For many years in the industry, I have been thinking about a problem. Why mention a car brand, will talk about how good its development in China. But every time the feng shui takes turns, the aura always comes and goes quickly. It is as if buying a car has been shaped into a fast-moving consumer culture, and with the development of the times, we have lost the meaning of stopping and tasting, always circulating between the end and the beginning. Unable to wait for the time to blossom and bear fruit, he could not slow down the emotions to surge into his heart, and he seized the moment but bypassed Sumire. This is what we often say, the domestic car play atmosphere is thin. But there are always a small number of people who are willing to live for themselves, choose to cross the journey, choose to bypass the sea of people. When these people come together, they create a culture. And what the Ford Roadbreaker represents is the sojourn through the Style of self-driving life.
But when you act in the barren no-man's land, all sudden changes will inevitably make people panic, and they hope that someone can help. Perhaps Ford felt the same way and established the "House of the Road Shakers" on the way into Tibet. For riders on the road, a common harbor called "home" has been created.
Light luxury life, one-stop service to create a precedent
People who have experienced self-driving crossing have experienced the uneven living conditions. In addition to the unique scenery, it is not as good as imagined in terms of eating and accommodation. But Ford thinks it should be a light and luxurious way of life, and it seems that it is not unreasonable. After all, people who have time and spare money can come to a journey that can be walked away. But if that's all there is to it, it seems a little unworthy of its name. Therefore, the "House of the Road Shakers" came into being, where there is not only a professional rescue team to implement rescue in time, but also a station-style hotel, which can give travelers who eat and sleep in the wind, a comfortable rest environment. In addition, there are travel guides, medical supplies, etc., which can provide a full range of one-stop services.
Can you imagine that on the way to self-driving travel, there are exclusive hotels, exclusive parking spaces, exclusive support teams, this kind of warm and considerate service like home, are the exclusive benefits of road shakers? And these benefits are not only much lower than the market price, but Also Ford has paid for some of the benefits, and this kind of real money and silver payment is indeed more sincere than shouting slogans.
As early as the 2020 road shakers were listed, the concept of the hotel station had been proposed and established. This year, Ford opened three flagship stores in Lhasa, Shigatse and Qamdo in Tibet, and the plan for 2022 is to add four more flagship stores to seven. Now, Ford has further expanded its territory and proposed a new 5-year layout plan to reshape the rare IP of this car circle. The goal is to cover no less than 30 "road shakers' homes" in Tibet, Qinghai and Sichuan by 2025. Of course, covering the whole country is also Ford's greatest desire, and it is working hard towards it.
Customer first, deep ploughing the new direction of the market
Ford proposed the "Road Shakers' Home" service, is there any corporate creed behind it? We go back in time to 2019, when Ford entered the 2.0 era in the Chinese market. At the press conference, Mr. Chen Anning, President and Executive Officer of Ford Motor China, made an ambitious and generous statement: "Relying on Ford's global technology and resource advantages, by injecting Chinese genes and Chinese wisdom into the China business, we can more actively respond to market changes and formulate effective market strategies." In order to achieve the promise of "more Ford, more China", Ford is actively working to establish a more direct connection with consumers. Start culturally and resonate with values. After all, a hundred years of Ford, not only has the accumulation of technology, but also has more emotional value.
Ford's development in the "Strategic Partnership Program" is also one of Ford's several core plans in the Chinese market. The "House of the Road Shakers" fully embodies the comprehensive upgrading of the relationship of deepening cooperation, mutual trust and win-win results, and works together in many aspects. Why? In the concept of "road shakers' homes" proposed by Ford, rescue or maintenance need to be based on the service of major outlets. This tacit cooperation between the upper and lower levels must be communicated without barriers to successfully complete the B2C service.
The "House of the Road Shakers" is a transit point for the journey and a hub between users and brands. Adhering to the principle of customer first can help Ford deepen its domestic market. New directions and new expectations, the "House of the Road Shakers" also carries the heavy responsibility of reshaping Ford's brand image.
Immersive experience, subvert the industry with intentions
This service concept based on experience is reminiscent of Michelin restaurant ratings. In order to increase car sales and promote tire purchase rates, the Michelin brothers thought of recommending food to encourage everyone to go out. A simple "Little Red Book" not only describes a variety of treasure shops and tempting delicacies, but also incorporates a lot of practical information related to driving. In fact, in the car circle, this book also has its own name - road book. But by almost no official to do, it can be said that the "House of the Road Shakers" will be the Michelin in the industry, the beacon of the industry.
Ford has made a small program for the "House of the RoadBreakers", and has worked with National Geographic magazine to launch the "Eight Lines into Tibet" cross-road book, teaching you how to play by hand. And also from the "eight lines into Tibet" in the form of online voting to select two lead car owners to punch the card, and published a post, immersive experience, simply addictive. Sometimes, between doing and not doing, only a foot in the door, a moment of impulse, people are already on the road.
In fact, in the past, many car brands have done similar crossing activities, but most of them are mainly experience models. Few have incorporated it into the brand tone, and Ford will make the "Road Shakers' House" service a long-term strategic goal. When like-minded people gather more and more, the culture of playing with cars becomes stronger and stronger, which also promotes the development of the Ford brand. Disrupting the industry's new marketing approach, which is the result of keeping up with the times, sounds quite intentional, right?
epilogue:
At present, nearly 100,000 users have registered the "Road Shakers' Home" mini program, indicating that everyone has a strong interest in this new way of life and experience. The image shaping from the experience is easier for the owner to resonate, at this time, the brand and the owner, connected with a variety of ties deep binding to maintain each other. As practitioners, we always pay too much attention to sales and neglect the construction of spiritual value. "Road Shakers' Home" allows people to see a new direction of brand building that subverts the industry, starting from user experience and reshaping core competitiveness with soft power. Use century-old technology accumulation to make products, relying on the heart to impress consumers. Jiangling Ford's transformation, promising!