We must thank Chengdu, a city with great diversity, and we must also thank all the participating car brands for their cooperation, so that this year’s Chengdu Auto Show can avoid becoming an ordinary promotion show.
on the contrary, it shows the true face of all car brands to the public.
As one onlooker said, “all car brands stay where they should be.
” Before participating in the Chengdu Auto Show, regardless of the number of brands, the number of new cars, or a combination of various reasons, all people in the industry thought that this auto show would be reduced to a regional sales show, and “it was meaningless” became a consensus.
Indeed, to a certain extent, Chengdu Auto Show has both this function.
It is estimated that the organizers may also be worried about attracting investment, but in the end they came up with an extremely ingenious plan that made many people realize, how wise it is to put these brands in one pavilion: BYD pavilion, new energy car pavilion, high-end brand pavilion, luxury car pavilion, single group joint booth, etc.
Yes whether you are a traditional tanker user or an avant-garde new energy user you can focus on seeing the same level of car brands in a pavilion.
Automakers are more happy to see such a result, reducing the rivalry between oil cars and trams, between new power and high-end brands, and only need to deal with these focused users.
All car brands not only stay where they should be, but also some car brands, especially the booths set up by high-end and luxury car brands, no matter compared with Chinese brands or joint venture brands, all show their own unique characteristics and brand style.
This is the most meaningful focus of this Chengdu Auto Show.
It shows us the great differences between brands that make the Chinese auto market rich and colorful.
With some different brand connotations, “I find that Chinese designers are quite different from foreign designers”.
A middle-aged man expressed his opinion to his friend after visiting a revamped Mercedes-Benz V-Class business car in Hall 16.
He seems to be talking to himself and seems to be seeking the resonance of his friends.
To tell you the truth, I still can’t fully understand the deep meaning of his sentence, nor can I hear whether he is talking about “difference” or “gap”.
But whether it is “difference” or “gap”, this sentence undoubtedly leads to some thinking about Chinese cars.
When you visit Pavilion 1-15 and then step into Pavilion 16 the feeling of coming is really very different from that of the pavilion in front of you.
The No.
16 luxury car hall, with its unique atmosphere, gives people an impression that none of the pavilions in front of it can bring.
Although there are only five traditional luxury car brands and some modified custom brands participating in the exhibition, without the hustle and bustle of the press conference and the enthusiastic recommendation of the salespeople, they just stand there with the cold posture that luxury brands should be.
standing there quietly, as if telling their own story.
When you see this, many friends may ask: Porsche is promoting and selling cars in China.
Is the luxury brand really that great? Indeed, luxury brands themselves are not a big deal, and their existence is only part of the diversification of the car market.
The appearance of the fierce technology brand in this pavilion undoubtedly shows everyone the determination and hope of Chinese car brands to attack the luxury market.
But behind all this, it is actually a contest of brand tonality.
For a very simple reason Jianghuai Automobile Group (Jianghuai Motor) displayed a sports car at this Chengdu Auto Show.
However, no one defines it as a luxury brand because it displays a sports car.
Because the history, culture and market positioning of Jianghuai Automobile have not been able to support the luxury positioning of such a model.
Many domestic car brands have tried to launch high-end or luxury models before but with little success because of the insurmountable gap between the overall tone of the brand and the luxury positioning.
The tonality of the brand is a kind of intangible asset, which covers the history, culture, design concept, market positioning and consumer cognition of the brand.
A luxury brand should not only have luxury products, but also have matching brand tonality and market awareness.
In the process of attacking the luxury market, what Chinese brands need most is to improve the overall tonality and market awareness of the brand while maintaining their own characteristics.
Only in this way can we have a place in the global luxury car market.
The connection between consumers and brands this difference is particularly evident in high-end brand pavilions.
Let’s call Hall 14-15 a high-end brand museum.
Although there are three domestic brands, ideal, Jiangqi and LinkedIn, the high-end brand booths of these two pavilions are big enough, except for BMW Audi.
Even Volvo, Cadillac, Jaguar Land Rover, Lincoln and Genisse all have a good booth area.
This gives these what we usually think of as declining second-tier luxury brands the opportunity to show their strength in terms of booth design color matching material display display car display and so on.
They may not sell well in the Chinese market, but the connotation of the brands they build must be worth learning from Chinese car brands.
I believe everyone wants to see the rise of Chinese car brands.
Especially when the penetration of Chinese cars has completely overshadowed foreign brands, such sentiment has reached a higher level.
But it has to be admitted that Chinese car brands still have a long way to go beyond sales.
To take a very common example it seems that consumers only talk about the ratio of performance to price when buying a car.
In other words, the only connection between consumers and car brands is money.
As long as you have a better performance-to-price ratio than others, I will buy this product.
There is a big lack between the two sides, not because of brand identity, not because of product characteristics, not because of the convergence of values, but also because of simple and brutal performance-to-price ratio.
This is very important for the survival of the enterprise but it is abnormal for the development of the enterprise.
The performance-to-price ratio is of course important, it directly affects consumers’ purchase decisions and is the basis for enterprises to gain a foothold in the market.
However, if enterprises only rely on performance-to-price ratio to attract and retain customers, ignoring brand identity, product features and resonance with consumer values, then its long-term development will face severe challenges.
, Brand identity is the emotional connection between consumers and companies.
It can allow consumers to have preferences and loyalty to the company’s products among many choices.
Product characteristics can help companies stand out in the market and form unique competitive advantages.
Convergence with consumer values can allow both parties to establish a more solid and lasting consumer relationship.
In other words, if a car company sells cars only on cost performance, what should the car company do when a model with less high cost performance appears one day? Of course, there are also some Chinese car companies that have done a good job in this regard, such as Weilai, Ideal, and Linkages.
, They at least prove that among these foreign high-end brands, there is something that independent brands can learn from and learn from, and it is also possible to gradually narrow the gap with foreign high-end brands through continuous innovation and efforts.
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