Kia Yuanchuan breaks through the psychological limit of car marketing

The car went down to the altar of luxury goods, and the consumer controlled the power of choice. The trajectory of the development of the automotive industry has experienced a growth curve from the beginning of its introduction and gradually matured. Correspondingly, the market structure has evolved from monopoly to free competition, and the initiative for car sales has shifted from sellers to buyers. The mid-level car market represented by Regal, Accord, Yuanjian, Passat, etc. cannot violate this rule. When the market initiative shifts to consumers, who can gain insight into the direction and pace of progress and change with the times? Concepts, strategies, strategies, who will be the target of consumer chase and the leader in market standards. Marketing experts then attacked and created user reputation in advance. The coldness of the Chinese auto market in 2004 has solved various marketing tricks of various manufacturers. Even if prices are drastically reduced, it is still a general market downturn. As the successful operation of the economical car "Cherima" and the high-end MPV "Kia K. Wah," these two distinctly different products, Dongfeng Yueda Kia Motors Co., Ltd., can be regarded as the marketing experts of the Chinese automobile industry, and will soon come to an end in 2004. , And then with extraordinary power, in the country's first innovation in the country initiated the organization of "hundreds of hundred ship hundred people free test drive" activities, large-scale, long-term, all-round way to allow consumers to fully understand without the need to buy Kia This move will surely make people have a profound and comprehensive understanding of the product quality, performance configuration, after-sales service, and the cost of use of Kia Farcruss. The public influence it generates will push Kia Yuanjian to become a mid-size car field. The new benchmark. The reputation of a product is based on the long-term experience of a large number of users. For products such as mid-size cars, it takes more than a year or even longer to accumulate, and this accumulation is the most difficult in the early days. . The 100-person free test drive far ship means that there are 100 families experiencing and experiencing the beautiful life brought by far ships. The influence of these 100 families will make Kia Yuanan easily establish an initial reputation and enable future marketing. The activity is built on a good word of mouth environment. The strategy is relying on strength and confidence. The confidence comes from the smooth and robust appearance of the ship, the handsome lines and the mature and mature overall shape. This makes the Kia Yuanjian noble and stylish. The attention to the development of Chinese consumers and the promotion of high-standards for Kia's long-distance ship shows the forward-looking nature of the company's market development. The multi-directional leather seats are based on ergonomics, so that the occupants do not have the slightest fatigue when travelling on long distances; the front-window glass heating, rain-sensing wipers, automatic lighting configuration systems and other versatile, user-friendly equipment, and DVD+VCD+M Top-grade cars such as P3 system, DVD10 disc serial release system, automatic constant temperature air conditioner, and intelligent computer are equipped with everything; warm and crisp neutral light interiors make the driver comfortable, excellent handling performance, and the engine and the new automatic The perfect matching of the transmission ensures smooth and comfortable driving process while ensuring that Kia is well-powered. Even more prominent are the main and passive safety systems of Kia Faraway, which are equipped with four airbags and electronic pre-tensioned seat belts, four-wheel ABS, EBD systems, EPS electronic power steering, and speed-sensitive automatic door lock systems. The collision-sensing automatic door opening system and the like have created Kia-Yuan-ships that have won four-star safety certifications from the United States and five-star safety certifications from domestic automobile crash tests in Korea. Nearly “luxurious” safety equipment brings to the driver and passengers. Real sense of security. Compared to all domestic mid-level models, only Kia Equipped with electronic power steering, there are few automatic door opening systems equipped with impact sensing, and the cruise control system, electric sunroof, and seat heating functions are numerous. The domestic competitor pales in comparison. Compared with the same level of Buick Regal, Guangben Accord, Ford Mondeo, etc., the competitive advantage of Kia Yuanjian is very obvious. Kia Yuanhai faced multiple challenges, seeking a breakthrough role as a new arm of the mid-tier car market. Kia Yuan-Ship faced many international big brands, and its brand disadvantage was also very obvious, so Dongfeng Yueda KIA, which had insight into the changes in the market, faced competition. The unfavorable factors in the market aim at the characteristics of consumers' increasingly rational consumer behaviors and timely launched the "100-hundred-ship-hundred-person 100-day free test drive" campaign. 100 people, 100 vehicles, 100 days and nights, spanning the Spring Festival holiday, a time when the spring is good, the cold in the north and the rain in the south, after the initial run-in and maintenance period of the vehicle, these are all serious tests for the Kia ship. All use the market price of 199,800 yuan Kia Yuan Ship GLS A / T DVD version, only 100 vehicles worth nearly 20 million yuan. The authoritative personage of auto industry appraisal, regardless of the activity scale, the influence, the influence scope and the unique characteristic and so on all aspects, this action can be regarded as the Chinese automobile industry's history first! This event can also be said to be a pioneering breakthrough in the field of automotive marketing. The first is the innovation of the marketing model, breaking the psychological limits of product and consumer communication. When public companies still appealed to advertisements, price cuts, and gifted vehicles as the main sales means, consumers were not allowed to move. The reason for this was that they did not touch people's hearts. However, this activity of Kia Yuanchuan was precisely Designed with the intent of intimate contact between products and consumers, it has strong emotional transmission characteristics and is directly rooted in the hearts of the people and has established a strong public sentimentality. Second, testing the comprehensive service capabilities of the enterprise has broken through the psychological limits of the user's service level. The user's inspection of after-sales, maintenance, and maintenance of automakers starts from the purchase of a car. Given the fact that it is their own money to buy a car, it will inevitably be subject to the feeling of being restrained, and the free car owners will be irritated. Without perfect after-sales service system protection, no one dares to take this risk. Thirdly, it fully tests the vehicle performance, quality, and use cost, and breaks through the psychological limits of the user's original weak position. As with after-sales service, users have more experience with vehicles from long-term use, especially with regard to the cost of vehicles. There is often no objective evaluation of the accumulation of time. Therefore, it was suggested that we should not buy a new car within one year of listing, which is based on considerations that we hope to hear more use. This activity has reached a certain scale in terms of scale, scope, number, time, and number of vehicles. It is unmatched by other short-term or small-scale personnel to participate in the trial activities, creating a reference group for a vast number of consumers. The source of objective information from the public has enabled consumers to become active and strong players in the buying activities. The “hundred-hundred-ships-hundred-person hundred-day free test drive” campaign has broken the psychological limits of the Chinese auto industry that are more or less self-styled, strengthened the dominant position of consumers in the market, and will promote the formation of a real buyer’s market in the future.