Younger spread the trap.docVIP

 PAGE \* MERGEFORMAT 6 ‘Younger’ spread the trap First half of 2009, Dongfeng Nissan LIVINA to 45000 hatchback market sales as the champion, but you’d never expect, it’s sales turned out to be the voice market, the new Fit twice as high! In addition to the monthly sales POLO Jin conditions maintained at the 5000 or so, sales of other hatchback even worse, like the Mazda 2, Skoda crystal sharp, Citroen C2, Swift, etc. much the media and User-winning hatchback sales month of basic In 2000, on the upper and lower, but more surprising is that half of Guangzhou Automobile sales of the Toyota Yaris is only 5918, almost a fraction of Li-wei! LIVINA automobile market in the hatchback market thriving, we can put the blame for the Dongfeng Nissan From EMKT. product quality and marketing ability to succeed, but we should also see that Guangzhou Auto Honda, Guangzhou Auto Toyota and Shanghai Volkswagen’s product quality and channel marketing capabilities are not worse than the Dongfeng Nissan, the new Fit, Yaris, crystal sharp visibility in the global automotive market, reputation is also far more than Li-wei, they are in the Chinese market has lost a large margin in the Li-wei men, which deserves our reflection. My personal view is that they all fall into the ‘younger trap’. What is ‘rejuvenation trap’? Conducting marketing communications is that these models, the imaginary their target consumer group is relatively young, thus underlining the importance of personalized products and fashion sense of positioning itself as a narrow niche products, refused to allow more consumers closer choice. You do not believe, we can easily find a magazine, looking through the hatchback ad, you will find the basic similarity of their advertising creativity, or the dazzling city life highlight the fashion scene, or emphasize a beautiful body shape and body color colorful . Admittedly, these ads ideas are very attractive to urban young people, because these scenes is what they aspire to