User-centric, how car companies build marketing digital breakthroughs

Marketing digitalization is a car enterprise digital cut from the internal driving factors, consumers' behavioral preferences for car purchases have changed, and sloppy marketing is difficult to effectively attract and retain customers. Car companies need to refine their operations based on customer insights. The automotive industry is changing from product-centered to user-centered. Consumers have more channels to access cars than before. Originally, after simply browsing online, people mainly went to test drive and choose cars through offline stores and 4S stores. Now many users learn about products in advance through short videos, social media, and specialized automotive websites, and offline mainly test drive and experience. The way users get information and make decisions has changed a lot. The attention of car companies to the user side, including the investment in this area and the way of operation, is changing greatly. In the process of this change, we can see a higher demand for refined operation. The original sales process is mainly completed by 4S stores, and car companies only need to manage and empower 4S stores themselves. But now it has become a direct sales method, which means that the car company itself has to face a large number of end consumers, and refined operation is something that must be done. From the point of view of external driving factors, with the development of new technologies such as automatic driving and cloud computing, as well as the development of intelligent new energy vehicles, the application of technology in the automotive field is further penetrating and maturing, and is gradually reconstructing the industrial chain. Many automobile functions. Value chain and operation mode. Originally, in the after-sales segment, the main contact with users was the after-sales maintenance of 4S stores. Now with the emergence of intelligent cockpits, the car itself is regarded as the second space by many users, and the online business and application scenes are becoming more and more abundant around the ecology of the car. Many OEMs have their own APPs, and they have also created many new applications around the cockpit of the car. All of this means that the entire automotive business chain and value chain is undergoing huge changes, and the digital transformation of car companies is imperative. We see that the core digital transformation has three dimensions: the first is the digital transformation of the marketing side; the second is the digital transformation of the R&D side; the product has changed, and the production side itself needs to undergo digital transformation. The digitalization of marketing is the entry point for the digitalization of car companies. The importance of digitization in the marketing end, in the whole business chain is elevated. Marketing digitalization itself will play a role in promoting and accelerating the R&D and production sides. On the R&D side, the development of many new products must rely on feedback and data from the user side as important decision-making suggestions for product innovation. On the other hand, from the production side, how to quickly convert user orders into production scheduling, based on the user side of the demand how to realize the visualization of all aspects of production, transparency, and promote the integration of production and marketing, all of these have become very important. What are the challenges facing the digitalization of automotive marketing? Throughout the entire life cycle, users focus on personalized service and consistent service. From brand marketing, sales lead generation, sales conversion, to user operation and after-sales service, these five stages run through the entire life cycle of the user. From the user's point of view, the first stage is to generate awareness and interest, generate purchase intention, then pre-sale test drive, transaction and delivery, and finally to the user's additional purchase, re-purchase and recommendation. During these segments, user trends have changed. First, with the enrichment of new content channel platforms and the increase in user experience touchpoints, user demand is gradually moving towards diversification and personalization; second, in the sales process, the pre-sale experience is not only a test drive in a 4S store online, but also includes the user to generate demand for online and offline integration of the new retail experience; third, the delivery is completed in a fast and flexible manner; fourth; the demand for the car ecosystem is exuberant, and members built around the ecosystem, Integral system is popular; community attributes are enhanced, and there is a large demand for interactivity; fifth, the demand for after-market services is diversified and personalized; and customers have put forward new demands for after-sales response speed. Based on the changes in user demand, OEMs and dealers face multiple challenges in the process of marketing digitalization. For OEMs, because the channels are becoming more and more diverse, the user's own needs are becoming more and more diverse, which means that the efficiency of marketing and placement in the public domain is bound to decrease. The original may only need to invest in a few major channels to complete the conversion, and now there are multiple channels to put. The second is the need to match more materials and content, the lead conversion rate becomes lower. There is a partial head of the OEM told us, he wants to get a single effective lead price may be two or three thousand dollars, which is already a very high price. Car companies need to do the digitization of stores, while connecting online and offline user data to improve the customer experience, as well as for after-the-fact order tracking, delivery agility tracking. On the one hand, when the brand and product of the car still need to be sold through offline dealers, the host needs to track the entire service and delivery chain; on the other hand, when some new brands are directly operated by the host factory, it is more necessary to have the ability of order tracking and delivery agility, which is required for the host factory's self-built capabilities. In the final user operation and after-sales link, we see how the after-sales response speed can be continuously improved; how to meet the diversified needs of users, as well as the innovative demand for new