There must be “innovative thinking”， but also “struggle spirit”

Many people say that the market has now gone through a period of barbaric growth and has entered a period of survival of the fittest。 One of the most notable features is that second-tier joint venture brands including French and American brands are declining。 Auto companies such as Brilliance， Zotye， Haima， Southeast， Hanteng， and Qoros have disappeared。

In such a market environment， is there any opportunity for weak and small brands to “counterattack”。 Changan Auchan has made a very good example-the market has never lacked opportunities， but people and brands who can grasp the opportunities are lacking。

Whether it is to gain insight into users’ demands and pain points， or to provide better products and higher cost performance， looking at the development of Changan Auchan over the past three years， I think it is very important to have “innovative thinking”。 More must have the “struggle spirit。” It can even be said that “innovative thinking” and “struggle spirit” are almost inscribed in the bones of Changan Auchan people and have become part of the corporate culture。

Behind this is also the result of forced competition。 When Changan Auchan launched the Auchan X7 in 2019， it must have been trembling inside， without much confidence。 After all， the market competition is so fierce， basically what Changan Auchan can think of， other companies have already thought of it。 How to provide users with more sense of value， on the basis of super cost-effectiveness， Changan Auchan once again offered the “no time limit， no number of times， no limit on mileage， free lifetime basic maintenance and lifetime free genuine warranty of the whole country。 ”The measure， referred to as “double exemption”， directly detonated the market。

At the beginning of the product definition of Auchan X5， in view of the younger characteristics of this product， the project development team of Changan Auchan investigated a lot of potential users and added two innovative models in the onstyle 3。0 smart car system-Wumai Car KTV and racing modes provide consumers with a different interactive experience for long-distance travel and socializing with friends。

In the process of micless car KTV， the Changan Auchan team also encountered a lot of challenges。 But in the end， the micless car KTV showed a very good use effect， coupled with the cooperation with the popular singing app “Sing Bar”， almost covering the most popular songs at the moment， allowing users to sing any song they want to sing。

It can be said that the micless car KTV plus racing mode has become the unique selling point of Auchan X5 in the market segment， and it has also contributed to its success in selling more than 10，000 monthly sales since its launch。 In the process of product development and marketing， the Changan Auchan team “competes” with itself every day in the process of product development and marketing in order to show better results for consumers。

Innovate to the point where you can no longer innovate， and work so hard that you can no longer work hard。 This is the best portrayal of Chang‘an Auchan people。 Otherwise， the market is so difficult， why do they become lucky？ In this sense， it is easier to understand the slogan “Be popular and self-improvement” put forward by Auchan X7PLUS when it went on the market。 This slogan is not only given to the users of Auchan X7PLUS， but also to Changan Auchan himself。

Concluding remarks

Frankly speaking， in just over three years， Changan Auchan is expected to achieve sales from zero to over 200，000 vehicles per year， which is indeed beyond many people’s expectations。 After all， “Wei Xiaoli”， which has been so fascinating this year， is still working hard to sell more than 100，000 vehicles a year； and many companies， including Shenlong， that sold hundreds of thousands of vehicles a year， have now fallen back。 To the scale of less than 100，000 vehicles。

The market is so cruel。 Intensified competition can highlight the difficulty and difficulty of standing out。 Now in the auto industry， some people call Changan Auchan the “light of domestic products”， while others call it “China‘s cutting-edge auto brand”， and even attribute it to the category of “new forces”。 But in my opinion， what you call is not important， what you do is important。 In the past three years or so， Changan Auchan and users have written a good story about mutual empowerment and mutual achievement， and they have also given more reference and experience for relatively weak Chinese brands。

It is foreseeable that the next decade must be the best time for the development of Chinese brands。 Whoever can seize the opportunity can create miracles。