Zhong Guo Jing Ji Wang·2024-04-19 00:02Core Insights - The automotive marketing paradigm is changing due to advancements in communication technology, accelerated industrial transformation, and the influx of new car manufacturers [1] - The recent launch of Xiaomi's SU7 has generated significant attention, highlighting the influence of Xiaomi and its founder Lei Jun in the automotive sector [1] - There is a growing concern in the industry regarding the pursuit of traffic, which does not necessarily equate to sales [1] Group 1 - The traditional "4P marketing theory" is being deconstructed and reshaped as companies compete for attention and traffic [1] - Traffic can be a double-edged sword; while it can boost product sales, it can also lead to negative consequences if mishandled [1] - Successful automotive sales depend on multiple factors, including design, technology, driving experience, product positioning, and pricing, rather than solely on marketing efforts [1] Group 2 - The perception that luxury brands like BBA (Benz, BMW, Audi) are lagging is not entirely accurate, as they continue to perform well in the market despite industry changes [1] - BBA achieved a combined sales figure of 2.319 million units and a luxury car market share of 77.48% last year, indicating their competitive advantage in the high-end car market [1] - The notion that traffic can easily alter the competitive landscape in the high-end market is challenged by BBA's sustained performance [1] Group 3 - Not every individual or company is suited for public engagement to gain traffic, and this should be a fundamental understanding for businesses [2] - The rise of organized fan bases and "water armies" poses a risk to the automotive marketing ecosystem, potentially distorting the competitive landscape [2] - The market is perceived as highly competitive, leading to a focus on traffic and marketing, which may not resonate with consumers [3] Group 4 - Differentiated innovation in products and services is essential for companies to succeed in a competitive market, rather than being driven solely by traffic [3] - The industry should not allow the pursuit of traffic to overshadow the importance of innovation and product quality [3]