On June 12, the 2024 IAI Festival was grandly opened in Beijing. With the case of “Building Cultural Bridges through the Chinese Rhythm”, Dongfeng won the Bronze Award for Overseas Marketing at the 24th IAI International Advertising Awards, which is the third consecutive year of winning and realizing the continuous improvement of the award level. It is reported that this year, Dongfeng Motor has also been selected for the IAI International Advertising Awards Brand Global List, specifically in the Automobile Industry Gobal Brand List and the Best Marketing Performance - Best Festival Marketing Performance List.

Brand internationalization and marketing globalization are the current trend and hot topic. With the rapid development of science and technology and constant changes in the market environment, various industries and fields are facing unprecedented changes and challenges. How to find its own position in the wave of overseas marketing, formulate effective overseas marketing strategies, tell Chinese story well, and establish a Chinese brand image? Dongfeng has provided its own answer through its overseas communication practice.

01.Full platform, multiple touchpoints, building an overseas communication system.

In order to cover and reach a broader audience of different regions, types and age groups, Dongfeng Motor has utilized social media platforms as user communication channels, gradually building a brand communication system through online full-platform, multiple-touchpoints strategies, and forming an overseas media communication matrix.

The age of automobile consumers around the world is trending downward. In response to this shift in the target audience, Dongfeng is focusing on overseas social media platforms with concentrated young audiences and high traffic, building an efficient communication bridge. It has identified Facebook and TikTok as key focal points in its overseas brand communication strategy.

02 Relying on unique culture to strengthen brand awareness.

Content marketing is the core of overseas communication, and it is also necessary for refined operation of overseas social media. As one of the leading automobile manufacturers in China, based on the long-term strategic goal of "Internationalized Dongfeng Motor", Dongfeng Motor takes telling a good Chinese story as our overseas communication strategy, combining traditional Chinese culture and products with a unique fit and entry point, so as to enable users to fully perceive China's Dongfeng Motor automobile brand in an all-round way, establishes Dongfeng's international image globally, and convey the profound connotation of Chinese culture at the same time. 

By anchoring on culture, Dongfeng enhances user stickiness and brand identity through content innovation, combines traditional Chinese cultural elements with brand and product promotion, produces a series contents of Dongfeng X China 24 Solar terms, and carries this cultural attribute intot the annual operational strategy. This approach creates a new marketing momentum for the new era of the media, and subconsciously conveys the oriental wisdom and values of the Dongfeng brand.

Through cultural ties, cultural empathy has been generated with users, establishing an emotional connection between the vehicle brand and young consumers, and then introducing the brand concept and the broader image of Chinese automobile brands, continuously sharpening the technological labels and disseminating product features, which ultimately promoted sales conversion and effectively enhances user stickiness. Data shows that the content incorporating Chinese cultural elements has achieved good interactive effects. The fan interaction rate of MHERO's overseas social media account launched this year is as high as 12.16%, which is much higher than the average level of the industry account (approximately 0.2%).

03 Strengthening overseas communication and reaching out to overseas fans.

During the process of overseas communication, we focus on interacting with global fans to foster mutual understanding. Through online promotion and genuine offline feedback, we discuss and share culture with our fans, forming a cultural resonance based on shared experiences.

By publishing "Stories of Chinese and Foreign Owners", promoting user-generated content like "Commercial Vehicle Fan-made MV", and actively meeting fans' needs through O2O initiatives such as "Happy Wedding Car," we have elicited feedback from users towards the brand. This not only demonstrates Dongfeng's attention and respect for users, but also highlights the significance of the brand in the hearts of users.

A vivid example of reaching out to overseas fans is the project to support overseas KOL weddings. Carefully arranging the promotion rhythm, linking the KOL personal account with the Dongfeng brand account, the KOL was subsequently invited to visit the Dongfeng headquarters, and released a video of the KOL leading the overseas fans to learn about the brand and the stories behind the products. Through meticulous product implantation, Dongfeng Motor are combined with users' life, increasing the products affinity in users' minds. This strategy of emotional resonance brings the Dongfeng brand closer to the daily life of users and creates a lasting brand impression.

