Nowadays, the automobile industry is facing a great change in a hundred years, and digital transformation is imminent. As the most important part of automobile enterprise work, automobile marketing also urgently needs reform. So, what should automobile marketing do in the new era? At the time of digital transformation, how can car companies achieve efficient links with users?
In the sub-forums of this forum, Yu Ning, deputy editor-in-chief of Shuidi Automobile, Song Jun, general manager of Geely Brand Sales Company, Wen Fei, general manager of Haval Marketing of Great Wall Motor Co., Ltd., and Hu Enping, executive vice president of Nezha Automobile Marketing Company? Wang Yunqing and Zhang Yaodong, the founder of Auto Headline, shared their views and discussed the way to change the marketing of Digital auto time.
Song Jun, general manager of Geely Brand Sales Company, borrowed a view from Wang Shouren, a thinker of Ming Dynasty, to give the answer.
In his view, whether in the interactive era or the digital era, the most fundamental thing is that the efficient communication between a product or a brand and consumers has changed in a scene. No matter how it changes, it is necessary to achieve "unity of knowledge and action" in the end.
Song Jun further explained: "The process of Geely's 654.38+0 billion yuan is a process of combining action and knowledge." He said that Geely hopes to complete the launch of a product in 1 minute, which is ok, but it also has some thoughtful thoughts on this process. For example, vertical can be deep and direct, but this process is not simple.
However, Song Jun said he was not too worried. Song Jun: Frankly speaking, the automobile industry is well known. With the opening of live broadcast 4.0 or marketing 4.0, digitalization will play a very important and accurate role in this process. With 6,543,800 customers, Geely can identify things that cannot be judged. If it is really enough to dig them out, it will not be simple, and this simple thing may be the content that consumers are most interested in and most willing to interact with enterprises.
Different from Song Jun's "integration of knowledge and practice", Wen Fei, general manager of Haval Marketing of Great Wall Motor Co., Ltd., put forward his understanding of efficient links from another level.
Wen Fei said that the efficient link between car companies and users can be summarized in one word, namely "four innovations", namely "new users", "new scenes", "new channels" and "new technologies".
In Wen Fei's view, the post-90s and post-90s will become the main consumers of automobiles in the future. So we need to know what the needs of "new users" are, what their buying patterns are, what their Buddhist culture is, and what their otaku culture is. Only by understanding their needs can we really connect them.
On the one hand, the "new scene" is the evolution of society. On the other hand, due to the birth of this year's special epidemic, the scene of interaction between car companies and users is changing.
As for the "new channel", Wen Fei said that the traditional 4S channel can only play a part in linking young users, but online channels, contacts in some business districts or some emotional outlets, including on-site test drive, will replace the traditional business districts. "New technology" is because cars are developing towards intelligence and networking, and cars will become another super mobile terminal besides mobile phones.
Wen Fei said frankly: "How to link effectively in the future may not only be a marketing matter, but also a multi-dimensional and compound panorama, which deserves our consideration from a broader perspective."
Hu Enping, executive vice president of Nezha Automobile Marketing Company, said that the efficient link between automobile enterprises and users is to identify the pain points of consumers.
Hu Enping takes Nezha Auto's current initiatives in electric vehicles as an example. He said: "In the field of charging, Nezha Automobile began to launch the charging plan in first-tier cities in September, because it was found that many users had the desire to buy electric vehicles, but they still could not solve the charging problem, especially in first-tier cities. Therefore, Nezha's power-on plan is to help the user pick up the car, help him charge it and give it to him, gradually cultivate his charging habits and basic knowledge, and solve their consumption.
In Hu Enping's view, if users can overcome the obstacles in the first step of buying electric vehicles, the latter things will be relatively smooth.
In addition to car company leaders sharing their views on "if car companies and users link efficiently", well-known media founders in the industry also gave their own ideas. Wang Yunqing, the founder of DearAuto, said that the most important thing in marketing is to be sincere to users.
In Wang Yunqing's view, there is something lacking in both automobile marketing and media communication. Although it is good for users and fans, it is not sincere enough. Therefore, in the future marketing, we should show greater sincerity. "As far as car companies are concerned, don't make your own things too perfect. 654.38+million cars are better than 500,000 cars. It is out of the question. Just tell him that I am a 65,438+million car with shortcomings, but I have to make friends first. " Wang Yunqing said bluntly.
After the sincerity is taken out, everything will be restored to its original state. Wang Yunqing said: "In the past two years, some brands have made all kinds of things, and the effect is average. But some brands can achieve results without doing those things. " Taking Guangzhou Automobile Toyota Marketing as an example, he said: "Guangfeng rarely does opportunistic things, but their products are very good."
Zhang Yaodong, the founder of car headlines, said that "efficiency" in efficient links is the core of the Internet, which has three meanings, the first is effect, the second is benefit, and the third is efficiency.
Zhang Yaodong said that the enterprise itself may be a bad card. If you want to play it out, you must learn different "permutations and combinations". And this "permutation and combination" is inseparable from digitalization in Zhang Yaodong's view. He said, "Enterprises should establish a data system. After analyzing the customer acquisition cost every day, will the customer acquisition cost be doubled or tripled? Now I see that I seldom really make my own data system. This aspect was not very important in the past few years, but in the next few years, the numbers will come. How can this enterprise be said to be a modern enterprise without building a digital system? "
It is not difficult to see from the speeches of several big bosses that both auto executives and media people are thinking about the marketing methods under the new wave of changes in today's auto industry. It can be said with certainty that the marketing reform of automobile enterprises has become the only way for automobile brands to go against the trend under the background of increasing challenges in automobile market sales and the development trend of digital transformation.
As Zhang Yaodong said, it is our misfortune and our luck that the times force us.
Text/Zhao Jiajia
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.