蔚来把mini展厅搬进车主咖啡馆？

寰球车研院01-06

广州的一家咖啡馆，叫“电车咖”，玻璃门上的名牌上多了一个“蔚来工坊”的标识，没错，这里既是咖啡馆还是一个蔚来mini展厅。开店的老板本是蔚来的忠实用户，不用掏品牌授权费，只需提供咖啡馆场地，就能同步卖车赚提成；蔚来不投入资金，但会派驻专业销售顾问驻场，负责车型讲解、试驾对接，展车和“蔚来工坊”视觉元素都由品牌输出。在新势力营销场景中，打造生活方式是被反复验证能与消费者拉近距离，做圈层营销的有效策略...

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