The theme of the auto industry in 2024 is volume.
In the trend of new energy and intelligence, the automobile industry is facing great changes that have not happened in a century.
Under the background of unprecedented fierce competition in the automobile industry, it not only puts forward greater challenges for automobile marketing, but also shows greater opportunities.
On September 12th, the 9th China content Marketing Summit Forum was held in Beijing under the guidance of China International Public Relations Association and China Business Advertising Association, undertaken by Deiss Media and co-sponsored by CMO Club.
At the special auto marketing field specially set up by this forum, the auto industry experts, the traders behind the classic automobile marketing cases, and senior automobile media people jointly discussed the new trends and new ways of automobile marketing under the current market environment and technical environment.
, the current China content Marketing Summit Forum, we specially invited Mr.
Tao Weimin, a senior brand marketing expert, to act as the guest host of the automobile marketing special show.
The automobile industry under the transformation of new and old kinetic energy, how to break through the tight encirclement and the transformation of new and old kinetic energy is the theme of the automobile industry in recent years.
How to find a new track and break out the tight encirclement in such an environment is one of the topics of the forum.
The low-altitude economy has been included in the government work report as one of the three strategic emerging industries, and a number of enterprises and products dedicated to the low-level economy have been born.
Xiaopeng Huitian, as a brother company of Xiaopeng Automobile, has attracted much attention in the field of low-altitude economy.
At the forum, Qiu Mingquan, partner and vice president of Xiaopeng Huitian, displayed the flying car “land aircraft carrier” on the big screen, and the strong visual impact amazed the guests.
, Qiu Mingquan said that today’s low-altitude economy is very much like the new energy vehicle industry a decade ago, which has just started and is full of opportunities.
The ecology of the whole low-altitude economy will reach trillions of scale by 2026, and three trillions of tracks will appear in 2035.
Although the low-altitude economy is a brand-new field different from the automobile, it needs to use the industrial chain, ecological chain and even R & D logic of the automobile field, so it will be the first full integration of automobile and aviation in this era.
is rapidly giving birth to a number of new forces, will also give birth to new forms of communication, will bring new opportunities on the new track.
The smart car brand jointly built by Baidu and Geely Holdings Group, which has Geely’s car manufacturing technology and Baidu’s artificial intelligence technology, is known as “Geely provides the flesh and Baidu injects the soul”.
In the current “volume” era, Xu Jiye, the head of Jiyue Automotive Public Relations, pointed out: the auto market is not rolling at all, and people don’t know much about self-driving, which is what content marketing needs to do.
, Xu Jiye believes that from the era of 1.
0 oil cars to the era of 2.
0 trams, users want to save money.
from the era of 2.
0 trams to the era of 3.
0 smart cars, users want to save worry.
Ji Yue has done a lot of content dissemination, including various hard core tests, collision tests, and so on, such as whether the car door can be opened after rolling off a cliff, whether the car door can be opened after freezing, shooting at the battery in the laboratory, “Gallop in the desert” activity, long-distance commuting white paper in major cities across the country, and so on.
Xu Jiye said that always firmly believe that content is king, through the content to show the best performance, the strongest intelligence, the greatest strengths, with the content to break out the tight encirclement! Yu Jingmin, executive deputy general manager of SAIC passenger cars, who is known as the “fat head fish in the car circle”, is the pioneer in the industry to try car brands and personal IP live streaming.
At the forum on the same day, Yu Jingmin said: the fat head fish in the car circle is not a “network celebrity”, but in essence is to sincerely serve the users and hug them tightly.
, according to Yu Jingmin, good car + good content = full of new quality and productivity.
Marketing story is not only the level of storytelling, the key is to make a sincere commitment to fulfill the promise for the user.
The good car and the user together, only then produces the good story, the good content.
Automobile marketing in front of artificial intelligence technology, how to reconstruct and how to transform, Haoming Digital is an important company in the field of digital technology marketing, with a large number of automobile customers.
Liu Yunpeng, vice president of Haoming Mathematics, believes that the current competition in the automobile market has left us little time and space, so we need to return to the essence of marketing, create value with brands, and turn traffic into sales volume.
He put forward the “five forces” for automobile brands to break through and solve the problem of traffic black hole: the first is to continue to build their own brand recognition and reputation, the second is to do a good job in product power, and the third is to strengthen the capacity.
In particular, there should be social currency in the content that can trigger the spread of retweets.
The fourth is to rely on big data algorithm to find the media that can really reach the user group with a high degree of fit.
the fifth is to do a good job in private domain operation from online and offline contacts to form a good user experience and promote capital retention and transformation.
, Liu Yunpeng also stressed the insight into human nature in marketing.
He believes that content marketing must have technology on the left and art on the right.
Based on the insight into human nature and the grasp of social culture, consumption structure and the changing trend of consumption, it is the value of marketers to plan the content that hits the heart and has temperature.
Kuang Jinwen, former assistant president of FAW Group and general manager of Hongqi sales Company and founder of Qiusheng Technology, believes that artificial intelligence can thoroughly reconstruct the whole automobile marketing, but this is a change in means.
