The three major leopard marketing events of 2020: they accomplish textbook marketing in the automotive world in 2020

Time is the best friend, rewarding every ordinary person who respects it, from ordinary to stunning, from unknown to a hit the world knows, they endure loneliness, not willing to be lonely, and time to be friends, and race with themselves." Leopard 2020 "Today we are launching the "2020 Annual Three Leopard Marketing Events", if the annual leopard model is a tribute to the spirit of craftsmanship, then the leopard marketing events are a salute to the creative spirit of the automobile people. A good marketing plan is always born from love, winning in the unexpected, but let a person recall a long time. 2020 year three big leopard marketing events: haver big dog online name, wuling Hongguang MINI crossover hi tea, kia k5 kaikou?Z generation marketing. 2020 year Chinese automobile people break through the routine, bold attempts, these three marketing is the cross-border thinking of the fruit, let a person impressive, a glance of a million years.

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The youngest of all the youngsters is a newcomer to the scene, with a new coat of hair, a new look, a new shine, a new look, a new look, and a new look, from ugly to beautiful, from weak to strong.

In times of change, a gentleman is like a leopard.

During the 2020 Guangzhou Auto Show, Smart Driving Media and Smart Driving Network will launch a special report on "Leopard Change 2020", focusing on corporate strategic planning, institutional arrangements, personnel changes, branding and product layout.

We launched the "Four Leopard Change Models of 2020", "Three Leopard Change Brands of 2020", and "Three Leopard Change Marketing Events of 2020" selection at the same time.

"Leopard Change Models" - focusing on the evolution of generations of models, with simultaneous mutational advances in design, technology and manufacturing in 2020;

"Leopard Change Brands " - focusing on brand growth, those brands that expand their brand boundaries in 2020, create a zeitgeist, and grow with the new generation of consumers in the same breath***;

"Leopard Change Marketing Event" --Automotive brand growth leopard change can not be separated from marketing ideas and activities, in 2020 very period, they give life to the car? , with soul.

WiseDriving.com through the depth of the 2020 rapidly growing Chinese auto brands from weak to strong changes, models from simple to today's pursuit of the ultimate historical vein, as well as out-of-the-box marketing planning, they enrich the cultural extension of Chinese cars, enriching the connotation of their own brand.

Today, we combine the netizen's voting selection and the rating of the editorial department of Smart Driving to finally select the top three leopard marketing events in 2020 from the five marketing events of HAVER Big Dog online name collection, Wuling Hongguang MINI crossover marketing, Link China's hip brand, Lincoln Way, and the dual-label strategy of Rongwei:

Top?1?HAVER Big Dog online name collection

Top?2?HAVER Big Dog online name collection

Top?2?HAVER Big Dog online name collection

Top?2? Wuling Hongguang MINI?EV crossover hi-tea

TOP?3?Kia K5 Kaiku?Z generation marketing

These three marketing events put aside the traditional automotive marketing methods, they are in the new generation of Chinese beckoning, unconventional, not high and mighty, and more deliberately flattering, far from close to the degree of integration.

Tide is just a symbol, love and understanding is the core, love for the user, confidence in their products is the starting point for these three marketing pieces planners.

Marketing can have temperature, marketing more need to have heat, not only interesting also want to let consumers high to the sky, 2020 many marketing events let media people like us feel that the Chinese automobile people group itself is becoming calm not to follow, independent not to follow the crowd.

Of course, among the many marketing events selected this year, there are also the Rongwei dual-standard strategy, the Link China Tide and the Lincoln Way, which are also playing a wonderful game, but in terms of making a big deal out of a small one, the three marketing events mentioned above are obviously better, the most direct manifestation of which is the Haval Big Dog, the Wuling Hongguang MINI?EV and the Kia K5 Kaikou, which have been welcomed by the market and can be described as a pop-up model.

They have won both applause and the market.

Top 1 Leopard Marketing Events of 2020

--Haval big dog name--

Dog is a friend of mankind, but as a name, it has a teasing and irreverent side in our traditional perception.

For cars, the Chinese traditionally name them after steeds, which looks and reads elegant. Naming a car after a dog seems unorthodox and even a little vulgar.

But that's what the Haval Big Dog is called.

