2022上半年业绩预增公告中,净利润同比增长 120%,实现量利齐飞;联合《乘风破浪3》、《追星星的人2》,发布《时尚芭莎》品牌专刊,让品牌声量领跑行业;终端靓丽升级、爆品频出、热销不断,实现系统驱动和高质量增长……今年的爱玛,展现出更大的发展动能、更强劲的品牌势能,这离不开爱玛科技今年综艺营销的加持,也离不开爱玛“品牌+营销+市场”的多维联动、品效合一。
今年爱玛科技的综艺营销,为整个行业树立标杆,这毫无疑问会是行业经典的品牌营销案例。近日,营商电动车、全球车评总编张昌金与爱玛科技集团首席品牌官莫炫进行了一场深入的对话,揭秘爱玛今年的综艺营销之路。
在这场对话中,我们看见了莫炫对爱玛品牌的深度思考和全面布局,我们也看见了爱玛综艺营销的突出成果和持久影响力,以及莫炫对爱玛接下来的综艺营销、品牌策略的设计蓝图。而爱玛在专业化团队和更广阔视野的推动下,正在不断强化品牌优势、扩大用户影响力和号召力。
在电动车行业的红海竞争中,想要脱颖而出、持续站在前列,实属不易,而且新的经济形势、新的需求变化、新的产业阶段,都给企业的市场拓展、用户导流提出更大的挑战,新的用户在哪里?新的流量在哪里?能够跨越产业周期的企业,才是能够持续站在前列的企业。
毫无疑问,整个行业都在经历着新的产业周期,而爱玛科技已经在为跨越周期做准备,并取得了不错的效果。
在今年爱玛科技的品牌布局中,我们看见了爱玛科技专业“品牌团队”的广阔视野和对用户的深入洞察,我们更看见了其对爱玛科技品牌内核和精神的深入思考。“爱玛的魂就是时尚,这也是我们今年整体品牌策略最核心要思考和解决的问题。如果说要达到一个目的,如果只有一个目的,我们希望爱玛成为中国女性心目当中‘最时尚的电动车’,成为她们的首选。”
在与顶流综艺《乘风破浪3》和《追星星的人2》合作中,爱玛科技通过多形式的品牌露出和明星互动,实现了品牌声量和势能的双重登顶,推动着爱玛“上半年业绩预增公告中净利润增长120%”,实现量利齐飞,也实现了爱玛在行业内的全面领跑。
对于爱玛科技这种体量和基数的企业来说,经营业绩每增长一个百分点、品牌声量每提升一个层级,都非常艰难。但是,今年爱玛的综艺营销带来了大量年轻人和时尚女性的关注和喜爱,找到了新流量、挖掘出新用户圈层的潜力,将会持续加持“爱玛的魂”,推动爱玛实现高质量增长。
在与芒果TV《乘风破浪3》之后,现在,爱玛科技又将开启与芒果TV《披荆斩棘2》的合作,这再次证明了爱玛科技综艺营销的效果显著,这种高频次、大力度的品牌拉升和影响力打造,将会让爱玛科技的品牌声量和势能达到前所未有的高度。
电动车行业经历了二十多年的发展,从渠道驱动到品牌驱动,再到产品驱动,每一个阶段都有代表性企业,这些企业抓住了行业发展阶段性红利,生长出自己的能力,但在新国标时代,规模化、合规化成为“时代要求”,单一驱动或是单核驱动都将带不动“规模和合规”这个引擎。
2022年年初,爱玛科技副董事长段华强调“时尚是爱玛的品牌之魂”,爱玛首席品牌官莫炫说“要以时尚为魂,打造时尚的产品、时尚的门店、时尚的人”,现在爱玛所追求的,早已经不仅仅是单款车的好看,而是把“时尚”贯穿到“人、货、场”的每一个环节。
在今年一系列的品牌行动中,爱玛科技建立了自有追星IP、冠军IP,并联手顶流综艺IP,实现完美契合,让品牌声量持续扩大的同时,也让爱玛推出的追星系列、女性车品类、酷车品类等“上市就走量”,打造出晴天、冰淇淋、晴天Mico等多款爆款,在全国市场形成持续性热销。
方向明确、内核升级,爱玛科技以“时尚”吸引用户、以“科技”增强核心竞争力。在“代言人营销+综艺营销+内容营销+品牌、市场、营销多维联动”的加持下,“时尚+科技”串起了爱玛科技所有的品牌动作,既是双轮驱动,也在不断加深爱玛的品牌护城河。
毫无疑问,今年的爱玛科技让人感受到惊喜和力量,这种惊喜来自于爱玛科技全面革新后品牌、产品和渠道的综合表现,这种力量来自于爱玛科技多维布局、多方发力、多面合作形成的强大合力,而这都保证了爱玛科技展现出更加敏捷的市场洞察能力、更加自如的市场应变能力、更加高效的市场拓展能力,这不仅让爱玛科技恢复了往日的杀伐决断,更是升级成体系领跑、系统作战。
“品牌是空军,我们仍然需要在我们的终端、我们的门店去进行有效的落地和覆盖,这次,品牌部门和我们的销售部门以及市场部门,是完全地形成了互锁,在考核指标、在整体的动作打法上,我们的互动性是非常强的,正因为心往一处想、力往一处使,最后达成这样一个效果。”在莫炫的眼中,这才是最关键的,也是爱玛所有的品牌动作最想实现的——形成合力、实现高质量持续增长。
品牌高举高打、影响更多用户圈层,产品坚守时尚、创新科技,终端营销贴地执行、全面落地,系统作战、系统驱动的爱玛,必将跨越周期,成为行业持续领头羊。
在莫炫的侃侃而谈中,我们看见了爱玛全新的改变和升级,也看到了一个行业领军企业的品牌底蕴和自信。
“品牌的价值,是产品和顾客之间深层次的情感交流。”现在的爱玛科技,正在“从大到强”实现蜕变,全新的品牌策略,给爱玛品牌注入了新的活力、新的内涵、新的动能,并串联着爱玛品牌、产品、门店、营销活动等多维联动,达成品效合一,也不断丰富着爱玛科技的品牌资产、加深品牌深度、影响到更多用户圈层。
翻译：
