姚明、王力宏、周杰伦等陆续代言，新能源汽车掀起明星营销潮

华夏时报网05-28 21:59

近日，多家新能源汽车品牌或车型密集宣布和明星合作。腾势汽车官宣王力宏担任全球品牌代言人，周杰伦则代言至境世家新能源MPV，蔚来最新旗舰SUV ES9邀请姚明担任“首席体验官”，极狐问道V9上市发布更是邀请了周涛、李乃文、窦文涛、俞飞鸿、郁可唯等明星亲临助阵。　　从流量艺人到体育明星，中国新能源汽车行业的明星营销明显升温。　　过去几年新能源汽车行业主要靠技术发布会、创始人IP和参数竞争博取关注。如今...

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ES9邀请姚明担任“首席体验官”，极狐问道V9上市发布更是邀请了周涛、李乃文、窦文涛、俞飞鸿、郁可唯等明星亲临助阵。　　从流量艺人到体育明星，中国新能源汽车行业的明星营销明显升温。　　过去几年新能源汽车行业主要靠技术发布会、创始人IP和参数竞争博取关注。如今行业进入高渗透率阶段，车企开始重视品牌传播效率和大众认知，传统燃油车的明星营销也开始应用于新能源赛道。　　明星代言进入新能源行业　　从最近的代言人选择来看，流量艺人、演员、音乐人和体育明星等各自对应不同定位的品牌和车型，覆盖了从年轻用户到家庭和中高端消费市场多个层次。　　以腾势汽车和王力宏的合作为例，王力宏对东方文化颇有研究又融合国际潮流，受众覆盖跨世代高净值精英、商务名流和城市新贵，与腾势“科技新豪华、东方新格调”的品牌定位高度契合，因此腾势在众多明星中最终选择了王力宏。　　值得关注的是，此次合作并未停留在明星站台。王力宏在发布会现场被问及是否真的将代言费用来购买比亚迪股票时，他对此回应：“这是真的。”他还补充说：“十年前比亚迪曾冠名赞助过我的节目，这次绝对不会再错过投资。”这种深度绑定，也为长期认可品牌增添了更多市场话题性。　　另一边，周杰伦代言的至境世家MPV，同样受到行业关注。至境世家此次布局的是新能源MPV市场，产品同时覆盖插电混动和纯电两种动力形式。近年来，随着家庭多人出行需求增长，以及高端商务市场逐渐新能源化，新能源MPV已经成为增长较快的细分市场之一。　　相比传统SUV和轿车市场，高端MPV用户往往更加重视品牌形象、家庭属性和舒适体验，因此品牌传播对于产品销售的影响也更加明显。而周杰伦本身长期拥有较强国民认知度，同时覆盖多个年龄层用户群体，这与当前新能源MPV核心消费人群存在一定重合。　　NIO\" target=\"_blank\" web=\"1\">蔚来则邀请姚明担任ES9“首席体验官”。ES9定位高端大型SUV，面向多孩家庭用户，主打宽裕的乘坐空间和长途出行的舒适体验。单就体型而言，当2米26的姚明坐进一辆大尺寸旗舰SUV还能轻松伸直双腿时，就已经足够直观地呈现出蔚来ES9座舱宽裕和舒适程度。　　相比娱乐明星，姚明的稳重、家庭化特质，也会加强蔚来品牌的可信赖感。从NBA首位外籍状元、八次入选NBA全明星的传奇球星，到入选奈史密斯、国际篮联双料名人堂成员，姚明的职业生涯定义了“中国高度”，更凭借全球视野与文化影响力，搭建起联结东西方交流的桥梁，是中国最具国际影响力的运动员，也是中国走向世界的名片。　　蔚来创始人、CEO李斌此前对记者表示，车企找明星合作一直都有的，本质上还是为了提高品牌知名度。他还提到，乐道作为一个全新品牌，和沙溢、胡可的合作，不只是简单代言，更多是从用户和车主角度参与品牌活动，认可品牌。　　尤其在当前高端新能源市场竞争日益激烈的背景下，车企不再只强调年轻化，而是通过形象稳重的明星艺人为消费者传递信任感，开始尝试建立更成熟、更长久的品牌认知。　　新能源汽车营销在转变　　过去新能源汽车行业高速增长时期，消费者最关注的是技术问题，比如续航时间、补能是否方便、智能驾驶的先进程度、电池安全性等。对于当时新能源的早期用户来说，技术因素往往最能决定消费者的购买意愿。　　如今，新能源汽车逐步成为大众消费品，用户的关注点也开始发生转变。最明显的现象是，越来越多的消费者不再认为新能源车仅仅是一辆短途的代步工具，而是更加重视品牌带来的身份认同和情绪价值，这一变化在高端新能源市场中尤为突出。　　例如30万元以上的新能源市场中，许多消费者不再只是对比参数，而是更关注品牌气质、设计风格、用户社区和品牌调性。这也说明为什么近几年越来越多新能源品牌开始强化音乐节、车友活动以及生活方式内容。从某种程度上说，新能源汽车行业正在从功能消费向情绪消费转变。　　汽车行业分析师许之鹏对记者表示，如今，消费者对传统的参数营销逐渐感到疲劳，而明星艺人在这方面能带动情绪、影响大众认知。比如体育明星往往让人联想到家庭、责任感和稳定形象；音乐人则更容易传递艺术感、年轻化气质和情绪共鸣。　　许之鹏认为，对车企来说，请对明星有助于更快建立品牌认知。“尤其是在行业竞争加剧的背景下，获取用户注意力的成本越来越高。过去一场技术发布会就能吸引大量关注，但现在几乎所有车企都在做智能化宣传，单纯讲参数已经很难打动消费者。相比之下，明星合作更容易引发社交媒体传播、登上热搜话题，并带动圈层扩散。”许之鹏说道。　　在海外市场，许多中国品牌对当地消费者来说还比较陌生，认知度有限。因此，越来越多的车企开始借助体育、娱乐和文化资源来提升国际传播能力。以蔚来和姚明的合作为例，姚明作为连接东西方的桥梁形象，宣传范围不仅是国内市场，还可以覆盖到海外。　　许之鹏还补充道：“不过，对于新能源汽车行业而言，明星营销终究只是品牌竞争中的一部分。汽车本身依然属于消费者需要反复权衡的大宗商品。消费者最终仍会回到产品体验、售后服务和品牌稳定性本身。尤其在当前行业竞争持续加剧背景下，仅仅依靠流量很难形成长期优势。”（文章来源：华夏时报网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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