Auto shows can be "shrunk" and "technological breakthroughs" cannot be vague.

Words? |? Zhang Hailing

Editor? |? Zhang Lijuan

Has Zray's acting really shrunk?

Recently, a new version of Duke of Lushan was released, but word of mouth has completely collapsed. As of press time, Douban has been rated by more than 60,000 netizens, and the final rating is 2.7, of which more than 80% of the audience only gave 1 star.

Many netizens blamed Zray, saying that his role as Wei Xiaobao in the new the duke of mount deer was particularly exaggerated and his acting skills shrank. But is the problem really in Zray? I am not a fan of Zray, but I have seen him play Liu Xing in Family with Children, Yu Sin in Yu Sin and Yizhen Shen in Seven Ones. The interpretation of each role is not bursting with acting skills, but at least the roles are shaped.

I think Wei Xiaobao's nonsense in the new version of Duke of Lushan is also for the purpose of role-building. From the story-telling drama at the beginning of Wei Xiaobao to various exaggerated performances such as blinking, we can see that the overall style of the whole drama is comic.

It can be seen that there is not a problem with Zray's acting skills, but the creator's understanding of Mr. Jin Yong's works. There are a thousand Wei Xiaobao in the hearts of a thousand people.

The same is true of the recent Guangzhou Auto Show. As the year-end event and final battle of the automobile industry, it is also the only A-class auto show held as scheduled this year. Both the scale and the number of cars participating in this Guangzhou Auto Show (980 cars, starting 38 cars) have shrunk to some extent compared with the previous ones (exhibiting 1050 cars, starting 38 cars and concept cars 30 cars). This is because most car companies have put key models on display.

However, as the auto market in China is changing to the stock market, it is more and more difficult to sell cars, and it is even more difficult to make money as in those years at the beginning of the century. Some enterprises still feel the lack of brand support, even if the products are excellent, it is difficult to get the due market attention and reasonable price.

Therefore, in August this year, the China Automobile Forum hosted by China Automobile Industry Association put the topic on brand, and it was a technology brand.

At present, the automobile industry and market are changing rapidly. From the product point of view, platformization and new energy are the general trend, which makes the car more integrated and modular and lays the foundation for building a unified technology brand. From the consumption side, young consumers who have become the main consumers grow up in the era of information explosion, and their understanding of the technology brand symbol of automobile is gradually deepening.

Therefore, the establishment of technology brands is imminent. Take several activities I participated in this auto show as an example. Are on the road to building a technology brand.

In the field of automobile, the power revolution pushes the technological progress again and again, which is an unavoidable proposition in the development of automobile.

2020 is the first year of brand rejuvenation of Dongfeng Nissan. So in the decisive battle at that time, Dongfeng Nissan took the VC-TURBO super engine and Zero? Nissan Power Sky Group, composed of Nissan Pure Power and e-POWER, aims to continue to write the golden signboard of "Technology Nissan".

The first is the VC-TURBO super variable engine, which is a new product developed by Nissan for more than 20 years. It is the only mass-produced variable compression ratio turbocharged engine in the world. The compression ratio of this engine can be arbitrarily switched between 8: 1- 14: 1, thus ensuring that the engine always has high thermal efficiency, strong power performance and fuel economy, and won the top ten honors of Ward in 20 19 and 2020.

Followed by zero? Nissan's pure electricity emission embodies Nissan's research and development achievements in pure electricity technology for more than 70 years, which has great advantages in battery safety, electric control performance and energy consumption. A total of 500,000 Nissan Leaf owners may be the best interpretation of this technology.

Comparing the above two kinds of power, e-POWER is a brand-new power for Nissan to introduce into China. Different from the traditional parallel hybrid power technology, it is actually a series hybrid power system. The whole vehicle only uses the engine to generate electricity to drive the vehicle. When the battery is full, the vehicle speed is low and the road conditions are good, only the battery is used to drive the motor. In other complicated working conditions, the battery and the engine are used to drive the motor at the same time; When cruising or without acceleration, start kinetic energy recovery to charge the battery. It can be said that today's e-Power model is an "electric vehicle" that cannot be charged.

I have always believed in the phrase "starting with face value and being loyal to strength", because in many cases, to retain a person can only rely on the inside. As Chen Hao, deputy general manager of Dongfeng Nissan Passenger Car Company, said: "Let every drop of oil become a surging power, and let every kilowatt-hour play a greater role." The implication is that the power unit released by Dongfeng Nissan can not only save fuel and electricity, but also ensure power output.

According to statistics, the middle class is the most easily accepted group in society, and their concern about car purchase is generally focused on fuel consumption. Therefore, the powertrain released by Dongfeng Nissan this time can be said to be what consumers want, no matter what kind of powertrain, it can bring consumers a good experience.

