[ Car home information ] At the beginning of the month , Current China Joy（ hereinafter referred to as CJ） The curtain came to an end . As a half buried “ The second dimension ”, I wandered around when I was in college China Joy, In those years CJ It's just a grand event of quadratic and game house , But these two years , Car companies also began to pile up CJ The traditional , Trumpchi this year Shadow leopard ( Parameters | inquiry )、 BYD dolphins and Ola good cats GT All choose to be listed or pre-sale at this event .
■ Which car company has the most flavor ？
stay CJ The car on the show , At least you have to have that smell , Otherwise, it's easy to work hard and thankless , For example, hannanda appeared in CJ The scene is very delicate , May be used as a work car （ I didn't mean hanlanda was bad ）. The painting style of trumpchi shadow leopard is the same as China joy Very fit , The car says from beginning to end “ I just want to sell it to young people ”, think about it , Just 983 （ Pay tribute to Su Bingtian's numbers ）, Up to 128000 , You can get a low lying 、 handsome 、 Kick the accelerator, the exhaust pipe, the screaming leopard ; Switch Sport+, There are five circles on the central control screen , Water temperature, turbine pressure and so on , great , This is no more fragrant than that Civic ？
Shadow leopard in CJ The playing method is similar to that at the auto show , It's just that the model has been replaced coser, Plus the popular blind box 、DIY、 Play and experience the game , When I saw the glory of the king standing in front of the shadow leopard with the characters of the League of Heroes , I can't help sighing ,MOBA Peace depends on cars .
Euler is a good cat GT Also choose in CJ Upper pre-sale ,“ cat ” This unique name makes it easy for Euler to CJ Let's play on the Internet , You see , They brought my favorite net red fox ten years ago ―― Ali , And now my new favorite ACTOY Here comes the bell cat , Cat's ear 、 Cat claws, which poke the old second dimension, are also arranged in a unified way , I just whimped off .
Of course, as a brand focusing on women , In front of Euler's booth JK（ A clothing style ）、Lolita（ It's also a clothing style ）、 Hanfu （ It's also a clothing style ）、 Kimonos and other feminine elements are much more than the booths of other car companies , Sweet booth style can also more accurately convey the brand spirit to female customers ; meanwhile , Good cat GT Sports style with Korean hot girls 、 Sports wind and rapper The performance also shows the diversified side of women's beauty , Very pleasing .
These two years , You have to see the Great Wall to see the whole work of car enterprises . We know that the Great Wall has almost 7 A brand , And developed fancy marketing skills ,CJ An Euler is also here , Some or some . So Harvard and WEY Also followed , On the CJ stage . Haver sent two fierce generals, red rabbit and big dog , The name of haver's red rabbit coincides with the hero of the king's glory, Lv Bu , Marketing pull full ; Big dogs choose exaggerated car stickers 、 Big dogs attract young people , meanwhile , Haver also designed a two-dimensional image for the red rabbit and the big dog .
WEY The brand unveiled two models of mocha and Macchiato , And deeply interact with the glory of the king , The anchor and professional players were invited to play on the spot , meanwhile WEY Brand second dimension AI The Autobot virtual image will also make its debut , But also for the virtual image to find coser, Of course “ Auto Show ” The essential intelligent entertainment experience area is also arranged .
BYD for CJ But it's been a long time , Made a set directly “ Swordsman ” Archaic style IP, Each car has a corresponding quadratic image , Released a 《 The sword goes all over the world 》 comic . By the way, by the way ,C This sister is not BYD's car , Your cars are all men . Plus China Chinese electric sound , And BYD's model naming , BYD in this CJ It's a foregone conclusion to follow the Chinese style , There are also a lot of Hanfu at the scene 、 calligraphy 、 Folk music 、 Chinese style elements such as pavilions, pavilions and pavilions , Just in recent years, elements such as Hanfu have been very hot , BYD chooses this marketing method that fits its own models , It must make a good impression on the young people at the scene .
BYD dolphins are also there CJ First appearance on , In order to better integrate into the environment , Dolphins also have ocean themed stickers with Chinese elements . As different from the design concept of Dynasty Series , Products with slightly lower positioning , Lively interior and exterior decoration design and 11-13 A pre-sale price of ten thousand yuan , Make it more suitable for fledgling young people .
No one expected that the honest public would be in CJ Face up ,ID.4X It has created two joint models of Pikachu and Huamulan of King glory . I Believe CJ There are countless baokemeng level 10 scholars hidden in the , As the first brother of baokemeng, Pikachu takes all men and women and refuses to refuse to come , Even if the treasure of your dream is Ibrahimovic , But no one will refuse to send Picchu to the door ？ meanwhile ID.4X As an electric vehicle , It is also consistent with Pikachu's skill characteristics . And compare it to the Great Wall 、 Self built by BYD and others IP, Volkswagen and global fire IP Linkage approach , In terms of popularity and visual effect , meanwhile , This is also the first time that baokemeng has participated in CJ.
Actually ID.4X It was linked with Pikachu when it was listed , But in the eyes of the cold car media teacher , Pikachu is really not the focus of our report , Also hope that ID.4X Can make good use of the big IP, stay CJ Middle stroke circle , Raise your profile , After all, compared with other models of Volkswagen brand ,ID.4 The series still has some decline .
Wuling Hongguang who is good at making circles MINIEV Naturally, this opportunity will not be missed , Launched Hongguang MINIEV 2021CJ Special edition , Use exaggerated comic style to attract everyone to punch in ; And hit it “ Wuling does not change , Better push down the sea ” Bold words , Show more possibilities in this car , Further expand its popularity .
