Car rental in China is an emerging industry. It has introduced a brand-new concept of consumption and value experience. Since its inception, the industry's high practicality and cost-effectiveness have quickly gained the appreciation and recognition of ordinary Chinese people, leading to rapid market expansion and increasing stability. However, how this nascent industry will mature and maintain strong vitality is a question that many companies have been pondering.
Engaging front-line celebrities as endorsers is a common tactic for mass consumer goods to promote market publicity and expansion. Last year, during the online shopping rush, Ganji.com and Lashou.com spent huge endorsement fees on stars like Yao Chen and Ge You. However, it is the first time that the car rental industry has become involved in such marketing wars.
Regarding the question of why to engage celebrity endorsers and the criteria for selecting them, Car Inc. refused the reporter's interview due to entering the IPO quiet period. However, from the expression on their official website: "This time engaging endorsers is to hope to further stimulate public attention to 'car rental' as a green travel mode and new concept of car consumption through the appeal and influence of stars, so that more consumers know about car rental, understand car rental, try car rental, and love car rental."
Founded in 2007, by 2009 Car Inc.'s fleet size was only a few hundred vehicles. In September 2010, Legend Holdings successfully took control of Car Inc. through an investment of 1.2 billion yuan via "equity + debt", and brought several billion yuan of bank credit lines. After joining Legend Holdings, Car Inc. entered a period of rapid expansion, acquiring aggressively nationwide and investing heavily in purchasing cars. To date, Car Inc. has over 500 rental outlets in 66 cities across the country, with a fleet size of approximately 26,000 vehicles.
In the pioneering stage of the car rental industry, Car Inc., as a pioneer, has gradually built a complete system for the entire industry in terms of rental model, service concept, and consumer culture through repeated successful explorations and attempts, growing into a true industry giant. When facing the new challenge of how to break through the bottleneck and mature the car rental industry, Car Inc. has turned its eyes to strategic marketing and embarked on a new round of exploration. Article reprinted from Booking Car Network: www.wodingche.com