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As the 11th holiday is approaching, there will be a noticeable increase in the passenger flow of various automobile markets and dealerships. Selecting a car is one of the holiday themes for consumers who are prepared to buy a car or change cars. Along with the completion of a car transaction, consumers are also selecting and evaluating brands.
Some time ago, a sample of 2,400 surveys showed that more than 75% of domestic car owners changed brands when they changed cars. From this set of figures, it can be seen that the domestic auto industry has not yet formed brand loyalty. However, combined with the rapid development of the domestic automotive industry, large-scale brand migration is still not scary, but also have to admit that neither automotive products nor related services have reached the requirements of consumers.
It is undeniable that although China is already the largest country in automobile production and sales, the concept of auto consumption is still not mature, and the expectations for auto products and corresponding services are too high, especially for those who purchase products beyond their economic capabilities. Form a psychological gap. Of course, more often than not, the insufficiency of the product itself leads to a poor customer experience. Many years ago, Chery Chery, queuing for repairs, etc., gave consumers a sense of experience.
In fact, no matter whether it is a joint venture brand product or an independent brand product, the vast majority of products do not have large and principled deficiencies, but the local details need to be improved. For example, if a Japanese SUV has just been listed on the market, the driver's window control keys do not have a luminous display, and night operation can only rely on feelings. This is due to incomplete design considerations. Excessive glitches or thick-line designs accumulate more and more unpleasant experiences. Brand loyalty is like passive water and wood.
The above problems are the product of the rapid development of the automotive industry and are a stage that the industry needs to experience. More importantly, the current domestic automotive industry is relatively lacking in brand philosophy, including product level and service areas. The intuitive manifestation is that the brand positioning is not clear and it is impossible to deliver a clear brand appeal to consumers. Some foreign mature brands are worth learning in this respect. For example, the JEEP brand conveys the image of the SUV family, and Mercedes offers luxury cars. In contrast, most brands in China are often "thousands of cars and thousands of cars." Different models of the same brand are almost "from the inside out," all of them are all born out of thin air. This is also an immature and overly utilitarian performance. It is also fast. The result of expansion.
Changing the status quo requires not only the expansion of the company to maintain a certain degree of “degree,†but also the need to have a clear direction in the design of the product and in the service process to form its own brand genes. Of course, this brand gene is not the same as the appearance of many brands currently pursued, such as headlights, front face styling, etc., but the product should achieve, fulfill, meet certain needs, that is, what kind of brand experience to give people - for example, the public brand What is given right now is the image of advanced technology and stable products. After the brand personality is formed, consumers will automatically match in the purchase process. Over time, the brand population will gradually stabilize and brand loyalty will naturally form.
For the current Chinese auto market, high brand relocation is a temporary phenomenon, but it can't lie on “excuses†and not advance. Since the beginning of the year, Great Wall Motors, which has been at the forefront of its turbulence, has recently responded to various questions from its top officials. It is an improvement over previous “silent silenceâ€. Facing the problem, gradual change is one of the ways to increase brand loyalty.