With the development of the times and the iterative upgrading of consumer demand, brand rejuvenation has become the consensus of almost all brands, and the same is true for the automotive industry. Aware of this key to development, Dongfeng Fengxing immediately decided to start a brand renewal in 2021, reposition the brand image, constantly update the product design style, innovate marketing strategies, and actively promote the transformation process of brand rejuvenation from multiple dimensions. This year is the fourth year of the rejuvenation of the Dongfeng Fengxing brand, which coincides with the critical moment of all-out impact on new energy, Dongfeng Fengxing will uphold the parallel pace of two lines to promote Dongfeng Fengxing to become a brand loved by young people.
Counting the road of car brand rejuvenation, many car companies have left "footprints" on it and walked out of their own rejuvenation route. In particular, Dongfeng Fengxing, an old traditional car company, has a deep technical background and mature market experience to support, and it is more familiar in the face of youth.
Carry out young marketing, and win word of mouth for goodness and beauty
Since the start of the brand renewal, Dongfeng Fengxing's youthful marketing has not stopped. Co-branded Guoman's top stream "Wu Liuqi", the first Guoman Metaverse listing conference, and fans to start a "bloody journey". Cross-border e-sports events, in cooperation with the Wuhan eStarPro team, held the "Popular King Competition: National Championship Challenge" to share a summer e-sports carnival with car owners, established the Tidal Reform Alliance, and pioneered the industry's "Military Division + Car Owner + Modification Factory" co-creation model, with car owners deeply involved in the co-creation of car colors, and jointly interpret the passion of tidal reform...... A series of marketing around young people has broken the inherent image of traditional car companies and successfully implanted the brand image of young, trendy and playful into the minds of consumers.
It is not only to play with young people, but also to implant young brand genes into users. On the occasion of returning home for the Spring Festival in 2023, Dongfeng Fengxing not only sent a warm bus to escort the returning passengers to their homes safely, but also formed a "Spring Festival Warm Heart Fleet" with hundreds of helpful car owners in different cities to escort thousands of people back to their hometowns. Rejuvenation is not only the renewal of the visual image, nor is it just the carnival of young people, it covers every type of group and every person who loves life. Dongfeng Fengxing has created its own culture with practical actions and transmitted it to the public, and the brand is young, enthusiastic, energetic and warm.
Grasp the fundamentals of rejuvenation, and the product quality positioning is reasonable
The so-called youth does not refer to an age group, but a kind of mentality that pursues youth, likes freshness, and is demanding. Therefore, it is not enough to just work on the visual image, only by grasping the real needs of such people, and finding solutions from the product level, and creating a trend culture that they recognize, can the real brand rejuvenation.
Dongfeng Fengxing is well versed in this, and in the face of the pursuit of appearance and performance, young people who like to be unconventional launched the popular T5 EVO, opening a subverted previous image of the "Wen Feng and move" fashion power aesthetic party, with a new way to open, awaken the passion of young people. It will integrate this trendy culture into the field of new energy, and form a strong "pioneer alliance" with 8 heavyweight partners such as Sunwoda, Huawei, Zhixing, and Tencent under the guidance of the "PS-CC Future" strategy, so as to fully activate the user's cultural identity with an open and co-creation attitude.
In the face of the surging wave of new energy, Fengxing has launched the "130,000-level pure electric SUV popularizer" Fengxing, which integrates the three core technologies of Dongfeng Fengxing's three new energy technologies, bringing users the same space and configuration experience as fuel vehicles of the same level, while also realizing the "same price of oil and electricity". At the same time, Dongfeng Fengxing has also carried out accurate portraits of target users from multiple perspectives such as demand scenarios, price positioning, and extension needs, so that Fengxing Thunder can meet the high needs of young users in terms of battery life, safety, space, configuration, and price.
For a brand, rejuvenation is not about chasing the trend, just trying to be a new thing. It is necessary to continue to create new trends and new technologies to deal with new markets, and Dongfeng Fengxing brand has been renewed so far, in addition to the rejuvenation of products, the rejuvenation of design concepts, the rejuvenation of marketing methods, and the rejuvenation of user communication methods. We all have reason to believe that over time, the wind will bring more and more distinctive younger products. Shows a youthful temperament from the inside out.