Under the special epidemic situation of Chongqing Auto Show, how can car companies break through through marketing?

Chongqing Auto Show, the first large-scale international auto show in China, has been placed with too many high hopes. Although there are more than 65,438+000 brands participating in this auto show, the scale is still reduced compared with 2065,438+08 and 2065,438+09. In the past two years, the overall automobile market in China has declined, especially in the first half of the year. Every exhibition is expensive. From the scale of Chongqing Auto Show, we can basically know the market situation of the whole auto market last year.

Compared with the large-scale launch of new cars, the release of new technologies and the release of concept cars in Beijing and Shanghai auto shows, Chongqing auto show is more inclined to be exhibition-oriented, supplemented by exhibitions and mainly based on sales. With the decline of the auto market, what kind of marketing methods do auto companies use to attract customers at this auto show?

Simple and rude: there is a guide at the entrance of the exhibition hall to guide customers into the booth.

To achieve the purpose of selling cars, customers must know where the booth is. So basically every booth at the entrance of every exhibition hall will have "sales staff", but the real sales are generally in the booth, and some students or social workers generally work part-time outside the exhibition hall. Their purpose is to bring potential customers directly to their own booths.

If you don't wear a press card, a salesperson may invite you to visit their booth and ask what kind of car you want and what his car looks like.

Judging from the overall situation of this year's auto show, although the scale of the auto show has shrunk, the booths of car companies are no longer "big and luxurious", but the sales of 4S stores seem to be rising instead of falling. Even in addition to the part-time jobs hired by 4S stores, there are many professional salesmen on the booth. They establish contact with potential customers brought by tour guides and explain them to attract customers. For those who are interested, they will discuss in detail with the area behind the stage, and for those who are not so interested, they will keep their contact information.

This is the simplest and rudest marketing method, which is basically available in every family. Some excessive shopping guides even go to other brand booths to ask customers, which is only a minority. After all, there are always some unprofessional sales.

Worry: Jeep dazzles the car, indicating the strength of the product and attracting customers.

The cars at the auto show are neat and shiny, and even equipped with special cleaners to clean them at any time. However, a car that looks "tattered" appeared on GAC Fick Jeep booth, which is quite eye-catching.

Yes, it is such a big commander's "plow car", which shows the strength of the product that consumers can hardly see. The slogan is "Let me show you the core".

Under the explanation of the on-site staff, Jeep showed the real materials and showed the safety strength of its hard core to consumers through the planer. At the scene, quite a few consumers stopped to watch, and some consumers who had no intention of Jeep-related models also had a week to ask the on-site sales staff for other information.

I have to say that Jeep's marketing methods are very useful.

Type of discount: the maximum comprehensive discount is 35,000 yuan, and each car purchase fund is 1 1,000 yuan.

If you want to sell a car, the price is undoubtedly an important reference factor for consumers. It is no exaggeration to say that many potential consumers who come to the auto show site in person come for the brand discount during the auto show. There are also many promotional posters outside the exhibition hall, such as the new A4L99,000 yuan, A3/Q2L 146800 yuan and so on.

When I was having lunch at a fast food restaurant, a couple opposite said to me, "Actually, we have three models in mind, and they all feel good. We can buy any one. We will use the discount during the auto show to decide which one to buy. "

In fact, the preferential information of various brands or models has long been published on WeChat, the organizer of this auto show. Except for some ultra-luxury models and hot-selling models in the market, mainstream models basically have 500- 1000 yuan of car purchase funds at the auto show, and some car companies have additional discounts.

For example, BMW has three major discounts for all models, such as low threshold, zero down payment, flexible final payment and replacement subsidy. Changan Auchan X7 has the highest comprehensive discount of 35,000 yuan+free auto insurance and other benefits; Jetta car subsidies to the countryside, VA3 subsidies 1000 yuan, VS5 subsidies 2000 yuan,? VS7 subsidizes 3000 yuan. Of course, this is only preferential information released to the public. In the direct communication of 4S store sales, many models have extra surprises.

Car owners' promotion: car owners go into battle in person, and old customers bring new customers.

Among all the new car booths at this auto show, Weilai is the most unusual. The staff introduced by the new car are not all professional sales, and there are many owners of Weilai.

Although it is an invitation, according to the host, more applicants will be screened. Wei Lai's boss is not bad for a part-time job. After all, the cheapest car in Weilai costs 358,000 yuan, and the cost of hiring a part-time employee at the auto show is about 100-300 yuan.

Therefore, car owner introduction is actually the best marketing method, which can convince more potential customers. After all, many people don't like to believe what professional sales say. These car owners are no worse than professional sales when introducing new cars. What kind of car has what kind of configuration, what optional configuration is necessary and what is not necessary can be clearly stated.

However, such a marketing method is only Weilai at present. The owner of Weilai should also be one of the most loyal car brands. There have been many examples of car owners advertising Wei Lai for free.

Summary: Under the epidemic situation, how should car companies break through? Judging from Chongqing Auto Show, besides the outstanding product strength of new cars, marketing means are also very important. Although there are a lot of people at the auto show, there are still many booths that sell more than people. There are only a few cars and a few salespeople in the huge booth. Those booths with many people are attractive to consumers, except for new cars.

Perhaps innovative marketing is also one of the effective means to break through the epidemic.

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