If you want to choose the most important events in China’s auto market in the first quarter, the chang ‘an outsold faw into the first tier is definitely one of the hotspot
Continuation of last year’s high growth momentum, changan, in January of this year, sales of more than faw group, ranking rose to the third, showing, but also surpass the east wind in February, ranking the second.Although the march changan still dropped to third, but once upon a time in the three months of accumulative total sales, changan auto position among the top three have become increasingly sound.
In the first quarter of this year, changan accumulative total sales of 804800 vehicles, up 20% from a year earlier, the growth rate is higher than 16% of the industry.According to changan previously released 2015 annual business plan, more than 2015 cars in 2015 its target for the production and marketing.In computing, at present, the company has completed 27.75% of the annual sales target.
Changan auto sales surged, the biggest contribution from chang-an yu brand passenger car performance.In the first quarter, changan brand passenger car accumulative total sales of 319200 units, up 51% from a year earlier, higher than 17% of the industry.Be in the first quarter of the only one to enter the independent brand passenger car sales in the top four.
Changan brand car sales of high-speed growth, escape, CS35, CS75, yue xiang is the four main changan brand passenger car sales.Among them, the compact level model from dynamic (including from dynamic XT) quarter of the total sales of 56500 units, up 57% from a year earlier, continue to maintain the leading position of own-brand cars;Yue xiang series of accumulative total sales of 40900 units, up 19% from a year earlier.The high-profile suvs CS35 and CS75, sales reached 49700 cars and 41700 vehicles, CS35 year-on-year growth of 84%, while the CS75 steadily in capacity after release, show strong growth momentum.
Sales data is visible, it is a kind of visible results.Behind this outcome, the invisible “for” more worth exploring.
Last year, the independent brand’s sight across 12 let people still can’t forget.However, even in 2014, the independent brand market down trend, changan automobile can still escape, and start to continue rapid development, in 2015 and each main independent brand products has won wide recognition of the market.What is the reason?
Basically, a brand, a model that can gain market recognition, to see if I can meet the core demands of consumers.And consumers demands usually includes two aspects: the rational demands and emotional appeal.Rational appeal refers to the consumption values of product function, performance, and emotional appeal refers to products and brand image transfer is the consumption of consensus.
It seems a little round, in simple terms, consumers want to buy a car, there are two necessary conditions: first is the look and feel of the product itself, touch, space and other quality good enough;The second is the brand and models can make consumers get goodwill and identity.
For rational demand satisfaction is determined by the product itself and the research and development behind the, and emotional appeal depends on the back of a brand and its marketing.Research and development and marketing, exactly is changan invisible layout, the content of the core.
First talk about the products and for research and development level.
From product level, changan automobile independent brand cars in recent years, the progress of thoroughly remould oneself can be used to describe, from moving, CS35, CS75 models to harvest the double recognition of the market and word of mouth, also for subsequent products accumulated sufficient brand dividends.This year on March 17, changan, rolled out and pick up the Blue Core efficient engine change the new 2015 models, including 2105 from moving, “the most beautiful hatchback” 2015 model from dynamic XT and “one of the most popular SUV models” CS35 2015 model.The new intensive introduction will help to improve competitiveness of changan automobile in the corresponding market segment, changan’s product lineup will be further strengthened.
Main products helped changan automobile independent brand sales rising, and behind it, technology research and development plays a decisive role in the product.
Compared with multinational car companies, research and development has been the independent brand.RGL association executive vice President of Dong Yangceng said, almost all of the Chinese automobile industry enterprise r&d input is not more than 2% a year, it must be changed.In research and development, changan automobile can be a weird, it is reported that chang ‘an research and development expense accounts for some 5% of the sales revenue each year, 3% higher than the internationally accepted, belong to a line in the independent brand, the changan will continue to invest for new technology applications.
