While giving foreign students a lecture with a comparison, I watched the most serious Spring Festival Gala in many years on Youtube. Although there are dumplings to eat today, there is no sound of firecrackers outside the window. When I was counting down to the Spring Festival Gala, my tears were swirling, and I seemed to understand what homesickness was when I was thousands of miles away. ”
on the day of Chinese New Year's Eve, Li Wei, who was just twenty years old, sent such a status, and the positioning of the circle of friends was displayed in Hamburg, Germany.
Li Wei is my netizen. At that time, on a flight to Beijing, he happened to be sitting next to me. This guy loves Gundam, Marvel, Golf R, Red Label Honda and Lynk & Co.
Although we are in different time zones, the Spring Festival Gala connects us at the same moment.
More than 600 media from more than 170 countries and regions, including the United States, Canada, France, etc., broadcast and reported on the Spring Festival Gala simultaneously.
The number of overseas audiences watching the Spring Festival Gala live through CNTV and CGTN overseas social matrix exceeded 35.24 million times, an increase of nearly 16.58 million times compared with last year.
In the eyes of foreigners, the Spring Festival Gala is not only the most influential program in the world, the audience is more than the Oscars and Emmy, but also a window for a comprehensive understanding of China's culture, Peking Opera, Hanfu, classical dance... The oriental elements are stunning and fascinating.
As if, the Spring Festival Gala has become a "cultural symbol" of China facing the world.
Naturally, the domestic brands that appeared on the spring evening naturally became China's "domestic business card" for the world.
Speaking of which, we have to mention Lynk & Co.
With the help of the Spring Festival Gala, Lynk & Co cleverly combined with Jingdong e-commerce to link more people, especially the elders of these young people.
The 86 spectators who participated in the interaction of the Jingdong Spring Festival Gala "shook" to the two-year use right of the Lynk & Co 01 Pro provided by Lynk & Co.
After a Spring Festival Gala, Lynk & Co's total exposure was 605 million, and the rating of Lynk & Co's interactive time was 22.81%, reaching 280 million people in an instant.
I have to say that while bringing us the most sincere New Year's wishes, Lynk & Co also shows the business cards of domestic products to the world.
National self-confidence
At present, the Spring Festival Gala has become the "open way" for the Z Generation to celebrate the New Year.
Whether it is the #Spring Festival Gala Terrier #, #Harmonic Terrier on Douyin Kuaishou, which let Jia Ling play to understand # and other explosive topics, or Shen Teng and Jia Ling's emojis that instantly seized the heights of the circle of friends.
Whether it is Zhang Xiaofei's coat, Li Sisi's lipstick, or sanxingdui's cultural relics, Liu Huan's hat........
The Spring Festival Gala is like a huge magnetic field that draws young people together tightly.
This Year's Spring Festival Gala even became more catering to young people - watching the Spring Festival Gala for 39 years horizontally, you can suddenly hold it on your mobile phone and watch it vertically.
According to the data, as of 24:00 on January 31, the average rating of the 2022 Spring Festival Gala live broadcast on the TV side reached 21.93%. The first vertical screen to watch the Spring Festival Gala has accumulated 200 million viewers, and the proportion of vertical screen users under the age of 30 is more than 50%.
Spring Festival Gala, let us see the powerful power of the Z generation crowd. Gen Z is also redefining today's automotive industry.
In the century-old history of automobile development, multinational brand giants such as Europe and the United States have built engines, gearboxes, etc. into barriers to core technologies. Although the Chinese brand with a late start and a thin foundation has been catching up for many years, it has never been able to surpass.
After 2010, with the gradual rise of the Z generation crowd, coupled with the catalysis of multiple factors such as new energy and the Internet, as well as technological breakthroughs of Chinese brands, Chinese brands have finally ushered in the opportunity to catch up.
So, Lynk & Co came.
On October 20, 2016, in Berlin, Germany, the Lynk & Co brand was officially released, announcing the birth of a high-end automobile brand that was "born global, open and interconnected".
