With the advent of the era of great changes in the automotive industry in the mainland and even the world, the joint venture brand has begun an unprecedented self-revolution. Many car companies that once had brilliant achievements are also trying to move towards a new road. Kia, which has a long history and technological accumulation, also opened a new stage of its own development in China in 2022. In addition to the proposed joint venture with Yueda and the planned capital increase of 900 million US dollars, high-quality global models represented by Jawa are also rapidly being introduced into the domestic market. Not only that, kia is also working to build a new way of marketing. So, how to let Chinese consumers really know a different new Kia? In Kia's second season of "Discover New Kia" brand experience event, we saw the changes that Are happening at Kia.
Test car maintenance without leaving home? Kia creates a "Haidilao" service
When consumers pay more and more attention to the quality of life, various car companies have also begun to make a fuss about service concepts. But when it comes to quality service, Haidilao must be the most representative business, and the most fundamental of this service concept is the consumer-centric service attitude.
To give a few simple examples, if you eat alone in Haidilao, the waiter will prepare a doll for you to put across the table; if the customer brings a child, the waiter will even help feed the child and play games with the child; mobile phone cases and wipes are also available. This meticulous service attitude sometimes affects the user's consumption choice to a large extent.
In the automotive industry, such a comprehensive and intimate service concept is very rare. As a consumer goods car, how should it improve the consumer experience with services?
In the second season of the "Discover New Kia" brand experience activity, Uncle Che felt the "Haidilao" service brought by Kia, which takes "customer-centric" as the brand concept.
The theme of the new season of "Discover New Kia" brand experience event is called "Save time to the 'mansion', intimate to the home". At Haidilao, whether you pour water or take a cold meal, the waiter can help you complete it. At Kia, whether you want to test drive a type of user to be purchased, or any brand of old car owners who need vehicle maintenance, you can enjoy professional door-to-door service.
Through the "Discover New Kia Special Page" on Kia's official website, users can choose door-to-door test drive and door-to-door maintenance according to their own needs, and they can book on-site service through simple and convenient operation. For example, if you want to test drive a certain model of Kia (mainly for the fourth generation of Jawa, Smart Run Ace, K5, Ao Run, K3), Kia 4S store is far away from you, after filling in the time and place, Kia's local dealer will arrive according to the agreed time, all you have to do is enjoy the test drive.
If your car needs maintenance and you don't have time to go to the 4S store, Kia can also go to the door for maintenance, and provide free tire pressure detection, free battery voltage detection, free KDS fault diagnosis (this item is limited to Kia car owners), free engine compartment cleaning, free car disinfection and other ten items. Of course, if you want to experience the new car launched by Kia recently, you can also freely choose to test drive the five models mentioned earlier.
Stay at home, you can enjoy the door-to-door test drive, door-to-door maintenance of the two pre-sales, after-sales main service content, car selection, car use become as convenient as the takeaway, Kia to bring users is absolutely unprecedented service experience in the automotive industry.
At the same time, Kia will also carry out parking lot maintenance services in combination with the vehicle display of regional business districts, which looks like a "new force" and is also Kia's service concept as a veteran traditional car company that conforms to the trend of the times and starts from the practical interests of consumers. Similar to the two door-to-door services mentioned earlier, whether you are a buyer or an old car owner, go to the mall and take a trip to the street to taste Kia's new car or complete vehicle inspection and basic maintenance.
Entering the lives of consumers and allowing consumers to complete the experience of new cars and maintain vehicles in the most relaxed and convenient way will not only allow users to contact Kia through more channels, but also improve consumers' awareness of the Kia brand. Saving consumers' time and solving user inconvenience is the real "customer-centric" that is truly achieved.
Jump out of the loop and embrace Generation MZ
When many brands promote products, they always can't escape the "live streaming with goods" and "brainwashing divine comedy", but bathed in the era of information explosion and rapid development of science and technology, what the young people of the MZ generation really need is a different jumping thinking. Jumping out of the circle to play cross-border is the favorite way for these young people to communicate.
The most favorite life scene and the most important gathering place of MZ generation users is undoubtedly e-sports. According to the "2021 China E-sports Industry Development Report" released by Penguin Think Tank and Tencent E-sports, China's e-sports users will reach 425 million in 2021, of which 68.2% are under the age of 35 and have higher academic qualifications. It is not difficult to see that the field of e-sports is the place with the highest concentration of high-quality young people, and for Kia, it is also the best environment for the MZ generation to know a new Kia.
So, we saw Kia at the League of Legends Mobile Game Pro League. Kia, born in the hometown of e-sports, has a deep e-sports cultural gene, and this kind of cross-border marketing will allow MZ generation users to quickly find value resonance, without giving people a sense of disgust of "rubbing heat". I believe that with the launch of follow-up brand linkage, event customization, joint name peripheral and other theme activities, I believe that Kia can also get more attention from young people.
Recently, the "2022 Genie League of Legends Mobile Game National League" named by Kia was also officially launched. It is understood that the Kia Cup League of Legends Mobile Game National League will cover more than 100 cities in the country such as Beijing and Shanghai, set up nearly 200 match points, and meet the e-sports dreams of young people of the MZ generation through the six-tier competition of the sea selection, city competition, provincial competition, league, regional competition and national finals, which will undoubtedly make many young people hi.
Through the multi-faceted cooperation with Tencent League of Legends mobile games, Kia will build a new bridge to communicate with young people, convey the development concept and cultural spirit of the new Kia brand, and tap the potential needs of MZ generation users. From another point of view, a car brand that always accompanies young people and has common interests will naturally be favored by young people.
The world is also China's
In addition to communicating with MZ generation users in esports events, Kia has always been active in the sports world. Tennis plays a pivotal role in sport, and the Australian Open, one of the four Grand Slam tournaments, has a history of more than 100 years.
As a sponsor of the Australian Open for 21 consecutive years, Kia and this historic sport have witnessed countless classic moments such as the excitement of Li Na's victory and the historical moment of Nadal's 21st Grand Slam. During the 2022 Australian Open, Kia also contributed significantly to the purification of the marine environment through the "Aces for Oceans" digital marketing campaign. Taking the Australian Open as an opportunity, the world is re-acquainting the brand with the new Kia.
From the esports arena to the Australian Open, although the user circles and hobbies faced are different, Kia's strategy at Turn-around and "All New Kia, All New Start!" "Under the guidance of the management policy, a comprehensive brand upgrade is being achieved.
2022 is the first year of the second phase of Kia's development in China, and Kia is also rapidly integrating global resources to feed the Chinese market. According to relevant reports, this year Kia will also launch a new flagship SUV Sportage and a highly competitive model such as the redesign K3. At the same time, HEV hybrid and pure electric vehicle models will also be introduced one after another, officially opening Kia's electrification transformation. After the brand renewal, Kia will bring more and more global technology and high-quality models. The world's Kia will also be China's Kia.
Uncle Che summed up
2022 coincides with the 30th anniversary of the establishment of diplomatic relations between China and South Korea, and it is also the 20th year of kia brands entering China. In 2021, Kia, which opened the brand renewal and released a new LOGO, also ushered in the first year of a new stage of development. In the new season of "Discover New Kia" activity, Uncle Che also saw Kia's determination to change, strive to meet customer needs, promote brand upgrading, and more global models, the introduction of top technology, the new Kia is walking in the forefront of the new era with a new attitude.