From the Lunar New Year coinciding with the Beijing Winter Olympics, to the men's 3-1 defeat to Vietnam, the women's football team to win the Asian Cup, a succession of hot events, making February this year very lively. Gu Ailing, the strongest "winter vacation worker" gu Ailing, Zhao Lina, who guards the gate of women's football, behind the hot events and hot characters, the brand side has already smelled the opportunity of taking advantage of marketing, and how can the pickup truck brands seize similar social hotspots and expand their influence? Take a look at the analysis report of the First Commercial Vehicle Network.
The head brand position is stable The waist reshuffle continues to intensify
According to the statistics of the First Commercial Vehicle Network, in the four weeks of February 2022 (January 31, 2022 to February 27, 2022), the total score of the top ten pickup truck brands in the "Pickup First Impact Index" was 1192 points, compared with 1247 points in January 2022 (January 3, 2022 to January 30, 2022), a decline of about 4.6%, and the decline rate reached 39.6% compared with January 2021.
In addition to the Great Wall pickup truck continuing to lead the list with a score of 231 points, the impact index ranking of many pickup brands has been greatly adjusted. On the one hand, it reflects that the current heat of the pickup truck topic has cooled down compared with the same period last year, on the other hand, it reflects that in the field of pickup trucks, in addition to the head enterprises, the market influence of waist enterprises still has large variables, and it also adds more expectations to the market.
Specifically, The Foton pickup truck scored 190 points this time, whether from a month-on-month or year-on-year point of view, it is another brand that ranks relatively solidly on the list of the "First Impact Index of Pickup Trucks" after the Great Wall Pickup Truck, and the perfect product matrix and the accurate grasp of the trend of consumption upgrading make it further strengthen the industry position and impact the head brand.
SAIC Maxus ranked third in February's "Pickup First Impact Index", with its monthly performance of 131 points reaching an all-time high. Although it is not dominant in the number of its own news releases, the excellent end-market performance has still attracted spontaneous dissemination from industry media, contributing to the top three this time.
With the changes in market demand, pickup truck manufacturers continue to optimize their product layout, from focusing on functionality to paying attention to user experience, under the guidance of different ideas, more and more pickup products enter the user's car purchase list. In addition, the competition at the marketing level is also accelerating the reshuffle of the pickup truck market, allowing users to enjoy excellent products while witnessing the growth of different brands.
Ice and snow marketing has its own surprising tricks to buy a car gift to seize the opportunity
Different from the previous holidays, the brand side simply sent blessings to the sea, this year's Spring Festival coincided with the Beijing Winter Olympics, and the huge eyeball effect attracted many brand parties to take advantage of the marketing, and pickup truck manufacturers are naturally no exception. Of course, in addition to simply inviting athletes to endorse or sponsor events, the special attributes of the pickup truck itself have also brought more diverse choices to the brand's rubbing hotspots, such as ice and snow test drives.
According to statistics, in February, the pickup truck brands that organized the media and users to participate in the ice and snow test drive included at least four brands of Great Wall, Futian, Changan Kaicheng and ZTE pickup trucks, and the pickup truck models involved were also very rich, including the Great Wall Cannon, the Great General G9, the Changan Kaicheng F70, and the ZTE Weishi 1949. Behind the brand's enthusiasm for ice and snow test drives, we can see that similar activities can show the performance of products in real outdoor scenes in various ways to achieve the effect of empathy with users. Even if you can't go far away, watching others rejoice in the snow is a beautiful scenery.
In addition, combined with the customs of the Spring Festival holiday, the Great Wall pickup truck organized a user testimony of the owner of the car, from the scenery of Dali to the cuisine of Jilin and Changsha, in addition to the user's strong New Year's flavor in various places, it conveyed to the market the wide range of Great Wall pickup truck users and the strong adaptability to various terrains and climates.
Some people are busy cheering for the Winter Olympics, and some brands do not forget to speak out for Chinese women's football, Zhengzhou Nissan and Jacque pickup trucks are one of them. Especially in the case of the score behind to achieve a reversal, so that the indomitable pride of the Chinese people is instantly ignited, and the pickup brand chooses to congratulate at this time, naturally can also win the goodwill of fans.
Enhancing brand influence and promoting terminal sales has always been the essence of marketing work. Then, after "rubbing" the heat of the Winter Olympics and women's football, boosting sales has become a pragmatic choice for various Canadian brands. It is understood that there are at least six pickup brands that launched the New Year car purchase gift in February, or issued car purchase benefits through live broadcasting, or directly gave cash or maintenance feedback for the New Year car purchase gift, grasping the users who chose to buy a car a few years ago to reach a deal, which became another background for the marketing work in February.
epilogue
Although the pickup truck market is still a continuous entrant, but the Matthew effect of the strong Hengqiang has begun to appear, the head pickup brand has gained more market discourse power by virtue of its own influence, leading the general direction of the development of the industry, and waist enterprises have also strengthened the innovation of product layout and marketing methods under more fierce competition.
What more exciting marketing stories will the pickup market bring to the future? Changing demands and brand brainstorming to compete for users' eyeballs should be the best part of this endless race.