Written by / Windsor
Editor/ Zhang Nan
Design / Zhao Haoran
There is no more magic word than "home".
Have money and no money, go home for the New Year. From ancient times to the present, home is the emotional home in everyone's heart. Running and working for a long time, going home is a year-round expectation and an obsession imprinted in Chinese bones.
Since 2011, FAW Besturn has launched the "Let Love Go Home" public welfare series of short films, recording people's touching moments on the way home with the camera on the eve of the Spring Festival. In ten years, the story of FAW Besturn has changed with the change of the year, and what has not changed is the true feelings of migratory birds returning home and relatives embracing each other.
In 2021, the Shenzhou XII manned spacecraft returned smoothly, Meng Wanzhou returned to China safely after 1028 days and nights, and Sun Zhuo, who had been separated for 14 years, was finally reunited with his family... The past year, coming home, has been given a more affectionate meaning. In 2022, in a special period, the local New Year has become a unique memory of the times.
During the Spring Festival of the Year of the Tiger, FAW Besturn once again launched the short film "Let Love Go Home to the Pentium Chinese Year", starting from a small home, showing the great love of a big country and letting the feelings of home and country enter thousands of homes.
The 2022 Beijing Winter Olympics will officially open on February 4, the fourth day of the Lunar New Year. At that time, the eyes of the world will once again focus on China and focus on Beijing, the "city of the two Olympic Games". When China's Chinese New Year festival encounters world-class top sports events, a grand picture of dragons and tigers is about to unfold.
In the galloping era and the galloping era, the patriotic sentiment and national pride of the Chinese people will usher in a new climax. At a special historical moment, FAW Besturn raised the love of parents and family to the love of the country in the film, and injected the feelings of home and country into it, as if to tell people that no matter where you are, the country is your sense of belonging.
From the small family to everyone, as long as there is love in the heart, as long as it is in the land of China, it is not a different place, but my hometown.
For Chinese, the longing and yearning for home is the warmest emotional part. At a time when the epidemic is reshaping the national lifestyle, FAW Besturn has given the brand temperature and height in the festival dedicated to Chinese, encouraging people to always have positive expectations for a better life.
In ten years, the "Let Love Come Home" series of short films has not only achieved a deep connection with the Pentium brand, but also established a close emotional bond with users. While conveying brand values, it also narrows the distance between it and users.
Ten years, FAW Besturn has created a new year big IP
As the world's largest automobile producer and consumer, China's Spring Festival stalls have become one of the main marketing battlefields of major car companies.
Even Tesla's "high-cold" enterprises have listed a charging New Year gift package priced at 426 yuan in 2022, and Tesla owners who purchase the charging New Year gift package can enjoy an unlimited number of times and unlimited mileage supercharging experience during the Spring Festival.
In his book "You Can Never Wake Up a Sleeping Person," the writer Zhou Lian wrote, "The main way festivals occur is to gather people with shared values and commitments in a specific space and time, and the purpose is to recast emotionally rich social bonds and shared beliefs through symbolic acts such as ceremonies and celebrations, in order to resist the meaning and commitment that are consumed like blunt knives in trivial daily life." ”
Compared with the relaxation of the body, the festival brings people more comfort to the soul. This means that in addition to material feedback, brands need to provide users with emotional value, get to user emotions, in order to make a deep connection with it, Pentium chooses to use "home" and "family" as a bridge to fluctuate consumers' heartstrings.
In 2012, "the smile of your parents is the most beautiful scenery in the world", in 2014, "cherishing every moment of getting together is the best expression of love", in 2016 " Love you the way you love me", in 2019 " Don't let loneliness, guilt and disappointment go home"... From 2011 to 2021, Pentium's ten-year big IP "Let Love Go Home" has always been based on family affection, tasting the delicate love of small family love, and showing the brand image of "Close to the People".
This time, the core upgrade of FAW Besturn's "Let Love Go Home" has risen from "National Pentium + National Love" to "China Besturn + Homeland Love". From the perspective of national emotions, FAW Besturn integrates the big country love with the small family love, and shows the enterprising feelings of "big country big love" by activating the emotional resonance of "ten million small families".
