Written by | double
Two years ago, a new crown pneumonia epidemic has caused many companies to suffer an unprecedented market impact. As a bulk consumer product, cars naturally have a lot of pressure on automobile manufacturers.
We can see that in the past two years, in addition to adhering to the traditional offline car sales method, automakers have racked their brains to strive for stability in sales, from VR showrooms, door-to-door test drives to live car sales.
You can think of these marketing as a new way of communicating, but for a younger audience, automakers should keep experimenting with new marketing initiatives. As the leader of its own brand, the Haval brand has launched a lot of new marketing methods for young consumers in 2021, and from the perspective of sales throughout the year, it has indeed played a big role in promoting.
Depart with user C
Create new interactive gameplay
For today's young consumers, the car is an expression of personality display and life attitude while being a daily means of transportation. Therefore, the product should bring them, no longer limited to the comfort of the ride, the driving power feeling, but also need to include the satisfaction of the spiritual level.
In this regard, the Haval brand is indeed very representative in the automotive industry. Although the Haval brand was born in a traditional car company, it constantly uses the thinking of Internet companies to market, to achieve circle breaking and co-creation with users. In today's serious homogenization of products, it has indeed found the marketing key.
"Cross-border" cooperation has now become a new breakthrough in brand marketing, after experiencing simple brand mutual authorization and other forms, the scene and depth of "cross-border marketing" have been greatly released, not only can share the multi-dimensional traffic of the two brands, but also can vertically deepen their fan groups, horizontally touch multiple circles of people, forming a three-dimensional marketing communication.
In this regard, the Haval brand can be described as a "cross-border" brother in the car circle. Last year's two cross-border cooperation with Dunhuang Museum, the top IP of Chinese culture, and the beauty brand Kazilan, let us see that it wants to create a young brand label through the new hot spot of "national tide" and reach the hearts of young consumer groups. After all, now the national tide culture has gradually become the spiritual totem of young people, as an independent brand, the Haval brand uses the "national tide" element to integrate with it appropriately.
In the face of a huge Generation Z consumer group, the Haval brand is also invested in them. It is understood that the mainland currently has nearly 300 million Generation Z people. One of their characteristics is a strong sense of self, the courage to try new things, like to make decisions about their own lives; on the other hand, this part of the population because they grew up almost all live in the Internet environment, so all their user behavior is done on the mobile Internet. In addition to normal working hours, other times they will spend most of their energy on brushing dramas, watching vibrato, and watching variety shows.
It is based on these characteristics that the Haval brand has also opened a second secret, that is, to integrate into the Z generation crowd and compete for the "car pet" of their time. In the variety IP of "This is the Trend" and "This is a Slam Dunk" broadcast last year, we saw the figure of the Haval brand, which caters to their personal preferences with the exclusive cars of the Z generation crowd, and can indeed open new doors. After all, in the post-wave era, brand marketing and the trend of rejuvenation have long been inseparable, and it is imperative to seize the highland of "young consumers".
When it comes to "user co-creation", the Haval brand can be said to be handy, and the 2020 Haval Big Dog Name Campaign is a classic case of the car circle. Playing with fans, creating together, empathizing with users, co-creating, and sharing is the unremitting direction of the Haval brand. Because the Haval brand knows that co-creation can not only help brands precipitate social assets and display a differentiated brand image, but also promote sustainable brand growth.
With the success of the Haval Big Dog Campaign, the Haval Kugou Campaign was also put on the agenda last year, and it was very high in terms of user engagement and popularity. This also directly shows that car companies maintain communication with users at any time, which can further enhance user stickiness and a sense of belonging to the brand. And users participate in it, and psychologically there will be a very large feeling of being valued and recognized. The key of "user co-creation" can really be regarded as a golden key in the marketing of the Haval brand.
It is worth mentioning that just before the end of 2021, Haval's user co-creation plan was upgraded again, and it sounded the "Maker Gathering Number" and officially announced the three core co-creation plans of "Maker Star Plan", "Foley Plan" and "Foo Motion Plan". It is believed that with the implementation of these co-creation plans, the Haval brand will eventually reach a win-win situation of "being recognized by users and getting the market".
