2021 has just passed, and major car companies have handed over their annual report cards one after another. As a brand with good reputation and sales, Haval has achieved good sales results this year. Many of its models are hot-selling models, such as Haval M6 PLUS. You know, there are many strong players in the domestic SUV market worth RMB 70,000 to RMB 90,000. Haval M6 PLUS not only has to compete with its own brand models, but also with joint venture brands. However, it is not easy for Haval M6 PLUS to stand out.
So, what is the reason behind Haval M6 PLUS’s popularity among users?
Hard strength of the product: Large enough space for installation, smart configuration more convenient Outstanding product strength.
As we all know, space performance is a "compulsory course" for SUV models; Haval M6 PLUS has achieved good scores in this "compulsory course". The length/width/height of this SUV are 4664/1830/1729mm respectively, and the wheelbase is 2680mm. This body size performance is among the best among the same level of vehicles, and it also allows a lot of head, leg and lateral space in the car. It is spacious enough and comfort is naturally guaranteed. While the seating space is excellent, the cargo carrying capacity of Haval M6 PLUS is also remarkable: this SUV has a trunk volume of 808L, which can be further expanded after the rear seats are folded down in a 6/4 ratio. Just as the Spring Festival is approaching, Haval M6 PLUS allows users to go to the mall to "buy, buy, buy" with confidence.
In addition to its impressive space performance, the intelligent configuration of Haval M6 PLUS is also outstanding. This SUV is equipped with a 12.3-inch large central control screen. At the same time, the system operation is smooth, and the UI interface design is user-friendly and easy to operate. Moreover, the car-machine system is compatible with a wide range of mobile phones, and users can easily operate mobile phone functions on the large central control screen. Furthermore, Haval’s intelligent car networking system also provides many functions such as navigation, maps, music and information services, making users’ car life more convenient and efficient.
In addition, the car is also equipped with the iFlytek voice recognition system, which can listen to the owner's instructions at any time, creating an intelligent and comfortable driving environment. It is worth mentioning that the speech recognition success rate of this system is as high as over 90%, and it can basically cover a full range of travel scenarios. The vehicle is equipped with GPS + Beidou dual-mode navigation, which can be updated at the minute level and is very practical, which is very practical for novices on the road.
Soft power of marketing: Cross-border innovative marketing wins praise, and market performance goes further
The hard-core product strength of Haval M6 PLUS lays the foundation for sales performance and makes marketing more targeted. To put it more bluntly, this SUV can achieve excellent market sales, and its innovative and precise marketing strategy also contributes a lot. The marketing strategy of Haval M6 PLUS can be summarized in four directions. The first is to cooperate in depth with Liu Yan to gain recognition from more consumers and fans; the second is to create private domain traffic to achieve the aggregation and positive interaction of target groups; the third is to Through exclusive innovation and other methods, the transformation and sublimation from "M6 PLUS" to "our M6 PLUS" is completed; the fourth is symbolic exclusive rights and interests, realizing the differentiated segmentation of fan groups and creating a "sense of superiority" in identity.
First of all, Haval M6 PLUS has an in-depth cooperation with Liu Yan. Liu Yan has successively served as the "Fragrance Goddess" of Haval M6 PLUS, the star CGO (user growth officer), and settled in Haval Smart Home. As we all know, Liu Yan has a vast fan base. The cooperation between Haval M6 PLUS and Liu Yan has undoubtedly better opened up the fan group, strengthened their sense of identity, and made it easier to win their favor, which will be of great help in increasing its own sales. .
Furthermore, Haval M6 PLUS is committed to creating private domain traffic to achieve the aggregation and positive interaction of target groups. In August this year, Liu Yan also officially entered the Haval Smart Home app to show off his powerful fans. As a gathering place for Haval users to view, choose, use and play with cars, Haval Smart Home has specially opened the "Liu Yan Zone" to allow Liu Yan to interact and communicate more directly with users, thereby achieving the goal The gathering of people and positive interactions.
In addition, Haval M6 PLUS is based on user thinking, invites users to innovate, and has completed the transformation and sublimation from "M6 PLUS" to "our M6 PLUS". For example, Haval M6 PLUS and Liu Yan worked closely together to hold the "Design Innovation Competition" and "Car and Machine Star Voice Pack Innovation" activities, inviting young consumers to jointly create the Haval M6 PLUS Liu Yan co-branded model. Further shortening the distance with users.
Finally, Haval M6 PLUS brings symbolic exclusive rights and interests, realizes the differentiated segmentation of fan groups and creates a "sense of superiority" in identity. The Haval M6 PLUS Liu Yan co-branded model features exclusive body colors, Liu Yan's customized voice pack, and Liu Yan's embroidered signature in the car to create a personalized Liu Yan customized car for consumers, allowing users to experience it at a price of less than 90,000 yuan. The personality charm of "star customization".
Summary
To put it bluntly, Haval M6 PLUS’s product strength is indeed outstanding. Coupled with its starting price of 71,900 yuan, its cost-effectiveness is very outstanding among models of the same level. The marketing strategy of Haval M6 PLUS is precise and innovative, which further enhances its brand influence and sales performance. It has to be said that Haval M6 PLUS is indeed a model of strength + marketing. It is reasonable to achieve breakthrough in the domestic SUV market worth 70,000 to 90,000 yuan.