The big change Trumpchi has made in 2021 is to creatively reinforce the social and pleasurable attributes, thus gaining the trend code for the brand's rejuvenation.
Author 丨 Zhang Min
Edited by 丨 Dahua
Produced 丨 Automan Media
The year 2021, which has passed, is a year of crisis and opportunity.
Epidemic, "lack of core"... There were so many black swans this year that people managed accidents as normal. But we should also see that with the rise of Generation Z, the perception of new energy and digitalization has been mainstreamed. This adds new opportunities to the adventurer route.
Compared with the car brands that have been around for hundreds of years and decades, GAC Trumpchi is quite young. Young people have less baggage, and young people have momentum. When the wind is smooth, dare to break the comfortable state, dare to take risks, and open up new areas; when adversity, adhere to strategic determination, dare to insist on their own path.
Zhang Yuesai, general manager of GAC Passenger Vehicles
Zhang Yuesai, general manager of GAC Passenger Vehicle, should be deeply touched by this. More than a year ago, he personally released a new brand slogan - "Yiqi Zhixing Better", comprehensively promoting innovation and self-challenge. With this as a guide, a younger and more energetic GAC Trumpchi huanxin set out.
Today, Trumpchi's efforts to rejuvenate the brand have paid off.
1
Shaping the "Ideal Personality"
Over the past year, Trumpchi has maintained a fast pace and full of momentum, until mid-December, when new cars were on the market.
In December 2021, Trumpchi sold 32,151 vehicles in the entire series, stabilizing its upward tone throughout the year. In 2021, the sales volume of 324201 vehicles, an increase of 10.3% year-on-year, sales exceeded the average growth rate of the market, and the market share increased against the trend.
Trumpchi is on a more solid and robust trajectory. More importantly, during the year, Trumpchi has made great strides towards youthfulness, further realizing the rejuvenation from brand to product. The average age of car owners has decreased by 1.5 years, and the average price of bicycles has increased to 150,000 yuan.
Brand rejuvenation is not the same as "youthfulness". Because the latter means that the target customers like products similar to their own, this road is narrow and unwise. Although any product wants young people to like it, it will never take young people as the only sales target.
Customers just like products that are close to their "ideal personality". Any brand wants to have an independent tone that makes it easy for consumers to differentiate themselves from one brand.
Smart brands hope to capture the changes in consumer trends and make the consumption path more convenient by means of the interaction of consumer behavior and thought. The client achieves the enhancement of aesthetic self-confidence, while the brand achieves the goal of expanding cognition.
To put it bluntly, cars have gradually been given a wider range of functions from means of transportation and identity labels: social tentacles and tools to please themselves.
Younger customers are obviously better at both of these two things. Therefore, even if their absolute financial resources are less than those of the middle-aged group, they still lead the current consumption trend.
Based on the insight into market trends, Zhang Yuesai realized that the rejuvenation of automobile consumption has become a general trend, and any car brand needs to judge the situation and follow the trend, otherwise it will not be able to keep up with the rhythm of the times. Trumpchi's firm promotion of brand renewal is to redefine the car, interact with young people on the same frequency, and accurately decipher the code of Trumpchi rejuvenation.
2
Eye rim and product strength
Trumpchi's perception of brand forging is still quite keen, not only insight into this change, but also quickly opened up a new battlefield at the execution level, thus leading the way.
Trumpchi takes the initiative to please young people, not only at the front end of the market. Driven by technology, taking the switching of design ideas as an opportunity, by improving the performance, intelligence and trend atmosphere of products, we will promote the rebirth of the brand.
With the modular architecture of the GPMA GAC global platform, Julang Power, ADiGO intelligent driving interconnection ecosystem, Juxing chassis and super-sensor interactive intelligent cockpit as the core, GAC Trumpchi has continuously improved its own scientific and technological strength, empowered brand development with technology, and created a new scientific and technological image.
In terms of products, GS4 PLUS uses high technology, high value and high value to let more young consumers feel the youthfulness of GAC Trumpchi brand and products, and realize the leading position of intelligent networking by building a personalized entertainment service system.
The shadow leopard listed in 2021 has created a new track of "light running" and created a new demand for "youthfulness". The car was only launched on August 1, 2021, and has sold more than 10,000 consecutive months, with orders accumulating more than 70,000.
For the development of new categories, the advice given by The Internet boss is "unimaginable demand". What is the reason for Trumpchi to launch new products and open up new concepts?
In fact, consumers don't take a complicated approach to thinking about it, they look at the categories and products that are memorable at a glance. The most effective memory is often a feature memory. Either to be classified first, or to differentiate itself, so that consumers can turn their heads and remember.
Trumpchi Shadow Leopard did both at the same time. Creating new subdivisions means that there are no ones in the front, and there are both front rows and differentiation. Younger consumers make decisions so quickly that they can even skip analysis and comparison and prioritize only evaluating "eye-bound" products.
