Courage, innovation, talent and passion are rare in any country and any industry. The news of Jobs’s death on the day of the review of the “Automobile Commune†commented on this news, and asked me to pour a cup of alcohol on my heart and the Chinese automotive industry.
China's automobile industry has a new car listed almost every other day, and hundreds of dazzling Chinese brands have often concealed the repetition, depletion, and paleness year after year. It is often sighed that "years old and young are similar, year after year. Year-old car is different." The author and many car manufacturers' friends and reporters shared the same story. They also share the same feeling. Take the example of a place where you can't enter the seats: An internationally renowned car brand. The marketing recipe for many years is to hold a “Cup of a certain cup and a certain ball†each year to participate in auto shows in Beijing, Shanghai, Guangzhou and other places. Even the procedure for participating in the auto show is the same as the previous day's visit to the interior booth. The plan for the relevant executive company can follow the same version, and the specific time, location, moderators, inviters, fees and other parameters can be adjusted slightly each year. From the advantage that such lineage is the brand image "one consistent", from the provincial department said that such lineage is "one for all." However, the problem is that this multi-year marketing package has occupied a considerable proportion of marketing costs, so despite the rapid changes in the auto market every year, there is limited room for the brand to innovate annually.
This is the routine. Chinese auto marketing is a routine kingdom. Similar formulas are listed on the media test one month ago (in order to publish one month in advance of the car magazine), put a premium price at the time of listing, and a low end price (the former supports the brand image which wins the attention of consumers but often has no car at the beginning (Supply), after the listing of the various regions of the tour ... and so on and so forth. Therefore, the frequent and tumultuous activities of the Chinese auto industry are, to a large extent, the year-to-year progress of individual routines.
People can accept the basic processes and routines of car marketing, but when more and more similarities make creative marketing that is close to the feelings of consumers like Steve Jobs and tailor-made for specific cars, it becomes rare and makes a deep impression on people. It is often the case that when the car was released, which celebrity was located in that location, etc., and the car-related links, consumers and even marketing executives have to yawn - compared to the IT industry, electricity business, retail The turbulent changes and sharp intentions are new. The cement in the Chinese auto industry is too heavy and the mouse is too light.
Everyone knows that product innovation, business model innovation, marketing model innovation is the soul of the company, but why Chen Chen Xiang? Why do 100,000 have 100,000 answers, but there are mainly two points? First, the rapid development of the Chinese auto market makes the number of cars available for sale. Sales bosses can go to the West Family and they can always live on. In the framework of the interests pattern, courage, innovation, talent and passion are worthless. It is very difficult for Chinese companies to have a mechanism for gestating Jobs.
The author of a friend, smart and competent, the market feels keen, creative, smooth language, in the foreign 4A advertising company as senior director for many years, but also by a large car company to dig the main knife product planning, after the appointment of her marketing boss to leave The automakers simply become free "promotion masters" - once the public relations company and advertising company bid to make a beautiful proposal, it is the time for her to take the initiative. Whether it is the copy or the proposal of the presence of Chinese and foreign parties, "On the desktop "She has done a very good job," she said. She has handled the proposal with a very high success rate. After the program on the desktop went away, she took money to leave. She had two months of surprises and was able to rest at home for a year. The success of the successful Dongjia company is as simple as maintaining a good relationship with the customer and making a detailed marketing plan according to the customer's requirements. The effect is good or bad, regardless of the sales performance. Anyway, I do what you think, “Mr. Yesâ€. You have to.
Why does PR companies and advertising companies that rely on her win the service of providing customers with consistent services? That is, in China's daily business operations, creativity and talent cannot be statutorily measured and charged. Instead, it must be replaced with “labor costs, conference fees, and advertising deduction rates†and so on. China's automotive creative external services and procurement often wither. I saw too many manufacturers of marketing executives with ready-made public relations companies and advertising companies failing to fret and questioning Zhou Lang because these creative planners became programmers to execute off-the-shelf orders—except marketing. Executives have come up with their own ideas.
