Car home Chejiahao: How to Construct Content Ecology

[? A billion euro guide? ]? To build a content ecosystem, car home wants to better serve users and empower creators.

Author Zhang Nan

Editor zhangyan

20 19 the cold winter in China auto market is getting worse and worse.

But in the field of content ecology, it seems that creators are more enthusiastic. According to car home Chejiahao's statistics, in the past year, the overall content release volume of the platform surged by 225% year-on-year, the traffic acquisition index increased by 47% year-on-year, and the content professional index increased by 9.4% year-on-year. Another interesting phenomenon is that video content accounts for 60%, surpassing graphic content for the first time.

The colder the winter, the more consumers are eager for real and excellent car content, which is still the best era.

On February 27th, 65438, in order to encourage and commend more high-quality content creators, the 20th19th "Golden Creation Award" ceremony of car home Chejia was successfully held in Beijing. The conference awarded "Best Content Award of the Year", "Best Creator Award of the Year" and "Honor Award of the Year" with 2 1 sub-awards.

"We hope to use this grand ceremony to bring together all participants in the automotive content industry chain." At the award ceremony, Kimmy, director of car home Chuangke Cloud Department and head of Chejiahao business, said. Sitting in the audience are car content creators, car home's most hardcore "fans" and car home's partners.

From the success of the first trial on 20 18 to the enthusiastic pursuit of the second session on 20 19, the "Golden Creation Award" not only conforms to the development of China's automobile industry, but also devotes itself to commending diverse content creators and creative trends. Behind this is actually the deepening of car home Chejia platform in the field of content ecology.

Oscar in the automotive content circle

At the second golden innovation award ceremony, an episode happened.

After winning the "20 19 Best Automotive Technology Content of the Year" award from Luca Auto, it was revealed that its team editor had just been punished. "As a matter of fact, I just finished processing the editing error in the truck before I came." The winner said shyly on the stage, "One of our editors made a knowledge error in the content posted on Chejia and was fined according to the norms of our team."

"Whether it is from the audit standard or the recommendation standard, the car number is the most stringent platform in this field." In an exclusive interview a few days before the Golden Innovation Awards ceremony, Kimmy told Yiou Automobile. This short story that happened at the scene seems to support her words.

Chejia's good platform has "zero tolerance" for soft articles, black manuscripts, headline parties and content with objective factual errors. If plagiarism is caused, you may face the result of the title.

The root of such harshness lies in the fact that car owners have taken truth and objectivity as the basic principles of the platform from the beginning.

In 2005, car home was founded. The original intention of the founding team is simple: serve users well and bring the best content to users. This gene continues to this day.

20 16 car home entered the era of 2.0, and changed from vertical media to content open platform. Later, Chairman and CEO Lu Min upgraded the strategy of "4+ 1 Smart Car Ecosphere" and led car home into a new era of 3.0 intelligence, relying on AI, big data and cloud to form a new closed-loop ecosystem.

Under the brand-new strategy, car home's content-related issues are also the focus of Lu Min's thinking. How to maximize car home's advantages in content through big data? How to create an open platform to attract more content creators?

After careful consideration, the maker cloud department was born, carrying the business from the media platform. After that, the creator's platform car number appeared: to help car home achieve platform transformation by creating a high-quality car content ecosystem. At that time, car home invested heavily in supporting outstanding creators of the platform, building a professional operation team, and transforming from vertical media to an open content platform.

Tong Fei, who has 12 years of professional editing experience, became the director of Maker Cloud Department. "In addition to doing things from 0 to 1, I am excited about the new model of the maker cloud department." She said to Yiou Automobile.

This model that excites her is "agile development"? A new software development method, which has gradually attracted widespread attention since 1960s and 1990s, emphasizes the close cooperation between programmers and business experts, face-to-face communication, frequent delivery of new software versions, compact and self-organized teams, and pays more attention to the role of people in the software development process. Lu Min decided to adopt this model to build the maker cloud business.

"Within car home, the maker cloud business is similar to an independent small ecology within the company." Feifei said. Maker Cloud has its own operation team in platform, commerce, product technology and data. "Therefore, it can become an efficient organism and make the whole ecology develop so fast."

"Relying on the project management mechanism (PMO), Maker Cloud was able to open up the company's resources in the early stage of growth and cooperate organically with various departments." Feifei recalled. Although there were many business departments in car home at that time, they were all directly corresponding to the company's large organizational structure and linked with various middle offices.

