Why can Wuling sell so well? This is a question that a reader in Elos' article once consulted, and I decided to answer it through an article.
When people choose to go home on holidays, they can see piles of Wuling cars. What is the reason? Are their products (cars) doing well, or are they marketing vigorously?
You should know that Wuling was once called a sacred car. The reason why the sacred car is a sacred car is that it has done things that other cars cannot.
Wuling Zhiguang was once hailed as "the most important car in the world" by Forbes magazine. What's more amazing is that almost every product of Wuling is a super product. Note that Wuling I am talking about here refers to SAIC-GM-Wuling, which has two sub-brands, Wuling Motors and Baojun.
SAIC-GM-Wuling is China’s first auto brand with an annual sales volume of over 2 million. From the data in Elos’ article, in the auto market, for every 12 cars sold, one of them is SAIC-GM-Wuling. car.
This is the reason why Wuling is called a supercar, so why can Wuling become a super product? In my opinion, the following points can be explained:
1) The people-friendly positioning of grounding
Beginning in 2008, my country’s policy of autos to the countryside has directly increased SAIC-GM-Wuling’s sales from 600,000 to 1 million. From this data, we will find that the original third- and fourth-tier consumption potential is still great. Therefore, Wuling decided to build a car that belongs to them for the third- and fourth-tier consumer groups.
In the process of research, Wuling found that third- and fourth-tier consumer groups require cars to be cheap and able to pull goods, but also to sit comfortably and have a good appearance.
Soon, Wuling iterated the product and made a low-end household MPV model with longer space, more power, higher comfort and better appearance.
Therefore, we will find that if you want to create a super product, the premise is to lock the core consumer group, and it is very important to create a product that belongs to them.
2) Crazy distribution channels
If consumers like the product, they must also be able to buy it.
In this regard, Wuling has implemented "full channel coverage" and used business policies to attract dealers to open their own dealerships to ensure that the channels are sinking enough to facilitate consumers to buy cars while avoiding vicious competition among dealers. Today, Wuling has more than a thousand sales outlets, covering the fifth and sixth tier markets.
In addition to huge dealers and service outlets, it is the key to solve the worries of users about the maintenance and repair of cars in the future. You know, most consumers who buy Wuling are in the state of pulling goods, pulling people, and running on the construction site every day. The car is definitely more prone to problems than ordinary private cars. At this time, it will be embarrassing to repair it if you can't find a service point. .
In order to solve this big pain point of consumers, Wuling has enough service outlets to facilitate the maintenance of consumers to a certain extent and reduce the time cost. This leads to a word-of-mouth effect, which is one of the reasons why consumers choose Wuling.
3) Strong product power
In summary, Wuling is mainly sold in third- and fourth-tier cities. Most of the consumers who buy Wuling cars are small businesses or contractors. In addition to satisfying basic transportation and money-making tools, they also want cars. The appearance of the car can be better, and they can be more comfortable when riding. In response to this demand, Wuling has developed a low-end household MPV model.
In terms of power, Wuling uses a mature technology engine. Its greatest feature is durability. Most of the transmissions are manual transmissions. On the one hand, they are sturdy and durable, making it easy for consumers to load and pull people. On the other hand, the acceleration of the car is improved, and sufficient strength is guaranteed. The environment where the quality of the car is extremely tested for the construction site of the surface cannot be more suitable.
The quality of the product is no problem. It also needs a good-looking appearance to add points. Add an LED daytime running light, then the whole car lights up, replace the fabric seats with leather, make the center console material softer, and add some practical configurations , The design sense of the car comes out.
For the super product created by Wuling, it is not necessarily the best in the automotive field, but it is definitely the best in the same class.
4) Extra points for details
With affordable prices and excellent quality, we will find that this company has very strong cost control capabilities. According to Wuling industry insiders, they will not continue to replace hardware that is not just needed except for equipment, ten The gates a few years ago are still in use, and office buildings and furniture will never be replaced if they are not used until they are broken, including dealers, which can save money while ensuring that products and services will not be affected.
Management is the advantage of SAIC. According to the readers in Elos’ article, he once complained that he wanted to visit the SAIC factory, but was tossed to give up by the various approval procedures. Basically every link had to be signed. On the contrary, he would also visit another state-owned enterprise. In the factory, the leader can do it in one word. Although it cannot be said that SAIC-branded cars are the best through this matter, they devote their energy to the control of products and details, which many companies cannot do.
to sum up
The reason why Wuling is able to create super products is due to the above points. The huge dealer channel guarantees the convenience for consumers to buy and repair cars. Find a suitable product positioning, find the core consumer group, tap the needs of the core consumer group and solve their pain points.
In general, Wuling's super product strategy is to focus on consumers to make every product of its own.