For Lectra, who likes to "challenge everything", the first model won the choice and trust of more than 300,000 users in less than three years. After the initial high-speed running, in the face of the automobile market where many things have changed, the continuous upward movement of Lectra naturally needs more new breakthroughs.
On August 10, the 65438th+10,000 Type 03 rolled off the production line in Zhangjiakou, Ke Ling. Taking this opportunity, Lectra launched three new cars, the Lectra 02/03 Champion Edition and the Lectra 03+ Champion Customized Edition, on the night of Lectra Trend Night, and announced the establishment of the Lectra Performance Car Club.
It is worth mentioning that at the event site, the "domain partner functional area" specially created for users and consumers' innovation was also officially launched on Link APP. Obviously, in addition to the products and technology itself, digital marketing is also playing an increasingly important synergistic role in the development of Link.
0 1
Follow users' digital marketing thinking
"Link was born in the Internet age, and digital marketing is like air to us, so natural and so important." Lin Jie, vice president of Geely Automobile Group and general manager of Link Automobile Sales Co., Ltd., said in an interview with Auto Dialogue.
In fact, in order to meet the ever-changing consumer demand, digital marketing has already become a new topic in the automotive industry. In fact, many car companies have made many attempts in recent years. This epidemic forced enterprises to connect users, distributors and products digitally, and at the same time accelerated the construction of digital experience platform.
On the other hand, users gradually accept and get used to this form. With the continuous improvement of automobile brand service, users will get better and better service and experience offline, and the response will be faster and faster.
Whether at the event site or in subsequent interviews, Lin Jie has always stressed that products are boats, marketing is sails, and word of mouth is the wind. Good user reputation will promote the whole brand to sail better. In his view, where the user's needs are, the leader should be there. We are not a complete industrial enterprise, but we hope to become a user company and a consumer company.
Constantly listening to the suggestions given by users and forming an ecosystem of * * * creation with users is not only the brand concept that Link has been insisting since its establishment, but also the original intention of Link APP and the territorial partner plan.
02
More than 70% users are willing to recommend Kline products.
As an important link between Link and users, Link APP currently has more than 920,000 registered users, with a maximum daily activity of 90,000 and an average daily activity of more than 60,000. Users can not only communicate and interact on it, but also put forward suggestions for improvement involving products, services, user communities and other aspects at any time.
The launch of the territorial partner program is to make use of customers' existing commercial resources, which is more likely to connect more car owners and potential customers and create a greater brand circle culture. Up to now, Link has certified more than 200 territorial partners from catering, parent-child and cultural tourism 10 different industries, covering more than 80 cities. "We don't want to turn our relationship with users into a simple business relationship. After paying, it's over. More is to hope to become partners and connections with users. " ? Lin Jie said.
It is also thanks to the layout and innovation in the field of digital marketing, which not only allows Lectra to have more than 20,000 leading orders in one month during the epidemic, but also gives Lectra users a stronger sense of brand belonging. In this regard, Lin Jie also proudly said: "As many as 7 1% users are willing to recommend the products of Lectra to their relatives and friends, and the redemption and repurchase of Lectra products are becoming more and more obvious."
03
Young is the label of Link users.
In addition to digital marketing, rejuvenation is a "cliche" topic in this era. Many car brands, especially the established car companies, want to rejuvenate their brands. From this point of view, Kelin can be said to be "I am young". Through the performance of the product in terms of face value, configuration, performance and safety, it also shows people its personality, fashion and trend.
According to the interview, among the users of Lectra, the post-90 s users accounted for nearly 40%, and the post-85/90 users accounted for more than two-thirds. Specific to each model, 0 1 is mainly aimed at new middle-class family users; 02 Female users account for more than 30%; Pay attention to performance and strength, and the proportion of male users is high; As for the age structure of 05 is higher, not only young people buy it, but also its mainstream users after 70/75.
Obviously, it is not comprehensive to summarize Kling's users only by "young", and a word "state" should be added. The so-called "young state" refers to a young mind, not limited to a certain age group. As long as you are young enough, you are the target audience of the brand. Lin Jie said: "The Kline brand shows you more young mentality. Its users are confident in their own cognition, have judgment and know what they need. "
04
The high-end electric vehicle market will be launched soon.
At the same time, Link has always adhered to its own value, and constantly introduced better and newer high-value products according to user feedback. For example, the three "Champion Edition" models newly listed this time have been optimized in many configurations and functions according to user feedback. In addition, the brand-new gray-black color scheme comes from WTCR circuit, which not only shows the champion temperament, but also has more texture in visual effect.
"Now the colors are getting richer and richer, but it's not that we imagine which car this color will look good on. The gray of the 03+ champion customized version was jointly developed with the Swedish color management team, which is different from the gray of 05. " ? Kang, dean of Kelin Brand Research Institute, said that it takes a long matching period according to the shape line, size and proportion of each car, and even the shape and color of the exterior lights.
It is not difficult to see that in the product system of Lectra, each product has a clear positioning, which is based on Lectra's accurate insight into market changes and consumer demand. Lin Jie also revealed that Link 06 will be launched in the third quarter of this year, which is a standard-sized SUV in A0+ market segment, and a medium-sized SUV will be laid out next year.
Facing the irreversible development trend of electric vehicles, Lin Jie said: "The real peak of this market is far from coming, because the original pure electricity is more policy-driven, and then pure electricity is more consumption-driven. It turns out that pure electricity may be an industrial vehicle. Occupy a larger market, I think the consumption of high-end electric vehicles will become mainstream in the future. "
According to the plan, Link will release the latest new energy strategy and pure electricity strategy this year, and a series of pure electricity products will be launched at that time. Of course, as for the target, Lin Jie also admitted that Lectra's products are aimed at developing and manufacturing luxury brands in all aspects, and in the future pure electric vehicle market, Lectra will also target its opponents at high-end electric vehicle brands represented by Tesla.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.