With the trend of online consumption and the increasing diversification of social media, many brands have begun to break through traditional marketing ideas and try various new ways to play to awaken more consumption motivations. No, at the beginning of the 2022 new year, the German horse brand joined hands with Tmall to open a bombing marketing, during the "Tmall Super Brand Day", the German horse brand through "cross-circle marketing", "fun live broadcast" and other models, triggered an online purchase frenzy, achieved a total transaction of more than 7.3 million, sales of nearly 10,000 tires.
What is more noteworthy is that the German horse brand has adopted the form of online purchase and offline installation, that is, after the user completes the online purchase, the online order and traffic can be quickly directed to the offline store. For consumers, it is more convenient to buy installations. For retailers, with brand traffic support, there is an opportunity to obtain new customers. This form of benefiting from both directions through online empowerment of offline is an effective presentation of the German horse brand reshaping its business model under the new consumer trend.
2022 German horse brands join hands with Tmall to open "Super Brand Day" (Image source: German horse brand)
Break the conventional gameplay and link online and offline marketing
At present, the mainland automobile maintenance industry is still dominated by "offline channels", and the marketing and sales of many tire companies perform their respective duties, and it is difficult to form a synergy. In addition, there are still many challenges in the traditional distribution model, such as many sales links, slow product turnover, higher operating costs, weak offline store operation capabilities, lack of customer flow, and difficulty in achieving secondary growth.
In response to the above problems, during the Tmall Super Brand Day, German horse brands broke the conventional play, built a series of marketing scenarios, created online and offline omni-channel communication, and open source diversion for offline stores through online.
It is understood that during the event, german horse brands through Weibo, WeChat, Zhihu, Douyin and other mass media, as well as Tmall, Youku, Fliggy Travel and other mainstream websites to greatly promote the "German horse brand palm shop, with tires for tires and fingers" convenient service concept, that is, "online purchase, offline installation". It is worth mentioning that the brand also put open screen exposure in localization tools such as AutoNavi Map, and summarized the store address marking to drain the 2800 German horse brand authorized image stores participating in the Tmall Super Brand Day.
German horse brand "Tmall Super Brand Day" part of the promotion launch (image source: German horse brand)
In addition to online dissemination, the German horse brand has also set up a "super shopping guide" on its handheld store, that is, the Tmall flagship store, which can intelligently provide consumers with suitable tires and solve difficulties according to the intelligent and scenario-based car needs of the entered models, so that consumers can place orders online at the snap of a finger and select offline stores to make appointments for installation.
German horse brand palm shop (Image source: German horse brand)
Not only that, from January 3 to 4, the German horse brand also opened a "palm shop" offline pop-up store in the bustling business district of Shanghai, with the blessing of the on-site black technology device, bringing the ace technology and personalized products of the German horse brand to the consumer, and at the same time, with an immersive sense of near-futurism, let consumers experience the cutting-edge technology and detailed intimate service of the German horse brand at close range.
German horse brand palm shop offline pop-up store (image source: German horse brand)
For a long time, the German horse brand attaches great importance to win-win cooperation between manufacturers' stores, and began to try online and offline integrated business models a few years ago, and various cooperation with Tmall and other platforms can help stores increase customer flow and profitability. The large-scale benign linkage between online and offline during the Tmall Super Brand Day once again highlighted the brand's emphasis on the channel side. From this point of view, being an agent of German horse brands is still very happy.
Through diversified communication, it triggers consumer resonance and helps online marketing
With the rise of online consumer groups and changes in the marketing environment, online marketing has gradually become the focus of major brands. German horse brand tires is the forerunner of marketing breakthroughs in the tire industry, since 2017, the brand has begun to pay attention to online marketing methods to empower offline channels, and every year the game is different. During the Tmall Super Brand Day, all kinds of fancy marketing have satisfied the appetite of consumers.
In the early stage of this event, a german horse brand advertising creative film was instantly out of the circle. In the advertisement, the newly promoted swimming world champion Zhang Yufei and talk show actor Zhou Qimo cross-border partner, to solve the tire replacement problem as the starting point, break the time and space dimension boundaries into the "German horse brand palm shop" virtual science fiction world, implant the German horse brand convenient and professional service concept. Popular characters combined with a high-tech picture quickly attracted the attention of consumers.
