With the inclusion of content such as "continuing to support the consumption of new energy vehicles" and "accelerating the formation of a green production lifestyle" into the government work report, new energy vehicles will undoubtedly play a more important role in the big chess game of expanding domestic demand and boosting consumption in 2022.
On the one hand, the automobile industry is the pillar industry of the national economy, its industrial chain is long, driving, widespread, employed, has a pivotal role in the development of the national economy; on the other hand, with the improvement of the level of automobile intelligence and the development of the digital economy, the automobile sales model has gradually transformed, for example, many automobile brands have tried to move coffee, bookstores and cultural and creative products into the store.
"Although many young people who are working in big cities are under greater pressure to work, they still crave some novel and diversified consumer experiences." For the current evolution trend of new energy vehicle consumption, Jiao Feng, general manager of ARCFOX Beijing Central Store, has his own judgment.
Beiqi Penglong Jihu Beijing Center - Beijing Penglong Xingyuan Store is located in the core business district of Chaoyang District, Beijing, in addition to the eye-catching exhibition cars and professional repair and maintenance construction area, there is also a "Jihu Cafe" that does not lose a professional café, and a "Jihu Theater" stage that will soon usher in a talk show performance.
"Due to the congestion of the evening rush road, many white-collar workers in the neighborhood will choose to order a cup of coffee here after work, comb through the day's work, and enjoy a rare leisure moment." Jiao Feng told reporters that at present, the main customers in the store are both concerned about the potential car buying group of Jihu and the mass consumer group in the nearby CBD area, and the main customer group is mostly between the ages of 30 and 40, and pays great attention to product quality when choosing a car.
With the rise of mobile office and freelancers, more people use coffee shops as "social spaces" or "co-working", and many users are accustomed to exchanging industry information and sharing interesting stories in Beijing Penglong Xingyuan store. With the help of coffee, talk show theater and other methods, the traditional car 4S shops that used to have a low frequency of interaction with consumers can also become a "third space" that carries part of daily life and interpersonal interactions.
Interaction with consumers from low frequency to high frequency, from away from the city to the downtown, these changes not only subvert the car 4S store model that people used to take for granted in the past, but also reshape the business philosophy and marketing play of many new energy vehicle brands.
Some industry experts believe that with the advent of the era of intelligent electric vehicles, the value chain of automobiles has been extended from the original focus on vehicle manufacturing to "intelligent manufacturing + service", so car companies pay more attention to the connection and communication with users. Especially in the context of software-defined cars, services around automotive product upgrades and after-sales services can often obtain greater profit margins.
As the development platform of BAIC Group's automotive service trade business, BAIC Penglong is regarded as one of the main forces of BAIC Group's transformation into a manufacturing service-oriented and innovative enterprise. Jihu Automobile is a high-end intelligent new energy vehicle brand under BAIC Group, which is considered to be the representative work of BAIC Group focusing on its main business and strengthening its autonomy.
It is understood that BEIQI Penglong is building the Jihu Beijing Center into a "CBD landmark around the lives of cars and people", providing users with multi-scenario service content. At present, the store can provide services such as Polar Fox Coffee, Polar Fox Theater, Polar Fox Car Butler, Polar Fox Slow Life Customer Experience Activities and Personalized Delivery Ceremony, and will also be put into use after the completion of the super charging station in the future. BAIC Penglong hopes to export these services to all Polar Fox or non-Polar Fox users through customer service rights and systems, forming a unique user circle of Polar Fox Beijing Center in this area.
"Affected by the development of the Internet, consumption is undergoing profound changes, and many offline service-oriented consumption has begun to show a trend of online and offline integration." Jiang Han, a senior researcher at Pangu Think Tank, said that under this background, relevant enterprises should promote the integration of online and offline consumption and form a consumption format with more service capabilities. From this point of view, with the help of smart cars to establish more contact with users, that is, car companies are binding with new business values.
"To release more vitality in the automobile consumer market, a very important step is to achieve the deep integration of online and offline consumption." The relevant person in charge of BAIC Penglong said that in order to fully expand the sales volume of the Jihu brand, increase the number of new coverage cities and new outlets, BEIQI Penglong has comprehensively promoted the development of the Jihu brand in terms of distribution services, logistics distribution, and second-hand car business, while concentrating on exploring new formats and new models to create a set of digital car and human service ecology with temperature, high quality and reliability. (China Youth Daily, China Youth Network reporter Xu Yajie)
Source: China Youth Daily client