It is very important for luxury cars to find a cultural meeting point in China for marketing.

"Chengdu Business News" used Chinese culture to interpret luxury cars, and Volvo also made a Sinology Forum in April. This shows that from the manufacturers to the media, they have seen the importance of the internal link between Sinology and luxury car brand culture. Volvo brand culture and Chinese culture have a lot of fitting points, we can take this to narrow the distance with Chinese consumers, and better root this market, so the interpretation of luxury cars is very meaningful.

The "Rule of Buddhism, Buddhism and Taoism" inherited from the 5,000-year-old civilization in China not only profoundly affected the Chinese people's principle of being a man and a person, but also was a sign for the development of the world's luxury cars and being close to China's huge market.

Audi, who read the Confucian traditional culture of “introvert, moderation, and atmosphere”, became the first high-end car brand that sold more than one million cars in China; Mercedes-Benz practiced it clearly and “with no fear.” "Heart and his talents are the way to achieve the future" and become the fastest growing luxury car brand. In just five years, Mercedes-Benz China's sales volume has soared from 20,000 in 2006 to nearly 150,000 in 2010; BMW's “Yue” transforms the fun of the driver’s self-centeredness into the pleasure of being centered on a big society. “Dole is not as good as music and music”. Therefore, the addition of a large number of young customers makes the Chinese market quickly become a BMW. The third largest market in the world. As a world luxury car brand that has just entered Chinese nationality, Volvo is the first luxury car brand that combines Chinese national studies with all luxury cars.

All this shows that the luxury car brands are learning the Chinese culture in the Chinese market and find their own brand and Chinese culture, and are closer to Chinese consumers.

BMW "Wonderful of BMW" cannot be copied

"Great beauty's mirth" comes from Zhuangzi's "Knowledge of the North", the so-called "big beauty without saying the world", BMW to show their respect for the dream seekers, the new 5 series of products located in those who are actively motivated, constantly pursuing beyond Own people.

BMW's “Wyatt” is the most powerful promoter of all Chinese luxury car brands. Duan Jianjun, vice president of BMW Brilliance Sales, recalled that in April 2010, BMW officially launched the “BMW Hyatt” at the Beijing Auto Show. Inside and outside the venue, people saw a BMW concept car, Vision, which was a huge face of Peking Opera. The composition of the picture is perfect, so that consumers have been asking for a long time, where can you buy such a "BMW Hyatt." This is a memory of Duan Jianjun's attempt to "pleasure" BMW in its early stages.

According to Duan Jianjun, in addition to the ingenious combination of Peking Opera Mask and the BMW Concept Car, the “BMW Hyatt” print advertising idea, as well as freehand style versions of the brush calligraphy and landscape paintings. In order to obtain a clear "BMW Hyatt" image, BMW (China) registered the "Yue" character of the calligraphy font as a unified use of the image logo. The addition of the “BMW Hyatt” Chinese element actually makes this world-renowned car brand that came out of Germany more deeply understand the process of Chinese culture.

As we all know, it is difficult to know. The traits of each brand are not the same. The emphasis of its promotion is not the same. BMW's "BMW Hyatt" cannot be copied. "Like a person's character, the personality of a brand is immutable."

For Duan Jianjun, BMW's gratitude to him was the first to think of words as "passion." BMW is a particularly passionate brand. In fact, every brand appeals for something different. For BMW, the passionate spirit of challenge and enterprising spirit is a kind of perception, and this kind of “pleasure” truly makes everyone feel happy.

The core of localization of Mercedes-Benz lies in local culture

Speaking of Mercedes-Benz’s image of China, the Chengdu Business Daily reporter was deeply impressed by the Beijing Auto Show. At the Mercedes-Benz booth, Chinese characters that were not known to the Chinese people showed the strong taste of Mercedes-Benz in China.

Compared with other brands, Mercedes-Benz's biggest advantage lies in its brand and products. Mercedes-Benz brand has a long history, heritage and innovation is rooted in the DNA of the brand. The history of the development of the world's automobiles is actually the history of the development of Mercedes-Benz cars. Wang Yan, vice president of Mercedes-Benz China, believes that Mercedes-Benz in China will further integrate the local culture and the current Mercedes-Benz 125-year-old pattern, not only to lead the automotive industry civilization, but also hope that Mercedes-Benz can continue to carry the leading Chinese automotive civilization and society. The responsibility of civilization.

In 2010, the sales volume of Mercedes-Benz in China reached 140,000, which exceeded the target of 100,000 units at the beginning of the year. The “Mercedes-Benz Star Volunteer Fund” jointly established by Mercedes-Benz and the China Youth Development Foundation was formally established. Mercedes-Benz launches the world's most funded comprehensive public welfare fund. The outstanding performance of Mercedes-Benz in China shows that the simple impression that the Chinese “sit and drive the BMW” a few years ago has changed. This is inseparable from the efforts of Wang Yan and his team.

