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To say who is the most concerned China brand booth at this year's Beijing Auto Show, people who come to the scene may have the same answer: Great Wall Motor.
The four brands of Great Wall Motor booth, Haval, Euler, WEY and Great Wall pickup truck (including Great Wall Gun), have the most new products of their own brands, and none of them.
For example, there are Haval First Love, Euler Tide Concept Car, Denso Gun, Euler Good Cat GT, the third generation Haval H6, personalized modification WEY? New products such as Tank 300 were all unveiled, including Haval First Love, Euler Tide Concept Car, Euler Good Cat GT, and personalized modified WEY Tank 300. With so many new products, Great Wall Motor is very popular and lively.
In line with the popularity brought by a variety of new products, the booths of the four brands of Great Wall Motor interacted with users and audiences, and the feast of "walking cats and dogs to open tanks", "talking about wall products" and "drinking coffee" was put in place to enhance attention and heat. People don't understand: When did Great Wall Motor play so well? Individually named products such as cats, dogs, tanks and guns are not mentioned. This time, "Harvard First Love" appeared, and the light blue retro Euler concept car was very attractive.
On the other hand, Great Wall Motor is so popular because it is close to users, close to consumers, raises attention, arouses consumers' emotions and captures consumers with appropriate products. This is a very grounded marketing.
How to play Great Wall Motor at this Beijing Auto Show? Let's take a look at the new products first:
Harvard first love, unforgettable first time;
Harvard's first love, which was in the center of the booth with Euler Fashion Brand, Denso Gun and Euler Good Cat GT, was her first appearance. According to Great Wall Motor, it is the third new car of Great Wall Motor's "Lemon" platform, and it is positioned as an entry-level compact SUV. Judging from Harvard's positioning for you: redefine "the first car in life", its price will not be very high, and it is the first car for young people.
Haval big dog listed at the end of the year 2.0T:
Although Haval Dog was listed on the eve of the auto show, it was only listed in the first half of the year, and the listing speed was also very fast. The key point is that this car has a hard-core style, and it has the style of an online celebrity, so it is also one of the products promoted by the Great Wall.
At this year's Beijing Auto Show, Haval Big Dog Beam 1.5T and 2.0T were unveiled. Four models of 1.5T have been put on the market-husky version, Labrador version, border animal husbandry version and horse dog version. The official guide price is 1 1.99 million yuan-1.429 million yuan, and the 2.0T version will be listed at the end of the year.
Euler Black Cat released pre-sale price:
Euler's most successful brand lies not only in the launch of several products such as black cat, white cat and good cat, but also in the "enclosure movement" of fans of young men and women who are rooted in the "cat" culture and prefer electric cars and furniture. Euler's brand culture was established in a short time, which makes people feel that it is a brand with a foundation and a refuge. That's all that matters.
At the Beijing Auto Show, Euler Good Cat released the pre-sale price of105,000-145,000 yuan, which was very popular with its retro design. Or it will be the first choice for women. At the same time, Euler also launched the GT version of "China's first mass-produced electric vehicle performance version" around the world.
Euler's "Chaopai" is full of fans;
The highlight of the Great Wall Motor booth should belong to the concept car of Euler Tide which debuted for the first time. Its light blue body has both retro feeling and modern technology. According to Great Wall, it is the design concept of "awakening classics with future technology" and the latest product of Great Wall Motor's "Lemon" platform and "Coffee Intelligence" system.
Euler brand has also officially released the first car-making platform in China, that is to say, the "fate" of trendy new cars will be handed over to the car-making partners, and everyone will build cars together instead of "behind closed doors", which is another open brand marketing method.
"Dress up" the Great Wall gunner:
Great Wall pickup truck was listed at Beijing Auto Show, with commercial electric cannon, and the price was 25. 1.8 million-266,800 yuan. The pre-sale of electric cannons starts from 279,800 yuan. The modified models of Great Wall gun, black bullet, wild gun and brigade gun appeared on the same stage. At the same time, the Great Wall pickup truck and "Gao Yan Value Funny Bear" Allen staged a talk show. Playing pickup trucks to such a high tide also shows the strength and achievements of Great Wall Gun in pickup truck market.
In addition, the English name of City Cannon brand has also been officially announced-POER, which means going global, with the goal of being the top three pickup trucks in the world. At the same time, the Great Wall pickup truck building plan was released, and the recruitment of "big pickup truck * * * was launched to build a big pickup truck in the eyes of users.
It can only be said that the Great Wall has too much space in the pickup truck market in the future, and it has achieved remarkable results in shaping pickup truck culture and circling powder. The double harvest of market and marketing is a veritable brother in the domestic pickup industry.
WEY tank 300 has three cars:
WEY brand turned off-road and quickly accumulated popularity, that is, the combat power came at once, and the tank 300 became the star model among the stars. At the Beijing Auto Show, WEY Tank 300 started with three cars and went on sale in 65438+February. The personalized modified version of the tank 300 has become a major attraction of the booth.
The tank 300 Pu became a star as soon as it appeared. Technical features have been released, including three locks, tank turning, crawling mode, ATS all-terrain control system, intelligent switching of nine driving modes and other hard-core off-road configurations. It is a hard-core off-road vehicle, but in terms of comfort, it has not given up, and it has the comfort and sense of technology of an urban SUV.
Judging from the performance of Great Wall Motor at the booth of Beijing Auto Show, it is obvious that Great Wall Motor drives enterprises to add value from both products and marketing, conforms to the trend of younger marketing, increases user stickiness and creates brand culture.
Great Wall Motor, which has been focusing on product development for 30 years, began to catch up with brand marketing. On the road of transforming technology, products and brand culture go hand in hand, and even if they encounter a trough, they can always make a difference, which vividly reflects the speed and strength of the Great Wall led by Wei Jianjun as a private enterprise seeking change.
And this is the characteristic of flexibility and wit of private enterprises.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.