The Trend of Truck Sports Marketing Becomes International Trend


Near the end of the year, the marketing activities of major truck companies have also come to an end this year. Regardless of marketing methods, marketing methods, or marketing audiences, the marketing of domestic truck companies this year has revealed different tastes from usual. Perhaps this kind of marketing strategy will intensify in the coming years.

As a kind of means of production, the use of trucks and passenger vehicles is very different, but in terms of sales model, trucks and passenger cars are very different. Most of the OEMs adopt the form of sales through dealers and end customers. Because the sales model is similar to trucks and passenger cars, in terms of marketing methods, in addition to regular advertising, many trucks in China are very similar to passenger cars in terms of marketing methods, and rely on the wind of sports events to make big exposure.

The number of users participating in the competition itself is not the same

According to the form of truck marketing for sporting events summarized by the author, domestic truck companies mainly focus on holding their own events, and passenger car companies have almost no similar marketing model.

The biggest characteristic of self-sponsored competitions is to set up a concert on their own. The participating models are all their own products. My site is my master and internal competition is no problem. Honor awards are their own calculations.

Judging from the admiration of the event, the National Truck Contest has the best viewability, but the contestants must hold the Contest License issued by the China Automobile Association. Therefore, the National Truck Contest will not be able to bring product promotion and race conditions to the audience. To attract more people to participate.

2013 (Fifth) Final Fukuda Ao Ling Chinese Le Mans Light Endurance National Finals

Unlike the National Truck Contest, the Olympia Le Mans Light Truck Race, the Volvo Truck Fuel Contest, the Scania Driver Contest, and the Jiangling Light Truck Low Carbon China Tour (Jieling Motors Conservation Contest) are slightly closer to the competition. The competitions organized by Volvo, Scania, and JMC are all based on an experience marketing model. Participants are trained by the event organizers to drive their designated products to achieve more fuel-efficient purposes. This aspect teaches users fuel-saving techniques and promotes their products on the one hand.

Among all the self-employed competitions, it was the Olympians Lightweight Race that had the most influence. After the development of the 5th event, O'Helley Le Mansay knew that “Dole is not as good as Lele”, regardless of the accumulation of users or influence. All have a higher level of power. First of all, the selection threshold for players is low, as long as you have a light truck driver, whether it is a light-card user or a heavy-duty user, you can sign up for the Olympian race. Divided into fuel-saving themes, racing themes, etc., practicality, appreciation and entertainment.

Taking advantage of third-party events and emerging international standards

Looking at the international large-scale automobile group, whether it is a commercial vehicle or a passenger car, it is rare for companies to host their own events. There are numerous companies that take advantage of third-party competitions, sponsorships, or titles, and this article only summarizes some of the major auto groups' competitions. Sponsorship.

Sponsored or titled major events do not necessarily result in direct sales to the company, but they have contributed to brand communication. Such as Mercedes-Benz's title of tennis, golf, people know that this car is a high-end car, and the home of the Houston Rockets, Toyota Sports Center, is to make basketball fans like the NBA remember the Toyota brand.

Domestic commercial vehicle companies have also taken the marketing sponsorship or title marketing line in recent years. Among them, Nanjing Iveco teamed up with the Italian Super Cup in 2011. Although the Yuejin logo of the game site in Nanjing was also exposed, the overall publicity achieved a slight success. However, Nanjing Iveco, which aims to use football to express corporate appeals, has created a precedent for domestic commercial vehicle companies to take advantage of third-party competitions.

Futian Automobile sponsored the 2012 National Women's Volleyball Team at the 2012 London Olympics. In fact, Futian was sponsoring the Chinese women's volleyball team to be a betting act. If the Chinese women's volleyball team wins the championship at the London Olympics, the effect of the Futian car brand's communication is unpredictable. However, contrary to the wishes, the performance of the Chinese women's volleyball team at the Olympic Games can be comforted. In spite of this, Foton Motors has earned enough attention from domestic fans in the marketing event of sponsoring the Chinese women's volleyball team to compete in the London Olympics.

At this year's Wuhan Commercial Vehicle Show, Dongfeng Commercial Vehicle signed a joint brand promotion agreement with Volvo Ocean Race, officially naming the “Dongfeng” sailing ship as the only Chinese regatta to participate in the 2014-2015 Volvo Ocean Race. It is reported that the "Volvo Ocean Race" is currently one of the world's most influential professional sailing regattas, known as the "Seamount Everest", held once every four years. Dongfeng Commercial Vehicle chose the name “Dongfeng” sailing boat to participate in the Volvo Ocean Race as a step in the internationalization process of its brand. It is a very good value for money.



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