新汽车生态合作，报名中国版CES！ 撰文 | 王 菁 编辑 | 黄 大 路 设计 | 甄 尤 美 汽车营销越来越难做，越来越走火入魔，中国汽车营销人到底应该怎么办？ 中国汽车营销奖——金轩奖评审委员会的答案很简单，就是"以用户为中心"，一如产品本身要"以用户为中心"一样。 为此，从第十二届评选开始，金轩奖启用全新LOGO。 "金轩奖原来的LOGO像金戒指，也像花环，现在营销、产品都要以用户为中心，新LOGO体现了这一点。" 2025年11月20日上午，在广州威斯汀酒店举行的第十二届金轩奖启动仪式上，金轩奖执委会主任、评审委员会副主席、轩辕矩阵CEO贾可博士如 此解释。 金轩奖新LOGO实际上源自益轩奖LOGO。益轩奖是可持续发展奖项，它的LOGO体现的就是以人为本。整体造型如宝塔层层向上，象征着只有以 人为本才能有远大前程。 贾可认为，以人为本就是以用户为中心，加之金轩奖早已经把益轩奖内容包含在内，所以此次金轩奖借用原来益轩奖LOGO，本质上属于一脉相 承。 金轩奖自2014年诞生以来，与轩辕矩阵旗下聚焦整车的轩辕奖、关注零部件的铃轩奖协同，构建了汽车全产业链专业、公正和独立的评价体系， 以更好推动中国汽车向 ...

Core Insights - GAC Aion launched its first range-extended and pure electric dual-power model, the Aion i60, with a starting price of 104,800 yuan, featuring a rare front MacPherson and rear five-link suspension in its class and a commitment to compensate three times for any vehicle fire incidents [1] Group 1: Market Demand and Positioning - The demand for new energy vehicles has shifted from "pure electric first" to "scenario first," particularly in northern regions with harsh winters or inadequate charging infrastructure, where range-extended vehicles are becoming the preferred choice for many families [4] - The Aion i60 range-extended version aims to tap into the under-served market below 200,000 yuan, offering a competitive 210 km pure electric range and a total range of 1240 km, making it suitable for both urban commuting and long-distance travel [4][5] Group 2: Technical Specifications - The range extender has a continuous power output of 85 kW, paired with a 180 kW high-power motor, allowing for sustained high-speed driving of 150 km/h even in low battery conditions [5] - The Aion i60 features a pure electric version with a range of 650 km and a fast-charging technology that can replenish 200 km of range in just 5 minutes, compatible with over 99% of charging stations [5] Group 3: Comfort and Space - The Aion i60 boasts a wheelbase of 2775 mm, providing ample rear legroom of 1037 mm and headroom of 1020 mm, accommodating tall adults comfortably [6] - The vehicle includes a range of comfort features such as 8-point massage front seats, a panoramic sunroof, and a unique external projection system for entertainment [6] Group 4: Safety Features - The vehicle's body structure consists of 72% hot-formed steel, and it has achieved a record of 50 billion kilometers without self-ignition, showcasing its commitment to safety [6] - The Aion i60 is equipped with a six-airbag system and offers a unique compensation policy for fire incidents, reflecting the company's confidence in its product safety [6] Group 5: Advanced Driver Assistance Systems - The Aion i60 is equipped with the GAC GSD intelligent driving assistance system, which has a low false trigger rate and supports a wide range of driving scenarios, enhancing user experience [7] - The vehicle's design and features are aligned with GAC Aion's strategy to deeply understand and meet user needs, indicating a focus on innovation and market responsiveness [7]

Core Insights - GAC Aion has initiated a brand event focused on user engagement, marking a significant shift towards a user-centric approach in its operations [1][3] - The company aims to transition from an engineering mindset to one that prioritizes user co-creation, emphasizing the importance of understanding customer needs in vehicle development [1][3] User-Centric Transformation - The shift in consumer perception of cars from mere transportation to lifestyle companions necessitates a focus on emotional and functional value, making "user-centric" the core logic for business survival and growth [3][5] - GAC Aion's strategy includes three key areas: user demand, product value, and service experience, to better understand market competition and user needs [3][5] Evolving Consumer Demands - As electric vehicles become more mainstream, consumer expectations have evolved, with younger users seeking smart features, families prioritizing space and safety, and commuters valuing range and charging convenience [5][6] - GAC Aion aims to provide high-quality vehicles at reasonable prices, leveraging its manufacturing capabilities and cost advantages to make advanced technology accessible to more families [5][6] Technological and Manufacturing Capabilities - GAC Aion's commitment to producing user-oriented vehicles is supported by its self-developed technologies and large-scale production capabilities, ensuring high performance, safety, and reliability [6][7] - The company has established a "lighthouse factory" for electric vehicles, ensuring product quality and customer satisfaction, while also focusing on advanced battery technology and electric drive systems [7][9] New Product Launches - Recent product launches include the Aion RT and Aion UT super, which feature competitive pricing and innovative functionalities, such as battery swapping for affordable models [9][10] - The Aion i60, a new dual-power model, addresses user pain points related to range anxiety and performance, showcasing GAC Aion's commitment to user-driven innovation [10][11] Strategic Collaborations - GAC Aion is engaging in cross-industry collaborations to enhance user value, exemplified by its partnership with JD.com and CATL to offer innovative vehicle configurations and purchasing experiences [10][11] - The launch of the Aion UT super, designed based on user insights, reflects the company's strategy to integrate user needs into its product development process [10][11]

