In the 52 weeks of the 12 months of 2021 (January 4, 2021 to January 2, 2022), the annual total score of the "New Energy Bus First Impact Index" of the 10 mainstream new energy bus brands in China was 21,026 points, an increase of 7% over the total score of 2020.
Among them, how is the communication performance of each bus brand? Whose rankings have risen and who has fallen? Whose brand marketing innovation work is more sufficient and distinctive? What are some classic examples of communication? What can bus companies learn from this?
In terms of the communication performance of various brands, in 2021, Yutong Bus has the strongest communication influence, winning the annual championship with a total score of 3967 points; CRRC Electric won the second place of the year with a score of 2705 points; and Zhongtong Bus jumped from the sixth place in 2020 to the third place of the year with a score of 2431 points.
Overall, in the total score of the "First Impact Index of New Energy Buses" in 2021, Yutong Bus ranked first with a total score of 19% without suspense; CRRC Electric Hui won the second place with a proportion of 13% with a stable monthly performance; Zhongtong Bus rose to the third place with a proportion of 12% by sprinting in news dissemination throughout the year; and BYD achieved excellent results in the first half of the year, and the communication in the second half of the year was quite weak, ranking fourth with an 11% proportion After the renaming, Gree Titanium New Energy (formerly known as "Yinlong New Energy") once again ranked fifth with a proportion of 10%.
Play a good communication combination fist Yutong to achieve "twelve consecutive championships"
After a year of fierce fighting, the communication influence pattern of domestic new energy buses in 2021 has undergone many changes, and finally the dust has settled, forming three major echelons. The first echelon, Yutong Bus "thrives", far ahead; the second echelon, including CRRC Electric, Zhongtong Bus, BYD, Gree Titanium New Energy, Xiamen Jinlong, Futian Ouhui; the third echelon, including Haige Bus, Xiamen Golden Brigade and Nanjing Golden Dragon.
Among them, Yutong Bus won the 2021 annual championship. In the 12 months of 2021, Yutong is the champion of the month. The reason why Yutong can get the first monthly good result of "the first influence index of new energy buses" for a long time, on the one hand, its brand communication not only pays attention to high-quality content, but also bases itself on the long-term development path of the brand, taking cultural feelings as the core at the same time, deepening the strength of brand science and technology; on the other hand, it also benefits from the balanced development of various communication indicators, and each indicator ranks at the forefront of the industry.
This year, under the general downturn in the industry, yutong bus sales still achieved growth throughout the year, with a cumulative sales of 41,828 vehicles throughout the year, an increase of 0.17% year-on-year, and it was not easy to continue to lead the industry. In the 2021 list of China's most valuable brands, Yutong Bus topped the list with a brand value of 60.587 billion yuan, an increase of about 8 billion yuan over 2020, and the brand influence and reputation were further enhanced.
In 2021, Yutong will actively create innovative products with deep integration of intelligence, electrification and networking, demonstrating the power of science and technology. This year, Yutong won the "Red Dot Award" of the Global Industrial Design Award twice with the aesthetic industrial design of "Xiaoyu 2.0" and the "Digital Fleet Management System of the Internet of Vehicles", becoming the first Chinese bus brand to win this category; Xiaoyu 2.0 batch of off the production line, marking that Yutong's new generation of intelligent driving products has industrial research and development and mass production capacity; in Zhengzhou, Changsha, Hainan, Chongqing and other places, Xiaoyu 2.0 has successively carried out demonstration operations.
This year, Yutong fully deepened the field of hydrogen energy. In 2021, Yutong, as the lead enterprise, was approved to build the "Henan Hydrogen Energy and Fuel Cell Vehicle Industry Research Institute"; it is worth mentioning that there are 185 Yutong hydrogen fuel cell buses in the fleet serving the Beijing 2022 Winter Olympics.
This year, Yutong never forgot to fulfill its corporate social responsibility and vigorously supported social love and public welfare undertakings. In 2021, Henan suffered from the impact of floods and epidemics, Yutong in the process of active self-help, but also the first time to donate 10 million yuan, and start the province's free rescue services; Yutong Bus continued to build a "life bus" micro-theater, and then spread positive values for users; at the same time for three consecutive years to do children's traffic safety public welfare line, popularize children's traffic safety education.
This year, Yutong played with the "new tricks" of marketing, ice and snow challenges, vibrato beauty car, Yuge car and other columns, but also a comprehensive interpretation of Yutong's deep cultivation of core technology, to build a new brand ecology.
It can be seen that the marketing done by Yutong Bus is based on humanistic care and supported by the strength of scientific and technological manufacturing to empower the long-term development of the brand. As a traditional manufacturing brand, Yutong can be described as having advanced vision and strategy, building a new ecology of the brand with the brand attitude of "daring to cross the level", and deeply interpreting the humanistic feelings of the brand.
Double blossoming in the domestic and foreign markets CRRC Electric has formed a communication chain
As the runner-up of the "First Impact Index of New Energy Buses" in 2021, CRRC Electric has performed very well in terms of "industry news release and dissemination" and "WeChat reading and dissemination". In 2021, CRRC Electric News hotspots continued, and many news were widely reprinted by many websites, actively promoting the promotion of products and enhancing brand influence.
