Online conference will be another battlefield for car companies to compete for creativity? Who has the advantage over the old and new forces?

A sudden outbreak of COVID-19 has made the automobile industry, which has entered a difficult mode, even worse.

The factory stopped production, the 4S shop closed, and the cash flow was in a hurry ... wave after wave of blows followed. But worst of all, the offline launch of the new car they have been keen on was stopped. Car companies have to enter an online release session that may not be short.

Undoubtedly, for car companies that like to pay attention to ostentation and extravagance, the online conference is a bit "cold mix". According to the data, in 20 19 years, there were only 1 session of online car conference, which shows that car companies don't like this form.

But at present, the situation is better than people. If we don't accept it, can the new car still break down? It has been nearly half a year since last year's Guangzhou Auto Show. According to the pace of market launch, we can't wait any longer. From the current point of view, Geely icon and GAC Toyota Willanda have decided to hold an online conference on February 24th and 28th. Before that, the Great Wall had already taken the lead in walking.

Then, the key question now is whether the online conference can achieve the expected results. In fact, online publishing has different effects for different brands. Here, we can roughly divide car companies into two camps-young brands (including new forces, new brands, etc.) and traditional brands.

Let's talk about the first car company suitable for online publishing.

Why are young brands or new forces suitable for online press conferences? Because of the money. Except for rich brands like Kelin, the problem faced by most new or young brands is still money. It is really unbearable to spend tens of millions of dollars on a press conference. Especially in the automobile market environment where new energy subsidies are declining, financing is even less likely to succeed casually. These car companies are eager to break a dollar into two flowers.

The other is "no difference". On weekdays, the places where car companies hold listing conferences are very elegant. It is said that it is a auspicious day, and the following is that the venue is too cold or the hotel is too bad, which will inevitably become the talk behind the scenes of media teachers. After all, no one wants to be "XX is the worst new car launch I have ever attended". Now, everyone will hold a unified online conference and fight for creativity. Maybe there will be a "counterattack".

After talking about the suitable situation, let's look at the unsuitable situation. For example, the luxury brand group headed by BBA is definitely the most aggrieved.

Haruki Murakami said: The ceremony is a very important thing. It can make us feel awe of what we care about.

For luxury brands, the lack of offline new car launch conference is equivalent to the lack of soul for them.

In the past, going to the valley, having a "big party" at a yacht club, inviting stars to sing and dance, bidding on the podium, screaming and clapping in the media can all set off the temperament of a luxury brand, even if it is broadcast live.

Now, it's just a matter of posting it on the internet in a hurry. There is nothing to force or suggest consumption. The biggest fear is that creativity is not as good as others and will become a laughing stock. After all, luxury brands are not afraid to spend money to make money, and they are afraid that they will not hear it if they can't spend money.

Of course, there is no way to avoid this embarrassment. Finding some models suitable for online publishing can also bring good results. For example, Mini and Smart are all possible.

As early as 20 16, Zhixuan of GAC Toyota will be vividly released online. Later, it attracted French luxury brands DS and Changan Auchan to follow suit. Isn't this Geely icon very suitable for online release models? Therefore, as long as the vehicle model is properly selected, network publishing can still achieve great benefits.

Kung fu is angry

Since the Beijing Auto Show has been postponed, it is not surprising that the new product launches of major car companies should be launched in February and even in the next few months.

In fact, there is nothing wrong with online publishing, except that there are few guests and some atmosphere, but as long as the creativity is good, the products are good and there are selling points, traffic can still be generated. Xiaomi 10 is also on sale, with sales exceeding 200 million in just one minute!

Therefore, the online conference may become another battlefield for car companies to compete for creativity.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.