Brand of the Year: Golden Arrow
2023 is both an offensive and defensive year. The involution of the electric vehicle industry has intensified, and the market competition between brands has been short-handed, some brands are anxious, some brands are lost, some brands are lying flat, and some brands are stable.
Among them, Golden Arrow, the industry's leading brand with the differentiated brand positioning of "new quality and good performance", has continued to make efforts in the market predicament, and the national territory has continued to expand, showing a strong momentum of development.
To summarize in 2023, in the rapidly changing and highly competitive industry environment, how will Golden Arrow continue its growth trend and find the fulcrum to leverage brand increment?
Cultivate internal strength and consolidate core competitiveness!
For a long time, Golden Arrow has always insisted on polishing each product carefully to ensure the leading and differentiated products, and every product innovation is accurate and direct to the user's pain points.
In 2023, Golden Arrow will promote development through innovation, invest more in quality, and continue to pursue breakthroughs and innovations in products, so as to continue to provide users with diversified travel options.
Taking the high-speed electric motorcycle strategic model Fengshen 1000 as an example, as a self-developed product of Golden Arrow, Fengshen 1000 not only has outstanding power, but also has top-level configuration and exquisite craftsmanship, bringing users a high-energy driving experience with comprehensive upgrades.
In addition to Fengshen 1000, there are Xingmai 60600, Jingang 850MAX and other products, and they have also made great efforts in different subdivisions, functional configurations, and quality details, which are highly recognized by the market and users.
Whether it is the deep cultivation of quality or the layout of the product matrix, Golden Arrow is guided by user needs and has established a solid brand barrier with its strength.
In 2024, Golden Arrow will also launch customized models for the New Year, including Xingmai, Fengshen, Merlot, Cute Pet, etc., which fully demonstrate the product strength and innovation ability of Golden Arrow in terms of appearance design and functional configuration.
Multi-dimensional blasting, gathering momentum for the brand!
Under the competition in the stock market, the "big test" of the traffic competition between brands is particularly involuted, and how to seek change through marketing innovation and empower brand growth is a topic that every enterprise must face. In 2023, Golden Arrow will continue to capture consumer needs and explore creative scenario marketing, bringing a new peak to brand popularity.
This year, the Golden Arrow and the helicopter launched a real speed competition, staged the industry's first world racing challenge, under the attention of the audience on the whole network, the Golden Arrow Fengshen 1000 successfully caught up and surpassed
There is also the Xingmai 60600 National Cycling Challenge, which has been challenged for up to 2 months in multiple cities, temperatures and road sections, vividly demonstrating the true endurance and hard core strength of the product, true 60km h, true 600 miles, and the reputation of Golden Arrow true high-speed electric motorcycle resounded throughout the industry and market.
In response to Douyin's local life, Golden Arrow is also making a strong effort, investing heavily in live broadcasting, streaming, cloud exploration, training, subsidies, etc., helping terminal merchants take the lead in seizing this traffic outlet, and opening up greater incremental space for Golden Arrow terminal stores across the country.
Over the past year, Golden Arrow has undoubtedly been one of the most active and watched brands in the industry. Through multi-dimensional marketing communication methods and progressive marketing rhythms, multi-channel in-depth reach of consumers, and brand momentum, the double growth of traffic and voice has been achieved.
Break through the wall and achieve a long-term win-win situation!
The last step to realize the upgrading of products and marketing and open the market is the channel. Compared with the past, in 2023, Golden Arrow will once again achieve steady progress, characteristic differences, and long-term quality first at the channel level.
Taking advantage of large-scale exhibitions in the industry such as Guangdong Exhibition, Zhejiang Exhibition, and Guangxi Exhibition, as well as a number of product tasting meetings and brand summits, Golden Arrow has deeply cultivated its channel influence and achieved continuous improvement of its key market share. In addition, Golden Arrow has simultaneously accelerated the process of globalization layout, and has won wider praise from all over the world by virtue of its strong product strength and brand influence formed by its globalization strategy by appearing at the Milan exhibition.
In addition, in the past year, in the construction of channels, Golden Arrow has significantly increased terminal support, and launched a 7-step worry-free franchise policy with a maximum subsidy of up to 100,000, from store location to decoration design, to the opening ceremony, etc., Golden Arrow provides one-stop policy support programs for dealers to reduce the pressure and cost of dealers.
It is understood that in 2023, Golden Arrow will develop more than 100 terminal stores in Guangzhou, Hunan, Wuxi, Zhangjiagang and other regions, and since the beginning of 2024, Golden Arrow is still in the stage of rapid expansion, not only actively expanding business district stores, community stores and other stores across the country, but also comprehensively upgrading the terminal image to help dealers enhance market competitiveness.
In the face of changes in the external environment, brands need to match their own advantages with market demand in order to truly achieve sustainable and stable development, and then truly form the vitality and cohesion of the brand. Golden Arrow also benefits from such a strategic layout and grasps the initiative in the rapidly changing market.
Summary
Looking at the vast commercial sea, the sand sinking in the waves is gold, and the enterprises that really go through the ups and downs of the cycle are often the ones who have worked hard for a long time, deeply cultivating products and digging deep moats little by little, and turning the development blueprint into reality step by step.
2023 is just a microcosm, looking back on the past development and transformation of Golden Arrow, it is thanks to a strategic determination, an innovative courage, and a long-term rush.
In 2024, what kind of value jump will the Golden Arrow, which has read thousands of sails and continues to run towards high quality, deliver? We'll see!