Commercial Vehicle Brand Promotion Barrier Experts Weapons Brand Building


Li Guangdou: How to create a bold brand

Why are so many obstacles to commercial vehicle brand promotion?

Typically, brands fall into two categories. One is a conspicuous brand, and the other is a non-conspicuous brand. In China, passenger cars have a very good display of brilliance. In contrast, since trucks are only responsible for the transportation of goods, in many people there is no place to show off. Therefore, consumers of commercial vehicles do not care much about brands, so that China's commercial vehicles are on the same starting line with international brands such as Volvo and Mercedes-Benz.

However, as far as companies are concerned, the promotion of the brand has already been put into huge amounts. For example, heavy truck companies have invested a lot of financial resources and resources in the promotion of the brand. The methods are also varied, but the focus of this practice is often not to sell cars. As a result, the thinking has changed. Volvo, on the other hand, helped its consumers calculate a sum of money. In the process of calculating accounts, consumers were able to find that the purchase price was far from obliterating the practicality of their products, and thus attracted many logistics companies to rush to buy. So how do we build our conspicuous brand?

Strategies

We jumped out of the auto industry to look at other industry cases. The success of Mengniu, for example, may be inspiration to us. In order to win more consumer markets, Mengniu started with the preference of Chinese people for milk, seized the preference of Chinese people to drink heavy taste milk, and set up their own “grassland” image from “Grand Prairie”, highlighting the product’s “big picture”. The prairie, with its strong flavor, has earned countless favors.

In addition, for Mengniu, which has just begun and is not economically strong, using event marketing has boldly begun to use special milk for Chinese astronauts, which is also another successful measure. In the six months prior to the successful launch of the Shenzhou 5 spacecraft, Mengniu began planning the program. All packaging was done. Even if there were problems and the packaging was discarded, the milk would not be wasted. The beating was very beautiful.

service

Almost all commercial vehicle users are unsatisfied with the after-sales service of the car. On the contrary, those international big brands have done a very good job in terms of 4S shops and after-sales services. In foreign countries, selling a car to earn $ 2,000 is already a large number, but the resulting costs of repairs and replacement parts after selling a car are the highlights of making money. Therefore, any company that wants to sell any product must have an insight into the needs of consumers and start with market demand.

I once went to a place to ask whether the quality of Haier is good or the quality of Hisense is good. The answer given by all people is Hisense. However, Haier did not compete in this regard, but instead put the abacus on after-sales service. Therefore, there are still many people relying on Haier's products.

Stories Famous foreign brands all have their own "story" and are good at telling stories. To Jeep, Jeep is a U.S. WWII military vehicle, but it is precisely with this story that Jeep has quickly blossomed in the civilian market.

Relationship marketing is to make your product and consumers have a relationship. If all consumers do not care about the product, the consequences can be imagined. After commercial vehicles are not sold to consumers, they are not related to themselves. Therefore, it is very important to establish a relationship between products and consumers.

News marketing is the creation of public opinion. Since consumers know that the emergence of errors often requires the correct guidance of the media, attracting mainstream media is also a powerful means of creating a conspicuity brand.

For example, we made public opinion on the sales of domestic brand mattresses. 80% of the mattresses in the world are made in China. When consumers consider purchasing an ocean mattress, they may also be produced in China. There is no need for a brand. From this point of view, commercial vehicles to build brands are also inseparable from public opinion guidance.

Liu Tongfu: The most important core value

The brand must earn extra profits. If a product can't earn super profits, even if the popularity is higher, it is not a brand. So, why do many of our products fail to make excess profits?

According to my judgment, the reason is that no good methods and strategies have been applied. If there is a good way to guide, our brand will soon be established. The reason why many top 500 multinational companies succeeded was not because they were the smartest, but because he had a lot of branding methods. Why do so many foreign countries can create a lot of stars, because they are not training actors, but the production of actors, such as the United States NBA basketball team. The use of production lines, assembly lines, and good methods together, rather than out of thin air, will naturally bear fruit.

Many things are derived, not imagination. The main reason for the lack of a brand in China is that there is no good way. Once a good method is found, many companies can create a strong brand. For the simplest example, every healthy person can eat with a bowl and chopsticks, but it is very difficult for children because he is not familiar with how to use it.