On April 16, 2017, in Shanghai, China, the Lynk & Co brand officially entered the Chinese market, determined to bring new changes to the century-old automobile industry.
As a new global high-end brand that was born global, open and interconnected, Lynk & Co naturally has the brand gene of one-shot with Generation Z.
After all, one is a group that pursues sociality, circle layers, and personality, and the other is a new generation of brands that challenge all conventions, and once the two meet, they will rub out a spark full of imagination.
As of November 2021, Lynk & Co products have traveled 16.8 billion kilometers with users and can circle the earth 420,000 times.
At present, Lynk & Co has built a product layout of fuel + new energy, SUV + sedan, energy saving and performance coexist.
Whether it is the modular architecture of CMA or the spa architecture of the world's top level, Lynk & Co's products have the hard power to challenge market practices and represent the highest level of China's automotive industry.
Every step taken by Lynk & Co is a great practice made by China's auto industry and China's economy to promote the development of the world economy.
Lynk & Co is to China's automotive industry, just as Lexus is to Japan, and it is a representative of the upward and downward movement of China's automotive industry.
When Gen Z met Lynk & Co, the Chinese car story also ushered in a new chapter.
National trend line
From the side of the waist, it is the lazy temperament of the Song Dynasty ladies, long sleeves are good at dancing, and the azure rain of "A Thousand Miles of Rivers and Mountains" is sprinkled.
Hailed by many netizens as the MVP of this year's Spring Festival Gala, "Only This Green", gentle without losing strength, quietly integrated into passion, flexible and firm, in the graceful dance, the traditional Chinese aesthetics flowed in this way, flowing to the hearts of every audience...
This ingenious dance seems to be telling the world that China, which sings "Jasmine", is moving forward with its head held high.
The national tide is becoming popular all over the world.
This side of the box is the "going out" of Chinese elements such as Hanfu, Chinese food, and Spring Festival, and the side box is made in China.
When Huawei seizes the world's scientific and technological highlands, Transsion is exported to the African continent, Lao Gan Ma swept through the Amazon of the United States, and Lynk & Co 01 entered europe, the hometown of the car...
Nowadays, the national tide is blowing from the Pacific Ocean to the Atlantic Ocean, and the popularity of the Lynk & Co 01 in Europe is a microcosm of the impact of the national tide on the world.
As we all know, Lynk & Co 01 has achieved a comprehensive product power leap of Chinese brands, and with its global positioning, Lynk & Co's globalization strategy can be quickly landed.
Brand, product and technology are like three horse-drawn carriages with the same goal, running out of the "great future" of Lynk & Co 01 globalization, which completely breaks the sales model of Chinese brands with heavy price and light brands in the past, and truly goes up and integrates them overseas.
Just like apple's flagship store rewrote the Chinese mobile phone store model, Lynk & Co's experience stores in Europe also subverted The Europeans' perception of traditional car offline experience stores.
Starting from October 2020, Lynk & Co's first offline experience store in Amsterdam, the Netherlands, has laid out Lynk & Co's offline experience stores in Gothenburg, Sweden, Antwerp, Belgium and other places in Europe.
The unique design and furnishings make the Lynk & Co experience store an experience space wherever it opens in Europe, wherever it is opened, and wherever it is opened, it can become an experience space for both art and fashion in the local city.
At the same time, Lynk & Co's offline experience store also has a novel "subscription model", the focus has shifted from "vehicle sales" to "vehicle use", users can choose to subscribe to short-term rental, long-term rental or direct purchase of vehicles, so that users have a more convenient travel experience.
For the influence of the national tide in Europe, the most touching is actually the international student group.
In an exchange, Li Wei once told me: "In the past, the seniors always brought the latest European electronic products and the latest automotive information back to China. Now, we can bring back less and less things to China, but we often help foreign students to buy the latest mobile phones such as Huawei, Xiaomi, and OnePlus, as well as pass on the latest model information of domestic car brands such as Lynk & Co..."
It is also true that the spy exposure and attention of each new car of Lynk & Co overseas remain high, especially in developed countries in Europe.
