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Attracting users through accurate marketing is a skill that every brand must have. Marketing culture can reflect corporate culture, and it is also the core part of brand value. Looking back at the very popular "stepping on the car door" marketing event, Chinese consumers often think of a German brand, which is also regarded by consumers as the ancestor of stepping on the car door. Unexpectedly, today, many years later, an independent brand is still imitating this marketing model.

Some netizens revealed that Geely car dealers also played a 'multiplayer movement'. The sledgehammer hit the anti-collision steel beam at the scene, and the car sales sat on the door and shook collectively.

The video, provided by netizens, shows Geely dealership staff repeatedly swinging sledgehammers against the vehicle's anti-collision steel beams, with a large number of consumers coming to watch the car. Subsequently, a number of Geely car dealers sat on the doors of the display car and shook it rhythmically, as if to say something.

There is no doubt that the purpose of Geely car dealers is to prove the quality and reliability of their own brand products. Even if the sledgehammer is smashed and swayed hard, the anti-collision steel beam will not be deformed, and there will be no problem with the doors and hinges. In order to convey this concept to consumers.

It has to be said that this kind of marketing method of automobile brands was indeed very effective at that time, and it was deeply loved by Chinese consumers. Today, a search on the Internet is still full of all kinds of marketing methods of stepping on car doors and smashing cars. You can imagine how popular this marketing method was in those days.

However, with the gradual maturity of the automobile market and the change of the concept of automobile consumption, people no longer need this way of marketing. In 2020, Geely dealers are still inheriting the "cultural tradition" of smashing crash beams and stepping on car doors, which is really hard to understand.

Some netizens said to this, "it is worthy of accurate marketing, inheriting the tradition of popular culture." The marketing promotion of brand dealers is generally based on the positioning of the target customer group, what kind of brand and product, what kind of customer group, what kind of marketing planning plan. Perhaps for Geely's customers, they will think that this is a direct way to verify the safety of the vehicle and the quality of the door, so the dealers are well aware that many people like it.

Some netizens said, "the marketing planner is too low. It feels like going back to the popular store 15 years ago." Therefore, dealers follow the old routine of more than a decade ago, which not only appears to be low, but also lowers the brand image.

For many consumers, already familiar with the brand manufacturers or dealers of this marketing routine, in fact, does not explain the problem, just a means to attract target consumers. They will think that the best way to verify quality and safety should be to pull the collision mechanism to test it again.

It is necessary to note that the marketing way of stepping on the door is mainly to test whether the door hinge is in line with the standard, in fact, there are corresponding provisions in the national standard. According to the national standard GB 15086-2013 "performance requirements and test methods for automobile door locks and door retainers", each door hinge system should bear the performance requirements of the following door hinge system: a) support the door; b) do not take off under the longitudinal load of 11110N; c) do not take off under the transverse load of 9000N; d) the back door hinge of the vertical opening door should not be detached under the vertical load of 9000N.

Take a car salesman who has a new appointment with 70KG as an example, how many people do you think you can stand? As in the case in the video above, even the force exerted by a hard shake is far below the design standard, and it is not a problem for the door to withstand this pressure at all. As long as the vehicles meet the standards, they can meet the requirements of stepping on the door in the above video.

Some people in the industry explained this marketing method, he said, "A large number of consumers pay attention to thick and solid cars." Standing at the door, pressing the cover, knocking on the fender, listening to the closing of the door and watching the weight of the car are all ways to verify the thickness. On the contrary, in the eyes of consumers, thickness can be seen, touched and heard. " He also said that as for the relevance of this approach to the safety, reliability and integrity of the car, it is a matter of opinion.

Any marketing behavior should follow the guidance of corporate image and brand culture, so as to bring positive effects to enterprises and brands. It is true that some familiar old routines should not reappear in enterprises that represent independent car brands.

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