Just into 2022, the field of automobile marketing ushered in a gunshot: Recently, the Huanqiu Annual Car Awards Ceremony was held in the Yangcheng Lake Service Area, and huanqiu Automobile released the "Yangcheng Lake Model" at the award ceremony, also known as the highway network marketing model.
The first reaction of many people who do not know the truth is: to sell cars on the highway? This sentence is also true, and it is not all correct. In layman's terms, the "Yangcheng Lake model" is to help companies sell cars better, but if it is only regarded as "selling cars", the pattern is small.
After the release of the "Yangcheng Lake Model", Yipin Automobile came to Huanqiu Automobile and conducted a two-hour interview with Wu Yingqiu, chairman and CEO of Huanqiu Automobile, trying to explore the underlying logic and innovative gameplay of the Yangcheng Lake model, so that more people can read the "Yangcheng Lake Model".
New cars have entered the 2.0 era, and it is time to talk about efficiency
As we all know, the global automotive industry is experiencing an industrial change with intelligence and electrification as the core.
"I interpret the current development of the automobile industry to new energy and intelligence as a new automobile revolution." Wu Yingqiu said, "Previously, the new car-making forces represented by Wei Xiaoli seized the opportunity of new cars, and the new cars at this stage were more driven by technology and products, and now we see that the pattern of new cars is beginning to be different." ”
From the perspective of the market, the sales volume of new energy vehicles in mainland China will exceed 3.5 million units in 2021, an increase of nearly 1.6 times year-on-year, and the market penetration rate will reach 13.4%. Especially in the past two months, the market penetration rate of new energy vehicles has exceeded 20%. In this context, the definition of new cars has also begun to go beyond the product, technology and other levels, ushering in new changes.
At the same time, the sales scale of 100,000 vehicles is indeed commendable, but it is difficult to say that it has stood firm; high-end has just started, and it has encountered blockages from brands such as BBA, such as Mercedes-Benz EQS, BMW iX, and Audi e-tron in the past year. In addition, the counterattack of mainstream joint venture brands such as Volkswagen ID, Toyota bZ4X, and Nissan e-POWER has also sounded the horn.
In this big pattern, new cars driven by technology and products are entering the 2.0 era.
"It's time for the new car to talk about efficiency." Wu Yingqiu found that "compared with the new technology and products, the innovation of the new car in marketing is not enough, the color is not enough, and even in many cases it is the old bottle of new wine." ”
Wu Yingqiu believes that the "new" of the new car lies in the new concept, the new method logic, and the new system. Its novelty lies in the fact that no one has yet fully defined the car and formed the law. It is a new cause that all automakers need to "start from scratch" at present, this cause is not just a "late entrant" business as some people say, it is also a matter of "old cars" that have been deeply involved in the automotive industry for decades, or even a hundred years, which is the goal and direction of everyone's joint efforts.
It's a marathon that's just starting.
New car marketing can't be "old bottles of new wine"
Many people think that the sales of new forces exceeding 100,000 vehicles are already remarkable, but Wu Yingqiu is thinking, how much does this sales have to do with marketing? Many people are showing off that they have hundreds of 4S stores in their hands, but Wu Yingqiu is thinking, are these traditional resources suitable for new car marketing? Otherwise, after some traditional car companies have reached the "new force", many methods and resources are not working.
This raises a question for new cars: how to improve efficiency and accurately find the target audience in a rapidly developing and rapidly changing market?
As a "marketing communication service" platform, Huanqiu Automobile believes that the existing sales channels are not fully suitable for the current marketing form. Among them, the traditional 4S channel has the disadvantages of large investment, heavy assets and insufficient exposure, and is being marginalized by new car companies.
At present, cars have been stationed in supermarkets, and the system of "selling cars in large shopping malls" has become a new way for major car companies to sell cars, and with the direct operation model, it seems to break the bottleneck of traditional channels. However, with the passage of time, the randomness and transaction habits of supermarket customers have led to low order conversion rates, and at the same time, the ultra-high costs brought about by high-priced land rents have been difficult to balance with the few orders that have finally reached a sale.
