Changan returned to the top two, and Jiangxi Isuzu and Zhengzhou Nissan competed for the influence of the third February pickup truck.

The first commercial vehicle network original

If the whole industry was immersed in the relaxed atmosphere of the Spring Festival holiday from June 5438 to June 20231October, then in February after the resumption of work, the pickup truck market was "surging". As the first complete natural month after the opening of the year, the market performance in February will greatly affect the market structure of the industry in the first half of the year and even the whole year. Therefore, February is also an important node for all pickup brands to exert their strength.

So, what are the new trends of mainstream pickup brands in February? Where does the center of gravity of communication tilt? Please see the analysis report brought by the first commercial vehicle network.

Most brands have not changed much. Chang 'an returned to the second place.

According to the statistics of First Commercial Vehicle Network, in February, 2023 (February1-February 28th), the top ten brands in Picardy I Impact Index were Great Wall, Changan, Jiangxi Isuzu, Zhengzhou Nissan, Jiangling, Jianghuai, Futian, SAIC Datong, Zhongxing and Qingling, with a total score of 1202.

Specifically, the Great Wall continues to lead the rankings with a high score of 276 points, and its position as the "leader" of the industry remains unshakable; After a sharp decline, Changan rose rapidly from the seventh place of 1 and returned to the second place in February. The performance of Jiangxi Isuzu is still strong, maintaining the top three rankings; Zhengzhou Nissan, like the first two months, followed by Jiangxi Isuzu; Other pickup brands have not changed much in scores or rankings.

Generally speaking, in the ranking of "picardie-Impact Index" in February, the position of each brand basically continued the previous pattern. Although Chang 'an saw a big increase, it is not surprising that Chang 'an quickly returned to the second place after experiencing a sharp decline of 65,438+10, considering its publicity, rich activities and excellent mechanical quality of visitors' pickup trucks in February.

The ranking in February shows that the pickup truck market is increasingly competitive and full of uncertainty. Once the publicity lags behind others, the brand influence may drop sharply. On the other hand, if a large number of marketing and publicity activities are released and disseminated with the help of the excellent strength of the product itself, even the brands with relatively low rankings will have the opportunity to impact industry leaders. Chang 'an's performance in these two months is the best proof.

February is a key time node for pickup truck users, OEMs and even the whole industry to get the economic order back on track. All brands expect to make a good start for the market performance of the whole year at this time. In this context, no brand dares to "fall behind" easily.

User endorsement has become a new means of publicity for various brands.

Under the frequent "bombing" of massive information, most users will feel numb to the paper parameters of the model. Therefore, many brands realize that products should not only pursue "performance", but also "experience".

In addition to inviting athletes, artists, cross-country athletes and other well-known users to be "co-creators of mountain and sea culture", brands such as Changan and Jiangling have also launched similar marketing activities. Chang 'an invited senior photographers, entrepreneurs, cross-country enthusiasts, media practitioners, travel bloggers and other highly representative users to share their unique stories with Chang 'an tourists, and at the same time issued a "material creation solicitation order" to encourage users to share good memories with tourists; At the end of February, Jiangling officially launched the recruitment campaign of "Love Leader" to "build momentum" for the brand-new pickup truck brand that Jiangling will launch soon.

Good products never have a fixed answer. For pickup trucks officially defined as "light multi-purpose trucks", it is almost impossible to meet the needs of all users. It is often more effective to seek the target group that best fits the product and impress potential users with real and positive practical experience than to pile up boring parameters.

Diversification of marketing means, consumer profit is the key.

In addition to the "track" of joint efforts, for brands that expect to further their "Picardi influence", only by seeking differentiated competition methods can they achieve the communication effect of "making users shine".

February 2023 "Piccadilly Impact Index" Event Statistics

With the aura of "China's high-end pickup truck ceiling", the Great Wall Shanhai Artillery attracted a lot of attention as soon as it appeared. In February, the Great Wall still put the propaganda center on the mountain and sea artillery, but different from before, the Great Wall recently carried out a test drive of the "outdoor paradise" Siguniang Mountain, which fully verified the excellent quality of the mountain and sea artillery itself and branded the model as "the king of the outdoors". At the same time, in late February, the delivery of the first batch of Shanhai guns in China was fully opened, which pushed the attention of this model to the peak.

After experiencing the "pain period" of 1 month, Chang 'an concentrated its efforts in February, not only holding unprecedented "Lantern Festival welfare live broadcast special" and "Dragon Head Up Live broadcast special" preferential promotion activities, but also holding many outdoor test drives, which comprehensively tested the reliability and economy of the products. In addition, Changan won the "Leader" certification of enterprise standard issued by China Automotive Engineering Research Institute in the middle of the month, which has been recognized by both the industry and users, and this is supported by the excellent comprehensive product strength of the browser.

In February, Jiangxi Isuzu launched a spring car purchase promotion. As the saying goes, "one move can eat all over the world". Although this propaganda method of price war is conventional, it is very effective. Both Lingtuo and the classic Ruimai pickup truck launched a two-month preferential promotion from February 1, especially the classic Ruimai pickup truck, which contributed a very cost-effective tool car to the market at a price of more than 80,000 yuan, which lowered the threshold for entrepreneurs to buy cars and greatly boosted the confidence of users.

In addition to product promotion, Zhengzhou Nissan has integrated public welfare into development and assumed more social responsibilities. In early February, Zhengzhou Nissan won the "2022 Corporate Social Responsibility Award", which is the industry's praise for its long-term commitment to public welfare undertakings. As an enterprise with not only strength but also "temperature", Zhengzhou Nissan has long helped public welfare students, providing a solid guarantee for many students; At the same time, it also helped rural revitalization in an all-round way, and carried out various forms of assistance in "Pika Village" and became a powerful promoter of local economic development.

With the increasingly fierce competition, the marketing means will be ever-changing, but no matter how the marketing means change, the final effect is "all roads lead to the same goal". Providing reliable products and bringing tangible benefits to consumers is the core competitiveness of enterprises. This is also the essence of the promotional content of various brands in February.

Concluding remarks

It is undeniable that pickup trucks are gradually getting rid of the attributes of commercial vehicles, and their positioning is no longer a simple tool car. The development of the product itself will change with the change of users' needs. It can also be seen from the overall pattern of the influence ranking of pickup trucks in February that the pickup truck market has become more diversified: not only the product form, but also the marketing means. The author believes that in the era of information explosion and excess product performance, only by paying attention to users' needs and truly thinking for users can we win word of mouth and the right to speak in the industry.

This article comes from the author's first commercial vehicle network, and the copyright belongs to the author. Please contact the author in any form. The content only represents the author's point of view and has nothing to do with the car reform.