Traditional Culture Encyclopedia - Almanac inquiry - Three major marketing events in 2020: they realized textbook marketing in the automobile industry in 2020.
Three major marketing events in 2020: they realized textbook marketing in the automobile industry in 2020.
Wen Hao Autol is driving? Zhijia editorial department
Great men will change, small men will turn over a new leaf, and gentlemen will change.
The young leopard has changed from stumbling to vigorous posture, with new hair, loose hair, luster and literary talent, from ugly to beautiful, from weak to strong.
During the period of change, a gentleman is like a leopard.
During the 2020 Guangzhou Auto Show, Zhijia Media and Zhijia.com simultaneously launched a special report on the selection of "Leopard Change 2020", focusing on corporate strategic planning, institutional arrangement, personnel changes, brand building and product layout.
In the same period, the selection of "Four Major Leopard Change Models in 2020", "Three Major Leopard Change Brands in 2020" and "Three Major Leopard Change Marketing Events in 2020" was launched.
"Leopard becomes car model"-pay attention to the evolution of car models from generation to generation, and make sudden progress in design, technology and manufacturing at the same time in 2020;
"Leopard becomes brand"-those brands that focus on brand growth, expand brand boundaries, create the spirit of the times and grow together with the new generation of consumers in 2020;
"Leopard Change Marketing Event" —— The growth of automobile brands is inseparable from marketing creativity and activities. In the extraordinary period of 2020, they gave life to cars? , with a soul.
Zhijia. Com has enriched the cultural extension of China automobile and the connotation of its own brand by deeply combing the changes from weak to strong of the rapidly growing China automobile brand in 2020, pursuing the ultimate historical context from simple to today, and breaking through the conventional marketing planning.
Today, we have finally selected three marketing events for changing leopard in 2020 from five marketing events, namely, Haval Big Dog Online Search, Wuling Hong Guang MINI Cross-border Marketing, Kline China Fashion Brand, Lincoln Way and Roewe Double Standard Strategy.
Top? 1? Haval big dog net name collection
Top? 2? Wuling Hong Guang MINI? EV kua Jie Xi cha
Top? 3? Kia K5 Kaiku? Z generation marketing
These three marketing events put aside the traditional automobile marketing methods, and when they waved to the new generation of China, they were not eclectic, condescending, not deliberately catering, and suddenly far away and near, and integrated into them.
Tide is just a symbol, love and understanding are the core, and love for users and confidence in their products are the starting points of these three marketing plans.
Marketing can have temperature, and marketing needs heat, which is not only interesting but also makes consumers soar. Many marketing events in 2020 have made media people like us feel that China Autobots themselves have become leisurely and independent.
Of course, among the many marketing events selected this year, Roewe's double-standard strategy, Kling China Street brand and Lincoln Way are also wonderful, but as far as Xiaobo is concerned, the above three marketing events are obviously better, and the most direct performances are Haval Dog and Wuling Hong Guang MINI? EV and KIA K5 Kaiku, the popularity of these three models in the market can be described by explosions.
They won applause and the market.
TOP 1
-The name of Harvard Big Dog-
Dogs are friends of human beings, but as a name, there is a playful and disrespectful side in our traditional cognition.
As far as cars are concerned, China people are traditionally named after horses, which are elegant to read. Naming a car after a dog is neither fish nor fowl, even a bit vulgar.
But this is the bark of a big Harvard dog.
Haval Big Dog is one of the first marketing activities this year. This model, which is defined as a new species in the automobile industry and a 3/4-scale car, attracted many audiences at Beijing Auto Show, Chengdu Auto Show and Guangzhou Auto Show, and Weibo was once on the hot search list.
Carefully combing this marketing event of Haval Dog, we can roughly divide it into three marketing events: "I am not H5", "WeChat official account requisition" and "Haval Dog announcement".
The first time Haval Dog appeared in public was a poster of "I am not H5". This kind of propaganda that does not follow the routine is very effective.
Subsequently, Harvard defined this car as "3/4 ratio".
Harvard thinks that 0 is a car, 1/4 is a station wagon, 2/4 is a city SUV, and 4/4 is a hard-core off-road vehicle. 3/4 of the new scale is more likely than 2/4 of the urban SUV, and it doesn't give up the urban life scene like 4/4 hard-core off-road vehicles.
This novel car positioning has gradually increased the number of netizens who pay attention to this car.
With the improvement of attention, Harvard directly handed over the naming rights of the car to netizens this time. Enthusiastic netizens are full of imagination and put forward more than 4,000 alternative names, such as Haval Traveler, Haval Lan Tu, Haval Tomahawk, Haval Wolf and Husky.
At the end of the voting period, "Harvard Big Dog" won more than 30,000 votes. In the eyes of many media, this voting result will definitely be abandoned by Harvard.
When everyone was waiting for Harvard to explain the voting results, Harvard directly announced the official name of the car, which was called "Harvard Big Dog".
In the questioning and support, Harvard's marketing activities have achieved great success, and "Harvard Big Dog" shows the new atmosphere of Harvard brand.
We listed the naming event of Haval Big Dog as the first marketing event of Leopard Change in 2020. From another perspective, it was also a comprehensive coronation of a series of marketing events of Great Wall Motor in 2020. The naming of Euler brand black cat, white cat, good cat and first love of Great Wall Motor not only pleases itself, but also pleases the audience.
We say that Great Wall Motor will play high in 2020. This kind of hi is worthy of praise and a great book. It is often said that China is a big automobile manufacturing country, but a small automobile culture country. Automobile culture begins with the emergence of hi-fun, which belongs to the brand that makes consumers play hi.
