On June 13, the first off-road vehicle of Deep Blue Car – Deep Blue G318 was officially launched, the price range is 17.59-31 8,000 yuan, and the main price range of the model is 17.59-22 9,900 yuan. The worry-free cross-over version priced at 318,000 yuan is in a state of parameter confidentiality on the official website, and it is estimated that it will take a while.
However, this is not the focus of MYAUTO’s attention. MYAUTO is more concerned about the dark blue version of "zero yuan purchase", that is, the "free car pickup plan for all" launched some time ago. Is this seemingly generous plan a real market profit or a well-designed marketing gimmick?
Dark Blue G318 "zero yuan purchase" "cut a knife" before picking up the car?
The free car pickup activity of Deep Blue G318 is essentially a marketing strategy based on the amount of user interaction. According to the rules of the event, consumers contribute to the Dream Fund pool through interactive behaviors such as likes, retweets, and comments on social platforms such as Weibo, Douyin, and Kuaishou. With the increase of interaction, the upper limit of the fund pool can reach 100 million yuan, thereby reducing the cost of consumer car purchase.
Although the bargaining model initiated by car companies is currently rare, the marketing model of the Deep Blue G318 also has precedents to follow. In April this year, at the Chery Fengyun T9 pre-sale event, Chery launched the "9.9 yuan new car pre-sale crowdfunding" activity. The approximate method is that before the product is launched, users pay 9.9 yuan to place an order for a new car in the Mini Program of Chery’s official mall, which can participate in the lottery and crowdfunding. The next step is to determine the final listing price according to the number of orders. If the crowdfunding order is less than 10,000 vehicles, the listing price of Fengyun T9 will be reduced by 5,000 yuan; if the crowdfunding order is 10,000 to 20,000 vehicles, the price will be reduced by 10,000 yuan. If it exceeds 20,000 vehicles, it will be reduced by 20,000 yuan. Chery used the Pinduoduo model on the order, which was really effective. On May 21, at the launch conference of Fengyun T9, Chery announced that the pre-sale volume of Fengyun T9 exceeded 50,000, and the result was that the final price of Fengyun T9 was 30,000 yuan lower than the pre-sale price.
The innovation of this marketing model in the automotive industry is that it turns consumers into participants and promoters of marketing activities. However, this model also has certain risks. First, the final size of the bonus pool depends on the amount of interaction and the number of users who place orders, which means that consumers may need to put in a lot of social effort to get a substantive offer. Second, if the number of orders surges, the actual amount of benefits that each user can receive may be much lower than expected.
According to the official data of Deep Blue G318, the first event video received more than 11,000 retweets and 21,000 likes in a short period of time, indicating the high level of consumer interest in this new marketing model. However, whether this engagement can be sustained and whether it can be translated into actual sales is still unknown.
How much can "roll" consumers make in the "Pinduoduo" way?
The marketing strategy of Deep Blue G318 is similar to Pinduoduo’s "one knife" model. This marketing method based on social sharing and customer engagement not only increases the stickiness between users and brands, but also expands the influence of activities. However, this model also raises concerns about cost control and consumer rights protection. How to ensure the actual interests of consumers while pursuing traffic and order volume is an issue that auto companies need to seriously consider.
From a cost point of view, this marketing model is a low-cost way to promote Deep Blue cars. Through consumers’ social networks, Deep Blue G318 can quickly improve branding impressions and attract potential customers at a relatively low cost. For consumers, how much they can get out of it is the most important thing. Maybe they are happy to participate and wait until the final price is announced before watching the dish?
In essence, whether it is Changan Deep Blue’s "zero yuan purchase" or Chery Fengyun T9’s "cut a knife", they are all looking for reasons for their respective price reductions, but the extent of the price reduction depends on the audience’s participation. Whether the reduction is 5,000 or 30,000, consumers personally participating in the "Pinduoduo" style of bargaining is very good for promoting Dading. When people are impulsive, it is debatable whether Deep Blue Auto will become a new trend in the industry after this round of "zero yuan purchase".
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