"You have dreams,

You like to go beyond,

You never think of success as the end point,

Because you know behind every success,

It is the experience and pain of countless failures.

......

Salute to successful people,

Hats off to those who have failed,

I also pay tribute to all those who have worked hard.

......

Regardless of success,

Regardless of failure,

You are already the winners of your own lives.

Chinese 'Han', accompany you through a life with a story——"

In the prime time of New Year's Day in 2008, a 45-second advertisement was broadcast on CCTV's dominant screen, and the male protagonist of the advertisement was none other than Han Hao, the richest man in the limelight recently.

This blockbuster movie advertisement created by an international 4A well-known advertising company, accompanied by a magnetic and mature narrated male voice, uses international lens language, shoots Han Hao's successful and restrained demeanor, and fully displays the charm of a world-renowned entrepreneur.

It wasn't until the end of the advertisement that Han Hao got into the brand-new Chinese "Han" car, and everyone knew that he was the real protagonist of the advertisement.

Zhonghua "Han" is the fist product created by Zhonghua Group in recent years, which plays an important role in leading domestic cars to break through the price ceiling of 150,000 yuan, and is also one of the products representing the company's high-end image.

"Those who win the mid-level car market win the world!"

There has been a saying in the industry that the mid-level car not only directly represents the façade of the brand, but also the main source of profits.

The profit from selling a mid-class car is enough to cover the net income of three to five compact cars.

From the Camry, Accord and Passat, which were the hottest sellers in China in 2007, we can know that only a mid-level car can support a joint venture car company and can single-handedly win the world.

What's more, with the reputation of the mid-level car, it can also pull down the sales of other models, driving the overall product line to develop upwards and obtain higher premiums.

Any auto giant has a mid-level car that represents its own technical strength, just like Camry is to Toyota, and Passat is to Volkswagen. Without its own mid-level car, just like a sect without a treasure at the bottom of the box, it will not be included in the mainstream ranks.

Now, the Chinese "Han" is the façade of the Zhonghua Group, which pins on Han Hao's greatest expectations.

"Who else in China can be more commercially successful than your boss? For me, he is the most suitable actor!"

The director of the advertising film from Hollywood fell in love with Han Hao at a glance and insisted on persuading him to perform in his true colors.

Therefore, this time for the promotion of "Han", at the suggestion of the advertising company, although Han Hao was reluctant, he still stood in the spotlight and starred in the personal endorsement.

Under the training of well-known directors, Han Hao's innate aura of a successful person looks fiery in front of the camera, and the bigwig demeanor between gestures is an existence that no actor can imitate.

In particular, the shot of him sitting in the back seat of the car in a formal suit, crossing Erlang's legs, and looking out the window for contemplation, has become a classic among the classics, and immediately became an action imitated by many young people.

Someone once said that men are like wine, and the older they are, the more fragrant they are. With the growth of age, the improvement of experience, and the progress of career, men enter the golden period after the age of thirty.

Han Hao was fortunate to leave behind this work that is enough to go down in the history of Chinese advertising at his peak.

If Han Hao used to "conquer" the richest man brought by money, after this advertisement, he completely used his appearance and charm to gain more fans.

The Buddha relies on gold, and people rely on clothing.

Under the advanced standard makeup, lens, and editing packaging of the Hollywood industry, Han Hao's personal image of 100 points was displayed with 120 points, which perfectly presented the image of a successful business person in the minds of the majority of Chinese people.

Although he has watched the sample film and feels that his performance is okay, Han Hao is satisfied with the director's skills. But when he actually saw the commercial in front of the TV with his family, accompanied by new music, Han Hao found that he seemed to perform better on the screen.

"Dad......?"

The son "September" saw some familiar faces on the TV and shouted the word "Dad" to the screen, but he felt that it was not, because the man above looked more advanced than the father in front of him. It made him a little uncertain, and he shook his little head to think about something.

Even his wife Chen Lingxi was deeply shocked by this advertisement, although she knew that her husband personally endorsed the product, but after seeing the commercial, she suddenly felt a sense of panic when her abdomen bulged. Because Han Hao's performance on TV was so perfect that she couldn't even recognize it.

It's like suddenly discovering that he has an incomparable treasure, but he is openly exposed in front of the public, and then it attracts a lot of covetous eyes, and there is a sense of crisis that he has been afraid of being snatched away.

If Chen Lingxi's confidence in her marriage was 100 points before, then at this moment she found that the score was falling down, because she didn't know if she could keep up with Han Hao's pace in the future.

Fortunately, his son "September" came over and pulled the corner of his clothes to let Chen Lingxi leave his contemplation, and found that Han Hao, who had returned to reality, was a little more tacky than the image on the screen, and it was easier for people to get close to, and the panic in his heart subsided a lot.

Many domestic online forums and exchange groups, etc., are all dominated by the advertisements of the Chinese "Han", even the most picky people cannot deny that Han Hao has created a classic image of a successful Chinese man in it.

An appeal for Han Hao to change his career to become a star has been widely spread on the Internet, and everyone thinks that it is a pity that such a successful image does not act. Immediately drove more people to request more advertising clips to fulfill everyone's wishes.

From a business tycoon to a celebrity in the entertainment industry, this is an unexpected result for Han Hao. The next day, at the gate of the headquarters of Zhonghua Group, there were a large number of young girls holding pictures of Han Hao waiting, hoping to wait for the idol they had just met to appear. The appearance of every "Han" will cause them to scream and chase after them, for fear of missing the appearance of Han Hao sitting in the car.

