What kind of lesson has this epidemic taught automobile marketing innovation?

According to the latest data released by the Federation, this year? In February, the national passenger car market retailed 252,000 vehicles, down 78.5% from 65,438+in February 2009. The impact of the epidemic on the automobile market is undoubtedly enormous. Many dealers basically close their stores for the whole month, even if they open stores, they are in a state of empty doors.

However, it is worth noting that compared with the bleak offline, the online performance of automobile marketing in February can be said to be unprecedented, and it is? The tripartite linkage communication of "car enterprise+media KOL+ terminal"-this is a good phenomenon in terms of marketing innovation alone; Moreover, the response of car companies is more timely, which exceeds my expectations and is commendable.

The communication under the filter seems lively, but it also magnifies many problems. After carefully observing this wave of "fancy exit", "Vehicle Industry Miscellaneous Talk" shared some relevant thoughts and suggestions: What lessons did this epidemic give to automobile marketing innovation?

0 1

Phenomenon analysis: informative, useful > interesting.

If there is no COVID-19 epidemic, the period from February to March carries two major tasks for car companies: First, the release of heavy new cars is related to the improvement of annual sales; Second, the sales volume made a good start, which determined the task achievement rate in the first half of the year.

Marketing innovations that are "forced" to the Internet by the epidemic can be roughly divided into the following three categories:

First, the launch of heavy new cars was changed from offline launch to live broadcast, such as Geely ICON, which was originally scheduled to be officially launched on February 14, Changan UNI-T, which was forced to leave the Geneva Motor Show, and Jetta VS7, a popular joint venture model, and Guangzhou Automobile Toyota Willanda.

Second,? The mainstream brand terminals have almost fully launched the VR car-watching function (official mall or vertical platform members); According to the statistics of a platform, after the Spring Festival, the UV of its smart exhibition hall is five times that before the Spring Festival. In addition, manufacturers are also mobilizing terminal personnel to conduct "live broadcast with goods" through platforms such as WeChat video, Tik Tok and Aauto Quicker. For example, the new energy Euler brand under the Great Wall launched an all-round marketing "bombing" in the first time, integrating live broadcast, team battle, e-commerce and VR car watching.

Third, in order to maintain organizational vitality, car companies invite bosses, engineers and other backstage personnel to appear in the camera to record small videos of life, or to introduce new policies or product selling points live. On the one hand, it plays the role of internal training to boost confidence, on the other hand, it creates a sense of existence and drives enterprises and distributors to spread among the whole people.

I also participated in several of them, and I have the following feelings:

First of all, the online live broadcast traffic of popular car release categories is relatively high. In the past, the media circle was a first-class communicator, and then "fed back" information and opinions to ordinary consumers; The online live broadcast breaks this level, making it more open and direct, and ordinary riders can also get new car information in the first time.

Secondly, the car purchase policy information was released and the market responded positively. Among them, clear and preferential financial services are highly recognized; In addition, the acceptance of on-site service in maintenance is also high.

Thirdly, during the epidemic, it is a sensitive period of the relationship between manufacturers. If car companies give dealers policy loosening or promotion support at the first time, the enthusiasm of manufacturers for collaborative communication will be higher; On the other hand, if there is no real benefit to consumers, then online communication is actually of little significance.

Therefore, I think that the first thing to do in the network marketing innovation under this wave of epidemic situation is that manufacturers should dispel the concerns of financial pressure and task pressure of dealers and transmit information to customers through terminals; At present, manufacturers generally do not have the media foundation to directly attract consumers.

In addition, in online marketing, interest is an indispensable auxiliary factor, but it is not the core factor for car companies; If consumers are purely interested, they will not go to see the theme of cars. For people who really want to buy a car, it is more interesting and useful than fun.

02

Difficulty analysis: find the communication object > plan the communication content

In fact, before the arrival of the epidemic, the marketing promotion of automobiles was already experiencing the pain of transformation. The earliest Internet 1.0 era was one-way communication. The so-called online advertising ten years ago is not the same as "online" today; In the Internet 2.0 era, we began to pay attention to interactivity, and car companies also began to pay attention to experiential marketing; And to Internet 3.0? The era is all-round interaction, that is, the information interaction between personal terminals (mobile phones) and the whole network world is more diverse and fragmented. -The arrival of the ——5G era will further promote the rhythm and scope of this interaction.

