Digital Age Multi screen, rich marketing practices also brought the spread of fragmentation. Traditional marketing strategies has been difficult to touch the mind of the consumer. In many phalanx automotive marketing, how to use a variety of means to attract attention, so that more consumers are concerned about their own brand of cars, is every car prices in thought.
Cross-marketing in the automotive industry marketing is not new, Mercedes-Benz Fashion Week in close cooperation with major, Audi love golf, winter sports, sailing and deep love Volvo ...... when prices hit car industry in transition and the "new normal" sales
Caterpillar 320D injector valve below expectations, while the price war means also ineffective, many brands chose this time to avoid the car market "positive battle field" and overweight in cross-border marketing, will together mark, culture, products, intended to lay the groundwork for future products take the amount.
Internet Hand
As the thought of "popular" Internet companies in the automotive industry and traditional Internet companies in the air also frequently you heard the message of cooperation.
In music this year as super global telephone conference, Lexus out openly. Besides content related conference phone, music, and general manager Jia Yueting also he announced a cross-border cooperation with Lexus.
Jia Yueting in an interview said: "The music depends on the EUI redefine the mobile Internet portal, allowing super mobile phone into a TV remote control and the car driver." It is understood that music as eco-marketing system is an important reason to attract Lexus. For Internet users, PC + Pad + Phone + TV + Movies, regardless of the terminal screen you can see music as content, and to brand advertisers can achieve collaboration exposed five music screen, as live video conference call each click, Lexus is has been shown. This terminal through the mobile operator, Lexus, certainly, was the first placeholder mobile Internet young fans.
"Cross-border cooperation for the maximum benefit of the brand, is irrelevant to the original elements of mutual penetration, merging, giving the brand a three-dimensional sense and sense of depth, resulting in more brand association tension. " A marketing expert in the industry, said this.
Another example is the Mercedes-Benz in collaboration with Tencent, 2015 to Jan 31 21 Limited provide 100 Mercedes - Benz B-Class Sports Tourer, a chance to micro-channel platform exclusive pre-sale, less than 48 hours all exhausted Book . China-made Mercedes-Benz GLA have to join the exclusive selling QQ wallet, mobile payment terminal to complete the closed circuit, a chance to have 540 million active users of mobile QQ platform, reaching preheating and pre-marketing victory .
Focus on "lifestyle"
Car prices in choosing border marketing theme, "lifestyle" is the most important brands of cars concepts and tools used in competition.
A clear trend is that more and more car manufacturers to join the ranks of the events sponsored marathon races almost every game behind, we are active in many brand presence of cars. Running sports and golf, tennis and other sports in comparison to most civilians, and a marathon of the city at least tens of thousands, as many as a dozen people involved in such a significant level to improve product visibility and brand reputation has a direct effect. The defender of the execution of this "lifestyle" also shows the same car brand vitality, healthy temperament.
Add your focus Volvo XC60 2015 models also falls into the lifestyle, the "Do not rush, feel the road" slogan proposed. Fu Qiang said Volvo Car China, the president of the company's sales and executive director: "More and more people are beginning to listen to the demands of the heart, for life with happiness and joy in the open XC60 luxury SUV different the past to life. and philosophy of life coincide. We welcome more consumers to join the 'Do not hurry, to feel the way "it is the way to music."
On the eve of the Shanghai auto show this year, intelligent and public comments were cross-line on the first day of exclusive car sales activity, reaching almost 880 million users. Intelligent use of accurate public comment consumption data lifestyle property hit its target consumer groups, the brand awareness to broader consumer groups.
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In the "entertainment first", and car prices are also on television, movie screen these two marketing spared no effort, brands have spared no expense to get their products through reality TV shows and movies exposed successfully.
Changan Automobile has exclusive title for two consecutive quarters, "The color of the Chinese", CS75 often appeared on stage as a prop, CS75 is one of the best selling models Changan Automobile. Changan Automobile in 2014 was their first foray into reality television marketing in the first quarter ", the color of the Chinese people" diffusion effect on the market can be said to be immediate, Changan Automobile in 2014 the growth rate more than 39%, well ahead of industry growth.
Changan Ford Terios community chose the title "Impossible Challenge" strong sales limit is not tax exempt. Mayo was listed Changan Ford Terios industry, sales performance has been striking. According to the car sales data released by June Automobile Association sharp boundary with 8416 sales leading, higher than those of its competitors Guangqi Toyota Highlander sales in 7829 of 587 new 7 SUV market.
Before the new Audi TT list for "The Avengers 2" fire effect in the Chinese market, Audi TT launched a new limited edition model at its flagship store Lynx. Including Iron Man, Captain America, Thor, Hulk and Black Widow, including five people to build a "new ,Audi TT hit Edition" limited five, namely frank in three days in the world; version and Iron Man in "The Avengers 2" premiere from 21:00 at night when the Audi Lynx flagship store in the auction, has more than 200,000 fans watching, after 57 bids, and ultimately more than double the initial price of the hammer price.
