Provide by Beeku
2016.01.26ZINORO
2016 Social Communication Plan ZINORO We-Chat Account Audit
Clear Our Goals
ZINORO We-Chat Account Positioning
ZINORO We-Chat Retainer Operation
ZINORO M13 Launch CampaignAgendaBrief RecapBrief from ZINORO
1. We-Chat Retainer Operation
Keep growth in terms of quality We-Chat fans with limited budget.
2. M13 Launch Social Plan
Extend M13 exposure in social media for leads generation.Our Thinking
1. Current problem of ZINORO We-Chat Account
Where comes our quality fans
How to operate ZINORO We-Chat Account
How to engage attention from potential consumer quickly via social campaign.ZINORO We-Chat Account AuditZINORO We-Chat Account Current StatuesRelease Frequency:Low
Average 5.6 times for each monthAverage Reading Number:100±Actual Fans Number:7000±Average open rate is only 1.4%We-Chat Menu Setting:
Production Show; ZINORO Activities;
Official Website发布次数及内容太少。The frequency is too low.
2015年共发布微信条目数为65条，平均到每个月仅5.6条。Z INORO released 65 content in 2015, 5.6 per month in average. It’s less than ?
发布次数太少。
Influence:
第一，让即有粉丝可能看到官方微信的几率变低，同时没有培养起粉丝定期阅读官方账号的习惯。
1. Less exposure to current fans, and fans are not used to read the official account regularly.
第二，作为相对封闭的平台，可被转发的内容少会造成产生新增粉丝几率低。
2.Less content earn less repost then less new fans, since Wechat is isolated from other social platform.
发布时间设定不明显，且发布时间不在用户活跃时间段上。（时间段19：00）
示例：罗辑思维（6：30），最活跃时间为22：00之诺账号分析 - 频率&发布时间
Analysis about frequency & timing内容部分没有考虑微信的碎片化阅读习惯，新闻稿形式让受众不愿意阅读
Most of contents are press release, which is not interesting and readable on WeChat. 之诺账号分析 - 文字&内容
Analysis about content 未考虑微信阅读习惯
Ignorance of fans’ reading habbit: Fragmentation reading
文案中常出现大段无断行的文字，
容易导致不愿意阅读。
Long passage with out pictures on mobile screen is not readable.2. 直接使用新闻稿内容
Directly use press release for print media
未经调整，直接使用新闻稿内容，未考虑微信读者的阅读习惯。
Some words need to revise for WeChat fans to read, such as they need to know the date instead of recently.
21日的内容，24日才发布3. 少部分即时性不足
Some content is not time-efficient之诺账号分析 - 内容选题
Analysis about content angle环保及热门部分的相关内容较为过时，同时没有连接到之诺品牌，包括没有产品露出。Few content combined with latest environmental protection news or other hot issue , nor mentioned ZIRONO brand/production in these content.之诺账号分析 - 排版散乱&画面质量差
Analysis about layout整体排版散乱，部分排版中较差的画面质量会印象用户分享的欲望。
Bad layout will give readers bad first impression and reduce their desire to share this content.头图排版未按标准格式
Improper head picture size &position2. 排版散乱，画面质量较差
Messy layout and low picture quality3. 尾板扫二维码部分太小，
用户不易看到
Small QR code at the end is easy to be ignored
后台设置：background setting
全部项目均为跳转手机端官网重复。All menu items is linked to official mobile site, instead of provide WeChat special services.
服务性不足，用户无法直接获知充电桩的位置及去租赁的位置
Such as positioning system to help fans find the nearby charging point or rental station.ZINORO面临的问题
Summary 没有给到用户关注的理由
Few reason for users to follow ZIRONO WeChat account
内容： content
产出内容不足，没有充分利用既有信息产出；has not made most of brand materials to release rich content.
