案例点评作为一个面临销量增长压力的自主品牌,试水电商,巧妙借用“不试不卖”理念解决了当前整个汽车电商的痛点以及消费者“不试不买”的心理,一方面体现了奇瑞对自己产品的信心,另一方面以这种促销手段吸引用户来店预约试驾,增加了品牌好感度。在销售终端采用IBeacon技术打通了线上电商渠道与线下场景的结合,更有利于营销活动的整体互动。获奖感言高新华(奇瑞股份公司副总经理兼营销公司总经理):“拿到这个奖 Case Comments As a self-owned brand facing the pressure of increasing sales volume, testing hydropower dealers and cleverly borrowing the concept of ”not trying not to sell“ solved the current pain points of the entire auto supplier as well as consumers’ ”do not try not to buy“ mentality, On the one hand reflects the confidence of Chery’s own products, on the other hand to attract users to shop booking test drive with this method of promotion, an increase of brand appeal. The use of IBeacon technology in sales terminals opens up a combination of online e-commerce channels and offline scenarios, which is more conducive to the overall interaction of marketing activities. Award-winning speech Gao Xinhua (Chery vice president and general manager of marketing company): ”get this award