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Speed Depth Attitude
Guide | Language
2020/11/21
In this 2020 full of bitterness and compassion, endless fission has quietly started, but all new stories belonging to GAC Mitsubishi will also slowly begin. At this moment, its intention to follow the footsteps of the market and strive for change will eventually be guided by its customer-centric mid-term plan to refine a new brand posture and explore with Chinese consumers. Z4z
article丨Cao Jiadong
editor丨Little Dingdong
market turbulence, the intrusion of the epidemic, the Chinese auto market in 2020 has become an unspeakable pain for all the weak. It can accompany the Guangzhou Auto Show as scheduled, with a more industrial forward-looking charm, so that those auto companies looking forward to transformation and rebirth will always stay awake. The previous stagnation and ups and downs encountered by the industry fade out from the perspective. Will give birth to new memories.
At this auto show, we can see Geely, Great Wall, and BYD continue to use their respective product advantages to compete in the fields of sedans and SUVs respectively. We have a glimpse of Toyota and Honda's two-car strategy to once again penetrate into A+-class sedans and pure electric SUVs. Subdivide the vehicle segment. Similarly, from the rapid development of GAC Mitsubishi, we have also noticed that after facing the tremendous changes in the auto market and its own development status, it has also launched a battle for energy storage against the trend.
, in particular, from frequently advocating cross-border marketing to deepening brand activities such as the "Outlander Stargazing Tour", and even the M-SPACE digital service platform released at the just-opening Guangzhou Auto Show, GAC Mitsubishi is finally facing the impact of the current state of the auto market After that, he made his own voice—no thought of the past, no fear of the future.
changes, starting from breaking the marketing boundary
At present, all car companies are moving towards a higher position, in order to stabilize or even seize more markets, GAC Mitsubishi is no exception. Therefore, after a deep understanding of the development trend of China’s auto market in 2020 and in the future, whether it is to better communicate with consumers and respond to the digital transformation strategy of GAC Group’s "14th Five-Year Plan", start the business system reform, or from the product side To make changes, but it is to promote the implementation of the car life in the new era.
is like GAC Mitsubishi General Manager Yimu Masashi conveyed to the outside world, “GAC Mitsubishi always pays attention to consumer needs with new eyes, stays close to customers, and becomes a sharer of fun.” After having a clear direction,
For GAC Mitsubishi, which wants to stand alone in the market, finding the rules for breaking the circle from the marketing side has undoubtedly become an important measure to implement the established strategy.
Since the second half of 2020, following the previous Outlander stargazing tour and the "Discover Unexpected Lands" Tibet test drive activity, GAC Mitsubishi has increasingly focused on its own advantages, constantly innovating, and completely opening up the concept of "Fun without boundaries, "Explore no limits" and other new brand propositions as the leading "ice-breaking" action.
teamed up with the classic animation IP-Calabash Brothers under Meiying, GAC Mitsubishi's new animation cross-border marketing set off a wave of nostalgic trends, and then through the hot strip marketing, the first hot strip with the first hot strip in winter .
Yes, as Li Quming, Executive Deputy General Manager of GAC Mitsubishi, said, “In 2020, GAC Mitsubishi will face challenges and be determined to change. Through the implementation of the mid-term plan, it will renew its brand image and become a more dynamic and fun GAC. Mitsubishi has appeared in everyone's vision." At present, GAC Mitsubishi's desire to reshape its brand image has already been embodied through these new methods.
And when GAC Mitsubishi officially released a new brand slogan at the 2020 Beijing Auto Show-"The Fun of Driving Exploration", which conveyed to the outside world "Choose a brand, choose a car, and also choose a lifestyle" Market arguments have become more and more full and specific. Shortly after the release of the brand slogan,
coincided with the 8th birthday celebration of GAC Mitsubishi. GAC Mitsubishi took advantage of the trend and used a family banquet for millions of people to bring the brand temperature belonging to GAC Mitsubishi to more than 700,000 car owners. Successfully "dialogue" a new generation of young consumers in the Chinese auto market.
It’s the moment, whether it’s the release of M-SPACE, the overall linkage between online and offlineTo build a value matrix for co-creation and sharing with fans, to build a sustainable fan ecology in all respects, or to release the 2021 Yige Burning Love Edition, a derivative version that is customer-oriented and optimized according to customer suggestions. It is regarded as a positive aspect of GAC Mitsubishi's direct response to changes in the market and marketing environment.
is especially the 2021 Yige Ranqing version released this time. The new car is based on the feedback of Chinese consumers and is an upgraded version of the dream version based on the dream version (equipped with S-AWC super all-wheel control system). The official price of 167,800 yuan not only breaks through the mainstream four-wheel drive price range, but also demonstrates the sincerity of GAC Mitsubishi to focus on user needs.
