The 7th ADMIC Automotive Digitalization and Marketing Innovation Summit, the first AOIS China Auto Brand Overseas Innovation Summit and Golden Award Ceremony, hosted by iDigital China, Pinhui Auto and Auto Information Network, came to a successful conclusion on March 28, 2024 at Pullman Shanghai Zhongxing. The event gathered more than 300 industry-leading representatives from OEMs, dealers and supplier groups.
From Chery Jaguar Land Rover, SAIC Volkswagen, FAW-Volkswagen, FAW Audi, SAIC Audi, GAC Group, Geely Automobile, Chery Automobile, smart Auto, SAIC-GM-Wuling, Beijing Hyundai, Feifan Automobile, VOYAH Automobile, SAIC-GM, SAIC Maxus, Ford China, Stellantis, Porsche China, Geely Radar, Changan Mazda, Jiangling Motors, DENZA Automobile, FAW Jiefang, Geely Long-Range Commercial Vehicle, Chery Commercial Vehicle, SAIC International, GAC International, Jietu International, Leaders in the automotive industry from Nezha Automobile and other companies participated in and attended the summit on the same day.
With the theme of "Adapting with Data, Seeking Longevity with Business" and "Winning with Data", the summit conducted in-depth discussions and sharing on topics such as how industrial transformation affects automobile marketing, how digital intelligence empowers business efficiency, how to tell the story of automobile brands going overseas, new dimensions of user experience driven by big data, thinking on digital marketing with user experience as the core, multi-touch user relationship, how to occupy users' minds with operations, how to build new capabilities for auto brands to go overseas marketing, and AI to create a new content ecology.
ADMIC&AOIS上午精彩回顾
Wei Xuezhen, founder of Automobile Information Network and Pinhui Automobile
At the beginning of the meeting, Wei Xuezhen, founder of Automotive Information Network and Pinhui Automobile, delivered an opening speech for the ADMIC&AOIS Summit. He mentioned the fierce competition in the automotive industry in recent years, emphasizing the need for companies to think and plan together. Mr. Wei concluded, "In recent years, enterprises have faced the dilemma of low budgets and high requirements, and can only seek new tools and innovations. In the past year, we partnered with Baidu to launch AIGC products, serving 18 sub-brands. This year, many companies have also begun to pay attention to and explore this field. For example, topics such as new media live broadcasts that many companies are interested in will also be included in the follow-up activities, and we look forward to your attention and participation. ”
Ma Zhenshan, Executive Vice President of Chery Jaguar Land Rover Automobile Co., Ltd. and Executive Vice President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization
Ma Zhenshan, Executive Vice President of Chery Jaguar Land Rover Automobile Co., Ltd. and Executive Vice President of Jaguar Land Rover China and Chery Jaguar Land Rover Joint Marketing Sales and Service Organization, as the first speaker of the morning session, shared his experience on industrial attributes and new marketing trends from the perspective of new energy transformation based on Jaguar Land Rover's brand communication strategy. Mr. Ma pointed out that "with the vigorous development of electrification and intelligence, the automotive industry has gradually jumped from the traditional manufacturing mode to a typical representative of new quality productivity. The concept of automobile marketing is also undergoing a profound change, and we need to lead this change with new quality productivity thinking, new quality production relationship thinking and Internet of Things thinking. He emphasised that the brand's dominance is not only the end of the value chain, but also the starting point. In the face of great changes in the industry, Chinese automakers need to reposition themselves so that each brand can find and show its unique charm and value. Driving the development of electric vehicles requires brand power, without which it is impossible to achieve high premiums and high gross margins, and it is impossible to develop new manufacturing technologies and battery technologies. Therefore, the brand is the core focus of the future of smart electric vehicles.
