[Introduction: Jietu sold 460,000 cars in four years. Compared with the new brand, this is a good performance, which cannot but be surprising and gratifying. From the small cloth point, disdainful "idea", evolved into a momentum, independent formation, that is, the brand, especially in today's "de-carization", as a new independent brand of the shortcut can be described as "poor thinking change", "backwater war" to describe, almost "killing blood road" to describe, can be described as Chery people's tenacity and indomitability. 】
Written by | Yan Guangming and edited by | Hezi
Near the Spring Festival, Jietu sent a copy of "Xu Xia's Travels". This is a gift as a gift book, but also as a gift for the Jietu brand night and China's first "Travel +" conference. The words "Our New Journey" are printed on the waistband. Eye-catching and pointy, conveying the meaning of the giver.
This is the cleverness of Jietu, which activates Chery and makes it active in a cultural and creative way, and also creates a new brand named after car travel - Jietu. In the words of Yin Tongyue, Jietu is the "sharp soldier" of Chery Automobile, and has made new contributions to Chery's breakthrough again.
Jetway sold 460,000 vehicles in four years. Compared with the new brand, this is a good performance, which cannot but be surprising and gratifying. From the small point, disdainful "idea", deduced into a trend, independent finished products, that is, the brand, especially in today's "de-carization", as a new independent brand of the shortcut can be described as "poor thinking", "backwater war", almost "killing the blood road" to describe, can be described as Chery people's tenacity and indomitability.
When the Jietu brand was first established, a media appreciation meeting was held in Shanghai at the end of the year, and many media did not know what kind of brand it was, thinking that it was a tourist, and later learned that this was Chery's new marketing, and it was a kind of exploration and exploration. Unlike in the past, instead of selling cars, it is better to make a brand, grab a hair, shave off the rest of the hair, and specialize in "travel on wheels", with the fierceness of gambling.
At that time, no one realized that this "idea" with a big eye would become a climate in the future, and I also felt that this move was just a marketing strategy. The warm and simple Chery people talked to me a lot about the ancient road hot sausage, I can't drink, but I was moved, their sincerity, and loyalty to the enterprise left a deep impression on me.
Two years later, at the "One Drop of Water" Hotel on the North Bund in Shanghai, which was also a year-end media appreciation meeting, Jietu increased at a rate of 150,000 vehicles per year, laying out in tourist attractions across the country, seizing the commanding heights of the scenic tour, winning the market, and gaining a group of loyal car owners and fans. When the thanks will drink this hard-won record, I am happy and praise them as "heroes" who understand the market.
I never praise people easily, especially car companies. There are three reasons for this. First of all, there is still no marketing in the domestic automotive industry; secondly, the talents who can market have not really emerged; and secondly, there is still a lack of awareness or misunderstanding of marketing. Although there are many awards now, the most popular of which are marketing awards (including design, management, person of the year, etc.), strictly speaking, they are all chicken feathers, exchanged or flattered, very cheap, no one surrenders. If carefully analyzed, most of the cars that sell well still rely on platform output, which has little to do with marketing; once several so-called marketing bigwigs who were famous or famous in the industry left the platform, they did not work, and then disappeared, which also proved my observation that cars have no marketing, only platforms. Of course, there are also "new forces" that come to the foreground from behind the scenes or "post-forces" that will emerge to look down, and marketing that comes with its own traffic is actually a commercial gimmick or self-inflated performance in form greater than content. Perhaps, this is not inferior, but it can be observed by the viewer, providing a perspective, not expecting resonance, but only thinking.
Why call Jietu a "hero"? I observed from the perspective of Chery's ups and downs (struggle, tenacity, resilience) and could understand why Yin Tongyue called Jietu a chery car pioneer. That is to say, behind this "sharp soldier" is actually a tragic, tenacious reflection, not in the sales of much, but the creation of a brand, so as to be able to stand on its feet. It shows that the past exploration has not brought ideal expectations or gains, but failures and lessons (such as Qoros, Kaiyi, Ruiqi, Weilin), some have long faded out of sight, some have been forgotten, and some have become memories. As a bystander and an experiencer, since the birth of Chery, it has survived in the whirlpool of public opinion, highly concerned by the media, high-level attention, and even more heated by society, but never lost its heart, but was anxious, but full of expectations. Why?
