What is the current situation of domestic automobile brand development?

What is the current situation of domestic automobile brand development? Let me explain it from the following aspects:

First of all, many automobile brands have not leveraged diversified new media platforms, and their publicity targets are scattered. In terms of communication channels, the brand promotion function of the traditional media platform is being replaced by the new network media platform, and the communication scope of the traditional media platform is limited, so it is difficult to break through the shackles of the signal transmission line of the traditional media platform and expand more potential customers; In terms of display methods, although domestic automobile manufacturers have their own brand new car launch conference, company annual meeting and auto show every year to attract attention, they lack other novel display methods to further attract attention. Moreover, advertisements in traditional media can only be placed according to time periods (such as prime-time TV) and occupations (such as newspapers in various industries), and the target audience is too broad to classify and portrait customers, so that targeted advertisements can be placed for specific target groups.

Secondly, offline activities are insufficient, and user interaction and experience are weak. The promotion of domestic automobile brands always falls into the misunderstanding of publicity, ignoring people's spiritual satisfaction and pursuit. One thing or two can be seen from the contents of the advertisement: publicity only promotes the function and appearance of the car, without considering the user experience at all. Due to the lack of interaction and experience between publicity and offline activities, the effect of this publicity method is not obvious.

Finally, there is a lack of brand connotation and a lack of large IP that meets brand quality. Brand connotation is the soul of an enterprise and should take precedence over the development of the product itself. For example, the brand connotation of Mercedes-Benz is "original Mercedes-Benz, in the same strain", which reflects the personalized demand of products and the accumulation of historical details. However, few brand spirits or advertising words of domestic brands can be widely known and familiar, and even many good domestic automobile brands have been forgotten by enterprises in the long river of time in order to cater to the market.