Recently, data from the China Association of Automobile Manufacturers showed that since March, as the situation of the prevention and control of the new crown epidemic has improved, the resumption rate of China’s auto industry has exceeded 80%. At the same time, many car companies are also doing a good job in all-round prevention and control, and at the same time, through multi-dimensional marketing methods, they further stimulate market demand and actively promote market recovery. Among them, the launch of Chery Automobile’s new products adopts the form of real person + virtual scene cloud release, which has received attention and reports from CCTV News and other media.
CCTV news channel “Morning News” reported on Chery’s measures to promote consumption
On March 9, Chery Automobile’s new generation of Tiggo 7/Tiggo 7 PRO was officially launched in the form of an all-platform matrix cloud release. On the night of listing, there were more than 800 mainstream media, 1,000 popular anchors and 2,000 sales elites. They launched a live broadcast with over 10 million interactions. Released on the cloud.
In addition, in order to cooperate with the launch of the new generation of Tiggo 7/Tiggo 7 PRO, Chery also organized a dealer Douyin Challenge, mobilizing all dealers to participate in the “cloud interaction” with consumers on the live broadcast platform, and answering questions online , Carry out online car sales business. Statistics show that a single topic of Chery’s Douyin Online Challenge in the first season exceeded 100 million, and the cumulative broadcast volume reached 400 million. On March 5, the “Pacesetter Action-Second Season Douyin Online Challenge” was officially launched.
In order to actively promote the resumption of work and production, Chery Automobile also closely follows the needs of users, actively innovates, and vigorously promotes online and offline integration. A series of innovations in marketing models, such as Douyin Live Group Buying Meeting” and “500 Million Red Envelope Delivery”, have reshaped the existing car purchase process and fully empowered users. Throughout February, Chery ranked No. 1 among self-owned brands on the Douyin auto brand DOU list, with more than 270 million topic broadcasts, 5.33 million total viewers of sales live broadcasts, and more than 3.6 million interactions with customers during the live broadcast .
In addition to online “cloud interaction”, during the epidemic period, Chery Automobile took comprehensive protective measures for terminal channels. All offline Chery 4S store exhibition halls and service stations and other customer reception places carried out 360-degree environmental disinfection every day. Sales consultants and service managers Wait for all staff to wear masks and disposable gloves throughout the work, cut off the virus transmission route, eliminate hidden dangers of transmission, and provide users with a safe and secure service environment.
In terms of car purchases, in response to the problem that consumers are unable to freely go out to look at or buy cars during the epidemic, Chery has launched “Easy Car Buying – 4 Heart-warming Actions”, namely “Choose a car with peace of mind, order a car smoothly, pick up a car happily, and change cars” comfortable”. During the epidemic, consumers can watch cars online in the online showroom, watch live broadcasts, consult information, and place orders online after seeing a model they like without leaving home. Chery will deliver the car to the door for consumers to have a test drive experience. When delivering the vehicle, the offline store and the vehicle have been fully disinfected, and the sales consultant will provide one-on-one exclusive service to quickly handle the delivery.
In terms of after-sales service, in order to meet the after-sales service needs of consumers during the epidemic, Chery Automobile has joined hands with dealers across the country to provide customers with the service of “Using a Car without Worry – 5 Heart-warming Actions”, that is, “Reliable Service, Rescue Relief, Self-cultivation and Caring” , Maintenance and worry-free, caring and heart-warming”.
With the continuous advancement of the resumption of work and production, Chery Automobile’s offline and online sales and service levels have been further upgraded. In the future, Chery Automobile will continue to take customer needs as the starting point, actively change the marketing model, and work together with dealer partners and users to win the battle against the “epidemic” without gunpowder.
