Six Major Brands Fight in the Forceful Competition
In 2019, the competition of electrichigh-end brandsis heating up. Six big brands take turns to present the consumers attractive brand marketing dramas.From their marketing layout to marketing strategies, we can clearly feel the innovation pace of EV industry speeds up, the marketing channels are deepened, and the brand concentration is strengthened. In 2019, the integration of industrial pattern is going to be further enhanced.
According to the sales data of 2018, the top 10 brands accounted for about 60% of the market share of the whole industry. Under the impact of multiple policy factors, such as the new national standard, the catalogue announcement, CCC, and admittance criterion, the comprehensive advantages of big brands are more obvious, and small and medium-sized enterprises are facing a more difficult situation. Personalized and differentiated products are the main transformation direction of small and medium-sized enterprises in the future.
From the very beginning of 2019, Yadea, Aima, Xiaodao,Tailg, Luyuan, Sunra have been fully engaged in the brand marketing battle in the EV industry.
Brand strategy + channel upgrade, YADEA is creating a new EVIoTTecology.
Yadea achieved all-the-way increase in sales in 2018. In 2019, Yadeawill continue to expand its international, young and high-end brand. Recently, Yadea actively sponsored popular programs on Satellite TV, showing an unremitting effort in cultivating brand awareness and attractingthe young consumer group.
Yadea cooperated with RRS.com to create “5.21 service standard”, leading the industry to transform and create a smart logistics ecosystem of user experience iteration. Yadea has started the intelligent IoT era for electric vehicles.We will see EV brands become the focus of online shopping on June 18 and November 11, 2019.
Three Key Strategies, Aima starts disruptive marketing.
Recently, Aima held the “2019 Spring Strategy Mobilization Meeting”, themed on the three key marketing strategies directly targeting the terminal pain point, which excited all Aima people, preparing Aima to make new breakthrough.
Signing a Hong Kong super star, Xiaodao is determined to enter the top three brands.
At the beginning of the New Year, Xiaodao initiated its double star endorsement. A contract has been signed with Hong Kong actor Louis Koo and another celebrity is expected to be confirmed by the middle of the year.
Xiaodaohas completed a series of nationwide marketing layout and improved its channel terminal construction. Xiaodao launched its unprecedented brand marketing campaign—the brand’s title sponsorship can be seen on special high-speed trains.The brand recognition and influence have been further enhanced.
With so many domestic competitive rivals, it is not easy for Xiaodao to make its name on the top three list. The war has just started.Who is going to win? We will wait and see.
Chengdu new factory, Tailg completed its domestic strategic layout.
New national standard, new industry status, reform promoting the upgrades,the EV industry will inevitably go through transformation and upgrading. In 2019, Tailg’s”ambition” is still undiminished. At the beginning of the New Year, the fifth largest production base (Chengdu factory)was set up, sounding the horn to fight for market share in the face of the new national standard.
With a southwest layout, Tailg targets the entire domestic market. In 2018, Tailg made remarkable sales result both in the domestic and foreign markets, and its production and sales volume ranked among the top three. With the great investment in the program of CCTV, its brand influence was greatly enhanced. Tailg is one of the most famous brands in the domestic EV industry. On April 15, the curtain will be opened for the implementation of the new national standard. The establishment of TailgChengdu factory is not only the inevitable result of the in-depth development of its marketing channels, but also the strategic layout for the domestic market with great foresight. In 2019, Tailg will further consolidate its position and step further forward on the road of innovation.
Working with Tiktok, Luyuan closely follows the trend of fashion.
Luyuan, a brand always evaluating slow and steady development, steps at the forefront of fashion marketing. The previous color blendingconnected Luyuanwith fashion. During the Spring Festival of 2019, the total exposure ofLuyuan on Tiktok reached 4.06 billion times, achieving 45 million timesof play and receiving 500,000 times of “like” on Tiktok. 78.4% of domestic merchants participated in the interaction, which was considered as aphenomenal event.
Tiktok together with Luyuangave New Year red packets. The new fashion marketing of Luyuan has increased the brand exposure, and further promoted the brand status, providing a new direction for the promotion of EV industry.
Smart IoT, Sunra initiates new retail models.
Since 2018, Sunra, with a deep insight into the trend of consumption and service upgrading, has joined hands with Suning to officially open the smart retail era of the EV industry. In 2019, Sunra will continue to deepen cooperation in the field of smart retail and explore new ways for industrial marketing.
Sunra has been committed to the R&D of smart human-machine interaction products. The strategic cooperation with Suning reflects that Sunra is moving towards the new emerging retail platforms, such as Internet of things and Internet of Beings. With its forward-looking strategy, we hope Sunra can create a new pattern of terminal sales.