内容部分没有考虑微信的碎片化阅读习惯，新闻稿形式让受众不愿意阅读；press release is not suitable for fragmentation reading
热点与品牌除环境外完全无关联，同时内容无趣；few combination with hot issue,
日常中基本没有关于品牌和产品信息的内容；brand & production infor exposure is not enough
排版散乱，画面质量差。Messy layout and low picture quality
精简成 Interesting & interest？
内容有趣可读、服务性强挑战Challenge 解决方案？ SolutionZINORO微信账号定位 WeChat account positioning
找到粉丝 find target fans
依据粉丝及2016年推广需求规划内容
Content plan according to fans analysis & marketing plan ZINORO We-Chat Account
Positioning& AnalysisTA AnalysisSales of SUV is the 2nd and only after compact car,
and still growing.ZINORO M13 will launch at 2016,
It will be a plug-in Hybrid SUV.Customers who pay attention to SUV.Who has interest into new energy vehicleThose who pay attention to new energy vehicles:
30-39, MaleWho has interest into new energy vehicle数据来源：
北京亚运村车市新能源汽车咨询抽样调研Bachelor Degree& Above
Consumers who have Bachelor Degree or above tend to choose new energy vehicles.
* which is more environmental-friendly and support by policy.2. Consumer More focus on Range Rather than Price.Hot words of consumer discussion 比亚迪唐
BYD腾氏
DENZAConsumer discussion Mainly Focus on：
充电 / 油耗 / 混动
Charging / Oil Consumption / Hybrid
丰田普锐斯
Toyota PRIUS
雷克萨斯CT
LEXUS CTWhy consumers choose hybrid vehicle 性价比、省油、国家补贴、限号
Price/Performance Ratio、Oil-Saving 、Government Subsidies
&Traffic ControlZINORO Fans Portrait看重性价比
Care About
price/performance ratio在未来三个月内容计划
购车的消费者
Plan to purchase in
3 month不是第一辆车
Not First Car
of consumer对车辆使用有成熟理智的认知
Mature and Rational thinking about Vehicle家庭用车需求大于个人
Family Demand >
Personal DemandCustomer’s decision-making process浏览
Searching考虑
Considering评估
Evaluating筛选
Selecting4S店看车
Visiting 4S Store购买
Purchasing1
month1
month2
month1
month2-3
week1-2
week用户在购车前3个月开始确定购买的车辆品牌范围并且进行评估和筛选，因此购车前的3个月是重点影响消费者最终决定的关键时间段。
Customers will select brand and evaluate for 3 months before they make final decision. So this 3 months is critical for their decision.分享
Sharing1
monthWe-Chat Position when making decision浏览
Searching考虑
Considering评估
Evaluating筛选
Selecting4S店看车
Visiting 4S Store购买
Purchasing1
month1
month2
month1
month2-3
week1-2
week分享
Sharing1
monthStart pay attention to media in automobile field& follow KOL
We-Chat Account
to gather information.1. In-depth reading car evaluating content and feedback from car owner.
2. Pay attention to car information in We-Chat moments.Search for promotion information and auto company’s activityPurchase
And
Share Experience in We-ChatProcess of consumers gathering network informationAwarenessConsideration& Preference PurchaseMass
MediaWe-ChatOfficial
WebsiteDealers
4S StoreKOLSearch for information
Catch their needsSearch EngineSpread information
Drive traffic to official
websiteDraw attention through WOMGathering In-depth content
One-to-one interaction platform
Fans convert platformCenter of natural traffic
Platform of Official information release
Center of Activity informationWe-Chat Platform AuditWe-Chat Character
Friend relationship make it credible
Spread platform of hotspot information
One-to-one communication platformtrengthsSTend to read in-depth content
Multiple function
Personal Relationship means trust
Various way for interactionweaknessWUsers have to gain information by themselves
Limited spreading scope
Forbidden induce sharing
High Operation CostCreate in-depth content and transfer fans to potential consumersTraditional AdvertisementPR/EPROffline EventWe-ChatPotential
