Writing | AUTEURDECK
January spy photos exposure, in April, Shanghai Auto Show debuted, in May, the third quarter official Pushing the market …
炫 MAX, almost “head wearing a glutinous ring” appeared in the current car market.
In order to show the product competitiveness, Dongfeng Fengshen is even a Tags of “track-level wide-body car” for this compact household sedan. Millions of marketing methods, the purpose is always one – attracting the attention of young people, so that young people become the main consumption group of Max.
In fact, look at the product, and Xuan Max has some successful potential. Let people blindly, but also put a fixed pill on the countertop. 
, for example, the length of the body of 4800mm, there is a 2770mm wheelbase, which makes it have the potential of over-level competition; in addition, the color-screen display “sound-explosive digital gallery”, and FastBack style The back car is also allowed to keep the vision of the vehicle follow the trend.
including spacious compartment space, Windlink intelligent web system, and even Dongfeng Fengshen independently developed Mach power 1.5T inline 4-cylinder turbine boost engine, is the key to Max can be broken.
But for picky young people, only the product rear book seems to be a bit serious. How to hang a young man’s appetite in advance, this is the necessary pre-homework.
4 years ago, launched the AX4 small SUV, Dongfeng Fengshen made a very vast “microaraman party”, short distance The city runs close to the distance of young people. In fact, it is also showing the characteristics of the SUV using a sports project.
After the “Microblue Run”, Dongfeng Fengshen also launched an event such as hunting experience camp, quality journey, and modified conference, and a few people have accumulated a lot of popularity. But how to get a gathering, form a unity of ideologyGroup? Fans Festival is undoubtedly a solution.
Dongfeng Fengshen’s first fan festival has come to an end in Hubei Fuyang 603 Wenchuang Park, 炫 MAX test drive, experience the film “Hello, Li Huanying” shooting, listen to “Qi Qi” on-site debate, listen to Rapper … … became a new way of petting. 
Make friends with young people, has become part of the Dongfeng Fengshen brand gene.
The hard strength is constructed, and the soft strength is followed. Just like the “crazy stone” movie, the classic line: “Emerald and economic singing”.
炫 Max has already presented in front of everyone, plus the new “C-Bage Service Plan” that Dongfeng Fengshen, and the Max Blind Policy. It is time to smash the last layer of window with young people.
The zime is coming, actively hug 
The young man, most of the time is a group of two or thirty years old, and the mentality is not old, especially The 80s of the community of the community.
But the narrow young people define, in fact, there is a clear boundary, which is from a book in the 1990s.
In 1991, Canadian writer Douglas Middot; Douglascoupland in its novel “X generation: Weight in accelerated culture In the story, “X” symbols are used to describe the descendants of the baby tide after the war, which is the population born in the 60-70s.
Kuprofend describes the ethnic groups in this period into “indifferent, cynical generation”, “X” is the expectation of that generation undefined. Later, “X Generation” also widely directed the population born between 1965-1980.
From the definition of X generation, it is almost fifteen years as a span. Therefore, Y generation is the crowd born between 1981-1995. Y generation is a generation of growth in the computer and the Internet, and most of this generation of 80s are strugglingPlay the generation of the world.
With the X and Y generations as a reference, then the subsequent Z will have a clear contour, and the birth period points to 1996-2010. It is basically good economic strength, and it can also say that Z generation is the most abundant generation of material life.
Marketing report from the United States pointed out that the number of people in Z will have exceeded Y generation. In this regard, McKinsey also mentioned in the “2021 Trend Report”: Zege born in 1996-2010, is the next engine that promotes domestic consumption growth.
This inference is actually suitable for China. According to the data released by the National Bureau of Statistics, China’s total population is 260 million, accounting for 19 percentages of the total domestic population. Among them, 95 people have reached more than 100 million, accounting for 38% of the total population of Z generation.
From the perspective of consumption trends, this ethnic group cannot be underestimated, nature is also the most fierce consumer group of various car brands in China.
Dongfeng Fengshen who is good at dealing with young people naturally did not fall lightly.
At the same time as ensuring Hyun Max, they also realized that the consumption trend in the mobile interconnection era is quietly changing. On the first Fan Festival, Dongfeng Fengshen will launch a new “Dongfeng Fengshen C-Service Plan” with the determination of “service brand must be upgraded”.
The plan is deployed around two major upgrades. One is the service upgrade related to the “car”, including the C-share of the car and the car; the other is the service upgrade related to “life”, mainly to meet the difficulties of providing help and create value.
This transformation of this service mode is more like a confession, causing the overall service more common, and also more concerned about the “experience” lifestyle with Z generation.
