On April 19, Nine Company released the first micro-film "Memory Journey" starring Yi Yang Qianxi, driven by the brand spokesperson Yi Yang Qianxi and the influence of the Nine brand itself, the micro-film achieved good broadcast results. According to the data, the cumulative number of broadcasts on the whole network within 4 days of the launch of "Memory Journey" exceeded 170 million times, and at the same time as the hit, "Memory Journey" also appeared on the hot search many times, generating 12 Weibo hot search topics, and ranked first and second on the Weibo movie influence list for 3 consecutive days. It can be seen from the statistics of iQiyi's moviegoers that nearly 44% of the users who watched the film were young people aged 19-24.
As a representative of contemporary youth idols, Yi Yang Qianxi's every role and performance is impressive. And this time, he will lead the audience through the fog of memory and explore the story behind the nine.
The movie takes the regrets of a person's life as the main clue, showing the different life stages of Mr. Yang played by Yi Yang Qianxi: the moment he missed when he was young, the expression of hesitation when he was young, the knot that he couldn't untie when he was middle-aged, and the mentality of not being able to ask for it when he was old. And all of this requires a brave heart.
The 20-minute micro-film does not mention Nine Company, but it is closely connected to the brand spirit of Nine Company. It is not only a creative marketing attempt, but also an in-depth interpretation of the brand spirit, which conveys a new brand attitude of "fearless departure, wonderful appearance", trying to explore the dilemma of human nature from the perspective of technology brands, hoping to bring inspiration to contemporary young people, so as to build empathy with users and establish a deep emotional connection; This combination of imagination for the future and current problems shows the warm background of No. 9 as a pioneer brand in the field of scientific and technological innovation.
Just like those impressive lines in the micro-movie, "give time a little time", "let the past pass", "let the beginning begin", so, with the fearless courage to step into the future, the wonderful journey will reach every beauty.
Pioneering and innovating with the spirit of an adventurer
The four protagonists in the micro-movie "Memory Journey", although they have experienced different regrets, are not trapped in the present, fearlessly foresee the future, fearlessly enjoy the present, fearlessly heal the past, fearlessly make choices, and finally reconcile with themselves, which is the brand attitude of "pioneering and innovating with the spirit of adventurers" advocated by the No. 9 brand, encouraging people to be brave in exploration, innovation, and constantly challenge themselves and surpass themselves.
This brand attitude also stems from the support and guidance of the strong product force behind No. 9, which protects and promotes users and products not only to travel, but also extends to the core of the brand spirit.
From a product perspective, Nine is off the beaten path. When it rolled out the electric scooter and electric balance scooter products horizontally and achieved the world's first scale, it immediately pounced on the electric two-wheeler market that was already in the Red Sea, and launched a food delivery robot and a lawn mower robot in a blink of an eye. This kind of leapfrogging development route is unusual.
Nine's products are known for their innovative technology, futuristic design and fantastic experiences. In terms of design aesthetics, Nine has won a number of international design awards in one fell swoop with its excellent performance in product and app design, and this time it wants to attack the field of imaging and show the brand's pursuit of design aesthetics in an all-round way. At the same time, in terms of product research and development, Nine inherits this fearless spirit, boldly innovates, and realizes the embodiment of short transportation products such as electric two-wheeled vehicles, electric scooters, and electric balance vehicles through advanced robot technology, and makes breakthroughs in intelligence and convenience, and constantly promotes the progress and development of personal short transportation products and the industry.
For example, the Nine has eliminated all the keys on the electric two-wheeler, and can completely abandon the mechanical key, and control the vehicle to turn on and off through the mobile phone Bluetooth or cloud, which is simple to set up, faster to respond, and more stable to connect. "Now when you go home, you don't need a key for smart locks, why do you need a key to ride a car, which is a very unpleasant experience for users," said Wang Ye, CEO of Nine.
As a high-tech enterprise integrating R&D, production, sales and service, Nine has obtained more than 4,600 global intellectual property rights and participated in the formulation of more than 80 domestic and foreign standards, which are widely used in innovative short transportation, robots, cold play entertainment and other fields. Since its establishment, Nine has always pioneered and innovated with the spirit of adventurer, promoted the intelligent transformation of the industry, defined and interpreted what is better with unique and reasonable product design and R&D concepts, and is committed to bringing a simple and interesting travel experience to users around the world. This makes it easier to understand the company's mission of "simplifying the movement of people and things, making life more convenient and fun".
"Be brave and take action".
In the face of what happened in the past, we can't change it, but people can pick up lessons from memories, investigate the right choices, and countless lessons will shape us into wiser and kinder people, so in the face of new sudden changes, we will be less confused about ourselves and the future, and the key "then" in tomorrow's mouth is the "now" that needs to be acted on at this moment. We are always accustomed to immersing ourselves in the memories of the past, but forget that the future is the direction we should focus on. This is the theme conveyed by the micro-film - "set off bravely" and take action, which is also the spirit that No. 9 wants to convey.
