You may not know much about the Chery brand, but when it comes to "Chery, Chery, get in line to get your car repaired," probably 8 out of 10 people have heard this sentence, and it has spread throughout the streets appropriately. Alley. In fact, I think you don't know the true meaning of this sentence. Today I will take you to learn about Chery, the most inspiring car brand in China. Chery was founded in 1997.

How is the quality of Chery cars?

You may not know much about the Chery brand, but when it comes to "Chery, Chery, line up to repair your car", you may 8 out of 10 people have heard this saying, and it's fitting that it's spread all over the streets. In fact, I think you don't know the true meaning of this sentence. Today I will take you to learn about Chery, the most inspiring car brand in China.

Chery was founded in 1997 and is located at No. 8 Changchun Road, Wuhu. It was called Anhui Auto Parts Industry Company at that time. Because Chery did not have car production qualifications at the time, Chery had been building cars in secret for the past few years. In fact, Chery's car-making project was laid out as early as 1992, but the results were not good at that time. It was not until 1995 that Chery hired a person who was crucial to Chery from FAW, who was later Chery Chairman Yin Tongyue, that this situation was able to change.

The conditions at that time were very difficult. I only had 300,000 yuan just approved by the government, which was enough to buy the latest Santana at that time, let alone build a car. So there is no way. Chery's R&D team could only work in a dilapidated blank factory for the first two years, let alone air conditioning adjustments. In the summer, the Nintendo could still carry it, but the computer couldn't stand the heat and kept crashing. In winter, everyone’s hands are covered with frostbite. It wasn't until 1997 that large amounts of government funding actually came. At this time, Chery officially embarked on the road of car manufacturing.

At that time, domestic automobile manufacturing was still a novice, and engines could not be purchased at all. If you can't buy one, you can build it yourself, so Chery spent nearly 30 million US dollars to buy a second-hand engine production line from Ford. It was second-hand, because the new engine would not be sold to you abroad. Even if the Chinese cannot go in and see the assembly process of the entire engine production line, in short, the things can be given to you, but the technology cannot be learned. At the same time, the foreign parties were extremely uncooperative and inefficient, and it took a long time to complete. Finally, in the spirit of never giving up or abandoning Chery, Yin Tongyue decided to lead everyone to do it themselves. Finally, I completed the assembly of the production line myself. In May 1999, the second-hand production line produced the first engine. On December 18 of the same year, Chery's first car also officially rolled off the production line, and it began its rapid development in car manufacturing.

At the same time, problems also arise. When Chery first built cars, it did not have a birth certificate, which is a car manufacturing license. Even if it is built, it cannot be sold directly. To put it bluntly, the cars built are illegal. In order to solve this problem, Chery had no choice but to cooperate with SAIC and obtain production qualifications from SAIC, which was also the price of Chery's 20 shares. Moreover, Chery's own 4S store network had not yet been established at that time, and all maintenance was performed at SAIC's 4S stores. Just imagine at this moment, if SAIC's car and Chery's car come into the shop for repair at the same time, who will the 4S shop give priority to? The answer is obvious. You have to figure out your brand first. It was okay at first, but then Chery's cars caught fire and sales continued to rise. SAIC did not want to cooperate with Chery, and Chery car owners had no place for repairs and maintenance. Only a limited number of Chery's cooperative repair shops can repair and maintain Chery vehicles. When it comes to maintenance, there are only long lines. This is why Chery and Chery are lining up to repair their cars. It is a fact that Chery has a queue to repair its cars, but it is not because of poor quality.

Fortunately, Chery left SAIC and became bigger and bigger. Not only that, we are also committed to the research and development of core technologies. It was only step by step that today's Chery was formed. Car owners who have driven Chery cars must be quite confident in their quality. Take Tiggo 8 as an example.

It is equipped with Chery's newly developed 1.6T and 2.0t direct injection engines, and promises a lifetime engine warranty for all models. Who dares to make such a promise except Chery? Isn’t this full confidence in quality? But because of this inaccurate rumor, Chery inadvertently lost many consumers, and the impact continues to this day. To this day, some people still have this misunderstanding. I hope Chery will do its best in marketing in the future, not just selling ads and selling cars, but at least conveying the most correct information to consumers!

