Brand value is an intangible asset of a business, and in long-term business practice, business managers have long understood the importance of its position, but how to create and nurture a strong brand often faces great challenges. Ta is not only affected by the brand's own positioning and product quality, but also affected by many factors such as the market environment and the subjective feelings of users. Therefore, trying to generalize a brand in one word will often become futile, but if it comes to the important means of achieving brand value improvement, marketing promotion work must be the focus of the brand side.
Next, the first commercial vehicle network will focus on the "first impact index" score of domestic pickup truck brands in 2021, and analyze and explore the performance of various pickup truck brands in marketing work in the past year and the enlightenment brought to the industry. In the pickup truck products are becoming more and more abundant, users choose to begin to present a diversified market environment, how to achieve their own product marketing breakthroughs, until the brand influence is improved, please see the analysis of the first commercial vehicle network.
The head of the enterprise position is stable, and there are many points of blossoming below the waist
In the analysis of the previous "Pickup Truck First Impact Index", we will call 2021 a new era of pickup market outbreak, not only in 2021 the number of new pickup trucks listed reached a historical peak, at the same time, in product upgrading, brand building, marketing, pickup culture and many other aspects also ushered in a new height.
According to the statistics of the first commercial vehicle network, the total score of the "pickup truck first impact index" in 2021 is 18582 points. Among them, the Great Wall pickup truck ranked first, with a total score of 4195 points, accounting for 22.58%; The Futian pickup truck won the Tanhua with a total score of 2260, accounting for 12.16%; Zhengzhou Nissan ranked second, with a total score of 2122 points, accounting for 11.42%. The three accounted for 46.16% of the total score, accounting for almost half of the market communication, which shows that in 2021, the three pickup truck manufacturers have made sufficient efforts in the marketing work, and their results are also very significant.
In addition, in connection with the top ten sales of the pickup truck market in 2021 (in turn, great wall pickup truck, Jiangling pickup truck, Jiangxi Wushiling pickup truck, Zhengzhou Nissan, Foton pickup truck, SAIC Chase pickup truck, Jianghuai pickup truck, Changan pickup truck, Qingling pickup truck, ZTE pickup truck), the higher impact index ranking not only reflects the results achieved by enterprises in marketing, to a certain extent, it also maintains a corresponding relationship with market sales, which can be seen that in this market where "wine is more afraid of deep alleys", There is a positive correlation between product and brand marketing investment and market sales performance.
Refine user scenarios to win empathy
With the change of media forms, the expression methods and communication channels of various brands are becoming more and more abundant. From the leading direction of print, radio and television media to the common prosperity of Internet portals and self-media, the marketing and promotion work of pickup truck enterprises has also shown a more diversified trend. How to attract potential fans to complete the conversion and promote their own brand connotation to win more resonance has become the focus of marketing work in the pickup truck market in 2021.
The Great Wall pickup truck, as a domestic pickup truck "brother" of the market sales "Lianzhuang" for 24 years, obviously has a very rich experience. The "Cannonball Plan" released at the Shanghai Auto Show is the beginning of its advancement from a single category to a multi-category. Throughout the whole year of 2021, the Great Wall Gun has successively listed new vehicles such as the global version of the passenger gun, the artillery, the Off-road Pickup Everest Edition of the Great Wall Gun, the locomotive gun, etc., and has realized the delivery of black bullets and brigade guns, and the dragon bullet has also opened pre-sale, and the layout of the full lineup and all scenes has fully met the diversified needs of users.
As Zhu Haisong, the pioneer of China's wireless marketing theory, once mentioned in his book, "the formation of the brand is a 'humanized product'", then, the "5 guns and 3 bombs" of the Great Wall pickup truck is the best restoration of the diversification of consumer personality and preferences. After making the most thorough analysis of the user's consumer psychology, setting up a series of activities such as pickup academy, playing Alxa, cross-border expansion, helping the national scientific expedition, and building a locomotive co-creation alliance, it is just a way to deepen communication with users and let users release their true self-expression.
Of course, tapping into the deep psychological needs of users is not just a patent of the Great Wall pickup truck. With the help of the general trend of pickup truck consumption upgrade, Zhengzhou Nissan, Futian pickup truck, Jianghuai pickup truck and other brands have also strengthened category innovation and opened their own product power upgrades.
For example, with the help of the renewal and upgrading of the Navarra National VI AT version of the model, Zhengzhou Nissan first consolidated its position in the high-end pickup truck market with comfort. In addition, The new Ruiqi and Ruiqi 6 are out of the circle with "Chuangfu pickup truck" and multi-scene applications respectively, broadening the boundaries of Zhengzhou Nissan in terms of economic pickup trucks and fun play, and diluting the attributes of pickup trucks as only tool cars.
The multi-point layout of the product end, the interaction between Zhengzhou Nissan and users at the marketing level is becoming more and more diversified. The establishment of the X-Driving Racing Academy combines event training, training and test drive experience, taking into account professionalism and fun. The driving control experience of ice fields, deserts, sea frontiers, etc., allows users to fully feel the charm of pickup trucks, combined with Zhengzhou Nissan's performance in revitalizing the countryside, flood prevention and disaster relief, and loving education, laying the foundation for creating a more diversified pickup truck culture.
Marketing is not only to advertise and achieve the purpose of product or brand well-known, but also to penetrate the hearts of the people and obtain value and cultural recognition. Therefore, the one-way "what car you build, what car I buy" era has become a thing of the past, user-centered C2B co-creation of a customized model, becoming the basis for saic motor chase pickup truck latecomers.
