The Ocean Network, which has sold more than 3.5 million vehicles in its three years of existence, held its first user festival for "Ocean Fans" (Ocean Network users) at BYD headquarters. Initially, it was thought to be a mere party for eating, drinking, and enjoying oneself to thank users, but Zhang Zhuo, General Manager of BYD Automobile's Ocean Network Sales Department, revealed several "surprises" in his speech.

(Image source: BYD Automobile)

Text | AutoNovel Fig

Taking advantage of the Ocean Network's third anniversary, the first user festival gathered "Ocean Fans" from all over the country. Moreover, the "Ocean Fans" received the official name for their fan club at this user festival: "Gathering Waves." Regarding "Gathering Waves," the Ocean Network stated that it will use this as a base to engage more users in co-creation and will subsequently recruit product experience officers, marketing advisors, and car owner ambassadors, while also launching the "Ocean Public Welfare Plan" with Ocean Network car owners.

Compared to the official introduction, Zhang Zhuo's "interpretation" is more accessible and down-to-earth, describing "Gathering Waves" as "everyone gathering together to have fun."

(Image source: BYD Automobile)

Looking back at the 3.5 million vehicles sold in these three years, the Ocean Network undoubtedly has the qualifications to "have fun."

According to Zhang Zhuo, General Manager of BYD Automobile's Ocean Network Sales Department, in the first three quarters of this year, BYD's Ocean Network achieved cumulative sales of over 1.26 million vehicles, a year-on-year increase of 38%. If these sales figures were taken alone and placed in the national passenger car market, they would rank in the top four.

Behind this success lies not only the "assist" from the shift in market consumption structure from gasoline to electric vehicles but also the results of the Ocean Network's continuous exploration in new categories and technologies. An obvious fact is that almost every model currently sold by the Ocean Network, whether it's the first model Dolphin or subsequent models like Seal and Song PLUS New Energy, is a "hit" in its respective market segment. This is inseparable from the application of new technologies in these products.

(Image source: BYD Automobile)

For example, the Dolphin, the A0-class sales champion, is the first to feature the e-Platform 3.0 technology and comes standard with a heat pump system; the Song PLUS DM-i, which has been the sales champion in the plug-in hybrid SUV segment for multiple months, is one of the first models to be equipped with DM-i super hybrid technology; and the Sea Lion 07EV is the first model to feature BYD's globally innovative intelligent current-boosting fast charging, all-scenario intelligent pulse self-heating, and intelligent terminal fast charging technologies.

Currently, the Ocean Network has created four major IPs - Seagull, Dolphin, Seal, and Sea Lion - as well as the Song PLUS series, covering the mainstream price range from 70,000 to 300,000 yuan.

(Image source: BYD Automobile)

According to Zhang Zhuo, the Ocean Network will also build a product matrix from A-segment to D-segment based on the existing product lineup, focusing on the SUV-exclusive Sea Lion IP and the sedan-exclusive Seal IP. The Seal IP will introduce a new station wagon and a new MPV model (to be named with a new IP).

Next, the Ocean Network's models will undergo a significant upgrade. In Zhang Zhuo's words, features like "color TVs, refrigerators, and large sofas" will all be available on Ocean Network models. In the field of intelligent driving, the Ocean Network aims to equip the Seagull with an intelligent driving system, achieving true technological and intelligent equality.

In the future, various Ocean Network models will successively be equipped with high-voltage platforms above 800V, providing a faster charging experience. This will enable "same-speed" charging for both gasoline and electric vehicles. Additionally, the Ocean Network will introduce a refreshed Ocean Aesthetics 2.0 design language, bringing a refreshing new look.

(Image source: BYD Automobile)

Beyond products, the Ocean Network also has a clear self-awareness and positioning on the brand side.

In response to the question, "Why did BYD create the Ocean Network?" Zhang Zhuo answered that "the Ocean Network shoulders the mission of BYD's youthfulness and technological innovation." This was also evident at the first user festival.

(Image source: BYD Automobile)

Not only were there displays of modified cars and outdoor vehicle lifestyles, but there were also various cross-industry interactive games and even beauty experiences. Additionally, well-known catering and food brands like coffee and bubble tea, which are popular among young people, were also present at the event.

By integrating into the trend field and using innovative interactive forms and experiences to delve into users' life circles, the Ocean Network aims to engage with users and present a more youthful and vibrant lifestyle for "Ocean Fans.

(Image source: BYD Automobile)

In this regard, Zhang Zhuo modestly said, "Sell a car, make a friend." In reality, facing the changing consumption concepts of the new generation, BYD is paying more attention to youthfulness through the Ocean Network and proactively embracing market changes.

For example, in its three years of existence, the Ocean Network has collaborated with leading IPs from various circles, including China's Got Talent, League of Legends, and the Lu Tianyi anime IP, to engage with young users and reach out to different user groups.

By breaking through traditional boundaries and collaborating across industries, the Ocean Network is breaking down communication barriers with users and connecting with young users through popular culture, interests, and personalities. In terms of tangible benefits, it is reported that the Ocean Network has launched a "fan-favorite" package, offering multiple subsidies for purchasing Ocean Network models in November.

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