BW2020 Revelation: Why Car Companies Can't Play with the "Late Waves"

With Generation Z (Post-90s and Post-95s, who grew up with the mobile internet) gradually becoming the main consumer and embodying a more and more independent consumer mindset, how to cater to their needs with "youthful" brands and products has become a market proposition that all industries must face, even the automotive industry, with its "high value and low frequency", is eager to "cross-border" and "cross-traffic". Even the automobile industry, which has a high value and low frequency, can't wait to "cross-border" and "go out of the circle", trying to find a way to efficiently "reap" the benefits of the Zs by means of product value packaging, IP marketing, and secondary yuan marketing. The new path of "harvesting" the wallet of the Z-generation.

In the "pile" of automobile manufacturers, there have been a large number of impressive marketing cases - such as Dongfeng Nissan + Luo Tianyi + Yao orchestra "break through the next generation wall! "Lightspeed Walker" sung by Dongfeng Nissan + Luo Tianyi + Yao Orchestra, the first cooperation with Chinajoy (2017), Jiangling Harness (also released the youth declaration of "Youth is more than just going up to the north"), "Thunder Snake-painted" Azure ES6 (Chinajoy2019), the "Thunder Snake-painted" Azure ES6 ( Chinajoy2019), Great Wall Ola created "Ola sauce" (ChinaJoy2019), Chevrolet teamed up with the iG team to launch a limited edition of the Gencool × iG team co-branded ......

Time has passed, and virtual songstresses represented by Luo Tianyi still have a strong presence in the market. The virtual songstresses represented by Luo Tianyi are still highly popular, and the soft and cute (including contrasting moe) secondary culture has been unstoppably integrated into every corner of life (think of the big ears on the heads of the takeaway boys of Meituan and Hungry Mai), while many marketing cases that once brought surprises to the automobile circle and consumers have gone with the wind as if they never existed.At the end of July, at the end of the 2020, the first large-scale animation and game At the end of July, at the 18th China International Digital Interactive Entertainment Exhibition (Chinajoy2020, or CJ2020 for short), the automotive industry was no longer in the limelight, and even the "pain car" (from the Japanese anime industry, which refers to a car that is made of favorite characters), which used to be an essential part of all kinds of comics and game shows, was no longer there. Even the "pain cars" (from the Japanese anime industry, referring to painting or decorating the car with favorite anime characters or patterns), which used to be essential for various comic and game shows, have become few and far between.

"Secondary" in the car companies here "out of favor" is not difficult to explain the reason: do marketing, not just a lively attract eyeballs, engaged in so many connotations are not tired? Since the secondary can not bring immediate effect (just left a "two" "ghost animal" and other impressions), then change the next, shouting dance, live jitterbugs, cycling marathon ... ... ...Anyway, which one is popular and which one to chase. So how did it turn out? Regrettably, these "Qin Qin twilight" "shallow" marketing means can not bring traffic and sales conversion, but also can not improve user stickiness and loyalty (independent brands tend to experience this y), but also the decision makers of enterprises, marketers and the Z generation of the The cognitive "gap" between corporate decision makers, marketers and Generation Z has become wider and wider, so that what many brands (not only in the automotive industry) consider to be brilliant is only "awkward" to the ears of the "backwaters", and the harvest is often just the disbelief of Generation Z. The only thing Generation Z is often not impressed with, or even offended by, is the fact that it's not a good idea.

So there's no way for automotive companies to play with the backwaters?

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CJ 'chicken ribs'? Car companies' efforts to "entertain themselves"

Some car companies with a long-term vision obviously don't think this way, and they don't regard entertainment marketing, including secondary marketing, as "just for fun," but clearly recognize that the essence of entertainment is "play. "If you don't want to put yourself down to "play", how can you really understand and "become friends" with Generation Z?

It's a little-known fact that Tesla CEO Elon Musk has not only made no secret of the fact that he's an otaku (a person who is passionate about subcultures such as anime and gaming and has a deep understanding of the culture) who loves secondary works such as Your Name, Chihayafuru and EVA, but also tweets as Elon-chan, which means that he has a deep understanding of the subculture. (Elon-chan) on Twitter, and encouraging Chinese employees to bring the most popular games (including car racing and Landlord) and apps (such as Beili Beili, or "B Station") to the in-car infotainment center, the Tesla Theater. Theater.) Interestingly, many Tesla engineers are also B station users, which makes Musk also think that the two sides in the cultural genes and user attributes have a strong **** Ming, this promotion of identity, even more than Tesla implanted in the "Peace Elite" ("717 airborne festival") has a more far-reaching impact.

In fact, Musk's "rhythm" (in the past by the star endorsement), game implantation still belongs to the marketing world's traditional "arts", just as "rice circle" (rice is the harmonic of Fan, meaning "rice"). As a popular saying in the "rice circle" (rice is the harmonic of fan, meaning "fans") goes, "the memory of 'rice' lasts only seven days". Like that, in the Internet era of fragmented information, once the brand and product marketing sound wave is slack, it will be like falling into the deep sea "embroidery needle", want to fish can not be fished up.

