宏佳騰的銷售是不是沒救了? - 機車
By Franklin
at 2019-07-09T12:41
at 2019-07-09T12:41
Table of Contents
最近選舉話題發燒,最常聽到的是空戰和陸戰,
其實空戰和陸戰的關係,簡單來說可以用沉默螺旋理論來解釋,
所謂的沉默螺旋就是如果你和主流意見不同時,你就會選擇沉默,
當然這只是最概略的解釋方式,把這個現想套用到機車的市場就可以清楚的了解。
根據監理站的統計宏佳騰今年一到五月的銷售數量是1142輛,
沒看錯,真的是1142輛,大約是第一品牌光陽月銷量的二十分之一。
想當年,宏佳騰風光地找來周湯豪代言,
的確讓這個名不見經傳的品牌有了討論的聲量,
緊接者更大咖的周杰倫出現在台北西門町的看板上,
還有密集的電視及網路廣告上,經過兩位周董的加持,
這品牌突然在心理重量感上有了跟光陽、山葉和三陽等三大品牌一拚的本錢,
但陸戰沒有跟上,如今銷售儼然泡沫化,
陸戰重不重要,以機車產業來說,我會說非常重要;
據交通部統計,台灣有登記的機車總數約為1375萬輛,
這個數字代表一個驚人的事實就是龐大的後勤服務需求,
還有機車產業已經進入晚期大眾市場,
龐大的後勤就是陸戰,
而晚期大眾市場更意味者購買機車不是彰顯自我,
而是從眾市場,西瓜效應;
路上最常看到的,是街上最多店頭的,
往往就是選擇機車品牌的最終考量;
這兩點都是需要陸戰組織才做得到的
這也難怪,就算有周杰倫,有周湯豪,
但沒有人騎,還是沒有宏佳騰。
以上是小弟一點淺見與觀察
--
其實空戰和陸戰的關係,簡單來說可以用沉默螺旋理論來解釋,
所謂的沉默螺旋就是如果你和主流意見不同時,你就會選擇沉默,
當然這只是最概略的解釋方式,把這個現想套用到機車的市場就可以清楚的了解。
根據監理站的統計宏佳騰今年一到五月的銷售數量是1142輛,
沒看錯,真的是1142輛,大約是第一品牌光陽月銷量的二十分之一。
想當年,宏佳騰風光地找來周湯豪代言,
的確讓這個名不見經傳的品牌有了討論的聲量,
緊接者更大咖的周杰倫出現在台北西門町的看板上,
還有密集的電視及網路廣告上,經過兩位周董的加持,
這品牌突然在心理重量感上有了跟光陽、山葉和三陽等三大品牌一拚的本錢,
但陸戰沒有跟上,如今銷售儼然泡沫化,
陸戰重不重要,以機車產業來說,我會說非常重要;
據交通部統計,台灣有登記的機車總數約為1375萬輛,
這個數字代表一個驚人的事實就是龐大的後勤服務需求,
還有機車產業已經進入晚期大眾市場,
龐大的後勤就是陸戰,
而晚期大眾市場更意味者購買機車不是彰顯自我,
而是從眾市場,西瓜效應;
路上最常看到的,是街上最多店頭的,
往往就是選擇機車品牌的最終考量;
這兩點都是需要陸戰組織才做得到的
這也難怪,就算有周杰倫,有周湯豪,
但沒有人騎,還是沒有宏佳騰。
以上是小弟一點淺見與觀察
--
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