After the establishment of Chejiahao, it can not only grow rapidly through agile development mode, but also achieve the same strategic goal through PMO mechanism with the resources of the whole company, so it grows rapidly.

Today, Chejiahao has more than 20,000 content creators and produces 7,000 articles every day. Its influence in the industry is growing, and the soul connection between its C-end and B-end is gradually becoming clear.

On the one hand, relying on the content of the car number, car home can continue to attract users and use big data to portray user portraits; On the other hand, through the intelligent system, Chejia number can accurately match C-end users according to B-end demand, and turn demand into user value.

As a witness to the value of the car number, Jin Fei and the whole team are striving to make Jinchuang Award "the highest honor hall of the global car content awards, the Oscar of the car content circle"-an industry benchmark. And that's what car home's helmsman Lu Min wanted.

Chejiahao's "CBD" Ecology

How to encourage quality content? This is Kimmy's first consideration.

After a period of exploration, car owners have a set of systematic judgment rules. According to the dimensions of "horsepower value", "credit score" and "originality", the creators are graded. The higher the level, the higher the head.

Among them, the horsepower value focuses on the creator's ability to obtain traffic, which is closely related to the "interesting and useful" degree of content; Credit scoring and originality emphasize the authenticity and objectivity of the content.

After the creator produces the content, the Chejia number system will refer to the creator level and recommend it to the majority of C-end users based on the vertical recommendation algorithm. In this process, the creator level will occupy a certain score and dimension of the recommendation algorithm, but the "true, objective, interesting and useful" content view is still the core recommendation logic that Chejiahao insists on.

"All beings are equal, and car owners are good at running the whole ecology with results as the guide," Kimmy said. "Whether the content is of high quality, whether it matches popular models and events, whether it is the first, and whether it stimulates users' interest is the core of car owners' good attention. "The reason why the creator can do the head position is because its own content is of high quality. This kind of ecology gives new creators and tail creators more opportunities to "go out of the circle".

Therefore, a series of high-quality content creators have been born on the Chejia platform in car home.

For example, the "Car Beat" founded by Wang Yin, a senior car critic, won the car home Gold Award for two consecutive years. From traditional media magazines to car videos, Wang Yin has been working for nearly 20 years and is a veritable "old man" in the car industry. On the content platform of Chejia, a series of durability comparison and disassembly tests, as well as useful evaluation videos with dry goods, attracted many viewers. ?

"On the platform of car home, content creators must have a' professional foundation'," Kimmy said. "Otherwise, they will be tempted to criticize users in car home."

High-quality creators can bring great value to the platform, and therefore become an important resource for each platform to compete for. However, the car number is not closed. Feifei said, "Once we think that the creator's content has great C-end value, we will work closely with it through co-production and copyright purchase. But this does not mean that the creator can only publish works on the car home. We have always insisted on facing all creators with an open and win-win attitude. "

In empowering creators, Chejiahao began to try to help creators deepen fan operations. With the help of car home's unique UVN clustering model and big data, Chejiahao backstage can not only store the artist's portrait, but also generate the portraits of users and fans, helping the creator "see" his own fan types and the needs of users of different models. With this as a reference, creators can create works that better meet the needs of users, accurately locate their own styles, and rationally plan their own growth paths.

"The contribution of a fan is 2.7 times more sticky than that of ordinary users." Feifei said. In this process, car owners help creators understand its "fans"-what kind of people are watching their content? Is it a man or a woman? What kind of products do you like? What is the consumption level? -On the other hand, defining the audience of each IP in a finer granularity will also help automobile brands to better reach potential people when launching.

In the whole automobile ecology, the car number, which acts as a basic platform, relies on data and products, and at the same time carries high-quality content from creators, connecting C-end and B-end players to realize commercial realization. This is also the C (consumer) +B (merchant) +D (data) model summarized by Maker Cloud.

"All the commercial realization of Chejia number is based on the value of C end." Feifei said.

When accepting the demand of B-end manufacturers, "whether it meets the user value of C-end" becomes the primary screening condition of car number. After confirming that this condition is met, the Chejia number will accurately match the corresponding creator according to the background portrait. Regarding the question "whether the platform needs to balance the behavior of some authors writing soft articles", Kimmy bluntly said: "It can't be balanced, and it must be strictly controlled. Balance means hurting China car consumers. "

She reiterated time and again: "The cooperation between car owners and manufacturers is value-oriented." In Kimmy's eyes, the content platform must not give up the bottom line because of the launch of manufacturers, which will lead to the loss of the whole platform value.

