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Writing Zhang Chuanyu Editor: Mr. Zhang Chuanyu |? Old Driver

In the post-epidemic era, rejuvenation is still the key word in China's auto market, and it's also a marketing slogan that car companies keep shouting.

For example, not long ago, SAIC-GM-Wuling's new Baojun brand held a new Baojun RC-5/RC-5w intelligent sedan tasting, themed "Refuse to uncle taste, BE?YOUNG", which makes no secret of its thirst for youthfulness.

On the topic of rejuvenation, Route's commentary at the end of last year, "Perhaps the car market is getting worse, starting with "discrimination" against middle-aged people/young people? |? Farewell 2019". We believe that the deterioration of the car market may have started with the dramatic rejuvenation of the car market, and the "discrimination" against middle-aged people.

To some extent, the new Baojun does not seem to care about the problem of "discrimination", and even in this new car marketing communication seems to be more "simple and rough". So how effective is it?

Why "reject the flavor of uncle"?

Sedans were the first models to enter China, and over the years, the overall design has become increasingly homogenized. In order to show personality, many car companies in the original model design based on too many unnecessary superimposed, such as fancy headlights, messy stacked lines, and a variety of complicated shape. This has led to the overall style of the sedan is becoming more and more mediocrity at the same time, but also more and more greasy, this is the new Baojun said "uncle flavor".

In order to cater to young people's preferences and "reject the taste of uncle", the new Baojun RC-5/RC-5w tries to start from the design, break the traditional sedan in people's mind that greasy sense of vision, interpretation of value pragmatism.

Whether you admit it or not, regardless of age, we are more or less some value control, are willing to choose the appearance of more beautiful products. And in the eyes of the new generation of users, it is even more so, face value is justice, good-looking is the hard way.

Less is more, skillfully balancing between functionality and personality is the design philosophy that the new Baojun wants to convey.

For example, in terms of exterior design, the RC-5/RC-5w features upper and lower split headlights, Starburst Matrix grille with LED daytime running lights on both sides, highlighting the combination of New Baojun's craftsmanship technology and pioneering design. In addition, the RC-5 adopts a slinky design, and the RC-5w offers a rare station wagon shape, which satisfies consumers' dual needs for body stance and luggage space.

And in terms of interior design, distinguishing it from a traditional sedan, the RC-5/RC-5w adopts a theme that runs horizontally through the entire center console styling to the distribution of buttons, which are all designed around the driving position. Above the trim pieces, the RC-5/RC-5w is equipped with integral air vents, which are hidden between the dashboard and the trim pieces, distinguishing it from traditional, very complex and functional air vents, and striking a balance between function and design.

If face value is the first key to "rejecting uncle flavor", then making the interior space an intelligent mobile space is an important plus for the RC-5/RC-5w to attract young consumers, and an important indicator of how the two new cars are differentiated from functional sedans.

"What Siri?can do, the new Baojun can do. Just like Iron Man has his Jarvis, we hope that the new Baojun?RC-5?and?RC-5W?can also be your exclusive Jarvis." On the scene of the tasting, Xie Guanhua, design director of the new Baojun brand, said.

To this end, the RC-5/RC-5w not only equips owners with the basic intelligent voice wake-free function, but also brings many humanized services. For example, if we forget to bring the car key when, gently shake the phone, you can unlock the vehicle. In traffic jams, you can also turn on the air conditioning at home in advance, control the sweeping robot, as well as use voice for WeChat chatting, grabbing red envelopes and so on.

"Intelligent driving system, although not standard, but in this price point and market segment, we are equipped with the highest rate." According to Han Dehong, director of brand communications for the new Baojun and director of administrative and public **** relations for SAIC-GM-Wuling, both new cars have at least L2-level assisted driving features above the mid-range, including adaptive cruise control in the full-speed domain, an AEB auto-brake-stop system, and lane keeping.

He said that the new Baojun will take the intelligent Internet as a breakthrough to build a competitive advantage. And from the RC-5 / RC-5w two new cars, in the previous "wisdom" on the basis of the new Baojun also added the "beauty" element, and functional sedan say goodbye, so as to refuse to grease, "refused to uncle flavor

The new Baojun also added the element of "beauty" on the basis of "wisdom", saying goodbye to the functional sedan, thus refusing to be greasy and "rejecting the uncle flavor".