Mu Chao, IT Director of Marketing at smart Motors China
Subsequently, Mu Chao, Marketing IT Director of smart Auto China, shared how to do a good job in terminal transformation with the title of "Elf Intelligent Movement - Store-end Transformation and Digital Intelligence to Improve Efficiency", saying that digital and intelligent applications need to be combined with Internet thinking, emphasizing the importance of operation, and ensuring a smooth process. He concluded: "Digital intelligence efficiency improvement needs to have the characteristics of refinement, effective speech, automatic data replenishment and analysis, operation iteration, etc., starting from the user journey, decomposing scenarios by user stages, building support processes, and splitting nodes into processes, focusing on the analysis of business side operation points, user contact points, and interaction points, and using efficiency and intelligent tools in these nodes, as well as marketing templates, and constantly updating and iterating to achieve real results." ”
Deputy General Manager of Volcano Engine Automotive Industry Jia Sijie
Then, based on the actual case of Volcano Engine, Jia Sijie, deputy general manager of the automotive industry of Volcano Engine, refined four sets of solutions specifically for overseas customers, including public domain marketing, overseas user touchpoints, cross-border business decision-making and private domain operation. At the same time, Jia Sijie also emphasized that enterprises need to build a unified compliance platform in the overseas business, including data kanban, reports and visual operations in different scenarios, and the core lies in cross-border data compliance management, which is divided into three parts: interpretation of laws and regulations, best practices and tool platforms.
Kan Zhang, Senior Director of User Experience at VOYAH Automotive Technology Co., Ltd
After the tea break, Zhang Kan, Senior Director of User Experience of VOYAH Automotive Technology Co., Ltd., gave a speech entitled "Thinking on Digital Marketing with User Experience as the Core", and discussed how to maximize the value of digital marketing with user experience as the core, and then create more value for the whole life cycle of the enterprise. He also emphasized, "together to flow upward, draw a better blueprint, there is currently some vicious competition, all our competition must be positive, benign competition, never do vicious competition, so I also hope that the whole industry benign competition to promote the development of the industry, vicious competition hinders the progress of the industry." ”
Zhang Lina, head of user public relations and new marketing at SAIC-GM-Wuling
Focusing on user experience, Zhang Lina, head of user public relations and new marketing of SAIC-GM-Wuling, shared some industry practices and thoughts on the three parts of brand communication: UGC content strategy, construction and operation of users' direct contact points, and user product experience in her speech "Multi-fusion Point Management of User Relationship and Creation of User Content Ecology". She said, "In order to allow users to have a good interaction and experience with the brand at every touchpoint online and offline, we must adhere to long-termism, and user operation is also a rose of time, and it is impossible to show explosive growth in the short term, which requires us to work hard and work for a long time." ”
An Rongrong, senior analyst of Yuehu Data
An Rongrong, a senior analyst from Yuehu Data, shared the new dimension of user experience driven by big data. She pointed out that big data can play a vital role in user insights by providing deeper insights, richer research on the current situation, and more reasonable object selection, so as to dig out more qualitative business conclusions. She concluded, "For automakers, it has become a top priority to be user-centric and use big data for user operation and strategic planning. ”
Morning roundtable discussion
The last session of the morning was moderated by Xu Huchu, a strategic consulting expert in the automotive industry, and a roundtable discussion was attended by Zhang Kan, Senior Director of User Experience of VOYAH Automotive Technology Co., Ltd., Li Pan, Head of New Media Content Marketing of Feifan Automobile, Lai Minru, an application expert in the automotive industry of Digital Storytelling, and Bao Wei, Director of Ecological Operations of China Unicom. Focusing on the theme of "Marketing Winning Rules in the New Era of Automotive Digitalization", they jointly discussed topics such as "how to adjust marketing strategies according to consumers' behavior habits and fundamental needs to achieve emotional resonance" and "What kind of door to the future does AI technology open for automotive marketing?".
ADMIC&AOIS下午精彩回顾
Vice President of D&S Media, Gong Qiong
The first speaker in the afternoon was Gong Qiong, vice president of D&S Media, who shared in her speech entitled "How to Tell the Story of Automobile Brands Going Overseas through Olympic Marketing", from the Beijing Winter Olympics and the Olympics to how to use this year's Paris Olympics to carry out marketing, she said that there are many ways to market the Olympic Games, but the key is scene link and emotional resonance. Scene linkage refers to the combination of the product with the key scenes of the Olympic picture, such as the cheering group or the competition site, and the emotional resonance is in line with the Olympic culture and sportsmanship, providing detailed marketing guidelines for the car brand in the following Olympic activities.
