Traditional marketing of OEM

[car home? News] On August 18, the "8 18 China Automobile New Consumption Forum" hosted by China Automobile Industry Association and hosted by car home was held in Changsha International Convention and Exhibition Center. Li Bo, general manager of Tencent Auto Cloud, delivered a speech. He said: the era of "commodity-centered" has passed, and the era of social marketing has arrived. Only by managing user value well and putting people first can potential consumers gradually become our audience, fans and eventually users. The following is a record of the speech:

"Li Bo, General Manager of Tencent Auto Cloud"

Good afternoon everyone! I am Li Bo from Tencent Smart Travel. I know a lot about the community operation just now. The community operation proposed by Wang Jinwei, Minister of FAW Toyota, shows that the OEM is more and more aware of the importance of socialization in the marketing field. Today, I am honored to discuss with you the increasingly close relationship between automobile marketing and social interaction.

I can be said to be a primary school student in the automobile industry. 20 17 began to enter the automobile industry. Before entering the automobile industry, I was engaged in QQ product research and development for 8 years. In the long history of the past, there have been various classic cases of community marketing. In the past two years, we have been deeply impressed by two social products. The first is Pinduoduo, and the second is live e-commerce. The auto industry is also doing live marketing.

With the huge traffic of WeChat social fission, Pinduoduo has revitalized the township people and elderly users who have not been radiated under the domestic consumption upgrading environment; The e-commerce of major short video platforms and e-commerce platforms brings goods, which promotes the transformation of anchor and brand traffic. The trend of social marketing is constantly infiltrating and changing the experience habits of consumers in China. What caused this habit and this trend?

We did some data analysis with BCG, and found that in the digital age, everyone has 5.2 digital contacts, of which 53% are social contacts. The penetration rate of social media in China has reached 97%, and almost everyone is exposed to social media every day. The average time spent using mobile phones every day is about 4 hours, of which social media accounts for more than 2.3 hours. These social connections occupy so much time in the consumer decision-making chain and play a key role.

82% of consumers decided that I want to buy this product before entering the sales channel, and 77% of consumers are willing to share it on social channels, send a circle of friends, send a Weibo and so on. These complex social connections have a strong connection with life, and they are almost inseparable from socialization. This reminds us that the original "commodity-centered" operation era has passed, and the era of social marketing has arrived. We need to turn to managing user value and people-oriented, and gradually turn potential consumers into our audience, fans and finally our users.

Let's take a look at the current situation of automobile marketing. Thanks to the trend of digitalization and omni-channel, consumers are surrounded by a lot of irrelevant and low-quality information while enjoying diversified and convenient access to products. Like the automobile industry, all kinds of automobile information can be received online, but for consumers, they just want to get more accurate and higher quality automobile information. We can see some data. At present, more than 90% consumers will spend more than 4 hours comparing vehicle information online, and the time to buy a car in a 4S store has dropped from 90% to 30%-40%. We also found that 25%-40% consumers of different ages are willing to place orders and pay through e-commerce channels.

There's one more thing in this. Communicating with friends and professionals and soliciting opinions is still the most important decision for most consumers to buy a car. This has not changed. With the efficient popularization of the Internet, the traditional one-way information transmission can no longer meet the needs of consumers. Consumers are more looking forward to positive communication with brands. Of course, live broadcast is a form of communication, so consumers have a stronger demand for more active and interactive interaction.

At the same time, the OEM originally relied on the traditional way of obtaining customers, that is, "consumers take the initiative to keep their books and dealers follow up." This year, especially after the outbreak, this method faces great challenges such as single information of potential customers and limited accuracy. Car companies are in a very passive position in the transformation, and more are sitting in business. If they want to change from a businessman to a businessman, they need to form a good and efficient interaction with customers and improve efficiency.

In recent years, durable consumer goods represented by automobiles stand at the crossroads of marketing transformation. Socialized submarine acquisition, more accurate alliance and more efficient interactive direct connection mode will become the new trend for OEMs to acquire higher quality submarines in the future.

I just said live broadcast. Before the outbreak, no one expected that live car sales would suddenly appear, becoming a glimmer of light in the depressed auto market. The live car selling mode increases the contact point of users buying cars and becomes a good channel for brand exposure and increasing customers. In the process of selling cars live, there are great discounts that will accelerate consumers' intention to buy cars. However, we found that there is a core problem, because the vast majority of users who buy a car live on the Internet actually have the will to buy this car before the live broadcast, but it will be cheaper in the live broadcast. More than 80% of the conversion comes from car users who want to buy this car. Therefore, the demand of creating new users by live broadcast itself has not brought much increment, so it is difficult to be used as the main sales channel.

What else is there? More can be used as drainage channels. In addition, we should also consider the cost performance. Looking at the results of CPS, whether the customer acquisition cost brought by the big coffee invited by live broadcast is really lower than that of advertising, the customer acquisition cost has become a key factor for manufacturers to make live broadcast choices.