Consumers1. Increase brand awareness
2. Spread mass information
3. Reach more consumers
by different way
4. Drive traffic to We-Chat accountCreate in-depth content to engage our consumers.
Transfer those consumers
who know ZINORO to
potential consumers
who has good impression on ZINORO and even want to apply for a test drive.Followers Convert ProcessInterest to
New Energy VehicleInterest to
SUVAdmit ZINORO’S
Brand ValueSocial InfluencerPlan to buy vehicle in next 3 months.ZINORO Car OwnerCustomer willing to test driveCommon Followers,
Easy to be attractedAccept
ZINORO BrandMost Valuable
FansLove
ZINORO Brand& ProductZINORO We-Chat Account PositioningConverter转化器Convert We-Chat followers to quality fans or even our customers with integrate
by create in-depth content and campaign.ZINORO Position for Next 3 Years201620172018转化
Convert
Convert We-Chat followers to quality fans or even our customers with integrate
by create in-depth content and campaign.收集
Collect
Collect potential customers’ information,and create a community of ZINORO owner to earn WOM.沉淀
Accumulate
Accumulate potential customer (car owners + we-chat followers) and content, build up brand field to deliver ZINORO’S core ideas.ZINORO We-Chat Account
Operation PlanCompetitor Analysis - TeslaRelease Frequency:10-15
Average 10-15 times for each monthAverage Reading Number:
5000-6000Estimate Fans Number:60,000Unique Selling Point:
Interesting Content&
Hi-tech ExperienceType:Subscription AccountWe-Chat Menu Setting - Charging PointCoop with Baidu Map to mark all the charging points, Tesla super charging points and Teals flagship store in map.
Users could choose destination and find their route.Charging MapWe-Chat Menu Setting - Product Display& Purchasing ServicesFull View Inside TeslaCoop with 3rd Party to show full view inside Tesla.Financial ServicesLinked to Tesla mobile site, show followers the financial plan of Tesla and help them to calculate loan schedule for different car.We-Chat Menu Setting - About Cruising& Charging Cruising AbilityClearly shows the cruising ability in different environment.Charging TimeClearly shows how long you need to charge for different distance by different charging points.Cost SavingClearly shows the cost reduced by charging.Content Plan - Interesting ContentTesla We-Chat Content Mainly focus on below angles：Brand：a. Brand Vision b. Brand Achievement
Product：a. Products information b. function introduction
Offline Event：Auto Show, Art Exhibition, etc.
Environment：About environmental protection
Hot Topic SeedingEngage consumers and deliver message “change the world with Tesla”.
All Content draws traffic for test drive.Highlight ContentProductBrandHot TopicShows product with
interesting comic.Use long picture to shows the big
moments of 2015 in China.What kind of car can meet the
needs for BC.Conclusion - TeslaInteraction:interesting way to show products to followers. In the meantime, stand out from other competitors.
Various Content:Use different form to show different content to make content more interesting.
Goal:Lead follower to apply test drive.Competitor Analysis - DENZARelease Frequency:15±
Average 10-15 times for each monthAverage Reading Number:4000Estimate Fans Number:40,000Unique Selling Point:
PR Oriented Content +
Frequency Online& Offline Event Type:
Subscription Account + Service Account
Subscription Account
Release brand information.
Service Account provide
service for car owners, establish community.We-Chat Menu Setting - About DENZAAbout DENZA& Latest NewsLinked to mobile site to show latest news.360° Full View360° shows all the function both in the car and out the car.We-Chat Menu Setting - Service InformationSearch for Charging PointsUse location system to show the DENZA charging points nearby.Search for DealersShows the location of dealers and guide consumers to test drive.Test Drive AppointmentFollowers can submit personal information and apply for test drive.We-Chat Menu Setting - interaction& KOL CoopDENZA ChallengeHTML5 Game, invite followers to drive as far as they can to save energy.Future PartnerKOL seeding program - coop with KOL to promote DENZA.Content Plan - PR OrientedDENZA We-Chat Content Mainly focus on below angles：Brand：Weak Brand, promote brand by KOL program.
Product：a. Products information b. Government Policy
PR Event：a. Auto Show b. Co-branding Activity c. Summit Forum
Environment：Strong connection with product
Hot Topic SeedingFocus on PR Content& KOL Relationship.
All Content draws traffic for test drive.Highlight ContentPR EventRevise content to adapt We-Chat reading habit.Hot TopicTailor-made different picture for hot topic.Social EventCreate different HTML5 for different holiday.Conclusion - DENZAFragmentary Content:Fragmented content, make content and layout more readable.
Frequency Social Campaign:Frequency social campaign to increase followers active rate.
