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Not long ago, the Dongfeng Fengshen Yixuan family held an annual fan ceremony in Guangzhou, launched the "black gold armor" - Dark Night Yixuan MAX, that is, Yixuan MAX Dark Night Edition, priced at 127,900 yuan - 137,900 yuan, and announced the establishment of the "Dongfeng Shen DUN Bureau" riders' club.
What is "Dark Night"? Why did Dongfeng Fengshen name it a model?
Yixuan series is the star model launched after the renovation of dongfeng Fengshen brand, there are Yixuan GS, Yixuan MAX and Yixuan EV, Yixuan GS is an SUV, and Yixuan MAX is a wide-body family car, with Mach power as the mainstay, outstanding performance, on the track, young sports fashion and other bodies, becoming the rise of Fengshen Automobile sales star model.
We see that in addition to the Yixuan MAX, including the new Mach AX7 edition, regardless of the shape, power and young sports style, they are very different from the old model, they are all fengshen brand renewal and constantly explore products and brand more connotations and sacrifice products.
The wind god who finds his own correct development path naturally has to ride on this wave of momentum, raise the brand, and continuously paste the label of the product deeper and heavier. So "Dark Night" came.
"Dark Night", obscure black, undercurrent surging, sci-fi young, and even reminds people of its dark side, the opposite, but when you see Yi Xuan MAX transformed into "black gold armor", breaking through the perspective aesthetic, stirring the young heart, when it is associated with mecha players, e-sports teams, "dark" cuisine, etc., these young and fashionable and cool things, you will know that in the context of sports, fashion, and youth as the main tone of the Fengshen brand, in the track, At this time when the sports performance label has been attached, what Fengshen needs is to further narrow the distance between him and young people, so that his brand IP is both rich and recognizable.
Let's take a look at the Dark Night MAX!
Fengshen chose to launch the Dark Night MAX at the Yixuan Family Annual Fan Ceremony, and "summoned" hundreds of fans from all over the country at the TaikooCang Pier Cultural and Creative Park in Guangzhou, who were either mecha players or track masters wearing dark night battle robes, mecha hunters who had experienced e-sports teams, traveled through time and space tunnels, experienced mech battles, and tasted "dark" cuisine... They agree with "The Night".
Behind the blending of scenes and characters, breaking through the darkness, the arrival of "dark night", and the fearless challenge of youth and vitality, is the personal experience of the "dark night family" to the "black gold armor".
Young is what you want to play!?
Dark night, "black" as the main color, "gold" as the auxiliary color, under the appearance of black and gold armor, it is also a super-sensory interior, exclusive to the dark night. Combination of black gold elements, track armor grille, carbon dark night rim with krypton gold brake calipers; track-class rear spoiler kit, track-level broken tail wing, track-level bilateral four-out tail throat modeling and other aerodynamic kits; exquisite gold trim horizontal extension; cool black suede cover; original gold seat belt, cool black suede sports seat embellished with dark night exclusive embroidery logo, new dynamic quilting design is particularly exquisite...
Dazzling, black gold is cool, not a hollow shell, must have a solid and powerful heart, square with black cool body.
Dare to play personality, there must be something to get your hands on. Yixuan MAX, which has proved the strength of performance on the track, the launch of the Dark Night Yixuan MAX, which is also Mach Power and Mach Hybrid (MHD), the engine equipped with the 2021 CCTC track shines brightly, of course, the more personalized dark night, must bring more powerful driving ability to the mecha warriors - the chassis is armed based on the DSMA advanced modular architecture, adjusted by the CTCC champion team, four rounds of independent suspension...
After the waves, young people, play, light up passion and happiness, this is the era of young people, this is the era of science fiction, speed and individuality.
Having said that, Dongfeng Fengshen's "Dark Night" based on the outstanding performance of Yixuan MAX with personality shows the transformation of its marketing and brand thinking.
Brand marketing featuring "relationship" and "community" has replaced the traditional brand packaging in the past, through layers of group estrangement, the use of modern Gaojie media, directly grasping the established crowd, directly establishing the relationship between the marketing, obviously has become the most effective way to current brand marketing.
Fengshen brand renewal, in fact, has completely locked in young people, if many brand rejuvenation are aimed at Z generation young people, then the dark night Yixuan MAX group may be the Z generation in the Z generation, those who have more personality, taste, like to live differently.
At this Yixuan Fan Festival, Dongfeng Fengshen also established the "Dongfeng Shen DUN Bureau", which is also a good way for Dongfeng Fengshen to like marketing, accurately find communities, and expand the circle of friends.
In the past, fengshen's marketing was often brand-style, with fewer categories and columns. With the rise of the Yixuan family, driving the Fengshen brand upwards, using Yixuan as a "sub-brand" classification marketing, and establishing a unique IP, it is conducive to more accurate and effective dissemination of brand and product propositions.
"Dongfeng Shen DUN Bureau" is an event gathering place specially created for yixuan family riders, and fans have their own community of voices, exchanges, learning and interaction.
It can be said that the awakening of fans, communities and relationship awareness is the right way for Dongfeng Fengshen to go in the opposite direction with brand renewal and embark on the trend of refined marketing and product specialization.
Then again, for the Dongfeng Fengshen, which is not very large, the Dark Night Yixuan MAX is like a dish with heavy color and taste on the table, not everyone loves to eat it, but with him, there will be guests who will shout "delicious". This dish is sure to reflect the whole seat, steep and add to the fun, to the diners.
This is the change brought about by Dongfeng Fengshen's change of brand thinking.