Although Dongfeng joined the PSA, many experts raised doubts, but the role of this move has already been shown.
In Dongfeng Citroen, cumulative sales for January-August have exceeded 200,000 units, which is an increase of 18.9% over the same period of last year. In particular, the new Elysee, the main model of the new Elysee, will reach its first year of sales in September. Its sales volume has already exceeded 100,000 units. At the same time, Dongxue’s first SUVC3-XR will be launched at the end of the year, and it is expected to become a new one. The growth point; Dongfeng Peugeot, also put forward a plan to launch 6 new cars from 2013 to 2015, the speed of launch of new products was significantly accelerated, and this has never happened before. Based on the good market performance of the two brands, Shenlong Motors has increased its annual target from 650,000 to 700,000. It seems that from the time when the original team members lived to the present, they really became family members, and their emboldened performance was different from their performance.
This objectively played a positive role in the development of the entire legal vehicle camp. PSA's high-end brand DS, although starting slightly later, has also shown a tendency to climb upwards. At least, it is no longer difficult to see DS cars on the road. On this basis, with the official listing of the SUV model DS6 a few days ago, its market share should also increase by a certain margin. In addition, the Dongfeng Renault-made domestic project has also begun. It is said that in 2016 will launch two SUV models. In addition, according to Dongfeng Renault’s director of marketing and Renault’s senior director of sales and marketing in China, Chen Hao disclosed that the establishment of Dongfeng Renault’s joint-venture brand has already been put on the agenda, and it may be launched soon after Dongfeng Renault’s first product is launched.
It is clear that the legal vehicle has already launched a full-scale operation in the Chinese market. However, if a French franchise vehicle truly manages the Chinese market, simply relying on the launch of new products may not be able to achieve its goal. It also needs to make greater efforts to increase consumer market recognition of its quality and brand.
The reason why this is said is because in terms of product power, the French car is not inferior to the German, American, and Japanese systems. Moreover, the economical and practical use of the Elysee and the control of the Peugeot 307 have been recognized by more and more users. However, objectively speaking, this recognition is largely limited to the actual user level, and does not have a strong influence on the potential customer group and even a larger category of consumers. Therefore, how to allow more consumers to form a comprehensive and objective perception of the quality of their products, and to form an identity with the brand, should be the key to the success of the French car market in the Chinese market.
In this respect, the marketing strategy of the new Elysee, which is currently the best performer in the entire legal system, deserves reference from other brands and models of the law.
Before the official mass production of the new Elysee, it carried out 6 million kilometers of full-time all-wheel-truck tests on all continents in the world, breaking the milestone of similar tests on the same level of products. After the listing of the new Elysée, Dongfeng Citroen took “Global Quality†as the core of its dissemination, proposed the “6 million KM+†marketing concept, and tailored a series of experiential marketing activities to invite media and users to experience it. This includes the experience of testing the "all road conditions" adaptability in Panshan, Tianjin, verifying the cold-resistant performance of the Arctic Mohe, challenging the extreme environment experience of the Everest 2nd camp with an altitude of 5300 meters, as well as some second- and third-tier cities. 6 million KM+ quality challenge event. Because the challenge race abandoned the traditional form of test drive and integrated skillfulness and interestingness into one, it created a unique driving experience platform. Therefore, it has received great attention and achieved good results in all areas. The quality of Elysee has also been well-publicized. It has 100,000 users in one year of listing and should have a direct relationship with this.
Of course, the spread of product quality is only one aspect of operating a good market. After all, similar experience activities may promote the actual purchase of the actual participants, but in the overall market, it will also require the cultivation of brand power to generate greater and better results.
In this regard, like Sophie, you can ask for Sophie Marceau, although you can trigger a certain degree of brand awareness within a certain period of time, but after the rush of excitement, the actual effect in the end still remains to be seen. Instead, it was the new Elysee, which released the WTCC venue race car built on the basis of a mass production car and ranked first in the 2014 WTCC World Touring Car Championship. Since it is more grounded and more topical, the spread of brand power is more effective. In addition, Dongfeng Peugeot targeted 308 and Chen Kun's "Lok Action" series, held a "Chen Kun Lai" theme concert in 2012, and launched a mini movie "Choose Love" starring Chen Kun in 2013, and then this year to help Chen Kun "walk". "The power of" also has a good effect on the promotion of brand power.
Overall, the current French car has shown a trend of overall higher. Taking the French cars as an example, according to statistics from the China Automotive Industry Association, the sales growth in August was rapid, and it has already accounted for 5.57% of the total sales of all cars. If French companies continue to increase the intensity of product localization research and development, speed up the localization of new products and speed of delivery, there are breakthroughs and innovations in quality communication and brand cultivation, and there is a great deal of progress in China. hopefully.
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