"Confirm the eyes, meet the right person", the auto market is hit by the anxiety of many unknowns, in the face of challenges, as the lyrics say, the entire industry also needs a "right look" to confirm each other and achieve each other.
On January 11, 2019, at the 4th Auto Headline Annual Conference and the Annual Ceremony of the "Lan Huang" Award, Wu Weiqiang, CEO and Editor-in-Chief of Auto Headlines, analyzed how to establish a "head-up power" in the automotive industry with the theme of "New Era, New Imagination".
The automotive market is indeed in a new era of innovation and change in full swing. Since the beginning of this year's Beijing Auto Show, the competition between various forces has been fully opened, and Wu Weiqiang has likened this development trend image to: "From the Spring and Autumn Period to the Warring States Era." In such a new era, the automobile market has officially entered the stock market stage from the incremental market, and the game between car companies has become more cruel, and the imagination of the new era is bound to go through a "nirvana".
▲Wu Weiqiang, CEO and editor-in-chief of Auto Headlines
"The days of good food really don't exist," Wu Weiqiang concluded. There is no doubt that the Chinese auto market in 2018 suffered the first negative growth in 28 years, breaking the psychological defense line of auto people while setting the main tone of the "cold winter of the auto market". The cold wind is cold and the people are afraid, but in Wu Weiqiang's view, the new era will still bring many opportunities to various enterprises.
"For example, the development of electric vehicles in 2018 exceeded the expectations of many people", Wu Weiqiang judged: "Electric vehicles really ushered in market opportunities in 2018." "The new four modernizations mentioned by our government have pried out the market for electric vehicles in the era when gasoline vehicles dominate the world." The electric vehicle that integrates intelligent networking, automatic driving, and shared behavior has begun a new era, and more brands have been activated in the favor of young people. ”
As Wu Weiqiang said, the market is still that market, the market is still there, but the market is upgrading, and consumption is upgrading. But as far as the new four modernizations are concerned, is it the beginning of 2019? In Wu Weiqiang's view, this is just a warm-up, good food is not afraid of late, and the new four modernizations will be fully launched in 2019.
The new imagination of returning to the new era of the automotive market also needs to be loud in 2019 after a "bone chill". There is no doubt that the current auto market is surrounded by wolves and flames, and only by lifting the marketing confusion in the competition can we find another way to achieve a win-win situation.
Blockbusters are hard to do and difficult to sustain. Ineffective transmission, differentiation of sound volume, and other pain points have troubled car companies. Standing at a new starting point in 2019, how can car companies use limited money to gain more user recognition and make brands shine in a stock market?
Wu Weiqiang believes: "The new management system, although each family has a very complete change, value recognition is the management of user emotions, how to communicate with users, how to do these work with users, may become particularly important." ”
From the perspective of exploration to communication, it is more necessary to completely open up the shackles from plate-type industrial thinking to user thinking, and this process is a process that needs to constantly communicate and hint with users. It is precisely in such an era of "stirring people's hearts", Wu Weiqiang explained: "We must give users a reason to show off or a reason to agree, and then constantly let users have the idea of buying layer by layer." Rather than simply popularizing knowledge. ”
But in fact, while dealing with this problem, almost all people have lost the "ability to look up", that is, they cannot form a real sense of value identification with users. Wu Weiqiang calls the process of generating this value identity "emotional management." "Whether it is the interaction between enterprises and users or the interaction between enterprises and the media, it is an emotional problem, so that more recognition outside the product, this identity is value identity."
Throughout the era in which we live, the massive excess of content is more precious to highlight the real and valuable reports. The truth needs to return to the basics, and this reality is the real focus, which needs to be put in a correct posture to look up, neither looking up nor looking down.
"Heads-up makes communication more like communication, but before that, we must first establish a head-up ability, because this is the bridge to communicate with users." Wu Weiqiang said firmly: "I firmly believe that if we can't establish a heads-up ability, if we can't have such a way of thinking, in fact, it will never be possible to be with users, and we will always struggle in the trap of traffic." ”