20 19 general comments on the public opinion communication of the top ten light truck brands;
20 19 years 12 months with 52 weeks (20181231-20191229, with 5 weeks in some months) Domestic light industry/ In terms of the communication performance of various brands, in 20 19, Futian Ou Ma had the strongest communication influence, winning the annual championship with a total score of 2 175; Jianghuai light truck ranked second with 1896; Futian Aoling won the third place with 187 1.
It is worth mentioning that Foton, the car age ranked 10, only joined the list in June 20 19. Although it has been labeled as 106, judging from the performance of public opinion communication in a single month from April 38 to June 2002, its strength cannot be underestimated and there is a lot of room for improvement.
Three camps formed? Omar /JAC/ Olin/Dongfeng leads the industry communication.
Generally speaking, in the total score of "the first influence index of light trucks" in 20 19, Ouma Fukuda was steady and steady, ranking first with the total score of 19.2%; Jianghuai Light Truck won the second place with 16.7% for its excellent performance in various indicators. Futian Aoling ranked third with the ratio of 16.5% (the annual communication performance of Futian Aoling should be comparable to the first, but its official micro was not ranked in the "new list" of the third-party statistical agency before 438+09 on September, 1965, so the score of the "new list score" was affected to some extent); Dongfeng light truck won the fourth place; There is little difference between the fifth and seventh places.
Therefore, according to the analysis and observation of the first commercial vehicle network, the brand communication of the domestic light truck industry has initially shown the trend of three camps: the first camp includes Futian Omar, Jianghuai Light Truck, Futian Aoling and Dongfeng Light Truck; The second camp includes China Heavy Duty Truck HOWO Light Truck, SAIC Yuejin and faw liberation Light Truck; The third camp includes Jiangling Light Truck, Qingling Light Truck and Foton Motor Times.
Among them, Ouma Fukuda, the champion, performed outstandingly in 20 19, which is directly related to his proactive and systematic communication strategy. The influential communication events of Futian Omago 20 19 include: Omago appeared in the Silk Road Rally as a celebration of the 70th anniversary of the National Day, "the only vehicle for transporting and flying doves of peace" and "the only vehicle for transporting and flying fireworks devices". These communication events have formed a large number of articles and manuscripts, such as "Don't all cars meet the national standard?" Omako interprets the quality of the national standard with perfect performance. Omako helped Futian Cummins Team win the second place in T2 Group of the Silk Road International Rally, which was widely spread by the industry media, making its high-end light truck brand image more stable.
Jianghuai Light Truck, as the runner-up of the "First Impact Index of Light Truck" in 20 19, has an equal communication influence in terms of the amount of WeChat publishing, reading and industry website publishing. This year, the influential communication events of Jianghuai light truck, including six new products listed in the country, "The most beautiful card brother? The third season competition of "Building a Dream in China", the release of new X5 sedan products and JAC brand day all attracted great attention from the industry and users. Many articles formed by these activities, such as Anjin personally! What are the highlights of the six new products listed by Jianghuai Light Truck? " , "The first concept of car card? JAC sedan X5 Guoliu new products hit "Three Ankang Power+Several Guoliu models appeared? New products of JAC brand come out again and again, and so on. It has been widely spread and played a great role in the marketing communication and brand influence promotion of JAC light trucks.
20 19, the spread of Futian Olympic bell has also received a lot of attention inside and outside the industry, especially in the actual number of news releases. Its influential events in the whole year include: the annual sales volume of Aoling exceeded 72,000 vehicles, an increase of nearly 30%, "the rescue service lasted for 3 hours" and "Futian Aoling &; The Fukang Cup "20 19 China Le Mans Masters", the innovative listing of Austrian Bell Express, the listing of Austrian Bell Bumblebee and the "6 18" promotion with a turnover of over 2,600 vehicles are all hot events in the industry, attracting a lot of topics and eyeballs. In 20 19, Futian aoling shouted the slogan of "China light truck leading brand", firmly occupying the first echelon of domestic high-end light truck market. Today, the cumulative sales volume of Aoling has exceeded 800,000 vehicles, and it has become a "star" product in the hearts of users, and its brand influence is increasing day by day.
Dongfeng Light Truck ranked fourth in the "First Impact Index of Light Truck" in 20 19, with the total score following Futian Aoling. This year, Dongfeng Light Truck has gained great attention from the industry by supporting the military games, escorting the 20 19 China Motor Endurance Race, celebrating the 50th anniversary of Dongfeng's establishment, major auto shows in China, and listing six new products, which has helped it rank among the best in the "First Impact Index of Light Truck". Many articles and manuscripts formed in its activities, such as "Dongfeng light truck all-China VI products officially listed?" Sign a thousand big orders on the spot! "and" 2020 target170,000 vehicles? A new generation of products will be available? The 2020 annual business meeting of Dongfeng Motor Co., Ltd. is frequently released through industry media and social media, which is of great help to enhance the brand influence of Dongfeng light vehicle.
It is expected to reach a new high in 2020.
With the development of China automobile market today, it is very difficult to grab the market at a low price and gain profit growth. Users value not only the price itself, but also the improvement of value and comprehensive experience, which requires automobile companies to make continuous efforts in high-quality development and pay more attention to system communication.
20 19 young card market is highly competitive and colorful. Under the influence of landmark events, such as the Sixth National Day, the acceleration of the blue sky defense war, "5.2 1" and lightweight, the communication strategies of light truck enterprises have been intensively adjusted, and the competition between brand and marketing communication is fierce. As mainstream enterprises in the industry, Futian, Jianghuai and Dongfeng withstood the pressure, not only persisted in innovation, but also achieved market breakthrough and leadership. It can be predicted that in the coming 2020, these mainstream light truck enterprises will further strengthen their leading edge and continue to lead in 2020.
Can the "first influence index" of major light truck brands reach a new high in 2020? Please pay attention to the monthly ranking of "Light Truck First Impact Index" in 2020!
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.