Wen | Zhang Hailing
The movement is gaining unprecedented attention from our countrymen.
This was especially evident in the past Winter Olympics, where athletes who enjoyed the games on the field are becoming "new idols" for young people and inspiring enthusiasm for sports.
As we continue to run parallel to the pandemic in 2022, a healthier physique and life becomes even more important. We can find that more and more people are starting to exercise around, especially runners. According to the "2021 Public Fitness Behavior and Consumption Research Report", running, a simple and universal sport, is the exercise method chosen by most people.
Excellent enterprises must be the same frequency as the times, as a car company, GAC Mitsubishi seems to have nothing to do with sports, but its brand spirit of "driving the fun of exploration" is similar to the sports core of "I exercise, I am healthy and I am happy".
At the moment when the new trend of national fitness is in place, GAC Mitsubishi brand advocates "exploring unlimited outdoor fun life", especially in this post-epidemic era, and encourages more people to go out of their homes and actively become practitioners of a healthy lifestyle together with Outlander.
Unleash the movement genes in your bones
The epidemic has greatly changed people's health concepts, and the normalization of the epidemic has also directly affected people's movement methods.
For example, the number of people who like to exercise in the gym in the past is gradually decreasing, and the public prefers to exercise in a more natural, safer and lower threshold way of outdoor sports. Taking the qingming holidays just past as an example, camping, hiking, and cycling have become the three most popular games, and the average increase in related search popularity is more than 70%.
Behind the change in the mode of exercise, the relevant industrial chain has also benefited, especially the carrier of outdoor sports - the automobile. At this time, an SUV model that takes into account safety, comfort and performance will undoubtedly gain the favor of more and more consumers.
In terms of insight into the changes in consumer demand, GAC Mitsubishi understands the logic, and Outlander is the most powerful evidence sample. Even if it was not launched at the time of the most golden and rapid growth of SUVs, it could quickly become the "popular fried chicken" in the SUV market with the "2047" (4WD7 seats within 200,000) at that time, successfully leading GAC Mitsubishi to join the ranks of mainstream car companies, and long-term ranking at the forefront of Japanese joint venture four-wheel drive SUVs.
Today, in response to this trend of volkswagen's enthusiasm for outdoor sports, not long ago, Outlander directly launched the first customized derivative model - the 2021 Outlander Yao Mobile Edition, and also launched two versions of 2.0L and 2.4L, priced at 175,800 yuan and 197,800 yuan respectively, which were upgraded in appearance and configuration, showing the characteristics of younger, more sporty and safer.
According to the "Yue Running Circle 2021 China Running White Paper", in 2021, the post-00s running crowd will emerge at a year-on-year growth rate of 62.3%. At the same time, the young group is also growing into the main force of automobile consumption, so the obsidian version launched by GAC Mitsubishi on the basis of the 2021 Outlander has replaced many details with more youthful, sporty obsidian accessories.
For example, although the front face is still the classic Dynamic shield design language, the front grille is equipped with a special style of obsidian front grille, which is more youthful and dynamic than the basic version. For example, the Outlander Obsidian Version has blackened the large encirclement, rearview mirrors, luggage racks, and wheel hubs, and the seemingly simple details of the adjustment have given Outlander a unique personality and vitality.
However, Outlander already contains sports genes in its bones, inherited from Mitsubishi's century-old car-making process and Dakar Rally champion technology, equipped with an original MIVEC engine, matching the third-generation INVECS stepless transmission, coupled with the professional SUV chassis adjusted by legendary driver Hiroshi Tsangoka and the famous S-AWC super all-wheel control system, these "talents" have helped it become the sports V of the SUV market. If that's not enough, Outlander has also carefully prepared paddle shifters to make your driving more fun.
It is worth mentioning that in order to make it safer and more reassuring for young people to drive out and exercise, the Orlander Mobile Edition is also equipped with a standard 360-degree panoramic image, whether it is over a narrow road or parking, it can be done easily. A full range of 7 airbags, RISE strengthens the safety of the body, but also makes it a guardian of travel safety.
It can be seen that in order to allow consumers to get a higher value experience, Outlander is constantly breaking through the boundaries of value. In a sense, Outlander is a product with the same frequency as the times, from off-road experts to urban partners, to sports big V, its own product characteristics are very "sporty".
Orlander can be cross-country in the city, is a good at home, is also a sports V, but also a companion to accompany our outdoor sports. The attributes of his body have become more and more prominent with the tide of the times.
When the epidemic is over, jog in the familiar scenery with Outlander and choose a favorite route to hike!
The same frequency with the times, the same frequency with consumers, and the joint control and exploration of life are the driving force behind Thelander's continuous evolution, and it is also the reason why Outlander continues to be sought after by consumers.
