Yesterday, Harvard made a successful detour.

On the morning of 10, Harvard officially announced the official name of its brand-new SUV B06-"Harvard Big Dog".

Blinded the eyes of the whole network of titanium alloy dogs.

But this is the result of netizens' voting. In this round of online voting sponsored by Harvard in recent days, "Big Dog" stood out from the names of Lan Tu, Wolf, Yufeng, Voyager, Shang Feng, Tomahawk and Reactor, and won the first place with twice the total number of votes of the second "Voyager".

Wandering around Weibo and forums casually, there are too many netizens who are just passing by, and they all vote for the "big dog" with the mentality of watching the fun.

So I must admit, I laughed when I saw the official confirmation of Big Dog, and I couldn't help it.

But this does not prevent me from thinking that this name is good.

Of course, "good" doesn't mean how good. It's just that the peak is still relative, travelers, roads ... these all look too similar, and they are completely names that will be submerged in the sea of SUV cars when they are born. Just like pioneers, explorers, pathfinders and pioneers in the industry now ... it's charming to look at people in minutes. If I had such a name, I would never remember that it was a Harvard car.

A big dog with high recognition can remember in one second, and it is born with its own traffic. It can also be called Harvard big g for short. For the sake of the brand, why not?

The Great Wall seems to have discovered the mystery of naming, so it registered a row of new trademarks:

Euler Cat, Haval Gazelle, Haval Dog, Haval Tiger, Haval Wolf, Haval Wolf, Haval Leopard, Lightning Gun, Lightning Gun. ...

Wolves, tigers and leopards, lightning and thunder, cats, dogs and foxes are all phenomena.

I seem to see that the glory of Wuling has gone further and further on the road of the old brand, and the Haval of the Great Wall and the Great Wall Cannon are the new national tide.

I bet that the future of Haval dogs will not be blocked by the name, and the sales volume will never be bad.

Sticking natural, grounded things, people in China often say no, which is actually very good.

The Great Wall Cannon is a living example.

When the Great Wall Cannon pickup truck brand was born a year ago, netizens criticized it as much as the big dog now.

Some people say that the "Great Wall Gun" is too rustic, and some people bet that it will be renamed after one year because it can't be sold. After all, it is clearly a high-end pickup brand. Agreed to lead China pickup truck into the era of passenger cars. I didn't expect the name to fire directly at the inherent naming system.

I've been laughed at by this name before. Think about it after laughing. Actually, the name sounds exciting. Everywhere is cross-country, climbing, wading through mountains and rivers, especially in line with the character of pickup trucks.

Working people all have similar ideas. Sales volume is the best proof.

In 20 19, only three months after the Great Wall Gun went on the market, the cumulative sales volume reached 18299, and it won the title of high-end pickup truck sales of more than 654.38+10,000 yuan.

In May 2020, the monthly sales of Great Wall guns exceeded 1 10,000 vehicles, accounting for nearly 50% of the total sales of Great Wall pickups.

Then everyone completely abandoned their dislike of the name "Great Wall Gun" and began to say, well, it smells good.

Well, I believe that since the Great Wall can gather its friends, it can form a Haval dog.

Because of this simplicity and simplicity, it is actually a Great Wall.

Just like the Great Wall never advertised in the past, its success always lies in its products close to the market, down-to-earth price and quality, and it does not play empty games, slogans, gimmicks and hype.

Later, I started advertising. Now, judging from the speed and breadth of the circle, the names Great Wall Gun and Big Dog are silent advertisements.

What kind of marketing can stimulate consumers' sensory nerves in the bustling information wave? It is nothing more than these unexpected, exciting and unconventional things. The more you don't follow the rules, the more you can stand out from the information explosion, reduce marketing costs and detonate consumers.

Moreover, for brands that are more popular with consumers, adopting this somewhat simple, direct and undisguised semi-native naming will get twice the result with half the effort and directly eliminate consumers' sense of distance and strangeness to brands and products. This is also the reason why local flavor marketing is popular now.

Great Wall Cannon and Haval Dog are standard Volkswagen brands and products.

For example, the pickup truck market in China is still concentrated in third-and fourth-tier cities.

The top ten provinces in the 20 18 pickup terminal market are Yunnan, Guangdong, Sichuan, Hebei, Guizhou, Shandong, Hunan, Guangxi, Hubei and Henan. The total annual sales volume of pickup trucks in these ten provinces is 186482, accounting for 52.20% of the total sales volume of pickup trucks in China, with a market share of more than half.

Obviously, most of these ten provinces are not economically strong. Southwest China, the core area, is a consumer market where the public can no longer be popular.

Therefore, in this era, the stall business is back, and the "local economy" you despise is also making a fortune.

Harvard dog, play the same card.

But this is not an ordinary "soil economy".

The name of a product is an inseparable part of its strength.

Cars are no exception. Name output is directly the value concept of brand and product. We can reduce the cost of publicity through "local flavor" and let consumers quickly form memories and cognition. But in the final analysis, it is still necessary to highlight the characteristics and advantages of the model through the name, in order to turn the heat into sales and word of mouth and achieve real success.

In fact, models named after animals are not uncommon, such as Dodge Ram, Mitsubishi Bobcat, Chevrolet Bumblebee, Ford Mustang, Ford Cobra, Corvette Stingfish, Pontiac Firebird, Chevrolet Impala, Nissan Bluebird, Buick Lark, Volkswagen Rabbit and Volkswagen Beetle. ...

There are also many brands in China, such as Great Wall Feng Jun in 2006 and Cool Bear in 2009. Beauty Leopard of Geely in 2003, Golden Eagle and Global Hawk Panda in 2008; Chery's Tiggo in 2005, 20 12 small ants and so on.

The similarity of these animal models is that no matter the size of the animal itself, naming can directly trigger specific associations related to consumers, and the shape and strength of the car can be vividly expressed by the same name. The so-called car, as the name suggests.

So as long as this can be done, it means that this naming is successful.

Great Wall Gun, with the flavor of off-road pickup truck, has a strong spirit in its name.

Harvard big dog is also straight and square, with round headlights like the eyes of a big dog. The more the whole car looks at cross-country, it reveals the character of the big dog.

It may not be expensive, but it is always reliable and loyal to the shovel officer.

Just like the moral of the Great Wall to big dogs, it is actually very popular:

"Now the name of the car is not the starry sky universe is god beast. I just hope it is one of my loyal dogs. It can accompany me with daily necessities, poems and distant places, cool trends, and occasionally run with me. "

In another quarter, Harvard Big Dog will be officially listed. I really hope Harvard can invite Rapper's senior MC Bigdog to perform live, and then broadcast live with Beijing Dog in JD.COM. In that case, sales will be out of the circle, about minutes.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.