With its rich content, complete story structure and diverse forms of expression, the No. 9 micro-film tells the audience that making choices is always better than hesitation and fear, no matter where in the timeline, as long as they still have the courage to take practical actions, the process and results will be far more optimistic than we imagined. The ninth also always encourages people to set off, and it takes courage to set off regardless of age, status, distance, or destination.
For whether to make a product and how to do it, Wang Ye and the team have their own logic. For innovative products, Nine's attitude is not to make specific plans, but to let colleagues use their imagination to explore interesting and technological needs. In Wang Ye's view, if a new product can solve the needs of some people, or can bring fun, it will let colleagues try it.
The prototype of the go-kart was researched by the employees of No. 9 out of interest and love of play and innovation, and the original intention may just be to make a toy for themselves. Wang Ye said that once he feels that the creativity of employees is worth trying, the company will not hesitate to give money and resources to encourage them to implement the product, and he feels that the core value of technology companies is creativity.
As for whether to launch electric two-wheeled vehicles at the beginning, there has always been controversy within the company, and Wang Ye has done a year's research on this. At that time, there were competitors who had been deeply involved in the market for many years, gathered a large number of users, and constantly launched new products. To this end, Wang Ye went to Beijing, Shenzhen, Nanjing, Zhengzhou and other cities to investigate the sales scale, user portraits and marketing characteristics of other brand stores, with the aim of verifying whether the products meet the real needs.
In 2015, when many Internet companies entered electric bicycle products, Nine almost followed up, but Wang Ye felt that he did it at that time, at most at the average level of the industry. So it wasn't until 2017, when both the scale of funds and the number of users reached a certain thickness, that No. 9 finally decided to go down. At this time, the No. 9 team's product cognition, technical rank and control of user psychology were already overwhelming in the industry, so they had the confidence to launch the first product.
The wonder of life is only on the way
At the end of the micro-movie, Yi Yang Qianxi told the audience that our past, present and future together give and awaken the meaning of time, and that thousands of you in the past constitute the real you now. As a mobility company, Nine also believes that the wonder of life is only on the road. As long as you are brave the moment you set off, the magic has already happened. No. 9 calls on everyone to set off fearlessly, in the walk between people and cars, people and people, people and nature, empathy and symbiosis, create wonders, and discover beauty.
For Nine, unlike traditional electric bicycle manufacturers, it does not just provide users with a convenient means of transportation. Although Nine as a travel company has a wide range of user groups, in the more complex electric bicycle user group, Nine has chosen young people, through the young and cool design, and in line with the young people's pursuit of science and technology of the true intelligent system, as well as the ultra-standard electric bicycle configuration, so that more young people from the traditional simple travel to a quality riding life.
Leading the development of the industry with strength and bringing a better riding experience with creativity is the long-term goal of the No. 9 brand. From travel tools to lifestyle, No. 9 has become an expression of life attitude, in the smart life led by No. 9, No. 9 is not only an innovative travel product, but also a bridge connecting daily life and surprises, and a network of like-minded friends.
Users who have used the Nine product will often spontaneously join the Nine community after feeling the charm of the product and share the changes brought about by this new lifestyle with their riders. As a result, the chain of social relationships starting from the ninth began to grow spontaneously, until it formed a blueprint for riding a wonderful trip. It is precisely because of this opportunity that the "Nine Friends Association" came into being. "Nine Friends Club" is a bicycle community officially organized by Nine, and everyone who loves cycling and life is welcome to join.
The "Nine Friends Club" connects online and offline to build a communication platform for cycling enthusiasts. Online, in the Nine Travel App and WeChat interest group chat, share cycling life and car maintenance experience. Offline city clubs are set up in various places to hold various interest activities, such as themed cycling, city road books, camping, frisbee, etc. "Nine Friends Club" takes the No. 9 product as the starting point of the social relationship chain growth, so that the No. 9 product with its own social attributes can complete the transformation from travel tools to lifestyle, support each other, become each other's strong support, grow together, and achieve mutual appreciation.
This time, Nine Company launched the first micro-film "Memory Journey", which fully integrates innovative technology and humanistic elements, deeply integrates the brand concept into the micro-film, and hopes that through the dissemination of the micro-film, No. 9 can become a magician in the user's life and help the user rediscover the beautiful scenery that is easy to be ignored in life. At the same time, Nine Company will continue to bring users a simple and convenient travel experience, so that users can enjoy a wonderful riding life, so that the brand slogan of "Fearless Departure, Wonderful Appearance" is more deeply rooted in the hearts of the people.