21st Century Business Herald reporter Peng Suping reported that since the second half of 2020, China's new energy vehicle market has been heating up. Not only the sales volume and market value of tesla, Weilai and other new car-making forces continue to rise, but the new energy business of traditional car companies has also developed rapidly. According to the forecast of the China Association of Automobile Manufacturers, the domestic new energy vehicle market is expected to achieve 46% growth in 2021, and the next decade will usher in a golden period of development of new energy vehicles.
This is difficult to simply boil down to the market's natural rebound and improvement after the epidemic. In the era of intelligent electrification, the marketing evolution of car companies in the field of marketing is also an important factor.
Cross-border marketing of enterprises such as "Magic Boy Nezha" and "Transformers" concept marketing, "what the people need, we will produce" Wuling and other enterprises can be described as booming, Euler's female marketing is winning the favor of the market, SAIC Volkswagen has made important adjustments on the channel, and the new platform electric vehicle ID test water agency system... In the marketing of new energy vehicles, many companies are carrying out a lot of exploration and practice based on their own positioning and user perspectives.
How to look at the new ways of marketing electric vehicles, and what is the logic behind them? Will the new marketing fall into the situation of "applauding but not calling", and how to effectively convert high traffic? From "co-creation with users" to "user definition", how to maintain effective communication with users after future sales growth by an order of magnitude? These have become the problems that the current marketing of smart electric vehicles must face.
On August 26, at the tenth issue of the large-scale video interview column "Automotive New Business Geography" jointly launched by the China Electric Vehicle 100 Association and the 21st Century Business Herald, Xie Juan, general manager of the digital retail consulting division of J.D. Power China, said that the car purchase decisions of Chinese car consumers have entered the era of "listening to him", and the real purpose of digital marketing is to be like a gorgeous stage with spotlights, which can share the content that users want to share, including bits and pieces in life. They are all more scenario-based, thus arousing empathy from other users.
The following is the content of the dialogue between 21st Century Business Herald (hereinafter referred to as "21st Century") and Xie Juan (with abridgements):
"21st Century": With the forward movement of consumer car purchase decisions, the shortening of consumer chains, and the increasing importance of online retail experience in the decision-making process, how do car companies make efforts in digital marketing and private domain traffic realization?
Xie Juan: Digital marketing and private domain traffic management, these two keywords are now emerging a way, or path, we need to think more about why the automotive industry recently is these two keywords are particularly hot, through these two keywords to achieve what is the purpose.
From 2000 to 2021, J.D.Power continuously monitored the top five information channels in the decision-making process of consumers in the Chinese auto market when buying a new car. The data of the past three years is that in 2019, Chinese auto consumers feel that the introduction and answers of friends, relatives and colleagues are very important, ranking first, and in 2020 it is still the first, and in 2021 it is still very important, but it ranks fifth in importance.
There is also a channel that is now the APP and reviews of some professional automotive websites. The importance of this channel ranked fifth in the minds of consumers in 2019, rising to second place in 2020 and becoming the first place in 2021.
What is the difference between the two? Friends, relatives, colleagues are people who know around them, are offline, when users want to buy a car when the user takes the initiative to ask, APP, professional car website is online, is not known but own the brand of people said.
So we found that Chinese consumers are now gradually changing from "listening to you" to "listening to him", that is, the most critical information channel for users to buy a car has entered the era of "listening to him".
Who the hell is "he"? J.D. Power looked at the market and found that "he" refers to real car owners, all car owners who are willing to share their feelings, share their purchase experience, and share their experience of using the car.
The person who wants to buy a car listens to him, where does he listen? It must be an online interactive platform. The question that ensues, listen to what he says?
It is then returned to the data of J.D.Power. After users get a good experience, we find that today's Chinese consumers have a higher enthusiasm to share their feelings, experiences, share good cars, good brands, so they dare to stand for the brand. For these users, they need to have a stage that can be interacted with, inspired by the brand, and built by the brand.
Combining these two aspects of the data, J.D. Power's view is that someone, when buying a car, is willing to listen, someone, after buying a car, is willing to share, and what the brand has to do is to aggregate the people who are willing to listen and the people who are willing to share, so that they can interact on the digital platform.
The real purpose of digital marketing is like a gorgeous stage with a spotlight, which can show the content that users want to share, including bits and pieces in life, more scenario-based, thereby arousing empathy of other users, the process is that new users continue to precipitate and convert in the brand private domain traffic pool.
This is what we think about digital marketing and private domain traffic management from the perspective of users.
21st Century: Can you talk about it from the perspective of a user or from the perspective of J.D. Power research, and you can sell cars like FMCG or digital products?
Xie Juan: Now when consumers buy a car, from "need a car" to "want a car", there is a very big difference between need and want, maybe it is particularly good-looking, and I am particularly fit, my decision-making will be very, very fast.
How fast will it be? J.D.Power found that so far, consumers who have decided to want the brand before actually entering the store account for 78.4%.
Another set of data is more interesting, from the first time you enter the store to pick up the car, the proportion of time in a week reached 48.9%, and this rate of progress is very fast every year.
We see that consumers today's decisions are short, choices are fast, this emotional drive, like drive, pay for like things is happening.
Today's FMCG, in fact, more and more attention to the long-term relationship with users, through live broadcasting, brand, membership system establishment and culture, circle to promote the customer's whole life scene experience, buying a car is also like this, when you want, emotion, scene, empathy, resonance These will jump on the paper, spontaneously, this is our point of view.
"21st Century": Many car companies have transformed into user-oriented enterprises, they have done a lot of marketing activities that directly connect users, how do they see it from the user's point of view? How are they satisfied? Is there any research on this?
Xie Juan: Yes. J.D. Power collects a lot of consumer voices, and we have asked many consumers, what is the way you like to interact with the brand? One user made it particularly clear, he said DIY co-creation. Just now, Mr. Zhou (Note: Zhou Ju, deputy general manager of SAIC-GM-Wuling Wuling Division), said that users are not only yours, but also ours, and the same is the same reason.
When I was communicating with a user, he said a "+", "×", "÷", and I was particularly impressed.
Users want to be with the brand is a co-creation of the relationship, this co-creation he used a word to describe "+", from "you" to "we" is the concept of me to change we, product marketing, research and development, have important participation, this process of participation users will have a sense of achievement, at the same time, between a circle of interest, users and users can know each other.
Recently, there are some brands doing online cloud showrooms, and I see that there is one brand that is particularly interesting. The cloud showroom is more of a brand behavior, but it will hit the voice of many users to the cloud showroom, hit the bullet screen, when the user wants to buy a car and want to understand, he can get a lot of user voices, which produces a superposition effect. Indeed, there are many users who hope to participate in the co-creation process of product and marketing.
"÷" represents personalization, and we see that today's scenario-based marketing is also a circle layer and a personalized process, so personality and diversification will become what users are looking forward to today.
"×" is about the expansion of the circle, users hope that the brand provides the scene and platform can know more people, now the little red book, vibrato above, planting a lot of grass content is done by users, now the user is particularly creative, but also especially want to share, especially hope to enter more circles with their own interest, which is the power of symbiosis and co-creation.
21st Century: What will be the future trend of the evolution of intelligent marketing?
Xie Juan: From the perspective of J.D.Power, the focus should still be put back on the relationship with users. Doing something and not doing something for the user relationship is an important direction that we advocate and suggest. Just now we also discussed the topic of personalization, diversity, and most importantly, the user is looking forward to it, he wants to go from "me" to "we". Co-creation with users, including crowdfunding co-creation of user products, user creative days, user voices, and user content, are the most important summaries of our marketing today.
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