Car brand marketing era is coming

For auto companies, when the market is not good, it is precisely the moment of hard work and brand promotion. This year is also the case. The increase in output and sales volume of the automotive industry has fallen. "Independence" has begun to slow down the pace of growth and work harder after calling the brand upward.

There is no doubt that branding this year has become the consensus of independent auto makers. Although the purpose of each company is different, this passive competition has revealed how helpless the market is.

Indeed, the situation of various car companies this year is relatively severe. Car manufacturers still have concerns about this year's preset production and sales targets. Brand power has become an important weight in the decisive battle.

A report on "China's prospective car owners' vane standards" targeting prospective owners who are studying in driving schools shows that the car brands preferred by prospective car owners are trustworthy, reliable, and professional. If you can highlight the high grade, taste, fashion, vitality, for the promotion of the brand's consumer preference is of great benefit.

In the eyes of the outside world, branding is nothing more than burning money. Especially in China, Chinese brands have always been incomparable with international brands. The problem is not only from the outside world, but that Chinese auto companies are vague about the concept of “walking their own brands”. The concept of branding for all people only stays in the "market share is the brand."

However, the domestic car enterprise managers, the favorite marketing model is to follow the imitation route. How do competitors operate? How do you operate? The consequences of such a route are often difficult to achieve accurate communication between the product and the user, and it is difficult to increase the influence of the brand.

In the first two years, due to the tilt of the policy, domestic car enterprises took the opportunity to get faster development. But the lack of brand power and the weakness of precision marketing; now due to changes in the market, many companies began to be troubled by brand promotion.

The problem with the brand seems to be a lack of strength. It is actually a short board of marketing. As Xiao Mingchao, deputy general manager of the Cenozoic Market Monitoring Agency, puts it, with the fierce competition, car marketing has shifted from a social marketing model to a focused one. To achieve true brand communication, you must accurately grasp the characteristics of users.

To get rid of the shackles of the brand, the first is to have patience. Do not give up on the quality upgrade efforts because of the short-term decline in sales. Each main company must focus on service in its marketing. Do not blindly reduce the price and demand sales.

Beijing Hyundai previously launched the eighth-generation Sonata in order to increase its brand. However, in order to obtain sales volume, the banner of price cuts was again offered. This not only did not increase the brand's strength, but also put the brand back on the shackles.

Losing market share is not terrible. What is terrible is that even the newly formed brand competitiveness is lost. This is also a kind of sadness under brand marketing.