products and services. Integrating the data of the entire marketing domain and creating a unified digital center is an important demand of automobile enterprises. From the point of view of the demands of the OEMs themselves, so many channels, so many brands, so many touchpoints, means that there are a lot of different user data. For OEMs, if they can do a better job of data governance, management and application, it will become a tool and means to improve marketing effectiveness and marketing efficiency. However, if there is no way to do a good governance and integration, every day in the generation of a large number of IT resources, server resources, as well as the consumption of manpower, will become a great burden. For OEMs, integrating marketing data and creating a unified data center is another challenge and core demand. What is the way for car companies to break through? The first is to do user operations. For example, many OEMs are now building their own APPs to realize the operation of connecting users, create an ecology, and at the same time create a consistent customer experience. We see that many technology vendors, including Cloud Migration, are providing a series of products and services related to the customer's life journey. The second is product operation. Based on in-depth insights into consumer needs, we meet the multi-scenario needs of consumer groups' digital touchpoints. Through the application of multi-end and diversified scenarios of digital contacts, more consumer data assets will be deposited within the car company, which in turn will help the car company to gain insight, understand and explore the needs of different consumer groups, and feed product innovation and R&D. The third is channel operation. For OEMs, channels are richer than before, and they do not rely entirely on offline, but a lot of actual transactions take place directly online. Through digital tools to do the whole channel empowerment, improve customer experience, divided into three links: the first is the marketing link, with the help of marketing activities marketing toolbox, sales consultants can be in the enterprise micro anytime, anywhere, efficient marketing operations; the second is the sales link, instant online quotes to high-intention customers, at any time, intuitive control of the sales progress, online to complete the signing and payment of the small booking and the big booking, online acceptance, delivery of the car, but also to book an offline inspection and delivery of the car. The third is the after-sales link, making personalized delivery materials for customers, allowing customers to share their joy to the circle of friends, and boosting secondary sales. The fourth is data operation. For car companies, data has become a tool and means to realize marketing at the core. The construction of a data center is the core point, because only through the construction of a data center, you can integrate the offline data of various channels, support to different business scenarios, and be able to carry on the exit, and be able to continuously access data based on the needs of the above applications. Thus, it can improve the conversion rate of customers in the whole life journey, the satisfaction rate after the delivery of the whole vehicle, and help realize cross-selling and up-selling after the purchase. We build an operational analysis system through the data center to achieve comprehensive insight into operational data within the entire system, penetrate business details through data, and locate the core causes of problems. When there is a change in the revenue and profit of the enterprise, the reason for the change can be analyzed in order to formulate the corresponding business strategy. The first of the future marketing trends in the digitalization of car companies is the ultimate user experience. After the online and offline are connected, it allows users to be able to better realize the connection between online and offline and improve the user experience. Next, through the private domain plus members as well as the community, and even the meta-universe scenario, it can make the user's sense of experience and participation stronger. Users are not only as a pure buyer to receive the products and services provided by the OEM, but should participate in the construction of community content. Of course, this premise is the car company itself on the private domain and social ecology has been fully established, the entire membership system is built more mature, the next step should be to do the whole user experience. Because when you have completed the establishment of the entire online community, the Internet's other value, that is, the value of the online connection, social, massive mesh structure, these are able to extend the next step, these will enhance the entire user experience of the sense of participation and social sense. The second is the development of the application of data. Host factory in a single point after the integration of data management, in the data management, application and the final business feedback, has not formed a good closed loop. For example, the core advantage of traditional Internet companies is: on the one hand, based on the data continue to produce some new algorithms, new models, while these strategies, models in the actual business use process, and will continue to give a series of feedback, these feedback can continue to optimize the entire model, experience, produce some new data sources, new models and strategies. This will form a better intelligent closed loop. Now we can see that the application of the entire data is still a bit fragmented. In the next step, multiple digital touch points will bring more new data sources to automobile OEMs, and it will be crucial to connect and unify the underlying data. The third is the diversified service ecology, around the automotive industry from dealers, OEMs, financial companies, auto insurance companies, maintenance service providers throughout the industry chain ecology, more online means that these data can be **** enjoy, so that the interaction and feedback of data become more and more timely. This means that there are more ecological partners and based on the ecological scene in the linkage, some activities can be done more rich. This process can tap into the new needs of many customers, such as the combination of the intelligent cockpit scene, can get a lot of real-time user feedback data, user concerns.