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Automotive Information Network, May 18, after R Space landed on the Huangpu River last year, this time R Space chose Beijing SKP. On the evening of May 17th, R Car R Space in Beijing China Central Place opened the lighting ceremony, and R Car and Bazaar jointly presented a tribute to the future, ROSE NIGHT. This is also the first time Bazaar has cooperated with China. Brands cooperate in holding fashion events.
The location of R SPACE for each city landmark must be the most prosperous area in the city. This time R SPACE is next to Beijing SKP, which is also a place where every inch of land is worthy. Since 2011, Beijing SKP has been ranked first in the mainland shopping mall sales list every year. According to a report released by the British architect firm Sybarite and GlobalData, Beijing SKP became the world's second most efficient high-end department store in 2019, second only to Harrods in the United Kingdom. Last year, Beijing SKP continuously set the record of the most profitable shopping mall in China, with peak daily sales exceeding 1 billion and annual sales reaching 17.5 billion.
R SPACE is adjacent to the flagship stores of brands such as HERMÈS and CHANE. This is also the gathering place for the most high-end fashion trends in Beijing. The appearance of R SPACE is very compatible with the surrounding environment from the sense of design and art. The side facade of the building adopts a parametric design with a sense of rhythm, combined with the 'breathing' lighting device, conveying a technological, simple and warm Implication.
Cars are no longer 'straight men'
Entering the museum, in the 'Exploration' space on the first floor, professional studio equipment such as lamp tubes, light stands, and the new intelligent species ES33 form a dynamic shooting art installation. It is the prejudice of straight men's products, and cars can also be very fashionable. At the scene, consumers can use 180° surround shooting and imaging to record real-time photos of interesting interactions between visitors entering the store and the R car.
Go to the 'discovery' space on the second floor, which is mainly created by the R×BAZAAR cover window. Fashion is the prelude to the trend, and the cover is the silhouette of the times. Bazaar Fashion Matrix retraces the classics, pays tribute to the times and looks forward to the future through a series of covers and fashion blockbusters. It is worth mentioning that some of the classic covers are the masterpieces of Ms. Chen Man.
In the future, Beijing R SPACE will also regularly hold a wealth of brand co-branding activities, covering multiple topics such as technology, fashion, and humanities. In fact, R car spends a lot of energy to build and fashion cross-border, which is to remove the attribute of straight man in brand building and consumer perception.
In the past, many consumers were discouraged, especially female consumers, because of the complicated technology and components such as gearboxes and relatively unfriendly operation of automobiles. It can be said that the car used to be a product with very high attributes of 'straight man'. The R car, through electrification, driverlessness, more fashionable design, and richer brand linkage, gradually 'eliminates' the straight male attributes and transforms this car into a fashionable technology consumer product, thereby vigorously expanding the consumer group.
Jay Chou and ES33
As a key to the high-end market for SAIC passenger cars, R car has now successfully opened the Shanghai market. Currently in the Shanghai market, the monthly sales of R cars have surpassed that of new car manufacturers such as Xiaopeng Motors, and is currently second only to Tesla and Weilai.
As a new brand with such a short establishment time, R Auto's performance in product premium rate and consumer perception can be regarded as a textbook-level business case. Including this R SPACE, a large number of spokesperson Jay Chou elements have been added. Jay Chou’s drinks, Jay Chou’s records, etc., are also the most important step for the R car on its way to the upside.
At the product node, ES33, an epoch-making product of R car, coupled with the influence of the new spokesperson Jay Chou, realizes a dream linkage from marketing to product, and can push R car to a higher level. On the stage. It can continuously refresh the ceiling of SAIC passenger cars' breakthroughs.
So for R cars, a series of actions such as R SPACE, ES33, Rose Red Carpet, Jay Chou, etc. are not single, but a whole set of operations to achieve brand-up. Now, on the proposition of changing lanes and overtaking, Chinese brands should not only refresh consumers' perception of Chinese auto products, but also refresh the perceptual perception of Chinese auto brands. In the future, Jay Chou and R SPACE will also land in the core business districts of Shenzhen, Chengdu, Chongqing, Xi’an, Hangzhou and other “Internet celebrity cities”. R Auto is still exploring the big proposition of Chinese cars going up.
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