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<h3 class="article-title">
长城Ƨ拉姚飞Q欧拉新玩法——直?拼团+电商
</h3>
<p class="article-info clearfix">
<span class="l time">2020/11/23 18:36:36</span>
<span class="r tag">
<a class="layui-btn layui-btn-normal">我要询h</a>
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<article class="article-text">
<p>?| 来源·泉州汽R|?本站作?/p>
<p><img src="https://image.danews.cc/upload/doc/20201123/5fbb72ef05b2b.png" /></p>
<p>长城汽RƧ拉品牌市场传播ȝ 姚飞Q左Q与玩R教授ȝ理邱江（叻I</p>
<p> </p>
<p>玩R教授Q我们注意到Q欧拉今q直播间风生水vQ联合了谢娜、汪늭明星Q双十一联手l嘉、吴昕，单日订单H破10129辆，成ؓ双十一首个单日销量破万的新能源品牌，q背后的原因是什么？</p>
<p> </p>
<p>姚飞Q除了欧拉强大的产品实力及营销破圈外，单纯q播而言Q我们摸索出了属于欧拉自q玩法Q即“直播+拼团+电商”Q实现渠道互通，共战pQ?/p>
<p> </p>
<p>在直播之前，我们会通过短视频等方式引流Q保持强曝光Q吸引观众到直播间占位。开播期Q通过多个孵化账号一L播，实现快速吸_，直播中通过量的暖心礼品和优惠Q激发购买欲Q弹q刷屏，营造火热的卖场氛围?/p>
<p> </p>
<p>直播中，我们会直接抛出极兯惑力的团购优惠及时抓住用L购买Ʋ望Q实现当{化。用户可获得拼团成功q现、购车抵用券、半仯车锦鲤等Q直接逼定高意向客戗?/p>
<p> </p>
<p>最后，我们与垂直汽车^収ͼ如汽车之家合作，通过U上VR看R服务Q解决用户不出门卛_看R、了解R的需求。随后，用户可以直接转向电商q_Q通过Ƨ拉APP、天猫、京东、拼多多{下单，实现销售{化的最后一步?/p>
<p> </p>
<p>玩R教授Q?月䆾Q好猫在北京车展开启预售；11月进行了媒体抢先试驾及上市，那么未来Q欧拉好猫的营销思\是什么？</p>
<p> </p>
<p>姚飞Q当时代抛弃我们的时候，q一声招g不会打。竞争丛林中Q能留下来的Q只有那些对变化作出最U极反应的品牌。已l有数据表明Q?020q底Q?0后年Mh占据整体消费力?0%?021q城市消费中?00块钱中有70块或者更多是由年Mh花出ȝ。年Mh已经成ؓ炙手可热的金主，而他们，更愿意ؓ悦己花钱。作ZN向新世代的智潮跑，Ƨ拉好猫的营销实C个创变，真正与时代共振，为新世代再造经典?/p>
<p> </p>
<p>一是品牌创变，从主机厂思维向互联网思维转变Q从底层更新对品牌的认知Q真正打造好猫对q轻人的文化影响力，我们与男、乐队的夏天合作也是Zq种考量?/p>
<p> </p>
<p>二是产品创变Q从产品思维向用h维转变Q从q求一车一品牌到努力打造一车一l典QؓC代再造可持箋q代的经典R型。而好猫从产品设计之初Q沿用上世纪60q代设计概念为灵感，是Zq样的目标?/p>
<p> </p>
<p>玩R教授Q如今，q轻人已l成Z当下消费的主力军Q您认ؓ选择Ƨ拉品牌的消费群体应该是怎样的？</p>
<p> </p>
<p>姚飞Q他们是q固有l织、独立而复杂的“游牧?rdquo;Q独立、敏感、强悍、难以捕捉且更难以定义；他们是难以被取悦、更加精准和排外?ldquo;采猎?rdquo;Q审慎选择、不盲从、有着独立的见解?/p>
<p> </p>
<p>他们q求 “兴h?rdquo;Q用情感消费来消除焦虑，愿意为兴和热爱买单Q坚持n体和灵魂要同时在路上。所以，Ƨ拉持lؓC代创?ldquo;兴h?rdquo;Q探索他们内心的情感需求，用情感消Ҏ解决他们的焦虑?/p>
<p><img src="https://image.danews.cc/upload/doc/20201123/5fbb72ef2e3eb.png" /></p>
<p>长城汽RƧ拉品牌市场传播ȝ 姚飞</p>
<p> </p>
<p>玩R教授Q欧拉黑猫、白猫、好猫的车型定位是什么？Ҏ其他车企Q竞品）Q?Ƨ拉的优势是什么？</p>
<p> </p>
<p>姚飞Q欧拉品牌本w就是一个年d牌，旗下产品虽风g同，但都是围l年ȝ标h打造的?/p>
<p> </p>
<p>Ƨ拉黑猫——C代精品电动小车。欧拉R1升而来Q核心优势：405km长l航Q同U别最大驾乘空间、专属MEq_、安全可靠。欧拉黑猫复古Q萌很受年Mh的喜爱Q是Ƨ拉品牌的销量担当?/p>
<p> </p>
<p>Ƨ拉白猫——C代智能潮品电动R。核心优势：同最长箋航（401kmQ、同U唯一家居互联、同U最大超U乘坐空间、同U最安全6个安全气囊、同U最潮品质电动R。欧拉白猫二ơ元潮RQ猫力十I深受猫系男女的喜爱?/p>
<p> </p>
<p>Ƨ拉好猫——C代智潮跑。作为全球首ƾ柠?咖啡q_U电模块打造的C代电动RQ欧拉好猫是中国乃至世界W一?ldquo;复古未来”MU电汽RQ领先的U技配置以及比肩时尚奢侈品的用料和工艺，成ؓ当下q轻一族表达个性、展现自我风格的时尚载体。未来在l分市场q会存在一定䆾额，Ƨ拉也希望该车型能够l分领域的主力R型?/p>
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