The purpose of marketing is to find users, to meet demand, but also to create user demand.
From the perspective of the automobile industry chain, when AI arrives, can we use AI to open the situation, let the supplier and the buyer better dock, let the industrial chain better serve users, fully interact with users, create value for users, and win-win with users? this is the significance of AI technological progress.
Kuang Jinwen introduced the smart business card products being made by Xisheng Technology.
When the business card is combined with the system behind to make a platform product, it can link the enterprise employees, related users, and platform partners of the enterprise, become the entrance to the traffic, interact with the users to produce real interaction, thus realize the value.
Hang Sheng Technology has built a platform with a car dealer.
Link hundreds of thousands of car owners to this platform to achieve the transformation from operating “products” to operating “products + users”.
Zhu Jingyun, head of the volcano engine data product consulting team, believes that the emergence of AIGC has lowered the threshold for content production, produced more and richer content for us to choose, and people’s core work has changed from execution to judgment.
At the same time, the data can help us to better analyze the market and user needs.
Copilot capabilities help us efficiently collect and analyze data, so that more practitioners can correctly locate the target customer group, find suitable market opportunities, spread attractive content, and achieve data-driven business growth.
, Zhu Jingyun pointed out that many car companies get extremely limited information about car owners through their own platform, and it is difficult to judge what content they like, what difficulties they face, and which new models will attract them more.
If we cooperate with Volcano engine, we can provide rich user portraits for enterprises and help enterprises achieve accurate marketing under the premise of compliance and legality.
How to embody the value of the automobile media under the information overload? Li Pengfei, the 30-second co-founder of the car, brought the new word AIGV.
He said that 30 seconds know how to car has exactly been the ninth anniversary since its founding.
When it was founded in 2015, it focused on the field of car video.
In nine years, it has accumulated a huge video library and more than 300 auto talents.
Under the blessing of the current AIGC technology, the 30-second car launched the AIGV car model.
When creating an AI video, you can quickly match the scene.
Through the scene matching video library accumulated over the past nine years, you can quickly launch a car review, scene or advertising video with virtual human in one to three minutes, and build the maximum intelligent MCN distribution through car power.
, Li Pengfei stressed, professional is 30 seconds to understand the car to survive, 30 seconds to understand the car to build a global scene, on this basis to be able to launch the AIGV car model.
As an international media, Phoenix New Media continues to explore the international communication of Chinese automobile brands.
Zhao Zhenxian, brand director of Phoenix New Media, shared the practical case of automobile brands going out to sea.
, Zhao Zhenfu, Lu Ying and Phoenix New Media held the annual ceremony of China Automobile for 10 years, which has been upgraded to “Global Automobile of the year”, and has also set up two major award categories: “China Global car” and “Global Chinese car”.
Phoenix New Media held the Townsend Lake Automobile Innovation Conference 2024 in Jiangxia, Wuhan, on May 23, 2024, excavating and commending the innovative enterprise stories of “three electricity” and “three intelligences” that have made outstanding contributions in the automobile industry.
In addition, with the help of the Olympic craze, Phoenix New Media helped red flag, Pentium and other Chinese car brands unveil in Paris, and also interviewed and reported overseas stories of Chinese car companies through international programs such as Phoenix “Global Observer Mission” and “Dialogue with the World.
” Phoenix New Media looks forward to working with more Chinese car brands to break down borders and media barriers, build a cross-border consensus bridge, and make the world fall in love with Chinese cars.
Wu Weiqiang, founder of Shuidi Automobile and director of “Wall Vision,” shared the theme of “changing cages for birds.
” he pointed out that automobile public opinion faces three big mountains: first, the monopoly of the flow platform, regardless of the quality of the content, the flow controls everything.
second, the decentralized information is confused, and the marketing content “big tube full” lacks authenticity and communication value.
the third is the substitution effect brought by AI.
Car companies in the absence of public opinion firewall, how to build their own public opinion protection ability, 
, Wu Weiqiang believes that words are the carrier of ideas, ideas can penetrate algorithms, and good content is always the core competitiveness.
In the face of the information overload and marketing transition brought by the huge amount of information, we must dig deep holes and accumulate grain widely.
He cited his official account “Wall World” as an example to illustrate that digging deep holes refers to the original content, which cannot be found or made up on the Internet.
He needs to find stories more deeply and find content that is not currently available on the Internet.
It must be valuable.
The wide accumulation of grain is to cater to the algorithm, meet the KPI, horizontal and vertical expansion.
The China content Marketing Summit Forum (China Content Marketing Summit, abbreviated as: CCMS) is a top summit of China’s content marketing industry jointly directed by China International Public Relations Association and China Business Advertising Association and hosted by Deiss Media.
It has been held nine times since 2016.
The forum held automobile marketing special shows for many times, and attended the professional cases shared by front-line traders and the industry trends put forward by experts, which had a great impact on the development of automobile marketing.
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