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Time flies, the sea is still old! Sentimentally green, today is brilliant!
Suddenly looking back at the development of China's trucks over the past fifty-five years, people are full of thoughts and feelings.
On July 13, 1956, the first batch of 12 liberation trucks developed and produced by our country slowly drove down the production line. At this moment, New China has ended its history of not producing cars. The wheel of history rolls forward, and countless people silently devoted their youth and passion to the development of China’s truck industry in exchange for the glory of today’s truck industry in China. China's trucks have grown from weak to strong. Until today, in the domestic automobile industry, when it comes to light trucks, especially high-end light trucks, there is always a kind of inexplicable pride. Because, in this era of high-end products generally dominated by foreign capital and joint venture brands, light truck products are the only exception: foreign brands can not enter the Chinese market, the joint venture brands dominated by the Chinese are firmly in control.
With the continuous strength of truck products and the gradual expansion of the use of the population, the marketing of trucks has also changed in the country and a new trend has emerged. This is to gradually move closer to the human-centered marketing of foreign truck brands. Marketing centers around the people who drive trucks and their lives, and it gradually moves away from the product itself. Because good marketing must be based on people, understanding people, respecting people, putting people first, mobilizing people's enthusiasm and creativity, and paying attention to the social nature of people so that effective communication can be achieved. This is called cultural marketing. Such classic marketing cases are not uncommon in foreign countries, but are also being adopted by a few foresighted manufacturers in China.
Volvo welcomes my cab
Volvo has always been doing a marketing campaign called: "Welcome to my cab (Welcometomycab)." It spreads more than just a culture, but also a fanatic love for trucks. The hero of the first issue is a Volvo FH 164x2 tractor. The driver is an Italian truck driver. The entire body of the car painted with the theme of "Titanic", the cab interior and the body are the same as the Titanic cruise ship, arranged with countless bright lights. The interior of the cab is blue and white, and the white floor mat is impressive. It can be seen that the driver is a car-like arrangement.
Scania Truck Driver Contest
The Scania Truck Driver Contest organized by Scania is the world's largest and most experienced professional truck driver competition. Since 2003, it has attracted dozens of continents. The participation of more than 150,000 truck drivers in each country. Scania has always considered drivers to be key factors in achieving road safety, sustainable transportation, and operating economy. "Focus on the driver" is the development direction Scania has always advocated and adhered to.
Jiangling Motors looks for Jiangling Light Trucks
In September 2012, Jiangling Motors launched a large-scale interactive activity called “Finding Jiangling Light Truck Familyâ€. In the same way, in order to ensure that our daily lives are working hard on the road all day, many truck groups are neglected by the majority of people. With emotions as the main line, truck drivers’ friends are on the stage of “Jelly Light Kadaya†to express their emotions. Show yourself, earn attention and respect. The event attracted the continued attention of over 170,000 truck users and the active participation of more than 10,000 Jiangling light truck owners. The second quarter of the “Looking for the Jiangling Light Truck Family†has now begun. In less than a month, it attracted more than 40,000 netizens and more than 9,000 people signed up to participate.
In the first quarter event, the most impressive one was the owner of a car from Shanghai. He converted his light truck into a simple RV. He took the car as his home and traveled around the world. Some developed countries in foreign countries have already reached the habit of turning trucks into a way of life and entertainment. It is a culture. However, in China, light truck drivers have a huge pressure to earn a living, so they have to ignore the truck's culture. Gradually change this situation, lead the development of domestic light truck culture, and pay attention to the light truck drivers and their lives, which is also the purpose of the official Jiangling Motors cultural marketing.
In addition, according to a real story of a Jiangling light truck owner at the event, Jiangling Motors took the first domestic micro-movie in the field of commercial vehicles, “The Most Beautiful Familyâ€, and described the single person who stands upright in front of a cruel fate and takes care of the twins alone. The father of the truck driver, the video has achieved good results after being broadcast on multiple video websites, which has aroused widespread resonance in the society.
Shaanxi Auto "China Truck Driver's Survival Status Blue Book"
During the Shanghai International Auto Show in April 2007, Shaanxi Automobile's Blue Book on Living Status of Chinese Truck Drivers was first released. A long-time neglected group attracted public attention and issued a "caring truck driver. Harmonious society" proposal. However, unfortunately, we did not see more "people-oriented" follow-up actions from this activity.
According to the survey data, the proportion of trucks in the roads running on our country accounts for about one-third of the total trucks. About 75% of the items we transport in production and production are transported by trucks. Such a huge group, lacking a mature cultural heritage with core values, is something we do not want to see.
Although it is still too early to talk about the truck culture in China, any culture from the origin to the development and even maturity requires a concerted effort in many aspects. It can be seen that some domestic truck manufacturers are making efforts with practical actions to try to focus on the domestic truck drivers from the perspective of cultural marketing, giving them spiritual and cultural enjoyment and creating a domestic truck culture trend.
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