60000 Jiajiao into the mainstream, the three brands will be the salvation of technological innovation
mainly low-end car brands in China's decisive weapons
an income rise and fall of micro car, the brand will result in no 家轿 Enterprise and micro-car companies face the risk of being eliminated
this year, China Association of Automobile Manufacturers reported in the first 7 months the industry survey, the only micro-car sales range of negative growth. in the first half year sales in the national automobile market increase of nearly 30% of the cases, the share of low-emission cars fell 11.67% year on year, the market share of small cars was the trend of shrinking year by year: 2004 was 18.6% in 2005 to 12.63%, 8.57 in 2006 %. 1.3L to 1.6L in displacement between the price of 6 million models, has revealed more and more strong growth, great potential to replace the mini-car.
in China known as micro- car in Chengdu, capital market, in October 2007 the amount on the card before the new car in Chengdu, Chang'an Auto, Hafei Lobo, Chery QQ three to four million-class mini-car, still occupy the top three on the card volume, However, the sales decline has been gradually apparent. originally on the card list, ranked the top three models are on the card the amount of at least a week to keep the 100 and above, this situation has become increasingly rare. And with the formation of a strong contrast is, a group of 6 million from the price of volume, has been with the low phenomenon, in the car this year has been chosen as the offset of Chengdu, began to be relocated. and the resulting consequences must be: was the Jiajiao kinds of reduction, a direct threat to some of the low-end car manufacturers own brand based survival, October 16, Changhe Automobile in Hefei, Anhui, a subsidiary of the state has fallen into suspend production for rectification. to industry sources, since 2007, Weicheshichang overall decline will accelerate Weicheshichang pattern of re-shuffling, the domestic mini-car companies will enter a new stage of competition. (Note 2)
Second, the intermediate significant decline in the price of family car, is 60000 main
car headed past the cost of the car itself dictates, the price of 6 million range car market, has not been very good brands to enter, creating a very significant market gap.
, however, listed this year The new models, the situation has changed greatly. as the last pass the Buick Excelle, Beijing Hyundai Elantra's price, resulting in slightly lower than their number of car manufacturers, invariably the price lowered into the 60 000 > First, sea MB, MA Hai Xun's price, then Hafei Saibao BYD F3R, Chery A1, Changhe Suzuki to the FAW Jilin Senya Di waves from Haima Hai lucky star, 1.4L Elysee, Palio - Thick series, BYD F3 Platinum Edition to the Benben automatic and 08 free ship, and so follow-up, a large number of independent brands, the pricing strategy of locking in the range of sixty thousand. This leads directly to a large number of consumers buying .
the same time, had hovered at around 10 million mid-level sedan began to substantial price cuts, adding 6 million range auto market competition. If Haima Hai Fuxing price 1 million, the lowest price 66,800 yuan; Chevrolet New Sail price 1.4m3.3 million, the highest price of 65,800 yuan; Chery A5 price 0.4m1.6 million, the lowest price of 65,800 yuan; Chevrolet Lova price 05000 yuan , the minimum price of 69,900 yuan; KIA RIO price 01,000 yuan, the lowest price of 68,800 yuan; even Beijing Hyundai Accent in Chengdu, the lowest price has just been pulled out 69,800 yuan.
For a time, 60,000 price range, to become the main battlefield Jiajiao market. This result, a direct result of this grade of product purchases increased rapidly.
