Streaming variety shows, iron-clad bells.Careful netizens have found that Tailing electric cars can always be seen in popular variety shows such as "Run", "The Voice of China", and "Ace Vs Ace".According to rough statistics by a reporter from Beijing Business Daily, as of now, in this year's popular variety shows, Tailing has named four.
Tailing electric car titled the top variety show "Let's Run"
"Run far and choose Tailing", the current popular variety show "Let's Run" appeared at the beginning of the network's total titled Tailing electric car advertisement.On February 24, the super variety IP "Ace Vs Ace" released a finalized poster, and Tailing appeared in the public eye as the overall title of iQIYI's "Ace Vs Ace 7".On May 13, "Let's Run" was broadcast, and Tailing appeared in it as the official designated electric vehicle and the general title of iQiyi Network.In the popular variety show "Small Shop on the Cloud" that aired at the beginning of the year, Tailing electric vehicles were also implanted.At the same time, according to public reports, Tailing will also become the online title brand of iQIYI's "Youth Travels".
"Currently, for the entire electric vehicle industry, it is in a golden period of development, especially in the post-epidemic era, which can easily lead to the large-scale development of new energy electric vehicles. In the face of such a situation, it is particularly critical to seize the track. Large-scale marketing It can help brands quickly seize the market. In addition, Tailing is in the second echelon of the electric vehicle market, and it needs to increase its market share through large-scale marketing.” Jiang Han, a senior researcher at Pangu Think Tank, analyzed.
The relevant person in charge of the Beijing-Tianjin-Hebei region of Tailing told the Beijing Business Daily that thanks to the accumulation of Tailing's brand power in the past few years, Tailing has developed rapidly in the past two years, and has also carried out certain advertising at the marketing level.
Regarding marketing-related issues, a reporter from Beijing Business Daily interviewed Tailing, but has not received a reply as of press time.
Although Tailing has not disclosed the specific marketing expenses at present, according to public reports, "Take it!The title fee for "Senior" is 80 million yuan, the title fee for "The Voice of China" exceeds 200 million yuan, and the title fee for "Let's Run" also exceeds 200 million yuan.
During 2021, Tailing said to the public that this year is the 18th year of the establishment of the Tailing brand, and it is also the year that Tailing has hit tens of millions of sales.However, at the end of 2021, Tailing failed to do so.
The relevant person in charge of Tailing's Beijing-Tianjin-Hebei region revealed to a reporter from Beijing Business Daily that "in 2021, Tailing's sales will be around 6 million units."At the same time, the person in charge said that Tailing has been hitting the target of tens of millions in the past two years.For Tailing, the goal in 2022 is to maintain 8 million vehicles and hit 10 million vehicles, surpassing Emma electric vehicles and becoming the second brand in the industry.
Tailing's marketing is not without effect.The above-mentioned person in charge of Tailing told the Beijing Business Daily reporter that the development of Tailing is currently in a period of rapid growth. In 2016, the sales volume of Tailing in the Beijing market ranked seventh or eighth; in 2020, the sales also ranked fourth; and In 2021, Tailing will sell 140,000 units in the Beijing market, rising to the second place, becoming the electric vehicle brand second only to Yadi.In the opinion of the person in charge, this development of Tailing is undoubtedly the result of the product strength and marketing of Tailing electric vehicles.
Judging from the current two-wheeled electric vehicle market, Yadi and Emma occupy the first echelon all year round.Public data shows that in 2019, Yadea ranked first with a market share of 17%, Emma and Tailing ranked second and third with a market share of 14% and 9% respectively.
At present, Tailing is not only facing the pressure of the first echelon Yadi and Emma, but also facing the Xinri, Xiaodao, Luyuan and other brands that have already landed in the A-share market, as well as the No. 9 and Huawei's former high-tech companies that focus on technology and intelligence with a Xiaomi background. Despite the competition from new brands such as Mavericks, even shared two-wheeled trams such as Hello, Didi, and Meituan are stepping up their deployment in this market.
In Jiang Han's view, for the two-wheeled electric vehicle market, with the layout of various brands for many years, they have occupied a considerable market share. Tailing wants to break through the sales target and seize the share in the stock market. The most important thing is to find ways to improve their competitiveness and influence in the market through research and development, innovation and other means.
Beijing Business Daily reporter Zhang Junhua / text
(Editor in charge: CF017)
