"Because I understand, I choose."
In 2017, at the annual meeting of Luo Ji thinking, Luo Zhenyu solemnly announced one thing - the end of the traffic era.
From this time on, the main traffic of large platforms such as Ali, Tencent, and JD.com has peaked, and the cost of customer acquisition has become higher and higher, and it has begun to enter the post-traffic era of inner volume, at this time, whose traffic basic disk is stronger and more dynamic, who has a greater advantage.
In other words, whoever has more "die-hard fans" is the boss.
In fact, this principle is the same in any industry that is involved in the volume, such as stars and cars.
In recent years, the talent shows have been delivered one after another to the entertainment industry with a batch of fresh little brothers and sisters, but no one can compare with the originator of traffic - Jay Chou.
Taking the Jay Chou super talk incident that made the whole network boiling up that year as an example, when Jay Chou fans began to learn what is to do data, earn points, and hit the list, in less than a week, the ranking of "Jay Chou Super Talk" can soar from the initial 300 to the top of the Weibo star super talk list, easily surpassing cai Xukun, the new super talk top stream of the year.
The same is true of the automotive industry, in today's highly saturated competition in the automotive market, how can such loyal fans firmly choose their own brand?
Mazda has a lot of say in this topic.
A few days ago, Changan Mazda announced that the new MAZDA CX-5 was officially launched, a new upgrade, and the official price was 175,800-23.68 million yuan. Compared with the old model, it has been reduced.
As a model that plays a pivotal role in the hearts of Mazda fans, the renewal of the CX-5 has caused a hot discussion in its fandom, once again letting us see the power of fans.
01 Companionship is the longest confession of affection
In major marketing nodes such as the Spring Festival and Valentine's Day, it is not uncommon for car brands to launch brand promotional films, but it is not so easy to shoot from the perspective of fans, creativity and stories can touch people's hearts.
Mazda did.
The Spring Festival stall of the car company in 2022, a minister Anmazda's "Lao Wan's Car", warmed the hearts of many "horse fans" and auto people, the reason is that it tells a true, inherited and long-term story.
From this story, many people can more or less see their own shadow, that golden age of China's economy and automobile industry, ordinary people struggling to live a better life, and a traditional Chinese father's commitment and love for his children.
The protagonist of the story is named Lao Wan. In 2003, Lao Wan spent "huge money" to buy a red "Ma 6" sports wedding car, and the neighbors could also discount it 20%, which made many people who had experienced that era smile, because the red "Ma 6" wedding car was the characteristic of that era, and there was more than one person like Lao Wan.
"Ma 6" has also become the first impression of many Chinese people on the Mazda brand. As a well-deserved "god car" of the last era, "Ma 6" has become a symbol of status with its cool shape and dynamic posture, and its sports characteristics such as performance, control, and cleavage created for the brand are still an indispensable and important brand asset of Mazda to this day.
At the beginning of the 21st century, in this land of the vigorous rise of private car culture, the bright and festive red "Horse 6" has become a helper for the beautiful life of Lao Wan, and has also become a witness to the social development of an era.
When the mood of the viewers was successfully driven, the picture turned with it, and the red "Ma 6" became the red CX-5, which was the car of lao Wan's daughter, and the little girl who sat in her father's car grew up and followed her father's footsteps and chose Mazda.
From the father to the daughter, from the "Ma 6" to the CX-5, the same is the red Mazda, which shows the changes and inheritance of the times and reflects the thickness of the film.
"Companionship is the longest confession of affection", which may be the core that Changan Mazda wants to express most in this story, in fact, it is not only the fans to Mazda, but also Mazda to the fans.
Because "horse powder" and Mazda go in both directions, the main reason is the value and reputation of Mazda products, and the understanding and respect for users.
This is actually the fundamental reason why Mazda has been able to stand in the Chinese market with dexterity for so many years.
02 Because you understand me, I choose you
The most emblematic point is Changan Mazda's service strategy.
Because service is the most direct channel for consumers to contact with brands, and the frequency is high, the time is long, from the beginning of car selection, to the whole life cycle of the car will occur.
In general, Changan Mazda services have two keywords: user experience and benchmarking luxury standards.
From the product-oriented "featured boutique strategy" to the "user +" thinking proposed for consumers in 2016, it can be seen that the user experience has always been placed by Changan Mazda at the core of business operation and brand development, and has never changed.
Wang Hui, executive vice president of Changan Mazda Automobile Co., Ltd., once described Mazda as follows: "Rather than saying that Mazda is building cars, it is exploring the harmonious interaction between people and cars and endless driving pleasure." "It can also be seen from this that the brand attaches great importance to users.