In the past 5 years, Lynk & Co has proved with actions that Such a large market in China is fully equipped to cultivate a global high-end brand recognized by users.
Lynk & Co has truly achieved from "being born global to moving global".
Domestic goods are strong
In the eyes of Generation Z, "Made in China" is no longer a concept to be ashamed to show, but a kind of pride that accompanies the rising national pride.
From the re-emergence of long-established brands such as Yunnan Baiyao and Feiyue to the soaring of emerging brands such as Lynk & Co, which have achieved sales of 650,000 vehicles in five years, With the support of Generation Z, Chinese brands are ushering in the best era.
But in an era of high complexity and noise, how can Gen Z recognize a new user-centric high-end brand?
In the homogeneous market segment, Lynk & Co 01 has built its own unique differentiation from the design language and driving pleasure, which has also become the most eye-catching product selling point of Lynk & Co 01.
Under the dual role of shape and modeling language, Lynk & Co 01 breaks the moderate appearance of traditional urban SUVs and passes on the "urban opposition aesthetics" to consumers.
In the era of homogenization, the layout of small displacement turbocharging and front-wheel drive became the mainstream of SUVs, and the combination of 1.5T and seven-speed dual-clutch began to become the mainstream configuration of the market segment.
In Lynk & Co 01, we see a very different side.
The Lynk & Co 01 is equipped with the Drive-E series 2.0TD turbocharged engine, which is titled "Ward's Top Ten Engines". With the blessing of this power system, the fastest acceleration time of the Lynk & Co 0100 is only 6.7 seconds.
In terms of safety, Lynk & Co 01 is not to mention more.
In September last year, at the safety test of Euro NCAP, the European New Car Safety Evaluation Association, Lynk & Co 01 received the highest five-star safety rating, which is also the best result achieved by Chinese brands since the implementation of euro NCAP's new regulations.
Safe for home use and driving pleasure, Lynk & Co 01 has built a unique and differentiated perception.
Each era has a corresponding business model.
Times have changed, and business models have to change.
As an active explorer and reformer of China's automotive industry model, Lynk & Co broke the traditional 4S concept and innovated the "6S" model.
——In the original 4S model (vehicle sales, parts supply, information feedback, after-sales service), add Social (social) and Share (sharing) functions to become a place for user communication.
At present, Lynk & Co has traveled through 31 provinces, autonomous regions and municipalities directly under the Central Government, opened 330 Lynk & Co centers and Lynk & Co spaces, and footprints in 218 cities.
Online, Lynk & Co also builds a closed loop of automotive life.
Lynk & Co pioneered the establishment of Co: Club Lynk & Co Customer Club / "Co Customer Territory", Partner Program, Lynk & Co APP, Co-Customer Conference and other user-centered travel ecosystems.
A circle of exclusive Generation Z can turn strangers into car friends, and car friends can become friends.
An exclusive Z generation circle layer can continue to expand the boundaries, ecological anti, so that more people know Lynk & Co, choose Lynk & Co, love Lynk & Co.
It is worth noting that the Lynk & Co APP has become an important platform for non-car owners to connect with car owners, and has promoted the creation of a highly active Lynk & Co user ecosystem.
By 2021, the Lynk & Co app has gathered more than 1.72 million registered users.
This is an ecology, but also a circle layer, but also a trend position. Invisibly, Lynk & Co and users jointly build a moat of the brand.
The popularity of the Spring Festival Gala in the world is a far-reaching signal, which is not only a signal of the rise of China's manufacturing, but also a signal of national self-confidence, national trend and strong domestic products.
The whole world is learning Chinese, the whole world is watching the Spring Festival Gala, the whole world is using Huawei mobile phones, and the world is likely to drive Chinese brand cars in the future.
With the technical endorsement, differentiated all-round strength and distinctive business model jointly endorsed by Geely and Volvo, Lynk & Co 01 has comprehensively rewritten the rules of the game of market segmentation and become a domestic business card of Chinese manufacturing to the world.
Therefore, the global hot sales of Lynk & Co 01 are just the beginning.......