China's auto industry will expand and open, and automakers need innovative marketing

[Listen to Yang Jie]

Recently, the news released at the Boao Forum for Asia has made China's automakers mixed. The official statement is that China will "reduced the import tariffs of vehicles by a considerable extent" and at the same time relax the restrictions on foreign investment in the auto industry as soon as possible.

These two initiatives are clearly making their way to the world, and the door to the opening of China's auto industry will only grow bigger and bigger!

Undoubtedly, this is obviously a huge advantage for foreign auto giants. For domestic auto brands, sisters tell the truth, opportunities and challenges are probably more challenges!

The fierce market price competition will become the main theme of the future. I can buy the advertisements that you can buy from all parties. I can also reach the channels that you can reach. So in such a bloody era, how do you stand out from the crowd? ?

There is no doubt that the marketing of the super-rich industry, second only to real estate, has become more and more fun.

In the past, the era of simple and rude buying of advertisements and viewing of clicks has passed. In the future era of automobile marketing, it is more precise and proactive, because the limited market costs of auto manufacturers must accurately find potential customers interested in themselves. Not to jump in front of them to brush your face, and then disappear forever.

Push to attract

See, the number of hits exceeded 145 million, and nearly 59 million users liked it. This is the transcript of the first self-produced variety show "China Auto Line" in the automotive Internet industry. This cross-border reality show of "Star Guest + Overseas Travel + Chinese Automobile" is a "big meal" for the new generation of users after the easy-to-car number from the media project!

Comrades, this is a completely different approach from the previous Internet marketing gameplay - no longer simply and rudely relying on user images to push advertisements, but content first, respecting user preferences, and pushing to "attract"!

Yes, the strong 80s are already past tense, and now the new generation of consumer power is the 90s that are increasingly becoming the mainstream of society. However, what do you like after 90? I am afraid that no one has a heart in mind - this is a problem that even Ma Huateng is in a headache, not to mention that most of today's offline traditional car companies have some problems.

While the younger group represented by the post-90s is increasingly becoming the mainstream of the consumer market, the Internet is also undergoing tremendous changes: the decentralization trend of traffic portals has intensified, and the content industry outbreak has brought grassroots content supply and dissemination.

At the same time, the rise of the fan economy has led to the growing influence of IP, and the rapid development of cutting-edge technology such as big data and AI has brought an efficiency revolution to the Internet industry. It can be said that the basic ecology of the entire Internet has changed. Drive all industries to roll forward. As an important branch of the Internet industry, the car Internet is no exception.

We all know that the characteristics of the automotive Internet industry are that the industry chain is covered, the users are scattered, the demand is diversified and complex, and with the acceleration of the evolution of the Internet infrastructure, users are more diverse, refined and fragmented. Along with these changes, in the field of automotive Internet marketing, the demand of manufacturers is no longer only to pursue brand exposure from pure advertising, but to more emphasis on the "integration of product efficiency" and the personalized and integrated marketing services.

In the face of fierce marketing changes, the auto-profit platform is constantly adjusting its strategy and arranging new business to meet the needs of customers and users, and to pursue better development. Let’s take the example of easy car and look at the car internet marketing. Some changes have occurred.

From aggregation to decentralization

One of the biggest changes in the Internet ecology is the mobilization of traffic portals.

With the rapid leap of network speed, the popularity of intelligent hardware, and the emergence of mobile applications, users' needs and attention are divided into various APP and mobile application scenarios. APP is like a closed castle, and data is circled in each application. The value of mobile portals is increasing and replacing the PC side as the main source of traffic.

At this moment, the automobile consumption, the long life cycle, and the diversified and scattered characteristics of users have all led to the obsolescence of a centralized car website. The car internet platform must attract traffic from various mobile scenes for different mobile scenes. Users provide different services to become the inevitable development of the car Internet.

In the past, Easy Car developed a mobile application matrix covering comprehensive automobile life services such as automobile information, quotation, dealer service, and post-market service, such as car quotation app, car app, car partner APP, mobile M station. With the rise of light applications such as small programs, E-Car has launched four small programs, such as the daily price of the car, the small car, the car quotation, and the car.

But obviously these are not enough. With the social media and the self-media, the car has also laid out social self-media entrances. Up to now, the official Weibo, WeChat, headlines, knowing, vibrating and other accounts More than tens of millions of fans are becoming a new focus.

How is this different from before?

