The unprecedented heat of the Winter Olympics has created a number of "top streams". So far, the relevant content of Ice Dundun, Gu Ailing, and Wang Meng continues to brush the screen.
The 2022 Winter Olympics, held jointly in Beijing and Zhangjiakou from February 4 to February 20, is the first time in the mainland's history that the Winter Olympics have been held. At the same time, Beijing became the first city in the world to host both the Summer Olympics and the Winter Olympics.
In this context, national pride has further driven the enthusiasm of the whole people to pay attention to the Winter Olympics. The Baidu index shows that the search index of the Beijing Winter Olympics has risen significantly compared to the Pyeongchang Winter Olympics. The index of the "Beijing Winter Olympics" from February 4 to 13, 2022 alone is equivalent to 50 times the total number of the entire event period of the "Pyeongchang Winter Olympics" in 2018.
The Winter Olympics marketing boom
In order to create more exposure space for brands, major brands have a variety of marketing tricks.
In the food industry, KFC's activity of "buying a Chinese New Year jubilee bucket to send a limited amount of ice pier around the pier" has attracted many users to the store to consume, and quickly sold out, and it is still "difficult to find a pier"; Coca-Cola launched an interactive game for the Winter Olympics, inviting users to participate in knowledge answers and exchange gifts.
In the game industry, the virtual spokesperson of "QQ Dance" Star Pupil linked up with the world champion to open a series of themed activities for figure skating; The original god's version of the carved qing in cooperation with the Tmall genie introduced the Winter Olympics limited.
In the apparel industry, ANTA released the Winter Olympics chartered national flag sports shoes and apparel, and together with its subsidiary Desante sponsored the Chinese team and the Japanese team respectively, becoming the only company to sponsor two national teams; Li Ning sponsors the Canadian Skating Association and launches a new premium sports fashion brand, LI-NING.
In the pan-home industry, Midea's induction cooker joined hands with Gu Ailing to launch the "Million Free Orders" activity; "North Olympic Dream Charming Ice and Snow Season - Meet 2022 National Tour (Dongguan Mousi Station)" was grandly opened in Dongguan Mousi New Industrial Park...
Behind the boom is the huge marketing value of the Winter Olympics.
Ai Media Consulting data shows that 95.4% of netizens in 2021 are paying attention to the situation of the Beijing Winter Olympics. Olympic events have always been the marketing highland that brands must compete for, and the Winter Olympics, as a natural traffic entrance, have given brands great opportunities to take advantage of marketing opportunities.
Brand marketing can be roughly divided into three purposes: to enhance brand awareness (to attract user attention, activate old users, and tap new users), to update/strengthen brand image, and to convert sales.
To achieve these goals, it is necessary to find the best contacts. At present, the brand's content communication pays more attention to the interaction with the audience, allowing the brand to establish more contact with the audience and let the product enter the user's mind.
So in the two-wheeled electric vehicle industry, looking at the marketing actions of related enterprises in the upstream and downstream of the industrial chain, including vehicles, batteries, accessories and other related enterprises, what are the surprises?
Official cooperation directly embraces the Winter Olympics
In the view of Yi Jiandong, dean of the Sports Business School of the National Development Research Institute of Peking University, if Chinese companies can find their own positioning, they can get many brand promotion and marketing opportunities.
Pengcheng helmet: The Olympic teams of Austria and Switzerland used the "LS2" helmet as a competition helmet for players to use in ski competitions with high risk factors.
According to the data, Jiangmen Pengcheng Helmet Co., Ltd. (hereinafter referred to as: Pengcheng Helmet) mainly produces high-end motorcycle helmets and racing helmets, and has customers all over the world. The company's total annual export volume exceeds 2 million, the annual PRODUCTION value of hundreds of millions of yuan, has now developed into one of the largest helmet production bases in China.
Tianneng: The shuttle bus of the venue is equipped with Tianneng 6V220Ah new energy battery to provide connection and travel services for athletes and staff. All along, Tianneng has not forgotten the original intention of developing green power, and is committed to providing the world's leading green energy solutions.
It is understood that the Tianneng new energy battery provided for the Winter Olympics has three top material systems of graphene materials to enhance battery power, rare earth alloy materials to extend the battery life, and carbon fiber materials to improve battery capacity, helping the "Green Winter Olympics".
Easy: The Golden Dragon Nucleic Acid Detection Vehicle equipped with the battery system of EasyStar Group escorts the preparations for the Winter Olympics.
Easy Group is a leading enterprise in the field of new energy segments, and is also a "regular customer" of large-scale events, and will continue to provide new energy products and corresponding solutions in this Winter Olympic Games to serve the security of the Winter Olympic Games, epidemic prevention and control and other work.
Take advantage of the momentum to cheer for the Winter Olympics
01. Activity co-construction activate brand equity
Brands combine their own characteristics and rights, through interaction with athletes, sharing and dissemination, extend sports marketing content, so as to attract more fan users to participate, but also to drive potential audiences to develop into fan users who pay attention to the brand.
Hello: From January 21 to February 12, Hello joined hands with Chinese snowboarder Zhang Jiahao to open "HELLO, my next stop!" in The Little Red Book!" #Hello My Ice Knight # topic activity, inviting users to participate in sharing.
