Author | Li Dawei Source | Internet Brand Officer
Some time ago, Coconut Tree and Luckin jointly launched the "Coconut Cloud Latte", which once exploded out of the circle, and the two sides brushed enough sense of existence.
But what I never expected was that the DIY of a netizen made the national god car Wuling also rub a wave of heat.
It turned out that some netizens also designed a body skin for Wuling under the joint packaging creativity, and was also touched by Luckin, Aite Interactive.
As early as before Luckin and Coconut Tree, Wuling and 100 brands jointly produced a variety of body skins.
The reason why some netizens take the initiative to create a second time is mainly that body marketing has become a Wuling IP symbol, which has taken root in the hearts of young people.
Moreover, in the eyes of many people, Wuling is simply a god-like existence, Hongguang MINIEV is listed as an explosion, and sales volume pressures tesla, the big man in the global new energy market.
Behind this is inseparable from the crazy moves of the Wuling Marketing Department.
In 1915, at the Panama International Exposition, Moutai took advantage of the opportunity to tell the story of a furious smashing of the jar full of wine and the aroma of wine, which also became famous for a fall.
And Wuling is not inferior in this regard.
There is a story circulating on the Internet.
An American spent tens of thousands of dollars to buy a Wuling car, and spent hundreds of thousands of road fares to transport it back to the United States.
From this story, we see the American love for the Wuling car.
Wuling also has the famous myth of Qiuming Mountain.
It started with a web video: a BMW and a Subaru racing on qiuming Mountain, suddenly entering the Wuling Hongguang, making them eclipsed, and thus, Wuling Hongguang became famous in a battle.
In the ancient Internet period with no Weibo and no short videos, Wuling seized the dividend period of BBS prosperity and brushed up on the sense of existence.
In the forum, fans of various cars like to debate which car is better, and some people blow sports cars into the sky, but it is always Wuling who wins in the end.
While these stories have aroused heated discussion on the Internet, they have also laid a broad national foundation for Wuling and created the recognition of the national god car.
Just like Moutai said that he was a state banquet wine, LV said that he was famous for his pedigree, saying that he was making a bag for Napoleon III, the truth is difficult to examine.
But the charm of this kind of emotional communication based on the story segment is that it says too much and occupies the commanding heights of customer psychology for a long time.
Wuling positioned Hongguang MINIEV as the "people's scooter", created a new category, and also created a strong brand recognition.
Behind this is the product of Wuling's user demand-oriented and a lot of market research.
In third-tier cities, when ordinary residents use cars, they are generally faced with the problems of road congestion, lack of parking spaces, and high cost of using cars, Wuling can flexibly shuttle through the streets and alleys, and parking is also convenient.
Young people in first- and second-tier cities are not all gold-collar or have an annual salary of millions, but it is inconvenient to work and they also need means of transportation.
Compared with more than 60,000 of the same regular brand, The price of Wuling is about 30,000 is the price of cabbage, and with other miscellaneous brands with similar prices, Wuling is a proper regular manufacturer.
Convenient and practical, economical and cost-saving pure electric cars, just in line with the needs of the people.
With a small but powerful product force to give the new solution of mobility, this Hongguang MINIEV has become a hit.
In 2021, Wuling Hongguang MINIEV exceeded 150,000 in half a year, becoming the first vehicle in the national new energy sales volume.
In addition to Hongguang MINIEV, SAIC-GM-Wuling's annual sales in 2020 exceeded 1.6 million vehicles, becoming a leading national brand in sales, as well as the explosive Wuling Capgemini, all from the accurate grasp of the market consumption needs.
In May 2018, Luckin Coffee, which was founded only 7 months ago, swept the screen in the circle of friends with an open letter accusing Starbucks of unfair competition.
Prior to this, there have been hundreds of articles about Luckin coffee drying, challenging Starbucks and the like.
By touching the porcelain Starbucks, Luckin successfully ascended to the throne, and this style of play is a secret unspoken rule.
Wuling also played the touch porcelain to the fullest.
On October 15, 2020, Wuling Automobile announced the results of Hongguang MINI and announced that the car won the first place in the sales list of new energy vehicles in September.