What is the customer value of Chery Automobile?

Against the background of the rise of the younger generation of consumers, the new user-centered thinking is undoubtedly profoundly changing all walks of life and even subverting the original ones. pattern. For example, the impact of new beverage brand Yuan Qi Forest on traditional beverage brands is due to its unique young brand marketing.

The asset-heavy automobile industry is no exception. Whether a car company can think about what users think and serve users in a form that users can understand and like will ultimately affect product sales.

In the new energy vehicle market, a Chinese car company also relied on a series of excellent user marketing tactics to successfully expand its circle and achieve sustained profits, creating a hot model with cumulative sales exceeding 200,000 units. It's Chery New Energy.

How did this car company, which was often exploited by the outside world for its technology research and development in the past, build a user-centered marketing style? How did you successfully win over young consumers in the process?

Build an impression: Appearance is justice, beauty is the right thing

According to a report from a research institute, young consumers aged 64 will buy products because of more attractive packaging. In a word, "value is justice." On major social shopping media platforms, high-value styles such as minimalist style, girly style, and ins style have long become essential elements for many online celebrity products.

The same is true for buying new energy vehicles. In the past, people may have struggled with issues such as battery life and quality, but when a product like Yi has a battery life of more than 400km and has proven its excellent quality with sales, they will naturally focus on face value first, just like other products.

At this time, consumers actually use the elimination method: maybe you are good, but your appearance is worth getting past me first.

It should be said that Chery New Energy's products, especially Xiaoyi, have a good foundation in design. Even today, more than four years after they hit the market, they still look cute and smart. On this basis, Chery New Energy has planned a series of visually appealing marketing actions focusing on the preferences of the younger generation, especially young women, to maximize this advantage of appearance.

The most eye-catching thing is undoubtedly the invitation of Zhang Ruonan to represent Xiaoyi.

Among the young people born in 1995, Zhang Ruonan belongs to the category of "their peak is when they debut". She has made it to the top with her stellar performances in many popular films. What she is most talked about is the image of pure first love in "My Love".

Chery chose her as the brand spokesperson of Yi, which can be said to be a vicious vision. According to statistics, women account for nearly 70% of Xiaoyi’s car buyers. Whether it is a young working woman or a young mother, choosing a girl with a beautiful image as a spokesperson is the same as the beauty of young model advertisements.

Chery has also cleverly integrated color marketing into it.

First of all, in Zhang Ruonan’s endorsement advertisement, the cute and charming appearance of the little ant is also well integrated into her temperament, especially with one mood every day for seven days a week, corresponding to the seven colors of the little ant, Highlighting the characteristics of the product from different dimensions, Little Ant has been transformed from a transportation tool into a big toy that young people of different ages, genders, and professions can't put down.

In fact, in order to cater to consumers’ color preferences, Chery New Energy has not only made great efforts in color, but also further created “Yule Green”, “Wei C Yellow”, “Carmine Red” ", "Liu Yingfen" and other personalized car color names.

The naming of these car colors can be described as unique.

For example, "Yulelu" plays a fashionable homophonic meme among today's young people. It is full of cuteness and at the same time contains the beautiful expression of "happy sharing". It’s very unique and can be eaten by both men and women. Vitamin C yellow is derived from vitamin C that brings vitality and health to life. Both the name and the color are full of vitality.

Carmine Red and Cherry Pink are tailor-made for female car owners.

Focusing on this positioning, Chery New Energy has also specially organized cooperation and live broadcast activities with well-known beauty brands such as Perfect Diary. Inspired by little ants, Chery New Energy gave the guests a beauty makeover.

Even with the theme of pink, she created a "mobile dressing table" full of queen style, which aroused widespread popularity among female consumers.

In addition, Chery New Energy has also jointly launched the "Urban Fireworks Market" marketing plan with Tik Tok, which spans major cities across the country and has reached very high standards for appearance and design specifications. .

Through youthful trends, intense fireworks activities, and the powerful grass-growing ability of short videos, it has attracted countless fans online and offline.

