The Four Degrees Communication Research Institute took stock of the nine hot events in the automotive circle in 2021, what are the characteristics of these public opinion hotspots in terms of communication? We collected the communication data of six major media platforms of PC, APP, forum, video, WeChat and Weibo, and calculated the communication index by using the four-degree evaluation method of communication effect. Nonsense is not much to say, on the data ...
No1. Tesla owners' auto show rights protection incident
Event Introduction: On April 19, the day of the opening of the Shanghai Auto Show, a woman wearing a T-shirt printed with the "brake failure" and Tesla logo stood at the Tesla car booth to defend her rights, which made Tesla fall into a public opinion storm and continues to ferment to this day.
Propagation score: 1467.27
Full network sound volume: 567932 articles/article.
Transmission peak: reached 114064 articles/articles on April 20
Reason for the list: From the automotive industry news to social events, so the transmission cycle is long, and the voice volume is all over the major media platforms.
Communication core media platform: Weibo and client account for 39% of the total voice
The data collection time is from April 15, 2021 to May 15, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No2. Wang Lihong endorsed the Infiniti "overturning" incident
Brief introduction of the incident: Wang Lihong only took 35 hours from the official endorsement of Infiniti to the official announcement of the termination of cooperation by Infiniti, and the cause of the "daily throw endorsement" was his ex-wife's accusation of marital infidelity, transfer of property, cold violence, etc., which led to the collapse of Wang Lihong's personal design.
Spread score: 623.75
Full network sound volume: 163449 articles/article.
Peak spread: Reached 111073 articles/article on December 18
Reasons for the list: Wang Lihong's participation in the Infiniti QX60 listing event itself is mediocre, who knows that the "big melon" was exposed, Infiniti took advantage of the situation to fire, and the single-day sound volume of the Weibo end alone was as high as 80198 articles / articles. Event propagation is characterized by short duration and rapid regression.
Communication core media platform: Weibo and client account for 60% and 25% of the total voice volume, respectively.
The data collection time is from December 15, 2021 to January 6, 2022, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No3. Nezha car out of the circle farce, "please Wu Yifan endorsement"
Event introduction: A screenshot of a group chat transmitted on the Internet made Nezha car appear on the hot search in a short period of time. Like the jaw-dropping screenshot of the conversation itself, Nezha Motors was questioned for touching porcelain marketing.
Propagation score: 252.62
The total network sound volume: 31346 articles / article.
Peak spread: 21,225 articles/article on August 4
Reason for the list: This is also a typical case of marketing, and Nezha wants to use negative effects to achieve the purpose of expanding publicity, which is a mistake in itself. Helplessly, this melon was too big, Nezha obviously couldn't eat it, and Nezha's voice was quickly swallowed up by "Wu Yifan". The event propagation duration is shorter and the sound volume subsides more quickly.
Communication core media platform: the client accounts for 42% of the total sound, and the Weibo terminal accounts for 38% of the total sound. Weibo has become the platform with the largest volume in a single day.
The data collection time is from August 1, 2021 to August 10, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No4. Euler's "core change" provoked public anger
Event Introduction: Since November 2021, Euler good cat owners have successively found that their vehicles are not equipped with the Qualcomm 8155 chip mentioned in the publicity, but are equipped with Intel quad-core chips, "eight cores to four cores", and good cat owners have opened the road to rights protection.
Spread score: 181.46
The total network sound volume: 33660 articles / article.
Transmission peak: 9474 articles/article on December 9
Reason for the list: Euler's core change actually began to be exposed in November, but it has not formed a flashpoint, until the CCTV exposure in early December, this matter began to be completely "fire" on the whole network. The Weibo end quickly soared, becoming the loudest platform in a single day, but it quickly faded after a day, and the client spread continued for a long time, eventually becoming the platform with the largest overall voice contribution.
Communication core media platforms: Clients and Weibo accounted for 49% and 41% of the total voice volume, respectively.
The data collection time is from December 6 to December 20, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No.5 SAIC Chairman Chen Hong's "Soul Theory" attracted heated discussion
Event Introduction: CHEN Hong, chairman of SAIC, said at the 2020 annual shareholders' meeting that SAIC will not let Huawei and other third parties dominate its right to speak in smart cars, and SAIC will keep its soul. As soon as this "soul theory" came out, it immediately attracted criticism from many parties that SAIC was too "closed".
