On December 11, many car companies and the car emperor were vertically "barred". First of all, Huawei's Yu Chengdong questioned the other party's winter test and deliberately reduced the actual pure electric endurance of the M7. Subsequently, Geely Automobile also raised questions about the Galaxy E8 test. Immediately afterwards, Great Wall Motors also raised different opinions on the climbing and fuel consumption tests of the Tank 400, and publicly stated that it would respond accordingly. The test of a car vertical ** has suddenly surfaced the problem of "no distinction between true and false" that has been fermented in the automobile circle for many years.
Car testing has been a thing for a long time, and the rules, unspoken rules, and gameplay have not changed much, and the only thing that has changed is the form of presentation. In the past, when the automobile market was good, the display form of automobile evaluation was awards, and everyone mainly praised them, and the frequency of testing was mostly once a year. As cars enter the stock era, car evaluation has begun to have a "red and black list", and the "problem auto show" that has emerged in Hangzhou should be regarded as one of the most successful cases in the car exposure model. In the era of the influx of new energy and cross-border car manufacturers, capital can not only give blessings to car companies, but also to the best ones, and a variety of test rankings have become a magic weapon for all kinds of people.
The huge energy of the headline system has allowed the latecomers who understand the car emperor to take the lead, surpassing Autohome and Yiche to become the boss of the vertical platform of automobiles. The linkage of Douyin, Toutiao, and Chedi understands, massive traffic means a huge investment, and it will definitely bring huge revenue planning. Therefore, car evaluation, which has invested huge manpower and material resources, has become one of the effective ways to understand the car emperor to strengthen the commercial moat. Where is the traffic, where is the authority in the eyes of many car companies?In the eyes of many manufacturers, data is the basis, and traffic is the truth. As a result, all car companies believe that traffic does not make mistakes. But this time, the car emperor gave the car company a resounding slap in the face.
Who should this slap be given to?I think the first to get slapped in the face may be the marketing department of the car company. Since the new forces of car manufacturing began to promote the spread of traffic, many traditional car companies have also entered the traffic-only theory. However, there are not many traditional car companies that really understand the usefulness and results of traffic. Everyone thinks that cross-border and new car-making forces rely on traffic to become popular, so traditional car companies should also focus on traffic.
Yes, but not entirely. Traffic is divided into several categories among the existing automotive companies in China.
One is the communication traffic of new car-making forces. As a new enterprise spawned by capital, the primary task of the new car-making force is not to obtain consumers, but to complete phased business results through the first generation. For example, the market recognition of the first product created and the reflection of the business innovation model promoted** directly affect the financing progress of these enterprises. As for whether traffic can be converted into consumption clues, it is not the first place for new car-making forces. The new car-making forces never classify the traffic, and rarely make the factual basis of the traffic. As long as the discussion is around yourself, you can effectively enhance the business value. The traffic brought by the Internet from science and technology is an important issue for these car companies, and whether these traffic has car purchase attributes is the second thing to think about.
The other type is the religious marketing car builders who bring their own worshippers. These car companies include entrepreneurs who have successfully started businesses in the early stage and have their own business halos, as well as some cross-border car giants. They have a group of "pet fans" in other industries, and no matter what these car companies say or do, these admirers will support them unreservedly. Nowadays, many technology or cross-border car manufacturers often have "louder voices than on the stage". Such car companies don't need to talk much, and a group of "loyal fans" brought by religious marketing will drown the doubters in the spittle.
The last category is the followers of the marketing department of traditional car companies. Such car companies are mainly concentrated in luxury brands and joint venture car companies, while private car companies are relatively pragmatic. At this year's Guangzhou Auto Show, several luxury brand head car companies started live broadcasting, and various Internet celebrities on the booth were very lively, but people who knew this brand were very disgusted, and some people even described this brand as living as a way they hated. This kind of self-congratulatory marketing comes from the marketing department's obsession with data, believing that the amount of data reached after an activity is success, and it is the best KPI for the sales boss. As everyone knows, even the new car-making forces are not too obsessed with data and sales lead conversion, but these luxury and joint venture brands are so obsessed, and the problem here cannot be explained by a rigid system.
When it comes to the root, the money of the marketing department of traditional car companies is still too loose, and the mentality of professional managers is still too heavy. I remember that not long ago, the price of NIO ES6 was reduced, and the founder Li Bin held a press conference in one afternoon to answer the questions of those who had bought a car, those who did not buy a car, those who recognized NIO and those who did not approve of NIO. After watching the press conference, many people sighed that this is what entrepreneurs should look like. I've tried to ask a few car companies, if you were to do the price reduction, what would be the result?Their answer was to do a generational change press conference at best. Li Bin's practice proves that data and traffic are only one of the methods, not to solve the fundamental problem of communication and even car sales.
The traffic has made the marketing department of the car company popular, and this time it has also pushed the marketing department of the car company to the forefront. Although the final true results of this winter evaluation are unknown, the news obtained from many manufacturers shows that the car evaluation that understands Chedi is still more or less compliant. Heading into November, many car companies are preparing for the winter test that the automotive industry is focusing on today. The reason why the internal negotiation and preparation are in full swing is because although the money is spent, people do not necessarily guarantee the test results of these car companies.
Of course, I didn't mean to say nice things about anyone. Two days ago, I saw the ten most profitable temples in China sorted out by netizens, and everyone calculated the temple's revenue according to the ticket fee. Apparently, ordinary people ignore that the real income of the temple comes from land, large gifts, and almsgiving. This is very similar to the communication behavior of the marketing department of automobile companies, which always likes to use more budget than the public relations department to solve the problem, and use traffic to prevaricate the problem, but ignores the fact that the so-called budget is too much, in fact, it is also internal. In this era of stock competition, there is always someone who is richer than you. Therefore, the truth does not always act according to your wishes.
Cars now envy Huawei and imitate Huawei. Yu Chengdong's sentence "far ahead" has become the target of many car companies' marketing loopholes. Everyone racked their brains to think about what kind of word can be used to post Yu Chengdong's hot spots, but it seems that few car companies have thought about what their core communication points areEven fewer car companies have ever thought about what kind of homework Yu Chengdong did on the product in private without a teleprompter, so that he could introduce his own products like his own son?
The Winter Assessment of Chedi is a lesson in car communication. This lesson not only makes car companies, but also makes them have to reflect on whether everyone is looking for answers to their questions from the bottom. **Hedging, putting aside the facts, and emotions driving ......are all characteristics of the spread of this era. It doesn't matter if it's good or bad, but once the person who recites the scriptures is crooked, no matter how good the product is, there will be deviations.
Please be down-to-earth, do what you have to do, and ask yourself how long it has been since you had in-depth communication with the R&D staffHow long has it been since we had in-depth exchanges on our own technology and product system?How long has it been since we dug deep into the process with the manufacturing process of the factory?How long has it been since I have been perceiving the consumer object with the channel provider?......If you want to learn from Yu Chengdong, Li Bin, and Li Xiang, it's no problem, please start with them under the stage, instead of just watching them in the spotlight for dozens of minutes. That is not the real them, and it is destined that everyone will not learn the true meaning from them.