In 2011, apart from the 125th anniversary of the grand Mercedes-Benz held in Shanghai and the official title of “Mercedes-Benz Cultural Center”, Mercedes-Benz’s many marketing activities have been combined with Chinese culture. For example, at the Shanghai Auto Show held in April, the Chinese elements of the Mercedes-Benz booth are based on the goldfish symbol as the core cultural symbol, rendering a rich Chinese style to express the wish of Chinese customers' happy life and prosperity. The Smart Rabbit limited edition specially tailored for the Chinese market reads more about the Chinese people's zodiac culture.

Wang Yan and her team firmly believe that the core of localization lies in local culture. It is not only necessary to communicate with Chinese consumers' "understood language" but also to use this "language" to impress people. Mercedes-Benz hopes to introduce the Mercedes-Benz brand to China's artistic conception.

Audi temperament fits Chinese style "success"

Different from competitors, Audi had entered China from the beginning of 1988 in a domestic way. The great success of the Audi A6, A6L, A4L and Q5 made in China reflects the accurate judgment and control of the high-end car segment market by Audi, and it also reflects Audi's deep understanding of the special needs of Chinese users. This is the core competition of FAW-VW Audi. One of the forces.

Lu Wei, the public relations director of FAW-Volkswagen Audi Sales Division, believes that the enterprising spirit pursued by Audi is completely in line with the current active and open national and national characteristics of China. Aggressiveness is Audi's most special concept. It can be expressed in science and technology and continues to surpass the industry's most advanced technology. The same is true of sensibility. Everyone wants to go upward. Everyone is not far behind. Isn't this society now?

Audi can lead the Chinese high-end car market for so many years? One important reason is that Audi's "temperament" is very much in line with the understanding of "success" in Chinese culture: it is introverted, heavy, and pursuing connotation. In Confucius's words, it is the "gentle" and "moderate" of the gentleman. This is not only reflected in the uniform, full, smooth and atmospheric appearance of Audi, but also in the control style that combines both driving pleasure and ride comfort. Most of Audi's purchases are successful entrepreneurs, professional managers or senior managers, that is, the social "elite class". They think that driving an Audi car is "unobtrusive and has a sense of accomplishment."

The model is far from the brand. However, no matter what kind of carrying method, brand building should at least not be a direct copy, a hard-nosed person, and a cloudless person. In China, Audi combines the characteristics of Chinese consumer groups and penetrates the brand into the public. Lu Agile and her team have always wanted to do more in-depth cross-border cooperation in culture and art, rather than to do something superficial. Audi believes that if it is just a matter of form, it cannot impact other people's thoughts, nor can it affect their opinions. How can we allow them to accept this brand? For example, Audi Summer Music Week invites the world’s finest music and musicians and uses them to impress people. For example, “Audi Art and Design Award” is the key to making the Chinese art and design field develop faster. As soon as possible and international standards.

Volvo's incorporation of Sinology best fits Chinese values
Volvo is the first luxury car brand to be integrated with Chinese national studies in all luxury cars. In the recent April, a feast of Chinese culture was held in Beijing. After the merger, Li Shufu said on different occasions that Volvo has been sorting out Volvo's brand positioning in China.

Ning Shuyong, vice president of public affairs for Volvo Group China, said that in the process of opening up the market, he discovered that Volvo brand culture under the influence of Swedish culture has many common grounds with Chinese culture: For example, Volvo brand culture attaches importance to people-oriented The relationship between man and nature, and the relationship between man and things. This is the “unity of man and nature” in Chinese culture. Then people-centered thinking is talking about traditional Chinese Confucianism and thousands of years of culture. Respect for human beings includes the golden mean, including Tian Xingjian's self-improvement, which is how a person and a gentleman should work hard in a large environment.

After discovering the point of contact between his own brand culture and Chinese national culture, Volvo can use Chinese culture to narrow the distance with Chinese consumers. The doctrine of the Chinese people has a lot of ideas, including the need to be peaceful, to be humble, to be low-key, to do things, to grasp the sense of proportion, to resolve conflicts when confronted with contradictions, and not simply to use force. Including the car it designed, Ning Shuyong seems to have a very good word: a low-key luxury, but also a reflection of moderate, that is low-key, not assertive, the car shape design is also good, internal design, functional design Fortunately, the security is also good, it will feel that focusing on safety, not only pay attention to the safety of people inside the car, but also pay attention to the safety of people outside the car, pay attention to human security, and even enjoy life. Volvo's cooperation with China's national studies will enable Volvo brands to match the values ​​of Chinese consumers to the largest area.

If we can add China's traditional culture to Volvo's global branding plan and strengthen exchanges with European culture, this is part of Volvo's overall brand plan. However, in terms of brand positioning, Volvo and Guoxue are holding hands, and it is more for the local community. Market.