Car "Ray" marketing big bottom car "by square" to sell

"New car tide", "price war", "advertising warfare"... These tools that once won the market for car companies can also attract your attention? There is no doubt that with the development of the market, the freshness of various types of new vehicles is declining, and the marginal effect of traditional marketing methods is gradually declining.

Recently, Huatai Motors advertised an automobile as a mobile house and compared the car to a house to attract young consumers. This has also aroused the attention of the outside world to the "alternative" marketing methods of the automotive industry.

Insiders pointed out that when the market enters a stagnant state of low growth rate, how to improve marketing capabilities and promote market share is the top priority for enterprises, and this is when all kinds of "strange" marketing strategies come to the fore.

Alternative marketing programs are endless

It is understood that an advertisement of Huatai Motor Co., Ltd. binds both “room and car”. Is it possible to have a car at the same time? Can the two be synchronized? The price of SUV Santa Fe, according to the size of the vehicle, is 12475 yuan per square meter, which is almost the same as the average price of the second and third tier cities. It is even lower than the average price of the first-tier cities.

Compared with the ingenious advertisements of Huatai Automobile, in the automotive industry in the past 10 years, there have been a number of “other” marketing methods for Raytheon. In 2008, a Guangzhou SAIC Roewe dealer introduced a marketing strategy of “daughter” for the purchase of cars. At an earlier time, the car was once sold in the form of “jin”, which has already conveyed the low price of the car.

The analysis pointed out that from the point of view of marketing, whether it is these advertisements or marketing strategies, it is to attract consumers' attention through hot issues at that time. Take Huatai as an example, the use of vehicle prices is in sharp contrast to high prices, and the calculation of vehicle prices is converted into a calculation method for real estate. One can disclose to outsiders that Santa Fe’s price is low, and the second can express the vehicle. The body size is larger to appeal to young consumers. When the Roewe Dairy Promotion Program was launched, Sanlu Group's milk powder was contaminated with melamine. Milk safety became the most hot issue in China. Roewe sent “cows” to attract consumers' attention through hot issues.

Cruel competition

At present, there is a fundamental difference between China's auto market and foreign markets. In the United States and other developed countries, the basic principle is to “according to sales and production,” but in the Chinese market, “in production and sales” are adopted. This means that when the market trend is inconsistent with the original expectation, the sales target of car companies will be unattainable. This has also led to different brands and distributors have to rack their brains to compete for market share in order to compete for market share. Development. This is why the emergence of these "alternative" marketing methods is the main reason.

And, from the introduction of these “alternative” marketing programs, it can also be seen that the market downturn is an outbreak of these programs. It is understood that when the automobile "Jinjin Selling" was first proposed, it coincided with the sluggish sales of automobiles in 2004, and the growth rate of cars was only 15.17%. The vast majority of manufacturers did not complete annual tasks, and the distributors experienced a significant pressure situation, and the market developed. Massive price war. When the “Buy Roewe Send Cows” program was launched, at the end of 2008, when the Chinese automobile market was baptized by the financial crisis, it fell from the middle of the year, and car companies entered a dark half of the year.

This time, Huatai launched the “Room” promotion plan. The auto market environment and the former two have a similar situation. In the first half of this year, the overall auto market growth was less than 5%, far lower than the 15% previously forecasted.

>>A variety of "Ray" marketing

Car sold by square meters?

Novelty Index: ★★★★★ Director: Huatai Motor is the first to buy a house or buy a car first? If this problem is thrown, it is estimated that it is mostly one-sided that “a house is a real estate and you must first buy a house”. However, the high prices also allow car companies to move up the price of marketing ideas, a sharp contrast between the two, Huatai is the top promoter of this marketing approach.

Huatai Motors stated on its promotional materials that, with the new Santa Fe as an example, more than 90,000 yuan will buy an 8-square-metre single-family "mobile castle" that can be easily bought without being lined up. Huatai Santa Fe's "building area" reached 8.2 square meters, equivalent to a small bedroom space. Not only is the price of the car cheaper, but also the fuel economy of the ordinary house is nearly equal to the annual oil price.