However, with this wave of public opinion spread, the image of China's "Han" began to enter ordinary people's homes in a grand manner, and many people mentioned that Han Hao would immediately appear in their minds the figure of "Han", and the propaganda achieved results beyond expectations.

The success of advertising is only the first step in the long march, and it is still unknown whether the Chinese "Han" can be accepted by the market.

Whether a product can sell well, market positioning is very important.

At present, due to the high price of mid-level cars, the consumer groups of mid-level cars in the domestic market are, firstly, the official cars of various government agencies and enterprises, followed by personal consumption such as business owners, senior white-collar workers and successful people. For them, the car's vehicle attributes are a secondary consideration, and they are more concerned about brand, identity and face. The mid-level cars focus on the positioning of atmospheric stability and luxury comfort, and are specially built for middle-aged and elderly consumers. As long as the mahogany material is popular on the street, you can know what the positioning of the owner is.

The newcomer of the Chinese "Han" is facing difficulties in seizing the limited market with its own strength.

Unlike the blue ocean of the SUV market, like "Tang", he was born and became the market hegemon. The sedan segment has been occupied by joint venture brands, and it can be said that it has entered the Red Sea stage. Because under the dominance of joint venture models such as Accord, Passat, Regal, Camry, Mondeo, Teana, and Sonata, the mid-level car market has been carved up, and the higher level is the world of Audi, BMW, and Mercedes-Benz, and latecomers must pay a greater price if they want to gain a foothold.

If you want to rely on the atmosphere and stable appearance, as well as the spacious and comfortable rear row and leather luxury decoration to enter the mid-level car camp, then compared with the joint venture mid-level cars, there are no significant characteristics, even if you rely on the cheap price to achieve temporary results, the future will not go far.

Han Hao has been thinking about this question for a long time, and the middle-level cars of Zhonghua Group must have their own characteristics and cut into more market segments in order to make great achievements.

"Technological trends, young sports, safety and comfort" have become the genes set by Han Hao for his own middle-class cars, so as to compete with the existing products on the market.

The trend of science and technology is to lead the times and use high-tech products to create a positive and innovative image. For example, the future version of the "Han" adopts pure electric technology, and it appears as a high-tech image at the beginning of its debut. And then again

Equipped with turbocharged engine technology, it is the second mass-produced mid-range car brand to follow after Volkswagen. It also takes the lead in devolving technologies such as electronic handbrake and LED headlights to the intermediate body, which greatly enhances the high-tech content of the model.

Young sports is different from the current concept of too calm and old in the mid-level car market in terms of body styling and interiors, and boldly uses young and sporty design to tap young and middle-aged consumer groups. Consumer groups born in the 50s and 70s have been captured by the existing joint venture models and formed a fixed purchase concept. The young "Han" will aim at the new generation of post-80s and post-90s consumers, and resonate with them who are more independent and like to be different, so as to compete for the future market.

Safety and comfort means that the car cannot be separated from the concept of a means of travel, and safety must be put in an important position, and it must be built on the spot according to consumer needs. The collision results of the "Han" have reached European safety standards, and they have also been specially lengthened for the Chinese market. In addition, it is very rich in configuration, and many configurations that can only be seen in high-end cars can also be found on the "Han", with seat ventilation and heating, keyless start, etc.

It can be said that the Chinese "Han" has used the best family foundation of the Zhonghua Group, which is the crystallization of years of hard work.

The only disadvantage of this is that the vehicle uses too many new technologies, which puts forward high requirements for stability, and if you are not careful, it is easy to have problems, thus ruining the reputation.

However, if successful, the benefits can be multiplied, and the gap between the competition and the competition can be quickly widened.

"The car of choice for young and successful people!"

According to the summary of Han Hao's advertising video, the advertising slogan of the Chinese "Han" should be shipped out and quickly filled the major Chinese 4S stores.

It is very clear that the consumer positioning of "Han" is the successful people of the younger generation. Like 32-year-old Han Hao, they are eager to succeed and take risks, are very interested in technology and sports, and have a different lifestyle.

The Camry has evolved for 6 generations, the Accord is now the 8th generation, and the successful mid-level cars on the market have all accumulated over the years to achieve their current status. Therefore, for the first-generation "Han", Han Hao did not set too high a target, and only set the cut-off point of annual sales exceeding 20,000 units internally, just reaching the profit cut-off point. He has already planned to reap the fruits by the third generation, and now it can be considered a pioneering period.

In terms of price, the "Han" fuel version is also very close to the people, staggered to the battlefield of head-to-head confrontation with the joint venture brand, set between 129,800 and 179,800, and the volume model is 149,800 exclusive models, and the landing price is in the early 170,000s, which is a high-priced product in domestic cars.

In the future, plug-in and hybrid versions will be launched, and the price of the "Han" will be even higher, which will further enhance the brand image.

Thanks to Volkswagen's efforts to promote turbocharging technology, the 1.8-liter "Han" has attracted the attention of many young consumers. Coupled with the high configuration of models of the same level and benefiting from the reputation accumulated by Zhonghua Group for many years, Zhonghua "Han" has made a certain good start, with sales exceeding 1,500 units in the first month, which is a very good performance among domestic intermediate cars.