Hot Topic Seeding:All hot topic seeding content are relevant to product.Competitor Analysis - LexusRelease Frequency:25
Average 25 times for each monthAverage Reading Number:
4000-5000Estimate Fans Number:50,000Unique Selling Point:
Consistently deliver brand attitude
- Originality & Oriental PhilosophyType:Subscription AccountWe-Chat Menu Setting - Brand& ProductG-BookIntroduce LEXUS services for users.Hybrid ScienceIntroduce unique Hybrid technology of LEXUSProduct IntroductionMobile website to show different product.We-Chat Menu Setting - Purchase RelevantFinancial PlanIntroduce financial plan of LEXUS.Test DriveGuide followers to submit information for test drive.Search for DealersWe-Chat Menu Setting - More Interesting ThingsIntroduce Lexus customer service systemShows the function of LEXUS NXIntroduce the sound of LEXUS RXContent Plan - AttitudeLEXUS We-Chat Content Mainly focus on below angles：Product：Products information
PR Event：a. New Product Launch b. New Store Opening c. Auto Show
Attitude Relevant:Consistently deliver brand attitude – Originality& Oriental Philosophy
KOL Relevant：Invite KOL to create content and seeding brand/product information
Hot Topic SeedingConsistently deliver brand attitude - Originality& Oriental Philosophy.
All Content leads to follow.Attitude RelevantKOL ContentHot TopicHighlight Content官方运营规划ZINORO微信架构内容构成：产品服务信息+市场活动及相关资讯+品牌，内容来源运营：发布时间、发布频次、发布节奏微信菜单构成产品服务预约试驾精彩信息车型展示新车上市1E租赁信息申请试驾品牌活动生活方式资讯KOL合作内容金融服务调整文字产品之诺预约之诺精彩之诺内容构成产品服务
产品介绍：车型解析（H5），新品上市信息，车展信息
市场活动：品牌和经销商举办的销售相关活动
1E租赁信息：租赁渠道及价格信息
预约试驾
申请试驾：世家申请信息填写
金融服务：品牌提供的金融服务（新车上市后上线）精彩信息
品牌活动：品牌线上线下的精彩活动
生活方式资讯：环保生活方式资讯
KOL合作内容：名人、垂直自媒体人合作内容
之诺微信整体规划概览核心目标：
1. 形成粉丝增长，吸引潜在目标客户
2. 通过活动/引导租车收集用户有效信息
策略：
1. 利用微信移动端传播特性，定制不同的话题内容方向，吸引对电动/油电混动有兴趣的粉丝，并尽可能将其转化为之诺品牌的忠实粉丝。
2. 建立与目标意见领袖的关系，借助外围传播，最大化品牌及微信的影响力。
3. 作为移动端互动平台，定制线上互动活动，增加用户粘性与活跃度。
功能：引导用户租车，引导用户前往充电桩、4S店。发布的频次及时间发布频次：每月基础内容12条。（不含线下活动报道及线上传播内容）
其中品牌/产品内容3-4条，环境/政策相关内容3-4条，生活方式 3-4条，热点话题内容3-4条。
发布时间：10:00 12:45 20:00 三个热点时间段之一发布。
10:00 - 忙里偷闲，12:45 - 准备午休，20:00 - 看电视
其他时间段虽然也是热点时间段，但不适合品牌发布内容。微信标准版式微信官方内容设置品牌内容&
产品信息环保相关&
热点内容线下活动
