Volkswagen brand will no longer focus too much on the vehicle itself, but on the people who use our products
"219 is a very successful year in audi ag, laying an important foundation for comprehensive reform." On March 17th, Dr. Diss, Chairman of audi ag Management Board, summed up the past year in the financial report conference of FY 219.
Volkswagen Group has become a revolutionary Depth Charge in the automobile industry since Diss took office. Volkswagen's transformation determination and actions in the fields of electrification and digitalization are impressive. His quotation at the internal meeting two months ago that "the era of traditional automobile main engine factory is over" has explained everything.
It should be noted that the word "comprehensive change" is the word, and some of the changes of the public are hidden under the water, which has not attracted much attention.
at the end of October last year, Volkswagen introduced the brand-new logo to the China market at a press conference, displayed four new models with the new logo, and released the first pure electric ID model that will be mass-produced for China, highlighting its brand-new goal of "building a zero-emission trip suitable for everyone". JochenSengpiehl, chief marketing officer of Volkswagen passenger car brand, made it clear that "Volkswagen brand will no longer focus too much on the vehicle itself, but on the people who use our products."
As a legendary automobile brand that has lasted for a hundred years, and as an influential manufacturer that is well-known by the "Volkswagen" in China and even in the world, what does this signal show at such an important conference?
Cars have entered the era of stock, and consumption has entered the era of "I have the final say"
Cars have gone from being a rarity of a few wealthy or privileged classes to driving into the homes of ordinary people; The automobile industry has also changed from "rushing to buy" when it is difficult to buy a car to "cautiously buying" when the supply and demand are balanced. Now it has entered the era of stock, with a large number of automobile products to choose from, and automobile brand manufacturers are trying their best to "beg to buy". In 217, the automobile market in China has been in a growth period, with a cumulative growth rate of more than 5 times and an average annual growth rate of more than 2%. However, in 218, there was the first negative growth. According to industry experts' prediction, it will be the best year in the next five years.
although Volkswagen performed well in China market, it grew against the trend last year.
However, China market is one of the most important regional markets for Volkswagen, and the situation in China has to be considered in an all-round way.
Therefore, facing the stock market and the decreasing population base, China automobile market has entered a new era of "I decide" consumption, and it is the general trend for Volkswagen to focus on "users".
Internet users alternate generations, and the communication is complicated.
Let's take a look at what these "users of products" usually pay attention to. Where is the attention?
after p>85 and 1995, it also became the main body of mobile netizens, breaking 3 million and 2 million respectively. Whether it is WeChat, Weibo or Tik Tok, these apps are all developed based on the mobile Internet, and mobile phones are the main terminals.
Their catalytic habit or role positioning on the mobile network: gamers, music lovers and photographers are all on the rise in turn, and the trend of secondary houses is very fast, which is expected to change from subculture to mainstream culture.
As the saying goes, "there is a generation gap every three years", because online life is a mapping of reality. In the intergenerational alternation of netizens from the post-8s to the post-9s, communication needs to be differentiated, corresponding and adjusted in time according to the new situation that appears at any time, thus posing a huge challenge.
In addition, China has a vast territory, and regional differences will also be reflected on the Internet, forming small circles in different regions, such as first-and second-tier cities and outside the Fifth Ring Road; Different occupations will also form a relatively closed circle, such as doctor circle, advertising circle and fashion circle, which will make brand communication more complicated.
In the new consumption era, people who buy "symbols" instead of quality
are the main consumers of the post-9s and post-9s generation. Unlike in the past, most of them have a good life. They have never experienced the famine of their grandparents' generation or the changes of their parents' generation, and they are not afraid of not having enough to eat or not buying basic necessities. Instead, they have entered an era in which consumption shows their individuality.
like many other products, with the development of technology and the proficiency of car-making technology, the technical barriers have been broken down, and the homogenization is serious. For example, car consumers in the range of 1, to 2, can choose a lot, and the configurations are similar. Consumers will not worry about quality problems when buying a car-of course, individual quality problems will still exist. They will not take the car products as the key consideration, but will turn to whether the car is in line with my identity? What will people think if they drive out? And so on these additional values as the basis for purchasing decisions.
Just as we buy LV for a noble experience, buying Canada Goose shows ourselves, and buying Apple products is simple and modern ... Cars have been given more brand "symbolic" meanings from the means of transportation, such as the luxury of Rolls-Royce, the personality of Cadillac, the driving experience of BMW, the safety of Volvo, the economic applicability of Toyota and so on.
Volkswagen unveiled its brand-new logo in China, adopting a flat design style and flexible use of the new "rhythmic wireframe" to show the rhythmic vitality of the brand. The brand-new visual language will pay more attention to people-oriented, focus on users' emotions and needs, and meet the needs of young consumer groups.
