For enterprises, December 2021 is the last time to hit the annual sales target. For users, choosing to buy a car in December can often get a good discount. So, when manufacturers are working hard to increase sales, how should products and communications combine hot events and important time nodes to increase the influence of their own brands? Take a look at the analysis report of the First Commercial Vehicle Network.
Pickup Qualifying Undercurrent Surges The Yellow Sea jumped to second for the first time
According to the statistics of the first commercial vehicle network, the total score of the "pickup truck first impact index" in December 2021 was 1798 points, an increase of 18.9% compared with November, which also revealed that the pickup truck brands increased their publicity for products and brands in December, laying the foundation for the increase in market sales and deepening the stickiness of users to the brand. In addition, in December, Zhengzhou, Wuxi and Harbin issued different degrees of new policies for lifting the ban on pickup trucks, which brought convenience to riders to freely enter and leave the city, and also added a point of confidence to the continuous popularity of pickup trucks.
Specifically, in December 2021, the top three seats of the monthly influence index were great wall pickup trucks, Yellow Sea pickup trucks and Zhengzhou Nissan, with scores of 349 points, 238 points and 221 points respectively, in addition to the Great Wall pickup truck score decreased slightly month-on-month, the Yellow Sea pickup truck and Zhengzhou Nissan both increased significantly month-on-month.
In particular, since the Yellow Sea Pickup truck has increased its publicity for products and brands, the volume of market communication has been rising, and the monthly impact index ranking has also jumped. Although the shift in the focus of consumption in the pickup truck market puts forward higher requirements for the resilience of each manufacturer, the audience brought by higher exposure is crucial for ta that are outside the mainstream perspective.
Judging from the actual news release volume, the Yellow Sea pickup truck once achieved a counterattack on the Great Wall pickup truck in December 2021, although it is rare, but it is enough to see the determination of the Yellow Sea pickup truck desperately to seize the pickup truck market. Looking at the performance of the industry media, after experiencing the fierce bombardment of the Guangzhou Auto Show in November, it was calm, lacking the pull of offline activities, and the self-communication of the brand side became the main theme of communication in December.
A number of new products were released The concept of "meta-universe" has just emerged
At the beginning of December, Great Wall released its market performance since 2021, with annual sales exceeding 233,000 units, ranking first in the industry for 24 consecutive years. For the head brands of the market segment, it seems that the user's choice is the best example of product reputation. In addition, the Great Wall Pickup truck also co-branded Sanfu Outdoor, through the sharing of off-road road books, to strengthen its fan base in the outdoor circle.
In addition, the Great Wall Cannon also shows its own professional pickup truck attributes by crossing the Himalayas, etc.; when it exerts new expertise in smart agriculture and releases more subdivided pickup products such as the Tea King Edition, the tentacles of the Great Wall pickup truck have covered almost all corners of the pickup truck application.
Although the Yellow Sea Pickup Truck ranked among the top three for the first time with a monthly impact index score of 238 points, unlike the diversified marketing methods used by the Great Wall Pickup Truck, the Yellow Sea Pickup Truck pays more attention to the introduction of the functions and characteristics of the product itself. In the era of information explosion, this kind of straightforward narrative that focuses only on the product itself returns to basics, and it is clear that there is also a market among pickup truckers.
Zhengzhou Nissan and Futian Pickup followed, with the "Pickup First Impact Index" scoring 221 and 214 points respectively in December, winning the third and fourth places. Compared with the performance in November, although the ranking of Foton pickup trucks has declined, the impact index score has maintained a rising trend, especially in the actual news release and WeChat communication, which shows the important role played by the brand itself in the brand and product promotion in December.
For Zhengzhou Nissan, the listing planning and promotion around the Ruiqi 6 crossover version helped it expand its spread in December, and the natural attraction of new products to users supported Zhengzhou Nissan's market attention in December. Similarly, the new conqueror of Futian pickup truck will open pre-sale in late December, with the two century-old brands of Cummins + ZF as the selling point of the product, and also earn enough user attention.
As the country's first full-size pickup truck, ZTE has created sufficient momentum for the listing of Weishi 1949, and the actual performance of blind booking of more than 1,000 orders in 24 hours proves the preference of pickup truck users for model size. From a formal point of view, the video dissemination of ZTE pickup trucks has gradually enriched, making the "reading" experience of potential users better, indirectly promoting the achievement of its communication effect.
With the high heat of the pickup truck market, products in various subdivision scenarios emerge in an endless stream, how to find their own positioning, open their own private domain traffic, has become the core problem of the current pickup truck manufacturers. From the functionality of being able to pull goods, to the comfort of riding, and the fun requirements of fishing, off-roading, and motorcycles, pickup trucks are making the transition from tool to partner.
At present, the concept of "meta-universe" is gradually penetrating into all aspects of life, and some car company brands have also warmly echoed with the help of "meta-universe" related activities, what kind of "meta-universe" experience will the head brands in the pickup market bring, and what impact will it have on brand and product communication? Let's look forward to it together.
epilogue
Since January 2021, the "Pickup Truck First Impact Index" has been updated for 12 consecutive periods, as the first year of the explosive growth of pickup trucks, this year has made a major breakthrough in both the number of products and the acceptance of users. The favorable policy end has given the green light to the pickup truck all the way, and the efforts of various pickup truck manufacturers in marketing have also directly boosted the rise in pickup truck sales.
Looking back at the brand and product work in 2021, what are our enlightenments, and what are the successful experiences between the brands, which can be learned from each other? In the 2021 annual review of the "Pickup First Impact Index", let's "three provinces and one body" together.