报道线上互动活动1. 作为华晨宝马之诺的主要发声平台，产出优质品牌及产品信息；
借助环保相关及热点内容传递品牌理念；
通过KOL及线上互动活动增加品牌知名度；同步线下活动事件信息。KOL内容2. 最大化PR产出内容，在官方微信同步发布，让消费者第一时间能够看到品牌产出的相关信息生活方式相关微信官方内容细分3. 线上Campaign
根据Campaign内容而定内容架构：
根据节日和热点，
定制线上Campaign，
引导用户参与并填写信息。4. 环保及热点内容
城市之诺
环保之诺内容架构：
通过热点事件和
环保内容
传递之诺对于
环保的理念。5.KOL&车主内容- 先行之诺 内容架构：
通过与意见领袖合作
产出优质内容
同时为之诺证言。6. 生活方式
生活之诺
内容架构：
通过推送之诺倡导的生活资讯，书籍推荐，有趣的地点。
传递“合”的生活态度，引导用户关注。日常内容——品牌内容&产品信息以产品信息，品牌Milestone 大事记，半年/全年盘点作为主要内容。
通过产品及品牌的传播让用户对之诺产生兴趣，从而形成租车。每月 品牌/产品内容3-4条品牌价值观 — 通过符合分享之诺精神的内容，引导至品牌价值观。
“caring”, “respected”, “contemporary” 让用户充分了解品牌。2. 品牌Milestone —— 季度盘点品牌的大事记，通过长图文或漫画的形式让受众感受到之诺品牌的成长历程。3. 产品 — 深化讲述产品点，和驾驶体验，让用户向往体验之诺。内容架构：
通过热点事件和环保内容传递之诺对于环保的理念。环保及热点内容每月
环境/政策相关内容3-4条
热点内容 3-4条《电动生活》每周六Easy FM
在每周六的Easy FM发布后，重点内容以有趣的长图/漫画形式整理音频内容在微信平台发布。
最大化合作内容的影响力。环境导向环境政策导向
结合最新的环境政策/限行/牌号政策定制内容，凸显环境以及节能环保的重要性。
热点事件
结合不同的节日定制热点海报，从品牌和产品的角度切入，提升知名度。生活方式类内容每月 生活方式类3-4条通过推送之诺倡导的生活资讯，书籍推荐，有趣的地点。传递“合”的生活态度，引导用户关注。
希望通过这个版块，让用户感知之诺品牌的深度。生活资讯推荐
相关的资讯内容，为关注品牌的受众提供更多信息。
2. 书籍推荐
符合品牌态度的书籍，展现用户的态度。
3. 游玩地点推荐
每周末推送有趣的目标旅行地，让之诺带你和全家一起享受外出之行。轻奢旅行天伦之诺，阖家欢乐 — 上传全家福照片，试驾活动（端午）目的：邀请消费者试驾之诺。获取潜客信息。微信线上活动IDEA: 端午节往往是全家一起短途出游的好时机，同时作为中国的传统节日，也是晚辈向长辈表达孝道，阖家欢乐的好时机。值此之际，之诺推出“天伦之诺，阖家欢乐”活动，提升品牌知名度和影响力。执行：1. 上传自己的全家福照片参与活动
2. 选取用户获得3天的之诺1e使用权限
3. 邀请用户上传自己的试驾体验。绿色出行，蓝天之诺 — 拼图H5目的：刺激消费者预约之诺1e，提升品牌影响力。同时提升social热度。IDEA: 车辆是链接所有人工作和生活之间道具。而之诺作为环保车的代表更是有机的将自然，生活，城市链接为一体。借助环境热点推出H5拼图游戏，激励用户预约之诺1e。执行：1. 拼图游戏H5游戏 2.成功通关的用户将获得租之诺1e的代金券
3.代金券可以分享给其他好友。KOL & Fans
Relationship Building
先行之诺Why?
HOW?让KOL帮助之诺背书，并帮助品牌进行粉丝转化。符合品牌调性什么是先行之诺
在社会中，总有那么一群人先行在他人之前。他们，对于社会/事物有自己独到的见解。他们，深知环保和自己对于社会的意义。他们，是先行者。之诺与他们定下约定。
目的是什么
KOL Relationship building& Consumer。之诺长期的意见领袖合作与关系管理项目，通过与各个行业的意见领袖合作，进行外围传播影响消费者。同时为“之诺”的品牌证言。
增强之诺的品牌知名度及影响力。ABOUTKOL项目Generate Social buzz
Drive participants to campaignImprove brand image
Stimulus purchase decisionSustain brand voice
Deliver brand & product information to public Represent the value that DENZA owns
Influential online and offline
Have positive reputation in society and among public
interests in DENZAHave potential to experience or buy DENZA
Influential online and relatively influential offline.