Core Insights - Casarte, an international high-end home appliance brand, is accelerating its global expansion after establishing leadership in high-end products, brands, and scenarios [1][2] - The Casarte Villa L+ washing machine has successfully entered Southeast Asian markets, including Malaysia, Vietnam, and Thailand, achieving rapid sales and capturing a significant share in the high-end laundry segment [1] - In Thailand, Casarte's Villa L+ washing machine is the only Chinese brand in the top three of the ultra-high-end price segment and has achieved the highest growth rate in the high-end washing machine category [1] Market Performance - The Villa L+ washing machine's success in Southeast Asia is attributed to a deep understanding of regional consumer needs and technological innovation [1] - The product addresses urgent market demands for "professional + convenient" laundry solutions, driven by the expansion of the middle-to-high-income group and challenges posed by the local climate [1][2] - The machine features AI one-stop washing and drying capabilities, 20 specialized washing programs for 26 types of stains, and a large drum diameter of 607mm to accommodate larger items [1] Product Innovation - Casarte has also launched the Neutron washing machine, which includes AI smart washing functions and air washing technology, specifically designed for high-end garment care in Southeast Asia's humid climate [2] - The success of the Villa L+ in Southeast Asia validates Casarte's user-centered innovation approach [2] - As the potential of the Southeast Asian high-end consumer market continues to grow, Casarte is expected to further solidify its regional leadership and contribute to the innovative development of the global high-end home appliance market [2]

Core Insights - JD.com continues to be the primary platform for consumers purchasing home appliances during this year's Double 11 shopping festival, with data from the platform becoming increasingly valuable for assessing brand competitiveness [1] - Haier Smart Home (600690) has emerged as a leader in the Double 11 sales, driven by a focus on user needs and delivering higher user value [1][3] User-Centric Approach - The Double 11 event is experiencing a significant shift from being platform-driven to user-driven, with Haier Smart Home concentrating on user demands rather than competitors [3] - Haier's product innovations, such as the AI-powered 512Ultra refrigerator and the cloud washing and drying set, address specific user pain points, enhancing the overall user experience [4] Enhanced User Experience - This year's extended Double 11 period tests brands' comprehensive competitive capabilities, with Haier Smart Home emphasizing user value throughout the entire shopping experience [7] - The collaboration with JD.com has led to improved service quality and efficiency, as well as expanded brand exposure across various cities [8] Innovative Engagement Strategies - Haier Smart Home launched a unique live streaming event in partnership with CCTV, which resulted in a 51% year-on-year growth in sales during the Double 11 period, securing the top position in the home appliance category [7] - The "crowd testing" initiative during Double 11 allowed nearly 500 product experts to interact with users, providing professional insights and gathering feedback for future product enhancements [8]

Core Viewpoint - The launch of the "Huayu Battery Quality Service New Standard" by Yadea Huayu Battery aims to revolutionize the lead-acid battery industry by addressing existing service challenges and establishing a new service ecosystem [1][3][8] Group 1: Industry Challenges - The lead-acid battery industry faces three main pain points: ambiguous standards, short replacement cycles, and fragmented service experiences [3] - The traditional "6+6" service rule is no longer sufficient to meet user demands for reliability and peace of mind [3] Group 2: New Service Standard - The new service standard focuses on four key aspects: high product quality standardization, clear commitments, long-term guarantees, and integrated services [3][6] - The core promise of "13-month full replacement" is designed to fill industry gaps and reshape service rules, fundamentally overturning traditional after-sales models [3][6] Group 3: Quality Control and Automation - The commitment to "no maintenance, only replacement" is supported by strict quality control from the material source, ensuring high consistency in battery production through fully automated processes [5][6] - This quality foundation aims to provide users with long-term assurance and reduce after-sales risks [6] Group 4: Brand Confidence and User-Centric Approach - The extended service cycle reflects the brand's confidence in its product quality and addresses user concerns about battery reliability [8] - The initiative aligns with the user-centric philosophy of Yadea Huayu Battery, enhancing user trust and safety [8] Group 5: Technological Support - The introduction of the Huayu Battery IoT Smart Detection Device combines IoT and AI technology, offering rapid testing and real-time data sharing among stakeholders [10] - This system addresses long-standing issues of detection transparency and standardization, providing robust technical support for service upgrades [10] Group 6: Industry Leadership and Future Direction - Yadea Huayu Battery's commitment to "no maintenance, only replacement" positions it as a leader in the industry, establishing a replicable standardized service system [13] - This move signifies a shift from price competition to value co-creation, marking the beginning of a new development phase focused on service and experience [13]

