On January 5th, on the eve of the opening of the 4th Haikou International New Energy Vehicle & Intelligent Connected Vehicle Exhibition, the Zhixin 2022 New Energy Trend Forum and the "NEV Zhixin Plan" conference hosted by the China Council for the Promotion of International Trade Automotive Industry Branch and hosted by the strategic partner of the auto show were held at the Hainan International Convention Center.
The forum brought together hundreds of guests, including dozens of senior executives of new energy brands, leaders of automotive industry institutions, industry experts, media representatives, and managers of e-car, to explore the development of the new energy vehicle market under the new situation around topics such as digital marketing and user operation of new energy vehicles. At the forum, easycar also released its own new energy content products and digital intelligent marketing solutions - NEV Zhixin Plan.
Liu Xiaoke, president of E-Car, said in his keynote speech that China's new energy vehicle market, after several years of incubation and growth, will usher in explosive growth in 2022 and enter the stage of mass consumer market. At the same time, the growth rate of the scale of new energy vehicle users on the e-car platform is much higher than the growth rate of the sales volume of the automobile market, and it shows a sharp upward trend. As a participant and promoter of the development of China's automotive industry, e-Car is also actively thinking about what kind of contribution it can make to new energy manufacturers and industries as a platform. In the past year, e-car has been preparing for the layout and constantly improving its own new energy-related products and marketing solutions, and now has the ability to provide full-link digital intelligent marketing services for new energy manufacturers under the new situation.
Liu Xiaoke, president of e-car
He pointed out that in order to better serve the main engine factories including new energy brands, e-car acceleration and controlling shareholder Tencent ecological integration, has gradually opened up the Tencent system, established the automobile vertical ecology, easy car including content, model library, dealer library and vertical algorithms including the four core assets are deeply integrated into tencent ecology, while easy car's subsequent user products, commercial products will be rebuilt around the vertical ecology of the car, which will greatly enhance the ability of easy car to empower and serve users and host manufacturers.
Liu Xiaoke believes that brand marketing, experience marketing and private domain marketing are the three major marketing topics of the new energy vehicle market in 2022, and EasyCar has targeted the layout of related products and solutions. In 2021, there are more than 200 new energy models listed, it is expected that in 2022 this number will be greater than 250 models, so the brand marketing with the new car listing as the core is just needed by the main engine factory, and the global content ecology of easy car will play an important value for the brand construction of new energy vehicles; according to the latest research data of easy car, new energy users will pay attention to the offline real car experience in the process of car purchase, so at the experience marketing level, easy car layout has a wealth of experience marketing products. In order to meet the strong demands of consumers for the experience at the same time, but also for the new energy brand to build a bridge with the target consumer communication and marketing; different from the traditional fuel vehicles, new energy manufacturers in the channel construction has made innovative changes, direct sales, franchise stores more than 2,000, car buyers can be in the manufacturer's official App in the way of a price to place orders, pay, private domain operation has become the most important marketing measures for new energy manufacturers, in this regard, E-Car is also trying to provide private domain marketing services for new energy brands through products such as E-Car, and will also enrich private domain operation products in the future to provide more extensive and efficient services.
In fact, behind the surging new energy wave, new energy user groups, user consumption behavior and new energy marketing are changing, in the digital and intelligent era, how to understand the new energy consumer group through digital means, how to build a digital marketing system based on big data and AI, is the new energy brand has to care about and face the opportunities and challenges. In this regard, e-Car has also launched its own solution - "NEV Zhixin Plan", that is, through the mining and analysis of user behavior and data, better grasp the needs of new energy users, create valuable content for users, and build a full-link marketing service system from attention to conversion and even transaction based on big data and AI.
Fan Chenjie, assistant president and head of the data marketing center of e-car, Wang Hongliang, head of the product center and assistant president of e-car, and Zi Xi, general manager of e-car business strategy center, deconstructed the "NEV Smart New Plan" from the three levels of user analysis, product library system construction and marketing solutions.
Based on the big data of e-car, Fan Chenjie analyzed in detail the characteristics, behavior characteristics and clue changes of new energy user groups, and specifically analyzed the behavior path, browsing habits, information type preferences, and model focus of new energy users, etc., and provided an effective reference for new energy vehicle companies to understand the market frontier and users, and formulate product and marketing decisions through in-depth insight into the needs of new energy users.
Fan Chenjie introduced that in 2021, nearly half of consumers pay attention to new energy vehicles, the amount of capital retention increased by more than 2 times year-on-year, and the core incremental users came from non-restricted cities; compared with traditional fuel vehicles, consumers' choice of new energy vehicles is more entangled and needs continuous content guidance, and in content attention, community/word-of-mouth marketing is crucial; at the same time, the data shows that new energy users will have a higher proportion of repurchase and additional purchases, and there will be more personalized demands in addition to intelligence and energy saving in car purchase choices. Brand label diversification is a more obvious trend, which will also put forward higher requirements for brand marketing.
Fan Chenjie, assistant president of e-car and head of data marketing center
Wang Hongliang shared with the guests the development of new energy vehicle clues on the E-Car platform, the advantages and disadvantages of new energy, specifically analyzed the behavior path, browsing habits and model focus of new energy users, and introduced the construction and upgrading of E-Car on the new energy product library.
Wang Hongliang pointed out that new energy users mainly understand the information of new energy vehicles through the vertical media of automobiles, and are more willing to obtain new energy alternative models through car selection tools and online shopping guides, and the focus of users at different stages of car purchase is also different; at the same time, in 2021, the sales leads of new energy vehicles in the EasyCar App will increase by 3.2 times. In response to the development of the automotive industry and changes in user demand, eCar has also upgraded the new energy content product library, revised the new energy channel, created the "smart cockpit" aggregation product page, added the "owner rights module" and "OTA module" content display page, and improved the actual measurement coverage of new energy models, improving the efficiency and experience of users in purchasing new energy vehicles. At the same time, it opens up the private domain of car companies and the community scene of the public domain of e-car, realizes the synchronous diffusion and dissemination of high-quality content and activity topics, and amplifies the sound volume of KOC, deepening the influence of product word-of-mouth image. Up to now, e-car has created a new energy content system that integrates looking, choosing and buying, and will also increase investment in the new energy product system this year, including content construction and traffic support.
Wang Hongliang, head of the product center and assistant president of e-car user product center
Zixi brings e-car's thinking on the marketing demands of new energy brands, as well as the exploration of solutions, that is, focusing on connecting users, improving the scale and efficiency of connections, transmitting brand product information throughout the world, shaping differentiated labels to build brand influence, enhancing consumer awareness, and promoting transaction conversion.
In this regard, e-car continues to focus on car purchase potentials, creates a digital and intelligent integrated marketing engine composed of e-car cube and index platform, and gradually opens up the Tencent system of controlling shareholders, establishes a vertical ecology of automobiles, launches rich marketing tools and products from the impact of transformation, including content products, online interactive products, connected products, and brand events, to carry out global accurate delivery and refined user operation for new energy vehicle companies, and to create a global area from attention to interest to intention, to the store, to the transaction, Full link marketing services.
Zi Xi, General Manager of E-Car Business Strategy Center
In the past 20 years, e-car has been committed to connecting 5 million automobile practitioners and 300 million car owners with high-quality products and services, and next, e-car will also become a key node that users must go through when making car purchase decisions in the era of rapid growth of new energy, and continue to play the value and role of industrial "connectors".