Chery was once a flag of its own brand, which was optimistic from top to bottom, and its spirit of exploration once became a model for the industry to learn, and it was also the "holy land" that many elites at home and abroad yearned for, the Whampoa Military Academy for automotive professional managers, and the test field of various ideas and ideas. Objectively speaking, Chery is the real "catfish" in the automotive industry. Looking at China's auto industry, Chery can be called a "hero", many changes in the move and change of ideas, as well as the courage to try, are all part of the exploration of the way, which is in the "regular army" reluctance, joint venture suppression, peer disdain, black cloud under the city of the lone army. If you return to the historical scene, Chery should be respected, not to talk about heroes and gains and losses, but to look at its positive, especially positive contribution to the industry.
From being born in a shell (SAIC Chery) to foreign capital suppression (product infringement), to the general complaint (QQ incident); from the appearance of the Beijing Exhibition (breaking the convention) to the courage to try (Qoros thinking), to the diversification of attacks (global exploration), etc., along the way, there are many opportunities, there are many trials and errors, there are many experiences, it can be said that in the wind and rain, in the stone cracks, in the mud, stumbling and scarred, and finally out of chery's own road, of which the shortcut is a good proof.
Jietu has sold 460,000 cars in four years, which is not news in the industry, or it is nothing in Chery Group. However, this is a kind of "spirit", which is endless and moving forward. Its good performance is not only a feedback from experience, but also a discovery of the market, including thinking and understanding. This is why it is necessary to call Jietu an insider who understands the market.
I pay attention to the fact that Jietu is not "travel", but its "+", nor is it the harmonic sound of "home", but the meaning of life's journey and the variable uncertainty. Making the car into a cultural creation opens the brain hole of the post-automobile era, has a moving landscape and a journey of home, produces a dependence on and yearning for the wheel, and introduces the wisdom of the natural world into life, just like Xu Xiake is exploring the "mystery of the material world" is to be able to "peek into the mystery of heaven and earth and reach the right to create", aiming at positive life appeals.
Therefore, I have seen jietu many times at the Shanghai, Beijing, Chengdu and Guangzhou auto shows that Jietu has made the concept of "travel" into a "mobile home", and also through the "Zhuge Bagua Village" visit, the interpretation of Zhao Zilong's car-like, etc., realized that this is marketing, that is, giving the element and diversity of "+", in fact, it is the alienation of "people on the road", trying to transcend the automobile category, generating the image of life, having a different intention in it, having a playful space, and having a distinction and difference from other auto own brands. Jumping out of the trap of product marketing, it provides the possibility of introducing "partners" and "co-creation".
From this, to see if there is marketing, the important thing is not to find and solve, but to manufacture. If the current car is not marketed, many people are not convinced, the reason is that the car has no culture, which is like the Taiwanese people say that the mainland has no culture, everyone will be anxious, even the mainland cultural celebrities can not sit still, and later understand that people refer to "social life without culture." The fact that cars are not marketed is not what it is today, but what foreigners despised many years ago. Our marketing is just barking at the product, not the brand. Such as crude brand naming and poor brand activities, either cheap display muscles, or hoarsely selling powerful pills, and how many car companies can quietly talk (do) car culture?
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From this point of view, you will realize that Jietu Automobile is manufacturing the meaning of life of "car on the road", just like "Xu Xiake Travels" is by no means a simple work of sightseeing, but a "scientific understanding of the route", not for utilitarian to explore the authenticity of nature between mountains and rivers, without fear of life and death, leaving research, benefiting future generations, immeasurable merit, history called everyone. Then, "Travel +" advocates not only travel, but to create "life meaning", constantly have a new journey and a new life, as well as a new future, leaving behind "our journey", the projection of the times, their own back.
In this move, the car can still be called no culture, no marketing?
(This article is the original of "Heyan Reading Car", without authorization, it may not be reproduced)