Recent BBA callback prices, from the lowest 2500 yuan to a maximum of 40, 000 yuan rebounded, the market did have a certain positive feedback.
Now analysis, the main reason for BBA to withdraw the discount is that the price reduction failed to return to sales, which objectively includes the factors that brand fans are disappointed with its value.
From the perspective of consumer psychology, users buying BBA brands must have invisible factors such as showing off wealth and identity, value alignment and so on, and cutting prices too quickly and sharply will disappoint these potential consumers.
As a counterexample, the performance of the Land Rover brand is more intriguing.
Land Rover’s Aurora, Discovery Sports and other domestic models have long been on sale, but sales have been dismal.
The discount range of imported guards is not large, and sales are mediocre.
In fact, only one model is favored, and the unique phenomenon that the unit price is easily 2 or 3 million yuan through hunger marketing and still flock to it after the price increase, which also shows the behavior of luxury cars to maintain brand premium, there is a certain degree of consumer psychological support.
However, from the perspective of the overall situation of China’s auto market, the influence of brands is declining, and price has become the primary factor affecting purchasing behavior.
According to the passenger car Branch of the China Automobile Circulation Association, from July 1 to 14, national passenger car manufacturers wholesale 449000 vehicles, down 23% from the same period last year and 15% from the same period last month.
When analyzing the reasons for the decline in the market, the chapter believes that the substantial sales promotion that continued to strengthen in the first half of the year has disturbed the normal price trend of the car market, and it will take some time to adapt to the repair of terminal prices by luxury brands such as BBA and some joint venture brands.
in addition, the super promotion efforts in the second quarter have an overdraft effect on the consumption of car buyers in the second half of the year, and the effect of price-for-volume in July may be weakened.
When everyone is at the same starting line, the “price war” will bring obvious lag in purchasing behavior and purchasing agents with money, and overly complex factors of price changes are superimposed together, making it difficult for consumers to judge by performance-to-price ratio alone.
In the past, during the adjustment period of the car market, brand marketing was often the key for car companies to break out of the tight encirclement.
In 2004, 2008 and 2014, the car market all had a pullback after the blowout, and luxury cars tend to be the first to get out of trouble by virtue of brand strength.
But when it comes to 2024, this evaluation dimension is obviously failing.
With the exception of a few luxury brands’ imported high-end products, consumers seem less receptive to the premium.
The reason is that, on the one hand, the selection dimension of new energy vehicles begins to tilt to consumer electronic products, deviating from the market selection law that should pay attention to SQDR (safety, quality, durability, reliability).
In the market of household appliances and Internet products, the influence of brands is generally weak, and consumers pay more attention to factors such as function, performance-to-price ratio, convenience of operation and so on.
If you equate cars with mobile phones and refrigerators, and deny the unique commodity attributes of cars, such as driving fun and safety and durability, then the brands attached to the car carrier will naturally be overshadowed.
When the author first entered the automobile industry 26 years ago, there was a debate about whether cars, like household appliances, could let national brands get rid of the influence of Japanese brands and embark on a bright road.
In the end, it takes the automobile as a special durable commodity, which is related to driving fun and personal safety, and can not be compared with electronic products.
Today, with the wave of AI intelligence, the Internet of everything and the industrial upgrading of the fourth industrial revolution, and the background of simplified automobile manufacturing and civilian prices, this debate has returned to the field of public opinion.
And this time, some of the bosses of car companies have come on the stage one after another, emphasizing only the concepts of “software-defined cars, consumer-defined software”, and there is a tendency to completely classify cars as consumer electronics.
According to China’s road safety and traffic safety regulations, cars are defined as dangerous goods for high-speed movement.
for all traffic participants, the risks posed by cars to personal safety are not on the same order of magnitude as other consumer electronic products.
After radish fast running became popular in Wuhan, Li Bin, chairman of Lailai Automobile, expressed his objection, saying that the edge of the rental industry is obvious, it is not an incremental market, and self-driving cannot compete with online ride-hailing drivers.
the application scenario of self-driving is mainly in the private market.
cars are different from other commodities, and the development of self-driving should not be too fast.
Generally speaking, the view of using consumer electronics to define cars not only weakens the car brand, but also puts the consumer group under the safety risk, which is a very unserious misconception that must be corrected.