It is also forcing itself

To a certain extent, behind the new Baojun's product theme of "rejecting uncle's flavor" for RC-5/RC-5w, it is also forcing itself to reject the "uncle's flavor" in Baojun's system, and to selectively inherit and innovate. To do selective inheritance and innovation.

From the birth of the brand last year, to now more than a year, plus these two new sedan, the new Baojun brand has seven models, covering sedans, SUVs, MPVs, major market segments. And starting from RC-5/RC-5w, the new Baojun brand has a new plan and action for the product line.

First of all, in the product launch, a one-time release of three sedans, station wagon two new cars, for the new Baojun is still the first time. Horizontal comparison of other brands, such a dual-car combination is also rare. After all, in China, the station wagon market has always been a lukewarm market segment.

But for the new Baojun, the situation is different.

Because in the traditional Baojun product system, wagons have always been a base market. The 310w, for example, launched by Baojun in 2018, has already exceeded 250,000 cumulative sales, placing it at the forefront of wagon sales in China. And in the big data of the new Baojun's more than 100,000 user groups, traveling has always been in the top three interest labels.

"Comprehensive 310w situation and big data analysis, in fact, in the station wagon market segment, as long as we are properly positioned there is still a market." Han Dehong said in an interview with Routing, "Since there is no competitor, it also means that this is a blue ocean market, we with the user's labeling interest, to open up, to guide, may appear our own unexpected effect."

And from the positioning of the RC-5 / RC-5w, subsequent to the official listing, the overall guidance price range is likely to focus on 70,000-100,000 yuan, slightly lower than the RC-6?84,800-124,800 yuan price range.

For the two new RC-5/RC-5w cars, the RC-5 can target the pan-90s new youths who like youthful dynamism and upgraded consumption, while the RC-5w's classic wagon styling is designed for a wide range of people who love to travel and have a sense of humor. The positioning of the two cars is complementary and can fill the gap in the compact sedan market below the RC-6.

Secondly, in terms of marketing strategy, the new Baojun does not stick to the traditional routine. For example, in this tasting, the new Baojun invited the National Geographic Chinese network signed photographer Song Gang, travel well-known blogger "travel about it" Alasu, science and technology professionals, "king of stand-up comedy" Pang Bo cross-border support, in the youthful marketing, compared with the previous one step further.

And from the results, the new Baojun's "refusal of uncle flavor" strategy, is considered to be the first results. After all, in terms of price system, the new Baojun compared to the Baojun brand transaction market, has been divided.

"At present, the starting price of our RS-3 is 72,800 yuan, and the highest price is 135,800 yuan for the RS-5's top match, and from the point of view of the transaction price of the more than 100,000 cars that we have sold, the new Baojun's current main price range is in the range of 70,000-130,000 yuan", for the terminal transaction price , Han Dehong added, "RS-3 mainstream price range is 70,000-100,000 yuan, like RS-5 and RC-6 and other mainstream models, the main transaction price is above 100,000 yuan."

The Route believes that the new Baojun's new "Refuse to taste uncle" theme is quite innovative, but there are still three problems on the road to brand development:

First, the definition of youthfulness that the new Baojun wants to express is a bit ambiguous, does it refer to the age or the mentality, or both! The first is that the new Baojun is trying to express a somewhat ambiguous definition of youth. Will the one-sided "rejection of uncle flavor" directly dissuade some potential consumers?

Secondly, the new Baojun's product launch rhythm is intensive, although in this tasting activity, made a cross-border attempt, but in the process of communicating with the media and even the user, or product function points and product attributes are the main focus, the lack of a more direct, multi-line feedback channels.

Third, in China's auto market, SUV is still the market's favorite, sedan market, although there is a rebound, but due to the increasingly fierce competition in the market, many car companies even directly give up the sedan business. At this time, the new Baojun at the same time bet on the sedan, station wagon market, is the timing right?

And, for the new Baojun RC-6, the monthly sales of more than 1,000 units of data is not outstanding, even if the RC-5 / RC-5w has a more friendly positioning, and the wagon blue ocean of support, but in the sales of the base of the progress, the new Baojun faced by the difficulty is still not small.

This article comes from the authors of the automobile home car family number, does not represent the views of the automobile home position.