Core Insights - The automotive industry is transitioning from mere transportation to a multi-dimensional lifestyle platform, prompting companies to redefine their brand and market positioning [2] - Dongjian Technology is focusing on brand repositioning to emphasize emotional connection and identity value for users, moving from a B2B manufacturing mindset to a C2C user-centric approach [2][3] Brand Strategy - The company has established a three-brand matrix to cover all aspects of off-road lifestyle: Steelcraft for hardcore off-road enthusiasts, Winbo for young explorers, and Manta for mature users seeking spiritual resonance [2] - This brand strategy aims to create a complete value chain that transitions from product supply to advocating for an off-road lifestyle, addressing different user segments and their values [2] Business Model Innovation - The introduction of the "official modified vehicle" business model leverages the integration of pre-installed and flexible aftermarket solutions, providing high-value, compliant offerings to users [3] - Strategic partnerships with major OEMs allow for personalized modifications to be integrated into the vehicle production process, enhancing direct connections between the brand and users [3] User Engagement - The company envisions users as co-creators and companions in the brand journey, planning initiatives like the "User Co-Creation Program" and "Guardian Program" to deepen emotional ties and shared values [3] - Future strategies will focus on differentiated missions, user co-creation, and long-termism to build a resilient and vibrant brand ecosystem while promoting modern off-road culture that balances exploration and environmental responsibility [3]
东箭科技董事长罗军： 以品牌重塑越野生态文明新范式