#FMCG Eight Talks##Consumption#Yu Chengdong copied the "far ahead" to Wenjie and Li Bin's "self-driving tour" to challenge 1000 kilometers of battery life...... In the era of intelligent new energy vehicles, cars have evolved from a means of transportation to a "second living space" at the same time, automobile marketing has also fallen into a close hand-to-hand fight similar to the mobile phone industry, traditional car companies, new car-making forces wrestle with each other, selling cars not only volume configuration, price, but also "storytelling" and "understanding empathy" and even production and marketing express reports have also been rolled from "monthly" to "weekly".
At the same time, when the marketing demands of car companies have shifted from simple advertising to more resilient brand value, they have also tested the auto vertical media that relied on selling advertisements and clues in the past, including Autohome, which is at the head. In response to the needs of the company, Autohome has transformed into a full-chain service provider for automobile marketing, and this year's cooperation cases with GAC Trumpchi, Buick, and AVATR have won many content marketing awards. Yang Song, Senior Vice President of Autohome and Chairman of Tiantian Paiche, said: "Autohome has completed its strategic transformation from a vertical media to a one-stop automotive life service provider of 'content ecology + tool service + trading platform'. In addition to advertising and business leads, Autohome also provides innovative services and products such as content marketing, so as to empower OEMs to build brand power, establish a clearer brand positioning and accumulate brand equity, and achieve better development. ”
"Standing up to the sky" broke the circle
"If you use it as a vertical medium, although Autohome still ranks first in recent years, its dominant position has been greatly weakened. Yang Song was blunt. He said that for Autohome, the biggest impact did not come from the internal competition between vertical media, but from social media such as Douyin, Xiaohongshu, Bilibili, and Kuaishou.
In fact, when Elon Musk, who is active in social media, successfully turned Tesla into an Internet celebrity, the three heads of "Wei Xiaoli", Li Bin, He Xiaopeng and Li Xiang, often interact through social media and lead the new car-making forces to successfully get out of the circle. The soft implantation of various VLOGs, travelogues, and jokes of Internet celebrities and UP owners has also made social media a new carrier for automotive content marketing, which also caters to the new demands of OEMs in the era of new energy vehicles: the input brand value with diverse gameplay and rich connotations.
In view of this, Yang Song said that Autohome, which has rapidly transformed strategically, is no longer a vertical media but a provider of integrated marketing solutions, and the overall marketing characteristics of Autohome can be summarized as "standing up to the sky". "Dingtian" is to create high-level, super cool super IP, such as the 818 Global Automobile Festival, the "Spring Festival Gala" in the automotive industry jointly created by CCTV, and the city of the future - the first naked-eye 3D music festival focusing on new energy vehicles. "Location" means to create more pragmatic concrete projects. For example, in winning the gold medal of integrated marketing of this year's Golden Net Awards, Autohome × Autohome - Arctic Qiji Polar Adventure Tour, Autohome joined hands with GAC Trumpchi's world's first flagship MPV, Trumpchi E9, to participate in the Arctic scientific expedition and send it to the Xuelong No. 2 polar research ship, integrating travel, nature, adventure, Keywords such as exploration provide a natural test drive site with the diverse road conditions and complex environment of the Arctic, and the whole process of diversified content output, and also cooperate with scholars of the Chinese Academy of Sciences + brand executives + Autohome editors + car circle KOLs + Trumpchi car owners to deeply interpret the brand and product value significance from multiple angles in the name of scientific research and the industry.
"As the first new plug-in hybrid model of GAC Group, the E9 MPV model with a price of more than 300,000 yuan is not cheap for the GAC Trumpchi brand. GAC Trumpchi also proposed that in addition to traditional sales advertisements and clues, in the face of fierce competition in new energy vehicles, is there a new way to make E9 quickly popular?" Yang Song said that we will GAC Trumpchi's Chinese brand, high quality and E9's ultra-long battery life as the three major labels, and integrate it with polar research to create a "Arctic Qi Trail Polar Adventure Tour" to maximize the selling point of the model.
In addition, as a newcomer to car manufacturing, how to reflect the core advantages of its brand image and technical layout, Autohome tailor-made a dismantling trilogy for AVATR through the first demolition method in the country, all-round hard-core PK topic models of the same level, and presented the product strength of AVATR 11 in the form of variety show and light comedy.
"Cases such as GAC Trumpchi and AVATR are just part of the innovative exploration of content marketing between Autohome and its partners, from delivering cars to the Arctic Yellow River Station to helping car companies write small essays and shoot small videos, and we are continuing to provide online and offline integrated solutions for car companies, including content marketing. Yang Song said.
The changes in the auto market are taking advantage of the trend
Behind the transformation of automobile marketing from traditional listing meetings and advertising to content output that highlights the brand and product value of car companies, it comes from the change of marketing methods in the process of transforming from fuel vehicles to new energy vehicles. Among them, China's new energy vehicle market, which is realizing "corner overtaking", has rapid product iteration and continuous technology upgrading, and the development path of new energy vehicles is infinitely close to digital products, with differentiation shrinking and product and technology convergence. In this context, content marketing or event marketing has become the winner or loser to attract the attention of young people nowadays.
According to a forecast from the Passenger Car Market Information Association, the penetration rate of new energy passenger vehicles is expected to reach 36% this year. Miao Wei, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the Economic Committee, and former minister of the Ministry of Industry and Information Technology, said that the replacement of traditional fuel vehicles by new energy vehicles has been formed, and the original goal of more than 50% of new energy vehicles in 2035 is likely to be achieved in advance in 2025 at the latest to 2026. "In the future, one out of two passenger cars sold will be a new energy vehicle, which has become an irreversible trend. ”
While the growth of new energy vehicles continues, Yang Song further said that the Internet is now more important than in the past, and the needs of young people hope to be solved through the Internet. In the field of automobiles, taking the number of 4S stores as an example, a consumer used to go to the 4S store more than three times on average to buy a car, but now it has been reduced to one or two, and a lot of preliminary work is done online. "The change in the consumption patterns of young people has made the Internet platform of the automotive industry more and more important. Not only Autohome, but also some car companies have their own apps, and many consumers prefer to communicate directly with manufacturers. He said.
For car companies, on the one hand, to meet the needs of consumers, on the other hand, since the beginning of this year, how to get rid of the configuration and price, has become the main appeal of car companies. Yang Song said that this is also one of the reasons for Autohome's strategic transformation. He said: "In the past, everyone knew that we were an automotive media, and our main job was to connect consumers, car companies, 4S stores, and second-hand car dealers, and the services we provided to car companies were mainly advertising and lead sales. In the transformation, Autohome hopes that in addition to the two basic businesses of advertising and clues, it can also provide public relations and content marketing services and products to car companies. ”
Yang Song revealed that Autohome focuses on the core demands of car companies to provide packaged solutions, including advertising, clues, digital technology software products, and especially innovative content marketing solutions. This year, automotive content marketing revenue accounted for about 20% of total advertising revenue (for OEMs), and we expect to maintain and expand this proportion next year.
For next year, Yang Song further said that he will continue to "stand up to the sky" in marketing. The two major IPs of 818 Global Auto Festival and Future City will continue to achieve innovation, and will plan more influential content marketing innovation cases such as "Arctic Qiji". In addition, it will also build a "Home Alliance" to work with partners and integrate more online and offline resources of the media to provide more innovative and effective content marketing services. "Content marketing is only one part, Autohome will integrate content marketing into the solution to solve the core demands of car companies. He said.
Beijing Business Daily reporter Liu Yang