"Like Huatai Santa Fe this SUV, the starting price of 99,800 yuan can bring your family to play all over China, and in the tourist season full of scenic hotels, but also to serve as a sleeping nest! 4500 × 1845 × 1730mm body size With a wheelbase of 2620mm, this car can hold 2 to 3 people and sleep peacefully.The utility suitcase has a capacity of 690 liters under normal conditions, and when the rear seat is folded up, it can be increased to 2100 liters, which is for many household consumption groups. It is full of great temptations!"

Buy a car and send "Dairy Cow"

Novelty Index: ★★★★★ Director: Roewe If you feel that comparing a car to a house does not work out, because usually “room and car” are often compared by consumers. That Roewe once launched a car to buy “milk cows”. It was absolutely shocking, and it was “an oath of words.”

This is the end of 2008, Guangzhou Roewe's first store Guangfu Junfu new promotion methods, once attracted consumers and industry discussions. The main reason is that at the time of the end of the promotion period, the Roewe series models had different degrees of concessions from 750 to 550 models. The company reached a cooperation agreement with a dairy cattle husbandry farm in Nansha. If the customer purchased a promotional model, he would give a high-yielding dairy cow with 4.5 tons of milk per year to the customer. Then, the dairy cows are adopted by the car customers, and the farm dairy farmers take care of them on a daily basis. Fresh milk is delivered to customers every day to achieve "Kaiwei Roewe safety car to drink pure milk."

Of course, sending dairy cows is just a gimmick. At that time, consumers could switch to other preferential schemes if they did not need them.

Car "On Jin" sells

Novelty index: ★ ★ ★ ★ Director: Lifan Automobile Auto Sales, which is the chairman of Lifan Automobile Yin Mingshan proposed many years ago, but also the case of the market downturn, a "summary" of the market. Citing the original words of the time: “The motorcycle with 125cc displacement was 16,000 yuan in 1997 and it’s now only 3,000 yuan, which is 14 yuan/catty. Jetta and Santana are about 50 yuan/catty. I predict that after 8 years, these The car will drop to 20 yuan/kg."

This also created a new theory of marketing for cars. Last year, at the Nanjing Auto Show, auto ads on catty attracted a lot of attention from consumers: “radish 2 yuan/jin, tomato 4.5 yuan/jin, BMW 130 yuan/jin, Beetle 82 yuan/jin, QQ18 Yuan. /jin". From the perspective of the macroeconomic status of the industry, apart from the use of arithmetic problems in automobile sales, it shows that the price is not expensive and attracts consumers' attention. The lack of reflection reflects the fierce market competition in the industry.

"Buy big and send small"

Novelty index: ★ ★ ★ ★ Director: Compared with the above three major marketing strategies, the use rate of “big buyers and small buyers” is higher. If you enter "Car, buy big and send small" in Baidu's search bar, multiple brands popping up will use this marketing strategy. The main reason is that consumers buy a high-priced vehicle and then give a small, inexpensive car. However, this type of marketing is basically a luxury brand.

Last year, during the Guangzhou Asian Games, Cadillac dealers in the Guangzhou area launched a discount on car purchases in order to respond to vehicle restrictions. The purchase of Cadillac SLS Seville can send a GM branded small car, including the purchase of 2010 models will receive a value of 3 Million Chevrolet Le Chi a Taiwan; purchase 2009 models will receive a GM Buick or Chevrolet brand, a value of about 10 million cars.

During the May 1st this year, according to media reports, a BMW dealer in Beijing, in order to promote the 7 Series models, will be awarded a BMW 320i (Fashion) sedan for the purchase of the BMW 7 Series Hybrid. During last year's Guangzhou Auto Show, an Audi brand dealer in Guangzhou also launched a "buy big and send small" purchase of Audi A8L to send Audi A3 promotion program.