Haval big dog belongs to one of this year's first marketing events, this is defined as a new species of the car industry, 3/4 scale driving models, in the Beijing Auto Show, Chengdu Auto Show, Guangzhou Auto Show attracted crowds of spectators, microblogging was on the list of hot searches.

Conscientiously combing through the Haval big dog marketing event, we can roughly divide it into "I'm not H5", "open call" "Haval big dog announced" three marketing events. The company's website has been updated with the latest information on the H5.

The first time Hover Big Dog appeared in front of the public was a poster of "I'm not H5", and this kind of publicity that doesn't follow the rules is very effective.

Haval then defined the car as "3/4 scale".

Haval believes that 0 is a sedan, 1/4 is a station wagon, 2/4 is a city SUV, 4/4 is a hardcore crossover, and the new 3/4 scale is a new way to add more possibilities to a city SUV than a 2/4 without giving up the city life scenario like a 4/4 hardcore crossover.

This novel positioning of the model has led to a gradual increase in the number of netizens paying attention to the car.

With the increase in attention, Haval directly handed over the naming right of the model to the netizens this time, and the enthusiastic netizens, with their imagination and brainstorming, came up with more than 4,000 alternative names, such as Haval Farsighted, Haval Lantau, Haval Tomahawk, Haval Wolf, Husky, and so on.

By the time the poll closed, "Hover Big Dog" had the highest number of votes of more than 30,000, and in the opinion of many media, the result of this poll will definitely be abandoned by Hover.

While everyone was waiting to see how Haval would explain the result, Haval directly announced that the official name of the car was "Haval Big Dog".

With both skepticism and support, Haval's marketing campaign was a great success, and "Haval Big Dog" shows a new look for the Haval brand.

We put Haval's big dog naming event at the top of the 2020 Leopard Marketing Events, which is also a comprehensive coronation of Great Wall Motor's 2020 series of brainchild marketing events, including the naming of Great Wall Motor's Euler brand's black, white and good cats, as well as the naming of models such as the First Love, which have delighted both themselves and their audiences.

We say Great Wall Motors has gotten high in 2020, and that high deserves a lot of credit. It's often said that China is a big car manufacturer but a small country with a small car culture, and that car culture starts with the generation that gets high and belongs to the brands that make consumers get high.

2020 Great Wall Motors is a highly recognized brand in both the consumer and capital markets, and marketing plays an integral role in this.

Top 2 Leopard Marketing Events of 2020

--Wuling Hongguang MINI Crossover Cooperation--

When Tesla pressed China's electric cars to breathe, Wuling Hongguang MINI? EV saved the day.

So far it has been crushing Tesla in sales.

Small car to big market, Wuling Hongguang MINI?EV through cross-border co-branding, cross-border cooperation, electric music big shot, and a series of other influences in line with the young people's way to make this small car quickly out of the circle.

July, Wuling and Xi Xiao-tea brand Xi Xiao-tea cross-border cooperation, held in Chengdu "Wuling Xi Xiao-tea Inspiration Collision Party", and consumer offline interaction, the activity location selected in Chengdu Auto Show Wuling booth and Chengdu IFS monument square, locking Chengdu young fashionistas gathered, through more direct and in-depth communication and exchange with the young, in young people, the young and the young people, the young people, and the young people, the young people. Through more direct and in-depth communication with young people, a new, young and diversified Wuling automobile is shaped in the hearts of young groups.

In September and October, Wuling Hongguang MINI?EV participated in the West Taihu Lake International Music Festival, as well as with the godfather of electro-acoustic music ALESSO and ERIC PRYDZ and other well-known electro-acoustic singers, bands, with a low threshold and ultra-personalized image, the Hongguang MINI?EV has become a "net red car".

During the sale period, not only did first-tier celebrities such as Chen He and Zhang Ting bring in the goods, but it was also promoted and favored by the top ten netroots on Xiaohongshu, the gathering place of young people's trend culture.

Wuling Hongguang MINI?EV as a very real pure electric car, not only understand the aesthetic demands of young consumers, and coupled with the pro-people's price, the listing of 7 days sold 7,000 units, the follow-up is in the 50-day sales exceeded 30,000 +, November sales reached 30,000, became the world's fastest sales of tens of thousands of pure electric mobility car.

