Article |?Li Yifan

Yesterday, Haval successfully emerged from the circle.

At 10 a.m., Haval officially announced the official name of its new SUV model B06 - "Haval Big Dog".

It blinded the eyes of titanium alloy dogs all over the Internet.

But this is the result voted by netizens. In this round of online voting launched by Harvard in the past few days, "Big Dog" stood out from names such as Lantu, Wolf, Yufeng, Yuantraider, Fengshang, Tomahawk, and Reactor, and was "far ahead of the second place" "Walker" came out on top with more than twice the total votes and won the election.

If you browse around on Weibo and forums, you will know that there are too many netizens who are just passing by. They all have the mentality of watching the fun and not taking it too seriously, and cast their precious votes for " Big Dog”.

So I must admit, when I saw the official confirmation of "Big Dog", I laughed, I couldn't help but laugh.

But that doesn’t stop me from thinking it’s a good name.

Of course, "good" doesn't mean how good it is. It's just that compared to Feng Shang, Yuan Traveler, Landu... these all look too similar, and they are just names that will be drowned in the sea of ??SUV cars since birth. Just like the pioneers, explorers, explorers, pathfinders, and pioneers that are so popular in the industry right now...it makes people confused every minute. If it were named like this, I would definitely not be able to remember that it was a Haval car.

The recognizable big dog can make people remember it in a second, and it is born with traffic. It is also called Haval Big G for short. For brands, why not?

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

Ola Cat, Haval Oryx, Haval Big Dog, Haval Little Tiger, Haval Wolves, Haval wolves, Haval leopards, thunder cannons, lightning cannons...

Jackals, tigers and leopards, lightning and thunder, cats, dogs and fox monsters, all of them are phenomenal existences.

I seem to see that Wuling’s glorious glory has gone further and further on the road of time-honored brands, and Great Wall’s Haval and Great Wall Cannon are the new national trends.

I bet my brother that the future of the Havaldog will not be framed by its name, and its sales will never be bad.

Chinese people often say they don’t want things that are natural and down-to-earth, but in fact they are fine.

The Great Wall Cannon is a living example.

When the Great Wall Pao pickup brand came out a year ago, netizens criticized it verbally and in writing, just as much as the current Big Dog.

Some people say that the "Great Wall Cannon" is too rustic, and some people bet that it will be renamed a year later because it cannot be sold. After all, it is clearly a mid-to-high-end pickup truck brand, and it was promised that it would lead Chinese pickup trucks into the passenger era. Unexpectedly, the name directly violated the inherent naming system.

I once laughed so hard at this name, but after I laughed, I thought about it. In fact, this name sounds very exciting. It has the temperament of off-roading, climbing, mountain climbing and wading, which is very special. It fits Pika’s character.

Working people all think alike. Sales volume is the best proof.

In 2019, just three months after the launch of the Great Wall Cannon, the cumulative sales reached 18,299 units, taking the sales crown for mid-to-high-end pickup trucks with more than 100,000 yuan.

In May 2020, the monthly sales of Great Wall cannons exceeded 10,000 units, accounting for nearly 50% of the total sales of Great Wall pickup trucks.

Then everyone completely gave up their dislike of the name "Great Wall Cannon" and started to say: Well, it smells really good.

Well, I believe that since the Great Wall can gather the Great Wall gunners, they can form a group of Havaldogs.

Because of this simplicity and local atmosphere, it is actually very similar to the Great Wall.

Just like Great Wall has never advertised in the past, its success has always been based on products that are close to the market, with down-to-earth prices and quality, without making false claims, and without using slogans, gimmicks or speculation.

Later, I started advertising. But now, judging from the speed and breadth of the industry, names like Great Wall Cannon and Big Dog are just a kind of silent advertising.

With the current wave of information, what kind of marketing can stimulate consumers’ sensory nerves? It’s nothing more than these things that are unexpected, fresh and exciting, and counter-routine. The more unconventional they are, the more they can stand out from the information explosion, reduce marketing costs, and ignite consumer groups.

Moreover, for brands with more popular consumer groups, adopting this kind of simple, direct, and unabashed semi-local naming will get twice the result with half the effort, directly eliminating consumers’ sense of distance and unfamiliarity with the brand and product. . This is why local flavor marketing is so popular now.

Great Wall Cannon and Havaldog are standard popular brands and products.

For example, my country’s pickup truck market is still concentrated in third- and fourth-tier cities.

The top ten provinces in terms of pickup truck terminal market sales in 2018 are Yunnan, Guangdong, Sichuan, Hebei, Guizhou, Shandong, Hunan, Guangxi, Hubei and Henan. The total annual pickup sales volume of these ten provinces is 186,482 units, accounting for 52.20% of the country’s total pickup truck sales, accounting for more than half of the market share.

Obviously, most of the ten provinces are not economically strong provinces. The core southwest region is an extremely popular consumer market.

So, in this era, the street stall business has returned, and the "local economy" that you look down on is also making a fortune.

Havaldog plays the same card.

But this is not an ordinary "local economy".

The name of a product is an integral part of its power.

Cars are no exception. The name directly outputs the value concept of the brand and product. You can reduce the cost of publicity through the "earth flavor" and allow consumers to quickly form memory and recognition. But in the final analysis, it is still necessary to highlight the characteristics and advantages of the model through the name, so as to convert the popularity into sales and reputation, and truly break out of the circle.

It is not uncommon to see models named after animals, such as Dodge Ram, Mitsubishi Bobcat, Chevrolet Hornet, Ford Mustang, Ford Cobra, Corvette Stingray, Pontiac Firebird, Chevrolet Black Spot Impala, Nissan Bluebird, Buick Skylark, Volkswagen Rabbit, Volkswagen Beetle...

There are also many Chinese brands, such as Great Wall's Fengjun in 2006 and Cool Bear in 2009; Geely's Beauty Leopard in 2003 and 2008 The Golden Eagle and Global Eagle Panda in 2005; Chery’s Tiggo in 2005, Little Ant in 2012, etc.

The biggest thing these animal models have in common is that regardless of the size of the animal itself, the naming can directly trigger consumers' relevant concrete associations. One name can express the shape and power of the car. Incisively and vividly, the so-called car lives up to its name.

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

The Great Wall Cannon has the flavor of an off-road pickup truck, and its name directly reveals its ruthlessness.

The same goes for the Haval Big Dog. It has straight lines and a square shape. The round headlights look like the two big eyes of a big dog. The more you look at the whole car, the more wild it looks like. It reveals the characteristics of a big dog. character.

It may not be expensive, but it will always be reliable and loyal to the official.

It’s like the meaning of the Great Wall to big dogs, which is actually very touching:

“The current car names are either Starry Sky and Universe, or Gods and Beasts. I just hope it is mine. A loyal dog can accompany me for daily necessities, poetry and distant places, can accompany me to be trendy and cool, and can accompany me to be wild sometimes."

In another quarter, the big dog Haval will be official. Listed. I really hope that when the time comes, Haval can invite senior rapper MC Bigdog to assist on the spot, and then use Jinggou to live broadcast on JD.com. In that case, sales will go out of the circle in about a matter of minutes.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.