M-SPACE, GAC Mitsubishi out of the circle sharp weapon
If it is said that from the creation of major brand IP such as stargazing and discovering the unexpected realm, to the help of sports events over the years, to the launch of the main sports of the Orlander Yao moving version, GAC Mitsubishi is forming a new era of marketing strategy play, then M-SPACE may be the last piece of the puzzle of this play.
As we all know, Mitsubishi is a legendary brand, it has launched such a thrilling model as the EVO, and has also won dozens of championships on the WRC and Dakar circuits, and it is only natural that such a car company with its own "circle powder physique" is loved by fans.
But for enterprises, the "fan economy" is only used as a framework, a ticket, to introduce users to the door, how to really retain them, relying on persistent brand building.
GAC Mitsubishi has also been actively building a bond with users, promoting the "exploration" and "fun" brand values through the various cross-border marketing and brand IP activities mentioned above.
In the new era of automobiles, GAC Mitsubishi even took the lead in releasing the new digital service platform of "M-SPACE" at the 2020 Guangzhou Auto Show, with the help of digital technology, so that brands, products and fans have truly formed a closed loop. Through the connection between app and users, GAC Mitsubishi can more directly perceive the pain points of user needs, so as to improve the user's experience in the entire life cycle of car watching, car purchase and car use.
In addition to brands and products, M-SPACE can quickly aggregate brand fans and make the fan ecosystem truly ecological.
Because the "M" of "M-SPACE" stands for "My" (MY) and "MITSUBISHI", it means that "M-SPACE" is for loyal users who love Mitsubishi; "SPACE" means an all-end experience space for online communities and offline contacts. In other words, M-SPACE has become a new gathering place for GAC-Mitsubishi fans, and has also become the place with the strongest Mitsubishi culture in the vast online world.
If M-SPACE is the first step to aggregating fans, then maintaining positive interaction with fans and allowing fans to enjoy it is the key to the successful landing of GAC-Mitsubishi M-SPACE.
Therefore, M-SPACE is not only an online experience platform for digital services, but also a trend social position that can communicate and share life. In order to improve the sense of belonging of users, GAC Mitsubishi even invited well-known actor Zheng Luoxi, star chef Lin Shuwei and well-known photographer Chu Weimin to enter the APP, so that all users can find their own "stratosphere" here.
It can be seen that today's GAC Mitsubishi has raised the fan economy to the strategic level of enterprise development, and it hopes to provide users with high-quality products while achieving spiritual resonance, so that users can truly feel the "warmth" from the enterprise.
At the moment of the stock market, users will also feed back to GAC Mitsubishi and become the enabler of the brand. Borrowing the spiral theory of communication, when seeing that the brand spirit of "driving the fun of exploration" is widely recognized, users will be more and more bold to publish and diffuse, which is also the reason why GAC Mitsubishi frequently went out of the circle after releasing M-SPACE.
Write at the end
This is an era of extreme fragmentation of attention, and it is also an era when the traditional hard and wide effect will be greatly reduced. This means that the new era requires continuous creative marketing of enterprises, which resonates with consumers and makes the brand image deeply rooted in the hearts of the people.
Thankfully, GAC Mitsubishi has found its own transformation direction - to build a new era of marketing with innovative thinking.
It can be seen that in the past two years, GAC Mitsubishi's marketing offensive can be described as menacing, from creating stargazing tours and discovering brand activities that have not yet been experienced, to cross-border sports brand particle mania, helping marathon events, and then to cooperating with cross-border IP such as Hulu Brothers, Wen Heyou, and Bear Haunting Movies, it has become one of the most innovative car companies in current marketing.
But why does GAC Mitsubishi prefer sports marketing? I think this is not only related to the sports gene in the bones of GAC Mitsubishi, but also the spiritual fit between the two. Take the marathon sport as an example, since the release of the brand slogan of "Driving the Fun of Exploration", it shows a new look of the spirit of challenge and the spirit of exploration, which coincides with the sportsmanship of marathon hard work and persistence.
What's more, the automotive industry is a marathon, in this marathon, the elimination race will become more and more intense, than the system, than the brand, than the imagination will become the core of the sustainable development of enterprises.
Everyone says that young people win the world, and the arrival of the Orlander mobile version of the model has brought more sporty, younger and safer products to GAC Mitsubishi, coupled with a series of innovative marketing strategies, which will become a strong promoter of Outlander's breakthrough in rejuvenation.
Today, Outlander is not only a sports big V for young people, but also shows a more energetic and fun GAC Mitsubishi.
*Some of the pictures in this article come from the Internet