"Breaking the Circle Moment" is a content column
launched by Morketing. This column will be based on the winning cases of the "2022 Tencent IN Innovation Smart Marketing Award", aiming to provide industry practitioners with specific gameplay and brand strategies for high-quality cases. During the writing of this article, Morketing interviewed Ms. Wang Qiufeng, President of the award-winning brand, and had in-depth communication and exchanges with her about the Jihu Automobile brand.
article | Lumens, Ivy
What brand is Jihu Auto? This is a question that countless people have in their hearts after watching singer Cui Jian 's concert online in April.
However, before this question disappeared, Jihu Auto named the first WeChat video account online concert in May and August and the "You Want to Be Good" concert of "You Are the One" which gathered in , rock music, and half of the Yangtze River, bringing the "King" combination to the three generations of old, middle-aged and young music fans to experience classic music. During the epidemic, when the offline concert of
has been suspended for a long time, these three video account concerts have caused strong responses among the majority of music fans, and information about the video account concert has occupied the circle of friends in the form of flooding the screen. At the same time, Jihu Auto, which has successively named these three major concerts, has also become popular with the event. The huge heat of discussion has made it feel full of presence on the WeChat ecosystem and social platforms. The previously unknown Jihu Auto became famous as the exclusive sponsor brand of the Video Account concert.
According to data, the cumulative number of online viewers in these three concerts exceeded 120 million, the cumulative number of exposures in the WeChat ecosystem of the concert reached 3.2 billion+, and the cumulative number of readings on Weibo topics reached 2.1 billion. Judging from the traffic alone, the way to play the Jihu Automobile Naming Video Account concert has obviously achieved super exposure.
and this marketing case has also been recognized by the industry. in the 2022 Tencent IN Innovation Smart Marketing Award hosted by Tencent Advertising, Jihu Automobile brand won the annual award for the Jihu Automobile X Video Series Concert. The marketing event that uses music to break the circle has become a benchmark case.
In order to learn about the story behind Jihu Auto's award-winning marketing incident, Morketing, one of the reviewers, specially interviewed Ms. Wang Qiufeng, president of Jihu Auto after the event, thereby discovering more details and the story behind marketing.
If you want to do it, you can break the circle of brands
People who don’t know much about electric vehicles industry may not know that Jihu Auto is actually a brand under BAIC Group , focusing on high-end smart cars.
This means that based on BAIC Group's more than 60 years of car manufacturing technology and its leading electrification advantages in the industry, Jihu Automobile has advantages that other smart cars do not have in its products. At the same time, Wang Qiufeng introduced to Morketing that the complete vehicle manufacturing of Jihu Auto was personally conducted by Magna (a world-renowned automotive parts manufacturer) at the intelligent manufacturing base of Zhenjiang .
Regularly speaking, as the son of BAIC Group and with the support of Magna's first-class vehicle manufacturing technology, Jihu Automobile can be said to be a car brand born with a golden spoon in it.
But even so, Jihu Auto still has pain points in brand development: that is, brand awareness.
Since the Jihu Auto brand was established in 2016, its first model was launched in 2020, compared with similar brands such as "Wei Xiaolite" that have gained the advantage of electric vehicles, Jihu Auto is just a young player who will enter the market later.
plus the intelligent transformation of new energy in the domestic automobile industry has entered a period of acceleration, and new energy vehicle has crossed the critical moment and entered a period of accelerated growth. In the first three quarters of 2022, 3.713 million new energy vehicles were newly registered nationwide, an increase of 1.842 million units year-on-year, an increase of 98.48%, and the market penetration rate of reached 21.34%. Behind the rapid growth of the number of new energy vehicles in
, it means that the competition among various new energy vehicle brands is becoming increasingly fierce, and there is not much time left for the new brand Jihu Auto to come out.
In fact, for Jihu Automobile, which later entered the market, many electric vehicle brands have already taken a lot of cake. With different starting lines, how to better and faster brand building, catch up with or even catch up with other electric vehicle brands is a roadblock faced by young Jihu Automobile.
Because once the brand voice is small, it means that the consumer brand perception is weak and the user conversion is low. When the brand falls into such a chain reaction, a new spiral will be triggered. Obviously Jihu Auto also realized this and began to make great efforts in brand marketing, and even began to focus on creating various brands to break the circle. Only in this way can this vicious cycle be reversed.
Therefore, while insisting on the conventional brand building method, Jihu Auto has always wanted to do a big thing, hoping to break the routine, take out an unusual brand building path, and build brand awareness among people in different regions and circles.
It is not easy to break the circle through marketing, but when Wang Qiufeng noticed that Cui Jian’s concert was the first commercial show of WeChat Video Account, she knew that the opportunity to break the circle that Jihu Auto was waiting for came, and the plan to break the circle that had always existed on paper finally had a chance to become a reality.
