High-end luxury car brands are beginning to explore the young market and take a slice of Gen Z.
Editor’s note: This article comes from WeChat public account “Star BRIGHT DATA” (ID: BRIGHTDATA) , author Xu Yi.
Recently, BMW China official Xuan Yixian Qianxi is the new spokesperson for BMW and the first spokesperson for BMW.
The combination of popular male artists after 00 and traditional luxury luxury cars quickly attracted a lot of attention and brought a lot of controversy. Some netizens said with full vinegar: “Netizens after 90 can’t afford a car. Stars after 00 have already begun to speak for BMW!”
The endorsement after 00 last time caused such a heated discussion, but also belongs to Cai Xukun’s Prada endorsement. But Yi Xian Qianxi endorses BMW’s “shock”, which is obviously stronger than Cai Xukun’s Prada. Although the fans of celebrities after the 00s are generally young, some fans with high economic ability can afford the luxury goods with prices ranging from hundreds to tens of thousands. But for the hundreds of thousands of luxury car brands, how much benefit can the fans of small fresh meat support? An Armani per capita, can it become a BMW per person?
BMW officials announced the “Auto Show”, and there are fan orders
From the current fan feedback, BMW is looking for an endorsement after 00, maybe it is really a good idea. After the spokesperson’s announcement, BMW China’s Weibo received millions of reposts and likes on the same day. The comment area has almost become BMW’s auto show, and fans are thankful for the brand’s choice.
Image source: BMW China official website Weibo comment
In the “Review Zone Auto Show”, not only did fans show off their cars, but also fans who “swelled into the sky” placed an order directly for the spokesperson. From 3 to 7 series, fans have only one word, buy!
Photo source: BMW China official Weibo commentary and Yi Xian Qianxi super talk
BMW ’s first spokesperson, why is Yi Xi Qian Xi?
As a domestic first-tier luxury car brand, BMW has never had a spokesperson in China. According to a person in charge of BMW China ’s public relations department, looking for an image spokesperson must find a brand that fits the brand, otherwise it will be counterproductive. Yang Meihong, vice president of BMW Brilliance, mentioned in an interview with Phoenix.com that the age of Chinese luxury car users continues to decline. The age of BMW users in China is 15 years younger or even 20 years younger than in mature markets such as the United States and Germany. year old.
It can be seen that BMW ’s development in China is dominated by the young market. At the same time, the data of the CBNData star compass shows that the consumer groups affected by Yixi Qianxi account for 36% and 37% of post-90s and 37% respectively. . It can be seen that the fans influenced by his cargo capacity, the crowd portraits are in line with BMW’s target group.
Image source: Star Compass
In addition, Hurun Report’s “White Paper on China’s Luxury Car Brand Characteristics” shows that unlike European BMW, 67% of male car owners account for 53% of female car owners in China, and most of Chinese BMW car owners are young female. It is not surprising that BMW will choose Yi Xianqianxi, whose 80% of its fans are women, as its spokesperson.
Yi Xian Qianxi ’s fan base is not only a microcosm of purchasing power, but also their age distribution has led them to be important decision-makers for family car purchases. In the super talk show, in addition to the purchase of vehicles for fans ‘own use, there are also examples of changing family car purchase options due to the fans’ favor.
Image source: Weibo Chaohua
In this way, with the traffic stars making endorsements, BMW’s sales are a lot of effort. After all, Amway, which adds fuel and vinegar to children, is more reliable and more effective than the persuasion of the sales.
In addition, the title of Yi Xi Qianxi “New Generation Spokesperson” also shows that the brand chooses him because he is fancy with the Z era market it represents.
Generation Z is not only the main body of fans, but also the main force of consumption in this era. According to the “2019 China Automotive Consumer Insight Report”, the proportion of post-90s consumption in the automotive market continues to increase. It is expected that in 2020, the proportion of post-90s consumption in the Chinese automotive market will reach more than 45%. Although most of the post-00s have not reached the age of buying cars, the brand preferences influenced by idols will also affect future consumption decisions.
Cooperating with Yixian Qianxi is just a microcosm of the “younger” of luxury cars
The fan economy is not only reflected in the purchasing power, but with the small fresh meat endorsement, BMW can save almost half of the cost of public relations, publicity and operation. Before April, most of the comments on BMW China’s Weibo were below 100, and some were so bleak that the total number of comments was not 100. After the official announcement, BMW China later released Weibo, commenting and forwarding both easily broke hundreds. I believe that with the huge fan base of the four-character brother, BMW’s popularity on the social platform can continue for a while.
This cooperation with Yi Xi Qianxi shows BMW’s determination to enter the young market. On the social platform, BMW has also abandoned its usual noble atmosphere setting. From earth-flavored love words to “fluffy hair”, what young people like to play with is what it sends.
Source: BMW China Weibo
Rejuvenation is not the judgment of the BMW family. Audi announced Li Yifeng, the spokesperson of the A4L, a day earlier than BMW. BBA, the first step in the family luxury car brand, has already announced two consecutive spokespersons. Obviously, to establish a young brand image and better connect with younger groups is the future development direction of car companies.
Traffic not only brings current sales conversion to car companies, but also has a long-term image establishment and strong user stickiness. In the market competition, the high-cold luxury car brands have also begun to get closer to young people.
Now companies that want to rejuvenate ca n’t escape double-twitter. All three BBA brands have settled on the Douyin platform. Although BMW ’s previous data on the Weibo platform was bleak, almost every one in Douyin There are thousands of likes for short videos, and the occasional explosion can achieve tens of thousands or even hundreds of thousands of likes.
At present, BMW has 1.741 million fans and a total of 10.947 million praises, far exceeding the heat and influence of Mercedes-Benz and Audi on vibrato. But Audi has recently attracted a lot of attention with short videos of Li Yifeng and Zhang Weili, and each like has exceeded 100,000. It seems that there is a trend of overtaking in the popularity.
The left picture is the main page of BMW China Douyin, and the right picture is the short video of Audi Douyin | Image source: Dou Tone
More and more industries are now carrying out younger marketing, and now the automotive industry has also joined the camp. From short videos to small fresh meat, high-end luxury car brands have begun to explore the young market and get a cup of Generation Z. soup. Small fresh meat has indeed brought huge traffic and attention to car companies. After short-term stimulation, whether the brand image can be transformed and whether the consumer group can be successfully expanded, it is necessary to continue to observe market feedback.
But from Armani in the makeup industry, Zimmer in the suitcase, to BMW in the luxury car, while acknowledging the resource atmosphere of the four-character brother, we can see the general trend of younger operation of high-end brands. I believe that after Audi and BMW start the first shot of small fresh meat + luxury cars, more and more car companies will pay attention to the role of young idols in establishing the brand image.