On the first day of Guangzhou Auto Show, the author received a message from the leader-UNI-K remember to pay more attention, and many people asked me about it. The author paused for 9-11 seconds. First, he created a time difference when he was busy with his work and didn't have a chance to look at his mobile phone. Then he quickly replied: Received, don't worry! We are on our way to the Chang 'an booth in Hall 3.2, and then we will take more materials back.

in the process of going to Chang' an booth, you have to admit that now is an era when marketing is king and traffic is dominant-you can see that all booths are trying their best to attract people. For example, from the scenery decoration, under the flower tree created by Nissan, the red leaves are colorful, the cars are beautiful, and the green grass is ethereal and quiet;

There was also a decibel explosion, and the crowds were surging. Please invite Hua Chenyu to speak for Volvo. It is worth mentioning that this wave of marketing of Volvo really stood in the "atmosphere". After 11, the little girls' eyes blinked and blinked, and Volvo was surrounded by three floors inside and three floors outside. The horror of the scene is directly shown in the picture above.

After crossing the sea of people, I finally came to the Chang 'an booth, and the feeling of exhaustion even reminded me of Moses trekking the Red Sea in the Bible. But the next moment, I faded again-you can see that Changan UNI-K is being queued for a test ride. Isn't this popularity unreasonable?

but UNI-K has attracted so much attention.

why can a new car launched by UNI sequence, which was born less than 5 months ago, be so popular? Changan's approach is very clever, that is: make products first, and then establish brands. UNI sequence focuses on high-end brands, how high-end? Or how to become a high-end that consumers trust?

Chang 'an gave the answer. That is the launch of UNI-T, the first model of UNI sequence, with a price range of RMB 1.139-1.339 million. This price is not "high-end", but it has been on the market for 4 months, and it has exceeded 11,111 every month. Its continuous success proves that "this road is feasible". At the same time, UNI-T has made a large number of post-91s consumer groups become its loyal fans with its design full of science and technology and youthful sports.

Just like the grey line of grass snake, UNI-T is the first chess piece laid by Changan to lay out the high-end brand of 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 truth:

"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, and at the same time, it may break through the price of 1.8 million yuan, which also declares 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 Linke 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-from October to October this year, Changan Group's cumulative sales exceeded 1.5 million vehicles, becoming the first car company in its own brand to achieve this result. In this silent battlefield of stock competition, Changan undoubtedly showed strong resilience. As one of the flag bearers of its own brand, Changan has the ability and courage to make this attempt, and thus UNI-K was born.

how can uni-k achieve "high-end"?

First of all, from the naming point of view, UNI is translated as "gravity", which is full of the flavor of future science fiction, and its implication is the same-the mass producer of future technology. And the design of UNI-K has also well implemented this point. Remember seeing the concept car Vision for the first time at the Beijing Auto Show? V, the sci-fi design, 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, which breaks the traditional grille design form, adopts diamond chamfering in a parametric way, and focuses on the middle logo from all sides-at first glance, it is really similar to UNI-T's front grille, but it is obviously different, showing 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 technological generation, which perfectly combines exploration and responsibility. With the power of knowledge, explore outward for innovation. Perfect control by wisdom, guard inward, and be competent. It is not only the forward attraction of its peers, but also its solid guardian.

you see, comparing UNI-K to the "new knight" of the "technology generation", is the brand image established at once?

not only that, but also, just like the "mass producer of future technology" repeatedly emphasized by the government, the design language of UNI-K has its own set of exclusive terms.

For example, its headlight is called "Starship Headlight"; The shape of daytime running lights is called "Trident Shape of Starship Wing"; Even the spoiler at the tail of UNI-K is also called "space shuttle mark". What is more exaggerated is that the inclined plane design has a very foreign name "V-surface".

finally, in order to create its own "sense of science and technology", UNI-K has to keep up with the intelligent interaction in addition to the appearance.

According to the official introduction, UNI-K integrates Iflytek, Feiyu 3.1 voice interactive system, cloud and local hybrid recognition engine, context recognition and cross-scene recognition based on memory model;

common tasks 111? % voice interaction, deep integration of ecological apps such as Gaode navigation, iQiyi, QQ music, etc. All functions on the interface can be controlled by voice, and you can say what you see.

It even covers movies, food, driving, hotels, violation of regulations, refueling, car washing, parking and other rich scenes, providing timely and accurate car life services, making travel activities more convenient and efficient.

written at the end

Mr. Jia Xinguang said: Nowadays, the high-end automobile brand is a difficult problem. Originally, independent brands grew wildly, and implemented a cheap strategy, paying 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 problem of the automobile industry is high quality and low cost. It is not easy to improve the quality and control the cost.

it's true that it's always not an easy task to upgrade the self-owned brand, but from product to brand, 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 "upward attack" 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, so may you prosper.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.