In response to this industry problem, the new car-making forces represented by Azera Motor have formed a core seed user group with "brand beliefs" through offline experience and refined operation of online community apps, but Azera's success is hard to replicate due to the high upfront operating costs. Geely's premium brand, Link, which specializes in "individuality and youth", has borrowed from Azera's online marketing model, on the one hand, by organizing the "E?Sports?WTCR Link Cup" online e-competition, selecting elite players to compete in the "E?Sports?WTCR Link Cup", and on the other hand, by organizing the "E?Sports?WTCR Link Cup" online e-competition, selecting elite players to compete in the "E?Sports?WTCR Link Cup". E?Sports?WTCR" (an officially authorized and recognized e-racing event by the FIA and the Touring Car World Cup) is the world's top competition field, which is used to shape the brand image of "the pioneer of automotive sports culture"; on the other hand, Link is also using the "Mecha Puffer Fish Sylph" as its marketing model. On the other hand, Link has also "IP-ized" the Rollover?Protection system equipped in the Link 06 with the "mecha pufferfish Hicks", which is undoubtedly an attempt to visualize the brand image of Link.

But when it comes to "IP-ization" in the automotive world, it's no doubt Great Wall Motors, which once launched the "Ola Sauce". After tasting the sweetness, the Great Wall Motor is not satisfied with the short-term cross-border "circle" and "co-branding" type of marketing and did not stop the exploration and thinking about the secondary marketing - since we have to play, we should play better than anyone else.

The Great Wall Motor Company has not stopped exploring and thinking about secondary marketing - since it wants to play, it should play more ahead of time and boldly than anyone else, and instead of imitating and copying other people's IPs, it should create its own IPs to be more topical.

So the Great Wall's Haval brand broke the naming convention and launched a new category of SUVs - Haval Big Dog, which immediately caused a "furor"; followed by Ola's brand launching a series of "cat family" electric vehicles - Ola, the first of its kind in the world, and the second of its kind in the world. "Electric vehicles - Ola white cat (R2), Ola black cat (upgraded version of R1) and Ola good cat (retro-type pure electric SUV), and the development of some bottlenecks on the road of WEY in 2020 Chengdu Auto Show also released a luxury off-road SUV tank 300. brands are also named Lemon, Tank and Coffee Smart.

Great Wall Motor also promises to the majority of fans, Haval big dog brand ICON, configuration level name, body color, car image, etc. will let the user "say it all", in the form of deep user participation to achieve the brand fan **** creation. In the view of some netizens, this may just be an interesting product; but in the view of industry insiders, this can be a big deal - because it means that the Great Wall Motor is not satisfied with the definition of the product, but began to try to define the industry, create new marketing rules. Regardless of the future prospects of the "big dogs", "cats" and "tanks", these "trendy new traveling companions" have already shown the popularity of "IP". The company's newest product, the "IP", is a great success story for the company.

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BW has become a "new favorite". If you want to play, turn yourself into a "backwave"

Manufacturers have bold ideas, but if they don't choose the right platform or method, they can only get half the result with twice the effort, or even nothing at all. Take the ChinaJoy2020 Link, although also with realme realme cell phone on the same stage linkage (realme intelligent flash charging station), but only on the same stage, and the vast majority of the audience are rushing to the cell phone and gifts, this by the local dealers to provide the "small yellow car" had to be a hand! The company's "small yellow car", provided by the local dealer, had to be a "background plate" that was difficult to be noticed.

The intriguing thing is that while Chinajoy's popularity is slipping, more car brands are calling for another event a week later (Aug. 7-Aug. 9), which will be held on the same day.

If Chinajoy is one of China's largest pan-secondary events, then BiliBili?World?2020 (BW2020, this year's fifth edition), the annual offline event organized by BeiliBili, is undoubtedly the offline "carnival" for ACG fans, UP masters, and Vtuber (virtual anchors) who identify with and love the culture of B station. "Carnival". After 11 years of development (founded in 2009), B-station, which used to be a gathering place for second-generation enthusiasts, a place where pop-ups flourished, and a place where the legendary registration test question "made a fierce man cry," has now grown to become the site with the highest percentage of Generation Z (81.4%, early 2020), 172 million monthly active users (Q1 2020), and 172 million monthly active UUs (Q1 2020), as well as the most popular site in the world for ACG fans. (Q1 2020), a comprehensive mobile video app with 1.8 million monthly active UP masters (Q1 2020), and a retention rate of over 60% for ten-year old users, as well as a diversified creation platform.