In fact, marketing executives with such courage, innovation, talent, and passion have had no shortage of people for years, but discharge for many years will always remain a psychological, physiological, and even physical problem. Regardless of why he left, I always think that he has independent thinking and play in the business and marketing model. In the year when the whole country was listed on the market, he created a precedent for BYD F3 touring listing and was the most promising from F3. The started market in Jinan began to intensively cultivate the market under limited funding, which greatly extended the popularity and time for the listing and constituted a long-term climb in F3. Although his four-meeting parallel move is now ill, I have always believed that this is a consequence of sales expansion beyond product expansion. Imagine BYD has a dense array of products such as FAW-Volkswagen, Shanghai Volkswagen or Dongfeng Nissan to feed several networks. The current situation may change completely.
Xia Zhibing was humble in his heyday and said: Channel development is to learn from Big Brother Li Feng. However, Li Feng's sub-network courage and innovation at Chery were replaced by peace and quiet after his arrival at Beijing Hyundai. Similarly, Sun Xiaodong's dazzling marketing innovations at Shanghai GM are expected to become quiet and low-key after he arrived at PSA China - without him, No matter what the mountain sings, what the joint venture is not saying is that it will be done. If everything goes slowly, the procedure will be reviewed and the specification will be number one. As for the leading position of the Chinese automotive marketing professional elite and the founder of the Audi China market, Fu Qiang faced a complex situation that was even more aggravated. Courage, innovation, talent and passion in the past? Don't mention this first. Now it's not possible. Be careful of Deep Throat. Hehe. Let’s take a look at the “two rivers†Zhou Yongjiang and Yu Hongjiang.
The glory and silence of the pioneers have made many brands more and more troubled and tired. For manufacturers, money is often not the biggest problem today. How to spend money is effective. The problem.
However, domestic passenger cars are experiencing an unprecedented market fission. For a long time, 60,000 yuan is the boundary between the joint venture brand and its own brand. The river is a joint venture branded ranch, and the river is a paradise for its own brands. But now the joint venture brand has gone straight into the confession zone of its own brand. At the same time, the 70-80 new generation has become the mainstream consumer group of domestic passenger cars. The auto market is no longer dominated by a mainstream fashion, but has become a multi-cultural growth. Just as analysts from Ping An Xinde pointed out: From the customer group's product selection criteria, demand patterns, and consumer behavior, a homogenous market like Dokdo has quickly disappeared, and an island-like segmentation market has been generated. The biggest change that this brings to domestic passenger cars is the fact that there is a real divisional fission within each category market. There are not only obvious barriers to consumer preferences among the segmented markets, but there are also significant differences in consumption patterns, competition models, and competition patterns.
From the beginning of last year to the end of August this year, 87 new sub-brands and new generation models have been launched on the domestic passenger car market. According to statistics from the Ministry of Public Security, the sales volume of only 28 models exceeded the average sales volume of domestic passenger vehicles. The remaining 59 models were in a sluggish market because of lack of sales force. This shows that most auto companies have seriously misjudged the sales of new models. This is the confusion that many auto companies' management, product development teams and marketing teams are facing. The previously familiar market structure, rules, and forms have disappeared, and a real sense of fission has occurred within each model category market. With the continuous expansion of the size of China's automobile enterprises, the ever-increasing variety of products, the continuous deepening of international development, and the increasing constraints on various types of external resources, the demand for marketing innovation is unprecedented.
The key to marketing and restructuring is to return to the user experience. Let us look at the practice of Aeolus. On August 11th, the three owners of the Dongfeng Fengshen Anyang Baichuan franchise took their children to the high-speed rail to Wuhan. In the next three days, they not only enjoyed free sightseeing of Wuhan's historic sites and monuments, but also Bring your child to the instruction of world swimming champion Zhang Lin. The three owners were the lucky owners selected in the previous “Foshan Haishui Hydro-Summer Camp†event. Since its opening in July 2009, Foshan Haishen has already organized 100 marketing campaigns. According to the deputy general manager of Poseidon, about 40% of Poseidon's owners regularly hold quality life activities directed at the owners’ club of the shop. And buying Aeolus, more than 70% of owners are born from a variety of marketing activities in the store. This year we also saw Aeolus handing NBA basketball caravans through Nanjing, Wenzhou, Suzhou, Shanghai, and Chengdu across 20 cities. At the Beijing Workers' Stadium, the NBA Washington Wizards center McGee took off with fans and fans. Passion and interaction activities attracted local fans and fans to participate enthusiastically. From the cross-border marketing of manufacturers to car owners who face the NBA superstars and then to dealers, the whole context of Aeolus is very clear - "lifestyle experience."
