We often say “fans” can be divided into two kinds. One is its original “fanatic enthusiast”, such as Michael Jackson’s fans, obsessed with his translucent song or his mechanical dance. Another kind, understanding as “friends” more suitable: You really treat me, I really want you, such as Li Jiaqi’s fans. If he sells fakes, fans immediately run a variety of light.
For most household car brands or car products, “fans” are the latter. More stringent, maybe even “friends powder” is not enough, the top is “colleague”: car products are like work, because it produces contact, outside the car, there is no intersection.
So, early people think of an idea: Please endorse the star. Take the fans of the star to attract the product. However, when this method is rotated, the cooperation between the car and the star is how would it be further?
Can the star can only endorse? When Haval M6 Plus was listed, Liu Yan as its “true fragrance goddess”, appeared in our vision. I thought that this is just a concrete endorsement of a Siki. Liu Yan is the Haval M6 Plus station platform, shouting Slogan, take a photographer, which is the same.
But with the deepening between them, I found that I think so simple far.
After “True Fragrance”, Liu Yan and Haval M6 Plus will further further, she lifted Haval M6 Plus. CGO. I thought that this is Haval to listen to “homemade” a position, it is not. Its Chinese meaning is the chief growth company, the first company, which is the first position, is Coca-Cola.
After Liu Yan became the CGO of Haval M6 Plus, her first new action was to open a Liuyan Zone in Havalist (Haval User App), introducing the product, communicating with users. 
, then Haval plans to launch Haval M6 PLus Liuyan Association, combined with visual China, launched Haval M6 Plus Liuyan joint version to create collection activities, handle the design rights of the product department to the majority of users and potential users.
This race is divided into two parts of the body graffiti and the driver UI design. Participants around Haval M6 Plus ” The theme of True Life Partners, freely depicting the M6 Plus in his heart. It is also possible to integrate into Liu Yan in the work, and excellent work will have the opportunity to use the Haval M6 Plus joint model. 
– The current collection activity has ended, in the voting phase, Interested classmates can go to the Havi Zhijia to participate –
I went to see the event website, whether it is the body doodle design competition, or the car system UI design competition, everyone’s participation The degree is very high, and more than 500 works are collected. And the completion of the work is quite good, and some give you some appreciation.
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– (Doodle Design) Topic: Subtle, Before Ming Dynasty Author: Illustrator EKKO –
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– (Graffiti Design) Theme: True Fragrance Life Departure: Circular Circle Circle –
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– (UI Design) Theme: Haval M6 Plus eye drops, let driving more focused! Author: small monster –
In addition, Harvard also launched “Haval M6 Plus Liu Yan version of the car star speech package to create activities”, participants can define the control of the car in accordance with their own ideas. Excellent works will be recorded by Liu Yan and applied to a new car. That is to say, the future of Haval M6 Plus Liuyan has a co-crew version of the car, which is directly and Liu Yan in the conversation, and the content of the conversation is also exclusive.
Obviously, Haval M6 Plus cooperates with Liu Yan. On the past, on the past, “endorsement”, the upgrade is carried out at different dimensions. Content dimensions, Liu Yan’s “material” material “, everyone uses this for creating; in form dimensions, there is visual aspects, there are auditory directions. 
That is to say, the future Haval M6 Plus Liuyan Association is the product of Haval, Liu Yan, the user tripartite linkage, jointly created.
China car market is not small in 2020, but China’s car market is at the stock era, still No change.
However, according to I observe, today, the main marketing ideas of automobile products are still funnel thinking: attract attention through advertising, then collect a lot of clues, then work hard to minimize them Part of the transformation into sales. In the era of lift, funnel thinking is unclear. But in the stock era, this mode of work is destined to become more difficult, and it is half-time. 
I think that in the stock era, marketing is the most important work should be: find real potential users, make friends with them; maintain existing users, and they become a hardcore.
Many car companies invited the star as a saying, still from the perspective of advertising, attracting social attention. Or upgrade half, let the stars’ fans, the product of the endorsement is a bit better. But unfortunately, once the endorsement has expired, this effect is inevitably reduced.
Haval M6 Plus cooperation with Liu Yan, the most worthy point is that it broke through the boundaries of traditional advertising endorsements. Liu Yan is in it, and the role of “Mliling”: When the various forms involved in Liu Yan, when the products and potential users are more unfamiliar, they mobilize the enthusiasm of users, let them be familiar; in the product and have already There is a user, providing a living link, making them closer. Even if it is separated from the product, the products and users, there is still difficult to segmentation.
Only do this, potential users and existing users may become the real “friend powder” of the product.
Of course, it is not an ignored point. To make “friends powder” more and more, there must be a prerequisite – the product has the core value.
Unforgettable initial heart
high quality, is the car product Forget the initial heart, it is also the core value of the car product. A unreliable person, someone tells you more friends, time long, will only lose slowly. I think that the core value of Haval M6 Plus can be summarized, and the comprehensive balance without short board, the quality is very reliable, and the price is also advantageous.
The price range of Haval M6 Plus is from 7.19-929 million yuan, which is a model with the lowest price of mainstream domestic brands. In combination, it is not small, more than 4.6 meters long, the shaft distance is 2680 mm, the space is guaranteed; the new design is also very good, and the color is also very good. 
Configuration, electronic handbrake, automatic parking, reversing image, 10.25 / 12.3 inch central control, mobile phone Internet, Kobe Voice Tone Identification and Control, FOTA Upgrade, LED Remote Light, Automatic Air Conditioning of Drainage Drops, etc., is all standard. The medium is high and has a fixed speed cruise, keyless entry, 360deg; panoramic image is equivalent. Therefore, its overall quality is quite good, especially considering the price, saying that it is not too much.
It can be said that Haval M6 Plus has a total monthly sales of the month, which is from the user’s recognition of its comprehensive quality. Also based on this, Haval M6 Plus cooperates with Liu Yan to unwind.
Summary
It is now not afraid of the alley deep NS. Good products, sales are not necessarily high. There are many products from the market. As a street is a bar, your wine is cold, or it is not the most popular one – some people are too lazy to go to the Lane, and some people are attracted by the boss of the street.
However, if the car is the most inside, it is a store that is scalable by reference?
How to make users become real “friends powder”, this is what the new era is under the new era. Outside the product, there must be a more productive link, which will be tight and lasting. And I am talking about today is a case available.
