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助力歐陽娜娜18歲“成人禮”奧克斯年輕化戰略顯成效

        6月14日,歐陽娜娜18歲成人禮音樂會在北京舉行,這場以“成長與改變”為主題風格的音樂會現場歡聚了近千名“娜鐵”,共同見證歐陽娜娜的18歲成人儀式。作為歐陽娜娜的好“戰友”、奧克斯空調官方萌寵小奧驚喜亮相音樂會現場,為歐陽娜娜送去18歲的生日祝福。

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  (小奧為歐陽娜娜18歲慶生)

  當天,小奧亮相歐陽娜娜18歲音樂會現場,也向用戶展示了雙方在近兩年的合作中,攜手共進,見證彼此成長。2017年,奧克斯借開學季之際,攜手歐陽娜娜打造了勵志微電影《我,不止于我》,鼓勵大眾勇敢追夢,勇敢創造自己的精彩人生。影片上線后引起各界熱議,備受好評。此外,同年10月底,歐陽娜娜作為首席體驗官參與千人歡騰的AUX RUN,今年4月11日又再次出現在北京,為自己的“老友”奧克斯空調的新品發布會暨京東超級品牌日站臺助威。可以說,奧克斯空調借助歐陽娜娜這樣一位正能量滿滿的00后,凸顯自己的年輕化戰略,已取得了良好的口碑和成績。

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  (歐陽娜娜18歲“成人禮”現場演奏)

  近期,行業權威機構發布的關于空調市場的數據分析,表明空調購買主力用戶集中在中青年群體,且年輕化趨勢明顯;其中20至35歲人群占比增長至60%。然而,如何滿足年輕消費人群對產品的品質及個性化要求,成為空調品牌需要“破局”解決的。

  因此,奧克斯進一步強化在年輕消費群體的營銷戰略,打造多部備受年輕消費者關注的大電影,舉辦動感時尚的“AUX RUN”以及線下音樂節活動等,備受年輕消費者青睞。奧克斯“搶先一步”深化年輕消費群體的品牌戰略,更是在6.18年中大促起始階段,取得了驕人的成績。

  傲人的銷售業績充分佐證,奧克斯年輕化定位、多元跨界式營銷、圍繞用戶展開全產業鏈升級變革,是奧克斯空調持續夯實“品質、創新、效率”的內涵式增長。而歐陽娜娜作為奧克斯空調首席產品藝術官,真正實現了娛樂營銷到流量的有效轉化。不難看出,牽手歐陽娜娜、不斷布局年輕消費市場的奧克斯,已然在空調行業占據了年輕消費市場高地,穩固了在年輕消費市場的戰略地位。

  在互聯網的全面滲透下,80、90后作為這個時代的主流消費群體,是奧克斯空調未來需要全面布局的群體市場。此次讓當家萌寵現身歐陽娜娜生日會,無疑是奧克斯進一步滲透年輕群體釋放的信號。未來,奧克斯空調或將強化與年輕人產生共鳴和情感共振的營銷戰略,向目標用戶深層次地展現品牌內涵,為其展現奧克斯“逐夢”、有溫度的年輕時尚的品牌形象。

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