The new high end is not a concept is a real consumer trend

If we look closely at the automotive market over the past few years, we will find an important trend, including luxury brands, joint venture brands, and entry-level brands are all advocated younger. At the same time, many independent brands have also taken the opportunity to seek high-end, hoping to compete with the joint venture brands. The emerging brands that are not constrained by history will hope to take advantage of new market opportunities to reverse the poor market performance and realize the desire for high-end Chinese brands.

New Trends in the Rise of Automobile Consumption after the 1990s

Market data released by almost all brands shows that after 80 or even 90 years have gradually become an important force in the automotive consumer market, and as the consumer is younger, consumer demand for automotive products is increasingly diversified.

In the new context, although the first-line brands are still strong, for young consumers, personalization, internetization, and intelligence are becoming more and more attractive. Even for a small number of consumers, the long-standing brand history has become Synonymous with "outdated".

We take the data of an e-commerce platform as an example. The sales volume of the traditional high-end watch brand Tissot sells at 3,279 yuan for 61,000 mechanical watches, and the sales of a smart watch with an Apple brand without the slightest experience of watches sells for 3,188 yuan. 24,000 pieces.

Obviously, intelligence has changed the evaluation criteria of consumers for watches to some extent, so even if traditional brands are still strong, emerging brands can still get a lot of consumers through intelligence.

In the automotive field, intelligence is also one of the most important trends in current development, and it is similar to electric. In this market, the rise of Tesla almost copied the success of Apple Watch and became a dark horse in the automotive market. Although it is true that the total sales volume is still unable to compete with traditional luxury brands, the highly overlapping price and considerable sales volume of luxury brands also proves the success of Tesla.

It is this new trend that gives opportunities for the development of emerging brands, and the new high-end proposed by Guanzhi is learning from Apple and Tesla.

Using new high-end to catch younger consumers

In the Chinese market, Qoros has been pursuing high-end Chinese car brands from beginning to end. Its product quality has been widely recognized by the media and users. However, objectively speaking, the market performance of the past has not been able to satisfy its supporters.

For Guanzhi, the obvious problems lie ahead: the saturation of the market in the first and second tier cities, the increasing number of purchase restrictions, and the high loyalty of consumers to traditional brands. It is obviously very difficult to overcome so many barriers.

Therefore, Guanyue hopes to target short-term target consumers to young consumers in three-to-four-tier cities in the context of a younger consumer market. This group of consumers live in the age of the Internet in the same way as young people in the first and second tier cities. They have their own preferences for automotive products. They are also pursuing a high quality of life. They demand high value, high quality, and Internet-oriented automotive products. Words are also high-quality customers.

Obviously, for this group of consumers, Qoros is an excellent brand. Its products are characterized by high value, high quality, and Internet-based, with higher product prices and third-party data descriptions. The consumer recognized the concept of positioning. However, the biggest problem is that this part of consumer spending power is weaker than that of the first-tier and second-tier cities.

Each of their requirements is costly to implement, and it requires the car companies to have the ability and financial resources to achieve. Therefore, Qoros launches a relatively introductory subsidiary brand, Model Young, to launch a new model with high quality, high value, and internet. The performance of the existing model has proved that it can do this.

It can be said that the appearance of Model Young, the vice brand of Perfection, perfectly fits the needs of young consumers in the three-to-five-line market.

Of course, the visibility issue has always limited its market performance. This time, in order to tie in with the promotion of Qoros and sub-brands in the 3rd and 4th tier cities, and to promote product sales at the same time, Qiaozhi targeted the characteristics of the 3/45 line young people who preferred webcasting, and the joint energy transmission and Tencent video innovation launched. "Crazy View" car shopping variety event, is expected to attract a large number of young people in the three-and-five-tier cities in the next three months, consumers may be at the same time may be part of the first and second tier consumer groups, a double-edged sword to complete the brand promotion and products Sell ​​two goals.

As stated in the title of this article, the new high end is not a concept but a real consumer trend. The emerging brand perception has captured this trend, and innovatively followed the trend in many aspects of product and marketing, let us see the determination and wisdom of this new brand "new high-end", whether it can be a Chinese car brand To open up a new high-end road is worth our looking forward to.