From the research data (rolandberger), as of December 31, 2011, China's car rental industry market share was only 11%, while the U.S. market's top five shares were as high as 95%. Many Chinese consumers do not yet understand car rental. However, the taxi industry is an economy of scale; without scale, there are no economic benefits. Especially in 2011, China's auto industry experienced several rounds of layoffs, with low profit margins across the entire industry. There is a more urgent need for the leading players in the car rental industry to increase the concentration level of China's passenger car market.
Using front-line stars as endorsers is a common method for marketing and promotion in the mass consumer goods market. Last year, online auction sites, Ganji.com, and Lashou.com spent huge sums on endorsements by Yao Chen, Ge You, and other stars. But this is the first time in the car rental industry's marketing battle.
Renowned actors Fengyi Zhang and Edison Chen have been chosen as the first-stage spokespersons for China Auto, representing the business products and leisure products of China's car rental services respectively. A message from microblogging revealed that Car.wodingche.com learned they both like Edison Chen, who is a topic star. What will this bring to the car rental industry? It is reported that China Auto submitted its IPO application to the Securities and Exchange Commission in January this year, planning to raise $300 million. The endorser is the most important symbol of a brand's image and connotation. Besides Fengyi Zhang, who is known for his moral integrity and artistic excellence, another main character in the "nude photo scandal" is involved. I wonder what answer China Auto Leasing hopes to hear?
Of course, to reward old customers for their long-term support and love, China Auto has launched a "Popular Models, Super Value Experience" campaign during the Chinese holiday season, such as the BYD F0 for 49 yuan, Citroen C-Elysée for 49 yuan, Hyundai Renta for 80 yuan, Buick Excelle for 175 yuan, Kia for 175 yuan per day. Some promotional activities even reach half-price levels for car rentals, giving customers the maximum discount space.
Article reprinted from: www.wodingche.com