Since the peak of sales in 2017, the car market has fallen into stagflation in recent years, the competition is fierce, and it has become more and more involuted. At the same time, the platform, content and audience are changing, with the rise of live broadcasts, short and other self-improvements, "fast food, channel diversification, and low-quality traffic" have gradually become a trend. The audience is increasingly immune to traffic bombardment and is more eager for high-quality content. Changes in objective conditions have a subtle and far-reaching impact on the marketing of car companies. 
First of all, performance marketing is more convenient, because with more channels, more fast food, and flooded content, it is easy to get traffic and get clues, and even without the need for an authoritative platform, Internet celebrities, live broadcasts, and self-advertising can be solved. The problem is that despite the massive increase in flood cues, the water content is too high, the efficiency is mediocre, and the revenue of performance advertising is gradually narrowing, especially for consumer goods with long decision-making cycles such as automobiles, advertisers are refocusing on brand building. However, the difficulty of brand marketing and brand building has increased. "There is a lack of authoritative platforms and a decrease in quality content", and communication between brands and high-quality users is more difficult. When a 100-word micro-headline, or a 15-second short ** can be swiped, who wants to spend half a year to make an Antarctic documentary?The lack of high-quality content leads to a lack of communication between brands and high-quality users. 
At the same time, the importance of brand building has become more prominent. In a highly homogeneous market, the technical performance of different brands "collides", the appearance and interior are slightly similar, and the ** and configuration are also strangled at every level. In this case, there is an urgent need for the unique emotional value and brand image of the brand to bring unique image recognition to users, so as to drive consumers to make better choices and obtain higher brand loyalty, so as to get rid of the endless low-level ** war. Car companies at different stages of development have different problems in brand building and brand launching, and their brand building methods are also different. How to quickly enhance the brand reputation of the "black" upstart whose sales have skyrocketedAs an upstart brand with a history of only 20 years, with the explosive growth of the new energy market, BYD finally won the championship after ten years of hard work. Sales exceeded 300,000 units in November, and annual sales are expected to exceed 3 million units, surpassing Tesla's comprehensive sales volume and becoming the global new energy hegemon. At the same time, because "the wood is beautiful in the forest, the wind will destroy it", BYD is often inexplicably "black", full of suspicion, criticism, criticism and even smearing, becoming a "natural arrow stack" to vent bad emotions in the market. At the same time, as a leading new energy car company, BYD expects to quickly improve brand goodwill and brand reputation in the context of rapid sales breakthroughs, convert more traffic into brand goodwill, transform sales advantages into brand loyalty, gain user recognition at a higher level and deeper level, enhance brand image, and dilute the negative impact of "recruiting black". 
We found that at the ceremony of 6 million new energy vehicles off the assembly line, BYD called for "Chinese brands together";During the Hangzhou Asian Games, BYD paid tribute to the Chinese men's basketball team in the trough. BYD's various brand building behaviors are reflecting the social responsibility of leading car companies and striving to build a more positive public welfare image of the brand. 
Not long ago, BYD and Tencent News launched "Looking for Glacier Blue", which pushed brand building to another level. In the program, the environmental protection guests relayed to drive the BYD Tang DM-i Glacier Blue model, from the Yangtze River estuary upstream, all the way west, pay attention to the mother river, spread the concept of environmental protection, take in the great rivers and mountains, pay tribute to the blue glacier, and also bring a sample of low-carbon travel and environmentally friendly life. The broadcast of the documentary not only gained high traffic, but also received wide acclaim, and BYD's attention and praise increased linearly. In "Looking for Glacier Blue", the program implants BYD products throughout the process with the help of different environments to achieve the effective communication of the in-depth combination of content and products. The greater significance lies in the fact that with high-quality content + public welfare advocacy as the engine, the brand is closely associated with the mission of ecological and environmental protection, which reflects BYD's concern for public welfare undertakings, and transparently conveys BYD's brand concept of "creating a green tomorrow with science and technology", making BYD's brand image more positive, fuller and more positive. 
Especially considering that BYD has recently been promoted to an upstart, explosive growth, rapid rise, and objectively encountered all kinds of criticism, the brand image has been damaged, and it is urgent to actively carry out brand building and maintain the brand image. When BYD holds the banner of environmental protection and stands on the peak of the blue glacier, the brand image is awe-inspiring, and the negative impact of the "black" physique is gradually fading. Comments: BYD, which has opened up the pattern, has gained the attention and tribute of the whole society in public welfare marketing. High-end attributes are differentiated, how to build a brand moat?Unlike BYD's upstart status, Hongqi is a luxury brand with a long history, and is the only high-end brand in China that has truly gone through the test of history and is widely recognized by the public. At the same time, unlike BYD's brand image, which is still under construction, Hongqi's brand image has been formed, which embodies strong feelings of family and country and contains deep and heavy cultural charm. In the fierce market competition, Hongqi is also facing brand building problems. In the past five years, Hongqi's sales have grown rapidly, from 5,665 units in 2017 to 310,000 units in 2022. At the same time, the main battlefield of Hongqi's sales has also shifted from public and commercial vehicles to the civilian market, and Hongqi urgently needs to communicate with consumers in the civilian market, deepen and strengthen the brand brand of their home and country feelings, and enhance the brand identity of consumers and potential consumers. At the same time, under the encouragement of the success of Hongqi, more competing products began to adhere to and imitate Hongqi, through space launches, rocket naming, sponsorship of various sports and cultural activities and other behaviors, and strive to move closer to the direction of family and country feelings, which objectively diluted the unique attributes of the Hongqi brand. In addition, it should also be taken into account that Hongqi, as the big brother of its own brand, should also reflect a greater sense of social responsibility in brand building, not only need to enhance its own brand pride, but also enhance the collective sense of honor of the overall Chinese brand, and set an example in terms of public welfare, social responsibility and patriotism. 
