Market downside highlights the key to marketing weakness lies in building brand trust

This year, if the auto companies do not do a "cultural tour", "frontier trip", "plateau adventure", "green action" ... ... are embarrassed to say that this year has done brand marketing activities. This kind of intensive and homogenous planning precisely reflects the weakness of China's auto market, and the problem is exposed more thoroughly under the background of slower growth.

The marketing capability of China's autos has developed along with the market. From the initial stage of car literacy into the family, to popularization, brand building, and customer loyalty training stage, marketing tools are indeed undergoing significant changes, but today, the marketing innovation rate is still lagging behind the market's expansion rate. Without first discussing the deconstruction from the professional perspective of marketing, we can find many problems simply from the perspective of consumers.

First of all, the foundation of marketing is to establish the relationship between consumers and products. Once, in the seller's market period, everything was rushing to chase after the product, and it was good to buy it. At that time, marketing was equal to zero. Later, as products became more common, manufacturers began to use the "brainwashing" strategy to instill ideas into consumers. Today, when consumers have their own judgment ability, marketing seems to remain at the last stage. In fact, the era of high-pressure instillation brainwashing has become a thing of the past. The homogenization of technology has also made this communication unlighted, and stories and emotions have begun to play an important role.

The marketing of Shanghai GM’s Mairubao is a model in this respect. Although terminal sales are not ideal for various reasons, it does not prevent it from establishing a marketing benchmark in the Chinese automobile market, from celebrities to stories, from product modeling to emotional identity, and everything. It left a deep impression.

Establishing brand trust is the second problem that marketing needs to solve for consumers.

For a company, clear brand tones are the first to be confirmed. BMW and Audi are completely different feelings. They will not do the same activities. Even the same field will be interpreted from different perspectives. Audi sponsors the Olympic Games (under the Volkswagen brand), and it even more highlights the spirit of the others; BMW's sponsorship of the Olympic Games highlights the joy of interaction and sports, which is called “Wyatt”. This is the brand's tone. For any brand, grasping the right direction for the brand can ensure that the power can be used in one piece instead of appearing chaotic and ineffective.

Brand marketing is a three-dimensional project, and the product is of course the foundation. Brand culture, history, corporate social responsibility, celebrities... all of this information needs wisdom. In order to form influence, it is necessary to mobilize participation within the entire system, which requires full interaction from the owner, distributor, and the media to the manufacturer. In addition, to avoid duplication, the consistency of innovation also determines the value and impact of marketing.

For an average consumer, perhaps the two factors of the car and the brand can decide to buy. In our previous investigation with a network media, we found that among the factors affecting their judgments, the marketing capabilities of terminal distributors are basically in line with the efforts made at the vendor level. Therefore, sinking marketing is the third important link.

This is not only a matter of action, but is first determined by the system. Recently, Shanghai GM, Dongfeng Nissan, Mercedes-Benz, BMW and other manufacturers, the core of their various brand divisions and regional reforms are basically the sinking of marketing. According to the status quo of the market, they are subdivided into marketing methods and are close to market demand. Selling a car is truly kingly.