IAUTO
Speed Depth Attitude
Introduction |
2022/01/07
The ability to market events.
Reporter 丨Ma Xifeng
Responsible editor 丨 Du Yuxin
Editor 丨Zhu Jinbin
In the past year, the rise of new forces, the transformation of established car companies, in this scuffle to get the top spot in addition to excellent skills, event marketing capabilities are also an important skill to turn the danger into the icing on the cake.
Event marketing, simply put, is to grasp the law of news, create newsworthy events, and through specific operations to spread this news event, so as to achieve the effect of advertising. With the rapid development of the Internet and the influx of a large amount of traffic, an event or topic can be more easily disseminated and attract a lot of attention, and successful event marketing cases in the automotive circle have begun to appear in large numbers.
Whether it's an incremental marketing event or a PR event that gets out of danger, it's a key moment to attract super traffic. Looking back at the top ten marketing events throughout last year, it is actually a kind of summary, and the pits and eye-catching operations that have been stepped on will become experiences to prepare for next year.
The ultimate challenge for Volvo bosses
In April last year, Yuan Xiaolin, senior vice president of Volvo Global, personally tested the quality and safety of the Volvo XC60. In order to highlight the safety performance of Volvo Cars, 6 Volvo XC60s were superimposed vertically on the body of an XC60, Yuan Xiaolin calmly opened the door and got into the car and talked and laughed with Geely Chairman Li Shufu in the car.
The Tested Volvo XC60 did not disappoint, even if the 6 cars were pressed, there was no slightest abnormality. It can be seen that the XC60 does follow the brand concept of "safety is luxury" that Volvo has always adhered to for many years in terms of quality and safety.
In fact, Volvo often uses some special test methods to show some of the functions of Volvo cars, including the ultimate safety test of Volvo trucks that have been popular in the outer network, including volvo trucks with a 30 cm ground clearance, only a little higher than the head; using a hamster to control the steering wheel of the truck from the bottom of the pit to the top to show the flexibility of the steering system; and showing the stability of the body by standing on the rearview mirrors of two cars in the middle of the road. While the series of ads was indeed retweeted 8 million times on YouTube, The Volvo Trucks' attention rose by 46 percent.
In 2021, with the continuous recall of various brands of cars, people have raised the highest awareness of the safety of cars, and people continue to propose solutions in various safety scenarios. Whether it is the traditional passive safety technology or the active safety technology that is becoming more and more topical, in the final analysis, there are thousands of roads, and safety is the first.
Best model name: Versailles
The Palace of Versailles is a splendid and luxurious palace located in Paris, France, and is also a famous attraction and cultural heritage of France. Unexpectedly, it is such a place name that will become a hot word in 2021, and the meaning of the word Versailles is now used to ridicule people who obviously live a noble and luxurious life but want to inadvertently reveal their superior life by expressing it in reverse. What I didn't expect was that such a hot word on the Internet was actually used to name a model.
In April last year, the Chinese name of Citroën's new model C5X was officially defined as "Versailles". If Versailles's turn into a hot word all over the Internet is an accident that no one predicted, then it is not an accident to be able to keep up with this wave of trends and launch this car. As one of the earliest automobile joint ventures, Dongfeng Citroën has always had the tradition of naming French palaces, celebrities and places of interest such as Sena and Picasso. After all, a car name that can be quickly remembered by the market and consumers is a good start to its success. In fact, as the parent company of Dongfeng Citroen, DPCA registered the "Versailles" model trademark as early as 2001, nearly 20 years before our current buzzwords and Internet buzzwords.
Since then, Versailles has truly realized the ambiguity of the word, not only the pearl of art in France, but also not only the Internet hot meme Versailles literature, but also the automobile product launched by Dongfeng Citroen. In fact, the success of this wave is not only the courage, but also thanks to the preparation of the momentum and the far-sighted perspective to achieve the successful marketing of this "everything is ready but owes the East Wind".
Euler "changed the core door" and responded cautiously
In November last year, the owner of a good cat in Euler found that the car's car machine system chip did not match the Qualcomm octa-core chip officially advertised by Euler, and was suspected of sales fraud. Subsequently, "Euler good cat car machine chip downgraded, suspected false propaganda" caused heated discussion among netizens.
Euler car owners have complained to many parties, and Euler Good Cat claimed on its official website and sales promotional materials that its car machine system uses Qualcomm 8-core professional car specification chips, but the actual car actually uses the old Intel 4-core A3940 chip released in 2016. When the user complaint occurred, Euler Good Cat replaced the text and information on the official website, and the chip problem was not mentioned in the new product information.
During this period, great wall Euler officially apologized, and repeatedly issued statements and compensation plans, giving car owners affected by this a gift worth 7200 yuan worth of "tiger wings" rights and interests, a lifetime warranty of the whole vehicle and a charging right of 10,000 yuan. However, in the response, "the good news of using Qualcomm chips was told to everyone in advance" and "playful wording", it caused more consumer dissatisfaction, and many consumers believed that Euler was not sincere. Some car owners expressed dissatisfaction with the solution and will seek legal avenues to resolve it.
