Jingdong’s success in crowdfunding. What makes a straddle-riding electric vehicle a tremble?

There is such an electric car brand, from the early days of its birth to the first product in the Jingdong crowdfunding to win a great success, refresh the industry many new records, can be said that set off a lot of turmoil inside and outside the industry, not only hot circles, ring powder countless At the same time, it attracted media experts including Xiaomi Rice's strategic consultant and godfather Jin Cuodao, the godfather of China's explosive strategy. Today, headlines, the financial community, and motorcycle communes and other well-known media are eager to report. In the technological circle, finance The circle has attracted a large wave of praise and discussion. It is SOCO, a city lithium-ion bicycle.

People who do not understand the latest developments in the electric industry may be unfamiliar with the name SOCO. What kind of magic charm can be found in a newly born electric car? Open Baidu, we will be a test, if you are a layman, will also be curious and admiration of the brand's energy.

Open the Baidu search bar and enter the keyword: SOCO. You will find 2630000 search results.

Then you enter the keyword: electric motorcycle, you will get about 8500000 search results.

In other words, among the entire category, the search volume of the SOCO brand accounted for 30% of the product search volume! What is the concept of 30%? KFC's market share accounts for about 40% of its category, and SOCO has taken the top spot in the category for just over a month.

Looking at the data of a group of SOCO Jingdong crowdfunding, it officially opened the crowdfunding on June 27, 2016, reached a crowdfunding target of 1 million in 55 minutes, exceeded 3 million in 5 hours, exceeded 5 million in 12 hours, and lost 8 million in 30 hours; 3 Tianzhu passed the 10 million mark; 8 days won 15 million; 12 days to reach 20 million "riding" track, July 27, 2016 crowdfunding ended, the total amount of over 24.72 million, has reached 2472% of the target!

Time and figures, constantly refresh the industry record, even if it is the same as the industry's Mavericks to make a beautiful battle through crowdfunding, have to be convinced!

To open up these gorgeous data appearances of SOCO, we look in-depth. Its unprecedented breakthrough in the electric car brands in China and even in the world opens up a whole new path, from product image design to marketing and e-commerce branding. The layout is not difficult to see its ambition can not be underestimated, the success of this Jingdong crowdfunding has issued a signal to the domestic traditional electric industry, SOCO has brought a new and unprecedented industry revolution to the traditional electric industry, from now on Look, at least include the following four aspects:

First, the image of the revolution breaks the deadlock of the “homogeneous” industry and redefines the “new image” of the travel market.

Under the background of the serious homogenization of the traditional electric brand, it can be said that consumers have already started to have choices and aesthetic fatigue. On the one hand, companies are seeking breakthroughs and consumers are also looking for different product experiences. On the other hand, as a motorcycle popular among young people, although it has a good appearance and a good riding experience, it is subject to environmental protection, safe travel, etc., and is banned in major cities. The appearance of SOCO is just right. Make up for this vacancy. Grasping the psychology of the young generation's assertive personality, eager for freedom, want to break away, release stress, choose their own life attitude in the city, and SOCO is to give users such a life attitude. When the traditional electric brand still stays at the level of plagiarism, SOCO has comprehensively innovated the appearance of the electric car and integrated the design elements of the motorcycle into its own products, redefining the "new image" of the travel market - beautiful and stylish. , sexy, smart, cool. For a similar, dead electric industry has injected a new style of fashion and fresh blood, designed to pull the wind, high face value, to meet young people playing cool psychology, driving to work, domineering shuttle, release pressure, find good The psychological requirements of young people in real time and the eagerness of the spirit level are allowed. It is natural to capture a large number of loyal fans!

Second: Revolutionary technology, upgrading the industrial market, and driving the comprehensive transformation of the electric vehicle industry.

The founder of SOCO, Xie Yuxian, previously served as the general manager of the exterior design in the Shanghai Research Institute of Honda, and later started the establishment of Shanghai Chuanghan Industrial Design Co., Ltd. as the CEO, engaged in the vehicle design and development of motorcycles and electric vehicles, mostly for the market. The mainstream two-wheeler brands have done design work, including Honda, Yamaha and others. Therefore, the individual has a visual and design aesthetic that is higher than that of the electric industry, and has made a comprehensive breakthrough in technology upgrading! SOCO based on the product itself, from the use of value, to experience the value of driving the electric vehicle industry to challenge innovation. The smart control management function of SOCO is to use the mobile phone APP to realize the upgrade of the service experience of the online Internet+ and took the lead in opening the smart era of electric vehicle brands. At least in the consumer experience, leading the same industry brand 3-5 years or so, sturdy will be the other military brands. At the same time, on the overall material, design and technical R&D of the car, it integrates the design of motorcycles, the use of racing-grade materials, the mileage of four-wheelers, the privilege of non-motorized vehicles, and the high-tech era of intelligent control. Sense, to create a Lithium-powered straddling bike that meets the urban temperament, but other peers still stay in the price of the 2.0 version of the competition, SOCO has completed the 3.0 version of the design image upgrade, and the 4.0 version of the technology is fully innovative, with SOCO's founder, Xie Sang, said at the press conference that "TS is a lithium-electric vehicle with a sense of motorcycle value." This is unprecedented in the travel industry. From the perspective of users (fans), SOCO brings no longer a single use value to the consumer. The higher quality and experience value it brings with it is more important. The basic reason that is welcomed by consumers! It can be said that the emergence of SOCO is the hope of the electric vehicle industry, and it is also the horn of the end of the era of small battery pedals!

