Car companies love young people the most, but where are the young people? Today we are coming with the young "back waves"!
On October 24, the "China Automotive Youth Houlang Camp" program, guided by the China Association of Automobile Manufacturers and supported by the Joint Association of Chief Brand Officers of China Automobile Enterprises (CB20), was officially released. At the flag ceremony of the event, Liu Yan, deputy secretary-general of the China Association of Automobile Manufacturers and general convener of CB20, presented the flag for the establishment of the China Automotive Youth Houlang Camp.
▲Liu Yan presented the flag to the China Automobile Youth Houlang Camp
Liu Yan said: "The significance of China's auto youth houlang camp is far-reaching. One is to let the back wave affect the back wave, the main body of this organization is the vigorous back wave, they have their own seeing and hearing, in and out of the event site is not only for the spread of a short video, they also have the opportunity to contact, recognize, understand, recognize the Chinese brand in advance, and may decide in advance their career and the development of Chinese brands tied together. Second, for enterprises, there is also an opportunity to contact excellent candidates in advance, and we hope to cultivate successors for the cause of Chinese auto brands. ”
▲Yang Xueliang presented the flag to the Guangzhou Auto Show Houlang Car Watching Group
Yang Xueliang, senior vice president of Zhejiang Geely Holding Group Co., Ltd. and the first rotating chairman of CB20, announced the official formation of the Guangzhou Auto Show Houlang Car Watching Group. At the group formation ceremony, Yang Xueliang presented the flag to the Guangzhou Auto Show Houlang Car Viewing Group. He said: "Young people who really understand technology, are interested in technology, and truly embrace the lifestyle of the era of intelligent travel, we need to regard them as talents, reserve them as reserves, and provide opportunities for young people through the platform to deepen their understanding and express their opinions." Finally, select some of these people to stand out, join the corporate brand public relations or marketing positions, and really open up the young forces, especially the campus market. ”
There is no doubt that today's Chinese car brands are facing the best time. With the continuous deepening of the transformation and upgrading of the automobile industry, China's automobile industry will also enter a new stage of high-quality development. But the question also arises, for Chinese auto brands, how to build and clarify a more solid foundation, a more favorable environment, and a clearer goal? Ask another question: Chinese brands go up! How can I ride the waves?
In fact, the answer to this question is also the consensus of people of insight in the industry, that is, the key to the rise of Chinese brands lies in who to accompany. Wu means partner, and in the Chinese context, Wu has the connotation of mutual influence and common growth. Wu Weiqiang, founder of Waterdrop Automobile, shared in the keynote speech of the event on the same day, "The rise of Chinese brands must focus on the greater value of the future, and we must focus on choosing to stand with the younger houlang!" ”
So, what kind of people are the younger houlang who carry the hope of the new youth and support the key force of the upward rise of Chinese brands? The answer is only three words: college students.
▲Representative of China Automobile Youth Houlang Camp
Compared with the post-70s, post-80s and post-90s, today's post-00s college students have a more distinct personality. They generally reject formalism and only do effective actions; they emphasize entertainment first, and appearance is justice; they either do traditional classics or do innovative models; they do not "want to get" and only do "can't think"; they believe that efforts are valuable, but the results are more important.
College students are also a "scarce resource." For them to intersect more with today's automotive industry, they need bigger organizations to lead the way and create more opportunities to reach out to automotive brands. It is necessary to "correct the name" of this organization, so that the followers who participate in it feel "successful and famous". Higher quality nutrition is needed to create a more realistic scene to feel the power of the brand.
The Chinese Auto Youth Houlang Camp came into being, where they were called together to form a new organization. Here, the young houlang who were gathered up really built the reserve force for the rise of Chinese brands!