It is foreseeable that buying a car by live broadcast can become one of the new retail forms of cars and become the norm. What we need to think about is to change the form and content of live broadcast, so that it can not only shape our brand image, strengthen consumer communication, but also influence consumers' car buying behavior in the early stage of decision-making.

We hope to generate incremental users, and hope that these exciting audiences and beautiful booking data will become the key to open sales leads, and finally turn sales leads into actual success stories. Therefore, it is hoped that car companies and dealers will build a bridge between online and offline transformation, do a good job in follow-up and create opportunities to enter the store. For example, good users can experience the service when they arrive at the store. I believe that as long as the user arrives at the store, he will be able to complete the transformation, but only if we let him arrive at the store.

As an advertisement, I want to talk to you about Tencent's latest products. My original intention of making this platform comes from two things. The first thing is that I bought a car for my wife. The reason for buying a car is simple. Another colleague's wife basked in a circle of friends on Tanabata, saying that her husband gave her a MINI, and left a message saying that Tencent's agreement price was 20% off. After reading it, my wife told me that I wanted to buy it, too, and there was a discount. We bought one this afternoon. This is the first time I have experienced the power of car marketing as a social fission.

The second is my very good friend. He bought a Mercedes. He is a car enthusiast and bought a Mercedes-Benz E? 300? L, everyone says this car is cost-effective, of course, it has a very coquettish taillight. Later, in go on road trip, we used to drive all kinds of cars, and as a result, several friends who changed cars switched to Mercedes-Benz. It was this friend's encouragement that made seven or eight people around us change Mercedes-Benz, even better than the general sales performance. This is the second time that I have been influenced by social marketing from different directions.

Just now, Minister Wang said that transferring customers can transfer 100 vehicles. Weilai also has classic cases. In Beijing, three people helped them do social fission communication and become new owners. In about a few months, 200 Weilai cars were sold.

These actually reflect whether we need to have such a social platform, so that these people can exert their enthusiasm and get some benefits. Of course, the income here is not just income. Many people, especially the owners of high-end brands, actually get fame, honor and self-identity. So I made a platform to sell cars. The most basic platform is the robot platform, which solves many pain points faced by the traditional broker model in China market. Robot, as an external channel for dealers to obtain customers, occupied the marketing products, and finally he became the victim of the price tug-of-war between customers and dealers. Generally, the platforms carrying robots are not large. First, there is a lack of smooth communication channels between dealers and brokers. Second, it is difficult for dealers to trust and rely on this platform. In this weak social situation? It is difficult to establish a suitable brand image and professional image among consumers, and the complicated audit process has also improved the entry threshold for robots.

We believe that car brokers are one-stop professionals engaged in the whole process of car sales. At present, most domestic buyers are car sales representatives, and their jobs are only a small part of car brokers. The real job of a car broker should be the extension of a sales representative, including pre-sale, mid-sale and after-sale. The broker model proposed by Tencent hopes that it will join the social fission game, combine Tencent's social and traffic data, and take advantage of these advantages to provide brokers with complete digital marketing tools and service capabilities.

Under various sales platforms, brokers can join at a low threshold, get commissions, honors, points and other returns, and at the same time produce fission. Later, we also opened some channels for professional brokers, and we can help these brokers improve their professional ability and face the B-side of car dealers and dealers. Le Che Xiao has strengthened its contact with dealers, and achieved the undertaking of the backward link with enterprise WeChat, realizing the full link from the OEM to dealers, brokers and consumers, which can directly reach the C end.

In this way, the powerful advantages of WeChat will be brought into play. We can use corporate WeChat to directly join personal WeChat, use acquaintances to break down consumer barriers, rely on Tencent's big data to help tap consumers' hidden needs and help brokers provide corresponding personalized services.

Of course, we believe that besides the robot platform, we can also create a very simple tool to realize simple collection, distribution and verification. For example, Shenzhen recently introduced 400 million car replacement subsidies. Tencent, as a platform, takes the car sales applet as the carrier, and undertakes the information collection and coupon distribution process for all car buyers. Then through verification, online audit and other functions, it was launched in various places one after another. As a tool, users not only connect manufacturers, but also connect the government and government subsidies.

Next, there is a relatively heavyweight function to be released. We hope it is a task publishing platform, which supports everyone to accept the sales tasks of the OEM in the form of CPL and CPS, and the capable people related to PL who do automobile marketing gather social resources to realize the capabilities of CPS. In this way, the OEM will no longer have to worry about how many cars have been sold at such a high cost, and he can clearly know how many sales achievements have been made with the money spent, so that the input and output will be immediate. Of course, this platform is still in its infancy, and we hope that more partners and OEMs will join in.

This is what I shared today. I believe that with the cooperation of the elites in the industry, social marketing will definitely bring a new spring to the automobile industry. Thank you! (Compile/car home? Weng Meng)