Produced by?|?Breaking Waves Graphic Group
Written by?|?Zhang Hailing
Editor?|?Zhang Lijuan
Zhang Yishan’s acting skills are really good Has it "shrunk"?
Recently, the new version of "The Deer and the Cauldron" was launched, but its reputation has completely collapsed. As of the time I am writing this article, Douban has received over 60,000 ratings from netizens, and its final score is 2.7, of which more than 80% of viewers only gave it 1 star.
Many netizens put the blame on Zhang Yishan, saying that the character Wei Xiaobao he played in the new version of The Deer and the Cauldron was particularly exaggerated and his acting skills had shrunk. But does the problem really lie with Zhang Yishan? I am not a fan of Zhang Yishan, but I have watched him play Liu Xing in "Family with Children", Yu Zui in "Yu Zui", and Shen Yizhen in "Seven Me". The performance of each role is not worthy of mention. The acting is terrible, but at least the characters are portrayed well.
I think Wei Xiaobao’s nonsense in this new version of "The Deer and the Cauldron" is also for character creation. From Wei Xiaobao’s storytelling at the beginning to various exaggerated performances such as winking and winking, the creators can all see it. The overall style of the show is more comedy-oriented.
It can be seen that there is actually not a problem with Zhang Yishan's acting skills, but a problem with the creators' understanding of Mr. Jin Yong's works. There are a thousand Wei Xiaobao in a thousand people's hearts.
The same is true for the recent Guangzhou Auto Show. As the year-end grand event and final battle of the automobile industry, it is also the only A-class auto show held as scheduled this year. This Guangzhou Auto Show is larger than previous ones in terms of scale and number of cars on display (980 cars on display, 38 debut cars). (1,050 cars on display, 38 first-run cars, 30 concept cars) There is a certain degree of "shrinkage". This is because most car companies have focused their key models on the Beijing Auto Show that just passed. The focus of the Guangzhou Auto Show has become More inclined towards brand promotion and selling cars.
But because China’s auto market is transforming into a stock market, it is becoming increasingly difficult to sell cars, and it is even more difficult to make money like they did in the early 2000s. Some companies still feel that they lack brand strength. Support, even if the product is excellent, it is difficult to get the market attention and reasonable selling price it deserves.
So, in August this year, the China Automobile Forum hosted by the China Association of Automobile Manufacturers focused on brands, and they were technology brands.
The automotive industry and market are changing rapidly. From a product perspective, platformization and new energy are the general trend, which makes automobiles more integrated and modular, laying the foundation for building a unified technology brand. From the consumer side, young consumers who have become the main consumer group grew up in the era of information explosion, and their understanding of automotive technology brand symbols is gradually deepening.
Therefore, it is urgent to establish a technology brand. Take the several events I participated in at this auto show as examples. They are all on the road to establishing technology brands.
In the automotive field, the power revolution has promoted technological progress time and time again, and it is a proposition that cannot be avoided in the development of automobiles.
2020 is the first year of Dongfeng Nissan brand renewal. Therefore, in the final battle at that time, Dongfeng Nissan will form Nissan with VC-TURBO super variable engine, Zero? Emission Nissan pure electric, and e-POWER. The power group aims to renew the golden brand of "Technical Nissan".
The first is the VC-TURBO super variable engine, which is a new product that Nissan has spent more than 20 years developing. It is the only mass-produced variable compression ratio turbocharged engine in the world. The engine's compression ratio can be switched arbitrarily between 8:1-14:1, thereby ensuring that the engine always has high thermal efficiency, has both strong power performance and fuel economy. Won Ward's Top Ten honors in 2011.
The second is Zero?Emission Nissan pure electric, which embodies Nissan’s more than 70 years of research and development results in pure electric technology. It has great advantages in battery safety, electronic control performance and energy consumption. The cumulative 500,000 Nissan Leaf owners may be the best interpretation of this technology.
Comparing the above two power sources, e-POWER is a brand-new power source introduced into the country by Nissan. Different from the traditional parallel hybrid technology, it is actually a series hybrid power system. The whole vehicle only relies on The engine runs to generate electricity to drive the vehicle. When the battery power is sufficient, the speed is low and the road conditions are good, only the battery is used to drive the motor; in other complex working conditions, the battery and engine are used to drive the motor at the same time; when cruising or when acceleration is not required, the battery is used to drive the motor. Then start energy recovery to charge the battery. It can be said that today's e-Power models are "electric vehicles" that cannot be charged.
I have always believed in the saying that it starts with appearance and is loyal to strength, because most of the time, the only way to retain a person is on the inside. As Chen Hao, deputy general manager of Dongfeng Nissan Passenger Car Company, said: "Let every drop of oil become a surging power, and let every kilowatt hour of electricity play a greater role." The implication is that the power group released by Dongfeng Nissan can both save fuel. , save power and ensure power output.
