In May this year, SAIC R was officially released, positioning itself as a brand-new high-end pure electric brand, while SAIC R? ER6 became the first model with the R logo. At present, the car has been officially launched in August. The new car * * * pushes three models, and the NEDC cruising range of all models reaches 62km. After comprehensive subsidies, the price is 162.8-2.8 million yuan. It is worth mentioning that we just tested the new car ER6 not long ago. Why don't you review it? .

of course, SAIC r-mark is not only the exclusive symbol of high-end new energy vehicles, but also bears the burden of SAIC officially opening a new retail service model. According to the official plan, the products under SAIC's R-standard system will completely break away from the traditional sales model of 4S stores, and instead vigorously promote the new retail of R-Store city supermarkets and online channels. So, what about this new retail? What does it mean for a traditional car company like SAIC?

with these questions, we recently came to the first R-Store city supermarket in Shenzhen to experience the new retail service model brought by traditional car companies.

Shenzhen's first r? Store City Supermarket Store is located in Hongshan 6979 Commercial Center, Longhua District, Shenzhen. This commercial center, which opened at the end of June, integrates one-stop catering, leisure, education, entertainment, cultural performance theater and modern exhibition hall, and is adjacent to Hongshan subway station of Shenzhen Metro Line 4 and Line 6, which is very convenient for shopping and transportation. If consumers come by subway, they can see the R-Store if they walk less than 2 meters from exit D2 of Hongshan Station.

although the area of this r car experience center is not large, the new Logo and new image are eye-catching, and the interior design style gives people the impression of simplicity, technology, fashion and elegance. In addition to the ubiquitous R element, the ground is also uniformly made of high-quality floor tiles, and the wall is decorated with gray metal panels and wooden materials, which looks quite fashionable and quality.

at present, there is only one exhibition car in this R-Store, which is ER6. The display area on the other side is reserved for? MARVEL-R, this model is also a brand-new pure electric product under the R standard system. It is positioned as a medium and large SUV, claiming to be the world's first interactive 5G production car with L3-class automatic driving technology. According to the person in charge of the store, MARVEL-R will start pre-sale in November, so you can look forward to it.

There are many peripheral products of R-brand cars on the display wall, such as schoolbags, kettles, pillows, etc. If consumers or car owners like them, they can also buy them in R Mall.

Different from the familiar experience of buying cars in traditional 4S stores, SAIC R-Mark has adopted a brand-new retail model, which combines the dual advantages of online and offline. Offline is committed to building a full coverage service channel system, and opening the experience center to users, so that users can watch the car test drive when shopping.

For example, this R-Store City Supermarket visited this time, its main task is to strengthen brand promotion, communicate with users, improve users' experience in car viewing, and also provide users with test drive services.

according to the staff in the store, if the users who come to the store need to test drive, they only need to upload their personal information to participate in the test drive experience. The unified test drive route is more than 1 kilometers long, and users can fully feel the performance of the vehicle's power, braking, quietness, smart car and driving comfort in different sections.

it should be noted, however, that the functions of R-Store City Supermarket Store do not include vehicle delivery. In terms of delivery, SAIC R will speed up the establishment of unified delivery centers in Beijing, Shanghai, Shenzhen and other cities to deliver vehicles. In terms of after-sales maintenance, SAIC's R-mark is completed through R-Station, which is positioned to undertake after-sales services such as vehicle maintenance, covering the whole city through density outlets, making it more convenient for users to use cars to maintain their cars.

in addition, there will be an R-SuperCenter city flagship store and an R-Center city center store in the future of SAIC R-Bid, which will be located in the core area of the city, showing the core culture of the brand, promoting the brand story and establishing a high-end image.

it is reported that by the end of 22, there will be 6 stores of various types in SAIC's R-mark sales network, covering more than 4 cities across the country, not only in core cities such as Beijing, Shanghai, Shenzhen and Guangzhou, but also in inland cities in southwest and northwest China.

Online has opened a new door for users who buy SAIC R-label products. Users can "lie down" at home through SAIC Roewe APP, R? AUTO applet, etc. to complete car watching, car selection, consulting, car booking, and even financial services. Of course, users don't have to worry that booking a car online will be expensive, because SAIC R has achieved national unity in product prices, ensuring a fully transparent car purchase process and price, and there is no such thing as traditional 4S shops talking about discounts and arbitrary charges. For car buyers, this model is also more worry-free.

Although there is no so-called "market discount" for the new car, the government has provided ER6 with four worry-free car purchase benefits, among which the most attractive one is the "financial scheme with a long five-year zero interest rate", and the minimum down payment can be 2%, which greatly reduces the installment cost of car purchase for users, which is actually equivalent to a considerable "discount".

In addition, the lifetime three-electricity warranty, lifetime vehicle warranty, lifetime free basic maintenance, lifetime free basic traffic and software upgrade have also solved the worries of car buyers.

Generally speaking, opening an automobile experience store in a bustling business district or shopping center is the routine operation of new power brands, while traditional automobile companies seem to be less concerned about this. However, from the launch of SAIC's R-mark, to the layout of offline R-mark stores, and then to the opening of online mode, it can be clearly perceived that SAIC is really actively promoting the transformation of new retail services, so that the R-mark begins to truly integrate into users' lives and come to users. These practices are very direct and effective for expanding brand awareness and strengthening interaction with young consumers.

Of course, the launch time of SAIC's R-mark is not long, and many users may not know what car the R-mark stands for, so it will be a long-term key work to expand brand awareness and promote the new retail service model, which is also a long-term and continuous investment for SAIC.

Do you want to see the first R car experience center in Shenzhen?

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