1 thought on “"Please answer 2016": Wei Paike Cock Calling Records”
Olivia
Text | Wild Xiaochen In 2012, Martin Link, a well -known brand marketing master in the world, performed a "brand hunger strike" experiment to perform a one -year "detoxification" of the brand as an ordinary consumer. ——Sthe new branded products. However, after 6 months, he failed.
At the airport of Cyprus, the airline lost Martin's check -in luggage. He had to walk into a nearby souvenir shop and picked a T -shirt printed with I ?? Cyprus. From At this moment, Martin's detoxification experiment failed.
"As long as you posted a brand logo, even if you are rolled on the road, I am willing to buy it. All of this originated from the lost suitcase and a cheap emergency T -shirt. "
The fantasy dreams woven by the brand always make us feel that if I do n’t buy a new product, I seem to have a lack of something, stupid or unable to keep up with the times. Looking at the problem from the perspective of the manufacturer, you will understand the power of the new brand. In the era of information transparency, the recipe of cola is not considered a business secret, but no one can replace Cocacola. There are so many in the world. An amusement park, but there is only one Disney.
News are not renminbi, and everyone can love. You want to be irreplaceable, you can only start from another concept: circle layer. The automotive industry is a relatively core apparent indicator as a downstream consumption field. For a single vehicle manufacturer, its sales depends more on the product cycle of the new car, but this is a long and continuous game process. Each new car is offline. Individual value takes at least one year. If the front is pulled on the daily chemical curve, only the A/H market (for the time being regardless of the US stock market) performance can most intuitively reflect the most keen and time -consuming financial market's attitude towards new creatures.
Hinging the net profit of A shares and Hong Kong stocks in the passenger car industry continued to grow, the net profit and growth rate still have a large gap in 2015 and 2016. The gross profit margin of luxury cars is relatively high. Therefore, in the car sales and service segmented industries, the gross profit margin of Hong Kong stocks is higher than that of A shares. In the past five years, the gross profit margin of A shares has decreased from 8%to 5%. 8%to 10%.
This Chinese people are good at doing things. They have their own factions in strategic layout and product development. They have a unique Chinese speed, but reflect a reason from the A/H market. In addition to the product itself, the top -level design is even more Another dimension to think about is the brand.
The brand has become an important weight to measure the value of automobile enterprises. If we are still in the world of production and sales and the size of the automotive industry, we may fall into market prosperity Cover the illusion of weakness. Similarly, if we emphasize the dependence and dependence on technology, we may also ignore another more important dimension -brand. Ifinable profits can be generated, even with independent brands, the significance of increased sales can only be consumed more resources and damage more environments. Competitive strategy, not to mention, under the impact of the localization strategy of joint venture brands, the strategy of independent brands relying on price advantages to fight the world has basically come to an end.
The independent brand of Chinese cars has not yet formed a real brand connotation. At best, it is just some brand logo, and the impression of these signs is still in cheap, rough, cottage, unstable, unstable In terms of cognition, in the moment when independent brand companies already have strong quality capabilities, this is a blood road that forced people to Liangshan, which must be on.
In 2016 when the industry was selling, Snow Tielong, the Peugeot was backward, and took the lead in being cut off by the independent brand. This is the order of independent brands to eliminate joint ventures. It will be more obvious in the future. The French Department, Korean, Japanese, American, German, will be challenged by independent brands.
The rise of the joint venture is faster than expected. Once a momentum is formed, it is difficult to stop. The technical difficulties that have been blocked in front of the independent brand before, and the brand's obstacles have been gradually conquered. In 2016, the two major domestic autonomous automobile companies decided to enter the field of high -end brands at the same time. Compared with the traditional senior state -owned enterprises with thousands of roots in Neili, the Great Wall and Geely were lightly dressed. As soon as the guy shot, the agenda was put on the agenda. There was a BYD, but the science and engineering madman created the technology and did not join the main game of the fight.
On October 20, 2016, the Link brand was officially released in Berlin, Germany. From beginning to end, social madness Li Shufu did not appear on the stage, but just sat quietly in the audience and watched the entire event. Essence
On November 16, 2016, on the eve of the Guangzhou Auto Show, Wei Jianjun, who was not good at stood in front of the spotlight, gambled some cherishes that should not be bet, and became the only speaker of the WEY brand.
