As one of the top auto shows in China, Guangzhou Auto Show is famous for its unique regional coverage, numerous car models and numerous stars. However, at last year's 17 Guangzhou Auto Show, not only did the number of car models drop sharply because of the new auto show regulations, but even the stars who took over the car models in previous years disappeared.
Eddie Peng Yuyan Yuyan participated in the 20 17 Shanghai Auto Show.
Combined with the market trend of 20 19, many people think that the last Guangzhou auto show no longer invited stars because the overall sales of car companies are not good, and the high cost of inviting stars is undoubtedly worse. However, if we deeply analyze the benefits these traffic stars bring to car companies, it may not be difficult to find that things are not that simple.
In the era of offline activities before the outbreak of the epidemic this year, the star itself was set as the "halo" of influence brought by car companies and new products, and it was the most direct channel for car companies to communicate with consumers. However, for many traffic stars, "success is also determined by people, and failure is also determined by people." In the history of endorsement, there are not a few car companies that have been "pitted" by stars.
20 14 chuangkuo cooperates with Kai Ko.
Chevrolet small SUV? Before TRAX Chuangkuo went on the market, it coincided with the popularity of Tiny Times. Therefore, Chevrolet invited Kai Ko and Guo Caijie to become the official spokespersons of Chevrolet Chuangkuo China, and filmed a three-phase microfilm with this car. As a result, before the trilogy was finished, the news that Kai Ko was taking drugs in Beijing set off the entertainment circle, which directly led Chevrolet to spend several years remolding a cool young image.
20 12 Volkswagen Touran invited Ma Yili to endorse the brand. The initial pledge of eternal love, and later there is a well-known result. Although it has been many years, the "new family relationship" advocated by Touran has become a laughing stock for a time.
20 18 is the last year for Fan Bingbing to endorse the Renault brand. With the establishment of the accusation of "tax evasion" by the tax bureau, the three-year cooperative relationship between Renault and Fan Bingbing finally came to an end. After that, the popularity of Renault brand in major auto shows in China plummeted, and the products themselves were not satisfactory, so there was no hope of a comeback in China.
In the face of these unstable factors, blindly inviting celebrity endorsements is like putting a double-edged sword on car companies. I don't know when the brightest side of these stars will become a sharp knife and stab themselves. Therefore, since last year's Guangzhou Auto Show, car companies that couldn't find a new breakthrough finally gave up idolize.
However, it turns out that the overall market depression, coupled with the lack of stars to help set off an upsurge, the 20 19 Guangzhou Auto Show ended hastily, which is also the most embarrassing auto show in recent years.
Can stars bring direct benefits to car companies? The answer is yes. Take Renault, which is on the verge of delisting in the past two years, the years when "Ye Fan" spoke were also the years when Renault's sales improved slightly. In other words, even if no new car is launched at the auto show, when the media collectively put up "Fan Bingbing appeared at the Renault platform of XX Auto Show", the exposure can still soar, which is the biggest benefit that the stars bring to the car companies.
In the face of the rapid development of new forms of communication such as live broadcast and video after the outbreak this year, and the new marketing forms such as live broadcast with goods that followed, it once again proved the appeal and influence of stars in front of fans. The new form has quickly narrowed the distance between stars and fans, and also made the people of stars more real and easy to distinguish. In this case, the car companies of this Guangzhou Auto Show seem to have found the antidote to rescue and invited the stars to the booth again.
Hua Chenyu spoke for Volvo at this year's Guangzhou Auto Show.
Hua Chenyu, the spokesperson of Volvo's latest contract signing, is the best example to show its influence. As a new generation of powerful singers, Hua Chenyu has an extremely exaggerated number of fans. According to my colleagues who attended the Volvo booth conference, fans who came to watch the conference surrounded the Volvo booth, and some even ran to the Lincoln booth next door, just to see the true face of Hua Chenyu. This platform model has undoubtedly won huge attention for car companies and brands. At the same time, car companies invite the new generation of traffic star platforms, and they can also show their development vision of being younger, more personalized or closer to future life in front of domestic car buyers who are mainly after the 1990 s and 1995 s.
Correspondingly, the platform activities attended by stars such as Mabel Yuan and Hard Candy Girl Trio also brought good attention. After experiencing the baptism of the Internet age, these stars are still able to stick to their own people, so that car companies can avoid the hidden worries of hurting themselves in the past or because the stars "blew themselves up". However, car companies still failed to achieve a good balance between products and stars.
Or take Volvo as an example, the only new car XC40 listed at this auto show? Recharge has been officially unveiled at the Beijing Auto Show. Although it appears as the first pure electric vehicle in the domestic market, it is not difficult to infer its sales ceiling from the current new energy market. So at the auto show, there will be another problem when car companies invite stars. Through the star effect, car companies can really attract fans to watch the exhibition to a great extent. However, in the eyes of blind fans, the auto show is just a fan meeting, and the protagonist is no longer the car, let alone the spread of products and brands. Although it is not excluded that some specific consumers are more susceptible to the influence of stars and contribute to the conversion rate for one or two promotional activities, for most fans, "Long live true love" always has to be weighed before money. In other words, if car companies really want stars to bring goods, it may be more direct for Haval to put a certain amount of high-priced models on the live broadcast of Viya.
"Audi A3? X Yibo "limited edition model.
Audi officially exposed the limited edition Ebo co-branded model on the eve of the debut of the new car A3. At the auto show, the MG brand also released the MG5 and YCY joint models. The addition of a large number of star elements on the car body is to "harvest" some specific consumers. However, if you want to use the star's own personnel to label the products for sale, maybe the car is still not a good cooperative product.
Fans are waiting for Hua Chenyu in the rest area.
On the other hand, if the fan management brought by the star platform is not good, the experience of other exhibitors on the spot will be greatly reduced. In addition to Hua Chenyu's fans at the Volvo conference, even the guest lounge during lunch break was crowded with fans, which caused trouble to exhibitors who went to the dining lounge. For stars and brands, the "enthusiasm" of fans can bring high attention and popularity to themselves, but it may also lead to criticism from others because of poor management.
Regardless of the outcome, Guangzhou Auto Show finally found its old "taste". Even though the car companies and the media were a little tired on the first day of the conference, judging from the noisy scenes after the official opening to the outside world on weekdays, people's enthusiasm for participation could still be recalled. Of course, for car companies, the ultimate goal of spreading brands is to sell cars. Therefore, after bringing their eyes and attention to their booths through various marketing methods, whether they can come up with satisfactory products to promote the transaction is the focus that some car companies should pay more attention to when participating in the exhibition.
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