The current smart car carnival will only mislead consumers’ judgment of the value of cars.
On the other hand, the guidance of public opinion in the automobile market has gradually deviated from the professional ethics of “business in business”.
It only talks about function, not quality, and turns a blind eye to the brand.
For Gen Z and first car consumers, brand is no longer a factor that must be discussed on the table among the new car information retrieved from various sources.
According to a survey by a well-known consulting company, the factors that users consider when choosing a car have been inverted: brand, safety and quality are all at the bottom, while battery life, interior and exterior decoration, performance and smart driving are in the forefront.
Another phenomenon that has to be said is that consumers who want to buy foreign brands rather than domestic brands are sometimes ashamed to choose.
When summing up the reasons for the internal volume, the head of Hyundai sales in Beijing mentioned the so-called “patriotic bundled car marketing”.
Looking at the car market, there are indeed many 4S stores in the highlight moment of their own brands.
In the parking lot, it is not uncommon for foreign brand owners to put the national flag inside the car, and independent brand owners to affix the national flag logo outside the car.
These normal and correct consumer sentiment, together with the promotion of the national trend, will artificially amplify a certain signal, so that the unique conformity mentality of domestic consumers has the upper hand.
To a certain extent, it also affects people’s simple understanding of the brand and affects people’s choice.
If the store sales consultant openly suppresses or even intimidates consumers to choose with emotion, or even violates the consumer rights law, it is suspected of unfair competition.
After 30 years of efforts, Chinese automobiles have finally come to the forefront of the world, with R & D strength and product performance catching up with or even surpassing foreign brands, especially in the field of new energy vehicles.
The BYD Qin L, which continues to sell well, has a comprehensive range of more than 2000 kilometers and a comprehensive thermal efficiency of 64%.
During the same period, Toyota, Subaru and Nissan announced a partnership.
For the research and development of small hybrid engine, its thermal efficiency goal is only to break through 60%, which shows how strong China’s car is! Zhu Yanfeng, former general manager of FAW Group, once said “bear loneliness for 20 years” at the beginning of this century, which now seems to have come true.
As the saying goes, if you suffer from hardship, you will get something.
As an old car media person, I also have the feeling of “suddenly hearing that there has been a tiger in the world, and tears are falling cats and dogs.
” However, feelings can not replace reality, there are still differences between Chinese cars and the world giants, and the bottleneck of its development is mainly in the development of overseas markets.
In the future, if Chinese car brands want to really squeeze into the top five, or even replace Toyota-Volkswagen, and sit on the throne of global hegemony, it is impossible to emphasize patriotism with foreigners, on the contrary, they have to integrate into the local markets of various countries.
Under the grand theme of building a community with a shared future for mankind, we should tell a good Chinese story and establish a credible, lovely and respectable new image of Chinese car brands.
Going back to the principle of economics, brand is a moat for an evergreen enterprise and a Comparative Advantage, and a touchstone for consumers to choose reliable goods.
It may take more than ten years, or even hundreds of years, to establish and maintain a brand, while destroying a brand is often overnight.
When Japanese and Korean cars first entered the American market, they were ridiculed not as good as motorcycles.
However, after 30 years of efforts, Japanese and Korean cars have gained a firm foothold in the European and American markets, relying on the brand reputation behind the reputation of quality and safety.
First, the goods are good and cheap, then the prices are not necessarily cheap, but the things are more beautiful.
As early as the beginning of this century, Hyundai promised that the chassis PVC coating sold in North America would be rust-free for 15 years.
Japanese brands are not as honorable as they used to be in American consumer reports and JD power reliability evaluations, but several major models can still enter Top 10.
Toyota, Honda and Lexus still ranked among the top three in the reliability evaluation of new energy vehicles by the American Insurance Association last year.
On the contrary, when Toyota footmats and Volkswagen emission doors were exposed, the loss was not only tens of billions of dollars in cash, but also the criticism that these brands were forced to bear because of the dust.
Yin Jian is not far away and must be noticed.
Cars of the new brand Logo, which can not be named, can often be seen on the street.
sometimes as soon as one brand is recognized by people, it is replaced by another brand.
Just knew Auchan, but was replaced by Qiyuan.
just figured out the difference between the star path and the shortcut, but now there is the possibility of a three-level brand star era to replace the star path, which makes people really dizzy.
