Recently, China Association of Automobile Manufacturers released the latest market forecast. This year, China's auto market sales growth rate is about 3%, the domestic market sales total is about 29.87 million. China's auto market is transformed from 'incremental competition' to 'stock In the era of competition, a new round of elimination and upgrading is imperative.
For car companies, returning to the essence, redefining consumer demand, realizing the sincere connection between products, services and consumer life, has become a must-have question for every car company in the new era. In the analysis of this question, through FAW Mazda, we have seen a new solution to the problem, which is to return to the most essential needs of users, starting from value and creating a quality life beyond expectations. This may be one of the correct options for leading the future development of the automotive industry.
Everything needs to return to the user
Unlike other car companies that compete on the basis of 'mass production and sales', FAW Mazda has always been known for its 'finely' products, and has become a unique bright color in the industry. Accordingly, FAW Mazda’s user base is also very good. Personality, characteristics are very clear. Most of them are younger, more active, independent, ideas and values are more avant-garde. Usually, this part of the consumer group has higher requirements for quality of life, creating a refined life has become their daily life. a habit of life.
However, 'high-quality life' is not the same as the fixed labeling nouns of literature, petty bourgeoisie, middle class, etc. It is not simply relying on 'buy buy and buy'. In daily life, people are high quality. Life is longing for, but often can not find an accurate way to achieve. It is based on long-term insight into the needs of users, FAW Mazda timely proposed the 'Quality Life Enhancement Plan' to meet consumers' intelligence, technology, fashion, etc. Aspect of quality requirements.
Guo Deqiang, executive deputy general manager of FAW Mazda, said that the quality life improvement plan is based on the needs of users. FAW Mazda will help consumers maintain advanced and advanced value concepts through tangible products and intangible services.
Quality life plan to achieve strategic landing
In fact, in the past two years, FAW Mazda has been insisting on a user-oriented approach, and has established a deep friendship and relationship with consumers through a series of fan marketing methods. On this basis, the industry has created The first 'Quality Life Improvement Plan' not only accurately meets the actual needs of consumers, but also further practice and deepen the core concept of FAW Mazda's 'Value Marketing' corporate strategy.
However, 'quality improvement' is not a concept that can be quantified by data and standards. How to ensure that consumers' quality of life is substantially improved through practice? It has become the key to quality life improvement plan. In this regard, FAW Mazda showed two Big 'Fabao', namely 'Smart Life Plan' and 'Safe Travel Plan'. Among them, 'Smart Life Plan' can provide consumers with a series of smart sets of products, including the No. 9 single-wheel balance car, which suits their tastes and values. , Xiaowa sweeping robot, wireless handheld electric wiper, sonic electric toothbrush, mobile photo printer, WalkingPad walking machine, portable router, AI translator, 90 points metal suitcase, etc.; and 'safe travel plan' for consumers Provide strong insurance and replacement subsidies, etc., to bring intangible value to consumers' car purchase.
Like-mindedness is better than 'low-cost drive'
In recent years, as China's passenger car market has entered a stage of micro-growth, some car companies have chosen to rely on 'official drop' in the fierce competition to gain consumers' favor. Although this measure can boost sales in the short term, it cannot The product and the consumer form a permanent stickiness. For the car company, while providing quality products, more consumers want what they want, for the needs of consumers. As Guo Deqiang said, quality life is improved The plan is not only to provide consumers with the benefits of buying a car, but to bring consumers a similar brand and derivative products. In essence, this is a kind of value and even the soul is the fit and match.
In fact, the 'Quality Life Improvement Plan' is not only the deepening of FAW Mazda's strategy of value marketing, but also a bold and creative attempt by companies in the industry. Through this deep marketing model, enterprises will establish with consumers. Closer and deeper connections, to achieve '惺惺相惜' resonance, which is a brand-new marketing idea for companies that are known for their 'fine', which can form a kind of industry. The model effect of the internal enterprise reference also drives the whole industry's innovation trend in fan marketing.