AutoBeta(AutoBeta.net)10/19 Report--

In the face of today's difficult car market, marginal car brands that do not have brand strength are even more difficult. Recently, Bowo launched a new brand marketing method, invested nearly 100 million yuan, launched a marketing campaign with Luckin Coffee, and invited image spokesman Lei Jiayin to sell cars live. 1623 cars were booked in two hours, with an order amount of 220 million yuan.

During the two-and-a-half-hour live broadcast, the studio received a total of 4.59 million visitors and booked 1623 cars online, which means an average of 11 orders per minute, according to official data from the live broadcast.

The German brand Bowo, which is also from BBA, began in 1919 and has a history of one hundred years. However, Bowo was bankrupt in 1961 due to poor management, and it was not until 2015 that the brand was revived under the cooperation of BAIC Foton, and a new brand LOGO was released. In July 2016, the first SUV--BX7 was launched to the domestic market, and then BX5, BX7 TS, BXi7 and BX6 were listed one after another, and Bowo built the SUV product matrix.

There is a lot of information online that Bowo is revived through Fukuda after years of silence, and Fukuda also uses Baowo's brand to develop its own passenger cars. In fact, whether Bowo has pure German ancestry, Ford and Bowo have not given a definite statement. At present, Bowo's resurrection is only produced and sold in China through BAIC Foton, which is equivalent to Futian hanging Baowo's brand. but buy the price of a joint venture brand.

It can be seen from the documents approved by the National Development and Reform Commission that resources such as the Futian automobile plant, production equipment and R & D departments have been merged into Bowo. And judging from the production and sales data released by Fukuda, Fukuda may have incorporated Bowo's production and sales.

An independent brand without core technology only hangs a foreign brand to buy, and there is not much feedback on natural sales. Since Baowo went public, the number of complaints seems to be more than the sales volume.

For the lack of product strength, Bowo can only choose multi-dimensional publicity to reflect the sense of existence, so as to increase more sales. At the end of 2018, Bowo Automobile and Shenzhou excellent Automobile jointly announced that the two sides would conclude a comprehensive strategic cooperation relationship to jointly develop a new automobile retail model.

On October 10 this year, Bowo officials announced that champion driver Nani Rome had been signed for the 2020 Dakar Rally in Saudi Arabia. On October 14, Bowo Motor launched the largest cross-border brand marketing of the year, investing nearly 100 million yuan, jointly with Luckin Coffee to launch the "win Bowo by drinking Coffee" campaign; two days later, Bowo Automobile officially announced that Lei Jiayin became the image spokesperson and joined two big traffic celebrities to start live broadcast car sales, setting a new record for live broadcast by car manufacturers during the year.

Prior to this, pinduoduo joined hands with the "national magic car" Wuling to launch a panic buying activity, which sold out only 18 seconds after the start of the event.

In response, some industry insiders said that new e-commerce is breaking through urban and rural consumption barriers and entering automobile factories in the form of live car sales, providing a new direction and path for exploring a new automobile retail model. Live car selling, as one of the new forms of automobile retail, breaks through space restrictions and gives users an immersive experience of the car-building process and test driving experience. It not only enhances brand awareness, but also visually shows the production process of vehicles for potential users, and enhances the trust of the transaction.

In the face of the overall poor performance of the automobile market, there has been a decline in sales volume in all car companies, which have no choice but to choose more marketing methods for sales, while e-commerce is a low-cost channel for car companies. Even so, for car companies, product strength is the only way to achieve sustainable access to consumers, just as many car companies have been in a rising trend this year.

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