In the road of exploring new formats, Huanqiu Automobile Group found that the expressway service area will become the most potential innovative marketing main position after the Internet celebrity supermarket, and it is still a value depression for brands that are good at commercial operations, have commodities, supply chain resources and strong exposure needs.
It is understood that at present, up to 120 million people are active in China's major highway service areas every day. They are drivers, passengers, and the forefront of China's automobile consumption. The expressway service area is becoming the forefront of China's auto market to achieve upgrading and market breakthroughs. "In this position, Huanqiu Automobile has been groping for a long time, and we are willing to share our experience and gains with our friends without reservation." Wu Yingqiu said.
Create a "new car super experience center" and turn the traffic highland into a value highland
From 4S stores to hypermarkets, from direct sales to supermarkets, if these marketing scenarios have become accustomed to, then many people in the high-speed service area may not be able to figure it out. After all, in the cognition of many people, the high-speed service area is basically equivalent to the two functions of "water release + refueling".
However, when you come to the Yangcheng Lake service area, you will find that your cognition has been OUT.
The Yangcheng Lake service area on the G42 Highway can be described as an innovation in itself.
Here is a set of garden-style buildings, shopping mall gardens as a whole, once the operation will brush up the major social platforms such as Douyin, and is known as "China's most beautiful high-speed service area". About 10,000 square meters of garden landscape, with muxi garden, xiuzhu garden, lotus wind garden, the scenery is taken from the suzhou classical garden lingering garden, lion forest and humble administrator's garden in the essence. Coming to the Yangcheng Lake service area, it is like entering the "dream water town, poetry painting Jiangnan". It is reported that at present, some travel agencies in Shanghai have developed the "Yangcheng Lake Service Area One-Day Tour" project, which has far surpassed the concept of the service area, becoming a leisure "station" that integrates the functions of business travel and culture, and becoming a net red punch card.
Nowadays, the total annual flow of yangcheng lake service area exceeds 20 million people, the total annual traffic flow exceeds 36.5 million vehicles, and during the holidays, the single-day cross-sectional traffic flow exceeds 120,000, and the number of customers receives more than 70,000 people, which is the envy of many commercial complexes. This "traffic highland" is the value highland of new automobile marketing for Wu Yingqiu, who has been working in the automotive industry for more than 30 years.
Compared with the characteristics of 4S stores and supermarkets with small coverage, many familiar customers, and limited passenger flow, the proportion of new customers in the service area is more than 90%, and the coverage is generally 300 kilometers, far exceeding the radiation range of 3-5 kilometers of general urban commercial complexes, which can cover both high-speed customers and urban customers. This will be suitable for new energy vehicles, including display, experience, sales, energy replenishment, testing and other functions in one, and can achieve high-intensity exposure of the brand in a short period of time.
Yin Tongyue, secretary of the party committee and chairman of Chery Holding Group, who came to the Yangcheng Lake service area to participate in the Huanqiu annual car, commented that China's automotive industry has entered the 2.0 era, and in fact, "Yangcheng Lake" is also a model that defines the future.
After 8 months of exploration and practice, Huanqiu Automobile is gradually building the Yangcheng Lake Service Area into a "new car super experience center" covering car viewing, experience, delivery and after-sales service. According to Wu Yingqiu, this super experience center will officially open in April. According to his request, here will be "the month has a theme, every day there is an activity." At that time, a new marketing format that innovates the existing 4S stores, supermarkets, hypermarkets and other forms will be presented.
As the finale of this annual car, a total of 10 brands of Extreme Kr Automobile, Gaohe Automobile, Zero-run Automobile, Geometric Automobile, Electric House, Nezha Automobile, Chery QQ Ice Cream, Roewe Automobile, Jihu Automobile, and Extraordinary Automobile have officially signed contracts with Yangcheng Lake Super Commercial Body, and both sides unanimously stated that they will take the Highway New Energy Vehicle Super Experience Center as the starting point to provide consumers with a rich and novel marketing experience.
