哪吒汽车ip整合营销案例分享魔童的诞生

哪吒汽车IP整合营销案例分享Movie <The Birth of Nezha> Nezha Auto IP Integrated Marketing Case Sharing 邓凌丨合众 · 哪吒汽车 营销公司副总裁Kevin Deng丨Hozon · Nezha AutoThe Vice President of Marketing Company 3.0传播 品牌宣传的难题与解决之道3.0 Spread The Problem and Solution to Brand Communication 流量为王同理心为道Traffic is kingEmpathy is Way 合众公司哪吒汽车简介Hozon Nezha Auto Summary 公司总部位于上海,是唯一一家拥有”双资质、双工厂”的新势力造车企业随着产品上市及发布，销量排行前列，同时结合营销大事件，营造了很好的品牌知名度。Hozon was established in 2014Headquartered in Shanghai, the company is the only NEV with “double-qualified and double-factory”.With the product launch and release, sales at the forefront, and combined with big IP, which has created a good brand awareness. 企业使命以智能电动车为载体,让绿色出行新生活走进千家万户企业愿景让高品价比的智能电动车触手可及Enterprise mission Smart Electric Vehicles as a carrier, to let green travel new life into thousands ofhouseholdsCorporate vision Make high-quality Smart Electric Vehicles at your fingertips 2018.4桐乡智慧工厂竣工硅谷智能驾驶研发中心美国挂牌Tongxiang smart factory completedSilicon Valley intelligent driving R & DCenter 2019.7跨界合作国漫上映< 哪吒之魔童降世>Cross cooperation withNational film < The birthof Nezha> on the show 2015.2与清华长三角研究院共建研发中心Joint construction of R & D center withTsinghua Yangtze River Delta ResearchInstitute 2017.4 2018.11首款产品哪吒N01上市获宜春金合投资入股The first product Nezha N01on the marketGet Yichun Jinhe investment 2019.4合众 U 亮相上海车展Hozon U appearson Shanghai Autoshow 获得发改委整车生产资质Obtain vehicle productionqualification of nationaldevelopment and ReformCommission 2018.5 2016.5第一款整车试制下线The first vehicleTrial production offline 2019.6 2017.11参加第四届乌镇互联网大会Attend the 4th Wuzhen InternetConference 工信部生产资质公告Production qualificationannouncement by Ministryof industry andinformation technology 2019.3北京设计中心成立Beijing Design Centerestablished 宜春工厂开工仪式Opening ceremony ofYichun factory 2014.10公司注册成立Hozon officiallyregister 诞生于2017年底的哪吒汽车品牌 的挑战The Challenge for the Nezha Auto Brand, which is born in the end of 2017 传统形象束缚Traditional image bondage u什么是哪吒？—重塑哪吒形象What is Nezha? - Reinventing the imageu哪吒和我们有什么关系？—建立 “哪吒汽车”与消费者的关联The connection with us? — Establishthe association with the consumers •受传统形象束缚，用户对哪吒的认知仍停留在红缨枪、风火轮的印象里，易产生乡土化联想•Constrained by the traditional image, the user’sperception of Nezha is still in the impression ofthe red scorpion gun and the hot wheels, easilyconnect to localize 以哪吒为名带来的舆论The paradox brought by the name u哪吒与哪吒汽车From Nezha to Nezha Auto •以“哪吒”为名利弊参半，在带来话题和流量的同时，也带来了部分置疑之声，认为命名过于娱乐化，缺乏严谨态度•There are mixed advantages and disadvantages inthe name of Nezha. It brings topics and trafficwhile with the doubt. It is said that the name istoo entertaining and lacks rigorous attitude. 敢于尝试在更广阔的世界里见识精彩Dare to tryBe wonderful in the wider world 哪吒汽车品牌主张Nezha Auto brandProposition 唤醒你心中的“哪吒”精神Wake upThe spirit of “Nezha" in your heart 直面挑战用三头六臂活出真正的自己Facing the challengeLive your true self with three heads and six arms 大声地喊出 新一代哪吒精神 Shout out the new Nezha spirit 每个人心中都藏着个哪吒 Nezha living in everyone’s heart每个年代都有哪吒精神 Nezha Spirit living in different year age每个人都会与命运抗争 Everyone need to fight against fate 成功案例：哪吒汽车X哪吒魔童大电影哪吒魔童降世&哪吒汽车可遇不可求的 一次完美邂逅Perfect Encounter The resonance between Nezha Auto and Nezha child's spiritual core 充分借助《哪吒之魔童降世》大IP和哪吒命名本身的关注演绎“敢，你就是哪吒”品牌精神提升哪吒汽车的知名度与美誉度Make full use of the big IP and the attention of the name itselfPlay the brand spirit of “Brave, You are the Nezha ”Enhance the popularity and reputation of the Nezha Auto 哪吒魔童IP现象级国潮---破多项纪录，人民日报央视点赞Nezha movie IP National Level Phenomenon --- broke a number ofrecords, People's Daily CCTV give a “thumbs-up” 合众哪吒魔童态度海报 Hozon Nezha Attitude Poster 合众哪吒魔童海报 Hozon Nezha Image Poster 合众哪吒魔童---精益制造篇 Hozon Nezha --- Lean Manufacturing BTL: Target ChenTangGuan —— To Explore the past life of Nezha 活动时间 ：2019年8月6日 Time :2019.Aug.6th 活动地点：桐乡新工厂 Location: Tongxiang New Factory 活动内容：200台魔童哪吒2020款集结发车（N01车阵）Content: 200 units of 2020 Nezha model assembled (N01 Vehicle Queue) 目标陈塘关，演绎哪吒传奇 Target ChenTangguang Perform Nezha Legend 广州车展魔童形象亮相Nezha Image Appear on GZ Auto Show 哪吒魔童IP上线后营销相关指数表现优异Market Index Performs Excellent after Nezha IP online 哪吒汽车 Nezha Auto Ø百度搜索指数：环比上升157.55％Baidu search index： MoM increase 157.55％Ø百度资讯指数：环比上升84.94％Baidu information index： MoM increase 84.94％Ø自媒体粉丝数: 538413，增加144947人，增幅明显Number of self media fans: 538413, an increase of 144947, a significant increaseØ自媒体阅读数：环比上升2379.79%Self media reading number: MoM increase 2379.79 ％Ø自媒体转发点赞数 ：环比上升1485.94％Self media forwarding likes number: MoM increase 1485.94 ％（Month after 数据截止至8月6日，环比执行前7月20日） 普通电脑公司General computercompany The future of Nezha brand: the road from National Trend IP to International IP 国际International 哪吒N01 2020款变形金刚特装版Nezha N01 2020 transformers Special Edition ØNEDC ≥ 500kmØ0—100m/s 加速≤ 4.9s0-100m /s acceleration ≤ 4.9sØ超长轴距 = 2770mmExtra long wheelbase = 2770mmØL2+级 自动驾驶辅助L2 + level automatic drivingassistanceØOTA整车在线升级OTA vehicle online upgradeØ小You智能机器人Little You intelligent robotØOLED透明A柱OLED transparent A-pillar 中国“新吒男/吒女”