Original title: "Automobile Blind Box", do you dare to drive it?
I don’t know the price
I don’t know the configuration
I don’t know the actual performance
...
Do you dare to drive such a "car blind box"
?
sees the huge potential of blind box consumption
The automobile consumer market
has also created the " blind box trend "
Car companies expect this kind of marketing
to gain the favor of more consumer groups
However
a series of unknown factors are involved.
and the concerns caused by it
also deserve the attention of consumers.
Some car companies hope to use the blind box craze to open the door to the consumer market. Wu Bofeng/Photo
"Blind ordering " has become a new marketing form for car companies
Reporters have noticed that recently, well-known car companies including Changan Auchan , Dongfeng Citroen and other well-known car companies have launched "blind ordering" car purchase plans. Most new car brands such as Chuang, Hengchi, and jikrypton have shown full interest. It can be said that "blind ordering" has become one of the main methods of marketing for new car brands.
Blind ordering - refers to the situation where consumers pay a deposit and choose to buy a car based only on part of the product information announced by the car company in advance when the price of the vehicle has not been announced.
Since the complete product information is not yet known, the deposit paid is mostly ranging from several hundred yuan to thousands of yuan .
Data map
Take the Dongfeng Citroen Versailles C5 X model as an example.
The vehicle started "blind ordering" at the same time as the new car preview image was released. The deposits are 99 yuan and 2999 yuan respectively. . After
consumers successfully pay the deposit, the former can get a mug, while the latter can get richer additional rights such as preferential modifications and free peripheral products. In addition, customized according to the preferences of young people, customers who pay 99 yuan can get one chance to draw Versailles blind box gifts, while customers who pay 2,999 yuan can get two such chances.
What is the charm of “blind ordering” that is so loved by car companies?
Yan Jinghui, a member of the expert committee of the China Automobile Market Circulation Association, told a reporter from China Consumer News : The main feature of "blind ordering" for car purchases is that the deposit threshold is low, and car companies will provide attractive preferential measures and It has rich car-purchasing rights, such as free maintenance, deposits can be deducted from the vehicle price, etc., so it attracted the attention of the consumer market as soon as it was launched. This is also the main reason why many car companies choose to follow the trend.
"By being different from traditional marketing, the new car has a high degree of popularity at the beginning of its launch, laying a good situation for the future market development of the new car. This move also shows that the increasingly fierce competition in the automobile consumer market has prompted new car marketing to move from the launch of "
Key information is not transparent and risky.
Due to the particularity of automobile products, consumers will check the complete information of the vehicle when buying a car, and then make up their mind to buy after repeated consideration. The overall cost-effectiveness of the vehicle is what determines their purchase. One of the important reference factors for vehicles. But the emergence of "blind ordering" directly broke this traditional concept of car buying.
For consumers, are bulk consumer goods cars really suitable for “blind ordering”?
Senior blind box enthusiast Jiang Linfan: Although I like the blind box gameplay very much, I still don’t dare to try products with high market prices like cars. This is beyond my understanding of the blind box gameplay .
netizen "Pan Jin": Buying a car is like buying a house. I will only choose to buy when I see the real thing. I would rather buy at a higher cost than bear the risks caused by being "blind".
As early as 2016, the new car brand Tesla launched a "blind order" car purchase method. However, after the vehicle was officially delivered, consumers reported that it had poor interior materials and "reduced configuration" of autonomous driving chips. The violation of the rights of car owners caused Tesla to no longer use this marketing method. It can be seen that " blind order" marketing method is not foolproof.
reporters noticed that among the vehicles currently using the "blind ordering" marketing method, there are many models with a market price of more than 200,000 yuan.We don’t know what the final transaction rate of this “blind ordering” method will be if the vehicle is ordered without disclosing the price.
Data map
Yan Jinghui believes that in the past, consumers were relatively passive in understanding vehicle information. Basically, it was the manufacturer's early publicity. Consumers only focused on a certain model just before buying a car, which made it difficult to control the popularity of the vehicle market. However, the emergence of "blind ordering" has broken the conventional marketing model . Consumers must actively pay attention to vehicle configuration information and check whether the vehicle information disclosed by the manufacturer meets their expectations and needs.
Cui Dongshu, secretary-general of the National Passenger Car Market Information Federation, told a reporter from China Consumer News: Price is the most sensitive topic for car consumers. Determining vehicle prices is an important way to segment market segments and consumer groups, and is also the main indicator for consumers to purchase vehicles. When the price of the vehicle has not yet been determined, whether it is appropriate to "blind order" a vehicle that costs hundreds of thousands or even hundreds of thousands of yuan needs to attract attention in the industry.
"Blind ordering" volume is not equal to actual sales
"Dongfeng Fengshen Haoji blind ordering exceeded 10,000 orders on the first day" "Chery Wujie Pro blind ordering took 376 minutes, and the order volume exceeded 10,000 units, which is equivalent to completing an order every 2.25 seconds "...Recently, there has been a lot of news in the domestic automobile market about the fruitful results of "blind ordering" by car companies.
In the eyes of many consumers, order volume is synonymous with sales performance in the automobile market, but after careful analysis, you will find that there is not much correlation between the two.
reporters noticed that car companies often launch another marketing method when launching "blind ordering": consumers can choose to refund at any time during this period. In other words, the "blind ordering" report card of does not represent the market influence of the model, so the "blind ordering" results cannot be equated with the market sales of .
An industry insider who works in the marketing department of a mainstream independent brand told a reporter from China Consumer News: "Blind ordering" has become a way for car companies to promote new cars, and its meaning is mainly to promote . When this new "rule of the game" was launched, was sold while was being refunded, which paved the way for the contrast between the sales performance of the model in the terminal market and the time of ordering after the model was finally launched.
"Since the 'blind ordering' process itself has no cost, there are a large number of false orders or even multiple orders placed by one person, which leads to an 'abnormal' order sales surge, and also creates some unexpectedly popular models. , This is an open secret in the industry. However, when the vehicle is officially launched, the terminal market performance will allow the model’s true market influence to be revealed.”
Cui Dongshu said: The domestic automobile consumer market has become increasingly mature, and car companies are looking forward to using novel models. Marketing methods attract consumers' attention. However, while car companies are seeking innovative marketing methods, they also need to take into account consumers' feelings and the future development of the brand. If a vehicle that was successful in the "blind order" phase fails to recover after being launched, the contrast between the two may have a counterproductive publicity effect.
Source: China Consumer News WeChat official account
