Eπ 007／008 combines two swords, Dongfeng Yi School interprets the new realm of ＂just right＂

In the current car market, how can a brand new energy brand break through? The answer given by Dongfeng Yipai is "just right".

How to understand Dongfeng Yipai’s "just right"? Perhaps many people feel that in such a market that has been rolled into infinity, competing products are talking about the extreme, is just right too conservative? But in fact, there are some mismatches between the extreme advocated by many brands and real user requests. Dongfeng Yipai’s "just right" is to stand in the user’s perspective, closely connect user requests and market emotions, and launch products that meet user expectations and can really bring convenience and happiness to users’ travel.

In this sense, although the positioning of the Dongfeng Yipai eπ 007 and eπ 008 models is different, their cores aptly interpret the new realm of what is "just right". With the eπ 008’s debut at the just-opened Beijing Auto Show, the two models have completed the combination of two swords, jointly injecting strong momentum into Dongfeng Yipai’s breakthrough in the new energy market.

Accurate insight, master the mainstream

The product expression of eπ 007 and eπ 008 can be said to be "just right".

Insight into mainstream consumer demand is always a compulsory course for brands. At present, consumer demand in various industries and categories is showing a diversified trend. Therefore, the development of new energy vehicles in the past two years is blurring the traditional level, emphasizing design, performance, space, and intelligence. Compared with some partial students who overemphasize a certain aspect, Dongfeng Yipai’s product expression in eπ 007 and eπ 008 is to highlight its own unique product style on the basis of no shortcomings. It is the feeling that you can whet your appetite when you come up. Consumers will sincerely praise it when they understand it. Isn’t it "just right"?

Take the e π 007 as an example, it is located in the Zhiya electric coupe, and the appearance design adopts a low-lying body, plus the embellishment of avant-garde elements such as electric scissor doors and frameless doors, creating a strong visual tension and a sense of future technology. At the same time, it is also equipped with Dongfeng’s self-developed Mach E power system, which can provide the same level of leading power performance, with a maximum power of 400kW and a 100-kilometer acceleration of only 3 seconds. This performance combines a fashionable driving experience, which will undoubtedly attract the attention of more young consumer groups.

The eπ 008 is positioned as a home smart large SUV. Its super large body size and 3025mm long wheelbase provide a more spacious and comfortable space environment for passengers in the car. At the same time, in order to fully interpret "smart home, exquisite home, safe home, comfortable home", the eπ 008 is also equipped with a number of unique or leading configurations in the same class, including SOA smart cockpit, WANOS panoramic sound system, L2 intelligent driving assistance, etc., which can well meet the needs of home users for comfort, safety, technology and other aspects.

The two models each have their own unique characteristics, one focusing on sports and cutting-edge technology, and the other on space and luxury configuration. It can be said that the division of labor is clear, each targeting consumers of different ages and life stages. Together, they have contributed unique product strength to Dongfeng Yipai’s breakthrough in the new energy market.

Leading technology, injecting strong impetus

The profound "black technology" strength behind Dongfeng Yipai

As important as the precise positioning of product capabilities is the profound technical strength behind Dongfeng Yipai, which is also becoming the key to its breakout on the new energy track.

As a new energy brand that Dongfeng Motor focuses on building, Dongfeng Yipai can fully rely on the group’s technological precipitation in the field of new energy over the years. The Mach E power system carried by eπ 007 and eπ 008 is the latest generation of high-efficiency electric drive system independently developed by Dongfeng Motor. Its comprehensive efficiency is as high as 94.5%, and it is in a leading position in the same field. The quantum architecture is a new generation of electronic and electrical architecture created by Dongfeng Motor. It not only has cutting-edge technologies such as in-wheel motors and 400V fast charging, but also ensures that the vehicle safety performance meets the highest standards in the industry.

At the same time, Dongfeng Yipai also has excellent technical reserves in intelligent driving. The high-speed NOA pilot assistance driving system equipped with the eπ 008 can provide seamless automatic assistance driving on the highway, greatly improving driving convenience and safety. And its 400-meter over-the-horizon memory parking system can also provide users with a more intelligent and convenient parking experience.

It can be said that with the deep technical strength accumulated by the group in the field of new energy, Dongfeng Yipai has ensured the outstanding performance of Dongfeng Yipai series models in terms of performance and quality, and injected strong impetus into its future competition in the market. It also provides solid support for the sustainable development of Dongfeng Yipai.

