"Involution" has become the main theme throughout today's automobile industry. The "knockout competition" of the industry started, and the "volume" products, "volume" technology, and "volume" marketing ...... Industrial transformation, price wars, and demand overdrafts are accelerating the transformation of the automotive industry.
In 2024, the "price war" will continue to heat up, Xiaomi Auto is menacing, and an unprecedented car conference with ultra-high attention will bring a "dimensional-reduction" blow to the marketing of car companies, and also trigger the industry's pursuit and anxiety about traffic.
The automotive industry is moving towards a new one, and automobile marketing is also moving forward at a rapid pace. How to gather momentum to break the new era and find a new voice field for brands, a new user management field, and an active field for new clues has become a problem that every car company needs to think about.
On April 23, on the eve of the opening of the Beijing International Auto Show, Kuaishou held the 2024 Automotive Industry Summit to look at the current automotive marketing situation from a new perspective and discuss ways to break the marketing situation.
Kuaishou promotes the industry to "move towards fireworks", "to operation" and "to intelligence", while transforming and developing the industry, subverting the traditional automotive marketing strategy, continuously optimizing the position management solution, and helping car companies to seek new increments under the marketing breakthrough.
Auto Marketing Seeks to Break the Game:
The short video live broadcast platform has become the main business position
In the Internet era, Huawei, Xiaomi's entry into the game, to the car marketing has brought a new way to play, in the past OEMs as the guideline of the "4P marketing theory" has been deconstructed and reshaped, the automotive industry "wine fragrance is also afraid of deep alleys", many car companies in order to seize market share, regardless of whether it is decent, grab the microphone, eyeballs have become the industry trend, car companies pay more and more attention to the importance of traffic, driven by traffic, the marketing paradigm of the automotive industry is changing.
In 2024, the marketing changes in the automotive industry will be more obvious, and a press conference by Lei Jun, the "head" of Xiaomi Automobile, will make the new car-making forces with "Internet genes" bow to the upper hand, and it will be a dimensionality reduction blow for traditional car companies.
What kind of background color will the automobile market paint in 2024, and where is the "upward elevator" of car companies marketing under the changing situation, which is a question that every OEM needs to think about.
"New era, new marketing. The essence of Internet marketing has always been that traffic is king, grabbing traffic and users. Under the great changes, the key to breaking the situation lies in how to find a new voice field for the brand, a new user management field, and an active field for new clues. Wang Qiufeng, head of Kuaishou's automobile business, said that as a newcomer to the automotive industry, Kuaishou is constantly upgrading its solutions in the automotive industry.
Nowadays, the short video live broadcast platform has become a new infrastructure for automobile circulation. Driven by traffic, the "heads" of car companies are paying more and more attention to building personal IP through short video live broadcast platforms, which has become an important business position for enterprises and building momentum for corporate communication.
Recently, from Li Bin, CEO of Weilai, to Li Shufu, chairman of Geely, and then to Yin Tongyue, chairman of Chery, car company bigwigs have begun to "roll" up the live broadcast, and more and more car company bosses have come to the front of the stage from behind the scenes.
As an important short video live broadcast platform in the Internet, Kuaishou has gradually become a new choice for terminal operations of many OEMs.
It is reported that as of the first quarter of this year, more than 120 auto brands and 26,000 dealer accounts have settled in Kuaishou, and the cumulative private domain scale has reached 140 million, including GAC Toyota, Haval and other official names and dealer matrices, which have achieved excellent business results in Kuaishou. Under the general trend of continuous layout of short-term new media, the average monthly number of clues in Kuaishou's position operation exceeded 3 million. In the future, Kuaishou will continue to optimize its position management solutions through the efficient integration of traffic infrastructure, link infrastructure, tool infrastructure and AI infrastructure, and help car companies reap a steady stream of clue dividends.