Chengdu, according to press reports, in the just-concluded International Auto Show in Chengdu, a bit lucky star of the consumer purchased the Haima Hai, said he initially did not plan to buy Holford star, but then I heard the car only 66,800 yuan, so without hesitation chose the car. He said: Element not be able to buy the last Familia, which was unthinkable two years ago of. to: distinct brand differentiation
3.1 6 million families into the mainstream car market, the automobile industry, especially the family car, an inevitable result of brand competition, but also the overall domestic car market down the results
the year 2000, the family car is mainly youngest sample, Jetta, Beverly, Santana, very basic in the eleventh million. The Buick sail as the first Chinese to less than one hundred thousand yuan into the market price of the family car, control the market began to rewrite the youngest kind of pattern. followed, in 2002, the number of the rapid development of independent brands, which kind of started to imitate the youngest brand, priced lower than the youngest of essential about 2-30000 standards, into the market, so the family sedan market into two, the Chinese family car started sinking the price of the overall price of the development stage. in 03 years between 2004, a group of 7 to 80,000 family cars, have appeared. while at the same time, high-end home cars, such as the Excelle, Elantra also with the price of the 12 million or so, cut into the youngest kind of high-end. from 05 onwards, declining prices of high-end brands, Excelle and Elantra gradually lower, and the introduction of a more Sail with the low-end accent, squeezing the mid-and low-end family car brand in the market living space, resulting in lower overall prices of the models.
3.2 The new products being added and prices continue to fall results, leading to the same type of three grades of brand family car market, mid-level family sedan form
currently divided into three levels of market competition: high-end brands, maintained at 12 million or more, in the end brand, remained at thousands of about maintain low-end brand 6-80000:
first level is the first-line joint venture brands, such vehicles typically around 4.6 m body in the car, the current price hovering at 12 million or more, the current still has a very stable market space, also have a larger price decline in space, such as FAW-Volkswagen's Sagitar current low-end products prices have dropped to about 126,000.
second level is the second-tier brands and independent joint venture strong brands, which entered the Chinese market a few years ago the so-called new three things that Buick Hyatt, Elantra, Volkswagen Jetta, and now the momentum into the sky, has been in the industry known as 80,000 or so, high-end can be extended to 12 million people, the body of these cars are generally about 4 meters 6.
third level is the independent brand car joint venture weak brands and joint venture brands of old cars small cars. the price of these cars down to 60,000 or less. own brand of car though weak body and almost on a level, but prices have to line 5 to 60,000 yuan. joint venture brands of old cars, although the relatively strong brand However, older products, prices close to 6 million, as known automobile evergreen known as the then Poussin, and finally even the best-selling Jetta entered by the rental version of the 70,000 cut into below range. full of million Jiajiao small car body at 4.3 meters to 4.5 meters down to 7 million cars below, stretching like the elegant special, 4 meters 34 of the body, has fallen into line 60000.
four foreign brands in the high-end and car prices may also decline further ten thousand or so. own brands do not have to enhance the brand, you can not live stage. for independent brands, enhance brand value level, starting from the bottom of the family car into the middle and in the development of high-level, is the future development of key enterprises.
4.1 Charade sedan car for the Chinese loss wake-up call
in the August 25, FAW Xiali semi-annual report was published in 2007, more than 40% drop in net profit, the main operating revenue fell 4.82%, the cost rose 4.11%, 7.85% decline in gross margin, total sales are down 10.39%. The reason that there is no loss, because Xiali holds 30% stake in Tianjin FAW Toyota Motor net profit of 777,588,500 yuan, contributed to Xiali profit of 221,612,700 yuan, accounting for Xiali reported net profit of 188.8% of. This shows that six months since the main Xiali business has been a substantial loss of business, assisted in the investment profits under the financial figures to be a much better performance.
Xiali this explanation can be seen as wake-up call for all low-end brands. As economy cars in the lower end of the sluggish growth, in particular, the model is 1 liter or even a decline in consumer upgrade was evident. Although the company adopted a price adjustment, increased marketing efforts and other measures, but the product structure The adjustment has not been completed, the price range at the low end of the Xiali Series sedan in the company's share of overall sales still high, end Jiajiao maintained at 7-80000 line, if the competition further intensified, and will definitely slide into the 60,000 line, and when this time, no brand Jiajiao price, estimated that only very first line in the 4.5 to 50,000, while the Xiali loss results, shows that such an outcome, it is difficult to survive.
