In January 2024, although the sales of brands in the automobile market increased year-on-year, they still declined month-on-month. Many car company executives, including Zhu Huarong, chairman of Changan Automobile, He Xiaopeng, founder of Xpeng Motors, and Feng Xingya, general manager of Guangzhou Automobile Group, all pointed out that competition in the auto market will become more intense in 2024.
On the eve of the Spring Festival, car companies have also launched promotional actions, aiming to use this reunion and beautiful festival to build brand reputation and win more users.
In addition to market terminal discounts, car companies are also launching creative marketing and using "different methods" to spread publicity.
Lantu linked up with the Spring Festival Gala and Aian joined hands with Chimelong Tourism, each drawing lucky viewers to win the right to use the vehicle
Although the Spring Festival Gala has received a lot of discussion in recent years, this program still plays an important role in the TV sets of thousands of households in China status.
For the Year of the Dragon Spring Festival Gala, Lantu Automobile chose to join hands with JD.com to link up with the Spring Festival Gala.
Lantu communication poster picture/company official website
According to Lantu Automobile, during the CCTV Spring Festival Gala live broadcast on February 9, users followed the host's oral prompts, logged into the JD.com app, and clicked on the "100 million physical goodies" in the middle of the homepage. At the entrance to the event "Gift a penny and take away", you will have the opportunity to draw the right to use 100 Lantu cars for one year.
During the New Year's Day of 2024, the Dongfeng Mengshi brand, which belongs to the Dongfeng Group like Lantu Motors, also launched a lottery on JD.com to win the right to use the vehicle.
This event is also Lantu’s first large-scale communication and marketing project after signing a strategic cooperation agreement with JD.com.
While Lantu was busy attending the Spring Festival Gala, Aianze and Chimelong Paradise also launched an event to win the right to use new cars.
It is understood that this lottery will last for 10 days, from New Year's Eve to the eighth day of the Lunar New Year (February 9-17) and the Lantern Festival (February 24). The consumer purchased a ticket (any ticket type, event) for any theme park or circus in Chimelong on the day of the draw or the day before with his or her valid ID, and the consumer purchased the ticket from 18:00 on the day before the draw to 18:00 on the day before. After completing the entry/site, you can participate in the lottery. The prize is a year's use of Aian's new car. Ling Ran, an automotive analyst at
, said that such marketing activities not only showcase the brand's products, but also improve the brand's reputation to a certain extent. Let users learn about the brand and products through larger-scale activities. They may also be converted into users in the future.
NIO and other companies replenish energy and reduce costs for users, and go to the store for a test drive to receive cash.
During holidays, there will be a large flow of people in our country. Among them, driving back home and traveling by car account for a large proportion. For users, it can reduce the cost of energy replenishment when they go out, which is also a caring action that makes car owners more satisfied.
Taking this opportunity, NIO also launched a service fee-free event for high-speed battery swaps. Specifically, during the Spring Festival holiday from February 8th to 18th, NIO car owners will enjoy the benefit of free service fees for high-speed battery swaps, and they only need to pay the basic electricity bill.
In addition to NIO's reduction of user service fees, Li Auto , which is also a new car-making force, has also launched the "Ideal Supercharging Station Spring Festival Free Charging" event for all Li Auto owners. The free period is from February 9 to February 17, 2024. day.
Some car owners believe that Weilai and Ideal have also won reputation while serving car owners, and may even go further out of the industry and achieve marketing fission.
Hundreds of flowers are blooming on the Internet, and cooperation and integration between car companies and the Internet are becoming more and more frequent. New power company Leapao Auto has chosen to cooperate with Internet companies such as Qunar.com, Alipay and Didi, and has successively launched services such as an instant discount of 20 yuan on train tickets, a 30 yuan cash red envelope for a test drive in the store, and a 50 yuan driving voucher. .
At present, the train ticket discount has ended, but the test drive activities to receive cash red envelopes and driving vouchers are still in progress.
As information technology continues to develop, car companies are also constantly innovating and using different activities to connect with young people. However, for users, no amount of linkage is as good as the discount of real money. So what are the discounts in the automobile markets in different regions during the Spring Festival? Shell Finance reporters will also report during the Spring Festival.
Beijing News Shell Finance Reporter Bai Haotian
Editor Chen Li Proofreader Chen Diyan
