2022 is a year of ups and downs for the whole automobile market. Although the China auto market lost millions of sales in the first two quarters because of the epidemic and the suspension of production, with the introduction of favorable policies such as halving the purchase tax, the auto market quickly turned U-shaped, and the annual sales volume is expected to be basically the same as last year. On the basis of market recovery and stabilization, we can still be cautiously optimistic about the auto market in 2023.
In automobile marketing, under the general trend of epidemic situation, user behavior and digital transformation of automobile enterprises, consumers' media contact and overall decision-making links have further migrated online, and the digital wave is deeply baptizing the whole link of marketing. On the client side, consumers put forward higher expectations for the richness, accuracy and efficiency of automobile information, assisting decision-making, and the efficiency, convenience and even service premium of dealer services; In terms of OEMs and distributors, with? Connect users? The problem has been initially satisfied, how to dig? Connect? Efficiency, further improve the conversion rate and transaction rate, and even fully satisfy consumers in the process of sales and service, which has become their most urgent demand.
As an important part of the automobile industry, Easy Car has been committed to helping consumers better look at cars, choose cars, buy cars, use cars and change cars, empowering OEMs and dealers to develop better and actively play around the industrial chain? Connector? The role of. Entering the new era of digitalization and intelligence, Easy Car is also transforming itself into digital intelligence, helping OEMs and dealers to develop automobile marketing into digital intelligence. Faced with the growing demand of automobile users, OEMs and dealers, Easy Car has also made various arrangements this year, continuously deepening the cooperation with Tencent system, fully integrating into the WeChat ecosystem, strengthening the connection efficiency between enterprises and small and micro enterprises in the marketing full-link operation, and helping OEMs and dealers to acquire customers, transform and clinch deals in the Ito ecosystem more efficiently at present and in the future.
It runs through enterprise micro-tools in the WeChat ecosystem, and serves customers in all directions with modular functions.
Zhang Xuan, CEO of Easy Car, pointed out in the keynote speech of the same name at Yunfeng Club that in the past three years, Easy Car and Tencent have conducted in-depth cooperation in various scenarios, helping OEMs and distributors to achieve remarkable results in marketing. On the basis of the gradual opening of Tencent's ecology last year, this year, Easy Car focused on the ecological level of WeChat, focusing on the sectors including WeChat search, video number and travel service, fully integrating into WeChat ecology, and effectively reaching 65.438+02 billion users of WeChat ecology.
Zhang Xuanan said that there are more than 300 million searches in terms of car models, car series, car brands and other related words every year. This year, Easy Car and Tencent reached an exclusive cooperation to bring the information of professional garages and cooperative dealers into WeChat search, and help dealers realize their marketing demands through these very accurate search traffic.
At the same time, Easy Car also attaches great importance to short video content operation and short video marketing, and has reached an agreement with the video number. From 2023, Easy Car will make full use of the traffic of video number, and the marketing content related to OEM and dealer, aftermarket service and even used car content will reach 500 million daily users of video number. More importantly, Easy Car will help dealers to open live video number and live operation assistance. This year, Easy Car has helped hundreds of dealers to open live video numbers and achieved good results. Follow-up Easy Car will make good use of the identity advantage of Tencent Holdings subsidiary to help dealer partners to dig the video number and share the dividend of video number growth.
Wechat ecosystem has a variety of products and entrances. How to integrate the traffic of each product and entrance and carry out effective marketing operation? The answer given by Zhang Xuanan is Qiwei. He said that in the WeChat ecosystem, Enterprise Micro is the most efficient tool to connect all WeChat products. In the past year, Easy Car has built an effective marketing solution by using Enterprise Micro, which runs through the entire WeChat ecosystem, empowering OEMs and distributors to conduct full-link marketing, making the efficiency of the full-marketing link from exposure to sales opportunities to stores to transactions greatly improved.
In 2023, Easy Car will also modularize the functions of enterprises, and add various functional modules to the service system including new cars, used cars and aftermarkets to provide better and all-round automobile consumer services for OEMs and dealers.
Easy customer connection has a remarkable effect, new product? Teng yizhen? Coming online soon
Zhao Yongxin, Chief Operating Officer of Easy Car, revealed the full-link digital connection marketing solution based on Enterprise Micro, which was launched at Yunfeng Conference last year. The achievement of the first anniversary of E-Guest Company's landing, and launch the connection mode and brand-new products based on video call? Teng yizhen? .
