Do you remember the hot search on "Northeasterners use abalone to make iron pot stew"?
The legendary "Northeast iron pot stew everything" really lives up to its name. The northeast iron pot has also achieved fire throughout the country from the local area, especially in first-tier cities and new first-tier cities.
So the question is, why can the northeast cuisine with obvious local characteristics blossom inside the wall and the incense outside the wall?
Some food experts have summed up the reasons why the northeast iron pot stew is hot, and I think it is particularly convincing.
First, really. It is cheap, large and large, especially suitable for young people in big cities to call friends and friends to eat together.
Second, northeast culture is popular throughout the country. Nowadays, Zhang, who is popular all over the country, continues to export comedies, skits and talk shows representing northeast culture nationwide, and continues to influence audiences across the country.
Third, the sun can be extremely high. The huge iron pot and steaming ingredients are very visually impactful, especially suitable for social media communication.
Borrowing the east wind of culture, relying on the blessing of sunburn, and really making products, this is the popular code of northeast iron pot stew. What does this mean for the automotive industry?
Whether Jihu Automobile and Beijing Guoan's Beijing Faction have a circle out of the circle gene
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.
Jihu Automobile and Beijing Guoan are both representatives of the "Beijing School" culture. When the Polar Fox Car encounters Beijing Guoan, can it also collide with an example similar to the Northeast iron pot stew that is hot and hot?
First of all, Jihu Automobile is a strong player, among all the new power car brands, Jihu Automobile is the only brand with the help of an international manufacturer. Jihu Automobile and the world's top supplier Magna, in Zhenjiang, Jiangsu Province, to build the Beiqi Blue Valley Magna high-end intelligent manufacturing base, all The Jihu brand cars are from this factory, the quality is trustworthy. You should know that Magna's factories in Europe mainly produce luxury brands like Mercedes-Benz Big G and Aston Martin.
In addition, another strength of the polar fox is also reflected in the aspect of intelligence. The Huawei ADS intelligent driving solution equipped with the Alpha S HI version of Polar Fox Auto can be said to be the most intelligent at present. A video of the intelligent driving of the Polar Fox Alpha S on the streets of Shanghai once blew up the Internet.
Therefore, the Pole Fox car has the strength to go out of the circle.
As far as Beijing Guoan is concerned, it is one of the oldest professional football clubs in China, and many domestic football clubs have been replaced several times, such as the early Shanghai Shenhua, Dalian Wanda, and in recent years, the upstart Guangzhou Evergrande, but Beijing Guoan has always been synonymous with Beijing football and a symbol of Beijing culture.
Beijing itself is the forefront of the current science and technology culture, and many science and technology companies have gathered here. The jingpai football culture and the Jingpai science and technology culture are fully integrated here, making the combination of Jihu Automobile and Beijing Guoan more imaginative.
If you apply the logic of the Northeast iron pot stew, the passionate football, and the car with a sense of futuristic technology, is this not a manifestation of the young trend culture?
What benefits can Jihu Automobile and Beijing Guoan bring to fans?
The cross-border cooperation between Jihu Automobile and Beijing Guoan will realize in-depth interaction between Jihu car owners and Beijing fans by carrying out the "Love Jijing Cai" user experience activity covering three major contents: user co-creation, sports experience and test driving experience, interpreting the leading high-end intelligent new energy vehicle products of Jihu Automobile and the quality lifestyle brought by Jihu Electric Technology.
Users can participate in the co-creation culture of Jihu Automobile through a series of activities such as "Jihu Automobile Appearance User Co-creation Design Competition, Jihu & Guoan Deep Customization Edition, 30 Years of Essays between Me and Guoan, and JointLy Named Customized Peripherals of Both Brands", and create an exclusive IP symbol of "love sports and extreme travel" together.
Fan users can participate in a series of experience activities such as "Jihu & Guoan & Media Football Team Friendly Match, 10 Guoan Fans Second Home, Guoan Fan Offline Football Carnival Experience Camp, Football E-sports PK Tournament" and enjoy the sports experience with the characteristics of Jihu Automobile. At the same time, Jihu Automobile will provide exclusive in-depth test drive activities for Guoan fans during the season. By participating in the event, fan users will have the opportunity to obtain the free use of the Customized Version of the Extreme Fox Guoan vehicle.
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.