To further enhance our overseas communication, Dongfeng Motor has designated global Facebook account as the primary marketing platform, while utilizing TikTok as a supplementary channel to disseminate marketing content targeted at younger audiences. Major topics will be supported by global press releases on Dongfeng Motor's official website, creating a comprehensive online communication matrix. Throughout the year, discussions related to the Dongfeng Motor brand have garnered over 10.56 million exposures on social media.

In addition, in 2023, Dongfeng Motor also carried out 8 special event promotion and dissemination in Xinhua News Agency's all-media platform, reaching as many as 50 countries and regions around the world. The campaign was covered by hundreds of authoritative media, including AFP, AP, Yahoo, and was disseminated in more than 10 languages, resulting in a cumulative exposure of more than 400 million views.

04 Entering 2024, Dongfeng brand makes further efforts overseas.

Entering 2024, facing the fiercely competitive overseas automobile market, Dongfeng has continued to increase its efforts. Building on its existing overseas achievements, it is applying the latest technologies, innovating in overseas communications, and driving rapid overseas growth, and presenting three major characteristics.

+Social media accounts are gaining popularity

In 2024, both the global account on YouTube and the sub-brand MHERO account were launched. Despite its relatively short operation time, the MHERO account has demonstrated outstanding social media performance and attracted a significant number of overseas fans with high loyalty and activity, far surpassing the interaction rates of other central enterprises and automotive companies going overseas. Dongfeng's overseas social media account not only receives a lot of praise and positive feedback from users, but also collects a lot of sales leads, providing favorable conditions for sales conversion.

The extensive comments from fans reveal a strong appreciation and recognition of Dongfeng products across various countries and regions. Muzi Yi from the U.S. expressed his anticipation for Dongfeng's new products, commenting under the posting of MHERO's Beijing International Automotive Exhibition news, “Awesome! MHERO takes the off-road experience to a new level!”; Ŕø Máñ Dās, a fan from Nepal, commented under the posting of the MHERO Global Top 10 Hybrid power system, “This SUV doesn't need any modifications, it's very appealing to me with its rigid and powerful look.” Others fans also expressed their strong desire for Dongfeng products under the post about the Dongfeng team's negotiated cooperation with Algeria, with Amine Amin saying, “I am planning to establish a tourism vehicle factory in Algeria, and I am very much in love with the vehicles that you have shown, so I wish you all the best of luck.” KingDave Mawuli Amewugah left a message saying “Please come to Ghana, West Africa”; سيف الحق الصارم البتار remarked on Facebook saying “I'm from the Republic of Yemen, and I really enjoy driving Chinese cars with excellent performance!” 

+Telling the Chinese story in depth

In 2024, Dongfeng continue to explore cultural integration with the theme of "Telling China's Stories Well". Starting from unique Chinese elements "culture/architecture/craftsmanship", it will form a new communication series - "China's Best", integrating Dongfeng's representative products to carry out innovative communication and release them in a variety of material forms.

+Technology Enabled, AIGC Helps Overseas Communication

With the increasing maturity of AI technology, the marketing field has also ushered in intelligent changes. In its overseas communication, Dongfeng is constantly exploring the use of AI to enhance its brand, breaking through traditional marketing methods and moving to new heights in overseas communication. By incorporating advanced technologies like AIGC into product promotion, Dongfeng is leading with technology, utilizing AI to facilitate market dissemination of its products, achieving an organic integration of technology and product.

With the rise of Chinese brands in the global market, brand going overseas has become an important strategy for many enterprises. Through the efforts of exploration and practice in recent years, the company has come out with an innovative path for Chinese auto brands to go overseas by utilizing new technology, new media and new strategies, promoting the continuous growth of Dongfeng's product sales and brand reputation in overseas markets, and actively assisting overseas marketing.