We are not only building products but also building brands. Great wall products exported to Russia and the EU are a good example. So how can we obtain more value through the brand instead of simply exporting? This is also worth thinking about.

In general, building a brand must have a core. What is your core brand? What is the core value of the brand you provide to your customers? Product features, fuel economy, etc. cannot be called core values ​​because any company can do it. The core value is that you own and others do not. When Volvo first arrived in China, it conveyed to consumers such a message: The car is the safest and the trucks also have logistics solutions. You can earn more money when you buy my car at a high price because it has a lot of people. The core value of being unable to replicate has therefore attracted a large number of consumers.

It is not enough to have a core value, and it is more important to implement it. Taking Volvo cars as an example, the steel plates designed at the beginning of R&D are thicker than others. The thickness of Japanese cars is 0.5-0.6mm, the thickness of German cars is 0.7-0.8mm, and that of Volvo is 0.5-1.0mm. There is a gap between active safety and passive safety. Because of the many unique security technologies, it has created a lot of value from the beginning of R&D. And the creation of this value cannot be duplicated by others unless the entire industry chain is changed. The value is established and the brand is established.

We distinguish the core values ​​well and throughout the entire industrial chain and supply chain. From research and development to after-sales service, we must make it impossible for others to replicate. There is only one winner on the road. Only having distinctive characteristics can achieve success. Others add 10% of the profits, we can add 50% of the profits can also sell the product, what are the reasons? The answer is that what we have can't be bought by others. Therefore, we need to subdivide the product and subdivide the core value.

Zhao Yan: Yutong's branding

From the current point of view, the world bus structure will not change much in the short term. To put it another way, the Chinese bus industry can no longer expand its market share. What methods are used to expand? How can the brand be stronger? This has always been a question we are thinking about. However, we certainly will not go on the road to diversification, because diversification is likely to weaken Yutong's brand.

In this case, whether it is Yutong branding or the bus industry branding, there are two paths to achieve. One is to increase production and sales, and the other is to improve profitability, instead of just replacing it with tens of thousands of shirts. aircraft.

We are also considering brand extensions, but the extension does not extend to industries that are not associated with a single point, but rather extends to market segments. After the Yutong brand has become stronger, it is likely to expand and strengthen in the markets of the tourism market, group market, or local subdivision.

In addition, it is also important to increase loyalty. Yutong’s customer loyalty is high. How can we increase loyalty to a higher level while considering risks? The first thing to do is to make our parent brand bigger and stronger. From another perspective, we must strengthen corporate marketing and consultancy sales. Many are completely B2B or marketing between B2B and B2C. We are learning at the same time. It is also innovative.

Yutong once put forward an internal slogan - we cannot meet customers 100%. One hundred percent meeting the needs of customers will have several problems. First, it will affect the large supply chain, and second, it will increase the cost. In the future work, we need to guide the needs of our customers. This is one of the major tasks we have to do in 2008-2010. How to guide customers is also a topic that we are facing and needs to be discussed together.

In terms of brand promotion, the first issue is the issue of media and touchpoints.

There are several good carriers for the passenger vehicle industry and customer contact: contact points:

First, the product itself, Yutong continues to penetrate or promote high-end areas.

Second, the vehicle itself, we must put the car in the best market, such as Beijing, Shanghai, Guangzhou and other large cities rather than the second and third line market or the international market.

Third, Yutong business personnel and front-line sales personnel are required to train them in sales skills.

Fourth, the media, there are not many media that can truly reach more than 10,000 customers, and such media is also what we need. Enterprises should put more time into the end customers, which will help the development of the entire industry.

How to choose partners including media has always been a problem for Yutong. Yutong has been working with high standards for several years when selecting suppliers or partners. For example, the advertising company we selected was Ogilvy, consulting firm Roland Berger, and information management IBM. These are very good international companies. The development cannot be separated from their help. Future development, simply relying on theories and concepts cannot solve Yutong's problems, and hopes that more and more friends in China will pay attention to the field of commercial vehicles.
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