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].