Endorse the brand value and new lifestyleHuge influence online and active follower base
Show interests to DENZA
Support DENZA’s brand valuesAPPROACHESCRITERIAKOL项目Packaged Deliverables
Portrait using
Event attending
Video shooting
Tweets deliveringApproachesDeliverablesTop TierTier 1Tier 2Ongoing maintenance
VIP guests invitation to DENZA official offline events
Test drive and workshop invitation
Termly visits, lunch & giftsEngaging by case
Invite to attend DENZA offline events and social programs
Online campaign and interaction promotion
Offline experience and activities invitationRetainer promotion
Online campaign and interaction promotionDelivering by program needs
DENZA offline events and social programs experience sharing
DENZA special products photos/videos sharing
Regular Weibo posts about DENZA releaseRetainer content seeding
Regular Weibo posts about DENZA releaseDENZA branding background and product information introduction, education and briefSend greeting via phone, WeChat and email (once/1 eKOL/month)
DENZA main event invitationSend holiday greeting, birthday blessing and gift
eKOL meet & greet personally (including lunch or dinner with eKOLs, arrange eKOL to meet DENZA client if it's possible) once/1 eKOL/yearPeriod: 12 months
Step 1: Top Tier eKOL Database EstablishmentStep 2: Ongoing MaintenanceDENZA eKOL DatabaseAudit and EvaluationBuzz MonitoringEngagementReviewTop Tier eKOL MaintenanceKOL项目Being the leader of the whole DENZA Circle
Concerting DENZA’s brand image
Delivering DENZA’s brand and production value to TADENZA eKOL 未来合伙人Build delicate & solid DENZA eKOL database, which dedicates to –AuditMonitoringEngagementReviewEvaluationStory Telling
EmotionalExperience & Sharing
FunctionalDig eKOL’s story and link it to DENZA
Promote DENZA brand values in eKOL’s stories Deliver information to TA through precise eKOL engagement
Leverage eKOL’s credibility/professionalism to persuade TAConsider eKOL’s regional influence
Generate buzz to heat up the event
Deliver event message to TA onlineCampaign/Event Onsite Support
For onsite attending & online promotion AuditMonitoringEngagementReviewEvaluationAdjustment
Find out the first version eKOL list via social media based on the categories related to DENZA’s brand reputation
Manually scan all the eKOLs’ posts and comments on a daily basis, and summarize and analysis weekly and monthly
Approach eKOL by offering special treatment to keep good relationship
Bi-monthly review the performance of eKOL via diagram trend
Evaluate each eKOL through scoring their influence on line and perception towards DENZATools:
Micro-blog (followers, posts quality)
Other social platform such as WeChat and blog
Media influenceTool:
Search & record Tool:
Event invitation
Test drivingTool:
Quadrennial diagramTool:
Set up scoring system
Quadrennial diagramCATEGORY
Current emphasized categories (business & finance & lifestyle) effectively reach TA.
eKOL categories are not diverse enough.QUALITY
eKOL selection criteria should not only consider the influence of themselves, but also the quality of their followers
eKOLs take different roles for brand image building, product USPs promotion, campaign stimuli and buzz generation. One eKOL cannot be applied for all.GENDER
Woman eKOL should be leveraged more to influence female consumers because –
Females have strong influence on family purchase decision
Women has strong purchase power for cars and they are also DENZA TA
GEOGRAPHIC
Beijing based eKOL are heavily engaged due to objective reasons. But more eKOLs who have regional influence should be leveraged.DENZADENZA Circle 未来合伙人
An organic network of symbiotic groups of people and organizations
They are the message.
They are the media.
They influence each other and together as a eco-system influences TA and general mass.
DENZA Advocates Circle Mapping – KOLsThe Combination
Multilateral dimensions
Social topic triggers
Power to influence lifestyle & thinking
Large amount of TAs
DENZA Inputs
Free EV usage (3 months)
Sponsorship & cross-over collaborations
Relationship maintenance and gifting
KOL Outputs
Crossover coop & content generation
iWOM campaign & experience sharing
KOL gatherings, offline events
KOLsCelebritiesDENZA78DENZA Advocates Circle Mapping – CelebritiesThe Right Match
Family focused, lifestyle oriented
Down to earth
Frequently shown to public
DENZA Inputs
Free EV usage (1 year)
Sponsorship for events/activities
Relationship maintenance and gifting
Celebrity Outputs
Branding message communication
WOM in personal network
Film/Photo placement
Portrait usage & endorsement stories
Commercial event participation79Car owners
CRM campaigns & daily maintenanceEmbrace & make connection with them via various tactics: Weibo, WeChat, Official Website, bbs, KOLs, etc in long term for building brand awareness.
Reward and gather some of them which are actively participate in our online activities and guide them to offline 4S store or events.
Influential but irrelevant with DENZA
Engaged by case
未来合伙人Media buy for building wide brand awareness.
