In the era when the automobile industry is facing the once-in-a-century great change, and the black swan strikes, the loading speed of digital marketing transformation of automobile enterprises is also forced to accelerate, and various complex problems also appear in the whole exploration stage. To be sure, the traditional marketing link is out of date, and cross-border, out-of-circle and online celebrities are new topics in automobile marketing. In the face of new consumption scenarios and new user groups, how do car companies interpret digital empowerment car marketing? Is interactive car time marketing as surprising as He Shouzheng?
At the 2020 Auto Marketing Summit Forum of Guangzhou Auto Show, Song Yang, President of Changan Ford National Sales and Service Organization, Zhang Qiang, Deputy General Manager of FAW-Volkswagen Audi Sales Division, Yu Jingmin, Deputy General Manager of SAIC Passenger Car Company, Peng Tao, Executive Deputy General Manager of Changan Automobile Passenger Car Marketing Division, Deputy General Manager of Guangzhou Automobile Passenger Car Co., Ltd. and Li Yong, General Manager of Guangzhou Automobile Chuanqi Automobile Sales Co., Ltd. gathered together to discuss the way of interactive auto time marketing.
Song Yang, president of Changan Ford's national sales and service organization, is very modest and bluntly said, "I came with a learning attitude, and Changan Ford's live broadcast is also facing pain points."
In his view, although the banker's live broadcast is brilliant, it is particularly difficult to be truly lasting, let alone surprising, and it is not easy to keep it right.
Zhang Qiang, deputy general manager of FAW-Volkswagen Audi Sales Division, has his own unique views on the integrity of Audi brand marketing. Audi brand's marketing strategy every year is "integrity innovation", and innovation is more in the marketing dimension.
After four or five months of research on live broadcast, Audi positioned it as the official grass planting laboratory of Audi brand. In Zhang Qiang's view, planting grass actually requires interaction and interaction, and live broadcast is a form of planting grass. According to him, "Audi?" Channel "is to build a trinity and differentiated communication content matrix around the people's goods yard, interact with users at the C end by live broadcast, and recommend Audi brand to all consumers."
At the same time, Audi achieved four-lap linkage and achieved unexpected results: the live broadcast lasted more than two hours,1.105 million likes, and the cumulative viewing was 3 1.5 million, setting a record in the history of Tik Tok live broadcast. In the face of Audi's current achievements, Zhang Qiang still said: "Audi is still innovating and advancing on this road."
"You can't simply say that live broadcast is the strangeness of' protecting rights'. In other words, the right is low and the strangeness is small. " Yu Jingmin, deputy general manager of SAIC passenger car company, also has his own unique views on the "surprise victory" of automobile marketing.
In his view, every enterprise has its own "positive", and "odd" is definitely not called strange "odd", mainly to do some differentiated experiences around customers. Where is the breakthrough point, we must combine our own "positive" and then use the weather, geographical location and people to make a kind of pressure stand out at that point.
Whether it is live broadcast or digital marketing transformation, Peng Tao, executive deputy general manager of Changan Automobile Passenger Car Marketing Division, concluded, "Without exception, the development of technology in this era has given marketers some new means and new weapons, which allows us to communicate with customers in more different ways."
For automobile marketing, "What is right and what is strange?" In Peng Tao's view, the "positive" thing is to follow the needs of consumers, take consumers as the center, and communicate to meet their needs. Whether it is "planting grass, pulling weeds or giving sugar", these are "skills", and users are the "Tao" in our hearts. Therefore, whether right or strange, users are the "Tao" in our hearts.
Up to now, even Changan Automobile has made remarkable achievements in the field of live broadcast: 1- 10 has made more than 300,000 live broadcasts, gained more than 300 million viewers and obtained more than 250,000 clues. But Peng Tao is not proud. "So what? This is the same as sweeping streets, painting walls and handing out leaflets a few years ago. This is a bit' positive' in my mind. "
Although most people have their own unique views on automobile marketing, in fact, GAC Chuanqi has made very gratifying achievements in live broadcast. Miss Chuanqi created the "Personal Design of Secretary Sister", which was broadcast live on 14. At present, the overall number of viewers exceeds 40 million, and orders exceed 2,000.
Even so, Li Yong, deputy general manager of GAC Passenger Car Co., Ltd. and general manager of GAC Chuanqi Automobile Sales Co., Ltd. believes that "the pain point of live broadcast still plagues GAC Chuanqi. The first pain point is that there is no order without candy, and how much candy to give at the same time, whether online or offline; The second pain point is that no matter how the live broadcast is marketed.
Therefore, in Li Yong's view, "not only will the dealer channel continue to sink, but the live broadcast will also sink."
Obviously, with the wave of digital transformation, car companies, dealers and media have turned to live broadcast. After half a year's trial and error, they not only have a personal experience of live broadcast, but also have different thoughts on mobile interactive car time marketing. Adhere to the concept of "no interaction, no communication, no cross-border marketing", such as He Shouzheng's surprise? Maybe everyone in it is exploring the answer that suits them.
Text/seal sweet
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.