Objectively speaking, the Wuling Hongguang MINI?EV is not sold to urban young people, its real market is to replace those non-compliant elderly walkers. But together crossover marketing once out of the circle, the impact is unlimited.

It's a jaw-dropping case of marketing, and digging deeper it's certainly a success in product positioning first and foremost, catering to a specific market segment.

But looking at it from another angle, the Chinese hip brands themselves are among those with distinctive local Chinese characteristics, and behind their hipness is an understanding of and respect for their user groups.

Top 3 Leopard Marketing Events of 2020

-- Kia K5 Kaikoo Generation Z Marketing--

Korean brands have almost lost their presence in the Chinese market in the past two years.

This backdrop underscores the marketing success of the Kia K5 Kaiku.

About 12,200,000 related graphics or videos, 159,342 Sogou contents, Zhihu, Xiaohongshu, Jieyin, and Shutterbugs graphics and video contents totaling more than 30 million, this is the magnitude of Kia K5 Kaikoo's communication.

The goal of Kia K5 Kaikoo?Gen Z marketing is to break the pattern of German/Japanese intermediate cars that have been in place for many years, to reshape the image of the class benchmark, and to truly realize the effect of gathering fans, breaking the circle of cross-border and out of the circle of the whole network from the marketing level.

From the announcement to the launch, Kia K5 Kaikoo combines the trendy fitness characteristics of Generation Z's pursuit of a better body with Kaikoo's product tone, and creates a truly participatory K-pose Challenge series of activities through the combination of real and virtual reality of Generation Z's preferences, and the hard-core challenge of interesting interactions, implanting the concept of hipness into Generation Z's mind to create a hotspot and screen-surfing case of the current season.

At the same time, Kia K5 Kaiku creates unique social symbols to become the social currency of Generation Z's hipness. Unlike traditional new car launch communication methods, this time, Kaiku finds the fitness and sports field that young trendsetters and celebrities are passionate about, which really drives the circle to take action, and with the help of the Jitterbug Challenge and the Weibo Hot Searches, the Kia K5 Kaiku continues to divert the flow of the small program to maximize the scope of coverage for the target group.

From variety arts to music videos to offline activities in rich forms, Kia Kaikou focuses on the mentality of the core crowd, forming a multi-level, even cross-circle matrix communication, and through the verticalization of the crowd's preferences after observing the form and style of the content is constantly enriched and deepened, Kia has consolidated its own marketing citadel in comparison to a number of young brands.

The direct consequence of this is the re-emergence of the Korean wave in the automobile industry.

The Korean wave is not cold. Is this a painful reminder for Kia, or is it just a clear thinking of the marketers?

It is actually the **** same victory for the product and the marketer.

Afterword:

Wise Driver has never been very concerned about marketing, in our perception, the product is everything, no matter how surprising and different the marketing is, without the product endorsement, everything is water without a source, the louder the voice, the more the result may be despondent.

But in today's Chinese auto market, both Chinese consumers and automakers are maturing at the same time, and cars are becoming increasingly homogenized.

The gap between Chinese brands and joint-venture brands is getting smaller by the day, and it is too thin to rely solely on products and word-of-mouth to find individuality and conversation in thousands of vehicles.

This is a time when you need to shout to be heard.

On the one hand, car companies need to listen carefully to the market and the voice of consumers, on the one hand, only loud, thoughtful volume can be heard by users.

"Hearing" and "being heard" are two sides of the marketing coin. Just like the naming of Haval Big Dog, it's like a playful, seemingly casual, but behind the scenes, it's an extremely serious operation that honors the results of the netizens' votes.

Marketing is not empty to empty, specifically in the automobile industry, behind the love of the car as a human travel tool, it is full of emotion.

Please remember again the three major Leopard marketing events of 2020:? Haval big dog online name, Wuling Hongguang MINI?EV crossover marketing, Kia K5 Kaiku?Z generation marketing.

And stay tuned together with the editorial team of Smart Driving for the upcoming "Top 3 Leopard Brands of 2020".

This article comes from the authors of Automobile House Car Family, and does not represent the viewpoint position of Automobile House.