Mitsubishi finally learned to do marketing! Master or Wuling

Guangzhou Automobile Mitsubishi recently made a long-lost cross-border marketing, and this marketing also combined with an online celebrity snack-spicy strips.

Did you think of Wuling when you got here? During the epidemic at the beginning of this year, SAIC-GM-Wuling combined with snail powder to make a textbook-style innovative marketing that made people smile, which eased the tense atmosphere of the whole society at that time. Unexpectedly, GAC Mitsubishi, which is two less than Wuling, also learned from this marketing experience.

Unfortunately, once creativity is borrowed from others, it is often considered as an imitation. Although the marketing of GAC Mitsubishi is also very interesting, it may not be able to achieve the effect of Wuling.

Just lack of time, place and people.

For Mitsubishi, learning this marketing skill has been a great progress. After all, this technical house used to talk only about technology and was not good at marketing. If we want to compare the marketing of Wuling and GAC Mitsubishi, GAC Mitsubishi lacks the right time, the right place and the right people.

The marketing of Wuling snail powder took advantage of "time" from the beginning. Due to the outbreak of the epidemic, people all obey the instructions of epidemic prevention and control, and don't go out or go out less. Online shopping has naturally become one of the most common things people do at home. Although you can't go out, the demand for food by foodies is still great, and the sales of snail powder have increased greatly, and all of a sudden it has been hot searched.

Hot spots are very common in marketing. With this wave of snail powder, Wuling made a successful marketing, regardless of the sales volume. Judging from the brand image and popularity, Wuling has indeed gained a lot.

On the other hand, GAC Mitsubishi, although spicy strips are also snacks among network celebrities, to be honest, this is old terrier who was spoofed by the Internet a few years ago, but today it has cooled down, and this wave of heat is not accurate enough.

Then look at "geographical location". Snail powder is a special snack in Guangxi, bearing the food culture of Guangxi, while Wuling, based in Liuzhou, Guangxi, is a local brand. Even the joint venture of SAIC, GM and Wuling has not changed its origin, which happens to have geographical advantages. Moreover, snail powder, a snack, fits well with the brand image of Wuling grounding gas. It feels like a fellow villager in Guangxi introducing the culture of his hometown, which is particularly convincing.

Although GAC Mitsubishi's factory is located in Changsha, Hunan Province, which is indeed related to Hunan, the birthplace of spicy strips, it is a Sino-Japanese joint venture brand, and Mitsubishi has only entered the China market for nearly 20 years and cooperated with GAC for only 8 years. Brand culture has nothing to do with spicy strips as a snack. This kind of feeling is just like the Japanese coming to China to make a Hunan restaurant, which always doesn't feel authentic.

Of course, for some post-80s and post-90s young people, spicy strips may be childhood memories, and GAC Mitsubishi can get away with it by virtue of its young characteristics, but this is limited to some young people. As a post-90s Guangdong generation who is afraid of spicy food (although I know spicy strips are not spicy), the word spicy strips did not appear in my childhood. If it is a cone of Wuyang brand, maybe I can find some * * * sounds.

Finally, Wuling also firmly grasped the "harmony between people". Before the hot spot of snail powder, Wuling also produced epidemic prevention materials such as masks to support the epidemic situation. The banner of "Wuling will build what the people need" is also more deeply rooted in the hearts of the people. Then, the topic of snail powder heated up again. When everyone is still talking about Wuling as a mask, you can talk about snail powder by the way. When the two waves of heat add up, the propagation effect will become stronger.

In contrast, GAC Mitsubishi uses spicy strips for marketing, which feels just for publicity. The mass base is not solid enough, and it is even easy to recall the memory of Wuling snail powder. The communication effect is not only limited, but also invisibly helped Wuling to do a free publicity.

Therefore, although GAC Mitsubishi has made great efforts in this marketing, it has not combined its own situation well and directly applied the experience of others. The final impact is obviously not as far-reaching as Wuling.

It is a big problem that the product line is too thin.

Although the overall sales volume of GAC Mitsubishi is not very high, it is still much better than GAC Fick Jeep. The reason why GAC Mitsubishi's sales volume is not high now is mainly because the product line is too thin and there is a lack of products that can be beaten.

At present, there are only three models made in China by GAC Mitsubishi, namely Outlander and Mitsubishi. Jin Xuan ASX and Edgar. Outlander is already a very old model with no bright spots in all aspects, but most of GAC Mitsubishi's current sales are supported by it.

Jin Xuan ASX is also a very old model, which has been redesigned recently. However, it is almost the "beggar's edition" of the whole department, which was in 2002. It also has no body stability control system and reversing radar, and the configuration of the top model is not too rich, so it does not feel the treatment as a top model at all.

As for Brother Yi, the product strength is not bad, the three-piece suit is also good, and there are many configurations, but the sales volume is not as good as Jin Xuan ASX. It seems unscientific to blame the problem on the price, because the prices of other models are not too high except the top model, and the second top model 1.5T? The official price of CVT two-wheel drive belief edition is only 165800 yuan, which is not its discount.

The problem of one grid is still being publicized. Except for a period of time after listing, this car was hardly seen in various platform channels, and the method disappeared. Even the leading model of this "spicy marketing" did not choose it, but chose the most experienced Outlander, which shows that Ying Ge has no place in GAC Mitsubishi's heart.

In the field of new energy, GAC Mitsubishi also has the only model on sale-Qizhi EV, which is essentially a twin model of GAC Chuanqi GE3, not a model developed by Mitsubishi itself, and its sales volume is basically only double digits. In June 2020, only 65,438+060 vehicles were sold.

In addition, Mitsubishi has two imported models sold through GAC Mitsubishi channel, one is Pajero, which will be discontinued globally next year, and the other is the third-generation Pajero Jinchang. The third-generation Pajero Jinchang has actually been listed overseas for five years, and the domestic version of Pajero Jinchang, which was quietly discontinued three years ago, is actually only the second-generation model. Until this year, the third generation Pajero Jinchang finally realized the mid-term change and reintroduced it to China.

However, the third-generation Pajero Jinchang has no domestic plans for the time being. Even if it is made in China, it is difficult for this niche model to sell well.

finally

With the increasing competition in the domestic automobile market, more and more automobile enterprises will be gradually eliminated by the market, whether they are independent brands or joint venture brands. Now that Suzuki has withdrawn from the China market, who will be next?

Faced with strong pressure, Dongfeng Peugeot Citroen reflected on its own problems and began to reform. Guangzhou Automobile Mitsubishi, whose market performance is not very beautiful, should also begin to feel this sense of urgency. Only by finding out our own problems can we survive better in the China market.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.