4.2 6 万元 own brand phenomenon of mass densities of the core reason is the product design without careful design and selection of brand value and brand marketing behind the traditional result.
sale now relatively good brands Huachen Jun Jie, the reason is in better position, I was 05 in 2004, two years as a customs consultant Huachen Gong, have a more clear understanding. First Comparison of the product design should be leading, and secondly, the process of development from a branding perspective, the application of idols mocked some of the technical and strategic public relations, which played breakthrough.
in the process, idols analogy technology, provides a brand Brilliance Analogies based branding China's consumer market and features a central feature, and strategic public relations, it is the basic value of amplification selling point, to enlarge the value of the key characteristics of effective and means. And with an international brand, boosting the image of their technology, is the stage of the industry, there will be a basic model (or even early 90s Toyota Lexus introduced the means).
these two technologies will become an important means to play. because the next few years the level of the car price, high-end prices will continue to decline to one million, In this context, some Chinese auto companies, will not survive and develop. And the only way to solve this problem, which at this stage is to enhance the brand is an independent brand in each strategy must address the fundamental issues To accomplish this, we must use these two technologies, coupled with value-oriented marketing, strategic marketing and Five technology, two breakthroughs:
first breakthrough is the value of the break-oriented technology development and breakthrough in the internal culture of innovation to ensure that enterprises in the key areas of technology and the real breakthrough in achieving the fundamental consumer value.
the second is the brand value and create the breakthrough.
compare, Huachen Jun Jie and Geely vision, we can very clear that Huachen Jun Jie, 04 05 in the speculation, it should be said very successful. During this period, flourishing reputation as Brilliance China brand marketing consultant, started the Zhonghua sedan is BMW's Chinese-style propaganda and speculation. Although the time Chinese prices higher, and the outbreak of the summer of 2003 the formation of product failure by the negative word of mouth, leading to the publicity and hype were not immediately form a consumer to accept (because it was the board, refused to price from the mid-priced 14 million consumers adjusted to 10 million of general household consumption), but it formed a good brand equity accumulation. So in early 2006, after the implementation of price cuts, resulting in extraordinary results. (2005, annual sales, Brilliance China 11000, red 9600, The Chery Eastar 9620, the same as the three brands). prices have gone down the rapid rise of Brilliance Zhonghua sedan, now for 4 months, sales of up to 1 million units monthly sales levels. while the other two brands are no obvious improvement .
lucky with this corresponds to vision, although the beginning, also known as copy Toyota, but the brand did not use hype and propaganda techniques of strategic public relations, did not last the subject of speculation with the value of the concept of how unlucky not formed Toyota fake hype and promote a feature of the model, so the concept of brand value is not successfully created, the accumulation in key technologies, it seems that there is no breakthrough in effective and comprehensive introduction to the leading engine technology, no, really aroused the attention it deserves The key is, do not form a very powerful concept and feel, coupled with Toyota's own brand in China's domestic market, slightly lower than the BMW, there is no real value and benefits of high-end formation.
this technology The lack of lead at the low end of the Geely brand is difficult to rise and transformation of the development of a direct impact on the auspicious, in fact, so lucky in a very embarrassing situation. So in this foundation, how to reverse the situation and events, is still unlucky in the strategic on the fundamental issues need to be solved.
not just luck, which currently include FAW, Chery, BYD, the hippocampus and other independent brands are facing this problem, three months of this year's Independent 6,7,8 Brand significant decline in car sales is not causal factors, the most fundamental reason is that joint venture brands of car prices, due to self-brand vehicles in the brand value can not support the same brand of products and joint ventures resulting premium, September Chery, Geely, the hippocampus, BYD, represented by four enterprises increase sales is due to these four companies are pushing the new upgrades and price promotions and direct form. But in the current highly competitive automotive market, the joint venture brand still further cut the price of space, and its own brand of car has virtually no room to decline further, it can be said for the main low-cost price from the brand into the competitive strategy, step by step in the joint brand of tight, already entered the corner. independent brand strategy must enter a period of adjustment, but its core is to shape the brand, enhance brand value level, a brand premium, the real level of the brand to compete with the joint venture brands.