"grabbed" the opportunity to become famous, and the first "eat the crab"
During the period when a large number of offline concerts were cancelled or suspended due to the epidemic, online concerts have gradually become an emerging thing. Whether it is the debut of the Irish band West City Boys Concert on WeChat Video Account, or the New Year's Eve concert in Mayday and the HD restoration of Leslie Cheung's concert in , the average data that exceeded 10 million has proved again and again the strong appeal of the WeChat Video Account concert to fans. The reason why
was so popular in the concert of WeChat Video Account was that the singer's own strength was that the difference in the video account ecology was different. Compared with other short video platforms, the biggest difference between is its social attributes.
can be seen from the communication logic of the video concerts of well-known singers such as Cui Jian and Luo Dayou. WeChat users who see the concert will rush to forward it to their Moments to claim their "iron fan", and fans who find out the next step will also participate in it with the mentality of being absolutely indispensable. After a large number of music fans can swim in the Moments at zero cost by moving their fingers, some users who were not interested will also participate with the attitude of following the trend, which has led to viral spread of the video account concert in the WeChat ecosystem.
In this way, online concerts that can bring a lot of popularity, exposure and social platform discussion naturally become the "traffic password" of WeChat Video Account, and traffic is often tied to interests in the language system of contemporary business. "The Father of Modern Marketing" Philip Kotler once said , "The real advertisement is not about making an advertisement, it is about letting the media discuss your brand and reaching an advertisement." , the future commercial value potential of video accounts with exposure and discussion in units of billions is immeasurable.
has such a commercial value, so its debut is not to be missed. Wang Qiufeng once said bluntly that for Jihu Auto, which urgently needs to use unique event marketing to break the circle and attract fans and expand its popularity, Tencent Video Account's commercial debut is the "circle-breaking opportunity" that Jihu Auto has always been eager to get.
According to Morketing, Jihu Auto is not the first brand to pay attention to the live broadcast of Cui Jian’s video concert, but it is the fastest decision-making process. Jihu Auto only took a few days from learning the information to making a decisive decision in the end. Fortunately, Jihu Auto "grabbed" the opportunity to live broadcast the Cui Jian Video Account concert, and this time was only two or three hours earlier than another big brand competitor.
"decisively comes from cognition", is a point that Wang Qiufeng outputs in the interview.During the decision to naming Cui Jian’s concert, there were many controversies within Jihu Auto at the beginning, but she had been immersed in the automotive media industry for more than ten years and knew that winning the commercial debut of this WeChat Video Account concert is the best opportunity for Jihu Automobile brand to move from a niche to a Volkswagen. only the first crab tastes the sweetest, Wang Qiufeng is well aware of the importance of the first-time advantage in brand marketing. Once misses this opportunity, it will not be able to achieve the same effect even if it pays more. Other car brands' subsequent imitation of Jihu Auto proves this.
In the reason why Jihu Auto won the naming rights of Cui Jian’s concert, in addition to becoming the first car company to take the lead, Jihu Auto itself also played a great role in brand building.
In the era of marketing 1.0 of new energy vehicles, product strength and channel coverage are key indicators for measuring car brands. Cable range, entertainment and video, and intelligent assisted driving are the core of product functions. As the overall domestic electric vehicle industry moves forward, the product technology gap between different brands has been eliminated to a certain extent, and the industry has entered the marketing 2.0 era. Under this trend, new energy marketing has moved from comparing parameters to comparing experience, from product value to emotional value, allowing brand experience to form a continuous memory point, attracting user attention and arousing user interest has become the priority of Jihu Automobile.
"born to break the boundaries" Jihu Automobile chose the way to break the circle, and believed that using music for marketing in a general environment with greater pressure has more power to penetrate the hearts of the audience, thereby sootheing people's emotions. music without winning or losing results makes people pay more attention to the process of enjoying music, and music is easier to shape emotional value.
Therefore, in the past six months when the external environment is under great pressure, Jihu Automobile has used the powerful social transportation channel of WeChat Video Account to conduct three online concerts between Cui Jian, Luo Dayou, and rock veterans, soothing the audience with the singer's most powerful, courageous and adventurous music, giving people the spiritual strength to inspire and unite people's hearts.
At the same time, in the selection of concert singers, these three concerts also covered the three generations of fans of the "old, middle-aged and young", achieving a leap from the post-60s to the post-90s. While listening to music, the audience subtly remembered Jihu Auto. Jihu Auto's brand philosophy also achieved spiritual resonance with the audience's concert. What’s more important is that Jihu Auto did not actively instill products in this process, and its promotional restraint has a similar effect of leaving blank space, and it is easier to get along with users.
Jihu Auto, which appears with the mentality of "making friends", can easily gain the brand favor of concert audiences, and thus build itself into a very real and emotional car brand. And this is the best way to influence users' minds and arouse "resonance" with consumers in Jihu Auto's view.