Let us take a look at Beijing Hyundai. This company seems to have felt the above-mentioned disadvantages of the car industry. Recently, it has done something quite worth mentioning: launching a marketing and creative competition in Chinese universities to allow young people to compete creatively. A creative marketing program can win year-round tuition fees, as well as opportunities to learn and exchange in Korea. The marketing and creative competition has held three lectures in Sichuan University, Fudan University and Sun Yat-Sen University and held 60 road shows in 30 schools across the country since the kick-off meeting of Peking University on September 8th. , affecting tens of thousands of college students. Beijing Hyundai Sales Minister Bai Xiaoqin expressed the intention of holding college students: "We hope to provide creative practice platform for college students through this competition, encourage college students to pack up their lazy days, dare to think, dare to say, dare to dare. For people to show off a fantastic idea."
In the eulogy, President Obama described Steve Jobs as "one of the United States' greatest innovation leaders", arguing that "his user experience has changed our lives, redefining the entire industry and securing one of the rarest achievements in human history." - Changed the way we each see the world." Apple's board of directors stated that Jobs' talent, passion, and energy are endless sources of innovation. Today, like Jobs, "second entrepreneurship", research on consumer preferences and consumption patterns, segmentation and market differences, breakthroughs and innovations in the competitive model and competitive landscape have reached a moment of urgency. If you stay on the path of the past, ignoring the new situation and marketing changes are destined to be shown in the market in the future, even out of the yellow card - after all, according to the cat tiger, copying and copying each year can also reach 20-30% growth has already passed a good day.
Difficulties ahead. The time changes the rules of the game, "the time will create a hundred Napoleon." Chinese auto industry, dare to ask who is tomorrow's Jobs?
China's automobile industry has a new car listed almost every other day, and hundreds of dazzling Chinese brands have often concealed the repetition, depletion, and paleness year after year. It is often sighed that "years old and young are similar, year after year. Year-old car is different." The author and many car manufacturers' friends and reporters shared the same story. They also share the same feeling. Take the example of a place where you can't enter the seats: An internationally renowned car brand. The marketing recipe for many years is to hold a “Cup of a certain cup and a certain ball†each year to participate in auto shows in Beijing, Shanghai, Guangzhou and other places. Even the procedure for participating in the auto show is the same as the previous day's visit to the interior booth. The plan for the relevant executive company can follow the same version, and the specific time, location, moderators, inviters, fees and other parameters can be adjusted slightly each year. From the advantage that such lineage is the brand image "one consistent", from the provincial department said that such lineage is "one for all." However, the problem is that this multi-year marketing package has occupied a considerable proportion of marketing costs, so despite the rapid changes in the auto market every year, there is limited room for the brand to innovate annually.
This is the routine. Chinese auto marketing is a routine kingdom. Similar formulas are listed on the media test one month ago (in order to publish one month in advance of the car magazine), put a premium price at the time of listing, and a low end price (the former supports the brand image which wins the attention of consumers but often has no car at the beginning (Supply), after the listing of the various regions of the tour ... and so on and so forth. Therefore, the frequent and tumultuous activities of the Chinese auto industry are, to a large extent, the year-to-year progress of individual routines.
People can accept the basic processes and routines of car marketing, but when more and more similarities make creative marketing that is close to the feelings of consumers like Steve Jobs and tailor-made for specific cars, it becomes rare and makes a deep impression on people. It is often the case that when the car was released, which celebrity was located in that location, etc., and the car-related links, consumers and even marketing executives have to yawn - compared to the IT industry, electricity business, retail The turbulent changes and sharp intentions are new. The cement in the Chinese auto industry is too heavy and the mouse is too light.
