The 2014 Beijing International Auto Show's curtain fell slowly, and the bi-annual famous model awards came to an end. The passion brought by stars and luxury cars is surviving, and once in two years of “marketing wars†the smoke is still permeating, and a new round of fighting will begin in the other part of the globe. The world has been ready for "Brazilian time" - just over a month away from the start of the 2014 World Cup in Brazil. The charm of the sport will once again attract world attention.
The four-year World Cup is naturally inseparable from the positive and healthy adjectives of passion, honor, solidarity, and hard work. It coincides with the advocacy of auto companies. The Chinese independent brand that has been trying hard to get rid of the cheap image and fight overseas market is well aware of this: Instead of racking its brains alone, it is better to stand on the shoulders of “Hercules†to enhance its position.
Well-bred Mercedes-Benz, BMW, Hyundai and other multinational car companies that have won the true meaning of sports marketing have already become a good player. Not only have they earned enough attention and public praise, but sales have also risen steadily. Compared with these giants, the opening of “sports marketing†by new independent brands is only a few years ago. How can domestic automakers break through the obstacles and use the Brazil World Cup to promote their own image and expand the market in South America so as to increase domestic and international sales? Who can take the lead in breaking the South American battlefield? Each company already has its own answer.
Geely: "latecomers" to accelerate <br> <br> has been "slow and steady" for the policy of Geely Automobile, the pace somewhat low-key to enter the South American market. Reuters reported earlier that Geely entered Brazil in January of this year and began selling the Emgrand EC7 and the Global Hawk GC2. However, compared to other brands alone, Geely found a local partner from Volvo: Volvo's local import dealer GrupoGandini will help Geely to sell its models. In addition, Geely's Brazilian plant will soon be put into production.
What the latecomers need, besides strategy, needs actual marketing strategies to help quickly expand their sales and expand their influence. This has also been promoted to the group level. Zhang Lin, vice president of Geely Group and general manager of international trading company, told the Global Network reporter that “for the World Cup in Brazil, we are also planning a series of marketing programs, such as exciting activities, in the existing customer crowd, or participating in the World Cup through test drive. a series of competitions and games to attract consumers' attention."
Lifan: Inviting Figo to voice "South American strategy"
During the auto show, Lifan invited Mr. Figo, the world soccer player, with a considerable handwriting and started his "South American strategy." “We hope to make Lifan feel good about the distance between Lifan and consumers through Feige's public welfare activities.†Li Gang, General Manager of Lifan Automobile Import and Export Company, told Global Network reporters. In addition to inviting stars, Lifan will also invite Lifan owners around the world to explore the Brazilian Amazon rainforest.
Lifan’s ambitious South American strategy will be based on Uruguayan factories and its tentacles will extend to all markets in South America, especially Brazil. In the future, the Brazilian factory and the Chinese auxiliary plant will also be located in South America. The products will cover cars, SUVs and commercial vehicles. The World Cup is one of Lifan’s ways to promote corporate image.
Lifan's move also has its thinking. Since entering the South American market for five years, Lifan Motors has seen significant growth in countries such as Chile, Ecuador, Colombia, and Peru. The large-scale expansion into Uruguay and Brazil naturally hopes to strengthen its position through the South American strategy and build bridges for exports to North America and Western Europe in preparation for entering the markets of Western Europe and North America.
Chery: Sponsorship "quasi dark horse" for the Chilean national team <br> <br> auto companies, directly sponsoring the team is the most natural "faceless", unfortunately, because of "you know" has been "going out "The independent brand car companies can not choose the "slow one beat" of the Chinese national team. Chery Automobile, which had just appeared in a new image, instead sponsored the Chilean national team in South America.
As one of the biggest football clubs in South America, Chery’s sponsorship is quite “cost-effective.†In addition to helping this team get out of its dilemma, it is more likely to cultivate a “dark horse†for the World Cup. Chery's Brazil production base will be put into production this year. If the Chilean team can get a big shot at the World Cup, it will undoubtedly promote Chery's marketing in South America, which will add a lot of energy.
Haval: The absent rhythm?
The Great Wall’s Haval brand, which has flourished in the domestic market, is currently even more low-key in the South American market than Geely. In March of last year, the Great Wall planned to build a Brazilian factory in early 2013, which has been delayed until 2014. According to the reporter's understanding, the total investment of the project is approximately US$1 billion. It will initially produce three new vehicles, including a pickup truck and two SUVs.
In terms of marketing strategy, the Great Wall does not seem to have any intention to carry out special promotion plans for the World Cup. Compared to the clamor of other major brands, the Great Wall has always been calm, both online and offline, both domestically and abroad. Haval's market performance has been obvious to all, but in the context of several major independent companies that have started the “World Cup Marketingâ€, Haval naturally has some disadvantages. If we can use the passion to build SUVs to promote brands and products, especially in the South American region that has not completely opened up the market, we can naturally seize the opportunity to avoid the cunning of latecomers.
Summary: Brazil's “BRICS†country was well-known for its reputation. In 2011, its domestic vehicle ownership reached 34.655 million vehicles, which was one-third of the Chinese market in the same period. In 2013, new car production reached 3.74 million vehicles. It can be said that the Brazilian market is a hugely attractive sponge that attracts almost all manufacturers, and the Chinese independent brands that have just entered the South American market and have a limited share are even more active. The Chinese autos that have just found a way to "sports marketing" can pass the Brazil World Cup and really "hard touch" with the world's big car companies. It still has to wait for the test of time.
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