Based on the system capability of Spider Smart Selection, SAIC Maxus pinpointed product positioning and product layout, and the SAIC Chase pickup truck matrix composed of T60 and T70 quickly ranked among the mainstream pickup brands and products. Entering 2021, when the pickup truck market shifted from the 2.0 multi-purpose commercial era to the 3.0 multi-purpose passenger era, T90 (that is, SAIC Bull) has become the new favorite of pickup truck enthusiasts with higher product positioning, more novel product design and more convenient intelligent level.
The successful listing of SAIC Did not slow down SAIC Maxus, on the contrary, its continuous investment in brand building and product research and development has brought it closer and closer to hardcore off-road enthusiasts. After in-depth communication and inspiration collision, they jointly created the first product based on the C2B co-creation customization model - SAIC Cow Demon King, such a customized service, SAIC Maxus's circle powder means are worth learning.
Compared with the outstanding performance of the above brands in terms of market sales, Wuling, Huanghai, ZTE, Qingling and other brands are slightly inferior, but when it comes to products and brand marketing results, market sales performance is only one of them. Whether it is recognized by the established target user group and has a marketing strategy to open up new markets determines that the brand side can take the initiative in the fierce competition, as exemplified by the listing of Wuling Pickup.
Putting aside professional demands such as off-road, Wuling Journey aims at the overall trend of the rejuvenation of pickup truck users, and combined with the era background of mass entrepreneurship, it has quickly won the trust of young users with pickup truck use needs but limited budgets, and further strengthened its brand label of "what the people need, Wuling will create". In the pickup truck market that emphasizes consumption upgrading and specialization, Wuling Zhengtu takes the marketing concept of young entrepreneurs' cars as the core, accurately cuts into the market, and the product and brand reputation are added.
With "small" Bo "big" also ZTE pickup truck, Weishi 1949 as the first domestic full-size pickup truck listed for a time scenery, after many years outside the mainstream of sight, with the help of the market's attention to Weishi 1949, ZTE pickup truck once again returned to the center of the stage.
Also as a veteran manufacturer of the Yellow Sea pickup truck in 2021 is also a frequent force, not only in the product side of the innovation, marketing, but also firmly grasp the convenience of the Internet, continue to publicize car purchase, car, car maintenance and other life tips, small common sense, not only to achieve the purpose of promoting their own products, but also let users experience the warm care from the brand side, can be described as a multiplicity, in the intensified competition pickup environment, the Yellow Sea pickup truck to "small" to see "big" also laid their own piece of the world.
Looking at the marketing activities of various pickup brands in 2021, focusing on user scenarios, online and offline interactive activities around fun, professionalism and youthfulness have gradually replaced the one-way information transmission of manufacturers or dealers to users in the past. This not only benefits from the development of Internet decentralization, the benefits brought to marketing work, but also indicates that future product and brand marketing is no longer a single information dissemination, more importantly, it is more important to dig out the different resonance points between brands and users, and to do fine work in the "big and complete" pickup truck industry, giving birth to more "small and beautiful" category clusters.
Based on the Internet, we will build a digital interactive marketing platform
Factories produce products, but users buy brands. In the vast number of products, it is inevitable that the functions tend to be homogenized, but the different connotations given to the products by different pickup brands make them show their own differences, and this difference has become a window for consumers to express themselves and show personalization. Therefore, marketing as an important means of establishing a brand, to create a perceptible brand image, is to let users from the "passive" acceptance of information to "active" understanding of the brand and products, in the "interaction" between the brand and the user, to complete their own "human design" shaping, in order to obtain the recognition of potential users.
Opening a social media account for a brand is the first step in reaching out to users and strengthening communication with them. With the convenience of the Internet, we recruit like-minded users, provide them with a platform for communication, organize offline activities to increase interaction, distribute fan benefits to them, and provide professional training and guidance. The appeal of a good brand on social platforms cannot be underestimated, and even in the face of natural disasters, it can unite fans to provide help to society within its ability.
When it forms the ability to call on fans, the fan community gathers around the brand in some form, spontaneously bringing a positive impact on the word-of-mouth of the brand's product promotion.
Use the Internet to solve the "breadth" problem of communication, use offline activities to solve the "precision" problem of potential users, and then solve the "depth" problem of user stickiness with fan interaction. After the community is established and stabilized, relying on brand influence and community reputation to bring user conversion will follow, which is the whole process from product positioning to round of "stripping away cocoons" to find target users, and it should also be the ultimate goal of each pickup brand to create a digital interactive marketing platform through Web 1.0 social, Web2.0 community, and Web3.0 transactions.
epilogue
According to the China Automobile Association, domestic pickup truck production and sales reached 547,000 units and 554,000 units respectively in 2021, up 11.2% and 12.9% year-on-year, respectively, and exceeded the 500,000 unit mark for the first time.
The market performance of the new high in the past year has undoubtedly boosted the morale of pickup truck marketing, but we should also pay attention to the opportunities and challenges brought to marketing work with the changes in policies and customer groups and the advancement of technology level. How to firmly grasp the user's eyeballs through marketing, so that it can transform from interest to a high degree of recognition of products and brand culture, will continue to be the core of the future work of brands. And what role does the Internet play in the marketing of various brands, the first commercial vehicle network looks forward to the "new way" of marketing of pickup truck brands in 2022.