In the announcement of the pre-increase of the performance in the first half of 2022, the net profit increased by 120% year on year, realizing the volume and profit flying; Together with “Riding the Waves 3” and “Starchaser 2”, the brand issue of Harper’s Bazaar was released, making the brand voice leading the industry. Beautiful terminal upgrade, explosive products, hot sales, to achieve system driven and high-quality growth…… This year, Emma has shown greater development momentum and stronger brand potential energy. Which cannot be separated from the support of Emma Technology’s variety show marketing this year. As well as Emma’s multi-dimensional linkage of “brand + marketing + market” and integration of products and effects.
This year’s variety marketing of Emma Technology sets a benchmark for the whole industry, which will undoubtedly be a classic brand marketing case in the industry.
Recently, Zhang Changjin, editor-in-chief of Business Electric Vehicles and global Car Review. And Mo Xuan, chief brand officer of Emma Technology Group, had an in-depth dialogue, revealing Emma’s variety marketing road this year.
In this dialogue, we saw Moxuan’s deep thinking and overall layout of Emma’s brand. We also saw Emma’s outstanding results and lasting influence of variety marketing. And Moxuan’s blueprint for Emma’s future variety marketing and brand strategy design. Driven by a professional team and a broader vision, Emma is constantly strengthening its brand advantages and expanding its user influence and appeal.
In the Red Sea competition of the electric vehicle industry. It is not easy to stand out and continue to stand in the forefront. Moreover, the new economic situation, new demand changes. New industrial stage, all bring greater challenges to the enterprise’s market expansion and user diversion. Where are the new users? Where is the new traffic? The enterprise that can transcend the industry cycle is the enterprise that can continue to stand in the forefront.
There is no doubt that the entire industry is going through a new industry cycle, and Emma Technologies has been preparing to leapfrog that cycle with good results.
In the brand layout of Emma Technology this year. We have seen the broad vision of Emma Technology professional “brand team” and in-depth insight into users. And we have seen their in-depth thinking on the core and spirit of Emma Technology brand. “Emma’s soul is fashion, which is also the core of our overall brand strategy this year to think and solve the problem. If there is one goal, if there is only one goal. We want Emma to be the ‘most fashionable electric car’ in the eyes of Chinese women and become their first choice.”
