Editor's Introduction: The new energy vehicle market has also squeezed into the forefront of car companies, and the marketing of car companies is also facing huge challenges. This article author detailed the five major trends, interested in children's shoes let's take a look at it, I hope it will help you.
The subsidy policy that has been maintained for 12 years has begun to count down, which means that the mainland new energy vehicles have entered the stage of complete market-oriented competition from the policy support stage, the protective cover of domestic car companies is slowly "falling off", and the domestic new energy market will face a more ferocious impact on foreign and joint venture car companies such as Tesla, BMW, and Volkswagen, and the market competition will become more and more fierce.
From the perspective of the market environment, the advantages of domestic independent brands are still very large. Traditional independent brands such as FAW and BYD and new power brands led by Weilai, Xiaopeng and Ideal account for 78% of the domestic market.
The new energy market environment is surging, and the situation of car companies and consumers is also changing, the data of Xinyi Interactive Douyun shows that the mainstream pure electric and mixed electric two new energy vehicle series, from 2017 to 2021, with the gradual maturity of domestic independent brand technology, models are more abundant, from the perspective of car categories, the listing of medium and large and large cars is constantly meeting the diversified needs of the market.
The battle for the market is the war that occupies the minds of users. However, the capacity of the user's mental hard disk is limited, how should Chinese new energy vehicle companies fight the battle of the user's mind and seize the market efficiently?
Jointly released by Weiboyi and CAAC Automotive Marketing Research Institute and supported by Xinyi Interactive, the "Chinese New Energy Vehicle Brand KOL Marketing Research Report" elaborates the following five major trends.
I. From the big screen to the small screen, from "high and low" to "singing with the people"
With the change of media forms, the content expression methods and communication channels of automobile brands have also changed. From print, radio, television media to vertical portals, social media, self-media and other channels, are thriving and symbiotic.
From the overall point of view, car company marketing has roughly experienced the era of changes from distribution, clues to content:
Car company marketing 1.0: led by distribution, focusing on the expansion of offline channels and the promotion of ground activities, and keen on TVC advertising, which is the so-called "big screen era".
Car enterprise marketing 2.0: led by clue acquisition, through the portal, vertical website to obtain the contact information of interested customers, and guide into the store.
Car company marketing 3.0: In the era of self-media, content is used as a lever, no longer one-way information indoctrination, kol content and social media are used as leverage to pry the user's mind, that is, the "small screen era".
From the evolution path of car marketing, it is not difficult to find the marketing trend of online, content and social. At present, the online advertising expenditure of China's automotive industry is rising year by year, and the corresponding offline advertising expenditure is gradually being compressed. Among the online channels, vertical media and social media delivery costs account for more than 50%.
It can also be seen from the data of the trading platform of Microcast That car companies are increasingly enthusiastic about social media marketing and KOL marketing. In 2021, compared with 2020, the number of brand cooperation of Weiboyi Automobile increased by more than 60%, the number of orders increased by more than 51%, and the amount of investment increased by more than 71%.
Brands' "injection" of KOLs and social media is essentially compliance with changes in the user's car purchase chain. In the era of mobile Internet 2.0, KOL and social media run through and play a key role in the links of attention, interest, purchase, loyalty, etc.
According to the data of the Huge Arithmetic Report, about 31% of the consumers who have purchased new energy vehicles have learned online and purchased offline. About 35% of potential buyers plan to learn online and buy offline. In addition, 49% of consumers learn about car brands and models through short video platforms and KOL content.
With professional content and influence on fans, KOL is becoming a brand's "trust agent" for consumers.
In summary, the trend of online, content- and socialized automobile marketing is unstoppable. From the big screen to the small screen, from "high and low" to "singing with the people" is an irreversible development trend.
Second, compared with marketing events, slow cognitive cultivation is the real mental storage
Pool water dripping stone wear, not a day's energy.
In the past, 5-7 ad touches triggered consumer purchase decisions. But today, even with dozens of touches, consumers perceive very little.
Only by adhering to long-term, high-frequency word-of-mouth planting can it be enough to influence and change the minds of consumers.
According to the data of the micro-broadcast easy trading platform, the daily promotion accounted for nearly 40% of the brand promotion demand, followed by the demand for forwarding, diffusion and other feed communications, accounting for about 16%+, douyin, double micro and other platforms accounted for more than 10%, music, games and other circle-breaking marketing events accounted for only 7%.