Perhaps it is under this consideration that Hongqi has collaborated on the border humanities documentary "Ten Thousand Miles of Border" for two consecutive seasons. The second season of the program, which just ended not long ago, is based on the 70th anniversary of the War to Resist US Aggression and Aid Korea, and the guests drove the Hongqi HS7 all the way along the border of the motherland, inspecting the borders of major countries that are difficult for ordinary people to set foot on. The documentary was released, with a total topic reading of more than 200 million+, and it rushed to the hot search topic on the day it was launched. When the red flag of the Khunjerab outpost, the highest altitude in the motherland, slowly rose on the high snowy peak, the brand image of the red flag and the feelings of the family and country also rose high in the hearts of the audience, once again deepening the brand imprint of the red flag. 
In addition, in the second season of "Ten Thousand Miles of Border", Hongqi riders are also involved, so that Hongqi fans and riders are immersed in the scene and proud, bringing an unattainable sense of pride and deepening Hongqi's brand sense of honor again. Comments: High-end brands, with high-quality content, and high-quality people to establish emotional resonance. How to grasp the relationship between the traditional and the new track for the transformation of a century-old brand?BMW is the world's top luxury brand with a long history of 100 years, has formed a clear brand label in the automotive industry, and has a wide reputation, reputation and influence at home and abroad. The problem for BMW is that the market has a deep-rooted perception of the BMW brand, which is luxurious, sporty, German, and high-performance, and its models are also enthusiastically sought after by consumers. However, the valuable wealth accumulated by this long history has objectively also formed the audience's thinking about the BMW brand, which has brought certain constraints to the development of the BMW brand in the era of rapid transfer of the new energy track. Although BMW has also launched new energy models such as the i3, i4 ix1 ix3, and the sales of some models are also remarkable, the overall performance is still average. The biggest problem is that in the general perception of consumers, BMW is still a luxury brand with strong fuel vehicle characteristics, and even if consumers choose BMW electric vehicles, most of them do not "determine the new energy vehicle first, and then choose BMW";It's more about "first identifying with the BMW brand, and then choosing an electric car in BMW's model library". In the era of rapid growth of new energy, BMW also needs to adjust its brand image in time and carry out brand building that is more in line with the development trend of the company. 
BMW chose to make a breakthrough in Chengdu, and joined hands with Tencent News to renovate the Heming Tea House, replacing the quaint Heming Tea House with an orange trendy new outfit, attracting tourists to check in the BMW iX1 "Magic Ball", so as to show the advanced intelligent technology of the new BMW iX1 and convey the new image of BMW's transformation towards new energy. The launch of the event was warmly welcomed by the audience, with more than 100,000 offline participants, and the event communication formed at the same time continued to ferment, achieving good results of both quality and efficiency. In addition, BMW's choice of Chengdu as the venue for this event is also the result of careful selection, because Chengdu not only has a long history of thousands of years, but also has fashionable and dynamic trend elements, which is in line with the brand tone of BMWThe Heming Tea House not only has the cohesion of long-standing traditional culture, but also is an Internet celebrity store, which is loved by various people and fits with BMW's target group. 
BMW and Tencent News jointly modernized the ancient Heming Tea House, realizing the natural connection between the ancient and the modern, the traditional and the trendy, and at the same time showing the essence of the product with the help of on-site experience, and more objectively conveying the temperature and proportion of BMW's brand transformation. More importantly, if an ancient city like Chengdu can be fashionable and vibrant, and traditional culture such as Heming Teahouse can be integrated into modern life, then BMW, which has a long history, will naturally connect with new energy, and it also answers the question of how traditional luxury brands and new energy tracks can be integrated. Comments: The long history can also cater to the trend, and the century-old luxury brand is integrated into the new track. Write at the endCar companies at different stages of development encounter different brand building problems: upstart brands need to actively carry out brand building, and urgently need to build brand goodwill, make up for brand shortcomings, and enhance user loyalty;Brands with a certain degree of influence should continue to deepen and enhance their existing brand imprint, enhance the sense of brand honor, and form a brand moatLuxury brands with a long history are facing transformation problems under the general trend of rapid development of new energy, and brand building reflects the fine-tuning of the development direction of car companies. For traditional advantageous brands, the days of lying down to win have ended, and it is necessary to run to make money, establish deeper emotional communication with users, and maintain the basic disk that it already has;For offensive brands, although they have conquered the city in terms of sales, they have never established brand reputation and user loyalty, and there is an urgent need to lay a solid foundation, establish emotional communication, enhance brand goodwill, and consolidate terminal sales. Brands at different levels, in different situations, and at different stages of development have different needs in terms of brand building. In reviewing the brand building cases of BYD, Hongqi and BMW, we found that in corporate brand building, authoritative platforms and high-quality content are indispensable. Only high-quality content can cover high-quality people, imperceptibly achieve the impact on audience reach, penetration, and then moisturize things silently, achieve the brand's appeal expectations, form a "high reputation shaping" integrating customer + content + platform, and complete the original intention of brand building of car companies.