From F1 to Serie A - Perspective on the new trend of car brand building

The broadcast of the Central Taiwan Serie A was already young, from the earliest recorded broadcast to the subsequent live broadcast. As a result, many fans became fascinated by the football game from the Apennine Peninsula. It is only recently that the CCTV broadcasts Formula One racing games. I remember that the earliest was the Guangdong station. A few years later it did not seem to have cultivated too many hardcore fans. It was with last year's boom in the domestic auto market and I heard that Shanghai was going to build the F1 stadium. So many sports fans once again talked about points. Standing, qualifying, or even laps results in the charm of sports. When this charm reaches a certain level, she becomes a part of fashion and culture. When she becomes fashion and culture, we will feel the power of business.

The main sponsors of the broadcasts of the Serie A in this year’s Central Taiwan Games and the F1 event are Nanjing Fiat and Shanghai Volkswagen. The two major automobile manufacturers pay attention to the sports industry at the same time to reflect the brand building strategy and trend of the auto manufacturers under the new market environment.

Why did the auto giants inevitably choose the sports industry as their marketing direction? This requires us to define in the end what is a good brand. A good brand can maintain a higher price on the premise of the same quality, enable the product to gain a large market share, and effectively maintain customer loyalty. The basis and goal of all this is the relationship between the brand and the consumer. In this relationship, the product influences the consumer through the brand, and the consumer’s perception of the brand determines the value of the brand to a large extent and fully reflects the value of the brand. At the three levels of brand value: the core value of the brand, the added value of the brand and the emotional value of the brand.

The brand's core value reflects the personality of the brand, which includes the brand's identity, positioning and differences from other similar products. The purpose of brand core value is to let consumers remember products through this brand. The added value of the brand includes the vast majority of the products that manufacturers continue to do for their products: products, R&D, marketing, channels, services, etc. This level determines the applications and services that products provide to consumers. The impact on consumers at this level is the most critical. Consumers at this level have been given a convenient application and quality service. He will start to purchase consciously, and he will be willing to pay a higher price for the product and begin to develop customer loyalty. The excellent brand is based on the first two levels to provide consumers with satisfaction at the level of mental perception. In other words, a good brand can represent, lead, and even create a lifestyle. This is the emotional value of the brand. Nanjing Fiat and Shanghai Volkswagen's marketing practices are trying to maintain and enhance the brand's emotional value.

With the development of the Chinese auto industry today, competition among auto manufacturers is no longer simply capital, products and scale. The level of marketing has become increasingly fierce. The competition of brands has become a major issue. In the Chinese auto market, both domestic and foreign brands have basically solved the core value of the brand. At the second level of brand value, public automobile brands have launched fierce competition. Some brands are based on technology leadership, some have prominent price advantages, and brands emphasize service. Due to the extensive adoption and promotion of new technologies, the second level is also the most varied, and the competition of auto brands at this level will be continuous and cruel. Overall, due to the reduction of the possibility of monopoly of technology, and the global automobile brands are relatively concentrated in several large manufacturers, the difference in the level of brand added value between car brands is gradually narrowing. This trend has accelerated and intensified the competition of auto manufacturers in the brand spiritual value level.

The brand construction of domestic automakers is also fully in line with the general laws of market development. In the early 1980s, as imported cars began to enter the Chinese market, the initial auto brand marketing began to appear. The most representative of these is the Toyota, a bull logo. The last sentence must have a Toyota car spread all over the country. The characteristic of this stage is that the brand building is concentrated in the core level of the brand, that is to tell consumers and the public what the brand is doing; the manufacturer brand is dominant, and the model brand is basically not involved; the brand promotion method is simple. The second stage is marked by the "three-year old" - Santana, Jetta and Fukang entering China. At this time, the Chinese public is no longer unfamiliar with the car, and its car consumption capacity has begun to grow rapidly. Unlike the imported car manufacturers, Volkswagen and Citroen are both focusing on the long-term market in China and establishing joint ventures with China to set up factories. Therefore, this stage of brand building characteristics Embodied as follows: brand added value is quickly reflected; a large number of automotive market terminology emerged at this stage; manufacturers and model brands are equal; brand building investment increases rapidly. The third phase refers to the establishment of signs in China around the year 2000 by manufacturers such as Nanjing Fiat and Guangzhou Honda. After entering this stage, foreign large-scale automobile manufacturers have basically entered China, a complete Chinese automobile industry chain has already formed, the number of brands and automobile production have grown rapidly, consumer psychology has matured, and automobiles have begun to penetrate into the lives of the Chinese public. At this stage, car sales have entered the buyer's market, product and technology differences have narrowed, and competition in price wars and market share has intensified. The characteristics of brand building at this stage showed an unprecedented increase in investment, and brand marketing of leading manufacturers began at the spiritual value level of the brand.

As consumer psychology matures, automobiles have begun to penetrate into the lives of the Chinese public. Car sales have entered the buyer's market, the differences in products and technologies have narrowed, and competition in price wars and market share has intensified. The influence of car brands has become more prominent. It is on the basis of the first two levels that it provides consumers with satisfaction at the level of mental perception. In other words, a good brand can represent, lead, and even create a lifestyle. This is the emotional value of the brand. Although this requires high marketing theory and marketing practice skills, it is an inevitable trend.

Before the sponsorship, Shanghai Volkswagen also sponsored the broadcast of the CCTV Bundesliga. We know that Volkswagen has 8 brands, among which there is the world’s fastest running sports car “Lamborghini”. Next year, the Shanghai F1 schedule will be completed. F1 competition will become the focus of the people. Associating with the public before a series of market activities: like setting up the Volkswagen Music Fund, holding Volkswagen environmental protection actions, etc., Volkswagen brand was effectively promoted and successfully localized. Brand promotion is based on the brand's spiritual value and does not involve any product.

In July 1899, a company named "Turin Automobile Factory in Italy" was born, and its abbreviation was "FIAT". Almost at the same time, the Italian First Division was born in the city of Turin. Fiat began sponsoring the Juventus team since the early 1920s. Giovanni Agnelli, former Fiat chairman, was a Juventus club fan since childhood and became a club member in 1947. Chairman. The Fiat's "godfather" love for the sport is no less than the love for Fiat. This natural blood determines the commonality between the two. The passion and wisdom inherited from the deep Italian culture are not only reflected in the Serie A, but also in the elegant and fashionable Italian car culture. This is also Fiat and Serie A. The creativity, cohesion and enterprising spirit shared by the sport. If we look at the needs of consumers as the core, consumers buy not only automobiles, but the demand and satisfaction of freedom brought by automobiles.

A brand that can touch the spiritual world of consumers, what else can not be done?

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