While building a stronger product force, how to make consumers accept it through more creative marketing methods is a problem that needs to be considered in the current difficult brand. After all, "the wine is also afraid of the deep alley", and domestic consumers generally lack trust in their own brand products.
Therefore, experiential marketing can be said to be the most effective and direct way. With the help of the Internet and the creation of the O2O closed-loop system, it is the original marketing model of SAIC for the newly launched MG GT. Recently, SAIC and Easy Car held the launching ceremony of “The Whole City Trial Love – MG GT Large Fragmentation Time Test Drive Experience Activity†in Beijing. The two companies will fully integrate online and offline resources and jointly launch a special test drive test. App "iLoveMG", innovative to adopt the O2O model, to create a new test drive for the consumer to test the fragmentation time.
It is understood that this MG GT adopts the innovative test drive mode is a high-performance fashion mid-size car designed for the fashion after the 85th, and has been officially launched on November 1st, with a price of 95,900 yuan to 149,900. Yuan, known by the industry as a highly competitive product in this segment. Different from the traditional test-and-shop test method, in addition to the online booking, consumers of the test drive can also download the app “iLoveMG†customized for MG GT through Android and iOS platform, using fragmentation. Time to book the nearest MG GT vehicle and driver, and enjoy the free test ride, test drive and other services.
Yu Jingmin, deputy general manager of SAIC Motor Vehicle Company, said that the event will officially start on November 11 and lasted for three months. It will cover 25 key cities in three batches. The first venues are Beijing, Shanghai and Chengdu. . In order to meet the test drive and test ride requirements of the majority of users, these key cities will arrange 600 MG GTs and nearly a thousand exclusive drivers to facilitate users to test drive or test ride. The driver port is also embedded in the “iLoveMG†app, which is convenient for drivers to respond to consumers' demand for cars.
Li Bin, chairman and CEO of Easy Car, said that “iLoveMG†is the first exclusive app for the car manufacturer. After the “City of Love†three-month test drive, the app will be updated and upgraded as an important link between the user and the MG GT brand. In the future, Easy Car will also create similar apps for more auto manufacturers, offering a variety of customized services.
It is reported that the cooperation between Easy Car and MG GT will also join the overall activity of the "Double 11". The industry believes that this event is a win-win for both parties, SAIC will win more favors from consumers in first-tier cities, and it will greatly help to increase the sales and popularity of MG GT, and easy cars will attract more cars. Manufacturers and distributors cooperate with them to create a complete O2O consumption closed-loop system for users, bring better service and car buying experience, and promote the sustainable and healthy development of automotive e-commerce.
On the occasion of the madness of the “Double Elevenâ€, the car e-commerce conference will not become the terminator of the 4S store, and once again become a topic of discussion in the industry. Automotive analyst Zhong Shi believes that online search and online shopping have changed the way many people buy goods and consumption habits. This trend is unstoppable and more and more intense. However, e-commerce companies and auto manufacturers are not sure how far the auto online shopping model can go. How big can the scale be? Simply cross the river by feeling the stones and take one step. American businesses have been selling cars online as early as 20 years ago. After many years, they have basically lost their revenues and stopped.
Zhong Shi believes that online shopping cars have no bottlenecks in technology. The Internet can provide a huge amount of product information. Electronic payment has matured and it is easier to deliver goods to the door. The bottleneck that blocks online shopping cars is that car purchases have their inherent consumer psychology and behavioral logic. Even Tesla, through the tangible brand display store, allows customers to inquire about various technical details, touch and test drive, nothing more than ordering and payment is not in the store and changed to the Internet, this is with the traditional car There is no essential difference in the sales model. In this sense, using Internet marketing at this stage is more practical than trying to sell online. (
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