In 2020, Great Wall Motor is a highly recognized brand in both the consumer market and the capital market, and marketing plays an important role in it.
2020 Leopard Change Marketing Event TOP2
-Cross-border cooperation of Wuling Hong Guang MINI-
When Tesla overtakes China electric car, Wuling Hong Guang MINI? I saved the day.
So far, Tesla has been under pressure in sales.
The car turned to the big market, Wuling Hong Guang MINI? EV has made this car quickly out of the circle through a series of ways that are in line with the influence of young people, such as cross-border joint names, cross-border cooperation, electronic music, and big coffee.
In July, Wuling cooperated with Xicha's brand, Xixiancha, and held the "Wuling Xixiancha Inspiration Collision Party" in Chengdu to interact with consumers offline. The venue of the event is the Wuling booth of Chengdu Auto Show and the IFS Monument Square in Chengdu, to lock in the gathering place of young fashionistas in Chengdu, and to create a brand-new, young and diversified Wuling automobile in the hearts of young people through more direct and in-depth communication with young people.
September, 65438+ October, Wuling Hong Guang MINI? EV attends west taihu lake International Music Festival with godfathers Alaiso and Eric? Well-known electronic singers and bands such as Pritz, with their low threshold and super-personality image, Hong Guang Mini? EV has become an "online celebrity car".
During the sale period, not only Michael Chen, Zhang Ting and other first-line stars brought goods, but also Little Red Book, a gathering place of young people's trend culture, was well received and favored by the top ten online celebrity.
Wuling Hong Guang MINI? As a very real pure electric vehicle, EV not only understands the aesthetic demands of young consumers, but also sells 7,000 units at a price close to the people. In the following 50 days, the sales volume exceeded 30,000+,and the sales volume in 1 1 reached 30,000 units, making it the fastest-selling pure electric scooter in the world.
Objectively speaking, how about Wuling Hong Guang MINI? EV is not sold to young people in the city, but its real market is to replace those unqualified old scooters. However, once a cross-border marketing goes out of the circle, the impact is infinite.
This is a jaw-dropping marketing case. To explore it from a deeper perspective, of course, the first is the success of product positioning, which satisfies a specific market group.
However, from another perspective, China Chaopai itself belongs to those products with distinctive local characteristics in China, and behind their tide is the understanding and respect for the user groups.
2020 Leopard Change Marketing Event TOP3
-Kia K5 Kaiku Z Generation Marketing-
In the past two years, Korean brands have almost disappeared in the China market.
This background highlights the success of KIA K5 Kaiku in marketing.
There are about 65,438+02,200,000 related pictures, texts or videos, of which 65,438+059,342 are from sogou, and the total number of pictures, texts and videos from Zhihu, Little Red Book, Tik Tok and Aika Automobile exceeds 30 million, which is the spreading order of Kia K5 Kaiku.
Kia K5 Kaiku? The goal of Z-generation marketing is to break the pattern of mid-level cars that German/Japanese have been sticking to for many years, reshape the image of the level benchmark, and truly achieve the effect of gathering circles and gathering powder, breaking the circle and leaving the whole network from the marketing level.
From the announcement to the listing, KIA K5 Kaiku combines the trend fitness characteristics of Z generation with the tonality of Kaiku products, and creates a truly participatory K-pose challenge series through the combination of reality and reality of Z generation's preferences and the hard-core challenge of interesting interaction, and implants the concept of tidal force into Z generation's mind to create hot spots and screen-brushing cases of the season.
At the same time, KIA K5 Kaiku has created a unique social symbol, which has become the fashionable social currency of the Z generation, which is different from the traditional communication way of new car listing. This time, Kaiku found the fitness field that young trend groups and stars are keen on, and really promoted the action of going out of the circle. With the help of Tik Tok Challenge and Weibo Hot Search, we will continue to drain small programs and cover the target population to the maximum extent.
From the variety sense MV to various offline activities, Kia Kaiku focuses on the mentality of the core group and forms a multi-level or even cross-level matrix communication. By observing people's preferences vertically, Kia has continuously enriched and deepened its content, form and style. Compared with many young brands, Kia has consolidated its marketing city.
Its direct consequence is that there is another Korean wave in the automobile industry.
Korean Wave is not cold. Is this KIA's painful experience, or is the marketing staff's idea strange?
This is actually a common victory for products and marketers.
Postscript:
Zhi Jiajun has always paid little attention to marketing. In our cognition, products are everything. No matter how surprising and unusual marketing is, without product endorsement, everything is passive water. The louder the voice, the more lonely the result may be.
However, in today's China automobile market, consumers and automobile manufacturers in China have matured at the same time, and the phenomenon of automobile convergence is becoming more and more serious.
The gap between China brand and joint venture brand is getting smaller and smaller. Looking for individuality and topics among thousands of cars in Qian Qian, relying only on the word-of-mouth of products and users, is too thin.
This is an era when you need to shout loudly to be heard.
On the one hand, car companies need to listen carefully to the voices of the market and consumers. On the other hand, users can only hear loud volume and thoughtful volume.
"Hearing" and "being heard" are two aspects of marketing. Just like the name of Harvard Big Dog, just like playing, it seems casual, but the operation behind it is extremely serious, which is a respect for the voting results of netizens.
Marketing is not air-to-air, but specifically for the automobile industry. Behind it is the love of cars as a tool for human travel, full of emotion.
Please remember again the three major marketing events in 2020:? Haval big dog net name, Wuling Hong Guang MINI? Kia K5 Kaiku EV Cross-border Marketing? Generation z marketing.
And please pay attention to the "Three Leopard Change Brands in 2020" to be released by Zhijia Editorial Department.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.
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