Although I don't know whether consumers will pay for e-POWER, from the sales volume of Dongfeng Nissan this year, its terminal sales volume in June of 5438+ 10 was 1 16072, a year-on-year increase of 7.4%, setting the best sales record in history. In terms of market share, the cumulative invoiced market share of joint venture non-luxury brands of Dongfeng Nissan from June 5438 to September also reached 1 1.9%, up by 1.2 percentage points year-on-year, and the overall performance was quite good.

It can be seen that the power revolution has once again promoted the progress of technology, and this time it has also promoted the progress of Dongfeng Nissan.

From 43.9% in 20 17 to 39% in 20 19, and then to 34.5% this year, the market share of independent brands has gradually declined under the pressure of joint venture brands. Land loss is not fatal, but it is fatal in the stock market.

Judging from the current independent auto market, the independent brands after the third line have been completely annihilated, and only the first and second line brands are struggling to survive. Although the strength of independent brand products is increasing year by year, the share of independent brands is still decreasing year by year. This is because consumers still have a stereotype that their own brand products are not strong enough, so marketing plays an important role in it.

165438+1October 2 1 day, the "Art Wave-Walking Art Museum" jointly built by Guangzhou Automobile Chuanqi will be launched in Chongqing, Xi, Dalian, Hangzhou and other cities, marking the importance attached by Guangzhou Automobile Chuanqi to brand appreciation under its brand-new marketing strategy-"Golden Triangle Strategy".

The marketing form of GAC Chuanqi has always been conservative. The cross-border cooperation between GAC Chuanqi and new media artists is undoubtedly another practice of cross-border innovative marketing interaction between GAC Chuanqi and automotive technology leaders.

In this "walking art gallery", I saw an immaterial digital ocean created by program algorithms. It is through this eternal sea that GAC Chuanqi makes consumers feel the gentle and quiet waves and surging charm.

All this is to make it easier for consumers to understand the new generation of power technology "Julang Power" of GAC Chuanqi, and let consumers know that Julang Power can not only bring powerful power like huge waves, but also bring clean and green power like tides, and realize the balance between driving pleasure and environmental protection and energy saving.

After twelve years' accumulation, "Julang Power" has formed a powerful strength of "two fields (engines and transmissions), three supports (high-efficiency engines, high-efficiency transmissions and hybrid products) and six sectors (1.5L fuel engine, 2.0L fuel engine, DHE hybrid engine, WDCT transmission, AT transmission and DHT hybrid transmission)". A new generation of powertrain products based on "Julang Power" has stronger power, more agile response and lower fuel consumption.

For example, the torque of GAC's third-generation 1.5L and 2.0L engines is increased by more than 20% compared with the previous generation, and the engine responsiveness is increased by 30%. For another example, the fourth generation 2.0ATK engine has obtained the 42. 10% thermal efficiency certification certified by China Automobile Center, which is the highest thermal efficiency certified by China Automobile Center at present.

The reason why we use such a large space to talk about Chuanqi's big wave power is because it is a typical case in the theme of this paper-brand building of automobile enterprises.

"The Great Wave of Art-Walking Art Gallery" is certainly a marketing concept, but technology is always the upward traction of the brand, and only how to effectively spread professional and rigid technology in a language that consumers can understand is the key point, which also shows that GAC's road to promoting technology brands has just begun.

Since the "Hao Ying Score Stolen" incident in June 12, China Insurance Research Institute has disappeared for more than five months, and we won't go into the specific reasons this time. However, since the collision test began on 20 18, China Insurance Research Institute has been flapping its wings like a butterfly on the other side of the ocean, causing a "safety" storm in the automobile circle.

10 years ago, most people judged the safety of cars by knocking on steel plates, listening to the door closing, standing at the door and so on. Although the guiding role of some car companies is crucial, frankly speaking, our rational cognition of safety is close to zero. 10 years later, except for a few people who are car-blind, most people will no longer judge safety by knocking on steel plates, listening to the door opening and standing at the door. Some people even understand the concepts of maintenance economy and collision safety.

It can be said that all this benefits from China Insurance Research, because its appearance has awakened the concern and rational cognition of the automobile industry and consumers on safety. I can see some clues from the safety salon of Guangzhou Automobile Toyota TNGA that I recently attended. I divided it into two parts.

The first is the car company. Guangzhou Station of Guangzhou Automobile Toyota TNGA Safety Salon is actually the ninth stop, which means that Guangzhou Automobile Toyota has held such offline activities in eight cities before this.

At this event, GAC Toyota not only showed two TNGA models, Camry and Willanda, for everyone to taste, but also specially showed Camry car cutting, so that everyone can understand TNGA safety body and safety design more intuitively. In addition, GAC Toyota also intuitively presented five safety standards redefined by TNGA, namely safety guarantee, collision performance, safety design, safety technology and safety care.

