On July 14, the industry's first dual-line interactive digital + opera music variety show - " "Hongri Town Opera and Music Festival" concluded successfully in Zhenping, Henan. Since its launch on May 25, Hongri Motors has held a total of 10 "Hongri Town Opera and Music Festival" with the theme of "Every village has a good show, every family has a Hongri" in 51 days, and 100 + There are 1,000+ opera and music tours in "villages and towns" with car purchase discounts for high-quality products and operas in "cities and towns".
According to statistics, the number of offline participants exceeded 30,000+, the number of online onlookers exceeded 7.5556 million+, the number of Douyin topic views exceeded 300 million+, the total online exposure reached 560 million+, and there were more than 146 Douyin short-listers Video content creators take the initiative to take up the "big banner" of endorsing China's high-quality products. "Hongri Town Opera and Music Festival" is an exclusive new marketing IP launched by Hongri Motors following "Hongri New Voices". It not only reflects the brand's continuous upgrading in innovation, but also demonstrates the platform for rural revitalization. , the style of an industry leader with added support.
[New form] Make friends with songs, benefit people with drama
A two-pronged approach to connect the "happiness line"
As a music variety show, musicality and audibility are naturally the soul of the event. With the joining of star artists such as "Brother in Big Yi" Zhu Zhiwen, "Avenue of Stars" champion Xige Ximei, cross-dressing expert Wei Xiaobao, "Hawthorn Girl" Zhang Yueqiao, "Rock Dad" Yue Zhiqiang, etc., "Rolling in the Yangtze River" , "Lady Luxury", "The New Drunken Concubine", "Youth", "Red Flag Flying" and other well-known songs were brought to the stage of "Hongri Town Opera and Music Festival", and performed in "Chorus" again and again ", leaving an unforgettable happy time for the audience.
In addition to the "standard" good songs, Hongri Motors also invited nearly 20 "skilled craftsmen" who are good at traditional opera, including Shouguang Peking Opera Troupe, opera actor Zhang Yong, duet actors Li Xiaoming and Li Xinru. Together, we have brought many classic plays such as "Brother Liu's Speech Is Too Far", "The Harmony between Generals and Prime Ministers", "Dou E's Injustice", "Mu Guiying Takes the Command", "Spring Blooms in the Juyuan Garden" and so on to the people's "doorsteps". It allows the older generation to relive their childhood memories and allows the new generation to see the charm of traditional culture.
When traditional opera meets pop songs, when the "big stars on the screen" come "to the common people", on the one hand, it fully demonstrates the outstanding contribution of Hongri Automobile in rural revitalization and cultural inheritance: breaking the culture of small town residents The situation of relatively single and scarce life satisfies the people's growing spiritual and cultural needs and enhances the public's sense of happiness; on the other hand, it helps to shorten the distance between brands and consumers: through building mutual understanding, in-depth communication, A new platform for efficient communication to further enhance the brand’s visibility and reputation, market influence and competitiveness.
[New Matrix] Use TV as the boat and the Internet as the sail
Take multiple measures to fight the "active battle"
In 2024, in order to achieve the new goals of brand evolution and digital transformation, Hongri Automobile officially proposed the "Xinghong Strategy" and made every effort With the implementation of the "Digital Skynet Action", brand marketing policies have also made a series of adjustments. As the first demonstration of brand evolution, the "Hongri Town Opera and Music Festival" also presents more precise, proactive and comprehensive features.
regional play is more accurate . In order to quickly close the distance with consumers, Hongri Automobile specially invited more than 10 celebrity hosts, including Asu, Du Ruixue, Hebei Lan Wanqi, and Lao San, to "sit in" at the event and interact cordially with the audience. In addition, just like the Henan Opera in Henan and the duo singing in Liaoning, the brand's program setting and actor selection are also closely in line with the preferences of the local people, so that every fan and friend who comes to experience it can see familiar actors. , hear your favorite melody, and feel the full sincerity of Hongri Automobile.
is more active from the inside out.As the name suggests, this event did not focus on first- and second-tier cities. Instead, it took a different approach and took a "from the masses, to the masses" path - going to small towns to "make friends." In the process of proactively reaching out to small town residents offline, Hongri Automobile also launched a national mission online, attracting 146 influencers from various fields such as automobiles, life, music, etc. to actively speak out for the music festival and serve as a platform for China's high-quality products. Calling the brand ultimately created 52.846 million exposures. In this two-way rush with the audience, a "people-friendly" and "reliable" brand image gradually became deeply rooted in the hearts of the people.
online covers more comprehensive . First of all, relying on the radiation capabilities of the four major provincial TV stations and popular programs such as "Life Help", "Fishushaowang", "Mencius Yue", "Very Concerned", "Sea Hotline", etc., we will conduct news reports for this event ; Secondly, Hongri Automobile also used the official Douyin and video accounts to jointly broadcast the entire event simultaneously with four provincial TV stations, so that fans and friends who could not arrive at the scene can also feast their eyes on it; finally, through 40 Douyin experts, A new media camp composed of people carried out segmented dissemination of activities. Under the joint effect of "big screen + small screen", Hongri Automobile has successfully reached a wider target group and achieved double breakthroughs in "breaking the circle" and "attracting fans" in one fell swoop.
[New Impression] Connecting with cars, seeing bigger with big things
Roundabout way down to light up the "life circle"
With the continuous improvement of living standards, people's consumption concepts are also constantly evolving. It is cost-effective, intelligent, and Travel products with green and environmentally friendly attributes are becoming the “new favorite”. Therefore, when the Hongri x9, the official designated car for the "Hongri Town Opera and Music Festival", appears at each event, it is known for its stylish appearance, fully load-bearing body technology, passenger car-level chassis, and intelligent Specialized operating systems have attracted widespread attention from all parties. After the hosts and guests had an immersive experience of the Hongri x9, they all praised its large space and high performance. There was an endless stream of consumers who came to consult, test drive, and purchase, thus driving sales. Substantial growth.
It is worth mentioning that the music festival also opened up a new way for consumers to have a deep understanding of this extremely fashionable DNA product - the trunk market. By setting up a local specialty agricultural products exhibition stand in the 1100L trunk, Qianxi chestnuts, honey potato chips and other agricultural products have become popular, and consumers have queued up to buy them. While Hongri Auto takes practical actions to help sell local high-quality agricultural products, it also allows potential audiences to intuitively get the large space and practical attributes of the Hongri x9.
In addition, during the event, Hongri Auto also launched 100+ special car purchase discounts in cities and towns and 1,000+ special tours in villages and towns across the country, reaching the people in a more penetrating way. In the interaction of "cultural exchange + discount gift package", it fully meets everyone's needs to trade in old ones and experience high-quality travel, and promotes more and more small town residents to unlock the lightweight, convenient and comfortable "1-hour living circle" .
As a leader in light mobility in cities and towns in China, Hongri Automobile has always focused on user needs since its establishment 10 years ago and is committed to developing high-quality and cost-effective products so that more people can enjoy a better travel life. The successful launch of the "Hongri Town Opera and Music Festival" in 2024 will not only effectively increase the brand's reputation, but also deliver Hongri Automobile, a "Chinese quality product", to thousands of households, improving the travel life of more urban residents. Convenience is provided. Next, Hongri Automobile will, on the basis of actively assuming corporate social responsibilities, create a series of more interesting, in-depth and resonant innovative marketing IP, open up more channels for communication with the people, and create a more harmonious and beautiful travel together. Life.
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