The rental car industry is heating up: innovation in concepts is the breakthrough. According to the "2010 China Car Rental Industry and User Research Report" released by Xinhuaxin, China's car rental market has grown from 50,000 operational vehicles and a market size of 4 billion yuan in 2005, to 160,000 operational vehicles and a market size of over 14 billion yuan in 2010. The annual average growth rates for operational vehicles and market size are 26.40% and 27.97%, respectively. From this, it is evident that the broad development prospects of the domestic car rental market are undeniable. An increasing number of people are starting to try renting cars, especially after the purchase restrictions were implemented in first-tier cities, resulting in a noticeable increase in business volume for rental companies. However, whether in terms of brand image or business philosophy, many rental companies are still stuck in the old ways.
With the development of the automobile market and the continuous decrease in car prices, in order to snatch users from the new car market, rental companies must innovate. Let's go back to the two industry events mentioned at the beginning: On February 10, 2012, Car Express Rental created a cartoon character based on its own brand characteristics, advocating a green and shared car rental travel method. This cartoon character is amiable, confident, with a robust stride, and expresses to people the enthusiasm, courage, and diligence of Car Express personnel through its expressions. More interestingly, the cartoon character points forward, carrying the banner of "one price," vividly showcasing Car Express' rental advantages as it strides forward. Within seven days, Zoomcar announced its spokesperson plan, appointing actors Zhang Fengyi and Edison Chen as the spokespersons for their business and leisure car rentals, respectively!
Some media commented that strengthening advertising effects and deepening brand recognition are the most direct results of "endorsement." However, in choosing spokespersons, one cannot be overly eager for quick success. Especially, the spirit and values represented by the spokesperson must align with the company's communication goals; otherwise, not only will the momentum not be successfully built, but crises may also arise due to the negative effects associated with the spokesperson. Compared to using celebrity endorsements, cartoon characters are safer and more economical. They won't cause negative associations for the corporate brand due to some negative information, nor will they pass on costs to consumers. The currently heating up car rental industry is now facing a turning point in its development. I believe that only by innovating business models and providing consumers with simpler, more cost-effective, and worry-free user experiences can one occupy the pinnacle of the industry! www.wodingche.com