In the short film, FAW Besturn interprets the meaning of homecoming from multiple angles and dimensions, the iconic homecoming motorcycle team, the boutique family car Pentium B70 accompanies the family home, the unlisted Besturn B70S looks gorgeous and colorful under the fireworks, and children playing in the courtyard, the elderly are preparing Chinese New Year's Eve meals, and the scene of joyful and peaceful Spring Festival adds a rich New Year flavor to the short film.
At the same time, FAW Besturn expressed sincere respect for the train crew, aircraft crew, firefighters, traffic police and other staff who were fighting in the front line of the Spring Festival in the film, and it was precisely because they did not go home that more people could spend a galloping Chinese New Year in a safe and orderly manner.
In the current fierce competition, in-depth communication with users and the establishment of emotional connections have become the driving force of more and more brands, and the Spring Festival, which Chinese attaches the greatest importance to, has become the best opportunity to establish a brand image and convey the brand concept. FAW Besturn grasps the emotional pain points of users, while conveying festive joy and joy, pays tribute to the people's servants who stick to their posts, and lights up people's vision of the new year, new beauty and new hope.
It is worth mentioning that on the basis of shooting a series of short films, FAW Besturn's Spring Festival service activities have lasted for more than ten years. During the event, FAW Besturn dealers prepared special DIY New Year paintings, car hanging ornaments, New Year lanterns and other festive supplies for users. In addition, in consideration of the safety of children returning home during the Spring Festival, a free trial of child seats was also carried out.
Through the linkage between online and offline, FAW Besturn demonstrated the strong sense of social responsibility that a Chinese company should have, and created a positive case of spring festival marketing for car companies.
Brand renewal, Pentium upgrade
Let love go home to a new height, behind which FAW Besturn has stepped out of a new pattern.
May 18, 2021, the 15th anniversary of the Pentol brand. FAW Besturn Car Co., Ltd. summarized the past with a new brand strategy conference in Changchun and launched a new grand plan. With the theme of "Running towards a Better Life" and the new stage of the "14th Five-Year Plan" strategy as the core, the press conference can truly stand on a new starting point and swear to the seemingly impossible goal.
FAW Besturn's new brand strategy includes: new brand architecture, new product design concept, "three five joys" core technology, product layout and major service rights and interests. Focusing on brand strategy upgrade, product technology upgrade, and user rights and interests upgrade, we will form three major supports, continue to create surprises for user travel, and strive to create a new pattern of high-quality development at full speed, opening a new chapter belonging to Pentium.
In terms of core technology, FAW Besturn has built three major platforms of "Intelligent Control Platform, Zhiqing Power and Zhiyue Platform", forming vertical resource integration with FMA architecture and FME pure electric architecture, 15TD/20TD engine and 7DCT transmission power system, newly developed all-in-one electric drive system, and human-computer interaction network service.
The release of the new brand strategy has pointed out a specific direction for FAW Besturn to set sail again. During the "14th Five-Year Plan" period, FAW Besturn will accelerate its product layout and form a full coverage of cars, SUVs and MPV products. In 2021, we will complete the product layout of six traditional energy models such as SUVs and cars. In terms of new energy, the E01 and NAT models are deployed to achieve dual-track coverage of the To B and To C markets.
Last year, the updated iteration of new products confirmed the upward core of the "China Pentium" brand. "China's first choice for boutique cars" The Besturn B70 2.0T version is equipped with FAW's self-developed 2.0T engine, with a maximum power of 165kW, two-stage VVL technology, full MAP intelligent thermal management and many other core technologies.
The Besturn B70S is fawc Group's first self-owned coupe SUV model, integrating the "national tide" design into the automotive industry, integrating the practicality of the SUV with the fashion control of the Coupe coupe, breaking consumers' stereotypes of Chinese brand coupe SUVs.
In addition, under the guidance of china FAW's concept of "all for customers, all for customers, all humble for customers", FAW Besturn launched the "six major rights and interests shelf" to achieve "people-car-life" full-scene coverage; launched the "518 service rights", committed to creating a new service experience of car peace of mind, car purchase, car repair, and car care, which further strengthened the concept of "user experience-centered".
The plan of the year lies in the spring, and after the Spring Festival, it is a new beginning. In the new era of China's national self-confidence, in the period of major opportunities for the transformation and upgrading of its own brands, FAW Besturn has accelerated the landing of strategic transformation, shouldered the responsibility and responsibility of China's own brands, and is sprinting towards a higher goal.