Therefore, from the above marketing actions, it is not difficult for us to see that the Haval brand really wants users to be the "C position", think what the user thinks, do it in front of the user, and practice the brand concept of "user-centered".
Rich product multi-dimensional reach to users
Stimulate sales to continue to rise
Of course, in the case of a variety of marketing initiatives going hand in hand, the Haval brand not only received massive market attention, but also played a significant role in boosting sales.
In 2021, the Haval brand launched a number of new models such as Haval First Love, Haval Red Rabbit, Haval Mythical Beast, Haval H6S and some annual remodeled models of some models. There are not only products that fit the Consumer Group of Gen Z, but also products that highlight the characteristics of the brand. For each audience, there are products to choose from.
The data shows that in 2021, the Haval brand will continue to lead the market with annual sales of 770008 vehicles. As the core brand of Great Wall Motors, the sales volume of the Haval brand accounts for about 60% of the total sales of Great Wall Motors, which has a pivotal position.
Among the many products, the "one brother" Haval H6 sold 370437 vehicles in the whole year, of which the sales volume reached 42,787 in December, which has won the SUV sales championship for more than 100 months. As we often say, the only thing that can surpass the Haval H6 is probably itself.
In addition to the Haval H6, another hot selling model, is none other than Haval Big Dog, whose annual sales reached 100,690 vehicles, of which December sales exceeded 13,000 units, which has exceeded 10,000 for 4 consecutive months, and terminal sales are still steadily increasing.
As for the dream car built for Generation Z, after the Haval Mythical Beast went public in December, the delivery volume in two weeks was nearly 7,000, and it seems that another "phenomenon-level" product is about to be born. At the same time, products for different young consumer groups, including Haval M6 PLUS, Haval First Love, haval red rabbit and so on, have also achieved good market results.
If we summarize these sales achievements of the Haval brand in 2021 in one word, I think a "stable" word should be able to explain it well. After all, in the face of a volatile market environment, winning in stability is the best way.
Blockbuster new products are emerging
2022 is more worth looking forward to
Now that the 2022 Lunar New Year has passed, the speed at which haval brands can release new cars will still not disappoint. There will be relevant actions in the mainstream market, the high-end market and the new category models full of personality.
For example, the Haval brand will launch the Haval Cool Dog and the Haval H6 PHEV this year. In fact, as early as last year's Shanghai International Auto Show, the Haval brand debuted the Haval X DOG concept car. Subsequently, including the co-creation of the name, and then to the determination of the model naming, it has indeed received the attention and expectations of many consumers before it is listed.
As a compact SUV that is "smaller than The One" of The Haval Dog, the Haval Kugou can be seen that it is also a further subdivision and exploration of the Hardcore SUV product line of the Haval brand. And based on the hot sales of Haval Dogs, Haval Cool Dog is afraid that it will also be a blockbuster model, and the starting price of it is only about 100,000 yuan.
The Haval H6 PHEV actually knows from the name that it will be a plug-in hybrid model based on the fuel version of the H6. The sales of Haval H6 is already a myth, and with the addition of Haval H6 PHEV, boosting sales is a foregone conclusion, but we are looking forward to what new height this sales myth can reach.
It is believed that in 2022, the Haval brand will leave a deep impression on consumers in terms of product launch, whether from the rhythm of product launch or from the importance of personalized models.
summary
It can be said that the achievements of the Haval brand in 2021 are inseparable from its adherence to the brand concept of user co-creation, as well as the promotion of a variety of marketing initiatives, of course, it is inseparable from the support of users.
Haval brands know that in this uncertain environment, if they want to get more consumer attention and want to get more consumers' favor, they must mingle with them. As we mentioned earlier, let users be the "C" bit, think what they think, and constantly meet the test of each user with a new look. 【iDailycar】