What impressed you with my users? 05' Auto Marketing Classics
Xinhuanet Beijing on November 28th (reporter in case) In 2005, the Chinese auto market can use the term “subtlety†to describe: Although it wasn’t as devastated as it was last year, it did not reproduce past glories. Getting new cars to market, triggering price wars, and getting beautiful transcripts have become difficult... The market seems to be at a crossroads and is undergoing profound adjustments and changes. Major auto makers are also facing key decisions. However, the year-end approaching, recalling the 2005 auto marketing map, there are still some meaningful classics, it is worth our reflection and reflection.
Reflection One: Hunger Therapy: The Oddity Is No Longer
Basically speaking, hunger therapy is aimed at the consumer psychology of “buying up or not buying or fallingâ€. Car manufacturers always perform “unsaturated productionâ€, making them occupy the dominant position of the seller’s market and maximize the profits of the manufacturers. The hungry therapy was very effective when it was first shot. Even though China’s auto market was still warm in 2005, it still reached a climax during the middle of the year.
Corolla out of stock! Dongfeng Nissan's Scorpio is out of stock! Minda is out of stock! The Guangzhou Honda, in addition to the sedan Fit, other models are tight supply; Changan Suzuki Swift, Geely free ship, Chevrolet Epica and other new cars listed, are currently only prototype cars ... ... for a time, "price increase sales" reproduce the rivers and lakes, starvation therapy followed As a result, many market prices for lining up hot-selling cars have risen by several thousand dollars. The biggest increase in the auto market is FAW Toyota’s new crown, which requires a maximum increase of 15,000 yuan.
On the surface, it looks like a song and dance, and the effect is very good. However, the hungry therapy has no longer been effective and has become a yellow flower yesterday. What's more, in order to win short-term profits, this means that it does not hesitate to do the bureau. It is even more discouraging for consumers and directly affects the reputation of its brand. Some industry experts pointed out that hunger therapy is actually a very irresponsible performance of manufacturers to consumers. The product is still the original product. Without any improvement and upgrading, it is unreasonable for consumers to pay higher prices than they actually are.
Reflection II: Buyout: Disguised Price Reduction?
As opposed to the hungry cure, “buyout sale†means “the seller and the manufacturer have reached an agreement on a product within a certain area, purchased the product at a very favorable price from the manufacturer, and then far below the market. The price of the product is sold externally, so as to achieve a marketing method of selling the product in large quantities in the short term."
In 2005, buyout sales were unprecedented. Shanghai Shenyin Auto exclusively purchased 3,000 POLO sales in Shanghai and North China; Mapetech bought out Huapu’s hurricane series in Sichuan; Beijing Shenlong Jingjin Automobile Sales Co., Ltd. bought out 50 The Elysee VIP extended car ... The effect of buyout sales can also be said to be immediate, the Dongfeng Citroen store of China SouthWest bought more than 300 Citroëns in November last year, and finally sold out, and its sales increased. 200%... Brought the auto market's booming situation, and thus eliminated some out-of-standard small dealers.
However, in the long run, "buy out of sales" has five major risks, such as changing prices, failing to sell, threatening new car sales, breaking the capital chain, and uncontrollable buying prices. If you are not careful, you will not have regrets. In addition, there are still some conflicts between the buyout sales mode and the current monopoly of domestic auto manufacturers and the previously established sales model. If manufacturers are required to overturn their own sales networks that have been built up over a long period of time to adopt a new sales model, Whether it is from the perspective of funds, time, or market acceptance, it is not feasible. Therefore, in the current automotive market in China, buyout sales cannot become the dominant sales model.
Reflection 3: Emotional Marketing: Grasping Consumer Pulse
For any product, technology, quality, and price are the keys to sales, but they are not the core factors. The core factor is that manufacturers can listen to and capture the voice of consumers. Some experts pointed out that Beijing’s modern success is a model of its use of emotional marketing success.
From the perspective of the marketing of modern spring weather in Beijing in 2005, there is no shortage of articles on emotional marketing. From September 25th to October 15th, Beijing Modern “Golden Autumn Gifts†free testing service activities provide customers with a total of 5 major items of 18 items related to long-distance travel, making consumers feel meticulous care and surprises. . From October 1st to December 31st, Beijing Hyundai also held the "100 lucky passengers, 5th World Cup Tour" event. During the event, Beijing Hyundai will collect 100 lucky car owners from all vehicle owner databases in three separate sessions. The winners will enjoy a free five-day tour of Germany in June 2006. Beijing Hyundai has always emphasized customer orientation, which ultimately gave birth to its emotional marketing. (Finish)
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