These activities not only spread the smart and cute image of Little Ant to more potential consumers, but also fully demonstrated Chery New Energy's keen marketing sense, excellent planning and implementation capabilities.

Lift innovation: be willing to participate in expressing your true self

Such planning and implementation not only reflect the "eyeball" marketing level online, but also offline, Chery New Energy and The young users who are willing to express their true selves "mingle and play" are equally impressive.

With Antee as the core link, Chery New Energy has created the Antee time series of innovative activities, including Antee Park Ant Pink Carnival, Antee Fun National Modification, Antee Star Fun Experience, Antee Love Charity Activities, etc. . It attracts countless young consumers with its sense of participation and colorful activities.

The earliest influential charity activity was Antee Love.

In the past, the younger generation, centered on only children, was once labeled as "selfish" and "homebody". In a public welfare participation report for young people released this year, more than 90% of the respondents participated in public welfare activities including environmental protection and energy conservation, community services, poverty alleviation and disaster relief, and 50% of them even said they "regularly participate."

In fact, this is a very good window into the inner world of young people. Facts have proven that the younger generation is neither selfish nor autistic.

They grew up in the era of rapid development of the Internet. To the outside world, they are precocious and are not satisfied with one-way information acquisition, but hope to participate deeply in all aspects of society. This is the best way for them to find their sense of self-existence.

In order to arouse the resonance of this type of consumers, Chery New Energy began to carry out public welfare activities such as Trunk Library and Minqin tree planting as early as 2017 after the launch of Xiaoyi, and has continued to expand , attracted the enthusiastic participation of many young consumers.

This brand new activity breaks through the single new style of car benefits and self-driving tours in the past, making the activity more engaging and valuable. At its core is the concept of collaboration with users, which is also reflected in the other three Antee campaigns.

For example, in Antfuen’s nationwide modification activities, Chery New Energy launched a modification creative competition to bring excellent plans into reality and created a series of products such as low-tide running, video game small print, and large-scale off-road. A series of stylish Ant modified models. The goddess dressing table idea mentioned earlier also came from users.

These offline activities also have their own exclusive title - Anti Park Ant Powder Carnival.

Chery obviously knows that apart from its products, its biggest advantage is the hundreds of thousands of users it has accumulated, especially the 200,000 "Yi fans" of Xiaoyi.

Therefore, in this offline social event called "Ant Fan", they fully mobilized the power of ant fans in Jining, Wuhu, Shanghai and other ant powder gathering places, and successfully detonated it at the Xiaoyi 200,000 ant fan launch conference.

From the creatives to the guests to the hosts, the protagonists of this conference are all users. Chery New Energy invited owners of Little Ant’s 1st, 50th, 100th, 150th and 200th vehicles. Instead of inviting them to watch the press conference and becoming key personnel in different aspects of the series of press conferences, one of them announced the price of the new car at the same time as Zhang Ruonan ***.

In addition, Chery New Energy also carefully organized Antestar activities based on interesting product experiences and factory open days, allowing users to fully enjoy the fun of participation and creation, and in their circle of friends Through forwarding and word-of-mouth introduction, the secondary spread of products and brands is naturally achieved.

Chery New Energy obviously hopes that through these participatory activities, users can spend a happy time with Ant, thereby subtly strengthening the happy attributes of the brand and generating more excitement with young consumers. . Judging from the actual effects, these activities have indeed strengthened the intimacy between users and Angte products and Chery New Energy brand.

Promote individuality: I am my unique fireworks

In addition to grasping the appearance and spreading word-of-mouth among users around Ant fans, Chery New Energy can continue to attract young consumers, and it also It is related to the powerful ability to "break the circle".

Nowadays, a series of emerging brands are emerging in various fields of food, drink and entertainment. The logic behind them is the personalized consumption concept of young people.

In addition to the aforementioned Yuan Qi Forest, there is also the Internet celebrity ice cream brand Zhongjie 1946, which gives ice cream, a snack with a strong sense of the times, a "young and fashionable" personality. Although the price is not low, it is still sought after by countless people.

In fact, young consumers also have similar personalized needs when buying cars. They no longer pursue street cars and pursue the same aesthetic. When they buy a car, they have a strong impulse in their hearts to buy a car with personality, not just a product coming off the assembly line, although this impulse cannot be satisfied most of the time.