The overall strategic thinking of the Great Wall is changing towards a user-oriented enterprise, and it is indeed difficult to avoid mistakes due to lack of experience in the transformation process, but the bottom line is always to never infringe on the interests of users.
The shortest spokesperson in history
At 7 p.m. on December 16 last year, Infiniti just announced that Wang Mouhong became the spokesperson for the new generation of QX60. However, only 35 hours later, in the early morning of December 18, Infiniti issued an urgent statement: "Terminate the cooperative relationship with Mr. Wang Mouhong." Therefore, it is laughed at by netizens as the shortest spokesperson in history, which is simply a "daily endorsement".
This incident, which on the surface seems to be "endorsement overturning", but the positive response to the Qinglang action to boycott the behavior of bad artists has also allowed Infiniti to "circle countless fans" and get a certain degree of attention, which may help its future sales increase.
Inviting celebrity endorsements has always been a common marketing method for merchants, and the fan effect can indeed quickly get brands to get higher attention in the short term. However, it is not uncommon for spokespersons to "roll over" due to the artist's own problems, especially last year.
Merchants often can't predict the risk of their later stages when signing a contract in the early stage. So the most important thing is that the iron also needs to be hard, rather than putting money and risks on celebrity endorsements, it is better to spend money on products and users, and more can gain the trust and reputation of consumers.
Marketing picked the low line, Nezha flipped over as desired
In August last year, a WeChat screenshot exploded in the auto marketing circle, and a Person named Peng Gang on WeChat spoke in the "[Nezha] Brand Management Center" group, saying that he planned to invite Wu Moufan, a bad artist, to be a spokesperson. It also claimed: "This matter is out of the circle in five minutes, in fact, you can try, big deal, turn back to the official apology and dismiss the relevant personnel." "This kind of marketing method seriously violates the values of society and challenges everyone's bottom line."
After the screenshot spread on the social platform and caused a highly heated discussion, Nezha Automobile issued a statement on the official Weibo that when discussing the content in the brand work group, individual employees of the company proposed to ask Wu Moufan to be a spokesperson for the relevant remarks that seriously challenged social values and brought extremely bad impact, and decided to immediately dismiss Peng Gang, the head of the market, and all the people who made inappropriate remarks in the group were fired at the same time.
360 Company, the investor of Nezha Automobile, subsequently forwarded the Weibo and once again stressed that "as an investor of Nezha Automobile, insisting on opposing this malicious speculation seriously violates the mainstream values that 360 adheres to and insists on the dismissal of the team."
Although Nezha's public relations this time was done in a timely manner, he issued a statement to apologize 79 minutes after the incident. But it is undeniable that whether it is malicious speculation or unintentional back-loading Nezha Car, it has indeed received huge exposure in this matter. And such an event will only constantly overdraft the trust of society.
Grasp the young market, in the marketing content to cater to the current young people's concerns about the hot spots, really close to the lives of young people is beyond reproach, but marketing vulgar as a creative is not advisable, relying on violation of public order and good customs to divert profits, both do not respect consumers, but also damage the brand image; Nezha's marketing crisis actually reflects the competition dilemma of the second-tier new forces.
Extreme Krypton's user dilemma
The first model of Extreme Kr 001 began to be delivered on October 23 last year, and after only 3 days of delivery, many users said that the configuration of "EC Sky Curtain" was not in the right version.
In fact, this is not the first storm of Extreme Kr 001 on the road to users, including the previous stop receiving orders, the price is not strictly adjusted because of subsidies, and the user complaints brought by different motor suppliers, as well as the new year user rights and interests price adjustment at the end of 2021, all of which have converged into the extreme krypton storm, it can be said that extreme Kr has frequently hit a wall on the road of user enterprises this year.
As far as Extreme Kr is concerned, its starting point is good on the road to becoming a user-oriented enterprise, but because of the supply chain, system strength, and some objective problems that are difficult to control, it has led to a lot of unhappiness with users, so that the brand is negative.
There is no doubt that the delivery problem of Extreme Kr actually reflects that there are many unsuitable or immature places in the transformation process of traditional car companies, which is the only way for Extreme Kr to go to the user-oriented enterprise, and it is also the price of growth of each enterprise.
EDG with immovable co-creation car
On November 7 last year, the League of Legends S11 finals finally came to an end, and the good news of EDG winning the championship also rushed to the hot search and various related topics also attracted much attention. Behind EDG's victory, the background of the capital side has also become the object of everyone's hot discussion.
Of course, for EDG boss Zhu Yihang, this is also a news that excites him. But what many people don't know is that Zhu Yihang or EDG is inextricably linked to a new domestic car-making force. Zhu Yihang is the actual controller of Hechuang Automobile Technology Co., Ltd.
Therefore, after EDG won the championship, Hechuang Automobile closely followed the hot spot for marketing - "EDG Champion Car, Hechuang Z03", and released a video of EDG members and Hechuang Z03 appearing together. I wanted to effortlessly push Hechuang Automobile to the young group of e-sports again, and at the same time gained a wide range of potential consumer groups, which can be described as a multitude of things in one fell swoop. But it seems that it is still a lot worse to take off directly with the Hechuang car with the honor of EDG.
