexus owners, for example, if you open a coffee shop where all Lexus owners can enjoy discounts, then you can apply to become a' territory' of Lexus. "
In Lin Jie's view, this form can stimulate users' participation more than simply posting on the forum. Just as Lectra emphasized in the slogan of "born in the world, open and interconnected", Lin Jie said that through this open form, they hope that car owners can really participate in the brand development of Lectra and "make Lectra a high-end brand with temperature in the eyes of consumers".
02.APP, the most powerful and effective database for car companies.
Speaking of letting car owners participate in brand development, an example mentioned by Lin Jie in the interview is impressive.
When Link 0 1 was first published, many car owners expressed strong dissatisfaction with the automobile engine system. At that time, because Linklater was positioned as a global brand from the beginning, its in-vehicle system, like many foreign brands, adopted the advanced American Linux operating system and Nuance speech recognition technology.
However, although the whole set of car machines is evaluated as the most advanced car machine system in Europe, in China, because there are few enterprises adopting Linux operating system and few APP suppliers, the subsequent update and upgrade speed is also very slow.
After receiving these feedbacks, Link switched to Android operating system and adopted Iflytek speech recognition technology, which optimized Chinese speech recognition and improved the openness of the system.
This is actually just a small example of lectra adjusting its products according to user feedback. Thanks to the gathering of many car owners through the APP, Link can obtain the real feedback data of users in the most direct and effective way.
For example, according to Lin Jie, in a previous product satisfaction survey, Lectra screened 600 effective improvement suggestions from the replies of APP owners in one day, and about half of them were fed back to product design and manufacturing. In the past, this was equivalent to the work of a professional investigation company for half a year, and the authenticity of the results was not counted.
For another example, now you can check the praise of all 4S stores and even the praise of every salesperson in Link APP. According to these data, consumers can decide which 4S shop to reserve and even which salesperson to contact for car purchase and service. Car companies can also directly understand the service quality of 4S stores through the car buying experience of real car owners.
Before the birth of the APP platform, consumer-related data were scattered in various terminals, and it was difficult for car companies to completely collect them for big data analysis.
Previously, Gao Le, president and CEO of BMW Group Greater China, once cited an example: "In the past, when the OEM docked users, different departments such as new cars, used cars, finance and after-sales gave users different" IDs ",but too much contact led to high communication costs for users."
Now, through platforms like APP, data collection becomes easier.
Moreover, with the development of mobile Internet, more and more consumers are accustomed to obtaining information from the Internet. Perhaps in the future, when a person wants to buy a car, the first thing that comes to mind may not be going to a 4S store, but taking out his mobile phone and downloading the owner's APP to learn more.
These are the reasons why more and more car companies build apps and open digital service platforms.
Take luxury brands that have always been famous for their services as an example. In mid-June, Yue Ling Digital Information Technology Co., Ltd., which was established by BMW alone, was officially listed, with the purpose of promoting BMW's transformation to a "customer-centered" digital road. Mercedes-Benz also adjusted the management structure of Beijing Benz Sales & Service Co., Ltd. as early as the end of 20 18, and established the "Online Sales and Data Management" department; Audi also plans to set up FAW-Audi Mobile Travel Service (China) Co., Ltd. in China to serve the digital and travel fields.
However, unlike the increasing sales of luxury cars in recent years, the digitalization progress of these car companies has not been greatly promoted. According to our previous survey, most of the news about "digitalization" of these car companies stayed at the beginning of their establishment, and the speed of promotion did not seem to be satisfactory.
Previously, Yang Hongze, the chairman of Chelian Tianxia, drew an architecture diagram of automobile production and production, showing the difference between Weilai, an internet car company, and traditional car companies: unlike traditional car companies, Weilai established an organizational structure around users, and all links were user-centered.
Comparison of organizational structure between internet car companies and traditional car companies For traditional car companies, how to realize the cooperation between various departments from pre-sales to after-sales and realize the docking and unified export of data requires not only the support of technical platform, but also the optimization and adjustment of internal structure.
It is really difficult for enterprises with 5 million and100000 car owners to complete the transformation of automobile sales service process by using mobile internet, thus creating higher efficiency and better customer experience.
As a new brand, and it is obviously accompanied by the mobile Internet and the new four-modernization gene of automobiles, Kling may be more flexible in the optimization and adjustment of internal structure. More importantly, because the accumulation of car owners has just begun, you can make your own system and car owners community grow synchronously with the increase of car owners.
On June 28th, version 165438+2.0 was officially updated. In order to cooperate with the arrival of Lectra 0 1 PHEV/HEV, Lectra 02 PHEV and other models, this version of Lectra APP has added more interesting and participatory contents such as fuel consumption competition and pure electric mileage competition.
In the future, with the increasing number of Lexus models and the increasing number of Lexus owners, the functions and functions of Lexus APP will be further strengthened.
As Lin Jie said, "there are opportunities for car companies to do APP", and I also hope to lead this brand that did not take the usual path at the beginning of its birth, and it can also bring more thoughts to the industry in terms of user service and digitalization.