Interview with Guangzhou Auto Show: Yu Fei, General Manager of Euler Brand Marketing

[car home? Interview with People] At the opening of Guangzhou Auto Show in 2020, car home talked with Yu Fei, general manager of marketing of Great Wall Motor's Euler brand, to discuss the exhibition highlights and future development direction of Great Wall Motor's Euler brand. The following is an interview record:

Moderator: Welcome Mr. Yu to our car home. First of all, I would like to ask Mr. Yu to talk about the highlights and noteworthy places of our auto show.

Yu Fei: At this year's Guangzhou Automobile booth, we continued our joking style. At the last Beijing Auto Show, we made a confession letter and a love letter confession to the users, which was designed by someone with the Euler brand. This time, with the theme of happy events, the first one is to show our sales performance of Euler this year, because we have been growing month-on-month for about 8 consecutive months, and we may have the opportunity to break through 10,000 in a single month. This is not easy for new energy products, which is the first joy. The second joy, this time I have done some joint public relations cooperation with many cross-border brands, especially this time I made a joint brand release with Elvis Presley Radio, which is similar to getting married. This is called Erxi. Thirdly, we really invited one of our prospective car owners to buy a nice Euler cat, but it hasn't been on the market yet. He bought it because he wanted to propose to his girlfriend with this car, and then invited the prospective owner friend to the scene. He really proposed on the spot. I'm glad he proposed on the spot. Real car owners, amateurs, not actors. He was nervous at the scene, and there was nothing during the rehearsal. He is too nervous to say anything today. The fourth joy is that we made a small Xi package around our brand cooperation and shared it with our media teachers who participated in the activities at that time. This is the fourth kind of happiness. This is a promotional activity.

In the afternoon, we made an official release of our Euler Cat Change Research Institute. On February 29th, 12, there will be an offline public relations activity to jointly refit users in the industry and big coffees. We also set up the Meow Star Alliance, including the ending of the Youth Program, which will be displayed and spread today. This is a product promotion.

In terms of products, the product we brought this time is called Ruhu, which is based on a good cat, because it is almost violent, because it is a track version, and it has a press, as well as the cute cartoon of Aly, the modified version of Aly, the black cat in the convertible version and so on. In fact, our production version only brought a good cat, so we want to fully reflect this personalized consumption in our product display. This is some information about our products.

Moderator: You just mentioned a very interesting point. Our electric car is modified. Now there may not be so many rider cultures in China, especially electric cars. I haven't thought of making any changes yet. Then we Euler will think about doing it, the thinking behind it, or how to do it. What do you think we did behind our backs? For example, how do we set a precedent in an industry for things that others have not done? What do you think of being the first person to eat crabs?

Yu Fei: I will tell you this data. About half of the car owners in Euler have modified their cars lightly or heavily.

Moderator: Yes, users like it very much.

Yu Fei: Yes, but there is no original equipment manufacturer to lead them. This is the first message. The second one is aimed at young users. Many car owners don't do car decoration after buying a car, just like not buying a car. There are also deep-seated reforms. In the past, deep reform was often like a kind of free? Style. We want to do some guidance, even good works. We can make an announcement to help them become a compliant product that can be sold in the market, or form a cultural circle in their way. In essence, it is the needs of users that have promoted the birth of this thing.

Moderator: You just mentioned that in fact, in the past year, the brand of Euler grew very fast, especially in the second half of the year. I also noticed that the whole new energy market is also a fast-growing market. How to treat Euler from the market point of view and seize the opportunity of new energy vehicles and achieve such good sales results?

Yu Fei: First of all, Euler pays attention to the C-end. The growth trend of EV field is relatively good this year. In fact, all the findings are at the C-end, which is the innate property of Euler. We focus on the c-end. There are products at the B end, but we pay more attention to the C end, which is the first point. Second, return to marketing. On the marketing side, the foundation of the product must not be lost. If the product is not very good, good marketing is a liar. We will definitely not do such marketing. In fact, the marketing side is essentially doing two things. The first is to increase the volume, and the second is the sales volume. The popular saying now is that the flow is realized. These two things are more efficient this year. The first person to use public relations to improve the volume of voice, we used some well-known white cats, black cats and good cats, which almost became a small marketing event in the automobile circle. Because there is a golden saying that no matter whether it is a white cat or a black cat, catching a mouse is a good cat. I especially believe that the essence of communication lies in repetition, and the essence of audience lies in the past. I often say this sentence. Let me say a golden sentence that has been circulating for decades. We hold it in our hands through a series of names, saving a lot of considerable costs. I'm not just talking about money, but also time. It costs a lot to make a product widely known in an instant, and I also save the cost of communication and memory. Through interaction with users, we have opened the focus and attention of this market. The efficiency is also very high. The second is public relations, and we also have regular publicity, but we think that the core way to expand promotion and user communication is public relations, and the communication effect of advertisements may be, for example, that you are very young. I guess you have a natural immunity to advertising. If you accidentally pop up advertisements on some non-paid internet sites, your first reaction is not to look at the content, but to turn it off with a fork. The reason why we pay more attention to public relations. Our actions this year, whether it is * * * creation, modification, advertising letter, naming interaction with users, etc., are a series of online results and events reflected in our public relations.