At the same time, Kuaishou's "intelligent marketing solution for high-quality and efficient automobiles" continues to evolve and enter the 3.0 era, how to find a new brand voice field from the fireworks, how to do a good job in the new infrastructure of circulation through new media management, and how to improve the efficiency of clues with the help of intelligent tools, which has become a new focus of Kuaishou's automobile business following the trend of industry change.
The automotive industry is moving towards the new, the "volume" of automobile marketing is moving forward, and the new blue ocean of Kuaishou Automobile continues to expand.
New line users support the low-line sinking of car companies:
A new increment of Kuaishou in the stock era
Kuaishou, as a social traffic field, has always been a relatively special existence. According to the big data of the mobile Internet report, the scale of China's third-tier cities, that is, the new line of netizens, has exceeded 650 million, accounting for more than 50% of the entire netizens, and Kuaishou has become the social home of this group of people. Kuaishou's Q4 2023 financial report shows that the current Kuaishou monthly active users have exceeded 700 million, and the daily active users have exceeded 383 million, of which 58% are new line groups with high growth potential, and the scale has reached 238 million.
Users in new tier cities exclusive to the platform have become Kuaishou's "exclusive resources", and they are also the new increments behind the automobile stock market.
In 2023, the production and sales of automobiles in mainland China will exceed 30 million, behind the high growth, the problem of saturation of the consumption capacity of the first- and second-tier automobile markets cannot be denied, the auto market has entered the "stock era", seeking future growth points, and the competition in the auto market is fully rolled out "from top to bottom".
According to the "Kuaishou Auto Ecology Report", China's auto market will officially enter the era of "involution" in 2023, and in 2024, four major trends, including China's own brands rapidly seizing market share, the new energy vehicle industry entering a mature period, the stable expansion of the luxury car market, and the new increment of car companies going overseas into the industry, are driving the continuous evolution of the auto market. In the future, automobiles will look for increments in the sinking market, and the new line market will become the focus of competition for car companies.
The report also said that Kuaishou has a unique advantage in the new line market, in Kuaishou, there are more than 200 million car users every day, of which more than 70% are new line users, more than 190 million users will brush the content of the car, more than 50 million users will brush the live broadcast of the car, and more than 4.8 million people are actively searching for car-related content every day, these "high net worth" people have created the prosperity of the Kuaishou car ecology.
"The auto market is speeding up to 'new', to new energy, to new lines, and new lines are a huge incremental market, and Kuaishou will become the core energy field. Wang Qiufeng said.
In Wang Qiufeng's view, the increment that the auto market is looking for should be hidden behind these flows, that is, the wider Chinese market. Finding a new brand voice field from the fireworks, focusing on the individuals in the fresh market, and creating a more pyrotechnic and heart-touching brand story for the brand is an effective way for Kuaishou to break the situation for car companies.
Specifically, Kuaishou's "My Hometown Sounds Good" series created last year used short videos to present the charm of various local dialects and hometowns, and Hongqi, as a partner, received more than 5.6 billion exposures and more than 200 hot searches.
At the same time, it has created special IPs such as "Super Producer" and "Small Town", which grasp sports hotspots such as the NBA and the Paris Olympics, and leverage the current hot short drama traffic to create hot spots with car companies, creating a series of major events in the car circle, while leveraging more natural traffic, to drive the rise of search volume, and help brands find new sound fields.
In fact, with the change of users' minds, it is difficult for traditional propaganda to touch the heart, and how to tell a good brand story to users has become one of the key tasks of car companies. At this time, choosing to start from the "fireworks", Kuaishou is also constantly promoting the sinking of car companies in the low line.
In addition to the featured brand IP, Kuaishou is also co-creating hot spots with various large car companies, including a series of major events in the car circle such as the launch of Xiaomi SU7 and the ideal entry into Kuaishou, and co-creating with car companies, so that the hot spots can be fully fermented, and at the same time, more natural traffic will be leveraged to drive the increase in search volume.
