If cross-border integration is a martial art, what level have Pentium and Li Ning cultivated?

In recent years, cross-border marketing has flourished, and it is most common to do things together with sports. How can we play cross-border and stand out? Winning by differentiation is the key to break through in car companies. Taking FAW Pentium as an example, we have recently joined hands with Li Ning badminton to bring a larger scale and deeper cross-border integration to the new generation. With the new generation of differentiated immersive and three-dimensional marketing dialogue, FAW Pentium broke the circle and opened a young "set" language department.

accelerate the new generation of circle powder and convey the brand spirit of "China Pentium, enterprising"

It must be said that the combination of automobile and sports has its own natural focus, and grand events often have a very wide audience. Its spirit of challenging itself and exceeding the limit is very suitable for the brand image of automobile enterprises. Car companies joining hands with sports events can realize cross-cultural and multi-crowd brand and product information dissemination, which is of great help to brand promotion and remodeling.

judging from the "five-feather wheel ratio" competition created by FAW Pentium and Li Ning Badminton, the two major China brands dig deep into the cross-border similarity and combine the characteristics of badminton to create an immersive and three-dimensional competition experience. The whole tournament started in April, and ended successfully in December. Four major cities, Changchun, Xi 'an, Jinan and Guangzhou, were punched in successively, and thousands of badminton fans gathered, and competitions filled with vigor and youth were launched again and again, so as to start life with speed, passion and new promotion.

This event not only represents the upward trend of sportsmanship, but also highlights the upward trend of the brand-new spirit of "China Pentium, making progress". For a long time, FAW Pentium has continued to practice the initial intention of "making affordable, usable and dignified cars for Chinese people", constantly strengthening the brand concept of "taking user experience as the center", enhancing user perception and service value, and making a new generation. The deep cooperation between FAW Pentium and Li Ning Badminton breaks down the traffic barrier for the brand, and makes the new generation who pursue self-breakthrough and love sports pay attention to FAW Pentium, which in turn produces emotional buzz and finally realizes 1+1 > 2 cross-border marketing effect. Now, although the competition has been successfully concluded, for the majority of participants, "upward" has no end, and the end point is the beginning. No matter for the Pentium brand or the contestants, the moment coincides with the Pentium of the times.

dig deep into the value pursuit of the new generation and build a younger and more vivid brand image

In the era of national tide, FAW Pentium, which knows how to satisfy the ownership, emotional appeal and value recognition of the new generation, shows a trend of more advanced exploration and deeper excavation. In the eyes of Pentium, we should dig deep into the essence of China culture, instead of simply piling up China elements. It is precisely because of this cognition that Li Ning's design, which inherits sports genes, focuses on fashion culture, sports life, street culture and other fields, and explores more meta-cultural style expressions, has the same "tide". The limited-edition customized sweaters and badminton bags jointly released by the two companies are named Stylist, Burner, Early adopter and Pleasant, respectively. With the integration of various design elements as the creative source, they show China's brand strength, great country confidence and cultural confidence for the new generation.

The classic black sweater named "Stylist" expresses the aesthetic feeling of design through linear feeling and curved lines, and shows the unique connotation of the design concept of "light and shadow philosophy" in the flowing vision of light and shadow; The classic gray sweater of "Burning School" skillfully connects the symbol of automobile industrialization with the clothing design by combining the representative elements such as the dashboard and exhaust pipe of Pentium products, so that the full national tide is not obvious; The "early adopter" bronze green sweater perfectly combines Pentium logo with the trend racing culture, showing the attitude of running without fear of the road ahead. In addition, the "Enjoy" badminton bag benefits from the traditional elements of China, such as copper coins, Pentium logo and badminton, which satisfies the visual effect of up-and-down coordination, and can be said to have both sports style and national fashion.

no matter what age, young people are always behind the trend. The times have given young people the freedom and space to pursue "different expressions", interpreting tradition in a non-traditional way and narrating culture in a national fashion. For the cross-border integration of Pentium and Li Ning's design, it presents the aesthetic vibration of automobile design and fashion trend, and fully meets their differentiated needs of personality and play. Taking "National Tide" as the mantle, FAW Pentium successfully completed the first batch of products of "Wenchuang Shelves" of "Six Rights Shelves" and the first landing of brand-new VI derivatives, which accelerated the implementation of brand-new brand strategy of Pentium "518" and branded itself as "excellent domestic products, innovative and enterprising".

judging from the yearning for * * *, if the service is innovative and diversified enough, you can plant grass.

No matter how good the "national tide" is, you also need an interesting expression to play with young people all the time. For the new generation, they need not only products, but also services. Therefore, a good "national tide" is the foundation of the circle powder, and it can provide personalized and diversified services for the new generation, which is the basic survival rule of the brand standing industry.

judging from the acquisition channels of Pentium customized sweaters and badminton bags, it completely inherits the "intimate mantle" centered on user experience. From the Pentium YOMI APP to the official Weibo of FAW Pentium, from the official WeChat WeChat official account, the FAW Pentium Domino Project WeChat official account to the official account of FAW Pentium on the Aauto Quicker platform, the new generation only needs to participate in any one, and it can be redeemed through points or even obtained for free. If customized sweaters and badminton bags are the "standard" of Pentium brand handshake, then "five access channels" are its "high value-added welfare release". This innovative service model has undoubtedly further narrowed the distance between users.

a senior insider said that since the brand-new strategy of Pentium "518" was fully implemented, it has shown an enterprising trend from product to marketing. The creation of "five access channels" this time reflects the warm-hearted side of service. As the first batch of products of "Wenchuang Shelves" among the "Six Rights Shelves", it will lead Pentium to accelerate the implementation of shelf rights such as service, sales, intelligence, life and dealers, and bring users all-round life services such as clothing, food, housing, transportation, travel, shopping and entertainment, and truly realize the full coverage of "people-car-life".

Write at the end

With the rise of the new generation, traditional marketing has been unable to gain the attention of users, and content marketing and social marketing have gradually risen and emerged one after another. In the face of more innovative and multidimensional marketing trends, FAW Pentium did not stick to the old ways, but constantly innovated its marketing methods, took the initiative to create a three-dimensional young image, and became the most famous brand in the car circle, which added icing on the cake to the full implementation of the 518 strategy.

of course, from the creation of sports IP to the creation of design, the cross-border integration of FAW Pentium and Li Ning brands is based on the national tide and is intended to be upward. This * * * exploration and joint empowerment of China culture will consolidate design confidence and brand confidence, and * * * will play the most "strong" sound in the era of China brand upward, giving new trends more possibilities.