For example, from May 2021, CRRC electric new energy buses lined up neatly, from the "super factory" to Shenyang thousands of miles away in batches, becoming a powerful responsibility for local green public travel; in 2021, CRRC new energy bus super factory was fully put into operation, through human-machine collaboration, artificial intelligence, to achieve the "intelligent manufacturing" level of industry leadership, and held a "experience 'car' technology, into the new era" public open day activities on July 18, showing the charm of intelligent manufacturing technology; July 23, Henan flood situation, CRRC Electric emergency donation worth 4 million yuan worth of sanitation equipment rushed to Henan, and set up a "commando team" to support Henan, bravely shoulder social responsibility; on August 9, CRRC Electric "Aurora Space" - mobile-enhanced secondary biosecurity laboratory reinforced Jiangsu, providing strong support for the anti-epidemic battlefield; in October, CRRC Electric's "Urban Intelligent Logistics Platform" was launched in Changsha for trial operation, and the platform made full use of the "Internet +" opportunity to promote the integration of the real economy and cutting-edge emerging technology innovation.
Not only in the domestic market, but also in the overseas market, the car electric also shines. In 2021, CRRC Electric deeply cultivates the Asia-Pacific market and exerts its strength in the European market, for example, in September, CRRC electric autonomous bus took a solid step in commercial operation in France, and the vehicle passed the road test in Paris, France, becoming a new milestone in the development of local intelligent networked transportation; breaking through the Latin American, Middle East and African markets, high-quality delivery of batch vehicles and system orders such as New Zealand, South Korea, Singapore, Malaysia, Hungary, etc., and the new international fields continue to leap forward. While committed to going out with high-quality products, CRRC Electric also conveys the concept of green environmental protection and creates a more environmentally friendly and green way of travel.
Technology and humanities coexist Innovative marketing has become the key to Zhongtong's success
Zhongtong Bus, which won the third place in the 2021 "New Energy Bus First Influence Index" ranking, is the biggest surprise of this annual list.
Looking back at the list of "New Energy Bus First Impact Index" in 2020, Zhongtong Bus only ranks sixth. In 2021, Zhongtong Bus has caught up, and its scores of "actual news release", "industry news release" and "WeChat reading and dissemination" have been greatly improved, making it rank second and third on the list many times. Among them, the annual influential events such as new product releases, large orders at home and abroad, and sales growth against the trend have helped the brand influence of Zhongtong Bus to be greatly enhanced. If it were not for the unstable score in the first half of 2021, Zhongtong Bus may also get a better annual ranking.
As a leading enterprise in China's bus industry, in 2021, Zhongtong Bus forged ahead in the face of adversity, realized the "multi-improvement" of technology, products and services, and presented a high-spirited development curve.
In 2021, the repeated outbreak of the new crown pneumonia epidemic has deeply disturbed the bus industry, but Zhongtong Bus has risen to the challenge, actively paid attention to the development of the industry and customer needs, and won large orders with its strength, continuously injecting confidence into the market. Among them, in the bus passenger transport market, at the end of December 2021, 811 Zhongtong New N series pure electric buses were successfully delivered to Harbin Transportation Group Public Transport Co., Ltd., which is also the largest batch of pure electric bus orders in China this year; in mid-December, the first batch of 174 extended-range hybrid city buses of Zhongtong Bus were officially delivered to Macao; in October, more than 690 Zhongtong New N series buses were put into operation in Jinan. In particular, in order to help the 2022 Beijing Winter Olympics, the batch of Zhongtong LCK6126FCEVGY1 fuel cell city bus shouldered an important travel guarantee task. In addition, in the tourist passenger transport and road passenger transport market, Zhongtong also has a good performance, helping its brand influence to continue to improve.
At present, in the field of intelligent transportation, smart travel has ushered in a new stage of rapid advancement and accelerated layout. On December 5, 2021, U-LINK, the full-cycle intelligent operation and management platform of Zhongtong Bus, was officially released. U-LINK will continue to empower the whole cycle of vehicle operation, help operational reform with wisdom, promote industrial upgrading with science and technology, and empower brand value. This once again confirms the determination and confidence of Zhongtong Bus to empower the transformation and upgrading of the industry with innovation.
BYD and Xiamen Golden Dragon highlights frequently expand the influence of corporate communication
In the 2021 "New Energy Bus First Impact Index" ranking, BYD, Gree Titanium New Energy and Xiamen Golden Dragon ranked fourth, fifth and sixth respectively. Among them, BYD's outstanding performance in the new energy bus market in 2021 will continue to increase its communication influence.
This year, from exclusively winning orders for 1,002 pure electric buses in Colombia, to the first investment in Shigatse to create the first brand of pure electric buses on the Tibetan Plateau, from fully escorting Xi'an bus services to the National Games and the Paralympic Games to escorting the zero-carbon travel of the 26th United Nations Climate Conference... BYD is constantly expanding its market and building its brand, promoting the sustainable development of global transportation with more competitive products and services.
In 2021, Xiamen Golden Dragon's brand marketing is also not lacking in highlights. In April 2021, Xiamen Golden Dragon driverless bus was put into operation in Yongchuan, Chongqing, which aroused great concern in the industry; in July, Golden Dragon participated in the Beijing Road Transport Exhibition with Jieguan 5th generation pure electric version and carbon fiber subway bus; in August, the first batch of Golden Dragon carbon fiber new energy buses settled in Jiaxing; in December, 415 Golden Dragon buses set sail for Bolivia... A series of blockbuster events have been widely disseminated by the industry media, which have received great attention in the industry and enhanced the brand influence of the enterprise.
epilogue
In 2021, in the face of repeated epidemics, market declines, and slow recovery, the new energy bus market strives to move forward against the trend most of the time. In the face of difficulties, the major new energy bus brands know that if they do not advance, they will retreat, and some bus companies have even achieved good market performance. For example, Yutong Bus, CRRC Electric, Zhongtong Bus, etc.; and although some bus companies have been briefly silent in brand communication, there is also no lack of highlights in new product release and order delivery.
In 2022, the new energy bus market also has both opportunities and challenges. In the new year, can the brand communication data of the new energy bus market reach a new high, and what surprises will it bring to the industry? The first commercial vehicle network will continue to pay attention.