V. own brand cars to enhance brand value, develop brand marketing one center, two major and three brand technology
from the current status of China's auto market competition and the major auto companies in the marketing level, the solution above is a central core of the problem, two lines, three brands of technology: < br> a central
to enhance the product in the minds of consumers the total value of the center.
two directions
first direction, is indeed to ensure the technical quality and level of, most recently, Chery Automobile In terms of quality, service and brand to make a major breakthrough, is a very typical case.
second direction, that is speculation on the brand, to apply new technologies and methods, the real attention and attention. Brilliance Auto in 2004 and 05, in fact, not a lot of advertising and publicity to promote the formation, but, insist on maintaining high prices, enhance brand image gradually and continuously, the concept of BMW speculation, it should be said that these operations, in order to achieve explosive growth after the price laid down a valuable basis.
characteristics of three brands of the brand value of technology
technology, technology, and enhance the value of idols analogy strategic public relations techniques. This technology is a flourishing reputation of the three major Chinese vehicle sales based on international experience, combined with the domestic automobile market conditions and successful business of marketing experience, sum up and refined for the real nature of Chinese auto companies marketing techniques, these marketing techniques have worked in the flourishing reputation of China's automotive enterprises (such as FAW-Volkswagen, China Futian cars and cars) has been successfully applied.
5.1 Values of the brands innovative technology
companies must learn to use new and innovative brand of ideological and theoretical techniques, it may be lack of resources, at a competitive disadvantage in the circumstances, the profitability of competition victory. < br> Until today, China's auto industry, in essence, did not find the real idea of brand theory, but simply to imitate and copy the international brand-building and development of ideas, and General Motors in global development proved that their brand idea itself has serious problems. Although Japan's auto industry has great development, but the competition in the Chinese market and experience shows that relying on these theories, not enough to help disadvantaged Chinese brands, the real rise, so in this kinds of circumstances, the Chinese auto companies to seek new ideas and innovative technology brand theory, theory and technology of the brand, the brand is the theoretical value characteristics.
Values of the theory of brand, brand or features that consumers value the impression is the consumer brand for their own benefits and interests of the characteristics of a value, consumers choose to buy merchandise in the value of signs.
The need for a people who brand him the final analysis, in order to meet their own interests and values, due to the complexity of technology products, has introduced high-tech and the market is flooded with fake and shoddy products, consumer goods in their own limited knowledge of the case, do not have the senses to judge product quality by virtue of the conditions, so the brand becomes consumers to find their own interests and values to represent the most important tools of goods. If the value of the brand and consumers can become the symbol of interest, which is of particular value as a representative of consumers, the brand is bound to become a consumer purchase product roadmap; Therefore, from the logo to the sign, which is the brand strategy, a giant leap!
Haier It is because of a achieve explosive growth, from 96 years with the TCL-related 370 000 000, 2001 and quickly expanded to 400 million TCL difference. And in the dairy industry, Mengniu It is due to a characteristics, and achieve miraculous growth, and in one fell swoop in the first half of this year, more than the Queen, to become China's largest dairy companies. Although the automotive industry is not the situation, but their theory that brands and brand marketing technology innovation is Every car company is worth serious consideration and study.
5.2 Analogies Analogies
marketing technology marketing technology, has become an effective means of weak brand marketing. This marketing strategy demands a high-end enterprise products and strong brand analogy together, so that consumers come to identify with and accept the high-end products and strong brand value of products with similar (or even exceeded in some areas), the face of low-end market sales, means high hit low, but not really to compete with the high-end products. because such a Analogies, on the one hand, consumers can largely caused by curiosity and attention, concern and attention to the brand consumers to quickly enhance their brand image; the other , it can make their own, the same price level in many brands that come to the fore.
of the past two years, two of the most successful brands Junjie and BYD F3 sedan sales are adopting this marketing strategy to obtain breakthrough.
