Looking back on the first half of 2023, Jinpeng Dian II based on market demand, adhered to technological innovation, continued to lead product iteration and industrial advancement, witnessed and driven the development of the industry, and ushered in the "barbaric" growth of market sales.
It is reported that in the first half of the year, the sales volume of Jinpeng Electric II achieved a year-on-year increase of 40%, and at the same time, won the "Most Potential Brand Award in the Industry" issued by a number of authoritative media in the industry, this achievement is inseparable from the continuous improvement and innovation and upgrading of Jinpeng Electric II in the dimensions of brand heritage, product strength and channel advancement, and the comprehensive Jinpeng Electric II is ushering in a more brilliant wave of development!
Brand side: Realize the guidance from brand communication to brand value
Compared with the current industry many enterprises still cannot find accurate brand positioning, Jinpeng Dian II "real gold quality, reliable battery life" has long been deeply rooted in the hearts of the people, establishing an emotional connection between the brand and users, on the one hand, insight and solve the user's travel pain points, on the other hand, it also conveys that Jinpeng Electric II is reshaping the industry category value.
On this basis, at the beginning of 2023, Jinpeng Dian II invested heavily in advertising, spending huge amounts of money to contract 100 high-speed railway stations in 100 cities, and made efforts to promote Spring Festival marketing, taking the lead in launching the first shot of the brand offensive in 2023, which not only demonstrated the confidence of the brand, but also injected confidence into the entire industry.
Subsequently, from Jinpeng Dian II winning the China Electric Vehicle 2023 Technology Innovation Award with its exclusive technology "Metamagnetic Energy System", to opening the Yimengshan Power Challenge to show the real gold quality and surging power of its products, and then winning the "Most Potential Brand Award in the Industry", Jinpeng Dian II in 2023 has frequently been highly recognized by the industry, media and highly focused by the market, and such traffic has finally converged into a high-quality brand communication matrix, releasing stronger brand potential.
Do the right thing at the key node, so that every communication can be loud, this potential energy is the guidance of Jinpeng Electric II from brand communication to brand value, and is the comprehensive embodiment of Jinpeng Electric II's strength, courage, potential and determination, this potential energy also makes the brand value of Jinpeng Electric II infinitely amplified.
Product side: to achieve from quality innovation to product value leadership
Focusing on the electric vehicle industry, after the rapid outbreak in recent years, the industry is entering a mature and quality improvement period, those brands with excellent quality, strong innovation and full catering to market demand are accelerating to stand out, and strongly promote the reshaping of the market pattern, and as a firm executor of the industry's high-quality development, Jinpeng Dian II is one of the leaders.
From focusing on technological innovation at the beginning of its establishment, to now concentrating on its advantages to create a "full-category ecosystem", building a rich product matrix with Tianjin simple model and Wuxi luxury model as the core, Jinpeng Dian II has completed gorgeous butterfly changes with the power of perseverance and innovation, so that the products continue to shine with new vitality.
In fact, the innovation of the highly involuted electric two-wheeler track is not an easy task, not only to upgrade the quality, but also to solve the pain points of the industry to lead a higher level of value recognition.
Therefore, from the release of the Golden Crown 2.0 series products at the beginning of the year to the launch of the three major family series products of the year center, tribute to the classic and the tide of fearlessness, Jinpeng Electric II has always been based on the emotional value needs of users, from color to materials to process upgrades, to create a series of products CMF and continue to upgrade, so that the Jinpeng Electric II brand is more young and diversified at the same time, and constantly exports brand value and product value to achieve the joint force of "big brand + good products".
Channel side: realize the guidance from channel revitalization to channel value
It is true that at the moment when the electric vehicle industry gradually returns to its essence, the competition between brands has entered the era of "internal strength", which means that brands not only need to improve their "hard power" such as innovation and research and development, quality improvement, etc., but also establish solid barriers to channel differentiation competition with strong product power, in order to become the next generation of winners in an increasingly competitive market environment.
At the beginning of 2023, Jinpeng Dian II launched the "channel revitalization" plan, fully focusing on the "Xin strategy" of "Golden Crown, Gold Merchant and Golden Store" to carry out channel empowerment, and practice the 48-character strategic policy of "building a retail position, consolidating brand recognition, strengthening category combination, innovating product value, strengthening manufacturer collaboration, fully attracting investment and expanding stores, strengthening retail management, and empowering soft and hard terminals".
Up to now, Jinpeng Dian II has risen in many full-category specialty stores across the country, relying on the brand value communication of Jinpeng Dian II and the value guidance of all categories of products of "real gold quality, reliable battery life", Jinpeng Dian II channel growth and store sales growth, has made a qualitative leap, but also created many high-quality township-level model stores, truly penetrated the sinking market, and transmitted brand value and product value to the hearts of every dealer.
At the mid-year summit of "Convergence and Progress", Jinpeng Electric II officially established the strategic goal of building the industry's "most cost-effective brand in the sinking market" and the most profitable two-wheeler brand for dealers, to this end, Jinpeng Electric II will rely on Jinpeng Group to create a "full-category ecosystem" and drive the sustainable growth of Jinpeng Electric II with the "troika" of brands, products and channels.
summary
If in the stage of 0~1, Jinpeng Dian II relies on the strength endorsement of Jinpeng Group to win the beginning, then in the long-term development process of 1~100, it is the correct way to maintain its leading position with strong comprehensive strength.
Standing at the height of the industry, it is difficult for brands to achieve long-term growth with only a single advantage, and only by continuously improving from multiple dimensions can they have a greater possibility of winning new developments in the future. Obviously, Jinpeng Dian II has a clear understanding of this and insists on in-depth practice, constantly consolidates its own hard power around value needs, and insists on repeatedly sharpening between brand value, product value and channel value.
It can be said that it is precisely because it always stands in the position of the market and users and maintains a rigorous heart for quality that Jinpeng Dian II has achieved its current brand status, and will also make it more confident and determined on the new track at every stage of industry development.