The just-concluded 2022 Beijing Winter Olympics made a young man stand out and burn all over the country, and he was Su Yiming. At that time, Su Yiming, who was not yet 18 years old, played amazingly and created history with one gold and one silver.
What's more, the SAIC-GM Buick brand officially announced Su Yiming as the brand 'ice and snow ambassador' in October 2021.
Compared with Gu Ailing, who is very familiar to everyone, Su Yiming is still not famous at a young age, only in the ski circle, and even most people do not know that this young player who shocked the world in the Winter Olympics has starred in the small plug in "Wise Tiger Mountain".
It can be seen that Buick signed Su Yiming's move half a year ago is not only a "divine operation", but also a kind of "divine prejudgment". Of course, this kind of prejudgment is not like some online reviews, which belongs to the treasure of bumping into the big luck.
In fact, the reason why Buick chose Su Yiming in advance is on the one hand because Su Yiming itself has full potential, on the other hand, it stems from the brand's continuous rejuvenation strategy in recent years.
In the past, Most of the Chinese consumers' cognition of Buick was focused on the level of low-key pragmatism and durability, but with the serious involvement of the automotive industry in recent years, the trend of rejuvenation of the consumer market has become more and more obvious, and like all brands, Buick has also begun to accelerate the transformation to youth.
We can find that in recent years, Buick, whether it is product design or brand marketing, has thrown off the old stereotypes and become young and fashionable. Especially at the marketing level, Buick began to try a variety of novel cross-border marketing methods, combining a wider and wider circle and a younger audience.
For example, holding hands with the "Peace Elite Professional League", joining hands with B station to sponsor "Speed And Run", joining hands with Chongqing's well-known hot pot brand "Sister Pei", etc., a series of cross-border marketing cooperation carried out in recent years have resonated among young users and successfully achieved the purpose of breaking the circle.
In 2021, with the preparation of the Winter Olympics, after the mainland proposed to carry out the call for national ice and snow sports, Buick set its sights on the ice and snow market, and the talented teenager Su Yiming appeared in Buick's vision.
In fact, the ice and snow sports are widely ranged, skating and skiing are the mainstream, how to choose is also a problem for Buick. But after observing Su Yiming's matches and training for many rounds, the snowboard teenager's optimistic and enterprising spirit of hard work and hard work and no defeat made Buick feel inspired. You know, Buick has always taken the enterprising spirit as the brand concept, and the brand chooses the spokesperson, the most important thing is the fit of the spiritual core.
In addition, snowboarding and surfing, skateboarding is closely related, loved by young people, a little attention is not difficult to find that the number of videos on the vibrato snowboard far exceeds the doubleboarding, while the young people playing snowboard in the snow field are also more than doubleboarding, so Su Yiming, a snowboard genius teenager, is the best candidate for Buick to strengthen the youth strategy.
Su Yiming's performance in the Winter Olympic Games also proved that Buick's vision was correct. Whether it is the calm and calm when the gold medal is lost due to refereeing problems, or the confident sunshine when winning the championship with perfect strength in the big jumping competition, the spiritual core of "running to every storm with an enterprising attitude" advocated by Buick has been perfectly presented in Su Yiming.
Of course, from a marketing point of view, the cooperation between Buick and Su Yiming can also be called a model case of car companies choosing spokespersons. It should be known that the brand must consider the following factors when choosing a spokesperson: the positioning and audience of the brand, the image temperament of the spokesperson, the reputation of the spokesperson, and the professionalism of the spokesperson.
So according to the above points, Buick needs the rejuvenation and the enterprising spirit advocated by the brand itself, Su Yiming can provide, and its own sunshine and handsomeness, professionalism is impeccable, the referee incident is to let people see the kindness and sincerity of this big boy's heart, the two are simply a match made in heaven.
Of course, the more important point is that after signing Su Yiming, with the help of Su Yiming's idol power and circle traffic, Buick can get more attention, and further establish a new, youthful brand image in the minds of young consumers, improve their perception and intimacy of the Buick brand, strengthen the brand's youthful strategy, and help the brand's transformation pace accelerate again.
Write at the end:
Buick, which has a history of 119 years, has entered the Chinese market for 24 years, but this century-old car company has not made us feel a hint of twilight, but has become more and more dynamic at the time of the transformation of the automobile industry. The choice of Su Yiming is just a part of Buick's youthful strategy, under this tone, Buick is also accelerating the landing of smart technologies that are more concerned by young consumers, such as all new models in the future equipped with a new generation of VIP intelligent electronic architecture, which makes the products more intelligent, and the design also tends to be younger and more fashionable, such as the GS trend sports car series that has been launched, plus with the opening of the first year of electrification, more new electric vehicles are about to land. We believe that Buick will be able to attract the favor and pursuit of more young customers in the future.