Source: Yuguan Auto Market

　　It is not wrong for manufacturers to focus on hot event marketing itself, but what if there are problems with hot events themselves?

　　On the evening of February 18th, I saw that my friends were painting the posters of "Emergency Notice" and "Worry-free Heartwarming Assistance for Outlying Islands" issued by Deep Blue Auto and Aouita respectively. At first glance, it was a sign of care and assistance to the owners.

　　Indeed, due to the lack of port capacity, some car owners, especially those with new energy vehicles, can’t buy tickets and cross the sea, so that they can only stay in Hainan and can’t leave the island, or they can only stay in Hainan and leave the island themselves.

　　If we just look at the surface, car companies care about the car owners stranded in Hainan Island who can’t buy tickets to lend them a helping hand. It seems that there is nothing wrong with it, but think about it carefully. Is the marketing expenses of car companies used the wrong target?

　　This is not aid, this is conniving at the giant baby. In my opinion, this kind of marketing is a bit hungry for hot events.

　　On the return peak after the Spring Festival, the traffic is normal, and the waiting is normal. For example, the peak of landing on the island before the Spring Festival also makes me wait, because I also drove to the island, and not only was there a traffic jam on the road, but I also queued to board the ship at Xuwen Port in Zhanjiang, waiting for 15 hours, and I slept all night. The next day, I moved a few hundred meters every hour before I reached the end of the long line of boarding for several kilometers, from Shanghai to. I waited for another 15 hours, the whole journey was 2200 kilometers, nearly 60 hours, but all this was in my expectation, and I had to bear the consequences for my choice. Who asked me to drive to Hainan in the rush hour?

　　The same is true for outlying islands, and waiting in line is also expected. After all, so many people are on Hainan Island, not to mention outlying islands. During the Spring Festival holiday, they drove to Sanya or Wanning Riyuewan and other places. Even the height of Hainan Island was blocked for a while. When there were many people, the traffic speed dropped. This is not only the same in Hainan, but also in the whole country.

　　But why do car companies, represented by Aouita and Deep Blue, lend a helping hand to car owners stranded in Hainan Island? According to my understanding, is the difficulty of getting out of Hainan Island the same as the traffic jams all over the country? The only difference is that Hainan Island is difficult to get out of the island, which has been highly hyped and even made headlines. Various media have followed up the reports without asking why.

　　The question is: Is it really that difficult to get out of Hainan Island? I can tell you responsibly that it is true that traffic jams and queues are long, but if you can’t leave the island, you can only bury yourself.

　　I use my experience to tell you that during the Spring Festival holiday in Hainan Island, you can make an appointment to buy tickets online, whether you are on the island or off the island, and you can make an appointment seven days in advance.

　　As long as you pay attention to "Qiongzhou Strait Ferry Butler", a WeChat official account, I will send you all kinds of information about the ferry port every three days, including the information of fog stoppage. You can also book tickets directly. Just now, I opened the website and showed that the platform was selling more island tickets.

　　Hainan Island is an island. There are mainly two ways to board and leave the island: by boat and by plane. Past years’ experience shows that it is necessary to make an appointment in advance and queue for a long time to drive to and from the island. In fact, the port has also done a lot of countermeasures, such as landing on the island. Considering that the long-distance driving time cannot be determined, even if you are late, the ticket is still valid; On the highway in Hainan Island, there are also reminders from outlying islands everywhere. It takes less than three hours to leave the ship and you can’t enter the waiting area. In fact, it is also to prevent excessive congestion.

　　New energy vehicles, whether they are on the island or off the island, are treated differently. First of all, the number of new energy vehicles that can be boarded is small. Secondly, it is understandable that new energy vehicles can only be boarded when all the fuel vehicles are on board, and they are separated from the fuel vehicles. After all, it is understandable that new energy vehicles are not at ease from the perspective of spontaneous combustion rate or the consequences after spontaneous combustion.

　　What I can’t understand is: since I chose to drive to the island, why didn’t I do a good job in the outlying island strategy in advance?