BMW Junjie analogy to the way the value of constantly promote the relationship with BMW, and BMW claims a small, once the consumer and the quality of the product quality, with a relatively clear understanding of and views, enhancing the consumers to judge the state of brand value and level, and to be successful. The analogy Corolla BYD F3 is the way, and constantly compared with the Corolla, reminiscent of the value of BYD F3 with the Corolla, and in competitive products with the same price to obtain a competitive advantage relative to competition.
the value of low-end products such analogy, the high-end products do not cause direct counterattack. Junjie analogy BMW BMW will not cause resentment and attacks by BMW . Junjie analogy because BMW, BMW will not affect the one hand, to buy a BMW in the value of the image of consumers, on the contrary even the BMW brand will also increase the consumer a sense of pride, on the other hand will not cause consumers to switch to BMW and Junjie the loss of BMW's target consumer. Therefore, analogies high-end products, in general, is unlikely to affect the high-end brands, and make high-end brand of low-end brand direct counterattack. Also, if the high-end products, accusations and criticism low-end products, will be lifted to some extent the value of low-end products so that consumers on low-end products to counter the emphasis on high-end products is therefore the best strategy is to ignore the way treatment. so-Benz always stressed that it is not competitors; and BMW also stressed that he has only one competitor is the Mercedes-Benz, and Audi as the two sides not to their competitors, this is the high-end products to maintain the image of a brand strategy and line effective means.
so high-end products with the icon of the marketing value of the analogy principle, either lift the low-end brand image, while not being high-end brands or counter attack, counter and attack even been , then this could enhance their brand image, so in this context, it became a basic means of weak brand means.
even Toyota launched Lexus in North America early stage of development, also had to use this approach. Toyota Lexus to launch their own companies in the high-end products, when the value of the analogy with the Mercedes-Benz, the play's concept is pulled its own brand image, with the sensational prices to attract consumers. In fact, the final result from the marketing point of view, he is not attracted consumers Mercedes-Benz or BMW, but has attracted more than Mercedes-Benz, BMW low a level of consumption who use such a price these consumers can buy a past he wanted to buy but can not be purchased like Mercedes or BMW's luxury cars, this is the value of the analogy principle to the brand marketing benefits or the enormous value.
5.3
strategic public relations strategic public relations technology technology tools, Beijing University Professor Xue Xu consulting team studying the formation of brand awareness and consumer groups, we found a major tool. that is the highest level of branding is the behavior of the enterprise up to state and national interests and values level, through such public relations, communication and attention to win social initiative to achieve breakthrough corporate brand development. the use of strategic public relations, is to take the business into advanced culture and the representatives of the advanced productive forces, the enterprise as a victory over national competitors, to resolve the fundamental problems of social pioneer and practitioners so that we can win the attention and break through the market.
1998 to 2003, five years, the Central Haier Zhang TV One, two channels for up to 7 hours of free coverage, of which News Network Focus as much as 1.5 hours. If converted into advertising costs, the total value reached nearly 20 billion. central media efforts to promote such a large unit of Haier, mainly because of Haier the export of their own behavior, how to rise to China's accession to the WTO on the level of international competition, won the central attention. Therefore, the behavior of the enterprise at the national level, to be strategic packaging, is a very effective mode of operation and methods.
5.3.1 strategic public relations and general public relations of a cart before the horse of different
phenomenon of Chinese society, is to engage in public relations functions into a trivial campaigns and crisis management agencies. strategic relations with the general public relations The biggest difference is that strategic public relations, in fact, the company's brand image consultant, established according to the company's image, to redefine the strategic positioning of the brand image, design or adjust the image of a series of enhanced view of operations, organization and promotion of the media publication of relevant information, comments and opinions, so that the company's image in the minds of consumers, the occurrence of strategic change in the value of experience. This change in the strict sense, is the business value of the image change is a strategic change, rather than the general information, let us know. relations are representative of general business management and communication media to public relations companies provide media releases, wish to influence the media and public opinion. The public relations activities, the lack of a strategic design consultancy, but can not stand the perspective of the relevant audience PR design.
strategic public relations standpoint is to have two different public relations in general:
first, is standing on the national and state attention to public opinion and values perspective, mining, design firms included in marketing behavior mainstream values of society, the business public relations events, packing a mainstream event, create brand value, brand strategy brings a fundamental breakthrough. present a simple, simple, general corporate public relations and publicity for the brand value of little ; and only stood the entire country and the nation's strategic needs and concerns of the starting point to build a campaign of public relations activities, we can make the brand image to get a fundamental change, bringing the market's progress and development.