At the same time, the automobile market is also changing. At present, consumers have much wider choices, and joint ventures &; Domestic and domestic transportation &; Luxury business labels have been difficult to cover the current automobile products. There are more young and personalized products, joint venture brands are also being explored, and domestic brands are also developing to the high end.

So, here's the problem. For car companies, it is very important to accurately control the target population of each car. If the portrait of the crowd that the manufacturer thinks is out of line with the actual purchase crowd, then it can basically be concluded that it is difficult for the manufacturer to find an accurate communication channel, let alone draw out the content that can achieve the drainage effect.

Even if the market has been accurately positioned, it is a headache to choose the communication channel. This also requires the help of the tripartite public relations team and the analysis of media big data. At present, autonomous head car companies are still insisting on multi-channel attempts, which can be seen in this epidemic and are more active and generous; On the contrary, the joint venture brand is relatively conservative or slightly lagging behind-this may be related to the decision-making mechanism of the joint venture.

Therefore, I would like to give a management suggestion here by the way: car companies should organically connect the product end/brand end/market end and pay attention to product positioning, which is the real market orientation; At present, the general traditional car companies are facing the situation that the three are out of touch, which may not adapt to the current communication ecology and budget benefits.

The epidemic has forced many automobile executives and engineers to introduce products or policies from the perspective of consumers. On the one hand, live video is a great test of the audience's familiarity with products/policies, on the other hand, it reduces the filtering of brand department, sales department and marketing department, and they will be closer to the market-in fact, it is an improvement.

03

Content analysis: consumer perception > car enterprise perception.

Continuing the above topic, there is an unavoidable question: Since it is an innovative attempt, to what extent can the marketing of car companies accept "necessary waste" and "necessary silence"?

"Necessary Waste" is actually a bold attempt of marketing mode and a diversified exploration of distribution channels. The experiential marketing and circle marketing that traditional car companies yearn for for many years have been put into practice by new forces such as Weilai Automobile and Xpeng Automobile. The so-called cross-border cooperation, FMCG industry is far more proficient than the automobile industry. Now that car companies are developing new cars, it is difficult to create lasting explosions. Many of them choose to keep a close eye on a market segment and try to find as many contacts as possible around the crowd characteristics of this market segment. This process is bound to be wasteful, but isn't there immeasurable waste in huge TV advertisements?

"Necessary silence" means that in the marketing process, influenced by communication channels and content, it is impossible for every activity to be very popular. If you really think of the effect of "bringing goods", then find a civilian spokesperson who fits the image of consumers and make a scene interpretation. A more grounded approach may be more useful than beautiful advertisements. In the face of ridicule, abuse and even negative complaints from netizens, car companies should be grateful for this feedback, put down the shelf of "Party A's father" and screen out constructive opinions for consideration.

During the epidemic, we saw many car companies move out of the "bottom" of the big leader. I think this is mainly for credibility, but after all, he/she is not a traffic star, and there is a distance between him/her and consumers. We should prevent "complacent" communication. Of course, it is smart to talk to well-known car critics (such as the online conference of Changan UNI-T and Tan Benhong's connection? YYP？ Yan), with the help of ready-made media image and traffic to avoid embarrassing chat, this is still a test of the photographer's control ability and temperament image, not greasy or boring, is the best candidate.

Waste and silence are actually the process of testing and screening each other between marketing promotion and consumer preferences. If car companies can take an open and frank attitude to explore, they will get more and more real word-of-mouth feedback, which is also helpful for product promotion and planning-in short, they should break the thinking inertia of "I think" and learn more about consumers' ideas.

Finally, I believe that all kinds of marketing innovations forced by the epidemic are actually "rehearsals" in the 5G era. Various communication phenomena in the past two months will become the norm in the near future, and the era of national spokespersons is accelerating. The sooner car companies explore interaction, the sooner they can define the positioning of products/brands, so as to build their own traffic pools, and the more opportunities they have to seize the communication increment in the new era.

Pay attention to the car industry, talk about the car number, and have a chance to win beautiful small gifts through interaction!

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