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In today's homogeneous market environment, the traditional strategy of "wine aroma is not afraid of the depth of the alley" is no longer applicable. Companies have to think about how to stand out in a highly competitive market, and this question also covers the automotive industry, an area that we interact with on a daily basis.
In this context, major automobile manufacturers and their 4S stores are constantly trying new marketing methods, such as carrying out various promotional activities, online live broadcasts, holding store celebrations, etc., to attract more consumers' attention. However, not all businesses have been able to successfully cope with this marketing trend, and two 4S stores have recently fallen into the dilemma of marketing failure.
First, let's take a look at a 4S store in Great Wall Haval, where they try to sell cars through webcasts. In a live broadcast clip, a female anchor wearing black stockings used her feet to demonstrate how to engage gears in order to more vividly introduce the performance of the car. The move sparked a heated debate online, with some people saying it was too vulgar and even questioning whether they were selling cars or stockings. However, there are also those who defend them, arguing that the critics are not clean in their hearts. This event reflects the current pressure on car sales, especially due to the impact of the pandemic, which has left many industries in trouble.
The rise of online live broadcast car sales has undoubtedly broken the restrictions of traditional offline car viewing and provided consumers with more convenience. However, the transaction rate of live selling cars is not high, so promoting cars has become more important than selling cars. In this context, automotive companies must be more innovative and cannot rely solely on low-interest marketing techniques.
In addition to the Haval 4S store, there is also a car sales company located in Zhengzhou, Henan Province, which also uses vulgar marketing techniques. A female saleswoman shows a sign in a video that reads, "One order: report it; Two singles: kiss; Three singles: dinner together; Four singles: You have the final say." Although this practice was condemned by netizens, it did not affect the local popularity of the 4S store, and even attracted more customers. This incident once again highlights the prevalence of "side-by-side" marketing tactics in the automotive industry.
In addition to the two companies mentioned above, there are other car brands that have used controversial copy to promote their products. For example, Chery used the slogan "Men love Ozawa, whether there is Maria or not" at the new car conference, which triggered speculation among netizens. In addition, Changan Ford used sexist words in a video assessing the speed of the car, which caused widespread dissatisfaction and criticism.
Good ad creative can build a positive brand image, but inappropriate copy and controversial topics can damage brand image and even affect sales. Relying on vulgar marketing to drive traffic may be successful in the short term, but in the long term, negative public opinion will adversely affect brands.
To sum up, companies must carefully grasp the scale in automobile marketing and avoid using vulgar marketing techniques. Otherwise, they may end up paying a heavy price, with a damaged brand image and blocked sales. The automotive industry needs to focus more on innovation and quality, rather than relying on vulgar propaganda to attract consumers' attention. Only in this way can we gain a foothold and continue to develop in the fierce market competition.
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