Understand the value of car emperor’s deep cultivation of content, and know how to drive the growth of automobile marketing efficiency.
On September 24th, the first potential energy conference of Knowing Car Emperor was held. At the meeting, He Jian, President of Knowing Car Emperor, systematically introduced the two major directions of the development of knowing car emperor’s content business, deeply cultivated the deep content value and explored multiple content genres.
Lu Hua, general manager of Chedi Commercial Products, introduced the commercial big data product of Chedi for the first time-knowing what to do. At the same time, Wang Dingkun, the general manager of Huge Engine Marketing Center, shared the commercial marketing solutions of Chedi, driving the efficiency of automobile marketing and building the main position of automobile marketing from a global perspective.
In addition, many experts and leaders from China automobile industry participated in the conference deeply, and made suggestions on marketing techniques, colliding with insights from the top of the industry.
Extend service ability with deep content and multiple genres
In the speech "Because I love it, I toss it", He Jian said that he understands that Che Di’s style of doing things is three words "can toss it". This is mainly reflected in two dimensions, one is the content level, and I understand that the car emperor wants to do deep content and make value. The other is to explore diversity, break the boundaries of automobile content creation, and let the content carry more service capabilities.
He Jian said: "Objectivity is the basis for understanding what the car emperor does." In order to let users contact with more objective content, more distinct views and have more differentiation in different vehicle dimensions on the platform, Know Car Emperor launched "Know Car Points".
In fact, the greatest satisfaction for users’ purchasing needs is to find a car that suits them, not a "best" car. Therefore, the goal of understanding the car points is not to open the gap between cars, but to highlight the characteristics of a car through clearer content, so that users can see the products that suit them and let brands find users.
Objective content can establish a better communication environment, and the credibility of content is the basis of building trust among brands, consumers and platforms. Only when the content is objective can consumers trust all parties, and automobile marketing will have real influence.
On the objective basis, knowing the car emperor further emphasizes the professionalism of the content. Up to now, Know Car Emperor has a comprehensive vehicle evaluation database, and based on standardized venues, professional tools and equipment, and industry-recognized testing methods, it has gradually established a perfect evaluation system for Know Car Emperor. As a complex industrial product, the overall structure, product positioning, technology of each detail, electronic system setting, etc. are all different. Professional content allows users to understand the characteristics of vehicle models more comprehensively, and at the same time, it also enables automobile brands to better demonstrate their product strength and make marketing solid.
Another dimension of understanding the content of Che Di is to explore diversity. In the past year, the diversified creative genres of the platform grew well, with the number of video releases increased by five times, the number of graphic releases increased by four times and the number of live broadcasts increased by 11 times.
Diversified content not only breaks the boundary of creation, but also the diversity of content genres actually extends the service ability of content. Take the live broadcast business as an example. Since the live broadcast business was launched in October 2019, at present, one out of every three dealers in China is broadcasting live by Chedi, and nearly 20,000 users contact the dealers through the live broadcast of Chedi every day. With the development of graphic, video and live broadcast business, with the improvement of information interaction ability and carrying capacity, the content service ability of knowing Chedi has also been strengthened.
Unity of knowing and doing, driving the growth of automobile marketing efficiency
Lu Hua, general manager of Chedi Commercial Products, introduced Chedi Commercial Big Data products for the first time at the meeting-knowing what to do.
Lu Hua introduced that Chedi’s automobile marketing solutions include "up-dimension cognition" and "down-dimension marketing". "Up-dimension cognition is actually driven by numbers, allowing brands to look at the connection between your brand and users from a higher perspective; Dimension-reducing marketing is to conduct diversified, scene-oriented, refined user operations and efficient marketing when we fully understand consumers. "
Knowing knowing and doing integrates a huge amount of engine data to realize brand user diagnosis, strategic planning, strategy formulation, marketing and value evaluation. It is a closed-loop integrated business data platform.
Knowing what to do and knowing what to do realizes the all-round scientific measurement of brand connection, brand mind and transformation attribution based on users, which can effectively connect brands and users and establish a deep relationship between brands and users, and is called "knowledge". At the same time, based on the whole life cycle of automobile users, it is called "line" because it formulates accurate and efficient delivery strategies around the matrix of commercial products that understand the car emperor, completes the influence on brand users, and realizes the innovation, cultivation and transformation of users.