Group 1 - The core event is the second JD Wine Tasting event scheduled for October 30, which follows the success of the first event on September 16, attracting over one million participants [1] - The event will take place at the Anandi Hotel in Shanghai, featuring JD Group's SEC Vice Chairman and CEO Xu Ran, along with other notable entrepreneurs, promoting user engagement through wine tasting and networking [1] - Users can qualify for the event by booking hotels through the JD App or purchasing the same Lafite wine featured at the tasting, with a random selection of participants to be announced by October 24 [1] Group 2 - JD aims to leverage its supply chain capabilities in the hotel and travel market, exploring new growth avenues in collaboration with partners [2] - The launch of the "JD Hotel PLUS Membership Plan" in June, which offers up to three years of zero commission, is part of JD's strategy to innovate and integrate hotel and wine brands through the JD Wine Tasting IP [2] - The initiative is designed to create new social experiences for users and attract new customer traffic to hotels, enhancing the overall user experience [2]

Core Insights - The Southeast Asian e-commerce market is experiencing rapid growth driven by internet penetration and a young consumer base. Haier has capitalized on this trend, achieving significant online sales growth and leading the refrigerator category in the region [1][2]. Group 1: Sales Performance - Haier's e-commerce sales during the "99 Super Sale" event saw a remarkable 97% month-on-month increase and a 315% year-on-year increase. Key markets such as Thailand, Vietnam, the Philippines, Indonesia, and Malaysia all exceeded 100% completion rates, with Indonesia and Thailand achieving 100% month-on-month growth [1]. - Core product categories, including refrigerators, washing machines, air conditioners, and televisions, all experienced substantial growth, with completion rates surpassing 100% [1]. Group 2: Product Strategy - Haier Southeast Asia has tailored its product offerings to local consumer habits, introducing smart ice-making and Space Fit series refrigerators that align with local home decor styles while enhancing preservation performance and energy efficiency to meet the rising demand for mid-to-high-end products [2]. Group 3: Customer Engagement - The company has implemented a zero-distance user interaction strategy, inviting customers to co-create content and share experiences online, while also organizing offline activities such as cooking challenges and family interactions to enhance brand connection [2]. Group 4: Service and Digitalization - Haier has adopted a "5S service model" in Southeast Asia, replicating its domestic standards to address customer service concerns, achieving a 99% customer satisfaction rate. The company has also upgraded its processes digitally, ensuring a seamless experience for users throughout the entire purchasing journey [2]. - During the "99 Super Sale," the e-commerce customer service response rate was 100%, with over one million inquiries handled [2].

Core Viewpoint - Lantu has successfully established itself in the competitive automotive market, achieving significant sales milestones with its model Lantu FREE+, which has become a top seller in the 300,000 RMB category for Chinese brands and ranks second in the 200,000-300,000 RMB hybrid SUV market [3][4][7]. Sales Performance - In the first week of September, Lantu FREE+ sold 1,080 units, maintaining its position as the best-selling Chinese model under 300,000 RMB [3][4]. - Since its launch on July 12, Lantu FREE+ has shown a steady increase in sales, achieving 5,239 units in August and ranking among the top three in the mid-large SUV category [4][5]. - Lantu has seen a 70% year-on-year increase in deliveries, with a total of 85,697 units expected in 2024 [22]. Product Development and Innovation - Lantu FREE+ features advanced technology, including Huawei's ADS 4.0 system and a comprehensive suite of sensors, enhancing driving safety and efficiency [11][12]. - The vehicle's design incorporates a multi-power ESSA architecture, providing a robust driving experience with adjustable suspension and high-performance powertrains [12][14]. - Lantu has focused on user feedback, integrating customer suggestions into product development, which has strengthened brand loyalty [20][18]. Strategic Partnerships - Lantu's collaboration with Huawei and Dongfeng has been pivotal, leveraging Huawei's technology and Dongfeng's manufacturing expertise to enhance product offerings [9][11]. - The partnership with Huawei has positioned Lantu FREE+ as a competitively priced, feature-rich vehicle in the market [9][14]. Market Positioning and Future Outlook - Lantu is set to go public through an introduction listing on the Hong Kong stock exchange, which will enhance its capital base for further development [22][24]. - The company aims to expand its market presence and brand recognition, focusing on electric, intelligent, and connected vehicle technologies [24][25]. - With continuous product innovation and strategic capital investment, Lantu is poised for significant growth in the high-end electric vehicle market [25].

Core Points - JD.com has officially launched the "JD Wine Tasting Event" as a user meeting for JD Travel, with the first event scheduled for September 16 in Beijing [1] - The event will feature JD Group founder Liu Qiangdong and several well-known entrepreneurs, allowing users to taste fine wines and provide suggestions [1] - Consumers who book a stay at the Beijing International Hotel through the JD APP's "Instant Delivery" channel will automatically qualify for a chance to attend the event [1] - This initiative reflects JD.com's ongoing commitment to user engagement and experience improvement, a practice that dates back to its first user meeting in 2007 [1][2] Company Strategy - The launch of the "JD Wine Tasting Event" is part of JD.com's strategy to enhance its local lifestyle services and maintain a user-centric approach [2] - The company aims to leverage its unique supply chain capabilities to innovate and connect hotels with wine brands, providing consumers with diverse accommodation experiences [2]