~~Click on the blue word to pay attention to this public number with depth and temperature~~
Those who need to be comforted the most are comforting and warming others in their own way.
With the efforts of the upper and lower levels, on April 11, China FAW and its joint venture companies, which are in the hardest hit area of changchun, finally began to resume work and production in an all-round way after more than 20 days of suspension of production.
On April 12, the sixth live broadcast of Audi Channel, the official live broadcast platform of the Audi brand with the theme of "living up to the spring light with Audi", came as scheduled, conveying the attitude of the Audi brand to live up to the spring, love life and rush to the mountains and seas for the audience, and encourage the public to maintain the strength of inner firmness and upward in the current situation full of various uncertainties.
It was a challenging spring. The high contagiousness of Aomi Kerong has caused Jilin, Shenzhen, Shanghai and other places to lose, many factories have been forced to shut down, coupled with the shortage of chips, the rising price of raw materials and other factors, the entire automotive industry is under tremendous pressure, and many people even have pessimism, confusion and lying flat.
In this context, FAW Audi hopes to launch a positive energy initiative around consumer demand on the occasion of the arrival of spring, and through this live broadcast, deliver the highlights of Audi A3, A4, A5, Q2L, Q3 Sportback products to the outside world, and show a positive, optimistic and enterprising attitude towards the new generation of models.
What's even scarier than the pandemic is that you have the mindset of the pandemic. Rejecting a negative mentality, responding to challenges with a new attitude, and creating the future with an enterprising momentum have always been the brand spirit and direction of FAW Audi.
"There is no spring that will not come"
Since November 16, 2020, after the first issue of Audi Channel broke through the circle with the theme of "Generation Z Whimsical World", in the past year and a half, FAW Audi has held 5 themed live broadcast activities. Whether it is the second phase of the "Sea Track RS Burning Night" or the third phase of the "Future Gravitational Field", etc., they have continued to refresh the new height of brand live broadcasting with their strength innovation.
Looking at so many live broadcasts, in addition to the heavy guests who came to the scene to help, they also combined with hot topics to show the lifestyle and value proposition they advocated, so that people can continue to plant grass by "Audi Good Things", but also narrow the distance between them and the brand, enhance the brand favorability, and achieve the unity and double growth of the "contradictory body" of the high conversion efficiency and the improvement of brand value.
This is definitely the most efficient, user-friendly and up-to-date marketing model for the automotive industry. Among them, high-level guests, production and good things are all "skills", and listening to the voice of users, grasping the needs of users and the focus of inner emotions is the "Way".
In this season's Audi Channel live broadcast, coinciding with the good season of spring, according to the needs and desires of young consumers for the freedom of spring travel, FAW Audi further upgraded its marketing model, launched the Audi new generation of model family live broadcast month activities, in the form of an Audi Channel + 6 key city live broadcast + N store live broadcast, in the form of system-wide linkage, to provide consumers with a series of spring-themed high-quality content, preferential benefits and exclusive rights, the launch of spring limited products and customized services, Continue to create user-centric luxury experiences.
Including the women's volleyball Olympic champion, the yuanqi girl Hui Ruoqi, the parkour athlete, the energetic male god Gao Jiawen and the powerful king Wang Meng, who has become the Audi Channel spring grass planting officer, sharing a healthy and upward spring life secret with netizens, Amway "fun, good things, good surprises", triggering multiple rounds of interactive climaxes among netizens.
Zhang Qiang, deputy general manager of FAW Audi Sales Co., Ltd., continued to appear on the Audi Channel as an "Audi Surprise Officer", and returned Audi users and fans with multiple benefits and gifts, opening the "wave of king explosions" with a surprise of 300 seconds, pushing the live broadcast heat to a climax. Audi Channel custom makeup gift box, Monday flower annual card, Mugaodi outdoor camping canopy tent, quattro sneaker 2.0, Supermonkey exclusive custom class continue to broadcast, but also to unlock the new formula of spring outing, igniting the enthusiasm of young sports circles.
At the same time, the audi A5, Q3 Sportback, Audi A3 RS kit fuel type, Audi Q2L and Audi A4L RS suite fuel type and other new generation model families have also appeared, jointly interpreting the new proposition of the Audi brand rejuvenation trend.
As long as you enter the live broadcast room, there is always something that will impress you. I think that's where FAW Audi's brilliance lies. After all, the more affected by the epidemic and unable to travel, the more there is an indescribable yearning for freedom and distance. This yearning is likely to translate into productivity and consumption desire.
Based on digitalization, continuous innovation marketing
Looking at the six seasons of Audi Channel live broadcast, one season is more attention than the other, and the "password" of brand and traffic is mastered by season. Behind it is FAW Audi's unremitting efforts for innovative marketing and the deep cultivation of digitalization in the whole system.
Among them, the biggest change in Audi Channel this season is the launch of the "1+6+N" model, that is, an Audi Channel+6 live broadcast in key cities + N stores to achieve system-wide linkage. In doing so, it not only provides consumers with a series of high-quality content, preferential benefits and exclusive rights, launches spring limited products and customized services, and continues to create a user-centered luxury experience, but also realizes the exploration of new retail models.
As we all know, in the past two years, with the rapid development of intelligence and electrification, more and more brands have begun to set up supermarket stores, direct stores, and some have adopted an all-online order model. As a pioneer of domestic luxury brands, FAW Audi is also an active explorer and practitioner of electrification, digitalization and intelligence. Through the system-wide linkage approach, online and offline resources are integrated to achieve higher synergies.
Simply put, it is to integrate the respective advantages of traditional car companies and new car-making forces to better reach users and serve users.
Digitalization is the direction of FAW Audi's continuous efforts in the past few years, from product development to ecological creation, from internal processes to service upgrades, etc., it is actively promoting digital transformation, with the intention of reshaping the product construction process and building a new operating system. Especially after the outbreak of the epidemic in 2020, how to deepen communication with users, expand online marketing models, and comprehensively enhance users' awareness of the brand and car experience is the direction of FAW Audi's marketing team.
Audi Channel is just one of the more typical examples. As the first official live broadcast platform of luxury car brands in the lifestyle "planting grass" category, Audi Channel has always adhered to the user operation thinking, focusing on the differentiated content matrix of "people, goods and fields", inviting elites from all walks of life to share "fun, good things, good surprises", and enjoy a healthy and upward life with users.
Last year, Audi China unveiled its "Audi Golden Decade" plan. In order to achieve this goal, FAW Audi will simultaneously launch the brand strategy renewal and launch four major brand battles to strongly drive the Audi brand upwards. In particular, the "Audi Future Festival" held on the eve of the Guangzhou Auto Show last year made the concept of "New Audi" deeply rooted in the hearts of the people.
To be the new luxury brand that understands Chinese users best, FAW Audi has been in action.
epilogue
This spring is full of challenges and new opportunities. FAW Audi, which is in the "storm zone" of the epidemic, although facing difficulties such as suspension of production, lack of cores, shortage of parts and components, and the inability of some dealerships to operate normally, did not lie flat, did not complain, but with a live broadcast of "living up to the spring light with Audi", joined hands with users to strengthen their faith, continue to love life, and enjoy the surprises brought by "good things".
We often say that there is no spring that will not come. This is true for the pandemic, and it is also true for the automotive market. When the epidemic recedes and the tide recedes, not only will you know who is swimming naked, but it will also accelerate the differentiation and reshuffling of the market.