The following is an interview record:
Automobile production and marketing. Com: What are the highlights of Guangzhou Auto Show GAC Acura booth?
Liao Zhenyu: At this Guangzhou Auto Show, GAC Acura, as the main venue, will strive to create a brand feast for consumers in South China. We set up an independent booth of 1000 square meters in the 2. 1 luxury pavilion, and as a part of Guangqi Honda, we also set up a 300-square-meter Guangzhou Automobile Acura booth in the 2.2 Guangzhou Automobile Honda Pavilion. The participation of the two pavilions will give GAC Acura, which is playing at home, more opportunities to fully interact with our consumers.
In the booth design, we fully integrated the unique characteristics of Guangzhou Automobile Acura. For example, the lintel follows the design of Shanghai Auto Show, and the shape of this lintel comes from the design elements of our brand-new special store. As for the color of the booth, we used the exclusive Acura Blue, which is sporty and of high quality. At the same time, in order to close the distance between us and consumers, we hope to bring customers a high-quality experience with this brand-new form and color design.
At the same time, we also used a large area in our main booth as our experience area. The first is to experience the cutting-edge performance of Acura's unique SH-AWD super four-wheel drive system. The other is our ELS audio experience area, hoping to let customers feel the effect of our car audio at close range and personally. The models exhibited at the Guangzhou Automobile Acura booth are NSX, CDX and CDX? Exercise? This auto show is the world's first hybrid, RDX, RDX A-SPEC concept version and CDX A-SPEC concept version.
Automobile production and marketing. Com: How is the brand concept of Guangzhou Automobile Acura inherited and innovated?
Liao Zhenyu: 20 19 is the 3rd anniversary of Guangzhou Automobile Acura, and it is also the 33rd anniversary of Acura, because Acura 1986 was born in North China and officially entered the market in 2006. 20 16 cooperated with GAC to establish a new business entity of Guangzhou Automobile Acura. Then on 20 17, the brand-new slogan of China was released, and on 20 18, the brand-new worldview "I'm mm? Different aliens. "
In the China market, in fact, we have been trying to actively communicate with consumers, so that everyone can feel that we are a brand with temperature and attitude. On the occasion of the third anniversary of the founding of the new enterprise, GAC Acura built its own brand value system. We have built a bridge with the younger generation in China. Of course, we are still trying to interact with consumers through more channels. This year, we set up the "Alien Club" on the Internet, aiming to bring together the urban elites who insist on themselves and let Guangzhou Automobile Acura colleagues find their own belonging.
Automobile production and marketing. Com: Will GAC Acura do some localized development, and will this brand concept be upgraded?
Liao Zhenyu: Of course, the brand-new Chinese brand slogan 20 17 is the Chinese interpretation of our Acura brand PCP (finely crafted performance). Next, we will also take root in the China market, whether from the marketing level or from the brand level. .
Automobile production and marketing. Com: How do consumers experience this technical advantage and other advantages of Guangzhou Automobile Acura in marketing?
Liao Zhenyu: In fact, in everyone's mind, you may think that Guangzhou Automobile Acura is a technical man, a scientific man and a cold image, but in fact, on the one hand, we hope that consumers will recognize the technology of Acura, and at the same time we want to shape the image of a warm man. In fact, in marketing, we put experiential marketing and cross-border marketing in the first place.
At the beginning of this year, we equipped 200 RDX test vehicles in 56 cities across the country. For us, on the one hand, we hope that through this in-depth test drive, more consumers can experience our products more fully. On the other hand, we convey our confidence in the product, because we have launched a 72-hour deep test drive, giving you three days to carry out a deep test drive and experience of this product according to your habits and preferences.
At the same time, in August this year, we also launched a 72-hour deep test drive. We gathered about 108 our aliens, which lasted for one month, from Guangzhou to Horgos, crossing 8,000 kilometers and crossing 8 provincial administrative regions. Along the way, let everyone experience the strength of our GAC AcuraRDX products for a long time. I believe that for everyone, what he has achieved is not only a kind of cross-border, but also an ultimate manipulation experience across the mind. At the same time, in communication with young consumers, we choose cross-border marketing. Next, we will continue to explore new marketing methods and strengthen experiential marketing and cross-border marketing.
Automobile production and marketing. Com: This year, the automobile market in China has obviously continued to decline, and next year may be a less favorable market situation. How to treat the current sales volume and response of Guangzhou Automobile Acura in this market?
Liao Zhenyu: In the 20 19 market, all brands are under great pressure. It's hard to describe it in one word, and so are we. But in the luxury car market, it should be a year-on-year increase. Up to now, our Guangzhou Automobile Acura brand has achieved a year-on-year growth of more than 70%. However, compared with the change of sales figures, we are more concerned about the products and services provided to customers.
Take the current national six switch as an example. Before the policy change in July, CDX vehicles had reached the national six B emission standards, and RDX also reached the national six B emission standards in September. The goal of Acura is to make the product reach the national six B emission standard in one step from the beginning of design. It takes time to achieve this goal, which may lead to the loss of short-term sales, but between customers and short-term interests, Acura will not hesitate to choose customer interests first.
For GAC Acura, we will never compromise on quality because of sales. We will not blindly pursue a series of numbers. We hope that every down-to-earth step is a solid step and keep moving forward. Our opponent is actually no one else, and our reference is ourselves. We will not adapt to the obvious competitors. Our goal is that we only need to improve our Guangzhou Automobile Acura today, and tomorrow's Guangzhou Automobile Acura is better than today's Guangzhou Automobile Acura, which is our goal.
Automobile production and marketing. Com: In this market environment, if you want to achieve year-on-year growth, are there any strategies to stimulate the market?
Liao Zhenyu: I think just like some changes in marketing methods mentioned above, the most important thing is what kind of attitude we have towards our market and distributors. I think this is very important. We are not in a hurry to pursue the rapid growth of sales. We hope to do our products, our services and our customers well. I think this is very important.
Automobile production and marketing. Com: Today, the CDX A-SPEC concept car of this car was unveiled, so why did you launch this car?
Liao Zhenyu: In order to communicate with young consumers more deeply and meet their individual needs. Based on the younger, more personalized and more fashionable car appearance, CDX A-SPEC concept version will better meet the needs of young consumers who pursue individuality and desire different styles.
Guangzhou Automobile Acura hopes to establish more emotional resonance with China consumers through products full of individuality and Acura sports genes, bring more passionate driving experience to the younger generation of elites in China, and realize the deeper expansion of the China market.