As soon as 2025 begins, the new year's marketing battle has begun. On January 3, Nine Company (689009. SH, share price 48.77 yuan, market value 34.974 billion yuan) China held the "2025 Oasis Campaign Work Deployment Meeting and No. 9 Company's 2025 New Product Live Release", and the scene officially announced the cooperation between No. 9 Company and King Glory Professional E-sports Club Chengdu AG Super Play Club and Chongqing Wolves.

The reporter of "Daily Economic News" learned that since 2022, Nine Company has reached a cooperation with AG E-sports Club, and it has continued to this day.

Nowadays, it is necessary for major consumer brands to understand young people. According to the "2024 China Consumer Trend Survey" released by McKinsey, Generation Z (18~25 years old) shows a higher willingness to spend than other generations.

Millennials have taken over as the main consumer power, and this phenomenon is also true in the electric two-wheeler industry.

In a survey conducted by iResearch in 2024, it was pointed out that in the survey results of 1,516 questionnaires, young consumers are the main group, of which 21.2% are 18~25 years old, and 53.4% are 26~35 years old.

The survey results show that in the user's cognition, Nine and Maverick are the first smart electric vehicle brands they can think of; 32.6% of the surveyed users said that they would give priority to buying Nine, and this group accounted for the largest proportion.

The No. 9 "hand-in-hand" Glory of Kings is another marketing action to create e-sports co-branded products to "link" players and riders and seize the minds of users.

It is understood that the Chengdu AG Super Play Club cooperated with No. 9 has about 350 million fans on the whole network, and has reached the KPL finals ten times; Chongqing Wolves is the veteran team with the most honors in KPL history, with ten Glory of Kings champions in team history, and is the owner of the record for the highest number of Glory of Kings championships, with the popularity of the official live broadcast room of the Bilibili event reaching 120 million, and the number of hot searches on Weibo throughout the year has exceeded 170.

In addition, the use of e-sports to compete for more young riders is also a customer acquisition strategy for other electric two-wheeler brands.

According to public information, in September 2024, Maverick Electric (NIU.US, stock price $1.740, market value $135 million) announced that it had reached an in-depth cooperation with "Peace Elite", not only becoming an industry partner of the "2024 Peace Elite Professional League", but also creating products in depth; In December 2024, Maverick Electric once again announced that its flagship product NXT and Perfect World's "Zhuxian World" will launch a limited-edition co-branded model.

According to the "2024 China E-sports Industry Report", in 2024, the scale of e-sports users in China will reach 490 million. In 2024, a total of 124 non-performance e-sports events will be held in China with the participation of professional players at or above the provincial level, and the number of offline events will increase by 12% in 2024.

Cover picture source: Photo by reporter Kong Zesi (data map).