Standing at the end of the year and looking at the whole year, the strategic layout, marketing methods, brand equity accumulated by major brands in the industry in the past year, and the empowerment efficiency of sales growth can be understood at a glance. Among them, if you talk about the most concerned brand, it is immediately one of them.
At the end of March, when the company announced its new brand positioning, "Lima Power Electric Vehicle", the industry was polarizing and controversial about this positioning.
Most of the proponents said that the immediate "big power" as the starting point is the condensation and sublimation of its power tradition, and will create differentiation in the environment where the industry is still focused on the long-endurance track, and through the blessing of the big country brand, the new spokesperson Yi Jianlian, and the passerby king competition, as well as the strong ** brought by the airport, high-speed rail and community resources, to achieve a rapid breakthrough in the fierce homogeneous competition.
However, at that time, there were also some voices that disagreed, saying that the words "high-power electric vehicles" seemed too simple, and it was not yet known whether they could reach the minds of users as they wished and accumulate valuable new assets for the brand.
Time has passed, and those who truly understand the development trend of the industry have already found the answer.
From the perspective of user demand, electric two-wheelers have almost reproduced the development path of electric vehicles in 2023. As major brands continue to make up for their own endurance in the past two years, the difference in the range of the main models is not large, and users are less sensitive to the range, and instead pursue the overall performance, comfort and driving pleasure of the vehicle, and among them, the power control experience is undoubtedly the focus of users' attention.
According to the "2023 China Electric Two-Wheeler Industry***" released by iResearch, in the survey of car purchase concerns for users aged 26-45, the battery life still ranks first, but the power-related options such as handling and speed are 582% and 452% ranked 2nd and 5th, which also fully shows that users value dynamic performance and the driving pleasure it brings.
Especially in areas with more slopes, such as the southwest market, electric vehicles with fast acceleration, strong climbing, heavy load and good handling are good cars that truly meet the needs of local consumers.
With the change of user needs, major brands in the industry have also begun to change direction in the middle of the year, focusing more and more on the power control experience. In this context, the "Lima Power Electric Vehicle", which deeply excavates its own power inheritance and cohesion, undoubtedly shows its forward-looking strategic vision and realizes the opportunity to seize the opportunity before the trend changes.
Strategy is never just a slogan, after finding an accurate entry point, how to systematically build from strategic planning, resource matching, and implementation is the core of determining the success of strategy.
At the beginning of the release of the new strategy, it immediately showed its systematic concept and execution ideas to the industry. Focusing on the new positioning, Immediately continued to strengthen the deep connection between its own "power" gene and competitive sports, took basketball loved by Chinese people as the breakthrough point, signed basketball superstar Yi Jianlian as the spokesperson, quickly detonated sports traffic, and signed a popular sports event IP "Passerby King" to create 50+ events throughout the year, achieving tens of billions of traffic on the whole network**.
Through the superposition of top superstars in the same field + national IP, Lima Dadong electric vehicles have quickly multiplied traffic and cognition, especially realized the directional mental preemption of young users, accelerated the youthfulness, diversification and IP of the Lima brand, increased the brand height and recognition, and realized the long-term empowerment of terminal sales.
At the same time, Lima has also fully explored the advantages of its own products, and has successively launched high-power mileage challenges across the country, by inviting users to participate and witness, etc., intuitively demonstrating the excellent endurance, power, handling and quality of Lima high-power electric vehicles.
From the perspective of terminal market performance, the user's perception of the Lima power electric vehicle is obvious, which is not only the confirmation of the Lima power gene, but also the concrete performance of the positioning strategy effect of the "Lima power electric vehicle", and the user's intuitive association between the Lima and the power has been deeply rooted in the mind. From the perspective of user composition, many young users who are keen on power experience, or high-end travel users, have become the main force of new car purchases.
It is worth mentioning that, based on the love for Lima power electric vehicles, many users began to have an in-depth understanding of Lima, and talked about the highlights of Lima's "20 years of focusing on power technology", winning the "eight crowns" and "twelve crowns" in the national electric vehicle competition, and completing the Yellow River leap twice and successfully challenging Japan's Eshima Bridge.
Therefore, whether from the perspective of competition or from the perspective of changes in user trends, "Lima big power electric vehicle" can be called a strategic victory that the industry has only seen.
In the past month or so, he has won two top awards one after another.
On November 18, with the excellent media-enterprise cooperation case and creative marketing model of "Leaping Mountains and Rivers Immediately" of "Great Power Brand", it stood out from more than 2,000 entries and won the "Advertiser Case Integrated Marketing Award" at the 2023 China International Advertising Festival.
On December 22, with its outstanding performance in 2023, it immediately won the "2023 Valuable Brand of the Great Power Brand" award in the "See the Future 2023 "Great Power Brand" Annual Ceremony!
It can be seen from the unanimous recognition of professional authorities that no matter from the brand value shaping, communication effect, creative marketing model, actual results, etc., they will immediately hand over a perfect answer sheet out of the circle in 2023.
Among them, the cooperation between Immediately and "Great Power Brand" can be called the finishing touch. Combined with the characteristics of the low-carbon travel industry that it is engaged in, and with the creator of the times as the main line, the 3-minute brand film "Leaping Mountains and Rivers" of "Great Power Brand" tells the audience the story of a fighter who shoulders the mission of China's intelligent manufacturing, uses the power of scientific and technological innovation to change his destiny, and crosses the mountains and rivers of the times.
Focusing on the strategy of "big communication, big strategy, big effect", immediately launched a matrix communication offensive, "Immediately Leaping Mountains and Rivers" was broadcast on CCTV-1, occupying the commanding heights, tree industrialization, and successively landed in more than 30 airports across the country, nearly 100 high-speed rail stations and city landmarks dominate the screen, fully covering Beijing, Tianjin, Guangdong, Hunan, Jiangsu and other 26 provinces, more than 50 cities and nearly 1,000 TV points, and then to the new end of double micro and one shake, large and small screen linkage, fusion and resonance, to achieve 100 million** , comprehensively consolidate the brand image of a big country with intelligent technology, safety and energy saving, quality life and power.
During the global attention of the Hangzhou Asian Games, as an official sponsor, Lima was even more energetic, not only donating vehicles for the Asian Games staff to commute, but also appearing in the torch relay of the Asian Games and the Asian Para Games, being invited to watch the opening ceremony of the Asian Games, and inviting users to watch the games on site.
It is worth mentioning that as the only brand in the industry that has the blessing of the two top glory halos of "CCTV-Great Power Brand" and "Hangzhou Asian Games Official Merchant", Lima has also cleverly taken advantage of the situation to create an innovative marketing theme activity of "Lima Great Power and Easy to Win the Asian Games".
With the creation of offline Asian Games-themed scenes, the distribution of pet fan benefits, etc., to help the enthusiasm of the whole people to welcome the Asian Games, in this critical period when the Asian Games and the traditional peak season of the industry are highly overlapped, the precise empowerment of tens of thousands of stores across the country has been further realized, and the overall increase in brand voice and sales has been realized.
Conclusion
With an unstoppable pace, Lima Dadong Electric Vehicle has completed the most dazzling leap in its brand history in 2023, and has also brought new inspiration to the industry to explore high-quality growth with its own development achievements.
Facing the future, how to achieve a new leap in the immediate future, which has been developing rapidly for 20 years, is undoubtedly what the industry is concerned about and looking forward to.