I don't intend to estimate who the two automobile enterprise camps sell here with high level and low level, but with my years of experience as an automobile media reporter, I think face-to-face universal and rich Tianying sells water.
Judging from the understanding of most people at present, good automobile marketing is a creative and effective marketing activity, which should be carefully planned to attract media hype to enhance brand awareness and public attention. According to this standard, Shanghai GM will definitely get the highest score. The news of the short-distance victory of100,000 yuan has made Beijing ancestral temple popular. The extension of Buick GL8' s concept of "land public affairs cabin", the entry of the traditional culture of Regal brand in China, and the launching ceremony of Cadillac brand for Sail are all classics in the history of automobile marketing in China in recent years.
Words such as marketing are smooth, "Shanghai GM's leadership beauty style represented by self-promotion", media public relations, news broadcast, concept release, advertising bombing, ... holding high the taxi camp, a set of combined fists that have been fully used by Shanghai GM, copying the first edition of Shanghai GM's mainstream technology package and market hoisting, and becoming a China car belonging to two small brands in the United States. No one can deny that the overall marketing level of Shanghai GM really surprised its peers.
In contrast, Toyota, the first automobile group company in China, is much more low-key. In recent years, there have been no good or abnormal reports on its marketing activities, and even public relations crises such as "arrogant advertising incident" and "Reiz oil spill incident" have appeared. It is no wonder that many people in the industry believe that Toyota's marketing in China has not only gone public, but also "failed to find the North". It once made a round of hot with the help of Zhang Yimou's advertising film incident. During the listing of Camry in Guangzhou, Toyota set off a wave wildly, but it was dubbed as "all the cars and fools were sold".
Is the Toyota marketing strategy really the best? You know, the "daily chemical marketing" technology, which has always been suitable for Japanese production, has been widely recognized by Toyota. Why is Toyota's achievements in marketing considered to have died of marketing in China? I think many people don't understand the essence of Botianying's sales thought, which is to continuously improve products and services, and then form a good market reputation, and the market will drive new cars to sell by word of mouth.
The strongest regression trend in 2006 was the triumph of the American omen car. Why do consumers pursue a few beautiful omens of triumph? Everyone knows that this is because the imported beautiful cars have formed a good reputation in the China market. However, few people ask: Why is this good reputation of Jimeikai strain? The answer is not that Toyota's manufacturing engineering is good, but that the products are improved well. Toyota has been continuously improving its quality since it launched the first American Dai Ji omen in 1960s, and each generation has made progress, but the domestic American omen in Excelle, a quality city of the previous generation, is its sixth generation. Installing continuous improvement on the same vehicle platform not only saves a lot of R&D and manufacturing costs,
Contrary to GM, Ford and other car companies take another road. Their cities launch a lot of new cars every year, but the name and technical platform of each new car can't be linked with the previous models. This point is now leaked from many domestic automobile manufacturers. Ricky Yin Tongyao, the chairman of the board, has a famous saying here: "If you fight alone, you can't beat me, and a lot of children will fight in previous lives." In order to promote the hot spots of new cars, manufacturers have to create various concepts and news and hold large-scale market activities to attract the attention of the media and the public.
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Which domestic automobile enterprise has the highest marketing level? I believe that 90% of people in the industry will answer: Shanghai GM. I also agree with this answer, because the car it produces is not the best, but it has achieved the first domestic sales. But if I say that Toyota (including FAW Toyota and GAC Toyota) has the highest marketing level, I believe 60% of people in the industry will shake their heads: What marketing does Toyota have? The car is of good quality and anyone will sell it!
Here, I have no intention to evaluate the marketing level of these two automobile companies, but based on my years of experience as an automobile media reporter, I think the different evaluation of the marketing level of GM and Toyota just represents two different ideas of automobile marketing in China automobile industry at present.
According to the understanding of most people at present, good automobile marketing means carefully planning creative and influential marketing activities to attract media hype and public attention, thus enhancing brand awareness. According to this standard, Shanghai GM will definitely get the highest score, because the news hype of Sail "65,438+/KLOC-0,000 yuan Buick", the concept promotion of Buick GL8 "land business class", the introduction of the traditional culture of China Regal brand and the listing ceremony of Cadillac brand in Beijing Ancestral Temple are all classics in the history of automobile marketing in China in recent years.
If marketing is divided into schools, Shanghai GM is a typical "American style of play". Media public relations, news hype, concept propaganda, advertising bombing ... this set of marketing combination boxing is fully used by Shanghai GM. Buick, originally a second-tier brand in the United States, has become the mainstream brand in China automobile market after the packaging upgrade of Shanghai GM. No one can deny that the overall marketing level of Shanghai GM is indeed much higher than that of its peers.
In contrast, FAW Toyota has a much lower profile. Apart from VIOS's listing with the help of Zhang Yimou, the marketing activities in recent years have been lackluster, and even there have been public relations crises such as "overbearing advertising incident" and "Reiz oil spill incident". No wonder many people in the industry think that Toyota's marketing in China "can't find the north". Guangzhou Toyota made a splash when Camry went public, but it was ridiculed as "a good car will sell even a fool."
Is Toyota's marketing really inferior to GM's? You know, in Japan, it has always been known as "Toyota's marketing and Nissan's technology", and Toyota's achievements in marketing have been widely recognized. How can marketing fail when you arrive in China? In my opinion, many people don't understand the essence of Toyota's marketing thinking, which is to continuously improve products and services, and then form a good market reputation and promote new car sales through market reputation.
Let's go back to the most popular Camry in 2006. Why do consumers pursue Camry? As we all know, this is because imported Camry cars have formed a good reputation in the China market. But few people ask: Why does Camry have such a good reputation? The answer is not that Toyota's manufacturing process is good, but that its products are improved well. Since the first generation of Camry came out in the 1960s, Toyota has been constantly improving its quality, and the quality of each generation will be better than that of the previous generation. The domestic Camry is already the sixth generation. Continuous improvement on the same vehicle platform not only saves a lot of R&D and manufacturing costs, but also improves the quality, and the reputation of consumers is also accumulating.
On the contrary, GM, Ford and other car companies are taking another road. They launch many new cars every year, but the name and technical platform of each new car can't be linked with the previous models. At present, many domestic automobile manufacturers are taking this road. Yin, the chairman of Chery, famously said, "You can't beat you alone, so I will attack a bunch of children." In order to promote new cars, manufacturers have to create various concepts and news hotspots, and hold large-scale market activities to attract the attention of the media and the public.
References:
Shanghai website