Today’s automobile market, to survive is the first prerequisite. But more and more serious product homogeneity, service and differentiated marketing has become critical. Different genres of marketing, contests.
a marketing four factions, the addition of a fifth pole?
is a “conceited” faction, to MINI represented. From product definition to its core brand, extreme emphasis on self. Use the shock on the shape of The Bulldog Stance (bulldog attitude), because the product does not force anyone to complain about poor away NVH changing the engine output characteristics, stick to their black humor line marketing – “Do not you climb the mountain, only the morning rush hour. ”
MINI completely immersed in their own world, so sales have been modest, but it fans called the iron, MINI created a unique culture.
is the opposite of “user is God” faction. For example, to Wei, all customer-centric, they say what to do, no conditions should also create conditions to go on. For power mode, a key power-up, fantastic NIO House is still no match service a new high, the founder personally interact with APP and “a person buying a car ten service” means of communication, a moment nobody can right.
“is the user want to go to Tibet, we will send support vehicle to follow.” This percentage of 100 user-oriented business, really rare.
is a traditional terminal to send, as Volvo. On the one hand it attaches great importance to the self, return Box Design product, emphasizing the beginning of the heart, even the seats have a Swedish flag sewn on propaganda. On the other hand, it has great respect for the user, involved in research and development to seat Design for You slogan from orthopedic surgeons, full of respect for the user.
only between these two extremesPull, will present a confusing behavior is great reward. For example, it does simulation test 300 times real car accident a year for extreme respect for the user’s life, but it’s cold 4S shop high and after-sales service high prices, it makes one feel no respect.
is the opposite of radical extremists, such as Tesla. On the one hand it is extremely self: As the originator of the new forces, only pure electric vehicles, fuel vehicles even laugh at everything mixed action also frown upon. Controversial accident on Autopilot, which generally tend to think that the user is operating properly.
On the other hand, as long as users complain on Twitter defective product or suggestions for improvement, and he will soon hear OTA down.
This result is for the Volvo brand and Tesla extreme personality, people love it love, look down on them have been in contempt. MINI and Wei to have a similar predicament, their users have a strong personality and exclusivity, if you want to become the mainstream have to think about how to resonate with personality?
In fact, in addition to the Ashes, South emperor North beggar, do not have a centrist?
Euler car set up just over a year, it has made the top ten achievements of Chinese electric car sales . 2019 annual sales of 38,865 vehicles, an increase of the percentage of 1006, becoming the first segment sales growth.
is the main vehicle Euler R1, kawaii comes with an attractive appearance, four corners design allows the interior space comparable to compact-class SUV, compact and flexible can freely in the city walking through the parking easier, life is good enough electricity is lower. As a city travel tools, Euler force R1 in the product tree a segment benchmark.
Its marketing is also very interesting, musical Euler, Euler goddess recruitment, cooperation with China JoyLaunched the “Euler sauce,” the second element image, launched the “Children’s Rise of the Guardians,” Euler broker …… retreat from the pragmatic, from orthodox to a small minority, to show the Euler marketing concept: the user where we go where.
For a typical activity for: ME-only camp.
two, ME is a platform that was born
Euler was born have their “stubborn” and proposed a controversial “Euler position”:
1, Euler located in the city car, but the car is more popular in the city because good opening, good stop, easy to use.
2, city car endurance not too long, 200-351km is appropriately selected, multi-user costs increase.
3, to develop electric cars, or high-end or close to the people, centrist go bad, so Euler choose the latter.
4, is the most important point: the electric car have their own proprietary platforms, such as it has ME platform.
ME platform is what, to make Euler so stubborn?
ME platform forward developed by the Great Wall is not a simple oil change electricity. Four corners design, accounting for long wheelbase cars using the configuration percentage exceeds 70, a high space utilization. While the battery is located in the chassis, a lower center of gravity 15 percentage, more stable driving. Underbody with a well-shaped power transmission structure, increase safety during collisions.
beginning of
ME platform established to consider the intelligent, electrical architecture with the autopilot, video, body, several power modules, enabling FOTA vehicle online upgrade, TJA traffic jam assist, AEB automatic emergency braking, APA automatic vehicle auxiliary functions.
