Recently, according to the sales data released by the China Automobile Association, from January to March this year, the production and sales of the pickup truck industry completed 130,000 and 132,000 units, down 6.5% and 6.9% year-on-year, respectively. From the perspective of development trends, although the pickup truck segment is still in an upward channel, under the influence of multiple factors such as the repeated epidemic and the economic downturn, the sales of pickup truck models have been resisted in the short term.
How to quickly get rid of the impact of "negative" factors, expand product sales, and the marketing activities of various brands in March, what enlightenment will be brought to us, please see the analysis report of the first commercial vehicle network.
Waist brand power to compete for the right to speak in public opinion
According to the statistics of the first commercial vehicle network, in the five weeks of March 2022 (February 28, 2022 to April 3, 2022), the total score of the top ten brands in the "Pickup Truck Impact Index" was 1490 points, an increase of 20% month-on-month, and a decrease of nearly 20% compared with the same period last year. On the one hand, it shows that the overall heat of the pickup truck market in March this year has declined compared with last year, on the other hand, it reflects that after experiencing the bland performance of January and February, various pickup truck brands have begun to plan layouts and exert their fists to achieve this year's annual goals.
Statistics of the "pickup truck first impact" communication event in March 2022
From the perspective of a single brand, The Great Wall Pickup truck continued to dominate the top of the "Pickup First Influence Index" with a performance of 393 points; Zhengzhou Nissan jumped to the top of the monthly ranking with a score of 237 points with a monthly growth of more than doubled; Although the Foton pickup truck fell one place, the score of 215 points increased by more than 11.6% month-on-month, still maintaining its top three position. It can be seen that in addition to the Relatively Stable Industry Position of Great Wall Pickup Trucks, the monthly influence index changes of other brands still occur from time to time, and the industry window to achieve brand influence improvement through their own efforts is still open.
Compared with the score performance of each subdivision, Great Wall Pickup, whether it is the actual news release, industry website communication, or WeChat reading performance, has maintained a considerable advantage, pointing out the direction of efforts for other brands to improve their own scores, and also indirectly clarifying that in terms of brand and product promotion, it is necessary to have a variety of activities to increase brand popularity, but also to have its own platform position and media communication matrix to achieve appropriate guidance of public opinion and strengthen product and brand impression.
Car purchase is polite and promotional busy There are many tricks on the market for new products
Specific to the marketing measures in March, each brand mainly revolves around the Spring Festival car purchase benefits and new product listings, stimulating the enthusiasm of users in the pickup truck market with multiple car purchase gifts, and accelerating the launch of new products, further enhancing the market's attention to the pickup truck category.
According to the statistics of the first commercial vehicle network, there are a total of 6 new pickup trucks listed in March, including the Great Wall pickup truck King Kong cannon positioned in fashionable commerciality, the new conqueror of the Foton pickup truck with high cost performance, the 8AT diesel version, as well as the SAIC Maxus Explorer T90 focusing on RV modification, the first full-size pickup truck in China, ZTE Picavi Lion 1949, and the Changan Kaicheng F70 flat-bottomed cargo compartment version and Weihu 2022 model. Whether it is focusing on business and passenger dual use, or biased towards leisure travel fun, at the same time, the new pickup trucks in different application scenarios have been listed, bringing users enough freshness, and playing a positive role in breaking the inherent impression of pickup truck models in people's minds.
At the same time, in view of the growth of car purchase demand in the next year, Zhengzhou Nissan, Futian, Qingling and other brands seized the opportunity to launch a variety of New Year car purchase ceremonies in a timely manner, and Changan Kaicheng even joined hands with the media to sell cars live, so that the majority of car owners can enjoy the most comprehensive car purchase benefits while buying their favorite models.
In order to get closer to users and enhance their brand image, Great Wall Pickup also provides sponsorship support for Australian triathlon extreme sports, endorsing many of its products with women's confidence, elegance, coolness and sass, as well as jointly branding car owners with outdoor brands to send benefits to increase interaction with fan groups, thereby establishing closer communication between brands and fans.
Zhengzhou Nissan is also well versed in its way, with the X-Driving driving training camp to integrate the fun and professionalism of pickup trucks, bringing pickup truck owners a new car experience, laying the foundation for the establishment and dissemination of user reputation. In addition, using new media communication methods, Zhengzhou Nissan launched the "Douyin Challenge", which greatly stimulated the enthusiasm of users to participate and became a typical case of combining products with fun. It should be pointed out that Zhengzhou Nissan, which has always been keen on public welfare activities, also took an active role in March and set an example in promoting the national strategy of rural revitalization.
At the product level, not only Zhengzhou Nissan, but also great wall, Futian, Changan Kaicheng and other pickup truck brands also specifically target potential users in different segments of tea farmers, fisheries and other fields, launching corresponding models, so that the practicality of pickup trucks has once again been certified by the market.
SAIC Chase is a unique path, choosing a road that meets its own positioning and can firmly grasp the user's eyeballs, that is, to launch a pickup truck explorer T90, for the current hot modified car and RV market, the attention of pickup truck caravans is also rising, especially with the early preparation of SAIC Bull Devil King and other models, the listing of Explorer T90 once again arouses people's yearning for a beautiful natural landscape.
The release of new cars and the delivery of car gifts are eye-catching brands that have been tried and tested, but even if it is a commonplace conference, different brands will show different styles of communication tone from warm-up, one-way broadcast selling point publicity, or test driving experience to let users experience it, or show the all-round performance of products through cross-border cooperation. Through diversified forms of communication, each pickup brand has found a marketing method that is in line with its own product positioning and established a connection with the user group.
epilogue
With the addition of more new products, the mainland pickup truck category is entering a more segmented competitive pattern, and multi-brand and multi-category products are competing with each other in their respective tracks, showing a market trend that is more conducive to consumers. At the marketing level, the diversified means of absorbing powder are no longer the patents of the head brand, and the waist brand is more and more handy in event marketing and enhancing fan stickiness, making market competition an interesting interaction between the brand and the user. Entering the second quarter, what classic marketing activities will be brought to the upcoming Beijing Auto Show, and the first commercial vehicle network will continue to pay attention to.