In the Spring Festival stall of the car company in 2022, a minister Anmazda's "Lao Wan's Car" attracted our attention. The reason is not because of the expertise, but from three points: authenticity, heritage and longevity.
Text / "Autobot" Lu Shan
The Spring Festival stall has always been a must for major automobile brands to exert creativity and take advantage of the marketing. And micro-movies, for car companies that are not bad for money, are almost the most perfect carriers in this video era.
Once upon a time, micro-films from major brands surged in. Higher picture quality, more exquisite light and shadow, more professional scripts... Under the premise of not being able to get rid of the theme of "family fun", car companies can only compete and roll in at the technical level, and the expression of emotions is weakened.
In the Spring Festival stall of the car company in 2022, a minister Anmazda's "Lao Wan's Car" attracted our attention. The reason is not because of the above professional skills, but from three points: authenticity, inheritance and longevity.
These three points are not only necessary to tell a good story that can move people, but more importantly, they are perfectly in line with the golden age of China's automobile boom, mazda's development in China, and the brand's consistent core of distinctive value.
As the English name of the film goes, In promise we trust. 7 minutes and 53 seconds is not long, but it tells a story spanning 20 years, about promises and fulfilling promises.
This is a true story
Authenticity is always the most powerful and attractive. Especially for a micro-film with marketing overtones, Base a true story sets it apart from other films.
The old Man in the film is not a business magnate or some kind of fancier. He was ordinary, like us among all sentient beings; but he was not so ordinary, because he had his own keen sense of the changes of that era.
In 2003, Lao Wan spent "huge sums" to buy a red "Ma 6" sports wedding car, and the neighbors could also discount it 20%. Seeing this scene makes the author who experienced that era can't help but smile. The red "Ma 6" wedding car can definitely be regarded as a landscape in various cities at that time, and there are indeed many people like Lao Wan who buy red "Ma 6" to run weddings.
This scene also evoked the author's memory of "Ma 6". Mazda 6 is a well-deserved "god car" in the last era. That cool shape, dynamic posture, buying a horse 6, not only hints at the owner's solid family, but also is a symbol of the owner's youthful vitality and taste.
Such a classic model that carries countless dreams and feelings has built mazda's initial impression in the hearts of Chinese fans. At that time, there was no high summary of "human-horse integration", but the "Ma 6" for the brand to create performance, handling, splitting and other sports characteristics labels, to this day is still an indispensable important brand asset of Mazda.
From the country lanes to the urban forest, the bright and festive red "Ma 6" drives in this land where the private car culture is booming, witnessing the combination of countless newcomers, participating in the struggle of millions of new families from scratch, and becoming a witness to the social development of the times.
For Lao Wan, the emergence of the red "Horse 6" also witnessed the family's continuous growth and journey towards prosperity. It was a car, and it wasn't just a car.
It's a story of inheritance
When the red "Ma 6" appeared as a wedding car, the author's memory was taken back to 20 years ago. And the light and shadow are intertwined, the red "Ma 6" has become a red CX-5, and the changes and inheritance of the times have made the whole emotion thick.
What seems like a natural scene is a scene that cannot happen before 2021. As we all know, in 2021 Mazda achieved a north-south merger in China. Faw Mazda and Changan Mazda, once fawn mazda, have since entered a new era of development.
For Mazda's 3.2 million users in China, there is no artificial brand definition, and from then on, you can feel the original Mazda more fully and thoroughly. The Mazda qualities that once surprised the old Wan family continue to bring new touches to the daughter's new family.
Just like the scene in the film, from the father's "Ma 6" to the daughter's CX-5, the times are changing and the technology is innovating, but the trust and love of the lao Wan family for this brand will not fade with time.
For the new Changan Mazda, the huge fan user base and the deep emotions established in the past 30 years are the biggest capital for the brand to move forward.
Why is it that in today's highly saturated automotive market competition, there are still so many loyal fans who firmly choose Mazda? The author believes that the fundamental reason why Mazda is based on the Chinese market with its dexterity is the value and reputation of the product, and the understanding and respect for users.
From the product-oriented "characteristic boutique strategy" to the consumer-oriented "user +" thinking, user experience has always been placed by Changan Mazda at the core of corporate operation and brand development. Whether it is the Chang'an Mazda of the past or the new Chang'an Mazda of the future, this will not change.
As Fu Yuanhong, executive vice president of Changan Mazda, said in an interview with Automan: "Users will eventually choose those brands that choose users." New Changan Mazda will, as always, unswervingly take the user as the center, and operate well and serve the users well. ”
The original intention may already be a word that is no longer popular. But it is precisely because of this unchanged original intention that the merger of the north and south Mazda can be successfully completed, mazda's development in China can move forward, and the mazda love affair of the old Wan family can continue.
It's a long story
The daughter's complaints about Lao Wan, Lao Wan's promise to her daughter, and how Lao Wan will fulfill his promise after 20 years, the storyline is not complicated, but it has a sincere emotional temperature. The car in the film not only changed their lives, but also became a bond in their relationship.
If Lao Wan 20 years later through the "Yuema Starry Sky" user co-creation platform, and finally found the classic red old "Ma 6" to send his daughter to marry, is to fulfill his promise to his daughter that year, then, more comprehensive and advanced product technology introduction, more meticulous service care, more up-to-date marketing, is the new Changan Mazda with its own practical actions, to fulfill the promise to fans.
In the long course of brand development, in the wave of continuous upgrading of automobile consumption, Changan Mazda has accurately grasped the pulse of consumer demand and continued to provide high-quality and high-value products.
Similarly, in today's changing consumer perception and continuous progress of automobile culture, the new Changan Mazda has also achieved the lasting empathy and attractiveness of the brand by being close to the fan group and listening to their inner needs.
In the face of young consumers, in addition to continuing the brand's high-quality and high-performance sports characteristics, the new Changan Mazda continues to enrich and expand the temperature and connotation of the brand. A series of circle marketing activities based on user interests in the fields of modification, e-sports, and her power are carried out, and each step originates from the user, and each step has the participation of the user.
The new upgrade service policy of "all vehicle system, full scene and full time" launched at the beginning of 2022 uses unified service specifications, service standards and service methods to ensure that the interests of Mazda car owners across the country are maximized and the experience is optimized.
These measures not only show the keen insight of the new Changan Mazda on market changes, but also reflect the further upgrading of the user experience and user rights and interests of the new Changan Mazda relying on its strong system capabilities. In a complex and fierce competitive environment, through unique products and brand charm, the new Changan Mazda continues to build and improve its own moat.
Every era has its own story. Today, the new Chang'an Mazda will also start its own new chapter. 【Copyright Notice】This article is the original manuscript of Automan Media, and may not be reproduced without authorization.