There are several characteristics of service models for car. One is sincere service, including fast rescue, free for life; one is sincere service, including maintenance to and from 30 kilometers freeGo to the door, go to and from 60 kilometers to the policy, and promise to keep up the time, timeout payment.
In addition, sincere service also proposed to buy a car to send five years of basic traffic, the smart network is casually played; if the official price adjustment, the difference is full of policies.
For the quality of Max, Dongfeng Fengshen also made three major commitments – ten years is not limited to mileage warranty, 30 days Quality problems free return car, as well as the Mach power 1.5TD engine, once the core parts have quality problems, three years or 100,000 km free to change new car service.
That is to say, the car is open, the rest is pushed to the Dongfeng Fengshen. And the customer experience around people and life, Dongfeng Fengshen also has its own new claim.
For example, Fengshen will help those who need assistance because of major illness, or because other reasons causing family economic difficulties. They can also get psychological counseling services, as well as enjoy free psychological counseling hotlines. In the Fengshen app, the community in the APP, can also provide business resources exchange, entrepreneurial experience sharing for all over the world.
These “new” services are upgraded on the basis of the original service brand 2.0 of Dongfeng Fengshen, and another form of “fixed pill”. But under the attraction of the new service, how to enhance and the user’s interaction? Referring to it, how to enhance stickiness?
To this end, the Dongfeng Fengshen also took out a “play” upgrade rule similar to the online game. From the store to the store to the final test drive, with “bronze, gold, platinum, diamond and king”, different points have different points policy, the higher the final segment, the more points, the unlocked rights are more .
It is necessary to admit that China’s brand is the next show, there are many progress spaces in the after-sales service level. However, the advantage of Chinese brands is also to know more about the domestic young ethnic groups, put them in the C bit, and form customization patterns based on their consumption habits, this is also a breakthrough in Dongfeng Fengshen.
炫 MAX: Good products also have to pet powder [123
“C-bit service plan” from the behind-the-scenes to the stage, as a service brand upgrade product, a large extent to a series of issues that the young ethnic group will encounter after buying a car and buy a car.
However, as a new model, what levels can I attract young people? Popularity, what is the level of “pet” …
At the beginning of the article, we generally explained some of the characteristics of some product characteristics, but there is no a little general. In fact, four major selling points have been collected in the official new car information: Machi dynamics, DSMA modular architecture, storm aesthetics design, and quasi-L3 automatic driving assistance.
These selling points can be seen as the product point of the formation of simplified Max and the same level of products, which is the key to constituting its “A-level sedan”. Part is partially established in the existing system of Dongfeng Fengshen, part of the new development of technical results.
For example, the DSMA modular architecture. DSMA can be seen as TNGA or MQB of Dongfeng Fengshen, and Xuan Max is the first model of birth. Subsequently, DSMA will also born a compact SUV to further strengthen the product line.
This modular architecture is integrated with global resources in Dongfeng Automobile Group, which is built for five years. The three advantages of “multidimensional efficient, indidentiality, advanced intelligence”. Including storm aesthetic modeling and quasi-L3 automatic driving assistance is based on new concepts and new technologies for the birth of the architecture.
Under DSMA, Qixuan Max puts higher standards at all levels.
For example, in the field of ecological experience and intelligence, zero-pressure health seat, NVH mute cockpit, in accordance with the high-strength body developed by the 2021 C-NCAP five-star standard, and FOTA machine iteration upgrade, depth Learn and use big data optimized automatic driving assistance systems, they are the unique advantages of Huan Max.
In driving quality, Xuan Xuan MAX so-called “track-level wide body car” is not a marketing slogan, but it is implemented in the implementation of the design.
For example, the DSMA modular architecture uses four rounds of independent suspension design. Specifically, the CTCC champion team participates in the blessing of dynamic tuning, ensuring the best driving experience of the same level. .
In the vehicle operating part, it also came to the time of digital generation. Including electronic blocking, electronic parking, FAPA remote automatic parking, DMS intelligent security reminder system, etc. When you are hot equipment and functions, you can say that you can say it.
It is necessary to look good, it is better to open, it is undoubtedly the latest game rules for the current Chinese brand compact sedan. And for how to pet fans, Dongfeng Fengshen has already handed a high-level answer on the hardware of Qixuan Max.
In addition to the hard core “product force” brought by the DSMA modular architecture, Yu Xuan Max also equipped with a 1.5T direct 4-cylinder turbocharged engine called Machi power, and the match is one The 7-speed wet dual-clutch gearbox from Gtruck is available.
As a brand new power brand, Machi Power includes not only a traditional power module, but also has a hybrid module. 
On 炫 Max, the 1.5T engine of the traditional power module is pushed in the second. The Mach Power 1.5T engine of this code C15TDR is actually called “power version”. Several technical indicators are very prominent and have obtained the “China Heart” Top Ten Engine Industry Award.
