Chang 'an Mazda brand marketing breakthrough: from technology niche to word-of-mouth popularization

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As the most important part of Mazda in China, Changan Mazda sold 802 1 1 vehicle from June to August this year. On the one hand, Changan Mazda accelerates the introduction of products and the latest technology, on the other hand, it also broadens the fan base more finely, so that this seemingly niche technology house brand can reach a larger market with a zero-distance attitude.

On September 26th, Beijing Auto Show officially opened. Changan Mazda took the next generation Mazda 3 Angkeira and Mazda? CX-30, 2020 Mazda? CX-5, and equipped with the world's first gasoline compression ignition engine-Chuangchi Blue Sky E? A new generation of X-engine models appeared at the booth simultaneously.

At the same time, it coincides with the 0/00th anniversary of Mazda/KLOC-,and Changan Mazda specially released the 300th edition of the next generation Mazda. Century, ingenuity and technology constitute the theme of this exhibition of Changan Mazda.

(Next-generation Mazda 300-year edition Angkeira)

"In the first three quarters of 2020, thanks to the rapid progress of resumption of work and production, Changan Mazda seized the market opportunity, accelerated the introduction of a new generation of models and technologies, and continuously enriched the product pedigree. In the field of marketing, we will continue to deepen value marketing, cross-border marketing, digital marketing, precision marketing and fan marketing, strive to consolidate the emotional bond between brands and users and fans, and accelerate the improvement of products, brands and customer service. " Wu, executive deputy general manager of Changan Automobile Sales Branch, said in an exclusive interview with media such as Car Totem.

(Wu, Executive Deputy General Manager of Changan Automobile Sales Branch)

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Changan Mazda strongly imports Mazda's world-first e-Chuangchi Blue Sky X engine, as well as Mazda 3 Angkor Sela X compression ignition distinguished edition and Mazda? The CX-30X compression ignition of two distinguished models is considered as an important measure to accelerate brand promotion.

(Next-generation Mazda 3 Angkor Sela X compression ignition exclusive edition)

To put it simply, e Chuangchi Blue Sky X engine is based on the famous SKYACTIV-G? Chuangchi Blue Sky Gasoline Engine and SKYACTIV-D? On the basis of creating Blue Sky Diesel Engine, we have absorbed the advantages of both, and built a brand-new engine which integrates the driving comfort and exhaust cleanliness of gasoline engine at high speed with the fuel saving, high torque output and good torque response of diesel engine. Finally, mass production is realized by SPCCI-spark ignition controlled compression ignition technology.

According to Chuan Ren Shang, vice president of automobile marketing and general manager of sales branch of Changan Mazda, E Chuangchi Blue Sky X engine is not a product developed on a whim, but the result of long-term research and development around Mazda's consistent "pleasant driving" and environmental protection.

Compression ignition technology is based on the above considerations.

"Since a few decades ago, many brands have been studying compression ignition technology, but it took them many years to realize this technology. No one has done it, but Mazda has always insisted on not giving up, so this is Mazda's unremitting technological achievements. " Kawakawa Ren Shang said.

"Don't take the usual road" is the outside world's cognition of Mazda, and the advent of e-Chuangchi Blue Sky X engine once again confirms this point. We know that it is not impossible to realize compression ignition on a gasoline engine, but the problem is that when this gasoline engine is ignited by compression ignition, abnormal combustion will occur and knock will occur. The SPCCI- spark ignition control compression ignition technology developed by Mazda makes compression ignition within the control range, thus solving the problems of abnormal combustion and abnormal detonation.

Compared with the more popular turbocharging technology on the market, the latter can't actually avoid the problem of turbo lag, which is the advantage of compression ignition engine. Compared with ordinary naturally aspirated engine, X engine has higher compression ratio and air-fuel ratio, higher efficiency, stronger torque and better fuel economy.

Environmental protection is worth mentioning. Kawasaki emphasizes that Mazda follows the development concept of "from oil well to wheel", and its environmental protection performance is even better than that of electric vehicles. And achieved good cost control, the price of X engine in China is the lowest in the world.

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The so-called "small-scale, brilliant" is reflected in the antinomy at the marketing level: on the one hand, Mazda has captured a large number of fans because of its persistence and even paranoia about technology; On the other hand, highly advanced and complex technologies also directly "shield" many ordinary consumers, and there are huge professional barriers here. Therefore, we can see that the market communication effect of Mazda brand is very popular with fans, but few others know it.

So, how to break this situation and make the "technology niche" as popular as possible? In other words, how can Changan Mazda better combine product strength with marketing strength?

In this regard, Wu said that what we are considering is how to use digital marketing to get through the connection between Changma brand and customers. Only by truly establishing contact with customers can marketing be more flexible and more in line with user preferences.

Taking the listing of CX-30 as an example, Changan Mazda was listed simultaneously on Zhejiang Satellite TV through TV and webcast, and invited the younger generation idol Adam to speak for it. Before the new car goes on the market, show the car lifestyle through the music, photography and food that customers like. "I think the marketing differentiation between Changan and Changma comes from the positioning of products and customers."

(Mazda? CX-30)

Judging from the product strength of two heavyweight models, CX-30 has the appearance of coupe, which inherits Mazda's control pleasure comparable to coupe. CX-30 has won many heavyweight awards, such as 2020 Red Dot Design Award and 2020 World's Top Three Cars, since it came out, showing its strong product competitiveness.

Mazda 3 Angkeira is the first product of the whole Mazda new generation product group. So far, it has won many heavyweight awards, such as 20 19 red dot design award, 2020 world's three largest cars of the year, and 2020 north American IIHS? STP+ safety evaluation, as well as six excellent evaluations of crash test by China Insurance Research Institute, show that the appearance, interior, handling and safety of vehicles have a very strong advantage in the same class of products.

In the industry's view, Changan Mazda's unique product and brand positioning, its basic marketing and circle marketing are forming a "mutual assistance" relationship, which promotes and strengthens each other. Only its minority can be strong.

In Wu's view, despite the fierce competition in the current auto market, Chang 'an still has a natural marketing advantage.

"The previous car consumption psychology was' conformity' and I liked to buy products that everyone bought." Wu said that as young consumers gradually become the main force of automobile consumption, domestic consumers' automobile consumption mentality is becoming more and more mature, and more and more people will definitely choose unique products that suit their individual needs. "The future consumption trend of China automobile market is bound to be individualization and specialization."

In order to meet personalized consumers, Changan Mazda has made two "customizations": one is product customization. In addition to the standard models, Changan Mazda has also developed optional packages, and each model provides optional packages with different safety, appearance and comfort. The second is the customization of marketing. Che Totem learned that Changan Mazda is building a digital platform directly facing users, and is committed to building a dialogue channel between brands and consumers.

The youth of Changan Mazda products, besides the youth in the sense of "the next generation", may also lie in spiritual youth. Wu shared a special example. The first customer of CX 30 in Chongqing market is a 60-year-old man. Seemingly incredible, it actually reflects the breaking ability of Changan Mazda brand marketing.

"Mazda is a brand with a long history and a cultural brand. Next, we will also let more China consumers know about Mazda and understand Mazda by expanding the circle. " Wu said to:

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.