Not long ago, the listing of the new MAZDA CX-5 is the concentrated embodiment of this concept, from the theme of the conference - "Ten Years · 5 and My Friends", to the arrangement of the conference to set the sub-venue in the 4S store closest to the user, to the "Customer Experience Officer" recruitment plan, all of which emphasize users, fans, and are also the specific performance of Changan Mazda's deepening of the "user +" thinking.
On the brand side, Changan Mazda has also been seeking interaction with users, launching co-creation activities such as yuema starry sky co-creation plan, Chuang chi blue sky tour to horse independent travel, etc., which not only achieves a sense of user belonging, but also establishes users' brand awareness of "human and horse integration".
Unlike other joint venture brands, Mazda, known as "Dongying BMW", has become more and more powerful in the idea of high-end branding, and the voice of Mazda's goal of transforming into a mature luxury brand has been frequently heard at the global level.
This requirement will also be reflected in the service of Changan Mazda, which demands itself with the high standards of luxury brands. It is said that Mazda is stubborn, in fact, this stubbornness is not only manifested in the insistence on rotor technology, but also in service.
Previously, the door-to-door pick-up and delivery service service has always been one of Changan Mazda's well-received after-sales service measures. In 2021 alone, it provided this service to more than 50,000 Changan Mazda users in more than 200 cities, accumulating more than 800,000 kilometers of service mileage, saving users nearly 10,000 hours of valuable work and holiday time.
At the beginning of this year, Changan Mazda announced a blockbuster news. In the field of after-sales service that users are most concerned about, from January 1, 2022, the new Changan Mazda will uphold the principle of "all vehicle system, all scene and full time efficiency" to comprehensively upgrade service standards to ensure that the interests of users are maximized. For the door-to-door pick-up and delivery service that is well received by users, it will further benefit Mazda's entire vehicle user group. In addition, it has also launched the 2022 Chinese New Year Care Service to provide all-round protection for the Spring Festival cars of our customers.
With the future service upgrade, throughout the whole year of 2022, the new Changan Mazda will cooperate with professional driving agencies to popularize door-to-door pick-up and delivery services for all Mazda brand users.
The new Changan Mazda will take the service as the first entry point after the merger, which shows the sincerity and determination to develop for users.
Today, there are more than 3.2 million new and old users in the country, and the reason why they choose Mazda comes from recognizing its brand and products, as well as from intimate and distinguished service.
03 The original intention does not change, and the green water flows for a long time
In "Lao Wan's Car", in fact, the scene of the conversion from "Ma 6" to CX-5 has another meaning.
This scene would not have happened if Mazda had not achieved the merger of the North and the South in China in 2021 and entered a new era of development.
2022 is the first year of Mazda's development after the merger, and the new Changan Mazda will open a new story in China.
After promoting the integration of the two Malaysias, this year will be a year for the new Changan Mazda to make breakthroughs in many sectors, covering strategies, channels, products and so on.
In the broader direction, the merger will bring many benefits to the Mazda brand itself.
Thanks to the focus of resources, Mazda's system, standards and brand image in China will be unified, which will not only enhance brand value, but also help expand the product matrix, improve the service level of dealers, and make the company's energy more focused on users.
Therefore, a major focus of the new Changan Mazda this year is to integrate the Mazda dealer network in China, with the goal of building 400 Changan Mazda 4S stores that can carry 400,000 sales, with a single store sales volume of more than 1,000 units, and continue to improve the sales, service and profitability of dealers.
Coupled with the new MAZDA CX-5 upgrade, with the landing of these initiatives one by one, Mazda's services will be more refined, the channel network will be more dense, the product matrix will be stronger, and the fan base will naturally be more stable.
point of view:
If it is not "horse powder", it may be difficult for outsiders to understand this feeling, for decades like a day to love a brand, seemingly stubborn Mazda, with sincerity for sincerity, harvested a group of hardcore fans who do not abandon.
This is reminiscent of Sheldon in The Big Bang Theory, a Frankenstein who, although his emotional intelligence is not high, is frank and true, has his own persistence, and has gained a group of friends and lovers who understand his cuteness.
Perhaps the cuteness of Mazda is that it will still insist on telling its own rotor story to this day, saying that Mazda is the most affectionate car company, selling cars just to get a rotor.
Just as someone will always be attracted to such a story, the new Changan Mazda comes with the new MAZDA CX-5, and someone will definitely pay for it.