Evolution of the whole process scheme of product transportation efficiency:
Jointly build a new infrastructure for Kuaishou Auto ecology
Following the transformation of the automobile industry, as well as the transfer of the respective needs of OEMs, dealers and consumers, Kuaishou is also constantly iterating products and improving capabilities, and the clues of Kuaishou Auto market increased by 301% year-on-year.
The rapid growth of the business is due to the efficient integration of traffic products, delivery links, tool capabilities, and intelligent technologies, and the ecological infrastructure of the four major positions has gradually taken shape.
The first is traffic infrastructure, that is, the flow efficiency of position management. According to reports, in the context of reducing costs and increasing efficiency, Kuaishou has fully switched DSP bidding to achieve more accurate user reach, and after the 3.0 bidding upgrade, the cost of clues in the industry market is basically stable at about 70 yuan, and the efficiency of clues has also increased by 50%.
It is worth mentioning that in the process of "price war" hitting industry profits and car companies moving forward with low gross profits, "reducing costs and increasing efficiency" has become the theme of almost every company, and extends to the upstream and downstream of the industrial chain.
According to reports, a joint venture has been deeply involved in Kuaishou Automobile for two years, and the cost of clues has been reduced to less than 10 yuan per piece.
The second is link infrastructure. Kuaishou has many business scenarios, including search, homepage calls, short videos, and live broadcasts, and can achieve capital retention through two major conversion links: forms and private messages.
From the perspective of operational efficiency, the link of private messages has been transformed more efficiently in the past six months. According to reports, in order to improve the customer acquisition effect of private messages, Kuaishou has made three major upgrades to private message delivery: model optimization, continuous accumulation of private message customer acquisition models, and improved the efficiency of private message customer acquisition; custom "effective customer acquisition" behavior content, and return data to optimize the effect of the back chain, and opened the deep transfer mode to block low-quality people.
The third is tool infrastructure. Kuaishou currently provides four major dashboards, including matrix management dashboard, live broadcast large screen dashboard, private message management dashboard, and clue dashboard, through which the entire new media operation can be monitored throughout the data indicators, so that the operation is effective.
Fourth, AI infrastructure. As one of the earliest Internet companies, Kuaishou has become increasingly mature in the automotive commercialization sector, and has now realized digital human live broadcast and intelligent online customer service to solve the problem of insufficient transportation capacity of manufacturers and dealers.
In today's industry, the "fight" of OEMs and dealers is obvious to all, and both sides are eager to retain more users in a limited time and achieve scale expansion.
With the empowerment of Kuaishou digital human live broadcast, OEMs and dealers can realize the live broadcast room where "the sun never sets". According to statistics, the clue collection rate of the digital human live broadcast room can reach 60% of the real person, a 24-hour online intelligent customer service, can answer all the questions raised by users, do not miss any business opportunities, and the average daily conversion of clues can reach 55, which is basically equivalent to 0 cost acquisition, with the help of intelligent tools to improve the efficiency of clues.
With the growth of the scale of OEMs in Kuaishou, the need for a balance between quantity and quality has gradually become prominent. In response to the problems of low volume, excessive cost and low human efficiency in the past advertising plan, Kuaishou has also upgraded the intelligent advertising product "UAL Clue Automatic Advertising", which comprehensively helps car companies improve their advertising efficiency through core product capabilities such as "intelligent infrastructure", "crowd optimization" and "cost stabilizer".
The 3.0 integrated solution has been further advanced, Kuaishou has accelerated its deep cultivation of the automotive industry, and the advertising of OEMs has achieved a growth rate of 70% to 80%, and behind the data is the recognition of more and more advertisers for the Kuaishou platform.
Grasping the new sound field of auto market marketing, Kuaishou has gained more customers by jointly building new circulation infrastructure and improving efficiency with intelligence. At the current stage of the great industrial transformation, Kuaishou is using its unique platform advantages and ultra-efficient solutions to break through the marketing problems of car companies in the Internet era and help OEMs win the "second half" in the accelerated market.