The internet compatible with the new materials, such as composite materials, high strength steel, aluminum alloy, using optimization and vehicle integration section, only the curb weight 990 kg, can significantly improve life. It also set aside 5G interface that laid the foundation for future autopilot and intelligent life.
This product concept, with shadow and Volvo Tesla. That is, provided that the marketing of the product may have some marketing “points”, these points must be dry for the job, after all, these days consumers are not very good lie.
seems in addition have its own, such as prescription with Euler circle R1 “card wow Iraq “image, that female users and personalized user’s heart. Since the appearance of the automobile market are not the same, inherent in space utilization and high, coupled with the characteristics of the electric car, which initially with the red network objective conditions.
that on marketing, and how the product sales force into a realization of it? Only ME regarded as an exploration camp.
three, ME is my user of the “I”
the only ME camp, at first glance the “overweening” sense of both, as the sounds of “Victoria secret camp” sexy, he captures the attention of young users.
Now the young consumers even after 95 to 90 based, and they have the traditional “collective consciousness” off the floor. Because from childhood, they have no brothers and sisters, a man of the world where “I” is the center, they naturally created a stronger sense of self. No right and wrong, just a portrayal of a particular era.
impact on car consumption is caused, on the one hand they are less superstitious traditional brands, heThey are “carpe diem” pragmatists and “random chase new” hedonism. Buy shoes no longer an ordinary Adidas, Nike, but a particular category such as coconut, AJ and even Chen’s CLOT, chasing the brand is no longer a Mercedes-Benz, BMW, and tend to Tesla, a number of leading fashion brands gram .
Although the product strength of these brands is good, but better marketing.
virtually, they created a “culture circle,” said the white point is the popular “lifestyle.” For example, Tesla user, circle represents the Internet Gangster, coffee science and technology, there are wealthy radical fashion school, entrepreneurs. Lifestyle, do not want to follow the crowd step by step, I want to be different trend, but like environmental protection, fashion, technology, innovation and extreme, minimalist life.
ME Euler the only camp have similarities. Tesla income population is not so high, but they did love the city life, we love all kinds of black science and technology, but also unwilling to give up comics, games, and other online interactive grounded gas “pyrotechnic gas lifestyle.”
ME-only camp that is on the first leg of the Chinese youngest, most technology a sense of Shenzhen, where patents per million people in possession of first in the country. Its users can meet regularly to share parenting, beauty, digital, ideas and experience to travel by way of online or offline, and can experience priority Euler’s new products, suggestions and opinions and feedback can be given priority in adoption.
after the
and in Xi’an, launched the “Euler exploration ME @ Chang twelve o’clock” test drive of the second station, the user a good response.
ME-only camp is just a microcosm of Euler I wanted to show that a marketing philosophy: think customers are thinking.
For example, Euler in the country launched the first “seven days no reason to retreat car” and “hedge redemption plan” exclusive service. Also introduced for the exclusive groups of women – goddesses Euler R1 version. it is atUser-centric, try to launch multiple activities to experience, and ultimately achieve customer satisfaction purposes.
car poly Summary
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absolutely myriad of marketing, is the origin of the product. As of this writing, the car just gather monarch on the plane, security video broadcast is this: first wear an oxygen mask for yourself, and then put your child. Parents say children can be the most important, people are most concerned about, such as the user’s business. But common sense tells us this: To take care of your loved ones, first of all have to do your own to do. Euler also do so.
Euler actually a name, like Tesla. Euler This is a 18th century Swiss mathematician, Archimedes and history, Newton, Gauss par.
Euler angles, Euler’s constant, Euler equation, the Euler transform, Bernoulli – Euler law Euler – Fourier equation, the Euler – Lagrange equations and calculus …… we now learn, are inextricably linked with Euler.
his life had 886 professional works, but not as good as the same level of well-known mathematician, because he did not find the original laws of science. But his greatness lies fully demonstrate how to apply Newton’s laws, such as Newton during his lifetime has been a headache to solve the problem from the month. Equivalent, Euler served as a bridge between pure and applied mathematics.
and personalized MINI is able to Euler car, Volvo’s safety concept, Tesla smart idea, Wei to integrate the service concept, form their own style and in a way that ground gas applied to its user’s body, it is an innovation.
say, Euler really is the car its name.