In recent years, the rapid development of the pickup truck industry has become the consensus of the automobile market, which is not only manifested in the sales growth of the overall automobile market downturn, but also in the successive launches of new models to bring users a new car experience, constantly refreshing users' cognition. In the process of rapid development of the pickup truck market, looking for new pickup trucks has always been a hot topic in the industry.
Compared with other regions, the southwest provinces have always been the key areas of the domestic pickup truck industry, based on the special geographical terrain structure, so that the product performance advantages of pickup trucks have been fully demonstrated. The strong purchasing power of users in these provinces also provides a steady stream of market sales for the current pickup truck industry, which also makes mining new increments in the industry in key provinces the most effective way to explore.
In the key provinces of pickup truck sales, "marketing" is a promotion channel that every dealer will use, and it is also a feature in the market, taking the initiative to go to the user population and looking for every potential possible pickup truck buyer in the mode of casting a wide net. However, in the pickup truck industry, a new industry incremental mining model is being recognized by everyone. Last year, the head of the pickup truck industry, Great Wall Pickup Truck, and pickup truck city jointly developed a new model of great wall pickup truck tasting meeting marketing in Sichuan-Chongqing area, which has been landed in 36 counties, districts and cities in Sichuan-Chongqing region, efficiently serving more than 10,000 accurate pickup truck users.
What is the portrait of the crowd in key markets?
Through the analysis of the population type of the pickup truck market, tool pickup truck users and commercial and dual-use users are the main consumer groups, and the market share of the above two groups exceeds 40%. With the trend of passengerization and high-end in the industry, the number of passenger pickup truck products represented by the Great Wall Cannon is increasing, and the proportion of high-end passengers in the market is also increasing.
Based on the crowd portrait of the pickup truck market, tool-based pickup truck users are concentrated in construction engineering, urban construction engineering, manufacturing and maintenance, and agricultural and sideline aquatic products. In the process of using the car, the user's primary demand for the vehicle is to have an excellent leather resistance ability, the economy in the process of using the car, stable and reliable power performance, and in the mountain users also require four-wheel drive capability, better vehicle passability. In addition, perfect after-sales service channels are also the consideration of tool-based users.
The service industry, the business and trade wholesale industry, the advertising and decoration industry represented by catering, as well as various self-employed persons and private business owners are the main consumer groups of the current dual-use pickup trucks. On the basis of the pursuit of efficient and multi-purpose performance of the vehicle, users still have a higher pursuit of the comfort performance of the vehicle.
With the continuous development of the trend of passengerization and high-end in the pickup truck industry, and the gradual recognition of domestic pickup truck culture by more and more car users, fishing, off-road, photography, cycling and other circle users have become the consumer group of passenger pickup trucks. In addition, the high-net-worth population in the passenger car market is also the main consumer group of passenger pickup trucks.
Government units represented by urban management, transportation bureaus, highway bureaus, etc., and public institutions represented by electric power, postal services, communications, mining bureaus, exploration teams, etc., are also the key consumer groups in the pickup truck market, and these consumer groups are recognized as "industry users" in the market.
Create a new model of efficient docking in the sinking market
After analyzing the accurate population of the pickup truck market, how to effectively penetrate the accurate user population in key markets has become the core of mining new market increments. Although in the era of information explosion, various types of local auto shows and various forms of market promotion cover a large number of car users, but in the county and district sinking markets, it is always difficult to develop accurately.
In the sinking market at the county and district levels, the degree of dispersion of precision users is higher, taking the large-scale building materials market in county-level cities as an example, the number of accurate pickup truck users is difficult to compare with prefecture-level cities. In addition, for users of agricultural and sideline aquatic products, breeding and breeding in the sinking market, due to the restrictions on daily production and work, it is difficult to participate in various marketing activities such as various auto shows.
In this regard, the pickup truck city exclusively developed the resources for the efficient penetration of accurate people in the sinking market last year, and joined forces with the Great Wall pickup truck to select the precise crowd to hold the Great Wall pickup truck tasting meeting. Through exclusive resources such as opinion leaders, local enrichment leaders, circle user masters, and industry users who buy cars/decision-makers, multi-field and multi-dimensional docking of accurate pickup truck users, efficient breakthroughs in the sinking market in key provinces.
It is worth further explaining that the word-of-mouth influence of a model is also an important reference factor for many pickup truck users in the process of car selection. During the Great Wall Pickup Tasting Meeting, the exemplary effect of exclusive resources was used to endorse the participating models by word of mouth, further enhancing the user's recognition of the Great Wall pickup truck.
The precise user is the master here
During the Great Wall pickup truck tasting meeting, the accurate pickup truck user is the master here, through the manufacturer's in-depth product explanation of the Great Wall Fengjun series and the Great Wall Cannon series, the zero-distance test ride test driving experience helps users form a preliminary understanding of the product. Then through the answer to the needs of users in a harmonious atmosphere, the efficient docking of accurate users with Great Wall pickup trucks and dealer channels is realized. During the tasting session, through the grouping of users in the same industry, users became the strongest party in the activity.
With the layout of the whole product line of Great Wall Pickup Trucks, from tool pickup trucks, commercial and passenger dual-purpose pickup trucks, passenger large pickup trucks to artillery, locomotive cannons and other circle models, it fully meets the diversified car purchase needs of different groups of people. For example, off-road guns are very popular with fishing people with freelance occupations, commercial guns are sought after by commercial and dual-use groups; and the flat-slot version, seafood version, long box version of the Fengjun series, etc., are more to meet the needs of many tool pickup truck users such as construction sites, farms, fisheries, trade, oilfield power stations, etc.
The Great Wall Pickup truck also solved the pain point of the user's difficulty in choosing a car in the sinking market through the pickup truck tasting activity. Although the rapid development of pickup trucks has been obvious to all, but limited by information asymmetry, the concept and impression of users for pickup trucks in the sinking market are still stuck in the models used by surrounding users. Through communication with some of the users who participated in the meeting, their feedback said: When I saw the new pickup truck on the road before, I didn't know what kind of car it was. After this activity, not only did we have a comprehensive understanding of the models of the Great Wall pickup truck, but also had a new understanding of the current development of the pickup truck market.
The Great Wall Pickup Truck Tasting Event is the first new model in the industry to efficiently connect factories, merchants and customers in the sinking market, and realizes the rapid mining of new increments in the industry. The Great Wall Pickup Truck Tasting Meeting is not only a way to promote marketing, but also to promote the sale of orders for the purpose of the event, the activity covers more than 10,000 people in the precise user population, generating more than 800 sales orders, and the order conversion rate reaches 8%, creating a precedent in the industry.
At the same time, through the Great Wall pickup truck tasting meeting, it also realizes accurate services for users in thousands of industries, highlights the Great Wall pickup truck's determination to increase the new volume of the industry, helps the continuous expansion of the industry's sales base, and highlights the responsibility and value of the pickup truck industry leader.
2
Year-on-year growth of nearly 40%! Sales of automatic pickup trucks for the full year of 2021