In the face of joint venture cars and domestic cars, the same type of fault will have completely different evaluations on the two types of cars, and the probability of the same type of fault will have completely different comments; In short, most joint venture car users will be more tolerant of vehicles and brands, and much less tolerant of domestic cars, and even if the probability of the same type of failure is lower in domestic cars, it will be more criticized.
Why is there such a contrast, and why is everyone stricter about domestic cars?
Some people believe that the reason for this contrast is cultural cognitive bias, which objectively exists, but is no longer the main factor; Because there are many car users who own both joint venture cars and domestic cars, and their Chinese-made cars are still dominated by new energy vehicles, the reasons for this phenomenon cannot be generalized, otherwise they are playing the "love G marketing card".
The real reason should be over-marketing, or "self-aggrandizement".
There is a classic line in "The King of Destruction":
I mean, all of you here are "Lese".
This is an exaggeration of film and television dramas, in reality, there has never been such a description in any industry, and no company dares to step on the whole industry; Because this approach is equivalent to the whole industry into their own competitors, all companies will want to put it to death, which company has the strength of the whole industry? There can be no such enterprise, and it will not be allowed to appear. Therefore, it will only be funny when such lines appear in film and television dramas, and when such descriptions really appear in reality, everyone will often regard them as daredevils or even fools, at least a boy who does not know the height of the sky.
However, in the past two years, there have really been a number of such companies, mainly car companies, for example, some car companies say that they have the pricing power of a certain range of products, and the pricing strategy includes "leaving a way to live" for competitors, which is more arrogant than the description of "everyone here is happy". There are also some car companies that say that they are "far ahead", who is ahead? It's nothing more than the whole industry, and the subtext is still saying that "friends and businessmen are all happy". There are also more exaggerated "new kings should stand", "the best within 5 million", "the best within 10 million" and even "the strongest on the surface", delineate a range, and other vehicles within the range are still "happy".
Can it be described as such?
Obviously not, because it violates advertising laws in the first place, but because it is often the executives of the companies who say these things, no one usually cares about them.
Why did Miss Dong become "Grandma Dong"?
Because it is too arrogant, the sentence "A certain force is the best air conditioning brand in the world" suddenly made many people start to resent it, how did it become the best? It's nothing more than boasting. Coupled with a series of absurd descriptions, the result is that the image of a capable female entrepreneur is finally reduced to a laughing stock.
This is also the result of over-marketing, and over-marketing in marketing often comes from competing companies, because everyone knows the truth that "the higher you win, the harder you fall"; As a result, there is a marketing strategy called "killing", in which competitors never say that their competitors are bad, but boast about their outrageous products, and once they are outrageous, they will cause disgust and eventually lose orders. Killing is a very common and very effective marketing plan, at this time what these car companies do is self-killing, and the two words are self-killing.
Over-marketing is self-aggrandizement, and it can have different consequences at different stages.
The initial saturation of communication makes the audience gradually lose its freshness.
In the medium term, saturation spreads, and the freshness becomes exhaustion and becomes excessive in disgust.
Saturation continues to spread, and the feeling of exhaustion completely turns into disgust.
Now we have reached the second stage.
Why is everyone stricter about domestic cars?
Because you say how good your vehicle is, and it is ridiculously good, then the user's expectations for the product are bound to be very high, which is self-defeating; At this time, some people have begun to use its products, and the real level of the product is gradually emerging, and the saturation marketing of the same period has made some people tired, so as long as the gap between the real level of the product and the marketing description is revealed, it may only take one day to transition to the third stage.
Conclusion: It is a new phenomenon that domestic cars are more strict, and the early domestic cars are generally low, and their users' requirements for vehicles are also low; Nowadays, domestic cars are no longer cheap, and their users' requirements for vehicles will be the same as those of joint venture cars of the same level. However, joint venture cars are generally low-key, while independent car companies are generally over-marketing, and the strictness of the requirements is equal to the marketing description, so such a contrast is caused by their own reasons.
However, what is more worrying is that a large number of domestic brands will enter the third stage, when the share of domestic brand vehicles is likely to shrink; It should be more restrained in brand marketing, otherwise it will not be long before it will reap the consequences.
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