A few days ago, the knife at the Tianjin exhibition was really stunning, Yang Zi signed a contract, Gu Zai came to the scene in person, and even shouted out the development goal of "rushing the top three".
As early as a few years ago, the performance of the knife was cut off, fell down the million club, the business team ran away, the business operation was in crisis, how many people looked down during the period, in the rapid integration period of the industry, it was difficult to keep up with the team, and it was more difficult to fall behind and come back.
And the knife played a beautiful turnaround battle, re-entered the million club, showing us a new vibrant knife, the annual performance of 2018 increased by 58%, becoming a new first-line brand in the electric vehicle industry.
Why did the knife grow back, this was the answer that Zihe had always wanted to know. If the new day and the green source have achieved such growth, it can be said that it is thick and thin, but the knife is different, and the knife does not have such a foundation.
The transformation of the knife is not a product, not a brand, not a mechanism, but it is related to these elements. The brand has always attached great importance to the development process of the knife, and has also gone through several stages during the period, but compared with the development stage and industry status of the knife, the brand operation of the knife is radical and fruitful.
1. China Road Knife Line
In 2013, the electric vehicle industry entered the era of brand division, Yadi played the "China Electric Vehicle Leading Brand", Emma strongly occupied the "Electric Vehicle Leader", and the industry leader started from the position and declared his brand hegemony.
After years of precipitation, the knife also began its own brand upgrade, first invited Xie Peilun, the planned brand announcement is "China Road knife line", this positioning, Zihe prefers to call it an advertising slogan.
"China Road Knife Line" is very Chinese artistic, but also very rhyming, in line with the context of the Chinese habits, followed by the word "line" has multiple meanings, can be used as an action "line China, line China road, practice, travel", can also be used as a noun "knife line, knife line, knife line", implying Chinese electric vehicles, knives are good, knives are the best.
Positioning, this brand design, is to find a super word "line" for the knife, combined with the Chinese road, the line behind the implied internal products are very good, but also on behalf of the external consumer evaluation, knife products are very good.
Endorsement, Li Bingbing endorsed the knife, Xie Peilun invited well-known directors and photography agencies to shoot corporate propaganda films, vigorously publicized at the terminal, and enhanced brand awareness and reputation.
In terms of publicity, the company's promotional videos and print advertisements emphasize that "the knife is good, and it can run without electricity; the knife is good, and it can also run in the water; the knife is good, and the climbing power is good." Good use is the last word. China Road, Knife Row". At the core propagation point, focus on the power and battery characteristics of the knife product.
2, stronger power knife technology
2015 is another milestone on the road to the branding of knife electric vehicles.
In terms of image, the knife group released a new logo image, the new logo still continues the previous red as the main color, in the graphic is still based on the word "knife", made a deformation modification on the line, highlighting the knife "stronger power" power concept.
Positioning, the knife updated the brand slogan, from "China Road knife line" to "stronger power knife technology", the change of advertising slogan, but also the change of the company's positioning, the original China Road knife line potential connotation power to enlarge, "stronger power" is also a bit of the meaning of the "higher end electric vehicle" of the standard Yadi, but also the company launched the "dual power" product in 2014 on the brand sublimation.
In terms of communication, in the following years, The knife cooperated with the national table tennis champion star, "Country Love 11", Nanjing Exhibition and Xiao Luo Qiangqiang, through sports marketing and TV implantation for brand communication.
Logically, "China Road knife line" does not have a clear positioning, and "stronger power knife technology" emphasizes the power positioning of the knife, implying that the power selection knife, while the knife's products and technologies can be well undertaken, the knife is double power, and later there are three power, as well as the SPS speed system, which are symbols of power, so as to create a unique label of the knife with power products.
From the logo design of the power concept, to the knife's product power practice, in the rise to the company's brand positioning, the process is a matter of course, in 2013, the company in the differentiated brand positioning, may not have such internal resources and external environment.
3. Double star strategy Strong sprint
The start of the knife in 2019 is very strong, signing the endorsement of Yang Zi and Gu Tianle, naming the high-speed rail train, and reaching a strategic cooperation with China Quality Miles, behind these actions is the rapid development of the knife in the past two years, and the knife in 2019 is a year of high-mindedness, and it is also a key year to enhance the brand and market share.
Opening the double star strategy is just the beginning, more brand upgrade actions and market operations are being carried out, and the knife is firmly moving towards the road of "rushing the top three".
4. The road of counterattack is not the work of a dynasty
In the process of combing the knife brand, as mentioned at the beginning, the brand positioning is not clear to clear, the brand action is from small to large, these are easy to understand, in the mature stage of industry development, either eliminate others or be eliminated by others, there is no third way.
The transformation of the knife in recent years has initially moved towards the right track, what the knife has experienced in this process, Zihe has always wanted to understand, but it is impossible to figure it out in a short time.
From the analysis of Langtao Technology, the successful transformation of Xiaodao in 2017 mainly involves six aspects: the core business guarantee is high-tech, product focus and customized two-wheel drive, the product portfolio is cost-effective, vigorously support high-quality customers, the rapid resurrection of old customers, and the exchange of new customers for quantity policies.
Taken apart, it is three aspects, product + two teams of team building, products to meet user needs as the core, internal team building high salary retention incentives, external customers vigorously support and develop new customers.
The above several strategies are all needed to be invested, so the market strategy of the knife is high investment for market share, for growth space, the early stage can be through strategic losses, in order to exceed the industry status quo and internal and external expectations, to seize customers to seize users, and finally through market share and brand effect to balance investment, so as to pull the enterprise into a positive cycle.
Opportunities are all hard work, praise for the knife! The king loses, the survivor wins!
(Note: The stone was written in the first half of 2019)
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