From the perspective of the annual release, it is basically relatively stable. April 2021 is the peak period for the past two years, which coincides with the Shanghai International Auto Show.
Overall, China's new energy vehicle brands have been "cultivated" for the normalization and standardization of KOL marketing.
Third, the full contact planting grass is the only way for mental occupation
Complex social media platforms and fragmented user usage scenarios lead to extreme distractions and difficulty in forming cognitive barriers.
In the past, only one centralized contact point of TV was needed to establish contact with consumers, and today brands must establish at least 5.2 reach networks, including decentralized contacts such as WeChat, Douyin, and Xiaohongshu, otherwise consumers are easy to "lose contact".
According to the data of the micro-broadcast trading platform, only 19% of China's new energy vehicle brands choose a single platform, 2-3 platforms account for more than 42%, and 4-6 platforms account for more than 38%. It can be seen that cross-platform alliance has become an inevitable choice for brands.
In addition, Sina Weibo accounted for the largest proportion of 52.8%, Douyin's strongest gold absorption accounted for 51.7%, Xiaohongshu's fastest growing amount increased by more than 658%, and the number of Kuaishou and WeChat platforms both decreased.
Fourth, from fan portraits to content portraits, the circle of interest should be established and reinforced in multiple dimensions
The interests of target users of new energy vehicles are widely distributed, and they love life more, and have a strong interest in pets, food, travel, sports, etc.
Only by intercepting traffic at the full interest circle layer and starting from different content angles can we continuously strengthen users' mental cognition.
According to the data of the microcast easy trading platform, the number of orders placed in 2021 is only 20% of the car vertical category, the amount of investment is 29%, and the rest are cross-vertical accounts, involving jokes, news information, entertainment videos, fashion wear, beauty and beauty, games, travel, IT Internet, emotional psychology, talent and other types of accounts.
From the perspective of growth, the maximum growth rate of the number of game accounts was 4300%, and the growth rate of financial and technology accounts was 2000%.
Taking a CERTAIN BYD project as an example, through the construction of a circle of financial talents, the theme analysis is carried out from an economic perspective to attract high-net-worth people, investment groups, and financial concerns.
Overall, China's new energy vehicle brands are mainly based on the combination of automobile vertical category + pan-interest circle layer, and the multi-dimensional circle layer "encirclement and suppression" strategy has become a trend.
Fifth, according to local conditions> carving a boat and seeking a sword
The user characteristics, content preferences and traffic attributes of each platform are different, and the cooperation strategy of auto brands in choosing KOLs on each platform should also be adapted to local conditions. The following trends are found in this report:
Douyin marketing content is rich in form, in addition to the car vertical category, life and funny content masters, entertainment video and beauty and other quality of life content masters and maternal and infant parenting and financial digital and other professional knowledge talents are high-quality choices.
The brand cooperation content of Xiaohongshu New Energy Automobile is basically consistent with the distribution of the platform's advantageous content, while the interactive data is more scattered, and the content of automobile vertical, feminine content, funny and emotional content is widely disseminated and the user communication is strong.
Knowing that the popularity of "new energy vehicle" content is not significantly related to the number of followers of the respondent, the content form of the article is more likely to affect the user's mind, the authority of the respondent across the field and the single field is basically the same, and the brand cooperation gives priority to the professionalism of the respondent in the field.
Bilibili automotive content cooperation is rich in fields, among which the head and waist masters of new energy vehicle evaluation and the middle waist of the knowledge of science, daily life, science and technology, animation and other content and users have stronger communication power, higher cost performance, suitable for brand cooperation.
CAAC Automotive Marketing Research Institute once proposed in the report that the times are changing, the market is changing, new competitors are rushing in, and the consumption concepts and behaviors of a new generation of users have changed, which needs to be re-examined. Under the superposition of such multiple marketing variables, the past business rules and marketing rules are being rapidly rewritten, and it has become a general trend for brands to face users and build a new marketing with "users as the strategic focus".
The business world is relatively fair, and whoever can master the new game faster and adapt to the new era will be able to stand out in the midst of change and be favored by the majority of consumers.
This article was originally published by @Microcast Easy and is not reproduced without the permission of the author.
The title image is from Unsplash, based on the CC0 protocol.