Jochen, chief marketing officer of Volkswagen passenger car brand? Sengpiehl said: "Through the new public, we have given our brand a new look and a new personality. Now, our brand has a new look and new logo, which is clearer, simpler and more accurate, and is suitable for presentation on digital devices of various sizes. "
The symbol is more concise and flat, which is not only suitable for car bodies, but also suitable for mobile terminals, similar to Apple's minimalist style. It can be seen that the public has a clear layout in digital and young audiences.
in the future, how will automobile manufacturers cope with the changing new trends?
the answer may be to find a breakthrough from psychology.
From the behavioral economics, I learned that people are irrational, and continued to attract attention
In p>22, Daniel Kahneman won the Nobel Prize in Economics as a psychologist. Kahneman's outstanding contribution lies in "effectively combining psychological achievements with economic research, thus explaining how human beings make judgments under uncertain conditions". The Nobel Prize in Economics was awarded to a psychologist, which shows the great contribution of psychology to the economy.
In a well-described 9-year-old Iraqi girl named Eva with photos, and a large number of people who lost their homes in the earthquake, people donated more to this little girl than a large number of victims; People will even spend a huge amount of taxpayers' money to rescue a puppy left on a boat, but they are not interested in improving the basic medical facilities that save human lives. After activating the subconscious mind of "money", the act of offering love to irrelevant things will also be significantly reduced ... Many times, we are irrational, and our sensibility is automatically activated. Therefore, attracting the attention of the audience cannot rely entirely on the rational person view of traditional economics.
Marketing is closely related to psychology. In fact, the process of marketing is a process of creating consumer demand by using consumer psychology. In fact, people only rely on water, air and vegetables, which are very cheap, but with the appearance of new products, businesses have created many new demands.
For example, after the appearance of toothpaste, people have a new demand for oral cleaning, which is combined with personal charm to create panic; In order to sell more cigarettes, cigarettes are combined with women's rights, so that women have the right to smoke in public places, which greatly increases the sales of cigarettes. The car gradually rose from the basic demand of transportation to the class and taste representing different people, which is the success of brand positioning and communication by various manufacturers, and finally made consumers feel that it is not "what kind of car you buy" but "what kind of car you buy".
People are complex and can't be divided by one dimension.
The target audience of marketing is usually divided by age, gender and region to correspond to different communication strategies and contents. But this is far from enough, especially in the era of stratified and fragmented media. Such a rough division problem not only can't impress people, but even has no chance to impress the target audience-the circle where the audience is located is wrong.
In psychology, the common and authoritative way to divide personality is the Big Five Personality. A person's scores in five dimensions: agreeableness, conscientiousness, extraversion, aggressiveness and emotionality are measured by scales, and the characteristics of this person are judged by the scores.
For example, people with high extraversion are sociable and like to live in groups; People with low extraversion are timid and introverted, and talk little; People with high agreeableness are tolerant, approachable, enthusiastic and trusting; People with low agreeableness are cold and heartless; Highly enterprising people have curiosity, creativity and artistic sensitivity; At the other extreme, we are conservative and traditional ... Through these judgments, we can know what kind of personality characteristics this person is and what kind of communication strategies or activities it corresponds to.
As for brand communication, this process is backward. We can judge what kind of person the other person is through the path presented by netizens on the Internet, and then recommend corresponding activities. For example, from the data of frequent visits to karaoke bars, golf courses, cocktail parties and other places, it can be inferred that he is a highly extroverted person, so activities such as car owners' parties can be invited to participate more. In this regard, if you have just booked a plane ticket, the rental company of hotels and pick-up and drop-off services will send you information, you can understand what this process is like-of course, this is a primary big data algorithm recommendation, and it has not yet reached the heart.
Big data is an important way to understand consumption, but its use in China is still in the exploratory stage. Big data is usually labeled in general terms, such as gender, age, education, and even whether it is married or not, so unmarried people often receive the push from children's education institutions; Customer churn, but I don't know the reason, let alone give an early warning ... And if big data is combined with psychological personality analysis, personality factors will be fixed by browsing paths and searching keywords, and transformed into quantifiable and qualitative analysis results, as well as communication path suggestions, there will be broad development prospects in the future.
McLuhan, a predecessor of communication studies, said that "media is information". Why do people who play Tik Tok usually entertain, those who brush Zhihu are Kochi, and those who enter bilibili are the second element ... This is related to the characteristics of media and product attributes.
At present, the common tools for brand communication are "Two Wechat (Weibo Wechat) and One Shake", and you can establish your own private domain traffic pool in these channels. The following psychological principles can be used in these specific media channels.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.