The 11th Beijing International Automobile Exhibition will be held from April 25th to May 2nd, 2010 in Beijing New China International Exhibition Center (Tianfei) and China International Exhibition Center (Jinganzhuang). Following the Guangzhou Auto Show last year, the Beijing Auto Show will be a luxury feast for car dealers, distributors, end users and media.
Men's queer thinking behind the embarrassment of commercial car companies
At last year's Guangzhou Auto Show, commercial vehicles were "unfortunate" as supporting actors and met with the ambiguity of "many people". We are curious about what kind of "role" commercial vehicle enterprises will present at the Beijing auto show this year. The auto show is a grand event for the auto industry. Previous auto shows have often been seized by passenger cars. High-end new cars have been released, new models have been launched, and brand campaigns have been promoted. Behind the booths of passenger cars in the “Menten Cityâ€, the human, material and financial resources invested by enterprises are incomparable for commercial vehicle enterprises.
If commercial vehicles want to reverse the predicament of “menâ€, do they also need to learn from the passenger car companies and attack in a high-profile manner and play a beautiful “tough battleâ€? The China Commercial Vehicles Network reporter believes that commercial vehicle companies should choose their own goals at the Beijing auto show, avoid the edge of passenger vehicles, and rely on the advantages of media propaganda, and only need to play a “position warâ€.
Good steel is on the cutting edge
FAW Jiefang, Beiqi Futian, Anhui Jianghuai, Anhui Hualing, SAIC and other commercial vehicle companies will bring the latest products to the Beijing auto show. The participating models involved almost all commercial vehicle models such as heavy trucks, passenger cars, and modified cars.
From the standpoint of the participating vehicles, commercial vehicles are no less inferior to passenger cars. However, passenger cars have occupied almost all the propaganda positions in the traditional media industry due to their advantages in the frequency of new car launches and vehicle replacements. In addition to the frequent brand promotion activities during the auto show, traditional media have no time to consider commercial vehicles.
At this time, commercial vehicle companies choose online media is undoubtedly the best solution. Online media is not restricted by journals. As long as you have a network, you can make a publicity report for the first time. Commercial vehicles as production materials have not been widely concerned by the public. Commercial vehicle companies need to use their “sound†and “shadow†to convey their brand and corporate culture to the public. The online media has various forms of expression, including not only traditional texts and pictures, but also multimedia reporting formats, such as live video, making commercial vehicle companies more comprehensive, intuitive, vivid, and vivid, and enhancing commercial vehicles. The publicity and influence of corporate publicity.
In addition, commercial vehicle companies have chosen online propaganda to expand the scope of their publicity by virtue of the massive amount of online media information and timely and rapid features. In the face of an era of information explosion, the expansibility and richness of online news will enable commercial vehicle companies to " Less effort, more work."
At the Beijing Auto Show, online media has entered into a strategic partnership with commercial vehicle companies. Commercial vehicle companies provide booths for online media, while online media is responsible for the company's full coverage of both parties' mutual benefit and resource sharing. To this end, China Commercial Vehicle Network reporter believes that as long as the commercial vehicle companies use the good steel in the online media promotion at the auto show, their publicity will be no less than traditional media.
Avoiding Edge Commercial Vehicle Firms Fight Well
Commercial vehicles and passenger vehicles, if the tip of the McMurder, commercial vehicles will undoubtedly defeated. Since 2009, the commercial vehicle industry has enjoyed "rapid successes," rapid enterprise development, frequent production and sales volume, and widespread application of new energy technologies. With these advantages, the previous public opinion campaign is enough to compete with passenger cars.
In the previous auto show, the branding of the commercial vehicle industry still remained at a lower level. Although some companies formed their own corporate branding and vehicle brand promotion forms, they were far from satisfactory in terms of brand promotion continuity and brand communication interaction. Therefore, at the Beijing Auto Show, commercial vehicle companies must avoid the edge of passenger vehicles and must devote sufficient effort to their own culture and brand promotion.
Judging from previous auto shows, commercial vehicle companies often see the auto show as a platform to showcase the latest technology of the enterprise. However, the main technologies of commercial vehicles will not be replaced within a few years. For the audience of the Beijing Auto Show, commercial vehicles lack a sense of freshness. Naturally, it became a supporting role for passenger cars.
Commercial vehicle companies generally believe that the audience participating in the auto show mainly focuses on viewing and ordering sedans. Passenger cars have gradually become a “commodity item†for public life, and commercial vehicles are only relevant to some audiences. However, Chinese commercial car reporters believe that the brand effect is a continuation of the value of the company. Just as everyone knows that West Lake Longjing is the best in tea, establishing a corporate branding effect requires companies to use resource integration capabilities to show the essence of the company to the world through the brand. Commercial vehicle companies have become protagonists, and it is precisely this lack of branding.
Commercial vehicle companies need to take advantage of this year’s increased interest in commercial vehicles in the automotive industry. They vigorously promote their own brand culture at the Beijing Auto Show and occupy a position of brand culture. Commercial vehicle companies can reverse the situation of “men and women†and make full use of the Internet. Advantageous media resources, commercial vehicle prices "returning to the market" are just around the corner.
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