This deep-rooted concept is inseparable from her personal experience. It is not only her growing process, but also the changing track of car home 15 years, from her graduation to doing content in car home, to establishing cultural channels, managing lobbyists' self-media platforms, and then to building the whole content ecology. "Content is the core and users are God."

Do everything to be "extreme"

By 20 19, the automobile content ecology created by car home has developed rapidly. Shi Jingkui, Vice President of car home, officially released the report "20 19 Insight into the Trend of Automotive Ecological Big Data from the Media" at the Golden Creation Awards Ceremony.

According to the report, in 20 19, the number of automobile content users increased by 35% year-on-year, and 90% of them were post-80s and post-90s. They prefer video content, but also pay attention to new energy, car maintenance, road trip and other types of content. In the past year, the growth scale of automobile users in third, fourth and fifth tier cities was close to 100%.

"Although the automobile market is experiencing negative growth and the content creators and content quantity are already in a state of fierce competition, we can still find a structural blue ocean." Shi Jingkui said.

This blue ocean comes from young users, exchange users and new growth opportunities for automobile users brought about by the sinking market. With the advent of the 5G era, the video content field will be more prosperous, the live gameplay will be rapidly iterated, and the car content creation tools will be more intelligent. In addition, in terms of commercialization, intelligent content marketing has become a trend. Through intelligent matching, we can accurately reach users and integrate content marketing with products and effects.

As an important connecting platform between the C-end and the B-end, Chejiahao Platform has continuously included multiple head media IPS since its birth two and a half years ago, achieving rapid growth for two consecutive years. After helping car home complete the strategic transformation of the 2.0 platform, Chejiahao shoulders another important task of helping the company enter the new era of 3.0 intelligence. With car home's slogan of "seeing cars, buying cars and using cars" as the top-level design, the car numbers will exert their strength in different directions. ?

"At present, car home has accumulated a large amount of user data in the two stages of" seeing cars "and" buying cars ",which can not only feed back user behavior and even media evaluation to dealers and OEMs in digital form, but also provide suggestions for their decision-making; At the same time, it can provide users with the required content, products and services by virtue of the intelligent distribution platform, thus forming an' intelligent system' for watching and buying cars. Next year, car use is our key development scenario, which means that if creators pay attention to car use, they can work with us to create a cooperative and empowering environment. " Zhang Jingyu, co-president of car home, said.

As a media content, service and business platform, Chejiahao will continue to invest in four dimensions: content construction, creator service, product construction and income generation to build dividends. Tong Fei gave a speech about Chejia's business in 2020 at the conference site. The theme of her speech was "Zhichuang 2020".

Specifically, in 2020, Chejiahao will focus on "full scene, high quality, Excellence and innovation", deepen the whole scene of the automobile life chain, build a high-quality content system, build a preemptive content ecology, support innovative creators, and provide consumers with in-depth services. ?

Kimmy said that in the future, Chejiahao will continue the wisdom plan of "3+ 1", namely "Super Partner Plan", "Extreme Service Plan", "Extreme Start Plan" and "Chejiahong 2.0", and integrate into China through three major measures: Chejiahao College, Satisfaction 100 service system and Chejiahao Club. At the same time, Chejiahao also plans to build a star matrix, tap new forces with the Million Fans Plan and the Star IP Plan, and continuously enhance the influence of creators.

In order to better integrate C-end and B-end, Chejiahao will build a commercial rating system and clarify the value orientation of creators at both ends. Behind this is still relying on the support of big data and technology.

Chejiahao hopes to tap the potential commercial value of each creator through the commercial data platform and intelligent task distribution, and match tasks for them more accurately, intelligently and efficiently.

This is the intelligent ecosystem that car home dreamed of building, which is based on intelligence and guided by C-end value, and realizes the maximization of commercial realization. In Kimmy's words, it is to use the business empowerment system to help all creators make money standing up. ?

"What is the biggest pressure at this stage?" Yiou car asked.

Tong Fei replied, "Not fast enough."

From Chairman and CEO Lu Min to the whole company, car home has always had a strong sense of crisis. Even now, it is firmly in the position of "industry first", but it is still "thinking about change". "Those opponents who hit you are often invisible to you." Feifei said.

"Our sense of crisis is eternal, and the biggest pressure comes from summing up our high expectations and faster iterations. There are too many good ideas in my mind, and I want to speed up the implementation faster. "

Editor: zhangyan

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