Finally, back to the realization of traffic, how to turn traffic into cash and sales? We are actually thinking about something called the integration of quality and efficiency. I actually didn't believe it before, and even said that I thought it might be a false concept, a false concept. Because the promotion of the brand makes this product feel more advanced, the promotion of the effect makes him feel that this is a more cost-effective promotion. How did you get together? How to combine the attributes of natural contradictions, but I think we found such a thing when we did live broadcast this year. For example, we cooperate with Nana, the star of the cafe, and they actually speak for each other, which is a help to the brand. Second, the volume of communication. We were in Weibo and Taobao that night, and the viewing volume of this title was 20 million. The viewing volume of 20 million in a few hours a night was very impressive.

Moderator: Traditional delivery is difficult to achieve.

Yu Fei: One night's traffic comes in, which makes people feel that we got it at the brand end or the public relations communication end. At the same time, more than 2,300 vehicles were signed out that night, that is, on the day of live broadcast, we had more than 2,300 vehicles. Why? We also have the action of offline linkage dealers, which will be warmed up with customers. The traffic brought by their orders in Nana's live broadcast room means that communication actions and sales actions were separated in the past, and they were all connected through this live broadcast platform. The efficiency of this transformation is much higher than before, and everyone is doing his own thing. There is a famous saying in that advertising industry, which is regarded as the standard by almost everyone. Half of my advertisement is wasted. I don't know where it is wasted, but I don't agree with this sentence. This statement, which is another topic, is called advertising aimed only at the audience and only at the target users, which will have a very important role. We just want to tell people all over the world that this car is particularly expensive and the people who bought it are particularly successful. This is the meaning of its advertisement. So you may advertise 10,000 people, and the last one will buy a car. The benefits of this advertisement are very limited.

Moderator: I just heard that the very high-frequency word is user. I think for all car companies, we have to operate and grow, and we have to communicate with users more, but it is definitely not just an attitude problem, but also the revolution behind it, intelligent means and more means of direct contact with users. We also see that the Great Wall has various transformation actions this year. From the perspective of Euler's brand, what actions have we made in some tools and means, as well as technical methods?

Yu Fei: First, we opened the user platform, and we opened the Euler application. Second, we will have some organizations offline, such as later revisions and very detailed operations. In fact, nothing can be done online. It depends on technology, and technology is the foundation. If no one operates, it can't be done. Generally speaking, if it is not too complicated, the existing operating platform and technical platform, which are constantly optimized, have been built. Second, online and offline interaction, offline activities to do content dissemination online, online public relations, offline communication and influence. This piece is now iterative. In short, these two articles.

Moderator: We have also noticed that both the automobile circle and ordinary users will pay attention to the Great Wall culture. As Euler, we are also pioneers of transformation. What kind of image should we create for users, including the Great Wall system and what kind of team atmosphere?

Yu Fei: If you just talk about the team atmosphere, let's talk about this first. This is called youth, and there is no limit. In fact, many of our children, with many good ideas, will say what you are doing, which is very strange. Now we ask you verbally to try, but if you go too far, you will be killed here, because I am the last guard after all. But it's good to try this word verbally. How do you know it won't work?

Moderator: In fact, it is a process of breaking one's own inherent prejudice first.

Yu Fei: Yes, young man, don't set limits. Based on these two points, they have opened up many new frontiers and new ways of playing. I'm young, and I want to be like them. I am a little older than the post-90s generation. On the other hand, when you say brand, you always say the image and portrait of users. In fact, we are thinking in the opposite direction, which means that we want to help users create their own images. First of all, I have three labels that can answer your question directly. There are three labels unchanged, young, exquisite and sexy. Many car companies dare not say sex, even the word sex, so we told him that he was young, delicate and sexy. On the way, you see a little sister with a good Euler cat. First of all, she has taste. Second, she thought of these three words. This is her embodiment here. In other words, I help my users build their lives through my products and my brand. If that little sister happens to have a crush on you, maybe because you saw her car, I think I can get to know this girl better. This is what we want to achieve.

Moderator: We actually feel this way ourselves. From its birth to our performance in the past two years, perhaps our whole product positioning has not changed much in price, but the experience and texture brought to users have changed. How can we continue to add value to users without changing the product price itself? How do we do this?

Yu Fei: First of all, there are soft and hard ones. Hard is more about product strength, hardware level to optimize user experience, second soft level, more user organization, offline feeling and optimization.

Moderator: It's a matter of time. Thank you, Mr. Yu.