【Introduction: At the beginning of the new year, SAIC Audi launched a sale, offering three major differentiated strategies and playing methods of "personality ceiling", "new forces of luxury cars" and "model explorers", which are obviously not strong enough, and have not leveraged and produced market effects. The reason is that the concept has been similar (the new forces of the circle concept have long played), the routine is not fresh (the independent brand plays the positive hi), even if there is a tall blessing, it is just a kind of "testing the water", which has yet to be tested by the market and recognized by consumers. Experience shows that as a latecomer, whether it is a product or a brand, if there is no subversion of the pattern, it will not be able to stand, it will not be broken, and it will be difficult to establish a new sect. 】
Written by | Yan Guangming and edited by | Hezi
The most eye-catching electronic luxury car advertisement at Hongqiao Airport is now only Audi. This is also understandable, Shanghai also has Audi. The problem is, if you look at it, it is still FAW Audi. Entering the New Year, the Audi advertisement above the security inspection channel has been occupied by FAW Audi. Therefore, some people say that SAIC Audi is too low-key, does not advertise at the doorstep, and loses the style of the host.
Coincidentally, at last year's Guangzhou Auto Show, FAW Audi was very loud, the booth was popular, SAIC Audi did not see movement, and the booth was cold and clear. This makes many media feel strange, Audi put the hope of opening a golden decade on SAIC Audi, but always can't beat the spirit, what kind of medicine is sold in this gourd?
Not only that, at last year's Shanghai Auto Show, the three companies worked together to set off a storm of public opinion, but they were quickly overshadowed by "new forces". Many media have noticed that the SAIC Audi booth is empty, and even a staff member cannot be found, in addition to the two exhibition cars, it is arranged around the "grandstand" of the exhibition car, which is also empty. Although it is open-ended, there is no traffic to watch. This is a bit embarrassing. Is the car unattractive, or is it not being spread? Compared with the scene, the contrast between the enthusiasm of the north and south Audi is very large. Some people joke that at the doorstep, SAIC Audi does not need publicity and does not speak for itself.
Is this really the case? Some media bluntly said, "SAIC Volkswagen is better than FAW-Volkswagen, why don't you see SAIC Audi (silence)?" "Some people say that SAIC Audi luxury cars seem to be a little lack of confidence, whether it is investment or action has no highlights. Some people even questioned it, thinking that it was not surprising that it could not be done, and it was not painful to do it. This argument is inevitably a bit pessimistic and emotional. This triggered the project to compete for four years after the "lively" of the outside world," which is worth thinking about, knowing why today?
However, now can not be commented on, after all, Shanghai is a treasure land of feng shui, but also the commanding heights of luxury car competition, with the advantages of time and place, and the blessing of humanistic history and new concepts (new retail), theoretically nothing to worry about, including experience, especially saic-Volkswagen's accumulated customer resources, no one dares to underestimate. The problem is that the response is still not large, although under the banner of "Audi returns to Shanghai", but because of no connotation, it has become a repetitive play, weak dissemination, and pale public relations.
However, SAIC Volkswagen has always been "latecomer" in marketing, and the product belongs to the slow-heat type, leaving the market and users with a comparative process, selling value and service. But today, when Shanghai has fully entered the postmodern (post-industrial and information society), does such a concept need new iterations, inject new vitality, and keep up with the beat? Obviously, in accordance with the "postmodern" consumption concept and cultural demands, especially in today's digital life, the "diversified" impact to be dealt with tests not only SAIC Volkswagen, but also SAIC Audi's way of thinking and adaptability.
Of course, it's not just a matter of product and marketing, but also a change in people's perceptions and systems. John Naisbitt pointed out in "China Megatrends" that China is gradually moving towards an "innovative country". Among them, he believes that art and design, including conceptual innovation, will play a leading role in social progress. In my opinion, the transformation of the automobile is ostensibly to change the car, but it is actually a revolution of people. In this regard, Audi has begun to take action, first of all, from the people and concepts and system of the revolution, followed by full preparation in products and technology, and then to implement Audi's complete transformation in China one by one. Whether SAIC Audi, a new luxury car joint venture, can keep pace or keep up is in fact testing its ability to think and execute changes.
At the beginning of the new year, SAIC Audi went on sale, offering three major differentiated strategies and playing methods of "personality ceiling", "new forces of luxury cars" and "model explorers", which were obviously not strong enough, and did not pry and produce market effects. The reason is that the concept has been similar (the new forces of the circle concept have long played), the routine is not fresh (the independent brand plays the positive hi), even if there is a tall blessing, it is just a kind of "testing the water", which has yet to be tested by the market and recognized by consumers. Experience shows that as a latecomer, whether it is a product or a brand, if there is no subversion of the pattern, it will not be able to stand, it will not be broken, and it will be difficult to establish a new sect.
The embarrassment for SAIC Audi is here, and neither end is occupied. In today's "luxury car" today, how big is the ceiling of personalization, who can say clearly? As for the Audi brand, FAW Audi has preconceived notions and has long been deeply rooted in the hearts of the people, can SAIC Audi form a differentiation, and then catch up, how long does it take, how to shorten? From the perspective of strategy and positioning, what is the significance of SAIC Audi if it does not do luxury car lighthouse brand? If you don't do luxury car products that affect the pattern, how can you reflect the strategic intention of project competition?
Comments
This is an unavoidable and unavoidable threshold. It belongs to the established requirements and objectives. This is not to put down the posture and not pursue the humility of sales, nor to test the waters of the innovative model, but to face it up. At the same time, we must also be soberly aware that the "de-carization" and transformation of automobiles have begun to change the runway. "Oil trucks get rid of poverty, trams get rich." This is the difference between new and old cars, but also the choice of the times, who dares to ignore? In this context, whether it is a new bottle of old wine, or an old bottle of new wine, or even a new bottle of new wine, etc., is not a simple routine or a choice of ideas, but a Hamlet-style question of life and death, and SAIC Audi is no exception. So, how much play space is there for SAIC Audi's oil trucks, and how many opportunities there are for trams, which cannot but arouse people's attention to this new luxury car company.
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