Huang Yanyi, general manager of Weidu shares
Next, Huang Yanyi, general manager of Weidu Co., Ltd., showed how to assist an enterprise to build a platform for private domain operation step by step with a calm and rational marketing rhythm with the title of "Combining Technology and Content, Occupying the Minds of Users with Operation". He emphasized, "There is not too much fashionable content in private domain operation, but more importantly, whether there are efficient tools at each step, and whether there is data support that allows me to make the most correct conclusions, which is the most important thing." ”
彩数ColourData CEO 郁毅
Yu Yi, CEO of ColourData, brought relevant suggestions on marketing to the guests. He shared the best marketing strategies for different models, discussed in detail how domestic brands, joint venture brands and new EV manufacturers can give full play to their respective advantages to further achieve sales conversion, and proposed the two important opportunities of seizing the user replacement cycle and expanding overseas markets, as well as the importance of refined operation and overseas strategy to increase sales.
Wu Xingbo, General Manager of Shanghai Brand Center of Bluelabel Media
Subsequently, Wu Xingbo, General Manager of Blue Label Media Shanghai Brand Center, shared his views on how to better build new marketing capabilities and empower auto brands to go overseas under the new AI era of marketing, based on the actual cases of Chinese brands going overseas. She said, "With the advent of the AI era, the dual empowerment of people + models will comprehensively promote overseas marketing. Quickly understanding the habits of local consumers through AI tools can not only reduce the cost of innovation, but also greatly improve the service efficiency and innovation efficiency of overseas marketing. ”
Zhu Chenkai, Director of Automotive and IoT Industry at Google China
With the continuous advancement of technology and the increasing awareness of environmental protection, electric vehicles have become the new favorite of the global automotive industry. Based on the global trend of the electric vehicle market, Zhu Chenkai, director of the automotive and IoT industry at Google China, analyzed the driving factors for consumers to buy electric vehicles, the current situation and challenges of the electric vehicle market, and put forward suggestions for adjusting marketing strategies according to the maturity of the electric vehicle market, diversifying search interests, and meeting consumers' knowledge needs for emerging brands. He admits that in the face of competition from many brands, it is necessary to enhance brand awareness, continue to promote mainstream electric vehicle brands, and improve efficiency through automation methods.
Sun Yuxuan, COO of Pinhui Automobile and Beijing New Bestai Technology Co., Ltd
Sun Yuxuan, COO of Pinhui Automobile and Beijing New Bestai Technology Co., Ltd., as the last speaker of this conference, gave an in-depth discussion on the difficulties faced by AI application in daily scenarios with the title of "AI Makes the Future Speak in Advance and Create a New Ecology of Smart Panoramic Content", combined with previous research and judgment on the industry, and gave solutions through actual products. Finally, he emphasized, "The vision we really want to achieve is not only to produce content at low cost, but also to use AI production to empower the content platform and achieve greater imagination." ”
Afternoon roundtable discussion
In the afternoon roundtable discussion, under the chairmanship of Hao Qiuhui, partner of Yiou Company and editor-in-chief of Yiou Automobile, Guo Tiefu, Chief Marketing Officer of Radar Automobile, Zhou Jiang, Vice President of Hezhong Automobile, Sun Jishen, Director of Amazon Advertising, and Fan Jiaru, Head of Industry Strategy of Madhouse, jointly had a wonderful discussion. The participants discussed the two main topics of "how to layout and choose online and offline channels in the face of overseas consumers who are more dependent on offline channels" and "how to close the relationship between brands and users through multi-channel operations and enhance user stickiness", and shared their thoughts and insights.
The last part of this year's event was the 7th Golden Cans Award Ceremony, where the organizing committee announced the outstanding enterprises and platforms, outstanding cases and leaders in the industry that won various awards. This year's Golden Chan Award has three award categories - company, case and person. It covers the current mainstream automotive digital innovation technology categories and digital marketing segments (please refer to the award draft for all award announcements or pay attention to the updated content of the official account).
Since then, this year's ADMIC Automotive Digitalization and Marketing Innovation Summit, the first AOIS China Auto Brand Overseas Innovation Summit and Golden Can Award Ceremony have come to a successful conclusion on March 28!