More than four years have passed since 2018, which is known as the "first year of the national tide". Today, the "national tide" is still not outdated, and it is like a constantly surging and growing wave, sweeping into all aspects of our lives.
In the field of consumption, the strong combination of brands and national tides of hot IP is bursting with infinite vitality. The Forbidden City and beauty products, the Summer Palace and snack boxes, sanxingdui and new cars... Only you can't think of it, there is no brand can not make a joint product. Some people even say that if you want, you can use the products of the National Tide IP joint model from head to toe.
From April 9th to 10th, Changan Automobile X Sanxingdui "On the Star! 55" Treasure Hunting Park was held in Beijing Fengke Wanda L1. Chinese auto brand Changan Automobile with the star product second generation CS55PLUS and the ancient Shu national cultural treasure "Sanxingdui" hand in hand into the business circle, with the new light year at the same frequency, high-energy interpretation of UP life, open up to cash in the "national tide" love of new ways to play!
In order to share the frequency with the ancient civilization of Sanxingdui, the second-generation CS55PLUS exhibition car on the scene will also run the Sanxingdui element through the entire body. Classical gold and elegant turquoise represent the impression color of gold masks and bronzes respectively, showing the charm of quaint collections, but also full of modern technology and fashion. The second generation of CS55PLUS and the sanxingdui ancient civilization are perfectly integrated across thousands of years.
Changan Automobile and Sanxingdui National Dynasty join hands, in the end how much sales can be brought to the brand we do not discuss, but now the "national tide" is surging, especially the cultural national dynasty of Sanxingdui is pregnant with the traces of the development of many times, the new generation of consumers' worship of traditional culture, naturally promote the development of "national tide", enhance the added value of culture and emotion, Changan Automobile joined hands with it to not only reflect the admiration for China's ancient Shu culture, but also put on a gorgeous Chinese brand value coat.
In the era of 1.0, the national tide represents a cultural and aesthetic revival, using tradition to create fashion, to attract more young people to consume, such as the design of China's Li Ning, who guides the "national tide style" in the field of sportswear, is refreshing, and consumers are naturally sought after.
In the era of 2.0, it is more important to "take the country as the tide", which contains a kind of self-confidence, and behind it is the turn of consumption habits.
In the past, in the automotive field, the competition between Chinese brands and joint venture brands, the identity of "joint venture" can be stacked buff, selling more expensive is better, "loading X sharp weapon" is naturally more able to capture people's hearts.
But now, this "buff" has been consumed, and in a fairer competition, the new national tide of Chinese brands is just in time, achieving a double reversal of sales and word of mouth.
For example, Changan Automobile's second-generation CS55PLUS, which joined forces with Sanxingdui, has sold more than 20,000 units for four consecutive months since its listing, and the sales of the CS55 series reached 30,316 units in January, which was a new high.
When will Chinese car brands replace the position of Volkswagen, Honda and Toyota in the first camp of the Chinese market? And not so far away.
In the March 2022 auto brand sales list, Changan Automobile has replaced North and South Volkswagen and sat on the throne of No.1 in monthly sales for the first time. Although it was obtained in Changchun (FAW-Volkswagen) and Shanghai (SAIC-Volkswagen) both stopped production due to the epidemic, it can also be seen that Chinese brands represented by Changan Automobile are gradually entering the first camp of automobile consumption.
At present, the sales volume of Changan CS55 series products has been stable for a long time, with a cumulative sales volume of 630,000 units so far, which further confirms the strength of the second generation of CS55PLUS's aesthetic UP, smart UP, power UP, quality UP and other advantageous products.
According to multiple research reports, Generation Z, born between 1995 and 2009, has gradually become the main force in the consumption of the national tide. This Generation Z population, with a total population of about 260 million people, grew up in the information generation, was influenced by a wide range of cultural influences, was willing to pay for multiple interests, and had a variety of consumption attitudes, such as paying attention to appearance and personality expression, like catching up with trends, and paying attention to health.
Changan Automobile and Sanxingdui Museum jointly launched the "Shangxing!55" Treasure Hunting Park Seven Cities Pop-up Activity, which is precisely to cater to the love of young people, and the "Ancient Shu Treasure" will be "on the star" together with the "New Youth Wisdom Fun Partner", breaking the dimensional wall with more diversified and interesting linkage methods, and setting off the "treasure" wave together! Further promoting Chinese culture, deeply cultivating the innovative expression of young circles and emotional temperature, it also coincides with the second-generation CS55PLUS "UP Life, Honoring Love" concept.
In addition, the Sanxingdui Band Giant Tide Play Hand Office also entered the business circle for the first time, with the same frequency as the new light year, high-energy interpretation of UP life, and opened a new way to honor the "national tide" love!
The "Star! 55" treasure hunt is divided into three interactive areas, including the graffiti area of "Yan Out of The Must-Shape , Gushu Daiyan " , " Wisdom Fun Show , Gushu Co-production " Photo Punch Zone , and "Whale Speed Capture • Welfare Awakening" Blind Box Doll Area. Experiencers participate in the interaction and collect the Sanxingdui "Collector's Seal" in exchange for good gifts from the surrounding area.
From an economic point of view, with the continuous enhancement of China's comprehensive national strength, the trend of consumption upgrading and cultural self-confidence in the field of consumption is obvious, especially the consumer demand of Generation Z for products related to the "national tide" is very strong. In this context, in recent years, the brand and the national tide of the hot IP to create a joint "explosive" product is a common tactic in the market, aiming at those young people who love the national tide, stimulating their strong desire to consume, on the one hand, to achieve circle-breaking marketing, on the other hand, to help form a deep bundle of brand and IP, to lay the foundation for maximizing profit margins. In addition, after the launch of the joint products, it will bring many positive effects to the brand, one is conducive to promoting traditional culture, constantly shaping its own brand image, giving a new definition to the "national tide", and the other is to help enhance the brand value and empower for obtaining more lucrative economic benefits.
Following Chongqing, Guangzhou, Changsha, Hangzhou, Xi'an and Beijing, the next "On the Star! 55" treasure hunting park pop-up activity will also be limited to Landing in Qingdao, enjoying UP life with more young people and embracing the charm of the national tide.