But it is undeniable that compared with the marketing popularity, Hechuang Automobile signed a strategic cooperation agreement with EDG, which backed it with a strong IP, and the topic of "Co-creation and EDG build cars for Generation Z" has been read more than 150 million times on social media.
Although it has gained a lot of popularity with the linkage with EDG, the success of a car brand cannot be laid down by a wave of excellent marketing alone. Like EDG a few years ago, Hechuang Auto needs to go through more training and more growth.
Spokespersons are well found, and propaganda is pressed in the treasure
In the men's 100m semifinals of the Tokyo Olympics, China's Su Bingtian broke the Asian record with a time of 9.83 seconds and became the first Chinese athlete to reach the final of the event.
Su Bingtian continues to pursue breakthroughs in speed, and the products he endorses also have such pursuits and breakthroughs, which is the Chinese coupe endorsed by Asian Flyers - Trumpchi Shadow Leopard. Shadow Leopard can be said to be one of last year's hot topic cars, with a fighter-like front face shape, bilateral exhaust design, the combat atmosphere is directly full. The powertrain is julang 1.5T matched with a 7-speed dual-clutch transmission, with a maximum of 177 horsepower and an official zero hundred acceleration of 6 seconds 95.
With the concept of light running out of the circle of Trumpchi Shadow Leopard to integrate sports and performance into the blood of the brand, coupled with the Asian flying man Su Bingtian and the brand concept of high fit, this car officially opened the sales speed mode last year. Finding brands with similar positioning, marketing publicity with high fit, and using the common characteristics of the target audience to communicate in a timely manner through the common target audience and benefit concept are powerful ways to promote the formation of a win-win situation.
Three-cylinder Qijun, "facing difficulties"
After the launch of the new Nissan X-Trail in 2021, consumers' overall satisfaction with the new car is high, except for the 1.5-liter turbocharged engine equipped with three-cylinder variable cylinder technology. All consumers continue to complain around this engine, making what originally belonged to the most core competitiveness of the whole vehicle become a burden that everyone does not want.
Whether Dongfeng Nissan can completely solve people's concerns about the three-cylinder engine is an important problem that Qijun needs to solve this time. But in fact, if you want to rely on a new X-Trail car, you can save the reputation of the three-cylinder engine that many car companies and models have not been able to reverse before, which is obviously extremely low.
As one of the solutions to reduce emissions, the three-cylinder engine is often misunderstood as "a product that consumers are forced to accept under the impetus of policy". In fact, the three-cylinder engine has evolved so far from a technical point of view, sufficient and easy to use, and it is already based on the premise of "performance is enough to meet consumer demand".
At present, the biggest shackle hindering the promotion of three-cylinder engines in the market is "psychological barriers" or "consumption habit biases". Every car consumer has a peace of mind, and automakers need to reassure consumers, not only to achieve the demand from the technical performance level in reality, but also to strengthen consumer experience and perception, and strive towards "addiction marketing".
In terms of power performance, the power of the three-cylinder engine carried by X-Trail is very powerful, and since it is a newly developed three-cylinder engine, the problem of congenital lack of jitter in the three-cylinder engine just mentioned has yet to be tested.
Choosing a three-cylinder is a considerable challenge for both the new X-Trail and consumers, of course, for potential consumers of the new X-Trail, choosing between a three-cylinder engine full of concerns and high-performance low fuel consumption is actually a very tangled thing.
The market does not accept Senna's "suggested" price
At present, if you want to buy Toyota Senna, all models need to increase the price by 50,000, and the lowest landing price is close to 400,000, it can be said that the suggested retail price on the Toyota Senna poster is really just a suggestion. Because its terminal selling bid is much higher than the official price. It is just that the extra price has adopted a more obscure form, similar to the distribution system of luxury jewelry.
In addition to the words "suggested retail price", in the official APP of GAC Toyota, the model guidance price is also very conspicuously marked with such a sentence: "The transaction price is subject to the agreement between you and the dealer.". However, it can be said that Toyota Senna is very good at pinching the consumer psychology of consumers, which can make consumers willing to increase prices, and the rationality of comparing prices is replaced by the impulse to rush to buy.
With the love and trust of consumers, the only thing that comes from asking for a price is the coldness and disappointment of consumers. Maybe there are still people who buy it now, but it doesn't mean that everyone can accept that the price rises at will and be cut leeks.
The scope and necessity of the mark-up need to be repeatedly scrutinized to get an answer that convinces consumers. After all, the fundamental purpose of the vehicle is to use, and the product force is the main competitiveness. Consumers' trust in the brand is not easy to come by, and they hope that car companies can cherish the feathers.
Successful marketing methods can only build a brand, but perhaps the real thing that can turn traffic into sales is the product that can be sold.
| Ma Xifeng |
A merry heart goes all the way.
Everything went smoothly.