Precision marketing, strong capture of young people

Eπ series, successfully sucked eyelashes with the help of hot resources

With its outstanding products and technical strength, Dongfeng Yipai is still making precise efforts in the field of marketing, and has also adopted a "just right" approach in strategy, making full use of various hot resources to channel its own brand and ensure accurate access to target consumer groups.

For example, Dongfeng Yipai series models frequently appeared in KPL e-sports events and other occasions that young people pay attention to, which not only vividly spread the brand perception, but also made young consumers pay more attention and yearn for it. Data show that Dongfeng Yipai series models have been exposed more than 25 million times during KPL events, and have triggered a large number of young viewers’ heated discussions.

At the same time, Dongfeng Yipai also makes full use of the social media platforms commonly used by young people for brand marketing.

In Bilibili, Dongfeng Yipai series models launched a rich variety of video content, which not only gained more than 3 million views, but also gained 15,000 comments and interactions; this marketing technique that is highly compatible with the lifestyle of young people undoubtedly makes Dongfeng Yipai series models establish a more distinct brand perception in the target group.

It is worth mentioning that Dongfeng Yipai also carried out in-depth cooperation with Bilibili 2023 New Year’s Eve Gala. On this night of unprecedented youth carnival, Dongfeng Yipai series models skillfully appeared, which not only attracted wide attention from the audience with a unique display method, but also successfully attracted the attention of a large number of potential consumers through strong IP attributes. According to statistics, the total exposure of the e π series during the Bilibili New Year’s Eve Gala exceeded 30 million times, becoming one of the most popular star brands among young people in the whole party.

In addition, Dongfeng Yipai has also launched a large number of grass planting promotions on platforms such as Xiaohongshu, which has attracted widespread attention from young consumers.

In addition, Dongfeng Yipai has also carried out cross-border cooperation with some trendy brands, such as in-depth joint branding with Datang Furong Garden, Pantone, etc., which has triggered a strong "circle effect". As soon as the relevant joint models were put on the shelves of major e-commerce platforms, they were quickly sold out, fully proving the high recognition of young consumers. These marketing actions all reflect Dongfeng Yipai’s accurate grasp of the needs of the target group, and with the help of their most favored elements and content, they have successfully captured the hearts of young people.

It can be said that these actions of Dongfeng Yipai in youth marketing are not for cross-border and cross-border, but to come to the side of young people, resonate with them at the same frequency, and grasp the social and life emotions of young people in the new era. Everything is so "just right". So effective, down-to-earth marketing and Dongfeng Yipai’s product strength and technical strength form a complete closed loop, making Dongfeng Yipai’s brand perception more plump and unique, which is recognizable at a glance.

Central enterprises are determined to build a strong new energy brand

The way to break through the "just right" of Dongfeng Yi School

At present, new energy brands have sprung up like mushrooms after a rain. Every time a new brand pops up, someone can’t help but ask, does the Chinese auto market still need a new brand? Similarly, Dongfeng Yipai has also been tortured like this.

But the person asking these questions may not have considered another important thing – as a central enterprise, Dongfeng Motor has a special responsibility and responsibility.

Unlike those brands that are solely for commercial success, Dongfeng Motor not only has to achieve great results in the market, but also undertakes the arduous task of being a pillar of China’s automobile industry and an important pillar of the national economy.

At present, new energy vehicles are one of the important national policies, as an important support for leading China’s automobile industry upward, and as a new hotspot for market competition. In this context, Dongfeng Group is duty-bound and must make every effort. Dongfeng Yipai is the carrier of Dongfeng New Energy for the mainstream public to achieve the above series of ambitious goals.

That is to say, to create Dongfeng Yipai, Dongfeng Motor has made a very big determination. Through the strong product strength of the combination of eπ 007 and eπ 008, Dongfeng Motor’s strong technical ability, and Dongfeng Yipai’s innovative and heart-to-heart cross-border marketing actions, we can see that in order to successfully build and operate Dongfeng Yipai, Dongfeng Motor does not hesitate to invest resources and give what it wants, fully demonstrating the determination to accomplish the whole task at one stroke.

Determination is a prerequisite. But Dongfeng Yipai is not lost under the dual pressure of market competition and the group’s high expectations. Instead, it makes good use of the group’s resources and gradually unfolds its territory in a young, natural and detached way. The products are "just right", the marketing is "just right", and everything is so "just right". I believe that under the firm leadership of Dongfeng Group, Dongfeng Yipai will surely become a strong brand leading the future of new energy.

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