Aiming at the rebound in market demand after the epidemic, Qoros’ multi-dimensional layout strives to promote the brand upward | Che Yitiao

More than two years ago, Qoros Automobile started a "rebirth". During these two years, Qoros has suffered a lot of doubts due to its lack of action. However, in fact, Qoros has never stopped rebranding. footsteps. Text | Photo by Guo Wenjing | Source: Internet A sudden epidemic has made things worse for China’s auto market, which was already in a downward trend. Data from the Passenger Car Association shows that due to the epidemic, the national passenger car market retail sales in February were only 250,000 units, a year-on-year decline of 78.7%. It can be said that the automobile market is basically at a standstill, with cumulative retail sales from January to February falling by 41% year-on-year. The pressure on companies and dealers can be imagined. Fortunately, after entering March, the epidemic situation continues to improve, and various industries are gradually recovering. Auto companies that have been actively fighting the epidemic through online marketing are naturally working hard to fight the first battle of fully resuming work and sales. At the same time, the industry generally believes that the epidemic has only temporarily suppressed consumption. After the epidemic, the automobile market is expected to usher in a wave of consumption boom, and the epidemic will also spawn new consumption. On the one hand, the first-time buyer group will become larger and healthier. , environmentally friendly models will be welcomed. For car companies that are under pressure to move forward, this is obviously an opportunity that cannot be missed. For Qoros Motors, which is undergoing strategic adjustments, it cannot afford to miss out in 2020. Therefore, the company has begun to lay out its plans early, in terms of channels and services. We will make multi-dimensional efforts in areas such as , products and brands to be fully prepared to win the first battle of market recovery. Joint opening of stores in ten cities, double upgrade of Qoros channels and services. In December last year, Qoros President and CEO Kazuo Yajima said that Qoros will continue to strengthen its outlet layout while activating the vitality of existing channel outlets in 2020. , to promote the layout of major regional markets across the country. I thought that the epidemic would affect Qoros Automobile's plans, but unexpectedly, in early March, Qoros launched a joint opening of stores in ten cities. On March 6, Qoros Automobile's sales stores in ten cities including Guangzhou, Shenzhen, Foshan, and Jiangmen in Guangdong, Nanjing, Suzhou, Yangzhou, and Wuxi in Jiangsu, Changsha in Hunan, and Xianyang in Shaanxi opened jointly, and launched a series of preferential activities, including purchasing The Qoros 5S SUV can enjoy a comprehensive discount of up to 10,000 yuan, and 36 periods of 0-interest financial preferential policies. Being able to open 10 stores at once when the epidemic has just subsided and the auto market is likely to continue to decline shows Qoros's determination and brand appeal. After all, dealer investors will not spend real money to support a brand they are not optimistic about. , this is related to Qoros Automobile’s long-standing good product reputation, and also to Duobao’s continuous empowerment of Qoros in the past two years. It is not difficult to see from the cities where the 10 Qoros stores opened this time are located that this is an important addition and expansion of the company's national sales network. Guangdong and Jiangsu provinces are currently one of the fastest resumption of work and production in all walks of life. , the opening of these stores at this time means that Qoros is ready for a rebound in consumption after full resumption of work. In addition to increasing the number of channels, empowering channels and improving channel service quality are also one of Qoros' important tasks in 2020. During the epidemic, it is obviously best to start with "healthy cars". After the outbreak of the new coronavirus pneumonia, Qoros Automobile announced on February 13 that it would urgently develop an air filtration system with the same protective function as an N95 mask from now on, and obtained the China Automotive Research Institute CN95 certification on March 13. This The certification certificate issued by the industry's authoritative organization means that the Qoros air filtration system has reached the highest filtration level currently available for automotive cabin filters and can achieve medical N95-level virus protection. This air filtration system will be put into mass production in the future. Standard on Zhi 5S. At the same time, Qoros has also launched a special after-sales campaign of "0 Yuan Upgrade" for all models sold in the series. Old Qoros car owners who go to the store for maintenance and replacement of air conditioning filters can enjoy free upgrades to N95 filter elements. For Qoros car owners and potential consumers, the increase in the number of Qoros brand 4S stores, the new car consumption model previously established with Linkage Cloud and JD Digital, and the considerate "N95 grade" filter element replacement service are all attractive. Feel the sincerity of the brand and improve user satisfaction. The new car will be launched within the year, and Qoros continues to promote the expansion of brand renewal channels, laying the foundation for Qoros' next new product launches. Last year, Qoros revealed that it would launch a new SUV model based on an upgraded platform within the year, and stated that the new car It will have a completely new look in terms of styling design, technological configuration, and powertrain. Judging from the latest news, the new car will also be equipped with a sterilizable active air management system to create a "medical-grade cockpit." As the first truly new model launched by Baoneng after its acquisition of Qoros, this car is of great significance to Qoros and is considered an important implementation of the Qoros brand’s rejuvenation and renewal strategy. Recently, some netizens came across a suspected new Qoros car being tested on the streets of Shanghai, and the media exposed clearer spy photos. Judging from the exposed spy photos, the body size of the car is much larger than the Qoros 5 model on sale. The body adopts a fastback design, which is full of dynamics; its red roof is also highly similar to the concept design of the new car officially released last year, and it is likely to continue the two-color matching scheme of the concept; the tailgate still adopts a full and round design , which is in line with the design style of the Qoros 5S tailgate. Compared with the Qoros 5S, the overall shape of the new car is fuller and thicker. Considering its body size which is slightly larger than the 5S, it is predicted that the new car is likely to be an A+ class SUV model. However, judging from last year’s concept drawings Look, although the size is large, the new car as a whole is very in line with the aesthetics of young consumers; the interior also highlights the youthfulness, and the large central control screen, LCD instrument and triangular LCD screen AI assistant are also very technological and futuristic. According to official disclosures, new cars will continue to be optimized before they are launched. However, the sudden epidemic has had a huge impact on the normal production and manufacturing of car companies. In order to launch on schedule, Qoros urgently established a "resumption of production and supply" during the Spring Festival holiday. team to ensure the management and execution of the production and operation plan. Judging from the information that this car has been exposed one after another, this is a brand-new model tailor-made for young Chinese consumers based on the advantages of Qoros's existing models. From the time line, Baoneng launched the car at the end of 2017 It has been more than two years since the strategic investment in Qoros, and Qoros has been able to launch a new model. This is in line with the new car research and development cycle. It also shows that Baoneng has been immersed in transforming and upgrading the latter's R&D and manufacturing system since taking ownership of Qoros. In addition, according to official information previously revealed, driven by the "MILE Plan" and "both oil and electricity" dual-engine drive strategy, Qoros's product line will be further expanded in the next 3 to 5 years, covering cars, SUVs and MPVs. Full range of products. With the launch of the new SUV and a series of subsequent new cars, Qoros will establish a new product lineup and accelerate the brand's rejuvenation transformation. Written more than two years ago, Qoros Automobile started a "rebirth". During these two years, Qoros suffered a lot of doubts due to its lack of actions, but in fact, Qoros has never stopped. Since last year, the company has begun to accelerate the pace of rebranding and has achieved good results. More importantly, the market has seen Qoros' determination and potential, and I believe the company will not disappoint the market in 2020.