Despite the fact that BW2020 has been drastically scaled down in size due to epidemic prevention and control, there are still some pretty heavyweight partners on board, especially automotive brands like BYD, Rongwei?R brand (ROEWE?R), and MG, whose seriousness at BW2020 is by no means comparable to that of many of their friends at CJ.

First of all, BYD (reportedly led by its e-commerce department) not only partnered with the online national cartoon "Soul Street," inviting voice actors and UP masters to perform clips from the original series, pipa playing and classical dance in Chinese costumes, but also brought a show of restored Chinese costumes, which was a smooth and graceful match for the recently launched Han EV, the first of its kind in China. The Han EV is so smooth that the guardian spirit "Han is a sight to behold" handed out at the scene has become very popular.

I noticed that, in addition to this "Han costume show", BYD has also designed corresponding cosplay costumes for other Dynasty models, although this time in the BW "out of the circle" is not perfect (the main publicity window is still in the microblogging, the dissemination effect is mediocre), and should have been the first time in the BW "out of the circle". Although this time in BW "out of the circle" is not perfect (the main publicity window is still in microblogging, communication effect is mediocre, and should be the "main battlefield" of the B station, but there is not enough video placement and promotion, as the exhibition car of the Han EV did not become a pain in the car), but if we can summarize the experience and continue to boldly innovate, I believe that we can really integrate into the hot "ancient wind circle".

On the other hand, the third-generation MG6 (pain car) and the third-generation MG6 XPOWER brought by the MG brand have become the stage for UP masters and cosplayers to "do business", and with their cool shapes, they have become the necessary materials for many short videos.

First time "out of the circle" ROEWE?R is too "formal", just invited the UP master of "vegetarian (bai) face (che)" ER6 The company's website is a great source of information about the company's products and services, and the company's website is a great source of information about the company's products and services, and the company's products and services.

Interestingly, although Nezha Motors, which collaborated with the movie "Ne Zha's Demon Child Descends to the World," didn't exhibit at CJ2020 or BW2020, the handbags of Nezha and Ao B, which were produced in collaboration with Bandai, were still on display at a series of recent exhibitions, which reminded many viewers of Nezha Motors again, and the company is now a major player in the world of automobile design. This kind of "long tail" effect is probably something the brand itself didn't expect, right?

To summarize, I'd like to borrow the words of "Half-Buddha": B-station's strengths lie in having started as a video site, knowing what users want (unique player preference data), and building up a moat with its second-creation mechanism (strong support for secondary creation of homo sapiens as well as live broadcasting), high community stickiness, and user ambience, and then attracting more users (horizontally) and more users (horizontally) by breaking through the circle. By breaking the circle to attract more users (horizontally) and establishing IP to enhance users' sense of identity (vertically), it has the most coveted young user group in the entire Internet. This also explains why more and more brands and celebrities (including the ever-confident Lei Jun) are flocking to this platform to make friends with the "backwaters".

Writing in the end

In the author's opinion, whether it's called Generation Z or "Backwave", whether it's UP masters or "big members", they are not fuzzy faces or can be "set up". "character portraits", but the "six paths of reincarnation", "defense girls", "Schlieffen", "Schlieffen", "Schlieffen", "Schlieffen", "Schlieffen", "Schlieffen", "Schlieffen" and "Schlieffen". Schlieffen" "Soft Ice" "Suiyi freely" ...... and every single one of you who popped in front of the video.

(That "uncle": Chen Rui, chairman of B station)

They are ordinary people with flesh and blood, with joy and sorrow, who have to run for their livelihoods, who don't give up their interests because of the change of the years, and who are willing to pay for originality, science and technology, happiness and all the good things." They are willing to pay for originality, technology, happiness and all good things, and they are also very tolerant of creative "chai rice" (i.e. commercial implantation). It's true that many of them are no longer young, and it's obviously unfair to categorize them by age (like Chen Rui, the first generation of users and the current chairman of B-station, who is also a post-70s "uncle"), but they are still harboring the initial spirit of being "always 20 years old". To work hard, to struggle, to study, to go crazy, to play, to see the world, to experience failure, to "touch the world with love" (from UP master "indifferent").

(BW2020 Japan session, hosted by famous travel UP host "Soft Ice")

Automobile manufacturers, which have already made seven in and seven out of the secondary yuan circle and begun to pay attention to circle and community marketing, are in fact more qualified to Through the diversified fusion and they collide with more sparks, creating more possibilities, so as to arouse the brand and product **** love of the "back wave".

When the "poisonous aunt" Cai Ming, "domineering president" Lv Liangwei, and "strongest chatterbox" Han Qiaosheng from the B station variety show "Flower Practitioner" were on the BW2020 Freedom Stage (PEN), they were all very serious. When BW2020 Free Stage (I think this is the program that best reflects the essence of B station's sense of participation) danced the "small broken station square dance" Rainbow Beat with great seriousness, how can we say we are "old"? They dare to play with young people, is not also the courage to break through the self "wave"?

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