Only by insisting on long-termism can you win
New energy vehicle marketing has entered the 2.0 era, and marketing is changing from comparing parameters to comparing experience, from product value to emotional value. With insight into the marketing trends of new energy vehicles, Jihu Auto seized the opportunity of breaking the circle at the Naming Video Account concert and combined with the brand proposition of "born to break the boundaries" to launch a thriving music marketing.
However, after the "unordinary road" of Jihu Auto's naming concert was successful, there are still some opinions on the Internet that "spend money to the naming concert did not increase the sales of cars is a waste" and "Jihu Auto's concert is just a loss to make the money and gain publicity."
. Wang Qiufeng, who believes in long-termism, seems a little dissatisfied with these criticisms that are accustomed to demanding sales from marketing activities. The decision chain for consumers to buy cars is so long. "No one will buy your car immediately just because they listen to a few concerts." When the brand voice is too small, marketing is just a round-trip among existing users. Jihu Auto must first open up the situation in its current brand promotion. Users can only add Jihu Auto to the "consideration list" after obtaining enough brand awareness .
At the same time, Jihu Automobile has also paid great attention to its behavior of listing Tencent Video Account concerts for three consecutive times. When most brands are still giving a single name, it is rare for brands like Jihu Auto, who are afraid that the brand will not be exposed enough, and thus have three consecutive names. Behind this promotional strategy is Jihu Auto's long-termism.
Wang Qiufeng said that before selling a car, you must first let people know the brand, and to let people know the brand, you must first use the incident of becoming out of the circle to expand the gap. The first thing to do is to enter the user's circle of friends. Judging from the results of these three concerts, Jihu Auto not only entered the circle of friends, but also linked the full domain resources of the public domain + private domain in the WeChat ecosystem, giving it a full sense of existence in front of the audience.
During the warm-up period, not only has public domain circle carousel ads and search multiple entries to highlight official activity information to accelerate the acquisition of information in the target user circle, but even in private domain , there is also an efficient path to open one-click live broadcast of . At the same time, exclusive commemorative tickets are also launched in the WeChat ecosystem, transforming the behavior of watching concerts into social currency , which triggers fission spread of users forwarding tickets, sharing live broadcast rooms, etc. The rich gameplay of the WeChat ecosystem's public-private domain linkage has allowed Jihu Auto to gain great brand topics and traffic exposure.
In addition to the huge exposure, Jihu Auto also hopes to achieve emotional communication with users in the form of concerts, thereby reaching brand propositions to a wider group, and at the same time precipitate high-value user clues to provide a channel for sales conversion. For example, Jihu Automobile advertisements and brand-name preheating videos can indirectly bring to the brand's official account and video account, and accumulate private domains. Jihu Auto has truly achieved the three leap of brand "exposure-mind-transformation" through three naming opportunities at Tencent Video Concert.
is really slow to do one concert after another and experiential event seriously, and patiently accumulate user awareness, reputation, experience, and private domain, but the slowness brought by long-termism is also a way to win. Jihu Automobile brand said in an interview that car brands cannot be achieved quickly. All brands that can survive in the end and have a place in the market must be a victory of adhering to long-termism.
In the process of cooperation with Tencent Video Account, thanks to the in-depth product implantation and innovative interactive marketing gameplay in the concert, such as linkage of all-around resources, customized gifts in live broadcast rooms, lucky bag lottery, fan-exclusive playlists, etc., Jihu Auto, which has been burying its head in precipitating brand experience and soft power, has finally revealed its face on WeChat ecosystem and social networks.
"I have told others that Jihu Auto does many times, but the result is not remembered. But after this series of concerts, people in my circle of friends have gradually begun to mention Jihu Auto." saw the microscope, and Wang Qiufeng used the changes in his circle of friends to intuitively show us the effect of Jihu Auto's marketing incident.
There is no doubt that Jihu's title at the Video Account concert can achieve such significant results. It is precisely because of the full use of Tencent advertising platform to realize the complete path of "high-quality content + video account top streaming platform + breaking circles and social fission + using WeChat ecosystem and platform tools" in the entire WeChat ecosystem. The Video Account concert may become a hot manufacturing machine in the eyes of many brands in the future.
After becoming popular with the help of the video account concert, Jihu Auto, which broke the circle, has entered the vision of more and more consumers, and has become a car brand that can make friends with users and has feelings. Responding to user expectations, Jihu Auto, which allows the brand to experience the continuous memory point, is doing something "hard and right". We will wait and see when Jihu Auto, which believes in long-termism, will usher in the brand's "accumulation and development"?
official announcement! Morketing Summit 2022 Lingmou Awards will be fully launched! !
will be held in Shanghai, China from November 30th to December 2nd, for a period of 3 days.This is also the first time that the "Morketing Summit Spirit Eye Award" has been launched for 3 consecutive days, with a total of 12 divisions! In this year's awards, we will invite leaders in various industries such as consumption, brands, e-commerce, entertainment, games, new technology, and overseas travel to gather to discuss marketing and talk about global business development.