Third, the revolutionary electric vehicle marketing approach, traditional marketing promotion and Internet marketing promotion "dual line" parallel.

SOCO, as a newly-started enterprise, can be said to have a very high level of Internet genes, unlike the traditional marketing and promotion methods of electric vehicle manufacturers. SOCO uses the online and offline dual-channel parallel marketing and promotion, from Jingdong crowdfunding, To the global conference under the line, from the industry's pattern assessment to the actual measurement of the offline mountain, from the fun test drive session to the live grafting of the red, through a variety of media interaction to expand the product's visibility, diversified coverage of marketing interactions to detonate product topics , Deeply expanded the brand's more possibilities and brought a breakthrough in the new marketing model. With the rapid flow of information on the Internet today, timeliness, speed, and comprehensive coverage are the key to a brand's rapid development and the most effective way to promote products. SOCO is very good at grasping this point. Since the launch of crowdfunding, SOCO has The real-time updates on the latest activities of the products on Weibo, as well as the detailed introduction of technology and technology, in-depth interaction with fans, and early accumulation of a group of loyal fans.

We started from the SOCO TS global conference and reconstructed the first show of SOCO. The layout of its mesh promotion was amazing. From traditional media to new media, live broadcasts from graphic sources to well-known webcasts, from official forums, own media numbers, to major media, etc... almost perfect coverage of all traffic portals. Furthermore, the two founders also received interviews with well-known media inside and outside the industry in Youku, iQiyi, LeTV, PPTV, Fenghuangwang, and Global.com, and quickly established brand communication heights under the influence of the mainstream media. On the other hand, 6 cities under the line have been conducting round-the-clock fun test drive activities. In addition to broadcasting live activities through SOCO's own official forum, they also borrowed other new media platforms, such as WeChat and Weibo, to broadcast live message drainage, and at the same time, combine the most popular live broadcasts. The platform Betta Fish TV and Zanthoxylum bungeanum live streamed and drained, successfully realized cross-border communication and further expanded its fan base. SOCO adopts the online and offline "two-line" parallel model, which not only reduces marketing costs. Through online and offline interactions, while spreading brand reputation, it can expand its traffic portal and acquire and retain more loyal fans. Furthermore, with the convenient features of online information dissemination and forwarding, it can prompt fans to spontaneously become the seed users of secondary communication, and will eventually reach the “snowball” communication effect. SOCO, the marketing model for the transformation of traffic flow under the line of communication, can easily and effectively push brand marketing to a climax.

Fourth, the ecology of the revolutionary industry, forward-looking strategic layout of business, build a future city smart travel system.

SOCO stands on the ecological dimension of the travel industry, and has an insight into the status quo of urban traffic. Faced with huge traffic pressures and deterioration of the ecological environment, the two major cities have experienced pain points. Environmental protection travel is a requirement for future demand. SOCO's founders took the lead in proposing “stride riding, intelligence, "Fan children and fun" Key Words combines the two keywords of "ride riding" and "smart" with electric vehicle brands, creating an intelligent brand for electric vehicles. The status of SOCO in the electric vehicle industry is just like "special Sira's position in the automotive industry is the same. They are the leaders and revolutionaries of future urban smart travel. At the same time, on the other hand, young people are more demanding on the product's experience value. With the development of Internet technology, smart travel is the development trend of the industry, and it is the industry's imminent need for transformation. SOCO's move can be said to be a forward-looking grasp of the lifeline of the industry's future development. The success of SOCO TS crowdfunding not only means the success of a product, but in the future strategic layout, SOCO will lay down a crucial piece. It is worth thinking and learning from the industry brand.

From the perspective of the success of crowdfunding of SOCO TS, the impact and impact on various industries are objectively existing in the Internet today. Whether companies can adapt to the needs of the times and identify new “characteristics of appeal” of consumers, and stand on the perspective of industry It is a new standard to test the future development and vitality of enterprises in order to make a point of departure and make new attempts. The SOCO's subversion and innovation of electric vehicles is not only a change in the way of travel, but also an improvement in the technology of the era. Innovation is the road, demand-based, this battle, SOCO win in the vision, it is an innovator, but also a revolutionary, its emergence is significant for the electric industry, is the new future of the electric industry, it is worth many into the traditional and the Internet choice of development In the deadlock, unable to break the brand and corporate learning!


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