Reporter Fang Chao, Shi Yingjing, reported in Shanghai
Kia, which has started the first year of the second phase of development in China, is adding new cases to the cross-border e-sports trend of car companies.
Recently, with the theme of "New Wave, New Kia", the Kia & League of Legends Mobile Game Professional League Strategic Cooperation Conference was held in Shanghai, and it is reported that the two sides will officially open the exclusive strategic cooperation of the League of Legends Mobile Game Professional League (WRL) automobile, actively explore and carry out all-round and multi-dimensional in-depth cooperation, and "bring value experience beyond expectations for young people".
"In 2022, coinciding with the 30th anniversary of the establishment of diplomatic relations between China and South Korea and the 20th anniversary of Kia's entry into China, Kia will establish a new joint venture in China to accelerate the implementation of global strategies, integrate global resources, explore more innovative marketing methods, and re-set sail in China." Liu Changsheng, general manager of Dongfeng Yueda Kia, said at the press conference.
Liu Changsheng also believes: "The in-depth cooperation with the League of Legends mobile game professional league, which is loved by young people, is a new starting point for Kia's youth marketing, through the integration of automotive technology and e-sports game culture, playing with young users and showing the new style of the Kia brand." ”
In the eyes of industry insiders, behind Kia's "hand in hand" League of Legends mobile game professional league, it is a "marketing breakthrough war" launched by the current car companies in the fierce market competition, aiming at the Z generation.
Fang Yinliang, global senior partner and vice president of Roland Berger, previously said: "When Generation Z began to enter the society, its influence on the family's car purchase decisions gradually increased; born in China's economic take-off and the booming Internet technology generation Z, under the shape of massive information and different forms of media, their definition and consumption behavior of cars showed completely different characteristics from the traditional generation. ”
There is no doubt that e-sports is one of the best ways for car companies to "link" the young people of Generation Z at the moment.
According to the Galaxy Securities Research Report, according to the "2020 Global E-sports Industry Development Report" released by Penguin Think Tank, the proportion of users under the age of 35 among Chinese e-sports users is as high as 73%, while the proportion of users under the age of 24 who are mainly "Generation Z" accounts for nearly 30%. "The heat, topics and traffic created by e-sports events have driven brand influence directly through the Consumer Group of Gen Z."
Combing can be found that as early as many years ago, car companies have set off a trend of entering the e-sports circle, such as in 2015, Skoda's new Jingrui had sponsored the 2015 "League of Legends" Demacia Cup Annual Finals, since then, Mercedes-Benz, BMW, SAIC MG MG and so on have carried out a series of cooperation with e-sports events, causing widespread concern.
"Esports is a gathering place for a new generation of young people." The relevant person in charge of Kia also said, "Innovative marketing around e-sports has become an important bridge for brands to communicate with young people, transmit brand cultural values, and display brand concepts." ”
Before the "Hand in Hand" Mobile Game Professional League in China on January 19, Kia, born in the hometown of e-sports, "has a deep e-sports cultural gene and is the forerunner of e-sports cross-border marketing innovation".
It is reported that on the occasion of the listing of KX3 in 2016, Dongfeng Yueda Kia cooperated with the League of Legends Finals and all-Star Game to bring a new experience of playing cool; in 2020, Kia sponsored the League of Legends Korean Champions League (LCK) DWG team; in 2022, Kia became the official car partner of the League of Legends European Champions League (LEC) for four consecutive years.
"This time, Kia joined hands with the Tencent League of Legends Mobile Game Professional League, continued to cultivate the young circle, and explored a richer brand experience in terms of event customization, brand linkage, theme activities, joint name peripherals, and fan interaction operation." The relevant person in charge of Kia said that by "setting off a new wave of cross-border integration of automobiles and games, stimulating the gravity of Kia's young and trendy brands, and continuously enhancing the brand influence".
"At present, under the dual-carbon strategy, the automotive industry is in a critical period of transformation of new and old kinetic energy and structural adjustment." Kia revealed that in 2021, Kia took the initiative to adapt to the transformation of the automobile industry, opened a brand renewal, released a new LOGO, a new concept, a new purpose and a "2045 carbon neutrality strategy", focusing on enhancing brand experience and brand value, transforming to electrification, and committed to becoming a sustainable mobility brand that leads the trend and constantly inspires customers.
In Kia's view: "Starting from the cooperation of the League of Legends mobile game professional league, Kia will continue to dig deep into the preferences and life scenarios of Z generation users, carry out more diversified cross-border IP cooperation, create more diverse brand culture experience activities, and upgrade user experience." ”
It is worth noting that by adhering to the concept of "customer-centric" and strengthening the online and offline integrated marketing for the Z generation as the target group, Kia has gained a lot of attention in China.
Public information shows that the fourth generation of Jiahua, as the first model priced at more than 300,000 yuan by Dongfeng Yueda Kia, has accounted for 26% of sales in Beijing and Shanghai since its listing; at the same time, with the listing of zhipao Ace and the fourth generation of Jiahua, Dongfeng Yueda Kia has increased the proportion of model sales with a guidance price of more than 140,000 yuan in the SUV and MPV product camp from 11% to 64%.
"Kia is moving toward the new, and the heroes are working together." Kia said that under the changing market pattern, it will clarify its strategy, reshape its brand, and "with the introduction of more high-quality global products and the continuous landing of young and innovative marketing initiatives, Kia will provide consumers with a new experience of trend-forward and re-set sail in the Chinese market."
(Editor: Quartzing Proofreader: Yan Jingning)