In recent years, changan in chongqing for r&d, on the basis of one after another in the domestic set up multiple research branch, and in Italy, Japan, the United States, Britain established a r&d center, formed a relatively perfect system of global research and development.In Turin, Italy, including changan automobile r&d center is responsible for modelling design, research and development center in yokohama, emphasize interior and craftsmanship, Detroit r&d center main chassis design and set-up, Nottingham center main engine and transmission.In addition to global research and development system, changan on system construction also has the CA – PDS (create classic products development process) and CA – TVS (auto test system).
Independent technology research and development requires constant investment, investment is huge, and the return on a r&d, often also can think only a few years to lag, if the product reach a certain size, production and marketing means that the losses.This also is many car companies in the field of r&d investment.And changan automobile can say a heterogeneous, its continued investment in r&d, intended to bet on the future.For now, changan automobile of the note.To talk to marketing.As we said before, when brand primary contact with consumers, if a brand can quickly show the targeted emotional appeal, can quickly build trust with consumers, win customers favor.It can be said that the consumption of consensus of emotional appeal is a key to the door of open consumer heart.Emotional appeal for consumers satisfaction, done by marketing to a great extent.Nearly two years, changan in the marketing level, is one of the most important key words: innovation.On the one hand, changan automobile break through its own form of marketing in the aspect of entertainment marketing focus on development, set up a new marketing pattern, also to its sales increase.Last year, chang ‘an named “grassroots” talent show “the brilliant Chinese” has obtained the good ratings, with the birth of the small self-help characters in the show, the attention of changan automobile is got a promotion and brand the passed out of the positive energy of general recognition of the consumers.
Today, “the brilliant Chinese” has been popular in the second quarter, as the brilliant Chinese viewers on red all the way, as a proud sponsor of the column, the popularity of changan automobile also soared, effective eye economics, direct performance is “brilliant Chinese fans directly into changan automobile fan, agree with changan automobile by using program’s idea, also agree with the changan automobile brand itself.
In addition, changan also continue to invest in sports marketing.Changan also cooperate with chongqing international marathon again, hold 2015 chongqing changan international marathon, attracting more than 30000 enthusiasts to participate in global, passed changan “, close to you with the “brand concept.
In addition to entertainment marketing and sports marketing this would help to enhance the brand image and brand awareness quickly means outside, changan automobile is another step in the marketing level through innovation and characteristic of marketing activities, brand essence, and reduce the distance with consumer.
Two simple examples.
As early as the end of 2013, changan automobile has launched “changan CS35 comfortable star tour marketing activities, activities are divided into six station, for half the year time span, changan in this half a year’s time with the owner and celebrities from all walks of life chasing all sorts of beautiful sky in China.This is a car with the combination of nature, humanities, history “automobile culture”, strive to “lead users” according to the user’s spiritual needs, while reduce the distance with consumer, establish a good brand image.
Another example is the 2014 kicks off in August from dynamic city.Activities in Qingdao, shenzhen, nanjing, shijiazhuang, chongqing held five big cities.Also is through experiential marketing, establish the unique interactive experience with owners and unbounded communication.
In fact, from dynamic city mission is changan with phoenix a native advertising network.So-called native advertising, is a kind of let into the actual page as part of the content in the design of advertising forms.Compared with traditional advertising, this kind of form makes it easier for the reader to accept, to implement the marketing effect, media, user experience tripartite win-win situation, will be “car people, ordinary people have extraordinary story” the theme of the spread of better.
With the development of the whole market and consumer concept gradually mature, auto manufacturers marketing also need constant innovation, must be from the original goods, brand one-way transmission, to create brand value together with the users.Obviously, changan already realize it.
Changan automobile into the top three is no accident.Objective factors, is consumer changed the traditional understanding of auto brands, especially for the independent brand.And subjective, changan automobile, especially the layout of the independent brand itself and power is the key.Perhaps, indeed, such as the personage inside course of study says, the new pattern of domestic car brands is forming, and with the layout of the ancestors step, changan, has been formed in the new pattern is occupied.