Haoran Dong
BACKGROUND
Digitalization has undoubtedly become the consensus of global enterprises. At the same time, digital strategy is not limited to information technology in the traditional sense, but focuses on the entire enterprise level, so as to formulate more flexible information processes, and develop in the direction of building technology and customer service innovation. In the era of the mobile Internet, and even the future of the industrial Internet, digital transformation has become an important issue for companies. Therefore, as a new type of new energy automobile company, our company should accurately grasp the current digital platforms in the market and use the emerging digital platforms to achieve the purpose of exposure in the short term.
Objectives
- Primary Objective:Because our company wants to create new energy supercars, we must first attach importance to brand positioning, secondly we must establish new energy brand characteristics, attach importance to product and service quality, and make customers fully aware of the practicality of new energy sports cars.
- Secondary Objective:Participate as much as possible in the public good to provide brand awareness and exposure on the digital Internet
- Third Objective: Solicit high-tech talents and top designers as much as possible. The soul of a car is its engine and appearance.
Key Performance Indicators
- Have more than 2 million traffic or fans on major automotive platforms and online media platforms.
- Obtain market research reports on major platforms. It is expected that 200,000 people will have pre-purchase intentions.
- Get investment of more than 10 million US dollars and give certain shares
BIG IDEA
“The future is within reach”
In this age of scarce energy and resources, new energy has become a problem we must think about. New energy saves fuel energy. Reduce exhaust emissions and effectively protect the environment. Electric vehicles do not produce exhaust and are not polluted. The exhaust of hydrogen energy vehicles is water, which has no pollution to the environment. Basically zero emissions and high efficiency. New energy vehicles generally use new technologies and new structures to make it more efficient. So the future is already here.
Targeting and platforms
Pure electric vehicles, pure electric sports cars and fuel cell vehicles will jointly lead the development of the global new energy vehicle market.
With the rapid improvement of technology, cruising range and charging convenience will no longer be obstacles to user purchases, and intelligent, networked, and user-friendly functional design will become the key to differentiated competition for new energy vehicle products. The improved appearance also helps to adapt to people of all ages. New energy electric sports cars are not supercars that can’t afford to consume.
The new retail transformation (including testing the direct sales model) is the general trend of the industry development, and it is inevitable and irreversible. Finding the best balance between user experience and cost efficiency is the key to a successful transformation
Social Media
Social media is a matter of life and death for the market. For small and large businesses, it can be regarded as a small window to the consumer world. Advertisements can personalize the use of terminal data and feedback new products in real time. This type of information used to take hours or weeks to obtain from the sample group, but it is now clearly effortless. Social media promotes corporate information transparency Social media is more capable of promoting corporate collaboration than any previous technological innovation, so that all companies and organizations can be under the supervision of the public. The more motivated a company is on social media, the more transparent it is
Sign advertising contract
Sign long-term advertising contracts with major platforms, try to sign contracts with entertainment platforms and live broadcast platforms, the platform side will earn a percentage of the revenue, and it will help young consumers to intuitively understand new energy sports cars
Overall expectations
The full-year investment is expected to be 1 million US dollars, with an expected annualized return of 4.05. The advertising investment of major e-commerce platforms is not large, as long as you find a precise positioning and adapt to the age group of the population.
Classic books
Marketing strategy in the digital age
This is my first book on digital strategies，
The world has entered the digital age, the era of connectivity, and the age of intelligence. Therefore, the company’s original marketing strategy method system needs to be restructured, iterated, and upgraded. In the digital era, companies urgently need “new generation marketing strategy ideas.” Just as Philip Kotler’s “Marketing Management” first proposed marketing strategy ideas in 1967, today, Kotler Consulting Group’s new work “Marketing Strategy in the Digital Age” [1] Marketing will be defined again!
This book is guided by Dr. Philip Kotler and Milton Kotler. Dr. Cao Hu, Dr. Wang Sai, Dr. Ira Kaufuman, and Mr. Qiaolin from Kotler Consulting Group (China). It is highly recommended by celebrities in industry, consulting and academia. This book is a masterpiece of digital marketing strategy, and it is the first choice for corporate executives in the “new normal” period!
Reference
https://www.weibo.com/ttarticle/p/show?id=2309404387017155842824
Su Du Vehicle 