Doesn’t need to make any targeted communication with them. Influential and relevant to DENZA
Involve them initiatively
Make connection with them in-depth & in long termKOL ProgramTop TierTier 1Big AccountProfessional (Car)许群宋青陈震梁朝辉吴佩Business&
EconomyFashion&
ArtLifestyleAuthor上官喆韩火火徐峰立王培沂宋伊人沈宏非张金鹏张嘉佳刘同常静朱炫张亮创新工场投资总监朱德庸延参法师高博
Freshboy董进
撷芳主人吴晓波玩车教授
有车以后
车早茶
汽车迷
私家车驿站视觉志
一条
石榴婆报告
顾爷
格调同道大叔
环球旅行
在路上十点读书
悦读时尚传媒集团品牌杂志出版人兼总编 梁朝辉
@光的深处资深汽车媒体人 @PS3保罗
宋青资深汽车媒体人
《ramp驾道》杂志出版人
许群车手 《萝卜的报告》节目策划人
陈震 王培沂Fashion& Art韩火火《汽车杂志》执行主编，车评人，专栏作家
吴佩徐峰立Name: 张金鹏
Title: Lifestyle
Followers: 892,666
Weibo Link: Click沈宏非宋伊人刘同常静朱炫张嘉佳朱德庸ZINORO M13 Launch IdeaAbout ZINORO M13SUV
Plug-in Hybrid结合综合融合Category
As transportation,
it brings together
city, life& nature.Product
ZINORO M13,
as hybrid electric vehicle,
combines the advantage of
gasoline car and Electric Vehicle.
It not only have the ability of
long-distance driving,
But also owns the character of environmental protection and
fuel-efficient.结合综合融合Category
As transportation,
it brings together
city, life& nature.Product
ZINORO M13,
as hybrid electric vehicle,
combines the advantage of
gasoline car and Electric Vehicle.
It not only have the ability of
long-distance driving,
But also owns the character of environmental protection and
fuel-efficient.Therefore,
we recommend 合 as core idea for ZINORO M13 Promotion.Core Idea -
合·则生活 Life should not be trapped in the city, repeat same job everyday.Life should enjoy various experience, shuttling between city& nature. Life should not only focus on
modern life & technology.Life should be a combination of
traditional culture
and modern art.Life should not only focus on
ourselves, but ignore the others.Life should be the
comprehensive of
Self-realization and
social responsibility.Creative Idea合·则生活 混合动力让生活无缝衔接
ZINORO M13 is not only a vehicle, but also a zipper to combine work& life, tradition& modern, city& nature. It will bring you a better life.Demo - 1Demo - 2Demo - 3More Idea - 省油 畅游（less oil, more fun)More Idea - Far more energy than oil onlyZINORO M13 Launch
Social CampaignCo-branding: ZINORO X DIDI
Win the right to become a ZINORO driver #一键抢之诺# 第一次纯萃在互联网端开展的线上售车Promotion Campaign:
第一次纯萃在互联网端开展的线上售车目的：提高之诺的品牌知名度及之诺M13的产品知名度，刺激目标消费者产生购买行为。IDEA : 在互联网发展越来越进步的时代，不少汽车厂商选择在天猫合作，在线上发售新车。
但是没有一家做到纯粹的线上售车。之诺M13发售时，以网络购物的方式，开启一场售车活动，以区隔于其他竞品。
结合M13上市发售为契机，之诺携手天猫 / 顺丰速递 进行事件营销，来一场纯粹的 不需要消费者到4S店即可买到想要的车。 亮点：1. 事件营销有助于提升品牌知名度
2. 同顺丰合作打造悬念营销，在线上打造热门话题可以吸引用户讨论。With the trend of Internet,more and more auto makers choose to sales their car online.
