High product prices, deep decision-making, and wide coverage make the automotive industry one of the most suitable industries for digital media. The automotive industry has witnessed the growth of digital media, strengthened the digital marketing industry and spawned unique vertical media channels. Automotive industry marketing service providers in digital marketing invested a huge amount of budget, creating a variety of creative experience, as the role of digital empowerment becomes more and more obvious, automotive marketing is entering a new era, will be at the forefront of the era in digital product experience and consumer experience.
Recently, the "China Automotive Digital Marketing Market White Paper (2021 Edition)" (hereinafter referred to as the White Paper) was released, CCID Times launched the 2021 China Automotive Industry Digital Marketing Enterprise Competitiveness Ranking through a comprehensive and comprehensive evaluation of digital marketing enterprises in the automotive industry, in order to more objectively reflect the current competitiveness of mainland automotive digital marketing enterprises, which is helpful to participants in the field of automotive digital marketing.
Panoramic scanning: The overall competitive pattern is stable, and the marketing format is diversified and developed
With the development of China's digital marketing industry, the competitive pattern of the automotive digital marketing marketing marketing market has remained basically stable, and the overall digital marketing format has also diversified. Marketing enterprises focusing on the automotive field still have a good first-mover advantage in terms of customer resources, data precipitation, business integrity, etc., and rely on the first-mover advantage and scale advantage to promote the depth and extensive layout of the business at the same time. At the same time, Internet companies continue to penetrate in the field of digital marketing, BAT has established a digital marketing management platform, data services, monitoring and analysis, platform delivery and other marketing services diversification, segmentation and development.
A panorama of the digital marketing market in China's automotive industry
Note: Some manufacturers are ranked in no particular order
Market research and judgment: The digital marketing investment of car companies continues to grow, and the overall market prospect is optimistic and cautious
According to the survey data of automobile manufacturers, 81.3% of the respondents said that they will further increase their digital marketing investment in the future, which is a significant increase of 27.5 percentage points over 2020, while the respondents who believe that digital marketing investment will decline slightly compared with 2020, accounting for 4.3% of the respondents, and the prospects for digital marketing investment by automobile manufacturers are more ideal. 81.2% of the respondents of auto manufacturers recognized or to some extent recognized the pulling effect of digital marketing on automobile sales, an increase of 11.9 percentage points over 2020, while the proportion of respondents with a more certain positive attitude reached 37.6%, an increase of 14.5 percentage points over 2020, indicating that automakers are generally optimistic about the driving role of digital marketing.
In the survey of digital marketing companies, 73% of respondents believe that the scale of the digital marketing market in the automotive industry will still show an upward trend in the future, up 16 percentage points from 2020; the respondents with uncertain attitudes have dropped slightly compared with 23% compared with 2020; and the respondents who are not optimistic about digital marketing have dropped sharply from 15% in 2020 to 4%. In the context of the current industry development, the overall market size is optimistic, and some practitioners are more cautious about the optimism of the future market.
Digital marketing companies' forecasts of market prospects
Analysis: The head enterprise remains stable, and the ability to innovate technology products has become a core advantage
With the rapid development of the automotive digital marketing market, how to scientifically evaluate the competitiveness of digital marketing enterprises is crucial to the development of the digital marketing industry and enterprises. In 2021, a total of four major indicators of business ability, service ability, technical product innovation ability and brand influence were selected, and 12 subdivision indicators were refined to comprehensively and comprehensively evaluate the digital marketing enterprises in the automotive industry. The white paper selects nearly 20 enterprises in the field of automotive digital marketing, scores according to the competitiveness evaluation model, and finally forms the 2021 China Automotive Industry Digital Marketing Enterprise Competitiveness TOP10.
2021 China Automotive Industry Digital Marketing Enterprise Competitiveness TOP10
The head enterprise is basically determined, and the pattern of the stronger the stronger continues. The head enterprise of automotive digital marketing has been basically determined, and the TOP3 enterprises have been occupied by Xinyi Interactive, Huayang Lianzhong and BlueFocus for four consecutive years, of which Xinyi Interactive has ranked first in the list with years of resource accumulation in the automotive industry, leading the development of digital marketing in the automotive industry. In addition, the competitiveness score of TOP3 enterprises is concentrated in more than 88 points, which is a large gap with the score of follow-up enterprises, indicating that the three major head enterprises are significantly ahead in the development level of the field of automotive digital marketing; and from the perspective of top 10 enterprises, a total of 9 companies are the same as in 2020, and it is more difficult for latecomer companies to impact the front of the list, and the overall industry competition pattern shows a stronger and stronger trend.
The ability to innovate technology products has become an important advantage of the head enterprise. Through the analysis of the scores of the listed enterprises, the mean variance of the company's operating ability is small, while the mean variance of customer service ability, technical product innovation ability and brand influence is relatively large. Among them, the difference in brand influence is the largest, indicating that the late-developing enterprises still need to strengthen their own publicity and word-of-mouth operations. From the perspective of the core index score of the innovation ability of technology products, the score of TOP1-4 enterprises is generally relatively high, indicating that the head enterprises are relatively leading in terms of technical level and application, and technical strength is becoming an important advantage.
Interpretation of key enterprises
Xinyi Interactive - In the 2021 China Automotive Digital Marketing Enterprise Competitiveness Ranking, Xinyi Interactive ranked First, ranking first for six consecutive years. From the overall score point, Xinyi Interactive scored more balanced in all dimensions, and its customer service ability and technology product innovation ability score were the highest scores among the selected enterprises. Xinyi Interactive continues to deepen the automotive vertical field, has solid business capabilities and resource accumulation, and has become a leading enterprise in the field of automotive digital marketing.
Huayang Lianzhong —— In the 2021 China Automotive Industry Digital Marketing Enterprise Competitiveness Ranking, Huayang Lianzhong ranked Second. From the overall score point of view, Huayang Lianzhong, as a veteran marketing enterprise, has a strong advantage in market competitiveness and brand influence. Huayang Lianzhong actively lays out overseas business, and the extensive international layout has also become the embodiment of Huayang Lianzhong's competitive strength.
BlueFocus – BlueFocus ranked 3rd in the 2021 Automotive Industry Digital Marketing Competitiveness Rankings. From the overall score point of view, as a leading enterprise in the domestic marketing field, BlueFocus has the highest business ability score. BlueFocus customers cover seven major industries such as automotive, consumer goods, real estate, etc., with a total of more than 3,000 domestic and foreign customers, and have a high degree of business integrity in the entire digital marketing field.