I don't know when "making friends with users" has become the knowledge of creating brands. Kevin keller, a world-renowned brand marketing expert, once had a view that a brand is not only the aggregation of values, but also the carrier of emotions. Brand has changed from a pure product seller to a gathering place of emotion, value, interest and culture with products as the intermediary and heart-to-heart with users.
Of course, although the "user thinking" of Internet brands is fanatical, "being friends with users" is not their patent. Some domestic car companies have taken a different approach in user operation and won a large number of fans. As early as 20 14, a group of owners of Haval H9 who loved off-road and attached importance to friendship spontaneously formed the "Boom Nine Brigade", an organization of riders who made friends with cars. Seven years later, Boom Nine Brigade has grown into the largest single-vehicle drivers' association in China, with more than 30,000 members in 32 provinces and overseas regions. The annual Boom Nine Brigade has become an annual event in China cross-country circle.
0 1? Boom 9 will be the annual event of China Cross Country Circle.
202 1, 65438+2, 17, the seventh year of Haval H9 "Boom Nine Brigade". At the invitation of Haval brand, more than 200 Haval H9s and more than 400 cyclists gathered in Xuan 'en, Enshi, Hubei Province to witness the 7th Boom Nine-Year Meeting.
During the three-day trip, Boom 9 riders, accompanied by Harvard leaders, opened the Boom 9 Love Public Welfare Space to make public donations for Shaping School in Xuanen County. After the founding meeting of riders, users and enterprises collided in thinking; Participated in the grand opening ceremony of boom's Ninth Annual Meeting, and more than 200 Haval H9s set off in line, passing through Longmen, and began a parade in Xuanen County. Witness the awarding ceremony that Great Wall Motor awarded Xuanen County "Haval brand recommends self-driving tourist destinations to 7 million Haval users"; At the celebration party, Haval brand awarded H9 members the public welfare award, the challenge-crossing award and the organization pioneer award, respectively, in recognition of groups and individuals who have made outstanding contributions to society, Haval H9 products and H9 development.
"Laojiu", the national team leader of Hong Jiu Brigade, said: "Both Hong Jiu Brigade and Haval H9 are rooted in the profound traditional culture of China. At the beginning of its establishment, they injected a gene of unity and kindness into China cross-country. " "No cross-country without brothers" and "No cross-country without public welfare" are the creed that Hong Jiu has been adhering to since 1997. "Laojiu is an avid cross-country believer and the first user of H9. In the past seven years, he has traveled through the mountains and valleys of the motherland by car, measured the great changes in China in the past century with rutting, and experienced the initial heart and glory of the rise of a great country. At the same time, with consistent support and persistence, it has accompanied the whole growth track of H9.
Make friends with users? ? Exchange sincerity for sincerity.
Regardless of the "high-end courtesy" of Haval brand or the enthusiasm of Boonine members, "Boonine Brigade" is not only the simple existence of a brand motorists' club, but the persistence of a group of cross-country enthusiasts in their dreams and the expectation of the rise of domestic products.
Back in 20 14, the off-road market in China was almost monopolized by joint venture brands. Prado and shepherds sell hundreds of thousands, making cross-country a patent for a few rich people, and ordinary people can only look at the ocean and sigh. That year, Haval H9 was born, with a price of over 200,000 yuan and an extreme price-quality ratio, which made H9 a dark horse in the hard-core off-road market and gradually gained a foothold in the hard-core off-road market.
It was also in that year that the "Bomb Nine Brigade" was established. The original "Bomb Nine Brigade" was just a small group of several people. With their love for "cross-country" and friendship for brothers, they constantly explore like-minded people on the Internet and gradually spread the popularity of "Boom Nine Brigade". At the same time, Harvard, determined to build a national SUV brand, also hopes to go deep into the user community, listen to the voices of users and promote the brand's off-road concept. The two sides hit it off and exchanged sincerity for sincerity, gradually forming the embryonic form of Haval H9 user operation.
In the process of interaction between Harvard and Bomb Nine Brigade, the most talked about is the annual Bomb Nine Annual Meeting. With the support of Harvard brand, Wulanbutong in 20 15, Onniut Desert in 20 16, Saihanba Forest Park in 20 17, Duolun in 20 18 and Duolun in 2066.
Conversely, the riders of the "Boom Nine Brigade" are increasingly supporting Harvard. In addition to sharing their lives online and organizing off-line cross-country trips to road trip, they also promoted Harvard to their friends around them and maintained its reputation. They will also make suggestions for manufacturers' strategies and take pains to improve their products.
The two sides have established the most trusted friend relationship. Harvard launched the user * * * plan, giving some design rights to users, so that owners can boldly put forward updated opinions and give timely feedback. In today's words, this is a veritable embodiment of "user thinking".
A friend of a gentleman? Mutual achievement
Up to now, the brand and riders have "spit" together for off-road, public welfare, and built the most active outdoor circle of single-brand vehicles in China. Haval H9 has grown from a rookie in the hard-core off-road market to a "top stream" in today's market. At the level of "fan operation", the "friendship between gentlemen" between them has created a miracle that is difficult to replicate.
Looking back, at Boom Nine's annual meeting, the brand and riders got together, just like friends who haven't seen each other for a long time. Great Wall Motor regards fans as a valuable asset of the enterprise. Zhao Zhi, commodity director of Haval H9, said in his speech: "Only by walking with the right people can we gather motivation and empower ourselves. Boom Nine is the only brand IP in China's automobile industry, which is completely created by riders themselves. In the seven years that Haval and H9 Brigade have been working together, H9 Brigade is an interpreter, diffuser and peer in the full-link automobile ecological scene created by Haval H9. I hope that the mutual empowerment between Harvard and Boom Nine Brigade can continue. It is not difficult to see that the relationship between H9 and Boom Nine Brigade is no longer a simple relationship between brands and users, but more like close friends.
This is based on the Harvard brand deepening the user field day after day, and making friends with users with time and sincerity. The story of Boom Nine and Harvard is destined to last for a long time.