Car enterprises come CJ It's not new , As early as 2017 year , Jiangling wins S330 As that year CJ The official car to participate in the event , And Euler mentioned above is not the first year to go CJ 了 ,2019 year , Euler, as in the past CJ The only official automobile cooperative brand , Released its first animation image IP“ Euler sauce ”, At the same time, it also appeared in Euler R1（ Black cat now ） Youth version .
Weilai as an average price 40 Wan's luxury brand ,2019 Years have come CJ The traditional , Released a cooperative version with thunder snake ES6―― Night Explorer , The price is 46.78 Ten thousand yuan , Limited sales 88 platform . But based on my communication with some Weilai car owners , Most of these people are business and introverted , It's hard to believe that they will buy the joint payment of E-sports peripherals ES6. but CJ It's not an auto show , No brand wants to sell cars here , This also extends to the problem we want to discuss next , Why do car companies get together China Joy？
■ Why do car companies get together China Joy？
Two years ago , Car companies still like us “90 after ”, But with the first batch 90 After entering 30 year , Now the top of the car enterprise's heart has become “Z generation ”, I have to sigh , No one is ever young , But someone is always young .
In recent years , Young people run farther and farther with the development of the Internet , In the TV station “Das Auto” The sound is still ringing in my ears , But young people haven't watched TV for years ; The concept car in the movie is so cool , But it passed in a flash, leaving no trace ; The auto show is still popular , But young people are always lack of interest . Therefore, develop innovative marketing methods , Follow the footsteps of young people , Go to the place where the young people live and make a name for themselves , It is a must for every consumer brand .
So where are the young people ？ stay China Joy, stay B standing , In the tiktok and the little red book , In countless places you and I can't imagine . Car companies want young people to buy their cars , You have to let young people know about this car , But not every young man brushes the car home every day , therefore , We saw car companies get together CJ, Register one after another B Station account , Tiktok live. , Still studying in little red book “ Jue Jue Zi ”、“ sis ” Such slang .
So where are these car companies CJ A wave of marketing. What's the result ？ We have a glimpse of the leopard , I asked three people to go CJ The scene , Female friends who don't know anything about cars , They are generally impressed by BYD and the public , BYD is really hot in the past two years because of Chinese elements and Hanfu ; The public , Nature is the credit of top stream Pikachu . therefore “ Precision stamp high spot ” and “ unique ” It is a problem that car enterprises need to pay attention to in marketing , Not Euler JK and Lolita Disgraceful , Nor is it the glory of the king of Havel COS no way , but CJ One stone can hit ten JK Eight Princess Yao ,COS No matter how good you are, you can only disappear from the crowd .
Of course ,CJ There is also a unique advantage , It is an offline activity , Compared with B standing 、 Trill etc. “ Cloud car watching ” Behavior ,CJ Young people can actually touch new cars , Iron and steel 、 Cortex 、 The atmosphere created by buttons and other details is naturally not comparable across the screen .
『 BMW 8th generation iDrive』
Predictably enough , In the future, the marketing of automobile enterprises will become more and more important , We will be more and more “ There shouldn't have been a car ” Where you see automotive products , For example, focusing on consumer electronics CES, Now almost every car company comes to join the fun every year , Cadillac Celestiq Prototype vehicle 、 Chevrolet pure electric pickup 、 BMW 8th generation iDrive The system is CES On the show .
『 audi AI:TRAIL And 《 Spirit cage 》』
There is no shortage of car companies on the rapidly expanding and all inclusive Bili , As early as 2020 year ,B Station animation 《 Spirit cage 》 They had a deep linkage with Audi , Audi concept car AI:TRAIL Became the mount of the ground team , It's also a wave for Audi's autopilot “ No trace ” Implantation of . Simultaneous basis B Officially released by the station 《 Bli bli automotive industry marketing insight 》 The report ,2020 year , Automobile brand settled B The number of stations increased fivefold year-on-year . To 2021 year 4 month ,“ Automobile area ” Become independent B Primary division of station home page , And B The old line of the station “ Fanju District ” and “ Ghost livestock area ”, And new “ Living quarters ”、“ Fashion District ” Competition on the same stage , At the same time, the automobile area is also one of the fastest growing districts in recent two years .
And focus on beauty 、 Wear a little red book on the platform , Because of its extensive female user base , It has also attracted many automobile enterprises to settle in , Wuling 、 Baojun and other brands are familiar with the playing methods of xiaohongshu , Draw prizes and beautiful covers to attract praise collection . content , Get rid of those ridiculous “18 Xi Ti Rolls Royce ” Outside , You can see a lot of cars in the little red book “ Light modification ” programme , And some less professional , But a real car experience , The official number of the car enterprise will also take the initiative “ Flop ” These content , Form a positive interaction .
■ Edit comment on
In this stage when the marketing of automobile enterprises is all over the whole network , As a car media person , I really hope car companies can be more wild , Don't put the CJ Think of it as a “ Two dimensional animation game Auto Show ”, Change the set of Beijing Shanghai auto show into a two-dimensional leather and move it up , We learn from other people's Ubisoft self black wear mold table and potato power supply . And don't take it B The station acts as a video distribution platform , But learn from the big banks to do house dancing with little sisters , Integrate into the culture of the community . In a word , Reserve can't break the circle , Throw the shelf aside and wave , Let young people see someone who can play 、 Car companies that really want to integrate into young people and minority culture , That's the way to success . So for car companies to get together CJ, What do you think ？ Welcome to make complaints about the comment area .（ writing / Car home Xing Yueyang ）
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