The head of a British insurance company told reporters that they are reluctant to insure Chinese car brands because they don’t know if any other Chinese brands will disappear in a few years like Gaohe and Weimar.
“too many children are easy to fight” was once the magic weapon for the survival of independent brands, but too fast brand replacement can only make people feel that enterprises are contemptuous and even irresponsible of brands.
In 1984, crosstalk master Ma Ji performed a sketch “Universe Brand cigarette” at the Spring Festival Gala.
The global brand cigarette was of poor quality and could not be sold, so it was renamed Galaxy Brand, and if not, it was called Cosmos Brand.
This work is not simple, it reflects that the root of fake and shoddy lies in brand.
Once consumers lose their memory of the brand, enterprises can make shoddy and counterfeit products at low cost without having to worry about the inestimable losses caused by brand reputation, which eventually leads to Bad money drives out good, making consumers pay for low-quality products.
Manufacturers are not benevolent and regard car owners as spring leeks.
The scholar can bear it, but who can’t bear it! Multi-brand strategy has its margin, which is quality and reputation.
Chinese cars must not follow the old road of high popularity and low reputation.
Advertise that there is no match for less than 5 million, but as a result, after three or five years of driving, there are few major problems and many minor defects, which is not as good as 150000 cars.
What can you do to hit you in the face at that time? BYD Thailand factory (source: BYD), in fact, Chery, China’s number one auto export brand, has various long-term quality commitments overseas and is gradually building a good reputation for its leather and durability.
These are the key points that we should promote.
The BYD brand shines brilliantly in the European Cup, and it also uses a lot of brains behind it.
In January, for example, Volkswagen just pulled out of a partnership agreement with Uefa, and BYD signed a top sponsor contract with it in March.
The billboards we see on the screen are all in Chinese.
Although we look at them to lift our spirits, we also wonder: will the communication effect on foreign audiences be very low? After all, no one has ever learned Chinese.
In fact, people use video alternatives.
Small videos sent to the Internet from live viewers can prove that the billboards seen at the scene are basically in English, while what they see in television broadcasts in different countries is the local language.
This and Disney cartoons in different countries have different versions, see the background text is also different, is the same reason.
This kind of deliberate propaganda is much better and more civilized than domestic 4S stores shouting slogans and playing banners.
BYD has also been involved in Southeast Asia and the Middle East for many years.
In Thailand, many BYD 4s stores have a self-run coffee shop, and the drinks sold are in line with the local climate characteristics and consumer culture.
This “small and beautiful” modern fashion marketing will certainly add a lot of points to the brand.
In Turkey, where there was a 50 per cent discriminatory tariff on Chinese cars, BYD did not give up and recently announced an investment of US $1 billion to build a plant with an annual production capacity of 150000 new energy vehicles, which is expected to be exported to the European Union when it goes into production in the fourth quarter of 2025, thus effectively avoiding tariff barriers.
BYD ATTO 3 (domestic yuan plus) sold in Israel topped the country’s single model sales in the first half of this year.
Considering that Israeli engineer culture is famous all over the world and has long occupied the position of the largest exporter of gold-collar talents in science and technology and business in Europe and the United States, BYD’s “business”, low-key and pragmatic attitude, integrated into the brand culture of the community, is bound to be endorsed by Israeli consumers, and it is believed that it can also lay the groundwork for radiating Europe and the United States in the future.
There is a SHL theorem in brand communication that every successful brand in the world must have a story story, a historical history, and a legendary legend.
And all these take time to precipitate.
Changing a shot to another place and changing a brand every year is by no means a magic weapon to win.
to shout every day that we are perfect, do not allow the mindless practice of any criticism, and contradict the country’s high-level policy of opening to the outside world.
One-sided emphasis on “others need more.
“The statement that I, I don’t need anyone else “is not acceptable.
The success stories of Chery and BYD overseas are not only the hard-core export of their product power, but also the gentleness of brand marketing.
Building a group of strong brands is a key move for China’s automobile industry to achieve stability and long-term development, break through bottlenecks, develop in the long term, and stand firm.
Respecting opponents, respecting peers, and cherishing one’s own feathers are the values that Chinese automobile brands must return to today.
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