The report on the domestic car sales in September has been overwhelming, and the related news reports of various car companies have also responded to the name of Jin September. It can be expected that the domestic auto market will be worth looking forward to in the next silver October. It should be said that in addition to the seasonal demand of the market itself to drive the formation of the golden nine silver ten seasons, the rich and diverse marketing and promotion activities of various car companies during this period have undoubtedly played a very important role.
It should be said that the domestic automobile market has been developing for decades, and the level of competition is already different. The simple and rude promotion has not been surprisingly successful; therefore, the increasingly fierce market competition has forced the improvement and maturity of the marketing and promotion methods in the peak season. It can be assumed that even the current hot gold, nine silver and ten, if there is no effective marketing promotion, it will be difficult to obtain good market performance. It is difficult to dance without long sleeves.
Through decades of tempering, the marketing and promotion activities of the current car companies have undoubtedly been perfected and matured. From the perspective of this year's gold, nine, and silver seasons, various car companies have already increased their efforts in marketing and promotion, and have achieved some Good marketing results.
Good dance and long sleeves - actively launch new models, paying attention to high cost performance With the end of the Chengdu Motor Show in early September, more than 30 models of models or new models have been introduced to the domestic market. For example, Angkor, Synopsys, new Odyssey, Mercedes-Benz new C-class, Mercedes-Benz GLK200, New Cruze, K4, DS6, Mercedes-Benz X80, BMW i8, Infiniti ESQ and so on. These models basically cover the domestic mainstream market segments, and for the consumers who are chasing new trends in China, they undoubtedly provide more abundant car purchase options.
Not only that, but compared to the past, the new car launched this time is also more grounded in the market positioning. For example, the domestic Audi A3 sedan version and the DS's first SUV are priced between 200,000 and 300,000 yuan. For domestic consumers who are in the period of upgrading models, such price positioning is very suitable; and the new Odyssey The concept of “full enjoyment†and “MPV 3.0 era†is also in line with the trend of domestic consumers who are keen on MPV models.
Of course, subject to the impact of the new car distribution cycle, it is expected that the performance of the new car effect brought by the new car effect in the tenth season will be further evident in October.
Good dance and long sleeves - price promotion, change the market competition pattern Although some people in the industry have had a lot of rumors about the price promotion of car companies in the peak season, it is considered to be "small insects." However, the author believes that the first promotion method is not so simple, the effect is the most important criterion for measurement; secondly, even the price promotion requires a lot of tricks; in addition, many surveys on consumer car buyers have been The conclusion is that price is one of the most important factors for consumers, so price promotion must also be an indispensable important promotion.
In fact, in order to welcome the arrival of “Golden September and Silver 10â€, the prices of hot models of various brands have been loose. Such as FAW-Volkswagen Golf price reduction of 13,000 yuan, Sagitar price reduction of 15,000 yuan, Shanghai Volkswagen LaVida price reduction of 7,000 yuan, Passat price reduction of 25,000 yuan, the ninth generation Accord 2.0L comfortable version of the model limited time price reduction of 20,000 yuan.
Good dance and long sleeves - special after-sales service, people's hearts Compared with the above two, although the after-sales service can not shock people's hearts, it can also play a role in moisturizing and nurturing long-term customers. It should be said that with the gradual maturity of the domestic automobile consumer market, consumers' perception of automobile consumption tends to be from the pre-sales to the post-sales life cycle demand, and now the industry's gradual rise in calls for after-sales service norms is also clear. at this point. At the same time, this phenomenon has also received the attention of car companies, such as the "long holiday travel security" package launched by some car companies during the peak season, free of charge for customers before the National Day holiday, and give some small tools, such as car charging And so on. Of course, the author believes that similar intimate after-sales service should be normalized, not just the patent for the ten seasons of Jin Jiuyin.
In addition to these marketing methods, car companies must have some other peak marketing techniques, not listed here. Overall, from the consumer's point of view, reasonable marketing activities during the peak season will be welcomed, especially for consumers who have plans to buy a car, a little more benefit is always a good thing; In order to share more market share during the peak season, you must compete on marketing skills based on product strength.
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