More than that, in order to match the car culture entering the new era, at the Guangzhou Auto Show, the three top players in the car industry-the car circle "Ma Sanli" Yoyo, the car critic Wu Pei, and the craftsman Pai Xiaotong , Also on the basis of the new Jinxuan, respectively created EVO modified models that interpret the speed and passion, the cool version that integrates low-profile, wide-body and convertible, and the light off-road version that takes into account daily commuting and traveling north and south. It provided sufficient support for GAC Mitsubishi to transform from operating products to serving users.
In fact, there is always a saying in the car rim, "the young get the world." Today, as can be read from the brand-new extension concept of GAC Mitsubishi for this new car, whether it is to continue to build brand power with excellent products and more trend-adapted marketing methods, or whether it is customer-centric and strives to build "M The "SPACE" fan ecosystem is nothing but a redefined opportunity presented by GAC Mitsubishi in the face of a society of cross-border competition, a new life that broke through in the cold night.
let the times see a different "me"
Yes, with the ups and downs of the auto market, the development concept of GAC Mitsubishi has never deviated from the development logic of "not taking sales as the main goal". It is no exaggeration to say that from the beginning of its establishment, when practicing the original intention of high-quality development, GAC Mitsubishi has maintained the unique handling principles of Japanese auto companies, and many times it will make every pass of the rapid changes in the Chinese auto market become Very cautious.
Probably in the past few years, GAC Mitsubishi has used Mitsubishi Motors' professional technical advantages and SUV expertise as a bargaining chip to surpass the product's own brand-new car life values, and has repeatedly set new highs in sales. It can also rely on GAC Group's increasingly mature system To bring a pleasant driving experience to Chinese consumers, thus gaining the support and recognition of more than 700,000 car owners in China.
can be in a blink of an eye, with the change of years of spring and autumn, in the face of survival and challenges, when the product-centric automobile marketing system is seriously lagging behind, it is imperative to start the user-centric marketing direction.
So, whether it is due to the demands of the times, continue to follow the conservative development logic at hand? Or choose to embrace the unknown born of the times in a new way? GAC Mitsubishi's experience from naive to mature has also made new thinking for this brand, which focuses on the SUV segment, to adapt to the changing Chinese auto market.
"The temperature of a brand can often determine the height of a brand". And it is precisely with this new cognition that GAC Mitsubishi and many car companies that yearn for something beautiful have come here. In 2020, which is now full of bitterness and compassion, endless fission starts quietly, and brand new stories that belong to them begin to unfold slowly.
Therefore, after months of intensifying various car-themed activities, teaming up with classic animation IP to break the dimensional wall, and reshaping cross-border marketing with a "spicy and interesting carnival night", GAC Mitsubishi took the post-epidemic brand counterattack. The new rhythm of the company accelerates the influence of its products in the domestic market. The next step is to use the M-SPACE digital service platform as a new carrier. Every step it takes is still a clear imprint of its "change and change".
Judging from the initial market response, although the impact of the change in marketing methods cannot be seen immediately. But once all brands will be redefined in this era of cross-industry competition, the M-SPACE digital service platform promoted by GAC Mitsubishi can accurately reach target customers and promote customer precipitation. The many projects covered have broken down the crux of the road to reshaping the brand image from a more specific perspective.
Take the M-SPACE APP released at the Guangzhou Auto Show as an example, the life information fieldThe discovery section of the scenery and the one-stop online virtual exhibition hall that can meet the multi-level and multi-faceted needs of customers can first effectively use digital technology to closely connect the brand and users, and the ultimate goal is to increase fan viscosity. "Partner "The section and the My-Track section that will be opened in the future to create a common growth track for fans and brands with diversified fun activities will continue to unlock new possibilities.
In short, we, who have been repeatedly hit by GAC Mitsubishi’s pain points, have ample reasons to say that we are combining "a fun brand", "a group of like-minded fans", "an open and inclusive platform", and "a trendy social The characteristics of "position" and "a space exclusively for me" have been cast into the core "M-SPACE", which will become the best footnote for GAC Mitsubishi to interpret the new lifestyle in the future.
This year is the 8th year that GAC Mitsubishi has been established. After thousands of days and nights, whether Wunian’s current cross-border marketing can be regarded as a “gene-level” cultural blending, in the face of the turmoil in the auto market, GAC Mitsubishi will follow the footsteps of the market and strive for change, and will eventually adhere to the customer-centric mid-term Under the guidance of the plan, a new brand will be refined and explored with Chinese consumers. As for the arrival of "M-SPACE", it will undoubtedly gather more advantageous resources to drive the enhancement of brand power, showing a more dynamic and fun GAC Mitsubishi.
｜ Cao Jiadong｜
There is gasoline flowing in the blood,
will not break soon!
THE END
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