Car enterprise marketing has always been very lively. Inventory In 2014, the rise of WeChat opened up a new mobile marketing channel for car enterprises. Experiential marketing and entertainment marketing became more and more popular, and automotive e-commerce has also entered a new stage, with the target users being young and networked. Car companies also use more innovative, younger marketing "playing method" to narrow the distance between the brand and the user, but also for the brand into more emotional value and humanistic care.

2014 was undoubtedly a bumper year for the mini-vehicle industry. From January to November, the wholesale volume of the mini-vehicle industry totaled 2.248 million units, a year-on-year increase of 6.7%. While enjoying high sales, the mini-vehicle market closely followed the Internet in marketing. The micro-vehicle brands such as Beiqi Weiwang, SAIC-GM-Wuling, and Changan Commercial have all tested the whole media marketing and successfully explored a marketing path in the Internet era.

Trend 1: The over-charged e-commerce platform forms an online and offline marketing force

With the advent of the Internet marketing era, new breakthroughs have emerged in the Internet marketing of the domestic automotive industry. Car home open data shows that on the day of “Double 11” last year, the total amount of orders confirmed by the automobile electricity supplier was 37,117 units, and the total order amount was RMB 6.054 billion. Among them, during the cat's entire Double 11 Car Carnival, consumers ordered 50,700 vehicles.

While many mini-vehicle brands are still fighting for offline channels, some brands are playing a bigger game in online channels. As a veteran micro-car company, Chang'an Automobile has opened sales channels at Tmall and Suning Tesco successively. A series of online activities highlights the product competitiveness and preferential policies of Changan Automobile, bringing real convenience and benefits to consumers.

As a young micro-car brand that officially entered the Tmall Mall in October 2014, Beiqi Weiwang was the latest owner to set a record of more than 200 vehicles in less than a month, and obtained the “Double 11” period. The first of the total sales of commercial vehicle shops, the first sales of single-vehicle micro-customers, and the first single payment of autos were the first to win the sales sponsorship of mini-vehicles on the “Dual 11” market. Another successful case for car brands to explore online channels. With the increasing performance, the number of fans of BAIC Weiwang has also risen sharply. The increase in the number of fans has witnessed its efforts in social marketing, creative micro-activities and topics that focus on user needs and close to the user's life. Weiwang took the initiative in online marketing.

While continuously increasing the proportion of online marketing, Beiwang Weiwang also achieved diversification of sales forms, and launched the “Yi Bao Financial Car Purchase” program, which provides consumers with a more convenient value-added car purchase experience. By drawing on the e-commerce marketing model and combining its own characteristics, Beiwang Weiwang takes the actual needs of consumers as the core and forms a marketing model with distinctive branding. Thanks to the intensive cultivation of marketing, Beijing Vanguard has become a trustworthy micro-customer brand in the eyes of consumers. At present, Beijing Vanguard has entered the top four micro-car brand industry, becoming a synonym for high-quality micro-customers.

Trend 2: Deep-Plan O2O Interactive Marketing Enhances Land Conversion

If e-commerce marketing only supplements the sales channels of auto companies, then O2O will organically combine online sales opportunities with offline experiences, making the Internet a frontline for offline transactions, allowing consumers to purchase cars at the same time. , Also experience the quality of services under the line, becoming one of the most widely used forms of car companies. In the automotive market last year, the total market size of O2O reached 462.3 billion yuan, which is an increase of 69% compared with the previous year, and the fastest growth rate, which is most significant for the transformation of traditional industries. In this general trend, the micro-car brand is also actively testing water O2O marketing with its consideration of new consumer trends.

SAIC-GM-Wuling relied on SAIC to provide car buyers with the opportunity to purchase car packs plus free maintenance for one year; Chang'an Automobile provided a discount of RMB 500 on the Tmall platform. As the only micro-car brand that won the best car marketing case in China last year, Beiwang Weiwang relied on the O2O marketing model in its marketing and launched the “South Korea Asian Games Tour” group buying activity. The consumers who participated in the group purchase got it. VIP's services, while users concerned about the official WeChat, formed a good stickiness with the company, and laid a good foundation for customer-centric mobile services. In terms of communication, Beiwang Weiwang adopted the media communication combination of “Online Media + Mobile + Storefront Terminal”, through the launch of PC-based projects, the launch of WAP-based projects, offline online store cooperation with online special projects, and registration awards. , car purchases, etiquette, etc. car enjoyment network incentives effectively attract user attention, so that consumers really feel the convenience brought by O2O marketing.

In addition, during the Mid-Autumn Festival and National Day last year, Beiwang Weiwang also launched family-buying activities with warmth. It fully integrated the offline terminal with online sales, and carried out various forms of appreciation for old user activities. Experience falls into practice. The attempts of these novel marketing methods not only allowed Beiqi Weiwang to achieve a good sales effect, but also allowed consumers to try out the convenience of consumption.

Trend 3: Experience Marketing Plays Together to Strengthen User Participation

The 2014 brand management activities targeted at users in the micro-vehicle area are confirming the auto companies' judgment on the current consumer trend. Dongfeng Xiaokang launched a global campaign to select “the most beautiful and old users” based on a large user base. Beiwang Weiwang chose to host 300,000 car owners as the leading role and invited 60 national “opinion leaders” owners to be the most representative of the country. Visit its Zhuzhou production base and celebrate the celebration. These activities have positively reflected the importance of minicar companies to their existing car owners.

In the era of mobile Internet, everyone is a mobile information radio station. We convey our sense of what we are seeing through the media. For a brand, the users of each product are the best contacts for brand promotion. The extensive distribution of vehicle owners and the complexity of the components are often very difficult for the brand contact management of these users. The harder it is, when a brand is ready to do its job, its earnings will become more apparent. Beiqi Weiwang is a big beneficiary of user brand contact management. On the one hand, from the perspective of day-to-day management, Beiwang Weiwang answers the doubts of the owners through professional perspectives on the operation and maintenance of automobile forums and other automotive forums; through the vehicle owners Wechat Group, QQ Group’s regular activities and old users’ feedback on users. Caring; Through the quality of after-sales service allows users to always feel the brand's quality appeal. This series of accumulation has brought about 20% of old customers in the sales of Beiqi Weiwang to introduce the turnover rate.

In 2014, the three major trends are still in the ascendant; in 2015, more gameplay is surging. When a consumer goods market approaches saturation, when the product homogeneity becomes more and more serious, and the marketing of channels and the management of traditional marketing methods cannot bring significant benefits, new changes will occur, and the marketing trend has always been the same.