See the True Chapter in silence - A Brief Discussion on the Brand Culture Construction Process of Peugeot Motorcycle (I)

In recent years, "motorcycle culture" has become a buzzword in motorcycle circles, and many phenomena in this group have been labeled as "culture", such as motorcycle travel, modification and so on. More and more motorcycle companies are also very willing to link their products or brands with "culture" and take "culture" as a selling point. In fact, this is precisely the performance of no culture, but also a kind of lame marketing behavior that is eager for quick success. What is culture? For motorcycle brands, culture is the accumulation of precipitation, is the deep connotation given by the years, is the inheritance of mature car series from generation to generation, and is the brand confidence from the inside and outside... Looking at the domestic motorcycle, there are not many motorcycle companies that can really be linked to "culture", but Peugeot Motorcycle is definitely one of them.

The play begins

Peugeot motorcycles are long enough to be proud of. The first Peugeot motorcycle in 1898, Lanfranchi breaking speed records in 1904 riding the Peugeot V2 as it was, the P103 in 1926, the P515 in 1934, the 100cc and 125cc mopeds in 1945... Who else? Peugeot, which has the most cattle historical background in the Motorcycle Industry, was not ideal in the early days of entering the Chinese mainland market. In 2006, the Sino-French joint venture Jinan Light Riding Peugeot Motorcycle Co., Ltd. was established, and at the end of 2008, the joint venture company officially mass-produced and resold to Europe. At the end of 2010, Peugeot motorcycles began to be launched in the Chinese motorcycle market.

From the current point of view, peugeot motorcycles at that time were still relatively advanced in terms of product positioning, and the cars put on the market were basically fan cars, such as VIVACITY, KISBEE, and even the original imported STILLLIS500. In fact, in the domestic motorcycle market more than 20 years ago, the size of the fan group was not enough to support the car companies positioned by pure car fans. What's more, this world-class old cannon in the Mojie world is a complete latecomer to the Chinese mainland Mojie, and in terms of market recognition and influence, it is naturally a "strong dragon is difficult to defeat the ground snake" in a short period of time.

Of course, Peugeot motorcycles also wanted to follow the local customs at the beginning, and the huge market for road cars was enough to make them move. So, during that time, we can see that Peugeot Motorcycle, a brand known for high-end scooters, has also launched cross-cycling and even curved beam bikes. Of course, how effective, the market has given an answer, consumers do not recognize the "cross-border" of Benchmark Motorcycle.

Here, we no longer need to speculate on the attitude of Peugeot R & D personnel to the market positioning at that time, only one thing needs to be affirmed: after a short period of wandering, they are back on track and concentrate on doing their old business. Peugeot is of course the best at scooters. Here do not mention their long production history and the world's top 500 strong backing, just talk about their performance after the new millennium - product marketing worldwide, is one of the best-selling motorcycle brands in Europe, Speedfight car series and SATELIS and other models are the favorite of fans in Europe and the United States and other countries, the inverted three-wheelEd Metropolis occupies the commanding heights of such cars in terms of performance and styling, and the medium-sized pedal CityStar200i is the first choice for European and American fashion crowds to buy cars...

The more thoroughly you see the mochi, the clearer Peugeot's thinking becomes. Moreover, by comparing the relevant models on the market, Peugeot's scoot strategy is also more confident and determined. The reason is actually very simple: whether it is the brand history or product strength, Peugeot has the strength to proudly say after looking around: "All the people here are little brothers..."

Yes, in the face of the Chinese mainland market, Peugeot motorcycles are indeed full of old qualifications, but the first situation they face is "fearsome" - the opponents are crazy! Especially for those joint venture brands that have already entered the Chinese mainland market, brand influence and product reputation are insurmountable obstacles. How not to be slapped on the beach by the back waves is a grim reality that Peugeot motorcycles have to face. Of course, in the face of reality, Peugeot motorcycles have shown enough calmness - to play to their own advantages and play steadily.

If the market is a piece of cloth, the product is a needle. The next Peugeot motorcycle is going to start grinding needles. In fact, in the international motorcycle world, Peugeot's "needle tip" is definitely sharp enough - as early as 2000, the world's first ABS version of the pedal model was launched, and then the world's first turbocharged engine scooter was born. Its pedal models have won many awards internationally, such as the Thinking Creativity Award awarded by the French Industrial Design Award, and the Best Idea Award for European Motorcycle Design. What synchronous braking system (SBC), brake assist system (PBS), hybrid system, braking force recovery system, driving computer, front single rocker arm, engine electronic anti-theft and other new technologies or high-tech technology, for Peugeot motorcycle has long been not a new thing.

Peugeot motorcycle to deal with the "needle" of the Chinese market, of course, is its best scooter, in the face of the hustle and bustle of the motorcycle market, they calmed down to open the "polishing" mode. The first is to continuously improve the existing models and product camps in response to market changes. In those years, the author has participated in the new product release of Peugeot Motorcycle, and often goes to the dealer friends of the Peugeot motorcycle brand, the most intuitive feeling is: the Peugeot motorcycle scooter is more and more beautiful, more and more exquisite, the performance and function settings are more and more in line with the needs of users, especially more for the taste of fans. For example, the new car release in 2013, the "little monster" streetzone100 is very suitable for urban fashion youth in terms of styling and positioning; the speedfight 3 (SF3) with excellent power performance is also very attractive to dynamic car fans; as for the Citystar200i (City Star), which is full of rich French romance and unique charm, it is completely tailor-made luxury cars for urban taste fans; in 2014, the configuration is high-end, The excellent Performance Peugeot Metropolis 400 inverted three-wheeler appeared at the Beijing International Auto Show... So far, Peugeot has put (joint venture production and vehicle import) Chinese mainland market scooter products covering 6 models with displacement from 100mL to 400mL, consisting of Kisse100, Streetzone100, Vivacity125, Speedfight125, Citystar200i, Satelis400i, which has blown up a French romantic wind in the domestic motorcycle market, bringing more choices to fans.

The good play of peugeot motorcycle, the opening...