The Shadow Leopard's low car height, short front suspension, long wheelbase, large sneaky silhouette, like a low-lying beast, and the mech grille, proper fighter shape, it is difficult to forget. A vivid impression directly turns on the "accessibility" switch in the brain. This is the most direct and convincing evidence of devotion.
In this regard, people are all classified as intuition, but often ignore what kind of research and development, styling strength, and marketing innovation are needed behind it to achieve common achievements.
The psychology of Gen Z is the most difficult to figure out and the most difficult to routine. That is, there is no set of continuous and effective marketing strategies that can cover the world.
They pay for their interests and conveniences, rather than thinking too much about products that look old-fashioned. Although they are value-oriented, interest circle culture, extreme emphasis on experience and habit of a variety of information acquisition methods, they will never be simply captured by bright colors, exaggerated shapes, there must be their appearance.
3
Marketing innovation lies in stimulating user creativity
Trumpchi's marketing innovation is not to stack Buff on the younger, but to integrate with the product itself, and actually become part of the product force.
In August 2021 in Shanghai, shadow leopards and anime characters script killing, in the stepped area, the main road, together with the DJ, rapper, high-value cosers to form a natural catwalk show. Shadow Leopard strikes at ChinaJoy in a refreshing format. It seems that there has never been a product that creates an immersive gaming experience with an experimental base atmosphere in a "script kill" way.
At the same time, Shadow Leopard and spokesperson Su Bingtian actively linked, in order to pay tribute to the "Su Shen" to break the Asian record of 9.83 seconds, Shadow Leopard J10 adjusted to J10 Flyer Edition, the price was adjusted to 98,300 yuan, receiving many praises.
At the subsequent Guangzhou Auto Show, Trumpchi and AVIC culture linked, and Shadow Leopard integrated the design elements of the J-10 fighter to jointly interpret the ultimate performance and the dynamic value of breaking the sound barrier. The Shadow Leopard J10 Flyer version has become a double embodiment of "Chinese quality manufacturing" and Chinese sports.
At this time, it is natural that the two new "skins" created with the user, Phantom Pink Silver and Galaxy Fighter Edition, are launched at the same time. It not only highlights the diversified modification strength of Shadow Leopard, but also the user's right to speak in product appearance and temperament expression is also increasing.
Users also creatively built the Shadow Leopard "Light Friends Group" into a car club with the theme of health and sports. The New Year's Eve run and the super run night highlight the needs of users as the axis, and link the brand image of Trumpchi with the concept of healthy and upward life, which is the creation of users.
Trumpchi's connection to users doesn't stop there. GAC Trumpchi has opened up more cross-border and diversified marketing experiences. In the 2021-2022 season, the "Trumpchi World without Curves", which has been carried out for 11 years, will directly carry the Kinkana race to the aircraft carrier and play with young people, so that the image of trumpchi brand "fun and pro" will further penetrate the hearts of the people.
Trumpchi's marketing innovation, at first glance, there is no obvious routine, young people like to play what they want to build what scenes. In fact, Trumpchi has developed a strong social attribute of an automotive product.
In the face of the tide of rejuvenation, Trumpchi has reached the core cultural circle of young people, and through the digital platform, directly connects customers and thus achieves differentiated services.
When offline channels were blocked due to the epidemic, Trumpchi strengthened online channels, opened online VR car viewing, online intelligent showrooms, e-commerce platforms including micro-malls and Tmall, and provided online financial support to meet the needs of consumers to watch cars online without leaving home.
In the face of the tide of live broadcasting, GAC Trumpchi has built a three-level live broadcast system of manufacturers, regions and distributors, forming a three-level "news broadcasting" mechanism. In activities such as the listing of new cars, Feng Xingya, general manager of GAC Group and chairman of GAC Passenger Vehicles, pro-self-help, and Zhang Yuesai, "Saige", went straight to the scene and appeared in the camera live, bringing hot traffic.
At the same time, GAC Trumpchi also continues to try "cross-circle live broadcasting", and cooperates with many cross-border talents and professional websites in depth to continuously expand its contact points with consumers.
Previously, the marketing of traditional business and the automobile industry was accustomed to holding a serious press conference, and would also perform programs, exposing the price of secrecy for a long time, and that was it. The audience and the main engine factory, they have no need to be related to each other, everyone is a spectator.
And Trumpchi has made every scene that appears, becoming a social occasion between audiovisual experience enjoyment and frequent interaction. Without cultural confidence and wild imagination, marketing innovation is limited to a small grid. Without product strength and brand endorsement, any "grand show" will become a source of no roots.
Under the leadership of Zhang Yuesai, Trumpchi has formed a positive cycle of rejuvenation of products, operations and brand power. This allows Trumpchi to continue to exert marketing influence in 2021, when all kinds of difficulties are gathered.
In 2022, which has been opened, under the dual-core drive strategy of "hybridization + intelligence", Trumpchi with fewer constraints can be expected.
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