On December 16th, at the high-end forum and award ceremony of AutoVision China "Let the World See Chinese Cars" parallel forum of the 2021 World Intelligent Vehicle Congress, Jiang Anqi, senior vice president of eCar, shared the theme of "Automobile Marketing Reform in the Digital Age".
In his view, with the continuous changes in user behavior and user paths, the logic of consumers' car purchase decisions is becoming more and more complex and diversified, and marketing should therefore become more refined, and in the face of such a new market environment, e-car hopes to carry out a digital transformation from the inside out through ecological integration.
In recent years, e-car's lead efficiency, lead transaction rate, lead conversion rate, and content exposure and dissemination efficiency have been greatly improved, and based on this ability, e-car can fully play a reliable partner in digital marketing.
"In the future, EasyCar will continue to promote its work at the digital level, the connection level, and the global level, hoping to provide better car purchase and marketing services for the Chinese automotive industry, all brands, and consumers." Jiang Anqi said.
The following is a transcript of the speech:
Distinguished guests, good afternoon:
First of all, I would like to thank Mr. Chen Yong, the initiator of Auto Vision China, for inviting e-Car as a partner to witness the first year of Auto Vision China entering China.
The title of my speech today is "Ecological Integration digital transformation", and I hope to exchange some of the trends and methods experience seen by eCar in its own marketing growth and marketing services for all OEMs in the past few years with the guests present.
In recent years, these words in the field of digital marketing, I believe that all practitioners have to see and think about every day, our marketing is also with the user behavior, user path of the continuous change, more and more terminal carriers, resulting in the marketing process of decision-making logic will become more and more complex, more and more diversified, whether on the computer or on the mobile phone, to consider different user groups and various dimensions of user portraits to do user segmentation.
Now the industry is mentioning the concept of the meta-universe, there are real spaces and virtual spaces, all of which make our decision-making chain in the entire digital marketing field more and more complex, and more and more need for refined thinking.
In the face of an increasingly complex marketing environment, e-car focuses on connection, takes digitalization as the core to continuously deepen the vertical domain and expand the whole domain, explores the operation mode on the full link of users, and constantly promotes industry changes; for the Chinese automotive industry, for all brands, for consumers to provide better car purchase and marketing services, to be a reliable partner of car companies in digital marketing.
E-Car is also a growth-driven growth company, in short, in the past three years, e-car on the one hand to help OEMs do their user growth, on the other hand is also to do their own user growth. Many of the marketing ideas, marketing methods, and marketing products we put forward are based on the attempts of E-Car itself, and after finding the corresponding experience and methods, we take them out to share with the OEMs.
What is the solution given by EasyCar? We call it "Focused Connections for Change," and we start with how to focus on connections.
I divide the connection into two parts, the first part is how to close the distance between the user and the brand, and how to make the connection between the user and the brand to the extreme.
At this point, as a professional Internet car media, the answer we find is still content, the content on easy car has two major dimensions, the first dimension we call instrumental content, such as model page, quotation page, reference comparison page and so on. The second part is called media content, which includes a lot of e-car's self-made content programs. In the past, we called the graphic era, now called the short video era, in fact, the car as a bulk consumer goods, we think that 15 seconds to one minute of short video is difficult to make all the selling points of a model real and effective spread out, so we firmly implement the 8 to 15 minutes of the video strategy, and each video production and publicity have invested a lot of costs and resources to achieve the best quality and effect.
At present, E-Car has established data commonality from the bottom level, expanded to scene integration, and then to vertical ecological global operation, so that we can find our user population more accurately in a larger pan-global ecology and do more efficient marketing promotion.
As a professional automotive vertical media, e-Car already has a CDP platform with the largest potential car buyer on the whole network. Easy Car Data Cube uses people + cars + field three-dimensional, interweaving tens of thousands of user behavior moments, fully grasping the user's behavior data, after connecting with Tencent Data, our data label has achieved a larger-scale expansion.
In the past year, we have probably accumulated nearly 100 million new users, and nearly 100 billion times a year have bought car user behavior on the easy car platform, borrowing a very high user login rate, we can judge the real purchase intention between him and a certain model according to the real behavior of the user on the easy car, and after different marketing or content actions, his intention will become. And it can help us more effectively find the right people in the vertical media and the whole world, do the right thing, and get the right results. At the same time, we have also built a very complete data index in the entire operating system, including this year we have built a global indicator system, from attention, interest, high potential to intention.
At the level of scene integration, now in Tencent News search for any model, the parameter configuration that pops up is provided by EasyCar, and the final clues flow back to the platform of EasyCar, in addition, there are WeChat search, travel services, QQ browser, etc. have deeply integrated the tool content into the Tencent system, and achieved very good results.
In addition to the focus of connectivity, eCar has also promoted a relatively large digital transformation this year. We now have more than 2,000 dealers starting to use WeChat to communicate with their potential customers, and this number may exceed 10,000 in January next year.
At the level of global influence, we establish corresponding connections with the traffic system of all traffic platforms in the whole network. On August 18th this year, the Super 818 Auto Carnival hosted by EasyCar and Zhejiang Satellite TV has achieved very good results in terms of ratings to the traffic of social dissemination, to our online retention of capital and real transactions and GMV. This is the first time that e-Car has carried out marketing and communication in the form of large-scale events and cross-screen evenings, and has also received praise and affirmation from the official media.
At the media level, we help brands find more creative and breakthrough content points, and at the same time, we can use abundant resources and energy to help companies achieve very good communication. At the effect level, EasyCar has also made a lot of attempts in the past, and it turns out that all car companies pay more attention to the quantity, quality and price of the clues we bring, and with the continuous changes of the entire market industry, everyone now pays more attention to the conversion efficiency of the store and transaction behind the clues. Based on the entire data system of E-Car, we also found that after the user came to the vertical media to retain funds, it was not the end of the user's vertical media action, but it was precisely the starting point of his vertical media action.
So we have expanded a full-link operation model this year, from users entering the vertical media, to paying attention to models, to leaving sales leads for models, to how to use our content in the follow-up, our activities, our offline operations, to help users who retain capital eventually become car buyers of car companies, and we have also made a lot of attempts, including the corresponding operations done at the clue level, and also including the huge integration of online and offline O2O post-link operation system, helping car companies and dealers after each customer arrival, Being able to convert it more efficiently into our orders and last-minute car buyers.
As e-Car continues to promote its work at the digital level, at the connection level, and at the global level, we also hope to provide better car purchase and marketing services for the Chinese automotive industry, all brands, and consumers, and we also hope that we can continue to work closely with Auto Vision China in the future to contribute more and better entries. Thank you again to all of you, thank you.