half of the automotive industry has recently occurred in two car line-off ceremony million units, indicating the value of strategic public relations .2007 August 8, Charade 150 cars off the assembly line. may be the product off the assembly line, not the one in Tianjin Steam strategic products, Tianjin FAW only from the perspective of the product itself, held the release of a very simple ceremony. but did not stand a high degree of company brands to build a massive milestone in the development of independent brand public relations campaign. just After 14 days, August 22, Chery Automobile million cars off the assembly line, although less than 50 million units of Tianjin FAW Xiali, but she has launched its own brand made in China into the world auto market, and national strategic public relations activities . they introduced one, two, three, four development model, launched a large-scale publicity and hype, published an article more than a thousand articles, Vice Premier Zeng received a congratulatory letter, with very strong momentum. and Chery This operation, it is the application of the results of the strategic thinking of public relations.
Second, the strategic theory of the second public relations standpoint, it is a continuous transmission, that is a social activity, with the brand value associated with deep-seated around continued to expand such a theme, continue to promote multi-level, multi-angle to strengthen and consolidate the current consumer confidence in products to attract and secure the future consumers, potential consumers, the product of focus and attention.
example, Spirit Yu Hua design of the Jetta President Juan Antonio Samaranch invited to the launch of China Juan Antonio Samaranch, President of the elderly mm but provided for the Foton words carry out the public relations point of view shop full participation, the formation of a nationwide system.
these means and methods of propaganda, are likely to have a huge impact the entire market, as long as the publicity will be able to continue to adhere to a fundamental change in consumer awareness and the brand view, this is a strategic public relations operation and characteristics of the basic features.
5.3.2 strategic public relations process, including the following aspects:
(1) the basic value of the proposed location and the core values of the information < br> standing on industry trends, competitive strategy and the social and cultural hot spots of public opinion put forward and can really lead to the formation of a mainstream opinion leaders and the media response and attach great importance to the core content of information and public relations from the following four
angles, the design of strategic public relations events and dissemination of information:
First, the main trend of standing in the core of social development, cultural background, the proposed enterprise value of the external image of the location and direction of internal support processes and innovation;
second, the enterprise's internal management ideology and management, from the whole trend of social development and social progress and cultural point of view to packaging and promoting;
Third, design and development of public opinion to win the broad support of major community events or public relations management innovative ideas, making it the management of advanced social culture and a major theme, the design of these key themes full coverage of public opinion aroused and social importance, and thus become the focus of public concern and attention;
fourth, with a keen insight into the trends of mainstream culture, the ability to analyze and foresee the development trend of mainstream management thinking and direction, and predictability of the sublimation of targeted business experience and management behavior, as this concept of public opinion and political representatives of the mainstream of development trends .
(2), the design features a series of prominent brand value acts and events, in particular, shock resistance, attracting the attention of consumers over the events and appropriate information
example, Yu Hua flourishing public relations planning department, in 2007 April, planning to buy Monte Parker MPV Samaranch Juan Antonio Samaranch as the friendly communication between China and Spain car planning activities to achieve the two objectives, first, the cause of social concern, Juan Antonio Samaranch, President of purchasing Foton vehicles, itself is a very attractive event. Second, enhance the brand image and value. in the initial purchase, the ability to find a high-impact people, to discourage consumers to a large extent the initial purchase of the doubts and hesitation.
(3), cooperative advertising, a series of showcase the brand value of hearing a loud slogans and other visual elements to form a solid core of public relations event for the communication system, to strengthen the brand value of transmissibility
many enterprises do not realize the incident spread through the importance of advertising, marketing and advertising is still the case as two separate systems and separate unrelated. Mengniu is doing in this area the best, which is able to this year's Mengniu leapfrogged the first half to win an Olympic sponsor Yili eligible to obtain the first position of the main reasons for China's dairy industry. just from the ads cost point of view, Mengniu's ad spending has cost far lower than the participation of star Liu Xiang in Erie wide ...
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