news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

The Paris Olympics has ended, and the sports marketing of major brands has also come to an end. However, sports have always been an important part of the marketing of major manufacturers, and there are many ways to join hands with sports.

In early August, FAW Bestune joined hands with Keep, China's largest online sports and fitness platform, to jointly launch the "Vigor Bestune Cup" National Health Run, which concluded recently. So, how did FAW Bestune and sports come together?

What is the resonance between FAW Bestune and sports?

FAW Bestune launched the "Healthy Run" event for a direct reason: it is the official partner of the Chinese National Track and Field Team. Although the Paris Olympics are over, FAW Bestune's support for China's track and field will continue.

In fact, it has become an international practice for major brands to support the development of sports.

First of all, sports often represent youth and vitality, which is quite consistent with the brand connotation of FAW Bestune.

Secondly, sports often represent the spirit of hard work and unwillingness to admit defeat, which is quite similar to the hard work of domestic automobile brands such as FAW Bestune in recent years. Consumers' attitude towards domestic cars has also changed from suspicion at the beginning to trust now, and a spiritual resonance has been generated between manufacturers, sports events and users.

Of course, there is another more important reason why manufacturers such as FAW Bestune are focusing on the sports field. That is, sports fans are mainly young people. FAW Bestune's models frequently appear in sports competitions, which can leave a deep impression on young consumers.

Young consumers born after 1985 and 1990 have become the main force in China's automobile consumer market. Therefore, manufacturers such as FAW Bestune have chosen the sports field where young people are more concentrated.

Why does FAW Bestune focus on sports marketing?

No matter what marketing method an automobile manufacturer adopts, it ultimately needs to return to the product level.

Previously, FAW Bestune's models had a more obvious business color, pursuing calmness and grandeur, but many of its current main models have more youthful colors, which coincides with the spirit shown in sports events.

Take the Bestune Pony under FAW Bestune as an example. This car is positioned as a pure electric micro commuter car. Its overall performance is not very strong, but it has been recognized by a large number of young women because of its fashionable and cute appearance and its fun, easy to drive, economical and safe features.

Since its launch, the orders for Pentium Pony have exceeded 20,000 units in two months.

Young dads are more concerned about Bestune's twin models, Bestune B70 and T90.

The Bestune B70 brings the space and overall performance of a B-class car at the price of an A-class car. It can not only meet the daily travel needs of users, but is also a great tool for bringing children into many families.

The Bestune T90 is characterized by its large space, high intelligence and safety performance, making it the first choice for many family users when traveling by car or camping.

The basic idea of ​​FAW Bestune's sports marketing is to use powerful product performance and join hands in sports activities to narrow the distance between the company and young consumers.

Conclusion

Objectively speaking, it is not easy for an "old brand" like FAW Bestune to transform, and the focus on sports marketing is also to add more youthful elements. So, if you are a young consumer who loves sports, will you choose FAW Bestune?