[ Aika Auto Aika Unicorn SHOW Original]
With the improvement of quality of life, cars have gradually become a symbol of identity in addition to meeting people's daily travel needs. Of course, in real society, there is also a chain of discrimination for cars: imported car owners mocking the joint venture owners, joint venture owners mocking the domestic car owners, and domestic car owners mocking the electric car owners; high-end cars look down on beggar versions, the U.S. and the Germans look down on Japanese and Korean cars, etc.; various contempt chains exist parallel or interlaced, and even whether the car logo looks good or not, it directly affects consumers' comparative psychology and desire to buy.
Whether it is a luxury brand or a joint venture brand, it will be produced in the form of a joint venture with Chinese auto companies when entering the Chinese market, so the name of the Chinese company will be included on the tail label, such as: FAW Audi , Beijing Mercedes-Benz , FAW BMW, etc. However, Chinese consumers believe that the names of Chinese auto companies appear on the tail label, and even if the Chinese character appears, they will appear very low-end. Therefore, when buying luxury brand joint venture models or even ordinary brand joint venture cars, the tail label will always be cut off. In this issue of "Love Card Unicorn SHOW", let's talk about the story behind the car's labeling.
silis was cut by
silis. It is no stranger to pick the tail label of the car. This time, the "owner" of the new energy vehicle brand Silis has become the high-end brand of Silis, a new energy vehicle brand under Xiaokang Co., Ltd. The highly sought-after model is the first model of the AITO brand launched by Huawei and Silis - Wenjie M5.
ika The editor searched for "Huawei Car Logo" on e-commerce platforms such as Taobao, Dong, and Duo, and found many stores. The car logo styles include "China Huawei", "HUAWEI", "HarmonyOS", Huawei Petals, etc. The page also displays the promotional slogan "created from the official font one-to-one model", price ranges from 15-150 yuan, among which the stores with higher sales have sold more than 300 yuan per month.
After many car owners ask questions, they will cut off the Seris logo at the rear of the car and replace it with Huawei logo. Some netizens said, "This is the so-called sense of ritual", and some netizens said, "The M5 in the world has given birth to a special industry." At the same time, in the purchase review, "instantly injected soul" and other are particularly conspicuous. In addition, there are also prospective car owners who have not picked up the car yet, but have already bought the Huawei logo and are ready to change the logo after picking up the car.
Regarding the Seris bid replacement incident, Zhang Zhengping, chairman of Xiaokang Co., Ltd., said: "The market has the final say whether the product is good or not. If the product is not good, no matter who the bid is posted, no matter who it is posted, no matter who it is, the attention of the world M5 is so high. It is an encouragement and affirmation for the cooperation between Xiaokang and Huawei."
It can be imagined that without Huawei's technology and brand promotion efforts, there would be no today of 50 M5. At the press conference, Jinconselis was mentioned only a few times; and the "Huawei" logo in the new product display area, on the car interior, and on the charging piles is clearly visible; more importantly, as the first model equipped with the Harmony OS system, plus Yu Chengdong has been the platform for the Instrument M5 many times, and the Instrument M5 can basically be seen in Huawei's offline flagship stores. In the thinking of users, Instrument M5 is a veritable Huawei car.
The former well-off society was synonymous with "van". Now it has become a phoenix. The successful transformation of well-off society is inseparable from Huawei's blessing, and its weaknesses are naturally grasped. Therefore, even if the logo of Selis is removed, the owner prefers Huawei logo and can only bear it silently.
is just to look purer
In fact, slit labels are not new in the Chinese automobile consumer market.
Due to special reasons for the development of my country's automobile industry, joint venture cars occupy most of the share of my country's automobile market. Especially for joint venture models of luxury brands, with more Chinese joint venture brands at the tail label, luxury seems to be no longer so pure. Based on the principle of seeking face, stingy!
So, many car owners began to attack the tail mark, including BMW Brilliance, Beijing Benz, Chery Jaguar Land Rover, Dongfeng Infiniti , Volvo Asia Pacific, etc. without exception.At the same time, 4S stores also grasp the user's psychology. When users pick up their cars, many 4S stores also provide label-cutting services. This is the consistent operation after the luxury brand joint venture models were picked up in the early years.
