Core Points - A woman named Ding from Yancheng won a car through a lottery associated with a local football match, highlighting the promotional activities linked to sporting events [1] - The car, a blue Pentium Pony, has a market value of approximately 37,000 yuan, and the lottery is perceived as fair by participants [1] - The sponsoring company has prepared a total of 8 Pentium Pony cars for the matches, with 2 cars being awarded to fans each time [1] - The promotional activities have included multiple rounds of lotteries, offering not only cars but also other prizes like Huawei Pura flagship phones and 50-inch LCD TVs [1] Company and Industry Insights - The sponsorship of local football matches by companies is a strategy to engage fans and promote brand visibility through attractive prizes [1] - The positive feedback from winners regarding the practicality of the Pentium Pony car suggests a favorable reception of the product in the market [1] - The ongoing promotional activities indicate a trend in the sports industry where companies leverage events to enhance customer engagement and brand loyalty [1]

Sales Performance - Yueda Kia reported a sales volume of 20,974 vehicles in August 2025, marking six consecutive months of monthly sales exceeding 20,000 units [1] - Cumulative sales from January to August reached 165,036 vehicles, representing a year-on-year growth of 7% [1] - In August, the company produced 20,000 vehicles, with a total production of 163,270 vehicles from January to August, reflecting a year-on-year increase of 9.5% [1] Product Strategy - Yueda Kia adheres to the commitment of "In China, For China," focusing on product strategy optimization, brand image enhancement, and channel system renewal to strengthen its core competitiveness in the Chinese market [3] - The company is actively promoting electrification and accelerating the layout of new energy products while renewing classic fuel models to meet diverse market demands [3] - The 2026 Kia Carnival has been launched, offering spacious interiors, safety features, advanced technology, and a smooth driving experience [3][5] Export and Global Presence - Since 2018, Yueda Kia has exported over 477,000 vehicles, generating sales of $5.13 billion, with products reaching 89 countries including Australia, New Zealand, and Mexico [9] - The company has also exported over 440,000 engines, with sales exceeding $1.06 billion, contributing to a balanced development strategy of domestic and international sales [9] Corporate Social Responsibility - Yueda Kia has invested over 56 million yuan in the Kia Home public welfare project over 16 years, involving 2,360 student volunteers and improving various community facilities [11] - The company has been recognized as one of the "Top 50 Public Welfare Projects" by the Chinese Academy of Social Sciences and awarded for its impactful charity initiatives [11] Brand Development - Yueda Kia became the main sponsor of the Jiangsu Provincial Urban Football League in Yancheng, enhancing its local brand influence through various events and community engagement [11] - The company organized fan support activities and showcased its global star products at local sports events, further promoting the Kia brand [11] Future Outlook - Yueda Kia aims to continue its commitment to "In China, For China," focusing on electrification and intelligent transformation while expanding its product matrix and service quality [12]

Group 1: Match Summary - Yancheng team achieved a decisive victory over Changzhou team with a score of 5:0 in the Jiangsu Provincial Urban Football League [1] - Despite not scoring, Changzhou team displayed commendable fighting spirit and received applause from the audience for their efforts [3] - The match highlighted the camaraderie between the teams, with players showing respect to fans and exchanging gratitude [5] Group 2: Sponsorship and Community Engagement - Yueda Kia, the main sponsor of Yancheng team, actively promotes football culture and social responsibility, providing free transportation for away fans and inviting special needs children to watch the match [6] - Kia, the parent company of Yueda Kia, has a strong presence in global sports sponsorship, partnering with FIFA and other major sports events, enhancing the visibility of the Jiangsu Urban Football League [8] - Since its establishment in Yancheng, Kia has sold over 6.5 million vehicles and contributed significantly to the local economy, with a sales revenue exceeding 645 billion [12]

Group 1 - The core viewpoint of the article highlights the significant commercial opportunities created by the Suzhou Super League (苏超), which has attracted a diverse range of sponsors and brands, transforming the landscape of sports marketing in China [1][27]. - The number of sponsors for the Suzhou Super League has increased from 6 to 26, with a five-tier sponsorship system established, indicating a robust commercial interest in grassroots sports events [2][27]. - Brands are employing innovative marketing strategies, such as localized sponsorships and interactive fan engagement, to deepen their connection with consumers and enhance brand visibility [4][10][30]. Group 2 - Major brands like Kia and Heineken are entering the Suzhou Super League sponsorship scene, showcasing a shift from traditional sponsorships to more localized and experiential marketing approaches [6][8]. - The economic impact of the Suzhou Super League extends beyond the matches, driving local tourism and increasing sales for local products, demonstrating a successful integration of sports and commerce [27][30]. - The sponsorship model has evolved, with initial sponsorship amounts ranging from 200,000 to 1.5 million RMB, now escalating to 3 million RMB due to heightened interest, reflecting the league's growing popularity [35][36]. Group 3 - The article identifies three key elements for successful brand marketing in the context of the Suzhou Super League: deep cultural engagement, user-friendly participation mechanisms, and precise integration of consumer experiences [37][40][41]. - Brands are encouraged to leverage cultural symbols and local narratives to resonate with consumers, moving away from generic marketing messages [38]. - The article emphasizes the importance of transforming spectators into active participants, fostering a sense of community and loyalty among consumers [40][46].

