Auto companies make brand marketing “mass self-made” or become independent brands

Recently, the “Popular Creation” creative workshop debuted in Beijing. Guo Lixin, brand director of Volkswagen (China)’s Volkswagen brand marketing department, told the “Daily Economic News” reporter that “Public Creation” will continue to solicit consumer creativity and apply these ideas to the transformation of Chinese models.

Not only did Volkswagen enter 2011, but many auto companies have launched brands and raised the brand as key words in 2011. Beijing Hyundai proposed to "pull up the brand and significantly increase the proportion of high-end models." In addition, many independent brands have also realized that the role of the brand is crucial. Brilliance Automotive Chairman Yu Yumin told reporters that high-end models and high-end brands are the inevitable road for independent brands.

In the stage of “public self-made” phase results display, Luo Ximeng, the design director of Volkswagen Group (China), told the reporter in an interview with “Daily Economic News” that the Chinese market is not short of people for the brand. On the contrary, Chinese consumers are The brand recognition and acceptance are very strong.

Therefore, "Volkswagen self-made" is committed to creating this brand concept. It is reported that the core of the project is a WEB2.0 large-scale network interactive community. With the help of the Internet and cross-media channels, users can implement “virtual reality vehicle construction” and communicate through “interactive exchanges” and “creative theme competitions”.

According to the statistics released by the China Internet Network Information Center at the end of July 2010, as of June 2010, the number of Chinese Internet users has exceeded 420 million. In the past two years, registered users of emerging social networks have grown rapidly. This is a kind of "advancing with the times" marketing method when the main automobile consumption in China is becoming younger and younger.

Hu Bo, marketing director of Volkswagen (China) Automotive Brands, stated that Volkswagen’s goal is to allow 60% of Chinese netizens to have access to the “mass-made” project within 3 months. The industry believes that this is an exclusive marketing measure for the Chinese market and has become another tag for the localization of the public in China.

According to the data, on May 19 of this year, up to now, more than 260,000 registered users of the self-made network interactive platform have collected more than 90,000 automotive design creative works. At the same time, Volkswagen’s own official Weibo also has 400,000 fans, and every day is exploring the topic of “dream cars”.

“We have found that there are many Chinese Internet users. Compared to Europe, Chinese Internet users are almost always online.” Talking about why the launch of mass self-produced projects in China, Rosiemon told reporters that China’s social network is very developed and that Chinese people must first buy cars. Consult social networks instead of consulting parents or acquaintances. Therefore, Volkswagen first launched the Volkswagen self-made interactive platform project in China.

At the same time, in the aspect of creation, Rosimont admits that in the "mass creation" project, he has three gains, that is, the most important is the impact of the future car design on the environment and the application of clean energy. For example, light body can reduce energy consumption; followed by safety, which is not only related to people in the car, but also related to the external space of the car, the influence of pedestrian-related safety factors, etc.; thirdly, it may be to China and One of the important Chinese characteristics that distinguishes the rest of the world is the development of social networks. It has just been mentioned that the era of car interconnection has arrived.

He said that Volkswagen's self-made projects can help Volkswagen designers collect first-hand information and understand the needs of Chinese consumers for cars. In the near future, certain designs and ideas from Chinese consumers will be applied to domestic production of products.

Guo Lixin, director of brand management of the Volkswagen brand marketing department of Volkswagen Group (China), told Daily Economic News that “Today’s mass production is just a beginning, far from the end.” At the same time, according to him, according to the project, In China's development, "mass-made" may become a sub-brand of Volkswagen, launch the corresponding offline activities, and become an important part of the public promotion brand in China.