Baoneng Marketing Promotes The Growth Of C-Terminal Sales In 2020

In 2020, the downward trend of the automobile market will add to the impact of the epidemic situation. For the view of starting from a new start, how to empower products, brands and services in the harsh market and build market competitive advantages is a huge challenge.

Throughout 2020, Guanzhi automobile youth returned, and Baoneng group wrote a wonderful chapter in forging ahead. New models set sail, new products promote growth, new technologies seek the future, new marketing increases stamina, and helps brands return to the mainstream. Guanzhi has stabilized its position in promoting the strategy of brand rejuvenation, found the rhythm, and laid a solid foundation for future development.

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Brand new products are coming as scheduled

After the launch of Guanzhi 5S and Guanzhi 5S dark night hero versions in 2019, Guanzhi will start anew in 2020. After the epidemic situation stabilized, the brand-new product "Ark SUV" Guanzhi 7 arrived on schedule, which sounded the clarion call for Guanzhi automobile to return to the mainstream market.

As the first brand-new model launched by Guanzhi after Baoneng's strategic investment, Guanzhi 7 adopts a new design concept of "square aesthetics". Since then, Guanzhi has a family style design language and a clearer carrier for brand rejuvenation.

At the same time, Guanzhi 7 has realized the evolution of "quality and safety" with full-dimensional safety technology, bringing users ark class driving performance, leapfrog comfort and supreme quality, and has refreshed the value standard of 100000-150000 a + class SUV market with rich technology configuration.

The listing of Guanzhi 7 is a turning point in the development of Guanzhi. It is not only reflected in the bold innovation and breakthrough of the design concept of "square aesthetics", but also in the change of price strategy. The price of 109800-159800 yuan makes more young people no longer flinch. In terms of power, the maximum power output of the 1.6T engine can reach 150KW and the peak torque is 280nm; the maximum power of the 1.8T engine is 170KW and the peak torque is 300nm. It is worth mentioning that Guanzhi 7 has broken the fastest time record of brand new product sales exceeding 5000 units.

In addition, Guanzhi automobile's new milestone concept car will be launched in the world at the 2020 Beijing auto show, creating new species with the forward-looking design method of "coded nature | species". For the first time, milestone concept car presents the aesthetic design of the square boundary in the form of light logo. The four corner day running lamp adopts a right angle viewfinder design. At the same time, the cockpit design fully demonstrates the immersive interactive experience. The front seats can fit with the rear seats, and the IP is full-scale naked eye 3D projection. The brand-new concept and vision of car making are self-evident.

Guanzhi automobile knows well that the powerful product force is the moat of the brand, and Guanzhi is speeding up its progress. According to the plan, Guanzhi automobile will continue to implement the development path of "developing both oil and electricity". From Guanzhi 7, it will maintain the rhythm of launching at least 1-2 new models every year, and by 2025, it will cover cars, SUVs to MPVS, traditional fuel vehicles to new energy vehicles, and A0 to B-class models.

It is worth noting that Guanzhi 7 has landed in the Middle East Gulf market recently. On November 24, Baoneng automobile import and export company signed a strategic cooperation agreement with the exclusive distributor of Kuwait essa auto company. The first batch of Guanzhi 7 will take the lead in entering the Kuwait market. This means that Guanzhi automobile has achieved a major breakthrough in expanding overseas markets and will further promote its development.

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Activating C-end market with innovative marketing empowerment

With the upgrading of consumption concept and the younger consumption groups, it is the general trend to reconstruct the relationship between automobile enterprises and consumers and define a new consumption experience. It is expected to change with the trend, stimulate the emotional resonance of young consumer groups with a younger way of communication, and promote the brand value upward. Taking the listing of Guanzhi 7 as the breakthrough point, Guanzhi takes multiple measures to reactivate the C-end market through innovative marketing.

The launch of a series of marketing activities, such as the launch of Guanzhi 7 cloud, the seven city clock out tour of "instant 7 routes", the "Zhizhi youth" and "Shuo Yin challenge competition" have been carried out to leverage the large communication with a small budget, open the volume and frequency of the front end of the sales funnel, build a strong interconnection bridge between the brand and users, and quickly raise the attention of new cars and brands.

Among them, Guanzhi created Guanzhi 7 theme song of "to youth" with the help of IP of "Youth" to create a unique product memory point of Guanzhi 7, convey Guanzhi's brand spirit and confidence, and establish memory relationship with users. According to the data, there were 370 million times of broadcast of the challenge contest, 390 million related topics were read on microblog, and more than 920000 keywords of "Guanzhi youth" were found on Baidu.

