Nowadays, when it comes to car brands, the impression in the minds of users must have long been less simple than that of a means of transportation. Looking at brands such as Mercedes-Benz, BMW, and SAIC-GM-Wuling that "invade" the minds of young people, we can find that marketing activities related to young people's preferences such as e-sports, trends, street dance, and music have emerged one after another.
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If the car brand is anthropomorphized, I believe there are also very diverse personalities. On December 26th, the Chang'an Mazda People's E-sports Super League King's Glory Challenge Finals and Glory Night was grandly opened in Jinling, the ancient capital of the Six Dynasties. The core team members of the professional team Guangzhou TTG incarnated as a hot-blooded leader and joined hands with the champion team to bring a wonderful duel to the live audience and millions of netizens in the live broadcast room. This event is the first attempt by Changan Mazda to explore cross-border brand marketing, actively embrace the Z generation youth circle group, and help the healthy development of the domestic e-sports industry.
Since the start of recruitment on December 1, the Changan Mazda People's E-sports Super League King glory challenge has attracted a total of 340 teams to participate, the live broadcast of the promotion match has exceeded 15 million people, the number of social interactions on the recruitment platform has exceeded 100,000 times, and the topic popularity of the whole network has exceeded 40 million, exuding a strong event charm and the vitality of Changan Mazda users and fans.
On the day of the finals, the champion team from Changan Mazda fans and user groups and the champion team from the e-sports enthusiast group competed in a peak duel. The number of viewers of the Changan Mazda Douyu Live broadcast and the finals of a live broadcast platform reached 1.35 million. In the end, under the witness of netizens across the country, the Xiamen Egret Team won the championship of the finals and stepped onto the podium of the Night of Glory.
Wu Xuxi, executive deputy general manager of Changan Mazda Automobile Sales Branch
Since the new millennium, China's e-sports industry has achieved leapfrog development. In 2008, the State General Administration of Sport established e-sports as the 78th official sports competition, and in 2016, China became the third largest market in the world's e-sports industry after the United States and South Korea. In 2021, the Olympic Council of Asia officially announced that e-sports was selected for the 19th Asian Games in 2022, and the golden age of e-sports in China is coming.
Officially entering Asia is obviously good for e-sports. On the one hand, the Asian Games can help the pace of popularization of the e-sports industry to be more stable, and the endorsement of the Asian Games can also amplify the positive value of the industry and enhance the social recognition of e-sports. On the other hand, this also recognizes the national brand and international brand value of IP such as King glory and peace elite. These authoritative recognitions from the traditional sports field will bring new opportunities for the development of the e-sports industry. However, from another perspective to look at this milestone, the combination of e-sports and the Asian Games is not the former wishful thinking can be promoted, coupled with the strengthening of supervision facing the game industry today, which just proves that the e-sports industry has the strength and confidence to make society, traditional sports and more traditional industries face up to and favor in the past years.
Changan Mazda Automobile Vice President of Marketing and General Manager of Sales Branch and Chuan Shangren
In this regard, Wu Xuxi, executive deputy general manager of Changan Mazda Automobile Sales Branch, said in the opening speech of the final: As a young joint venture automobile brand that pursues the joy of driving control, e-sports is like a fresh medium full of passion, which opens up the channel for Changan Mazda to embrace the young users and fans of the Z generation, and carries the role of our brand as a bridge to communicate with Z generation users and fans.
Over the past 100 years, from the successful mass production of rotor engines to the creation of the first Japanese brand Le Mans championship record, Mazda has always focused on the car manufacturing business with unremitting innovation and challenge spirit, and has won countless honors. Looking back on the glorious century-old journey, Changan Mazda Automobile's vice president of marketing and sales branch and general manager of sales branch And Chuan Shangren said: All along, Changan Mazda has always adhered to the user-centric approach and actively practiced the "user +" thinking. In the field of marketing, we continue to create marketing scenes that users and fans like to hear, and constantly seek cross-border marketing of brands and young people's interest circles such as e-sports and modifications to meet the pursuit and yearning of users and fans for colorful car life.
Rams once stated that his design philosophy was "less, but better", which contrasted with the famous saying of the modernist architect Mys van Der Rohe, "Less is more". Similarly, in the automotive industry, the same design language, only the sub-era Mazda Axela is better at expressing.
Pleasing look and styling is crucial, and the first time you see it, you'll have a desire to learn more about it. Soul Movement 2.0 design language, beautiful and simple. The domineering grille, paired with this willow-leaf-like headlight, gives me the feeling of being as cheerful as running water. This feeling is very enduring, just like you look at the Mazda 6 now, it can still give people a special sense of visual impact.
Many times, we drive a car, and even from the moment we sit in, we can feel the "engineering temperament" brought by this car, different internal and external styling design, "engineering temperament" is human-computer interaction, control experience is also performance pleasure. In this era of talking about control and mentioning sports, no car will say that it can't control it, and the control is not only about driving pleasure but also includes the accuracy of driving, at any time any model, "easy to drive" is very important.
As the flagship model of the Mazda brand, the Onxella has sold more than 6 million vehicles worldwide since its birth in 2003 and has more than 1.1 million users in the Chinese market. It is foreseeable that with the continuous development of social technology, the products born of cooperation between different industries will often make consumers feel fresh, which is why more and more cross-border cooperation is now.
The brand image of the People's Esports Super League King Glory Challenge complements the brand value of Changan Mazda's youth, innovation and challenge. As the "behind-the-scenes player" of e-sports, if the cross-border e-sports marketing of car companies only relies on simple joint names and sponsorships, it will probably not be long-term. Relying on the "circle to break the circle" of e-sports, it is not only necessary to have a sense of beauty, fashion and coolness, and black technology, but also to bring users the experience of "more than cars" in order to capture the sincerity of Z generation young people.
Pictured| Chang'an Mazda
Wen |doudou
Edit | Beanie
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