When the "boundary-breaking, why not" car brand Jihu Automobile meets the football brand Beijing Guoan, which "always strives for the first", what kind of circle-breaking effect will be triggered? On April 9, Jihu Automobile and Beijing Guoan officially opened brand cooperation, jointly released the "Green Energy Charging Plan", and announced the launch of the "Love Jijing Cai" user experience activity that lasts throughout the year.
The two sides belong to different fields, but represent the same "Beijing school" culture. Therefore, the cross-border combination of Jihu Automobile and Beijing Guoan has temporarily refreshed the vision of the industry and renewed the new way of brand marketing. Jihu Automobile, which once again created the "highlight moment", also deeply bound car users and football fans with innovative marketing, and then successfully went out of the circle and became the focus of discussion inside and outside the industry.
Crossover is boundless, creating a new interactive way to play
As we all know, cross-border cooperation has become a new breakthrough in brand marketing, after experiencing simple brand mutual authorization and other forms, the scene and depth of "cross-border marketing" have been greatly released, not only can share the multi-dimensional traffic of the two brands, but also can vertically deepen their own fan groups, horizontally touch multiple circles of people, forming a three-dimensional marketing communication.
The cross-border cooperation between Jihu Automobile and Beijing Guoan is a typical model. By carrying out the "Love Jijing Lottery" user experience activity covering three major contents: user co-creation, sports experience and test driving experience, Jihu Automobile has created a comprehensive brand experience platform. This ingenious cross-border gameplay introduces fans and users into the interactive scene of brand x users with a sense of atmosphere, carries out interesting exchanges, and deeply interprets the leading high-end intelligent new energy vehicle products of Jihu Automobile and the quality lifestyle brought by Jihu Electric Technology for users.
It's not limited to this collaboration. In recent years, as a game-breaker of Chinese auto brands, Jihu Automobile has created a series of textbook-level marketing models through cross-border circle activities and the construction of diversified experience platforms, which has greatly enhanced the brand reputation. Whether it is polar fox action, ice city summer, mountain top coffee, or pole fox planet street party, boundary-breaking energy station, New Year's Eve music salon, has become a very attractive IP. Among them, as the industry's first immersive in-depth test drive experience last year, the Polar Fox Action was participated by more than 10,000 people, refreshing consumers' understanding of the extreme performance and core value of Extreme Fox products. This year, polar fox action will also be launched again, and enter 15 cities across the country, so that more users can appreciate the unique charm of polar fox products.
Build a brand circle layer, and Polar Fox Auto broadens the user dimension
In fact, in the process of a series of cross-border linkage and innovative marketing, Jihu Automobile has also integrated and established its own circle ecology. Relying on multiple IP to create a circle-breaking effect, the circle of the Jihu automobile brand began to gradually cover different fields such as culture, music and sports. The characteristics of these circle groups themselves are a vivid interpretation of the brand value concept of "breaking the boundary and being born out of bounds, why not", so that the core user group of "serious adventurers" of Jihu Automobile has reached a mutually compatible and mutually promoting relationship with fans, music enthusiasts, trend cafes and other cross-circle groups.
There is no doubt that the circle ecology of Jihu Automobile has taken shape, and is continuing to enrich the connotation of brand culture, multi-dimensional three-dimensional to create an increasingly positive, enterprising and vibrant brand image; in addition, a wider range of people in different circles will also be gradually attracted by Jihu Automobile under the influence of like-minded people. As a result, Jihu Automobile will harvest a large number of potential consumers and establish a deeper value bond with them, effectively conveying the brand's connotation, culture, value and other emotional attributes, which will resonate with everyone.
Obviously, the current marketing key actions of Jihu Automobile focus on user co-creation, marketing IP creation, and circle operation. In terms of user co-creation, Jihu Automobile continues to deepen the user co-creation model of derivative categories, design and functions; in terms of marketing IP creation, through IP innovation, form innovation, content innovation, technological innovation, etc., it continues to create a user marketing IP with a unique Polar Fox imprint; in terms of circle operation, it continues to enrich user circle activities, enhance the style, and launch a circle operation matrix based on brand experience, outdoor activities, scene salons and other directions.
Focusing on the future, marketing exploration in the digital age
However, with the interpretation of the times, consumer evolution, industrial transformation, industry change, and brand marketing methods are also changing. Digitalization is an important feature of the development of the current era. How can you use digital technologies and channels to create marketing performance conversions for your brand? This is a question that major brands must think about. In terms of digital marketing, Jihu Automobile is actively exploring and has achieved obvious results.
On the one hand, based on the key Internet content ecology, Jihu Auto amplifies the product reputation through the professional perspective of many head masters, so that the core advantages of Jihu products are quickly transmitted to consumers; for example, in Douyin and today's headlines, it has launched related interactive topics, attracting a large number of cross-border talents, car masters, and creators to participate; on the other hand, Jihu Auto adheres to the construction of the content front, makes full use of digital marketing tools and platforms, and does a good job in brand private domain marketing. At present, the registered users of the official App online community of Jihu Automobile have exceeded 560,000 people, which has comprehensively opened up the use scenarios, data and value, and effectively improved the communication efficiency between users and brands.
In general, Jihu Automobile's actions in marketing are stable and orderly, with key marketing layouts in different circles, deepening user experience with a series of activities, accurately reaching users with digital transformation, and accumulating strong potential energy for the future development of the brand by precipitating marketing heritage, improving marketing quality, and enriching marketing levels.