The century-old automobile is in an era of great change with turbulent opportunities and challenges, and change seems to be the background color of the times. Just like the very popular chicken soup for the soul: in the moment full of uncertainty, the only constant is that it must change.
In fact, in the past year, 800 volts, silicon carbide, integrated die-casting, 8295 chips, NOV urban high-end intelligent driving and other technical terms have been overwhelming. While the future car has infinite possibilities, problems follow, the "involution" of the stacking trend, from hardware to software, the automotive industry has become a rudder boat in the red sea of intelligent technology.
We can't change the direction of the wind, we can only change the direction of the sails together. "Who said that only a zero-sum game is the background color of the 'people's war' in the field of public opinion?" "Who said that the industry is involuted, and there is only a way out of the price war?" "Who said that product creation, long live A goods can defeat the original royal road?"
At the 2024 "Youth Dialogue on the Future of Automobiles" summit forum, Wu Weiqiang, founder and CEO of Shuidi Automobile, shared a live speech with the theme of "Let's Change the Direction of the Sail Together". On April 23, the 2024 "Youth Dialogue on the Future of Automobiles" Summit Forum was successfully held on the eve of the Beijing Auto Show, under the guidance of CB20, the Joint Conference of Chief Brand Officers of Chinese Automotive Enterprises, hosted by Shuidi Auto, and co-organized by Tencent Advertising.
After raising these three questions, he further explained, "These three questions are actually the pursuit of the three rights of product definition, pricing and discourse?" In his opinion, "In 2024, what will plague most car companies is not actually products, not technology, not costs, but marketing." ”
In his opinion, entering 2024, everyone's common feeling is that business is becoming more and more difficult to do, and the smell of competition is getting more and more sufficient, from the domestic market to the global automobile industry, the fundamental reason for the accelerated tearing is that the market competition has broken the original balance, new players, new gameplay, new stories, new public opinion fields, and new consumption environments.
In the past few years, different car companies have indeed had great differences in the three electrics, intelligent technology, new product reserves, and cost control, so with BYD's soaring, with Wei Xiaoli's curve acceleration, Huawei's intelligent wave, and the rapid entry of Xiaomi cars, new forces, the second generation, and Huawei's systems, but with the drastic reform of various car companies, with the maturity of the supply chain system, and with the rational return of consumption, the product technology gap between different brands is getting smaller and smaller.
"What is technology? Technology in the automotive industry today is being replaced by technical terms. "800 volts, silicon carbide, integrated die-casting, 8295 chips, NOV urban high-end intelligent driving, etc., these are just configurations or processes, they are the presentation of technology, and technology has always come from accumulation and standard achievement value experience. Even if it is the volume technique, it is still the stage of children playing at home, and it is far from the decisive moment.
"Today a new page has been opened in automotive marketing. Behind this is a complete change in the position of potential energy of car companies and consumers. Wu Weiqiang said, "Today, car companies are already the weak side, and users have become extremely powerful." "The reason for this is mainly reflected in two aspects: one is the opening of social platforms, every consumer is the media, and it is also the car owner media, which is an authoritative KOC. Another reason is that after different degrees of direct sales, user operation, and the construction of digital platforms by car companies, users can find car companies at any time and ask car companies to respond in real time, but car companies cannot go to users at any time. ”
Wu Weiqiang likened, "I call the past communication of car companies the emperor's edict, open a press conference, send a batch of press releases, do a few test drives, this is no problem when the car company is in a strong position, but now when the user is the real God, change the user's perception in addition to excellent product technology, but also must completely abandon the emperor's edict of the marketing method, change to the bus on the book-style precise planning." Specifically, "the head circle is initiated, the waist circle is promoted, and the majority of people follow up, which requires car companies to upgrade from small-scale battles to phased battles to cope with the current automobile war." ”
Shuidi Auto has gone through 7 years of development, and the past 7 years have been 7 years when China's auto market has soared aggressively, turning rivers and seas upside down. Seven years ago, we established the slogan "What you love is a good car", clarified the background color of facing ordinary car users, determined the goal of "making the most valuable connection", and clarified the development idea of gradually evolving from a media platform to a content management agency. Today, we have built live broadcast and short video operation capabilities around the brand's public and private domain positions, and gradually established the system capabilities of communication strategy formulation, content production and distribution, software system development, and streaming operation and management.
In addition, since its inception, Shuidi Auto has had a project that has been persisting for many years, called "Youth Houlang Camp". Four years ago, the China Association of Automobile Manufacturers (CAAM) established the China Auto Enterprise Chief Brand Officer Association, or CB20 for short, and incorporated the Youth Houlang Camp into its management. Over the past three years, the Youth Wave Camp has organized a wealth of online and offline activities with CB20.
"There may be too many doubts and confusions about the current automotive industry. Wu Weiqiang said, does traffic really represent sales? How far can a person who is too anxious to step on each other go? How to deal with the rampant chaos of the water army? I can't answer, and I don't have an answer. However, since we can't change the direction of the wind, let's change the direction of the sails together.