According to statistics, the middle class is the group with the strongest receptivity to car consumption in society, and their attention when buying cars is generally focused on fuel consumption. Therefore, the power group released by Dongfeng Nissan this time can be said to be legitimate. It meets the expectations of consumers, and no matter which powertrain it is, it can bring a good experience to consumers.
Although we don’t know whether consumers will pay for e-POWER, judging from Dongfeng Nissan’s sales this year, its terminal sales in October were 116,072 units, a year-on-year increase of 7.4%, setting a record for the best 10 years in history. Monthly sales record; in terms of market share, Dongfeng Nissan's joint venture non-luxury brand cumulative invoicing market share from January to September also reached 11.9%, an increase of 1.2 percentage points year-on-year. The overall performance is quite good.
It can be seen that the power revolution is once again driving technological progress, and this time it is also driving the progress of Dongfeng Nissan.
From 43.9% in 2017 to 39% in 2019, and then to 34.5% this year, the market share of independent brands is retreating steadily under the pressure of joint venture brands. Defeat is not fatal, it is fatal. What's more, it's a failure in the stock market.
Judging from the current independent car market, independent brands after the third tier have been defeated, and only the first and second tier brands are surviving in desperate situations. Although the product power of leading self-owned brands is increasing year by year, the share of self-owned brands is still decreasing year by year. This is because consumers still have a stereotype that self-owned brand products are not powerful, so marketing plays an important role in this.
On November 21, GAC Trumpchi, together with Weekend Pictorial and Modern Media, officially staged the "Art Wave - Walking Art Museum", which will then go to Chongqing and Xi'an. , Dalian, Hangzhou and other cities, taking an important step in adding value to the brand under GAC Trumpchi's new marketing strategy - "Golden Triangle Strategy".
The marketing form of GAC Trumpchi has always been relatively conservative. This cross-border cooperation between GAC Trumpchi and the new media artist Shizheng is undoubtedly an innovative cross-border marketing interaction method for GAC Trumpchi and is provided by the automotive product provider. Another practice in transforming into a leader in automotive technology.
In this "walking art museum", I saw a dematerialized digital ocean created by using programming algorithms. It is through this eternal sea that GAC Trumpchi allows consumers to Feel the waves that are sometimes quiet and gentle, and sometimes surging and surging.
All of this is done to make it easier for consumers to understand GAC Trumpchi's new generation of power technology "Julang Power", and to let consumers know that Julang Power can not only bring huge... The same powerful force brings clean and green power like a tide, achieving a balance between driving pleasure and environmental protection and energy saving.
After twelve years of accumulation, "Julang Power" has formed "two major areas (engines, transmissions), three major supports (high-efficiency engines, high-efficiency transmissions, hybrid products), and six sectors ( 1.5L fuel engine, 2.0L fuel engine, DHE hybrid engine, WDCT transmission, AT transmission, DHT hybrid transmission)" strong strength. The new generation of powertrain products based on "Julang Power" has stronger power, more agile response, and lower fuel consumption.
For example, the torque of GAC’s third-generation 1.5L and 2.0L engines has increased by more than 20% compared to the previous generation, and the engine responsiveness has increased by 30%. For another example, the fourth-generation 2.0ATK engine has obtained a thermal efficiency certification of 42.10% certified by the China Automotive Industry Center, which is currently the highest thermal efficiency certified by the China Automotive Industry Center.
The reason why I spend so much space talking about Trumpchi's Julang Dynamics is that it is a very typical case in terms of the theme of this article - the brand building of automobile companies.
"Art Wave - Walking Art Museum" is certainly a marketing concept, but technology has always been the upward pulling force of the brand. It is just about how to use professional and rigid technology in a language that consumers can understand. Effective communication is the key, and this also shows that the road of GAC Trumpchi Technology Brand has just begun.
Since the "Haoying Score Stolen" incident on June 12, China Insurance Research Institute has disappeared for more than five months. We will not delve into the specific reasons this time. However, since the crash test began in 2018, China Insurance Research Institute has been like a butterfly flapping its wings on the other side of the ocean, triggering a "safety" storm in the automotive industry.
Ten years ago, most people judged the safety of a car by knocking on the steel plate, listening to the sound of the door closing, standing at the door, etc. Although the guiding role of certain car companies is very crucial, to be honest, our rational understanding of safety is close to zero. Ten years later, except for a very small number of blind people, most people will no longer judge safety by knocking on the steel plate, listening to the sound of the door, or standing at the door. Some people even understand the economics of repairs and the impact of collisions. Concepts such as security.
It can be said that all this is due to the China Insurance Research Institute, because its emergence has awakened the automotive industry and consumers to attach importance to and rational understanding of safety. From the GAC Toyota TNGA safety project that I recently participated in Some clues can be seen in the salon, so I divided it into two parts.
The first is the car companies. This time, the Guangzhou station of GAC Toyota TNGA Safety Salon is actually the ninth stop, which means that GAC Toyota has held such offline activities in 8 cities before.
