12月14日，湘超"三一重卡之约"专场活动圆满落幕。这场由三一集团冠名、三一重卡倾情 呈现的体育盛宴，不仅为球迷们带来了高水平的竞技体验，更彰显了民族重卡品牌扎根本 土、赋能体育公益的深切担当。从赛事支持到场景融合，从精神共鸣到价值共创，三一重卡 以切实行动诠释了民族企业的责任，为品牌与体育事业的共生发展提供了鲜活范本。 本土情怀扎根：以赛事为桥，反哺家乡文体生态 作为从娄底涟源走向世界的民族企业，三一集团自创立以来便与湖南这片土地有着深厚的情 感。湘超联赛作为湖南省内水平最高、影响力最广的业余足球赛事，早已超越体育竞技本 身，成为激活区域文化活力、凝聚乡土情感、传递拼搏精神的重要平台。三一重卡此次冠名 湘超专场，并非一次简单的商业赞助，而是企业"回馈桑梓、助力本土体育事业发展"理念 的生动实践。 深耕本土，意味着真正理解并回应家乡的期待。湘超赛事承载着湖南人对足球的热爱，也肩 负着推广本地体育文化、带动消费升级的使命。据统计，湘超联赛累计吸引现场观众超116 万人次，全网传播量突破107亿，已成为带动文旅消费超113亿元的"现象级IP"。 三一重卡的加入，为赛事注入了坚实支持——从场外车型列阵护航，到现场互 ...

Core Viewpoint - The article highlights the unprecedented sports enthusiasm in China, emphasizing the strategic marketing shift in the heavy truck industry, particularly through the collaboration between SANY Heavy Truck and the Hunan Super League, showcasing a new approach to brand engagement and consumer connection [1][11]. Group 1: Marketing Strategy - The traditional marketing model in China's heavy truck industry has been limited to new car launches, industry exhibitions, and targeted promotions, failing to reach broader audiences [3]. - SANY Heavy Truck's strategy is based on the understanding that "where the users are, the brand should be rooted there," targeting the overlap between truck drivers and football enthusiasts [4]. - The Hunan Super League has evolved into a significant cultural phenomenon, achieving over 10.7 billion online views and generating over 11.3 billion yuan in tourism consumption, making it an ideal platform for SANY to engage with its target audience [4][6]. Group 2: Brand Experience - SANY Heavy Truck has created immersive brand experiences at the Hunan Super League, moving from traditional one-way marketing to interactive engagement, such as the "Truck Delivery Love" event during halftime [6][9]. - The brand's presence at the event has fostered a sense of belonging and brand recognition among truck drivers, enhancing emotional connections through shared values of perseverance and reliability [6][10]. - The event attracted over 1.16 million spectators, including potential customers from logistics companies, allowing for direct product exposure and experiential marketing that surpasses traditional advertising methods [9][10]. Group 3: Future Implications - The success of SANY Heavy Truck's cross-industry marketing serves as a valuable lesson for the heavy truck industry, indicating that brand competition is ultimately about consumer perception rather than just product specifications [10][11]. - As the trend of national sports enthusiasm continues, more commercial vehicle brands may seek to explore new marketing avenues in sports and culture, following SANY's example of integrating brand identity with consumer values [11].