In short, most joint venture car users will have a higher tolerance for vehicles and brands, and much lower tolerance for domestic cars, and even if the probability of the same type of failure is lower in domestic cars, it will be more criticized.
Why is there such a contrast, and why is everyone stricter about domestic cars?
Take the consequences
Some people believe that the reason for this contrast is cultural cognitive bias, which objectively exists, but is not the main factor at present; because there are many car users who own both joint venture cars and domestic cars, and their Chinese-made cars are still dominated by new energy vehicles, so the reasons for this phenomenon cannot be generalized, otherwise they are playing the "love G marketing card".
The real reason should be over-marketing, or "self-promotion".
There is a classic line in "King of Destruction":
I mean, all of you here are "Lese".
This is an exaggeration of film and television dramas, in reality there has never been such a description in any industry, no company dares to step on the whole industry, because this practice is tantamount to the whole industry into its own competitors, all enterprises will want to put it to death, which company has the strength to be positive and rigid in the whole industry? There can be no such enterprise, and such an enterprise will not be allowed to appear. Therefore, it will only be funny when such lines appear in film and television dramas, and when such descriptions really appear in reality, everyone will often regard them as daredevils or even fools, at least a boy who does not know the height of the sky.
However, in the past two years, there have really been a number of such companies, mainly car companies, such as some car companies say that they have the pricing power of products in a certain price range, and the pricing strategy includes "leaving a way to live" for competitors, which is more arrogant than the description of "everyone here is happy". There are also some car companies that say that they are "far ahead", who is ahead? It is nothing more than the whole industry, and the subtext is still to say that "friends are all happy". There are also more exaggerated "new kings should stand", "the best within 5 million", "the best within 10 million" and even "the strongest on the surface", delineate a range, and other vehicles within the range are still "happy".
Can it be described as such?
Obviously not, because it violates advertising laws in the first place, but because it is often the executives of the business who say these things, no one usually cares about them.
Why did Miss Dong become "Grandma Dong"?
Because it is too arrogant, the sentence "a certain force is the best air conditioning brand in the world" suddenly made many people start to resent it, how can it become the best? Coupled with a series of absurd descriptions, the result is that the image of a capable female entrepreneur is finally reduced to a laughing stock.
This is also the result of over-marketing, and the over-marketing in the marketing often comes from competing enterprises, because everyone knows the truth of "the higher the hold, the harder the fall"; so there is a marketing strategy called "killing", the competing companies never say that the competing products are poor, but the competing products are outrageous and boastful, once outrageous, it will cause disgust, and eventually make it lose orders. Killing is a very common and very effective marketing plan, at this time what these car companies do is self-killing, and the two words are self-killing.
The consequences of self-aggrandizement
Over-marketing is self-aggrandizement, and it can have different consequences at different stages.
- The initial saturation of communication makes the audience gradually lose its freshness
- In the medium term, saturation spreads, and the freshness becomes exhaustion and becomes excessive in disgust
- Saturation continues to spread, and the feeling of exhaustion completely turns into disgust
Now we have reached the second stage.
Why is everyone stricter about domestic cars?
Because you say how good your own car is, and so good that it is outrageous, then the user's expectations for the product are bound to be very high, which is self-defeating; and at this time, some people have begun to use its products, the real level of the product is gradually emerging, and the saturation marketing in the same period has made some people tired, so as long as the gap between the real level of the product and the marketing description is revealed, the transition to the third stage may only take one day.
Epilogue:
It is a new phenomenon that the price of domestic cars is generally low in the early days, and the requirements of its users for vehicles are also low; and now domestic cars are no longer cheap, and their users' requirements for vehicles will be the same as those of joint venture cars of the same level. However, joint venture cars are generally low-key, while independent car companies are generally over-marketing, and the strictness of the requirements is equal to the marketing description, so such a contrast is caused by their own reasons.
However, what is more worrying is that a large number of independent brands will enter the third stage, and the share of independent brand vehicles is likely to shrink at that time.
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