Vapor Auto-First | Sycamore
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Carbon emission reduction, the rise of national vehicles, the definition of new consumption in the Z era, and a variety of environmental factors are bringing new changes and opportunities to the mainland automobile market. The relationship between macro industries, brand OEMs, content creators and users is changing subtly at any time. Finding your own positioning and strategy in the rapidly changing industry wave is a compulsory course for every industry content ecological participant.
Recently, Autohome and Crowley jointly released the "2021 Automotive Industry Content Ecological Development Research Report" (hereinafter referred to as the "Report"). This authoritative report, which integrates the insights and experience of the industry's leading media and high-quality consulting institutions, explores the future from an authoritative perspective, points out the ecological development direction of automotive content for practitioners, and injects new blood into the development of the industry.
The industry may usher in new growth, and post-00 users run to enter the market and reconstruct the market discourse
In the third decade of the 21st century, automobile consumption has long faded its sense of ceremony and evolved into mass consumption behavior. According to the data of the "Report", the overall scale of China's automobile interest population has exceeded 350 million in 2021, and the DAU of automobile vertical applications is close to 23 million, a year-on-year increase of 27.9%. The overall surge of these two indicators indicates that the era of the whole people watching cars and choosing cars for the whole people is accelerating, and a new growth window is opening.
In terms of consumer groups, Z generation users are holding high the banner of new consumption and running to enter. The post-00s group of users quickly occupied the automotive content consumption market with a super high growth rate of 20.4%. This group is more enthusiastic about appearance, driving pleasure, trend technology, and has abundant affinity for new energy vehicles. In addition, the post-00s have shown a strong sense of goodwill for live broadcasts, short videos, comment interactions, etc.
The proportion of post-90s generation exceeds that of post-70s, and the age group has a great influence on content preferences
The "Report" disclosed that the proportion of the post-90s group exceeded that of the post-70s for the first time, and together with the post-80s, they formed the main consumer force of the content market. Compared with the boldness and rebellion of the post-00s, they show a more rational and pragmatic decision-making psychology, and quality and safety have become the most important car purchase factors for this group. Relatively speaking, the post-80s are more willing to get an immersive experience from longer videos, while the post-90s prefer short videos in the evaluation category, which determines their preference for content forms and also determines the sticky differences in the relationship with creators.
Fan Xin, senior director of autohome information center, pointed out that the industry and content creators need to see the future trend of automotive content ecological development through the perspective of user groups. There is no doubt that the new power groups of the Z era are unreservedly asserting their personality, labeling themselves with a clear label while also building a new logic of automotive content consumption. This group of traditional car critics who "watched and grew up" is about to become the new owners of the car consumption and content consumption market. We need to see the new face of the future content ecology through the eyes of the post-00s and the large platforms such as the autohome.
Traditional car critics face transformation choices, live broadcasting promotes "new containers" to carry "new content"
Like other industries, content creators in the automotive industry are facing an unprecedented revolution in the content and media environment. On the one hand, the alternating updates of media forms and content forms make the cost of learning and trial and error continue to increase; on the other hand, the user's picky tastes and the hot spots that change three times a day test the nerves of creators. Traditional car critics are facing multiple pain points such as content preservation, form innovation, fan activity, and difficulty of "just eating", and to break these pain points individually, they need to be treated according to user behavior feedback in order to break through the ceiling and achieve new growth.
The "Report" pointed out that the evaluation experience and new car information accounted for 79.6% and 69.4% of the subdivision respectively, ranking first in the content creation selection rate. At the same time, in-depth experiential content with a breath of life is being favored by more and more users. The content styles such as real car test drives, short drama interpretations and multi-person communication and interaction are rapidly developing and iterating, pointing out the reference direction for the transformation of content creators.
At the level of content form, in 2021, the number of live broadcasts by creators on the Chejia platform increased by 96% year-on-year, and the live broadcast market increased by 118%. Obviously, live broadcasting is giving birth to new creators and new content species at a super high growth rate, and because of its strong interaction and strong sense of participation, it has put forward new requirements for the professionalism of creators. While presenting users with more new products, new technologies, new scenarios, and new knowledge, live broadcasting is accelerating its own efforts to become a "new container" carrying massive amounts of high-quality content.
Commercial monetization is a bridge connecting brands and creators, and the commercialization atmosphere of the platform not only determines the ecological activity, but also effectively narrows the distance between the brand and the market. The "Report" shows that the proportion of internal categories carried by car creators has decreased, and the original share is gradually being eaten by creators of digital 3C, sports outdoor, games and other categories, and the delivery path of cross-border marketing is gradually becoming clear.
Under the joint efforts of users and creators, content creation is facing a new pattern of "new bottles and new wines", and the value of traditional knowledge systems is accelerating. At the same time, the ecological relationship between users, creators and platforms is being reconstructed, the interaction is deepening to form a strong bond, and the value of "platformization" is gradually strengthening. Creators can fully enjoy the industry development dividend through the empowerment of platforms such as Autohome, users vote for high-quality content according to their preferences on the platform, and the platform continues to expand its ecological capabilities in the process, forming a positive cycle and benefiting the development of the industry.
From media to platforms, how can ecosystem builders empower the industry?
As the co-publisher of the Report, As the industry's leading media and content platform, Autohome is continuously optimizing and iterating the platform ecological environment, serving creators with higher quality and empowering the industry.
Mr. Chen Lei, deputy director of autohome information center, pointed out that in 2021, Chejia has comprehensively optimized the platform environment around creators, upgraded the creator level and list system, and tried to open up creative data for the first time to further provide reliable data services for creators.
In addition, Chejia has carried out a series of in-depth linkages around commercial cooperation with creators, so that creators can achieve "the whole life and the right meal". There are also five co-creation models of IP, business, incentives, car scenes, and hot events, and work with creators to continue to move towards the new four modernizations of activity operation of "normalization, openness, youth, and specialization".
On the content distribution side, Chejia has optimized the recommendation strategy and algorithm based on data feedback, which has greatly improved the platform's high-quality content from the data level of exposure, interaction, and traffic after September 2021, and the output rate of explosive content has increased by up to 61%. Behind the data, this initiative of the Chejia platform enables more users to find the creators and content they like, and also comprehensively promotes the creators and high-quality content to get the exposure and attention they deserve, forming a positive ecological cycle within the platform. In the future, the Chejia platform will continue to improve the service capabilities of the platform through data application, content mining, business cooperation, and opening up scenarios, and strive to complete the layout in the direction of "service sharing, content co-creation, business win-win, and ecological co-construction".
It is not difficult to see that with macro data and forward-looking perspectives, Autohome Has made bold, practical and constructive innovation attempts for the benign development of the platform's own content ecology, and has obtained good results and feedback. Facts have proved that through the analysis, decision-making, constant innovation, data feedback loop is taking shape, in the exploration of the new model of content ecology, the success of Chejia has confirmed the feasibility of ecological closed loop.
In the face of the rise of Chinese manufacturing, cultural self-confidence, global turmoil and other world pattern trends, the automobile consumer market and the content market are facing major changes at the same time, and challenges and opportunities coexist. The release of the Report and Autohome's 2022 platform strategy is a strategic move taken by Autohome based on a series of changes in the market, users, creators and content ecology. In the future, Autohome will spare no effort to solve the "growth problems" thrown by the times and help industry practitioners obtain tangible industry development dividends. At the same time, through the concerted efforts of many users and practitioners, we will lead the content ecology of the automotive industry to continue to feed the development of the industry and benefit the high-quality development of the automotive industry.