In the process of going to Chang 'an booth, you have to admit that marketing is king and traffic is in power-you can see that all booths are trying their best to attract people. For example, from the perspective of landscape decoration, under the flower tree built by Nissan, the red leaves are colorful, the cars are beautiful, the green grass is ethereal and quiet;
There is also a decibel explosion, and the crowd is surging. Please ask Hua Chenyu to speak for Volvo. It is worth mentioning that this wave of marketing of Volvo is really standing on the "atmosphere". After 00, the little girl blinked and blinked, and surrounded the three floors outside the Volvo. The horror at the scene is directly reflected in the above picture.
Through the layers of people, I finally came to the Chang 'an booth. The feeling of exhaustion even reminded me of the scene of Moses trudging to the Red Sea in the Bible. But the next moment, I faded again-you can see Changan UNI-K waiting in line for a test ride. Isn't this popularity unreasonable?
But UNI-K is worried.
Why is UNI sequence's new car so popular less than five months ago? Changan's approach is very clever, that is: make products first, and then establish a brand. UNI sequence focuses on high-end brands. How high-end is it? Or how to become a high-end consumer trust?
Chang 'an gave the answer. That is the launch of UNI-T, the first model of UNI sequence, with the pricing range of11.39-133,900 yuan. This price is not "high-end", but it has been listed for 4 months, and it has exceeded 10,000 every month. Its continuous success proves that "this road is feasible". At the same time, UNI-T has made a large number of post-90 s consumers become its loyal fans with its design full of sense of science and technology and youthful sports.
Just like the grey line of grass snake, UNI-T is the first piece of high-end brand in Changan's UNI sequence.
The reason is actually very simple. A newly established brand lacks the trust of consumers, because anyone can draw a pie and the blueprint belongs to the blueprint. Without product support, it is a castle in the air after all. This is a simple fact:
"Its marketing can deceive you, its stunt can deceive you, and its slogan can also deceive you-but the product will not, the market feedback will not, and the real experience will not."
We can say that under the foreshadowing of UNI-T, UNI-K has attracted much attention since its birth. At the same time, it will break through the price of 1.8 million, and it also announces that UNI sequence has officially joined the joint venture field.
In today's market evolution, when incremental competition turns into stock competition, the concentration of the market will tilt to the top. It is imperative for independent brands to "attack". There were cases of Kling and WEY before, and Changan also showed the UNI-K card at this time.
Before analyzing UNI-K, let's look at a set of data-this year/kloc-0 1- 10/0, Changan Group's cumulative sales exceeded 1.5 million, becoming the first car company in its own brand to achieve this result. In this silent battlefield of stock competition, Chang 'an undoubtedly showed strong resilience. As one of the standard-bearers of independent brands, I have the ability and courage to carry it out.
How does UNI-K achieve "high-end"?
First of all, from the naming point of view, UNI is translated into "gravity", full of future science fiction, with the same meaning-the mass producer of future technology. And the design of UNI-K also implements this point well. Remember the first time you saw the concept car Vision at the Beijing Auto Show? V, the design of science fiction, so that the author once thought it was a new energy vehicle, with too many advanced conceptual elements.
Take UNI-K's borderless air intake grille as an example. It breaks the design form of the traditional grille, adopts a parameterized rhombic chamfer, and focuses on the middle logo from four aspects-at first glance, it is really similar to UNI-T's front air intake grille, but there are obvious differences, revealing its own brand logo.
Secondly, UNI-K has its own "personal design". The government has endowed it with a unique spiritual core: K is the new chivalry of the scientific and technological generation, which perfectly combines exploration and responsibility. With the help of knowledge, explore and innovate outward. Perfect control with wisdom, guard inward and be competent. It is not only the forward attraction of peers, but also its solid guardian.
You see, comparing UNI-K to the "new knight" of the "technology generation", has the brand image been established at once?
Not only that, just as the official has repeatedly emphasized "the mass producer of future technology", UNI-K's design language has its own set of exclusive terms.
For example, its headlights are called "starship headlights"; The shape of daytime running lights is called "the trident shape of starship wings"; Even the spoiler at the tail of UNI-K is also called the "Space Shuttle Logo". What is more exaggerated is that the inclined plane design has a very foreign name "V-face".
Finally, in order to create its own "sense of technology", UNI-K should keep up with intelligent interaction in addition to its appearance.
According to the official introduction, UNI-K integrates Iflytek, Feiyu 3.0 voice interaction system, cloud and local hybrid recognition engine, context recognition based on memory model and cross-scene recognition;
General task 100? % voice interaction, deep integration of all functions on the eco-app interface such as Gaode navigation, iQiyi and QQ music can be controlled by voice, and you can say whatever you see.
It even covers movies, food, self-driving, hotels, violations, refueling, car washing, parking and other rich scenes, providing timely and accurate car life services, making travel activities more convenient and efficient.
Write it at the end
Mr. Jia said: upgrading the automobile brand is a difficult problem today. It turns out that independent brands have grown wildly, implemented cheap strategies, and paid little attention to quality and performance, resulting in the so-called "car repair queue". Some brands have basically gone out, such as Zotye and Lifan ... Now they can't survive without paying attention to quality and service. The real problems in the automobile industry are high quality and low cost. It is not easy to improve quality and control cost.
It is true that the high-end of independent brands is always not an easy task, but from products to brands, the pace of domestic brand cars has always been steady and powerful, and the low-end market is small and cruel, and the tide of "upswing" will roll in. We don't know whether the high-end of Changan UNI sequence can be successful, but the road ahead can be expected, and I wish you prosperity.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.