In the era of PC traffic, most users are passively accepting information—that is, what is easy to push by the car, and what the user is watching. It is very likely that the content of the platform in the key position is not of concern to the user.

In the era of mobile Internet, Easy Car is trying to let users actively read and actively pay attention to the content they like. If they don't like it, they will not push it, which saves users time, improves the experience, and saves advertising costs for advertisers. - Selling users who are not interested in the car to advertisers is irresponsible.

The basis for this is the technological advancement of the mobile era - the application of AI.

It can be said that the application of AI makes the car greatly extend the effect of the traffic. According to this, the car can accurately push the content and service to the more "right" part of the group, marketing for the back-end car manufacturers and distributors. Provide a precise crowd.

Content combination scene

In the past, car websites mainly provided advertising display services for manufacturers and diverted customers for dealers. However, as users become more and more intelligent and demanding more and more “critical”, marketing is becoming more and more difficult, pure advertising. It has been difficult to effectively impress users and influence their purchasing decisions - "integration of products and effects" has become the unanimous pursuit of manufacturers and distributors.

Marketing veterans will find that integrated marketing solutions such as content marketing, scene marketing, event marketing and other integrated marketing solutions based on content and offline scenarios and various communication methods and resources are increasingly welcomed by manufacturers, which has become a comprehensive marketing of automotive Internet companies. The embodiment of service capabilities – and that is why media and short video are increasingly becoming new traffic portals.

At these levels, it is effective to create a professional and personalized, young and interactive content system.

Since last year, they have invested heavily in upgrading the standardized content system such as the model library to provide more sophisticated basic information. They also actively deployed video, short video and live broadcast to suit the reading habits of young people. Easy to plan, introducing a large number of high-quality PGCs for the platform; at the same time, using big data, AI technology, and adopting the information flow mode, the intelligent engine provides users with thousands of face-to-face content services to meet the fragmented and diversified reading needs of users. .

Based on content-based optimization and diversification, and rich in IP resources, Easy Car has been providing customized marketing services based on content marketing and event marketing to improve the accuracy of services.

For example, the “Chuangyi Project” has signed more than 40 IPs in the pan-automobile field, covering more than 50 million fans across the entire network. Using IP influence, through content cooperation and customized programs, the fan economy is realized, and the brand promotion and promotion for manufacturers. service.

It must be said that the flow × conversion rate = the era of orders has passed, if you want to be like the "China Auto Bank", "Wuling Hongguang decisive battle Qiu Mingshan" and "Easy Car Hero" and other well-known car planning big event has achieved good The marketing effect must begin to study the real needs and preferences of the user.

Just like the car variety show "Easy Car Hero", which was made by the car during the double 11 car festival last year, the total exposure reached 452 million, creating more than 310,000 interactions. This program with the theme of “hard planting” has taken a different approach in the entertainment program of the industry's soft-spot advertising routines, which has certain reference significance both in effect and in creation.

Yang Jie Comments:

On marketing and festivals, it is a must for every family!

In fact, everyone should learn about the United States and the United States Suning - building a festival!

You should not think that the originator of the festival is Taobao Double 11, Double 12. In fact, the "originator" of the festival is the Gome Suning, and the department store as early as 20 years ago - store celebration, social celebration, head office celebration, branch celebration, Opening Zhang Qing, the May Fourth Youth Festival... In addition to the Qingming, almost all of them can be celebrated.

This is also a must-have configuration for online car websites. Easy Cars organizes five e-commerce car-buying festivals with mainstream car brands every year. Among them, the 6. 6 Car Purchase Festival and the Double 11 Car Purchase Festival have become important marketing nodes for the automotive industry.

Last year's double 11 car purchase festival, the total number of orders generated by the car was 421,000, and the total order amount reached 52.285 billion yuan, up 202.8% and 146.6% respectively. Both of them hit a record high. Compared with other players in the industry, the double 11 data of the car is also the best.

Online, the easy car is also a homemade scene, holding a "100 City Auto Show" to drive dealers to inventory.

Of course, don't think that this is a "stupid festival" - all of this is actually supported by big data and AI, and can quickly enrich the user's portrait.

By the way, the car has an AI “Optimus Prime” plan, and the landing is “1+3” (1 AI engine + client, vendor, dealer 3 end) product strategy, easy car It is said that it will build a smart car marketing ecosystem.

Have you ever felt that the car is on a bigger board?

Editor in charge: Liu Bing

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