Core Viewpoint - Kia is transforming its brand philosophy to focus on emotional resonance and user needs, as demonstrated by the release of the brand film "Soaring from the Heart" in collaboration with director Gu Xiaogang [1][3][4]. Group 1: Brand Strategy - In the context of a slowing growth rate in the Chinese automotive market and evolving consumer demands, Kia recognizes a shift in car purchasing decisions from mere functional needs to emotional connections [3]. - The brand film aims to illustrate Kia's new concept of being a "human-centered mobility partner" by showcasing relatable stories of ordinary people [1][3]. - Kia's long-term strategy emphasizes "In China, for China," focusing on user needs and building emotional connections through diverse experiences [4]. Group 2: Film Narrative - The film "Soaring from the Heart" features three parallel stories that highlight the emotional significance of vehicles in everyday life, such as a rural teacher's dedication, a father's silent support for his daughter's dreams, and a young couple starting their new life with an EV5 as their wedding car [3][4]. - The narrative employs subtle storytelling techniques, avoiding dramatic conflicts and instead focusing on everyday moments, which resonate with the audience's understanding of life's essence [4]. - The film positions vehicles not just as transportation tools but as companions that accompany users through various life stages, reinforcing the idea that true companionship deepens over time [3][4].

Sales Performance - In April 2025, Yueda Kia achieved a sales volume of 22,155 vehicles, marking an 11.8% year-on-year increase, continuing a strong growth trend since the beginning of the year [1] - Cumulatively, from January to April 2025, Yueda Kia's total sales reached 78,707 vehicles, reflecting a 12.7% year-on-year growth [1] - The production volume in April reached 22,200 vehicles, a 6.9% increase year-on-year, with a total production of 77,900 vehicles from January to April, representing a 17.2% year-on-year growth [1] Product Development - The new model, the Kia "Lion Platinum" SUV, was launched with a starting price of 115,800 yuan, emphasizing "global quality + superior intelligence" [2] - The Kia EV5, a strategic model for global markets, has also been updated for 2025, featuring enhanced interior and comfort options [2] - Yueda Kia plans to invest 188 million yuan to upgrade its Yancheng 4.0 smart factory to ensure high global quality standards for its products [2] Market Expansion - Yueda Kia has expanded its export product matrix to cover 85 countries, achieving significant export performance [2] - The company has established partnerships with major group dealers, adding 57 new dealers this year [3] - Strategic collaborations with platforms like JD.com and Tmall have been initiated to enhance after-sales service networks in underserved areas [3] ESG Performance - Yueda Kia has been recognized as one of the top 10 "ESG Pioneers" among foreign and Hong Kong-Macau-Taiwan enterprises in China for two consecutive years, improving its ranking by three positions [4] - The company has integrated green development principles into its manufacturing processes, achieving recognition as a "National Green Factory" and "Jiangsu Province Green Factory" [8] - Yueda Kia has invested over 55 million yuan in its "Kia Home" charity project, improving educational environments and supporting community development [8][9]

Core Insights - Yueda Kia reported a strong sales performance with April 2025 sales reaching 22,155 units, an increase of 11.8% year-on-year, and cumulative sales from January to April reaching 78,707 units, up 12.7% [1] - The company is focusing on integrating global resources with local market demands in China, emphasizing a long-term commitment to the market [1][15] - The automotive industry in China is shifting its competitive focus from electrification to intelligent capabilities, marking a new phase of competition [1] Sales and Production - In April 2025, Yueda Kia produced 22,200 vehicles, a year-on-year increase of 6.9%, with cumulative production from January to April at 77,900 units, up 17.2% [1] - The company exported 12,791 engines in April, with a total of 43,129 engines exported from January to April, indicating robust growth in exports [1] Product Launches - The new Kia Sportage, known as the "global sales champion," was relaunched with a starting price of 115,800 yuan, setting a new value benchmark for compact SUVs [2] - The 2025 Kia Sportage features upgraded configurations tailored to Chinese consumers, including advanced comfort and intelligent driving assistance features [4] Strategic Initiatives - Yueda Kia is advancing its "oil-electric parallel" strategy while enhancing its export base in Yancheng, aiming for a global development framework [8] - The company has exported 418,000 vehicles since 2018, generating over $4.39 billion in export sales, with a diverse product matrix covering various segments [11] Future Plans - Yueda Kia plans to launch three high-quality new models in 2026 and will continue to develop electric vehicles based on Chinese consumer needs [13] - The company is enhancing its service network through partnerships with major dealers and online platforms to improve customer service experiences [13]