Recently, the joint marketing case of FAW Bestune's micro-electric product, Bestune Pony, and the well-known IP My Little Pony stood out and won the 2024 Xuanyuan China Top Ten Automotive Marketing Award. Winning the Top Ten Automotive Marketing Award is not only a marketing recognition of Bestune Pony, a popular product, but also the best proof of Bestune's comprehensive new marketing concept.
From the hot-selling micro-electric products to the popular Internet celebrity cars, the "Five Good" Xiao Ma debuted with its own traffic
As the first micro-electric car of China FAW, the Pentium Pony became a top-selling car as soon as it debuted and has continued to sell well since its launch, with monthly sales exceeding 10,000 units for three consecutive months, making it a "phenomenal" Internet celebrity car that combines both traffic and sales.
The key to digging into the "traffic code" of Pentium Xiaoma is to truly understand the users. Pentium Xiaoma knows that micro-electric cars may be small, but the market demand behind them is huge, especially for the majority of young female users. Trendy mothers need a micro-electric car to pick up and drop off their children, urban white-collar workers need a micro-electric car to take them to work, and fashionable girls need a micro-electric car to accompany them shopping. Therefore, the "five good" Pentium Xiaoma, which is cute and good-looking, flexible and easy to drive, versatile and fun, easy to use, and safe with FAW quality, comes with a mission to be the best partner for their short-distance travel and a trendy item with great style.
At the same time, with users as the priority, Pentium Pony continues to add excitement. For example, if users are worried about the pressure of buying a car, Pentium Pony quickly launched the entry-level model, the Lovely Pony, which only costs 24,900 yuan, but uses cross-level configuration to give users a value experience far beyond their expectations; if users are worried about mileage anxiety, Pentium Pony launched the longest 222km long-range version in its class, refreshing the micro-electric travel experience and allowing users to expand their boundaries and travel freely; if users are worried about bugs during travel, Pentium Pony inherits FAW's more than 70 years of car manufacturing experience to create hard-core quality, plus lifetime warranty for the whole vehicle and three electrics, to completely clear away concerns.
Pentium Pony adheres to the principle of "customer first, attentive service" and is warm and unpretentious towards its users, thus winning a large number of loyal "tap water" customers. They spontaneously promote "reverse false labeling" and stir up the Pentium Pony deep in their hearts, making Pentium Pony a dark horse in the A00 micro pure electric market where customers are hard to come by.
Focusing on life scenes and leveraging traffic, the "top streamer" Xiao Ma occupies the C position
In addition to accurately controlling user needs and directly addressing user pain points with excellent product strength, the "traffic code" of Pentium Pony lies in its continuous innovation in marketing methods. From leveraging momentum, creating momentum, to strong experience, every action is truly played with users, successfully occupying the C position in the hearts of young people.
Pentium Pony cares about everything young users like. Idol hurdle goddess Wu Yanni, traffic male god Zhang Xincheng, energetic sister Wu Xin, fashionable mother Hu Ke have all joined the pony circle, making idols of young users become good friends of Pentium Pony; actively cooperate with Internet celebrity brands such as Dove, Dayao, and Juduo, caring about and intervening in every aspect of young users' "eating, drinking, playing and beauty" life; cooperate with "Zhou Zhou Zhen Keai" and "Luo Yonghao" to bring goods, so that KOLs liked by young users can speak for Pentium Pony.
Pentium Pony is also proficient in the trendy and fun ways of playing that young people cannot resist. With various DIY customization, unique pony IP, magical brainwashing pony PONY emoticons, pony dance viral videos, etc., Pentium Pony successfully occupied the minds of users with ubiquitous online hot spots and completely hit the cute points of young people.
At the same time, Pentium Pony has also held dozens of events in Xiamen, including the first Pony Fan Festival and Pony launch, City Summer Hangzhou Comic Exhibition, Chengdu Fan Music Festival, Tianjin School Season, My Little Pony Joint Launch Event, etc. Pony Paradise fans parties are held all over the country, using "strong user experience" to play together with users.
Join hands with My Little Pony to pamper fans in various ways, create trendy fun together, and "Internet celebrity" Pony creates momentum with content
The combination with the globally popular My Little Pony IP is a further embodiment of the strong personality of Pentium Pony. Products oriented to user needs and marketing that sticks to the user's mind have upgraded Pentium Pony from a "five-good cute pet" to the best travel partner that accompanies users to discover themselves, understand themselves, and live out themselves.
The "five good" product strengths of Pentium Pony, namely "good-looking, easy to drive, fun, economical and safe", are perfectly in sync with the five characteristics of My Little Pony, namely "dreams, creativity, kindness, courage and self-confidence". In the cute, funny and trendy interactive performances, users can feel a positive and energetic attitude towards life.
At the same time, Pentium Pony incorporated brand elements into the customized rare co-branded flash cards, setting off a strong trend of card collection. Not only that, the two parties also co-created a "My Little Pony" co-branded set, which not only includes car stickers, floor mats and other trendy peripheral items for users to decorate freely, but also co-branded modified cars transformed into "Internet celebrity toys" flash to attract attention and touch the hearts of girls.
Pentium is moving towards innovation. From products to marketing, the Pentium Pony running in both directions with users will surely create more surprises in the future and bring users a more dynamic and colorful travel experience.