▲A Chinese automobile brand stylist and representative of the Chinese automobile youth Houlang camp made a speech
China Auto Youth Houlang Camp has achieved wide coverage of university resources and has exclusive college youth media channel resources. Covering 25 provinces and cities across the country, the extensive layout of domestic universities, basically covering all 211 and 985 colleges and universities, directly affecting tens of millions of college students, aggregating the young forces of Generation Z.
China's auto youth houlang camp elite gathered. Here are the most professional interest backbones, the most authoritative editors-in-chief of school media, the most popular college celebrities, and the most typical club presidents. Zou Yuqiao of the Media Center of Communication University of China is the head of the automotive interest group, The editor-in-chief of Nanjing University Media Li Jiahao's personal public number Campus Influence TOP1, Tianjin University of Technology B Station UP Master Li Weilun is the B Station Top 100 UP Master, China Agricultural University Youth League Committee Chen Bowen is the president of the Automobile Association.
These houlang are the tip of the iceberg of the elite group of China's young auto rear wave camp. The elites in the Houlang camp are based on the campus community, and with the help of their own platform, they have become the key C in the Houlang, and their influence is coming out of the campus, influencing and infiltrating more young people. Relying on the CB20 - China Auto Youth Houlang Camp Douyin Matrix, such influence and penetration capabilities will be further amplified and become a new source of transmission in the automotive industry.
▲The representative of China Automobile Youth Houlang Camp made a speech
China Auto Youth Houlang Camp has its own unique and efficient operation closed loop. This closed loop presents a stable, complementary, cyclical triangular relationship. Point A is a dandelion-style layout that permeates the young college student population. The elites of houlang camp are the "seeds" of Houlang camp in colleges and universities, and the webmaster has the authority to recommend other students to participate in Houlang camp activities, and is responsible for the landing of all communication projects and the dissemination of key information to the school. At present, there are 237 university webmasters in Houlang Camp.
Point B is the activation of the operational resources of China Auto Youth Houlang Camp. 237 channels are constantly refreshed and activated, and the communication ability of Houlangying is continuously activated through the media in the school, the community community, vibrato, video number and other media; through the establishment of the campus fan group metamorphosis college automobile interest group to form a very appealing Chinese college automobile youth "source".
Point C focuses on the future, with a broad vision, igniting a love for cultivating a new generation of automotive talents. More college youth touch the hard core strength of Chinese brands in the scene; perceive the rise of Chinese brands in massive post-wave content, ignite the love of cars, cultivate the mission of helping Chinese brands, form a "Chinese brand youth talent pool", and provide "houlang reserves" for the ambitious journey of Chinese automobile brands.
China Auto Youth Houlang Camp has its own complete, high-quality and professional operation mechanism. CB20, as a support unit, provides platform resources such as brand activities, gives priority to promoting the China Auto Youth Houlang Camp project and provides training and priority employment resources; Waterdrop Automobile, as the undertaker, provides communication positions and media channels, enhances external influence, and directly organizes and manages the China Auto Youth Houlang Camp.
With the support and guidance of catechamuni and CB20, China Automotive Youth Houlang Camp docks with CB20 members, undertakes and implements various specific projects, and organizes, manages, expands and maintains student channels. As a service cooperation carrier for China Auto Youth Houlang Camp, the company provides Chinese auto stories and showcases China's auto achievements.
In fact, China Auto Houlang Camp has been rooted in the university student group service for 7 years. From visiting the green factory into the intelligent manufacturing factory, to exploring the "ingenuity" way to explore the "quality manufacturing" way to realize the dream of green industry, and then to the "light at the corner" after the wave attacked the Shanghai Auto Show, after 7 years of deep ploughing, the Chinese auto youth houlang camp "broke the shell and new life".
In Wu Weiqiang's view, working with CB20 to help Chinese auto brands collectively rise, link up with the joint meeting of chief brand officers of Chinese auto companies, promote the development of China's auto youth houlang camp, and work together to jointly define and build the future of China's auto industry. China's auto youth after the wave camp wind is just the time to raise the sails!
Text/Xu Zairan