For car companies, R&D costs are high, but marketing expenses are also amazing!
According to relevant statistics, in 2022, BYD's advertising expenditure will be 2.2 billion yuan, and Changan Automobile will be 17600 million yuan, Great Wall Motors 30500 million yuan, NIO 17800 million yuan.
Marketing is a metaphysics, and throwing money may not have an effect, but it is also impossible not to spend money. It's like the famous chicken soup: hard work is not necessarily successful, but if you don't work hard, you will not succeed. But having said that, high-end ingredients often only need the simplest cooking, and high-end marketing only needs the most down-to-earth way, depending on whether car companies can seize the opportunity. Judging from the recent BYD reward for lawyer car owners, it can indeed be called a model of marketing.
On February 25th, a section of "Bentley driver **hurts"**circulated on the Internet, **, Bentley owner and BMW owner had a dispute, and the BYD Han owner who saw this scene was a 39-year-old lawyer, who got out of the car for mediation at the first time, and finally avoided the deterioration of the situation.
In this regard, BYD issued a document saying that it praised the man's righteous act of seeing injustice, and decided to provide lifelong free maintenance of his vehicle, and at the same time reward 200,000 yuan.
In addition, BYD will consider setting up the "BYD Car Owner Positive Energy and Righteousness and Courage Award", and give a reward of 5-200,000 yuan to positive energy and righteous and courageous car owners.
In fact, conventionally speaking, this matter can also be on the front page of social news, and there are only a handful of people who can understand it, but BYD's reward for car owners can't tell how this should be positioned for a while. In this regard, many people also gave their own doubts and ridicule:
Although the Tesla owner who took the ** did not get out of the car, he took the ** and quickly went online, which is also credited. This wave of operation Tesla is not as good as BYD! ”
The behavior is worthy of recognition, but the deliberate marketing is offensive, a bit of a cover for the focus of the news, and use this incident to highlight your status! ”
Rub the traffic and spend 200,000 to advertise yourself! ”
And not ** fair, these labels, this matter BYD has indeed become the biggest "winner", as for why this is done, together you think there are roughly the following reasons:
First of all, the market competition is fierce, car companies are desperately spending huge sums of money on marketing, and now spending 200,000 can have a good effect, I believe that every car company will be willing to pay this money, plus it is a righteous act, the lawyer car owner did stop a tragedy that is very likely to happen, shouldn't it be praised?
Secondly, BYD started the year big, and other brands were caught off guard by a wave of price cuts, and this time, the best degree is just right.
In addition, the label of being a lawyer and being righteous and brave is associated with BYD, and BYD's brand image has also been invisibly raised.
In fact, not only BYD, but also many car companies are marketing through such social events.
In 2023, a Changan UNI-V was crushed by a 30-ton container, and although the vehicle was damaged, the two passengers were unharmed, and it rushed to the hot search for a while. To this end, Changan Automobile dismantled and broadcast the vehicle for the first time, and its safety attributes were widely disseminated. And after that, Changan Automobile also sent a new UNI-V to the owner, which netizens also joked that saved hundreds of millions of advertising costs for Changan Automobile.
In 2020, on the highway from Guangzhou to Zhuhai, a Wei brand VV7 was rear-ended by a truck, rolled several times in a row and fell to the bottom of a 20-meter-deep viaduct, fortunately, all 5 people were only slightly injured. Then Wei responded generously on the Internet, as a pragmatic brand, ensuring quality is what should be done, and recognized the safety awareness of the passengers in the car, because they all wore seat belts, which played a decisive role.
Independent brands started slowly, and it is not easy to have the current recognition, and it happens that this is an era of "traffic is king", so BYD's operation is actually understandable.
In 2023, BYD's annual sales will exceed 3.02 million units, which is an unprecedented height for its own brand, and all of them are new energy products. In 2024, BYD is expected to complete at least 4.5 million sales, which means that the average monthly sales volume will reach 3750,000 units.
Objectively speaking, compared with the world's first-line manufacturers, BYD still has a distance, and because of this, BYD's development is with a mission, behind which is the height and speed of the entire independent brand, and in this process, we need our support, including BYD, many independent brands also need our support and tolerance, because only in this way, independent brands will have a better future, what do you think?