Keyword of the year: traffic battle
In 2023, the general environment will be turbulent, and the wave of technology in the electric vehicle industry will continue to surge. As an industry vertical media, New Energy Fengyun and its accounts continue to observe the electric vehicle industry, track industry trends, analyze cutting-edge technologies, experience innovative products, and provide readers with valuable content.
Therefore, we have specially launched a series of special topics of "Keywords of the Year", which will systematically sort out the technologies, products and events worth recording in the electric vehicle industry, continue to output high-quality content, pay tribute to innovation, record the times, and think about the past to inspire the future.
Looking back on 2023, many marketing cases with excellent reputation have emerged in the industry, and the all-round innovation from form to content continues to accelerate the development and innovation of brands and industries.
By analyzing the marketing strategies, key actions, communication rhythms, content gameplay and topic volume of major brands, New Energy Fengyun summarizes the common strategies and reusable methods of brand marketing at different stages of development. At the same time, it also provides insight into future marketing trends from a series of marketing actions, providing reference for the marketing strategies of major brands in 2024.
Marketing takes advantage of the momentum, and the brand builds momentum
Take stock of the 2023 brand marketing events!
Emma: Dominating the screen throughout the year, empowering the brand to speed up the increment
Looking back on 2023, Emma will continue to carry out cross-border cooperation with celebrities, variety shows, music festivals, e-sports and other content, which can be called a "traffic harvester".
Online, Emma has joined hands with top variety shows such as "Riding the Wind 2023", "Overcoming Thorns 3", and "Little Shop on the Cloud", which have gained huge attention. At the same time, the "celebrity style" that has been brushed with a sense of presence in these shows has also become popular on Weibo, Xiaohongshu and other platforms, and has become a fashion item sought after by young people.
Offline, activities such as the Emma 718 Direct Purchase Festival, Summer Special Season, Emma Fashion Carnival, and Warm Winter Action have been launched one after another, empowering brands to speed up and increase. In addition, Emma has also held 10 star-chasing music festivals in a row, with a total audience of more than 540,000 people, and the reading volume of #EmmaStar-chasing Music Festival# on Weibo alone has exceeded 100 million, becoming one of the most representative brand IPs in the industry.
New day: break the routine and show strong market explosiveness
At the beginning of 2023, Xinri will launch a national hot sales activity for the Spring Festival, demonstrating Xinri's determination and confidence in market offensive in 2023.
At the same time, Xinri has laid out the local life of Douyin, created an "online + offline" sales and service value system, and empowered the high-quality development of "thousands of cities and thousands of stores".
In addition, Xinri 2023 also has a cross-border layout of sports marketing, not only becoming the official partner of the Chinese women's football team, helping the women's football team online and offline during the World Cup, sponsoring the Women's Super League, donating players' cars, but also holding camp exploration activities, and initiating topics such as caring for the next generation of women's football during the Asian Games, which has become the textbook of sports marketing in the industry in 2023.
Green Source: Upgrade the gameplay and build a strong brand influence
In 2023, Luyuan will innovate and upgrade its marketing, and achieve rapid growth in brand potential energy and terminal sales through the empowerment of the whole system of sea, land and air.
"Welcome the New Year, ride Luyuan" has become the consensus of the national New Year, "Spring Renewal Limited Time Purchase", release dividends for users, log in to the live broadcast room of Crazy Brother Yang and Xu Juncong, break through the barriers of online and offline scenes, and join hands with national table tennis to seize the C position in sports marketing by taking advantage of top events such as the World Table Tennis Championships and the Asian Games, etc., a series of creative, influential and youthful marketing models have enabled Luyuan to achieve a sustainable hot sales lead.
In 2023, Luyuan will continue to deepen variety show marketing, from the hit drama "Going to a Windy Place" at the beginning of the year to the top variety show "Happy Restart", "Farming Boy", "Longing for Life", and then to "Hou Lang", "I want to go against the wind", "I miss you very much" and other styles of phenomenal TV series, through innovative implantation gameplay, continue to increase brand exposure and topicality.
Tailing: Layer by layer, brand value continues to improve
Looking back on 2023, in terms of marketing layout, Tailing will continue to maintain brand popularity and deepen consumers' brand awareness of "long battery life = Tailing electric vehicles" from the detonation of regional brand potential energy to the traffic conversion of terminal landing activities.
In the 2023 Spring Festival, Tailing will set off a wave of hot sales in terminals across the country by joining hands with the hit drama "Hurricane", joining hands with the national group Phoenix Legend to release the Chinese New Year's golden song "Run Farther Together", and holding the 7th New Year's Festival.