Aiming at the three core marketing scenarios of automobile brand "listing, cultivation and transformation", Knowing Car Emperor has built a full-link marketing scheme from diagnosis, strategy, implementation to measurement. The achievement of strategy and goal can not be separated from the powerful matrix of commercial products that know the car emperor to support the landing. Understand the latest innovative advertisement of "Huanping" launched by Chedi, from full-screen display to seamless connection to information flow, and the click-through rate has increased by 40%.
At the level of content marketing, the advantages and rapid development of quality content of Know Car Emperor not only promote the improvement of its own product strength, but also attract more and more users to use Know Car Emperor. Moreover, through the "OGC+PGC+UGC" content matrix, it realizes the coverage of full scene, full life cycle and multi-content forms based on content marketing, and uses the five-terminal distribution of Know Car Number to deepen the breadth and accuracy of content dissemination.
In 2020, knowing the car emperor and selling the car will soon carry out product rejuvenation. At that time, new functions such as super stores and dealer fan platforms will be launched, and selling the car will provide a variety of efficient operation transformation tools to help businesses build their own online business halls and realize offline business scenarios.
Build the main position of automobile efficiency marketing by increasing efficiency with all engines.
Wang Dingqi, general manager of Huge Engine Marketing Center, shared the idea of looking at marketing from a global perspective, and building the main marketing position of car companies based on the ecological cooperation between Huge Engine and car owners.
The APP of Huge Engine has a monthly activity of 1.5 billion, and its usage time accounts for 13% of the whole network, gathering a large number of users and rich content matrices and forms. Through cross-end traffic, I understand that the car emperor can share the massive traffic of huge engines. And knowing the car’s more professional car content and trading ability makes the traffic more valuable.
At present, 74 car companies and 20,000 dealers have started broadcasting in Tik Tok and Know Car Emperor, with more than 700,000 broadcasts continuously. In addition to the live broadcast, Know Car Emperor also launched a large number of car-related video content, which quickly filled the online content of the brand. In the first half of the year, the total exposure of only one program of Happy Car Review Season reached 50 million, and the number of online users exceeded one million.
In August, Enormous Engine launched the Beautiful Car Festival, which brought more than 1 billion in-station traffic and 1.5 billion in sales for 15 automobile brands. Enormous Engine will jointly launch the second season of Beautiful Car Season in November, and it has been opened and upgraded in terms of advertising traffic, user interactive gameplay and five-terminal write-off link.
Relying on the link of a huge number of engines, the four-terminal flow potential and content distribution advantages gather together, and understanding the depth and diverse content of the car emperor greatly promotes the cultivation and transfer of users; On the effect link, the offline service scene is completely moved to the online. Knowing the car emperor has launched the "518, 618, 818 Car Festival" to bring hundreds of millions of exposures and tens of thousands of clues to the brand.
In the round-table forum of "Exploring New Opportunities for Automobile Efficiency Marketing", several marketing leaders from automobile enterprises discussed their thoughts on users and digital marketing. In the eyes of marketing leaders of car companies, the digital transformation of car companies is challenging, and knowing the car emperor will help industry partners to jointly explore "user-centered" marketing solutions.
Finally, the auto industry branch of China Council for the Promotion of International Trade, wang xia, President of the Auto Industry Chamber of Commerce of China International Chamber of Commerce, Fu Bingfeng, Vice President of China Automobile Industry Association, President of World Automobile Organization, Diao Jianshen and other industry leaders jointly launched "China Auto Potential DCar Creation Camp". In the future, car experts will take this as a position to continue to inject platform value into the creation camp and jointly help the future development of the auto industry.
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As an automobile content platform, Knowing Car Emperor’s real and professional content value has won the trust of more and more users, and at the same time, it has become a key position in automobile marketing. Knowing Car Emperor will work together with brands to provide a more perfect marketing product system, richer data tools and more industry-friendly solutions to stimulate more new possibilities in automobile business.