It may take some time for GAC Toyota to correct consumers' inherent misunderstanding of automobile safety in the past, but at least consumers have a new understanding of automobile safety, plus the crash test results of China Insurance Research Institute (thanks to the use of a large number of thermoformed steel and high-rigidity body frames, Camry, Lei Ling, C-HR? The A-pillar is not deformed, and the cockpit is in good condition to ensure the safety of people in the car). It can be seen that there is no shortcut to car safety, only relying on technology accumulation.

The other part is consumers. Guangzhou Automobile Toyota model based on TNGA architecture has been well received by consumers in the market since its production. Camry in 20 17, C-HR in 20 18, Lei Ling in 20 19, and Willanda in 2020, the monthly sales of each model exceeded 10,000. Due to the crash test of China Insurance Research Institute, the safety of automobile driving ranks in the forefront of consumers' concern about car purchase, while TNGA? Safety selling point has become one of the main reasons for Guangzhou Automobile Toyota consumers to buy cars.

There may have been unsafe Japanese cars in the past, but now GAC Toyota is making changes with practical actions, and GAC Toyota will build its own safe technology brands through TNGA.

Speaking of "playing with the car door", it must be the patent of luxury cars or ultra-luxury cars, because the models of scissor doors and gull-wing doors generally have high cost and high failure rate, and this way of opening doors does not conform to the daily use habits of consumers (just to show off (b)).

But now this patent belongs not only to those cars. Since the emergence of new energy vehicles, the price threshold for having these cool shapes has become lower. Tesla has eagle wing gate, and Gaohe has NT wing gate. Now Xpeng Motors has also released its flagship car P7 at the Guangzhou Auto Show. Peng Yi version, after comprehensive subsidies, the retail price reached 366-409.9 million yuan, further lowering the price threshold of "playing with the car door".

However, a brand that is proving itself in the market, a product for the public, is equipped with a "luxurious" way to open the door. At first glance, there seems to be no other explanation except grandstanding. However, when I made a little textual research on some details of it at the Guangzhou Auto Show, I found that Peng Yimen was not completely "like goods".

From the most basic function of the car door, we usually need to open it through the door handle when getting on and off, but the door in Peng Yi can be opened not only through the door handle, but also through the key outside the car, the Bluetooth /NFC numeric keys outside the car, the APP control of the mobile phone outside the car, the large-screen touch control inside the car, the voice control inside the car, and the buttons on the door panel inside the car, which solves the embarrassment that users can't reach the door because they are too high.

From the convenience of use, Peng Yimen can support the self-defined opening and closing angle, and can set the opening angle of the door independently, and the opening and closing control accuracy is 5%. In addition, there are 1 obstacle avoidance radars on the left and right sides of Pengyimen, which can automatically identify obstacles and control the movement of the door during the opening process to prevent the door from colliding with obstacles.

Of course, these can only show that Peng Yimen's use value is acceptable, but he still can't get rid of the suspicion of "grandstanding". But now Pengyimen is placed on Tucki P7, and its sales volume is gradually rising. It's more like building a technology brands that belongs to Tucki. After all, good products should also be able to shout.

In the past, there was the era of 1.0 competition for production qualification, and there was also the era of 2.0 competition for cost performance. But now the market has changed from incremental competition to stock competition. Now is not only the era of technology competition, but also the era of brand competition. Whoever can build a brand with higher visibility and higher spillover value will win the game.

Even if the product strength is in the practice of brand building, more and more manufacturers are aware of consumers' cognition, recognition and label memory of a leading technology. After Beijing Auto Show, most car companies have unveiled their new products, and Guangzhou Auto Show has also become a good opportunity for car companies to build technology brands. The Nissan Power Sky Team, Chuanqi Julang Power, GAC Toyota TNGA and Tucki Pengyimen mentioned above are all the same.

But many technologies are invisible to the naked eye, and technical lectures often confuse laymen, including the media. Therefore, how to tell the original intention, difficulty, effect and the story behind a technology research and development is a key and difficult point in this process. After all, most technology brands that are outstanding in the market do not take the high-sounding marketing route, but gradually expand their right to speak in a language that consumers are willing to understand, thus becoming an important reference for consumers to make car purchase decisions. Audi quattro is a good example.

However, with the introduction of new technology, consumers are full of strong expectations for the next generation of automobile products, and at the same time they are far away from the strangeness of new technology. The automobile market is entering an unexpected and unfamiliar "shift period". On the road of establishing technology brand, technology brand automobile marketing is a new weapon to adapt to this era.

Therefore, if there is no real "technological breakthrough", the tide will recede and naked swimmers will have nowhere to hide.

* The pictures in this article are partly from the Internet.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.