The author | Nie Yiyao
Produced | automotive grand view
Playing the sentiment card, "Sound and Endless Hong Kong Music Season" is on fire.
In the current market environment of variety shows, "Sound and Life • Hong Kong Music Season" has achieved good broadcast results.
According to the Maoyan App, "Sound and Endless" won the third place in the popularity of the whole network within 6 hours on the day of its premiere on April 24, with a total of 203 million plays on the first day.
Cool cloud data shows that the attention of the premiere live broadcast of "Sound and Endless" ranks first in the satellite TV golden file variety show, and the popularity of the whole network exceeded 20,000. On Weibo, the video of female singers singing "Sea and Sky" at the end of the first issue received more than 40,000 retweets.
Of course, this show is related to its dedication to the 25th anniversary of Hong Kong's return to the motherland, to a certain extent, the mission of promoting Hong Kong music culture, so the production team is excellent.
However, the real traffic password is inseparable from the nostalgia of "Sound and Life" from beginning to end. It has become a hit, but also because of the stable play and eye-catching performance of new and old singers, it has collided with the explosive characteristics of the revival of Hong Kong music.
When the 74-year-old Lin Zixiang roared "The long road is long with you, with a body of courage and hot sausage...", the singing skills are still sonorous; the 61-year-old Ye Qianwen's "Blessing" washes the young girl's youth 36 years ago, singing the relief and grandeur after experiencing life, and the memory of a generation is ignited.
With the strength of good wind, there are classic Cantonese songs that have become popular again, including Lantu Automobile, JD.com, Junlebao Jane Alcohol, Mead Johnson Lanzhen, etc.
Among them, Lantu Automobile is the model sponsored by the "Sound and Life" program group, which is the second model that has not yet been officially listed: Lantu Dreamer. In the picture and footage of Lantu Dreamer, the program team gave this car a close-up of the designated car of "Sound and Life".
Obviously, lantu car smashed this sponsorship fee on "Sound and Endless", and it was spent in place. Standing at the timing node when Lantu Dreamer is about to be officially listed, this money is also worth spending: binding big IP, betting on the explosive model, harvesting feelings and fan attention; the title of ""Sound and Endless" designated car strengthens the brand and product audience level, and paves the way for lantu dreamer's consumer portrait and product price.
How to see, this is a successful car cross-border marketing, did not see its people first heard its voice, Lantu dreamer marketing, a good start.
However, judging from too many cases of cross-border marketing of automobiles, betting on the right models and embracing big IP may not be able to achieve brand connection and audience conversion; those who have achieved audience conversion cannot be once and for all. In the brutal market competition, the popular cross-border marketing of automobiles has too many right and wrong.
Cui Jian did not move the polar fox, why?
Shortly before Lan Tu Auto bet on "Sound and Endless", Ji Fox Auto had just bet on Cui Jian.
The reason why it is mentioned here is because compared with Lan Tu and "Sound and Endless", the cross-border marketing of JiHu and Cui Jian is more of a phenomenon.
On April 15, an online concert by Cui Jian called "Continue to Sprinkle Some Wild" lasted for nearly 3 hours on Tencent Video.
In these three hours, Cui Jian sang a total of 20 songs, attracting nearly 46 million viewers to watch, with more than 110 million likes and more than 2 million comments. The concert was exposed to 1.2 billion+ in the WeChat ecosystem, 120 million+ cheers, and 2.7 million times shared in the live broadcast room.
This is a well-deserved blockbuster online concert, Cui Jian himself is a feeling, he defines and records an era of rock and roll, is the memory of more than one generation of times.
And this online concert was broadcast at a time when the epidemic prevention and control situation was grim, and countless souls and emotions that needed to be released found an outlet and resonance in the roar of Cui Jian's old song.
The collision of nostalgia and reality perfectly created this hit. Cui Jian let Tencent Video after Xicheng Boy, Mayday, and Zhang Guorong, and then set fire again.
At the same time, there is a pole fox car.
As the exclusive title sponsor of this online concert, Jihu has been given a unique brand exposure opportunity. At the bottom of the concert program list and on the forwarding page of the circle of friends, the logo and advertisement of the pole fox are very eye-catching. The gift given to Cui Jian by the audience in the live broadcast room is a red Polar Fox model, which also reflects the words "Pole Fox Car".
In just 3 hours of concert, the Extreme Fox advertisement directly reached 46 million viewers. When the audience gave 1.04 million "Extreme Fox Cars" gifts, the Extreme Fox brand once again achieved enhanced awareness.
However, such a precise cross-border marketing with explosive models has enabled Jihu to achieve brand recognition or sales conversion? Or will it be realized in the future?
The answer is not necessarily.
According to the results of some people's investigation after the investigation, at the time of the concert on April 15, many viewers did not pay attention to the extreme fox, "extreme fox? Didn't pay attention, why? If it is a Mercedes-Benz BMW, pay attention."