Yadi: On January 23 and February 12, together with 2 stars and 3 athletes, we started the Chinese New Year Douyin Challenge, and on February 4 and February 12, Yadi joined hands with ice and snow sports champions to cheer for winter Olympic athletes.
New Day: On February 4, New Day joined hands with short track speed skating Olympic champion Li Jianrou and track cycling Olympic champion Gong Ginger to send blessings to the Winter Olympics. It is worth mentioning that the video has also been forwarded and liked by the official Douyin account of CCTV.
02. Topic creation and "interest bait" to enhance communication
Topic manufacturing is an important means of marketing. Concise, vivid and interesting topics, easy to get user attention and goodwill, in order to strengthen the brand marketing communication.
After the launch of the video, the brands continued to extend the content on social media: new activities combined with ice and snow sports, launched topics, forwarded winter Olympic event information, formed a continuous series of marketing content, and enhanced the stickiness of platform users.
Yadi: On weChat video accounts, Weibo, and Douyin, we continue to output #Fearless Ice and Snow for Aiguanneng's video content.
Hello: Open "HELLO, my next stop" on the Little Red Book platform!" #Hello My Ice Rider # Topic Activity, with "A80 Exploration Edition Permanent Use Rights", Ice Rider Booster Pack and other prizes to encourage users to participate.
New Day: Launched the H5 mini-game of "Ice and Snow Cycling Race, New Year Send New Car", and launched the #Create Ice and Snow Miracle # topic on Weibo, taking the champion model Xiaofengya Q3 as the "New Car Award" and throwing "interest bait" to users.
03. Youthful communication methods Expand the value of brand communication
Ai Media Consulting and research data show that in 2022, China's ice and snow sports groups are mainly young people, of which 27-39-year-old ice and snow sports enthusiasts account for 58.4%. Ice and snow sports enthusiasts are mainly middle-income groups, with an income of 5,000-10,000 yuan accounting for about 33%.
Ice and snow sports enthusiasts are the main group of people who pay attention to the information of the Winter Olympics, which highly coincides with the audience group in the field of two-wheeled electric vehicles. According to the data of the Research Institute Puhua Research Report, the consumer group of electric bicycles is mainly young people, and the age is concentrated in 21-40 years old.
In addition, the data shows that about 69.8% of ice and snow sports enthusiasts obtain ice and snow sports information through social platforms.
Online social media platforms represented by WeChat, Weibo, Douyin, and Xiaohongshu have a fast information dissemination speed, and users can quickly obtain information; A variety of interaction and sharing mechanisms are conducive to improving user engagement in brand marketing activities.
Today's brand activities and topic marketing are inseparable from social media.
Yadi, Hello and other car companies, battery companies Chaowei, are through the young people gathered in the social public opinion position - Vibrato, Little Red Book and other release activities, with the help of the platform's mature content creation ecology, encourage UGC creation, promote users and brand production more interaction, to achieve the purpose of expanding brand communication benefits.
Hello launched "HELLO, my next stop!" in Little Red Book!" #Hello My Ice Knight # activity. Hello found the correlation point between ice and snow sports and electric vehicles - sports, giving users the unique titles of "Ice Knight" and "Ice and Snow Player", and creating a trend dialogue with the language symbols of sports stars + trends (including promoting posters, product appearances, and paying tribute to the cultural significance of the Winter Olympics), truly "stirring" young consumers.
Chaowei opened the "'Wei' Winter Olympics Refueling" Douyin Challenge, and combined the brand's own IP image with ice and snow sports, and launched the "Winter Olympics Exclusive Avatar", which not only extends the young communication method from the brand culture, but also further enriches the language symbols of communication with young people, creates the user's emotional experience, and increases brand equity.
The new day is to use weChat H5 mini game innovation activities. Compared with the graphic and video forms, H5 is still a relatively innovative, interesting and youthful way of communication. The H5 mini-game, similar to the Winter Olympic ski event, the user chooses the corresponding riding tool and needs to avoid obstacles on the road on the track. In this way, it not only cleverly expresses the association between ice and snow sports and electric vehicles, but also displays the characteristics of brand products through interesting forms and helps marketing content to go out of the circle.
epilogue
Overall, the winter Olympic marketing of various brands in the two-wheeled electric vehicle industry is remarkable. However, it is also a pity that there is a lack of cross-border brand cases. Cross-brand alliance, creating explosive topics, and realizing cross-border conversion of fans is one of the ways to improve the marketing level of sports/Winter Olympics. After all, the Winter Olympics is still a short-term activity, after the focus on the heat of the fading, the memory of the network group in the era of fragmented communication accelerates and forgotten, and the effect and impact of this communication will be weakened with the passage of time.
This is also an inevitable phenomenon, unless it is like an ice pier burst out of the circle, leaving some brand equity with brand imprints. At present, sports marketing will still be the highlight of the brand marketing of two-wheeled electric vehicles, so it is necessary for enterprises to make long-term plans to create unique brand assets. Here, we also look forward to more wonderful cases in the future.