At this event, GAC Toyota not only displayed two TNGA models, Camry and Wilanda, for everyone to appreciate, but also specially displayed the Camry cutting car, allowing everyone to have a more intuitive understanding of TNGA safety body and Safe design. In addition, GAC Toyota also visually displayed the five major safety standards redefined by TNGA, namely safety assurance, crash results, safety design, safety technology and safety care.
It may take some time for GAC Toyota to correct consumers’ past misunderstandings about car safety, but at least consumers have a new understanding of car safety, coupled with the crash test results of China Insurance Research Institute (benefiting from Due to the use of a large amount of hot-formed steel and high-rigidity body frames, the A-pillars of Camry, Ralink and C-HR are not deformed and the cockpit is intact, ensuring the safety of people in the car). It can be seen that there is no shortcut to car safety and can only rely on technology accumulation.
The other part is the consumer. Since GAC Toyota models were produced based on the TNGA architecture, they have been popular among consumers in the market. The monthly sales of each model of the 2017 Camry, 2018 C-HR, 2019 Ralink and 2020 Veranda have exceeded 10,000. Due to the crash test conducted by China Insurance Research Institute, car driving safety ranks at the forefront of consumers' car purchase priorities, and the TNGA? safety selling point has become one of the main reasons for GAC Toyota consumers to purchase cars.
Japanese cars may have been unsafe in the past, but now GAC Toyota is taking practical actions to make changes. GAC Toyota will build its own safety technology brand through TNGA.
When it comes to "playing with car doors" in the past, it must be a patent for luxury cars or ultra-luxury cars, because generally models with scissor doors and gull-wing door designs have higher costs and higher failure rates, and this kind of The way of opening the door is not in line with consumers' daily usage habits (just to show off (zhuang) cool (b)).
But now this patent no longer belongs to those cars. Since the gradual rise of new energy vehicles, the price threshold for owning these cool shapes has become lower. Tesla has falcon wing doors, Gaohe also has NT wing doors, and now Xpeng Motors has also released its flagship sedan P7? Pengyi version at the Guangzhou Auto Show. After comprehensive subsidies, the retail price has reached 366,900-409,900 yuan, further lowering the price of "playing car doors" threshold.
But a brand that is proving itself in the market, a product for the public, is equipped with a "luxury" door opening method such as "scissor door". At first glance, there seems to be no other explanation other than sensationalism. . However, when I examined some of its details at the Guangzhou Auto Show, I found that the Pengyi Door is not completely "look-alike".
From the perspective of the most basic function of the car door, we generally need to open it through the door handle to get in and out of the car, but the Pengyi door can not only be opened through the door handle, but also through the outside car key, outside the car Bluetooth/NFC digital Key unlocking, outside-car mobile phone APP control, in-car large-screen touch control, in-car voice control and in-car door panel button opening solve the user's embarrassment of being unable to reach the car door because the door is too high.
From the perspective of ease of use, Pengyi Door can support custom opening and closing angles. You can personalize the opening angle of the door, and the opening and closing control accuracy is in units of 5%. In addition, the left and right sides of the Pengyi door are equipped with an obstacle avoidance radar, which can automatically identify obstacles and control the movement of the door during the opening process to prevent the door from colliding with obstacles.
Of course, these alone can only show that the Pengyi Gate has acceptable use value, but it still cannot eliminate the suspicion of "grandstanding". But now Pengyi Gate is focused on Xiaopeng P7, whose sales are gradually increasing. It is more like building a technology brand belonging to Xiaopeng. After all, good products nowadays must be able to shout out.
In the past, there was the 1.0 era of competition for production qualifications, and there was also the 2.0 era of cost-effective competition. But now the market has shifted from incremental to stock competition. It is not only an era of technology competition, but also brand competition. In this era, whoever can create a brand with higher recognition and premium value will be sure to win.
Even in the practice of building brands based on product strength, more and more manufacturers are realizing that consumers have cognition, recognition and labeled memory of a leading technology. Just after the Beijing Auto Show, most car companies have unveiled their new products, and the Guangzhou Auto Show has become a good opportunity for various car companies to build technology brands. This is true for Nissan's Dynamic Power Group, Trumpchi's Julang Dynamics, GAC Toyota's TNGA, and Xpeng's Pengyimen that I described above.
However, many technologies are invisible to the eyes, and technology lectures often make laymen, including the media, confused. Therefore, how to explain the original intention, difficulty, effect and discovery of a technology research and development well? Story is the key to this process. After all, most of the technology brands that have outstanding performance in the market do not follow a highbrow marketing route. Instead, they gradually expand their voice in a language that consumers are willing to listen to and understand, and then become a key factor in consumers' car purchase decision-making process. An important reference, Audi quattro is a good example.
However, with the introduction of new technologies, consumers are full of strong expectations for the next generation of automobile products. At the same time, they are also alienated from the new technologies. The automobile market is entering an expected and unfamiliar "change". On the road to establishing a technology brand, automotive technology brand marketing is a new tool to adapt to this era.
Therefore, without a real "technological breakthrough", naked swimmers will have nowhere to hide when the tide recedes.
*Part of the pictures in this article come from the Internet
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.