After that, from linking stores across the country to carry out brand carnival activities, to holding hands with "Let's Run 11", from Tailing's official announcement of the global brand spokesperson Wang Yibo, to the advertising film continuing to dominate the screen, from holding the Watch Asia Long Endurance Challenge, to setting another Guinness World Record... Tailing's online and offline marketing actions complement each other, and the brand value continues to increase.
Knife: Precise layout, enabling channel volume to fly
At the beginning of 2023, "Country Love 15", which is fully sponsored by Knife Portable Portable dominates the Spring Festival file of the Year of the Rabbit, dominating the list on multiple platforms, and the popularity and traffic are soaring, and various styles of knife electric vehicles frequently appear in the play.
After that, Xiaodao held the extreme series of power challenges, the public welfare action of terminal trailer rescue, and a series of reports from mainstream satellite TV media, etc., to continuously improve its market competitiveness and appeal in the industry. In addition, Xiaodao has also carried out a series of welfare activities and drainage activities in the local life section of Douyin to continue to attract traffic to stores, empower channels to fly profitably, and achieve the integration of quality and efficiency.
Looking at the marketing of major brands in 2023, in terms of gameplay, we will attach importance to cross-border innovation and lead the trend of brand rejuvenation, in terms of content, we will attach importance to emotional value and achieve deep resonance with users, and through diversified and rich marketing layouts, we will open up our own path and bring strong follow-up development impetus to enterprises.
Break the situation and grow against the trend
Reveal the secrets of brand marketing in 2023!
In 2023, the marketing actions of major brands in the industry will continue, which can be described as "rolling" to the extreme. In summary, the following six marketing methods are most favored by brands.
Brand festival. In fact, in the electric vehicle industry, brand "festival" is not a new topic, but in 2023, there is a new sample of brand "festival".
For example, Emma has entered the "circle" of music festival lovers in one fell swoop with the star-chasing series of music festivals, which not only gained a lot of exposure and achieved circle-breaking marketing, but also successfully turned "short-term traffic" into "long-term traffic", forming a competitive barrier in an increasingly competitive industry.
Word-of-mouth marketing. In the current era of information explosion and media flooding, the majority of consumers have a strong immunity to advertising and even news, and only by creating novel word-of-mouth communication content can we further seize the minds of consumers.
In 2023, major brands will not only strengthen the word-of-mouth construction and matrix layout of grass-planting platforms such as Douyin, Xiaohongshu, and Zhihu, but also actively cooperate with KOLs on various platforms to establish more intimate interactions with consumers and improve brand awareness.
Brand live streaming. In 2023, live streaming has also become an important part of brand marketing, especially Douyin's local life, through the integration of Internet platforms and offline physical stores, to activate traffic growth and purchase vitality.
At present, the industry's live broadcast ecological layout is gradually improving, WeChat, Douyin and other platforms have live broadcast entrances, and in addition to the official live broadcast account, major brands will also provide a large number of live broadcast resources to the channel, and jointly promote the channel, so as to improve the brand's popularity and exposure.
IP Marketing. In the era of information fragmentation, IP marketing has received more and more attention in the electric vehicle market, which is a common marketing method to implement the concept into brand management by shaping the brand image, creating brand personality and characteristics.
Looking back on 2023, major brands in the industry will continue to explore the possibility of IP-empowered marketing, and achieve more communication and reach between brands and users by building or strengthening IP images, or continuing to hold various IP activities.
Push creatively. In 2023, many brands will carry out offline promotion activities to attract in-depth interaction with consumers, such as "Carnival", "Warm Winter Action", "Gold Winning Plan", "Champion Call You to Cheer", etc., and at the same time, combined with the output of online content, continue to strengthen users' awareness of the brand.
Outdoor advertising. In 2023, companies will actively deploy the launch of outdoor advertising, which will accurately penetrate into all aspects of users' life scenarios on a large scale and with high frequency. The shadow of electric vehicle brands can be seen in various places such as subways, high-speed railways, and bus stations.
In addition, under the new wave of consumption, "younger marketing" is still the mainstream proposition of the marketing layout of major brands, and only by constantly updating their own younger marketing strategies can they be invincible in the fierce market competition.
summary
In the past year, the entire electric vehicle marketing campaign has shown a situation of "hot spots every month" and "innovation in festivals", and brands that can innovate and play can go deeper into the hearts of consumers.
In the face of the ever-changing and challenging year of 2024, major brands in the industry need to adapt to development, flexibly adjust their marketing strategies, and find new incremental space from the trends and variables of the times.
Let's look forward to brands bringing more out-of-the-circle marketing cases and truly achieving high-quality brand exposure.