What is the marketing direction of Xiaohongshu automobile brand in 2023?

I. Status quo of automobile industry 1. At present, China's automobile development is in a period of rapid transformation, and we can roughly guess the direction of transformation, that is, the direction of new energy. Nowadays, many users prefer new energy vehicles, partly because they can get green licenses, which can be unimpeded in some cities with line licenses. Secondly, new energy vehicles have high economy and low use cost. In cities, charging is also more convenient. 2. Future Development Trend of Automobile Industry The rapid development of automobile industry in China has also brought a series of social problems, such as traffic, environmental protection, energy and so on. Under the guidance of the national policy of paying more and more attention to resource conservation, energy conservation and emission reduction and circular economy, automobile lightweight and new energy vehicles have become the new development direction of China's automobile industry. 1. The acceleration of lightweight vehicles is improved, the handling stability, noise and vibration of vehicles are also improved, and the social impact will be reduced. Therefore, reducing the body weight will have a significant impact on fuel economy, vehicle control stability and reducing exhaust emissions. Second, the new energy vehicle market has great potential. With the gradual maturity of new energy vehicle manufacturing technology, its sales volume is also gradually rising. With the introduction of various national support policies for new energy vehicles and the halving of automobile purchase tax this year, the sales volume of the automobile industry has greatly increased, consumers' awareness of new energy vehicles has gradually increased, and public charging facilities have been continuously improved. New energy vehicles will surely usher in a period of rapid development. Third, at the beginning of 2022, Xiaohongshu had only 50 car brands, and 57% of the official accounts had just over 5,000 fans, barely squeezing into the main account of Xiaohongshu with 5,000 to 50,000 fans. The only professional numbers with more than 654.38+million fans are Wuling Automobile and Link Automobile. With the gradual expansion of user scale, there are huge business opportunities-distribution, drainage, regional sales and so on. According to the note analysis of Xiaohongshu community, the main users of automobile brands are divided into three categories: exquisite nannies: these users are mainly used to pick up and drop off babies to buy food, and we can accurately classify these users as mini-cars. In small counties, mini-cars are cool and convenient, and more importantly, children like them. Urban white-collar workers: This kind of users are more inclined to commute. In first-tier cities, subways and buses are really easy for adults to collapse. They would rather wait for traffic lights than wait for buses to take the subway. As an office worker, I have a deep understanding of the horrible experience of "squeezing the subway" on Guangzhou Line 3. Freelancer: In Xiaohong's book, the first thing many young online celebrities do after making money is to buy a house and a car. It is their job to shoot the material, so it is more convenient to travel by car. Besides, young people nowadays like to "travel". Fourth, how do car brands do marketing in Xiaohongshu? 1.Kol/KOC linkage will link KOL/KOC that have cooperated with each other, or use company accounts to link them, so as to reach users in many fields and ways and deepen users' strong memory of the brand. In the process of obtaining customers efficiently, brands must have content expression and be accurate enough to form a "two-way trip" between automobile brands and automobile users. 2. Brands with large personalized trips have a kind of arrogance. They always regard themselves or people around them as users, but they don't really think about the real needs of users from the perspective of users. We might as well think from another angle, let users turn their backs on customers and fully stimulate their subjective initiative. In the past, the car test drive was more media-oriented, and the brand content was transmitted to consumers through media communication. But for users, it has never really been experienced. The media has strong propaganda ability, but it still can't impress users. It is better to adopt a way acceptable to users. Pippi Automobile is a new media e-commerce platform driven by data technology. Focus on car group buying, Pippi Auto Show, digital marketing, SCRM tools, and car shopping guide information services; We are committed to providing China consumers with professional and rich automobile information and special sales services, and providing effective Internet marketing solutions for automobile manufacturers and dealers. In the digital marketing 3.0 era of automobile enterprises, there has been a fundamental change from clue operation to user operation. Based on its own technology and data capabilities, Pippi Automobile has built a complete digital marketing link for automobile enterprises. Help major OEMs in the new user-centered marketing battlefield.