Auto market competition intensifies car precision marketing to bind airports

Nowadays, automotive marketing is pervasive. In addition to the traditional methods, celebrity endorsements, movie implants, micro-blogs, and micro-movies that have prevailed in the past two years will surely have cars in the immediate aftermath. With the increasingly fierce competition, today's car marketing more emphasis on "precision" word, so the main high-end and luxury market car prices, invariably chose the airport as a high-end passenger distribution center.

Event: Airport into a car stage

Regardless of the means of transportation used to travel to the T3 terminal of the Capital Airport, there will always be cars. If you take the subway line down from the airport, just walk out of the station and you can see two South Korea's modern imported luxury cars Lawns split. According to observations by frequent and attentive individuals, Ronnes has exhibited this booth for a long time. Occasionally, he can see modern booth service staff interacting with the tourists who are watching.

If you are coming by taxi, as soon as you enter the airport hall and even before you have time to go through the boarding pass, in front of H Hong Kong, there is a red Beijing Hyundai Generation 8 Sonata sedan, and last year was new. After the listing of Magotan, the two rivals as B-class vehicles were confronted and placed in the same position on the T3. The degree of competition in the B-class car is evident. Nowadays, the partner next to Sonata is no longer MAGOTAN, but instead it is replaced by the famous luxury brand Jaguar. In contrast to Sonata's standalone exhibition car, the Jaguar booth not only has a flat-screen TV for publicity, but also two receptionists. The reporter saw on the scene that from time to time visitors would stop and enjoy tours. For passengers to ask about models, the receptionist will also use the iPad to answer. The very eye-catching giant advertising space in front of F Harbor and E Harbor has been occupied by Skoda and Audi A5 respectively.

After passing the security check at the airport, there are still cars that cannot be accommodated. After entering the security check-in desk, it was a prime location at the airport. The crowds were bustling. People here saw the BMW Z4 coupe. The yellow body and the diamonds on the background wall had an extra impact. BMW can occupy this place for some time. Before the Z4, BMW's 5 Series and 7 Series had intimate contact with the passengers traveling from the north to the south. In the past two days, the newly-listed third-generation Prius Toyota has appeared on the airport, which is placed in the airport arrival hall.

Capital Airport is just a microcosm of the automobile stage, and many domestic first-tier cities such as Shanghai Hongqiao, Guangzhou New Baiyun and Shenzhen Baoan are also seen everywhere. However, many of the airports are full of home atmosphere, such as Changchun Airport is mostly FAW-Volkswagen models, Shanghai Hongqiao Airport is Shanghai GM and Shanghai Volkswagen turns round.

Phenomenon: airport marketing has a long history

The combination of car and airport has a long history. In the early 1990s, when the Audi A8 and A6 entered China, they had used the Airport Airport Auto Show Booth for image display and brand communication. Today, Audi has become synonymous with high-end cars in the minds of the Chinese people. It is no exaggeration to say that the airport has played a very important role in Audi's successful beaching of the domestic premium car market.

The embarrassing airport marketing was in 2006. GAC Toyota made the new Class B car Camry become the “new benchmark for Zhonggao” and he did not hesitate to spend a lot of money and named a China Southern Airlines Boeing 777 passenger aircraft “Camry”. Body spray "CAMRY Camry". With the launch of the "Camry", 100 dealers across the country have officially opened their doors. This bold marketing has caused a lot of repercussions in the industry, and it has also made a name for Camry's long-term sales of Class B cars.

Shanghai Volkswagen also played a part in airport marketing. When the new Passat was launched last year, it immediately bought advertisements on the back of Air China's boarding pass. Someone jokingly stated that no matter if you couldn't afford the Passat, that time Everyone has a Passat in his hand.

Means: Marketing Variety

The current automobile competition is becoming more and more fierce, and marketing methods have begun to vary. However, as far as the airport is concerned, services are also extending to the airport in addition to display.

As early as the end of 2009, FAW-Volkswagen Audi "Airport VIP Service" was formally launched at Guangzhou Baiyun International Airport. By providing special parking spaces, VIP lounge areas, special security inspection channels and other value-added service projects, it provided Audi users with "professional, "Dignified, Pleasant" Audi Global Standard Services. The spacious VIP room at Guangzhou Baiyun Airport has been built as Audi's exclusive VIP room. It is equipped with Audi features. It not only has rich leisure and entertainment methods such as network and TV, but also provides Audi's product brochures and exquisite brochures. Allows the user to spend a pleasant waiting time during this break. In May 2011, under the influence of Volkswagen's South-South strategy, Audi established Audi-exclusive VIP rooms in Shenzhen after airports in Shenyang, Xi’an and Guangzhou.

After Audi, BMW also launched an airport pick-up service for the BMW 5 Series. In addition to luxury brands, Skoda, which is in urgent need of the China Tree brand, opened its nation’s first airport service center in the capital airport in March 2011 and opened the first domestic airport service for non-luxury vehicle brands. Skoda’s Capital Airport Customer Service Center includes three functional areas: brand display area, member service area and vehicle service area. Here, the owner can not only understand Skoda's brand history, but also enjoy services such as leisure and entertainment, broadcast flight information, and self-service boarding pass. In addition, Skoda also prepared a special car to the owner to reach the security or boarding gate, to provide free car wash for owners, limited free parking, shuttle bus maintenance, etc., can be described in every possible way.

Thinking: I hope to see the autonomous car

Airport marketing is pervasive, but the reporter found that this stage is mostly imported and joint venture brands, rare independent brands. This has a direct bearing on the huge investment in airport marketing. Take the Capital International Airport as an example. According to the reporter's understanding, renting an auto exhibit only costs 4 to 5 million yuan per year. In addition, booth production and staff salaries are costly each year. This is really something that can't be afforded for independent brands that are still in the midst of development and where most of their products are low-end.

So, as an airport for cities and countries to promote business cards, can we create a green channel for our own brand image? Just think, if you are in the Capital Airport, if you step into the country and you can see an independent brand car, it will be a matter of how to lift the air. However, we are also pleased to see that government procurement has begun to tilt toward independent brands. With the growth and development of independent brands, the days when airports see their own brands should not be far behind.