In the cooperation with the Top Current variety show “Riding the Waves 3” and “Star Hunter 2”. Emma Technology achieved the double peak of brand voice and potential through various forms of brand exposure and interaction with stars, driving Emma’s “net profit growth of 120% in the announcement of pre-increase of performance in the first half of the year”, achieving the same volume and profit, and also realizing Emma’s overall lead in the industry.
For an enterprise of Emma’s size and base, every percentage point increase in business performance and every level of brand voice is very difficult.
However, this year, Emma’s variety show marketing has brought a large number of young people and fashion women’s attention and love. Found new traffic, tap the potential of a new user circle, will continue to strengthen the “soul of Emma”. Promote Emma to achieve high-quality growth.
After “Riding the Waves 3” with Mango TV, now Emma Technology will start the cooperation with Mango TV “Cut through the Thorns 2”. Which once again proves the remarkable effect of Emma technology variety marketing. Such high frequency, strong brand promotion and influence building, Emma Technology brand volume and potential energy will reach an unprecedented height.
The electric vehicle industry has experienced more than 20 years of development, from channel driven to brand driven,. And then to product driven, there are representative enterprises at each stage. These enterprises seize the development dividend of the industry stage, grow their own ability. But in the new national standard era, scale and compliance become the “requirements of The Times”. Single or single drive will not carry the “scale and compliance” It’s an engine.
At the beginning of 2022, Duan Hua, vice chairman of Emma Technology, emphasized that “fashion is the soul of Emma’s brand”.
Mo Xuan, chief brand officer of Emma, said that “fashion is the soul to create fashionable products, fashionable stores and fashionable people”. Now, what Emma is pursuing is not only the beauty of a single car, but the “fashion” throughout every link of “people, goods and field”.
In a series of brand actions this year, Emma Technology has established its own star chasing IP and champion IP. And cooperated with the Top Flow Variety IP to achieve a perfect fit. While continuously expanding the brand voice, Emma has also launched star chasing series, women’s car categories, cool car categories and other “hit the market”, creating a number of popular products such as Sunny Day, ice cream, Sunny Day Mico and so on in the national market Form a continuous hot selling.
With clear direction and upgraded core, Emma Technology attracts users with “fashion” and strengthens core competitiveness with “science and technology”. Under the support of “spokesperson marketing + variety marketing + content marketing + multi-dimensional linkage of brand, market and marketing”, “Fashion + Technology” connects all brand actions of Emma Technology. Which is not only a two-wheel drive, but also continuously deepening Emma’s brand moat.
Undoubtedly, this year’s Emma Technology makes people feel surprise and power.
This surprise comes from the comprehensive performance of brand, products and channels after the comprehensive innovation of Emma Technology. This power comes from the strong force formed by the multi-dimensional layout, multi-effort and multi-faceted cooperation of Emma Technology. Which ensures that Emma Technology shows more agile market insight ability and more flexible market response Ability and more efficient market expansion ability. Which not only restores the former killing decision, but also upgrades Emma technology into a system leader and system combat.
“The brand is the air force. We still need to carry out effective landing and coverage in our terminals and stores. This time, the brand department and our sales department and Marketing Department are completely interlocked. In terms of assessment indicators and overall movement, our interaction is very strong. And just because we want to think and work together, we finally reach such a solution Effect.” In Mo Xuan’s eyes, this is the most critical, but also Emma all the brand action most want to achieve – to form a joint force, to achieve high-quality sustainable growth.
Across the cycle, become the industry leader.
Brand high high, influence more user circles, products adhere to fashion, innovative technology, terminal marketing implementation, comprehensive implementation, system combat, system driven Emma, will leapfrog the cycle, become the industry leader.
In Mo Xuan’s eloquent talk, we saw Emma’s new changes and upgrades. And also saw the brand foundation and confidence of an industry leader.
“The value of a brand is the deep emotional connection between the product and the customer.” Now Emma Technology is transforming from big to strong. The new brand strategy has injected new vitality, new connotation and new momentum into Emma’s brand, and connected Emma’s brand, products, stores, marketing activities and other multi-dimensional linkage to achieve the integration of finished products and effects. It has also continuously enriched Emma Technology’s brand equity, deepened the brand depth and influenced more users.
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