Dongfeng Yueda Kia, Tencent advertising and hero League mobile game professional league cooperate to build a new E-sports ecology

The hero League mobile game E-sports ecology has been officially launched ！ Some time ago , Dongfeng yueda kia and Tencent advertising and The three representatives of the hero League mobile game professional league were successfully held in Shanghai “ New wave New Kia ” Strategic cooperation press conference with the theme of , It means that the three parties will continue to carry out multi-dimensional in-depth cooperation and all-round development in the future .

Kia was founded in 1944 year , It is one of the largest automobile manufacturers in the world , Dedicated to global consumers 、 The state and society provide sustainable mobile travel solutions .“Movement that inspires” It is the core of Kia brand declaration , It explains Kia's new goal , That is, through the product 、 Service and brand experience inspire users . At the same time, another development goal of Kia is to develop diversified business , Provide environmentally friendly travel services with electrification and automatic driving as the core in major cities around the world 、 Actively strengthen cooperation with global travel enterprises , Enhance partnerships , Provide diversified travel services in global strategic areas .

“2022 year , China and the ROK established diplomatic relations 30 Anniversary of the , It is also Kia's entry into China 20 Anniversary of the , At this memorable moment , Kia will set up a new joint venture in China , Accelerate the implementation of global strategies , Integrate global resources , Explore more innovative marketing methods , Set sail again in China .” Liuchangsheng, general manager of Dongfeng Yueda Kia, said at the press conference ,“ Cooperate deeply with the hero League mobile game professional league, which is loved by young people , It is the new starting point of Kia's youth marketing , Through the integration of automobile technology and e-sports game culture , Play with young users , Show the brand new look of Kia .”

Fang yinliang, global senior partner of Roland Berger and vice president of Jinan Greater China, said earlier that ：“ When Z Generations begin to step into society , Its influence on the family's car purchase decision is gradually rising ; Born in China's booming economy and Internet technology Z generation , Under the shape of massive information and different forms of media , Their definition of automobile and consumption behavior are completely different from those of traditional generations .”

So it's not hard to find out , E-sports is the current “ link ”Z One of the best ways for a generation of young people , The cooperation between Kia and hero League mobile game professional league is just like this .

The Research Report of Galaxy Securities shows that , According to penguin think tank 《2020 Global e-sports industry development report 》, Among Chinese E-sports users 35 The proportion of users under age is as high as 73%, And then “Z generation ” Dominant 24 Users under the age of account for nearly 30% .“ The heat created by E-sports Events 、 Topics and traffic drive brand influence to penetrate directly Z Generations of consumers .” It can be seen that E-sports is a very popular young industry in today's era .

But as early as many years ago , Car companies have set off the trend of entering the e-sports circle , Such as 2015 year , Skoda's brand-new Jingrui once sponsored 2015 year 《 Hero alliance 》 Demacia cup annual finals , thereafter , Mercedes 、 BMW 、 saic MG Mingjue and others have carried out a series of cooperation with E-sports events , Arousing widespread concern . actually , Kia has long been associated with E-sports .2016 year KX3 At the beginning of going public , Sponsor the hero League finals ;2020 year , Kia title sponsorship LCK DWG team ;2022 year , continuity 4 Become a year LEC Official sponsor of the League . In terms of cross-border E-sports , Kia has accumulated rich experience , Established a good reputation .

“ E-sports is a gathering place for the new generation of young people .” The relevant person in charge of Kia also expressed ,“ Innovative marketing around E-sports events , It has become a brand to communicate with young people 、 Deliver brand cultural values 、 An important bridge to show the brand concept .”

“ The wave of E-sports , Reach for the brand 、 Dialogue with young users brings new opportunities . So , Kia chose to cooperate deeply with the hero League mobile game professional league , Hope that through the integration of automotive technology and e-sports game culture , Continue to bring new brand experiences to young consumers , Give Way MZ Generations of consumers feel the brand-new look of Kia . thereafter , Kia, as a strategic partner of the hero League mobile game professional league , It will also be based on the interests and life scenarios of different young users , Explore more innovative marketing methods , Let more people discover the new Kia .” Mr. liuchangsheng said that .

Mr. fengxiao, general manager of tengjing sports new game e-sports, said , As the operator of the hero League series , Since its establishment, tengjing sports has been committed to building the most professional in China 、 The most influential and commercial sports events . In the past six months , Tengjing sports has planned a warm-up race including super fuel 、 China South Korea Exchange competition 、 Spark Invitational 、 Professional qualification competition and other competitions , Expect to create openness 、 inclusive 、 Diversified competition ecology , Bring more high-quality viewing experience to the audience of the hero League mobile games .2022 year , The first year of the hero League mobile game professional league is about to open , At this historic moment , Tengjing sports will cooperate with Kia in all aspects , Jointly open up more possibilities for the viewing scenes of mobile E-sports Events , Open up a new bridge for communication and dialogue between all parties and young people .

At the same time, Mr. Li Fang, the marketing director of Tencent automotive industry, said at the meeting that , To help Kia maximize IP Content tension , During strategic cooperation , Tencent advertising will pass IP Content depth co construction 、IP Enabling private sector operations 、IP Authorized sales activities and IP Material long tail operation, etc IP Ecological play , Help Kia fully open up the user's view 、 Social to consumer 、 Various scenes of word-of-mouth fermentation , Help Kia fully release IP Depth value , Seize the mental highland of young users , Realize the co vision of the brand and users 、 Empathy and long affection , And then complete the whole life cycle user value remodeling .

Dongfeng yueda kia and Tencent advertising and This cooperation between the three parties of the hero League mobile game professional league is enough to prove that the e-sports industry has been widely recognized , At the same time, it also confirms that Dongfeng Yueda Kia “Movement that inspires” The practice and efforts of the new strategic development goals , We are committed to bringing users a new brand experience of higher quality .