A few days ago, Denza's Zhao Changjiang sent a Weibo, the content is to solicit the name of Denza's first high-end MPV from netizens, and At the same time Versailles took a hand, directly defining the future MPV as an epoch-making product.
Lantu just happened to have just launched the ultra-luxurious MPV Dreamer, so he interacted with the message below. The superficial meaning is probably the name of the dreamer, absolutely can match the epoch-making products, the implication is that the dreamer is the epoch-making product, or the name borrows you to use it.
Jokes are jokes, but you find that no, now more and more car companies are consciously or unconsciously conducting some "market research" on social platforms. For example, before that, the ideal CEO Li Xiang often spoke out on Weibo.
In today's Internet is so developed, more information and traffic began to lead to social media, from public media to social media, the distance between people is narrowed. Being able to truly feel these characters as if they are "living in another world", netizens and fans can naturally be more enthusiastic.
At the same time, across the screen, you can directly leave a message under the big guy's speech and express your own views as much as you want, which undoubtedly allows people to say nothing and not worry. At the same time, for the big guys, such research is not only direct, but also can hear some real voices.
In addition, there are not a few fancy marketing cases carried out by car companies in recent years with The internet attributes. Some even make people cry and laugh, crazy inner volume, but the actual effect is very satisfactory.
For example, previously, Great Wall Motors adopted the method of online collection and naming and voting for its new brands and new models, which can be said to have earned enough eyeballs and popularity. Netizens selected what big dogs, divine beasts, red rabbits, etc., the names are more outrageous than one.
But these names voted out by netizens, no matter how strange the name is, Great Wall Motors are all received according to the order, a non-falling use, originally looked like a farce of the marketing activities, the final effect is surprisingly good, not only let the Great Wall fire several, but also the competitors look stunned, you can also play like this?
So, I saw the opening scene, and Denza also learned that the Great Wall began to solicit the name of the model like the public. This kind of research method can be said to be an inevitable product of the times, but it is a change of media, expanding the group, on the one hand, it is beneficial to the results that car companies want, and future products can be more accurately targeted at the population.
On the other hand, this method can narrow the distance between consumers and car companies, cultivate brand loyalty, understand customer psychology and so on.
However, this approach also has drawbacks. For example, before Weilai CEO Li Bin mocked the fuel car can only smell the smell of gasoline, originally for the electric vehicle to a wave of positive push, but the result caused public anger, was accused of eating ugly. Perhaps he himself did not expect that these few words would cause such an uproar.
In the final analysis, no matter how to market, the essence of the enterprise is still the product as the core, even if the marketing is done well, if the product power can not go up, can not bring vital benefits to consumers, then these means, is only a castle in the air.
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