German horse brand "Tmall Super Brand Day" advertising creative film (video source: German horse brand tires)
Not only that, a week before the official release of the creative film, the German horse brand also invited four tens of millions of fan-level Douyin KOLs to incarnate service stars to show their tricks in the face of the tire problem, and create short videos to focus on exposure to improve the one-stop service perception of the "German horse brand palm store". The presentation of the video is also closely related to consumer preferences, which further triggers the discussion of social media platforms. At the same time, the WeChat channel released the Jiugong grid poster, and its official Weibo account also released a warm-up poster in the form of a countdown, unveiling multiple benefits and surprise activities during the Tmall Super Brand Day day day by day, boosting consumers' expectations and curiosity to the top.
German horse brand "Tmall Super Brand Day" countdown poster (Image source: German horse brand tires)
In addition, during the live broadcast of Tmall Super Brand Day from January 3 to 4, German horse brands also effectively combined the display of science and technology with fun goods. At the scene, Zhou Qimo brought goods with interest through sharp spitting, plus surprise gifts continuously, driving purchase demand. At the same time, the four science and technology shows vividly interpreted the performance advantages of the product, triggering the recognition and recognition of brand technology by young consumers and stimulating the purchase potential.
German horse brand "Tmall Super Brand Day" live poster (Image source: German horse brand tires)
According to the data, during the Tmall Super Brand Day, the total media exposure exceeded 400 million, the interaction volume exceeded 3.25 million, and it received extensive social network attention. Sales exceeded 7.3 million, and nearly 10,000 tires were sold, with fruitful results. Despite its 150-year history, the German horse brand has always maintained a young mentality, keeping up with the trend of the times, and firmly grasping the trend and opportunity of online consumption. It is this flexibility, this courage to innovate and break through, which has won it a long-term reputation and consumer recognition.
Conform to market trends, innovative technology to promote marketing
For a brand, in order to maintain vitality in the market, it is far from enough to innovate marketing, but the core must still have excellent products and technologies that can quickly respond to the needs of the market.
All along, the German horse brand has closely followed the market trend and consumer trend, and continues to innovate and upgrade in technology. During the Tmall Super Brand Day, the German horse brand also highlighted its two ace technologies, ContiSeal self-repair technology and ContiSilent mute technology, and focused on the current consumer pain points.
Among them, the tires equipped with ContiSeal technology have a self-repair function, and the special adhesive sealing layer in the inner wall can quickly close the perforation when encountering foreign body puncture, reducing the risk of tire leakage and puncture, providing safety for the driver and passenger. ContiSilent technology meets the current higher demand for tire mute performance in the automotive market, especially the electric vehicle market. We know that because electric vehicles do not have engine roars, tire noise and road noise will be particularly obvious in the quiet car, and ContiSilent silent technology can solve this problem. It is reported that the BYDHan EV is equipped with MC6 tires equipped with ContiSilent silent technology.
German horse brand ContiSeal self-repair technology and ContiSilent silent technology (Image source: German horse tires)
In addition to the above two products, the German horse brand also exhibited an eye-catching new color tire during the Tmall Super Brand Day to meet the personalized tire needs of young consumers.
German horse brand color tire (Image source: German horse brand)
Technological innovation, in addition to empowering the brand, also inputs new sales impetus into its agent partners and enhances its competitive strength.
brief summary
In the face of "China speed" and the "inner volume" of the industry, it is difficult for any enterprise to "lie and win". Similarly, the German horse brand is also soberly aware of this. With 150 years of brand accumulation, the German horse brand is at the forefront of the industry, actively laying out the offline retail network in the country, constantly innovating and changing, taking the lead in changing marketing ideas and models in the industry, innovating technology, empowering sales, and enhancing brand value and influence. The cooperation between German horse brands and Tmall Super Brand Day is undoubtedly another milestone in the continuous upgrading of the new retail model and the orderly growth of German horse brands.