Spread score: 163.56
The total network sound volume: 70769 articles / article.
Peak spread: 10,708 articles/article on July 2
Reasons for the list: Due to SAIC's leading position in the automotive industry, the chairman's remarks have naturally attracted the attention of the media in the circle, the client outbreak is the fastest, and it is also the platform with the largest single-day sound volume, and it is still the platform with the largest voice contribution in the later stage.
Communication core media platform: Clients account for 55% of the total sound.
The data collection time is from June 25 to July 25, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No.6 The mystery of the ideal car seat "mercury"
Event Introduction: On the evening of July 4, 2021, an ideal car owner posted on the Internet that "mercury oozed out of the ideal car seat". Ideal Auto denied the spillage of the mercury-based vehicle production link, believing that the situation belonged to third-party poisoning. The owner of the car reported the case to the local public security organ, and the police said that it would not accept it.
Spread score: 152.34
The total network sound volume: 62992 articles / article.
Peak spread: 10,047 articles/article on July 7
Reasons for the list: From user complaints to the counterattack of the ideal car, the "mystery of mercury" broke out rapidly on the Weibo side, but continued to decay after the outbreak period, and the later stage was still dominated by the voice of the client media.
Communication core media platform: the client terminal and the weibo terminal account for 36% and 34% of the total voice volume, respectively.
The data collection time is from July 1, 2021 to August 1, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No.7 "No car" Huawei began to build cars
Event Introduction: Huawei has always said that it does not build cars itself, that is, it uses intelligent network technology to help other car companies build cars, but at the winter flagship new product conference on December 23, Huawei released the first automotive product, AITO Q&A M5.
Propagation score: 105.5
The total network sound volume: 17304 articles/ article.
Peak spread: 3970 articles/article on December 24
Reasons for the list: Huawei has been publicly saying that it will not build cars until the listing of the Q&A M5, which has triggered this topic, and the media voice is more concerned about how Huawei has turned Dongfeng Xiaokang's Celis into its own Q&A. The client becomes the platform with the largest single-day sound volume, and the spread continues to be long, and eventually becomes the platform with the largest overall voice contribution.
Communication core media platform: Clients account for 58% of the total sound.
The data collection time is from December 20 to December 31, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No.8 Weilai Li Bin public Diss fuel vehicle
Brief introduction of the event: Li Bin publicly stated: "I don't understand why consumers still want to buy oil trucks, in addition to being able to smell some gasoline, there is nothing good about oil trucks." Such remarks immediately caused controversy on the Internet.
Spread score: 73.68
Full network sound volume: 20039 articles/article.
Transmission peak: 2713 articles/article on December 21
Reasons for the list: New energy vehicles are still just a cub in the market, Weilai Li Bin at this time openly belittled fuel vehicles, obviously understood by the public as "Wang Po selling melons". The client is the platform with the largest single-day sound volume, and it has always been the platform with the largest voice contribution.
Communication core media platform: Clients account for 61% of the total sound.
The data collection time is from December 18, 2021 to January 6, 2022, and the data comes from the data platform of the Four Degrees Communication Research Institute.
No.9 Qi Yumin, the former chairman of Brilliance Auto, was expelled from the party
Brief introduction of the incident: On June 15, the official website of the Liaoning Provincial Commission for Discipline Inspection and Supervision released the important news in the province: Qi Yumin, former secretary of the party committee and chairman of Brilliance Automobile Group Holdings Co., Ltd., violated 9 regulations, constituting a violation of the law and suspected of accepting bribes, embezzling public funds, and abusing the power of state-owned company personnel, expelled from the party, and confiscated the proceeds of violations of discipline and law.
Spread score: 43.51
The sound volume of the whole network: 19196 articles/ article.
Peak spread: 5369 articles/article on June 15
Reason for the list: As the former brilliance of Brilliance Automobile's Qi Yumin, the exposure of his illegal and criminal acts has attracted more attention from the industry media, the news broke out the fastest on the client, it is also the platform with the largest single-day volume, and it is still the platform with the largest voice contribution in the later stage.
Communication core media platform: Clients and websites account for 47% and 22% of the total volume, respectively.
The data collection time is from June 12 to July 12, 2021, and the data comes from the data platform of the Four Degrees Communication Research Institute.