Hongqi Digital Intelligent User Operation Leads Brand Development

As a pioneer, witness and participant of China automobile industry, China FAW has made a basic judgment from its own development: digital transformation of automobile industry is imperative. First of all, developing digital economy is a strategic choice for China to seize the opportunity of a new round of scientific and technological revolution and industrial transformation, and the digital transformation of automobile industry is an inevitable response to the development of digital economy in China. Secondly, judging from the challenges and opportunities faced by the development of the automobile market, digital transformation is equally urgent. In recent years, the passenger car market as a whole has entered a situation of negative growth and stock market, while the sales of new energy vehicles have basically maintained steady growth, and the proportion of penetration has continued to increase. In this context, the efficient completion of digital transformation is a powerful measure to meet the stock market transformation.

Scientific and technological innovation, networking and intelligence promote the development of automobile market. Consumption upgrading urgently needs to create a new automobile ecology. The transformation of consumer demand from longing for a car to having a full-chain travel eco-service experience can only be achieved through digital transformation, so as to consolidate the foundation and the underlying construction of all dimensions.

From 20 18 to 202 1, the sales volume of Hongqi brand will increase by 63 times. In 2020, the new Hongqi brand broke through the 200,000 sales mark. This year, Hongqi brand has overcome the challenges of chip supply shortage, repeated epidemics and extreme weather in some areas. In September, it broke through the sales milestone of 200,000 again three months earlier than last year.

Hongqi is accelerating the construction of a panoramic view of digital user operations. In recent years, Hongqi brand has innovated new modes and means of user operation around the whole user life cycle, starting from the user's surprise and satisfaction experience; Enrich the digital contact matrix, create a characteristic brand ecology, and build a closed-loop system of user operation innovation with data drive.

In terms of user operation and brand operation, the new Hongqi innovatively established Hongqi "Digital Vision" with video platform as the carrier, Hongqi Zhilian with APP as the platform, and Hongqi Micro Store with applet as the platform, and built a brand-new digital intelligent user operation system. Supported by the digital and efficient operation brought by this system, the new red flag is further improving the ecological layout with brand ecology as the core, covering five dimensions: entertainment ecology, travel ecology, cultural ecology and service ecology.

Hongqi deeply integrates digital technology with brand development, taking users as the center, digitalization as the means and brand ecology as the platform to build an industry-leading digital marketing system. By realizing the digital transformation of brand service, we can create a service surprise moment, provide users with the ultimate service, and finally bring customers a beautiful new experience of green travel.