At the same time, domestic brands also have a slash car. With its super high similarity to the Porsche model, the Zotye SR9, which soared sales, made Zotye make a lot of money back then, and the brand awareness has also increased, and it has also become the name "Porsche". The Zotye SR9 has a very special mark. Anyone with the appearance that proves its true identity will be removed. Then, with the advantage of being highly similar to the Porsche model, they will all be replaced with Porsche logos. It is said that Zotye's 4S store also provided professional label change services at that time, and opened a Porsche from Zotye 4S store. Not to mention, with this, the hearts of many young men and girls were really confused back then.
Time has come to 2020, and the domestic Tesla has begun to be delivered, and the rear mark of the domestic Model 3 car has also become the three words "Tesla". Referring to the high price of imported Tesla, the itchy car owners can't hold back. Spending more than 200,000 yuan and holding more than 500,000 yuan of leeks seems to be no different from Tesla on the west coast of .
Tag-reducing is just to look purer
New cut-up method
With the revolution of Tesla, new car-making forces such as NIO , Xiaopeng , etc. have set off a new trend of mark-up after entering the market.
Because NIO and Xiaopeng, which initially adopted the OEM model, must add the name of the manufacturer's tail label, such as "JAC NIO" and " Haima Automobile ", which has become a new form of expression for my country's automobile industry to enter a new stage of development.
The combination of domestic traditional car companies and new car-making forces, the party responsible for the production has never had any sense of existence, and car owners even feel that the production companies are not worthy of appearing on such high-end new forces products. However, Chinese consumers still have a recognition of the current development of smart electrification. They cut off " Jianghuai " and " Haima " to maintain the initial purity of the new car-making forces, and it seems that they can obtain a personal expression of technological avant-garde.
is different from the past. The owners who deduct "BMW", " Beijing Benz ", and "Tesla" are deducted to highlight their grades more like imported cars. cuts off "JAC", "Haima", and "Selis", and even replaces Huawei's logo. They seem to be more concerned about finding an identity with .
Even if according to Article 16 of the " Road Traffic Safety Law of the People's Republic of China ", no unit or individual may change the registration structure, structure or characteristics of a motor vehicle without authorization. However, the behavior of snipping the label cannot be completely avoided, and has been upgraded to a label replacement operation.
Behind the label cutting to changing the label
The unique label closing story of my country's automobile consumer market can be summarized as from "seeking face" to seeking "self-identity". Although the behavior of label cutting has not changed, we have indeed seen changes in the new energy vehicle track, behind which is new opportunities for Chinese brands, and it also reflects the upward momentum of Chinese brands.
The automobile industry is a landmark industry that reflects a country's comprehensive competitiveness, and automobile products are an important business card for shaping the overall brand image of the country's manufacturing industry. As one of the pillar industries of the national economy, the automobile industry has played an important role in the development of the world's major economic powers.
In recent years, Chinese automakers have accelerated their overseas trip. SAIC Group has been using independent brands such as Roewe and MG that have a connection with Europe to compete in the European market very early on. BYD Tang EV has also been sold to Europe, and Geely has entered the European market with Volvo and Daimler . The overseas launch of the Great Wall Tank brand was held in Saudi capital Riyadh , and it also witnessed the milestone of the 1 millionth overseas sales of Great Wall Motors . Ora Good Cat and Great Wall pickup trucks are priced at tens of thousands of yuan in the overseas market than the domestic market. It is worth noting that the export growth of new energy vehicles is far ahead, giving China the opportunity to overtake on the curve.
In addition to production and manufacturing capabilities and export capabilities, it has new brand genes and a new force brand leading the smart electric vehicle market, it has also cultivated higher user viscosity in a unique way. For example, NIO's user operation capabilities, Huawei's absolute influence in the digital 3C field, etc., almost all replicate this influence to the Chinese automobile market. For those brands that have been snatched, whether it is the previous " FAW " or the current "Selis", you should continue to work hard, even if you make the glue behind it stick.
Full text summary: As Cui Dongshu, Secretary-General of the China Passenger Car Association, said, in recent months, the performance of mainstream Chinese brand new energy vehicles has strengthened. Among the sales volumes of the top 9 new energy passenger car companies, except for Tesla, the rest are Chinese brands. Judging from the small matter of "changing the label", my country's automobile consumer market has gradually sublimated from "seeking self-worth identification".
Judging from the current sales, market stock and consumer preferences, Chinese new energy vehicle brands can be said to be full of flowers. Independent car brands are constantly rising, and they are quickly launching products with high technology, high appearance and high safety to meet different groups and needs, continuously enhancing the strength of China's new energy vehicle industry to achieve "overtaking on the curve". It can be foreseeable that the future will be an era of creating a miracle of Chinese brand of new energy vehicles.
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