The “car market in the winter” in 2019 has not been far away, 2020 a sudden new crown pneumonia epidemic in the next year, I poured a pot of cold water in the automotive industry.
In this year, it can be said that all industries have suffered great pressure and experience. huge challenge.
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According to data statistics, the first quarter of 2020 is subject to New Year’s Day, the Spring Festival holiday, and then affects the epidemic. In the first quarter, the car sales were nearly the waist, the sales volume decreased by 41%, so that the people did not start.
But the so-called “rain will be cloudy in the rain”, starting in April, with the domestic epidemic prevention Sexual progress, the sales of the car market is obvious, coupled with policy, new car centralized listing, market activities and other factors, domestic car market bottoming rebound, gradually realizing “V” sales growth.
[123 If the city that has the most influential influence in 2020 is Wuhan, then in many car brands, the most severe car companies are places in Wuhan, and Dongfeng Honda is one of them.
At the center of the epidemic, the three plants are in Wuhan Dongfeng Honda shutdown 50 days, until March 17 gradually began to re-produced.
According to estimates, the Dongfeng Honda is probably lost 100,000 sales plans, and the new car launched the rhythm compared to the original plan. About 2 months later. But even in such an environment, Dongfeng Honda still handed over a superior transcript in 2020.
“Containing gold” transcript
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According to Dongfeng Honda official latest announcement sales data, Dongfeng Honda’s 2020 sales exceeded 85 10,000, the year-on-year sales volume increased by 6% year-on-year.
Specific to the model, CR-V, Civic and XR-V are still three major main force of brand sales.
wherein the sales volume of CR-V 1- Noves reached 249,983, and the annual joint venture SUV sales champion; The sales volume of 245, 126, sold for 8 consecutive months + sales in December, more than 30,000, is a sports car sales benchmark; XR-V 1- November sales is 168,272 units, resulting in 2020 Sales of SUVs in a joint venture.
[123 ] In addition, the INSPIRE, ELYSION Erli, Envix enjoys the domain, etc.The sales volume of models have advanced sales, and the total sales of the annual sales is fired.
In particular, the brand mixed car and pure electric vehicle are driven together, 2020 sales of 106,101 units, year-on-year growth 68 percentage.
[123 It is clear that the sales of 850,000 units are inseparable from the hot sale of each model. The promotion factors behind the results are also inseparable from the unremitting efforts of the following two major aspects.
Innovative marketing,
Distance between the brand and the user
In the new product, 2020 can be said to be the product New Year of Dongfeng Honda, the brand has put a new UR to the market. -V, new CR-V, Civic Civic, Enjoy a new car such as MiDDOT; mix, M-NV, XR-V, LIFE, basically except that there is a new car release every month in the first quarter.
[123 ] Different past, 2020Epidemic effects, online live broadcast is the most mainstream of this year, a timely broadcast has become a new marketing position of all car companies. Dongfeng Honda is also actively involved. It is popular with distribution stores through the form of online broadcast.
It is reported that the “Who is the car” event held, a total of 201 special store participation, collecting a total collection The clues are over 36,000, the exposure is 740 million, which is very good to solve the propaganda troubles of the distribution store.
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At the same time, it is relying on the new car, Dongfeng Honda also passed through bold innovation marketing to the distance between the brand and the user.
Young people pursue the story of love and dreams, reproduce CR-V for 16 years to accompany domestic consumers, and trigger user affair resonance.
[123 There is also a new UR-V joining Wu Xiaobo and “long-lasting life” to explore life a good memory, the CIVIC Burning Challenge, Life and Xiong Bugang Group CP, etc. CP and other activities will be passed to more consumers, let consumers Can be more fully, more and more, understand the brand, and close to the user’s brand connotation.
Adhere to responsibility and service,
Although Dongfeng Honda is in the center of the epidemic, it is also very large. Impact, but Dongfeng Honda is still working in actual actions to work as a corporate responsibility and helped to resist.
According to statistics, during the epidemic, Dongfeng Honda donated 3 million yuan, and provided 400 sets for the first-line workers. Standard protective clothing, 1000 pair rubber gloves, 1200 medical masks, contributed to the anti-vlocence contributed to its own power.
[123 In addition, in the face of the impact of the epidemic, Dongfeng Honda also took the initiative, and launched a topic of “One of Wuhan Summary”. It combines Wuhan landmark and Wuhan voice. The spirit of the upwards reflects the heroes of this hero city.
A series of actions are like an invisible tie up to Wuhan and the people of the country, and in all people’s hearts Emotion resonance, and this also allows more people to feel the temperature and responsibility of Dongfeng Honda brand, and the brand image of “pragmatic” science and engineering male before the change.
[123 ] In summary, inventory of Dongfeng Honda’s 2020, the brand still achieved “unactfriority” in the difficult environment, and its brand strength is unquestionable.
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However, compared to the sales volume, the brand spirit behind Dongfeng Honda is more commendable, and this will also make Dongfeng Honda “Heroes” More vitality and vitality in 2021. [Written | Ma Te]