It is worth mentioning that Guanzhi automobile, which has always been low-key, has made frequent efforts in improving brand awareness and strengthening communication volume this year. On September 15, with the further promotion of the strategic cooperation between Baoneng group and China Central Radio and Television Corporation on "brand power project", the TV advertisement of "Guanzhi 7" appeared in CCTV's "Chaowen Tianxia" for the first time, and Guanzhi 7 and Guanzhi 7 landed on CCTV in an all-round way. After the first cooperation in 2019, Guanzhi and Changshu banma continued to take the lead as Changshu in 2020 The International Half Marathon is the only designated vehicle, with a total of 10 Guanzhi 7 escorts.

It is worth noting that 2020 will return to the mainstream market, and the brand volume and product sales volume can not be improved without the in-depth layout of channels. On the basis of revitalizing Guanzhi authorized franchised stores, Baoneng automobile adopts the mode of "direct selling stores". Compared with the traditional 4S store mode, the direct store mode can let the automobile enterprises understand the needs and feedback of consumers at the first time, so as to provide consumers with more accurate after-sales service and carry out automobile aftermarket service.

Thanks to the comprehensive empowerment of Baoneng group, the layout and sinking of Direct stores have developed rapidly. On July 1, 2020, it has opened 108 Direct stores in 57 cities across the country; in September 2020, Baoneng automobile has more than 400 Direct stores. Up to now, it has reached more than 800, covering 80% of the county-level cities in China. It is understood that Baoneng auto Direct stores will grow to 1000, and a direct sales service system covering more than 240 cities in China will be built.

The high-frequency exposure of the brand, as well as the accelerated sinking of sales channels and the extensive extension of tentacles, have reactivated the C-end market. The sales volume of Guanzhi 7 since its listing has been achieved in the C-end market. Guanzhi automobile is making every effort to push the production capacity of new cars to meet the needs of more consumers more quickly.

Common fight against epidemic disease and highlight the responsibility of the times

Only when it is difficult, can we show courage and fortitude; only by tempering can we achieve jade success. In 2020, under the influence of the outbreak of the epidemic, China and even the global automobile industry chain is experiencing an unprecedented test. After the outbreak of Xinguan epidemic, Guanzhi has the courage to take responsibility. At the same time, it has comprehensively coordinated and arranged the work from the aspects of market, sales, after-sales, customer care and other aspects, supported and deployed all aspects of work, and composed songs of life hymns, reflecting the era responsibility of ethnic enterprises.

Be brave to take responsibility and rush to the front line. On January 28, Guanzhi organized 1 million N95 masks, 1.05 million pairs of medical gloves and 63.3 tons of medical disinfectant to rush to the front line. On February 22, Santai Guanzhi 5S set out from Changshu base in Jiangsu Province and made a long-distance attack of 800 kilometers. On the same day, it arrived in Huangshi, Hubei Province, and delivered it to the local epidemic prevention department. On February 25, Guanzhi donated two Guanzhi 5S to the local epidemic prevention and Control Department of Changshu to support the local epidemic prevention and control work in Changshu. Meanwhile, in order to solve the shortage of local medical materials, Guanzhi also donated 350000 N95 masks and general medical masks to Changshu City.

Precise implementation and coordination. After the outbreak of the epidemic, Guanzhi United Baoneng group related industries urgently developed cn95 air conditioning filter elements, and achieved mass production in the shortest time. At the same time, the company actively returned to work and production. In early March, the special activity of "0 yuan upgrade" was launched to upgrade cn95 filter element for the old main vehicle free of charge. As of the end of March, Guanzhi has invested nearly 200 Guanzhi 5S public welfare vehicles for people to travel free of charge, so as to fulfill the social responsibility of enterprises. After the epidemic situation stabilized, the theme activity of "great love and boundless waiting" was carried out for the front-line medical staff to pay homage to the white doctors who were against the trend, and launched the generous car purchase courtesy for medical workers.

Only when the sea flows, can we show the true character of a hero. In 2020, the concept, known as the "new force" of national brands, will have fruitful achievements in market, brand and social public welfare with a pragmatic attitude and innovative spirit. So far, Guanzhi 7 has won many awards such as "fashion technology car of the year", "best quality SUV of the year" and "most expected SUV of the year". The milestone concept car has won "future prospective design · square aesthetics" award and other awards, all of which are recognition of Guanzhi products and brand strength.

From brand, product to market, Guanzhi is based on the concept and practical action of creating value for customers in a down-to-earth manner. It releases innovative vitality in seizing opportunities, and is not afraid to move forward on the road of innovation and development, so as to inject new momentum into future development.

As a pioneer of Baoneng group, Guanzhi automobile, which has withstood the impact of the new crown epidemic and the downward pressure of the automobile market, will meet the surging passion in a more confident and positive state under the strategic guidance of "manufacturing Baoneng, science and technology Baoneng, and people's livelihood Baoneng" In 2021, we will respond to various unknown challenges driven by technological breakthroughs and innovation, promote the improvement of development benefits, achieve greater achievements and create better prospects.