Who gave Roewe 550 the Hand of God's Entertainment Marketing Prosperity

pull back to 1986, Mexico World Cup, Argentina versus England. Maradona first distributed the ball to winger teammate Valdano, but the latter's shot was blocked by England defender Roy Hodge. Since then, although Maradona grabbed the first point, but in the face of the lofty Hilton, he wanted to header the goal is extremely difficult, in the end, he chose to use his hand to hit the ball into the goal, breaking the deadlock. And then with another perfect goal to help Argentina beat the opponent at 2:1, became a myth. This famous ldquo;, the hand of God, rdquo;, also changed the layout of the course with the force of one ball.

in fact, there is not only the hand of ldquo; on the court & the hand of God of rdquo;, is also invisible in the marketing market & the hand of God of ldquo; & rdquo;, especially in the highly competitive field of automobile marketing, the hand of God can be met but not sought. Recently, the successful holding of a Roewe 550 full-time digital concert has pushed the entertainment marketing of cars to the forefront. The packed stadium of 80,000 people, the frenzied scramble for tickets on the Internet before and after the concert, as well as the active attention of the industry and the media, make us believe that SAIC Roewe has once again tasted the benefits in the chaos.

an activity, if you want to get the maximum attention, you must touch the interests of the target group. In the case of this magnificent full-time digital concert, the industry pays attention to it because this kind of marketing method is really new, big money also attracts the greatest degree of attention, and the return is still very high. Consumers pay attention because the concert and related online and offline activities will bring them real benefits, such as free concerts, multiple digital awards, and so on, and even motorists will take to the stage of 80,000 people to sing. It can be seen that this concert from the early creativity to the late implementation, have seized the most sensitive nerve of the market, and it is not surprising that some gains have been made.

Roewe is a young brand in the domestic automobile market, but its brand construction has been fruitful. According to the latest research data of brand tracking research conducted by third-party research companies, Roewe brand currently has a recognition rate of 88% in the B-class car market, while Roewe 750 brand recognition in the B-class car market is 89.5%, which is quite eye-catching. According to the research conducted by GFK in 2008, the premium rate of Roewe brand has been higher than Korean brands and European and American popular brands, and nearly the same as French, European and American brands, establishing a very positive, healthy and upward image.

Today, it seems that Roewe brand building is quite successful, and its brand building path can not be copied, SAIC has characteristics and advantages that other companies do not have. First of all, SAIC has more than 20 years of joint venture experience and talent accumulation of Shanghai Volkswagen and Shanghai GM, and has a huge manpower advantage. Secondly, the automobile industry is characterized by a relatively long industrial chain, from product development, parts procurement, supply chain to the whole logistics, as well as manufacturing, marketing, service, a wide range of areas, so the competition between manufacturers is the competition of the automobile industry chain in the final analysis, in order to win can not simply rely on the system or marketing advantages, but the advantages of the whole industry chain. From this point of view, SAIC's advantage in the industrial chain is beyond doubt. With an elite team of more than 2000 people, SAIC has a common understanding of how to make cars and how to build new brands, and can effectively grasp the advantages in the industrial chain.

The most important point of

is that SAIC has always been bold, innovative, courageous and far-sighted in its marketing. From the listing celebration of Binjiang Avenue to the tie-in between Shanghai Fashion week and fashion, du Lala's first play implantation shows SAIC Roewe's originality on the marketing road. & ldquo; the first person who describes a woman as a flower is a wise man, and the second one who describes a woman as a flower is a fool. This is the essence of rdquo; marketing. We should not only grasp the nature of our own brand, but also have bold and innovative ideas.

this year, the authoritative automobile rating agency J.D.Power Asia Pacific has released the latest China after-sales Service satisfaction Index Survey (CSI) report and China Automobile sales satisfaction Index Survey (SSI) report. Among them, the Shanghai Roewe brand ranked fourth in the CSI survey with a total score of 846 (out of 1000), lagging behind luxury brands such as Lexus and Mercedes-Benz by a narrow margin, and this is the first time that a Chinese brand has entered the top five in the survey. In the SSI survey, Shanghai Roewe ranked first with a total score of 851 (out of 1000), breaking the monopoly position of foreign luxury brands on the championship for the first time, surpassing BMW, Mercedes-Benz and other luxury brands with obvious advantages. For Roewe, the two historic rankings reflect consumers' recognition of Roewe's brand and service in the most authentic form, proving that SAIC Roewe's service quality has also been tested by the market behind the dazzling marketing.