The compression ratio is 10.5: 1, the thermal efficiency is 39%, the EGR, 350BAR injection system, Atkinson circulation, high roll The flow ratio is bonded to the airway, into the exhaust dual VVT and other techniques, the maximum power is 150kW (203ps), the maximum torque is even 320 nm, which is sufficient to compare the 2.0T engine of most European manufacturers.
As for runningIt naturally meets the high driving quality mentioned earlier. In the experience activities held in the early days of Dongfeng Fengshen, there is a media that is also a 0-100km / h acceleration time of Hyun MAX is 7.4 seconds (Note: Non-standard test conditions for venue and vehicle status), which is accused.
Lightweight, smart, and has become the characteristics of this car. Not yet listed, I have already refreshed the performance of the Chinese brand compact sedan.
Young people love attention technology, from some extent, technology is also equivalent to personal expression. With fewer budgets, it is better than the technical indicators of the same level of joint venture. It seems to be the consumption consensus of China’s brand formation. 炫 Max just caught up with this trend.
In order to enrich the selection room, Dongfeng Fengshen also prepared a mixed power assembly of a single code HD120 for MAX.
The mix assembly is still using the C15TDR Mach engine, but the model is “high efficiency”. The compression ratio is further improved to 12.0: 1, the thermal efficiency of China Auto Research certification is 41.07%, which is enough to compare the Toyota’s mixed engine.
Blind, is the confidence showing the Fengshen
Young users want a “combat power” car, I want a Bijie Star Rui, Guangqi Chuan The Shadow Leopard has a topic new car, and the Dongfeng wind gods gave up and took out the hix Max.
Young people want to buy a few more troubles, Dongfeng Fengshen also took out the new “C-bit service plan” to satisfy young people, petting fans. And young people handed over friends’ Dongfeng God, naturally understand the inch in marketing. 
However, the Z-generation young people who have special demand for the “experience” seem to always be unsatisfactory. “Eat soft, hard” is a summary of the marketing field on Z generation consumption behavior.
To know, “planting grass, pulling grass, long grass”, in fact, is the consumer idea of the Zextile people invented.
“Playing Grass” problem, Dongfeng Fengshen has already used Xuan Max this new car solved. andFor “long grass” issues, it is actually the “C-bit service plan”, good product, good service, naturally form a word-of-mouth spread.
How do you make a group of potential ethnic groups in your 20s? This is not much budget, the eyes are too high …
In order to let Z generation “pull the grass” 奕 MAX, Dongfeng Fengshen specially combined Some core tags, including: maintenance, do not want money, send modification, the less cheaper, buy the car to send refueling card, free to wash, buy the car has a gift, the price is transparent, the quality of war, the quality of the war …
probably noticed Recently, the popular blind box economy, Dongfeng Fengshen intends to put these needs into blind policies, and Xuan Max blind bidding is so unexpected. To this end, Dongfeng Fengshen also shouted the loud slogan: the Feng God who did not believe the limit gave you exceeded the welfare.
With the mobile scan code to complete the blind small program online registration, then share it with three friends invitation to register, you can become a exclusive member of the Max Max. In addition to enjoying the “C Bit Service Plan”, Dongfeng Fengshen also prepared the highest value of 40,000 yuan.
Blind branch is like a blind box, “40,000 yuan rights” include free upgrade to the Night model (modified kit), lifetime free basic maintenance, Unlimited traffic, trend package (car microphone, controlled car watch, Bluetooth key), free car wash, refueling, parking, driver and other life privileges.
The surface is blind, and it is actually more like a big Zhangqi drum to send benefits. Specifically, the blind bidding of Dongfeng Fengshen is actually an embodiment of brand confidence.
We examine the marketing model of Dongfeng Fengshen with the perspective of the bystanders, and it is not difficult to find that it is fully embracing the gesture of Z generation users. The “old name” in this Chinese car brand can easily inspect the needs of young people and make changes quickly, which is difficult to make.
In fact, sales is the best agreement.
In May 2002, Dongfeng Fengqi sales volume is 10,000, reaching 10,057 vehicles, an increase of 63% from the previous period, exceeding the highest value of 20%, which is undoubtedly an excitingPersonal data. And the current main model of Dongfeng Fengshen – Yu Xuan, also squeezed into the position of the autonomous sports car TOP3.
After the age of 90 has arrived, Hiqing Dongfeng God is providing “multi-dimensional product experience” for young consumers, and also creates “Life fun” and “lifestyle” belonging to Fengshen.
To discuss the fans, this is a professional player. And blind, obviously only helping the first step in Hyun Max “take-off”. [IDailycar]