#Record my 2024#In the field of marketing, sports events are often the core scene of the marketing of various enterprises, especially the booming marathons in recent years, just recently the first Songhuajiang Ice Skating Marathon has attracted attention again, and even car companies help the skating marathon, how should car companies look at the sports marketing logic?
1. Car companies help the Songhua River Ice Skating Marathon Challenge
According to a report by People's Daily Online, the first China Jilin Songhua River Ice Skating Marathon Challenge was held in Jingyu County, Baishan City, Jilin Province. There are five major events in this competition, namely the Ice Skating Marathon Challenge (including the 21km Half Marathon and the 5km Mini Race), the Ice and Snow Running Marathon Challenge, the Snow Bike Marathon Challenge, the Ice Dragon Boat Super League and the Cross-Country Skiing Invitational Race. A total of more than 7,000 ice and snow sports enthusiasts participated in the competition.
The 10.5-kilometer-long one-way skating marathon is the first time that a skating track has been built on the Songhua River.
According to media reports, BYD, as the assistant brand of this event, exhibited new models such as Formula Leopard Leopard 5, Denza D9, N7 and Song L, which not only have strong performance, but also have good stability and comfort. Combined with local characteristics, brand communication was organized to empower the concept of a natural golden track for skating on the Songhua River at 42 degrees north latitude.
Not only will new energy vehicles be showcased, but BYD will also participate in the event and help the contestants complete the challenge. In addition, BYD also organized a series of experience activities, allowing participants to experience what it is like to drive BYD on the Songhua River, even in the environment of -15 degrees, BYD's new energy model performance is still commendable, such as: pulse self-heating (N7), wide temperature range high-efficiency heat pump air conditioning (D9 equation Leopard Song L) and other characteristics have passed the test in extremely cold conditions.
2. What should car companies look at in winter sports marketing?
The new energy vehicle company's assistance to the Songhuajiang Ice Skating Marathon Challenge is undoubtedly a bold and forward-looking sports marketing attempt. Although ice and snow sports projects have always been a problem for new energy marketing, BYD's attempt has brought more reference significance to other car companies.
First of all, due to its unique climatic conditions, ice and snow sports have long posed a challenge to the marketing strategy of new energy vehicles. The low temperature environment is the biggest enemy of electric vehicle battery performance, whether it is the decrease in energy density, conductivity or charging efficiency of lithium batteries, it will lead to a significant reduction in the range of electric vehicles, difficult to start and other problems. Therefore, in market promotion, many new energy vehicle companies often choose to avoid winter or ice and snow scenes, so as not to cause consumers to doubt the performance of electric vehicles in extreme weather.
However, BYD broke the barrier of this traditional perception in the form of helping the Songhua River Ice Skating Marathon Challenge. Far from being an "impossible", BYD's move is a positive and bold attempt to demonstrate the remarkable progress of its new energy vehicles in technology research and development and product adaptability through practical participation and response to harsh environments, proving to the industry and consumers that new energy vehicles can also effectively cope with the needs of cold winters.
Secondly, technological innovation has always been one of BYD's core advantages that distinguishes it from its competitors. At the event, BYD showcased a number of new models such as the Formula Leopard Leopard 5, Denza D9, N7 and Song L, especially the world's first N7 model equipped with pulse self-heating technology. This technology ensures that the internal temperature of the battery can quickly return to the optimal operating state at -15°C or even lower temperatures through precise and efficient heating control of the battery, thereby improving charging speed, battery life and overall system stability in low temperature environments.
This breakthrough technological innovation not only solves the key problem of the use of electric vehicles in extremely cold environments, but also means that BYD has achieved the goal of indiscriminate travel in all climate zones, expanding the application scenarios of electric vehicles to the severe winter regions in the north that were previously considered unattainable, and further broadening the market boundaries of new energy vehicles.
Third, sports events have become an important platform for brand communication and image building due to their wide audience base and high enthusiasm for participation. By supporting sports events such as ice skating marathons, BYD can not only send the message to the public that its products can still perform well in extreme conditions, but also enhance its brand value with the positive image of sports events. In addition, the challenging and adventurous spirit of ice and snow sports is also in line with BYD's corporate image of pursuing innovation and technological breakthroughs, which is conducive to deepening consumers' emotional identification with the brand.
Fourth, in the long run, with the continuous progress of science and technology, new energy vehicle companies represented by BYD will show a stronger competitive advantage in the winter market. On the one hand, the iterative upgrading of technology will enable new energy vehicles to better adapt to various climatic conditions and expand the potential user base, and on the other hand, the brand influence accumulated through sports marketing and other activities will provide strong support for car companies in the fierce market competition. At the same time, with the society's emphasis on environmental protection and sustainable development, the market share of new energy vehicle companies is expected to further expand.