Interestingly, Wuling officials also mentioned "beyond Temura" at the same time, and pride overflowed the screen.
The news of touching porcelain was very influential, and Wuling Automobile once soared by more than 60% on the same day, and its market value soared by more than 600 million Hong Kong dollars.
In addition, you will find search related keywords, Wuling and Tesla deep binding.
In addition to the information of the crash, most of it is Articles such as Wuling killing Tesla.
Touching porcelain marketing, although it is not so "glorious", but this trick is indeed effective, the brand can use the smartest, lowest cost way to achieve the brand's superiority.
Through the product to stir young people, Wuling can be described as a master.
Wuling Hongguang MINIEV, the appearance is similar to the popular Japanese K-car of the year, white, blue, pink, gold four colors, square body shape, providing a modified space.
Through the trend preferences of personality circles such as music festivals and CEA trend culture exhibitions, as well as cross-border with Internet celebrity brands, MINIEV's modification culture is continuously enriched.
At the same time, it works with lifestyle KOLs, beauty Internet celebrities and other output grass-based content dissemination to attract the attention of young people and reduce the threshold for modification.
Opening the Little Red Book and Kuaishou, young people played with the modified Hongguang MINI EV, which was not fun and strange.
And most of the people who started to do these modifications were girls, and some even sawed the roof of the car into a convertible car, and the foot pads inside were replaced by fierce tiger pictures.
Young people are not only transforming a car, but also modifying their own lives, invisibly playing the modified Wuling into a social trend culture.
At the same time, user participation also enhances the young people's good feelings for the brand, and there is an IKEA effect in it.
People who have visited IKEA know that their product needs to be assembled by themselves, because users have invested in it and have made us fall in love with this product.
Before Jiang Xiaobai released 100 statements out of the circle, and then Wuling launched a body skin with hundreds of brands in order to promote the "Wuling MINIEV GAMEBOY" crazy inner volume.
Cross-border cooperation with high-topic brands in various fields such as Weilong, Jiang Xiaobai, Mengniu Dairy, Heilan Home, And Honey Snow Ice City, etc., to play with body marketing.
Some time ago, Wuling and Strawberry Bear joined hands in cross-border cooperation to launch a plush "Strawberry Bear Car" and swiped the screen across the network.
In addition to cross-border, Wuling Automobile also launched the Wuling Hongguang MINIEV Bull Year Commemorative Model, the appearance of the whole vehicle is like a full of momentum "calves", full of creativity.
Through cross-border, it has created topics for the public, achieved maximum low-cost circle-breaking communication, expanded the awareness of wuling brand in different groups, and laid a good foundation for the upward development of wuling brand.
In addition, through the body marketing game, the attractiveness of brands and products to young people has been enhanced, and the diversified and young brand image of Wuling has been reshaped.
The brand tonality that Wuling will play, as well as the marketing routines that play with young people, capture young people.
After all, the current post-90s young group has an exposed personality and is willing to pursue new things. The relationship between the brand and the user is no longer the relationship between the brand owner and the consumer, but the friendship relationship that can be played together.
Moreover, Wuling's ultra-low price and low positioning style of play have indeed hit the market demand.
With the blessing of product play and marketing, Wuling Hongguang's sales once surpassed Tesla's, but whether the Wuling Hongguang MINI EV can continue to be popular is also a problem.
After all, there's nothing to praise about technology, and for tech brands, it's the Achilles heel.
Once young people lose their freshness, sales rise and fall as fast as they can.
Think of the Baojun 560 and 310 in previous years, as well as Zhidou and BYD Yuan EV, which were once popular in the car market, and now they have already fallen to the altar.
Whether Wuling National God Car can continue to be popular depends on whether the people need to be in the future, after all, the changes in the market are instantaneous, and no brand can not change and maintain its vitality forever.
Resources:
1. Vv said car: Behind the high sales of Wuling Hongguang MINIEV, the youth and fashion of the people's scooter have charm
2. EMBA: Wuling "hammered" Tesla, China's generation of "god car" appeared?
300 million Euros Network: "Autumn Mountain God Car" Wuling, destroying the Tesla myth
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