How is the auto industry doing in 2019? It would be appropriate to use a popular golden sentence to describe it-“I am too difficult”!
Under the influence of various factors, today’s “rush” in the auto market is becoming increasingly fierce, especially with the advent of the era of information explosion, consumers’ attention has become a scarce resource, which puts forward higher requirements for auto companies to fight the battle of marketing.
In the past year, Great Wall Motors has been “racking its brains” in the field of innovative marketing, sometimes “going to the sky” and sometimes “breaking the wall”. Brand charm.
Why don’t you go to heaven? That’s right, we’re going to heaven!
This may be the most “high” event marketing of Great Wall Motors in 2019. In June 2019, with a loud bang, the CZ-11 WEY carrier rocket was successfully launched, marking the first sea launch mission completed by China Aerospace.
While lamenting the growing strength of the motherland, people are also surprised to find that the rocket is a bit different this time, with the LOGO of the WEY brand and the words “Chinese luxury SUV” printed on it! This means that the WEY brand has become the first car brand to mention the “co-branded” rocket. At the same time, the WEY brand also established a “joint technology innovation center” with China Aerospace Science and Technology, which opened a precedent for cross-border cooperation between national aerospace technology and automobile manufacturing. In the near future, consumers can personally experience the charm of aerospace technology!
WEY brand likes to mention the “co-branded” rocket
After WEY launched its first cross-border cooperation with China Aerospace, it also led the automotive industry to set off a wave of “going to the sky”. Help realize the symbiotic development of the automobile industry and the aerospace industry.
Run a marathon with an Olympic champion in a factory
You may have run a marathon, but you have never run a factory track; you may have seen Olympic champions, but you have never competed with them.
In June 2019, the first domestic marathon with a factory as the track – Great Wall Motors 2019 Smart Factory Half Marathon started vigorously at Baoding Great Wall Motors Proving Ground. Olympic champion He Wenna, world track and field star Shi Dongpeng and other sports stars participated in person. It not only allows the majority of running enthusiasts to see the charm of the smart factory, but also allows them to stand on the same competitive stage as the Olympic champions!
Great Wall Motor 2019 Smart Factory Half Marathon kicks off
It is worth mentioning that Wei Jianjun, chairman of Great Wall Motors, also participated in the competition and completed the race in person. Through this subtle form, Great Wall Motors not only enriched the marathon culture, created a new IP for domestic marathon events, but also deeply imprinted Great Wall Motors’ sunny, sporty, innovative and progressive brand image in the hearts of the public.
Wei Jianjun, chairman of Great Wall Motors, participated in the competition in person and completed the race
Where are you going on the weekend? Great Wall Motor Brand Experience Center is worth a visit
Playing a ball game, drinking a cup of coffee, having a party… Nowadays, these daily entertainment and leisure items are no longer exclusive to coffee shops, shopping malls and other places.
At the end of June last year, the first brand experience center of Great Wall Motors officially opened. Here, consumers can not only have a glimpse of the strength of the four major brands of Great Wall Motors, but also drink coffee, taste delicious food, play basketball, or use it for learning, sharing and communication, parent-child activities, etc., enjoying a slow-paced and comfortable life.
Great Wall Motor Brand Experience Center Indoor Basketball Court
What is more attractive to consumers is that the experience center also focused on displaying smart pixel headlights, vehicle health detection systems, smart cockpits and other industry black technologies, which made many children and adults linger.
Interior view of Great Wall Motors Brand Experience Center
like to travel? Let WEY take you to travel all over the world
Do you want to take a trip that you can walk away without paying out of your own pocket? In July last year, the WEY brand launched such an activity “without sparing a lot of money” – “You must drive China WEY in this life” G318 experience tour of China’s luxury SUV demand scenario research.
Along the National Highway G318, consumers can not only experience the comprehensive performance of WEY models in all dimensions, but also have a worry-free overview of the extreme scenery of the Wanli Landscape Corridor, trace the long history of Chinese civilization, and appreciate the penetration and integration of diverse national cultures.
G318 User Experience Journey
During this process, the WEY brand can carry out “luxury calibration” and “self-inspection” to gain in-depth knowledge of Chinese consumers’ demands for luxury SUVs. new ideas.
Playing with the Euler lifestyle, creating a gathering place for urban youth trends
Most of the car owners behind a model have the same temperament and personality. Euler car owners are no exception. They are avant-garde, love life, and dare to express themselves.
In July last year, with technology and lifestyle exchanges as the core, Euler’s “Wei·ME Camp” was officially unveiled. This gathering place for urban youth trends will send out invitations to parent-child and beauty activities in the community from time to time, provide exclusive customized services, and then discuss with Euler car owners from all over the world to create a high-quality pure electric travel life.
Euler “Wei•ME Camp” launched
Breaking the wall in the second dimension, “Oula Sauce” debuted at C position
With the popularity of various joint names, crossover has become the most fashionable word in the world. In the car circle, Great Wall Motor is undoubtedly the “most beautiful boy” in the crossover trend.
In August 2019, at the 17th China Joy, where countless game and animation fans are crazy, the ORA brand shined as an official car cooperation brand, bringing a car-anime intertwined sensory storm, creating a The field belongs to the “big party” of young people.
The 17th China Joy Ola booth
At the same time, with the national style booth with gray tiles and red walls and double eaves gatehouse, the first animation image IP “Oula Sauce” under the Ola brand also officially debuted, and was enthusiastically sought after by the two-dimensional youth on the scene.
Ola brand IP animation image “Ola Sauce”
Hand in hand with “Captain of China” to pay tribute to Chinese heroes
Not only the cross-border two-dimensional element, in September 2019, Great Wall Motors also launched a cross-border with the “dark horse” movie on the National Day file-“Captain of China”.
As one of the film’s partners, Great Wall Motors not only provided strong support for the film, but its WEY VV7 and Haval F7 also made their debuts in the film, showing the charm of “intelligent manufacturing in China” in an all-round way.
Join hands with “Chinese Captain” to pay tribute to Chinese heroes
Through this cross-border cooperation, Great Wall Motors has not only gained large-scale brand exposure, but its brand image has also been subtly known to more consumers. Some viewers even said after watching the film, we have a Chinese captain in the sky, and we have a Chinese Great Wall Motor on the ground, both of which are exemplary representatives of conscientiousness!
Conquering Alxa, the desert car god “turned out”
For off-road enthusiasts, the annual Alxa Heroes Meeting is an unmissable event. During the November period of last year, Great Wall Motors once again landed on this grand event with its “off-road park”, and competed in the Tengger Desert with Great Wall Cannon off-road pickups, Haval H9 modified version and other models, which aroused great attention from the outside world to Great Wall Motors.
Great Wall Motor Off-Road Park
What is even more remarkable is that during the “WEY Shocking – VV7 PHEV Desert Driver Challenge” held during the event, Wei Jianjun, known as the “Baoding Driver God”, also took part in the battle, driving WEY VV7 PHEV and professional drivers The duel started.
This move not only successfully broke the inherent perception that urban SUVs cannot conquer the desert, but also made many consumers feel that “Mr. Wei is indeed the best racing car among the bosses, and the best car maker among the racers”!
Wei Jianjun’s campaign against Tengger
At present, with the fierce competition in the auto market and the rejuvenation of the main car buyers, the traditional marketing methods of automobiles are failing. How to make consumers become “loyal fans” is testing every auto company. Apparently, Great Wall Motors, which started marketing reform with “user thinking”, has found the answer, and is becoming a trendy Chinese car brand that increasingly attracts consumers!
