There is a joke in the advertising marketing circle that advertising marketing is divided into real estate advertising, automobile advertising and general advertising. Looking at it now, it may be subdivided into Internet advertisements, short video advertisements with goods... Advertising is an economic barometer, and the growing segmentation of the advertising industry indicates that the market economy is becoming more and more segmented. And behind the joke also pointed out an obvious truth, that is, different products, channels and platforms, the methodology of product marketing is not the same.
The automobile industry is different from the real estate and retail industries. Automobiles are high-priced, non-rigid products with very high decision-making costs. Buying a car in China is basically a decision made by the whole family. It takes various test Fax List drives and discussions before the final decision. Therefore, car marketing is very difficult. You can neither do cultural marketing and hype value like real estate marketing, nor can you do sales and bring goods through channel expansion like fast-moving consumer goods. The decision of car purchase is very rational.
The channel mentioned here refers to the traditional 4S sales channel, and the new channel still has potential. For example, during the SARS period in 2003, the advertising company of Li Bin, the founder of Weilai, completed the first wave of wealth accumulation by selling cars through new Internet channels. Now including social media, live short videos are very good. Therefore, aside from channel dividends, the biggest trend in the auto industry now is: de-masculinity, fast-moving consumer goods, and feminization of marketing methods. Let's discuss these three types of differences in detail.