The burden of promoting the overall level of industry's overall level, of course, cannot only be pressed on several entrepreneurs. However, we must also admit that without two pioneers who have passed this unknown river that did not know the depths and doubts about life and death, Chinese companies can never cross the value gap in front of the front. The time to 2020. The sales results of Great Wall Motors in November are really good. The total sales volume is 14,5240 units, an increase of 26%year -on -year. In the background of the decline in the large market, it is still a strong trump card. But if you take a large mirror to see this report, you will find that Wei Jianjun's proud WEY brand is really a little bit. The total sales volume is 9122 units, less than 10,000 vehicles, and it has become the only brand in the Great Wall department.
The Link brand that is often compared with it in November sales of 22,798 units, an increase of about 61.33%year -on -year, an increase of about 4.25%month -on -month. The (temporary) crushing victory was achieved. Net in the world that will make us clearly see examples of celebrity marketing than perfume areas. There are many celebrity brand perfumes on the shelves, Harry Berry, Maria Kelly, Elizabeth Taylor, Sania Twin, Little Sweet Britney, Fris Hill, Gwwin Stephanie , Sarah Jessica Parker and Beyonce.
Che perfumers and advertisers awareness decades ago, celebrities can inspire consumers to form a intimate connection with the brand. The most successful celebrity perfume in history, Elizabeth Taylor's "WhiteDiamonds" so far, sales have exceeded $ 1 billion. Of course, this is not absolute. For example, Donald Trump men's skin care products were placed on T.J.MAXX (US discount retailers) clearance shelves after a few years. $ 8.
. Although there are well -known brands such as Ford and Benz, such as Ford, Mercedes -Benz and other well -known brands, there are few cases in the automotive field in China. The main reason is that the Chinese are implicitly restrained and conservative and proper. In the words of Dong Mingzhu, this is a promise to consumers. If you have any questions, you can find me.
So how many people can afford the heavy responsibilities behind this phrase "problem with me"? In Lelis's suggestion, the conservative Wei Jianjun walked under the spotlight for the first time, gambled on his surname, and gambled the achievements and honors that had gained in more than 20 years. In contrast, the Chinese name of Lingke seems a bit mediocre, but its rebellion lies in English translation. The Lynk
Text | Wild Xiaochen
In 2012, Martin Link, a well -known brand marketing master in the world, performed a "brand hunger strike" experiment to perform a one -year "detoxification" of the brand as an ordinary consumer. ——Sthe new branded products. However, after 6 months, he failed.
At the airport of Cyprus, the airline lost Martin's check -in luggage. He had to walk into a nearby souvenir shop and picked a T -shirt printed with I ?? Cyprus. From At this moment, Martin's detoxification experiment failed.
"As long as you posted a brand logo, even if you are rolled on the road, I am willing to buy it. All of this originated from the lost suitcase and a cheap emergency T -shirt. "
The fantasy dreams woven by the brand always make us feel that if I do n’t buy a new product, I seem to have a lack of something, stupid or unable to keep up with the times. Looking at the problem from the perspective of the manufacturer, you will understand the power of the new brand. In the era of information transparency, the recipe of cola is not considered a business secret, but no one can replace Cocacola. There are so many in the world. An amusement park, but there is only one Disney.
News are not renminbi, and everyone can love. You want to be irreplaceable, you can only start from another concept: circle layer.
The automotive industry is a relatively core apparent indicator as a downstream consumption field. For a single vehicle manufacturer, its sales depends more on the product cycle of the new car, but this is a long and continuous game process. Each new car is offline. Individual value takes at least one year. If the front is pulled on the daily chemical curve, only the A/H market (for the time being regardless of the US stock market) performance can most intuitively reflect the most keen and time -consuming financial market's attitude towards new creatures.
Hinging the net profit of A shares and Hong Kong stocks in the passenger car industry continued to grow, the net profit and growth rate still have a large gap in 2015 and 2016. The gross profit margin of luxury cars is relatively high. Therefore, in the car sales and service segmented industries, the gross profit margin of Hong Kong stocks is higher than that of A shares. In the past five years, the gross profit margin of A shares has decreased from 8%to 5%. 8%to 10%.
This Chinese people are good at doing things. They have their own factions in strategic layout and product development. They have a unique Chinese speed, but reflect a reason from the A/H market. In addition to the product itself, the top -level design is even more Another dimension to think about is the brand.
