freevideopokercasinogames| Zhongjing Commentary: Beware of car marketing being kidnapped by traffic

Beware of car marketing being kidnapped by traffic

Economic Daily Yang Zhongyang

With the transition of communication technology, the acceleration of industrial change and the influx of new forces in car construction, the paradigm of automobile marketing is changing. How to get higher traffic has to be faced by the marketing of automobile companies.FreevideopokercasinogamesThe real challenge. Flow is not equal to sales volume, differential innovation around products and services is the real password for enterprises to win market competition.

Although Xiaomi SU7 has been on the market for more than half a month, it has attracted a lot of attention. From "Dading" exceeding expectations to SAIC Zhiji being forced to make "three apologies", from the high-profile delivery of the first batch of car owners to the dispute over mobile phone brackets, the listing of a new car has become the focus of social attention, and it is rare to go out of the circle. This reflectsFreevideopokercasinogamesThe influence of Xiaomi and its founder Lei Jun and the uniqueness of the company's entry into the car track have also triggered the pursuit and anxiety of traffic in the industry.

With the transition of communication technology, the acceleration of industrial change and the influx of new forces in car construction, the paradigm of automobile marketing is changing. The "4p marketing theory", which used to be the norm, has been deconstructed and reshaped. People began to grab the microphone, compare the voice, fight for traffic, and even do not talk about "martial arts" for the sake of traffic. How to get higher flow has become a realistic challenge that automobile companies have to face in marketing.

The problem is that traffic is a double-edged sword. If you make good use of it, you can really boost the popularity of a product and make it known to more potential consumers. On the contrary, once "get rid of", the negative effects can not be underestimated.

In fact, traffic is not equal to sales. The fact that cars sell well may be the result of the superposition of multiple factors, such as good appearance, leading technology, good driving experience, product positioning and accurate pricing, rather than just marketing. People often say that the product is the boat and the marketing is the sail. No matter how full the sails are, it will be difficult for the ship to speed up if it leaks everywhere. As a durable bulk consumer goods, cars ultimately focus on product technology, quality and service. Therefore, to do a good job in product technological innovation and provide quality service is the fundamental for automobile companies to win.

Now on the Internet, some people often tease BBA (Mercedes-Benz, BMW, Audi) as "synonymous with backwardness in all directions", but it is not objective. In recent years, although industry changes are surging, BBA basically launches new products according to its own existing rhythm and action standards for brand marketing, and sales are not so bad. Last year, BBA totaled 231Freevideopokercasinogames.90,000 vehicles and up to 77FreevideopokercasinogamesWith 48% share of luxury cars, it continues to lead the Chinese auto market. Online quarrels have not been won, offline sales have not lost. This shows that in the real high-end car market, BBA products still have a competitive advantage, and traffic can not be easily changed.

In fact, not everyone is suitable for facial scanning in public to earn traffic and popularity, which should be the basic knowledge that every enterprise should have. Whether or not to open a social account or whether to conduct a live broadcast depends purely on the specific circumstances of individuals and enterprises, and there is no need to "learn to walk in Handan." It is said that the flow is like a flood, and "water can carry a boat, but it can also overturn it". In the era of "slicing" communication, entrepreneurs may "turn over" as long as they have the wrong word, which is worth pondering.

What is more vigilant is that in order to have more say through traffic, more and more brands begin to "captive" their fans and water army. In the past, fans just touted their own brands, but now fans either spontaneously or under some inspiration begin to attack competitive products in an organized and purposeful way. If this "rice circle culture" is allowed to distort the automobile marketing ecology, it is difficult for the industry to achieve high-quality development.

At present, many people are complaining that the market is very rolling, and a consensus is that products are highly homogenized, so that people fight for traffic and marketing, but still can not "move" users. It is a fact that the market is highly internal, but the products are highly homogenized but not necessarily. Each of the excellent products has distinct characteristics and clear ideas. How to make differential innovation around products and services is the real password for enterprises to win market competition, and can not be kidnapped by the so-called traffic and lose the motivation and direction of innovation.