Everyone knows that product innovation, business model innovation, marketing model innovation is the soul of the company, but why Chen Chen Xiang? Why do 100,000 have 100,000 answers, but there are mainly two points? First, the rapid development of the Chinese auto market makes the number of cars available for sale. Sales bosses can go to the West Family and they can always live on. In the framework of the interests pattern, courage, innovation, talent and passion are worthless. It is very difficult for Chinese companies to have a mechanism for gestating Jobs.
The author of a friend, smart and competent, the market feels keen, creative, smooth language, in the foreign 4A advertising company as senior director for many years, but also by a large car company to dig the main knife product planning, after the appointment of her marketing boss to leave The automakers simply become free "promotion masters" - once the public relations company and advertising company bid to make a beautiful proposal, it is the time for her to take the initiative. Whether it is the copy or the proposal of the presence of Chinese and foreign parties, "On the desktop "She has done a very good job," she said. She has handled the proposal with a very high success rate. After the program on the desktop went away, she took money to leave. She had two months of surprises and was able to rest at home for a year. The success of the successful Dongjia company is as simple as maintaining a good relationship with the customer and making a detailed marketing plan according to the customer's requirements. The effect is good or bad, regardless of the sales performance. Anyway, I do what you think, “Mr. Yesâ€. You have to.
Why does PR companies and advertising companies that rely on her win the service of providing customers with consistent services? That is, in China's daily business operations, creativity and talent cannot be statutorily measured and charged. Instead, it must be replaced with “labor costs, conference fees, and advertising deduction rates†and so on. China's automotive creative external services and procurement often wither. I saw too many manufacturers of marketing executives with ready-made public relations companies and advertising companies failing to fret and questioning Zhou Lang because these creative planners became programmers to execute off-the-shelf orders—except marketing. Executives have come up with their own ideas.
In fact, marketing executives with such courage, innovation, talent, and passion have had no shortage of people for years, but discharge for many years will always remain a psychological, physiological, and even physical problem. Regardless of why he left, I always think that he has independent thinking and play in the business and marketing model. In the year when the whole country was listed on the market, he created a precedent for BYD F3 touring listing and was the most promising from F3. The started market in Jinan began to intensively cultivate the market under limited funding, which greatly extended the popularity and time for the listing and constituted a long-term climb in F3. Although his four-meeting parallel move is now ill, I have always believed that this is a consequence of sales expansion beyond product expansion. Imagine BYD has a dense array of products such as FAW-Volkswagen, Shanghai Volkswagen or Dongfeng Nissan to feed several networks. The current situation may change completely.
Xia Zhibing was humble in his heyday and said: Channel development is to learn from Big Brother Li Feng. However, Li Feng's sub-network courage and innovation at Chery were replaced by peace and quiet after his arrival at Beijing Hyundai. Similarly, Sun Xiaodong's dazzling marketing innovations at Shanghai GM are expected to become quiet and low-key after he arrived at PSA China - without him, No matter what the mountain sings, what the joint venture is not saying is that it will be done. If everything goes slowly, the procedure will be reviewed and the specification will be number one. As for the leading position of the Chinese automotive marketing professional elite and the founder of the Audi China market, Fu Qiang faced a complex situation that was even more aggravated. Courage, innovation, talent and passion in the past? Don't mention this first. Now it's not possible. Be careful of Deep Throat. Hehe. Let’s take a look at the “two rivers†Zhou Yongjiang and Yu Hongjiang.
The glory and silence of the pioneers have made many brands more and more troubled and tired. For manufacturers, money is often not the biggest problem today. How to spend money is effective. The problem.
However, domestic passenger cars are experiencing an unprecedented market fission. For a long time, 60,000 yuan is the boundary between the joint venture brand and its own brand. The river is a joint venture branded ranch, and the river is a paradise for its own brands. But now the joint venture brand has gone straight into the confession zone of its own brand. At the same time, the 70-80 new generation has become the mainstream consumer group of domestic passenger cars. The auto market is no longer dominated by a mainstream fashion, but has become a multi-cultural growth. Just as analysts from Ping An Xinde pointed out: From the customer group's product selection criteria, demand patterns, and consumer behavior, a homogenous market like Dokdo has quickly disappeared, and an island-like segmentation market has been generated. The biggest change that this brings to domestic passenger cars is the fact that there is a real divisional fission within each category market. There are not only obvious barriers to consumer preferences among the segmented markets, but there are also significant differences in consumption patterns, competition models, and competition patterns.