The brand has become an important weight to measure the value of automobile enterprises. If we are still in the world of production and sales and the size of the automotive industry, we may fall into market prosperity Cover the illusion of weakness. Similarly, if we emphasize the dependence and dependence on technology, we may also ignore another more important dimension -brand.
Ifinable profits can be generated, even with independent brands, the significance of increased sales can only be consumed more resources and damage more environments. Competitive strategy, not to mention, under the impact of the localization strategy of joint venture brands, the strategy of independent brands relying on price advantages to fight the world has basically come to an end.
The independent brand of Chinese cars has not yet formed a real brand connotation. At best, it is just some brand logo, and the impression of these signs is still in cheap, rough, cottage, unstable, unstable In terms of cognition, in the moment when independent brand companies already have strong quality capabilities, this is a blood road that forced people to Liangshan, which must be on.
In 2016 when the industry was selling, Snow Tielong, the Peugeot was backward, and took the lead in being cut off by the independent brand. This is the order of independent brands to eliminate joint ventures. It will be more obvious in the future. The French Department, Korean, Japanese, American, German, will be challenged by independent brands.
The rise of the joint venture is faster than expected. Once a momentum is formed, it is difficult to stop. The technical difficulties that have been blocked in front of the independent brand before, and the brand's obstacles have been gradually conquered.
In 2016, the two major domestic autonomous automobile companies decided to enter the field of high -end brands at the same time. Compared with the traditional senior state -owned enterprises with thousands of roots in Neili, the Great Wall and Geely were lightly dressed. As soon as the guy shot, the agenda was put on the agenda. There was a BYD, but the science and engineering madman created the technology and did not join the main game of the fight.
On October 20, 2016, the Link brand was officially released in Berlin, Germany. From beginning to end, social madness Li Shufu did not appear on the stage, but just sat quietly in the audience and watched the entire event. Essence
On November 16, 2016, on the eve of the Guangzhou Auto Show, Wei Jianjun, who was not good at stood in front of the spotlight, gambled some cherishes that should not be bet, and became the only speaker of the WEY brand.
The burden of promoting the overall level of industry's overall level, of course, cannot only be pressed on several entrepreneurs. However, we must also admit that without two pioneers who have passed this unknown river that did not know the depths and doubts about life and death, Chinese companies can never cross the value gap in front of the front.
The time to 2020.
The sales results of Great Wall Motors in November are really good. The total sales volume is 14,5240 units, an increase of 26%year -on -year. In the background of the decline in the large market, it is still a strong trump card.
But if you take a large mirror to see this report, you will find that Wei Jianjun's proud WEY brand is really a little bit. The total sales volume is 9122 units, less than 10,000 vehicles, and it has become the only brand in the Great Wall department.
The Link brand that is often compared with it in November sales of 22,798 units, an increase of about 61.33%year -on -year, an increase of about 4.25%month -on -month. The (temporary) crushing victory was achieved.
Net in the world that will make us clearly see examples of celebrity marketing than perfume areas. There are many celebrity brand perfumes on the shelves, Harry Berry, Maria Kelly, Elizabeth Taylor, Sania Twin, Little Sweet Britney, Fris Hill, Gwwin Stephanie , Sarah Jessica Parker and Beyonce.
Che perfumers and advertisers awareness decades ago, celebrities can inspire consumers to form a intimate connection with the brand. The most successful celebrity perfume in history, Elizabeth Taylor's "WhiteDiamonds" so far, sales have exceeded $ 1 billion. Of course, this is not absolute. For example, Donald Trump men's skin care products were placed on T.J.MAXX (US discount retailers) clearance shelves after a few years. $ 8.
. Although there are well -known brands such as Ford and Benz, such as Ford, Mercedes -Benz and other well -known brands, there are few cases in the automotive field in China. The main reason is that the Chinese are implicitly restrained and conservative and proper. In the words of Dong Mingzhu, this is a promise to consumers. If you have any questions, you can find me.
So how many people can afford the heavy responsibilities behind this phrase "problem with me"?
In Lelis's suggestion, the conservative Wei Jianjun walked under the spotlight for the first time, gambled on his surname, and gambled the achievements and honors that had gained in more than 20 years.
In contrast, the Chinese name of Lingke seems a bit mediocre, but its rebellion lies in English translation. The Lynk