[Introduction: Jietu adopts a "literary" context for the naming of new cars to prove the value orientation of products, which is the first time in the automotive industry. This is also a reflection on the evolution of automobile luxury, eliteization, success, entertainment, gamification, etc., and the positive output after being reorganized is not only innovative, but also value judgment. No matter from what point of view, "Zhuge Ge" and "Zilong" are literary images, cultural heritage that travel through time and space, and idols worshiped by the people. 】
Written by | Yan Guangming and edited by | Hezi
Jietu broke the circle, aroused attention, launched the concept of "travel +", and was accepted by the consumer market. Some people ask, what is this phenomenon? In my opinion, this is the "+" phenomenon. How to explain? i.e. the connection on the wheels.
From the perspective of consumption patterns and results, it belongs to cultural phenomena. However, at a time when the center of gravity of society is shifting, there are differences in all aspects of society, culture, and personal life that have been created. This difference has become profound and ubiquitous because of the automobile, and there is good reason to summarize the current society as the automobile society, and life on wheels has in fact become the daily form that people must not be separated from. Therefore, the concept of "travel +" was conceived and born not by accident, but by the inevitability of real life, which is an insight that ordinary people have seen but not seen.
In fact, this is a concept that is not difficult to understand. The so-called travel, is not on the road? It can be widely interpreted, or it can be experienced in a narrow sense, is it not a return to daily life? However, the answer sheet handed over by Jetway Automobile was surprising, selling nearly 500,000 vehicles in 4 years. This number is a big "satellite" for a brand new brand, as far as the industry is concerned, it is a brain hole, proving that the "travel +" idea cuts to the selling point of consumption, opening up a new market segment, and the meaning of "+" will be magnified, that is, the visible market and imaginary space.
Isn't this the new marketing mindset? Especially in today's digital age, such thinking seems to be everywhere, is not affecting our lives? The "travel +" is a circle-breaking practical case for the marketing of the automotive industry, and it is worth studying.
If you look at it from the perspective of the new era, "travel +" is just like when the Internet car first appeared, it is also a market hatched by the concept of "+", but it is only a technological divergence that stays at the level of human-computer interaction, and it has not yet fully landed on life, and "travel +" has deepened a step for the survival of the scene, intervened in the experience, has specific content, becomes humanistic and warm, locks the target, serves home, and is favored and respected.
Travel, a way of life on wheels, is not necessarily to see the scenery, nor is it a "Xiake" style of exploration, or for the joy of driving, but more is to travel, on the road, in order to yearn for and meet, looking for the meaning of "non-value", so that the scenery of life is loaded on the wheel, become interesting, get rid of the excessive burden of material desire, make life simple and relaxed, physical and mental pleasure can be expected, full and confident.
The nearly 500,000 Jetway owners seem to prove this, and the release of a lot of information is worth paying attention to, not only the market, but also the sociological significance. First of all, we see that under the digitization of the Internet, people are more inclined to be confident on the "road" and unchecked freedom; secondly, the freedom of youth, not willing to be limited by the radius of life, to express the "self" of the behavior partner; and then to find the fusion of inner scenery and travel to become a fashion and daily life. As a result, the demands and expressions of modern civilization are no longer physical choices, but also spiritually diverse options. Last year, a group of well-known domestic graphic designers and scholars gathered in Shanghai to discuss how the concept and expression of "Travel +" of Jietu can be reflected in the brand logo design, providing many new perspectives that reflect the current social demands. Among them, the concept of automotive culture and making cars more than cars has reached a consensus.
For example, under the concept of "travel +", Jietu launched Zhuge X70 and Zilong X90, trying to empower historical images, literary images and folk images on products, vividly and interestingly interpreting intelligence and power, combining offline activities and cultural and creative interpretations, etc., to achieve ideal expectations. It should be said that this is an implantation with quite cultural connotations, which is easy to consume resonance and cultural dissemination. This move gets rid of the marketing model and stylized words of the car curing, and activates the "life of the product". Some people say that this is a circle-breaking, which in my opinion is "automotive cultural creation". Its significance lies in innovation, changing the pure car selling routine, allowing literature to enter the car, which has a different resonance. This breakthrough brings at least three levels of enlightenment to marketing and communications -
Car representations can be visualized. For example, when the Jietu X90 was released on the market, it used handsomeness, courage and strategy to describe its appearance, power and intelligence, etc., which was vivid and refreshing. For the car itself, it is an artifact without vital signs, and once it intervenes in the humanistic elements, it will come alive, and even the digital data will be vivid because of the image, and it will not be bored. I believe that anyone who visits the jietu X90 listing site will have this feeling, and the car can be "alive".
Car images can be anthropomorphized. This is the most interesting highlight. Because in recent years, in the product shaping, many manufacturers are creating their own product images, and there are different value orientations. It is undeniable that in many product images, there are also "virtualization" arbitrariness, "vulgar" exaggeration, and even "gamification" rashness. The "Zhuge " and "Zilong" images launched by Jietu are quite deliberate, and are regarded as positive and positive meanings, and are well received. First of all, this is a respected historical figure, secondly, a folk foundation with deep fans, and then an embodiment of wisdom and heroism. These are all in line with the product tone, cultural coincidence and rationality.
Automotive literature can come to life. Jietu adopts the "literary" context of the new car naming to prove the value orientation of the product, which is the first time in the automotive industry, which is also a reflection on the evolution of automobile luxury, eliteization, success, entertainment, gamification, etc. The positive output after being reorganized is not only innovative, but also a value judgment. No matter from what point of view, "Zhuge Ge" and "Zilong" are literary images, cultural heritage that travel through time and space, and idols worshiped by the people.
Comments
This shows that the daily life of the car has been transitioned from the past "conspicuous consumption" to the non-utilitarian nature of "leisure means of transportation", which is already a kind of social civilization progress, and the cultural phenomenon brought about by the breaking of the circle of shortcuts is the characterization of the car entering the post-consumption era, and its positive significance is that the concept of "travel +" will be deeply rooted in the hearts of the people, the connection on the wheel will be more diverse and vivid, and the foreseeable "+" will be more confident and free.
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