His theme is "* * * establishing contact? * * * Win the future "means that in 2022, the number of E-Car cooperative dealers exceeded 28,000, and the number of connecting employees exceeded 200,000, including more than 20,000 merchants who opened E-Car Link and more than 50,000 employees who directly connected enterprises and micro-cars. After nearly a year of data tracking statistics, compared with the original connection mode, the transaction conversion rate has been greatly improved, with an overall increase of more than 70%, and the head dealer conversion rate has been increased by more than 2 times.
The reason why E-Link has been recognized by dealers and achieved excellent results is that it has gained a large number of sales opportunities in Ito Eco's super traffic pool by relying on the high-quality content of E-Link and dealers at the customer acquisition level, and has developed a series of tools to promote transformation and communication at the operational level, which has optimized the connection experience and improved the connection efficiency.
At present, the connection mode with 5G as the channel, VR and AR technology as the bottom layer and video as the display has gradually become the mainstream. In the context of industry changes and increasing demand, in 2023, Easy Car will increase the connection mode of video calls while retaining orders, phone bills and corporate micro-chats, so that practitioners can make better use of various marketing materials and transformation tools in communication to serve users and deliver vehicle highlights and business policies to users more effectively. Improve communication efficiency while better meeting user needs and helping transaction transformation.
Zhao Yongxin also introduced brand-new products under Tencent's ecology? Teng yizhen? . TengYitong fully integrates Tencent's ecology in the traffic layer, docking exclusive resources such as WeChat search, video number, Tencent News and Tencent Travel. Based on Ito's content and data, establish a model to continuously obtain sales opportunities from Tencent's product matrix with high-quality content. At the same time, it is effectively combined with operational tools such as easy data decision-making, content operation, marketing support, and private domain operation to help dealers easily play Tencent's ecology and acquire users within Tencent's ecology.
MAU has grown against the trend for four consecutive years, and high-quality content has become a platform weapon.
While the iron is hot, you need to be hard. Traffic is the basis of an Internet information platform, while content and products are the basis of drainage and retention. Yang Yongfeng, CGO of Easy Car, also disclosed the user scale, content construction and product upgrade of Easy Car at Yunfeng Meeting.
With "ecological empowerment? In the speech of "Improving Quality and Increasing Efficiency", Yang Yongfeng quoted the data of Aurora Big Data, saying that since the China automobile market entered the down cycle on 20 18, the number of active users of mobile Applications of riders, including the riders app and the car quotation daquan app, has been growing against the trend for four consecutive years, and it has been ranked first in the industry since the fourth quarter of 2020.
This is inseparable from the construction and investment of Easy Car at the content level, especially in the fields of short videos and professional content. According to Yang Yongfeng, as an important member of the Tencent family, Easy Car made great efforts to build a video number matrix early, and soon it was deeply loved by users with excellent content quality and distinctive content types, firmly occupying the leading position of video number car content and achieving long-term dominance. Since the beginning of this year, the traffic of Easy Car Video has made a big breakthrough, with the cumulative broadcast volume exceeding 654.38+0.2 billion, up 224% year-on-year; Video number of the first 9 months? In the monthly list of cars, Easy Car ranked first in 8 months; In the 15 list before September, the Easy Car account occupied 6 seats.
In terms of professional content, Easy Car has built a super evaluation system, and has successively launched programs such as easy car cross evaluation, real100000 km length measurement, easy car speed list, and new energy limit test. , with a cumulative measurement of more than 65,438+0,000 vehicles, and will be launched in June 5438+February? Intelligent evaluation system? In order to evaluate the intelligent cockpit and assisted driving in the field of smart cars under real road conditions.
In addition, Easy Car has also iteratively upgraded many products, including smart experience, 3D car watching, car owners' endurance, easy car list, and live broadcast linkage. , optimize the user's experience of seeing, choosing and buying cars, and improve efficiency.
Today, China Dealer Summit Forum has always been based on the forefront of automobile circulation development, providing suggestions and solutions for industry chain practitioners including OEMs and dealers. In recent years, Easy Car has also completed a comprehensive data transformation including content, user operation, marketing, channels and brands. With the deep cooperation with Tencent, we have built a global connection, constantly explored and realized the efficiency improvement of the whole link, and provided better marketing services for host manufacturers and distributors.