In terms of national brands, I take Wuling best.

from the creation of Wuling Hongguang, which is revered as the "Tyumen Mountain Car", to MINIEV, where thousands of girls grow grass, Wuling really should not be too good at the whole job.

recently, Wuling also registered the GAMEBOY trademark with high profile, and released the GAMEBOY version of MINIEV.

Obviously, it is to dig deep into the youth market again, but I think it is not that simple.

Wuling Hongguang MINIEV sold more than 42, vehicles in 221, which is also the hottest new energy vehicle in China and even in the world.

behind this is the support of a group of young ladies. According to a set of public data, the proportion of female car owners of Wuling Hongguang MINIEV is as high as 6%, while that of 2-3 years old accounts for 4%, and that of 3-4 years old accounts for 37%.

young women shoulder most of the sales of Hongguang MINIEV. The official map of Wuling Automobile

If you don't believe me, you can open a red book that women love to read. When you search for Wuling Hongguang MINIEV, you will find tens of thousands of notes, including car lifting, modification and use, which fill the whole mobile phone screen. Notes on Wuling Hongguang MINIEV's Little Red Book

Obviously, Wuling MINIEV and the young lady have been deeply tied together. What about the man?

men certainly need a MINIEV. Wuling MINIEV itself is positioned as a scooter, which is cheap, practical and low in car cost. It is also attractive to men, especially suitable for young people in third-and fourth-tier cities to walk instead of walking, and they also need bicycles.

this is also the main reason why I think Wuling registered the GAMEBOY trademark. Wuling MINIEV GAMEBOY Hurricane Phantom Edition

Nintendo GAMEBOY, which is only one space away from GAME BOY, is a game machine that our boys born in the 198s and 199s are willing to put down. Wuling GAMEBOY trademark

This time, Wuling brought the MINIEV labeled GB(GAMEBOY), so the boys born in 198s and 199s will be young.

although the version of GAMEBOY has nothing to do with GAME at all, from the design elements such as blackened darts wheel hub, sports enclosure kit and Cyberpunk X-shaped LED taillights, it is really specially designed for BOY. Wuling MINIEV GAMEBOY blackened darts wheel Wuling MINIEV GAMEBOY interior

clever use of memory killing marketing, let MINIEV open up more male markets, get rid of feminine labels, this is Wuling's open plan.

There was macaroon before, followed by GAME BOY street bullies, killing both men and women. I think this is one of the definitions of Wuling MINIEV as a people's scooter.

while the Hongguang MINIEV GAMEBOY was released, Wuling was also engaged in a big event-the first original customized service platform in China (to be released soon). Creative DIY display of Wuling Hongguang MINIEV GAMEBOY players

Different from our common optional packages, personalized customization means that we can freely match the design styles we want like a buffet, such as body color, front grille, rear enclosure, wheel seat and so on.

according to Wuling, it is necessary to make thousands of cars and vehicles. The DIY creative display of Wuling MINIEV GAMEBOY players

Customization is nothing new. It was exclusive to luxury brands such as Porsche, Audi and BMW at first. In recent years, domestic brands such as Datong, Weilai and Tucki have launched customized services.

The difference is that the threshold of the former is higher, and it costs at least 1, yuan for the models involved.

Now, 3,-4,-yuan Wuling can also be customized. For the target groups such as young girls and young men of Wuling Hongguang MINIEV, it takes tens of thousands of yuan to own a unique new car.

or, it can be said that it is a trend customized item that completely conforms to its own aesthetic orientation. Wuling's official Weibo fans contributed works

. For Wuling, firstly, it can attract users to participate and make users more closely related. Secondly, to enhance the added value of products, to put it bluntly, is to make more money.

Wuling Hongguang MINIEV, which contributed 29.4% of sales to SAIC-GM-Wuling, is a fighter in the explosion, but it does not make money.

last year, Nagoya university in Japan dismantled a Wuling Hongguang MINI EV (with a high-end version of 38,8 RMB). it is estimated that its cost is about 26,9 RMB and its profit is about 11,8 RMB. Nagoya University in Japan dismantled Wuling Hongguang MINIEV

. Earlier, some domestic research institutions estimated that the cost price of Wuling Hongguang MINIEV was between 14,95 and 23, yuan, and the profit was about 1, yuan.

if the costs of design, production, marketing and service are deducted, it can be seen that its profit margin is even smaller. Without comparison, there will be no harm. When Wuling earns hard money by scale effect, new forces such as Tesla and Weilai have been able to achieve a reasonable profit margin. For example, the gross profit margin of Tesla Model 3 is about 3%.

Obviously, it is not enough for Wuling to get rich just by selling MINIEV. Individualized customization, thereby increasing the premium and profit of single product, is probably the way out for Wuling MINIEV.

furthermore, Wuling officials have always supported car owners to use their brains to "modify" their cars. According to the data of Wuling automobile, at present, the area that Wuling Hongguang MINI can be modified and created independently reaches 8%, and the modification rate of the owner reaches 72%, of which the modification rate of appearance and interior is over 5%.

Now that Wuling has its own official personalized customization platform, it means that there are more justified ways to make money.

Zhou Shuo, deputy general manager of SAIC-GM-Wuling Sales Company, said, "We position Hongguang MINI as a fast-moving consumer product, not just a car, but also a fashionable product and a fast-moving consumer product". This can better understand why Wuling holds macaroon and GAMEBOY in the left hand and customizes the personality in the right hand.

At present, the main force of automobile consumption is gradually shifting from the post-8s to the post-9s and post-s, especially the Z generation (born in 1995-29) with distinctive and personalized consumption characteristics and wide interests.

In order to attract their attention, car companies are beginning to "do what they want" more and more. For example, according to Tmall's statistics, the top five most money-burning hobbies after 1995 are hand-made, trendy shoes, e-sports, photography and Cosplay.

at major auto shows or social media, it is not difficult to find that car companies frequently co-sign with IP such as games, animation and national trends, and it is outdated not to rub traffic and heat.

Today, Wuling has played a big role, directly registered the GAMEBOY trademark, and injected a more masculine attribute into the trendy product of Wuling Hongguang MINIEV.

regardless of the sales volume, the optical traffic was robbed. Therefore, Wuling is not only a car company, but also a marketing company that accurately studies users.