Zhang Zhaoyi: When will the Japanese car come in spring?

For most people in the auto industry, it is hard to imagine that incidents in the diplomatic field will become significant. But in this case, we lived in front of us. Stimulated by the events of the Diaoyu Islands, there was a huge anti-Japanese wave in the country. Not only did it advocate the rejection of Japanese goods, but during the procession, more people lost control and caused many Japanese cars to be smashed and even injured.

As some customers have said to me, it is predicted that the Diaoyu Islands incident will have an impact, but it was not expected to be so big and it is so dramatic.

According to data from the past two months, Japanese cars have been greatly hurt in the Chinese market, which is -2% in August and -41% in September. The rate and market conditions of Japanese cars can only be described by the word "disaster."

As far as I know, the impact of the Diaoyu Island incident, the Japanese depot is not completely without psychological preparation, but most of the market staff, the estimated data are in single digits, a very small number set to 10%, have been seen as extremely conservative The view is. However, the result of the follow-up pulls everyone down to the ground. It cannot be overemphasized that no one ever expects it to be so serious. Even though many Japanese depot marketers have prepared a lot of emergency plans, under such destructive data, these programs can only be regarded as appetizers, and they have to express their wishes. In order to stop hunger treatment, I am afraid we need more. The innovative approach, at the very least, I believe, is that traditional marketing techniques are not effective.

The author believes that there is a need for innovative methods.

First of all, this shock will not end in the short term. It can be said that as long as the Diaoyu Island incident does not end one day, the spring of Japanese cars will not come for a day. However, signs from all quarters show that the end of this incident will not occur within the foreseeable six months, and it may be possible to wait another year or two. Against this background, it is not marketing people who can use market methods to resolve. Therefore, for Japanese car manufacturers, this is obviously a long winter, and it is very difficult for people to surf and feel the contrast of your own quilt.

Secondly, the key factors affecting the purchase behavior are actually not the problems of Japanese brands. Such brand countries agree that after many incidents, they will quickly calm down. What to buy or what will affect the market soon. But this time, what consumers really fear is the future of unknowable violence. Not only the car but also the person and family, this kind of psychological anxiety will change the decision-making mentality of consumers because of the uncertain relationship between China and Japan. What kind of car is not a car? Why must you buy a car that makes you feel right? Moreover, even if the owner himself does not care, the relatives and elders of the family will also come up with advice and stop. This kind of intensity is very difficult for Japanese car manufacturers to deal with. Once the psychological shadow is planted, it needs to be eliminated in the short term. It really cannot rely on advertising or the Internet. It can only look at the Central Government and the Ministry of Foreign Affairs. Marketing personnel can only scratch their head.

In short, the spring of Japanese cars is closely related to the relationship between China and Japan. It is a problem of the state and the country. In this situation, marketing personnel are extremely powerless.

It can be said that the Japanese depot did not lose in the hands of the Prime Minister of Japan, but lost in the hands of mobs, and fell into the hands of violence in the Internet, although the cause was the dispute over the Diaoyu Islands. The shadow of violence will follow the dispute between China and Japan on the Diaoyu Islands like a ghost. Because the car is different from other Japanese products, it is expensive and bulky, and it will inevitably appear in the eyes of the masses. It is destined that such products are difficult to avoid the eye of mobs. The impact is also greatest.

In addition, Japanese automakers also face two hidden major issues.

The first issue is the survival of outlets.

This problem is fatal because the spring of the auto market has finally begun to come. However, the Japanese 4S shop can not be shared simultaneously, and it is necessary to follow the teeth. This issue will be a very recent headache for Japanese brands. If the situation is still good, the survivability of the outlets may be much better. However, the reality is not that the polar bears who had just passed the cold winter are the most vulnerable time. Today’s anti-Japanese attacks really require the deeds of these outlets. As a big leader, what should they do?

The second issue is the expansion of outlets.

The former is short-term trouble. In the long run, the timing of the submarket's network deployment is in this period. However, it is clear that Japanese automakers have to face very dangerous realities and their expansion rate will slow down to a great extent, even to a very high level. Potential sites will lose to other brands. For mid- to long-term market development, Japanese automakers will suffer repression and delay. What they have lost is not only their own point, but also the acquisition and reserve of excellent talents will be affected. I think this will have a greater impact on Japanese automakers.

Now I understand that I mentioned earlier that Japanese car manufacturers need innovative marketing techniques to save the crisis. Because the impact is comprehensive and difficult to solve, and the estimated impact time will be long, the key factor is not the brand's own behavior and products. Therefore, the general approach is absolutely ineffective.

From the author's point of view, nowadays, Japanese car manufacturers can say that they are unable to do anything. At least they can do limited marketing activities. Toyota's free handling of the vehicles after the violence has already been regarded as the best practice, and other brands have begun to make a low profile.

Low-key is appropriate, at least on the tip of the knife, can not make it boring. But after low-key? Wait until the market booms have passed and re-emerge?

If you hold such a view, the car factory may be lost in the market because of low profile for too long. As mentioned earlier, the disaster will be delayed for a long time. The unit will be calculated in years, and any depot will not be able to withstand this situation for too long.

so what should I do now?

From the perspective of the overall situation and shortening the impact, the Japanese depots should jointly voice their voices in Japan. It is not the most favorable practice for the Japanese government to rethink its own hardline territory policy, and this voice has to be shouted loudly to allow China to Consumers see sincerity, and whether there is any change in results is not a priority. Sincerity must first come. The Chinese are very kind people. As long as they are shown, consumers will treat them differently.

This is a method of drawing salary at the bottom of the ax. However, it takes a long time and it is more difficult and slower to make decisions.

In the short-to-medium term, the curve saves the country.

The tumultuous joint-venture autonomous vehicles that preceded us for a while will be a good entry point. After the Japanese brand retired in the near future, it appears as a joint venture with its own brand. Although it seems to have a huge impact on the brand, in practice, the problem is actually not large. Through a series of operating methods, it is possible to win a win. Will indirectly let the joint venture independent brand replace the Japanese brand? It is possible, but this risk is always controllable, and it is possible to avoid the risk of training the adversary through a series of contract specifications and technical authorization controls. However, according to conscience, even if you don't use this method, the Japanese market will have to deal with the market with little difference. However, the autonomy of the joint venture will allow the Japanese depot to achieve benefits. For example, if the Southeast Motor Company only links the trademark from the current Mitsubishi back to the previous Eagle's trademark, the pressure may be greatly reduced. Will Mitsubishi's losses be greater than it is now?

Frankly speaking, the current situation is extremely detrimental to Japanese cars. Not only has sales volume fallen sharply in the near future, but also the expansion of outlets and the acquisition of human resources have been significantly affected, which has dragged down the subsequent development of Japanese brands in China and became The last line of the four major cars. The advantage is that they once defeated opponents - German and Korean.

If Japanese cars were to enter the luxury car market at the beginning, Lexus, Acura, Infiniti and other sub-brands could be created. To protect the world’s largest market, changing brands is not a big deal. However, the author went through the pen here, can not help but wonder if the Japanese brand is not as pessimistic as me. If they are optimistic, the Japanese market will recover as long as they have survived months and the longest six months. They naturally can afford it.

But if not? The author's crow mouth fulfilled? To be or not to be, that's the question. (Survival or destruction, this is a problem.)

In the spring of a Japanese car, it may take some time, but it has not been coming. It is not impossible.