Chery New Energy is obviously keenly aware of this impulse.

Through a series of in-depth cooperation with trendy brands, Chery New Energy has successfully completed the "11 gt; 2" cross-industry cooperation.

There are not only joint posters and customized car stickers launched with popular snacks and delicacies such as Yuan Qi Forest, Zhongjie 1946, Sweetheart Life, Little Pepper, but also well-known zodiac KOLs such as Uncle Tongdao* **Co-created Weibo activities, e-commerce live broadcasts, 12 signs posters, and joint live broadcasts with beauty brands such as Perfect Diary and Little Odin.

These actions have enabled Xiaoyi and the Chery New Energy brand behind it to continuously gain traffic from outside the automotive industry circle, successfully break through the outside world, and ultimately make a large number of young users interested in Chery New Energy's products and The brand generates strong interest and becomes a potential customer.

According to the Baidu Index of the same level, through this series of online and offline publicity and promotion, the search volume of Xiaoyi’s 200,000 ant fans hit a record high on the day it was launched, which shows the high search volume.

Regarding these innovative cross-border marketing and modification activities, user feedback is also very positive. Many netizens have been circled and have a strong interest in the products.

Creating wonderful things: living happily is the most important thing

Whether it is the pursuit of appearance, the desire to participate, or the release of personality, it can be said that the younger generation pursues "happiness" the embodiment of philosophy. In their view, the excellence of the product itself is only the foundation, and interesting content and purchasing experience that are happier and warmer can truly attract their attention.

This consumption concept has brought huge challenges to the traditional content production model of automobiles.

In the past, most automobile manufacturers, including Chery New Energy, did not mass-produce marketing communication content themselves, but more often purchased advertising or marketing content from third-party companies.

The problem is, many times, they don’t really create content that suits their users’ preferences.

Chery chose to break.

In order to launch content according to user preferences in a timely manner, Chery New Energy has established a dedicated new media operations team around short videos and live broadcasts, which has significantly improved the ability to grasp consumer appetites and the speed and quality of content creation.

For example, the "Body and Food Blogger Seesaw" video produced by Chery New Energy's new media team not only avoids boring theoretical explanations, but also fully conveys the advantages of the product by visualizing profound lightweight technology .

From this program, we can also see the unique advantages of our team in creative design, material preparation, etc. After all, if it is outsourced to a third party, it will be difficult to achieve a single lightweight body material.

For the last mile of contact with consumers, that is, the dealer team, Chery New Energy provides them with continuous training and support, guiding each salesperson to shoot their own products in the most down-to-earth way The self-media dissemination of content has formed a single spark that can start a prairie fire.

On the basis of producing its own content, Chery New Energy also continues to cooperate with external platforms such as Tik Tok to introduce interesting content to consumers, and through perfect customer acquisition process design, ensure that consumers From learning to consulting, to store exploration, to final purchase, you can experience the most personalized content and services, and finally happily take Little Ant into your pocket, realizing a closed loop of the entire marketing process.

Summary

There is a famous saying in "The Little Prince": The sense of ritual is to make one day different from other days, and one moment different from other moments.

This may explain why today’s young people always pursue products with higher value, activities that can release their personality and sense of participation, and even more interesting advertisements, because these can bring them rituals in life. Sense of life makes the meaning of life not only busy work, but also happiness.

From this perspective, Chery New Energy’s success in user marketing, which continues to gain more than 200,000 users and an expanding Ant fan base, is precisely because it adheres to the user perspective when outputting content and focuses on young users. We plan creative and participatory activities in life scenes that are closely related to life, such as food, clothing, housing, transportation and shopping.

These also show us a significant change in Chery New Energy’s business philosophy, that is, on the basis of insisting on technology research and development and product creation around user needs, we have learned how to use users to understand and be willing to participate activities to achieve maximum creation and sharing with users, and ultimately complete the implementation of user thinking at the marketing level.

Driven by this new business philosophy, Ant's acquisition of 200,000 users is obviously just the beginning. Chery New Energy's future path will surely be more exciting. How is the quality of Chery cars @2019