Author: Kafka is very busy Source: Outlander’s Perspective (ID: hooyar_380097485)
After wandering the Jianghu for so long, I have also mixed up with many high-end parties. Let’s talk about a very interesting change. Before 2010, for any particularly high-end dinner, it was always necessary to have some foreign wine. If you only had to eat Maotai Wuliangye, you always felt that the level was slightly lower. After 2010, the more backward, the more people looked down on foreign wine.
So what has changed?
In fact, since 2009, stocks with high consumption themes have continued to rise, with Maotai becoming the bull of the herd. Although it was suppressed by the plasticizer incident, it quickly rose again.
The stock price of Maotai in the capital market has continued to rise, and the end market Maotai liquor has also been endowed with financial attributes. With the surge, the two complement each other and have come to a new era. Who can still remember the shining moments of foreign liquors back then?
Later, one of my clients went to collect a bottle of Hennessy worth one million+, which caused a lot of ridicule among his friends. Everyone laughed at him for being cut off foreign leeks. If it had been before the rise of Baijiu represented by Maotai, everyone would have known that he had good taste.
In fact, the world has become faster than many people imagine!
Once upon a time, if someone came to the United States, it would immediately feel like they were superior. I remember once I met a girl who immigrated to Canada by plane, and throughout the journey, I was constantly reminded of how sweet the air in Amway Canada was. Really, that was the word used. At that time, Yang Shuping was not yet famous, so when I heard Yang Shuping’s remarks later, I didn’t feel too surprised because I had heard of it before.
We have indeed experienced an era of comprehensive worship of foreign cultures, and if you dare to say that there is anything better in China than foreign countries, we will encounter widespread ridicule.
However, the development of Chinese society has been so rapid that many people have forgotten about this issue, and now it is those who excessively worship foreign things that have become a minority group.
In the past, when it comes to marketing and branding, I have encountered many companies with good product capabilities. However, everyone is very hesitant to engage in brand operation, and instead is willing to silently work as a contemporary worker in the background.
Producers endure strict standards and ultra-low profits, working for upstream overseas brand manufacturers, and always have to be prepared for others to find substitutes. They kick you away and glory belongs to the West, while pressure remains for us. This is the cycle that the world’s factories have never been able to leave.
What’s more ridiculous is that because we can only earn cheap processing fees, for many brands, the effective demand is only a little bit like the tip of the pyramid, and arrogant foreign brands will insult you in front of you at last. Are there few scandals of international brands insulting China in the early years?
Why don’t they care about the public’s feelings? Because Volkswagen is not his target customer, it plays discrimination and caters to the so-called high-end customer group’s mentality of being foreign oriented – I am not on the same level as ordinary people.
I looked at the comparison between China and the West a while ago, and the street scenery on the foreigner’s side 50 years ago has not changed much compared to now, while on our side, it is simply earth shattering.
So you often say that China is too popular because we update and iterate too quickly here. To put it bluntly, you used to learn some marketing in Europe and America, but when you came back, you could still deceive domestic companies. Now, if you really dare to use the same tactics in Europe and America to play local marketing, you will just die.
For example, the Great Wall, which has been causing a lot of commotion recently, has been dubbed by official media as “losing its sanity and king’s demeanor, prone to various tricks”. The cause was a decline in sales at Great Wall, and my heart was filled with anger that was directed towards my competitors. When Ideal came, I turned my head and ran to report BYD.
Actually, I support reporting this matter because most consumers are amateurs. What internal defects cars have is probably the most clear in the minds of peers. If the opponent really has a problem and you report it, it is equivalent to helping to protect the rights of consumers. However, if there are no problems, or if the problem is not so serious, then you have committed a taboo in Eastern culture.
As a result, Guo Tiefu, the general manager of Great Wall Motor brand public relations, officially resigned on May 31, taking all the blame.
But is it really the fault of this PR manager who only joined in February this year that the once formidable Great Wall has come to this day?
In 2018, the painting style of the Great Wall underwent a sudden change, playing with the “she” economy and creating an Euler brand that faced the female market. It sold cute products such as cats, coffee, and a series of other products.
The market is a bit confused about this transformation. Euler has been selling cute cars for a long time, even in the best-selling year of 2021, it only sold 135000 cars. It should be noted that the sales of the Great Wall for the whole year of 2021 were 1.281 million cars. By 2022, the sales of Euler brand were only 104000 units, a year-on-year decrease of 23%. In 2023, Euler’s sales continued to decline, with a year-on-year decline of 47.4% in the first quarter to 17800 units.
