Co-creation Yan Jianrong: As long as you find your own positioning, you will not "roll" | auto industry and economy

On January 5th, the Zhixin 2022 New Energy Vehicle Trend Forum hosted by eCar was held in Haikou.

In the theme of "New energy vehicle competition enters the Red Sea, how should car companies create brand differentiation?" At the roundtable forum, Yan Jianrong, deputy general manager of Hechuang Automobile Sales and Service Center, interpreted the understanding of the Hechuang brand on the rejuvenation of automobile brands and the consumer groups of the Z era.

When car consumers are replaced, the rejuvenation of car brands will become more and more intense, and "the main Z generation" will gradually become a common word in the current brand conferences. When the entire industry is coveting the young circle, it seems to be caught in a kind of "inner volume". How to make an impression on the target group until the final decision to buy a car is more and more challenging marketing.

Hechuang Automobile itself is a very young brand, from its inception to the present is only one year old. In the past 365 days, Co-Creation has experienced a lot of things, one of which is the sponsorship of the recent League of Legends World Championship team.

How can young brands please young consumers? In an era when the entire industry is actively embracing youth, what can brand differentiation do?

In the forum speech session, Yan Jianrong first questioned the current situation of the "inner volume", and he believed that each brand will find its own positioning.

"When we position our users and products, we are undoubtedly targeting the relatively young, value-minded Generation Z users. The average age of our company is 27 years old, I am a serious pull down their average young people, when communicating with them, basically not me to talk, but to listen to them", Yan Jianrong believes that first of all, let the Z era employees to create and meet the needs of Z era users.

He also experienced the way to communicate with the younger generation of users, "from the dimension of time and space, you can find a lot of answers with marketing theory, and you can apply some of them in practice." Generation Z, one is the era of relative economic security, they can consume ahead of time; the other is living in the Internet age, the cost of information communication is getting lower and lower, and the flattening is getting stronger and stronger. Today's young people are more in communication with the screen, and the screen communication should seek equality and speak people's words, not to talk about big truths."

Therefore, in the product development stage, it is necessary to lead the development by the product manager who understands the market, because more often car companies need to pay attention to the behavior of users.

In the marketing stage, Yan Jianrong put forward three characteristics of young groups:

First, "lightspeed browsing", after the short video platform becomes popular, the user information browsing speed becomes particularly fast, and the brand side needs to attract the user's attention in a few seconds and cause his desire;

The second is the value control, like it all in the operation of one finger of the user;

The third is the self-confidence of big countries, that is, the rise of the national tide brand, and now there are not so many young people who excessively worship foreign luxury goods, but are more willing to understand the Chinese trend culture, which is the rapid rise of the national tide brand.

Although it is the only way for brands to quickly impress users to buy products through marketing advertising, the automotive industry is very special, and it is a relatively rational consumption of bulk products.

As a Co-Creation brand, the Z generation SUV should quickly attract users in the field of communication, and in the entire pre-sale to the interaction cycle, what kind of brand equity and brand value continue to attract it to stay in the circle layer?

In classical marketing, car company marketing is often advertising and taking clues. Yan Jianrong introduced, "The style of co-creation is relatively young, first choose to start from "IP", the biggest IP is EDG (2021 Global League of Legends Finals Champion Team), it now has two or three hundred million fans in the world, when EDG won the League of Legends championship, we used this IP to promote, or obtained a certain amount of clues."

In the follow-up fermentation period, in some offline stores also did attract a lot of young people and EDG team competition group photo, "as our target sales are getting higher and higher, the matrix that needs to be disseminated is getting bigger and bigger, for the mining of young people, in addition to this IP, to seek the next growth point, which is also a problem we are currently thinking about."

It is also because in such a competitive environment, the final product is good or not, and it is left to Generation Z to evaluate.