After the concert on April 15, the offline store of Jihu in Beijing, the base camp, did not welcome too many customers. After that, due to the sudden epidemic in Beijing and strict epidemic prevention and control measures, it is estimated that the offline stores of Jihu Beijing will be difficult to borrow Cui Jian to drain the flow.
Feelings are fleeting, traffic is wave after wave, missed is missed.
However, this is still a very successful and worthwhile cross-border marketing of the car. "46 million people have seen it, and 1% of them can remember the polar fox, and the effect is very good." Someone commented.
Cui Jian does not move the polar fox, has nothing to do with Cui Jian, and has nothing to do with feelings and explosive models, but the voice of the polar fox itself in the market is too low.
In 2021, Jihu sold 4993 vehicles in the whole year, which is more than a star and a half inferior to Weilai, Xiaopeng, Ideal and GAC Aean, which were founded almost in the same period.
Sales are an intuitive reflection of the volume of the brand, and the product strength and reputation of Jihu are not bad, but there is no sense of existence. Polar Fox brand positioning is not low, the two models currently on sale are in the market segment of 250,000 yuan to 350,000 yuan, this price model wants to capture users, needs a distinct core competitiveness and product characteristics to empower the brand, need to let users find their own lifestyle from the brand core, and even spiritual resonance.
In the end, Polar Fox lacks brand value and user recognition that makes consumers pay for it. Improvements cannot be achieved once or twice, in one day or two days, nor can they take off with Cui Jian's one explosion.
These are more important than marketing
Automobile cross-border marketing, in recent years, is particularly hot.
When the traditional theory of "wine is not afraid of deep alleys" is no longer established today, any excellent product that wants to succeed needs to increase efforts at the marketing level. Cross-border marketing is one of the best ways to "borrow powder".
By obtaining more traffic, let the product or brand appear more in the public eye, so that more people have a perception and memory of the brand, so that consumers can more easily think of you when they have a purchase need. Or find a new breakthrough in marketing to achieve brand rejuvenation. Or detonate the market topic and break through the traffic scene. That's what crossover marketing is all about.
Therefore, cross-border marketing of automobiles came into being, and the forms of "marriage" were also various. In recent years, the most common forms are: cross-border film and television works, variety shows, popular games, cultural creation, national tide, or other products.
The automotive industry's own brands can be called high-level players in cross-border marketing. For example, Wuling Hongguang MINIEV, which debuted in the C position during the epidemic in 2020, has been called the "joint crazy demon" of cross-border marketing.
"What the people need, Wuling will build." Wuling fulfilled this promise with marketing crossover. Co-branded Hema launched snail powder rice dumplings, co-branded Heytea set up a mobile booth of "Xixiao Tea Beverage Factory", and produced 1 million Wuling brand masks to the front line during the epidemic...
On April 12, Wuling Hongguang once again crossed over 100 brands to create momentum for the listing of Hongguang MINIEV GAMEBOY. On the Weibo lottery page of this cross-border marketing, Wuling received 15,000 retweets. 100 brands are also playing under the microblog to enhance the favorability of their own brands.
Everyone laments that Wuling Hongguang cross-border marketing plays well, but if you peel back the cocoon, you will find that for brands and products, marketing is the icing on the cake after all, based on the brand and product itself 1+1>2 operation.
In the final analysis, the brand and the product itself are the magic weapon of Wuling Hongguang MINIEV.
Before the launch of Hongguang MINIEV, Wuling Hongguang already had the elegant number of "Qiuming Mountain God Car", and brand awareness and word of mouth had accumulated. The launch of Hongguang MINIEV not only grasped the outlet just right, understand what consumers need, and have a very competitive price, but also play, styling design and marketing are more personalized, young and fashionable than competitors.
Hongguang MINIEV redefines the micro-electric vehicle that is strictly distinguished from the "old man's music". In the final analysis, the success of Hongguang MINIEV is a classic operation of the automobile brand to "amplify the advantages and weaken the shortcomings".
This is a one-size-fits-all business theory that is not outdated at any time. Compared with simple marketing, carefully excavating, shaping, displaying and strengthening the advantages of brands and products, especially the core advantages, is the most enduring and effective way of playing in modern business competition.
Just like the control of BMW, the luxury of Mercedes-Benz, it has been built for a long time and has endured for a long time. And the new forces, Tesla is the leader of intelligence, Weilai is high-end, Xiaopeng is technology, the ideal is no mileage anxiety of the elite dad car.
Back to the problem of Polar Fox, as a high-end brand of new energy, there are many reasons why Polar Fox is not popular, but the most fundamental one is the lack of core advantages. The brand image without core advantages is quite vague.
Also as a high-end brand of new energy incubated by traditional car companies, what are the core advantages of Lantu? What are the core advantages of this expensive high-end electric MPV of Lantu Dreamer? It also needs to continue to be mined, shaped, refined and advanced.