On August 8 last year, SAIC Chase launched the full-size smart customized Internet SUV D90. The words “smart customization†and “Internet†in the product positioning have defined this car: customized products for users through Internet technology. Customized models have been the main thing that OEMs have been doing for so many years. This is an obvious and correct thing. Users certainly want a desirable product. The hardcover room is made to be high-end, and the clean room will eventually sell better.
At present, user customization has gradually begun to take shape. After all, consumer upgrades have reached such a level. Users are indeed more and more critical about their cars. The hundreds of thousands of things they bought have found that they have bundled many functions that they simply cannot use. Configuration, watching not only distressed, but also upset.
The key question at the moment is, what kind of customization is the best for the user? Some users want the vehicle to be configured exactly as they wish, and some users just want a configuration that is more suitable for them. Just like takeaway ordering, some people have to order their own food; some people have to order the dishes and put no pepper or eat onions and garlic; some people are happy to choose a restaurant with a good set meal, the meal is more balanced.
SAIC Chase has followed this logic to launch the "Spider Witness" option. We can understand it as a US group takeaway app, which provides options for the choice of cuisine, quality restaurants, discount recommendations, etc., while "Spider Wisdom" offers a total of four options for users with different car concepts. Matching scheme -
1. Intelligent customization: The user first confirms the nine configurations that he must have, including the gearbox, drive form, seat layout and any other configuration. After selecting, he will ask for his own style of the vehicle (a total of one hundred percent). Fashion, off-road, technology, comfort, and security each account for the number of), the system will recommend the appropriate style according to this demand list, the user chooses to customize this style.
2, geek mode: the user completely customize their own car, large to the gearbox, drive mode, seat layout, various configurations, small to the hub style, the color of the automatic calipers, from the beginning to the end are all determined by their own choice.
3. Interactive car selection: On the basic page, according to the “Spider Wisdomâ€, the choice of different gearboxes, driving forms and seat layouts will be selected. After the completion, the system will recommend the appropriate style according to this demand list. Optional customization on the style.
4, hot sale recommendation: recommended by the sales of the specific style of the system, the user only needs to select a style, and then make a simple and personalized choice of the seat layout and appearance of the interior.
On the whole, the four modes of “Spider Wisdom†provide custom mode. The difference is that the first three can be configured. The last “hot recommendation†mode is provided for those who are afraid of trouble and believe in package nutrition. user.
Among the first three options, the “geek mode†is obviously the most extreme customization. It is most suitable for “obsessive-compulsive†users who cannot see a grain of sand in their eyes; “smart customization†is the most “approachable†for Those who have critical requirements for some configurations, which are the best mode for users who don’t care about other configurations; “interactive car selection†is best for users who don’t know much about cars but never make it. The mode will explain the different feelings brought by the unmatched matching in the professional configuration link, and then the obvious contents of those colors, skylights and electric seats will be left to the user to solve.
In general, no matter what kind of user wants to buy a car, they can find the mode that suits them best, and don't need to worry about not spending money or missing some useful features.
After the selection is completed, the user will automatically generate an order when the user clicks “Place Orderâ€, and the factory will receive the order and start production. At the same time, "Spider Witness" also provides real-time tracking and query function. This is because the custom mode is to be produced according to the order, and the background is given a production delivery schedule, and the user will have a better experience while waiting.
This is similar to the US group's take-out. We ordered the meal from the US group. After the order is placed, there is an estimated delivery time. Immediately after the payment is completed, the interface will show the position of the food delivery staff. How long does it take to get to the restaurant? How long will it take to get to the user's location after the meal is taken, each step has an estimate of the minute to the minute - wait, not a problem, but you have to let me know how long it will take, which step to take, let me have An expectation.
There is a joke that a programmer chasing a girl, chasing after the girl does not agree, so give up, the girl complained, "How can you not insist on persisting?" The programmer replied, "No problem, but you also give me a progress. Article."
In fact, all new technologies and new consumer trends are accompanied by some obstacles. Customized models are criticized for production according to orders, and users have to wait for a period of time before they can pick up the car. It may not be accepted. It is as if people have questioned that AC power is not safe enough. It has also been questioned that computers are too expensive and cannot be civilian. As it turns out, these concerns have been resolved with advances in technology and ideas.
In fact, there is only one question that really deserves to be asked: Does the user want to customize the car? Obviously, the answer to SAIC Chase is “yesâ€, so “Spider Wisdom†is done like this.
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