Taking the Avita 011 co-branded MMW, the world's limited 500 debut as an example, can the car bring new consumer value?
A few days ago, the popularity of Luckin and Coconut Tree's joint new product "Coconut Cloud Latte" quickly broke the circle and became a phenomenon-level marketing event. Many people may not have the desire to buy when facing Luckin or Coconut Tree alone, but the joint name of the two has triggered the consumption impulse of many people.
According to the convention, the joint name is mostly seen in the fashion circle or the fast-moving consumer circle, because the freshness and uniqueness brought by the joint name are more easily accepted by fast-paced consumer behavior. For example, this year's fashion industry's first blockbuster joint name, from the Supreme and Burberry cooperation series officially released in the world this month, and even triggered a boom in staying up late to queue up to buy in some overseas stores, recreating the scene of the past when it was difficult to find clothes.
However, with the development of the market, various fields have begun to use co-branding to create hot spots and attract consumers. The 80 Jun, who is deeply involved in the automotive industry, was not originally interested in the joint name, but when the joint name began to enter the automotive industry, we had to start paying attention to this kind of behavior. First, let's do some simple recaps.
In 2020, Mercedes-Benz collaborated with Virgil Abloh on Project Gel ndewagen. Gordon Wagener, Chief Design Officer of Mercedes-Benz, and Virgil Abloh, Artistic Director of Louis Vuitton Menswear and founder of OFF-WHITE, unveiled the special edition G-Class. Both are owners of G-Class off-road vehicles themselves, and personal aesthetic elements are specially integrated into the design, aiming to get rid of the established impression of luxury and create a car that returns more to the original and natural.
In addition, Lamborghini cooperated with the brand "Yohji Yamamoto" of the world-famous fashion designer Yohji Yamamoto to launch the Lamborghini Aventador S painted by Yohji Yamamoto, which is also the world premiere of the cooperation. The Lamborghini Aventador S, dressed in Yohji Yamamoto's "PARTISAN" motif, is inspired by the theme of Yohji Yamamoto's Fall/Winter 2020-21 collection, with the Lamborghini Aventador S as a canvas, and the interior and exterior of the car are covered with themed motifs.
In addition, there are a series of co-branded products of a series of well-known brands, such as special models jointly launched by BMW and New York Tide brand KIT.
The purpose of the joint name is mainly to use the popularity of both sides to drain the flow, in order to enhance the brand heat, so as to further expand the brand awareness and increase sales, the joint name is generally not a resident product, generally speaking, it is a limited model, which is sold within a certain period of time. For fashion brands and FMCG brands, the use of good co-branding will indeed trigger consumer interest. But for large-scale goods such as automobiles, we must not only ask: Can the joint name of automobiles and luxury brands produce a consumption value that is different from ordinary models?
The answer is yes. Taking the Avita 011 joint MMW, the world's limited 500 debut as an example, first of all, Avita Changan Automobile, Huawei, and NINGDE Times have joined hands to create a global brand of high-end intelligent electric vehicles (SEV). The design concept of its brand is "insight into the aesthetics of the future, dare to be extraordinary in the world". Its target customer base is characterized by a desire for change, a readiness to embrace new things, and a constant move forward in their own way.
The Avita 011 is Matthew M. Williams' first automotive crossover design. This pioneer in music, trend, design, photography and art, with "MMW" as the joint logo, has repeatedly cooperated with the hottest individuals and brands in the field of fashion to create many topical works, and is one of the leaders of the current street trend collision with high-luxury culture. Perhaps to us outsiders, the two are not familiar to us. But the cooperation between the two will naturally find resonance in the corresponding circles and create the value consensus needed by the Avita brand.
Specific to the product itself, we can find the following characteristics. For example, the body color of light and shadow black, because black is one of MMW's favorite colors, the most representative color in his fashion works, and the most fundamental color of the universe, he also used black on Avita 011. The Avita 011 is composed of black with different textures from the outside to the inside, which is deep, confident and emotional. Avita 011's exclusive special tune self-restoring high-gloss piano paint "Avita Light and Shadow Black" car paint is deep and rich at the same time has a smooth gloss, giving it a unique charm.
In addition, the MMW Fashion Functional Buckle (Buckle 2.0) adopts a minimalist design buckle, which was once the proud work of MMW and is his iconic fashion symbol. MMW has also applied this unique symbolic element to the interior of Avita 011, making the interior more distinctive and highlighting the vibrant, stylish and chic lifestyle.
And Avita 011 makes heavy use of NAPPA and NUPRIMA leather. NAPPA leather was originally widely used in high-end models of supercar brands and high-end car brands. Nuprima leather is the first time to be used in high-end production cars. And Avita 011 is equipped with four unique suspension hub covers, which are always in a "stationary" state during the vehicle's driving process, and the "AVATR" LOGO is always in a position perpendicular to the ground. Compared with the high-speed rotating hub, he shows his unique identity in a calm posture. As we all know, the ceiling of the current luxury car, Rolls-Royce also adopts the same design.
It is understood that in November 2021, Matthew M. Williams was invited by Avita Technology to participate in the design of the car for the first time. On April 8, 2022, Avita 011 made its world debut in the joint limited edition, which was also the debut of Matthew M. Williams in the automotive sector. Every detail of Avita 011 is infused with his creative experience and distinctive style across multiple fields. There is no doubt that as the first smart electric car and internationally renowned fashion designers to co-create a fashion item, Avita 011 will be another crossover masterpiece of Matthew M. Williams. In this field, perhaps the joint name of the two does not exactly mean the actual performance of sales, but the output of the value of the two in terms of design, concept, aesthetics and so on can be said to be difficult to measure with simple sales or money.
And this is the consumption value brought by Avita 011, which is completely unique and breakthrough and innovative.