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TheCase(s) – DS, 1st automobile brand to sell on WeChat !

June 17, 2014

Arnaud RibaultWeChat

 

 

 

 

 

 

 

 

 

Context: Since its official launch September 2012, DS first sold imported DS3, DS4 and DS5, then locally produced DS 5 since September 2013, and now DS 5LS since March 2014, manufactured and distributed by CAPSA (Changan PSA Automobiles Co., Ltd). DS cars are sold through 56 DS Stores across China in Tiers 1, 2 and 3. There will be 100 by the end of 2014, expanding in Tier 4 cities
The brand targets Chinese young Modern Business Elite with an international culture, in search of a unique and very contemporary French luxury experience

Objective: Develop an innovative e-commerce strategy for DS 5LS

Strategy:
– Illustrate DS brand values: progressive, distinctive, audacious.
– Leverage WeChat social commerce platform as the key driver for conversation and sales (opening a new era in auto industry)

Idea: Create the first automotive crowdfunded campaign (with 3 new e-commerce products)

DS Store WeChat

DS Store WeChat bisDS Store WeChat Ter

1-   January 11 – March 28, 2014
– DS Store WeChat account opening on the 11th, at 11.11am (wink at 11.11 Singles’ Day)
Pay 1 Yuan and Get a 1 Yuan gift. People who pay 1 Yuan can benefit DS 5LS luxurious feast: a 100 000 KM free maintenance for 3 years

2-   March 19-June 30, 2014
– “DS OrdersBao : pay 5 000 RMB in deposit, and get 11,11 RMB per day” until the car is delivered- which can take up to a max of 45 days. As of May 31st, +250 customers have made a deposit

3-   March 28 – June 30, 2014 

– DS 5LS Commercial launch
– “1 Yuan Premium DS Crowdfunding”: create a mobile internet circle sales mode
–       Fundraisers send link to friends and invite them to collect car purchasing funding
–       For each friend who pays 1 Yuan, DS will pay 100 Yuan (with a maximum of 10 000RMB) to the car buyer

Results as of May 31st
> 9 000 fundraisers across China
> +105 000 supporters contributed (paid 1 Yuan for their friends)
> average of 140 additional fundraisers every day
> More than 1000 cars sold

For Arnaud Ribault, General Manager DS China, I’ve met at the DS World in Shanghai : « DS on WeChat offers China’s savvy mobile users to engage with the brand on every aspect, from product information, to direct salesforce contact, or payment solutions. It’s the trendiest and most effective platform when it comes to developing one2one relationships, but we wished to go much further: E-commerce is paramount in China, our customers are looking for innovative shopping experiences, so we leveraged the platform to engage in a totally new way for our industry. We are proud to be front-runners ».

Laure de Carayon
Founder&Ceo China Connect

 

Read the article corresponding to this case study: “Virtual is always more real to the automotive industry in China”

The article has also been published in

Influencia (French): Le m-commerce : le dealer de voiture rêvé en Chine ?
Club China – Air France : Automotive industry takes virtual commerce to new levels in China
JingDaily : WeChat Luxury Car Crowfunding Goes Viral In China
Technode: “Virtual is always more real to the automotive industry in China”

 

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