"In fact, due to the reasons of the venue, only 2200 meters of venues have been developed for brand display, and some brands want to settle in but in order to ensure the experience effect, there is really no way." Wu Yingqiu told us, "There is a brand that costs 800 square meters per mouth, but after comprehensive consideration, only 600 square meters are given." Although the current super experience center is mainly aimed at new energy vehicles, we learned that after the end of the annual car festival, "there are already traditional car companies coming to the door, and there are also caravan companies."
The "Yangcheng Lake Model" is not limited to Yangcheng Lake
If you just think that the "Yangcheng Lake model" is to do a demonstration in the Service Area of Yangcheng Lake, it is still "small".
It is reported that the Yangcheng Lake service area is only the beginning of the "Yangcheng Lake Model". In the future, such a "new car super experience center" will take this as a starting point to gradually cover the core highway network in the Yangtze River Delta and even the backbone network of eight major areas of China's expressways. This creates a super pool of traffic.
According to data released by the Ministry of Transport, by the end of 2020, the total mileage of mainland expressways will reach 161,000 kilometers, covering 100% of cities and administrative centers with a population of more than 200,000. These highway networks reach 10.2 billion vehicles per year, and the number of service areas interspersed with the highway network is a staggering 3,200 pairs. This is undoubtedly a huge data gold mine for brand exposure and drainage. What's more interesting is that 70% of these service areas are operated by Tongxiang people. Taking the Yangcheng Lake service area as an example, the service area belongs to Jiaxing Kaitong, and the company currently operates more than 100 pairs of service areas, including many special service areas such as Meicun Service Area and Chaohu Lake Service Area, which provides the foundation for the overall layout of the next overall layout.
Taking the Huanqiu Annual Car Award as an example, the whole process was broadcast in the form of live broadcast in Tianjin, Hebei, Shanxi, Shandong, Anhui, Jiangsu, Hubei, Zhejiang, Jiangxi, Sichuan, Guangdong and other provinces and cities in 71 cities with 100 pairs of service areas, covering the Beijing-Shanghai Expressway, Beijing-Kunming Expressway, Ninghu Expressway, Ninghang Expressway, Qinglan Expressway and other national backbone high-speed networks, and the daily cumulative flow of 100 pairs of service areas exceeded 30 million person-times, which means that the exposure of the eighth Huanqiu Annual Festival. The amount of traffic and influence in history.
At the same time as the horizontal radiation, the "Yangcheng Lake Model" is also being excavated vertically.
In the future, with these "new car super experience centers" connecting the country's major highway networks as the core, we will further open up online and offline platforms, so that the "super experience centers" will move from service areas to "living areas" of target consumers. For example, open up the interconnection between the service area and the surrounding commercial entities, increase user stickiness through the form of "points", and tap the value of "passenger flow". Even, relying on the high-speed service area, the future "vehicle-road coordination" will be an imaginative topic.
Some people may ask, why is wu Yingqiu the promoter of the "Yangcheng Lake model"? In addition to his suggestions for regional economic development, there are actually some "selfish intentions". He told us, "In recent years, Huanqiu Auto has been thinking, from the media to the marketing communication service platform, from all-media, new media, to try to integrate deeper into the field of automotive marketing, we have been trying to redefine ourselves." Today, the 'New Energy Vehicle Super Experience Center' jointly built by Huanqiu Automobile, Jiaxing Kaitong and Yangcheng Lake Service Area is a redefinition. ”
As a senior automotive person, he has a deeper and more forward-looking insight into the development of the industry, and while being a "recorder", he is also promoting the transformation of the industry. He has a deep affection for cars, and he has an unshirkable responsibility. At the beginning of the epidemic, he composed the song "Autobot Reaching Out", which gave countless people warmth and strength. The "Qianliang Society" he initiated is even more the "home" of automobile marketers.
In the "Yangcheng Lake Model", Wu Yingqiu also has a "co-construction, sharing" mentality and thinking, serving the industry and promoting change, which is not only the need for high-quality development, but also driven by the pragmatic and innovative genes of Huanqiu Automobile Group.