September 5, after a lot of brush there is a sense of Havel big dog turned sale, pre-sale price range of 12.50-14.60 yuan.
now and then from the sale was first announced to sign name Hover big dog can be said to have saved a lot of popularity, and by the sale price of view, the big dog this model seems to represent a certain degree of Harvard break up.
So with Harvard this wave after wave of alternative marketing strategies, as well as the big dog’s own unique product strength, whether we can successfully stand it?
a, another way of marketing, all the people to create a big dog
To say that the big dog in this year’s Harvard marketing strategy seems to be to some extent be called a model for the industry, in the car poly Jun view, the big dog in the ring this year at least three waves of fans.
First, at the beginning leakage car design, since its shape is quite tough, and the size seems previous non-load-type body close Harvard H5, many media speculated that perhaps the H5 replacement model, but the manufacturers did not stand, have been hot on the network.
until May 27, Hover SUV officer Micro posted a Push: “I’m not H5” , also announced a new car renderings, code-named B06.
With this wave of operations, Havel big lap dog of the first wave of fans, but also aroused our curiosity, since it is not H5, what is that car? Then this model will be officially defined as “3/4 scale car”, that is, between the new species among hardcore off-road vehicles and urban SUV, but did not mention names.
The time came in June, Harvard opened a global levy the name of the new car, an alternative nameBoth Harvard Lan way, this domineering Tomahawk name, there Reactor This Western style names, but at the same time mixed with a large dog Hafer, Hafer wolf this slightly funny name implies.
speak truth, global new name, this thing is not uncommon, but most manufacturers already have their own best choices, so many in fact do not have much practical significance.
can no one thought that big dog was able to win last name, did not expect more people Hover actually really using that name.
Since then Harvard harvest a second wave of fans, not “black-box” Hover further for everyone to leave the impression of honesty and surprising.
And after that, Havel big dog completed on the Chengdu Auto Show starting debut, and again in early September to open the new name configuration, the Huskies finally, a Border, Labrador dogs and horses to win, becoming the new car configuration named almost the same time, Harvard announced the sale price of a large dog, and release his own independent label and exclusive ICON, since they circle the third wave of fans.
to know automotive marketing in the traditional sense, the manufacturer responsible for the development, responsible for sales, responsible for publicity, and consumer communication barriers or costly, aging also communicate very bad, wait until abandoned by consumers, manufacturers may be incomprehensible.
but different Hafer big dogs, beginning with young people ways to play with them, trying to connect together, from brand name to ICON, the name of the configuration level by the user deeply involved, give the opportunity to everyone to participate in creating a.
than many brands are keen to promote the user to color value, space, configuration, and the tone of the brand method, Havel’s this big dogIdeas seem to be more prone to resonate with young people.
In the final analysis, however, can only be said to be a means of marketing, Havel big dog did circle the wave of fans, but so that they can successfully become owners, but also the big dog this how car models of product strength.
Second, the three major selling point blessing, how much chance of winning big dog?
at the beginning of the big dog when it comes to representing the Harvard certain degree of break up, but in their own brands, the big dog is not the first attempt to break up the models.
From the price point of view, the market this year, Geely and Chang’an UNI-T ICON significance with the big dog is quite similar.
three price than conventional level corresponding to its own shape SUV higher, but also the shape and style very different from their own family, so the color value is their common selling point, except that the UNI-T and ICON is taking the future course of science fiction, the big dog is to go retro cross-country route.
on the face value of the three stack up is hard to say, but it is worth noting that Harvard is not the only big dog color value that a prominent selling point.
First, the more important is the previously mentioned “3/4 scale car”: Hover the car is defined as 0 scale car, station wagon 1/4 scale car, 2/4 scale car city SUV, hardcore off-road car is a 4/4 scale car.
and a large dog that is unique to the pursuit of urban SUV comfort and off-road vehicles to the economy balanced meet specific performance by the product, can also be tender tough guy, this is an area not covered by a lot of brands before, but in fact it is an area that needs more urgent.
Considering the generation of young people generally work pressure, mental burden heavier social phenomenon, more and more people choose to release stress by off-road, off-road cultural past two years, China has gradually been taking shape.
be present, the most hardcore off-road vehicle price is not low, but non-load-type body, fuel economy and comfort are not high, so even love cross-country young people, most of them can only follow the advice of his family to choose a more suitable home city SUV.
and “3/4 scale car” Hafer big dog appeared, these groups will provide one of the most suitable solution – multi-degree field of view than the moment marketplace beings than Fen delicate moment of the youth obsession, which is obviously the big dog can become Harvard’s second important selling point.
But, early listing Hafer big dogs are 1.5T precursor models, even with the SUV-class approach and departure angles, but not too off-road strength strong, the real “3/4 scale car” seems to be the follow-up will be equipped with additional bridges electronically controlled jaw mechanical differential lock 2.0T four-wheel drive version.
Although some regret, but there is a third large dog selling point – customization.
Although this is not strange, but mainly in the lower Porsche, Rolls Rice appears on this ultra-luxury brand, regardless of domestic autonomy, joint venture or luxury brands generally can only select or optional in a limited number of colors and configurations at the time of buying a car.
The Harvard big dog gave great custom user rights, including body color, body skin, style, theme, car machine assistants, everything can be said by the users the count, wheel kit, air kit appearance, turbo kits, brake kits can be personalized custom, imagine the future run the streets of Harvard big dog, probably you will not have full kind of heavy.
In addition, from the perspective of product strength, and Havel big dog’s own compact SUV with third generation internet H6, UNI-T Chang also own compact SUV with Changan CS75 PLUS platform, ICON is Geely and its own small SUV helter-skelter on the same platform, positioning the feeling of a large dog and UNI-T to be slightly higher.
and in the size of the people concerned, Havel big dog measurements significantly among the three advantages, but the sale price is more expensive, I do not know whether the official price will be pleasantly surprised.
On the whole, compared to Geely and Chang’an UNI-T ICON, though Harvard was a latecomer to the big dog, but with the off-road and customization of these two advantages product vague feeling stronger force, coupled with the large number of fans of the early laps, the big dog seems to already have a considerable chance of winning.
car poly Summary
experienced “cheap carts”, “beautiful cart” and ” exquisite cart “after three times, seemed to open up its own brand” personality carts “era.
in this era of the brand more attention to user experience, and most of them for a more substantial change in the face value, seems to want to get rid of the new car “at a glance recognize domestic car “image, turn into a” unique handsome. ”
From this point of view, as a pioneer of Changan UNI-T, Geely and Harvard ICON big dogs have completed their breakthrough, both before and after listing sales are good, UNI-T even achieve a monthly sales break million.
taking into account the thoughts of Harvard spent on the big dog’s marketing and product strength, its large dog seems to have a higher level of sales expectations.
just do not know, is a big dog in the futureNo it will become a “second H6” it?