From the beginning of last year to the end of August this year, 87 new sub-brands and new generation models have been launched on the domestic passenger car market. According to statistics from the Ministry of Public Security, the sales volume of only 28 models exceeded the average sales volume of domestic passenger vehicles. The remaining 59 models were in a sluggish market because of lack of sales force. This shows that most auto companies have seriously misjudged the sales of new models. This is the confusion that many auto companies' management, product development teams and marketing teams are facing. The previously familiar market structure, rules, and forms have disappeared, and a real sense of fission has occurred within each model category market. With the continuous expansion of the size of China's automobile enterprises, the ever-increasing variety of products, the continuous deepening of international development, and the increasing constraints on various types of external resources, the demand for marketing innovation is unprecedented.
The key to marketing and restructuring is to return to the user experience. Let us look at the practice of Aeolus. On August 11th, the three owners of the Dongfeng Fengshen Anyang Baichuan franchise took their children to the high-speed rail to Wuhan. In the next three days, they not only enjoyed free sightseeing of Wuhan's historic sites and monuments, but also Bring your child to the instruction of world swimming champion Zhang Lin. The three owners were the lucky owners selected in the previous “Foshan Haishui Hydro-Summer Camp†event. Since its opening in July 2009, Foshan Haishen has already organized 100 marketing campaigns. According to the deputy general manager of Poseidon, about 40% of Poseidon's owners regularly hold quality life activities directed at the owners’ club of the shop. And buying Aeolus, more than 70% of owners are born from a variety of marketing activities in the store. This year we also saw Aeolus handing NBA basketball caravans through Nanjing, Wenzhou, Suzhou, Shanghai, and Chengdu across 20 cities. At the Beijing Workers' Stadium, the NBA Washington Wizards center McGee took off with fans and fans. Passion and interaction activities attracted local fans and fans to participate enthusiastically. From the cross-border marketing of manufacturers to car owners who face the NBA superstars and then to dealers, the whole context of Aeolus is very clear - "lifestyle experience."
Let us take a look at Beijing Hyundai. This company seems to have felt the above-mentioned disadvantages of the car industry. Recently, it has done something quite worth mentioning: launching a marketing and creative competition in Chinese universities to allow young people to compete creatively. A creative marketing program can win year-round tuition fees, as well as opportunities to learn and exchange in Korea. The marketing and creative competition has held three lectures in Sichuan University, Fudan University and Sun Yat-Sen University and held 60 road shows in 30 schools across the country since the kick-off meeting of Peking University on September 8th. , affecting tens of thousands of college students. Beijing Hyundai Sales Minister Bai Xiaoqin expressed the intention of holding college students: "We hope to provide creative practice platform for college students through this competition, encourage college students to pack up their lazy days, dare to think, dare to say, dare to dare. For people to show off a fantastic idea."
In the eulogy, President Obama described Steve Jobs as "one of the United States' greatest innovation leaders", arguing that "his user experience has changed our lives, redefining the entire industry and securing one of the rarest achievements in human history." - Changed the way we each see the world." Apple's board of directors stated that Jobs' talent, passion, and energy are endless sources of innovation. Today, like Jobs, "second entrepreneurship", research on consumer preferences and consumption patterns, segmentation and market differences, breakthroughs and innovations in the competitive model and competitive landscape have reached a moment of urgency. If you stay on the path of the past, ignoring the new situation and marketing changes are destined to be shown in the market in the future, even out of the yellow card - after all, according to the cat tiger, copying and copying each year can also reach 20-30% growth has already passed a good day.
Difficulties ahead. The time changes the rules of the game, "the time will create a hundred Napoleon." Chinese auto industry, dare to ask who is tomorrow's Jobs?
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