In the whole 2020, all the global shadows in the epidemic, the vehicle enterprise survival pressure has increased.
Inverted a lot of cranes, but there are also enterprises with the new concept of “healthy warehouse”, “micro-new energy steps” and other marketing “out” Sales with the potential sail.
Take the smock, Yue marketing
The more depressed, Yue Marketing, many companies are good at layout in the charm.
In fact, for a few companies, when the media price is lowered, it is advancing when the competition is cooling, and the brand’s excellent time is improved.
In 1994, the Mexican economic crisis. At the same time, in most companies, Coca-Cola reversed, increased in Mexican investment, winning unprecedented performance growth; 2008 global economic crisis, KFC Also took the opportunity to show your hands and consolidate the status of fast food boss.
Of course, in 2020, there is also a sharp turmoil, especially this epidemic, caught the “Z Genetic” to become a mainstream consumption, and major brands have begun to age. Road, car enterprises are no exception, whether it is a hundred years of car companies or new forces, no coming from youth route.
If you want to post a label for 2020, “Young State” is definitely the most suitable word. 
For example, Ou Shang, Jetta and other brands stationed in the new era product – live broadcast, from the grabbing test BBA is no longer cold, starting with Easy Qianlu, Wang Junkai, Wang Yibo and other new generation traffic stars for new cars …
The fact proves that the epidemic is touched, the market is in large The turmoil of the environment, under the crisis, consumptionBeginners have begun to accept new lifestyles, which are habits of psychological changes and new behaviors that will stimulate corporate change and transformation, which has spawned new commercial marketing.
In the blink of an eye, it has arrived in the Chinese people’s most attention, both of which are the times of the king, and the car enterprises are certain. Can’t let go of this to make the brush screen have a bigest possible day.
As early as 2020 Spring Festival, BMW has put his eyes in the field of micro movie, and the story of Ninghao’s director “Bailia Spring Festival”, this 22-minute long film Become a lot of advertising content that is willing to forward and shared in a circle of friends.
Brand remodeling and young consumer support, making BMW to success in sales of 777,400 (including BMW and MINI) In 2020, China’s luxury car sales champion, and even the best sales record since 1994 has entered the Chinese market.
At this point, the high height shouted “Don’t touch me”, successfully entered China’s thousand households and became the first choice for “parents me”.
On February 14 this year, BMW has a “wedding” that the Director’s Sorrowful Movie “Wedding”, BMW has a meanings – “Be my wife “, Once again cause people’s hot discussion.
It is certain that as the BMW of the head player in the luxury car market, it will be anxious when it is in the face of the consumer market. Produce emotion resonance.
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Speaking against the potential sail, the Spring Festival marketing, you have to mention the biggest winner in 2020 – Wuli.
In the early stage of the epidemic, Wuling should produce masks to make “what the people need anything, what is Wuling will create what” resounded China, and even the world.
And this year’s Spring Festival, the Spring Festival Evening is still in progress, Wuling and CCTV jointly created “Spring Night Red” mask, once again “out”, quickly board the major websites under the CCTV camera Hot search, as a car, Wuli is really going to market.
Not only is the marketing is good, Wuling’s products are also very capable, and they see the current automotive market for mini new energy The vacancies of the striker product launched Wuling Hongguang Mini EV, which has become a new era of travel in the new era of 2.88 million.
Finally, Wulinghong MINI EV listed in July 2020 completed 12,7651 sales performance in half a year, and continuously rebelled new energy sales champion throne, and single day The maximum sales is as high as 2,000.
Not only that, according to the “China Small Pure Electric Passenger Car Travel Big Data Report” issued by the new energy car national data alliance, “China Small Pure Electric Paste Car Travel Big Data Report”, 2020 small pure electric multiplier In the car market, SAIC’s general Miubishi market share is as high as 51%, and the product monthly line rate is 93%, and the contribution of Hong Kong MINI EV is not.
After 2021, Wuling Head did not even decrease. The data of the multiplier shows that Wuling Hongguang Mini EV has sales of 25,778 in January, and continues to defend new energy sales champion.
In the early days of the epidemic, the car as an optional consumption, which is particularly obvious. In February 2020, China’s passenger market sales fell sharply -78.6 percentage, and the ring ratio is -85.2 percentage.
But later, under the marketing of the enterprise, under the influence of life, people also triggered people’s reunification of future travel, residents have more safety and convenience of travel. High awareness, people’s purchase will have a significant improvement, so that the car is not too cold.
In December 2020, China’s passenger car market reached 22.88 million, a year-on-year increase of 6.6%, and even achieved for nearly two consecutive years of 7%. speed.
It is undeniable that the digital economy has brought the unprecedented industrial ladder to the car company, allowing the online multi-content consumption scene to enhance the consumption, the customer’s cargo changes, and the consumption decision cycle becomes long.
For the future, how to create a new sales experience scene and shorten the user decision cycle or will become another thought focus of car enterprise marketing.
文 | Song Yuing
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It is also this seemingly conventional Spring Festival marketing, let the luxury brand BMW have changed from “Don’t touch me” to “my parents,”, while spreading the new brand concept, BMW is also more grounded. Gas.