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According to data from the China Association of Automobile Manufacturers, China’s automobile production and sales have ranked first in the world for seven consecutive years. As one of the pillar industries of the national economy, after decades of development, the domestic automobile ownership and demand have grown rapidly. At the same time, the market competition in the automotive industry has become increasingly fierce. The marketing model has also shifted from the traditional 4P and 4C (customer value, customer cost, customer convenience, customer communication) to 4R (relationship, response, association, remuneration). The connection between the enterprise and the user. 
Different from passenger car marketing, commercial vehicle companies have gradually explored an experience marketing mode with fuel saving as the main form in the marketing transformation process in recent years. Through the interaction between enterprises and users, it has increased the viscosity of users. Sex and brand loyalty. Some people think that the most advanced marketing is not the establishment of a huge marketing network, but the use of branding symbols to build the invisible marketing network to the hearts of the general public and deliver the products to consumers. The endless stream of commercial vehicle fuel-efficient races is an interpretation of this.
â– the right time with the national policy echoed <br> <br> recently, deputy director of National Development and Reform Commission Zhang Yong chaired a State Council Leading Group for energy conservation liaison meeting to further study and improve the conference "" Thirteen Five "emission reduction Integrated Work Programme (referred to as the "Program") and put forward requirements for the next step. Zhang Yong emphasized that the "Programme" is a programmatic document for national energy conservation and emission reduction during the "13th Five-Year Plan" period. All departments should attach great importance to ensuring the completion of the "13th Five-Year Plan" energy conservation and emission reduction constraint targets. As a large exhaust gas emission, commercial vehicles naturally become the focus of energy conservation and emission reduction.
In April of this year, China's eleven provinces and cities began to implement the State Five emission standards. Starting from July 1, 2017, all imported, sold, and registered light gasoline vehicles (passengers), light diesel passenger cars, and heavy-duty diesel vehicles All need to meet the national five emission standards. In the face of increasingly stringent emission regulations, major domestic commercial vehicle companies have launched various types of fuel-efficient competitions while upgrading their technologies. On the one hand, they are in line with national policies; on the other hand, they are also positive displays of fuel consumption of their own products.
In August this year, China National Heavy Duty Truck officially opened the fuel-efficient challenge tour. In response to the fuel-efficient race, Yu Youde, deputy general manager of Sinotruk Group, said in an interview with reporters that the fuel-saving challenge is to make more drivers who have not drove trucks to experience it. The actual driving operation to personally experience the products of CTC Mantech, and the performance of the products promoted by the company itself is never actually practical. At the same time, he believes that fuel saving can help companies save costs to a certain extent, and fuel consumption has become a bottleneck that many logistics companies cannot break through. The lack of fuel-efficient driving experience has virtually increased the cost of corporate operations.
■saving game is also marketing season <br> <br> world famous advertising guru David Ogilvy (DavidOgilvy) had problems understanding the brand has done this explanation: "The brand is a symbol of the complex, it is The intangible sum of brand attributes, names, packaging, prices, historical reputations, and advertising methods. The brand is also defined by consumers' impressions of their use and their own experience.†As he said, users are participating in the oil-saving competition. At the same time, due to their own driving experience, the vehicle itself will be evaluated according to expectations. This is also an objective that companies wishing to hold a fuel-saving competition hope to achieve, continuously increase brand exposure and attention, and maintain the market popularity of products through offline activities.
For the current commercial vehicle companies keen to hold a fuel-efficient race, Jin Xiaoli, G10 product marketing director of SAIC Chase, said that the oil-saving competition is a normal marketing behavior of the company, which can not only spread the brand image, but also help market development. At the same time, it allows users to better understand product features. The purpose is to increase the visibility of the product and demonstrate the company’s product strength.
Compared with the traditional marketing model, the real experience of fuel-saving competition is more likely to gain users' trust in products. On the one hand, the traditional marketing model is simply indoctrinating the user with the idea of ​​“my bestâ€. Even if there is a simple test drive during the car purchase, the detailed experience is not enough, and the user lacks the overall understanding of the product; on the other hand, the festival Oil race is the user's in-depth experience of the product, but also the upgrading of corporate marketing methods, from the traditional corporate self-proclaimed a variety of performance, and gradually evolved into a user experience evaluation.
Just as a dealer involved in organizing a fuel-saving competition said: “In the past, when we advertised, based on the fuel consumption data provided by the manufacturers, but users often have doubts about this. Although many users said that the actual fuel consumption is higher, but The user is talking about the actual fuel consumption on the specific operation line, and it is not very accurate.The fuel saving competition is based on the user's own fuel consumption competition under the same road conditions, which is more reliable for users, and is also beneficial to our publicity. ."
â– gimmick is also realistic to think <br> <br> above Dealers believe that the domestic commercial vehicle marketing has a certain gap with foreign countries, activities and more activities for line activities organized by domestic commercial enterprises, marketing and marketing, Shantou is too obvious. In contrast, the activities organized by foreign commercial car companies are relatively pragmatic, and the scale is not necessarily large, but it is very warm. Brand loyalty can also be greatly enhanced through activities. In addition, the user's subsequent word of mouth can also enhance the brand image.
"Create value for the user, and thus bring benefits." - This principle is never changed. Behind the lively fuel-saving game, it will create a certain value for the user. Take this year's Dongfeng light truck fuel-saving challenge as an example, it is expected that a total of 128 games will be held, and each city will hold two games. The competition involves 64 cities in China. As of February 2016, there were 293 prefecture-level cities in the country, and activities covered 22% of the prefecture-level cities. If you counted the radiation effects of active cities, the coverage may be wider, and this is only the scope of a domestic oil-saving competition. . As more events emerge, the more attention groups they have, the more subtle they will be in raising users' concerns about fuel economy.
From the perspective of national energy-saving and emission-reduction, commercial vehicle fuel-saving competitions are not merely a gimmick for corporate publicity products, and they also highlight their own unique social values. At the same time, it evokes people's thinking about how to save fuel; thinking about changing driving habits; and how to realize the sustainable development of commercial vehicle industry in terms of social, economic, and ecological benefits. In part of the oil-saving competition, the organizers will also initiate similar initiatives for the “Civil Driver’s Civilized Driving Convention†at the same time, and call on the participants to drive in a civilized manner. This will promote the civilization of the commercial vehicle industry while demonstrating the new spirit of the driver.
It is interesting to see that in the domestic commercial vehicle fuel economy competition, the models used are basically those of the organizer's own brand. Even if players are allowed to use other brand models in the preliminary round, in the finals, all is the brand. From the point of view of fuel economy in the entire industry, the single-brand fuel-saving competition will eventually become a driver's technology competition; from the perspective of brand promotion, a single brand may be the best choice. Apart from these two aspects, the oil-saving competition still has an important role to play in the development of China's commercial vehicle industry.
The
Fuel-Saving Commercial Vehicle Marketing Essentials Course