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“Through three years of sponsorship of the truck competition, the influence of Foton Heavy Truck in China has been greatly improved. Everyone knows that the requirements of the car for the quality of the car are very high. If we don’t have a solid foundation, we would not dare to put our own. The car took the game to the competition.†On September 10, when the 2006 Auman Ou Kang Cup Truck Contest ended, Bei Xiang Futian Deputy General Manager Wang Xiangyin voiced his thoughts.
Since Beiqi Foton took over the Chinese truck race from Dongfeng Liuqi in 2004, the truck race closely linked with Futian Auman heavy truck, so that people mentioned truck race today Recalling the logo of the Adidas runway logo, Futian Auman seemed to be the symbol of the truck race.
Why did Beiqi Foton Club intimately hold hands with the truck contest and continue to cooperate for three years? This is inseparable from the marketing power of the truck competition. Futian Qiaqia is the most important enterprise in the field of commercial vehicles in China. It can be said that Fukuda's growth depends on strong marketing power. Taking the road of racing marketing is a step in which Futian seeks differentiation from marketing.
With the rapid development of China's auto market in the past decade or so, market competition has become increasingly intense, and auto manufacturers have exhausted their means to stimulate consumers' desire to purchase. However, the state of convergence in marketing has also plagued companies. As a result, the sporting events that have a strong exclusivity and are highly valued by consumers are gradually favored by manufacturers. Passenger car companies represented by Beijing Hyundai and Zhengzhou Nissan, and commercial vehicle companies represented by Beiqi Foton and Dongfeng are the first to take the lead. Develop on this virgin land.
Several companies have different ways and ideas for sports marketing. Through one-by-one analysis we can see the marketing power of truck competitions. Beijing Hyundai chose football and began using its football, which is called the carrier of the world's first sport. However, due to the weakness of Chinese football, the Chinese audience feels more like a holiday than football. During the major tournaments such as the World Cup and European Championships, football is naturally very popular, but the attention of these matches has declined. In addition, Beijing Modern, which has chosen football, spends too much money on television commercials. In fact, advertising is now very weak and consumers are very annoying.
Looking at the east wind again, we have chosen cross-country to push the product to the track more strongly, and like the globally-minded F1, let the products become athletes, so the game is even more meaningful. However, China's off-road rally is still a little bit of wind and rain, unable to form a strong and intensive offensive, and this is very uneconomical for enterprises, because companies need a more influential platform.
Whether compared to the World Cup or compared to the F1, the China Truck Contest is not worth mentioning, but in China's special market, he has a unique charm. All along, the car is an aristocratic movement, which makes many people discourage, but also allows the audience to have a kind of unattainable feeling. Starting from a low starting point in the truck competition, it strives to create a platform that is close to the people, low-end, and entertaining. It is a sporting event that allows the wider public to participate in, enjoy more, and allow more ordinary people to like it.
As a result, a miracle emerged. Truck races have been booming year after year, while F1 has gradually become colder in China. The selection of a truck race by Beiqi Foton is undoubtedly the biggest achievement, because commercial vehicles are more of a tool for making money, and more are used by people who have not yet made a fortune but have a very strong desire to make a fortune, while the aristocratic F1 It will not be his customer. The low-end positioning of the truck competition, however, is in close contact with the customers of commercial vehicles, and has become a very powerful marketing vehicle. According to Bei Xiang Futian Deputy General Manager Wang Xiangyin, at the Kunming Railway Station, a local logistics company made a reservation for Beiqi Foton at the scene, which was the first time in Beiqi Foton's marketing history.
After four years of growth in the truck race, he is still young despite his impressive performance. What's the next step? Xue Xu, an associate professor in the Department of International Economics and Trade at Peking University, pointed out that with the continuous expansion of the Chinese motorsport and automobile markets, it can be predicted that the Chinese automobile sport will leap forward in the next few years. In competition with other sports events, the truck race is the most important It is to create a first-rate communication platform because the power of truck competition is the true connotation of its marketing power.