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<p>_渡qh|Q?020q?1?0日,W十八届q州国际汽R展览会在q州中国q出口商品N易会展馆丑֊?/p> <p>现场Q长城汽车欧拉品牌营销ȝ理余飞接受了牛R|的高端访谈?/p> <p><img src="https://image.danews.cc/upload/doc/20201123/5fbb79444e927.png" /></p> <p>具体采访内容如下Q?/p> <p>L人:_渡qh|Q欢q大家来到牛车网高端访谈直播_我们请到了欧拉的余飞怅R今q上半年新能源市场在比较低迷的情况下Q欧拉在2月䆾以来Q实C销量的八连涨,您觉得背后的原因是什么?</p> <p>余飞Q涨势我们还是要看市场,在增长的前提下是分化的,一直关注在C端的品牌今年涨势都是不错的。第二个是从7月䆾以来Q纯电市场增长幅度很高,q是一个大的市场的基本面,为欧拉提供了一个很好的增长Z。第三个是回到欧拉本w,Ƨ拉在营销端核心提高两个效率,一个是刉什么样的声量,W二个是把声量{成销量。以往更多x到广告各斚wQ但是欧拉今q的发力点在于公养I今年创新的玩法大家也看到了,黑猫、白猫、好猫的一pd命名。还有传播圈的非常有名的定律Q就是传播的本质在于重复Q受众的本质在于遗忘。我说到白猫、黑猫、好猫你是不是会惛_一句话Q黑猫白猫能抓到老鼠的就是好猫,q已l传播了好几十亿ơ了。通过命名的方式可以得到很好的帮助。还有用消费者喜Ƣ的公关方式和他们交和沟通?/p> <p>W二个是怎么h声量快速{成销量。有一个词叫品效合一Q大家以往对品效合一是有误解的。因为品牌推q是让大家觉得品牌更值钱Q效果类推广是让大家觉得q个产品买v来更划算。这其实是有矛盾的,但是Ƨ拉做的直播带货大家会关注到Q直播带货这件事儿,本n因ؓ明星的加持,是一个公关事Ӟ实现了自造声量的工作。我们又把线下经销商连带一P以往公关传播和线下销售是一U割裂的状况Q我们通过直播带货打通了q_Q品效合一的方式是我们认ؓ快速能把声量{成销量的方式?/p> <p>L人:汽R消费是一个g时性的消费Q可能很隑֜直播当中p立即转化成销量,有了q样的声量马上就能{化成销量?/p> <p>余飞Q有的声量是Z引流Q有的声量是Z扩散。纯_的品牌cM播更多的是ؓ了扩散。就是告诉大家欧拉是什么,告诉大家Ƨ拉在干什么。直播带货传播更多的是引,告诉大家Ƨ拉现在有好东西要卖Q大家一h看。我们请了哪些明星带你看Q比如刚才我说的q几位明星,现场有什么内容,整个带货是综艺内容,在里面穿插着把品带出去了。您的问题是N一瞬间p把RC吗?在品牌扩散的时候已l实C一些种草,最后这ơ直播带货的形式是把拔草的动作一ơ性做完?/p> <p>L人:相当于前期已l有U篏了?/p> <p>余飞Q相当于最后收剌Ӏ?/p> <p><img src="https://image.danews.cc/upload/doc/20201123/5fbb79465444c.png" /></p> <p>L人:Ƨ拉除了好猫、白猫、黑猫接下来有怎样的品规划?</p> <p>余飞Q在好猫基础上还有一个运动版会发布,q有在此基础上的q代产品Q我现在不能完全Ԍq涉及一些品规划的问题Q不能讲太细Q但是欧拉的q个产品序列会变得更加丰富,q是定的。但丰富C么别我现在得保密?/p> <p>L人:今年Ƨ拉提得比较多的是用户养成系品牌Q什么是用户Lpd牌呢Q?/p> <p>余飞Q可以这么理解,用一句话来概括的话就是这个品牌的成长和一些重要的决策都是可以要用h参与。比如白猫当时设计的时候觉得用户喜Ƣ猫Q我们就用猫命名。黑猫原来叫Ƨ拉R1Q这是用户决定的Q当时用戯Z么有白猫可爱的名字,Z么R1不可以?我们说OKQ正好很多用戯x名,你们能不能想一个,今年成都车展把黑猫的名字固化下来。对L厂最重要的事情,产品的命名,甚至产品的投产和量都由用户军_。用户基本决定了q个品牌来的一些重大的设想Q好比他在养成这个品牌一栗是q样的概c?/p> <p>L人:Ƨ拉打造全球首个电动R原厂改装IPQ在提这L事情Q这个事儿的深层考虑是什么?有什么样的重要D措?</p> <p>余飞Q很多欧拉R主自己就会改装,当然只是叫民间自发的Q还没有一个官方的牵头Q其实这是个底层的状c第二个是大势所,个性化的消费其实全部靠L厂这U大扚w量车实玎ͼ一定有它的困难Q不能叫困难Q或者一定有考虑不到的地斏V与其这个样子,我们不如利用L厂的力量开放一个^収ͼ大家都可以来玩,把这个^台做得更加官斏V专业甚臛_规,q就是我们的初衷Q让大家更好、更有序、更开攑֜L他们惌辄产品表达出来?/p> <p>L人:相当于还是从用户的角度?/p> <p>余飞Q对Q你看我10句话?句半都在谈用戗?/p> <p>L人:做改装有没有具体的例子?</p> <p>余飞Q我们有Q我们和工匠z以及好几个大咖Q以及R主自发的作品都上传到了整个系l当中,后面?2?9h一个线下公x动,是把所有的作品做一个集中展C,同时做一个互动。另外我们更多的是谈一个主张,我们的改装其实是重社交,L装?/p> <p>L人:是大家爱好q个?/p> <p>余飞Q大家愿意来玩,愿意参与到这个活动当中,可以到q个q_上,而不是一定改得多么专业?/p> <p>L人:如果回到5q前Q您会怎么样布局q样的新能源市场Q?/p> <p>余飞Q如果能预测Q我可能做两个品牌Q一个高端品牌,一个中型车辆的品牌?/p> <p>L人:今年发生了特别多的事儿,可以说是非常不^凡的一q_快到q底了,您有怎样的个人愿望或者新q愿望?</p> <p>余飞Q新q愿望肯定是大家一切^安,2020q大安知道有疫情,疫情不要再发生了Q希望全世界都止住。如果还有其他的新年愿望是希望明年我们整个汽R市场Q能让我们汽车行业的从业者心情更舒畅一些?/p> <p>L人:感谢余怅R?/p> </article> <!-- Baidu Button BEGIN --> <div id="bdshare" class="bdshare_t bds_tools get-codes-bdshare"> <span class="bds_more">分n刎ͼ</span> <a class="bds_qzone"></a> <a class="bds_tsina"></a> <a class="bds_tqq"></a> <a class="bds_renren"></a> <a class="bds_t163"></a> <a 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