　　I think each of us, especially adults, should be responsible for our own actions. When you do something, prepare for the worst, not just for driving to Hainan. If you drive to Hainan, my suggestion is that if you are an office worker and only have seven days’ holiday, you must plan ahead. It is really impossible to play less for a few days and travel at the wrong peak.

　　For example, some friends in my circle of friends landed on the island on February 13th (the fourth day of the lunar new year) and left the island on February 16th (the seventh day of the lunar new year), bought tickets in advance, and landed and left the island smoothly, with almost no traffic jams.

　　As for myself, I landed on the island on February 4, although I waited in line at Xuwen Port for a long time, but my heart was very calm. First, I bought the boat ticket in advance, as long as I was in line, I was not afraid of not boarding the boat. Secondly, before I landed on the island, I thought that I wouldn’t drive back in the short term (the peak of the return trip during the Spring Festival holiday), so I put the car in a good place and bought a plane ticket for my return trip.

　　Besides, the 10,000-yuan air ticket on Hainan Island, at least not encountered by my family, is a normal price, with more than 1,000 return flights, and some even return early on the first day of the New Year, only two or three hundred.

　　As for tourism, there is already a low peak season. How much budget do you have, where do you go and when do you choose to travel? The low peak season means different prices. In fact, even at the peak of the return trip, there is no way out. For example, the boat from Haikou to Xuwen Port costs only 40 yuan each, and it is easy to buy, so if you want the price to be cheap, you are not afraid to toss, take a boat to Zhanjiang, and then return by train or air ticket from Zhanjiang; In addition, for example, in i query, Sanya only has business class, which costs more than 6,000 flights to Shanghai, but Qionghai has economy class, so more than 1,000 can return and travel. It is originally planned according to the budget.

　　I didn’t buy a return ticket for a new energy vehicle when I came back from Hainan. The main reason is that I didn’t plan ahead. To put it bluntly, I was a "giant baby" during my trip and didn’t arrange my trip in advance. It’s your fault that it’s difficult to leave the island or it’s expensive to leave the island. Why do manufacturers have to bear it? How can other car owners feel?

　　On the other hand, when car companies represented by Deep Blue and Aouita lend a helping hand to such "giant babies", have they considered: First, what is your image as a car owner? Is it a giant baby who comes out to play but doesn’t plan his trip in advance? Second, it is obviously the owner’s own problem. Why should the manufacturer’s marketing expenses be used to bear the cost of returning the vehicle? Third. It is difficult to return home all over the country, so why do you only give resources to the owners of Hainan Island tourism? What will car owners in other places think?

　　The reason is understandable. After all, it is difficult to have traffic off Hainan Island, and manufacturers don’t want to copy the traffic through this heat.

　　Indeed, in this huge market where marketing is difficult to jump out, some car manufacturers will take the initiative to grab any hot spot. But I always think that it is right to catch hot spots, but if you catch hot spots that you don’t understand clearly and only contribute "sympathy" with false appearances or appearances, then such traffic will not only fail to play a marketing role, but even have the opposite effect.

　　Take a very simple example, it is also in Hainan Island, except that Xuwen Port, Zhanjiang’s landing on Hainan Island, and the Shandong grandmother incident were regarded as marketing hotspots by Chery. However, when the truth was finally exposed, I believe that this incident will become a marketing failure in Chery’s marketing events.

　　This article is dedicated to all brand marketers of automobile enterprises in 2024. It is not easy to grasp hot spots and rub traffic, and it is not easy to build a brand. It is important to be well-known, but traffic without reputation will only have side effects!

　　Here, I also want to praise the practice of Lectra. In the poster of "Always Guard the Return without Worry", Lectra wrote that you can contact us whenever and wherever you encounter any problems.

　　At the same time, give a warm reminder of self-driving, make preparations before travel, and let the return trip have no worries.

　　It just confirms that sentence: it is better to teach people to fish than to teach people to fish.