The luxury car market ended the year, and many brands have been satisfied with satisfactory answers. Among them, Volvo’s achievements are particularly eye-catching.
In 2020, the Walvo China’s mainland market has sold 166,300 units, running a market, a year-on-year increase of 7.6 percent. The momentum continued until January 2021, the Volvo car once again sells the highest sales in the Chinese mainland market in the history of 19, 122, and the year-on-year increase of 91.4 percentage. After the epidemic, the first recovery car company, Walvo maintained a continuous 10 consecutive 10 Sales double-digit growth in months.
Black swan appeared in 2020, can steady with heel without any signs, and stand out in the countercurrent, Volvo’s growth is very common in the industry.
In the most difficult stage, the firmness of the luxury car also reflects the consumption upgrade of the market, and the luxury car market enters a new stage.
[123 ] Walvo Auto Great China Distributor Network Development and Quality Senior Director and Market Dissemination and Public Relations, said that the market share of luxury cars in the future will increase. His inferior tracks can be followed. And the luxury road is passed to more users. “
Although it is easy to write, the precision
includes the rules of Volvo success. 
Conversion: themWhy choose Volvo?
When the epidemic last year is the most serious, almost all cities are pressed at the same time, one side is a growing black number, one side is constant The hobby life belief, the consumer market is sluggish.
The essence of consumption is to meet the needs, but in front of the quite unreasonable number, consumption behavior has become cautious.
Everyone is not consumed, just spend money in a clear place.
Ten years ago, China’s auto market is still in a popular stage. People buy a car to look forward to the market. A suitable car can get the market. However, with the upgrade of consumption, the user’s sense of appeal is increased, and the design is strong, and the rich car has received a new window.
The epidemic situation in 2020, as well as China-compliant research collision test events, etc. It is the most worth spending money.
These needs are precisely Volvo brand claims. “The only love and life unable to live up” at the time, became the most tenderness in the cold world.
How can I make the car healthier? for example. Sealing glue between the vehicle components, usually the brand will use asphalt damping glue, but Volvo uses water-soluble damping glue, although the cost is 4 times, but it has improved more than one level in the degree of environmental protection. About the cost, Volvo is not possible
to reduce costs by purchasing new components, new technologies and new processes.
It is because of the blood of the blood, and the Volvo is confident that “Volvo core components, if there is no crash, etc., do not replace” commitment.
During the epidemic, Volvo donated the 100 million special funds and equipment for supporting the vaccine development to the society and 10 million yuan in emergency medical materials and equipment. At the same time, we have opened the medical staff to the medical staff.
Temperature and pure, starting from a small sealant, touching many users’ true inner demands. So we have seen that many of all walks of life are more than Yu Tong, Fan Deng, Luo Yonghao, Sabinin, including the anti-vloys hero Zhang Wenhong, they are all Volvo owners, all this is extremely reasonable.
Liu Peng said, “All the source is still the word ‘only love Unable to live with life ‘, essentially the responsibility of life,
This sentence is very worried, the communication of the original product
, has become a mental communication 
, Volvo has continued such a brand spirit throughout the second half of the year. In this case, let our brand can be more profound, directly accepted the needs customers, and also form a wide range of brand spread. “
Age 94 mentality 28: Volvo brand marketing has a set of
Liu Peng repeatedly said that Volvo’s luxury is very unique, there is connotation.
“Deluxe” is an abstract noun, and the different people have different understandings. How to simplify these two or more
, in front of the user, according to Liu Peng’s statement, “stick to a spiritual highland, multi-touch method for brand marketing.”
[ 123]
94 years ago, Gothenburg, the West Coast of Sweden born a new brand, and the car market opened a Scandinavian baptism. After 94 years, Volvo triedBrand marketing infiltrate the market in a greater and innovative way.
Now very hot words called “broken circle”, but the loop Just in the form, which circles, how to break, is a more core problem. In an interview, Liu Peng clearly gave three routes.
The first is the content of the content. “In the past, our focusing product itself is more content, now we will start from lifestyle.”
Liu Peng got an example, Volvo put on TV series “Da Qin Fu”, It looks not related to the rock, but the temperament and pursuit of the Qin State character is very combined with the Volvo brand concept, making people more easily understand the inner luxury in Volvo.
The second is the marketing loop.
Volvo will open the online online, such as the epidemic, take the lead in opening the official live broadcast, carry out the contactless purchase, plus the newly launched direct sales model, let the user’s car purchase experience becomes multi-dimensional and full. Online broadcast, special period “contactless” car, blind, the above 2020 due to the hot words in the user’s consumption mode due to the epidemic, Volvo is the most taken place in the industry to explore and open the car.
The third is a bankruptcy ring.
Volvo has a collection of many industrial circles such as many technology, sports, medical care, and the Huawei flagship store in Shanghai last year, with Huawei product and technology platform, the resident immersive experience was carried out in the exhibition hall. “On the one hand, our products cooperate with Huawei’s drivers. On the other hand, Huawei sells The most popular is his high-end model, which is very consistent with our user image.
Further, last year is Volvo for the second consecutive year to sponsor Volvo China public Race, packageIncluded by the top of the world’s highest level of Elite Platinum Signal, Shanghai International Marathon, in these integrated daily lives and live scenes, consumers can more clearly perceive the healthy and happy life attitude and taste of Volvo. lifestyle.
In this way,
Volvo became a thousand people, the gentleman of the bones, and the vomiting is very affordable. Can be played with the young people , and can also have a long chess with the wise.
Liu Peng said, “There are many ways to have a lot of ways, but it is finally selected, it must be the same as you enter you and touch the soul.”
from the system Volvo, to the flexible Volvo 
[123
Volvo 94 years old, past brilliant and achievements, in addition to brand proposition and users have strong resonance, but also relying on Volvo’s mature system.
In 10 years, I combined with Geely Associated, let Valvo have established a very unique system thinking, not only the localization strategy can quickly feedback, but also dare to try under the influence of the Internet. Marketing innovation.
Last year, with Walvo’s first pure electric vehicle XC40 pure electric version listing, Volvo launched direct sales business, this kind of car price, service one-on-one, online one The experience marketing, breaking through the sales model of traditional car companies.
“Dealer can obtain service income by providing direct sales service services, In addition to sales, after-sales, the conventional business of relevant derivatives can also open up new gain models to help optimize the profit structure, “Liu Peng introduced.
å in VolvoSaid that direct sales and distributor system’s dual-track operation mode, the dealer network system is the most powerful cornerstone of Volvo car direct sales model, and the dealer network is also slimming in direct sales. The complementary phase, forming 1 + 1 greater than 2 effects.
This mode also also puts the car, dealers and users A bridge is built, the information is more transparent, and the experience is more intuitive. The distributor is small, and it is the situation in all three. In recent years, high-quality dealers have wished to join Volvo. This phenomenon proves the correctness of the Volvo dealer system. As of December last year, Volvo already has 263 sales in the country. The outlets cover 163 cities.
For the next development, Liu Peng replied
very peaceful, commercial The logic is “human”, no matter how rich in marketing, but the core is still to serve users,
relying on Valvo’s mature physical system continues to grow is “Law”, finding the fits of happiness between people, is “root “. [IDailycar]