There are many reasons for the car market depression. Objectively speaking, after 30 years of rapid development, China automobile market has completed the transformation from only 820,000 private cars in China to the largest passenger car market in the world with 1990 cars. Judging from the development trend in recent years, the passenger car market in China is gradually transitioning from the incremental market to the stock market.
In this context, in order to control the spread of the epidemic, people go out less and stop large-scale activities. The negative impact on the whole automobile industry is obvious. Since February this year, the Beijing Auto Show was postponed and the Geneva Auto Show was cancelled, and many heavy new car launches were forced to be postponed or held online, which undoubtedly completely disrupted the product release rhythm of automobile manufacturers and the landing of traditional promotion and marketing models.
Turning Crisis into Opportunity: The Rise of Online Live Broadcasting
Just like the literal meaning of the word "crisis" is like two sides of a coin, the more critical it is, the more likely it is to give generate a greater chance. In this epidemic, we have also seen the rise of many industries against the trend, such as the rise of online car broadcasting.
Since the outbreak of the epidemic, more and more automobile manufacturers have started to use the live broadcast platform to launch new car conferences, and some brands have also used the technical resources of the platform to make new attempts based on the live broadcast platform, such as online exhibition halls and online car booking.
Sales or? Volume? An important choice for deserted automobile market.
In March, we were delighted to see that the epidemic situation in the whole country was developing in a positive direction and moving towards the direction of resuming production and work. It can be predicted that after the epidemic, the accumulated demand for car purchase and the new demand for car purchase due to the epidemic will break out at the same time.
At the manufacturer's end, the landing of new cars and daily marketing maintenance are intertwined, and a more intense marketing war is imminent. On the other hand, in this epidemic, many new forms made by automobile manufacturers, such as "talking about cars in the cloud" and "live broadcast conference", have also achieved satisfactory results. For the unchangeable automobile marketing model, this is an important marketing breakthrough, and some even think that this epidemic will become an important industry node of traditional auto shows, press conferences and online press conferences.
Therefore, the most important task of car enterprises at this stage is to use network marketing to "store customers" for the next stage. As the saying goes, "if you want to have sales, you must have sound volume." It is a rare opportunity to become the winner in the next stage and grasp the online marketing bonus at this stage. ?
Not only is it a huge engine of "integration"
In the mainstream platform, a huge engine that integrates many high-quality resources such as ByteDance Today Headlines, Tik Tok, Watermelon Video and so on has unique advantages different from many other similar platforms. The first thing to bear the brunt is the ability to collect high-quality resources and the huge inlet flow base behind it.
According to the data report released by ByteDance, as of June 5, 2020, the number of daily active users (DAU) of Tik Tok platform alone has exceeded 400 million. The most direct benefit brought by the huge user base is the intuitive traffic revenue. For example, on March 2, the huge engine and car KOL Monkey Brother said that the car is a new generation of Tiggo 7/ Tiggo 7? PRO creates a new mode of cloud live broadcast, with headline /Tik Tok dual platform and dual live broadcast linkage. The live broadcast alone has a cumulative audience of 1, 756,000. It is hard to imagine that if it is online, such an order of magnitude audience can't be realized at all.
In addition to the endorsement of user groups and traffic data, the advantages of huge engines are also reflected in multi-scene marketing. With the gradual disappearance of the traffic bonus in China auto market, it is increasingly difficult to stimulate the increase of potential customers by relying on the traditional brand promotion that simply re-exposes and spends a lot of budget, especially when the decision-making path of consumers is constantly changing. If automobile manufacturers want to widely influence users' car purchase decisions and brand recognition, they must establish long-term mental connections from all the nodes that establish relationships with users.
In short, it is necessary to break through the important links of looking at cars, choosing cars and buying cars one by one and carry out scene marketing that meets the actual needs of consumers.
Coincidentally, the platform matrix, including today's headlines, Tik Tok, watermelon videos, and the vertical car information platform Zhiche Emperor, not only covers different levels of audiences, but also conforms to the multi-scene marketing model of car consumption. For example, today's headlines based on data recommendation can accurately identify high-intention and high-conversion people in the automobile content user group through intelligent screening, and give intelligent delivery to automobile manufacturers with extremely high arrival rate.
The attributes of the open media platform also gather a large number of vertical kols of automobiles. Ordinary consumers can get valuable and insightful purchase suggestions through their communication skills. At the same time, by complementing the car media and service platform under the huge engine, the marketing link will be extended from obtaining customers to transforming and supplementing capabilities.
Tik Tok, with its own social attributes, plays a more diversified role in the huge engine. For example, with the help of the new car listing node, the platform can create a set of exclusive live broadcast solutions according to the characteristics of the model. Scene "cloud" test drive, on-site comments by car critics, creating topics after listing, collecting user intentions and reaching potential customers.
Haval SUV cooperates with a number of dealers to hold online group buying activities in the form of "live broadcast+short video". * * * 65,438+0,596 * * live broadcasts attracted 65,438+0,377 million views. Through live broadcasts, short video topics and other means, it ranked first in the brand communication popularity list from the third week after the festival.
It is worth mentioning that, thanks to the strong technical foundation and aggregation ability, the four main platforms of massive engine are not independent individuals who fight independently, but a complete "marketing universe". From the mutual fermentation and transformation of topics and events before the launch of new cars; Create an innovative release mode, create an "explosion model", and then collect the user's intentions after the release to achieve the actual purchase behavior of potential customers.
The benefits of such a content matrix for marketing are not only the promotion of individual products, but the overall promotion of brand awareness. For example, Jetta VS7, which was launched live on February 26th, has a total audience of over 928,000. More than 24,000 online viewers watch it continuously for more than 1 hour, which can be described as "super followers" of the car, and their brand awareness and interest in the car far exceed that of ordinary consumers. This also allows brands to directly collect 255 pieces of intended customer information. Jetta Jetta brand basket V pays attention to the explosion of 29,000 fans, accumulating key brand marketing and self-production.
It can be said that the huge engine is not only the integration of resources, but also the integration of scenes. At the same time, this ability is enough to help car companies achieve a double harvest of traffic and actual sales data, thus solving industry problems such as difficult user conversion, high customer acquisition cost, low efficiency and weak back-end conversion.
Live broadcast is not a temporary thing, and massive engines help industrial transformation.
There is no doubt that the current automobile industry is facing great changes. In the product field, the wave of intelligence, electrification and autonomous driving is unstoppable. In response, the product marketing level also needs to be changed under the new situation. Although from the situation, the transformation of online marketing of car companies is mostly due to the helplessness of the objective environment, it is the most effective scheme for car companies to ensure exposure in the epidemic, and more and more car companies who have tasted the sweetness will clearly see the advantages of online marketing.
Since February 4th, with "Time Online" as the core concept, Huge Engine has opened up the live broadcast capabilities of platforms such as Tik Tok, Know Car Emperor, Today Headlines and Watermelon Video, and created a comprehensive solution of "24-hour non-closing" for car companies and dealers, covering a complete marketing closed loop from new car listing to store operation to passenger flow.
In this process, the live broadcast platform is also constantly transmitting its own live broadcast marketing capabilities to participants in the industry. Taking the huge engine as an example, they provide targeted live+short video training courses for car companies and dealers, and have trained more than 20,000 dealers at present. As a car company and dealer, I also saw the long-term value of live marketing. Some dealers have reported that it is planned to fully promote live broadcast as a core marketing means in 2020, accounting for more than 50%.
It can be predicted that the live broadcast will not be a flash in the pan, but will become the "golden key" of the automobile market in 2020, which will make the whole market glow with new vitality.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.