If you count a list of the hottest people in the first half of this year, I think Liu Ruihong is definitely on the list. Different from the small fresh meat that has no works but has a large number of loyal fans, Liu Qihong can be said to be a "big instrument late", and there are works in music, film and television, sports, and hosting. But I don't know if the timing is wrong, or too Buddhist, before the fire throughout the country, we have the impression that Liu Qihong is the representative of "friends are more red", and his label is always inseparable: Jay Chou, Jay Chou fitness teacher, Jay Chou friends, etc., and even take his daughter to participate in variety shows, but only his daughter is remembered. As the saying goes, gold always shines, and Liu's experience once again confirms this.
After mainland cars came out of the torrent of "bus consumption-oriented", there were three models that were regarded as the first choice for cost performance because of their durable leather, and were called "old three", one of which was Dongfeng Citroen Fukang. After its introduction in 1992, it successfully laid a good reputation with its unique technology and practical concept. About the same timeline, Liu Ruihong also officially debuted, and with singing and dancing to host a small fire, although the national popularity is not as good as Fukang, but at that time Taiwan has been a good development.
After that, the encounter of this person and brand is also very different, the rapid development of the mainland economy, resulting in people's demand for cars in addition to practical more to bear the "face", plus Citroën has some design concepts originating from France and our use habits are different, and the sound volume is gradually reduced. The problem encountered by Liu Qihong is that the younger generations are frequent, and in the golden age of the music industry that we think of as "immortal fights" after the 90s, it is difficult for ordinary people to occupy a place in the road of singers. Fortunately, Citroen and Liu Qihong both belong to the indomitable type, even if they encounter setbacks and blows, they still adhere to their ideals and goals.
Surviving the most difficult stage is when it really shines. The popularity of Versailles literature has set off a "literary carnival" on social platforms, and Dongfeng Citroen has also taken this opportunity to bring the representative work "Versailles C5 X", which welcomes the 30th anniversary and has returned to the public's vision, with a cumulative number of users reaching 3.2 million. The unique appearance, cross-level size, and generous price made the Versailles C5 X capture the hearts of many people as soon as it was launched, and even in the early days, a car was difficult to find, I accompanied my friends to the 4S shop for test drive, although the epidemic has come at this time, I still saw the versailles C5 X in short supply. But I believe that behind the sales, the product is only one aspect, design, configuration, quality control, pricing, channels and then to marketing promotion, the emotional resonance of the entire system to make users is the most successful place for Dongfeng Citroen.
In contrast, Liu Qihong's performance this year is not much, attracting 70 million fans on a short video platform in a short period of time, and the self-created fitness exercises have helped countless ordinary people who cannot exercise due to the epidemic. Look closely, found that Liu Qihong is worthy of the name of "King of Versailles", his life is full of Versailles, as he himself said: married to the person he loves the most, and then gave birth to the world's cutest daughter, has a favorite career, and the family of five lives happily, this ordinary beautiful irrelevant material, is the most real Versailles life.
Perhaps it is Liu Qihong's positive energy of health, upward and self-discipline that liu Qihong conveys, and the warm image of loving his wife, loving his baby and loving his family, which is highly consistent with the brand spirit of Dongfeng Citroen: Caring for everyone around him, which has achieved this just right cooperation. For fans of the Versailles C5 X, this is not just a new car, but more like a Versailles lifestyle that co-creates and shares more comforts. For Liu's fans, seeing happy families living in the most simple, beautiful and healthy way, and passing on enthusiasm and striving to achieve the best of themselves together is the most Versailles lifestyle. I believe that every owner of the Versailles C5 X is a contented person who values not flashy face, but safety and comfort when traveling as a family.
Dongfeng Citroen now adheres to the implementation of "customer-centric", and has also specially created a product in-depth experience platform of "no test drive, no car purchase", so that everyone can immerse themselves in the vehicle and service. In the 48-hour free trial experience, everyone has the opportunity to drive the Versailles C5 X to create their own "Versailles" life and complete their dreams and dreams. The same is true of the cooperation between Liu Qihong and Versailles, the focus of publicity is not the car, but the hope that everyone will feel the way of life between people and cars in the 48-hour in-depth test drive. But what many people don't know is that the founder of Citroën once said a sentence called "as long as the idea is good, the cost is not important", and the user's word-of-mouth response to the Versailles C5 X has a lot to do with the investment at any cost in the early stage of research and development.