But still, there pure传统购车流程：4S店看车 选择配置 谈价钱 买保险 交钱 上牌网上售车流程：1.网页聚合信息 2.天猫选择配置 3.底价销售 4.提交定金将试车开到面前试驾 5.选择自己希望第一次开车的地点 6.支付尾款 7.去自己想开的地方来一次处女驾 1. Web aggregate information 2. Tmall choose configuration 3. Bottom line sales 4. Before submit the deposit will be held trial to test 5. Choose the location of the first drive you want 6. Pay the balance payment 7. Go to places they'd like to open to a virgin天猫售车 - 预热 在新车上市前，在天猫首页放出悬念截图倒计时，引发消费者讨论，
到底是哪个品牌将开启纯粹的互联网售车。同时在淘宝定制异性页，用户搜索“汽车”即有变形效果。同步在外围讨论，扩大影响力。待添加创意外围炒作话题：
#改变行业的互联网售车# #体验从未如此纯粹#Before the launch day,count down on JD’s home page –”which brand will be the 1st to sell” 天猫在线发售 - 开售新车上市当天，天猫官方页面推出抢购活动，早9点至晚9点，每个小时推出5辆供抢购的新车。供用户抢购。9 10 11 12 13 14 15 16 17 18 19 20 219 AM to 9 PMPromotion - 顺丰快递箱 惊现三里屯外围炒作话题：
#最应该剁手的网购
#三里屯的大型快递箱，里面到底是什么天猫发售的同时，之诺宣布同顺风合作，为每一位车主包邮。
在宣布发售后一日，一只巨大的快递箱惊现三里屯，激发用户讨论。被放在箱子里的到底是什么。在快递箱到达的次日，一对夫妻在现场开箱，并展示在快递箱中的之诺M13。
将活动拍成VIRAL VIDEO在外围传播。Promotion – Enjoy your first ride每个车主都有一个自己第一次驾乘体验的梦，有的在草原，有的在海滩。而必须从4S店提车的规定让他们注定无法圆梦。
之诺为在天猫购车的车主提供选择第一次驾乘目的地的机会，将M13运送至目的地，让用户有完美的驾乘体验。Timeline：天猫惊现倒计时三里屯事件延续-顺风车开箱淘宝异性页搜索阶段预热正式发售Sustain事件天猫线上售车三里屯惊现顺风箱处女试驾话题《改变行业的互联网售车》
《体验从未如此纯粹》
《线上买车线下包邮？》
《最应该剁手的网购》
《三里屯的大型快递箱，里面到底是什么》《是谁要颠覆购车体验》
《全民淘宝搜“混合动力”》《夫妻车主惊现三里屯开箱》
《你想在哪儿第一次驾驶爱车》
《在珠穆朗玛驾车是种什么样的体验》More Idea - 滴滴出行合作 一键抢之诺目的：通过有趣的方式，让用户有机会直接体验之诺M13并刺激购买，同时借助滴滴平台提升品牌知名度。
Let potential consumers have opportunities to directly experience ZINORO M13 through interesting way. In the same time, increase brand awareness by coop with Didi.执行 :
一键抢之诺 - 针对北京，上海，广州，深圳四个城市开启活动，每个城市准备5辆之诺。
之诺发售当天，用户打开滴滴页面即可参与活动，进行H5小游戏抢之诺的1天使用权。
次日，在抢到之诺用户的周围13公里内容的用户，有权继续抢使用权。持续5日。
2. 购买售车 - 在用户参与抢车后，在滴滴端内给到用户购买M13的优惠券，刺激用户产生购买。亮点：
借助平台有效提升品牌影响力。
让更多目标用户可以有机会接触到新车，并产生购买。IDEA：有购车或试驾需求的之诺用户,因距离和时间问题总不想去到品 牌 4S 店内,无法及时有效地体验产品。 之诺同滴滴平台合作，开启滴滴抢之诺，以有趣的方式邀请消费者“抢”之诺的当日使用权。
Potential consumer of ZINORO may unable to go into 4S store to experience M13, based on the long distance or lack of time. Coop with didi, could solve this problem. Invite consumers to win the right of use.Co-branding: ZINORO X DIDI
Win the right to become a ZINORO driver #一键抢之诺# Brief from ZINORO
1. We-Chat Retainer Operation
Keep growth in terms of quality We-Chat fans with limited budget.
2. M13 Launch Social Plan
Extend M13 exposure in social media for leads generation.Objective:
1. Engage potential consumer to take test-drive and increase sales.
2. Increase brand awareness.Co-branding: ZINORO X DIDI
Win the right to become ZINORO test driver #一键抢之诺# Strategy:
Potential consumers may not able to go into 4S store to experience ZINORO M13 because of long distance or lack of time.
Coop with DIDI, ZINORO invite consumers join the game to win the right of use for 1 day.执行 :
一键抢之诺 - 针对北京，上海，广州，深圳四个城市开启活动，每个城市准备5辆之诺。
之诺发售当天，用户打开滴滴页面即可参与活动，进行H5小游戏抢之诺的1天使用权。
次日，在抢到之诺用户的周围13公里内容的用户，有权继续抢使用权。持续5日。
2. 购买售车 - 在用户参与抢车后，在滴滴端内给到用户购买M13的优惠券，刺激用户产生购买。1. Q&A
