SAIC Audi Schweber &; Huan Wang: Integrating New Forces and Traditional Advantages to Create a New Retail Model

High-end Interview with Guangzhou Auto Show 2021119 Guangzhou International Automobile Exhibition opened with the theme of "New Technology, New Life". Under the double challenges of epidemic situation and chips, mainstream automobile brands gather in Guangzhou to paint a vision for the future intelligent and electrified transportation, and also inject confidence and vitality into the sustainable development of China automobile industry.

1 18 10 18, SAIC Audi's first pure electric car, the Audi Q5 e-tron, was unveiled in Guangzhou, and the first Audi city of Guangzhou World Trade Center was officially opened.

As the delivery date of the first model Audi A7L approaches, the layout of the first batch of offline channels of SAIC Audi has been promoted one after another, and the brand-new business model and customer service system described by SAIC Audi have become more and more clear. From enterprising remittance to Audi City, and then to city stores, the channel matrix of SAIC- Audi under the new agency system model is being rolled out. From Audi City, we can also see many intentions of SAIC- Audi to directly connect users and enhance user experience.

At Guangzhou Auto Show, Shi, senior director of Audi marketing and product marketing, and senior manager of Audi product marketing visited the interview room of Easy Car and Automobile Industry and Commerce, and deconstructed the overall matrix of Audi channel planning, as well as A7L's experience and gains in user experience and service since the pre-sale.

Next, the Audi Q5 e-tron, which announced the pre-sale price at Guangzhou Auto Show, will also kick off SAIC Audi's new energy products. How will Audi Q5 e-tron break the fast-growing new energy vehicle market? It is also worth looking forward to.

The following is an interview record:

Automobile production: In terms of SAIC- Audi's channel layout, we saw Audi City in Guangzhou, followed by Shanghai's flagship active exchange and Audi City store. How to plan the positioning and differentiation of different stores? What is the goal of the overall channel layout?

Shi Weibo: We will have several different experience stores in the future. The most common one is Audi City Store. The Audi City you saw yesterday (165438+ 10/8) is divided into regions. In the future, we will have four regions, namely, southeast, northwest, Beijing, Guangzhou and Chengdu, representing the highest level of exhibitions in a region.

The difference between Audi's city store and ordinary city store is that it will have a larger area and more functions. Not only let consumers experience our products, but also become a part of life. You can come to Audi City to have coffee with friends or participate in various activities, and feel the relaxed atmosphere in our store. This is the city of Audi.

In Shanghai, we will have which Audi's flagship store in China, which we call "active communication", with a larger area and higher status. In the future, we will also have 200 city experience stores in more than 80 cities across the country to better serve our consumers. Our biggest principle is to be close to consumers and let them buy cars when they go shopping.

Automobile production: Q5 e-tron made its debut at this Guangzhou Auto Show, and the first car A7L has been ordered. What is the current order situation, including the portrait of the owner seen in the background? SAIC Audi has made many innovative attempts in marketing. From the point of view of order feedback, are the communities operated by APP and users effective?

Huan Wang: We started the pre-sale in September, and the current order volume is very considerable. At that time, when this car was released, the customer base of A7L was relatively young, and we expected it to be around 36 years old. Later, from the order situation, the degree of youthfulness was a bit unexpected, and users aged 35 and below accounted for 73%, which was more personalized. Including color, the proportion of Qingshan wearing a single order has reached more than 80%, and everyone recognizes this color because it is very individual. Direct contact with customers from the whole product, including marketing means, to meet the demands of consumers.

Automobile sankei: I saw it in the App a few days ago. Some users give feedback whether they should send the same model when booking the first edition. SAIC Audi also gave feedback quickly.

S: We hope to change from 2B mode to 2C mode, not only for sales, but also for the whole system, so as to reflect consumers' demands and demands more quickly. This is what we are doing now, which is different from some traditional car companies. We are customer-centric.

Auto sankei: How does SAIC Audi position its own brand? Because from the current point of view, many models refer to new power brands.

Huan Wang: We should not become them. We should learn from their practices, absorb their essence and create our own new retail model on the basis of the advantages of traditional car companies. The main purpose is to enhance the customer experience. We get feedback from many users in the application, and they also help us to improve the quality of our products or add something to meet the needs of consumers.

Consumers in applications are very individual. They are very interested in customization, including artistic things. You can see that we exhibited at Guangzhou Auto Show, creating a trendy car and a luxurious SUV, combining the products and art of the car, providing a warmer brand emotion, making consumers like our brand more and enjoying the different experiences we brought him.

Automobile sankei: At present, the development of electric luxury car market is far from meeting everyone's expectations. So what are the core advantages of Q5 e-tron? What are your goals and expectations for the market performance of this car?

Huan Wang: The development trend of new energy vehicles is very obvious. In 2030, the proportion of new energy vehicles will reach 40% or higher. The global strategy of the whole Audi brand hopes to participate in the competition as a part of new energy. Audi has also laid out electric vehicles from a very early age. Q5 e-tron is SAIC's first luxury SUV, and more new energy products will be launched in the future to compete in the whole market.

Q5 e-tron not only has many advantages in products, but also has many personalized and customized things, which fully conforms to the future consumption trend of China market and is younger and more personalized. This is also the original intention of launching personalized customized products, including daytime running lights, where consumers can convert four different patterns. There are many trendy colors in the interior, not only black, white and gray, but also decorative colors, including materials, which make consumers feel that this car is different.

On the other hand, this is our service. What consumers are anxious about is that the cruising range of this car is sufficient, and the cruising range reaches 560, which meets the daily use of consumers, including long-distance driving. In addition, consumers are more concerned about the convenience of charging. We will provide 360-degree charging solutions, including providing Audi brand piles and high-end installation services. In the field of public services, we will provide unlimited charging service for three years. Audi will also have a special Audi brand super charging pile under the city exhibition hall, and will also provide emergency services to ensure all-round charging, which will be provided by SAIC Audi. In the future, SAIC Audi will provide high-end services not only in charging, but also in maintenance.

Automobile production: A7L entry-level model, version 2.0 may be pre-sold in 65438+ 10, right? What is the goal of this car?

Schweber: Yes.

Huan Wang: 2.0T is already in preparation, and we still hope to make this brand stronger, so as to provide better services to consumers. 2.0T will be pre-sold in June next year at 5438+ 10, and delivered after the Spring Festival. The delivery of 3.0T and the opening of the flagship store in Shanghai will also take place early next year. In it, we will publish all the information of 2.0T, which is a start and meets the requirements of young people for driving control. We will refer to many technologies from other aspects, so please pay attention.