As a brand that has been established for 12 years but has not been able to form a climate, Denza quickly began its restructuring at the business level after the share adjustment. Different from the previous official announcement-style publicity, recently, the Weibo of Zhao Changjiang, general manager of Denza's sales division, is gradually becoming a direct channel for the outside world to understand Denza's latest actions.
From a blessing for the New Year to the new car planning of the Denza brand, why did Zhao Changjiang gradually expand his momentum on Weibo, and what dry goods did he export in the past six months?
Transform internet celebrities and strive to bring goods
Looking at Zhao Changjiang's Weibo, we can find that before November 2021, it is more about sharing daily small things about BYD, or forwarding some official data of BYD. As for the Weibo that began to change the style of painting, it appeared on November 8, 2021.
"How to define a large 7-seat MPV", a seemingly casual sentence, but it tells the first step of denza brand revitalization. As of press time, there were 1,285 comments and 214 retweets on this weibo post.
In the comment area, we can see that netizens have made many expectations for the configuration of the new car, and Zhao Changjiang has also responded positively in it, replying to his own views on the comments of netizens. After that, Zhao Changjiang also forwarded the initial Weibo in a summative tone, released information about the endurance level of the new car, and continued to export dry goods in the next few months.
For the group that pays attention to BYD and Denza, "Zhao Changjiang V" has become an object that must be chased, and compared with the previous dozens of interactive Microblog states, Zhao Changjiang has also become a "car circle Internet celebrity" to a certain extent. And if we delve into the factors behind this shift, the answer is nothing more than the word "traffic."
At present, the keywords in the field of marketing have already undergone many rounds of conversion, and car companies can no longer be a huge institution that is cold in front of the public. Relatively speaking, not only is a clear personal image conducive to drawing closer to the public, but the identity of the individual can also bring more relaxed expressions and more distinct views, which naturally triggers more public discussion.
In this field, the founders of new car companies undoubtedly have the most say. From the continuous interaction between Li Bin and users, to He Xiaopeng's firm belief in automatic driving, to Li Wanting to personally fight with dissidents, the mystery of social platforms and traffic has long been applied by them.
As a salesman from the front line, Zhao Changjiang's resume can be described as outstanding. From the initial deep ploughing in the field of sales, to the involvement in marketing and communication, and finally to the helm of BYD sales company, now he shoulders the responsibility of BYD's upward breakthrough. And the transformation of Internet celebrities personally with goods, but also only the beginning of the revitalization of the momentum.
Information output, dry goods continuously
With the posture of transformation, it is clear that practical actions are also needed as a support, and if you want to detonate traffic, you must release enough dry goods. In Zhao Changjiang's Weibo, we can not only see the latest planning at the brand level, but also see the details of hardcore products.
In terms of brand, Zhao Changjiang simply and directly released Denza's new car plan on Weibo. According to its Weibo, the Denza brand will bring three new cars in 2022, namely MPV, medium and large SUV and medium-sized SUV. For Denza, such a new car lineup will undoubtedly significantly improve its competitiveness.
In addition, Zhao Changjiang also announced the official name of Denza fans in Weibo - "Rattan Pepper", coupled with the in-depth product discussion with users before the model was exposed, such a gesture does show Denza's positive posture in the field of user co-creation.
In terms of products, Zhao Changjiang initially released basic information about the new MPV model, so that the outside world was informed of Denza's latest action. Then, Zhao Changjiang also released information about the new car power, endurance, design, configuration, seat layout and other aspects through dialogue with netizens.
Specifically, from Zhao Changjiang's Weibo, we can learn that Denza's new MPV will launch two major power versions of EV pure electric and DM plug-in hybrid.
Among them, different models will also be subdivided into two-wheel drive, four-wheel drive, high power, low power and other different versions. In terms of endurance, Zhao Changjiang also seems to imply that the pure electric version of the new car has a range of 600-800km, and the plug-in hybrid version will have an endurance of more than 1000km.
At the same time, regarding the design and configuration of the new MPV model, Zhao Changjiang also made a clear explanation. For example, the new car will feature a 2-2-3 seat layout with dual sunroofs, double-sided sliding doors, and four-door double-glazed silent glass.
In addition, Zhao Changjiang also discussed in Weibo whether the central control screen in the rotating form is necessary to continue to be applied, and whether the rear row needs an independent smart screen. Based on this, we can speculate that the new MPV will adopt a different interior design style from the current BYD's optional large screen, and the rear row will also be equipped with a separate smart screen.
With the above detailed information, coupled with other relevant information disclosed by Denza officials, the outside world can basically achieve a better understanding of Denza's brands and products.
Write at the end:
Among its own brands, BYD's upward breakthrough rhythm has always been considered to be lagging behind. At present, the tank brand under the Great Wall is constantly standing on the highest level, and a new high-end brand code-named "BC" is about to come out; Geely continues to explore with the Lynk & Co brand, and Extreme Kr is quickly promoting delivery after its establishment. On the other hand, BYD, although it has achieved a jump in sales with the advantages of electrification technology, the shortcomings in high-end are always the regrets in Wang Chuanfu's heart.
Last year, BYD made structural adjustments, and Zhao Changjiang turned from the head of the sales company to the focus on the preparation of Denza and BYD's new high-end brands. With the continuous advancement of time, "whether Zhao Changjiang can help Wang Chuanfu's latecomers to come to the top" has become BYD's biggest suspense to the outside world.