Text | Joe Hill
Just today, on the day when a lover finally becomes XX, Dongfeng Nissan launched a video with love and choice as the theme, called "Love in a Qi, Enjoy This Guest".
In this video, Dongfeng Nissan's Jinke and Qida become the heroes and heroines of the film. Throughout the video, it is discussed whether a Western-style or Chinese-style wedding should be used to help the "male and female" protagonists and realize the good wishes of the happy knot.
As a result, after the wedding planner did everything in his power to help them plan a Dramatic wedding, the "couple" finally understood their demands. They are no longer stuck to the fixed process and mode of wedding, no longer entangled in whether they want Western or Chinese, but choose the way they want - travel marriage.
This brings me to a conversation – who can define you in this day and age?
The darling of the times, never multi-faceted
Just a few days ago at the Beijing Winter Olympics, Gu Ailing, who has attracted global attention, unsurprisingly won a gold medal in the freestyle ski jump. You can't deny that this young man, who is only 18 years old, is an unborn genius. What's more important is that her genius isn't just about athletic talent. In fact, she is an all-round, child from "someone else's house".
The question now is, how do you want to define her? A Beijing girl who grew up in the United States, but whose whole family is attached to her motherland? A student bully who came out of Huangzhuang in Haidian and was admitted to Stanford a year in advance? A mature athlete who likes to make dumplings with his grandmother, but can face the problems of journalists around the world? You can always find the most aesthetic and admirable angle from every aspect of her.
At the same time, after Gu Ailing became popular, a series of new topics triggered by her also began to appear on the hot search. How to let children find the most suitable field and then start "barbaric growth"; how to abandon the simple whitening aesthetic and begin to appreciate a healthier skin tone; how to put aside the cramming learning method, so that children still have the strength to impact the world's top schools on the basis of ensuring ten hours of sleep every day...
Obviously, the emergence of Gu Ailing is catering to the diversified trend of aesthetic orientation and value orientation in this era. In this era of pluralism, there is no longer any constant standard to define any group of people, to define any product, and everything becomes more acceptable with the release of personality.
For Dongfeng Nissan, making its products also become more multi-faceted is exactly what they are trying. After all, personalization is the "main theme" of product marketing and human design in this era.
Cars can never be "circled"
In fact, the word personalization has appeared in the automotive industry for a long time. But at the time, the word seemed like a mask that could be applied to infinite frequencies. Every car that is produced is defined by market research. For example, young car buyers seem to be forever bound by two types of automotive products: entry-level economy cars, and more personalized performance cars.
More people are circled by family cars, pets and second-child children are regarded as target groups by SUVs and MPVs; more elites in the new era who are willing to start a business or live in the workplace are circled by more luxurious high-end business cars. And so on.
At that time, I was also brainwashed by such a concept. More often, in the evaluation of cars, I will naturally divide different types of cars into a certain class, a certain type of group. But in fact, this is not really enough to release the expression of personality. After all, the use of the car does have different emphases in the design and manufacture, but in the subsequent use process, the real consumer can find their own needs.
In the case of off-road vehicles, for a large part, the target group of such models seems to be easily defined by nature as a big man who loves nature and loves to explore. But in the actual car purchase process, there will also be many petite girls who love city life and will choose to pocket it. Similarly, the world's famous mini cars such as Mini, Beetle, and Smart seem to be designed for girls who like cute shapes and are more convenient for driving and parking. But there will also be many male users who love classic cars and will choose to use them as a car.
In the past, in the concept of more people, this kind of seemingly "contrasting" purchase demand is actually a niche demand. But now, with the opening of the automotive enterprise pattern, such needs are beginning to be taken care of by more people. They began to make more diversified products, while avoiding allowing themselves to define, and ultimately allowing consumers to meet their real and practical desire to buy according to their own needs.
Jinke said: No one can define you
Now, let's go back to the "car wedding" video that has attracted more attention. Obviously, this is not what Dongfeng Nissan wants to do, nonsensical video dissemination, and this is a very straightforward metaphor. In this video work, Dongfeng Nissan clearly conveys to everyone the new concept and logic of their own car building: that is, to choose the most suitable one, rather than being bound by the so-called rules and regulations and market research reports.
After all, the really good car products are never only able to meet specific groups of people, but really can make more people need a car.
In fact, since the introduction of the Jinbus into the Chinese market in 2017, Dongfeng Nissan has defined the audience as a pan-90s young person, and hopes that this group of people can always maintain a positive, energetic and energetic young mentality. Obviously, this does not seem to be the same as more other car companies hoping to circle a group of people. They have the main target group, but they are more welcome to choose their products from all people who like Jinke and even Qida. Breaking through the restrictions of the circle layer and opening the pattern, Dongfeng Nissan is enough to welcome more consumers' choice.
In fact, this is not the first time that Jinke has gone out of the circle through marketing. At the end of 2019 and the beginning of 2020, Dongfeng Niche carried out a change of goods challenge. The protagonist who participated in the challenge received "surprises" from strangers in the process of bartering again and again, and in the process of bringing a song called "Your Answer" and achieving a more confident self, he also gained a Jinke car.
The car anthropomorphic wedding planning this time is not only intended to go out of the circle on Valentine's Day, but more like a continuation of the previous exchange challenge. Obviously, Dongfeng Nissan not only wants to engage in a marketing fire, but also hopes to continuously output the values of the enterprise through more distinctive videos, the judgment of the enterprise for the market and the target consumer group, and truly attract these people.
The results of this are obvious, since 2015, Dongfeng Nissan has continuously exceeded the sales performance of one million vehicles. In 2020, it exceeded the record of 1.1331 million vehicles (including Venucia brand). Even in 2021, when the overall environment is more difficult, this number has actually stabilized, reaching 1.1348 million vehicles. Obviously, the people who should be attracted are all attracted.
In addition to product strength, product sales, car price and value, through the recognition of life attitude, more and more people are expected to become users of more products in the future. At least from a marketing perspective, this is a kind of obvious, pandering to the progress of the times.
After all, it is used to release the personality of enterprises and products, indicating that Dongfeng Nissan understands the changes of the times. Only those who understand the times have the opportunity to truly lead the next era.