On December 26, in order to thank users for their support and trust, Changan Automobile grandly held the 7th Fan Ceremony in Chongqing, sublimating the theme to “Shine Every You”, so that every user can show their style and shine at the ceremony shine. At the same time, create a strategic highland. On the basis of warmth and carnival in the past, witness corporate strategic events with users, display corporate image, empower users to plan, show, and share together, reflecting the infinite potential of the “brand + user” co-creation model Possibility and value.
Fan Ceremony is a concrete manifestation of Changan Automobile’s transformation from serving customers to managing customers, gaining insight into customer needs, and taking customer pleasure as the core value. So far, Changan Automobile has held 6 fan festivals, and gained more than 10 million users to participate online and offline. Over the years, it has been exploring and persisting. The fan festival has taken root in users, the industry and Changan. The annual IP event worth looking forward to is the “No. 1 Project” of Changan Automobile.
Since launching the third entrepreneurship project in 2017—the Innovation and Entrepreneurship Plan, Changan Automobile has accelerated the construction of technological strength, focused on promoting the transformation from serving customers to managing customers, based on direct access to customers and directly hitting pain points, and deeply insight into customer needs. The value core realizes the three-level advancement from passive service to active service, from service car to service person, and from contract bond to emotional bond.
In 2019, Changan Automobile launched the “Friends Partner Program”, advocating the concept of “full coverage of customer contacts, full management of customer demands, and full closed loop of demand management”, continuously optimizing the interaction management process and improving the membership management system. In 2022, centering on the third entrepreneurship——Innovation and Entrepreneurship 5.0 strategic planning, adhering to the brand positioning of “Science and Technology Changan Smart Partner”, taking advantage of the opportunity of Changan’s 160th anniversary, the user brand of Changan will closely follow the needs of users, strengthen user emotions, and serve users With the belief of creating a better travel, officially released a new user brand – “Partner +”.
“Partner +” can be divided into three major service contents, one is partner + unbounded service, which fully focuses on the user’s car scene, and accurately provides standardized + differentiated caring services; it is divided into Yoxing Guardian, Yoxing Smart Creation, and Yoxing Connect In three parts, Yoxing Guardian provides five major promises of honest service, including price transparency, fast delivery, one-time repair, professional service, and safe travel. , tires) and electronic equipment (vehicle) remote fault detection capabilities, and when the user’s vehicle needs maintenance, it will actively recommend maintenance items and spare parts through the APP. The Yoxing connection brings policy benefits such as active reminders of vehicle abnormalities, Super Wednesday and Juhui Friday.
The second is partner + smart travel experience, which reconstructs the new product development model based on experience, and provides smart experience for users to use cars and travel. It is divided into three parts: fun sharing care, fun sharing space and fun sharing event. The Anxiang Wuyou plan is very popular. It takes “user care” as the core, and uses the terminal network to reach customers across the network. The national terminal “unified support, unified guidance, and unified standards” carries out offline care activities to promote users to enter the station. Strengthen user experience and maintain user reputation.
The third is Partner + Yilu, which works with users to create user activities and jointly create a public welfare and profit platform; it is divided into two parts: Yixing Yiyi and Yixing Shining. The platform, which creates “Public Welfare Partner Day”, organizes public welfare activities with different themes every quarter through cooperation with public welfare organizations, and customers across the country participate together. Initiate a public welfare call on the enterprise-micro direct connection platform, and users can spontaneously participate in the organization.
Judging from the release of Partner+, Changan Automobile’s future customer management will focus more on “experience improvement” and “value creation”. From the two directions of “partner” and “technology”, it can give a new identity. More platforms are also provided to enhance the user experience. It can be said that “Partner+” is an advanced upgrade of “Friends Partner”, which means that Changan Automobile builds a home for users, brings more care and warmth, and means further connecting you and me—all social care, Partners with responsibility and enterprising spirit, showing the same business card of “caring, responsibility, and enterprising” to the society.
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