The upgrading of the automobile consumer market is obvious to all, the concept of consumption is getting younger and younger, and according to Dongfeng Citroen statistics, nearly 80% of the users of Versailles C5X are converted from illegal brands, and young people after 90 and 00 are the main force. It is enough to show that the marketing method and product strength of the Versailles C5 X fashion trend are gradually recognized by the market and consumers. And the car is not a yoga mat, as a hundred thousand large-scale consumer goods, can be particularly favored by young users, the side shows that the versailles C5 X is no less attractive than any mainstream Internet celebrity at present.
One of the things I admire most about Liu Qihong is that he hopes that the people around him will live well, when your friends reach a height that you can never reach, when you change from a big brother who takes care of people to an accessory of the person who is taken care of, there is no suspicion and intrigue, there is no spit and imbalance in the heart, still for others to think, play harmoniously, and work together happily, which is much more valuable than the relationship between old and dead because of trivial matters. I believe that Dongfeng Citroen and their owners are also the same harmonious relationship, so at the 131X event held in Sanya last year, I was able to see so many old Citroen customers continue to choose Versailles C5X, and the "sense of belonging" enjoyed by users is the closest connection between the two sides, and it is also the best affirmation and encouragement for the brand.
In fact, for the joint efforts of Liu Qihong and Dongfeng Citroen, I have always had some doubts in my heart, so I specifically found an opportunity to interview Qu Hongyu, deputy general manager of Dongfeng Citroen Marketing
Question 1: I heard that Liu Ruihong is very picky about endorsements, how did he impress him to join forces with Dongfeng Citroen Versailles C5X? Or even spend a long time creating Versailles Aerobics?
A: The two sides are in line with the concept of "Versailles" is the key to promoting cooperation. Liu Qihong believes that Versailles is not an external show-off at the material level, it is to find the moment when life is treated with heart, and the versailles advocated by Dongfeng Citroen is also the same, everyone can Versailles, hoping that through 48 hours of test drive, everyone can do a lot of meaningful things and enjoy life with their families.
Question 2: It is not easy to invite the most popular anchors at the moment, but do not promote the product under the premise of huge traffic, but promote the welfare activities of 48-hour free trial, is it not a loss?
The advantages of the product can be experienced during the actual test drive experience, which we have full confidence in the Versailles C5 X. As Liu Lihong shared in the live broadcast room: owning a car for 48 hours, you can do a lot of meaningful things, driving your family to the countryside, taking your lover on a romantic date, or taking the elderly out to eat to do a filial piety, these ordinary and beautiful bits in life are the real Versailles. Let more customers complete their dreams and harvest happiness in the 48 hours of test driving the Versailles C5 X, which is jointly advocated by Dongfeng Citroen and Liu Qihong.
In fact, in the process of communication between the two sides, coach Liu learned of the 48-hour free trial of versailles C5 X, and also shared a small story, his daughter said that she liked to ride in a convertible, so the coach borrowed a convertible with a friend to take her daughter to play. When I got home, the children were very happy to share this super Versailles moment with their grandparents, and the old people were very envious. The next day, the coach took his parents to the countryside together, took pictures and punched cards, and at that time the coach felt that this was a very good feeling, that is, a moving moment in ordinary life, which made the coach feel very Versailles. This Dongfeng Citroen 48-hour free test drive activity is to let everyone drive our Versailles C5 X, do what they want to do, and feel that ordinary and moving moment with their loved ones or family.
In summary, we have found the reason for the cooperation between Dongfeng Citroen and Liu Qihong, which is the common concept: Versailles is not a material level of ostentation, but an attitude that is distributed from the inside out, taking life seriously, is good at finding moving places in ordinary life, and is a serious, enthusiastic and creative. Liu Ruihong's "Versailles" comes from love, caring for family, friends and everyone around him. Dongfeng Citroen's "Versailles" is the undefined self-luminous product concept advocated by Versailles C5 X, and it is also the value pursuit of the century-old Citroen brand as people-oriented, bold and innovative, committed to caring for customers and enhancing customer happiness.