What should a popular automotive product look like? This should be a question that every car company is thinking about.
Some people think that the appearance should be more sporty and more fashionable; some people think that the interior design should be exquisite and atmospheric; others think that the driving experience should be professional and technological... In short, brands should adapt to young consumer groups and seize the attention of young people.
In the past 20 years, the automotive industry has undergone rapid changes, consumers are changing, platforms are changing, advertising is changing, and marketing is changing. The gradually younger consumption trend has gradually transformed the offline user dispute into an online traffic dispute, a social dispute and a content dispute.
Is there anything constant? The answer is yes. What remains unchanged is the professionalism and technology of automobiles as a traditional manufacturing industry, which is the foundation and foundation of the development of the industry.
On the basis of science and technology, the interaction and deepening of the platform has shortened the path for car companies to reach young consumers, and a series of professional selections and activities have become a strong link between users and brands. Not long ago, the Sina Auto 2022 SCA Annual Awards Ceremony was held in Beijing, a professional selection that has persisted for 19 years and put on the "cloak" of the trend, conveying new thinking to the automotive industry through a younger and more social voice.
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From "Specialization" to "Automotive +"
In 2003, the first SCA invited senior automotive journalists, industry experts, and well-known scholars in the automotive industry to participate in the selection of Sina's annual car. In the past 19 years, SCA's annual car has more of a professional perspective on the industry, which has laid the cornerstone of professionalism for SCA.
The 2022 Sina Car of the Year awards continue the tradition of hardcore and authority, and comprehensively evaluate 58 models in a professional venue of 20,000 square meters, striving for the authenticity and rigor of the awards. From the professional editorial team of Sina Auto, to the senior experts in the automotive industry, education and research industry, to the well-known KOLs of the automotive vertical category, they have participated in the selection process, examining the annual car products from a complete industry perspective, and deeply precipitating the professional content such as technical analysis and automobile culture.
The so-called specialization is not just the specialization of the automotive single industry. In the past 19 years, automotive content has bid farewell to the traditional "self-congratulations in the circle" and begun to radiate to other related fields, and "auto +" content has ushered in a new explosive growth point.
Users who pay attention to the field of science and technology may have unique needs for the intelligence of the car and the car machine system; the travel family may pay more attention to the performance of the car in the field of self-driving travel; the baby family may require the car to have a higher safety and comfort type... Nowadays, the "scrutiny" of the car by users is becoming more and more comprehensive, and the needs are becoming more and more specific.
In order to help car companies feel the needs of users more graphically, 2022SCA invited KOLs from vertical categories such as technology, tourism, mother and baby, and home to participate in the selection of Sina's annual car, hoping to break the circle of interpretation of automotive content through the professional perspective of different industries, so as to help car companies and brands reach interested users in different circles, so that the whole people can become participants and witnesses of the automotive industry.
After the offline review, we can also see that these cross-circle layer big V actively posted review feedback on Weibo. For example, @熙熙熙小七 said: For me with children, the functions of many cars are simply too intimate, and I am now thinking about changing cars. @Mao Wenjing said that many test selling points were not touched by me before, and I did not expect to be able to test like this.
In the mode of breaking through the traditional single evaluation of automobile selection, 2022SCA takes the social attributes of Weibo as the origin and radiates to young users in different circles through cross-circle KOLs, driving the breaking and dissemination of automotive professional content with social networking.
From "Posting" to "Social"
In terms of interaction and circle breaking, only by grasping the special social asset of "user", IP selection and automobile brands can improve the voice and influence of the platform.
Therefore, on the basis of professional content and cross-circle layer KOL evaluation, 2022SCA fully mobilizes the enthusiasm of ordinary users through social methods such as Weibo voting function, Mini Program voting, and Weibo topic interaction, so that automotive content and wide-area traffic can be undertaken.
For example, this year's SCA Weibo Popularity Award is a 110 big V selecting 2 personal favorite models among the shortlisted models, initiating a PK vote on Weibo, and voting by fans. The big V selected model accumulates 1 point, the PK winning model gets 3 points, and finally selects the popular model of Weibo in the form of a point system with the participation of the whole people, with a total of 120,000 votes.
In this process, fans will not only spontaneously forward the voting Weibo, but also discuss on this basis, comprehensively improving the activity of the Weibo auto field, and the award-winning models selected from it are more real and effective.
According to sina auto data, the total number of #2022SCA car topics reached 99.16 million, and the proportion of UGC content was as high as 81.94%, of which a large number of ordinary users participated in the discussion. These selections echo the professional content of the automotive field, expanding the boundaries of the automotive vertical category and releasing the marketing potential of the participating car brands in the social field.
Nowadays, we can see more and more automotive content on Weibo, as stated at the beginning, the competitive field of the automotive industry has shifted to online, and the competitive goal has gradually changed to traffic, which requires industry practitioners to explore various possibilities of social marketing and deliver professional content to many users faster and more comprehensively.
As a popular social public opinion field, Weibo often extends to form a "net" of social communication on the basis of a topic, and further meets the needs of user communication and interaction through a more open field.
We have also seen that in the past year, Weibo Auto has also created many hot topics to attract users' attention and discussion, such as counting cars suitable for three-child mothers through Lianmai, inviting users to discuss whether to choose fuel vehicles or electric vehicles. In this process, users can contact the concept and value conveyed by the brand, and the brand also absorbs the suggestions and ideas of different users, and the two sides have completed the exchange and transmission of information more tracelessly. This exchange and transmission has been confirmed again in the IP of the 2022 SCA Sina Annual Car.
From "Teacher" to "Friend"
In addition, in this selection, we also saw a large number of young people and young elements participating.
In addition to the participation of many young people online through voting, discussion and other means, 2022SCA also invited more than 70 college students from automobile colleges to participate in the evaluation, and comprehensively scored the dimensions of young people's concerns such as automobile appearance value, interior preference, sensory texture, word of mouth, model popularity, and purchase willingness, and selected the most favorite models of college students.
At the scene of the award ceremony, a RAP music summarized the award-winning models of the annual car, which also conveyed the signal of youthfulness.
Nowadays, rejuvenation is a proposition that all brands and platforms need to actively face. According to Clarian data, in 2021, the average monthly car interest in the mainland reached 359 million, the daily active life of automobile vertical applications reached 22.93 million, and the proportion of post-90s exceeded that of post-70s for the first time, and the growth rate of post-00 user groups was the fastest, gradually becoming a new force for automotive content consumption.
In the automotive field in the past year, whether it is the #If You Have Any Door# created by Mercedes-Benz, or the sound of BMW and Yi Qianxi reading letters in 2020 has been on the natural hot search, it has aroused strong repercussions and resonance among young people on Weibo. The 2022 SCA Car of the Year joined the Automotive Academy Student Selection for the first time and also shows that the automotive industry has been embracing young people.
Through this selection, brands can also see what kind of cars today's young people prefer, and gain insight into young people's imagination of the future of cars. At the same time, we can also use the ideas of young people to "feed back" the research and development direction and marketing methods of the brand.
epilogue
Overall, the 2022SCA car of the year is not only a summary of the automotive industry last year, but also an exploration of young people's car scenes by Weibo Auto through the social field, and it is hoped that through this selection, car brands can gain insight into the ideas of young people and discover the trend of young people's car consumption.
Although the 2022 Sina Car of the Year award has come to an end, the development of the automotive industry is still moving forward at a rapid pace. Through the real selection of Sina's annual car and the platform attributes of Weibo's interactive public opinion field, it may be possible to help the automotive industry find a path of rejuvenation in the new era and new generation.
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