She didn’t pay for her economy, but instead became the main force of the market. They were scared away by the fashionable gameplay of the Great Wall with colorful bubbles.
In 2022, BYD’s hottest color scheme was called Qianshan Cui, so Euler released a “Forgive Green”.
What exactly is this about? Anyway, many customers who have a good impression of the Great Wall brand immediately vote with their feet after seeing this green color.
From using Yang Li as a spokesperson for the image, to openly joking that men are inferior to dogs, and to openly engaging in offending and playing “Forgive Green”, the positive image of a tough guy created by the Great Wall over the years has been almost defeated.
I have fans who really like Tank 300, but because “Forgive Green” is too high, I really don’t have the courage to place an order.
So the Great Wall made the mistake of dogmatism. In fact, there is no problem with marketing for women. Dogmatists believe that men’s consumption power is not as good as dogs, and the problem is that they haven’t figured it out. Chinese feminism is not the same as Western childish gameplay.
Why have foreigners been advocating for women’s rights and equal skin color rights?
Let’s start with the issue of skin color, because in the past, black people were slaves to white people, and white slave owners had original sin. The entire social system was constructed based on white values, so black people naturally have reason to trace your original sin.
So Americans don’t like black mermaids, which can be related to the original sin of racial oppression, but China doesn’t like black mermaids, which is just a simple aesthetic. We haven’t sold or enslaved black slaves, and we have provided help for African liberation. There is no sin, why should we be punished together with you?
Similarly, feminism. China has experienced a vigorous social revolution, and there is no religious superstition to promote that women are men’s ribs and have no independent personality. Of course, there is the idea of son preference, but women who are independent in society and have a good economic foundation often do not like to use gender as demons.
Those who really like to calculate gender accounts are actually those with particularly poor purchasing power, so the relatively cheap Euler black and white cats can still afford to sell. The price slightly increased, and immediately sales plummeted. If there is any further joking about “forgive green”, no one can buy it.
Ignoring the actual situation in China, I dogmatically looked at the vigorous “feminist movement” on the foreigners’ side, thinking that I had found a treasure. However, in the end, I made a bomb for myself and went straight to the ground to ascend.
I have been trying to understand the relationship between the rise of affirmative action movements and consumerism abroad in recent years.
After thinking for a long time, I finally realized that foreign women even have to change their surnames when they get married. This can be explained in religion. Adam found his own rib, and he still has to follow Adam’s surname. Don’t talk to me about yourself.
If you look at the movies and TV works that depict families in the United States, once foreign women get married and return to their families, they basically become the insulator for “her” consumption. You can only constantly promote feminism and female self-awareness to deceive women into buying and selling to prove their self-worth. However, compared to men, women are more emotional and easily controlled by emotions, making them more susceptible to being deceived.
But cars are clearly not about impulsive consumption. Emotional consumption can solve problems. Large amounts of consumption are something that no one can think about. Once you think about it clearly, you think too much. Can you make such a vulgar consumerist provocation work?
From 2020 to 2021, the stock price of Great Wall skyrocketed. Originally, Great Wall’s product strength and reputation were quite good, and the Haval and Tank series had a good image in the minds of consumers. However, Great Wall’s marketing did not become a monster, but instead focused on improving the brand level and engaging in competition with joint venture and imported brands. Is the stock price as good as it is today?
As a result, the Great Wall went further and further on its path to becoming a demon, not finding its own problems, but stopping these embarrassing foreign marketing activities, instead pouring its anger on its friends.
This year, China’s automobile exports surpassed those of Japan, ranking first in the world. At this critical juncture, we have concentrated our efforts on manufacturers. Let’s take a look at the manufacturing PMI, and anyone who fails to identify serious problems will be scolded for being “ignorant”.
Nowadays, many companies have a bad habit of looking down on older people and thinking that they are not even worthy of participating in marketing after the age of 35. They not only need to be young, but also tend to internationalize and lack practical skills. They are impatient and self righteous, resulting in not being grounded and hanging themselves in the air.
Don’t hesitate to think that if you go abroad for a while and speak more foreign language, it’s just personal talent. Talent is not something you learn, it’s all about being recruited in the market.
If the Great Wall does not repent, its market value can continue to decline.